Last year, the largest
selling tabloid in Mumbai, Mid-Day celebrated its 26th anniversary and this year, it has another reason to celebrate. On Monday, February 27, Mid-Day will don a new look.
While, the most significant change is the new masthead, the logos of other popular sections such as 'Hit List' and 'Your Life' have also been changed. Besides, all pages will be coloured from now onwards. A new feature 'The Guide', a centrespread, promises to be an ultimate information guide on city info, such as 'what-to-do', 'where-to-go', everyday.
The cosmetic re-design has been done by Mario Garcia, who worked on 'The Hindu', 'Sportstar' and recently, 'Business Line'. Mathew says, "We decided to work with Garcia media, as it is a name that does quality work and brings out the drastic changes on the look of the paper without being harsh on the content."
Cyriac Mathew, CEO, Mid-Day, hopes to increase the circulation figure after the revamp, which is now around 1.8 lakh copies.
When asked, if the revamp is a step to stay ahead in the competing print market of Mumbai, Mathew explains, "We hardly have any competition from other print publications. Mid-Day is a clear leader since past 25 years. We have revamped the daily to provide a fresh look to the tabloid and fun for the readers."
This tabloid was last revamped in 2001.
However, Mathew assures, "There will be no changes in tabloid's content and size. The regular features and columns will not be discontinued but the presentation will be different. Besides, we might also add some new columns." The advertising rates will also remain same.
On the promotion front, a B2B activity has been planned, with a complimentary copy being sent to all media agencies on Monday. The major campaigning will begin in first week of March with advertisements being splashed across all mediums like hoardings, print ads etc.
In December, Mid-Day had acquired a new printing press and the plans to revamp the tabloid were on since then.
Mathew further adds, "We also believe in making news, besides giving news to people. There might be an announcement in another 3-4 months about something new. We are not a bunch to sit back and relax." He, however, refused to divulge details.
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