Mid-Day to celebrate 31st anniversary with 3D pages

By Priyanka Banerjee , afaqs!, New Delhi | In Media Publishing | June 21, 2010
The bumper issue of Mid-Day will give a phenomenal experience with 3D goggles to the readers

India's leading afternoon daily, Mid-Day, is coming up with an innovative 3D pages impact cover along with the main news paper on the occasion of its 31st anniversary on June 25. The bumper issue, sponsored by UTV Action, will celebrate the Cool Classic theme in the world of movies, music, fashion, sports, food and drinks.

The cover jacket will be of four pages, with the front and the back pages in 3D. The entire issue will come in a plastic bag, along with a pair of 3D goggles. The newspaper is releasing 3,55,000 copies across the four metro cities including Delhi (75,000 copies), Mumbai (2,10,000 copies) , Bengaluru (65,000 copies) and Pune (25,000 copies). During this special issue, the cover price will also vary from one city to another. In Delhi and Bengaluru, the price will remain Rs 3, while in Mumbai and Pune, the prices will be Rs 10 and Rs 5 respectively.

Talking about the rationale behind this innovative step, Manajit Ghoshal , managing director and chief executive officer, Mid-Day Infomedia, says, "It has always been the biggest challenge for a non-interactive media to reach the reader effectively, rather than a one way communication. Keeping this in mind, we try to come up with innovative ideas during special times to draw the readers' attention. Earlier, we came up with QR (Quick responser) code technology with the newspaper." He adds that Mid-Day is the first newspaper in the country to deal with 3D pages as its cover jacket.

"We are also trying to make the editorial page as 3D. The newspaper has always been exploring innovative techniques and this time, we are quite excited about the 3D pages, which will be a remarkable experience for the reader," says Ghoshal.

© 2010 afaqs!