In January, DAWN launched two new in-paper magazines as part of its Sunday edition: Eos and Icon, which replaced the previously published Images on Sunday and Books & Authors (the latter was subsumed into Eos). The names of both publications are derived from Greek; Eos means ‘dawn’, and icon means ‘image’. Eos covers ongoing controversies, books, travel, food and lifestyles, while Icon is a celebrity-based publication focussing on films, the performing arts and fashion. According to Hasan Zaidi, Editor, Magazines, Eos and Icon came into being in order to cater to the expectations of a “more diverse audience” and to “provide the Sunday magazine with its own identity, which had been somewhat compromised by the merging of all the in-paper magazines previously.

Eos and Icon came into being in order to cater to the expectations of a “more diverse audience” and to “provide the Sunday magazine with its own identity."

Once it was decided that the more serious magazine – offering perspectives on society, culture and ideas – would be separated from the one focused on entertainment, it was a matter of branding both of them. Thus Eos and Icon were born.” The launch of both magazines is publicised primarily via print at this stage; they were advertised as magazines that encourage intelligent Sunday conversations thanks to the diversity and high-standard of the content. Advertisers have also been provided with special incentives that will allow them to gain maximum exposure with DAWN’s Sunday audience which is upwardly mobile, well-educated and well-travelled.