MUMBAI: The Delhi-based Hindustan Times, part of the KK Birla group group and managed by Shobhana Bharatiya (one of the few woman CEOs and probably the youngest running a leading publication), is creating its on-ground alliances in place before launching in the commercial capital of the country. The Hindustan Times and Mumbai's leading tabloid newspaper Mid Day have announced an alliance for classified advertisements.

Formally announcing this launch at Taj Land's End Mumbai were top executives from the two publications: The Hindustan Times group vice president (VP) Suresh Balakrishnan and assistant VP Rohit Adya; Mid Day Multimedia newsgroup COO Bikash Bannerjee and general manager Yunus Siddiqui.

While speaking to the indiantelevision.com team Mid Day Multimedia Newsmedia COO Bikash Bannerjee said, "Mid Day is the market leader in the classified segment in Mumbai and this alliances with the Hindustan Times should help us consolidate our position. The two publications have a lot in common and are compatible."

While addressing a select group of Mid Day's top classified agency representatives, The Hindustan Times group VP Suresh Balakrishnan (earlier with Lowe Initiative Media) said, "With this alliance, it almost seems as if The Hindustan Times is getting married into the Mid Day family. The Hindustan Times, the largest selling single edition English newspaper, has a classified ad volume average of 45 pages a week; 2,000 ads a month; and 300,000 ads every year. In fact, on Sundays, we carry nearly 22 pages of matrimonial ads -- this is surely a record!"

Mid Day Multimedia general manager Yunus Siddiqui sought the support of Mid Day's top performing classified agencies in making this new alliance a great success. He also mentioned that there was sharp increase in volume of Mid Day classifieds for the first quarter of 2003. The combined rate of The Hindustan Times and Mid Day classied package starts at Rs 875 for 30-word ad and Rs 600 per cc for display.

When asked about the impending launch of The Hindustan Times in Mumbai, Balakrishnan mentioned that the date hasn't been finalised. Industry sources, however, say that the publication is making elaborate and exhaustive preparations to gear up for mid-late 2004 Mumbai launch. Meanwhile, it would be interesting to see how the lady of Boribunder reacts to all these initiatives!