To give its readers a special focused feature everyday, Hindustan, the Hindi daily by Hindustan Times has recently introduced weekly colour feature pages. The objective at Hindustan - to provide additional information to its readers. Says Mrinalini Gupta, VP- Marketing, Hindustan Times, "Readers desire not just news but information on other subjects too. Newspapers as a category need to constantly innovate and provide additional information and benefits to readers. The introduction of weekly color feature pages in Hindustan has been done with this objective."
The seven weekly pages by Hindustan claims to cater to varied needs of readers on different subjects. The weekly pages cover various subjects like- Science and Technology (Eureka), Sports (Score), Literature (Srijan), Films (Take One), Shopping (Haat), Health (Tan Man) and Religion (Anant). "We have received extremely positive feedback from our readers about these newly added pages", adds Gupta.
Though the colour pages are not glossy, Hindustan differentiates itself with its competition on the basis of content and information on varied subjects and claims that it will help Hindustan in increasing the reader base. "This provides value to the reader and thereby helps increase our reader base. The advertiser can reach higher number of readers through Hindustan and get better value for his spends", says Gupta.
With leading print titles getting aggressive and multiplying their editions rapidly, one has come to expect this. For instance, some time back, Dainik Jagran and Amar Ujala have also launched daily colour feature pages to cater to the increasing need of its readers. Both the publication also claims to have received a good response form the readers.