DNA Money, a supplement of the Daily News and Analysis (DNA) in Mumbai, has spread its footprint faster than the main paper. DNA Money was always planned as an entity that could be floated as a standalone pink paper at an opportune time. Mumbai market doesn’t seem to be allowing that at the moment, but the paper has already entered other markets.
Last year, DNA Money was launched in Indore. The decision made sense to the group given the Bhaskar presence in Indore market. Though DNA Money didn’t really ruffle any feathers there, the group is excited about the Ahmedabad launch as they believe that there is scope in the market for a paper like this. Consequently, DNA Money Ahmedabad is a completely different model from DNA Money Indore.
The paper has an independent editorial team headed by Shyam Parikh, but will draw strength from the Divya Bhaskar team for sales and marketing. Ashwini Agrawal, State Head (Gujarat) Bhaskar Group, informed that depending on the success of the DNA Money Ahmedabad model, the same can be expected to be replicated in Jaipur and even extended to the Indore edition as well.
Unlike Indore, which is an eight pager and comprising only one page of stock news, DNA Money Ahmedabad will be a 12 pager and would focus on two key areas – stock news and business information relevant to the Gujarati businessmen. Said Agrawal, “That is where we saw the gap. Ahmedabad is a very fast growing business area and the English readership here is miniscule – no player has ever tried to expand the market and we think we can do that with DNA Money.”
The first day’s print run, according to Agrawal is 64,000 copies, which is far larger than any paper present in the city. A symposium has also been organised on the launch date, which would see participation from some of the top Gujarat business heads. The list comprises Chief Minister Narendra Modi, Gautam Adani (Chairman of Adani Group), Vasantbhai Patel (Chairman, Nirma), Pankaj Patel from Cadilla and IIM Ahmedabad’s Praful Dholkaia, among others.
Agrawal is clear that even as there would be specific concentration on Gujarat news, it had to be interesting and this can be seen in the tagline used for DNA Money Ahmedabad only – Enjoy the Pink. While the editorial team would concentrate on Gujarat oriented news, the international pages would be outsourced from DNA Money Mumbai.