Close in the heels of the Indian Readership Survey (IRS) 2006 numbers coming to the fore, Diligent Media’s Daily News & Analysis (DNA) have numbers from Ernst & Young (E&Y) to show as well for its circulation. The organisation had commissioned E&Y to arrive at the ‘circulation’ figures of the paper. The period taken into consideration was April 2006.
Giving a reason on the need for E&Y certification, DNA officials explained that the Audit Bureau of Circulation (ABC) took some time before the numbers for new publications come to fore.
Looking at some of the numbers from Monday to Saturday, the ‘Net Paid Sales’ figures of DNA are 239,019, while the gross figure is at 260,170. For Sunday alone, the Net Paid Sales are at 248,109 and the gross here is 268,922.
Speaking on the figures, Suresh Balakrishnan, Head, Marketing, DNA, said, “E&Y validating the circulation of DNA is another proof after IRS, reflecting the confidence the readers of Mumbai have imposed on DNA.”
For the record, IRS 2006 R1 placed DNA’s readership at 402,000 in Mumbai. In comparison, Hindustan Times registered a readership of 285,000 and Mumbai Mirror clocked 765,000.