Mid-Day modifies format, gets more reader friendly

Mid-Day modifies format, gets more reader friendly

Author | exchange4media Mumbai Bureau | Wednesday, Oct 10,2007 7:56 AM

Mid-Day modifies format, gets more reader friendly

Mid-Day has altered its look in an attempt to become more reader friendly. The new Mid-Day is trimmer, colour coded sections replete with elements that make it easier for readers to navigate through and carry around.

The modifications in the format are in line with Mid-Day’s strategy of focusing on the discerning, demanding and time-strapped young professionals across the country.

The new Mid-Day makes navigating easy through a site map, colour coded sections, visual icons, and sign posts across the paper. This navigational guide continues through all content pages, including the tabloid’s very popular Classifieds, Big Break (Appointments) and Film advertisement sections.

Abhijit Pradhan, Director-Sales and Marketing, Mid-Day Multimedia, said, “Our research shows that the YUMPI, Mid-Day’s target reader, is also a big consumer of the Internet and mobile. The new navigation system and the trimmer size have been designed keeping in view the YUMPI’s current habits and behaviour.”

Pradhan further said, “Our journey began a year ago with the launch of the Bangalore edition, followed by Delhi this year, based on the renewed focus on our target audience – the busy urban professional not just in Mumbai. A gradual process of modifying content began then. New sections like Life@Work and Fun@Work were introduced. In fact, we articulated this new endeavour by championing the cause of ‘Making Work Fun’ in our marketing messages. The latest effort in the journey is the modification of the physical product.”

Tags: e4m

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