Tamil Murasu
Tamil Murasu
Tamil Murasu
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<strong>Tamil</strong> <strong>Murasu</strong><br />
MEDIA KIT 2013
CONTENTS<br />
o About <strong>Tamil</strong> <strong>Murasu</strong><br />
o Facts & Figures:<br />
Readers Profile<br />
o Benefits to<br />
Advertisers<br />
o Creative Options<br />
o Advertising Rates<br />
o Appendix
ABOUT...<br />
TAMIL MURASU
OVERVIEW<br />
<strong>Tamil</strong> <strong>Murasu</strong> keeps readers, both local and expatriate Indians,<br />
informed of the latest within the Indian community and the<br />
world.<br />
EDITORIAL POSITIONING<br />
• Daily dose of “something for everyone”, from students to<br />
parents to working professional<br />
• Besides being a key channel for updates from India and South<br />
Asia, <strong>Tamil</strong> <strong>Murasu</strong> serves the local community well by:<br />
‣ Providing Local and India breaking news<br />
‣ Being a study guide to <strong>Tamil</strong> language students<br />
• Readers follow keenly news on sports (eg. cricket and EPL) and<br />
entertainment news from Kollywood
EDITORIAL – MAIN PAPER<br />
• Singapore News<br />
• South Asia News<br />
• World News<br />
• Sports<br />
• Horoscope page<br />
• Cinema & Kollywood news<br />
• Examination tips and<br />
assessment papers for<br />
students<br />
• Lifestyle (health, tech, legal<br />
column, travel)
WEEKLY FEATURES<br />
DAY<br />
Monday<br />
Thursday<br />
Sunday<br />
EDITORIAL FEATURES<br />
12-Page tabloid students’<br />
educational supplement<br />
Youth Page for teens<br />
Lifestyle, short stories & cookery
FACTS & FIGURES...<br />
READERS PROFILE
READERSHIP & CIRCULATION<br />
Readership*<br />
(All people aged 15+)<br />
Circulation<br />
(Avg 2012)<br />
TM (Mon-Sat) 53,000 15,400<br />
TM (Sun) 69,000 21,500<br />
* Source: Nielsen Media Index 2012
TM has more mature readers<br />
MEDIAN AGE IS 46<br />
(National: 42)<br />
National<br />
Figures are in %<br />
TM<br />
40<br />
34<br />
30<br />
17<br />
13 13<br />
21 21<br />
8<br />
2<br />
15-19 20-29 30-39 40-49 50+<br />
AGE<br />
Base : All people aged 15+ (National: 4,035,000, TM: 53,000)<br />
Source: Nielsen Media Index 2012
Economically active<br />
55% Female (Nat: 50%)<br />
23% PMEBs (Nat: 28%)<br />
66% Age 25-49 (Nat: 50%)<br />
45% tertiary educated<br />
(Nat: 39%)<br />
$1,882 median personal income<br />
(Nat: $2,440)<br />
$4,068 median household income<br />
(Nat: $4,820)<br />
47% HDB 5 room + or private housing<br />
(Nat: 44%)<br />
26 mins median reading time 85% 5-6 issues<br />
Base : All people aged 15+ (National: 4,035,000, TM: 53,000)<br />
Source: Nielsen Media Index 2012
60% access Internet daily<br />
INTERNET USAGE OF READERS*<br />
Email<br />
General surfing<br />
Participate in social<br />
networking portal<br />
Watch movie/TV/video<br />
Gather company/research<br />
info<br />
24<br />
26<br />
32<br />
38<br />
57<br />
44<br />
49<br />
43<br />
TM Readers<br />
Figures are in %<br />
62<br />
62<br />
National<br />
*Past Month; all platforms<br />
Base : TM readers (Base: 53,000)<br />
Source: Nielsen Media Index 2012
Newspaper a key channel<br />
(% of base)<br />
58<br />
57<br />
48<br />
39<br />
Mobile phone brand & model<br />
Pop 15+<br />
TM Readers<br />
Slimming Salons / Products<br />
Base: <strong>Tamil</strong> <strong>Murasu</strong> yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat)<br />
Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012
Receptive to advertising<br />
64.9<br />
77<br />
(% of base)<br />
29.1<br />
40<br />
Advertising is the main way to learn about<br />
new products<br />
I have more trust in advertised products<br />
Pop 15+<br />
TM Readers<br />
Base: <strong>Tamil</strong> <strong>Murasu</strong> yesterday readers (Weekday) Estimated Readers base: 53,000 (Mon-Sat)<br />
Estimated Population (15+) base: 4,035,000 Source: Nielsen Media Index / Consumer Insights 2012
BENEFITS TO<br />
ADVERTISERS
High usage of IDD calls<br />
62<br />
P15+<br />
TM Readers<br />
(% of base)<br />
37<br />
42<br />
IDD providers used<br />
20<br />
11<br />
13<br />
5 6 2 2 1 0<br />
IDD Calls Past<br />
Month<br />
Base: <strong>Tamil</strong> <strong>Murasu</strong> yesterday readers (Weekday)<br />
Estimated Population (15+) base: 4,035,000<br />
Source: Nielsen Media Index 2012<br />
SINGTEL STARHUB M1 PHOENIX COMMS SUNPAGE<br />
Estimated Readers base: 53,000 (Mon-Sat);
TM readers more holiday makers<br />
2<br />
3+ TM Readers<br />
10<br />
National<br />
(% of base)<br />
2<br />
14<br />
Pleasure Trips Past Year<br />
25<br />
1<br />
23<br />
28<br />
Any<br />
48<br />
57<br />
Base: <strong>Tamil</strong> <strong>Murasu</strong> yesterday readers (Weekday)<br />
Estimated Population (15+) base: 4,035,000<br />
Source: Nielsen Media Index 2012<br />
Estimated Readers base: 53,000 (Mon-Sat);
TM readers are beauty conscious<br />
Psychographic profile<br />
Wearing attractive clothing<br />
makes me feel confident<br />
It's important to keep young<br />
looking<br />
It's important to be attractive<br />
to the opposite sex<br />
A designer label improves my<br />
image<br />
31<br />
42<br />
49<br />
51<br />
51<br />
58<br />
70<br />
70<br />
Base : TM readers (Base: 53,000)<br />
Source: Nielsen Media Index 2012<br />
TM Readers<br />
National<br />
Figures are in %
TM readers are health conscious<br />
Psychographic profile<br />
I should do a lot more about<br />
my health<br />
I make conscious effort to<br />
maintain a balanced diet<br />
Exercising is an important part<br />
of my life<br />
I pay close attention to my<br />
weight<br />
I always check nutritional<br />
content of food<br />
43<br />
53<br />
67<br />
66<br />
65<br />
66<br />
61<br />
62<br />
60<br />
83<br />
Base : TM readers (Base: 53,000)<br />
Source: Nielsen Media Index 2012<br />
TM Readers<br />
National<br />
Figures are in %
Quality consumers<br />
Psychographic profile<br />
I look for value for money<br />
Willing to pay more for quality<br />
goods<br />
I enjoy the fun of shopping<br />
I make impulse purchases<br />
23<br />
40<br />
48<br />
51<br />
60<br />
71<br />
70<br />
79<br />
Base : TM readers (Base: 53,000)<br />
Source: Nielsen Media Index 2012<br />
TM Readers<br />
National
CREATIVE<br />
OPTIONS
Creative shape<br />
“Steps” “Diagonal Rectangles” “Odd Shape”
Creative buy<br />
“Insert (coupon)”<br />
“Newsletter”
ADVERTISING<br />
RATES
<strong>Tamil</strong> <strong>Murasu</strong> (Mon-Sat)<br />
Ad Sizes<br />
FC 1 Spot BW<br />
Sizes<br />
(cm x col)<br />
Full Page $6,592 $3,592 $2,592<br />
(54 X 8)<br />
Junior Page $5,332 $2,332 $1,332<br />
(37 X 6)<br />
Full<br />
Junior<br />
½<br />
¼<br />
½ Page $5,296 $2,296 $1,296<br />
(27 X 8)<br />
¼ Page $4,648 $1,648 $648<br />
(27 X 4)
<strong>Tamil</strong> <strong>Murasu</strong> (Sun)<br />
Ad Sizes<br />
FC 1 Spot BW<br />
Sizes<br />
(cm x col)<br />
Full Page $7,240 $4,240 $3,240<br />
(54 X 8)<br />
Junior Page $5,665 $2,665 $1,665<br />
(37 X 6)<br />
Full<br />
Junior<br />
½<br />
¼<br />
½ Page $5,620 $2,620 $1,620<br />
(27 X 8)<br />
¼ Page $4,810 $1,810 $810<br />
(27 X 4)
APPENDIX
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
AGE<br />
15-19 yrs 323 8.0 1 1.9<br />
20-29 yrs 670 16.6 7 13.2<br />
30-39 yrs 831 20.6 7 13.2<br />
40-49 yrs 836 20.7 21 39.6<br />
50-59 yrs 689 17.1 5 9.4<br />
60+ yrs 686 17.0 11 20.8<br />
Median Age 42 46<br />
Source: Nielson Media Index 2012<br />
28
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
GENDER<br />
Male 2,033 50.4 25 47.2<br />
Female 2,002 49.6 29 54.7<br />
RACE<br />
Chinese 3,025 75.0 - -<br />
Malay 439 10.9 - -<br />
Indian 368 9.1 53 100.0<br />
Others 203 5.0 - -<br />
Source: Nielson Media Index 2012<br />
29
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
OCCUPATION<br />
PMEBs 1,137 28.2 12 22.6<br />
White Collar 603 14.9 7 13.2<br />
Blue Collar 752 18.6 9 17.0<br />
Students 447 11.1 1 1.9<br />
Housewives 673 16.7 16 30.2<br />
Retirees 257 6.4 5 9.4<br />
Source: Nielson Media Index 2012<br />
Note: * Does not add up to 100% as some subcategories<br />
are not listed
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
Primary & below 663 16.4 6 11.3<br />
Some Secondary/Completed<br />
ITE/ITC/NTC<br />
EDUCATION<br />
612 15.2 7 13.2<br />
GCE N/O Level 933 23.1 15 28.3<br />
GCE A/HSC 237 5.9 2 3.8<br />
Tertiary (Poly/Uni/Postgrad) 1,586 39.3 24 45.3<br />
Source: Nielson Media Index 2012
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
DWELLING<br />
HDB 1-3 Room 812 20.1 12 22.6<br />
HDB 4 Room 1,444 35.8 18 34.0<br />
HDB 5 Room/Exec 1,001 24.8 17 32.1<br />
Condo/Pte Apt 430 10.7 7 13.2<br />
Landed 348 8.6 1 1.9<br />
Source: Nielson Media Index 2012<br />
32
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
PERSONAL INCOME<br />
Below S$1,000 323 8.0 6 11.3<br />
S$1,001 – 3,000 1,108 27.5 13 24.5<br />
S$3,001 – 5,000 540 13.4 6 11.3<br />
S$5,001 – 7,000 216 5.4 1 1.9<br />
S$7,001 – 10,000 101 2.5 - -<br />
Above S$10,000 86 2.1 1 1.9<br />
Median : S$2,440 S$1,882<br />
Source: Nielson Media Index 2012<br />
Note: * Does not add up to 100% as some subcategories<br />
are not listed
DEMOGRAPHIC PROFILE<br />
National population<br />
TM Readers<br />
PROFILE TYPES (‘000)<br />
% (‘000) %<br />
HOUSEHOLD INCOME<br />
Below S$1,000 184 4.6 3 5.7<br />
S$1,001 – 3,000 892 22.1 16 30.2<br />
S$3,001 – 5,000 960 23.8 13 24.5<br />
S$5,001 – 7,000 584 14.5 9 17.0<br />
S$7,001 – 10,000 685 17.0 9 17.0<br />
Above S$10,000 729 18.1 4 7.5<br />
Median : S$4,820 S$4,068<br />
Source: Nielson Media Index 2012
PSYCHOGRAPHIC PROFILE<br />
PROFILE TYPES<br />
National population (%)<br />
BH Readers (%)<br />
Important to have financial plan for<br />
Retirement<br />
84.81 86.79<br />
I am more generous with Family 68.10 77.36<br />
I buy brands my children prefer 20.84 47.17<br />
Exercising is an important part of my life 61.41 66.04<br />
I should do a lot more about my health 67.01 83.02<br />
I make conscious effort to maintain a<br />
balanced diet<br />
64.71 66.04<br />
I pay close attention to my weight 60.12 62.26<br />
I always check nutritional content of food 42.85 52.83<br />
Note: % of respective group<br />
Source: Nielson Media Index 2012
PSYCHOGRAPHIC PROFILE<br />
PROFILE TYPES<br />
National population (%)<br />
BH Readers (%)<br />
I look for value for money 70.66 79.25<br />
Willing to pay more for quality goods 59.83 69.81<br />
I enjoy the fun of shopping 47.86 50.94<br />
I make impulse purchases 22.68 39.62<br />
Advertising is the main way to learn about<br />
new products<br />
64.93 77.36<br />
I have more trust in advertised products 29.10 39.62<br />
It's important to keep young looking 58.14 69.81<br />
Wearing attractive clothing makes me feel<br />
confident<br />
50.56 69.81<br />
It's important to be attractive to the<br />
opposite sex<br />
41.54 50.94<br />
A designer label improves my image 31.15 49.06<br />
Note: % of respective group<br />
Source: Nielson Media Index 2012
THANK YOU
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