The Audit Bureau of Circulation (ABC) has begun issuing audit certificates for the January to June 2005 period. Mid Day is one of the publications to have received the certificate in the first round and the result is a good one – showing almost 20 per cent growth for the tabloid.
Looking at the data, Mid Day has a circulation of 159,239 copies in this round as against the earlier 133,562. “This represents a 19.22 per cent growth and puts us in the winners’ quadrant!” said Rajesh Tahil, Group Publisher, Mid Day.
Speaking on what he thought worked for the paper, Tahil said, “Quite a few things. To begin with we have conducted consumer research, which has brought a new perspective of how the paper has been catered to this market. We have used the findings to make key changes and add sections in the paper. It is difficult to go wrong when you give people what they have asked for and this has paid off in our case.”
He explained that in addition to the research driven content, the marketing focus also changed for the publication. “We have consciously tried to build readership than just create a corporate image. The quality of the paper on the whole has enhanced and all this has played a role in attracting the reader,” he added.
Mid Day recently also launched a lifestyle section called ‘Your Life’, which focuses on tips on fashion, health, homes, relationships and food, and has also extended its jobs section, ‘The Big Break’, to twice a week.