The Bennett Coleman & Co, the owners of The Times of India newspaper, is set to launch an afternoon newspaper in Mumbai. The group is incidentally making a rather uncharacteristic low-key entry though recruitment’s for the yet-to-be-launched paper are already in full swing.
The group had an evening paper called Evening News which was closed down in the late 80’s as the concept of an eveninger was not really popular during those days. The as-yet-untitled paper is being modelled on the style of a tabloid, the accent being on entertainment and leisure so that the younger set is attracted to it.
The paper will focus on fashion, lifestyle articles, health, music, trends, movies, city centric news and events and international news in order to give the reader a sense of being in a global world. The paper will be priced competitively at Re 1 per copy - compare this with the price of Mid-Day and Afternoon Despatch & Courier, both of which are sold for Rs 2.50 per copy in the city.
The Times Group is planning to initially sell the copies free of cost as complimentary copies for the first three months after its launch in the first class compartments of the Central, Western and Harbour railway lines.