Why HT has launched a Mini newspaper ?

New Delhi :For the 18-million people who travel by Delhi Metro every day, the boredom of the commute is now a thing of the past. On Saturday, the 14th of January, commuters across various Delhi Metro stations were pleasantly surprised by a unique new publication, HT Mini. Created especially for people on the move by HT Media Limited (HTML), HT Mini, an innovative new product and the first of its kind in Delhi, packs 24 pages of light, snippety content in a convenient-to-carry half-tabloid size. In the launch period, HT Mini will be available in select areas of Delhi-NCR and will be sampled heavily outside Metro stations.

HT Mini will be published Mondays to Saturdays.

HT Mini is one-fourth of the size of mainline broadsheet newspapers (smaller than an A4 size), making it highly portable and perfectly suited to read in a crowded Metro environment. The 24-pager offers light, snippety content ranging from the top news stories to city news, sports, entertainment and lifestyle.

Shantanu Bhanja, (Vice President – Marketing, HTML) commented on the launch, “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 traveling, and need something portable, conveniently-sized, with light, entertaining content, and they want to be able to pick it up on their regular route.

“With the introduction of the Delhi Metro in the last decade, such travelers have grown exponentially. According to our research, over 60% of Metro travelers would like to spend their commute reading something but nothing is readily available to fit their requirements.

“To cater to such people, there will be a product customized exactly to their needs. HT Mini is the perfect way to pass time while on the move. We are very excited about the launch of HT Mini and are certain it will address a major need in our readers’ lives,” Bhanja said.

Vasantha Angamuthu, HT special projects editor, commented, “HT Mini is a great reflection of HT Media’s practice of keeping the consumer at the heart of all our initiatives. The words ‘daily commute’ conjure up images of crowded trains, cramped spaces and the drudgeries of repetition. Up 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. HT Mini is the ideal transit read and is bound to become an integral part of our readers’ days.”

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