Express, Mid-Day unveil ad alliance for Mumbai

Marking the first time two major newspaper houses in the same city have combined their readership for the benefit of advertisers, The Indian...

Marking the first time two major newspaper houses in the same city have combined their readership for the benefit of advertisers, The Indian Express Group and the Mid-Day Group on Thursday announced a strategic advertising rate alliance for the Mumbai market.

The collaboration comes soon after The Indian Express Group bought a 10 per cent stake in Mid-Day Multimedia Ltd for Rs 25.54 crore. The two newspapers have a combined readership of roughly 20 lakh in Mumbai.

To begin with, the advertising rate alliance will be offered across a few selected categories. More categories will be added to this list over the next few months, according to a joint release.

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Mid-Day Managing Director Tariq Ansari said, ‘‘Advertisers will now have access to two million readers in Mumbai on a single advertisement rate.’’

N.P. Singh, Director, Marketing, The Indian Express, added that the alliance will provide a real alternative to advertisers in the largest advertising market of the country, Mumbai.

The coming together of Mid-Day and The Indian Express will provide another alternative to advertisers.

Future areas of cooperation between the two companies are being detailed and will be announced shortly, according to the release.