In line with its innovative approach of connecting with readers, Gujarati MidDay (GMD) is all set to launch a new additional section called ‘MidDay Local’ for the readers of Borivali, Kandivali and Malad areas where a large population of Gujarati MidDay readers reside in Mumbai. This additional section will be a part of all the Gujarati MidDay copies from October 29, 2010 onwards and will be available every Friday in a 12 to 16 page format. The price of the newspaper remains fixed at Rs 4.
Speaking on the development, Manajit Ghoshal, MD and CEO, MiD DAY Infomedia, said, “We intend to launch Gujarati MidDay Local in many more areas as we go forward and take advantage of our reader’s way of community living- which is in concentrated pockets unlike many other linguistic groups.”
As the hyper local editions of the newspaper are intended to attract more readers, newspaper will also try to woo local advertisers with these editions. Ghoshal stated, “This initiative of Gujarati MidDay will further enhance the community connect which we have embarked upon. Also advertisers will have a huge opportunity to connect with relevant readers in a very efficient and cost effective manner week after week.”
Speaking on the content part of the newspaper, Rajesh Thawani, Editior, Gujarati MidDay, noted, “The content will be very special and focused with hyper local target in mind and matters which can make a difference to the reader’s life in those areas. Considering the bond the members of the community have among themselves and the relation they share with MidDay, we expect this to be a huge success with the support of the local readers.”
To enhance the reader connectivity in the region, the newspaper has plans to encourage the concept of citizen journalism too. Thawani added, “We also intend to encourage citizen journalism to get the readers involved in the making of the paper for the content in this section. Launch will be followed by local community activities to enrich the community living through GMD.”
Gujarati MidDay was launched 16 years back as an afternoon newspaper and then shifted to a tabloid morning newspaper. Some of the on-ground initiatives which GMD undertook to connect with the Gujarati community included a cricket series where 32 communities among the Gujaratis got to play cricket for three weeks. For the last four years this cricket series has been one of the most exciting properties for the brand.