While the entire world is grappling with the coronavirus pandemic, getting newspapers at home has also become one of the biggest concerns. In order to ensure readers get their daily dose of credible information and updates, mid-day in Mumbai rose to the challenge and overnight ramped up alternative modes like e-paper, newspaper PDF, Whatsapp, etcetera. mid-day, Gujarati mid-day, and Inquilab have been successfully sharing news every day with 10 million readers across the country throughout the lockdown.
In addition to their existing reader database, mid-day and Gujarati mid-day partnered with 40+ brands like Axis bank, Paytm, MyGate, Hyundai, BMW, Carnival Cinemas and others to share city news with their respective customer database in a digital format and on their phones.
As a consequence mid-day.com has witnessed a huge surge in traffic and consumption of content, post the lockdown was announced. If we compare the week before lockdown to the last week, there has been a whopping 95% growth in Pageviews and 25% more users visiting the website.
The engagement rate that is the time spent on the website by a user like pages per session has grown by 58% and a 16% growth in session duration was seen (Source: Google Analytics). It has been observed that readers are not just reading news related to COVID-19 but also entertainment and lifestyle related updates.
Rachna Kanwar, COO, Digital Media, Jagran Prakashan Limited, said, “We are glad that we could reach out to a wider audience across the city and beyond Mumbai, through our e-paper, PDF’s, email, Whatsapp. The Midday group across all its 3 publications has a Total Readership as per IRS 2019 of approx. 22 lacs.
“With this initiative, we were able to reach 5 times that number and I would like to thank all brands that have partnered with us to spread credible, reliable news to their database amidst these tough times. Also, the surge in the numbers of our website visits and engagement rate, ratify that there is definitely trust associated with mid-day. We are certain that Mid-day has and will continue to be the voice of Mumbai.”
Through the day, readers can stay up to speed with developments on mid-day’s site and social media handles, and tune in to Radio City, where the newsroom’s seasoned team of reporters and editors share real-time information. mid-day stays committed to bringing its readers, unbiased, comprehensive, and latest news on Mumbai. Because if it’s happening in Mumbai, it is in mid-day #madeinmumbai.