HT Media Ltd launched a new publication, HT Mini, on January 14, 2012, created especially for people on the move. In the launch period, HT Mini will be available in select areas of Delhi-NCR and will be sampled heavily outside Metro stations. HT Mini will be published Mondays to Saturdays.
At one-fourth of the size of mainline broadsheet newspapers, which makes it smaller than an A4 size, the 24-pager offers light, snippety content ranging from the top news stories to city news, sports, entertainment and lifestyle.
Commenting on the launch, Shantanu Bhanja, Vice President – Marketing, HT Media Ltd, said, “The needs of people on the move are quite different from those reading the newspaper at home. They want something primarily to pass their time while they are traveling, and need something portable, conveniently-sized, with light, entertaining content, and they want to be able to pick it up on their regular route.”
“With the introduction of the Delhi Metro in the last decade, such travelers have grown exponentially. According to our research, over 60 per cent of Metro travelers would like to spend their commute reading something, but nothing is readily available to fit their requirements,” he added.
“To cater to such people, there will be a product customised exactly to their needs. HT Mini is the perfect way to pass time while on the move,” Bhanja further said.
According to HT Special Projects Editor, Vasantha Angamuthu, HT Mini was a reflection of HT Media’s practice of keeping the consumer at the heart of all the initiatives. “Up until now, there was nothing to look forward to on Metro rides, but the launch of HT Mini is sure to inject some fun and entertainment into the daily commute,” Angamuthu said.