Mint, the business paper from Hindustan Times, in association with The Wall Street Journal (WSJ) celebrated its fourth anniversary on February 01, 2011. To commemorate the occasion, the company has launched an iPad application called Mint on the Decade. With this launch, the newspaper claims to become the first Indian business daily to launch an iPad application. Mint was launched in 2007 with the tagline 'Clarity in Business News'.
The application is available for free on the App store. A brief demo of the application is also be available on livemint.com/iPad.
Says R Sukumar, editor, Mint, "Mint readers are smart and usually ahead of the curve. Keeping this in mind, we have put together articles from our own writers and editors, as well as experts from various fields, in the form of an iPad application. "
Sukumar further adds that unlike other products that move from the print media to the web, this edition was created and designed specifically for the iPad, leveraging the digital publishing technology from Adobe. Adobe has partnered with Hindustan Times for this application, to provide the digital publishing platform.
Mint has also launched a focussed marketing campaign targetting the tech-savvy news consumer in order to create awareness about the application. The campaign took off across the company's print properties like Hindustan Times and Mint. It is also spread out across its internet properties which include partner website WSJ , newspaper websites (HT.com and livemint.com), Facebook, Twitter and direct e-mails in order to inform the subscribers about the launch.
Last year, Hindustan Times launched the application for the Apple iPhone. iPad applications for Hindustan Times and Mint are also in the pipeline.