The Hindu Business Line : Functional, modern, easy to scan, says Garcia

ANOTHER MILESTONE: Mr N. Ram, Editor-in-Chief, The Hindu, with (from right) Dr Mario Garcia, of Garcia Media, Mr Ratan Tata, Chairman, Tata Group, and Mr Ram Shahney, Chairman, Ashok Leyland, at the relaunch of Business Line in Chennai on Thursday. — Bijoy Ghosh

Chennai , Feb. 23

The new-look Business Line that was unveiled today, is, in the words of Dr Mario Garcia, of Garcia Media, which helped re-design the newspaper, "functional, modern and easy to scan."

The re-designed paper was launched at a large gathering that included captains of industry, led by Mr Ratan Tata, Chairman, Tata Sons.

The comprehensive re-design of the paper, three years after a similar change, is a response to the changing times reflecting a growing economy. The design is meant to be appropriate to the paper's content, attractive to its readers and advertisers, and one that captures the spirit of the times.

Presenting the features of the re-designed Business Line, Dr Garcia said the re-design had 10 distinct elements to it. These included making it easier to navigatethe pages with indexes and the like, ahierarchy of stories on each page, offbeat stories, more pictures and infographics, a new typographic system that is easy to read, classic and elegant, and easy links to the online edition of the paper.

The re-design had to take into account the fact that an average business reader was well informed and always connected. "We talk about the businessmen or businesswomen who are connected to the online, whohave telephones in their pockets, and who are constantly in three or four media at the same time," said Dr Garcia.

He said the guiding theme behind the re-design was that the business reader was probably the most technologically savvy of all readers.

The challenge was to come up with a design that was modern, functional and easy to scan. The re-design, Dr Garcia said, kept the profile of the paper's readers in mind. "You had to attract new readers, make life easier for the ones that are there now and try not to make any enemies. That is not easy," he said.

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