Mint goes to Singapore lah

08 Apr,2013

By Ananya Saha


HT Media’s business daily – Mint has forayed into the global market with the launch of MintAsia, a weekly business paper, in Singapore. To be retailed at 6SGD, the newspaper will hit stands every Friday. The first edition was unveiled on April 6 at the IIMPact alumni event in Singapore by Dr. Raghuram Rajan, Chief Economic Advisor to the Government of India and R Sukumar, Editor, MintAsia.


“Our readers are not only highly affluent but also of a global outlook and have gone beyond the shores of India. Singapore is home to a large Indian diaspora, belonging to the Mint reader mindset, actively seeking insights into the Indian business market,” said Vivek Khanna, Business Head, Mint and Head- Strategic Partnerships, HT Media told MxM India. Targeting over 10 percent population of NRIs in Singapore, Mint Asia’s in-depth analysis and sharp insights will keep the global audience abreast of developments shaping the Indian economy and markets, according to Mr Khanna. The content of the paper will be distributed into various sections including banking and finance, policy and corporate affairs, opinions and views of experts across industries and a lifestyle section, offering insights into the Indian business market.


In an official communique, Rajiv Verma, CEO, HT Media Ltd, said, “When we conceptualized Mint, we were always very clear that it would be a regional media brand and I am delighted that, with this launch in Singapore of MintAsia, we have started on that journey. This is amongst the first for an Indian media company.”


Said Mr Sukumar, “Singapore is one of the world’s foremost financial centres and many decisions regarding investments in India happen here. With our unique Web First approach and a weekly print offering, both backed by an integrated newsroom we will try and cater to the India-specific information needs of the discerning Singapore reader.”


While MintAsia would be editorially managed from India, it will be printed in Singapore. The initial circulation would be around 3,000 copies. The first edition has 40 pages, and has a healthy mix of content and advertisements. “We have had a very encouraging response from the readers and advertisers for the very first issue,” remarked Mr Khanna. On the rationale behind launching a weekly, he said, “Mint is more about the analysis of how a financial event can impact you, which cannot be done for a 10-15 minute read. And since all information is now globally available, the monthly would have been too dated. Hence, we decided on a weekly based on our research.”


Currently, the Singapore print market is robust and is dominated by The Strait Times. The business weekly The Edge also has a good hold on the market. “We are sure that with our content and right proposition for our target group, we will become a good vehicle for advertisers and a great product for readers,” Mr Khanna asserted. The only challenge MintAsia might face would be to address the audience present in another market from here. “Yes, it is a challenge. Every new market is the same challenge. But to address Singapore readers, and since you are not sitting in the same market will be challenging.”


MintAsia will be unveiling a multiple-media campaign soon, but Mr Khanna refuses to divulge details. For the record, Mint started its journey on February 1, 2007 in India with the premise of bringing ‘Clarity in Business News’.



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