Mint, the business paper from the HT Media stable, is set to launch in Chennai from July 13. The paper, which will be priced at Rs 3.50, is targeting a circulation of ten thousand. Mint is currently available in Delhi, Mumbai, Bangalore, Kolkata, Chandigarh and Pune.
Sandeep Bhushan, COO, Mint, told exchange4media, “We have a committed and large share of advertisers and going national will give them the benefit of being on a national platform. We are targeting certain quality and numbers of readers and are aiming to be No. 2 in the next couple of months.”
On pricing the paper 50 paise more than in the other cities, Bhushan explained, “We have seen that consumers are reading and paying for a quality product that is differentiated and relevant, and also that we appeal to the top most demographics, who are decision makers. Over a period of time we will be increasing the price of the paper.”
The editorial team remains the same with R Sukumar heading the Chennai edition as well, though there will be an addition from the local market too. “Everywhere that we have launched, we have beefed up our team. We want to give a national platform to stories from every city as we think our reader has a national prospective,” Bhushan added.
It may be noted that Mint has emerged as the fastest growing English daily as per the IRS 2009 R1 data and has grown 26 per cent in Delhi and Mumbai and all India. The AIR of Mint as per IRS 2009 R1 has touched the 172-mark in Delhi and Mumbai, as against the 137-mark last year.
Talking on the marketing plans, Bhushan said, “We want to reach our top-end readers and will do that through the Internet, OOH and print. We will back it up with an event like we had done for the Kolkata market, where we had the Finance Minister, three top banking chiefs and two senior leaders from the industry. There was a panel discussion on the issues that matter and ways to work on them. Mint means clarity of issues that matter.”
Mint, which was launched in February 2007, is now a national paper that reaches out to a premium audience.