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The next stage of the DNA campaign breaks, with half the hoardings representing consumers who will book the paper, and the other half those who won't. Surely an interesting visual device, and a brave one at that. ¡
DNA to launch on August 15
No, that's not confirmed. But there are enough pointers suggesting that the paper will be launched on Independence Day — Zee's Subhash Chandra seems to think it's his lucky charm. Zee Marathi was launched on Aug 15 a few years ago.
Also, the connect between "freedom", "independence" and the right to speak out and be heard is probably too tempting to give up.
The other possibility (if they miss the mid-August window) is Oct 2, which is the date Zee TV launched, as also the date for the Dish TV commencement of operations. ¡
Another invitation
From what we can understand, DNA will hit the stands with a Rs 4 cover price and an invitation price of Rs 2 for advance subscriptions. The difference between the HT strategy and the DNA one, we believe, will be in the collection. DNA will collect the Rs 60 per month after each month; HT requires an advance payment of Rs 449. ¡
Girish Agarwal goes door-to-door
Dainik Bhaskar has always strived to measure the pulse of the reader, and this cannot be exemplified more than by the example set by Girish Agarwal, who is accompanying his promotion team on their door-to-door campaign, experiencing welcomes and door-slams.
To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated June 13-19, 2005