Hindustan Times, the most widely read newspaper in Delhi, which has undergone several changes in looks in the last one year, is going in for another revamp.
“The new initiative of reducing the width and redesigning the supplements is in line with international papers like The New York Times, The Washington post, International Herald”. says Ms Mrinalini Gupta, VP, Marketing, Hindustan Times.
“The change in dimension has been done to give a more contemporary look to the newspaper. Moreover, the consumer too would benefit. Apart from the superior look and quality it would also offer more convenience of folding and carrying.” She added.
The design for the supplements has been done by Mario Garicia, a designer of international repute, who has designed more than 450 newspapers across the world.
The reduction of the column sizes shall be 3.9 inches from the current 4.45 inches and the page size shall be reduced to 27.5 inches from the current 32 inches.
How will it impact advertisers? On that front Ms. Gupta does not foresee any major problems. “There might be slight resistance initially. But the impact of the size of the ad is in relation to the size of the paper, hence it would not really make any difference. The change in size is not going to change the reach of the newspaper or the quality of the content or our readership profile”. she said.
“The change in size will also lead to a savings in the newsprint cost for the paper”. She added.
Hindustan Times is hawking the newspaper as the SMART-AGE newspaper and the new look paper will see the light of the day on 3rd February 2002.
Other major newspapers too are expected to follow suit. According to information available with exchange4media, TOI has been also considering similar changes but operational issues relating to the sourcing of machinery has led to a delay in implementation. Media watchers have also noticed that the standard pagination in TOI, Delhi has come down from 24 to 16 on certain days. However, on certain other days on account of advertisements the pagination has been more than 16 also.
A back of the envelope calculation tells us that if a newspaper reduces the pagination by 8 pages on an average it saves 48 lac pages a day assuming a circulation of 6 lacs. This according to industry sources could save as much as Rs 30 crores annually for newspapers. No doubt given the tight advertising market for the print media, large players are looking at such avenues to bring down costs and innovate.
Major other publications like Hindu and Indian Express are also expected to follow suit soon.