DNA tells readers, 'Leadership makes us tough. Tough with ourselves first!'

Kicks off a campaign with a complete explanation of its ethics on its front page

February 6, 2012:

In the words of our Prime Minister Manmohan Singh on 2nd of Jan 2012, he said “"The prevalence of the practice of paid news exposed recently has come as a shock to all right-thinking people”. The prime Minister in his speech also added “Those in the media should come together to exercise a degree of self-regulation and to combat perversions like paid news."

It was this moment that DNA was waiting for, DNA has gained a position of leadership in the Mumbai broadsheet market by virtue of reaching out to 6 lakhs homes. It was an opportunity when we unfurled DNA's journalistic bible called the Code of ethics. These ethics are our journalistic values but in a sense also the guiding principles to any straight forward, right thinking individual in today's world. Words like Responsibility, Freedom, Independence, Truth & Accuracy, Impartiality and Fair play are not just mere words, but to a DNA'ite, a way of life!

Many times in the last 6 years we have had many temptations to go against these codes but the leadership of the management and especially our CEO, KU Rao, good sense has prevailed upon us from seeking short cuts. In his words “The road of integrity and honesty is always difficult but in the long run, we will come through as an organization that has greater value which will one day bear fruits for us as well as for our partners who work with us”. After 6 years of toiling, and taking a leadership position by virtue of just being a whisker behind the competition in our print copies , we find his thoughts ringing true, especially when people across clients & agencies, compliment us for our Code of ethics.

We have begun this campaign with a complete explanation of our ethics on our front page. What greater testament can that be from a leader whose brand is seen across 6 lakh homes in Mumbai every day, and many more lakhs across our other 5 editions. We are now ready for scrutiny from over 18 lakh readers. As always, DNA is taking the bull by its horns and is willing to stand the test of time.

The prime minister in his speech had also echoed our sentiments of the last year when he mentioned "The world is looking up to us today and it would be but fair that positive news is also given its due share". This was the guiding force in the year 2011 and was even complimented by the PMO's office during the beginning of our campaign INDIA POSTIVE, last year.

In 2005, keeping in mind our code of ethics, 2 large media conglomerates Essel group & Bhaskar group created DNA, a broadsheet newspaper for the city of Mumbai to provide a inviolable read. As a product DNA, has and will, stand for the very same values which is unbiased, rational and extremely focused with no commercial outlays in its news reporting.

Rest assured, we'll take our leadership seriously!

PR@BestMediaInfo.com

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