Mint, the business daily from HT Media Ltd, is completing three years on February 1, 2010. The paper has marked out some key focus areas, which include ‘top end readers’, events, and its Saturday magazine, ‘Lounge’.
One of the reasons behind the decision to keep readers at the top of the priority list is the IRS 2009 Round 2 results, which had shown decline in the paper’s readership. With a decent readership, Mint’s lifestyle and business weekly magazine, ‘Lounge’, is another area of focus.
The Group is now keen to build up a stronger revenue potential. In an exclusive conversation with exchange4media, Sandeep Bhushan, COO, Mint, explained, “We have built an event business under the ‘Clarity through Debate’ umbrella and we believe that it has strong revenue potential. The events further add to Mint’s delivery of the top-end audience since all our events are editorially driven and have the credibility to attract the best panels and audience. That is what advertisers are seeking as they push for greater accountability in their BTL spends.”
Mint had launched two editions last year in Chennai and Kolkata. According to IRS 2009 R2 figures, Mint was positioned second position nationally in the business newspaper segment. However, the significant gap between first and the second players is little cause for worry. Bhushan maintained, “Mint has grown strongly in 2009. In only its third year, Mint is India’s second largest business daily. We are now available in seven cities, which means our advertisers are able to access the top-end reader nationally now with us.”
“We will continue to grow both in terms of volume and to start charging a premium for the reader profile that we have,” he asserted.
Bhushan dedicated the paper’s success to their innovative approach, format and design. He stated, “At the core of our growth is our delivery of ‘clarity’ in business news. Our no jargon, no nonsense editorial style and our pathbreaking format and design have appealed to the top-end business readers in the country and include business and policy leaders.”
Whether it is in web or in WAP formats, the newspaper has been very active in the digital domain. According to Bhushan, “The clean design, credible editorial and multimedia interactive content make these sticky sites for our readers. We will continue to activate all our editorial programmes on these digital platforms. The forthcoming Budget will see strong play of these vehicles.”
Citing the Pitch Brand-O-Meter Survey, Bhushan stated, “We are the No. 1 media brand in the country as per the Pitch Brand-O-Meter Survey. We want to continuously build the value that we deliver to our advertisers. And we have made progress in that direction.”