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New mid-day: Made in Mumbai, For You

The trouble with journalists is that they are like Oliver Twist in the Charles Dickens novel they always want some more in newspapers. More stories, more photographs, more pages.

But just like good politics is bad economics, more pages mean a serious hit on the bottomline. Given the rupee’s precarious condition, and given that international newsprint prices give publishers sleepless nights, how exactly does a newspaper serve its readers without economics getting in the way?

One way to resolve this conundrum is to let money win: give a thin newspaper, with fewer stories, fewer pictures, and less analysis. Or, there is the mid-day way; Reader First. A minimum of 56 pages every day. If there are more adverts, we will bump that number up to 64 so you get your money’s worth.

Today, admittedly, this newspaper embarks on a courageous new journey, with possibly its biggest leap of evolution in a decade. We have a spanking new masthead that is young, trendy, and international. We have a brand new tagline: Made in Mumbai.

Our commitment to top-class investigative city journalism will never waver. We will expose those who hurt our city, no matter who they are, and we will continue to invest in hard-hitting, meaningful journalism. And have fun along the way, of course.

We have doubled the number of pages in Hitlist, easily the city’s most newsy and entertaining films section. We have more pages in The Guide, your go-to section for the best that the city has to offer in terms of events, food, culture and everything in between.

We are proud to introduce The Sunshine Page, a digest of stories that will uplift your spirits. Since we are constantly ambushed by all that is wrong with the world, in mid-day, we will turn to what is right with stories that will restore our faith in humanity.

Just as we celebrate mankind, we also take a lighthearted dig at it with the It’s a Mad World page. Then, there is Tech Appeal, where you are introduced to the latest from the world of gadgets.

If you are an old-time reader of mid-day, you may remember the wholesome fun we all had reading the diary page, with a different outlook each day. We have reintroduced that immensely popular page, starting with Thursday Theme today.

It will appear on Page 4 every day (watch out for Friday Frolics tomorrow). Malavika Sangghvi, the chronicler of all things South Mumbai, will continue to amaze us with her inside stories. Malavika’s Mumbai appears on Page 8 every day.

Pradyuman Maheshwari, who has been following the media for over two decades, will pen a daily column, Noose Night, on what happened on television news channels yesterday.

It will be fun, but it will also be hard-hitting. Prakash Kothari, India’s foremost sexologist, will be your daily counsellor on all things between the sheets. Watch out for Sex On Your Mind every day along with the Crossword pages.

Our phenomenal Sports section will continue to have more visuals, more graphics, more analyses, and more numbers than any other paper.

The Edit Page is where we will consume some brain fodder. And yes, we have four pages of Comics, Crosswords, Astrology and Puzzles. There will never be a dull moment in the paper, for sure.

We hope you enjoy the ride.

Sachin Kalbag
Executive Editor

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