In case you happen to be one avid reader of the Times of India and approve of admiring its lifestyle supplement, Nagpur Times, Im sure you’ll appreciate the fact I have had the very good privilege to share some photo-space more that a couple of times, with the glamorous hot-chicks from Nagpur. For that matter my locus of interaction with Nagpur Times and so with The Times of India, has had a positive gradient ever since NT was the title sponsor of Aarohi-09, the cultural fest @ VNIT, Nagpur. This year we, together with NT and iBibo.com were able to pump up really good volume into the event to make it one to remember and cherish for audiences in Nagpur. The work ethos, promptness in mobilization and professional dynamism that I witnessed there was certainly something to look up to and emulate.
Today, I was one of three, representing the youth readers of the ToI at a Readers’ survey meeting organized at the Nagpur office. The gathering was hosted by some top dudes of the publication and attended by some top dudes of Nagpur (three exceptions granted!). It was organized probably for understanding different perspectives of readers from different professions and for getting a first hand appraisal. It started late. Top dudes always happen to be busy. And to get so many of them together at the same place and time, is just too much to expect from dudes who themselves are quite busy otherwise! I chose a nice place to sit just in front of a working air conditioner. It wasn’t so difficult to find my way through empty chairs and get the place which I usually prefer. It gives you a straight-not having to sway your neck-view of the projector screen and people around. (they always call good chicks!) While I was having my coffee, I realized this wasn’t one casual heya, ssup? kinda meet (the top n busy dudes were making themselves comfortable now).
With everyone settled and I trying to put up a confident ‘you want some; come get some’ expression on my face (though no one cared to notice it!), the topmost dude from ToI called for introductions. A lady was the first to point out that she was disappointed with the ToI because of its limited coverage of local news and events. The sentiment was endorsed and agreed upon by many who raised a few points in support of the same. One gentleman, with a composed and humble demeanor, which made him my favorite top dude, presented that Nagpur was a small town-like city where every third person was known to you. So for the readers to identify with the newspaper, the coverage of local happenings should comprehensively improve and increase in the first place. He quite blatantly but accurately, pointed out the dominance of City Line- The Hitavada’s Nagpur supplement when it came to local news. The debate was why the local coverage of the ToI was poorer than that of City Line. There was no doubt whether or not it was. Some food for thought from my mind’s platter:
1) It was reiterated time and again in the discussion that it was wrong comparing NT with the City Line given its completely different positioning and targeted market segment. It was suggested that the comparison was redundant and that ToI should look ahead and move with its brand quality and acceptance. My point was that for long term consumer acceptance, the ToI couldn’t afford to be complacent and aim its policy for co-existence. The Hitavada happens to be the only major rival for the ToI as an english daily which in a sense is an advantage considering the competition in city-like cities like the metros for instance. The absence of a local ‘news’ supplement is eating away a huge market segment of the ToI in Nagpur.
2) The local supplement issue couldn’t subside without the mention of the Nagpur Times which even I agree is sort of a misnomer. Classically what the name suggests is in no way justified by what it actually gives to a reader. NT is something you wouldn’t want to read but stare at with an open mouth. As they say, it’s a lifestyle supplement. It is for the youth. I don’t blame them. After all it sells and their job is to sell. But guys seriously take a break. You’ve got a life to live. There is an odd perspective to this too hippy to handle thing. I am sure a majority of parents would be refraining from getting the ToI home because of the utterly useless and obscene photographs and news pieces that they would happily afford to miss. To increase the frequency of NT or to add in more of the same stuff to make it sell like City Line is a dumb idea.
3) Again, from the business point of view, it isn’t enough for them to accept the fact that ToI sells but remains a second preference to The Hitavada which surprisingly was turning out to be true. To think that there wouldn’t be many English reading families not affording more than one daily is far from probable. The topmost dude gave the example of Mc Donalds to probably explain product customization and market segmentation. The basic difference he conveniently missed out is that unlike food, information can’t be cooked. If there is a lack of food or information (as in the present case), howsoever cunningly you cook it, it wont satiate the hungry. NT is junk food. Its tasty but your doctor wont advice you that.
4) A few things worth mentioning were about conclusive journalism, need for expert panel discussions and the environmental awareness initiatives. Also, the need for the e-version of the Nagpur news supplement was expressed. The requirement of better coverage of local sports and career counseling was noted.
5) In the meantime, a dude (I seriously doubt he being anywhere close to the top!), ‘essentially from the media’ was trying pretty hard to share some of his mind. People didn’t seem interested. His husky arrogance couldn’t win him anything more than the ire and irritation of three ladies seated in front of him who couldn’t do anything but turn their faces away, trying desperately to make known how annoyed and exasperated they were. He was so dejected that he picked up a Hitavada supplement and blabbered something irrelevant trying to prove that it was published by the ToI! Lol!
6) The common sentiment which echoed amongst the invited top dudes was that ToI is an established brand in itself. It shouldn’t compromise on anything to even match the standards of The (pretty average) Hitavada. One of them even said, “The editorials are very good.. I require a lot of time to read them (to understand what they mean!)”. I quipped in with what I had understood of my 2 years of CAT training. None of the MBA training institutes in Nagpur (remember the town-like city) suggest the ToI articles are a good read. Almost unanimous choices are the Indian Express, The Hindu and The Economic Times. This called for some introspection but what came was heard as, “Yeah, teachers would never recommend ToI!!” I was happy when the top dudes shouted why?.
After this Readers’ Meet, I doubt more than before, if I should subscribe to this one!
Aid my decision.