Print started off as the first mass media. But for too long, it also remained as a static media. Print media over the years built its reputation on immaculate coverage of facts and in-depth analysis. It came to be perceived as the ‘fourth estate’ and the foundation of a vibrant democracy. However, even though print media graduated from black and white to colour, it still lagged behind other mediums in terms of creating an exciting proposition for advertisers.
But in the new millennium, the print industry witnessed profound changes, including the introduction of fresh thinking and fresh talent in an otherwise staid scenario. This led to a revolution in terms of print innovations for advertisers. It was no more only about creatives and copy but format, dimensions, interactivity, integration with content, QR codes, sound chips and video innovations –all in print for the first time.
Mid Day has always been at the forefront of innovations and several surveys, including the Pitch magazine survey, have rated Mid Day as the number one media brand in terms of innovations. Given below are seven impactful innovations that Mid Day has done.
QR Code Innovation:
Mid Day is the first newspaper in India to integrate QR code technology to empower its readers. QR (Quick Response) code technology allows the readers to read their copy of Mid Day as well as view audio-visual linked files to the key stories on their cell-phones.
Mid Day goes 3D:
For MiD DAY’s 31st anniversary celebrations, we wanted to create an innovation that had never been tried in print. The advantage of the anniversary gave us ample scope to try this innovation out as the anniversary issue comes in a carry bag. UTV Software Communications Ltd (UTV) was looking to create a noise with their newly acquired titles and they wanted to create a lasting impact with the readers. The idea was to create reader engagement through an innovation in Mid Day. Thus stepped in the first ever innovation of 3D in a newspaper! It was in the form of an IMPACT jacket cover. We also published the news in Mid Day with images in 3D format. The innovation when executed was such a hit that it generated a lot of excitement and word-of-mouth publicity for brand Mid Day and UTV.
Mid Day gift-wrapped:
Cadbury was looking at strengthening its positioning of Kuch Meetha Ho Jaye through print innovations. On the first working day of 2011, Mid Day wrapped itself up in a Cadbury package, to resemble a mega chocolate. We could not have imagined a better start to the year than this innovation, marrying the occasion and the brand message perfectly.
Mid Day goes Mini!:
MCHI wanted to communicate about their property exhibition in a manner that would not only stand out, but also become a ready reckoner for property information that readers could carry. The idea was to create reader engagement through a format innovation in Mid Day. A mini Mid Day of 32 pages in A4 size was created for the purpose.
Mid Day cover price reduction:
Colors was launching a new show and the brief was to carry the message of the show forward to reflect what it was all about. The show focused on how an entrepreneur became successful with Re 1 and a smart idea. Mid Day dropped its cover price by Re 1, conveying the inspiration to make it big in life like the common man did in the show.
Mid Day Power 5 pages:
Eno was launching five different fruit flavours/ characters and was looking for an innovation that would create buzz through Mid Day. We dedicated an IMPACT cover and five consecutive ad pages to their campaign. They publicised the five flavours with individual importance to each character through an IMPACT cover along with five strip ads highlighting key characteristics of the flavours to readers.
Brand integration with Mid Day Photo Casebook:
Mid Day Photo Casebook is a property that appears on the Dear Diana page. Every week, we discuss issues that people face in their lives and showcase it through this Photo Casebook.
For Garnier Men’s Deo, we created a Photo Casebook around colleagues at work who have field jobs and how they manage to keep themselves fresh, thereby highlighting the product features and its benefits in an imaginative and pictorial manner.
(Manajit Ghoshal, Managing Director & Chief Executive Officer, Mid Day Infomedia.)