Eight months after its launch, Mail Today, the "compact" daily is making a mark in a competitive market.

Suresh Balakrishnan, chief operating officer, said: "The physicality of the paper has been a complete winner for us. We call ourselves a compact, not a tabloid." Compacts not only save on printing costs, but are also easier to handle.

In a market where The Times of India (TOI) and Hindustan Times (HT) are the leaders, Mail Today's only way to fight them was through a well-defined strategy and differentiated content. For four months after the launch, Mail Today was circulated free to India Today subscribers. The idea was to get it sampled by readers. Balakrishnan states that approximately 60 per cent of the households posted their subscriptions at the end of the four months.

The company is clear about its target audience. Balakrishnan said: "We are actually talking to the new Indian - well to do, lover of gadgets and gizmos, someone who eats out pretty often, and aspires for good education for his kids. He is a conspicuous consumer and believes in living for today and invests in luxuries for himself and his family.

Mail Today targeted areas such as Gurgaon, Noida, Mayur Vihar and South and Central Delhi and its target audience is SEC A, 25-40 years, male and female.

Mail Today claims a circulation of 1,30,000 copies, of which 90,000 are paid.

Source: afaqs! directed by IFRA Executive News Service