Mid-Day revamps site to target young professionals

Mid-Day, the afternoon daily which recently positioned itself as a compact daily for young urban mobile professionals of India (YUMPIs), has revamped its website, www.mid-day.com, to reflect the new positioning.

The site features sections for readers in Bengaluru, Mumbai, Delhi and Pune, each containing local news and happenings. Speaking to afaqs! about the revamp, Nirvan Biswas, head, digital business, Mid-Day Infomedia, says, "We wanted to announce that we are a local city news site. So, we have added city specific applications such as What's On and Classifieds."

Based on feedback from readers, Mid-Day has given the website a cleaner look. Navigation is more user friendly as the user can go directly to the page on the city of his choice.

The website features more multimedia content as Mid-Day has tieups with video sites Dailymotion and YouTube. Apart from news reports specific to the website, Mid-Day.com will also feature exclusive video reports from its reporters, says Biswas.

To make the website interactive, there are blogs to which readers can contribute, as well as city specific polls and discussion forums based on news stories.

Biswas adds that though the site will continue with its business model of display advertising, the company is also exploring sponsorships for it.

The new website address has been integrated into the Rs 6 crore mass campaign that the company is running with the theme, Make Work Fun. However, specific versions of the TV commercial and radio spots have been created to promote the site and these are already on air.

The company is also running display ads on corporate websites such as Moneycontrol.com and IBNlive.com. Mid-Day.com has regular online contests to build traffic. Biswas claims that currently, the site receives about 10 million page views a month.