Mint is a business newspaper, launched by the HT Media Ltd., in association with The Wall Street Journal, on 1
Feb, 2007. In a time when the media circus has obliterated the very essence of enjoying the morning newspaper, Mint comes as a breath of fresh air. Mint provides a whole new perspective of the word presentation. Armed with a powerful association with the Wall Street Journal and a unique Berliner format, this newspaper is an eclectic combination of style, great language and precision. Gaining momentum at a very high rate, Mint has taken up the task of redefining the arena of business news. Simplicity of articles has helped it in gaining popularity amongst the obscure youth, which is trying hard to get a piece of the ubiquitous stock market cake. From the selection of good columnists to the quick editorial concept, Mint has been designed to suit the needs of a reader on the run. Business news being their forte, the newspaper’s Market Watch feature provides insightful analysis of trade from the previous day, predictions for future and extremely reliable advices from experts. Boasting of columnists such as Vir Sanghvi, Ramesh Ramanathan, Mrinal Pandey and many experts from Wharton, Kellog and Oxford, Mint has surely struck a chord with the knowledge savvy readers.
The supplements with Mint are equally worthy of applause. The Monday supplement, Campaign is a marketing and advertising lift out. It is a slick and savvy paper, with brilliantly crafted articles on various relevant subjects such as strategies, marketing and management. The cherry on the cake, is of course the column by the famed Jack and Suzy Welch. The Saturday Lounge is the style weekend edition of Mint. Lounge takes the standard of newspaper reading to a new pedestal altogether. It takes the readers on a ride through luxury, gourmet, lifestyle, travel, books and everything else that tingles the readers’ minds. A pot pouri of dream destinations, Five star etiquettes, the best brands in business, the mysteries of Carnatic Music, power dressing, to corporate manoeuvres, Lounge has it all. Columnists like Vir Sanghvi, Shobha Narayan, Sidin Vadukut make the journey even more exciting with their superb sense of expression. Lounge is a unique feature, which plays on the readers’ dreams, and gives wings to their flights of fantasies. It is an absolute pleasure pampering oneself after reading this exceptional liftout every Saturday!
Thanks to their wonderful presence, this newspaper is conspicious with its absence on Sundays! I think the columns would draw an equal or maybe largr audience, if it were to be published on Sundays too. All in all, Mint is an excellent newspaper, scoring high on its content quotient and style quotient. I hope it gets bigger than this, reaching out to many more readers in different cities, and give other newspapers a run for their money!