Mint introduces print location at Hyderabad

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | April 20, 2011
The business daily from the stable of HT Media has introduced a printing location in Hyderabad, though it continues to have one edition reaching across the country.

Mint, the business daily by HT Media, has introduced a printing facility in Hyderabad. With this launch, Mint now has seven printing locations across Delhi, Mumbai, Bengaluru, Kolkata, Chennai, Ahmedabad, and Hyderabad. The print location at Hyderabad will primarily cater to the residents of the twin cities of Hyderabad and Secunderabad.

In Hyderabad, Mint will bear a cover price of Rs 3.50 on weekdays and Rs 5 on Saturdays, and have 28 pages on an average. Hyderabad will have an initial print run of 10,300 copies, which will eventually go up to 15,000 copies.

Talking about the ratio of retail and national advertising in Hyderabad, Vivek Khanna, business head, Mint, and head, strategic partnerships, HT Media, says, "In a business paper, the bulk of advertising is national. We expect a lot of advertising to come out of Hyderabad for all our editions."

To promote the Hyderabad printing location among the readers, the company has launched a marketing plan that includes print, internet, outdoor and on-ground activation. As far as outdoor presence in the city is concerned, Mint has taken up more than 30 sites across key locations frequented by the target audience of the newspaper.

Soon, the media company will launch a sampling exercise, where it plans to reach out and engage its audience in offices and up-market residential localities and clubs.

Apart from this, the pre-launch subscription offer that is currently available offers a discount of 35 per cent on the cover price on annual subscriptions.

Explaining the company's decision to establish a printing facility at Hyderabad, Khanna says, "Over the past few years, Mint has built a strong national presence for itself. Hyderabad was the only key city which was missing from the Mint footprint. For advertisers, this launch will give them an access to the business paper readers in Hyderabad."

The daily with the Hyderabad print line will have an ad rate of Rs 250 per sq. cm.

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