Zee Media’s DNA has finally launched its Delhi edition. Apart from its yellow masthead, what sets it apart from the rest of the Delhi newspapers, is its pricing. DNA will cost Rs 10 (32 pages) – almost double of The Indian Express (24 pages at Rs 5), Hindustan Times (46 pages at Rs 5) and The Times of India (34 pages at Rs 4.50). The Hindu is priced at Rs 8 for 24 pages.

In an article in the pullout, DNA In Delhi, yesterday, DNA explained that Rs 10 is “the price of not selling out”. The pricing, it states, will help it fight paid news and cater to the reader instead of the rich and the powerful. Sahara India Pariwar was one of the advertisers that placed a half-page ad in DNA’s first edition. The front-page had a quarter-page ad by Air India.

In Mumbai, the exact same paper, will continue to sell at Rs 3. There is little explanation what Delhi’s seven rupees fetches extra.

On the front page, Rohit Gandhi, the editor-in-chief, urged Delhi readers to subscribe to DNA: “this spanking new newspaper will change the rules of the game.” One of these rules is apparent on page 10, a fact check using wikipedia as a source.

Apart from the city, opinion, nation and world pages, DNA also has sexuality, environment and tabloid pages. In a shift from other newspapers, DNA’s Opinion page comes right at the second page. The lead column today is by Rajiv Malhotra – author of Academic Hinduphobia — lamenting that “Hindus are often represented by substandard voices”.

In other news, The Express Group has launched a new website ‘InUth.com’ focusing on that illusive species – the millennial. The website aims to differentiate itself with “new content formats”, which essentially means using old tricks like gifs and memes, apart from a liberal use of audio and visual formats. In its beta version, InUth has stories with bylines like “Fukres”, “News Stalker” and “Score Keeper”. It also has categories like YOLO (You Only Live Once) and FOMO (Fear Of Missing Out). The only thing missing is the option to rate pieces by emoticons