The Bombay tabloid Mid-Day has made three attempts to break into Bangalore. The first was in the early 1980s under the redoubtable Khalid A.H. Ansari, and the second in the late 1980s under his sons Tarique and Sharique Ansari, when the Bangalore editions of Sunday Mid-Day rolled out. Both those attempts came quickly unstuck.
The third entry came in 2006, when the group launched a daily edition, hoping as all groups do to tap into the “high-earning, big-spending IT crowd” that only media managers can spot. The third entry also coincided with the paper’s full entry into Delhi. Now, both editions are being shut down by the news owners, Dainik Jagran, effective tomorrow.
Below is the full text of the email received by employees from group CEO Manajit Ghoshal at 5.13 pm, and it is remarkable for how lightly it treats the lives of dozens of ordinary journalists and other staffers at short notice, while dishing out the boilerplate managerial bullshit about “corporate scenario”.
It’s with a heavy heart that I have to announce the closure of Mid-Day Delhi and Mid-Day Bangalore editions. Tomorrow’s issue will be the last issue for both the editions. This has been necessitated by the prolonged losses we had to incur on these editions.
The idea behind starting these editions was to establish these brands in these cities and make a difference in the lives of the citizens there. We had begun well and were appreciated for the quality of product we put out. However, in a corporate scenario the books need to be balanced.
Due to the ever increasing competition in the print media space, the funds required for breakeven in these cities kept escalating. Finally, we had to take this call. We will however, continue to maintain a news bureau in Delhi and our sales offices in Bangalore and Delhi.
But, every dark cloud has a silver lining. The silver lining in this is that Mumbai Mid-Day now will have the strength to soar to greater heights. By cutting our losses in Delhi and Bangalore editions, we will be able to bolster our circulation in Mumbai.
Apart from the plan to channel these investments, Jagran group (our parent company) will invest a large sum in boosting Mid-Day’s circulation in Mumbai. This will give our sales guys across the country to pitch Mumbai Mid-Day to clients and agencies in a new light.
We need to now concentrate on building brand Mid-Day in Mumbai and monetizing Mumbai Mid-Day’s large increase in circulation and in this our sales colleagues in Delhi, Bangalore and Pune will have to play a significant part.
Gujrati Mid-Day and Inquilab continue to go from strength to strength. We are increasing the circulation of GMD at a brisk pace and will continue to do so. Inquilab has flourished in the north and we now have 14 editions in all and are far ahead of any competition in the Urdu space.
Mid-Day Pune is an extension of Mid-Day Mumbai just as the Pune city is an extension of Mumbai. Mid-Day Pune will continue to run at an ever increasing pace and we will be monitoring the Pune media market keenly to spot opportunities to improve the circulation of Midday Pune.
We will continue to invest aggressively in our digital properties as we believe that this is a medium whose time has come.
5th December, 2011 is an important day in the history of Mid-Day. Today, we will have to halt and think. Think about many of our colleagues who will have to move on.
It’s a testing time for them as it is for us. Right now it might look dark but I am sure both of us will come out of this with flying colours. We wish them all the best in their future endeavors. We also need to think about the added responsibilities for all of us who remain in this great organization and who have to carry its legacy forward. Let’s begin this phase of our journey with renewed vigour and conviction.
In conclusion, I can only say that all dreams may not fructify but that will only encourage us to try harder and bring us closer, marching forward with a vision which only we can realise. We strive for continuity and absolutes but are reminded time and again that change is the only constant.
In this time of great pain and heavy responsibility, I am sure God will give us the tenacity to walk on—and then to break into a run—and once again soar to live our destiny.