Hindustan Times is looking forward to a new look from February 1, 2004. The newspaper intends to aggressively promote this new face in the next three months. The budget for the promotion is around Rs 6 crore.
Anand Bhardwaj, VP, Marketing, Hindustan Times says, “The intention of undergoing this change is to meet the needs of our readers and at the same time give them a better product and delight them.” Talking about the changes, Bhardwaj adds, “Along with the change in the masthead, there are many more changes that will show in the days to come.” HT is also adding more supplements. “On Sundays, we would now have a 24-page magazine, ‘Brunch’, instead of the Sunday magazine. And on Thursdays, our readers would get a dedicated four-page broadsheet on movies, ‘HT Premier’,” says Bhardwaj.
On weekdays, the second page of the newspaper will have a new feature, ‘2 minutes HT’, which will have the gist of the day’s news in half a page. The middle four-pages will now cover sports and are pullouts. The career supplement on Tuesdays has been rechristened as ‘Power Jobs’, focusing more on jobs. “Along with this, all other supplements will have a completely different and fresh appearance but what will remain unchanged is our strong editorial content. The changes are the result of our constant research and internal exchange of ideas between the editorial and the marketing team,” adds Bhardwaj.
As for the promotion, HT is armed with an elaborate marketing communication plan. Says Bhardwaj, “We will have a lot of above the line activities - TVC spots, and we will also use press and outdoor advertising. We may also look at radio.” A mix of TV channels will be used for the promotion, which would include news channels, and mass channels like STAR and Sony, STAR movies. “We also plan to have a lot of below the line programmes,” concludes Bhardwaj.