HT Mini will be published Mondays to Saturdays, and will offer content ranging from top news stories to city news, sports, entertainment, and lifestyle.
In a press statement, Shantanu Bhanja, vice-president, marketing, HTML, says, "The needs of people on the move are quite different from those reading the newspaper at home. They want something primarily to pass their time while they are travelling and need something portable, conveniently-sized, with content that is light and entertaining."
In its launch period, HT Mini will be available in the select areas of Delhi-NCR, and will be sampled heavily outside Metro stations. A research conducted by HTML found that over 60 per cent of the Delhi Metro travellers prefer to spend their commute reading something, but nothing is readily available to fit their requirements.
"The words 'daily commute' conjure up images of crowded trains, cramped spaces, and the drudgeries of repetition. Until now, there was nothing to look forward to on Metro rides, but the launch of HT Mini is sure to inject some fun and entertainment into the daily commute," says Vasantha Angamuthu, HT special projects editor.
Going forward, HTML will also look at more avenues of distribution such as airports and city cabs.
Bhanja tells afaqs! that depending on the response and acceptance, HTML may also introduce HT Mini in other cities. It also remains to be decided if a cover price must be introduced in the future.
Currently, a lakh copies are being distributed. Bhanja says that the format has received favourable responses from advertisers who have agreed that it is an untapped avenue that HT Mini has filled.