The compact daily newspaper, Mid Day is hitting newsstands in an entirely new avatar on September 6, 2011. Along with a new design and a convenient new structure of the newspaper, the number of pages in the newspaper has also been increased from 48 to 64. There have been some changes on content strategy also.
The newspaper is now divided into two sections. Section 1, is News, Opinion and Sports. Section 2, is all about entertainment and the city including films, television, a comprehensive city events and food guide and lifestyle features on health, travel, sex, relationships, fashion, wellness etc. The entire Section 2 will be called HitList.
Interestingly, apart from the main cover page, Sports and HitList will also have individual cover pages.
An official statement released by the group stated, “We will devote 15 pages to City news. Also, we have reintroduced the Editorial page where we will have some of India’s best columnists across sectors – politics, civic issues, national affairs, internal security, foreign policy, sports, fashion and even humour – writing for us. Once again, we will not be shy of taking on controversial topics, and will provide our reader well-informed opinion and a completely independent perspective.”
In last few months, the newspaper was already going through changes. The statement writes, “Our reporting has become more aggressive; the issues we take up have jolted governments, municipal corporations and even multinationals.”
It further said, “Advertisers, too, will find that their ads are easy to find, and are not lost in the clutter. Yes, we earn money through advertising (and that is primarily how any newspaper thrives), but we also feel that advertisements are a great source of information to our readers. Classified and Film advertising will now have their own dedicated pages towards the end of Section 2 to clearly demarcate them from the rest.”