Mint moves from Berliner to broadsheet, launches new campaign

12 Sep,2016

By A Correspondent

 

Leading business daily Mint has undertaken a significant makeover. As has been rumoured for a while, the paper has moved on from the innovative Berliner to the standard broadsheet. The fonts have been changed. The masthead is the same – lowercased, but heavier. The political coverage increases at the back of the paper, with the last page being positioned as the second front-page.

 

The change of format of course means a slight increased in editorial content as also a friendlier size for advertisers.

 

Commenting on the launch, Rajan Bhalla, Group CMO HT Media Limited said the “new Mint is going to be the most awesome read with high quality, superior and credible journalism on one side and great packaging and design on the other”. “In the new avatar it’s going to be wider, broader and deeper with an innovative backless design comprising two front pages. Our refreshed positioning on the back of the promise of ‘Mint being the most awesome daily’, will be ‘Mint or Nothing’,” he said.

 

Mint, a part of HT Media or the Hindustan Times group, was launched with much fanfare on February 1, 2007. It is published Monday through Saturday, with the Saturday edition being essentially an easy-reading ‘Lounge’ section. The cover price of the paper is Rs 6 (as against Rs 4 charged on a weekday last week).

 

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