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Enrollment of new subscribers for a

news daily

H T Priority Readercampaign

Hindustan Times

Kolkata

A presentation by Sankha Ghosh

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R evenue Mix FY 10

Ad revenue : 80.75%Circulation : 12.97%

The ad-revenue of HT is growing strongly in the key market areas a

highly positive point for the stakeholders of HT Media Ltd.

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H T Priority Reader concept` The reader has to pay Rs. 240 right away.` H e will get Rs.240 off for next 12 months @ Rs.20 per

month.` An upfront gift of perceived value above Rs 240.*` Priority benefit booklet at an interval.

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The upfront gift

F rom the F amily factor:` Couple movie ticket at a multiplex.(any leading multiplex

chain that spans around the city).` Travel bag .F

rom the Executive factor:` A couple packs of car fragrance (of Ambi Pur or any leading

manufacturer).F rom the Youth benefit factor:` A gift voucher of worth Rs.500 from any leading food-joints

in the city.` B ackpack (of any leading company) of perceived value around

Rs.500.

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H T Priority A dvantage` A benefit booklet will be sent at an interval. (preferably

of 3 months ).` A H T priority card will be given.` A unique id-number will be given.` And , a constant contact will be kept with them

through mail-updates(e.g. online news ).

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F actors to be followed forA dvantage Booklet

F amily factor :` B enefit on medical checkup, movie tickets, package tour,

shopping, pet care.Executive factor :` B enefits on buying petrol, automobile maintenance , mobile

billing, travel ticket booking.Youth factor :` B enefit on eating at food joints, live events and Gifts.

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O bjectives: H T Priority

` T he upfront gift will be the attraction for the reader. H e isexpected to behave impulsively towards the gift . It will increasethe readership base.

` T he monthly coupon is to make an attachment with the reader.` And, the third one, the HT advantage booklet will be an added

attempt to create loyalty towards the company.` It is an attempt to expand the readership and create a bond with

the readers so as to retain them for long term.

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A ll the best for:H T Priority campaign

thank you