Mid-Day, the tabloid for young urban mobile professionals (YUMPIs), has introduced a new section, Brief to Brand, which will appear every Friday starting January 9.
The section will offer a round-up of marketing and advertising industry and reports on the people behind the brands and the process they follow.
The tabloid has been focusing on delivering content that engages its YUMPI audience, and Brief to Brand aims to throw the spotlight on one such area of tremendous interest to its readers.
The section will also profile a YUMPI personality, who talks about the brands he has created, built or helped grow. It will also showcase memorable campaigns and brands that influenced him and also a Brand Story featuring a topical campaign or brand that has been launched or revamped that week.
Shishir Joshi, group editorial director, Mid-Day Multimedia, says, “Mid-Day reaches out to YUMPIs in the middle of the day to a particular segment as a multi-city, multimedia brand. We believe that Brief to Brand is an ideal platform to reach the young professionals in the advertising and marketing community as an add-on to our regular news and feature stories.”
Brief to Brand has a segment titled News Briefs, which will offer short reports on agency activities, awards, account movements and so on. While Job Hop will provide updates on job opportunities in this niche space.