In keeping with its YUMPI (Young Urban Mobile Professionals across India) focus, Mid-Day has revamped its website which now has a strong focus on delivering locally relevant news in Bangalore, Delhi, Mumbai and Pune. This new-look Mid-day.com site is currently being promoted by a 360-degree campaign spanning print, digital, OOH, radio, trade and television media.
Manajit Ghoshal, CEO, Mid-Day Infomedia, said, “Mid-Day’s strength and strategy is to reach the busy urban professional in a locally relevant way. Local news is the USP of Mid-Day in each city and Mid-day.com is the YUMPI’s unbeatable guide to what’s on in the city, where the best deals are, and what’s the local news, all at the click of a button.”
Nirvan Biswas, Head of Digital Business, Mid-Day Infomedia, said, “Our research amongst the target audience has led to the delivery of this new site with distinct segments for local news from each city, exciting contests, and interactive features like blogs, that make the site the ideal local guide for any urban person.”
It may be recalled that Mid-Day had tied up with Dailymotion.com to facilitate news to be delivered in video form online. Recommendations from a four-city research study on YUMPI preferences have also provided direction for the new navigation route and a cleaner look and feel of the site.
To encourage traffic to the site, online contests for YUMPI readers have been a regular feature, where participants have to answer a simple question and winners are selected randomly from all those who have answered correctly. Prizes are based on areas YUMPIs are passionate about. For instance, the anniversary contest offered technology stuff as prizes, including a laptop, to be won everyday, N-73 cell phones, digital cameras and iPods, while Bollywood fans could participate in the Mid-Day Meet the Stars Contest, which gave winners a chance to win autographed DVD of ‘Taare Zameen Par’ and also meet Aamir Khan in person.
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