MiD DAY's Mumbai edition dons a new look

For starters the newspaper's reporting has become more aggressive keeping in mind the fact that today's reader are more aware; are more active than ever, and have more avenues to express their opinion.

Today the tabloid will take one more step towards engaging its readers ; with a new design and a convenient new structure of the newspaper to give readers more to read and more food for thought.

Firstly, Mid Day has increased the number of pages ' from 48 to 64. Of which 15 pages will be devoted to City news. The tabloid has reintroduced the Editorial page where it will have some of India's best columnists across sectors ' politics, civic issues, national affairs, internal security, foreign policy, sports, fashion and even humour ' writing.

Henceforth the newspaper will be divided into two sections. Section 1 will be News, Opinion and Sports. Section 2 is all about entertainment and the city which includes films, television, a comprehensive city events and food guide, and lifestyle features. The entire Section 2 will be called HitList.

Interestingly, apart from the main cover page, Sports and HitList will also have individual cover pages to pique reader's interest, and to differentiate from the crowd.

Manajit Ghoshal, MD & CEO, Mid Day, tells Adgully, "We spoke to our readers over a span of few months and from the feedback we gathered that they wanted lesser ads and more of information. So after much delegation we came out with our new layout which is so clean and well segmented."

He adds that with the new layout the newspaper is only trying keep its promise of unbiased and detailed information to its readers.

With the new layout advertisers, too, will find that their ads are easy to find, and are not lost in the clutter. Classified and Film advertising will now have their own dedicated pages towards the end of Section 2 to clearly demarcate them from the rest.

Moreover Ghoshal adds that as the two Sections- Sports and HitList with their own cover pages, the advertisers will get better avenues to place their ads. "We have clearly created a demarcation and created two brands through our section Sports and HitList, advertisers now will find it convenient to place their ads and reach their appropriate target audience," he adds.

The new design and the new structure will have only one aim ' to make news and information that is relevant to the readers available in the simplest, most accessible manner.

Ghoshal adds that after gauging the response from the Mumbai edition the Group will look at making layout changes across other editions too. | By Prabha Hegde [prabha(at)adgully.com]