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The Times of India: Start the Presses
Venkatesan, Rajkumar; Yemen, Gerry; Sriram, S. Case M-0877 / Published June 8, 2015 / 22 pages.
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Product Overview

Perhaps among the most popular newspapers in the world, the Times of India (TOI) was faced with developing a national strategy in a very diverse country. The paper's strategy included lowering the price of print newspapers, developing readership among India's youth, embracing active story coverage, and continuing to deliver door-to-door in metro areas. But by 2014, the cost structure required to keep newspapers on doorsteps every morning had Rahul Kansal, executive president at Bennet, Coleman & Co. Ltd. (TOI's publisher), reexamining the paper's direction. The firm's growth model had included nonmetro and digital expansion. Should TOI continue to tap into the increasingly literate and underserved Indian population to grow its print readership in metro and nonmetro areas? What effect would that decision have on TOI's digital penetration?


Learning Objectives

Practice recognizing value propositions; introduce platform economics and network effect; explore the implications of a two-sided market in a growth strategy; examine the role of loyalty and preferences in two-sided networks.

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  • Overview

    Perhaps among the most popular newspapers in the world, the Times of India (TOI) was faced with developing a national strategy in a very diverse country. The paper's strategy included lowering the price of print newspapers, developing readership among India's youth, embracing active story coverage, and continuing to deliver door-to-door in metro areas. But by 2014, the cost structure required to keep newspapers on doorsteps every morning had Rahul Kansal, executive president at Bennet, Coleman & Co. Ltd. (TOI's publisher), reexamining the paper's direction. The firm's growth model had included nonmetro and digital expansion. Should TOI continue to tap into the increasingly literate and underserved Indian population to grow its print readership in metro and nonmetro areas? What effect would that decision have on TOI's digital penetration?

  • Learning Objectives

    Learning Objectives

    Practice recognizing value propositions; introduce platform economics and network effect; explore the implications of a two-sided market in a growth strategy; examine the role of loyalty and preferences in two-sided networks.