B.S.Chandrasekhar
The Kannada newspaper Vijay Karnataka (VK) started in 1999 became the number-one Kannada daily in just two years and crossed a circulation of half-a-million in its third year, perhaps a record among all newspapers in the Indian languages. This newspaper has now completed five years and in this short period has considerably changed the face of Kannada journalism. VK is the first successful Kannada newspaper of the post-liberalisation era and an analysis of the factors that catalysed its growth may help in a better understanding of the changing relationship between the regional language newspapers and their readers.
This article, in two parts, traces the growth of this newspaper and also examines the special characteristics of the new journalism introduced by VK. This is not a critique of VK but an attempt to understand the factors that have made this paper popular. VK like all media forms is constantly changing and the features of the newspaper described here are as at the time of its fifth anniversary. This part of the article traces the growth of VK and describes the strategies adapted by the management to achieve this growth and in the second part the contribution of the editorial team in making this newspaper such a big success will be discussed. We can begin with a few facts about the Kannada newspaper industry in general.
Newspapers in Kannada and Karnataka
Modern newspaper publishing began in Kannada when Prajavani started publication from
All these three newspapers did try to reach readers in other parts but such efforts were feeble and in a way these dailies were quite happy with their success in the limited areas of their influence. Kannada Prabha from the Indian Express stables gave competition to Prajavani in south Karnataka and built up considerable readership and garnered enough advertisement from specific fields but it never became a threat to the leader.
The total reach of Kannada newspapers is well above the national average but the Kannada newspaper industry faces some peculiar problems. English newspapers are more widely read in Karnataka than in any other state. In
The newspaper Vijay Karnataka
Vijay Karnataka, started publication in
Vijay Sankeshwar the owner of the largest transport company in Karnataka is the proprietor (the Printer and the Publisher in the credit-line) of VK. After the success of VK he started in 2002 an English daily- Vijay Times. Sankeshwar was elected to the 11th, 12th and 13th Lok Sabha on a BJP ticket but he resigned from BJP in 2004 founded his own regional party Kannada Naadu which contested all Loksabha and State assembly seats in the 2004 elections. The party did miserably in the polls with all (including the Founder) but one candidate losing by huge margins.
The management of the newspaper has given importance to professionalism and has engaged experienced journalists for managing news. However in the early years of the newspaper two editors left in quick succession but Vishweshwar Bhat the present editor (Executive Managing Editor in the credit line) has remained for quite some time and has contributed in a big way to the success of VK. Bhat has a post-graduate degree in Journalism and had earlier worked as an Assistant Professor in the Asian
Table1
Circulation of Kannada Newspapers
ABC
(Figures in thousands)
|
2001 |
2002 |
2003 |
Vijay Karnataka |
380 |
536 |
583 |
Prajavani |
286 |
318 |
310 |
Samyukta Karnataka |
121 |
148 |
144 |
Udayavani |
153 |
180 |
189 |
(Source: Special Supplement of VK dated
Readers’ Loyalty
It is interesting to note that though VK has grown tremendously it is not at the cost of other popular Kannada dailies. These newspapers are in the field for a long time and it is natural that the Kannada readers have developed a special relationship with them. Contrast this with the situation among the English dailies in the state where the leader has not only lost the leadership but also a substantial number of readers. No doubt the growth of other Kannada dailies has been affected but the regular readers of these newspapers have more or less remained loyal. However these Kannada dailies have been forced to make concerted efforts to retain these readers. VK has brought in mostly new readers and might have become the second newspaper in the household.
About 15 years back the number one tag for a regional language newspaper meant immediate gain in the form of more advertisements. The FMCG companies at the national level used to allot a big chunk of their advertising budgets to the regional language dailies and all this money went to the most popular newspaper in the language. But with the growth of commercial television channels in the regional languages things have changed and now there is very little FMCG advertisements for the dailies. Perhaps because of this there was no visible change in the volume of advertising in VK and it appeared that the newspaper did not get much benefit by its number one status. However things are changing and in the recent weeks the volume of advertising in the newspaper has increased.
The Indian Newspaper and Advertising industries believe that the National Readership surveys (NRS) provide the most authentic data on newspaper readership in the country. These are no doubt the largest surveys of the type conducted anywhere in the world with the main objective to provide the most comprehensive database on the Press and other mass media.
The special VK supplement to mark its fifth birthday has also given the NRS figures about the growth of readership of VK and some other Kannada newspapers. These figures are reproduced in Table-2.
Table-2
(Data from National Readership Surveys)
(Figures in Lakhs)
|
2001 |
2002 |
2003 |
Vijay Karnataka |
1175 |
2210 |
7012 |
Prajavani |
3463 |
3427 |
3573 |
Samyukta Karnataka |
2535 |
2425 |
2532 |
Udayavani |
1061 |
1019 |
1899 |
NRS estimated readership of VK at 12 lakhs in 2001, which, increased to 22 lakhs the next year, and in the following year the readership jumped to 70 lakhs. According to ABC in 2003 there was a 9 percent growth in the circulation of VK but according to NRS the readership of the daily increased by 217 percent in this year. One may think that both the figures cannot be true. However both figures could be true and here the problem is not about the circulation or the readership of VK in 2003 but with NRS itself and its method of estimating the readership of different newspapers.
To understand this better one has to look into the per copy readership of different newspapers in different years. In 2001 and 2002 there were just 4 readers for a copy of VK whereas in the same period the average number of readers per copy of Prajavani was 12. In 2003 the number of readers per copy of VK has increased to 12 to catch up with other newspapers.
This is not the first time that a readership survey has grossly underestimated the readership of a new newspaper. Some years back a similar thing happened to Outlook magazine. At that time the survey data showed that just 2-3 persons read a copy of Outlook whereas more than 30 persons on the average read a copy of India Today. This naturally created a controversy and then the explanation offered was the ‘Halo effect’ of established newspapers/magazines- a clear admission that readership surveys grossly overestimate the readership of established newspapers.
Many of the new newspapers may not even know that they are being taken for a ride in readership surveys. VK like all new newspapers suffered this handicap in the earlier years and this could be one of the reasons for VK not getting immediate advantage by its number one status. Now VK could be happy that it has also obtained a "halo". Kannada newspapers have only recently started using Readership survey data in their promotion campaigns but it looks that they still do not know fully what these figures stand for. For example in NRS only those respondents who are 16+ years of age are included. Mentioning this base will be to the advantage of the newspaper but most of the costly promotion campaigns of Kannada newspapers omit this vital information.
The single most important reason for the fast growth of Vijay Karnataka is its easy accessibility. Copies of the newspapers are available at 600 AM in all the towns and villages in the state. In most places VK is the first newspaper reaching the roadside newspaper stalls. The management has been using innovative marketing techniques such as door-to-door promotion and outdoor advertising through hoardings. In the early years it also resorted to television advertisements but now it appears the roles are reversed- at least one popular TV channel increasingly looks forward to VK for its promotion.
Price-cutting is another strategy used by the management to boost sales. For quite some years the normal cover price of Kannada newspapers has been Rs.2 on five days in a week and Rs. 3 on Sundays and Fridays. VK started the price war by reducing the weekday price to just one rupee. The other newspapers were forced to follow suit and the readers are happy. There was a temporary truce but the price war has restarted. The low price has been one of the main reasons for the growth of VK and the other newspapers have been able to retain their readers by similar price-cutting. In this circulation war the district level newspapers have been the worst sufferers.
To be concluded.
Related articles on the Hoot:
"Analysing Indian Language Newspaper Readership" http://www.thehoot.org/story.asp?storyid=webhoothootL1K010140213&pn=1
"Vijay Karnataka helps launch a regional Party" http://www.thehoot.org/story.asp?storyid=Web21965236239Hoot81830%20PM1102&pn=1
BS Chandrasekhar is based in Bangalore has written a book on the Sociology of Mass Communication, which is recently published by Kannada University, Hampi. He retired as Director, Audience Research, Doordarshan.) Contact: baguruchandru@rediffmail.com