DNA launches its Bengaluru edition

By Dhaleta Surender Kumar , afaqs!, New Delhi | In Media Publishing | December 19, 2008
DNA has been launched in Bengaluru with an initial print run of 1.75 lakh copies and it will compete directly with The Times of India in the city

DNA, the & #BANNER1 & # English daily from Diligent Media (the joint venture between the Dainik Bhaskar Group and the Zee Group), has launched its sixth edition - in Bengaluru. The Bengaluru edition is being edited by Vinay Kamat.

According to Sumit Rohatgi, senior chief manager, marketing, DNA, the daily, which is priced at Rs 2, has a print run of 1.75 lakh copies in Bengaluru. It will be competing directly with The Times of India, which, as per the Audit Bureau of Circulation (ABC) (January-June 2008) figures, has a circulation of 4.03 lakhs in the city.

Rohatgi claims that almost 1.7 lakh copies have been booked for a year. The core target audience, according to him, is youth in the age group of 18-35 years. "Though we are targeting each and everyone who can read English, since Bengaluru is one of the youngest cities in India, the youth forms our core audience," he tells afaqs!

The daily comes with two pull-outs, DNA After Hours (an entertainment supplement) and DNA Money (a six-page business paper).

DNA was first launched in Mumbai in July 2005. Thereafter, editions were launched in Ahmedabad, Surat, Jaipur and Pune. According to Rohatgi, DNA has a print run of 4.2 lakh copies in Mumbai. Putting all its editions together, it claims a print run of 7.5 lakh copies. DNA is not certified by the ABC.

The economic slowdown has not deterred Diligent Media's expansion plans. "In fact, we've invested close to Rs 200 crore in the Bengaluru edition, which includes infrastructure, campaigns and promotions," reveals Rohatgi. He refused to divulge any further break-ups for the funds employed.

As a pre-launch subscription drive, DNA was offered at Rs 301 for a year. "Post-launch, we have an annual subscription price of Rs 601," says Rohatgi.

DNA tied up with retail outlets for a promotional offer involving a Privilege Card. The card allowed subscribers to shop at a discount at various outlets. Since August, DNA has used outdoor effectively with the catchline, 'I Believe in Bangalore'. Television and print were not used in the campaign.

Besides The Times of India and DNA, the other English dailies in Bengaluru are Deccan Herald (1.35 lakh copies, as per ABC, January-June 2008), Bangalore Mirror (1.3 lakh copies), The Hindu (46,905 copies), Deccan Chronicle (21,225 copies) and The New Indian Express (18,863 copies).