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CASE STUDIES/ EENADU ETC EENADU: Eenadu, which is run under the ownership of media tycoon Ramoji Rao, is

regarded as one of the biggest newspaper success stories. In the south, especially, Andhra Pradesh, it has established itself as one of the pioneering and premiere newspapers. Eenadu started publication as a purely local newspaper in 1974 from Visakhapatanam. Thanks to the vision and innovative marketing strategies, it slowly and steadily climbed its way to the top. Today, it is considered a major force and boasts of a circulation that has penetrated even into remote villages. Three months after it opened its Visakhapatanam edition, it launched an edition from the Andhra capital of Hyderabad. This gave it a statewide exposure. The Eenadu employed a dedicated team of delivery boys who were trained to find out new and potential readers in their respective delivery areas. As incentive, they started giving their copies free to new readers so they could get used to the product. The competition was tough. There were two other Telugu dailies who were doing exceedingly well at that time. Andhra Patrika (the same group that manufactured Amrutanjan pain balm) and the Andhra Prabha. All these dailies claimed to care for the Telugu sentiment. However, the marketing strategies of Eenadu turned out to be more productive. Thus, it could open more editions in Tirupati (1982), Anantpur (1991), Karimnagar (1992) and Rajahmundry (1992). Such good were its production values and content that within four years of its launch – in 1978 – it overtook Andhra Prabha in circulation and popularity. 14 years later, the Eenadu launched another novel experiment. It began to introduce in its main paper, supplements that catered to district places. These supplements were in the form of tabloids. This was an ace marketing strategy and it helped Eenadu to establish a rapport with its readers located even in small villages. The tabloid supplements would be 8—12 pages each and covered the districts in detail. Around this time, Eenadu had done so exceptionally well that Andhra Patrika was forced to shut down with another publication Udayan. Just how effective Eenadu was could be understood from the fact that it captured over 75% of the (audited) circulation of all Telugu dailies. Today, it has editions in Maharashtra and Karnataka also. According to official figured, till 2005, it had over 25 editions. RAJASTHAN PATRIKA

Founded in 1956, by publisher, editor Karpoor Chandra Kulish, The Rajasthan Patrika is among the five successful Asian community newspapers. It is the ONLY English daily of Rajasthan, which is the second largest state of India. It now owns the Patrika TV (their news channel like ToI has Times Now), and Rajasthan’s only film shooting studio in the private sector. It has a children’s fortnightly magazine called “Balhans” and a book publishing unit that has so far over 100 books on Vedic studies and Indian Culture. The Patrika also runs an institute of electronic communication, offering two PG courses in video production and Mass Communication. The paper has seriously stuck to journalism of good values. Bhairon Singh Shekhawat, the Vice President of India, once upon a time covered legislature proceedings for the Patrika. Interestingly, Shekhawat became a member of the same Rajasthan Assembly.

The paper became financially stable only in the 1980s. Before that, it set up the first rotary printing press in 1972 and first offset printing press in 1978. In the 80s it had four editions. In 1984, it launched its English daily. Such was its phenomenal growth that by 1985, it had correspondents in US, England, Canada, Japan, Gulf and Bangladesh. It also established its own offices in Delhi, Mumbai, Chennai and Bengaluru. The Patrika covers every nook and corners of Rajasthan. Official figures say it has a readership of 28 lakh with 85% of Hindi readers. Patrika’s editorials are widely read and appreciated.It is one of the newspapers that allows readers to criticize itself through the letters column. It is also regarded as an ideal community newspaper that has something of interest to all sections. But it has earned the respect of readers as a responsive newspaper that cares for the people. Apart from being a responsible paper, Patrika has also fulfilled its social commitment in 1994 by raising Rs 45 lakh for earthquake victims of Latur in Maharashtra. It also raised Rs 2 lakh for the quake victims of Garhwal region.and sent them 1000 blankets. It has a charitable trust that undertakes charity and relief work. The paper has effectively controlled the hawkers and agents network by offering them handsome commissions. It has its own advertising agency, thus caputing the ad market too. The Patrika claims to be a family paper. It therefore screens all news and ads for obscenity, vulgarity and indecency. The Patrika has editions in Jaipur, Jodhpur, Udaipur, Kota and Bikaner. It has a circulation of over 5 lakh copies, not just in Rajasthan, but in many Hindi-speaking states....