Mid-Day Multimedia has confirmed that all operations pertaining to Mid-Day Metro have been terminated. Mid-day Metro was a neighborhood tabloid that was distributed at Re 1 in areas such as Bandra, Andheri, Chembur, Mulund, Vashi, Thane, Malad, Kandivali and Borivali. A spokesperson from Mid-Day has also confirmed that the company is looking at a complete revamp of its website within a fortnight to suit its new marketing strategy, to target young professionals.
Abhijit Pradhan, Director-Marketing, Mid-Day, said, “Mid-Day Metro was a people resource intensive business that needed a lot of focussed attention. We therefore decided to prioritise our efforts towards our mother brand Mid-Day. Our primary task is to channelise all our activities, and closing down Metro operations is one such move towards this direction.”
The tabloid is focusing beyond the print medium and is looking at re-inventing and creating a multimedia platform for their new readers.
Pradhan further said, “The young urban mobile professional of India, or ‘Yumpi’, is a passionate advocate of digital media. With this we have decided to reignite our web strategy to make Mid-Day a true multimedia experience for the extremely discerning and demanding Yumpi.”
With its new strategy, Mid-Day has planned a national rollout of its editions, with Bangalore and Delhi being their most recent launches. In an attempt to involve its target audience, Mid-Day has launched several contests that have been successful in bringing fun at the workplace. Moreover, the company is on its way to launch ‘Mid-Day Zing’, a new weekly section on ‘style at work’.