'DNA’s' popularity soars among readers

According to the results of the Indian Readership Survey (IRS) for the last quarter of 2010, DNA remains the undisputed number two English newspaper in Mumbai. The numbers tell their own story.

According to IRS’s “total readership” figures, DNA clocks in with 12.01 lakh. This is ahead of Hindustan Times (HT), which has a “total readership” of 9.29 lakh. The Times of India leads in Mumbai with a “total readership” of 26.06 lakh.

DNA’s all-India “total readership”, which includes the Mumbai, Pune, Bangalore, Ahmedabad and Jaipur editions, has been determined by IRS to be 15.55 lakh. If you look at growth then according to IRS, DNA has grown in readership during the quarter under survey by 35,000 copies, whereas HT has grown by a marginally lower figure of 34,000.

Hence, in growth, DNA is ahead.

If one considers the yearly growth, then since the first quarter of 2007, when DNA came into contention in IRS figures, this newspaper has had a yearly growth of 38%. This is far ahead of other newspapers, which have not even grown in double-digits. The average issue readership of DNA, according to IRS Q4 2010, was 5.63 lakh.