DNA claims Mumbai readership double that reported by IRS

Releases front-page ads claiming circulation of 6 lakh copies and readership of 13 lakh

BestMediaInfo Bureau | Delhi | December 27, 2011

DNA has launched a fresh battle for the Mumbai market soon after the announcement of IRS Q3 2011. The daily has released advertisements announcing it sells 6 lakh copies in Mumbai daily. It claims that led by these 6 lakh copies, advertisers actually get over 13 lakh readers through DNA alone in Mumbai, almost twice the reported 6.8 lakh readership as per IRS Q3. To support its bold announcement, its sales teams are asking planners and clients to check the level of copies in the plant directly -- anytime.

Explained Gautam Dalal, VP – Marketing, DNA, “Due to the moving average methodology, the IRS reports the full effect of any increase in circulation only after 18 months. The advertiser wants to know the response from a newspaper today, for which we had to introduce circulation as the method of measurement.”

Rarely are circulation figures claimed by newspapers on their own, since the industry is prone to overstating facts. DNA has sought to address this issue directly by claiming the figures and better still, on its front page.

Dalal added, “The disruption is caused by two facts: the circulation of 6 lakh copies itself gets DNA very close to leadership, as also the fact that we openly claim it. A credible national daily like DNA will never stake claim to anything unless it is absolutely sure.”

The 13 lakh readers is based on the calculation of 6 lakh copies x 2.2 readers per copy – an industry standard, for the price of just 6.8 lakh readers reported by IRS.

Summed up Gautam Dalal, “We invite our esteemed advertisers to try out DNA and experience the huge response that we claim. The exercise of rigorous screening of relevant subscribers, massive speed of acquiring them, coupled with cutting edge connect initiatives like hygiene for kitchens, urban noise pollution – 'Volume Kam Kar', 'My Locality My Voice' -- make us quite sure of our readership and developed habit of reading DNA”

Diligent Media Corporation, which owns DNA, is a joint venture between Dainik Bhaskar Group and Essel Group.

Info@BestMediaInfo.com

Info@BestMediaInfo.com