‘Mid Day’ on news stands in Delhi; priced at Rs 2

Mid Day Multimedia has finally come out with its own product for the Delhi market after its re-acquisition of ‘Delhi Mid Day’ from Special Protection Services Ltd. ‘Mid Day’s Delhi edition was launched yesterday.

The tabloid is currently being sold only on news stands; a subscription model is still being worked out. It is priced at Rs 2. To begin with, the tabloid is printing about 50,000 copies.

The paper has been completely refurbished, according to Cyriac Mathew, COO, ‘Mid Day’. “It bears no resemblance to the product that existed earlier.” All efforts have been made to create locally relevant content. Mathew says that more than 50 per cent content on the 32 pages will be from the Capital city.

It is targeted at the young urban professional and, while the content will be highly localised, the spiciness of its Mumbai edition will be retained. No marketing initiatives have been planned as yet to announce the launch of the new ‘Mid Day’. Mathew says that a marketing campaign will be rolled out in a few months.

Currently, Delhi has an afternoon tabloid called ‘Today’ from the ‘India Today’ Group and ‘Metro Now’, a joint venture between ‘The Times of India’ and ‘Hindustan Times’.

‘Mid Day’ will launch its Pune edition towards the end of this year, probably in October. It recently roped in Abhijit Pradhan from BCCL to head sales and marketing.

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