Eenadu
Eenadu (lit. 'Today') daily newspaper is the largest[3] circulated Telugu newspaper in the State of Andhra Pradesh and the State of Telangana of India. According to the Indian Readership Survey (IRS) Q1 , Eenadu ranks at number four among the Indian-language regional dailies with a total readership (TR) of 15,,[4]Eenadu ("this day" or "this country" in Telugu) was founded by Ramoji Rao in Eenadu later ventured into other markets such as finance and chit funds (e.g. Margadarsi chits), foods (Priya Foods), film production (Usha Kiran Films), film distribution (Mayuri Films), and television (ETV). All the businesses are organized under the Ramoji Group.
Editions[edit]
Various editions of Eenadu exist throughout the Telugu-speaking region of India constituting the State of Andhra Pradesh and the State of Telangana, as well as in cities such as Chennai, Bengaluru, Mumbai, and New Delhi.
History[edit]
Early days[edit]
Initially, the circulation of Eenadu was limited. When launched in the city of Visakhapatnam, it wasn't able to sell more than 3, copies a week.[5]Eenadu found itself struggling to become a daily publication among publication. However, it was popular in certain regions and rivalry was still an issue. Eenadu hired a new set of directors to be part of its key decision and management group which drove it towards what it is today: the mostly high circulated newspaper in the region.
Eenadu was launched from Visakhapatnam on 10 August by Ramoji Rao, a businessman who had previously achieved success with Priya Pickles and Margadarsi Chifunds. At that time, the Andhra Prabha, owned by the Indian Express Group, was the leading regional newspaper.
Eenadu began with a print order of 4, copies, composed by hand and produced using a second-hand printing press. But by the time it was admitted into the Audit Bureau of Circulations in , its circulation had already reached a readership of 48, By , Eenadu surpassed Andhra Prabha's circulation and, by , two other rivals Andhra Patrika and Udayam folded, leaving Eenadu with over seventy-five percent of the audited circulation of Telugu dailies.
When Eenadu expanded to Hyderabad in , it divided the city into target areas, recruited delivery boys three months in advance and handed out the paper freely for a week. During the s, technology enabled Eenadu to spread over larger areas beyond only the main cities. Earlier, it was difficult to manage even the three editions of the s (the Visakhapatnam, Vijayawada and Hyderabad editions) because the only communication facilities available to the publication at the time were the telegram, telephone, and teleprinter, all of which had limited presence in rural Andhra Pradesh. With the introduction of offset printing, photocomposing software and computers, Eenadu was able to launch editions in smaller towns like Tirupathi in From the s, the news editor of Eenadu oversaw an enormous local-based news gathering and disseminating organization from his Hyderabad office.
By the end of the s, there were six substantial Telugu dailies running, and the business was highly competitive. In Eenadu introduced "district dailies (tabloid edition)" to carry its presence not only into district towns like Rajahmundry, Karimnagar, Guntur and Adilabad, but also taluka towns like Suryapet and Tadepalligudem. Each publication center required forty engineers to run its printing presses. Eenadu's district dailies were based on market research asserting that heavy local content would generate new groups of readers and boost advertising revenue. Currently, the district dailies print local news specifically for each major location in the area, thereby negating the need for any separate local daily. Few special sections are published every day of the week.[6]
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