HT launches TG segmented publications

HT has come out with two new newspapers – ‘My Little HT’, with its edutainment focus for kids and ‘Yuva’ for the youth

e4m by Abid Hasan & Surbhi Bhasin
Updated: May 25, 2012 8:10 PM
HT launches TG segmented publications

Hindustan Times has taken a targeted approach and come out with two new newspapers for different set of audiences. It has launched an English paper called ‘My Little HT’ for children and a Hindi one called ‘Yuva’ for the youth of the nation.

‘My Little HT’, a Saturday morning newspaper, is designed to inculcate the habit of reading among children aged 7-12.

With its edutainment focus, the paper will appeal equally to children and their parents. It is a weekend newspaper that provides ‘food for curious young minds’.

Though HT have a very active school contact programme in place, it has come out with this newspaper as it feels that there should be a children’s newspaper that parents and children can read together.

Speaking to exchange4media, Shantanu Bhanja, Vice President, HT shared, “We have adopted a cross-platform approach to promote the newspaper. We are utilising digital, radio, BTL, as well as print to spread the word.”

‘My Little HT’ will be available in Delhi-NCR and will be sampled with the main Hindustan Times newspaper. It will come in a glossy colourful tabloid format and will be packed with news, puzzles, cartoons and event listings. The cover price is Rs 5.

The second newspaper ‘Yuva’ has a youth appeal and caters to the needs of this TG. The content of this paper will focus on careers, education, fashion, current affairs and politics.

Rajan Bhalla, Corporate Marketing Head, Hindustan Media Ventures said, “To understand the information demands of the young generation, we conducted a survey. What came to light was that their taste and reading habits drastically differs from other age groups.”

“Keeping this in mind ‘Yuva’ will have a special two-minute news sections, vibrant pictures and special navigation panels in line with reading habits of the youth. There are special sections where tweets are featured along with news. Information on technology, gadget reviews, tips on automobile, etc. are featured in dedicated sections on specific days of the week,” he added.

An editorial team of twelve people has been constituted in New Delhi for ‘Yuva’. It will be headed by Yogesh Rana.

The paper was launched in Patna and has been promoted by various medium such as print, radio and outdoor. The organisation is planning to launch this new youth-centric edition in the other cities soon.

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