MiD Day celebrates 32nd anniversary in Mumbai

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | June 24, 2011
The tabloid has come up with a 250+ page issue in Mumbai and 64-page editions in Pune, Delhi and Bengaluru.

MiD Day completes 32 years in Mumbai today (June 24), and to celebrate the occasion, the tabloid has come up with a 250+ page issue in Mumbai. The anniversary issue of MiD Day will bear a cover price of Rs 10, as opposed to the regular Rs 3.

The special issue is based on the theme Fast Forward, and will look at the trends that will evolve over the next 32 years in various fields, ranging from shopping, food, education, to sports and leisure.

The special issue will maintain an edit and ad ratio of almost 50:50. Though the anniversary issue will come out only on June 24, the daily will continue with the reader promos and specials offers for a longer duration.

The content mix of the special issue of MiD Day will be futuristic and will reflect how transport and infrastructure, education, entertainment, sports, food and lifestyle will change three decades from now. From futuristic concepts to present-day reality, the issue will have a humorous take on 'tomorrow' and a serious look at 'how we would move ahead'. Apart from this, the issue will also look at various topics through a series of comic strips.

The group has floated special rates for advertisers and its long standing associates.

The print run of MiD Day Mumbai edition is around 2.50 lakh copies but on its anniversary, speculating a heavy demand, the media house will come up with a larger print order. Taking its Mumbai celebrations to other cities where it has editions, the tabloid will be 64-pages strong in Delhi, Bengaluru and Pune.

Talking about the marketing plans to promote the anniversary celebrations, Manajit Ghoshal, managing director and chief executive officer, MiD Day, says, "The MiD Day anniversary does not really need any promotional push. However, we have planned some print and radio ads to inform our expectant readers of the editorial theme of the anniversary, which is Fast Forward."

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