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Mid Day morninger hits the stands, Mumbai gets ready for the battle royal

19-April-2004
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Mid Day morninger hits the stands, Mumbai gets ready for the battle royal

Mid Day and Times of India, Number One and number Two English dailies in Mumbai are all set to capture a larger share of readers’ attention in Mumbai. Both the media houses are launching yet another paper in the city — and in both cases, it is an English daily.

Mid Day a.m. was not a one-week wonder as one might have thought but an experiment. And apparently it was a successful one. What it has resulted in, is a new morninger — The Morning Quick. Quick news is going to be the paper’s USP – Headline and crisp short stories. The news here would be national and not Bombay centric as in Mid Day.

Times of India’s Bombay Times Plus, meanwhile, is expected to be out in the last week of April. Here the focus is on Bombay news. A larger version of Bombay Times to an extent, but as per the sources, a more serious paper. As reported earlier – it would be available as a stand-alone paper and, in all likelihood, as a supplement with Navbharat Times and Maharashtra Times.

Both these papers are being launched at price point of Rs 1. Interestingly, both the new papers by the virtue of news that they would carry, would fight with the main newspaper of the other group. While Aakar Patel as Chief Editor would look after the Mid Day morninger’s editorial, Bombay Times Plus would fall under the purview of Bombay Times Editor Ayaz Memon. As is known, Memon has also worked as Editor, Mid Day in past.

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