


	IFRA XMA Cross Media Awards 2008 projects





	Company: Jang Group of Newspapers
	Project name: The Excitement of 360° Cricket: Twenty 20 world cup-2007

	Topical category of the project

	A: Cross media campaigns for individual advertising customers

	General information about the publication

	The Jang Group, traditionally a newspaper establishment, is today Pakistan's largest and fastest growing multi-media group with a diversified portfolio of media properties covering Print, Television, Radio and the Internet. The Group employs over 7000 people across Pakistan. With seven daily newspapers, the Jang Group enjoys 65% of the total urban newspaper readership in the country. Daily Jang, the Group's flagship brand is Pakistan's largest newspaper with a circulation of 850,000 copies a day and a readership of 7.6 million. Besides Jang, the Group's print portfolio includes English daily The News and a host of regional and economy price newspapers. Its two weekly magazines are leaders in their respective categories. In the broadcast sector Jang Group owns Pakistan largest private sector satellite TV network-GEO which comprises Geo News (24-hour news channel ), Geo Entertainment ( general entertainment), Geo Super ( Sports ), and Geo Aag ( Youth); and FM 101 country's largest FM radio network. The internet properties include www.jang.com.pk, thenews.com.pk, geo.tv and geosuper.tv. The Group's advertising revenues account for 34% of Pakistan's total Ad Spend. According to A C Nielsen's Urban Establishement and Media Habits study (2006), 67% of urban Pakistanis in one way or the other consume one of Jang Group’s media brands.

	Project description

	The Jang group acquired Television, Radio and internet rights of the Twenty20 Cricket World Cup 2007 for Pakistan in September 2007. Consequently Cross Media sponsorship and advertising opportunities were developed around the 360° concept for individual customers.

	The basic idea of the project

	The basic idea of this project was to leverage the combined strength of our various media properties across the print, broadcast and web platforms by creating a 360° marketing experience for the advertisers. Historically, with every cricket opportunity each platform marketed its offering independently of each other; each platform generating revenues for itself. When our group signed the Twenty 20 cricket world cup’s television, radio and internet rights for the Pakistani market, we evaluated the revenue potential for each individual platform and concluded that each platform working independently would deliver a total revenue of Rs.180 Million (US$ 2.27 Million) — Rs.200 Million (US$ 2.85 Million) from this opportunity for the entire group. The challenge was to increase this revenue estimate. Synergies were created to enhance this revenue potential and all 4 platforms of the group i.e Print, TV, Radio and Internet were bundled together into cohesive advertising packages. Advertisers who were traditionally Print only or TV only with significant interest in Cricket were targeted. Consequently print advertisers bought TV and radio packages and vice versa. Non cricket advertisers also came on board while each of the four platforms retained their cricket centric customers. This 360°concept is meant to retain the existing customers as well as to attract new customers. Sponsors and advertisers were integrated into packages

	Used media channels


	Newspaper		TV

	Online		Radio

The implementation

The Advertising Sales department of the Print business was the driver of setting and implementing this cross media opportunity.
Although all the four platforms used in this concept were owned by the Jang Group, each has its own independent Sales and Marketing team. To ensure a cohesive and well planned execution, these teams ie Print, Television, Radio and Internet, were brought on board early on and clear objectives and responsibilities were assigned. This ensured that the Advertising Sales team of the Print business spearheaded the 360° project, while others rendered their respective functional support.

Image(s)

Twenty20 Advertising Opportunites.ppt (476 KB)

Links

www.jang.com.pk/ifra.htm

Project results

Initially, there was critical feedback from within the organization as well as the industry. Each team jealously guarded its territory while the industry felt that we were moving into creating a monoploy. This however changed soon to “convenience” factor coming into play for the advertiser.
Each product benefited individually and the group profited as a whole. We successfully achieved the objective of maximizing our Cricket revenues when we delivered a combined revenue of Rs.300 Million (US$ 4.28 Million), 50% higher than our estimates for individual platforms if they were marketed/sold separately.
We successfully leveraged the combined strength of the group’s media properties thus not only creating greater impact but also creating a first time “sampling” of the 360° media concept for the advertisers.
The advertisers and the advertising agencies benefited from the cumulative reach of the various properties as well as for the first time “tasted” the convenience of shopping at one window for their specific media needs.
Next step would be to continue to identify opportunities that can be bundled into 360° platform thus enhancing our own revenue potential as well as giving customers a unique experience.
Print :
Circulation of Jang grew by 2% and The News by 1.6% during The Twenty 20 World cup in September 2007.
TV :
Geo Super delivered Avg. rating of 12.37, during this period which was the highest ever for any satellite/cable delivered TV channel in Pakistan.
Page Views:
www.jang.com.pk:
September 07 vs. August 07 Increase
24,113,550 21,059,452 ↑ 14.5 %
www.geosuper.tv:
September 07 vs. August 07
222,098 72,896 ↑ 204.6 %