Friday, December 08, 2006

Times admits the basic truth of online: Their offline brand can be a liability online.

I don't know how many people noticed, but the matrimonial site of the Times Group,, just became For those of you who came in late, even old hands at, the flagship online property from the times group, had their misgivings about being 'stuck' with the Times name, and all the associations that go with it, good and bad.

The dropping of the decidedly strange sounding name is a confirmation of the feeling that offline media brands are not so easily transferable to the net, thanks to the major doffrence in demographics.

Another big media fairm that might surprise with the name of it's online avtar might be HT Media, which will soon launch it's widely anticipated business daily.
Also, the trend above seems to offer some really interesting opportuities to the no. 5, 6 and 7 players in key segments like matrimonials, jobs, property etc.
Some of the biggest, and cash rich media players have failed to create anything online as of now, notably Deccan Chronocle, HT Media, The Hindu group etc. They might find it worthwhile to tie-up /buy these relatively small but established online players, and merge their own online classified offerings with theirs.