Sociology · Ch 12 — Mass Media and Communications
Print Media
Print Media
The Resilience and Growth of Print Media in India
Contrary to the prediction that television and the internet would push print media into decline, newspapers and magazines in India have not only survived but grown remarkably. The print medium, which played a vital role in spreading the freedom movement, continues to thrive. New technologies have actually boosted production and circulation, and a large number of glossy magazines have entered the market.
The Indian Language Newspaper Revolution
The most significant development in the last few decades has been the explosion of Indian language newspapers. Hindi, Telugu, and Kannada recorded the highest growth.
- Circulation growth: From 2006 to 2016, the average daily circulation of print publications in India increased by 23.7 million copies — from 39.1 million to 62.8 million. This represents a compound annual growth rate (CAGR) of 4.87 per cent.
- Regional variation: Among the four geographic zones, the north showed the highest growth at 7.83 per cent. The south grew at 4.95 per cent, the west at 2.81 per cent, and the east at 2.63 per cent.
- Top Hindi dailies: As of July–December 2016, Dainik Jagran had average qualifying sales of 3.92 million copies, and Dainik Bhaskar had 3.81 million.
The readership of Indian language dailies grew from 191 million readers to 425 million readers by 2019. In contrast, English dailies stagnated at around 31 million readers.
Reasons for the Growth of Indian Language Newspapers
1. Rise in literate migrants to cities
A large number of literate people from rural areas are migrating to cities. For example, of Delhi's population of 1 crore 47 lakh, 52 per cent had come from the Hindi belt of Uttar Pradesh and Bihar. Of these, 47 per cent came from a rural background, and 60 per cent are under 40 years of age. This creates a huge readership base for Hindi and other regional language newspapers.
2. Catering to local needs
Readers in small towns and villages have different needs from those in big cities. Indian language newspapers cater specifically to these needs.
- Local editions: Dominant newspapers like Malayala Manorama and Eenadu introduced district and block editions, bringing local news to the forefront.
- Simplified language: Dina Thanthi, a leading Tamil newspaper, has always used simplified and colloquial language that is easy for common readers to understand.
3. Adoption of advanced technology and marketing
Indian language newspapers have adopted advanced printing technologies and introduced supplements, pullouts, and niche booklets. Marketing strategies have also played a key role — the Dainik Bhaskar group, for instance, carries out consumer contact programmes, door-to-door surveys, and research. This reinforces the point that modern mass media requires a formal structural organisation.
The Eenadu Story: A Case Study
The success of Eenadu exemplifies the rise of the Indian language press.
- Founder Ramoji Rao organised a chit-fund before launching the paper in 1974.
- By associating with appropriate rural causes — like the anti-arrack movement in the mid-1980s — the Telugu newspaper reached the countryside.
- In 1989, it launched 'district dailies' — tabloid inserts carrying sensational news from particular districts, as well as classified advertisements from villages and small towns.
- By 1998–99, Eenadu was being published from 10 towns in Andhra Pradesh, and its circulation accounted for 70 per cent of the audited Telugu daily circulation.
Shift in Circulation: English vs. Indian Language Newspapers
While English newspapers — often called 'national dailies' — circulate across regions, vernacular newspapers have vastly increased their circulation in states and rural hinterlands.
| Category | Key Data |
|---|---|
| Top Hindi dailies (2005) | Dainik Jagran (74 million readers), Dainik Bhaskar (51 million readers) |
| Top English dailies (2005) | The Times of India (over 15.2 million readers), The Hindu (5.3 million readers) |
| 'Ten million club' | Of the top 10 dailies, six are in Hindi, one in Tamil, two in Malayalam, and one in English |
To compete with electronic media, English newspapers have reduced prices and brought out editions from multiple centres.
Technological Changes in Newspaper Production
From the late 1980s and early 1990s, newspapers became fully automatic — from the reporter's desk to the final page proof. Paper was completely eliminated from this automated chain.
Two key technological changes made this possible:
- Networking of personal computers through LANs (local area networks)
- Use of newsmaking software like Newsmaker and other customised software
Changing tools of a reporter:
| Old tools | New tools |
|---|---|
| Shorthand notebook, pen, typewriter, plain old telephone | Mini digital recorder, laptop or PC, mobile or satellite phone, modem, dish, antenna |
These changes have increased the speed of news, allowed newspaper managements to push deadlines to dawn, and enabled them to plan a greater number of editions with the latest news.
Example: Amar Ujala
The Meerut-based newspaper chain uses new technology for news gathering and pictorial coverage. It has nearly a hundred reporters and staffers, and an equal number of photographers, feeding news to all its 13 editions across Uttar Pradesh and Uttarakhand. All correspondents are equipped with PCs and modems for news transmission, and photographers carry digital cameras. Digital images are sent to the central news desk via modems.