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MUMBAI: HT Media Ltd., publisher of Hindustan Times and
Hindustan, has launched its business newspaper titled
Mint.
The brand and logo was unveiled by HT Media vice chairperson
Shobhana Bhartia and The Wall Street Journal Asian
managing director Christine Brendle at an event in New Delhi.
 Set
to hit news stands on 1 February, Mint will initially
be available in New Delhi and Mumbai from Monday to Saturday
at Rs 2. As part of a pre-launch campaign a yearly subscription
of Rs 299 was introduced.
As far as the logic of the HT-WSJ tie-up goes,
every weekday four pages of news will be sourced from The
Wall Street Journal and Dow Jones. These will be
articles selected by Mint's editors with the Indian
reader in mind, states an official release.
"Mint is product of a unique collaboration between
HT Media and The Wall Street Journal, which will bring
life to the world of business and participate in the business
of life," Bhartia said. "Mint is constructed around
Indian business and economy and the way it is impacting the
world and captures the trends of the world for India to leverage."
The weekend edition of Mint has taken the magazine route
style. The Saturday edition Lounge is a standalone offering
aimed at "reinvigorating the readers with its emphasis
on living healthier, wealthier and happier lives."
The newspaper's online edition, www.LIVEMINT.com,
will also go live on 1 February. Along with LIVEMINT.com,
the new newspaper also offers new advertising opportunities
that start with print and extend into online.
Managing editor of the paper Raju Narisetti said, "It
is a clear recognition that our readers are busy and mobile.
The format is part of our promise to help readers deal with
the torrents of unevaluated words coming their way each day.
Our approach extends to careful selection of stories and providing
clear writing, presentation and analysis."
The paper has been designed by world-renowned newspaper designer
Mario Garcia and will be in a unique Berliner size that will
bring, for the first time to readers in India, a globally
proven, convenient format, states the release.
"We are excited about the unique concept we're launching,
and the added benefits it will bring to our readers and advertisers,"
said Publisher Rajan Bhalla,. "Mint's differentiated
design will also offer advertisers new content adjacencies,
innovative placement opportunities and impactful advertising
units."
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