Promising future

However not everybody agrees to this prospect of a promising future. Anita puts up her doubts: “I am not sure. The psychographics of Indians especially Delhites is very different. Reading while travelling is not inculcated in our culture, like in the West. However, Mumbai is an exception to it and may be that’s why there is a market for tabloid there.” Moreover, industry watchers alllege that it’s very difficult to change the reading habits of people unless there is a compelling reason. Anita further adds that Mail Today may displace a second newspaper in any household, but for it to take the place of the first paper will be difficult.

However, given the demographics of India, tabloids do seem a promising market. Interesting off beat news is sure to cut ice with the growing population of young people. Looked at like that, Mail Today does appear to be on the right track. By the time public transport facilities improves, the tabloid would have gained sufficient roots in the capital. The rest, as they say, will be history.
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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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