The Daily News and Analysis (DNA), which has put most details into place for its launch in Mumbai on July 21, 2005, has now kicked off the process for its entry into the Delhi market. The first signal of its intentions for a Delhi edition is the purchase of a 10-acre plot in Noida, Phase 3, at a consideration of Rs 16 crore.
While the soon to be launched newspaper has recently appointed ex-TOI Executive Editor Gautam Adhikari as Chief Editor, Diligent Media, the company that will publish DNA, is learnt to be actively scouting for a CEO. Among the names doing the rounds are those of a couple of senior honchos in Bennett, Coleman & Co. Ltd. DNA sources when contacted refused to confirm the names put to them.
On being asked about the land acquisition, Suresh Balakrishnan, Head of Marketing, DNA, confirmed the development. However, he refused to divulge any more details on the land acquisition for the Delhi project. Informed sources, however, claim that DNA is looking at early 2006 for its debut in the Delhi market.
Considering that most of DNA’s personnel in editorial and marketing have been sourced from The Times of India Group, it is not surprising that DNA would tap into TOI for its CEO. Starting from Gautam Adhikari to Ayaz Memon, Khalid Mohammed, Sathya Saran, Malvika Sanghvi, Vinay Kamath, it is a long line of TOI hands that have been roped in power the newspaper. Even on the marketing and ad sales front, there has been a generous outflow from Times Response.
Said a DNA source on condition of anonymity, “There is too much that has been invested in mass communication and marketing right now. The paper would want to cash in on this hype.”