Mid Day completes one year in Pune

The afternoon tabloid Mid Day is celebrating its first anniversary in Pune. Using the micro-distribution strategy, it has secured a readership of 1 lakh comprising its target audience of the young urban mobile professionals across India, or 'Yumpies'.

In the city the newspaper is distributed only in key seven up scale and commercial areas with its desired audiences. The seven areas are: Camp, Aundh, Kalyani Nagar, Koregaon Park, Deccan and the two IT Parks of Hinjiwadi and Magarpatta.

The cosmopolitan nature of these areas combined with higher disposable incomes ensure a broad minded audience with spending power, said a press release from the company.

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, the release said.

Due to its focus on the Yumpies, Pune Mid Day has attracted '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. 

Sabina Sanghvi, publisher, Pune Mid Day, said, ''We established a clear-cut strategy prior to the launch of Pune edition, where we set out to achieve 25,000 copies as circulation amongst Yumpies 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 six readers per copy.''