ET’s ‘Mint-killer’ sneaks in quietly on Sunday

First, a redesign of the paper. Then, a code of ethics. Now, a new look for the Sunday edition in a tabloid format. It’s all happening at India’s biggest business paper, The Economic Times, from The Times of India stable, in its golden jubilee year.

The 32-page, 10-rupee paper, internally touted as the “Mint-killer”—in other words, ET‘s response to Mint‘s weekend edition Lounge—arrives sans any announcement or advertisement, much like the redesign that was quietly introduced without any dhoom-dhamaka.

In its size, look and feel, the new paper bears likeness to ET Wealth, the weekly personal finance tabloid that was launched by ET in December 2010, under the helmsmanship of former Business Today editor Rohit Saran.

Image: courtesy The Economic Times

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