Mid-Day scraps morning edition in Mumbai

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Mid-Day has decided to do away with its morning edition in Mumbai from February 2. This has been done to further strengthen the tabloid’s afternoon edition and focus on its target audience, which consists in the main of young urban mobile professionals of India.

Mid-Day is also published from Delhi, Bengaluru and Pune, but Mumbai is the only city where it has two daily editions.

The morning edition in Mumbai was started three years ago, reckoning it to be convenient and logistically more feasible for Mid-Day Multimedia Ltd, its publisher. This was also considered to be a reactionary step to combat Mumbai Mirror – a morning tabloid launched by the Times Group.

The tabloid will now focus all its resources on the afternoon edition of Mid-Day in Mumbai, which will be supported by constant updates of the web product and a new free SMS news service between 9 am and 7 pm.

It is claimed that Mid-Day’s morning edition has a circulation of around 50,000 copies in Mumbai, which will now be redirected to the afternoon offering. The afternooner commands a circulation of two lakh copies in Mumbai.