Repackaged Mid-Day will be available a little early on Saturdays in Mumbai

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | March 09, 2009
The afternoon daily tabloid, Mid-Day, has repackaged its Saturday issue to include more features and a weekend guide

The afternoon tabloid, Mid-Day has revamped its Saturday issue in Mumbai. It will also be available a little earlier than in the afternoon.

The Saturday issue, which will focus on features, has been rebranded as 'Mid-Day on Saturday'. The first revamped issue was out on March 7.

The cover price of the Saturday issue has also been raised from Rs 3 to Rs 4.

Talking about the changes, Manajit Ghoshal, CEO, Mid-Day Infomedia, says that the revamped Mid-Day will have a magazine-like feel. He tells afaqs!, "The Saturday issue of Mid-Day will be more of a guide for the YUMPI (young urban mobile professionals of India) readers for the weekend and the week ahead. Besides the usual comics, crosswords, interviews and the best of news and sports pages, Mid-Day will have a guide on films and TV, night life, food and drink, music, dance, theatre, shopping and discounts, weekend getaways, books and poetry."

Ghoshal adds that rescheduling the delivery time from the afternoon to the morning will help the readers to plan out their weekend early.

Mid-Day used to bring out two issues on Saturdays, one in the morning and the other in the afternoon. Now, there will only be one issue.

The repackaging also helps Mid-Day to get in a new set of advertisers. "The repackaging opens up new advertising avenues for us, such as malls, holiday destinations, travel and tourism," says Ghoshal.

According to him, Mid-Day sells about 2.2 lakh copies on Saturday and about 1.85 lakh copies on Sunday in Mumbai. On weekdays, it has a claimed circulation of 2.5 lakh in the city.

© 2009 afaqs!