hree years ago, Navbharat Times, in its ads, wondered: "Navbharat Times na jaane kab paper ban gaya". It is not as if the publication did not know what it was. That line was part of Navbharat Times' communication to reach an 'English' audience in Delhi. According to the National Readership Survey (NRS) 2006, 43.7 per cent of Navbharat Times readers belong to SEC A and 36.2 per cent to SEC B.

Ask Madhusudan Anand, senior editor, Navbharat Times, what the publication was, he shoots back, "It was a dainik or akhbar, as all Hindi newspapers are referred to." By last year, dainik had become a daily. "Hindi daily, angrezi audience," it declared.... more