Pune Mid-Day turns one; YUMPI readership fuels growth

Leading afternooner Mid-Day has completed the first anniversary of its Pune edition. In Pune, the publication adopted its focussed, micro-distribution strategy to engage Young Urban Mobile Professionals (YUMPI), whereby it distributed the newspaper only in key seven upscale and commercial areas that has the paper’s desired core Sec A & B audiences.

Through this unique approach , the afternooner claims to have secured a readership of over 100,000 in Pune that reach YUMPI audiences in areas like Camp, Aundh, Kalyani Nagar, Koregaon Park, Deccan, Hinjiwadi and Magarpatta. The cosmopolitan nature of these areas, combined with higher disposable incomes, ensure a broadminded audience with spending power.

As a result of this distribution strategy, Pune Mid-Day has been able to attract YUMPI brands like TAG, Omega, Canon, Le Meridien, Sun & Sand, Pride, O-Hotels, Bajaj, Foto Fast Express, Symbiosis, MCES, NECC, and Venky’s, among others, as regular advertisers in the paper.

Manajit Ghoshal, Managing Director & CEO, Mid-Day Infomedia, said, “Mid-Day is 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.”

Sabina Sanghvi, Publisher, Pune edition of Mid-Day, said, “We established a clear-cut strategy prior to the launch of the Pune edition, where we set out to achieve 25,000 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 six readers per copy.”

She further said, “What has worked best for Pune Mid-Day is the innovative sales strategy adopted. In the entire country, Pune is the only team that sells print and radio as a package deal. There is just one head and one sales team for both the 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.”