Online edition of India's National Newspaper
Saturday, Dec 08, 2007
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Online edition of India's National Newspaper Saturday, Dec 08, 2007 ePaper |
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It will have a controlled circulation along the IT corridor and in selected areas To be of particular interest to IT professionals 
Target audience: Youngsters browse through Ergo, a tabloid published by The Hindu group, at its launch party in Chennai on Friday. CHENNAI: Starting Monday, an innovative free tabloid from The Hindu Group will be out on the streets of Chennai. Ergo will offer a variety of news, views and entertainment for the “work hard, party harder” kind of young adults. From money, sport and local news to entertainment and relationships, the freesheet will cater to the interests of the young urban professional. The tabloid will have a controlled circulation primarily along the IT corridor and in selected other areas. “More than a tabloid”“Ergo will also be much more than a tabloid,” said Karthik Subramanian, Editor, Ergo, at the paper’s launch here on Friday. “It will be a true 21st century media organisation.” Ergo will also feature an extensive, interactive online portal that will host blogs, videos and podcasts to give readers a full multimedia news and entertainment experience. “Young readers think different, live differently, feel differently and expect differently,” said N. Ram, Editor-in-Chief, The Hindu. “Newspapers today have to engage their audience, be relevant and absorbing, and also be fun.” While Ergo will have a lot to offer to any young adult, it will be of particular interest to IT professionals, discussing not only career perspectives but even just the coolest gadgetry. “In south India, in Chennai, Bangalore and Hyderabad, a large number of young professionals have already made a mark in the IT and IT-enabled services sectors,” he added. “We wanted to do something relevant to them that will engage them.” Ergo itself will be put together by a young team, most of whom are in their early 20s. “While it is by no means the first freesheet in the world, we think it has special characteristics as far as India is concerned,” Mr. Ram said. “We’re very pleased about it so far, but the rest is up to the readers.”
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