The 48-page personal finance newspaper, in a Berliner format a la Bombay Mirror, is issued with ET on Mondays. It will be supplied free in the first two weeks, but will be prized at Rs 5 each week after that.
In other words, the onus is on the subscriber to let the hawker/ vendor know if she does not want ET Wealth with his paper every Monday. Or else, the monthly ET bill surreptitiously swells by Rs 20 or 25.
Edited by former Business Today editor Rohit Saran, ET Wealth skirts with the non-existent ethical lakshman rekha from issue no. 1.
The only advertiser in the launch issue is Nirmal Jain-owned private wealth management firm, India Infoline.
There are six strip ads, eight quarter-page ads, nine half-page ads, and three full-page ads, all of IIFL, without disclosing even once that IIFL is a Times Private Treaties partner. Which means that the Times group is invested in the advertising company that is selling its wares to readers.
Also, the real estate pages in ET Wealth have been compiled with magicbricks.com, again without revealing that the online realty firm is a Times of India property.