DNA’s Bangalore edition turned one on December 14, 2009. Launched in 2005, DNA expanded its reach with the introduction of its fifth edition in Bangalore on December 14, 2008, following launches in Mumbai, Ahmedabad, Pune and Jaipur. On completion of a successful first year, John M Kohlhoff, Senior Manager - Marketing, and Head Marketing, DNA Bangalore, spoke to exchange4media about DNA’s experience in IT city and its innovative ways to connect with the young Bangalore audience.
According to Kohlhoff, “This one-year journey has been a rollercoaster ride for us. But it was a very good and enjoyable experience. DNA is the first newspaper that has been so interactive, and because of it we were able to make good connect with our readers.”
He further said, “Some of our innovations like ‘Pick me up’, which emphasises on pictorial journalism, got very good response. Most of the readers in the city belong to the young generation and they are very intelligent readers. Before coming to this city, we did a survey and found that at least one person in every three households has served abroad. So, we have tried to be 100 per cent local and 100 per cent international in Bangalore city.”
“In our sports section, along with national happenings, we have also focused on international sports happenings. Sports that showcases football and F1 as much as cricket and appeal to the young reader. Through our community outreach programme, we have attempted to take care of every community. We have raised issues of backward classes, NGOs, disabled persons and also followed up on various initiatives,” Kohlhoff added.
On the newspaper’s circulation, he said, “Right now, DNA has a circulation of around 2 lakh copies, but requirements are scaling up rapidly. In Bangalore, readership has been quite good, but not as desired. However, in terms of revenues, we have done better than expectations.”
For its first anniversary issue, DNA Bangalore adopted the theme – ‘What does a reader expect from the newspaper?’ On this, Kohlhoff commented, “Readers want critical analysis and a readable product.”
Regarding DNA’s goals in 2010, Kohlhoff said, “We would like to give sharp and insightful news to our readers and would like to be more and more interactive.”
Diligent Media Corporation, which owns DNA, is a joint venture between two industry majors – the Dainik Bhaskar Group and the Zee Group.