Mid Day Mumbai celebrated its 33rd anniversary with a jumbo edition comprising 200 pages on June 29, which featured an Olympic theme.
Talking to exchange4media about the journey and focus areas, Manajit Ghoshal, MD & CEO, Mid Day Infomedia, shared, “Mid Day started off as an afternoon tabloid for office goers and college students in Mumbai. Some things have changed over the years, just like the city has evolved. But the essence and spirit remains the same. Today, we pride ourselves as ‘The Best City Tabloid for Young Professsionals’. We are a throughout the day paper and not limited to a particular time zone. Mid Day is available at homes, at traffic signals, at railway platforms and at newspaper stalls.”
He further said, “In the past, our readership was limited because of our time zone niche. Today, we are the fastest growing English newspaper in the city over the last three IRS surveys. Our focus is to be the best and the biggest publication in our TG. We have already achieved the positioning of ‘Mid Day is Mumbai and Mumbai is Mid Day’. We will keep strengthening this positioning.”
To celebrate its anniversary and keeping in mind the London Olympics which is less than a month away, the paper used the Olympic Games motto of ‘Faster, Higher and Stronger’ and applied it to six broad categories that define Mumbai – Maximum City, Sports, Bollywood, Food, Lifestyle and Technology.
The anniversary edition had six sections with 24 pages each, making it a total of 144 pages. There were also 64 pages of the main edition as well as a supplement on real estate, ‘Hot Property’, making it a total of 200 pages. The edition was distributed in a carry bag.
Speaking on the road ahead, Sachin Kalbag, Executive Editor, Mid Day, said, “Mumbai will remain at the core of our editorial philosophy. While that will continue, the secret sauce really is the execution of that philosophy in our reporting. It reflects in our pages, be it hard news, our sports coverage or our entertainment spreads. Most of the changes will be in the refinement of how to execute our My City My Life motto.”
To execute this edition, various big and small, local and national advertisers were targeted.