several years of experience in the printing and publishing
industry.
publications included a daily newspaper as well as weekly,
fortnightly, monthly, and yearly journals.
team of competent editors and managers.
distribution through a system of agents and sub-agents located
in all important places in the state. NATIONAL PUBLISHING COMPANY 1.Leading publishing company 2.Several years of experience in the printing and publishing industry.
3.Publications included a daily newspaper
as well as weekly, fortnightly, monthly, and yearly journals.
4.Team of competent editors and
managers.
5.Distribution through a system of agents
and subagents located in all important places in the state. TITLI- A children fortnightly magazine Features for children of age group of about 5-12 years. Titli carried: about two to three short two-page stories three or four longer stories one or at the most two serialized stories two or three short poems about seven or eight regular cartoon features tit-bits, and fun and games. Conti…. For young readers: one story written in simple language and printed in bolder letters. For beginners: "read aloud" short story written in rhyming language. Titli was printed in multiple colour and size was 12 cm x 20 cm and price was Rs. 2 per copy Market and competetion 52.35 lakh households in 1990. nearly 81 per cent belonged to the annual income category of Rs 12,500. target readers (class I to X)was around 60 lakh in 1986-87, 40% in primary and 60% in class VI to X 47% market share in 1989 Findings of market research study Two phased research 1. First phase- profile and reading habits of magazine readers especially that of Titli readers. 2. Second phase-discussions to understand the attitudes, needs, and expectations of children as well as that of parents with respect to children's magazines. Conti…. monthly income of households above Rs 750 having children in the age group of 3-14 years. respondents were mothers or guardians of children. Sample size 3500 Conti…. 76% are aware of Titli The aided awareness level of all publications including Titli was about 85% 51% purchase either a vernacular or english and 49% purchase any one of the vernacular 70% titli buyers are regular and 30% are occasional On an average, 1.7 magazines were bought by each buyer household. Conti… 55%of Titli buyers did not buy any other magazine Among the buyers of all other magazines, more than 80% also bought Titli 15% borrowed it from neighbours /friends. 33% of households having monthly income up to Rs 1,000 purchased any one of the vernacular magazines 61% households with a monthly income of over Rs 4,000 purchased a vernacular Lapsed purchase of Titli 6 - 11 years of age group childrenconstituted about 50% of the readers of children's magazines. For Titli it was about 54% of the readers. Among the past buyers of Titli, about 45% had discontinued the magazine over the last 2-3 years Few lapsed buyers were buying othermagazines About 90 per cent of the children were exposed to the television medium In 3-5 age group, the children's primary activity was playing with toys In 6-8 years segment, playing and watching television were the main activities Major reasons given by respondents for less purchase Affects studies; busy with school work (50%) • Easy to borrow from neighbours/library (16%) • Expensive (9%) • Not interested/interested in other areas like sports/English magazines (7%) • Outgrown children's magazine (3%) • Availability problems (1%) • Other magazines better than Titli (1%)