'DNA' third most trusted paper in India

DNA Correspondent l mumbai
DNA is the second most informative and most read daily newspaper, and the third most trusted newspaper across India, shows the Brand Trust Report 2012, which is India’s most comprehensive study of brand trust carried out by Trust Research Advisory (TRA).

“Trust has its own manifestations. We wanted to decipher its meaning and understand its manifestations. We have developed this trust matrix over a period of four years after studying its components,” said Sachin Bhosle, research head, TRA.

The findings revealed that trust was based on three foundations — building capacity to trust, creating perception of positive intent and demonstrating relevant competence. “Within these, there are 10 major components, such as non-threatening ambience, shared interest, enthusiasm, outward appearance. To understand these, each component is further divided to make the 61 primary components that define the manifestations of trust,” Bhosle said.
The survey was carried out in a stringent environment where any respondent who did not meet the criteria on any parameter or appeared biased towards a brand was rejected. Based on valid responses from 2,718 individuals across 15 cities, the survey reveals that DNA has climbed one position over last year to become India’s second most read daily.

“There were two questions. First asked respondents to associate brands with various attributes of trust and second asked them to name a brand they used often within different categories,” he added. The responses to the first question were categorised, and in print media, DNA was the third most trusted newspaper.
“We had close to 16,308 unique media brands that people referred to often and we listed 100 most mentioned ones,” he said.  

While other media brands have maintained or slipped in the rankings, DNA has climbed four ranks as the second most informative newspaper. This only strengthens our belief in what we do.