Mid Day Launches Morning Edition

Starting this Saturday, March 7, 2009, MiD DAY, will delight its YUMPI readers, by arriving in a revamped avatar to help them effectively plan their weekends. Rebranded as MiD DAY on Saturday, the newspaper, the newspaper will arrive in the morning rather than afternoon, and have a magazine-like feel, with a strong focus on what’s local, hot and happening in the city.

Readers of MiD DAY on Saturday can look forward to The Guide, a comprehensive 14-page weekend planner that tells them which pub is hosting a head-banging live music night, whether Friday’s Bollywood release is worth their multiplex ticket, and if warm beer and a weak menu make the city’s latest restaurant deserve one tight slap. Spanning films and TV, night life, food and drink, music, dance, theatre, shopping and discounts, weekend getaways, books and poetry, The Guide sifts trash from treasure to make sure you don’t waste another weekend. MiD DAY on Saturday will also feature staples like comics, and crosswords along with feisty interviews and the best news and sports pages this city can boast of, to ensure YUMPIs soak into the MiD DAY experience, across the weekend.

Says Manajit Ghoshal, CEO, MiD DAY Infomedia Limited, “MiD DAY on Saturday and Sunday MiD DAY are weekend products, distinct in their identities from the weekly MiD DAY. They are consumed differently by YUMPIs, serving as their guide to planning their weekend, when they take a break. By shifting to a magazine format and to the morning hour, MiD DAY addresses their needs for entertaining yet value adding information even more effectively.”

Says Shishir Joshi, Group Editorial Director, MiD DAY Multimedia Limited, “MiD DAY serves a young, urban audience that works hard during the week and parties harder during their weekends. As a newspaper with a really great grasp on the pulse of everything that is locally hot and happening, MiD DAY on Saturday is the perfect guide for the YUMPI’s weekend out in the city, no matter what the pursuit – night outs, movies, getaways or shopping.”

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