"Maximum City Gets Maximum Edition": N Ram, The Hindu

At The Hindu's Mumbai edition launch, the team, led by Group chairman N Ram, talks about what they call their most ambitious project in recent times.

The Chennai-based newspaper The Hindu forayed into the western market in India, with the launch of its flagship property The Hindu's Mumbai edition, on Saturday, November 28, 2015.

Commenting on the new edition, N Ram, Group chairman, The Hindu Group, said at the press meet held a day earlier, "Mumbai is the place to be. We went through some challenging years, but led by our managing director (MD) and CEO Rajiv Lochan, the company has been turned around, and we are now on a path of growth -- business-wise, as well as editorially."

Ram further added that the newspaper has recruited more than 600 journalists in Mumbai. "The response has been great. It's what could be called one of our most ambitious projects in recent times. Although, we are not aiming for a particular segment of readers, I'm told by our MD, that among the subscribers who have enrolled, a healthy proportion is that of the under-30 age group. That is good news," Ram said.

On the Group's expectations from this edition, Ram said, "We may have a number at the back of the mind, but we don't want to overstate or understate our ambitions. There's place in Mumbai for our kind of journalism, and we hope we will be welcomed here by all, including the organisations we are competing with in this market."

Taking about the Group's editorial values, Ram said, "Our flagship newspaper has one clear principle -- we maintain a line between our editorial and our business operations. Earlier, there was talk of 'a wall'. The wall, if it was ever relevant, is certainly not relevant today, because there has to be co-operation across board. But there's a line that great newspapers recognise the need for, and know how to operate. There have been instances, here, and even globally, where that line has been erased or rendered meaningless."

The reputation of the 137-year-old The Hindu is based on honouring that line, practising independent journalism that recognises a sense of social responsibility, and being credible and relevant, Ram said, while talking about the newspapers objectives. "Today, 'relevant' could mean connecting to the youth, covering a variety of subjects and diversifying into new areas and tones of editorial coverage, but all within the context of our values," he said.

Crediting The Hindu's editor Malini Parthasarthy and her team in pushing this initiative, Ram said, "Maximum city is now getting a maximum edition."

Talking about the newspaper's entry into the Mumbai market, Parthasarthy said, "We enter Mumbai with a lot of hope and optimism, and are well supported editorially by our senior members like N Ram and N Ravi and also by our MD, Rajiv Lochan. Secondly, when we looked at the newspapers in Mumbai, we found the coverage very compromised or jaded. We see 'the line' collapse very easily, and we want to bring back the basics of credibility and authenticity through our kind of journalism. We are, moreover, delighted to have on board Sachin Kalbag as editor, who is dynamic and really committed to the city, and also to the sound values of journalism. He joins us from the popular afternoon tabloid Mid-day, which he turned around."

Talking about the content of the Mumbai edition, Parthasarthy said that the economy section will be covered very seriously, with focus on neighbourhoods and communities as well. "There are synergies we will definitely tap, like that of the Hindu Business Line which is based here," Parthasarthy said.

"Long form in dailies is gaining a certain appeal. We've been trying to find space for such stories," said Ram. Kalbag, too, emphasised on the attempt to 'bring back the pleasure of reading back into print.'

N Ravi, director of Kasturi & Sons, owners of The Hindu Group, said, "I think Mumbai has this tradition of welcoming newcomers, though the Hindu is not new here. The city has always been part of our consciousness, and has been reported on extensively since the Hindu's inception. It's in that spirit that we come here, and with an excellent editorial team under Parthasarthy and Kalbag, I think our reportage will mark a change from what people have been used to reading here. We hope that the readers will receive it well."

According to Rajiv Lochan, Mumbai is an important place to be in. "It's a very historic moment for us. While we've been a bit late perhaps, we look forward to the indulgent reader to take care of us. I hope we will do justice, the way we've done with the rest of the country in being India's national voice -- this time with a Mumbai accent."

On asked whether there was a Hindi edition in the pipeline, Rajiv Lochan replied, "That would take time, but not as long as 137 years".

According to Kalbag, the edition will give a different flavour to news reporting in the city, as well as to the features, economy and sports sections. "The Hindu is known for its courageous and digital reporting, and its wide coverage of national issues. Our managing editor, National Edition, Amit Baruah had said that this edition will bring a little bit of the nation to Mumbai, and take a little bit of Mumbai to the country. That sums our philosophy for this edition. The board has also been supportive in not only bringing editorial to the forefront, but actually make that the platform on which brand The Hindu will thrive in the financial capital," said Kalbag.

Speaking about digital, Kalbag further added, "The Hindu was India's first newspaper to be online, and it has continued the tradition of breaking stories and ground-breaking analysis online. Online has become an important tool for news, and our team is doing a great job there." Rajiv Lochan further added, "Of the 10 million unique readers online, 18 to 20 per cent come from Mumbai."

This will be The Hindu's 18th printing centre across 41 editions, the last major one being launched in Delhi 30 years ago. Commenting on pricing and costs, Rajiv Lochan said, "Delhi, where our paper is priced at eight rupees, is our fastest growing market, and that gives us confidence. We kid about Flipkart and Snapdeal selling below cost, but we are the pioneers in that area. We price our copies far below cost, and it takes us anywhere between Rs 15- 20, to put together a copy. Here, those specifics depend on how our readers will respond."

On a new print edition being launched in the 'digital age', Ram said, "There is still a lot of time for India to reach the kind of internet penetration seen in the West, or even in China. Having said that, more and more of the younger lot is using the digital format for news. Mature markets are more sensitive to this, but here, in India, we are still in some kind of denial about this. It could be another decade for us before we see a significant shift".

When asked who they saw as their competitor, Ram quipped, "Nobody", but added that the team had respect for all the publications here including The Times of India, The Indian Express, Hindustan Times and DNA, and that the market has enough space for all.