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Eenadu

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For the 1982 Malayalam film, see Ee Nadu. For the 2009 Telugupaper film, see Eenadu (2009 film).

Eenadu
File:Eenadu telugu newspaper front page.png
The largest circulated Telugu daily
TypeDaily newspaper
FormatBroadsheet
Owner(s)Ramoji Rao[1]
PublisherM. Nageswara Rao
D.N. Prasad
EditorM.Nageswara Rao (Andhra Pradesh edition)
D.N. Prasad (Telangana edition)[2]
Founded1974; 50 years ago (1974)
LanguageTelugu
HeadquartersHyderabad, India
Circulation1,614,105 [3] (as of Dec 2019)
Websitewww.eenadu.net

Eenadu (transl: "Today" or "This Country/State") is the largest circulated Telugu-language daily newspaper of India sold mostly in the states of Andhra Pradesh and Telangana.[4] According to the Indian Readership Survey (IRS) Q2 2019, Eenadu ranks eighth among the most circulated Indian-language dailies with a total readership (TR) of 1,614,105.[5]

Eenadu was founded by Telugu media baron, Ramoji Rao in 1974.

Editions

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

Early days

Initially, the circulation of Eenadu was limited. When launched in the city of Visakhapatnam, it wasn't able to sell more than 3,000 copies a week.[6] 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 most highly circulated newspaper in the region.

Eenadu was launched from Visakhapatnam on 10 August 1974 by Ramoji Rao, a businessman who had previously achieved success with Priya Pickles and Margadarsi Chitfunds. At that time, the Andhra Prabha, owned by the Indian Express Group, was the leading regional newspaper.

Eenadu began with a print order of 4,000 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 1976, its circulation had already reached a readership of 48,000. By 1978, Eenadu surpassed Andhra Prabha's circulation and, by 1995, 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 1975, 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 1980s, 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 1970s (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 1982. From the 1980s, the news editor of Eenadu oversaw an enormous local-based news gathering and disseminating organization from his Hyderabad office.

By the end of the 1980s, there were six substantial Telugu dailies running, and the business was highly competitive. In 1989 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.[7]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.

References

  1. ^ http://www.worldpress.org/newspapers/ASIA/India.cfm
  2. ^ "'ఈనాడు' నుంచి తప్పుకున్న రామోజీరావు". Samayam Telugu (in Telugu). 14 December 2019. Retrieved 5 March 2020.
  3. ^ "Highest Circulated Daily Newspapers (language wise)" (PDF). Audit Bureau of Circulations. Retrieved 5 January 2020.
  4. ^ IRS 2012 Q1 Topline Findings p. 11 Archived 7 April 2014 at the Wayback Machine
  5. ^ http://www.auditbureau.org/files/JD%202019%20Highest%20Circulated%20(across%20languages).pdf. {{cite web}}: Missing or empty |title= (help)CS1 maint: url-status (link)
  6. ^ "Eenadu Classified Ad Booking Online". www.bookmyadvertisement.com. Retrieved 8 April 2020.
  7. ^ "Eenadu Epaper".
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