MiD DAY dons an exciting new avatar!

The Jagran Group today announced that its publication MiD DAY, India’s leading afternooner, was being launched in a whole new avatar with the aim of further enhancing reader experience. The new look and positioning “MiD DAY - Made in Mumbai” was unveiled at a glittering event hosted by the Director of the Jagran Group, Shailesh Gupta and MD and CEO of MiD DAY, Vikas Joshi late last evening. The event was attended by a host of the biggest names from the city, including actors, sports stars and people considered to be the pillars of Mumbai’s society. From Amitabh Bachchan to Aamir Khan, Shah Rukh Khan, Deepika Padukone, Sonam Kapoor, Ranvir Singh, Abhishek Bachchan, Ayushman Khurana, Rakesh Roshan, Jeetendra, Jackky Bhagnani, Anil Kapoor, Nawazzuddin Siddiqui and a host of others. Media doyens present included Lara Balsara, Sandeep Goyal, Pradyuman Maheshweri and any more.

Changes in the new MiD DAY begin from the masthead itself – the compact logo has been expanded for bolder appeal. Additionally a significant re-engineering of the content strategy has been put in place to augment the publication’s raison d’etre – the core focus on Mumbai City, Sports & Entertainment. The paper will be accordingly divided into 4 broad sections other than the Front page - Hitlist, Guide, Sports and Classified. All stories will have a short introduction and bullet points that highlight key elements of the story. Each page will have one lead story and several short stories in a column called the “Browser” that carries 4-5 short briefs on other 

stories. Factoids or quotes on the top of every page will add to reader interest and the density of news will be increased. An all new addition will be the ‘Sunshine Page’ that focuses on positive stories of human goodness and fights against adversity.

Many cosmetic changes have also been included to enhance the navigability and readability of the paper. Given that many readers enjoy browsing through the paper during their commute to or from office, the font size has been increased to ease the reading experience. The visual look of the paper has been significantly improved and many stories are now pictorial. Spacing between lines has been increased, and to give the page a cleaner look and create a seamless, fluid environment through the different sections. More graphics have been added for better storytelling, and the 4 different sections have been given covers – creating different environments within the paper. The paper is also now stapled as against different sections being bundled in earlier randomly. Each of the section covers have been designed to give an almost magazine like experience with a lead story and the inside story index on the cover page.

Says Vikas Joshi, MD and CEO of MiD DAY Infomedia Limited, “Mumbai City is reknowned for its pace, way of life and its very strong culture of resilience. It’s a city that at times has been defined as so consumed by itself, that it has created a world of its own within itself – the world of the Mumbaikar. MiD DAY is the bridge that connects the Mumbaikar to his city and everything that defines the city. The “More Mumbai – More You” tag, reflects the paper’s attempt to cover every aspect of a Mumbaikar’s life and create a great reader experience that is delivered in a very aesthetic manner. At the same time, MiD DAY seeks to reclaim the boldness, the fearlessness, the irreverence, the edginess that has always been definitively MiD DAY.”

Adds Joshi “MiD DAY is “Made in Mumbai”. It has been forged by the same spirit that makes Mumbai. It is like Mumbai – authentic, on the move, positive, upbeat and real. In essence, the brand is the true alter ego of the city.”

The city is home to people from across India – and all of them over a period of time have imbibed the Mumbaikar spirit. The city itself is a vital pivot to some of the cultures that define India – it’s the financial capital of the country, it’s the film and TV entertainment hub of the country, has produced some of the most enduring sporting icons of the modern era, and as a city, is steeped in history. The publication believes that the city itself generates enough news for the rest of the country to feed on, but what the city itself wants, is to know itself – and it is this demand that is fulfilled by MiD DAY.

“The paper is the bridge that connects the Mumbaikar to his city and everything that defines the city. The product is aimed at the reader who is the quintessential professional, working hard and looking at ways and means of securing a good life for his family. MiD DAY is his entertaining and informative break,” says Joshi.
The all new MiD DAY will be available on stands starting today.

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