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Hindustan Times launches HT Mini in New Delhi

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | January 16, 2012
Targeted at daily commuters, the compact half-tabloid sized publication will contain 24 pages of light, snippety content from top news stories to city news, sports, entertainment, and lifestyle.

Hindustan Times Media Limited (HTML) launched HT Mini in New Delhi, on Saturday. HT Mini, which is targeted at people who need their dose of daily news and reading material while on the move, is a 24-page product with light, snippety content. One fourth the size of mainline broadsheet newspapers (smaller than an A4 size sheet of paper), HT Mini is the size of half a tabloid, and is easy to carry. HTML is betting on the fact that HT Mini's convenient form will make it easier for commuters to read and carry, and hence garner acceptance.

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.

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