Mumbai witnessed Media war in June-July. Major hype created around launch of DNA newspaper. Most of the people didn’t even know whether it is newspaer or a magazine, since the tiltle is some how different.
Times of India was in panicy stage, as they have the major threats from this paper, and other side the bigy from north Hindustan Times was also to be launched.
A smart move by both the players (ToI and HT) to join hands together to fight DNA.
I believe ToI was shking that time. Mid Day started denting in one side and DNA in another. And here the birth of Mumbai Mirror to counter MidDay. But, finally the choice for mumbaits is Midday.
Let’s come back to DNA....they claim they have crossed the booking for more than 4 lakhs before the launch of the paper, the would be readers include film/tv actors, few clerities, professionals etc. Sounds great and a great confusion for Media Planners and buyers to justice their plan in Mumbai.
I learnt, most of the housholds who had booked the DNA pre-launch are yet to get their copies. There may thousands and lakhs of people, not received thier copies yet. So bottom line is - what about the number of copies being printed and sold.
There could be problem of distriution thru hawkers. Though one can see the boys are selling DNA at signals, streets, various joints.
Success of a newspaper is depend upon the 4 p’s, i.e.
a) Product (masthead/title, layout, content, font used, newsprint),
b) Price (the cover price, commission to hawkers)
c) promotion
d) Distribution
I believe DNA done a great job in Pricing and promotion of the product but could’t see the strength in product and its distribution network.
Overall the layout of DNA including the masthead/title is not happenning, though content seems to be ok. DNA will have to struggle to make its mark in the mind of mumbaikars, in contrary Hindustan Times has strengthen its root in Mumbai.
The time will tell who is the badshah in Mumbai. So keep watching.