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Mid-Day celebrates 29th anniversary with special sections focusing on YUMPI passions

24-June-2008
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Mid-Day celebrates 29th anniversary with special sections focusing on YUMPI passions

Mid-Day is stretching its 29th anniversary celebrations to a week, with a special focus on the Young Urban Mobile Professional of India (YUMPI). The publication has come up with a 24-page section from June 23 that would accompany the newspaper each day for the next five days across Mumbai, Bangalore, Pune and Delhi.

Titled ‘Cash’, ‘Go’, ‘Stuff’, ‘Me’ and ‘Play’, each day’s section would deal in depth with a particular theme that is a passion area for the busy urban professional.

Shishir Joshi, Group Editorial Director, Mid-day, said, “Yet another year behind us, yet another reason to celebrate. Kicking off the festivities is the week-long anniversary especially dedicated to our readers. We’ve had a great time capturing these stories in the specials.”

Commenting on the anniversary week, Abhijit Pradhan, Director Sales and Marketing, Mid-Day, said, “With YUMPIs increasingly deprived of time and bombarded with multiple messages and media, advertising messages are more likely to be ‘ships in the darkness’ versus ‘an apple of the eye’. Mid-Day’s objective is to engage the YUMPI through their drivers and create value for our readers and advertisers in the process.”

The section titled ‘Cash’ appeared on June 23. It advised YUMPIs on how to earn more, spend smart and invest wisely. The section gave a low-down on how to spend on big ticket purchases like homes, tips on making smart investments in the stock market, etc.

‘Go’, a special section on vehicles and travel, appears with the Mid-Day on June 24. The section focuses on topics like places to explore, commuting to office in style, weekend getaways and long soul-seeking escapes.

‘Stuff’ will appear on June 25, and deals with brands and trends in the marketplace, offering gadget updates and fashion mantras. It covers the latest in appliances and fashion.

‘Me’ appears on June 26, which would address the YUMPI’s need to balance personal and work life at various levels. It covers physical, mental and spiritual aspects of YUMPI life.

‘Play’ section on June 27 showcases the best eats, beats and streets in the city, covering the must-visit hangouts, food yatra, clubs, and underlines Mid-Day’s belief that the YUMPI’s philosophy is about “working hard, partying harder”.

Mid-Day has also organised contest on its website revolving around the YUMPI’s passions as part of the anniversary week in a bid to connect with its readers and engage and acknowledge them. The contest is for the period June 23-27.

Also read:

Mid-Day introduces vending machines to engage YUMPIs across India

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