New look 'HT' hits stands Sunday

NEW DELHI: Leading English language daily Hindustan Times, embattled in the numbers game with The Times of India in Delhi, has decided to relaunch itself from tomorrow with a new look, additional features and, probably for the first time, backed by an aggressive multi-media campaign across all genres.


Talking to on the marketing strategy behind the move, HT's vice-president (marketing) Anand Bharadwaj says, "The changes are being effected to keep pace with the changing needs of the consumer, which is more youthful now."

Though the newspaper's masthead would remain the same --- it was changed a

few years back in the late 1990s when 'The' was dropped from the name ---

the whole page "look and feel", including inside pages, would undergo a change.

The changes in HT, which include introduction of new supplements and a revamp of existing ones (city-specific HT City being one) would be communicated to readers, advertisers and the industry, in general, via a mutli-media campaign costing approximately Rs 60 million for the first three months of the re-launch.

With all the added features, would the price remain the same at Rs 1.50 on

weekdays? Bharadwaj replies in the affirmative. "For the time being, we would

hold the price line," he said, indicating that in a dynamic market, the issue of pricing would get decided by "competitive pricing."

What are the changes being effected by HT? For details stay tuned.

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