DNA records 6 Lac copies; claims being close to the no.1 slot in Mumbai

DNA has released advertisements, announcing it sells 6Lakh copies in Mumbai daily. DNA claims, that led by 6lakh copies, the advertisers actually gets over 13Lakh readers through DNA alone in Mumbai, almost twice the reported 6.8lakh readership, as per Q3 2011 IRS. Supporting the bold announcements is the offer DNA sales teams are making to planners & clients, about checking the level of copies in the plant directly, anytime.

Explains 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 the front page!

Reaffirms Gautam Dalal, "The disruption is caused by 2 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 the DNA will never stake claim to anything unless it is absolutely sure."

The advertisers never had it so good. Firstly, they get over 13L readers (6L copies X 2.2 readers per copy ' an industry standard) for the price of just 6.8L readers (as reported by IRS). Secondly, at such levels, here comes a real alternative to reach Mumbai.

Sums up Gautam Dalal "We invite our esteemed advertisers, to try out the DNA and experience 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 & developed habit of reading the DNA"

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