Вы находитесь на странице: 1из 61




Submitted by
Hani Mohammed

REG NO. SN2014BBA001

Under the supervision of
(Suresh babu)

In partial fulfillment of award of degree in



Certified that this project report A STUDY ON FUNCTIONAL

ASPECTS OF DESHABHIMANI PRESS is the bonafide work of the
candidate Hani Mohammed Reg no:SN14BBA001 who carried out the
work under my supervision

Suresh babu

(Green institute of management studies)


I Hani Mohammed Hearby declare the project work entitled The study
on marketing department of desabhimani press has been prepared by me
submitted to Kannur university in partial fulfilment of award of degree in
bachelor of business administration is record of original work done by me
under the supervision of

I also declare this project has not been submitted by me for an award of
any degree, diploma or title of recognition.

Date: 28/02/2016

This project work is the result of lots of efforts to find out the functional
aspects of Deshabhimani Daily. My foremost thanks go to
U.P.Joseph(manager) for having permitted to do the project in
Deshabhimani. I would like to express my special thanks to the
management of Deshabhimani.
I would like to express my deep sense of appreciation and gratitude to Mr
Suresh Babu Green institute of management studies, Bangalore
University, for his valuable guidance and timely advice on every occasion
of the project.
I also remember and convey my affection and thanks to my beloved
parents, my sister and to my sincere friends for all sort of support to
complete this work.
A deep felt gratitude is expressed to the Almighty God for his blessings
for the completion of the project.

Hani mohammed



A newspaper shall mean any printed periodical work containing public news
or comments on public news. It is the most common non- personal communication
channel. It is a type of print media which has a great influence on both rich and pore
people. The main advantage of newspaper is their flexibility and timeliness. It is a
media having good local news coverage it is broadly accepted and provides high
believability Moreover it needs only low cost.
A news paper dies every morning & a new day comes with a fresh daily. It is a
unique feature of newspaper industry compared to other industries. News paper
reading have turned out as a habit of the people. It has an industrial part of mans day
today life.
Compared with many other developing countries, the Indian press has
flourished since independence and exercise a large degree of independence. British
colonialism allowed for the development of tradition of freedom of the press, and
many of Indias great English language newspaper and some of the its Indian
language press was begun during the nineteenth century. As India became
independent, ownership of Indias leading English-language newspapers was
transferred from British to Indian business groups, and the fact that most English
language newspapers have the backing of large business houses has contributed their
independence from the government. IN 1950 there were 214 daily newspapers, with
forty- four in English and the result in Indian languages. By 1990 the number of daily
newspapers had grown to 2,856 with 209 in English and 2,647 in indigenous
languages. The expanision of literacy and the spread of consumerism during the
1980s fueled the rapid growth of news weeklies and other periodicals. By 1993 India
had 35,595 newspapers of which 3,805 were dailies and other periodicals. Although
the majority of publications are in indigenous languages, the English language
press, which has widespread appeal to the expanding middle class, has a wide multi-
city circulation throughout India.
There are four major publishing groups in India, each of which controls
national and regional English language and vernacular publications. They are The
Times of India Group, The Indian Express Group, The Hindustan Times Group, and
The Anandabazar Patrika Group . The Times of India is Indias largest English
language daily, with a circulation of 656,000 published in six cities. The Indian
Express, with a daily circulation of 519,000 is published in seventeen cities. There
also are seven other daily newspapers with circulations of between 134,000 and
477,000, all in English and all competitive with one another. Indian language
newspapers also enjoy large circulations but usually on a statewide or citywide basis.
For example, the Malayalam language daily Malayala Manorama circulates
673,000 copied in Kerala, the Hindi language Dainik Jagran circulates widely in
Uttar Pradesh and New Delhi, with 580,000 copies per day, Punjab Kesari, also
published in Hindi and available throughout Punjab and New Delhi, has a daily
circulation of 562,000, and the Anandabazar Patrika, published in Culcutta in
Bengali, has a daily circulation of 435,000. There are also numerous smaller
publications throughout the nation. The combined circulation of Indias newspapers
and periodicals is in the order of 60 million, published daily in more than ninety
India has more than forty domestic news agencies. The Express News Service,
the Press Trust of India, and the United News of India are among the major news
agencies. They are headquartered in Delhi, Bombay, and New Delhi, respectively and
employ foreign correspondents. Although freedom of the press in India is the legal
norm-it is constitutionally guaranteed the scope of this freedom has often been
contested by the government. Rigid press censorship was imposed during the
Emergency starting in 1975 but quickly retracted in 1977. The government has
continued, however, to exercise more indirect controls. Government advertising
accounts for as much as 50 percent of all advertisements in Indian newspapers,
providing a monetary incentive to limit harsh criticism of the administration. Until
1992, when, when government regulation of access to newsprint was liberated,
controls on the distribution of newsprint could also be used to reward favored
publications and threaten those that fell in to disfavour. In 1998, at a time when the
Indian press was publishing investigative reports about corruption and abuse of power
in government , Parliament passed a tough defamation bill that mandated prison
sentences for offending journalists. Vociferous protests from journalists and
opposition party leaders ultimately forced the government to withdraw the bill since
the late 1980s, the independence of Indias press has been bolstered by the
liberalization of government economic policy and the increase of private-sector
advertising provided by the growth of Indias private sector and the spread of
consumerism. The first edition of Deshabhimani started on 4th January 1989 from
Thiruvanathapuram. Deshabhimani started its multi-colour edition at Kochi in 1993.
The forth edition started from Kannur in 1994. The fifth edition started from
Kottayam in 1997. And the sixth editions of the Deshabhimani started from Thrissur
in 2000. The internet edition started on 1st January 1998.


1 To study about the Marketing Department

2 To find out various functions in the Marketing Department
3 To understand about the organization structure
4 To find out the functions of different departments in the organization
5 To compare the current marketing strategies and the long term marketing
strategies with previous years
In the case of Indian media scenario, during the first stage, Indian journalism
evolves slowly and in this period the freedom struggle takes place. The second period
saw constant debut on the freedom of press. The govt. first fixed the price and pages
of daily. The third period has a growing emphasis attained an equal status with other
industry and they also depend on advertisement and other promotional activities to
increase their circulation.
The Indian press consists more than 15000 news papers in 20 different languages
with combined circulation of more than 55 millions most the major dailies are
membership in Indian Newspaper Society (INS). Printed dailies came in to existence
in 15th and 16th century but they were very expensive, and had a very small
As the daily become popular, they provide more and more changes. They began to
change according to the needs to the readers by offering more and varied information
and services.


The growth of the press in India not limited and the expansion is in terms of number
and circulation. In the case of quality also there has been perceptible change for better.
Today the Indian press utilize almost all latest technologies. Computer controlled
translation and type setting, sophisticated printing, technologies, electronic disk
storage , video display terminals etc have become common features of news paper
industry that leads to the growth and development only a few Indian newspapers
maintain production quality and circulation with the best among the international

Deshabhimani is one of the leading Malayalam dailies in Kerala. It is enjoying

a common table circulation compared to other Malayalam dailies in the scenario. As
the literacy level in Kerala is high, there is good circulation for all the leading dailies
and Deshabhimani has a good positions and status in Kerala. This reflects the
consumer interest towards Deshabhimani which the other publication.
Deshabhimani covers more logical news and the language used in its as more perfect
as compared to other dailies. But in the future it may face a lot of competitions to
capture the market sot in has to adopt various marketing strategies. Now the old
methods of printing are to be up to dated to make the jobs speed up. So the company
is making use of the computerized techniques so as to make the industry up to date.
Prabhatham (The dawn) started on the 9th January 1935 at Shornur near Trichur under
the editorship of EMS Namboodirippad as considered to be the harbinger of
Deshabhimani. It is started as a weekly on 6th September 1942. On 8th January 1946,
Deshabhimani transformed in to a four pages daily.
Deshabhimani has editions at Kozhikode, Kochi, Kannur, Thiruvanathapuram,
Kottayam,Thrissur and it started its multi color edition at Kochi in 1993 and
Thiruvanathapuram, Kottayam and in 1994 . Its internet edition started on 1st January
of 1998 is another feather on the cap of Deshabhimani. Deshabhimani is one among
the three most circulated dailies in Kerala. The childrens Magazine Thathamma a
sister Publication is widely accepted. The first spot magazine in Malayalam
Kalikkalam brought out by Deshabhimani.

The recent month-long circulation campaign of Deshabhimani, the official organ of
the Communist Party of India (Marxist) in Kerala , has shaken the media world in the
state. Before the launch of this compaign, Deshabhimani, was the third largest
circulated daily in Kerala with a circulation of over 1.70 lakh copies according to the
September 2002 report of the Audit Bureau of Circulation (ABC). The latest
circulation drive has seen the total circulation of Deshabhimani campaigns in the past,
this one was distinctly marked by a massive participation of the people.
The hoardings and arches that come up on the route from Parassala in the
south to Manjeswaram in the north of the state testify to the grandeur of this
compaign and the massive peoples participation that it drew. This compaign has had
no parallel in any part of Indian and should have captured the hearts of any traveler
through Kerala with its color and enthusiasm. In a manner of speaking, Kerala has
been waking up during the last few weeks seeing the colorful compaign hoardings and
banners of Deshabhimani .The circulation compaign this time was in several ways
reminiscent of the massive effort mounted some one-and-a-half decade ago to make
Kerala fully literate.
These newspaper giants have never agreed to an open debate on the latest trends in
the media scene, clearly because of the fear that their masks would peel off in the
process. They wield the arbitrary power to pass judgment on anything and every thing
under the sun, but they see dark foreboding in any suggestions for such an open
debate on what a newspaper is and should be.
Deshabhimani, which is branded as a party paper has shown the courage to
frequently organize meaningful discussion on a variety of topics. Such open
discussions have helped in giving the people deep insight in to the current trends in
the media world and the way media impacts society. This has helped in the evolution
of a parallel democratic media experience in Kerala. Even while keeping the tag of
being a political paper Deshabhimani, has never been afraid of Deshabhimani, is as
the compaign slogan goes, always With the Truth and With the People.
Deshabhimani, has shown in the courage to self critically evaluate itself and other
newspapers in Malayalam full public view only because it has adopted the search of
hidden truths as its guiding motto. One outstanding feature of the circulation
compaign this time was the success with which Deshabhimani, could generate open
debates on a variety of issues and ensure participation of people cutting across
political barriers. Wrll-known thinkers, first rung writers, religious heads, academic
intellectuals and even people occupying the opposing political space, associated with
the circulation compaign of Deshabhimani, this time in one way or another.
The bourgeois media always poses to be well wishers of its readers and the people in
general. Their language and get up are meant to cleverly hide their reactionary
agenda. Welfare of the masses does not figure in their real agenda. Their only
objective is the protection of the rich. Malayala Manorama, which gloats about its
claimed one crore plus Readership, makes only cursory attempts to address the
burning problems of the people. One would hardly find any account of the wretched
life of ordinary people eking out a living in such traditional industries as coir,
handloom, cashew, beedi and toddy tapping in these papers. The media barons allot
apace for news depending o the man hon. Member n their impact on the papers profit-
and-loss accounts. To the newspaper owners, only people with purchasing power
The massive response to Deshabhimani, circulation compaign is not accidental. This
paper has worked in Keralas socip-economic, political and cultural spheres during the
last 60 years preserving its unique individuality. Deshabhimani was the only paper
subjected to ensuring during the darks days of Emergency. It could not publish even
A.K.Gopalans speech in Parliame line are nt during those dark days. Deshabhimani
had also played a stellar role in bringing to light the brutal murder of rajan, an
engineering college student, during Emergency and in mobilizing public opinion
against the ghastly act. When a naxalite, Varghses, was tied up and shot by the police,
the bourgeois medias attempt was to dub it as an encounter killing.
Deshabhimani has never approved naxalite politics, but there was only one paper to
tell the worls that Varghese was tied up and shot dead Deshabhimani Much later, the
other papers also had to accept this.
When fundamental changes took place in Keralas agricultutral and educational
sectors, Deshabhimani documentsed it well and told the people what was actually
happening. When communal and caste force ignited the fire of divisive politics, the
only paper that registered the onslaught was Deshabhimani.
When Deshabhimani was opposing the new economic policies that threaten to tear
asunder every segment of national polity and economy, other bourgeois dailies were
all praise for them. But the bitter experience of the last few years have opened their
eyes. Deshabhimani was the only paper that cautioned the people years ago against
the threats that secularism, the cornerstone of our Constitution, faced from religious
fundamentalist forces. People at large are now realizing that the fears expressed by
Deshabhimani about the consequence of communalism and new economic policies
were indeed real.
People now accept as a reality the social commitment and honesty that Deshabhimani
has always cherished even while being and integral part of the well preserved and
battle-ready organizational structure of the Communist Party of India (Marxist). The
massive response that the circulation compaign receive is a sign of this. But we
cannot rest on laurels . We know well that there is a tremendous scope for
improvement . At every stage in Deshabhimani growth, our readers and the general
masses have take care to point out our mistakes and shortcomings. We are hopeful
that we would be able to improve Deshabhimani further by taking such suggestion
and criticism in all its seriousness, keeping constant vigil and by putting up a united
The circulation compaign has proved that the progressive and democratic sections of
the Kerala population wish to take Deshabhimani from its current position as the third
largest circulated newspaper in Malayalam to higher levels. Lakhs of Malayalees
realize that there is no other paper, which is uncompromising in its commitment to
take their struggles forward. But, at the same, Deshabhimani must improve as a paper
of the masses. There is an urgent need to mount an intense effort to improve its
content and get-up. Our experience of the last sixty years and the intimate links that
we have forged with the people should help as achieve this.
Kerala is a model for the rest of India in literacy levels of the people. Kerala achieved
this great honor through the constant endeavour of progressive and democratic
sections of its society and radical minds. Deshabhimani has the same source of
strength. Our effort is to be harness this rich source of energy and take Deshabhimani
to the top position among Malayalam newspapers, just as Kerala was made the most
literate state in the country.

"Prabhatham" (The dawn), started on 9th January 1935 at Shorannur near

Trichur, under the Editorship of EMS Namboodirippad, is considered to be the
harbinger of DESHABHIMANI. Since it was the unofficial organ of the Socialist
Section of the then Congress, it braved to fight against the injustice and atrocities
prevailed. So, at the outset itself, it had to bear the brunt of authorities. The
Publication of a Poem titled "Athmanadam" (Sound of the Soul) by Chovvara
Parameswaran annoyed the government and the Paper was fined Rs.2000/-
Late A.K.Gopalan (popularly called AKG) who is one of the stalwarts of
freedom movement and Communist Party in Kerala came forward confidently to raise
funds, which was in dire need. He toured to Bombay, Ceylon, Burma and other
places, met the malayalees there and managed to collect enough funds. It was at this
time that the Second World War was broken out and consequently the government
withdrew the license for the publication without any rhyme or reason.
Many of the leaders working then in the congress socialist party were really
communists. 64 prominent comrades of this section clandestinely got together at
"Parappuram" in Pinarayi Panchayat, Kannoor district and resolved to function as the
Communist Party, even though the Party had been banned. Since the ban on the party
was lifted only in 1942, the party had to work in the most adverse circumstances
during those period.
As the party started functioning freely in 1942, It took initiative to have its
own mouthpiece. Thus the birth of DESHABHIMANI at Kozhikode. It started as a
weekly on 6th September 1942. The funds collected by A.K.G sustained it initially.
Later E.M.S disposed of his ancestral property and donated the entire amount of Rs.
Deshabhimanis editorial captioned "The call of the gallows" in connection
with the Kayyoor Martyrs infuriated the British imperialists. The Madras government
took revenge and ordered to deposit Rs. 1000/-. Even in those days people could raise
this amount within days. Four years later, despite all these adversities and daring
against onslaughts, on 18th January 1946 Deshabhimani transformed into a four
pager morning daily.
The Proletarian perspective and Progressive views of the newspaper was so
irritating to the erstwhile princely rulers that the Deshabhimani was banned once by
the Government of Cochin and twice by the Diwan of Travancore during 1942-46.
By then Deshabhimani had become the fighting medium of the struggling people. It
had taken up and raised voice for umpteen number of struggles. The agitation of
toddy tappers of Anthikkad (Thrissur), strikes of Cochin harbour, Sitharam Mill,
(Trichur) and Aaron Mill, (Kannur) were some of the outstanding among them. Not
only the mass agitations in different parts of the state, but the struggles of the workers
of other states also were reverberated through Deshabhimani. It played its
revolutionary role diligently for the cause of those who laid down their lives at
Karivallor, Kavumbai, Munayankunnu (Kannur) and Onchiam (Kozhikode) fighting
against landlordism and Colonialism.
To improve the quality and meet the growing popularity, the need to replace
the double dummy cylinder press by a speedier modern rotary press was felt in 1947
itself. Here also the partyworkers approached the people for the fund. The response
was fantastic; experiences were inspiring
Only because of political reasons, harassment and persecution against
DESHABHIMANI continued unabatedly. Under the "Public Security Act" of 1947,
many members of the editorial board were taken into custody. New cases were
registered against them. Again the authorities insisted for a deposit of Rs.4000/. Party
sympathizers and workers raised the fund as they have done it earlier. They were well
aware that the existence of the paper was the need of the day.
Since the Kozhikode edition alone couldnt meet the growing demand of the
paper, the party took the initiative to start the 2nd Edition from Kochi on 16th May
1968 to cater the needs of Southern Kerala. In 1973 new building was constructed for
it, again by raising Funds from the masses.
The 3rd Edition of DESHABHIMANI started on 4th January 1989 from
Thiruvananthapuram. For this, party had decided to collect Rs. 25 lakhs. The result
was beyond expectations. By way of one day bucket collection people generously
donated Rs. 45 lakhs. DESHABHIMANI started its multi colour edition at Kochi in
1993, and Trivandrm & Kozhikode in 1994. Kannur and Kottayam Editions started
with the colour printing installations right from the beginning.
The next Edition of DESHABHIMANI started on 30th January 1994 at
Kannur, the stronghold of communist movement. One-day collection for Kannur
edition throughout the state was Rs. 42 lakhs. Apart from this, Rs. One Crore was
collected only from Kannur and Kasargode districts by way of the 12-year
subscriptions. It was a landmark in the History of DESHABHIMANI.
On March 22th 1997, the 5th Edition was started at Kottayam, which had
another salient feature in the fund collection. Two days bucket collection for
Kottayam Edition was Rs. 75 lakhs. Besides that Rs. One Crore and 40 lakhs was
collected through the annual subscriptions from the districts within the limit of new
In 1999,on 26th june E.K.Nayanar laid the foundation stone for the 6th Edition at
Thrissur. It is really an inspiring experience to note that within one month about One
Crore and Five lakh Rupees was collected only from Trissur district for the sixth
edition. People from all walks of life have given their share to this fund. Almost all the
workers, peasants and employees etc. have contributed their One-Day Wages. On 1st
September 2000 Thrissur edition was inaugurated. All the Printing and publishing
companies that bring out different editions were named after the Party Stalwarts P
Krishna Pillai, AKG, C H Kanaran and EMS respectively.
The Internet edition started on 1st January of 1998 is another feather in the cap
of DESHABHIMANI.From a very humble beginning of asset wise and circulation
wise, it has become the third largest circulated daily in Kerala reaching a wide range of
readership. The growth from "Kallachu" (a primitive calligraphic mode of printing) to
the well-equipped modern machinery with all-out computerised facilities, tiding over
all the hardships and constraints, is nothing but the fulfillment of the aspirations of the
toiling masses and down trodden people of Kerala. Without their unstinted support and
wholehearted loyalty it wouldnt have been so.
Stalwarts of the left and progressive movements in Kerala like EMS
Namboodirippad, M S Devadas, V T Induchudan, K P R Gopalan, P Govinda Pillai, K
Chathunni Master, E K Nayanar and S Ramachandran Pillai were the luminaries who
adorned the Chief Editorship of DESHABHIMANI at different times. Alongwith
hundreds of party workers and thousands of sympathizers, P Krishna Pillai, A K
Gopalan, E M S, C H Kanaran, Azheekodan Raghavan, P Kannan Nair, N Sreedharan
and Chadayan Govindan were, among others, the moving spirits behind Deshabhimani.
Since March 1998, after the demise of E M S, V S Achut a number no more than a year
in May 1989 the hanandan, member, Polit bureau, CPI (M) took over the Chief
Editorship. M. Govindankutty was the Printer & Publisher during 1951-67. In 1973 P.
Kannan Nair tookover as the Printer, Publisher and General Manager. After his death in
1990, P. Karunakaran is the Printer, Publisher and General Manager.
From the beginning onwards the Proprietorship of DESHABHIMANI was
vested with EMS. Since 1998 late Chadayan Govindan and after his death Pinarayi
Vijayan holds the Proprietorship as the Secretary of CPI (M) Kerala State Committee.
EMS has been the be-all and end-all of DESHABHIMANI throughout his life. Till the
very end of his life he continued to be the leading light. One of the two articles he
wrote on the very day of his demise, that is on 19th March 1998, was one for the daily
which was a series on contemporary politics captioned "Congress, BJP and Left
parties" that the Deshabhimani carried along with his obituary and other one for the
first anniversary supplement of Kottayam Edition.
DESHABHIMANI has always been acting as the eloquent mouthpiece of the
progressive forces with clear political vision on national and international issues. It is
the conception that, while sticking upon to its ideology, the paper should change into a
full-fledged newspaper. DESHABHIMANI has changed a lot in form and content in
recent times. It comes out regularly with the special pullouts on socio-economic,
industrial & business, agriculture, sports and tourism etc., thereby attaining the status of
a complete newspaper. The Childrens magazine "Thathamma", a sister publication, is
widely accepted. DESHABHIMANI weekly sustains its qualitative standard. The first
sports magazine in malayalam, "Kalikkalam", brought out by DESHABHIMANI, also
shows its adaptability to cope with the changing times.
EMS had the desire and vision to make DESHABHIMANI the largest circulated
daily. We are concertedly striving to fructify his dreams. In not so distant future his
dreams will be achieved.
Promoters of this organization were full time executive members of the communist
party of India(Marxist),kerala.they had to their credits good experience in running
similar organizations9other five editions).
i.e.at kozhikode-deshabimani printing and publishing house Ltd
kochi- chinta printing and publishing company pvt.Ltd
Trivandrum- v.krishnapillai memorial printing and publishing company pvt.Ltd
Kannur-AKG memorial printing and publishing company pvt.Ltd

Land and building

The company had acquired 53 cent of land at punkunam,trichur sy.no:765of
ayyanthole.subregistery for a sum of Rs68.20 lakhs and buildings were constructed
there having a total area of 3572 sq.meters.

Land and building Area Value(in 100 of Rs)

Land 53 cents 6820
Factory building 1935 sq.mt 7000
Auxiliary building 1637 sq.mt 6000
Total 19820
the company purchased plant and machinery for a sum of Rs 87,50,000.the plant and
machinery includes printing machine,electrical fittings, generator, plante exposing
machinery,camera,computer,transformer,air conditioners,etc.All these plant and
machineries are of indigenous tech.the project cost the company was Rs.2.9 crores
which was as summarized below
Fixed asset Amound in 1000
Land 6820
Building 13000
Plant and machinery 8750
Preliminary expense 30
Furniture and fitting 400
Total investment 29000


1 Deshabhimani Weekly
2 Peoples Democracy (Weekly)
3 Chintha Variga (Weekly)
2 Sthree Shabdham (Womens Magazine)
3 Thathamma (Childrens Magazine)


Its main objectives has always been acting as the eloquent mouth piece of the
progressive forces with clear political vision on national and international issues. Its
vision is to make Deshabhimani the largest circulated daily.

Secretary CPI (M), State Committee
Printer & publisher Chief Editor
General Manager Resident Editor

Unit Managers
Desk Bureau
Manager News Editor Bureau Chief

Manager Chief Sub Editor Sub Reporters

Personnel &
Administration Sub Editor Reporters



Section Heads

Assistant Marketing
Manager Senior Clerks

Senior Executives Clerks


6. b


Unit manager : C.N. Mohan

Business Promotion manager : Vinayakan C.V.
Personnel & Administration manager : Binoy Rajan
Accounts I/C : Ajayagosh A B
Circulation manager : T.A. Mathew

Chief Editor : V.V. Dakshinamurthy
Resident Editor : P. Rajiv

Printed and published by E.P. Jayarajan on behalf and for Pinarai Vijayan Secretary
CPI (M) Kerala State Committee.

Circulation Manager

Asst.Circulation Manager

Section head

Senior Clerks


Circulation Department is regulated as central department in a newspaper industry

since it is confined with the responsibility of circulation of daily and publications. It is
the most crucial department that decides the future growth of the company. It is this
department that acts as a catalyst to increase readership. It has to coordinate the efforts
of the staff to achieve the set target. It also has the charge of circulation of bureau
office in taluks and sub offices in the districts were there is no unit.

These departments collect the market feed back and take remedial steps to boost the
circulation. This department monitors the work of the agents and find out the area
where the circulations is weak or less and take corrective steps to improve circulation
by giving needful support to the agents. It should ensure that the required number of
daily and publications are supplied to the agent at the right time and right place. It
also makes the follow up of the collection from the agents and ensures that the agent
makes their payment promptly. It also has the duty to redress the grievances from the
customers and agents regarding the circulation of the daily and publications. It also
makes market research prepares statistical reports to monitor the current position of
their circulations. It also undertakes promotional activities.

Duties and Responsibilities

1 In the To co-ordinate the efforts of office staff and field staffs
2 To undertake the circulation of daily and publications
3 To make the follow up of the collections from the agents and
4 To maintain and increase the circulation
5 To achieve the target set by the company
6 To undertake the promotional activity
7 To provide required help to the agents where circulation is weak or less
and takes remedial steps to improve circulation
8 To appoint agents according to the geographical area
9 To carry on market researches timely and prepare statistical reports for
management decision making
10 To prepare performance appraisal of the subordinates

Personnel & Administration Manager

Asst.Personnel & Administration Manager

Section Head

Senior Clerk

Personnel and administration department plays a major role in every
organization. The successful running of an organization mainly depends upon the
efficiency and effectiveness of the department to provide and delegate quality
manpower. Personnel and Administration department performs a lot of functions.

The main functions of the Personnel and Administration Department are:

1 To identify the manpower requirements and make recruitments

2 To provide effective training to the recruited staffs.
3 To carry on periodical analysis of the performance of the employees.
4 To ensure that promotions are provided according to the performance
5 To maintain good and harmonious relationship between the
management and the employees.
6 To handle the grievances of the employees.
HR Department

In the modern era of liberalization the employees of an organization plays a vital role
in the organizations existences. Now the new management expert consider Human
Resource is the most critical resource which leads the company to success.

Unit Manager

Personnel and administration manager

Computer DTP Printing Plate Making Layout Despatch

Unit manager controls and co-ordinates all the activities of production,

administration printing etc. Recruitment and selection is done through written test /
practical test and descriptive type. Two year training programme is compulsory for all
the selecting candidates irrespective of their position.
The parties deciding by management give training to the candidates.
Promotion depends upon the performance. Regular reading, class conducted by expert
offers carrier planning for future. Insurance (accident /medical), canteen, night shift
allowance, gratuity are the welfare benefit in Deshabhimani. There are 2 trade unions
in Deshabhimani. They are Deshabhimani Journalist union and Deshabhimani non
Journalist union controlled by CITU.
Trade unions are eager about employee welfare rules and regulations are under
working journalist act, Factory Act and Industries establishment act. Strict time
schedule, uniform for workers are important. Total strength of Deshabhimani Kochi
edition is 135. 10 of them are female. All are experienced personalities.
HR Function
Human Resources is the most important factor in an organization. It provides
adequate supply proper quantity and quality as well as effective utilization of human
resources. The HR functions of Deshabhimani are of the following
1. Recruitment & Selection
When a vacancy arises an advertisement is published the newspaper. Applications are
invited and are called for a written test and a direct preliminary interview. Thereafter
candidates who are short-listed after the preliminary interview are called for a final
round interview and appropriate candidate are selected and posted as probationary
officer for 2 years. Sometimes direct recruitment is done from the departments
existing data bank.
After appointing as probationary officer it is the duty of the personnel and
administration department to provide training to the staff. In Deshabhimani the
method of training adopted is on the job training. This enables to have a thorough
knowledge about the job and work environment.
These training enable the employees to be more focused about various aspects like
self-motivation, self-confidence and leadership qualities. It is the responsibility of P&
A department to identify the strength and weakness of the employees and provide
training accordingly and enable to suit for the respective job. The department also
provides training to the existing employees to the changing work environment and to
be rehabilitated to the new surroundings and get them introduced to the practices,
policies and purpose of the concern.
The department also makes the performance appraisal of the staff. Each department
heads are required to prepare a performance report of the employee and submit it to
the P & A department. The P &A department after studying the report provide rewards
and promotions to the eligible employee.
2. Training and development
Training is an organized procedure for increasing the knowledge and skill of
people for a specific purpose. The trainees acquire new skill of people for a specific
purpose. The trainees acquire new skill, technical knowledge, problem-solving
ability etc. it also gives an awareness of the notes and procedures to guide their
behaviour. Training improves the performance of employees on present jobs and
prepares them for taking up new assignments in future.
In Deshabhimani there are two year training programme is compulsory for all
the selecting candidates irrespective of their position. The parties deciding by
management give training to the candidates. These type of training programme help
to widen the knowledge of an employee. There are 98% of employees are satisfied
with the training programmes provided by the management, but 2 % of employees
are not satisfied with the training programmes.
3. Manpower Planning
Manpower planning is the strategy for the acquisition, utilization, improvement
and preservation of an organisations human resources. It is aimed at coordinating the
requirements for and the availability of different types of employees. It is the process
of determining manpower requirements. In Deshabhimani, manpower planning heips
in utilization of manpower sources like working environment, suitable performance
appraisal etc.
4. Promotion
Promotion creates a feeling of discipline and respect for senior persons. It recognizes
the right of senior persons for promotions. The employees can know the future
prospects of their job. This system creates more peace in the organization because
such promotions will be acceptable to all. This is the cheapest system of recruitment.
The existing manpower can be used to an optimum level by giving them training and
preparing for higher jobs. This system is very simple to operate. In deshabhimani,
promotion decisions are based on the efficiency and performance of an employee. In
82% of employees agreed with the promotion decisions, but 18% of employees did
not agree with promotion decisions.
5. Welfare Policy and Measure
The company provide various types of health, wealth and safety. It provides insurance
(accident / medical ) canteen, night shift allowance, drinking water, facilities, houses,
incentives, remuneration etc. 86% of employees are satisfied with the welfare
programmes provided in the organization, but 14% of employees are not satisfied
with the existing welfare programmes.
6. Performance appraisal
It is an established fact that people differ in their abilities and attitudes. The eraluction
of their performance is the most significant tool of an organization. This helps in
assigning work according to ability and capacity spotting people for higher
responsibility jobs and recogning training and developmental needs. In deshabhimani
systematic evulation of employees with respect to their performance.
7. Placement
It makes assigning suitable jobs of selected candidates so as to match employees
qualifications with job requirements. In deshabhimani the parties deciding by
management give placement to the candidates.
8. Job Satisfaction
Job satisfaction is a pleaxrable or positive emotional state resulting from the apparel
of ones job or job experience. In Deshabhimani the job satisfaction Policies are.

1 The organization always makes sure that employees enjoy their work.
2 Co operativeness between colleagues
3 Equipment provided in the organization are sufficient to more
4 Job station facilities employees development
5 Communication between co-workers
6 Team spint in high order
7 Senior manages helping mentality
8 Shift based work
9 Present working conditions
9. Carrier Planning and development
It involves planning the carrier of employees and implementing carrier plans so as to
fulfill the career aspiration of people. In deshabhimani regular neading class
conducted by experb offers carrer planning for future.
10. Compensation function
It refers to providing equitable and fair remuneration to employees for their
contribution to the attainment of organizational objectives. In deshabhimani they
provides various compensation like, bonus, wage and salary administration, job
station , gratuity, incentives etc.


Space Marketing (Structure)

Senior Marketing Manager

Marketing Manager

Assistant Marketing Manager

Marketing Executives
News paper Marketing (Structure )

Circulation Manager

Assistant Circulation Manager

Senior Clerks


In Deshabhimani the marketing as in two aspects. They Are space selling &
Newspaper marketing (Circulation) space marketing as done through accredited &
non accredited advertisement two different marketing aspects are shown above, Space
marketing as done marketing under marketing managers. But news paper marketing
as under circulation manager takes all the initiatives to get maximum advertisements.
Through all the sources with the help of business promotion department (Circulation
department) Circulation manager identifies defects and cleans the complaint of
agents Assistant circulation manager, senior clerks and organizers help him in these

In India audit Bandeau of circulation (ABC) & National Readership studies

council are the authorized agencies and they give certificates after verification. There
are different schemes for the newspaper. It has different range of products such as
Deshabhimani weekly, womens monthly, childrens Fortnightly etc. there is a good
relationship, mutual understanding and cooperation among different departments. The
communication system as direct approach, telephone-mail, Fax etc. in space selling
the payment method is cheque, DD and by cash for accredited agencies settlement
should be before due date, for non-accredited agencies 3 months credit policies are
allowed. But in news paper selling agents should remit month deposit and monthly
billing system as done. 1 month credit policy as followed by them also. G.M., unit
managers & Marketing managers in each centre meet every month and they decide
the various marketing activities.
Advertising Manager

Asst. Advertising

Senior Clerks

The word advertising means turns to turn the people towards it. It means
advertisements turn the valuable attention of the consumers towards the product.
Advertising is a communicative method of informing mass or selective audiences
about the product or service.

The activities of the advertising department include the placing and scheduling of the
advertisements. The advertising manager decides the place where a particular
advertisement should come and he also decides when to come.

On Festival seasons (Onam, Vishu, Christmas etc.) the advertisement rates will be
Pricing in Deshabimani


B/W Colour Colour Display Per Word
Kozhicode 56 112 168 42 20
Kochi 66 132 198 50 20
Thiruvananthapuram 56 112 168 42 20
Kannur 56 112 168 42 20
Kottayam 43 86 129 32 15
Thrissur 56 112 168 42 20
All Kerala + Gulf* 333 666 999 250 50

Premium: Extra over the basic B/W rates shown above

Black and white Multicolour
Front page : 100% Front page : 150%
Back page : 25% Back page : 125%
Inside pages : 100%
Classified ads: maximum 100 words. Box charges Rs 35 extra.
* Space in Gulf edition free for advertisements released on all-Kerala basis.

Sizes / Measurements
Print area : 50 33cm
Column height : 50cm
Column width
1 col : 3.9 cm
2 col : 8.0 cm
3 col : 12.1 cm
4 col : 16.3 cm
5 col : 20.5 cm
6 col : 24.6 cm
7 col : 28.8 cm
8 col : 33.0 cm
No of columns to a page : Eight
Reproduction materials
Black and white ads : CDs (pdf)
Colour ads : CDs (pdf)

Business Promotion Manager

Section Heads

Senior Executives


Retainers all over India

Activities of the Business Promotion Departments are:

1 Interaction with major clients and media

2 Rate negotiations with various agencies
3 Interaction with I.N.S.,A.B.C.DAVP, RNI etc.
4 Designing advertisement tariff and contacting
their major clients.

Accounts Manager

Section Head

Senior Clerks


The successful running of an organization is mainly depending on the efficient and
proper functioning of accounts department. The effective management of accounts
department is very important because it is this department that decides when to spend
and what to spend.
This department is vested with the responsibility of preparing the annual budgets,
payments of salaries to the office and management staff, payments for all the material
purchases, preparing the balance sheet and the profit and loss account, to conduct
internal auditing etc. The department also should take care of Government procedures
like payments of taxes, filling of returns. The departments also should maintain the P.
F. accounts, ESI, Gratuity, and Pension of employees.
The departments are under the control of the accounts officer. The departments look
after the collection from the advertisement, daily & publication. It also makes the
cover time wages, provides traveling allowances, payments to part time
correspondents etc.
The unit maintains two types of booked, Trade Customer Ledger Control Account
delays with the payments and receipt of advertisement and commission & Agents
Ledger Control Accounts deals with the accounts of agents.


Editorial Marketing Section

Advertisement Section



Plate Marketing


Bundling & Despatching


News Collection/ Advertisement material collection

Compassing of news/ Advertisements design


Pagination/ Page layout

Bundling, dispatching & distribution

Production depends upon the request from agents as per requirements.

Production planning as done through computers, daily needs/ demands. Assembled
computers & scanners, Plate making machines &Printing machine are the various
machines used for production Inventories are news print orders Normal wastage is 4-
5%. They may be damaged copies, low quality products etc. Maintenance system as
efficient Daily checking, daily maintenance etc are done. Through out monitoring
tailspin avoiding defects and there by quality defects done at the time of Production.
There is no returned goods in news paper selling.


The editorial department is considered to be the nucleus of all the newspaper

industry. The department plays a vital important role in every activity from gathering
the news from all part till it is composed and printed. A various group of officials
work together for the above function, the copy desk handles the general news and a
local desk to handle the local news.
The news are gathered from sources like PTI, UTI, from bureau office outside
the state and from abroad. There are also agents, part-time reporters, and part-time
correspondents etc to provide various news.
The days work starts with a meeting conducted by the deputy chief editor with
the sub editors and the chief reporters to formulate a prcis of the work. The news is
collected through the proper channel and ensures its truth ness before it is accepted.
Different sub-editors are in charge of different pages. The news are forwarded to the
respective sub-editors from the news desks for editing and is paginated according to
the importance of the news and space and send for composing and proof reading. The
sub-editors read the module thoroughly and check the headlines, caption and pictures
and make corrections if required and send for printing at the scheduled time. The
scheduled time for first page is 8 pm. For all other pages common time is between 7-
10 pm. And should be made available before 11 pm for printing.


Industrial relation is the collective relationship between union and employee which
grows out of employment. The subject of industrial relation include.
1. Individual relation and joint consultation between employers and
workers at work place.
2. Collective relation between employers and their organizations and the
trade unions
3. The part played by the state in regularly the relations.
In Deshabhimani, industrial relation is an outcome of employment relationship in an
industrial enterprise is professional and realistic. The rule-making by employer-
employees trade unions of Deshabhimani is within the statutory frame work so that
uninterrupted production take place. The method of adjustment and co-operation is
perfect within the work place.
There are two trade unions in Deshabhimani. They are Deshabhimani journalist union
and Deshabhimani non journalist union controlled by CITU. Trade unions are eager
about employees welfare. Rules and regulations are under working journalist act,
factory act and industries establishment act. Strict time schedule, uniform for workers
are important. Total strength of Deshabhimani Thrissur edition is 135. 10 of them are
female. All are experienced personalities.
The organization always makes sure that employees enjoy their work. The
management provides good incentive system. Team spirit is high in Deshabhimani.
The employer-employee relationship is very effective in Deshabhimani. The
communication between co-workers is very effective and efficient. The employees are
justified with the recreational facility. Absenteeism is less in Deshabhimani because
the employees are satisfied with the leave procedures.


Strategy System

Shared value

Skills Style

One of the early and widely accepted frameworks that identify the key factors that
best explains superior performance is the McKinsey 7-S frame work. this frame work
provides a useful visualization of the components that managers must consider in
making sure a strategy permeates the day to day life of the firm.this frame work
suggest that once the strategy has been designed, the managers focus on six
components to ensure effective execution-structure, system, shared values(culture),
skills, style and staff.if there is a change in any one of the element, it will affect all
the other elements in the frame work.

The essential parts of a newspaper organization are editorial, business (administration)

and mechanical. The editorial department looks after the papers, content news,
editorial, artwork and features; the business department takes care of the circulation,
advertising, the promotion and the office routine, and the mechanical department and
dispatches the product
Editorial news department includes:
Bureau, ditorial Department, Library
Businesss division includes:
Circulation, advertising, accounts
Mechanical division includes
DTP, Layout, printing
Structure of management

a. Journalist staff
b. Non Journalist staff
c. Mechanical staffs

Structure of mechanical staff

Offset printing foreman/offset printer

Foreman/offset m/c man

Assistance printer/camera operator

Driver/Electrical/Junior Machine man

Cleaners and helpers

Structure of Non Journalist Staffs

General manager

Departmental Manager
Assistant department Manager

Sectional heads

Senior clerks


Structure of Journalist staff


Executive Editor
Resident editor

Assistant Editor,chief of News bureau,News Editor

Associated News Editor,chief reporters,chief sub editor, chief librarian,chief

artist,chief news photographer

Senior sub editor,chief librarian, chief artist,chief news photographer

Senior sub editor, senior reporters,senior librarian

Sub editors, reporters, photographer, artist, librarian,chief proof reader







Business firms undertake Swot which includes strength, weakness, opportunities and
threats. It is also known as NOTS-UP analysis. Through this analysis the strength and
weakness existing within an organization can be matched with the opportunities and
threats operating in the environment so that an effective strategy can be formulated.
An effective organizational strategy therefore is one that capitalizes on the
opportunities through the use of strength and neutralizes the threats by minimizing the
impact of weakness.
1. Strength
The strength of Deshabhimani is a well efficient management. It has different
range of products such as Deshabhimani weekly, womens monthly, childrens
fortnightly etc. there is a good relationship, mutual understanding and co-operation
among different departments. The communication system is direct approach,
telephone, e-mail, fax etc. in Deshabhimani there is no share and bouel. Machineries,
building are the assets of Deshabhimani. There is no dividend policies, payment and
collection is done through cash, cheque, D.D. etc. all assets are insured.
2. Weakness
The quality of newspaper is very poor. This paper has no ISO certification. The
main weakness that is in Deshabhimani the decisions are taken only by the party. Role
of decision making of employees is very poor.
3. Opportunity
The main opportunities there is Execution trail-men. The industries opportunity
spread all over Kerala. They have to adopt new methods of production and standards
according to quality needed. The parties deciding by management give training to the
4. Threats
The main threats facing by Deshabhimani is the competition from its rival
companies. Manorama always write newses opposing Deshabhimani. They consider
Deshabhimani as their opponent. Other political parties always talk against

1. Majority of employees were satisfied with the training programmes

provided in this organization
2. Some of the employees were not satisfied with the recreational facility
provided in this organization
3. Most of the employees agreed with the co-operativeness among
4. Majority of the employees are satisfied with the incentive system of
this organization
5. Some of the employees do not agree with the job station
6. Most of the employees were satisfied with the present working
conditions in this organization
7. Some of the employees did not agree that the promotion decisions are
based on the efficiency and potential of the employer.
8. Some of the employees are of the opinion that the equipment provided
in the organization are insufficient to be more productive.

1. Management should consider the performance of employees for taking

promotion decisions
2. Management should provide better recreational facilities for the
3. Management should make the awareness about advantages of job
station to the employees
4. Management should provide the modern equipment in the organization
for increasing the productivity
5. Management should give more importance in the case of health benefit
6. Management should improve the welfare programmes provided in the

The basic and primary objective of this study is to understand about the Marketing
Department and Functions. All the dates mentioned of several department and about
the news paper company Deshabhimani was collected from respective departments
with the guidance and help of Business promotion manager of Deshabhimani Thrissur
Mr. Vinayakan. This study enabled me to get in-depth knowledge of various activities
of Deshabhimani.

1 Human Resource Management Shashi. K. Gupta, Rosy Joshi

2 Dynamics of Industrial Relations C.B. Mamonia, Satish Mamonia ,
S.V. Gankar
3 Organizational Behaviour - Fred Luthans
4 www.deshabhimani.com
5 www.google.com