DNA fast approaching the 1 million mark

India's No.6 English daily DNA claims that its national readership (AIR) is almost 9 lakh readers

BestMediaInfo Bureau | Delhi | March 15, 2012

Quoting the recently released IRS Q4 2011 results, India's No.6 English daily DNA has claimed in a press statement that its national readership (AIR) is almost 9 lakh readers, barely 1.37 lakh away from the No.5 position, Deccan Chronicle. In IRS Q3 2011, the gap was 2.31 lakh, which has sharply reduced.

The IRS figures of DNA, still do not capture readership of its recently launched Indore Edition, which will only add to the figures in the next rounds.

Explains Gautam Dalal, VP Marketing, DNA in a press statement, “The growth is led by our sharp copies ramp up in Mumbai, supported by multiple reader connect campaigns that have helped raise brand stature & aid mast head recall.”

Based on Total Readership, DNA has claimed to retain No.2 position as Broadsheet daily. The statement further said, “With this growth, DNA Mumbai has maintained its quality of readers with over 42% sole readers and 72% being SEC AB.”

DNA was launched in Mumbai in July 2005 and has since grown to six editions across five states. It achieved the No.6 english daily position in IRS Q1 2011 and in the last 1 year alone, it has added 1.44Lakh readers.  In the recent IRS, DNA has grown in its editions of Pune, Ahmedabad & Jaipur as well.

Added Gautam Dalal, “DNA had to earn its acceptance as a credible daily, led by our ethical & complete reporting. As a newspaper brand matures, its mast head recall multiplies, raising readership figures sharply. DNA is now entering this phase, which will cement its position amongst the top English dailies of India.”

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