Madhyamam newspaper: Which way forward

Mankavil Kovil Veettil, N; Pati, DP; Satpathy, CS; Saha, B; Saxena, K; Narayanan, A

Abstract

Madhyamam is a Malayalam-language newspaper headquartered in the southern Indian state of Kerala. Launched by a conservative Islamic trust in 1987, much of the newspaper’s coverage and content were dictated by the trust. Though the quality of the content was widely appreciated, this factor did not translate into the sales revenues that Madhyamam anticipated; at least part of this shortfall was because of Madhyamam’s public image as a pro-Muslim newspaper. Since 2006, the management of the newspaper, which was distinct from the trust, had been making efforts to shed this image. Driven by its vision of becoming the largest newspaper in India by 2020, management had been exploring various options to stimulate readership and sales. The task was made difficult by stiff competition from major local players, the entry of national players and the proliferation of regional news channels.

Citation

Mankavil Kovil Veettil, N., Pati, D., Satpathy, C., Saha, B., Saxena, K., & Narayanan, A. (2014). Madhyamam newspaper: Which way forward

• Other Type: Teaching Resource
• Publication Date: Nov 4, 2014
• Deposit Date: Feb 4, 2015
• Publicly Available Date: May 5, 2035
• Additional Information: Pedagogic Type : Case