Campaign India Team
Jul 15, 2009

Hindustan Times undergoes redesign

The Hindustan Times has undergone a massive revamp in both design and editorial content; with an objective of making the English daily relevant to a large mass of young readers (20-29 years) who have been moving away from the newspaper category as such.

Hindustan Times undergoes redesign
The Hindustan Times has undergone a massive revamp in both design and editorial content; with an objective of making the English daily relevant to a large mass of young readers (20-29 years) who have been moving away from the newspaper category as such.

“Given that the news consumption pattern is changing and consumers are getting news from more dynamic media like TV and internet, people come to newspapers for a different reason - affirmation of the written word and knowledge (emerging from news) that will help them move forward,” said Neelanjan Shome, chief marketing officer, Hindustan Times. “Thus, the new Hindustan Times has been re-oriented to provide awareness that helps an individual succeed in his personal or professional life. It goes beyond “what” and explores “why” and “how” of any news development.”

The new Hindustan Times has been designed to provide news in a manner which is easy to read and gives its reader a choice to “scan and surf.”

 “This re-think goes beyond product, it is a complete transformation of how a newspaper is positioned in the minds of readers,” added Shome.

Some salient editorial changes that have been made include: a line up of new columnists like Chetan Bhagat and Ramchandra Guha; a completely revamped HT Horizons – HT’s education supplement; Rush – a sports offering, every Saturday and Sunday; DO- HT’s Saturday offering where readers will get to know how to live their weekend to the maximum and Think -- a comprehensive Sunday offering that provides readers an opportunity to read at leisure and reflect at the week gone by.

The redesign has been done by Mario Garcia of Garcia Media. The masthead has gone from all-black to dual colours (black and blue). The body copy font has been changed, too, to give almost 18 per cent more content space on a page to give it an uncluttered look.

 

Source:
Campaign India