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Bennett, Coleman Working On A Weekend Paper; Focus On Long-Form Stories

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A weekend paper with a relatively high cover price and fewer ads is in the works at Bennett, Coleman & Co. Ltd, the publisher of The Times of India and The Economic Times. According to our sources, the paper will appear in New Delhi and Mumbai and will have an initial print run of 25,000 copies. The distribution will almost entirely be newsstand-driven and there will be a fair amount of editorial focus on long-form journalism. Details such as name, pricing and launch date don’t seem to have been finalized yet, even though within the group, the project is variously referred to as TOI Elite and TOI Think.

BCCL chief marketing officer Rahul Kansal, however, said the project is still on the drawing board and may not launch anytime soon. “We are still working on the project, it has not even been finalized if we will launch it,” he added.

Sruthijith KK
@sruthijith Mar 30, 2009 5:15 AM ET
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  • A weekend paper with a relatively high cover price and fewer ads?  I wonder if this strategy will work.  Contents and Ads are two main ingredients to succeed.

  • checkyourfacts007

    Mr kansals comments are on expected lines. its too naive to expect that he will talk about this venture before BCCL finalises its launch date. SJ wants to try a new model which is not too dependent on ad revenue but is high on editorial content. This product is to test if the Indian reader has attained certain maturity level. However going by Mint's experience, its unlikely that this product will suceed commercially.

  • mumbaigonzo

    is it going to be called The Independent? no no Metropolis on Sunday? no maybe Illustrated weekly of India. oh FFS?

  • Mr John

    it cud be possible as there are rumors of another 20% pay cut and this time for senior ppl and top management in TOI and ET…so basically taking money from employees to feed another venture.

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