Abhijit Majumder, executive editor, MID DAY, India, detailed how MID DAY's use of cross-media increased readership and revenue through print, online, radio and mobile media.
He said that they came to the realization that there’s no way they could outdo television and they needed to find other ways to increase readership.
“For us, we don’t want to be a guide to every local event or do breaking news fastest. Others already do that,” he said. “In-depth analysis is not our selling point.”
Now, MID DAY targets young readers that are digitally savvy. Majumder said lots of brands are trying to reach these people before and after work, but with the use of cross-media, they're working to reach them during the “virgin zone” in the midst of their busy work.
Majumder also said that it is very important to understand what people come to you for and what you can give.
Since MID Day started its digital transformation a year ago, their web traffic has nearly doubled to 10 million webpage views per month. Their revenue has increased as well, he said.
