On Saturday morning, The Times of India surprised their readers by delivering not one but two Times of Indias to their doors. After the initial confusion people figured out that it was created intentionally for a richer reading experience.
“In our constant endeavour to give you more we’re doubling your delight quotient today. We bring you not one but two front pages,” read the announcement.
It may be noted that Tamil daily Dinamalar did 2-front pages 15 years ago for it's sunday edition and continues till date.
However, TOI did not reveal whether this was one-day activity or it would continue delivering two newspapers every Saturday.
According to a press statement from TOI, the feedback to the two TOI main newspaper on Saturday met with some resounding feedback ranging from positive sentiment to some tongue in cheek comments. The statement quoted a resident of Bengaluru, Shabari, saying for once she and her husband could read the newspaper at the same time without fighting about who gets which paper first. “With two papers and two sections of everything, it was such a peaceful morning. My Saturday began really well. Maybe I should consider ordering two newspapers every day,” she said.
In a survey across Mumbai, Delhi and Bengaluru the two TOI has been given a big thumbs up by over 75% of the readers, claimed TOI. “The remaining people mostly said it will need some getting used to.”
Commenting on the two newspapers on a single day, Partha Sinha, President - Response, The Times of India Group, said, “The Times Group had been a pioneer when it comes to innovation. This is in line with the tradition. Our research showed that people are spending more time on the newspaper during this period and they need more reading material. We also figured out that there’s a queue of sorts in the morning and people want to share the paper especially on holidays etc. This created a great reading and sharing experience.”
With the thought that people may not have enough opportunities to go out of their homes this festival season, TOI’s initiative is aimed at increasing engagements from newspapers. “This is one of the many interesting ideas we have in store this festive season. This is the beginning of things to come. We have a lot planned for our readers and advertising partners – from exciting promotions, incentives to initiatives that can make a change in society. There’s a lot more action coming your way,” added Sinha.