Mint takes on broadsheet avatar; refreshes positioning to ‘Mint or Nothing’
Mint, the business daily from the HT Media stable, has turned broadsheet from its earlier Berliner format.
In 2007, when Mint launched, print was a dominant medium. It still is, but the digital medium is growing and fast. The new Mint seeks to be a contemporary newspaper for the digital era.
In 2007, when the approach of most business papers was to give readers less of more (or sketchy stories, often no better than headlines, on a lot of topics), Mint’s response was to do more of less (in-depth analytical pieces on substantive issues). Circa 2016, readers are demanding more of more for two reasons: there has been an increase in the number of issues that matter to them; and they would prefer to get everything they need from a newsroom they have come to trust regarding news related to business and economy.
To achieve this, Mint has had to transcend the limits of the Berliner format it popularised in India and become a broadsheet, albeit one with the navigational aids, wraps, long-form narratives, and data stories that in many ways define what a newspaper should be in the digital era. With this, Mint and its digital platform, Livemint.com, will complement each other. In effect, this isn’t just a cosmetic change in design and size but a fundamental rethink of a print product – and in terms of content too.
On the revamp, Rajan Bhalla, Group CMO, HT Media, explained, “The new Mint is going to be the most awesome read with high quality, superior and credible journalism on one side and great packaging & design, on the other. In the new avatar, it is 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’.”