MiD DAY has decided to end its morning edition in Mumbai in order to concentrate on its core target audience, Young Urban Mobile Professionals across India (YUMPIs) through the afternoon edition.
Following this, there will be constant updates on www.mid-day.com and a new free SMS news service between 9 am and 7 pm. MiD DAY also aims to further align its mediums i.e. print, dotcom and mobile.
Commenting on the move, Manajit Ghoshal (pictured), CEO, MiD DAY Infomedia said, "We are focusing on the YUMPIs through the newspaper in the middle of the day. We are positioning it as an entertaining news break. All our other editions are afternoon editions and they are working successfully. In Mumbai, we kept the morning edition till now due to legacy issues but now we will stop it."
He adds, "Being an afternooner gives us a unique advantage. At this time of the day, the YUMPI is looking to take time out, and be entertained. He is much more receptive to brand messages. Also the time of the day adds greatly to the proximity effect, that is, closer to the buyer's purchase-making decision, which ultimately benefits the advertiser."