The Times of India came in two sets on September 21, 2010, each with a front page, masthead and all, with a small black box pasted to the second's back page, under the centrefold. When opened to read it belted out an audio advertisement from a chip inside a black box. It piped down the moment the paper was folded. 'The page had had a full page advertisement. And the Daily News and Analysis (DNA) has been sending out bulk text messages directly promoting real estate products, using apparently the mobile numbers of its subscribers. It also sends out messages pointing out stories to be read. Perhaps a DND with mobile operators is in order?