HT Media Ltd has completely revamped its Hindi offering, ‘Dainik Hindustan’, the ‘under-performing workhorse’ in its stable for the Delhi and NCR market from December 9, with an all-colourful look and more supplements.
“We have given a significant facelift to ‘Dainik Hindustan’. We will now be offering the first all-colour Hindi daily in India. The paper will now be far more contemporary and vibrant, keeping in mind the changing expectations of today’s Hindi reader. It follows extensive amount of research, which showed that a quality product is lacking in the Hindi market. We have upped the content on business, international and sports pages with additional supplements everyday except on Monday,” said Benoy Roychowdhury, Business Head, Media Marketing, HT Media Ltd.
The colour of the masthead has been changed from blue to black. Business pages will now come in the colour pink. On Tuesdays, a supplement focussing on career and education, ‘Nai Dishayein’ will be available. Saturday’s supplement, ‘Fest’ will be more of a weekend planner with focus on shopping and entertainment. Sunday will see a new family supplement called ‘Hum Tum’ meant for children, youth and women. Tuesdays, Wednesdays and Thursdays will have ‘Metro Remix’ which is meant for leisure reading.
“Apart from changing the content and adding new supplements, the layout and design will be very contemporary. It will be easier navigation for the reader. The new colour pictures will be of high quality, thanks to our world-class printing set-up at Greater Noida,” said Roychowdhury.
Asked about the expectations of the media group from the refurbished product, Roychowdhury said, “We expect our circulation to go up by 80,000 to 120,000 within a year. According to ABC, we are currently at No. 3 in the Delhi NCR region. We are targeting the No. 2 position in a year’s time.”
Explaining the idea behind the new ‘Hindustan’, Roychowdhury said, “As a media company, we believe both HT and ‘Hindustan’ markets to be served well. If we can give a good product to our English readers, there is no reason why we can’t replicate it for our Hindi readers. Hindi readers also have same desires, aspirations and consumption patterns as that of the English readers. According to IRS, in the last two years, the readership of English publications grew by 4 per cent, whereas the readership of Hindi publications grew by 9 per cent. This shows the way ahead for the Hindi publications.”
Counting the areas where Hindi print publications lagged behind their English counterparts, Mrinal Pande, Editor, Hindustan, said, “We have long been guilty of undermining the intellect of the Hindi readers by neglecting evolving areas like IT, science, women’s issues, biotech, well-sourced statistical information. Now these will get their due emphasis in the new ‘Dainik Hindustan’.”
The paper seems to have discovered a new crucial class of readers in women and focussing to woo them with more targeted content. “We found through our research that women spent more time in the daily supplements. That’s why, our supplements have more content targeting them,” said Roychowdhury.
Agreeing with him, Pande said, “The Census 2001 shows women emerging as a very large and significant segment of readers. With literacy among women increasing in the Hindi heartland states and with a rising number of working women, they would definitely chose a vernacular language newspaper that they are more comfortable with.”
On the communication front, the group has been running the teaser ‘Badal Raha Hai Hindustan’ for some time. The next phase of communication on the introduction of the relaunch will start from December 9 with the theme ‘Badal Gaya Hai Hindustan’. After that the group will focus on thematic campaigns.
“We will be running a full 360-degree campaign, including print, radio, outdoor, cinema and the Internet. We will be present in the nine Delhi metro stations in a big way, where we will have our own branded stalls. We will also advertise in magazines like ‘Outlook’ and ‘India Today’,” informed Anand Bhardwaj, VP, Marketing, HT Media Ltd.