Will an afternoon newspaper succeed in Bangalore, as it has in Mumbai? I think it will be a toughie, though, there are possibilities either way. I picked up a copy recently and it brought about some nostalgia from my earlier Bombay days, but I haven't picked up a copy after that, primarily because it is not accessible and its been a while since I read a newspaper in the day after flipping through the morning one.
Here are my thoughts...
- Culture - the IT culture is a youth culture, so Mid-days irreverent reporting would help it pick up, but entry into the tech campuses, mostly wired and internet driven will be tough.
- Work environment - Mumbai has a significant set of industries that after the early morning hyperactivity cool off at noon (financial sector). Here, that doesnt exist. Here you are either slogging or totally at leisure - I exaggerate, but am pretty close there.
- Coffee houses, colleges - surely drivers and they exist in ample numbers here
- Public transport with enough room - Pretty bad in Bangalore, so that would be tough, but private transport networks of companies can be a good idea if Mid-day can get a distribution channel opened through them. Crosswords, Sudoku are popular here and given the traffic, have a lot of potential.
- Enough point of sale places - Unlike Bombay, except for traffic signals (and traffic jams) much of the other intrastructure is absent or has to be created differently in Bangalore. No railway stations or a thousand paper shops, so newspapers will have to create kiosks.