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 2019, Eenadu ranks at number four among the Indian-language regional dailies with a total readership (TR) of 15,673,000.[4] Eenadu ("this day" or "this country" in Telugu) was founded by Ramoji Rao in 1974. 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.

Eenadu
Eenadu Front Page.jpg
TypeDaily newspaper
FormatBroadsheet
Owner(s)Ramoji Group "World Newspapers and Magazines". Worldpress.org. Retrieved 30 December 2006.
EditorD.N. Prasad (Telangana edition)
M.Nageswara Rao (Andhra Pradesh edition)[1]
Founded1974; 47 years ago (1974)
LanguageTelugu
HeadquartersHyderabad, India
Circulation1,614,105 Daily[2] (as of December 2019)
Websitewww.eenadu.net

EditionsEdit

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.

HistoryEdit

Early daysEdit

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.[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 1974 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 4,000 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.[6]

ReferencesEdit

  1. ^ "'ఈనాడు' నుంచి తప్పుకున్న రామోజీరావు". Samayam Telugu (in Telugu). 14 December 2019. Retrieved 5 March 2020.
  2. ^ "Highest Circulated Daily Newspapers (language wise)" (PDF). Audit Bureau of Circulations. Retrieved 5 January 2020.
  3. ^ IRS 2012 Q1 Topline Findings p. 11 Archived 7 April 2014 at the Wayback Machine
  4. ^ "Indian Readership Survey Q1 2019" (PDF). mruc.net. p. 42. Archived (PDF) from the original on 16 September 2020. Retrieved 16 September 2020.
  5. ^ "Eenadu Classified Ad Booking Online". www.bookmyadvertisement.com. Retrieved 8 April 2020.
  6. ^ "Eenadu Epaper".

External linksEdit