Hindustan Times and Business Standard have entered into a strategic tie-up to jointly promote display, appointments and financial category advertising. This tie-up has been effective from 17th July, and is a major step by HT to try and occupy a space in the business daily segment.
As per the alliance, an advertiser would be able to choose from a combination of Hindustan Times (Delhi edition) and Business Standard (Delhi edition) at Rs.2,800 per cc, against a Times Of India - Economic Times equivalent of Rs.3,150 per cc.
Says Rupak Agarwal, GM, Media Marketing, Hindustan Times, "In the Delhi market, the HT-BS package offers a 21% higher net reach with a 27% higher cost efficiency. And at a mere incremental Rs.450 per cc at Rs.3,250, an advertiser can get a stupendous All India geographical spread with HT Delhi and BS all editions. This again is tremendous ''value for money'' when compared to a similar package from TOI Delhi + ET All at Rs.5,150 per cc."
HT believes that it would be able to offer to its advertisers, more value for their money. The advertisers have different perspectives regarding the same.
Says Anita Nayyar, VP, Media Services, Mudra, "The HT-BS proposition is definitely an attractive one, firstly due to the attractive rates that a buyer would get on the package, when compared to the TOI-ET package and secondly due to the better quality of audience that a Business Standard draws vis-à-vis an Economic Times.
While Nayyar considers this as an attractive deal, Rajul Kulshreshtha, VP, Media, Universal McCann, differs in his opinion. "The deal is priced attractively. Yet, one would stop to think on the kind of readership figures that the TOI-ET would give vis-à-vis the HT-BS. At the moment, it would be difficult to react, as the matter needs some analysis on our part."