DNA has entered the Gujarat market with simultaneous launch of its Ahmedabad and Surat editions. After its launch in Mumbai in July 2005, the foray into Gujarat is the newspaper’s move towards achieving an all-India readership base.
According to K U Rao, CEO, Diligent Media, “Through its innovative content and cutting-edge design, DNA has already created a stir in the Mumbai market. This is reflected in its 20 per cent growth in readership, which now stands at a whopping 6.32 lakh as per IRS 2007 R-2.”
He further said, “It is time for DNA to move to other cities, and what better option could there be than the commercial hub of a highly progressive Gujarat. We expect DNA in Ahmedabad to once again demonstrate the advantage of understanding its readers. This will also open a new vehicle for advertisers to reach the English-reading population of Ahmedabad.”
Shyam Parekh, Resident Editor, DNA Ahmedabad, said that in-depth research had helped in replicating the richness of DNA Mumbai – in content and design – to Ahmedabad's English readers. The attempt is to give them an interesting mix of local, sport and entertainment news, apart from well-rounded coverage of regional and national events.
To achieve this, and in keeping with Bhaskar Group’s commitment to its readers, an exhaustive month-long survey was undertaken with potential DNA readers, to understand reader preferences. A circulation drive was supported by an outdoor campaign and releases in Divya Bhaskar. The Ahmedabad and Surat editions will have a print run of 1,25,000 and 40,000 copies, respectively. The launch of the Baroda edition is also expected in near future.
These two new editions will be printed at Divya Bhaskar's state-of-the-art printing press and distributed through the efficient Divya Bhaskar network.