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

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%)