Mint grows readership by keeping business news simple

By Madhavi Sekhri

Our business news initiative Mint celebrates its seventh anniversary this year with the launch of a new campaign, which captures the essence of the Mint story.

Since inception, at the core of Mint lies innovation. From the Berliner-size format to the design of the newspaper, from the content and presentation style and even to the name, everything was new, energised and refreshing. 

Over the years, Mint has consistently delivered on its promise of “Refreshing Clarity in Business News” as it continues to demystify complex business issues and provide unmatched clarity and depth in its coverage, making it the preferred choice of its discerning readers.

Available in Delhi, Mumbai, Bangalore, Chennai, Kolkata, Ahmedabad, Hyderabad, Chandigarh, and Pune, Mint gives clear, concise, relevant, and insightful analysis of key business developments in India and across the world.

Mint now has a readership of more than 300,000 — and out of those readers, 81% do not read any other business daily.  

Mint does this by providing:

  • Strong opinions and views section, which ensures that Mint does not simply present the news but also shares insights, analysis and perspectives — equipping the reader with information to make an informed choice on things. 

  • Well-researched news and balanced coverage that exemplifies the trust and credibility the brand enjoys. 

  • Objective and fair news presentation.

  • Better design and newsprint quality.

  • Easy-to-understand, jargon-free language that ensures Mint delivers better understanding and refreshing clarity in business news.

Mint is a pioneer of change — changing the face of business journalism in India by being the original progenitors of long-form writing in India. 

The new campaign looks to build on this promise of “Refreshing Clarity in Business.” Mint helps develop a sharper business sense, while making business news easy to digest.

Mint continues to offer detailed analysis, provoke sharper thinking, and present well-rounded perspectives and incisive insights on all the business happenings in the country.

The campaign reaches out to readers who value intellectual growth, success, a competitive advantage, and who believe in making a difference in whatever they set out to do.

Mint’s clear and differentiated content, along with its ability to efficiently serve advertisers across multiple formats, has provided a great platform to connect businesses across several categories with their consumers.

With the iPhone, iPad, and Android apps, and most recently with the newsroom going integrated and the launch of MintAsia in April 2013, Mint has truly extended its reach across the globe with a campaign that has set out to capture this ever-growing essence of “Refreshing Clarity in Business.”

About Madhavi Sekhri

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