The document discusses the launch strategy of a children's newspaper by BCCL. It proposes launching a daily supplement in English in Chennai to target 10-15 year olds. The newspaper will be called "The Young Horizon" and provide news, activities, puzzles to engage younger children. It will differentiate itself by being a daily paper for kids while competitors are weekly. Short term goals are to launch and understand the untapped market potential. Long term goals include expanding across South India and becoming the top player in the children's newspaper market.

1. Business of
Media and
Entertainment
Industry I -
Print
Group No :
Ayushi (024), Aparna N (019), Arushi Chak (110),
Ashita V (111), Harshit Sharma (034), Malavika
Rao (148)

2. PART 1.
LAUNCH
STRATEGY

3. Launch Idea
▸ BCCL to launch a children’s newspaper as a daily
supplement
▸ Language - English
▹ English newspapers remain an aspiration
and are seen as a pathway to success
▹ 17.4 % of newspapers circulated in India are in
English (Source: ABC, 2016)
▸ Pilot in Chennai
▹ Untapped market for children
▹ Isolated market
▸ Cater to the age groups :10-15 years, NCCS AB
▹ Most children don’t read the newspaper
below the age of 10

4. THE YOUNG HORIZON
An offering that enriches the fastest growing
population segment in the country today

5. Product Strategy
▸ Provide content which not only enriches but engages
▹ News coverage as well as doodling competitions,
jumbled words etc
▹ This will ensure that children of a younger age group
will engage with the newspaper and then transition to
reading it when older
▸ Differentiation
▹ No other newspaper has the same proposition
▹ Most kids’ papers are weekly supplements
▸ Strategy for penetration
▹ Pilot in Chennai
▹ Try to expand the customer base in South

6. Competitor Analysis - (1/2)
Most newspapers have a school edition; we are listing the
publications that are supplied to households
▸ Young World by The Hindu.
▹ Simple language - the newspaper offers children new
ways to learn about science, history, entertainment and
▹ Contains stories, quizzes, interactive games
▹ Published on every Friday
▹ Circulation - 361,081*
▹ Costs Rs. 349 p.a.
(*Source:https://www.themediaant.com/newspaper/the-hindu-young-world-chennai)

7. Competitor Analysis - (2/2)
▸ Robin Age
▹ RobinAge is an award-winning weekly newspaper for
children
▹ Age group: 4 to 15 years.
▹ RobinAge carries news and information on current
affairs, science, history, sports, careers, culture and
environment along with activities, puzzles and
interactive projects
▹ It has been created to encourage the habit of reading
through content that is interactive, informative,
positive and engaging.
▹ Price: Rs 25 per edition

8. Features
▸ No. of pages - 16 pages
▸ Dimensions - 8” x 10”
▸ Printing on glazed paper and coloured editions to capture
attention and attract children
▸ Tone of the paper - Straight forward and Earnest
▸ Number of copies for launch - 2.5 Lakhs (Based on the circulation
of the Young World papers)
▸ Introductory Pricing and cover price: Freemium model
▹ Will be part of the TOI booklet for 6 months
▹ Then would cost Rs. 2 per day

9. Strategies for Launch
▸ Print ad on the day of the launch - Front page copy will read -
‘From today, your kid will be future ready.’
▸ Ambush Marketing - Put paper within other dailies and
introduce people to the new offering (along with it being
delivered with the TOI)

10. Short-term and Long-term goals
Short term goals:
▸ To launch the paper and explore the potential of an
untapped market
▸ Understand positives and negatives to refine the paper even
more
Long term goals:
▸ Expand to further Southern states; Eventually, cover all of
India
▸ Become the no. 1 player in the children’s newspaper market
▸ Ensure at least 50% of the children in urban cities get into
the habit of reading the newspaper

11. PART 2.BRAND CAMPAIGN

12. 1. BEYOND HORIZONS
Insight:
“Most parents decide what their kids should become when they grow up. They
have goals set for their kids and expect them to follow it”
Supporting Facts:
▸ According to a study by LinkedIn, 82% of Indian Parents are
involved in deciding their Child’s career.
▸ According to a study by HSBC on the hopes and expectation of
parents on their children’s education , 51% of the Indian parents
choose successful careers, while only 49% choose happiness in
life

13. 1. BEYOND HORIZONS
What? : To engage school-going kids and their parents to draw
their attention to the holistic development of their children
and to encourage kids to pursue their dreams
Why? : Since the newspaper is for 10-16 yrs old children, they
are our primary target group. The newspaper would seek to
open different avenues to the children and be their window to
the world

14. 1. BEYOND HORIZONS
Steps
1. Campaign announced through TV, digital and Print media with a
State Level painting competition
2. Top 50 paintings chosen and featured in the newspaper
3. Workshops with schools in which personalities who achieved
success in non-conventional careers like cartoonists, graphic
designers, photographers talk to kids about their professions
4. A book fair in which various activities involving both kids and their
parents are organised
5. Screening of movies that educate as well as entertain kids followed
by discussions

15. Monetisation of the Campaign
1. Tie-ups with the schools for workshops will be extended
with the schools subscribing the newspaper as their
‘education partners’
2. Events like the painting competition, movie screenings
and the book fair can be sponsored by kids related
brands like stationery brand ITC’s Classmate, Camlin
1. BEYOND HORIZONS

16. 2. Times Young Learnalist
Insight
“People find it difficult to say no to valid requests made by children. Not
following what they are saying, knowing that it is the truth generates a
guilt feeling amongst people”
Reference: Campaign by NACO promoting Blood Donation
(https://www.youtube.com/watch?v=Cz7qSYIEi14)

17. 2. Times Young Learnalist
The Idea:
Times can promote Journalism amongst Kids and make them the change
makers of the society using the Citizen journalist format.
The Times Young Learnalist show, which will be telecasted once a week on
Times Now will showcase video footages that have been reported by kids.
They will be encouraged to report hyperlocal issues from their respective
localities which will be brought to the notice of the Local Authorities who
can take necessary action.
Hence, this campaign will not just promote one cause, but multiple issues
faced by a locality.

18. 2. Times Young Learnalist
Steps
1. Campaign Announced through TV, digital and Print media
2. Accepting and Screening of entries received for Young Learnalist
3. Best Reports published in Print/ A/V formats on respective media as
a regular once-a-week show.
4. The most popular reporters and/or best cause identifiers are invited
for the National Final Round where they compete live and report live
events.
5. The winner of Young Learnalist becomes the Face of the Times Kids’
Supplement and its Brand Ambassador, along with winning Cash
Prizes and other rewards.

19. 2. Times Young Learnalist
Monetisation of the campaign
1. The TV News show featuring Young Learnalists would work on an
advertising revenue model which will earn funds for Times.
2. These reports would be moved to Times Archives, thus generating
content for their digital platforms as well. This helps in generating
Advertising revenues via digital/social platforms as well.
3. The on ground activities will be collaborated as sponsored efforts
where Times would be partnering with other Kids brands (Eg. Bourn
Vita, Hot Wheelz, etc).

20. PART 3.
SALES STRATEGY

21. Objective
Increasing Advertising
Sales through innovative
ideas for media buyer,
such that it propels
Market and Revenue
Share.
VALUE PROPOSITION
USP
Only full fledged children’s
daily in the nation across
languages.
Targets the 10 - 16 age group.
Youth are the largest
demographic in India.
Why?
Segment that ‘reads’ / encouraged to read by parents.
Print knowledgeable credible & valued.
Advertiser alternative to multiple kids channels on TV.

22. POTENTIAL PARTNERS

23. Cash Sales
Create smaller counters
for sales through book
stores/ stationery stores
inside larger schools or
strategically located .
PENETRATING DISTRIBUTION CHANNELS
Subscription Sales
Post free period end,
integrate newspaper
subscription charges
with school fees.
Layout Innovation
Depending on Partner
requirement, update
layout for charging
premium
Roadblock
Offer exclusivity for
partnerships such as
new launches for brands
like Disney International
HD launch.

24. What?
A pan - city student fiesta
for readers. Dance, Music,
Quiz, Debate, Theater, Art
and Craft Competitions in
association with sponsors
and partners.
FIESTA: A YOUTH CARNIVAL
Monetisation Avenues?
Title, Associate and
Presenting Sponsors.
The Newspaper will have a
cut-out that will be Event
Pass or entry charges.

25. ORIGAMI FLAP | DIY STORE
WHAT?
Create the flap in such a way
that when the reader follows
folding instructions they end up
with an origami figure.
Daily/weekly campaign with
each ad forming a new figure,
making it a collectible item
INNOVATIVE BRAND COLLATERALS
HOW TO MONETIZE?
Lead up to creation of arts &
crafts store.
Designated areas within stores
where kids can spend time
creating art and DIY crafts

26. 3D ADVERTISING
WHAT?
Advertising in 3D and providing
special viewing glasses
Adds engagement for TG
Perfect avenue for 3D movies to
advertise
INNOVATIVE BRAND COLLATERALS

27. WHAT?
Construct the paper in portrait
format
Centrefold sheet will regularly
have a poster
Content of centerfold can be
educational or celebrity images
PORTRAIT LAYOUT
HOW TO MONETIZE?
Sell space to movies related to
kids, sports events or brands to
advertise
Tie up with coaching classes or
educational apps
CENTREFOLD POSTER

28. Thank You