A fluorescently labeled DNA molecule is end tethered to a small magnetic bead and pulled by a calibrated magnetic force through a solution of unlabeled DNA molecules to monitor the transport coefficients of the chain. From the force velocity diagram F-V, we report the first direct measurement of the friction coefficient zeta = F/V of a single DNA molecule. zeta is found to be highly velocity dependent due to sharp conformational transitions for increasing velocities in agreement with a recent model by Ajdari et al.