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Business paper Mint launches an iPad application, called Mint on the Decade

Mint, a business paper from Hindustan Times launched in 2007 in association with The Wall Street Journal, has introduced an iPad application, called Mint on the Decade. According to Mint, the app is available for free on the Apple app store. To create awareness about the app with the relevant audience, Mint has launched a focused marketing campaign targeting the tech savvy news consumer. The campaign that has already gone live will be present across mediums including Print and Internet.

Mint, a business paper from Hindustan Times launched in 2007 in association with The Wall Street Journal, has introduced an iPad application, called Mint on the Decade. According to Mint, the app is available for free on the Apple app store. To create awareness about the app with the relevant audience, Mint has launched a focused marketing campaign targeting the tech savvy news consumer. The campaign that has already gone live will be present across mediums including Print and Internet.

“We believe mint readers are smart and usually ahead of the curve. With this in mind, we have put together articles from our own writers and editors, as well as from external experts in the form of an iPad app. Interestingly, unlike other products that go from print to web, this issue was created and designed for the iPad, leveraging digital publishing technology from Adobe, and then repurposed for print as our special anniversary issue,” R Sukumar, editor, Mint, has said.

The Mint on the Decade application has been powered by technology from Adobe. “Adobe is proud to be partnering with Hindustan Times, providing the digital publishing platform that underpins India’s first iPad app from a business daily,” David Wadwhani, senior vice president, creative and interactive solutions, Adobe, has said. “Mint on the Decade is a great example of how forward-looking publishers like Hindustan Times are creating engaging digital experiences that change the way readers interact with the publications they trust and rely on.”

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