Mid-Day has been ranked at the top the medium-sized newspapers with a daily circulation between 100,000 and 250,000 copies, also known as Category B, at the IFRA XMA Cross Media Awards 2008 competition.
Publishers from 27 countries had entered 66 different projects for the awards, which aim to present the best examples of combining different print and digital channels that bring the advertisers' messages across in a focused and structured way.
Mid-Day won the first place for its Bollywood lunch contest concept, in which readers can win a lunch date with a Bollywood star.
The contest has not only become a great revenue source for Mid-Day, today film producers get involved with the initiative as sponsors. Moreover, it has contributed in creating unforgettable 'fun' memories for its audience.
Acording Robert Cauthorn, who was on the jury, ''A wonderful and creative project - this reaches outside the media itself to participate in society and that makes all the difference in the world.''
This project is based on a proper long-term strategy, targeting a clearly defined audience and offering a highly emotional brand platform," said Michael Heipel, IFRA director of exhibitions and sales
IFRA is the worldwide research and service organisation for the news publishing industry.
The focus of this year's international media prize was on cross-media advertising projects that best featured the messages of commercial customers.
Jochen Dieckow, IFRA research manager and member of the jury, said, ''Some media houses are able to not just 'play one instrument', but manage a whole 'orchestra'. They are not just selling space, they are consulting their customers for tailor-made solutions to achieve the best possible efficiency."
IFRA is the worldwide research and service organisation for the news publishing industry. With headquarters in Darmstadt, Germany, it has acted since 1961 as the platform for decision-makers from the newspaper industry. Services - offered primarily to IFRA Members - include trade exhibitions, international conferences, seminars and training events as well as research and various publications.