Media wars for the big money

WHILE THE advertising war among car producers had attracted a lot of media attention members of the media have been waging a war among themselves for the big advertising money. One newspaper announces in a trendy fashion seeking advertisers to herald its arrival in the Deccan. The headline communicates in a humorous tone, by punning on words, (yet in an aggressive way) its claim for the top slot. Channel V beckons advertisers to advertise their products in its channel by asking them a provocative question ``Why talk to the youth when you can talk to trendsetters?" With the headlines and ad copies getting more and more aggressive does it mean that the war for the big advertising money is getting serious, cut throat and neck to neck? Perhaps, yes, like never before.

Media selection

Advertising expenditure in the past was often intuitive and media selection was arbitrary. Things have changed drastically now. Advertisers have wide options to choose from and media selection has become more complicated. Extensive research is being done by media specialists to find out which media is the most effective in reaching a client's target audience.

A disappointed advertiser is said to have lamented, ``I do realise that half of my advertising expenditure is a waste; only that I do not know which half". The half that the advertiser is referring to could perhaps lie in the wrong choice of media. With a plethora of media vehicles available, choosing a specific medium, then narrowing down to a specific satellite channel, magazine or newspaper and then to a specific air time or ad space is a mind-boggling task that is best left to the specialists. These specialists track the subscription rates, readership rates, television rating points or viewership rating points of specific channels and thereafter make their choice for their clients. Consider the success story of the `Crorepathi' quiz programme in Star Plus, whose viewership rating has made it the most sought after time slot for advertisements. The quiz programme with its easy to answer questions interests all literates with an average IQ.

Severe competition

With 70 per cent of all cable and satellite homes in the North and an equally impressive number in the South watching the programme the ad rates are going up. The strategy to use a celebrity like Amitabh Bachchan in a quiz programme where the prize money is big has handsomely paid off. Many other Crorepathi-like programmes are appearing in the competing satellite channels.

The media war for the big advertising money is getting severe and common people are a part of this excitement.The media depends on advertisements for its revenue. If the circulation of a newspaper or magazine is to be increased it can be done by lowering subscription rates. The advertising revenue depends on circulation. Thus on one hand the media should aim at increasing its audience making mass marketing possible for advertisers. But mere circulation and subscription or readership rates alone do not get advertisements. For growth and even survival it becomes important for them to send marketing men to seek advertisements. Today, every medium, be it print or broadcast, has a marketing department entrusted with the job of enhancing ad revenue.

It is not surprising that the media itself advertises to reach out to the big ad spenders. ``Can you do without Eenadu?", is the headline of the advertisement of Eenadu a leading newspaper in Andhra Pradesh. The advertisement further goes on to explain that buyers of personal care products, soft drinks, energy foods and consumer durables are readers of Eenadu. The ad specifically targets big ad spenders like FMCG and consumer durable producers.

The advertising war among the media is getting region-specific with newspapers and magazines claiming to have maximum circulation and readership in a specific region. In Madhya Pradesh, the Chronicle has chronicled for the last 47 years announces the Nav Bharath group of publications. In Kerela it is the Malayala Manorama, Eenadu in Andhra Pradesh, Ajit in Punjab and the Deccan Herald in Karnataka. Local cable operators who cover local festivals, functions and also beam programmes like quiz contests, interviews (with local personalities) and other film-based programmes are also seeking advertisements. With low tariffs and region-specific audience they offer value for money to their clients.

The media is also making use of explicit and implicit comparisons to lure the competitor's clients. ``Power of numbers", so goes the headline of an advertisement of Competition Success Review (CSR). The sub-headline further carries the message, ``69 lakh readers (combined readership of CSR and General Knowledge Today) welcomes you. The body copy of the advertisement elaborates on the claim that CSR is the most widely read magazine in the age group of 15-24. The comparative readership figures of India Today, Filmfare, Reader's Digest and other English magazines are quoted to substantiate the claim. The ad ends with an invitation to advertisers to advertise in the magazine.

Magazines are becoming more and more specialised and are increasingly aiming at special interest groups. Computers Today, Express Computers, Design Digest, and Inside Outside are examples of specialised magazines. Satellite channels too with Cartoon Network, ESPN, Star Sports, Music Channel, and Channel V are catering to specific customer groups, who belong to particular age groups or have similar life styles and personality profiles. As a result of this specialisation it is easier for advertisers attempting to reach specific audiences.

Advertising in the Internet is also getting popular. The dot.com companies may have witnessed a setback for now. However, with the size of the Internet browsing audience growing in numbers, dot.com companies may give the print and the electronic media a run for their money.

With an array of choices, how happy is the advertiser? He is now a more confused person for it gets all the more difficult for him to know what his target audience views? or what they read? The consumer himself is more confused perhaps.

Sukanya Ashokkumar

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