Launched with a print run of one lakh copies, the first free newspaper from Hindustan Times will primarily target commuters on Delhi Metro
BestMediaInfo Bureau | Delhi | January 16, 2012
On Saturday, January 14, 2011, commuters across various Delhi Metro stations were pleasantly surprised with a new publication, HT Mini, created especially for people on the move by HT Media Limited (HTML). An innovative new product and the first of its kind in Delhi, the 24-page HT Mini packs light, snippety content in a convenient-to-carry half-tabloid size.
HT Mini will be published Mondays to Saturdays, and in the launch period, it will be available in select areas of Delhi-NCR and will be sampled heavily outside Metro stations. The first stapled super-compact newspaper is the first free product from Hindustan Times distributed separately.
HT Mini is one-fourth the size of mainline broadsheet newspapers (smaller than A4 size), making it highly portable and perfectly suited to read in a crowded Metro environment. The paper offers content ranging from the top news stories to city news, sports, entertainment and lifestyle.
Shantanu Bhanja, Vice-President, Marketing, HTML, said, “The needs of people on the move are quite different from those reading a newspaper at home. They want something primarily to pass their time while travelling, and need something portable, conveniently-sized, with light, entertaining content, and they want to be able to pick it up on their regular route. With the introduction of the Delhi Metro in the last decade, such travellers have grown exponentially. According to our research, over 60 per cent of Metro travellers would like to spend their commute reading something but nothing is readily available to fit their requirements.”
Bhanja further said, "To cater to such people, there will be a product customised exactly to their needs. HT Mini is the perfect way to pass time while on the move. We are very excited about the launch of HT Mini and are certain it will address a major need in our readers’ lives.”
Vasantha Angamuthu, HT Special Projects Editor, commented, “HT Mini is a great reflection of HT Media’s practice of keeping the consumer at the heart of all our initiatives. The words ‘daily commute’ conjure up images of crowded trains, cramped spaces and the drudgeries of repetition. Up until now, there was nothing to look forward to on Metro rides but the launch of HT Mini is sure to inject some fun and entertainment into the daily commute. HT Mini is the ideal transit read and is bound to become an integral part of our readers’ days.”