DNA’s Bangalore celebrated its first birthday on December 14, 2009. DNA was launched in 2005 and has expanded its reach by introducing its fifth edition in Bangalore on December 14, 2008. They also launched editions in Mumbai, Ahmedabad, Pune and Jaipur.
John M Kohlhoff, Senior Manager – Marketing, and Head Marketing, DNA Bangalore, said, “This one-year journey has been a rollercoaster ride for us. But it was a very good and enjoyable experience. DNA is the first newspaper that has been so interactive, and because of it we were able to make good connect with our readers.”
He added, “Some of our innovations like ‘Pick me up’, which emphasizes on pictorial journalism, got very good response. Most of the readers in the city belong to the young generation and they are very intelligent readers. Before coming to this city, we did a survey and found that at least one person in every three households has served abroad. So, we have tried to be 100 per cent local and 100 per cent international in Bangalore city.”
“In our sports section, along with national happenings, we have also focused on international sports happenings. Sports that showcases football and F1 as much as cricket and appeal to the young reader. Through our community outreach programme, we have attempted to take care of every community. We have raised issues of backward classes, NGOs, disabled persons and also followed up on various initiatives,” Kohlhoff further added.
Speaking about the newspaper’s circulation, he said, “Right now, DNA has a circulation of around 2 lakh copies, but requirements are scaling up rapidly. In Bangalore, readership has been quite good, but not as desired. However, in terms of revenues, we have done better than expectations.”
On the occasion of its first anniversary issue, ‘What does a reader expect from the newspaper?’ is the theme that has been adopted by DNA Bangalore. Kohlhoff commented, “Readers want critical analysis and a readable product.”
Regarding the goals in 2010, Kohlhoff said, “We would like to give sharp and insightful news to our readers and would like to be more and more interactive.”