MiD DAY India’s leading afternooner, completed the first anniversary of its latest edition in Pune. MiD DAY adopted its focussed; micro-distribution strategy to engage Young Urban Mobile Professionals whereby it distributed the newspaper only in key 7 upscale and commercial areas that has the paper’s desired core Sec A & B audiences.
MiD DAY, a pro-innovation organisation, through this unique approach has managed to secure a readership of over 1,00,000 in Pune that reach YUMPI audiences in 7 upscale and commercial areas such as Camp, Aundh, Kalyani Nagar, Koregaon Park, Deccan and 2 IT Parks of Hinjiwadi and Magarpatta.
The cosmopolitan nature of these areas combined with higher disposable incomes; ensure a broadminded audience with spending power. In addition, most individuals residing in these areas were familiar with Mumbai, which is MiD DAY’s flagship market, and thus related in accepting the brand very well.
As a result of this distribution strategy, Pune MiD DAY has done phenomenally well in terms of attracting YUMPI brands like TAG, OMEGA, Canon, Le Meridian, Sun & Sand, Pride, O-Hotels, Bajaj, Foto Fast Express, Symbiosis, MCES, NECC, Venky’s and many others as regular advertisers in the paper.
Says Hormuz Pundole, owner of C T PUNDOLE & SONS, “Pune MiD-DAY is very cost effective medium to advertise, especially section of society we are targeting for our niche branded watches. Our presence is in this daily is right from the day one, in fact we had front page on the day of Pune launch. Our impact covers in MiD-DAY has created awareness among Punites about branded watches & has helped us also to increase footfalls at the stores.”
Adds Anil Jethmalani, Director – Foto Fast Express, “It was the combination media buy of MiD Day & Radio One. MiD Day as advertising media has helped us to increase footfall in specific areas like Camp, Kondhwa, Kalyani Nagar & helped us to reaches to our target clients.”
States Ravi Saigaonkar – Meenat Advertising, “MiD Day gives various options to suit advertiser’s budget. I believe that Pune has started accepting this tabloid as their afternoon daily and it is available in every corner where English readers are more.”
Says Sabina Sanghvi, Publisher Pune MiD DAY, “We established a clear-cut strategy prior to the launch of Pune edition, where we set out to achieve 25000 copies as circulation amongst YUMPIs in key working areas of Pune. It is these areas that deliver the right audience with great spending capacity and also deliver higher readership for our brand. In corporate houses the readership per copy goes to as high as 6 readers per copy.”
She adds, “What has worked best for Pune MiD DAY, is the innovative sales strategy adopted. In all of India, Pune is the only 1 team that sells Print + Radio as a package deal. There is just one head and one sales team for both mediums. It is this approach that has helped both brands to convert clients and deliver well. This innovative practice has helped both the brands to penetrate the market more effectively.”
Adds Manajit Ghoshal, Managing Director & CEO, MiD DAY Infomedia, “MiD DAY, today, is the urban India’s favourite afternoon pick-me-up newspaper. A growing, loyal readership combined with a clear marketing and distribution strategy, has resulted in creating a profitable niche for the newspaper in the Pune market. It certainly has helped the brand to deliver the desired audience to our advertiser base there and clearly marks our success story in this region”