Before Independence the Indian newspaper in general had a missionary role and saw itself as a powerful instrument in social reformation and freedom struggle. As of now, newspaper making in India is a multicrore business. The print medium, in recent years, has been making news rather than just reporting news. A newspaper business, after all, is to sell news to readers, then sell those readers to advertisers. The media mix in India is changing rapidly to the point that many newspapers are finding themselves an endangered species. The marketing warfare in the segment of Indian language dailies is no less riveting, and in some cases more mind-blowing. Inter- and intramedia competition is one reasons which is forcing newspapers to change and to react creatively. However, most of the books available on Newspapers Marketing are from the West. In this pioneering work, treatment of the subject is not too academic and is marked by a logical flow of topics. Current and real-world examples help a logical flow of topics. Current and real-world examples help the students and scholars of journalism, mass communication, advertising and marketing, besides media business practitioners. The study’s special focus in on the period since 1974, the time marketing started arriving to the Telugu newspaper scene.
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