NATIONAL PUBLISHING

COMPANY
leading publishing company

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%)