The Daily News & Analysis (DNA) is looking beyond Mumbai already, beginning with the Indore market – an unlikely place for an English business daily, but DNA officials expressed that was one key reasons why beginning from this market made sense. DNA Money hits Indore on January 17, 2006 and the next market is Ahmedabad. The day will see cosmetic changes in DNA Money in Mumbai as well.
Suresh Balakrishnan, Marketing Head, Diligent Media, explained that this was the publication's way to gain foothold and expand. "Indore is just the first market," Balakrishnan said, adding, "Going forward, there are many more markets that you will see us enter within the next two to three months. In Mumbai itself, DNA Money will go standalone in a few months."
DNA will precede the launch with marketing activities, mainly in Indore, and the publication will also engage in trade activties. The paper will be the same as DNA Money in Mumbai, which is an eight pager. The only difference would be one page of business news on the Madhya Pradesh market.
Eleborating further on the reason behind the launch from Indore, Balakrishnan said, "Apart from the fact that there is space for such a paper there, Dainik Bhaskar has a strong foothold in the market and we will gain from this." The association is already seen in the pricing, where for the Bhaskar subscribers the paper is available at Re 1 vis-à-vis the newsstand price of Rs 2.