Since its sesquicentennial 25 years ago, under bossman Samir Jain’s helmsmanship, The Times of India has pioneered several editorial and marketing “initiatives”, all of which are scorned at first by the competition and then quietly copied.
On the eve of its dodransbicentennial, after brother Vineet Jain told The New Yorker last year that he was in the advertising business not news business, ToI has run this ad printed the right side up and uʍop ǝpısdn pǝʇuıɹd sʍǝu ǝɥʇ.
So, whose interests come first for the newspaper, the advertiser’s or the reader’s, is not difficult to guess.
ToI CEO Ravi Dhariwal told the South Asia Media Summit in Islamabad recently that the paper’s readers actually welcomed such innovations and looked forward to it: “The reader wants change.”
¿uʍop ǝpısdn pǝʇuıɹd ǝɹɐ sɹǝdɐdsʍǝu ǝloɥʍ ǝɹoɟǝq ɹǝƃuol ɥɔnɯ ʍoɥ
Also read: Selling the soul or sustaining the business?
Selling the soul or sustaining the business?—II?
Will Britannia pay TOI for such ‘bad news’ in ads?
The masthead is no longer as sacred as it used to be
‘Talking ads’ in The Hindu and The Times of India