DNA moves down South- Bangalore, Hyderabad and Chennai

By Sapna Nair , afaqs!, New Delhi | In Media Publishing | July 31, 2008
The newspaper claims to be the number two in Mumbai in terms of circulation and revenue

DNA has & #BANNER1 & # shifted focus to the South market and has planned three editions there. In the pipeline are the Bangalore, Hyderabad and Chennai editions. The Bangalore edition will be the first to launch and tentative launch date is January 1, 2009.

DNA completed three years of existence in Mumbai recently. Post Mumbai, DNA launched in Ahmedabad, Surat, Pune and Jaipur. DNA launched its Ahmedabad and Surat editions less than a year ago, in November 2007. Pune edition was launched in January, this year. DNA claims to be the number 2 English broadsheet daily in Mumbai, Pune and Ahmedabad.

KU Rao, CEO, Diligent Media, informs that Delhi will also be a subsequent destination for DNA post the South launches. "With five editions in the country, we have a scorching rate of expansion. We have built a large franchise of readers and advertisers", he says.

Rao says that DNA has always been quick to change and adapt to readers expectations. "With growing income levels, media exposure and the travel and retail boom, the needs of our readers have changed radically", he observed. For instance, the Saturday edition of DNA has been revamped to bridge the gap between the hectic pace of news through the week and the Sunday edition.

"Our city pages have been fine tuned to give more clarity on all that is happening in the city and how it may affect our readers. We also have completely overhauled DNA Ya, our paper targeted at young adults", states R Jagannathan, executive editor, DNA.

To mark its third anniversary, DNA plans to showcase the 'DNA Book of Lists', which a special feature that will cover the city's ten best facts and a few features on youth attitudes, opinion from global personalities and also list Mumbai's 50 most influential people.