afaqs!

ET to launch its Hindi business daily on February 19

By , agencyfaqs!, Mumbai | In Media Publishing | February 19, 2008
The pink daily will have 16 pages and a print run of 2,00,000 copies

The Economic & #BANNER1 & # Times (ET) will launch its Hindi business daily on February 19. The paper will be published from New Delhi under the eponymous The Economic Times name. The development was confirmed to agencyfaqs! by Ravi Dhariwal, chief executive officer, publishing, Bennett, Coleman & Co. Ltd (BCCL).

Dhariwal did not reveal the cover price of the newspaper, but said that the Hindi version of the business newspaper will be coupled with copies of the Times Group's Hindi daily, Navbharat Times, initially.

The paper will have 16 pages and a print run of 2,00,000 copies. The editorial team of the newspaper is likely to be headed by Rahul Joshi, executive editor, The Economic Times.

Commenting on the development, Dhariwal says, "There is a huge market of Hindi readers who would like to consume business news in their language. Our objective in launching the Hindi version of ET is to empower Hindi speaking businessmen to understand the market dynamics further and meet the need for information."

Dhariwal says the content of the newspaper will be geared to help Hindi readers make consolidated economic decisions with respect to their businesses. The content will cover topics such as personal finance, property related news, stock market analysis, news about small and medium industries, and features.

The paper, which will be published in New Delhi for the moment, will gradually spread to other metros and regions as well.

For the record, Business Standard launched its Hindi business newspaper on February 16 in New Delhi and Mumbai.

The Hindi ET is the second vernacular edition of the business daily. BCCL launched ET Gujarati in Ahmedabad in February 2007 and in Mumbai in late 2007.

The positioning of the Hindi ET will be along the same lines as its English counterpart. The positioning line of the brand, 'The Power of Knowledge', will be translated into Hindi to form a relevant connect. The ad campaign will illustrate to the consumers various ways in which the power of knowledge can be made to work for them. The campaign will show all that consumers can do with the knowledge they have. The Hindi positioning line was not available at the time of filing this report.

The launch campaign will introduce the Hindi ET in the market and run for a week or so. After that, the main campaign will be launched, revealing the positioning line of the newspaper. The media mix will include print, outdoor advertising, radio, Internet and other promotions.