The word on Mid Day’s Bangalore foray has been in the industry for a long time now, but Mid Day has maintained its silence so far. Now, with all plans in place, the publication is all set to make the big announcement. Tariq Ansari, MD, Mid Day Multimedia Ltd, informed that even though a date hadn’t been decided as yet, Mid Day Bangalore was ready to hit the market within the next four weeks.
Sundar Kondur is the Publisher of Mid Day Bangalore, while Anil Thakraney would be its Editor. Ansari informed that the Bangalore edition would be on similar lines as the Mumbai Edition and that the recently induced changes in Mid Day design and layout would be observed in Bangalore as well. At the same time, he said, “The paper at present might not be as large a paper as it is in Mumbai because of the classified sections and other such elements that are present in the Mumbai edition.”
As to whether the paper would be in colour, he replied, “Mostly.” Throwing further light on why it took Mid Day so much time to be extend the product to other markets, Ansari said, “We have been looking at different cities for a long time, but there are a few factors that decide on when the time is right for a publication like Mid Day to be present in a particular market.”
Ansari enumerated these factors beginning with whether there is a large English reading middle class in the target market? Whether this middle class is out and about during the day? Are there significant amount of retail advertisers in the market, and finally, whether the market has a comfortable commute system?
“So far, other cities in the country except Mumbai didn’t quite have these factors figured out. But increasingly, we have observed that other metros too are seeing these developments – whether it is retail activities or commuting issues and hence, it is the right time to be present in such markets,” he elaborated.
Ansari divulged that the group was in the process of studying other cities and were looking at a 10-city presence over the next three years. On how the Bangalore presence helped Mid Day Group, he said, “Clearly, we are looking at growth opportunities. And on the whole, we would be able to grow our business by launching other editions. With Bangalore right now, we would be able to offer two cities to our advertisers and that in itself brings a set of benefits.”