THE MIRROR COST FREE
The Mumbai Mirror started as a free daily supplement alongside The Times of India. The launch occurred before the other newspapers could be launched. The Mumbai Mirror was launched on 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. Indian Post collapsed within a few years and The Independent was shut down with the company stating that it was unprofitable. 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. The executives were aware of the potential of the paper cannibalising the market share of its parent but disregarded it. It was printed in the tabloid format and was launched quickly. The new newspaper would further reduce the advertisement revenue prospects for the new entrants. The board eventually approved the decision to launch a new newspaper, the Mumbai Mirror as a ringfencing tactic against the competition. The Times Group held routine consultations and deliberations over the threat posed to it. 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 was faced with large scale poaching including those of experienced journalists as well as sales and marketing executives. 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. In 2005, two rival newspapers were expected to be launched which threatened its market share. 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. The paper had the largest readership among tabloid format newspapers in the city before its downsizing. The head office of the newspaper was moved into the office of the Bangalore Mirror whose editor took over the paper. 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 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. It was launched as part of a ringfencing tactic against competitors in the city of Mumbai. The newspaper is owned by The Times Group, the publisher of The Times of India. 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 founding editor of the paper was Meenal Baghel who is credited for developing an aggressive public service oriented editorial outlook for the paper.
Launched in 2005 as a compact daily newspaper, its coverage focuses on city specific local news and civic issues concerning education, healthcare and municipal administration. The Mumbai Mirror is an Indian English-language newspaper published in Mumbai, Maharashtra. The frontpage of Mumbai Mirror on 2 August 2016
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