Hindi daily Navbharat Times has come out with a product innovation that contains of two front pages in the same day’s newspaper. The idea is to highlight the most important news of the day. Both the pages sport a similar look with the masthead, lead story and advertisements.
The strategy behind this innovation is to increase perceived value of Navbharat Times by providing twice the important news, and thus increase reader engagement and drive readership. The activity also allows the paper to increase the ad rate of the back page, besides giving the advertisers more options to be on a front page.
When asked about the objective behind this innovation, a spokesperson of Navbharat Times said, “The newspaper reader attaches disproportionate attention to reading the front page, as evidenced by the time he spends on the same. We felt that by giving an extra page of the very important news, curated and presented well, would be of great benefit to the reader. This would also present advertisers with exciting option to engage with audiences.”
The spokesperson further said that the initial feedback has been encouraging and the organisation has decided to stay with this activity. The innovation has been carried out in all the editions of Delhi-NCR, Lucknow and Mumbai.