Mid Day hits newsstands in a new avatar from today

The afternooner from Jagran Group also sports a new tagline - 'Mid Day - Made in Mumbai'. Additionally, a significant re-engineering of the content strategy has also been put in place

e4m by exchange4media Staff
Updated: Feb 27, 2014 9:23 AM
Mid Day hits newsstands in a new avatar from today

Jagran Group’s afternooner Mid Day is hitting newsstands in a new avatar from today (February 27, 2014). The new look and positioning – ‘Mid Day - Made in Mumbai’ – was unveiled at an event hosted in Mumbai on February 26.

The event, hosted by Shailesh Gupta, Director, Jagran Group and Vikas Joshi, MD & CEO, Mid Day was attended by well-known names from the ad fraternity such as Lara Balsara and Sandeep Goyal, besides Bollywood stars Amitabh Bachchan, Aamir Khan, Shah Rukh Khan and many others.

The new-look Mid Day sports a revamped masthead and new logo. Additionally, a significant re-engineering of the content strategy has been put in place to augment the publication’s raison d’etre – the core focus on Mumbai City, sports and entertainment. The paper will be accordingly divided into four broad sections other than the Front page – Hitlist, Guide, Sports and Classified. All stories will have a short introduction and bullet points that highlight key elements of the story. Each page will have one lead story and several short stories in a column called the “Browser” that carries 4-5 short briefs on other stories. Factoids or quotes on the top of every page will add to reader interest and the density of news will be increased. An all new addition will be the ‘Sunshine Page’ that focuses on positive stories of human goodness and fights against adversity.

Many cosmetic changes have also been included to enhance the navigability and readability of the paper. The visual look of the paper has been significantly improved and many stories are now pictorial. More graphics have been added for better storytelling, and the four different sections have been given covers – creating different environments within the paper.

The paper is now stapled as against different sections being bundled in earlier randomly. Each of the section covers have been designed to give an almost magazine like experience with a lead story and the inside story index on the cover page.

Commenting on the revamp, Vikas Joshi said, “Mumbai City is renowned for its pace, way of life and its very strong culture of resilience. It’s a city that at times has been defined as so consumed by itself, that it has created a world of its own within itself – the world of the Mumbaikar. Mid Day is the bridge that connects the Mumbaikar to his city and everything that defines the city. The “More Mumbai – More You” tagline reflects the paper’s attempt to cover every aspect of a Mumbaikar’s life and create a great reader experience that is delivered in a very aesthetic manner. At the same time, Mid Day seeks to reclaim the boldness, the fearlessness, the irreverence, the edginess that has always been definitively Mid Day.”

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