Mini Mid Day, a supplement in October 21 issue of Mid Day has struck an innovation in Mumbai to deliver a high impact result for its client MCHI. The innovation saw the mini version of the newspaper, reduced to half its size, to communicate about the MCHI property exhibition 2010.
Manajit Ghoshal, MD and CEO, Mid Day Infomedia Limited, said, “Change is the only constant in life and innovations is the key to engagement and profitability. Mid Day focuses on doing things that have never-been-done before whether its through format innovations for advertisers or launching unique marketing programs that have won us many international accolades or even with respect to delivering newer content to our readers. Mini Mid Day may be small in size but definitely is big on impact.”
This special 24 pager issue was inserted in the main newspaper. The key idea of this innovation was to present a collectors issue to the readers of Mid Day which they could carry while visiting the largest property exhibition taking place in Mumbai.
JS Augustine, Member, Exhibition Committee, MCHI, said, “The Mini Mid Day concept is an excellent innovation from the stable of Mid Day. It works brilliantly especially when one wants to do a retainable feature. It delivers high impact communication to the advertiser as the longevity of the feature is far higher than taking a regular ad in a daily newspapers.”
This is yet another innovation that newspapers in Mumbai have carried out for their advertisers. Not too long ago, The Times of India came up with its three jacket strategy for its advertisers in the Mumbai market. With the advertisers monies flowing in the market in the festive season, the spot looks bright for the print players.
Our typical marketing budget is usually 10 per cent of the topline spend