This document analyzes opportunities to pursue and win more readers by understanding current readers and the media landscape. It discusses the target audience for print vs. online, popular topics, reading habits, and choice of devices. The document also provides demographics on readers in India including languages and newspapers. It identifies opportunities like creating an education series, focusing on relevant vertical content, distributing across devices, interacting on social media, and syndicating content to mass media publications.

1. Opportunity beckons…
(Pursue and win more readers)
--Brian Pereira

2. Audience
• Who is my target audience?
• What is the choice of media? Print vs Online (ratio)
• Choice of device for reading content
• What kind of topics and stories get the most views?
• Readers in India (general)
– What do they read?
– In what languages?
– Demographics

3. 1994

4. 1998

5. Opportunity beckons…
Look for opportunity and tap it quickly
to gain competitive advantage.

6. 2012

7. Multiple sources for news
• 100s of news websites
• News aggregators
• E-newspapers and magazines
• E-newsletters
• White papers
• Video
• Podcasts
• TV and Radio

8. Create your news
• Blogs, Wikis, CMS
• Social media
• SMS
• Personal websites

9. Where’s the opportunity today?

10. Go to your audience
• Online Surveys (qualitative and quantitative)
• Interviews (qualitative)
• Database
• Web Analytics

11. Who is our reader?
• Print: CIOs, CTOs, CISOs, Head IT, VP-IT, AVP-IT,
vendors, PR agencies etc
• Online: All of above + Software engineers,
network admins, students, analysts, market
researchers

12. Choice of media
• Choice of device for reading content

13. A CIO’s reading habit
• 3 – 4 hrs daily reading
• 1 hr on Internet/phone/tablet
• 1 hr – scan through 5 newspapers
• Subscribes to 50 – 60 newsletters
• 2 – 3 click-throughs per week on InformationWeek
newsletter
• Print: Reads 6 IT magazines daily (1 hr a day); reads
all the headlines; selectively reads articles

14. Choice of device
• 2,3 Google study : The New multi-screen world
• 8, 9, 11
• Phone for alerts
• Tablets: News on move
• Web: To scan through articles; Search; for latest news
• Print: For longer articles, in-depth research
• Radio, TV and newspapers in the evening (leisure)

15. Topics & stories
• Avoids vendor focused article; prefers business and
CIO focused articles
• Reads articles that set a thought process
• Strategic planning, debates, opinionated
• Reads photo-quotes, summary boxes
• “Articles should have relevance and context for me”

16. What do our readers look at on our site?
• Popular Sections: Software, Mobile, Storage,
Security, BFSI, Cloud, Big Data, Top story
• Case Studies
• Download magazine (PDF)
• EDGE stories
• Analytics: Peaks on Mon & Thursday

17. Online vs Print

20. Readers in India
• What do they read?
• In what languages?
• Demographics

21. List of newspapers
• http://en.wikipedia.org/wiki/List_of_newspap
ers_in_the_world_by_circulation
• Times of India (TOI) – 7.6 mn all-India average
readership
• Hindustan Times – 3.9 mn
• The Hindu – 5.4 mn
• The Telegraph – 6.4 mn

23. Other media
Internet
– penetration is 11%
- will reach 150 million by end of year
Television -
Mobile – 800 mn subscribers
Tablets – CMR study

24. Tablets in India (CMR)
• Indians bought 0.55 million Tablet computers in Apr-
Jun 2012 Qtr
• 59% Quarter-on-quarter growth
• 673% Year-on-year growth
• Increase in shipments mainly due to entry of new
tablet vendors and introduction of offerings from
existing vendors at low to medium price points
• India Tablets market is still at a nascent stage

25. Social Media (Oct 2012)
• Twitter: 1,000 followers
• Facebook: 3,593 fans
• Linkedin Group: 592 members
• Competition on Twitter
• BizTech2 – (@biztech2tv)- 198 followers
• IT Next (@ITNEXT_IN) -10 followers
• CIOL (@CIOL_NEWS) -1,103 followers
• CIO – Not found
• CXOToday (@CXOtodayAlerts)- 707 followers

26. Opportunity
• InformationWeek education/knowledge series
• Site for network admins (Network Computing?)
• Access on tablets, across devices
• Relevant content (vertical focus; CIOs)
• Reports, analysis, customized newsletters, news
• Interact with readers on social media (polls, surveys)
• Micro sites (specific to cloud, big data, security etc)
• Partner with biz. TV channel (e.g. Super Techies show)
• Content syndication – mass media publication

27. Thank you