Mint launches integrated news room, revamps website

The news room caters to print & digital platforms and works on the ‘web first’ approach, treating digital as the lead medium for the brand

e4m by exchange4media Staff
Updated: Sep 18, 2012 7:49 PM
Mint launches integrated news room, revamps website

Keeping pace with the evolving technical environment and getting ready for the changing media landscape, Mint, the business daily from HT Media Ltd, has launched an integrated news room catering to print and digital platforms. The news room works on the ‘web first’ approach, treating digital as the lead medium for the brand. This means that Mint reporters file all their stories on Livemint.com throughout the day and Mint journalists do exclusive stories and columns for the web and other digital platforms.

Along with this, Mint has also revamped its website, www.livemint.com, which was launched with the newspaper in 2007. Livemint.com now has a fresh magazine look with enhanced navigation and engagement options available to the user. Enhanced interlinking through related articles, in-story links and keywords offers a comprehensive reading experience to the user. Search has been refined as well, so that users can easily find stories and multimedia content through a single query.

“Mint’s new website is a reflection of the way our readers are increasingly consuming news and interacting with us. It is also powered by what to my mind is India’s first integrated newsroom,” said R Sukumar, Editor, Mint.

To create awareness about this change amongst the relevant audience, Mint has launched a focused marketing campaign targeting the tech savvy news consumer. The campaign that has just gone live will be present across mediums including TV, print and Internet.

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