A weekend paper with a relatively high cover price and fewer ads is in the works at Bennett, Coleman & Co. Ltd, the publisher of The Times of India and The Economic Times. According to our sources, the paper will appear in New Delhi and Mumbai and will have an initial print run of 25,000 copies. The distribution will almost entirely be newsstand-driven and there will be a fair amount of editorial focus on long-form journalism. Details such as name, pricing and launch date don’t seem to have been finalized yet, even though within the group, the project is variously referred to as TOI Elite and TOI Think.
BCCL chief marketing officer Rahul Kansal, however, said the project is still on the drawing board and may not launch anytime soon. “We are still working on the project, it has not even been finalized if we will launch it,” he added.