Perhaps among the most popular newspapers on earth, the Times of India (TOI) was faced with developing a national strategy in a country that was very varied. The newspaper's strategy included developing readership among the youth in India lowering the price of print newspapers, embracing active story coverage, and continuing to deliver door-to-door in metro areas.
But by 2014, the cost structure essentially required newspapers to be kept on doorstep every morning. Rahul Kansal Executive President at Bennet did reexamination of newspaper's direction. Digital and nonmetro expansion had been contained by the firm's growth model. Should TOI continue underserved Indian population to grow the increasingly literate's print readership in metro and nonmetro regions and to tap into it? What effect would that choice have on TOI's digital penetration?
The Times of India Start the Presses Case Study Solution
PUBLICATION DATE: June 08, 2015 PRODUCT #: UV6993-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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