Print to remain a dominant medium, says Sanjeev Garg

For a newspaper which is a dominant brand having high engagement value in the New Consumer Classification System (NCCS) A and B segments in Mumbai, satisfied and engaged readers are surely the key to building a robust and scalable business. DNA's New Delhi edition has just completed its first anniversary and has already carved out a distinct niche in minds of the urban consumer. It has further deepened its presence in the Ahmedabad and Jaipur markets through the relentless pursuit of news and DNA-style investigative journalism. It recently expanded into the vernacular space apart from its traditional forte of English print to launch a Marathi weekly newspaper. Sanjeev Garg, chief executive officer of Diligent Media Corporation Ltd (DMCL), that runs DNA, said the brand would continue to explore more opportunities for expansion in similar segments. "We certainly believe that print is here for the long haul," he told DNA Money in an interview.

DMCL's listing on the stock exchanges has come at a time when the print media faces increasing competition from online and social media networks. What are the immediate strategies that you are employing/have employed to take DNA to the next level?

We have always been an innovation-driven organisation which has strived to bring value to readers and advertisers. In a VUCA (volatility, uncertainty, complexity and ambiguity) environment, we believe in giving simple and impactful solutions that drive businesses for our partners. The idea of merging print and digital is part of a long-term strategy to multiply value through bridging the gap between new-age consumers and our partners. This leads to maximisation of product value by not only being recent and immediate (through digital) but also giving our readers the right perspective (through analysis in print). The critical building block is to offer our reader fair, independent and extremely relevant content that informs and positively engages them. We strongly believe that having satisfied and engaged readers is the key to building a robust and scalable business. Another focus area is to offer exponential returns to our partners who advertise with us as well as ensure highly optimal returns to all the stakeholders in our ecosystem.

What made DNA step out of its traditional market of a daily English newspaper to launch a regional language weekly newspaper?

DNA is part of Zee network which has strong leadership in the regional space across India. Zee Marathi, Zee Yuva, Zee Talkies and Zee 24 Taas are all leaders in their individual categories. The idea of bringing network synergies to build a product came from the latent need that existed in the market. While most of our products/platforms bring the family together, there was no single product in regional print that did the same. In such a scenario, our endeavour has been to build on the Indian value system of being together as a family. The product and the communication were designed for giving Maharashtra a new Disha (direction). 'Zee Marathi Disha' is a weekly Marathi newspaper that caters to every member in the family with a healthy dose of current affairs, women's affairs, local and international news, entertainment, health, education, sports and kids sections.

How has the response to 'Zee Marathi Disha' been?

The response to the launch communication and the product has been extremely encouraging and our first edition has been sold multiple times over. This comes from the insight-driven clear product positioning that we wanted to offer our readers. We are extremely thankful to all our readers for their robust support and will continue to offer them topical information and relevant offerings.

What are your plans for DNA's business growth over the next two to three years?

DNA has always been a dominant brand having high engagement value in the New Consumer Classification System (NCCS) A and B segments in Mumbai. The New Delhi edition has just completed its first anniversary and has already carved out a distinct niche in minds of the urban consumer. We further deepened our presence in the Ahmedabad and Jaipur markets through our investigative journalism and relentless pursuit of news. We will continue to explore more opportunities for expansion in similar segments.

Given the enormous market that India is and the influx of digital, TV and outdoor platforms, how do you see print media holding its sway?

As per industry forecast, print platform is slated to garner the highest share of advertising revenue of 38.9% by 2020. We believe that it will continue to be the dominant medium. The trust garnered by the print platform is still not questioned by consumers because of the integrity and goodwill that the platform has been able to generate over the years. In this era of fake news, print is still the most trustworthy platform. The print platform has been evolving across the globe and has integrated with other growth platforms to bring value to consumers. Print is still the driving platform and very clear trends in India record its growth. We certainly believe that print is here for the long haul.

What are the key engagement solutions for readers and partners at DNA?

DNA has always been driven by the ever-evolving needs of its readers and partners. Not only do we maximise the amplification for brands but also deliver solutions with high engagement for our readers. Our unique solutions cater to the needs of the city readers while exceeding deliveries to the brands. DNA Auto Show (11th edition) is held twice a year that gives readers a chance to see the entire spectrum of automobiles under one roof. Brands have entrusted us with their 'first look' of the product portfolio. Readers get to test drive these cars even before they are in the dealerships. Customised bikes, latest auto accessories and live entertainment ensure that readers and brands both get an experience that money can't buy. DNA iCan Run (6th edition) which is Asia's largest women's half marathon, celebrates the iCan spirit around the women's day. Bollywood and youth icons, along with women across Mumbai, run to showcase the never-say-die attitude of every Mumbaikar. These unique properties give huge innovation-led engagement and amplification platform to the partners, which, in turn, makes everyone smile.

What kind of product offerings does DNA have to cater to the varied reader and partner needs?

The 'extraordinary together' philosophy is embedded in DNA. Our newspaper brings the family together. Right from current affairs to sports to Bollywood, we have created sub-brands that our readers and partners swear by. DNA After Hrs is a daily six-page pullout having the most exclusive stories from the world of fashion, lifestyle and cinema from across the globe. DNA Money is a daily four-page pullout that gives out the most analytical and emerging trends for stock markets and brands across the industry. DNA Sports has the most in-depth data-driven analysis from the world of sports on an everyday basis. JBM (Just Before Monday) empowers readers to build better life experiences on a weekly basis. DNA Property highlights the hottest property tips, laws, rates and trends to a reader for a hassle-free purchase of their dream homes on a weekly basis. We also have seasonality solutions like Zeegnition for the auto industry and Jewelfest for the gems and jewellery industry where the industry experts come together to analyse the latest trends and forecast for their consumers and their industry.