One of India’s most popular newspaper brand- Daily News and Analysis (DNA) has announced that it is shutting its print editions in Mumbai and Ahmedabad. In February, DNA had announced the shut down of its Delhi edition. The Pune and Bengaluru editions were shut in 2014.
— DNA (@dna) October 9, 2019
Note that, at one point, DNA once had nearly 6-lakh-strong readership in Mumbai alone. So what made the newspaper giant take this step? Well, most of you can guess- it is because of the rise of online media.
Focus on Digital content
In a recent press note issued Wednesday, DNA said the shutdown is aimed at optimising costs and reducing losses. It will continue its operations as a digital platform. Also, the brand announced that it will launch a mobile application with a focus on video-based original content.
“Readers especially the younger audience preferred reading on their mobile phones. “We thank each one of you for the print readership over the past 14 years”, the statement read.
Quote: Exchange4Media
Employees are scared
Employees say that there are rumors about DNA’s imminent shutdown, relating the financial troubles of its parent company, Essel Group of Subhash Chandra.
Talking about the fall, Senior journalist Aditya Sinha said” “There was no proper plan. Due to subscription offers set at low rates, there were extra copies printed and all were getting wasted, which was an excuse to scale back copies and expenses.”
Quote: ThePrint
A promising past
Launched in 2005 in Mumbai with editorial skills of industry leaders, DNA offered salaries much higher than the market rates. Talking about advertising, DNA launch had advertisements with catchy taglines such as “Speak up, it’s in your DNA”, wordplay. DNA played smartly with the actual meaning of DNA- the repository of genetic information in human beings and other organisms.
In the latter days, DNA experimented with a variety of editorial and marketing tactics to increase circulation. But things didn’t improve and the company continues falling due to losses.
Sai Nagesh, CEO of Tempus Fugit, a communications firm said” The youth has largely shifted to online modes for news. Those who still read newspapers are usually at the 35-plus age group, who read a newspaper purely out of habit,”
“They tend to develop a psychological familiarity with a newspaper. So, when a new daily launches, it is difficult to draw them.” he added.
“Moreover, a person reads a newspaper, not just for news, but also for information they get from classified ads, appointments and matrimonials, among other things… A new daily will fail to attract such advertisements as circulation and readership take time to pick up,” he said.
Quote: ThePrint
