The Hindu Business Line : `It is for the fast scanners'

The main objective of the redesign project of Business Line was to make it functional, modern and easy to scan. The paper's readers are technologically savvy and impatient. Hence, the redesign had to ensure that "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," says Dr Mario Garcia, Garcia Media, which has helped redesign the Business Line. In this interview, he talks about Business Line's redesign. Excerpts:

Could you tell us what are the features of the redesign?

There are 10 ways in which the new Business Line is different from the previous one.

The first one is that navigation is easier. For the reader in a hurry, he or she would be able to get through the paper faster. There will also be a hierarchy of stories so that you will know which stories is more important. There will be short pieces that complement the longer items. In other words, you have briefs, longer stories and medium-sized stories. Then the third one is you will have offbeat stories. It is a story that allows you to think that the world is still having fun and it is not all just about business. Then, you have links to the online. Many stories you will be able to link online, you will be able to read online.

Then Life. The section of Life now uses more magazine stuff, bigger headlines, more colour. There would be advertising opportunities, to sell advertising in different places than they now sell.

A new typographic system - new fonts that are easy to read, classic and elegant.

More topics like health, lifestyle, culture and entertainment. You will find those in eWorld, BrandLine...

A new page called the New Manager, which is for experienced or aspiring executives on how to survive in today's competitive market.

Tenth, more photos, graphics and illustrations.

It is going to be very different from the paper that is now coming out. It is radically different. It is really more for the businessmen.

What guided the redesign?

The thinking was that the business reader is probably the most technologically savvy of all the readers. They have always been on the Internet before anybody else was.

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