Hindustan Times has gone in for a revamp, which includes new content presentation, with better navigation and a new design that is more appealing to the youth. The change has been incorporated keeping in mind the news consumption habits of the youth and the ever-growing faster media platforms such as the Internet and television. Sanjoy Narayan , Editor-in-Chief , Hindustan Times reveals that New Hindustan Times is not merely about what you see. It is more than that .
MNL: What is the idea behind this re-launch? Does it come with different values?
“…The new Hindustan Times is not merely about what you see. The new look is just the topmost layer of what we have in store for you…Of course, what you see — a new design that is benchmarked to the best international standards — is very much a part of what you will get when you pick up a copy of the paper each day. But you will get much, much more than that when you start reading the new Hindustan Times.
It begins with better, sharper news stories, a relentless commitment to not just getting the routine news of the day but the right perspective on it that tells you ‘why’ you should care and ‘what’ it means for you. All of that brought to you with a unique understanding and depth….You will find the new HT is geared to you, your neighbourhood, your city and your country at a time when India has firmly and surely pushed its fast-forward button. And if that impatience is the new life, HT will make sure you get the tools to cope with it better than and before anyone else can. We will put India first, Delhi first, your job, and your life first. All as part of our tradition of changing with the times.”
MNL: Is this a nationwide re-launch?
SN : Yes, all the editions of HT have been relaunched.
MNL: Have you planned any promotional activity, campaigns for the re-launch?
SN: Yes, a 360-degree marketing campaign has been designed and launched in all our key cities – Delhi, Mumbai, Chandigarh, Lucknow etc. This includes advertising through outdoor, radio, print, mobile and online media. The advertising campaign has been developed by Lowe and their Chairman – Balki – has personally led the creative team.
Apart from our readers, we are also targeting our advertisers with a separate B2B campaign. This uses data from the recent IRS results (which were very favourable to us) to support our the benefits offered to our advertisers.
MNL: What effect will the new look have on advertisers and readership?
SN: As mentioned earlier, we are trying to become more relevant and useful for the present generation of readers. The new HT is expected to give them more in terms of content and design, without compromising the strong values of journalism that HT stands for.
This re-launch is expected to refresh the HT readership franchise – by adding newer, younger readers while making existing readers more loyal. This will obviously lead to higher and better quality response. Apart from this, there has been a wealth of new innovative advertising options – some of them being available in India for the first time. These advertising options – in addition to the design – is expected to break clutter and bring about higher ad noticeability.