Not at all bad. Better that the ToI in terms of Over all News. Better than the Mid Day(which has really gone downhill in the last couple of years) in terms of Mumbai specific news.
And these are the two that i see as the main competition for the paper. I see it taking some away from the mother brand. The rest from Mid Day. HT in turn is going to target ToI. And given that DNA is still months away, the main loser – if MM succeeds -is probably going to be ToI circulation.

The Indian Express has its own niche – and doesn’t really share the space with these two. I am not quite sure of what HT has to offer – except that it will give the Times a good run for its money.
Therefore, if the Mumbai Mirror can sustain the “quality” – we will probably have a long term player in the market. Mid Day needs to seriously have a look at itself. And so does the ToI.

The last few days the ToI has been bombarding its pages on why “small is beautiful” in terms of Newspapers – conviniently forgetting that the Mother Brand is still a broadsheet. Its been so very blatant in its plug, that my first response was not to buy the damn paper. And then someone had it on the shoot floor. Today’s front page headline pissed me off more – “Brother set for a hatchet job on Bachchan”. But, curiousity got better of me. That “someone” very kindly gave me the paper. So, technically i didn’t buy the paper:)
I was all set to hate it. It is from the ToI stable, its a tabloid, it has a sensationalist headline. But, the paper is not bad. I hate admitting it – but it actually works for me.
will i subscribe? – i don’t know yet. Like the Mid Day it will probably be left lying around on enough shoot floors, for me to keep in touch.