The Indian Express group does not have a history of initiating major changer or innovations and has been content with following the leader in the respective markets. Not any longer, The Sunday Express introduced recently has changed all that. Research shows that the Sunday reader spends more time with the newspaper and takes a lot of decisions for the next week on a Sunday. Taking advantage of the situation Indian Express has launched The Sunday Express in a sleek (tabloid) size which is smaller than the traditional newspaper with a lot of design elements thrown in. Even Hindustan Times has reduced the web width and is now in its sleeker avatar and The Times of India is expected to follow suit(Wait for May 15th) the difference in this case is that Express has bought out the changes in the Sunday edition which enjoys maximum loyally with the reader.
The Masthead The masthead with different font and a yellow background is a major change over other newspapers where the masthead is printed on a white background and this helps it to stand out on the stands and must be having higher pickup at he newsstands.
Content The content is keeping up with the Sunday mood and consists of thinner main edition and more reading material by way of its supplements viz. The Express EYE. It has sections on ARTS, LIVING, BODY & MIND, LEISURE , THE SUNDAY STORY, SPORTS, NEWS ANALYSIS to name a few. It gives a lot of soft stories and news analysis of the week gone by and has variety of topics for everyone. It is a paradox that majority of the newspaper readers consume minority of the news and so the need for being broad based to suit everyone’s taste. The publication takes of it all and in STYLE.
Layout The strongest point of Sunday Express is the style or the layout and design. This is brought out by the advertisement also where host of models are walking the ramp in bizarre accessories reading the newspaper and so is the audience. The actual publication too does not do less and it is very impressive. The saying goes that A picture says more than a thousand words and this has been used to the fullest with a lot of bright, colourful pictures adorning the front page and also the supplement.
The splash of colour, combines with a thick Sunday magazine(EYE) big pictures sometimes spanning across two pages and very interesting and broad based content makes The Sunday Express treat on Sundays.
In conclusion I will say only one thing, Read it to believe it. Undoubtedly the best Sunday Reading marital as on date. The Times of India in its new avatar will have to come up with something equally impressive to beat it.