Mid Day Turns YUMPI

Just when I was wondering...Can journalism get any murkier?........The news came along today.....

Recently, Mid Day organised an orientation seminar for its employees .... and expectedly... the presentation was given by a representative from The Times Group. All the reporters, editors.... were directed to focus all their news gathering and editing abilities on getting "YUMPI" news features.. i.e., Young Urban Mobile Professionals across India. This is their target audience...i.e., probably... the ones with the highest level of disposable income.

When one of the reporters enquired whether all stories had to be focussed around this one concept... the answer was... Yes! Tailor all your stories to fit into this segment... only 200 word stories.

What if the story isn’t based on this perspective.... then either reshape it to fit into this slot or... dump it, simple!

You might say.... this is simply a good marketing strategy by a business house... after all they are running a business.... I agree... In fact, it actually is a shrewd marketing strategy.. but the only thing that pains me is that..... why ... why... why all this in the name of Journalism?

A senior Journalist has aptly described what TOI (and now MID DAY) are doing ... as "sheer prostitution of Journalism" ................. and its a sad moment for all present and future Journalists.

Dare I say "Journalism is dead...... Long live PR (Journalism)"?