The afternoon tabloid Mid-Day has rebranded its Saturday issue in Mumbai as ‘Mid-Day on Saturday’. The Saturday issue will be available a little earlier in the day for a cover price of Rs 4 (previously it cost Rs 3) and will focus on features.
The first revamped issue was out on March 7.
Manajit Ghoshal, CEO, Mid-Day Infomedia, said that the revamped Mid-Day will have a magazine-like feel. He explained, “The Saturday issue of Mid-Day will be more of a guide for the YUMPI (young urban mobile professionals of India) readers for the weekend and the week ahead. Besides the usual comics, crosswords, interviews and the best of news and sports pages, Mid-Day will have a guide on films and TV, night life, food and drink, music, dance, theatre, shopping and discounts, weekend getaways, books and poetry.”
Mid-Day used to bring out two issues on Saturdays: one in the morning and the other in the afternoon. Now, there will only be one issue. Ghoshal added that rescheduling the delivery time from the afternoon to the morning will help the readers to plan their weekend early.
The repackaging also has benefits in terms of advertising. As Ghoshal explained, “The repackaging opens up new advertising avenues for us, such as malls, holiday destinations, travel and tourism.”
According to him, Mid-Day sells about 2.2 lakh copies on Saturday and about 1.85 lakh copies on Sunday in Mumbai. On weekdays, it has a claimed circulation of 2.5 lakh in the city.