City Newspapers: Price War heralds the arrival of TOI

Early morning of 22nd September was a different good morning to Hyderabadis. It was the day of the launch of the India's oldest, biggest & the most influential newspapers in Hyderabad. The TOI did not want to miss out on the action in the most happening city and there it was with a bang with all its legendary history behind it, the Hyderabad edition of Times of India.

Hyderabad has been a strong hold of 'Deccan Chronicle' since time immemorial and like 'Hyderabadi chai' and 'Hyderabadi Biriyani' its famous "DC" is an inevitable part of Hyderabadis.

Now with the arrival of TOI, its a different corporate ball game for the newspaper barons. To take on the might of 'Deccan Chronicle' all that TOI had to do was to slash its price to Rs1.00-1.50 and presto, the people were rushing to have a copy of the Times. (typical Hyderabadi attitude!). 

Then what followed was a similar price reduction by all the other English dailies.Till the other day the Newspapers that were selling at Rs 2.80 are now on a price cut spree to retain its readers.
And when everyone is on par price wise than its the marketing that takes prominence and so there is a sea change in the features, layout and coverage in all these dailies. Their marketing department is on an aggressive door-to-door campaign to retain their age-old readers.

Deccan Chronicle recently came out with the report of the Audit Bureau of Circulation( that acknowledge industry standards on newspaper sales) which
certified that Deccan Chronicle registered the highest rate of growth among mainline English Newspapers in the country from Jan-June'00.

Thanks to the competition that's going on between the English dailies, the readers seem to be the real beneficiary as they are hardly paying anything for their monthly paper Bills. Some of them are even getting the newspapers free 0f cost at their doorstep. And now in Hyderabad with ten rupees one can buy almost seven Newspapers!. Well the newspapers were never so much in abundance in the city.

Times Of India starts Hyderabad Edition

-October'oo

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