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Mint turns broadsheet

The compact business daily from HT Media has gone for a complete design and editorial transformation after nine years. The broadsheet will give advertisers more options

BestMediaInfo Bureau | Delhi | September 12, 2016

mint_masthead_12_9

India’s first compact business newspaper, Mint, has turned broadsheet. The paper, which was launched on the USP of compact Berliner size, sharp news and analyses in 2007, has gone for a complete design and editorial transformation.

The broadsheet will give the paper more space to carry editorial and advertising content. The paper will now have a full-size page one, which is the maximum revenue earner for any paper. “The challenge for HT Media was to convert all the acclaim Mint was getting into revenue. Broadsheet will give advertisers more options in the paper,” a senior HT media executive said.

Mint, which was the sixth national English language business newspaper in India, has successfully moved to the No 2 spot, behind market leader The Economic Times, as per the all-India readership figures.

The paper is said to have been redesigned by Mario Garcia of Garcia Media who had also conceptualized the original design when it was launched in 2007. Garcia has also been instrumental in redesigning other products of HT Media including Hindustan Times which was relaunched in 2009. Mint has been described as India’s best financial newspaper by The Economist. In an official release, HT Media has termed the redesign as a “fundamental rethink of a print product”.

Rajan Bhalla Rajan Bhalla

Commenting on the relaunch, Rajan Bhalla, Group CMO, HT Media, said the new Mint is going to be “the most awesome read with high quality, superior and credible journalism on one side and great packaging and design on the other. In the new avatar it’s going to be wider, broader and deeper with an innovative backless design comprising two front pages.”

Explaining the reason behind the relaunch, HT Media in an official statement said: “Readers are demanding more of more. There has been an increase in the number of issues that matter to them and they would prefer to get everything they need from a newsroom they have come to trust.”

“To achieve this, Mint has had to transcend the limits of the Berliner format it popularized in India and become a broadsheet, albeit one with the navigational aids, wraps, long-form narratives, and data stories,” the statement added.

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