The Advt. War betweenTwo Giant Media

The Hindu is an English-language Indian daily newspaper. Headquartered at Chennai, The Hindu was published weekly when it was launched in 1878, and started publishing daily in 1889. The Hindu has its largest base of circulation in southern India prime source of analytical views on socio-politico-economical, legal and administrative acts of Indian and other world institutions for Indian Administrative Service aspirants.

The Hindu was the first newspaper in India to have a website, launched in 1995.

Its parent company, Kasturi and Sons.

It is printed at 17 locations in India, mostly from southern India.

The Hindu's independent editorial stand and its reliable and balanced presentation of the news have over the years, won for it the serious attention and regard of the people who matter in India and abroad.

Group publishes:

oThe Hindu Business Line - Business DailyoSportstar - Weekly Sports magazineoFrontline - Fortnightly magazine

Our Mission

To innovate and build, anything and everything to do with digital media, that brings value to our consumers.

Top English daily in India by readership It is owned and published by Bennett, Coleman & Co. Ltd. which is owned by the Sahu Jain family.

Editor-in-chief Jaideep BoseFounded 3 November 1838Headquarters Mumbai, India

TOI Values1.We are entrepreneurs first

At Times Internet, we love geeks, nerds and other such outcasts who dare to dream insane.

2.Consumer focusEverything that we do has to ignificantly

benefit the consumer. Do we make money by doing this? You bet! But bringing values to our consumers and making them happy is our priority.

3.Trust and respectAt Times Internet, everyone has equal power

and opportunity to voice their opinion and get their ideas heard.

Sister newspapers:The Economic TimesNavbharat TimesMaharashtra Times

The battle for readership began when the Times of India (TOI) decided to enter The Hindu's stronghold in the south Indian state of Kerala, following stiff competition in the latter's headquarters in Chennai.

The Times of India had declared in its ad that The Hindu (without naming the paper, of course) puts readers to sleep.A caption that says, "Stuck with the news that puts you to sleep?" displayed on the screen. The ad ends with the words: "Wake up to The Times of India".

"Wake up to The Times of India".

The Hindu took nearly three months to come up with a counter strategy. Many believe the TOI ads woke a "sleeping giant" and rattled it into noticing the competition. The newspaper made a slew of changes, including appointing a new editor, and issued fresh TV ads taking "pot-shots at the TOI's celebrity-driven" journalism.

The Hindu commands a Numero Uno position in the Chennai market, you can call it the Rajnikant of newspapers in Chennai. Now it has come up with its ‘Stay Ahead Of The Times‘ campaign making an aggressive “up yours” counter attack at the TOI. And not just on television but through print ads.

Then Times of India comes up with a mildly sarcastic response to its rival's campaign.

The Hindu showed a series of youngsters being unable to answer basic general knowledge but totally up to speed on trivia like Hrithik Roshan's nickname.Naturally,it wasBecausethey readThe Timesof India.

Reader Response:

•The Hindu is terribly boring, while TOI is really nothing more than a tabloid!

•The Hindu Business Line is indeed boring, if compared to the Economic Times. And yes, TOI is a glamour paper!

•The Hindu is far more superior in terms of quality and news content to the TOI and this is one paper in India or probably the only one which doesn’t come with grammatical errors … however the TOI also covers all the news but more in a tabloid reporting format with loads of grammatical errors

The TOI, "undisputed leader" in north and central India has been trying to bolster its presence in the south.

It launched its Chennai (Madras) edition in 2008 but has not been able to overtake top-

selling The Hindu in terms of readership.

While new entrants are trying to consolidate their presence, old players like the TOI and The Hindu are treading on each other's toes for bigger slices of the pie.

‘Whether the Chennai readers woke up to Times or not, The Hindu certainly did’. After all, that’s what any competition is supposed to do.

Competition-induced energy is to ignore the dynamics of family business (which Hindu is, after all)

ControversiesDuring Emergency, “The Times of Indira”, due to editorials in praise of Sanjay Gandhi.

Deepika Padukone controversy, to attract readers is using the power of influence to proliferate recessive thought.

The Hindu letter to TOI……

Dear Times of India,………………………….Yours truly,Some peeved woman on a Sunday morning.

We can see here how the media sensationalizesa normal

statement intoan offensiveone.

THEEND