HT and TOI - Penetration pricing and circulation wars

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The Times of India's battle with The Hindustan Times was the first in India in which the drastic reduction of the daily cover price played an important part. Possibly inspired by Rupert Murdoch's Times' attempts to bring The Independent to its knees in the UK with a similar tactic, TOI began its campaign to dislodge the venerable Birla owned daily in the capital in 1993 when HT had a circulation of 344,000 and TOI's Delhi edition had a circulation of 171,000. By reducing its cover price from Rs.2.20 to Rs.1.50 (as well as adding local pages) TOI started to dramatically gain circulation and close the gap with HT. ...cont´d

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