It isn’t everyday that the front page of your newspaper also sports the mastheads of other newspapers, but this is how the front-page of the Hindustan Times looks today, as it announces an advertising tieup with the Ananda Bazaar Patrika group in Calcutta and the Hindu group in Madras.
A bunch of advertisers—Amul, Britannia, Fortune oil, Garnier, Godrej, ICICI, Kellogg’s, Marico, Morgan Stanley—have even pledged support as “advertising partners”.
HT calls the move a historic first although a similar plan for classified ads in the early 2000s, when newspapers first began feeling the impact of The Times of India‘s predatory practises, came kaput. Then Eenadu of Hyderabad and Deccan Herald of Bangalore were partners.
The “One India” plan has been registered as a trademark™, although one of India’s oldest portals oneindia.in has been around for years now.
Oddly, the announcement is a flanking jacket advertisement in HT, it isn’t so in The Telegraph or The Hindu.
Also read: When journo dedicates book to journo, it’s news
When a Delhi journo joins New Yorker, it’s news
When an editor draws a cartoon, it’s news
If The Economist looks at Tamil News, it’s news
When a stringer beats up a reporter, it’s news
When the gang of four meets at IIC, it’s news
When a politician weds a journalist, it’s news
When a magazine editor marries a starlet, it’s news
When dog bites dog, it’s news—I
The Chennai editions of The Hindu -both English and Tamil, carried jacket advertisement on the same day (March 26).