India: DNA continues to expand into new markets

Posted by Katherine Thompson on August 1, 2008 at 11:52 AM

DNA, an English language daily published from Mumbai, is planning to increase its readership with three new editions further South: Bangalore, Hyderabad and Chennai. The first launch will be in Bangalore on 1 January 2009.

DNA, created three years ago, counts five editions in Mumbai, Ahmedabad, Surat, Pune and Jaipur. The Pune edition was launched in January of this year.

Ku Rao, CEO, Diligent Media said that Delhi will follow the three launches in the South. He said that "With five editions in the country, we have built a large franchise of readers and advertisers".

According to Rao, one of DNA's main assets is that it adapts itself to its readers' expectations. For example, the Saturday edition is a transition between the weekday newspaper centred on news pieces and the Sunday edition. They have also created a magazine called YA! (Young Adults) for its' young readers. According to afaqs! DNA claims to be the second English broadsheet daily in Mumbai, Pune and Ahmadabad.

Source: afaqs! via IFRA Executive News Service