Das ka Dum with Dr Bhaskar Das: Do you think The Times of India ought to have pushed up its cover price and decreased its dependence on advertising?

12 May,2020

Bhaskar DasThat’s an issue which many people in the business have been raising… that cover price should be increased and how if The Times of India group had upped its price 20-odd years back, the health of the print media would’ve been much better. We asked Dr Bhaskar Das, who a print media veteran and former Big Boss of the TOI group, on his views on the issue. Without further ado, the May 12 edition of Das Ka Dum. Read on…

 

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Q. Assume you are in a time machine. And can travel back in time to Circa 2002. Do you think The Times of India ought to have pushed up its cover price and decreased its dependence on advertising?

 

A. Business is not a journey in a time machine. Context for a strategy always matters. 2002 contexts were conducive for a winner strategy. Just because the operating environment has been volatile, one can’t surmise that the seeds of strategic transformation, that are relevant now, should have been sowed 18 years back. This is just gobbledygook.

 

 

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