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The People newspaper now free
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madollar
#1 Posted : Tuesday, July 01, 2014 11:43:47 AM
Rank: Veteran

Joined: 11/17/2009
Posts: 2,040
Location: GA
Interesting but risky strategy by ian fernandez regarding the people newspaper now free to depend solely on revenue from advertising the risky part is what happens if advertisers do not respond also how will they implement the free part given that newspaper vendors have to get their cut
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  | | Edit by moderator: Wednesday, July 02, 2014 2:03 PM | Reason: title case
muganda
#2 Posted : Tuesday, July 01, 2014 6:07:45 PM
Rank: Elder

Joined: 9/15/2006
Posts: 3,907
Would you read People Daily for free?

Ian Fernandes, now CEO, and able aide Sharleen Samat, did decamp to Mediamax from NMG.

Citizen just dominates TV with 48%, then NTV 15%, slightly above KTN 13%, finally K24 with 10% http://www.kahawatungu.com/2014...tion-to-mediamax-in-may/

Now People Daily is offering its newspaper for free. In terms of circulation, they claim to be second with 110,000 following Nation's 170,000 and Standard 48,000. http://www.capitalfm.co.ke/busi...y-offers-free-newspaper/
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  | | Edit by moderator: Wednesday, July 02, 2014 2:01 PM | Reason: topics merged
icecube
#3 Posted : Wednesday, July 02, 2014 12:44:57 AM
Rank: Member

Joined: 1/2/2008
Posts: 268
Location: Nairobi
madollar wrote:
Interesting but risky strategy by ian fernandez regarding the people newspaper now free to depend solely on revenue from advertising the risky part is what happens if advertisers do not respond also how will they implement the free part given that newspaper vendors have to get their cut


You are very right! Distributing that newspaper will be a challenge. It may cost them more to distribute because vendors must get their cut. Let us wait and see how it goes, I am sure he must have considered that too.
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Gordon Gekko
#4 Posted : Wednesday, July 02, 2014 10:09:33 AM
Rank: Elder

Joined: 5/27/2008
Posts: 3,760
Where do I get my free copy? Wouldn't it be more effective if they do a downloadable pdf like Nation and Business Daily?
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madollar
#5 Posted : Wednesday, July 02, 2014 5:31:43 PM
Rank: Veteran

Joined: 11/17/2009
Posts: 2,040
Location: GA
icecube wrote:
madollar wrote:
Interesting but risky strategy by ian fernandez regarding the people newspaper now free to depend solely on revenue from advertising the risky part is what happens if advertisers do not respond also how will they implement the free part given that newspaper vendors have to get their cut


You are very right! Distributing that newspaper will be a challenge. It may cost them more to distribute because vendors must get their cut. Let us wait and see how it goes, I am sure he must have considered that too.


The easiest and most cost effective way to go around this is to set up branded boxes and place them at strategic places like kencom westlands uppperhill also do the same in the other big cities where members of the public can pick ONE free copy but this being kenya mtu moja atakuwa anabeba zote.

We might have another case study in a few months time if fernandes and his team do not execute this properly

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  | | Edit by user: Wednesday, July 02, 2014 5:39 PM | Reason: Not specified
littledove
#6 Posted : Thursday, July 03, 2014 11:26:27 AM
Rank: Veteran

Joined: 7/1/2014
Posts: 928
Location: sky
madollar wrote:
icecube wrote:
madollar wrote:
Interesting but risky strategy by ian fernandez regarding the people newspaper now free to depend solely on revenue from advertising the risky part is what happens if advertisers do not respond also how will they implement the free part given that newspaper vendors have to get their cut


You are very right! Distributing that newspaper will be a challenge. It may cost them more to distribute because vendors must get their cut. Let us wait and see how it goes, I am sure he must have considered that too.


The easiest and most cost effective way to go around this is to set up branded boxes and place them at strategic places like kencom westlands uppperhill also do the same in the other big cities where members of the public can pick ONE free copy but this being kenya mtu moja atakuwa anabeba zote.

We might have another case study in a few months time if fernandes and his team do not execute this properly



just received a free copy in comfort of my office, somebody has just delivered and assured she will be punctually delivering every day, a big surprise
There are only two emotions in the stock market, fear and hope. The problem is, you hope when you should fear and fear when you should hope
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Swenani
#7 Posted : Thursday, July 03, 2014 11:40:53 AM
Rank: User

Joined: 8/15/2013
Posts: 13,237
Location: Vacuum
littledove wrote:
madollar wrote:
icecube wrote:
madollar wrote:
Interesting but risky strategy by ian fernandez regarding the people newspaper now free to depend solely on revenue from advertising the risky part is what happens if advertisers do not respond also how will they implement the free part given that newspaper vendors have to get their cut


You are very right! Distributing that newspaper will be a challenge. It may cost them more to distribute because vendors must get their cut. Let us wait and see how it goes, I am sure he must have considered that too.


The easiest and most cost effective way to go around this is to set up branded boxes and place them at strategic places like kencom westlands uppperhill also do the same in the other big cities where members of the public can pick ONE free copy but this being kenya mtu moja atakuwa anabeba zote.

We might have another case study in a few months time if fernandes and his team do not execute this properly



just received a free copy in comfort of my office, somebody has just delivered and assured she will be punctually delivering every day, a big surprise


I was given in traffic jam.I thought its just a promotion!Kumbe its free forever?
If Obiero did it, Who Am I?
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Othelo
#8 Posted : Thursday, July 03, 2014 11:52:47 AM
Rank: User

Joined: 1/20/2014
Posts: 3,528
People was hot during Matiba days. Lost ladha along the way ........... needs aromat!
Formal education will make you a living. Self-education will make you a fortune - Jim Rohn.
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Msasani
#9 Posted : Friday, July 04, 2014 6:30:13 PM
Rank: Member

Joined: 6/26/2008
Posts: 16
Fernandez has gone for the jugular. If this is sustained long enough (for which they have pockets and political reasons to do) PD will have the highest circulation in no time. Standard will die. NMG will soon be gasping for breath as the advertisers go for the bigger growing reach. 2017 here we come. Game on,
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murchr
#10 Posted : Friday, July 04, 2014 6:37:37 PM
Rank: Elder

Joined: 2/26/2012
Posts: 15,980
Swenani wrote:
littledove wrote:
madollar wrote:
icecube wrote:
madollar wrote:
Interesting but risky strategy by ian fernandez regarding the people newspaper now free to depend solely on revenue from advertising the risky part is what happens if advertisers do not respond also how will they implement the free part given that newspaper vendors have to get their cut


You are very right! Distributing that newspaper will be a challenge. It may cost them more to distribute because vendors must get their cut. Let us wait and see how it goes, I am sure he must have considered that too.


The easiest and most cost effective way to go around this is to set up branded boxes and place them at strategic places like kencom westlands uppperhill also do the same in the other big cities where members of the public can pick ONE free copy but this being kenya mtu moja atakuwa anabeba zote.

We might have another case study in a few months time if fernandes and his team do not execute this properly



just received a free copy in comfort of my office, somebody has just delivered and assured she will be punctually delivering every day, a big surprise


I was given in traffic jam.I thought its just a promotion!Kumbe its free forever?



This is the way to go. The rest will follow suit once the numbers pick up. In the west, ppl get the papers free and the company relies on revenue from advertising. If the People rakes in enough from advertising, it will give S&G and NMG a good run for their money.
"There are only two emotions in the market, hope & fear. The problem is you hope when you should fear & fear when you should hope: - Jesse Livermore
.
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