Following a surge in circulation over the last three months, Mid-Day Multimedia has announced an increase in advertising rates for all its products. Moreover, the cover price of Mid-Day Mumbai on Fridays has also been hiked by a rupee.
With Mid-Day’s new articulated brand position, ‘Mid-Day - Makes Work Fun’, the tabloid has introduced a new section called ‘Fun@Work’ and launched promotional contests such as Bollywood Lunch Contest and other promotional events like Media Nights at Seijo’s. In addition, Mid-Day engages with its audience in the afternoon hours, which is a relatively relaxed and non-cluttered media space.
These initiatives have resulted in good business even in months like June, which are considered very lean periods in media organisations. Gujarati Mid-Day, despite a 100 per cent hike in ad rates in April, has doubled its year-on-year advertising volume.
Abhijit Pradhan, Director, Sales and Marketing, Mid-Day Multimedia Ltd, said, “Our increasing circulation demonstrates the relevance of our brand positioning strategy of making work place fun. Our editorial focus reiterates this strategy, and this is what is making us successful in engaging our target audience of young, urban professional people.”