Starting February 27, the Jagran Group launched a refreshed version of the MiD DAY, an English language afternoon paper from Mumbai. It has given the afternoon paper a new positioning, 'MiD DAY - Made in Mumbai'.
Some of the changes are reflected in the masthead, presentation and content. The compact logo has been expanded for bolder appeal. The group has re-engineered the content strategy to put its core focus on Mumbai city, sports and entertainment.
The paper is now divided into four broad sections other than the front page - Hitlist, Guide, Sports and Classified. All stories have a short introduction and bullet points to highlight key elements.
Each page will have one lead story and several short stories in a column called the Browser that carries four-five short briefs on other stories. Factoids or quotes on the top of every page will add to reader interest and increase density of news.
An all new addition is the 'Sunshine Page' that focuses on positive stories of human goodness and fights against adversity.
Other changes include smoother navigation and readability. The group has increased the font size of the news in the paper to ease the reading experience of those who enjoy browsing through the paper during their commute to or from office. Spacing between lines has been increased to give the page a cleaner look and create a seamless, fluid environment through the different sections.
The visual look of the paper has been significantly improved and many stories are now pictorial. More graphics have been added for better storytelling, and the different sections have been given covers - creating different environments within the paper.
The new version is also stapled, as against different sections being bundled randomly in the earlier format. Each of the section covers are designed to give an almost magazine like experience with a lead story and the inside story index on the cover page.
Vikas Joshi, MD and CEO, MiD DAY Infomedia, says, "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. 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.