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History
Achievements
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Product
Divaina is published in broadsheet format in the
Sinhala language. Both publications are also
available online. Divaina is distributed nationally
and strict deadlines are met daily. The
newspaper attracts a wide cross section of
advertisements from the countrys leading
marketers who consider it a viable medium for
marketing their respective products.
From a political perspective, Divaina is an
important newspaper. At election time, it
attracts significant advertising from a diverse
range of candidates, confirming its popularity
and positioning among readers. It impacts
strongly on public opinion. National market
surveys on newspapers, which are conducted
once a year, do not always provide accurate
information about the circulation of newspapers
in Sri Lanka.
Although it is speculated that Divaina may be
leading the market in terms of readership, the
Recent Developments
Sri Lanka has experienced a turbulent period in
its history in the 2000s, both socially and
politically. Reputable world bodies such as the
EU despatch their representatives to this
country from time to time to monitor, amongst
other things, media freedom and media
performance. During the past few years, EU
observers have repeatedly identified Divaina as
being an impartial publication.
Many newspapers have recognised the
importance of presentation. While Divaina has
always presented breaking news and cuttingedge feature articles, its present focus is to
display eye-catching layouts and photographs to
appeal especially to younger readers.
Other newspapers, especially the Englishlanguage print media, have focused on projecting
business news in a prominent manner. This focus
has not been noticeable among Sinhala-language
newspapers.
Divaina, which caters to the educated Sinhalaspeaking readership of the country, seeks to
explore and exploit this and, perhaps, become
number one in terms of business readership.
Promotion
Divaina, which is a platform for promotion in
itself, does not need to spend much on
promoting the brand. However, some publishing
costs for newsprint, for example could be
categorised as indirect promotional expenditure.
If the newspaper can stay ahead of the pack
in terms of the news, it is likely to attract new
readers. In this regard, human-resource
development especially in retaining talent
would ensure consistency of performance,
which would promote the newspaper in the
longer term. Meanwhile, a range of competitions
in the newspaper seek to reward its readers
and to retain their readership. Divaina also offers
media sponsorship for business events, to
further popularise the newspaper.
Brand Values
Divaina seeks to uphold media ethics sans
compromise. It concentrates on the accurate
reporting and adopts a responsible approach to
both reportage and commentary. Its
management has granted the newspapers
journalists and editors a high degree of media
freedom, and adopts a policy of noninterference with editorial policy. Divainas aim is
to provide readers with impartial news and
quality analyses, presented in an interesting and
entertaining format, whilst steering clear of
sensationalism. It innovates by dint of the
manner in which it presents the news and
through its creative application of design.
www.divaina.com
THINGS YOU DIDNT KNOW ABOUT
Divaina
The weekend and daily editions of Divaina
were the first privately owned, independent
newspapers launched in Sri Lanka, following
the nationalisation of the local press in the
1970s.
Divaina celebrated its 25th year of publication
in 2006.
Divaina, along with The Island the Englishlanguage sister publication of Divaina is the
only Sri Lankan newspaper to receive a
commendation for impartial reporting from
the EU as well as PAFFREL, the independent
election-monitoring organisation in Sri Lanka.
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