Who does it better?

It is difficult to be a mute spectator, when two rival publications decide to massacre each other and spill blood on their newsprint. Has anyone noticed how 'intellectuals' and 'strategists' at both KG Marg and BSZ Marg have been sweating it out at delivering innovative survival techniques?
To me however it seems that both are hammering at the same ideas. In the entire blizzard of promotional schemes and new marketing strategies from both camps, I only see a zealous attempt to outdo each other. Frankly, BSZ seems to be winning the hand right now.
Examples really are in plenty. I know for a fact that during the entire re-launch jamboree, HT was seriously considering starting a section called the two minute news on page2, which never saw the light of the day. Imagine my amazement, when I chanced upon the same concept on TOI's portal (http://timesofindia.indiatimes.com/toi2minutes.cms). Obviously, TOI nurtured the idea that had been left orphaned by HT.
Look at the redesign itself. While HT (http://www.hindustantimes.com) went in for a Facebookish design with an emphatically stupid lowercase masthead, TOI wasted no such effort and resources on the task. They simply introduced the TOI Crest Edition (http://timesofindia.indiatimes.com/opinion/edit-page/The-Idea-of-Crest-A-weekend-edition-a-weeklong-read/articleshow/5067360.cms).
This new weekly, comes every Saturday, is worth Rs 6 and looks like TOI with a young. pepperminty interface, splashed with the colour azure. TOI also emphatically mentions that it's masthead is 171-year-old (HT's has been changed six times). The crest edition sort of summarises the entire week, with a tilt towards featurish stories and long essay articles.
Now, isn't that three pronged? You give thirsty journos the opportunity to write long articles, you give hungry readers more fodder to gorge upon and you just add another brooch to your dress that the rival embroidered into it's entire look.
Smart. What say you?