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Today goes for a makeover

09-August-2004
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Today goes for a makeover

Today, the afternoon daily from India Today Group, wears a new look from Monday. Two years after its launch, the city tabloid published from Delhi has gone in for a major revamp to further boost its fast growing circulation.

Within two years, Today has been able to more than double its circulation to 56,000 copies. “This has been largely possible due to our door-to-door subscription drive. With the addition of 1,500 new subscribers in Delhi and NCR every week, Today has emerged as India’s fastest growing afternoon newspaper,” says Kalli Purie, Publishing Director of Today.

As part of its revamp, Today has gone in for a complete design makeover. “We now have a bolder design that fine-tunes the product for our urbanite reader who wants to read more in less time and with lesser effort. And, for this purpose, we have created multiple visual cues and layout with an intuitive eye flow. We have also given our logo an irreverent slant to reflect our attitude. The overall redesign is to make the paper more sticky,” says Ms Purie.

The new content strategy of Today is focused on serving the needs of its readers more effectively by making the premium paper more reader friendly with richer news and features. “Now we have distinct eight news and eight feature pages to give readers a clear view of two papers rolled into one,” says Ms Purie. The new-look afternoon tabloid now has a heady mix of a good, hot juicy story of the day and a hard-hitting-on-the-face kind of city story. The research by Today has shown that its readers appreciate impact stories like the one done by it that made the Supreme Court allow disabled persons to appear in the IAS exam.

Along with this makeover, Today is also going in for a boost to its brand by adopting 360-degree brand ad solutions. It has a customised publication, ‘Brew Print’, for Barista, and ‘Mall Times’ for Ansal Plaza. Recently, the group launched ‘PVR Movie First’ magazine for PVR cinema. As part of its most recent brand building exercise with Café Coffee Day, Today has launched a special Today Express Brand Coffee.

With all these initiatives, Today is aiming to touch the one-lakh circulation mark by the end of this fiscal, which will help it ABC.

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