tabla! Media Kit 2012

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About tabla!

Key facts & figures

Distribution strategy

Benefits to advertisers

Testimonials

Media investment

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What is tabla!?

A weekly English-language freesheet

Tabloid size

Available on Friday mornings

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Target Readers

High net worth Indian expatriates

Indian Singaporeans

Anyone interested in news and information on India

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Editorial Content News from India Political, economic, stock market, property, business Singapore news Education, housing, transport, shopping, dining, business Entertainment Bollywood & Kollywood news, fashion Relax Movies, horoscope, puzzles, reviews Sports Cricket, tennis, F1, golf

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Lifestyle and Entertainment

A guide to the happenings in the Indian community

Lifestyle and Entertainment Features

Education

Food

Fashion

Bollywood

Kollywood

Shopping

Health

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It is commonly perceived that for news on India, the websites of Indian newspapers are more comprehensive than tabla!.

This is true to a large extent but tabla! is different. So what are the USPs of tabla!?

1. tabla! is not meant for people who only want news from India. It is aimed at Indian expatriates and Singaporean Indians who want not only news on India but also local news on issues and developments which impact the lives of those who work and live here.

2. It has many exclusive news, features and entertainment stories from India.

tabla!’s Unique Selling Propositions (USPs)

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3. It is the only newspaper that zooms in, with high regularity, on the Indian community in Singapore. For instance, it covers events held by Indian groups

explores trends like expatriate housewives starting their own businesses from home

works closely with SINDA and SICCI, to highlight work done in the community, and the achievements of the Indian businesses here

4. Exclusive column from the three main Indian international schools here.

5. Food reviews of Indian restaurants in Singapore

6. Extensive cricket coverage, with weekly column by Harsha Bhogle, the world’s most highly-rated TV cricket commentator

tabla!’s Unique Selling Propositions (USPs)

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Exclusive feature articles from India

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Exclusive feature articles from India (Entertainment)

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Extensive coverage of the Indian community in Singapore.

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Exclusive column from the three main Indian international schools here.

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Food reviews of restaurants in Singapore.

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Cricket coverage – weekly column by Harsha Bhogle, the world’s most highly-rated TV cricket commentator.

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About tabla!

Key facts & figures

Distribution strategy

Benefits to advertisers

Testimonials

Media investment

16

16%

8%

19%

11%

10%

8%

5%

14%

3%

5%

Professional

Snr Mgmt

Mid Mgmt

Executive

Bizman/ Self-employed

Other white collar

Technical/ Blue collar

Housewife

Student

Retiree

1%

12%

25% 29%

13%

20%

15 - 19 20 - 29 30 - 39 40 - 49 45 - 49 50 &above

Readers’ Demography

66% are aged 20-49 64% are PMEBs (National: 28%)

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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20%

44%

7%

25%

4% 1%

HDB (1-3)Room

HDB 4/5Room

Executive/HUDC

Pte Appt/Condo

Landed Others

Readers’ Demography

64% have received tertiary education (National: 23%)

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

80% live in HDB 4rm+ or private housing

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1%

32%

32%

17%

17%

Others

Postgraduate

Graduate

Diploma

"A" Level or below

9%

13%

22%

28% 29%

< S$1,000 S$1,000 -2,999

S$3,000 -5,999

S$6,000 -9,999

S$10,000+

2%

27%

34%

18% 18%

< S$1,000 S$1,000 -2,999

S$3,000 -5,999

S$6,000 -9,999

S$10,000+

Readers’ Demography

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

tabla! readers are affluent …

Median Personal Income: $4,777 (National median: $2,465)

Median Household Income: $6,964 (National median: $4,636)

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Highly-coveted. An advertisers’ dream.

Young

Highly-educated

Employed in high-level jobs

Affluent, with high disposable income

Live in upmarket dwelling types

Readers’ Profile

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Reading Habits – Good reader engagement

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

87% of readers spend at least 15 minutes reading tabla! The median reading time is 27 minutes

1.6%

11% 44% 43%

Less than 10 minutes 10-14 minutes 15-29 minutes 30 minutes or longer

87%

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About tabla!

Key facts & figures

Distribution strategy

Benefits to advertisers

Testimonials

Media investment

22

tabla’s Distribution

• Distribution points o Convenience stores (7-11/Shell) island-wide

o Companies and banks with high number of Indian employees

o Restaurants

o Condos with a high population of Indian residents

o Indian expatriate schools

o Sports and Recreation clubs

o Airlines, lounges at Changi Airport

• Home delivery $24 for 52 issues

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Distribution Overview

Total Print 30,000

Labelled Copies

Households (targeted condominiums) 5,700

Distribution Points

Convenience Stores (7-11/Shell) 10,200

Airlines & Airport Lounges 1,400

Restaurants 2,200

Offices & Banks 6,200

Associations & Clubs 1,100

Educational Institutions 3,200

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About tabla!

Key facts & figures

Distribution strategy

Benefits to advertisers

Testimonials

Media investment

25

What’s in it for YOU?

Advertiser-friendly platform Quality readers, with high spending power

Product already scored high with focus groups & high

net worth individuals Open to the most challenging creative options

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More than half of readers respond to ads on tabla! and many of them visit the store or even buy the product

41%

42%

48%

52%

53%

57%

60%

Recommended it to someone

Attended the event*

Contacted the advertiser for more info

Bought the product/service

Discussed it with someone

Referred the ad to someone

Visited the shop / retailer

*Events: roadshow, seminar, exhibition etc

Actions Triggered by Advertising

Base: Readers who ever responded to ads in tabla! (N=281) Source: tabla! Readers’ Survey 2012 by SPH RAPD

For Banking Industry: DBS/POSB are popular among tabla! readers with 88% using its services. Other banks popular with this audience include OCBC (34%), Citibank (29%), and HSBC (13%).

Banks currently being used

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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8%

1.4%

5%

8%

9%

11%

13%

29%

34%

88%

Others

The Royal Bank of…

Standard Chartered

UOB

ANZ Bank

State Bank of India

HSBC

Citibank

OCBC

DBS/POSB

26%

27%

36%

46%

67%

HSBC

Standard Chartered

OCBC

Citibank

DBS/POSB

For Credit Card segment: Credit card ownership is high (83%). Most readers holds credit cards issued by the banks they use. Top is DBS/POSB (67%), followed by Citibank (46%) and OCBC (36%).

No. of Credit Cards owned

6 or more: 14%

4 – 5: 16%

2 - 3: 36%

1: 18%

None: 17%

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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Base: Readers who have credit cards (N=422) Source: tabla! Readers’ Survey 2012 by SPH RAPD

Issuing Banks of credit cards owned – Top 5

14%

15%

29%

36%

40%

Foreign Currency

Bonds / Securities

Unit Trust / Mutual Funds

Property

Stocks / Shares

For Investment: 4 out of 10 tabla! readers invest in Stocks/Shares or Property.

Choice of Investment

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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For Retail Industry: FairPrice is the most frequently visited (86%) supermarket by tabla! readers.

Grocery shopping

Base: Readers who go grocery shopping , n=507) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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6%

3%

11%

20%

32%

33%

33%

67%

86%

Others

Sheng Siong

Carrefour

Market Place

Shop N Save

Cold Storage

Giant

Mustafa

NTUC Fairprice

19%

26%

37%

44%

51%

87%

Telecom Shops

Fashion Boutiques

Book Stores

Elec & Furniture Stores

Pharmacies

Dept Stores

For Retail Industry: 87% of readers shopped at Dept Stores. Visitorship to Pharmacies is also high at 51%.

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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Outlets shopped Past Month National

41%

17%

5%

14%

11%

NA

For Travel Industry: International trips are popular among tabla! readers; 91% have made leisure trips in the last 12 months. Jet Airways is the most preferred airline (36%), followed by Singapore Airlines (30%).

No. of leisure trips by air made in last 12 months

6 or more: 3%

3 – 5: 27%

1 – 2: 61%

None: 9%

Base: Regular tabla! readers (Read tabla! at least once a month, n=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

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0.2%

3%

2%

3%

7%

8%

11%

30%

35%

N…

O…

I…

A…

A…

S…

T…

S…

J…

Base: Readers who make air travels (N=506) Source: tabla! Readers’ Survey 2012 by SPH RAPD

Airlines preferred

For Telecom Industry: 93% of tabla readers own mobile phones. Among them, most choose Nokia (50%) and Apple (44%).

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Base: Readers who own mobile phones (N=498) Source: tabla! Readers’ Survey 2012 by SPH RAPD

Brands of mobile phone(s) owned

50%

44%

28%

13%

12%

8%

6%

5%

0.4%

Nokia

Apple

Samsung

Sony / Sony Ericsson

Blackberry

HTC

LG

Motorola

Others

33%

17%

15%

13%

7%

7%

6%

5%

4%

4%

Toyota

Nissan

Honda

Hyundai

BMW

Mercedes Benz

Mazda

Subaru

Kia

Mitsubishi

For Car market:

35

Base: Readers who own a car (N=175) Source: tabla! Readers’ Survey 2012 by SPH RAPD

Yes, 34%

No, 66%

Base: Current readers (N=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

Top 10 Brand of Cars owned Car Ownership

34% of tabla readers own a car. Among them, most choose Toyota (33%), Nissan (17%) and Honda (15%)

Ready buyers:

36

Base: Current readers (N=511) Source: tabla! Readers’ Survey 2012 by SPH RAPD

Intention to buy (next 6 months)

Top 3 items tabla readers intend to buy in the next 6 months are Mobile Phone, Tablet and Property.

2%

4%

6%

9%

10%

14%

16%

21%

26%

28%

Others

MP3 Player/iPod

Spa Package

Gym/Club membership

Car

Digital Camera

Desktop/Laptop

Property

Mobile Tablet

Mobile Phone

Creative Options (Wrap)

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About tabla!

Key facts & figures

Distribution strategy

Benefits to advertisers

Testimonials – from readers

Media investment

38

About tabla!

Key facts & figures

Distribution strategy

Benefits to advertisers

Testimonials

Media investment

39

Base Rate (per column cm) $7.60

Colour Surcharge

Full-Colour $2,000

2-Spot $1,200

1-Spot $1,000

Premiums

Page 2 20%

Page 3 / Page 5 30%

Page 7 / Page 9 20%

Page 4 / Page 6 10%

News Right 10%

Centrespread 20%

Back Page 50%

Specified Positions / Creative Buys

Specified Section/Page 10%

Odd Shape 25%

Odd Size 25%

Solus Position 60% of page cost or actual size, whichever is higher

Creative Buy 70% of page cost or actual size, whichever is higher

Fixed Rates

Front Page (8cm x 6col) $2,700

Sponsored Copy $22,000

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