“We want to launch with a circulation of 70,000 copies and not 5,00,000 in places such as Hyderabad and Pune. These markets won't support such high circulation figures because there are established players there,” said Manajit Ghoshal, Mid-Day's chief financial officer, according to afaqs!.

The media group is also using YUMPI (young urban mobile professionals of India) as a criteria on where to branch out, Ghoshal said. New markets must have a large YUMPI audience, as well as English-language readers and the economic potential of the city, afaqs! reported.

Mid-Day is also focusing on its Web site, planning to make it a one-stop shop for local and entertainment news, and will soon have features particular to local news in each city it covers. The company has also linked with YouTube and Daily Motion to upload videos on its site.

“We want to position Mid-Day at every touch point in a YUMPI’s life,” Ghoshal told afaqs!. “As he steps out of home for work, there will be a Mid-Day news segment on the radio, briefing him on all the happenings in the city in the morning, the news Web site (updates and teasers) at work, the tabloid in the afternoon, alerts throughout the day and a WAP site on mobile and television when back home.”