Mid-Day launches morninger at Re 1

The Mid-Day group on Sunday launched The Morning Quick, a new morning newspaper, priced at Re 1.

This is, however, an invitation price and will be hiked to Rs 2 later.

To start with, all advertisers in the main edition of Mid-Day are getting a "free ride" in the new paper.

 "The Morning Quick is about news you need to know, while Mid-Day is about news you want to know," the company said in a release.

 "The Morning Quick hopes to take readers away from existing morning dailies and also build a new franchise among younger readers and language newspaper readers," the release said.

Last month, Mid-Day had a pilot run of the morning paper for about a week.

The launch of a morninger from the Mid-Day group takes place at a time when the market is ripe with rumours that The Times Of India is readying itself to launch with a new morning paper titled Bombay Times Plus.

Priced at Re 1, this is expected to be a 16-page broadsheet to be distributed along with Navbharat Times and Maharashtra Times.

As and when the paper is launched, the proposed city-centric morning daily would compete with Mid Day.