DNA launches The Mag, a Sunday supplement

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | February 26, 2009
With the launch of a Sunday magazine, DNA hopes to make a distinction between news and features

The English daily, DNA, has launched The Mag, a Sunday supplement. The first edition of The Mag was distributed with the February 22 issue of DNA.

According to R Jagannathan, executive editor, DNA, The Mag is being positioned as a magazine and will have feature stories, thus making a clear distinction between news and features.

DNA is a Diligent Media (a joint venture between the Dainik Bhaskar Group and the ZEE group) publication.

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"Our interactions with readers suggest that they have been looking for something different on Sundays. The newspaper must have depth and gravitas, in addition to news. We believe The Mag has the right mix of interesting content and relevant features for a relaxed Sunday read," Jagannathan was quoted in an official release.

The magazine will have a high youth quotient and will have features on lifestyle, health, spirituality, self-improvement, technology, fashion, culture, music, books and movies.

According to Sheena Saji, head, marketing, DNA, a survey was conducted amongst the readers of DNA to understand their expectations from The Mag. The magazine would be "interactive" in the sense that there would a lot of reader generated content, which talks about their "eclectic interests, independent-mindedness, and aspirations to be smart in a globalising world."

The Mag would give readers "a sense of ownership, as creators of the content of their very own newspaper," says Saji.

DNA was first launched in Mumbai in July 2005. Thereafter, editions were launched in Ahmedabad, Surat, Jaipur, Pune and Bengaluru. DNA claims to have 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, though it is not certified by the ABC (Audit Bureau of Circulation).