“Partnering with this team was like plugging into our own in-house growth engine—every insight they provided translated directly into circulation gains.”
Hindustan Times
Aarti Mahajan
VP of Marketing, Hindustan Times
62%
MoM decrease in distribution overhead
95%
Increase in new tier-2 readers
350%
Growth in local sponsorship revenue
We helped Hindustan Times generate $10M in additional business by expanding distribution in tier-2 markets.
Overview
Established in 1924, Hindustan Times is one of India’s most influential newspapers. Despite strong brand recognition in major metropolitan areas, the publication aimed to amplify its reach in rapidly growing tier-2 markets. By restructuring its distribution network and tailoring content to local audiences, Hindustan Times saw remarkable gains in both circulation and ad revenue.
The Challenge
Expand footprint in tier-2 cities while retaining brand prestige
Reduce distribution overhead and optimize last-mile delivery
Create local partnerships to drive trust and brand recall
Boost advertiser confidence with verifiable circulation data
Retain readers through compelling regional content
Services
Growth & Distribution Strategy
Paid Media & Targeted Campaigns
Local Content & SEO Optimization
Conversion Rate Optimization (CRO)
Vendor & Distributor Management
Email & Push Notification Marketing
UI/UX Enhancements for Digital Platforms
Approach
Aligned all tier-2 marketing efforts with Hindustan Times’ national identity, ensuring consistency and maintaining high editorial standards.
Installed advanced tracking to measure distribution reach and reader engagement, feeding into real-time decision-making.
Tested different incentives, including localized editorial features and discount bundles, to see which resonated most with smaller-city audiences.
Leveraged email, WhatsApp, and app push notifications to convert casual readers into loyal subscribers, personalizing messaging by region.
Developed city-specific sections spotlighting local news, events, and culture—driving immediate interest from previously underserved communities.
Offered tier-2 exclusive benefits (community forums, local classifieds) to enhance reader stickiness and foster ongoing engagement.
Results
Hindustan Times secured $10M in new revenue from its expanded tier-2 footprint. Streamlined distribution reduced overhead by 62% month over month, while localized content sparked a 95% surge in new readers. Additionally, local sponsors found value in reaching a more engaged audience, driving a 350% increase in sponsorship revenue.
72%
Blended
ROAS
81%
CVR
1,053%
Paid
Social Revenue
Performance Visualized
Top Creative Performers
Squad
Queenie Leung
Sr. Growth Strategist
Isabel Bellino
Growth Strategist
Jared Glassman
Growth Marketing Manager
Sarah Murphy
Growth Marketing Manager
Marina Chilingaryan
Brand Strategist
Helena Yang
Creative Lead
Gianna Del Monte
Growth Strategist