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Mumbai Mirror
The Mumbai Mirror is an Indian English-language newspaper published in Mumbai, Maharashtra. Launched in 2005 as a compact daily newspaper, its coverage focused on city specific local news and civic issues concerning education, healthcare and municipal administration. The founding editor of the paper was Meenal Baghel who is credited for developing an aggressive public service oriented editorial outlook for the paper that it had till its downsizing in 2020. In 2017, it had a readership of over 1.8 million which made it the fifth most widely read English language newspaper in the country.
The newspaper is owned by The Times Group, the publisher of The Times of India. It was launched as part of a ringfencing tactic against competitors in the city of Mumbai. The paper's growth in circulation and positive editorial reception inspired the creation of other city specific newspapers such as the Bangalore Mirror, Pune Mirror and Ahmedabad Mirror.
In 2020, it was bundled with the other Mirror newspapers under a subsidiary called the Metropolitan Media Company, downsized and converted into a weekly newspaper. The head office of the newspaper was moved into the office of the Bangalore Mirror whose editor took over the paper. The paper had the largest readership among tabloid format newspapers in the city before its downsizing.
The Times of India had a market dominance in Mumbai for over a century, being known as the "Old Lady of Boribunder" in the city. In 2005, two rival newspapers were expected to be launched which threatened its market share. Dainik Bhaskar and the Zee Group had formed a joint venture to launch the Mumbai-based Daily News & Analysis, while the Hindustan Times which had primarily been a north Indian newspaper had announced the launch of its Mumbai edition. The Times Group was faced with large scale poaching including those of experienced journalists as well as sales and marketing executives. The economy was experiencing a boom and the two new entrants in the Mumbai market offered lucrative jobs to otherwise underpaid journalists.
The Times Group held routine consultations and deliberations over the threat posed to it. The board eventually approved the decision to launch a new newspaper, the Mumbai Mirror as a ringfencing tactic against the competition. The new newspaper would further reduce the advertisement revenue prospects for the new entrants. It was printed in the tabloid format and was launched quickly. The executives were aware of the potential of the paper cannibalising the market share of its parent but disregarded it. The company had adopted a similar tactic in 1989 when it launched The Independent to compete with the Indian Post, a newspaper founded by Vijaypat Singhania. Indian Post collapsed within a few years and The Independent was shut down with the company stating that it was unprofitable.
The Mumbai Mirror was launched on 25 May 2005 with a grand ceremony at the Gateway of India, which saw the attendance of the Bollywood star Abhishek Bachchan and the chief minister Vilasrao Deshmukh. The launch occurred before the other newspapers could be launched.
The Mumbai Mirror started as a free daily supplement alongside The Times of India. 200,000 copies were distributed on its inaugural print which gave it the second largest circulation in Mumbai after The Times of India itself. Marketed as a compact newspaper, the paper initially did not have catchy headlines but neither was it considered upmarket enough. It suffered as a result with the Mid-Day leading the tabloid circulation in the city. Meenal Baghel was the founding editor of the newspaper. The paper slowly developed a reputation for aggressive public service journalism under her. The circulation figures continued to grow in the following years, in spite of the competition. The success of the paper in terms of editorial and circulation inspired the launch of similar editions in other cities such as the Bangalore Mirror, Pune Mirror and Ahmedabad Mirror.
The newspaper suffered losses in its first three year. The competition was intense and all the leading newspapers were in losses but through it, The Times of India managed to retain its position as the paper with the highest circulation. Over the years the strategy employed by The Times Group was successful in outmaneuvering its competition, the joint venture for the Daily News & Analysis was abandoned and the Hindustan Times continued to remain in losses in the city as of 2020. The net valuation of the Mumbai Mirror in 2011 was at ₹200 crore (equivalent to ₹412 crore or US$49 million in 2023). It was circulated alongside The Times of India at a composite rate. The newspaper was sold at ₹3 as a standalone and at ₹7 alongside its parent broadsheet, The Times of India.
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Mumbai Mirror
The Mumbai Mirror is an Indian English-language newspaper published in Mumbai, Maharashtra. Launched in 2005 as a compact daily newspaper, its coverage focused on city specific local news and civic issues concerning education, healthcare and municipal administration. The founding editor of the paper was Meenal Baghel who is credited for developing an aggressive public service oriented editorial outlook for the paper that it had till its downsizing in 2020. In 2017, it had a readership of over 1.8 million which made it the fifth most widely read English language newspaper in the country.
The newspaper is owned by The Times Group, the publisher of The Times of India. It was launched as part of a ringfencing tactic against competitors in the city of Mumbai. The paper's growth in circulation and positive editorial reception inspired the creation of other city specific newspapers such as the Bangalore Mirror, Pune Mirror and Ahmedabad Mirror.
In 2020, it was bundled with the other Mirror newspapers under a subsidiary called the Metropolitan Media Company, downsized and converted into a weekly newspaper. The head office of the newspaper was moved into the office of the Bangalore Mirror whose editor took over the paper. The paper had the largest readership among tabloid format newspapers in the city before its downsizing.
The Times of India had a market dominance in Mumbai for over a century, being known as the "Old Lady of Boribunder" in the city. In 2005, two rival newspapers were expected to be launched which threatened its market share. Dainik Bhaskar and the Zee Group had formed a joint venture to launch the Mumbai-based Daily News & Analysis, while the Hindustan Times which had primarily been a north Indian newspaper had announced the launch of its Mumbai edition. The Times Group was faced with large scale poaching including those of experienced journalists as well as sales and marketing executives. The economy was experiencing a boom and the two new entrants in the Mumbai market offered lucrative jobs to otherwise underpaid journalists.
The Times Group held routine consultations and deliberations over the threat posed to it. The board eventually approved the decision to launch a new newspaper, the Mumbai Mirror as a ringfencing tactic against the competition. The new newspaper would further reduce the advertisement revenue prospects for the new entrants. It was printed in the tabloid format and was launched quickly. The executives were aware of the potential of the paper cannibalising the market share of its parent but disregarded it. The company had adopted a similar tactic in 1989 when it launched The Independent to compete with the Indian Post, a newspaper founded by Vijaypat Singhania. Indian Post collapsed within a few years and The Independent was shut down with the company stating that it was unprofitable.
The Mumbai Mirror was launched on 25 May 2005 with a grand ceremony at the Gateway of India, which saw the attendance of the Bollywood star Abhishek Bachchan and the chief minister Vilasrao Deshmukh. The launch occurred before the other newspapers could be launched.
The Mumbai Mirror started as a free daily supplement alongside The Times of India. 200,000 copies were distributed on its inaugural print which gave it the second largest circulation in Mumbai after The Times of India itself. Marketed as a compact newspaper, the paper initially did not have catchy headlines but neither was it considered upmarket enough. It suffered as a result with the Mid-Day leading the tabloid circulation in the city. Meenal Baghel was the founding editor of the newspaper. The paper slowly developed a reputation for aggressive public service journalism under her. The circulation figures continued to grow in the following years, in spite of the competition. The success of the paper in terms of editorial and circulation inspired the launch of similar editions in other cities such as the Bangalore Mirror, Pune Mirror and Ahmedabad Mirror.
The newspaper suffered losses in its first three year. The competition was intense and all the leading newspapers were in losses but through it, The Times of India managed to retain its position as the paper with the highest circulation. Over the years the strategy employed by The Times Group was successful in outmaneuvering its competition, the joint venture for the Daily News & Analysis was abandoned and the Hindustan Times continued to remain in losses in the city as of 2020. The net valuation of the Mumbai Mirror in 2011 was at ₹200 crore (equivalent to ₹412 crore or US$49 million in 2023). It was circulated alongside The Times of India at a composite rate. The newspaper was sold at ₹3 as a standalone and at ₹7 alongside its parent broadsheet, The Times of India.