Bold claim
DNA has launched a fresh battle for the Mumbai market soon after the announcement of IRS Q3 2011. It released advertisements announcing that it sells 6 lakh copies in Mumbai daily. It claims that through these 6 lakh copies, advertisers actually get over 13 lakh readers through DNA alone in Mumbai, almost twice the reported 6.8 lakh readership as per IRS Q3. To support its bold announcement, its sales teams are asking planners and clients to check the level of copies in the plant directly — anytime. Rarely are circulation figures claimed by newspapers on their own, since the industry is prone to overstating facts. DNA has sought to address this issue directly by claiming the figures and better still, on its front page.