A high-profile advertisement campaign with the tagline ‘Speak up, it’s in your DNA’ preceded the birth of DNA, and was countered by advertisement campaigns by competitors.[1][2] The hype led to high expectations and at least for Dance with Shadows, the initial edition of the paper did not contain enough to stand out from other papers, such as big stories or high production values.[3] The newspaper competition around the time of the launch of DNA was fierce, with price cuts, hiring of staff from rival newspapers, and other competitive activity.[4][5]
DNA is owned by Diligent Media Corporation, a joint venture between media industry majors – the D B Corp Ltd. (Dainik Bhaskar) and Essel Group.
Editorial stand
The paper has a liberal outlook, and supports reformists in Mumbai and across the world. Through news, views, analysis and interactivity, DNA provides readers with a composite picture of India and the world. Its interactive platforms seek to bring the reader and surfer at the centre of its news activity.
Format
DNA is the first daily newspaper in India to introduce an all-colour page format.The paper is broken up into sections. The main section includes an interactive Speak Up page, and City, Nation and World news pages. There is also an Editorial page, and a technology page (IKnow).
The other sections include Money, Sports and After Hours. DNA Money is a section on Business & Economy. After Hours is a 10 page section with news from Bollywood, Art & Fashion, and other such topics.[3]
In Mumbai edition there are three zone-targeted supplements for Thane, West Coast and Navi Mumbai
Two magazines - a women's magazine called Me, and a children's magazine called YA! Young Adults completes the repertoire