Hindustan Times’ makeover, which was unveiled with its July 11 edition has gone down well with media planners, who have appreciated the new look and found it ‘refreshing’, ‘youthful’ and ‘giving a web feel’. With innovation in editorial content and the design and layout, many believe that this move will help retain the interest of young readers, while the incisive and in-depth coverage would generate more interest among the older readers.
Exchange4media spoke to some media planners to know more about this new look.
R Gowthaman, Managing Director, Mindshare, opined, “The pages look refreshing, different and youthful. They have given a web feel to this paper. This may be an effort to engage more and more young readers, which is a step in the right direction. The incisive content would always draw attention from regular readers. Though, I am not a youth, I have definitely found it interesting.”
The weekend edition of the new-look Hindustan Times sported a new masthead in black and blue, a new layout and typeface.
Harish Shriyan, Managing Partner, OMD, said, “The new HT looks very neat, trendy and modern at the same time. And as a reader, I would say it is reader friendly with lots of innovation in font size and headlines.”
Sudha Natarajan, President and COO, Lintas Media Group, too, said, “HT’s new look makes it look and feel young. The usage of colour on the edit is interesting and serves the purpose of making the key edit stand out, besides adding to the overall visual appeal of a page. While this happened a while ago, delivering consumer/ celebrity worldwide driven content borrowed from the web helps the paper feel younger and more contemporary.”
The editorial note by the Sanjoy Narayan, Editor-in-Chief, Hindustan Times, on Saturday mentioned four highlights of the editorial content to be carried in the newspaper – India inspired, Delhi First/Mumbai First, HT Horizons and Rush. As mentioned in the note, India inspired will be a path-breaking series starting on Monday, July 13, 2009 that will address the country's major problems and big transformational opportunities. Another metropolitan based series called Delhi First and Mumbai First will investigate civic changes and would identify neighbourhood problems and work for solutions. The note further said that the education supplement HT Horizons would showcase special stories of hope, change and opportunity.