Professional Documents
Culture Documents
National Publishing Company
National Publishing Company
The Company
The National Publishing Company was a leading
publishing company with several years of experience in
the printing and publishing industry. The company had
several publications which included a daily newspaper
Vol. 19, No. 3, July-September 1994
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The Product
Titli carried various features interesting to children between the age of about 5 years and 12 years. Typically,
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 (out of which about
two were serialized cartoons), tit-bits, and fun and
games. In order to cater to the young readers who had
just begun to read, the journal carried one story written
in simple language and printed in bolder letters. For the
purpose of initiating those who had not yet begun to
read properly, Titli carried another "read aloud" short
story written in rhyming language. The magazine was
printed in multiple colour and was liberally illustrated.
The size of the periodical was 12 cm x 20 cm. By and
large, most of the other children's periodicals followed
the same structure in form as well as content. Titli was
priced at Rs two per copy. All the competing children's
fortnightly publications were in the same price range.
Annexure 1 gives the summary of a typical issue of Titli
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From the study, it was seen that among the past buyers
of Titli, about 45 per cent had discontinued the
magazine over the last two to three years. This group of
lapsed buyers consisted of households which had
children belonging to the target age group. Exhibit 6
gives the lapsed rate by age of children.
The study revealed that very few lapsed buyers of
Titli were buying other magazines. This meant that
when buyers discontinued buying Titli, they had actually given up buying all children's magazines, rather
than shifting to a competitor's magazine. The major
reasons for this as mentioned by the respondents were
as follows:
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