Bennett Coleman and Company Ltd (BCCL) is launching the Hindi version of The Economic Times on February 19 in Delhi. The newspaper, which will have 16 pages, would have not only national and international news, but also focus on local content. According to sources, T K Arun, Editor of the English version of The Economic Times, would be the Editor of the Hindi version as well.
Commenting on the launch, Ravi Dhariwal, CEO (Publishing), BCCL, said, “Yes, we are launching the newspaper tomorrow (February 19). The content would focus on news from real estates, personal finance, commodities like gold. It would be an investor-friendly newspaper and would also contain news on career, the corporate world, stock market and other business news.”
The newspaper would be initially available free of cost with Navbharat Times. “We would see how readers take it and then go for the pricing,” Dhariwal added.
The initial print run is expected to be over two lakh copies. BCCL had earlier launched ET Gujarati and this is the second in vernacular business daily from their stable.
According to informed sources, the launch campaign would break from February 20, a day after the lunch. This would last for around 7-10 days, followed by a marketing campaign to establish the positioning of the newspaper. The campaign would focus primarily on print media with some amount of outdoor advertising. Radio campaign would be done to bring alive the concept of a Hindi business newspaper. There would also be an Internet campaign.
After ET Gujarati, BCCL all set to launch Hindi edition of Economic Times