Come April 3 and readers of Gujarati Mid Day will hold in their hands a much more trendy and smaller in size newspaper as Gujarati Mid Day will shed its broadsheet format to fit into a new compact tabloid size.
Speaking on the change, Cyriac Mathew, COO, Mid Day Multimedia, said, “We have been getting great and encouraging reviews about Mid Day in its new tabloid format. Even our Gujarati Mid Day readers suggested and demanded their newspaper to be changed to the tabloid size and even the international newspapers are moving to the compact format. We as a group are seen as the single largest tabloid organisation and this was indeed expected out of us. The Gujarati paper enjoys a good reader following and our circulation for this newspaper is about 50,000 copies. Though NRS puts Gujarati Mid Day readership to 1.4 lakh, we estimate it to be much bigger. Thus this particular change is nothing revolutionary as the paper will still stand for the fun, fresh and feisty tabloid. Gujarati Mid Day promises to keep the masti on high-octane level.”
There has not been any change in the number of pages as the newspaper will be of 24 pages but 20 pages will be in colour. “The tabloid version allows us to add more colour to the paper. In terms of the content definitely our approach will also be tabloidish. The reader will get more space. We want to make this new paper as to be seen as the Out-of-Home newspaper,” adds Mathew.
Now, the accent will be trendy, convenient, cool and just the right dose of irreverence.
What is more, readers will be able to win a 21-inch television daily for one month. An easy contest is all that it takes to bring that free television into your living room.
So, with all that fresh and feisty fizz there is the added attraction of a free TV, beginning Monday.
The weekly magazine section – Bole Tara Rara – will now be available on Friday instead of Saturday. The cover price of the paper also remains the same at Rs 2.50. One won’t see much promotion and heavy investments in advertising the new look Gujarati Mid Day as the publication believes that it has enough readership to make an impact in Mumbai.