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After Mission YUMPI in 2008, it’s Mission Digital in 2009 for Mid-Day

After Mission YUMPI in 2008, it’s Mission Digital in 2009 for Mid-Day

Author | Swapna Rahul Shah | Friday, Dec 19,2008 6:58 AM

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After Mission YUMPI in 2008, it’s Mission Digital in 2009 for Mid-Day

Steadfastly sticking to engaging the Young Urban Mobile Professional of India (YUMPIs) through content and brand experience, below-the-line activations, constant innovations and ideas throughout 2008 has paid off quite well for Mid-Day.

On the priority list for 2009 include concentrating mainly on cementing brand positioning and strengthening Mid-Day’s presence in the digital media. Manajit Ghoshal, CEO, Mid-Day Infomedia Ltd, explained, “This year, Mid-day is expected to grow by 10 per cent in topline over the last year despite the difficult market scenario. Mid-day has been a Rs 100 crore company for some time due to closure of some of our businesses, like out of home media, etc., which at one point used to contribute more than 20 per cent of our topline. However, now we have launched on a well defined expansion plan in print as well as digital medium and are confident of high growth in the coming years.”

In 2008, Mid-Day launched its Pune edition and further consolidated its position in Mumbai, Delhi and Bangalore. Ghoshal further said, “This year was the year when Mid-Day strongly established its position as an infotainer for young professionals during the work day. Mid-day also relaunched its website and consolidated its multimedia positioning. Midday.com gets more than 5 million page views per month and is growing rapidly.”

Elaborating on the media consumption, Ghoshal said, “The morning newspapers concentrate on the pre-work day and time spent in reading the morning newspapers is on the decline. The post work time is primetime for television viewing. Thus, Mid-day straddles the life of young professionals between these two zones. Also, because the Mid-day brand connects with its readers during the daytime, there is the ‘proximity’ effect of buying. The advertisement message is stronger as one gets closer to a buying point.” He further said that Mid-day’s positioning niche was so strong that a few management institutes had included it as a case study in their curriculum.

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