Is DNA going local with its news coverage?

Today’s Mumbai papers reveal an interesting change in DNA. While all the other morningers devote considerable space and attention to the disastrous and embarrassing loss to Australia in the third test and to the Mumbai Marathon, DNA sees only the marathon as front page material, but even this is demoted to below the fold. In an era where competition grows by the day and differentiation is difficult, DNA’s front page choice of the 13/7 story as the lead (the story relates to two Pakistani nationals who were involved in the blasts, staying on in Mumbai till as late as December 2011) and two other stories relating to Mumbai and Maharashtra is a development worth keeping an eye on. One story common to all DNA editions is an investigative story on Reliance Infra in the context of the CWG scam. [caption id=“attachment_183211” align=“alignleft” width=“380” caption=“The Mumbai marathon was front page news in DNA. Reuters”]  [/caption] Is DNA moving away from being like a Times of India and Hindustan Times; and focusing on ‘city’ paper like coverage — such as Mid-Day and Mumbai Mirror? Or is it an even more interesting development — a change in the strategy of DNA to focus more on the news of the cities that they have an edition in? The Jaipur edition of DNA has front page stories on Salman Rushdie and Bhanwari Devi, Both of significant interest to the locals. The Ahmedabad edition has a cricket story on the front page — but focusing on the Gujaratis who have made it to India’s ODI squad. Another Ahmedbad story highlights Advani’s comments on Narendra Modi made in Chennai, with yet another front page story talking about the falling traffic at Ahmedabad airport. Just when one thought that this move is part of a larger trend, the Bangalore edition brings one crashing to the ground. This looks more like a ‘national’ newspaper. The front page has the Relaince Infra-CWG story, a story on the marathon with no Bangalore connect, a story on climate in India based on a NASA study (where did that come from) and a cricket story with no mention of cricketers from Bangalore. Basically, not a single Bangalore-related story on the front page. The Indore edition makes it look like Bangalore is an aberration; the Relaince Infra story is still there, but two local stories make the cut, one on the cold spell in MP (as low as 1 degree in some areas) and another on the state government’s proposed purchase of a helicopter. The Pune edition has a half page ad which forces editorial space for just three stories on the front page — one on Reliance Infra, another on the 13/7 terrorist and the third on a suicide pact in Pune which claimed the lives of a mother and child, with the husband fighting for survival in hospital. Seeing all the editions on a morning suggests that the ‘localisation’ of DNA is a trend, and that Bangalore is an aberration. Is that what the changing consumer wants? More importance to local issues than has been seen recently? Done with the DNA, and on to the cricket. The Times of India shames team India with a front page headline which says ‘After humiliation, Dhoni says seniors may be axed’. No names are mentioned in the article, though a second story in the inside pages mentions Laxman. No mention of Dravid or Tendulkar. Indian Express takes cricket off the front page, to page 19. In the IE, it’s Dravid who gets the hatchet job. With their writer suggesting that a technical change is responsible for his being dismissed bowled more often recently. Sachin is mentioned in passing in two stories on that page, with Laxman getting the attention once again. Hindustan Times sees Saurav Ganguly targeting Laxman on a front page story which continues inside, while a second story asks, is ‘Laxman’s innings over’? Looks like Sachin’s safe – for the moment.