Mid-Day will be foraying into the Pune market and is eyeing the third week of August for launching its Pune edition. Priced at Rs 2, the edition would have an initial print run of 25,000. Mid-Day already has editions in Mumbai, Bangalore and Delhi.
Mid-Day, which is already available in Mumbai, Bangalore and Delhi, is now gearing for a Pune edition. The publication is eyeing the third week of August for this. Mid Day officials inform that the plans are to begin the edition with an initial print run of 25000. The edition would include 32 pages and would be priced at Rs 2.
Speaking exclusively with exchage4media, Manajit Ghoshal, who was recently elevated to CEO, Mid-Day Infomedia, explained, “We already have a presence in Pune with 5,000-6,000 copies of Mid-Day’s Mumbai edition. But now we want to launch a separate edition for the city.”
On the marketing strategy, he said, “We will launch a subscription drive with the management of IT and BPO companies such as Infosys, Wipro, TCS, etc, wherein they would buy the copies in bulk. This will enable us to reach our target audience ‘YUMPIs’ (Young Urban Mobile Professionals of India). Our plan is to reach a captive audience at work places. Therefore, in terms of marketing the product, we want to take a very limited marketing property in those areas that are targeted as YUMPI areas.”
Ghoshal further said that Mid-Day would also be launching a brand campaign, which would follow the initial Pune burst. This would be a national campaign and would be seen both on TV and the out-of-home medium. “Initially, the ad-edit ratio would be 20:80, which would then go on increasing,” he added.
Speaking on the areas that are on his immediate agenda as CEO, Ghoshal divulged, “My focus is on turning Mid-Day into an effective multi-city and multi-media brand with a strong local focus, be it news or information, on what is on in the city for its YUMPI audience.”
Speaking on the Bangalore and Delhi operations, he said, “Initially, when we launched Mid-Day in Bangalore and Delhi, it was seen as an exported newspaper from Mumbai. But now it has become Bangalore Mid-Day and Delhi Mid-Day and has become integral to the city life. In terms of print run, we have roughly between 75,000 and 1 lakh copies in each of the cities, depending on the season.”
Ghoshal further said, “Any newly launched newspaper takes around three years to break even. Our expected revenue is Rs 20 crore from Bangalore and Delhi editions of Mid-Day.” He, however, refrained from disclosing any target figures for the Pune edition.
There have been recent speculations on Mid-Day venturing into television business. Clarifying Mid-Day’s stand on this, Ghoshal said, “The television medium is too cluttered and needs significant investment. We can provide content to a TV station on the basis of tie-ups, but there are no plans to launch a channel per se.”
Mid-Day had recently partnered with Dailymotion and YouTube India on a revenue sharing basis. According to Ghoshal, this partnership had strengthened Mid-Day’s presence in the digital space and enabled the video distribution and aggregation section for Mid-day.com, which would empower the Mid-Day site with its tools to engage its users for video interaction.
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