'The Times' eyes 'The Asian Age'

TATTLE

The print media industry is abuzz that Bennett, Coleman & Co, which publishes "The Times of India" and other publications, has been in talks with "The Asian Age" to buy the newspaper. Some say that the negotiations revolved around "The Times" group picking up a stake in only the paper's Mumbai edition.

Others, however, claim that Bennett, Coleman wants to buy the newspaper. A Bennett, Coleman source confirms that some very preliminary negotiations between the two sides had taken place.

Two explanations are advanced for "The Times" group's interest in The Asian Age.

Reason one: the Jains who control Bennett, Coleman draw on naval strategy and believe in the "flotilla theory" "� when being attacked by enemy warships, introduce another warship to divert attention. The group had, indeed, launched the short-lived The Independent in the 1990s to counter Vijaypat Singhania's "The Post."

Explanation two is that, internally, acquiring a newspaper brand is being seen as a way to make Bennett, Coleman a multi-brand media house.

The idea, it is said, is that "The Asian Age" could mop up low-value advertising for the group from local city advertisers who cannot afford to buy space in "The Times of India."

Bennett, Coleman also thinks that , "The Asian Age" could be India's international paper (which it already is to an extent). Last but not least, the source says: "The paper's philosophy suits us. It is not an aggressive crusader like "The Indian Express."

But "The Asian Age" deal may not be easy to ink as the newspaper's shareholding structure is pretty complicated.