HT Media Group re-designs Hindustan Times
HT also unveiled its new positioning – First Voice, Last Word-- where First Voice represents digital-first approach
HT Media Group today re-launched its flagship publication Hindustan Times with an overall re-design and a multi-platform sharable format. This 'all-new digital-first' version has elements that offer print to digital integrations like QR Codes, video pointers, links to podcasts and photo galleries that direct readers to HT’s digital platforms. Every page now has a social card which will enable readers to navigate from print to digital platforms.
HT also unveiled its new positioning – First Voice, Last Word where First Voice represents digital-first approach and the last Word captures the essence of journalistic excellence associated with a credible, trusted and respected news brand.
Talking about the re-launch, Rajan Bhalla, Group CMO, HT Media Ltd, said, “We have been talking to the millennials since quite some time and more deeply in the last one year to understand how and what news would they want to consume. We have tried to incorporate these insights in the re-design. However, we have also tried to maintain a fine balance of not alienating older generation who have been our loyal readers. Some of the insights that came about were that they have a positive outlook and are conscious of health and fitness. They want to know how they can manage personal finance and like to follow their passion on travel, food, etc. We also realised that when it came to news consumption, there is a problem of plenty. There is a lot of clutter. Hence we integrated this approach of being digital-first and also bringing in credibility and trust that we stand for in our new positioning “First Voice, Last word”.
“The re-design and the integration of Print and Digital format has been assimilated with a sharp focus on millennials. Design and content changes were made based on insights and thorough research of millennials and their reading habits and preferences,” said Samudra Bhattacharya, CEO – Print, HT Media during the launch e-conference.
The company will also be integrating its digital and print sales teams in order to enable seamless integration between the platforms.
Talking about this transition, Rajeev Beotra, Executive Director, HT Media Ltd., says, “Media consumption and media buying patterns have changed drastically in the last four to five months of lockdown. With our strong digital presence, we now have a renewed digital print offering with a collaborative approach across platforms.”
Dr. Mario Garcia worked closely with the HT Team throughout the product change, bringing international insights to this new offering.
Speaking about the all-new HT offering, Editor-in-chief, Sukumar Ranganathan, said, “Now more than ever before, there is need for news that is credible and contemporary. This is the driving principle behind our re-launch of the Hindustan Times, which seeks to be the First Voice, yet have the Last word.”
Dentsu Aegis Network is the creative agency that has worked on the print and digital communication campaign of relaunch.
Along with the introduction of social cards on each page for navigating to digital platforms, the publication has introduced more info-graphics and quick and snackable content on pages. Pages like My Delhi, My Mumbai have been introduced to bring in a higher level of personalisation. New sections like Change makers and My first million have been brought in which will have success stories of people that inspire the young. HT City and Brunch have had a complete makeover and it’s School e-paper will be launched by September 15th.
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