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.