The entry of DNA has created ripples in the sleepy English newspaper market of Madhya Pradesh where the No.1 English daily is The Times of India with an average issue readership of just 71,000 according to the IRS Q1 2011. Hindustan Times is the another major player in the state.
DNA launched its sixth edition in Indore on June 26, with a circulation of over 20,000 copies. BestMediaInfo.com speaks to Gautam Dalal, Vice President-Marketing, DNA to find out more on the English newspaper market in Madhya Pradesh and his preparations. Read the full excerpts:
Q) What are your observations on the Indore market and space for DNA in this market?
Indore has a crying need for a quality, premium English newspaper of its own. Presently, it gets covered in either supplements of newspapers published from Bhopal, or in newspapers sent from Mumbai. With its vast progressive student population, high-end professionals, businessmen and industrialists with a world-view, discerning women readers, politicians, bureaucrats – Indore needs an English newspaper which it can call its own. DNA will become that product. Plus, there are ample opportunities to build a newspaper business that will be financially strong and stable.
Q) Was this market preferred due to Dainik Bhaskar’s strong hold? How will the group’s presence complement and help DNA establish well?
DNA Indore will be a completely different product editorially. It will have its own readership and will not be an English version of our Hindi paper. But that is not to undermine its close ties with Bhaskar. While the Dainik Bhaskar brand name may help DNA get initial recognition, the objective will be to get recognized by its own name.
Q) What all you have to say about the competition? What do you think is the one factor that will give you an edge over the competition?
While we respect our competitors, with our resources and quality of product we aimed to be No.1 from Day 1 of publication. The pillars on which DNA’s news architecture is based on reporting and writing is on “honest news” and distancing itself from the virus of “paid news”.
Q) How much potential do you see from ad revenue point of view? What sort of advertisers will be targeted?
Too early to comment on this.
Q) Can we see some immediate launches in the other cities of MP including Bhopal?
The paper will be distributed initially within Indore city and the outskirts. Any further launches are to be decided, basis the management plan for sustaining the platform of being the fastest growing English daily in India.