Vishal Chaddha – Business Head Media Marketing, HT Media speaks on “OneIndia”
Why did HT Media, Ananda Bazaar Patrika Group and The Hindu come together for the “OneIndia” partnership?
The idea behind OneIndia is simple, how do we offer better solutions to our advertisers ! OneIndia brings together for advertisers a platform of leading dailies across India- Both English & language. Through this single window of service , an advertiser can now enjoy a Pan-India footprint on a single day. Not just that, it is also a very smart media proposition if you are looking for reaching specific segments; say either just the Top 8-10 cities of India or just some of the key Tier 2\Tier 3 emerging mini metros in one shot. With time progressing, it shall continue to build into a far stronger value proposition for our advertising partners.
What is the benefit that advertisers can expect by buying from this partnership?
One India is about Reach, Convenience , Value and Superior service for the advertiser. The proposition offers a national footprint in a single window through market-leading publications across North, East and South complemented with a strong #2 in West. This includes market leading language dailies across the Indo-Gangetic plains & West Bengal and well-penetrated language daily from the house of The Hindu. It offers a vast reach of appx 2.65 Cr readers, nearly 1.5 times of the next largest media group in India. Even if only English readership is focused upon, it is one of the most compelling offerings in the market today covering Delhi, Mumbai, Chennai and other Southern Cities, Kolkatta, Chandigarh & key cities in north india. Further, given the vast overall reach, it offers immense value when compared to the fringe channels on TV.
Will buying from One India provide an advantage over buying from the individual publications?
OneIndia offers a single window to the client for all group publications. This enables a single point of contact for an advertiser for all media planning requirements across all three groups; thus improving speed of execution and bringing in the best possible value to the advertisers.
Is this a pure advertising partnership or does it extend to editorial cooperation also?
This is purely an advertising sales arrangement and is focussed on driving value and convenience for our advertisers.
Will digital inventory also be offered under this partnership?
OneIndia is currently focussed on Print advertising businesses across all groups. The three groups are working closely to bring in other offerings in addition so that One India can drive smarter solutions for our advertisers .
Through this partnership the individual publications are offering access to an India-wide audience. Do you think this is a first step towards consolidation?
OneIndia does not mandate an advertiser to deal through this platform only. The advertisers have an option of dealing with each group independently as well. OneIndia offers superior reach, convenience and customer service should an advertiser be keen to explore a national footprint through the publications being offered.
How does one go about buying adspace through One India?
The advertising partner may reach out to the Ad Sales representative at any of the three groups. They shall revert with a suitable offer to the advertiser.