Mint, the business daily from HT Media, will strengthen its southern presence with the launch of its Chennai edition on Monday (July 13). The other southern edition is from Bengaluru, which was launched in November 2007.
"With the Chennai launch, Mint will become a national daily. On our website, livemint.com, we've been getting a large number of hits from Chennai. That was just an indication for the demand of the physical paper there," says Vivek Khanna, business head, Mint.
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Incidentally, there are plans to increase the cover prices of the other editions of Mint, which currently ranges between Rs 2- Rs 3.50, to a standard Rs 3.50 across markets.
Mint will compete with The Economic Times, Business Standard and The Hindu Business Line in Chennai. Currently, The Economic Times is the leading business daily in Chennai, with an average circulation of 34,981 (ABC, July-Dec, 2008), followed by The Hindu Business Line and Business Standard, with average circulations of 16,875 and 6,202 respectively.
Delving on the distribution plan, Khanna says that the daily is targeting a mix of 50:50 subscription and cash sales. The business daily has also tied up with companies that cater to SEC A & B consumers to put up kiosks, which will have Mint as reading material, in their offices. Also, it will be available at airports, five-star hotels and libraries in business schools.
Mint will use a mix of print and OOH for its communication. It is also is offering a coffee-table book, The Best of Lounge, which has articles from Mint's weekly supplement Lounge, along with a subscription of three months.