Cut, Copy, Paste

Cut and paste jobs, by their very implication of copying, should be enough to make one see red. But what about an advertising campaign that uses the very theme above to announce its arrival? Bangalore Mirror, in its new avatar over Vijay Times, has created quite a splash with its provocative messages. Some of them are very tongue-in-cheek and should have some folks turning crimson. Take this one, for instance. Minister for Labour Khalid Ansari saab should be squirming see this, eh?


By positioning this paper as a tabloid with a price point at Re. 1/-, it remains to be seen how much the proprietors of older, more established newspapers have been cut up with its arrival. Will their profits begin to bleed, giving them no other option but to cut a similar deal with their editors? Will we see more tabloids then? In the cut and thrust for readership stakes, has the BM cut a swathe right through the pie? Will this tabloid be a cut above the rest? Or will the TOI cut a sorry figure later if readers reject this paper as trash? Time alone will tell. Meanwhile, I better get out of here before I cut a ridiculous figure with all this punning. ;)









10 Comments so far

  1. Anon (unregistered) on June 18th, 2007 @ 12:48 pm

    How much has TOI paid u for this publicity stunt?

  2. Ravi (unregistered) on June 18th, 2007 @ 1:00 pm

    Not a penny, Irfan. Thanks so much for that comment. But why the ‘anon’ identity and hiding in the closet?

  3. karthik.B (unregistered) on June 18th, 2007 @ 1:41 pm

    Ravi appreciate you efforts in getting all these photos in one place. Hats off to you boss. About the new paper “Lets CUT THIS CRAP PAPER”!!!! I have a problem with this paper. For them Bangarore boundary ranges from Electronic city to airport via marathalli and back to EC via Koramangala. Replacement for vijay times no way. I personally know atleast 10 people who had earlier subscribed to VT have now switched to different news paper. Great ads may only attract attention and not circulation.

  4. chethan (unregistered) on June 18th, 2007 @ 11:46 pm

    TOI is crap

  5. Ravi (unregistered) on June 19th, 2007 @ 12:41 pm

    @Karthik: For now, their campaign is to ensure that nobody suffers from ADD ( Attention Deficit Disorder ).

  6. Ravi (unregistered) on June 19th, 2007 @ 1:22 pm

    @Chethan: Well, you are entitled to your op. but their readership figures – proof of the pudding -is pretty good.

  7. Balu (unregistered) on June 20th, 2007 @ 11:35 am

    I agree Ravi, while mid day figures stand at 50 k mirror has 1 lakh plus

  8. Ravi (unregistered) on June 20th, 2007 @ 1:47 pm

    Thanks for that update, Balu. And also, I’ve seen today’s blurb in the TOI about BM crossing the 1 lakh mark + the addition of 8 new pages! All at Re. 1/-. Not bad…living up the ‘bottom of the pyramid’ approach, eh?

  9. Prashanth (unregistered) on June 24th, 2007 @ 11:28 am

    Only Shaan. No Gyan. Paper is for seeing (Pics) than anything newsworthy (atleast not much :( )


  10. Kartik (unregistered) on June 29th, 2007 @ 3:25 pm

    Readership numbers are no indication of quality. Personally, the quality of journalism found in the Mirror is deplorable. Layout and advertisements a paper do not make, and its time someone pointed it out to them. Quite frankly, is there a single newspaper in India that can stand alongside The Guardian or the New York Times?
    So glitzy ad campaigns and lavish marketing budgets aside, a newspaper is supposed to be about the news not about anything but the news.

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