A twist in the TOI-HT tale!

IIPM PUBLICATION

One doesn’t get to see a lot of high profile media launches everyday or every month even every year. But, when two newspapers launch one after the other (within a week) tongues do lash. February saw the launch of Mint, the pink paper from Hindustan Times and Metro Now, Delhi’s first morning tabloid at Re.1 (a joint venture product between Times group and HT). But, what makes eyes roll is the past of their promoters (TOI and HT are cut-throat rivals) and the irony of their new launches.

Consider this: Since Metro Now is a morning daily, it will compete against TOI and HT (that is with the offerings of its own promoters). “Not really,” however, says Rahul Kansal, Brand Director, TOI. “...new product develops new users rather than cutting out the already existing ones. Youngsters, who might not have been into newspapers at all, will now read Metro Now, an abridged version of detailed news.” The newspaper is being positioned as a fun paper and is said to be strategically placed against tabloids, Today and Mid-day.

Also, while one-time rivals create a new market, their rivalry is far from over! HT’s business paper, Mint is supposed to take the market leader Economic Times head on,
(from the TOI group). With two fresh products to savour, keep a watchful eye on the
duo’s crusade against each other and their joint fight with the others. India Today’s daily and DNA is coming to town too. It will only get hotter!

Edit Bureau: Neha Gupta

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Source : IIPM Editorial, 2007

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative