The English daily also announces brand campaign ‘Let’s Make News Better’. An industry-first concept, Page One Plus gives pressed-for-time readers a quick snapshot of everything they need to know, and it comes as a tear-sheet
BestMediaInfo Bureau | Delhi | September 9, 2013
Hindustan Times has been revamped with a ‘refreshed’ avatar. It has also announced the launch of Page One Plus along with its new brand campaign, ‘Let’s Make News Better’.
An industry-first concept, Page One Plus gives pressed-for-time readers a quick snapshot of everything they need to know – from all the top news on the front of the page, a Quick Edit, to all the ‘news-you-can-use’ around the city like events that readers can attend, movies and TV programmes that they can see.
What’s more, this comes as a tear sheet that readers can fold and keep – and use through the day.
Sanjoy Narayan, Editor-in-Chief, Hindustan Times, said, “We’ve introduced several brand new features, a few design changes and planned a number of special editorial initiatives. All of these have been done keeping our readers in mind. The new Hindustan Times will be a reflection of our relentless commitment to inform, analyse and explain. It will tirelessly work to make our readers’ lives better. We will pull out all stops to make our cities better; we will take up the issues that matter the most, pose tough questions to the administrators and drive resolution of our biggest problems.”
This editorial vision will manifest itself in the form of the ‘Let’s Make News Better’ campaign. The high-decibel campaign will be driven by a mix of print, cinema, radio, outdoor and digital.
Rajiv Verma, CEO, HT Media Ltd, said, “In this ever-changing world, the newspaper has over the years continued to be the most trusted medium. Readers rely on the written word and strongly believe in the power of newspapers – from changing governments to lighting up dark streets. Hindustan Times has always been one of the most credible newspapers in India and has remained a paper for the people and of the people. The ‘Let’s Make News Better’ campaign is a statement of our vision, and is aimed at joining hands with our readers and impacting change around us.”
Shantanu Bhanja, Business Head and VP-Marketing, HT Media Ltd, said, “Research clearly confirms that our readers’ needs from the newspaper category are different from what they were, let’s say, even two years back. As younger readers come into the fold and older readers also increasingly access multiple sources of news and infotainment, the challenge is to strengthen affinity towards the newspaper, make their time spent most productive, and, of course, add more readers. In product terms, this refresh – through elements like the Page One Plus and HT Active – aims to do exactly this. Also, as a news brand, we continuously keep our finger on the pulse of our readers – and we know that today, they expect their newspaper to not just report news, but to take on their problems and actively work with them to effect the change that they want to see.”
The ‘refreshed’ Hindustan Times will offer new advertising opportunities with the advent of Page One Plus and many more windows for innovation, and interesting engagement opportunities for the advertiser through HT Active, its AR platform, as well as the capacity of printing more pages in the mainbook and supplements.
In order to enable all these, and to drive its sustained growth trajectory in key markets, HT Media has invested heavily in a printing facility that is among the largest and best in the world.