Hindustan Times has launched itself in a refreshed avatar in a bid to create a greater connect with younger readers. The English daily has also launched the Page One Plus initiative as well as its new brand campaign, ‘Let’s Make News Better’.
Page One Plus gives pressed-for-time readers a quick snapshot of everything that they need to know – from all the top news on the front of the page and a Quick Edit to all the ‘news-you-can-use’ around the city. This comes as a tear-away sheet that readers can fold and keep, and use through the day.
Commenting on this initiative, Sanjoy Narayan, Editor-in-Chief, Hindustan Times said, “We’ve introduced several brand new features, a few design changes and planned a number of special editorial initiatives. The new Hindustan Times will be a reflection of our relentless commitment to inform, analyse and explain. We will pull out all stops to make our cities better; we will take up the issues that matter the most, pose tough questions to the administrators and drive resolution of our biggest problems.”
Sharing the objective behind this innovation, Rajiv Verma, CEO, HT Media said, “This editorial vision will manifest itself in the form of the ‘Let’s Make News Better’ campaign. In this ever-changing world, the newspaper has, over the years, continued to be the most trusted medium. Readers rely on the written word and strongly believe in the power of newspapers – from changing governments to lighting up dark streets. The ‘Let’s Make News Better’ campaign is a statement of our vision, and is aimed at joining hands with our readers and impacting change around us.”
The campaign will be driven by a mix of print, cinema, radio, outdoor and digital.
The ‘refreshed’ Hindustan Times will offer new advertising opportunities with the advent of Page One Plus and many more windows for innovation and engagement opportunities for the advertiser through HT Active, its AR platform, as well as the capacity of printing more pages in the main book and supplements.
Sharing about the analysis and research, Shantanu Bhanja, Business Head and VP - Marketing, HT Media said, “Research clearly confirms that our readers’ needs from the newspaper category are different from what they were, let’s say, even two years back. As younger readers come into the fold and older readers also increasingly access multiple sources of news and infotainment, the challenge is to strengthen affinity towards the newspaper, make their time spent most productive, and, of course, add more readers. In product terms, this refresh – through elements like the Page One Plus and HT Active – aims to do exactly this. Today, readers expect their newspaper to not just report news, but to take on their problems, and actively work with them to effect the change that they want to see.”