Seems like The Hindu is living up to its positioning of ‘Always Classic, Always Contemporary.’ After the successful launch of supplements like ‘Cinema Plus’ and ‘Retail Plus’, which have been well received, The Hindu is gearing for yet another launch. This time around, it is a tabloid targetted at the young affluent readers in the age group of 20-35. Christened ‘Ergo’, the tabloid will be launched on December 10 and distributed for free. The Hindu would also launch a website simultaneously for the tabloid. The new tabloid will be distributed from Monday to Friday.
However, ‘Ergo’ will not be an IT-based tabloid. Instead, it will have a quick read format for the time-starved readers and would combine news, lifestyle, sports, entertainment in an easy to read manner. “The content and layout have actually been arrived at after extensive interviews with the target group. ‘Ergo’ will have local and international news, apart from regular career advice, money management tips, section on comics, crossword Sudoku, music, restaurants, movies, weekend getaways, shopping spots, etc.,” said N Murali, Managing Director, The Hindu.
Murali added that the tabloid would be distributed in the IT corridor, and would not be available throughout the city. “The key lies in the controlled distribution. In due course, this IT corridor and such places you will have almost 200,000 people working, and they are transported to different places of the city in thousands of buses. So we will distribute ‘Ergo’ in those buses as well,” he explained.
It will also be ensured that there would be no spillover just because it would be distributed for free. The initial print run would be 50,000 copies per day, and it will be distributed at a time slot that is free of media clutter.
According to Murali, this was a cost effective way of reaching the niche target audience for advertisers. “The Hindu has a tradition and history that straddles over 129 years and there are certain things that The Hindu cannot do in terms of content. But ‘Ergo’ may do it. Usually, people from the publisher’s family don the role of Editors and Directors for all The Hindu’s publications. But ‘Ergo’ will be edited and managed by a very young, compact, independent team, though that would be a part of The Hindu Group,” he elaborated.
On choosing the name ‘Ergo’, Murali said that ‘ergo’ meant ‘therefore’. “We had shortlisted a few names, and this was the one available,” he said.
The Hindu would study the response to the new launch in Chennai first, and then decide about rolling it into other cities. “We have not ruled out anything yet. Basically we will have to see how this succeeds. Bangalore is also an IT oriented city. We are just starting in Chennai since we are more familiar and stronger here. Depending on the response, we may think of rolling ‘Ergo’ into other cities,” Murali said.