MBA Organizational study

Organization Study on Kerala Kaumudi (P) Ltd

INTRODUCTION

1.1 GENERAL INTRODUCTION

The press, as a technological invention or as a political medium, plays a major role in

the definition of the reality for the individual as well as for a nation; The newspaper

press rises to a powerful institution in the development of civilization; it is the

medium for exchange of ideas and it facilitates the time-and space-binding activities

of the society. The first printing press was imported into Bombay as early as 1670 by

the Parsi business man, Bhimjee Parikh, it has more than a 100 years before the first

newspaper was printed.

India has emerged as the second largest market for newspapers in the world

with a daily circulation of 88.9 million copies.

Kerala has a rate of newspaper readership that is among the highest in the

world and plenty of never-ending political arguments. In Kerala, there are

approximately 1576 newspapers in circulation! Among these, only a few newspapers

are widely circulated with a good number of readers. The major newspapers in Kerala

include Malayala Manorama, Mathrubhumi, Kerala Kaumudi and Deshabhimani.

This organization study has been conducted in Kerala Kaumudi (P) Ltd.

Kerala Kaumudi, the greatest growing Malayalam daily, owes its genesis in 1911, to

the visionary, Shri C V Kunjuraman. Kerala Kaumudi became a daily news paper on

1st November 1940. From its humble beginning as a single edition news paper of

Thiruvananthapuram, Kerala Kaumudi has spread out to cover other parts of the state

and the country with editions from Kollam, Alappuzha, Kottayam, Cochin, Thrissur,

Kozhikodu, Kannur, Bangalore and Gulf.

1.2 STATEMENT OF THE PROBLEM

Kerala Kaumui is a Malayalam daily which provides truthful news. Kerala Kaumudi

(P) Ltd consists of all functional departments and thereby gets an idea about all

departments. So an organization study was conducted at Kerala Kaumudi (P) Ltd

with an aim of getting awareness of their functioning and final procedures of that

organization.

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1.3 SCOPE OF THE STUDY

The ‘Organization Study on at Kerala Kaumudi (P) Ltd’ offers great scope to Kerala

Kaumudi (P) Ltd in some areas where they are considered weak. The scope of the

study also extends to other media companies and future researchers. The study helps

in bridging gap between the theory and practice of management.

1.4 OBJECTIVES OF THE STUDY

1. To identify the functions, duties, responsibilities and maintenance of each

departments.

2. To verify how far the organization structure is successful in accomplishing

the objectives of Kerala Kaumudi (P) Ltd

3. To determine the factors that influence readers.

4. To suggest measurers to improve the circulation of Kerala Kaumudi daily.

5. To know news preference.

6. To know the opinion of readers about various reports.

7. To analyze the buyer’s opinion about the price and quality of the particulars

product.

1.5 METHODOLOGY OF THE STUDY

The organization study at Kerala Kaumudi (P) Ltd is descriptive in nature. For

the purpose of this study data were collected from primary and secondary sources.

The primary sources include observation and structured or semi structured

interviews with the department heads. Secondary sources include internal records

which comprise company records, newspaper articles, cyber space information and all

reference material available during the period of study.

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1.6 LIMITATIONS OF THE STUDY

1. An in-depth study was not possible because the time limit was the main

constraint.

2. Since Kerala Kaumudi (P) Ltd, is a private sector company, access to some

important information was restricted. This made some difficulties during the

time of analysis.

3. Financial constrains were one of the limitations.

4. Some of the respondents are not ready to give opinion.

1.7 CHAPTERISATION

Chapter I gives an introduction to the study. This chapter includes statement

of the problem, scope and objectives of the study, research methodology and

limitations of the study.

Chapter II deals with the profile of News paper industry.

Chapter III presents the history and profile of Kerala Kaumudi (P) Ltd-

where this work has been carried out and the product line of the company.

Chapter IV outlines the organization structure and overall administration of

the company. The purpose of this chapter is to give a good picture of the company

bureaucracy.

Chapter V deals with the departmental details of Kerala Kaumudi (P) Ltd.

This chapter discusses the structure, Duties and responsibilities of each department of

Kerala Kaumudi (P) Ltd.

Chapter VI presents SWOT (Strength-Weaknesses-Opportunities-Threat)

analysis of the company.

Chapter VII deals with the Findings, Conclusion and suggestions of the

study.

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2.1 INDUSTRY PROFILE

When newspapers and magazines are combined, print is the world's largest

advertising medium. An increase in the newspaper sale has been witnessed in almost

all continents including Asia, Europe, Africa and South America except North

America, which registered a decline in the sales. Global newspaper sales rose 2.3%

in 2006, India grew 13 %. Advertising revenues in paid dailies had been found up

3.77 per cent. China, Japan and India account for 60 of the world’s 100 best-selling

dailies while the five largest markets for newspapers are China, India, Japan, the US

and Germany.

2.1.1 INDIAN NEWSPAPER BUSINESS

In India, over 150 million individuals read a newspaper each day. One factor that has

resulted in making the print media ever-more popular is the fact that India is a country

of many diverse languages and more than a thousand different dialects. In a country

of 1.1 billion, there is more room for the newspaper industry to grow, as the rural

areas are largely untapped.

To propel the newspaper growth in India, 26 per cent foreign direct investment

allowed in print media in 2002. Due to a hike in FDI limits in the newspaper

publishing sector a lot more action is likely to be seen from the global players wanting

to invest in this sector.

2.1.2 INDIAN NEWSPAPER SOCIETY

The Indian and Eastern Newspaper Society, now renamed as The Indian Newspaper

Society, enjoys a unique position as the accredited spokesman of the newspaper

industry. From newsprint to advertising, from licenses for machinery to freedom of

the Press, INS today is involved in many spheres of activities.

2.1.3 REGISTRAR OF NEWSPAPERS FOR INDIA

The Office of the Registrar of Newspapers for India, more popularly known as RNI

came into being on 1st July, 1956, on the recommendation of the First Press

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Commission in 1953 and by amending the Press and Registration of Books Act 1867.

The Office of the Registrar of Newspapers for India is headquartered in New Delhi,

and has three regional offices at Calcutta, Mumbai and Chennai to cater to the needs

of publishers in all corners of the country.

RNI compiles and maintains a Register of Newspapers containing particulars about

all the newspapers published. It informs the District Magistrates about availability of

titles to intending publishers for filing declaration and issues Certificate of

Registration to the newspaper. It ensures that newspapers are published in accordance

with the provisions of the Press and Registration of Books Act 1867.

Printing and publishing of newspapers and periodicals within India are governed

by the Press and Registration of Books Act, 1867 and the Registration of Newspapers

(Central) Rules, 1956. According to the Act, no newspaper or periodical should bear

a title which is the same or similar to any other newspaper or periodical already being

published, either in the same language or in the same State, unless the latter is also

owned by the same person. In order to ensure compliance of this condition, the

Government of India has appointed the Registrar of Newspapers, also called the Press

Registrar, who maintains a register of newspapers and periodicals published in India.

After verification Press Registrar allots a RNI Number. After allotment of this

number only the Publishers get the authority to publish the paper. [This RNI Number

must be shown in every newspaper].

Table 2.1 The Press In India In 2005-06: at a glance

Periodicity Number Circulation

Dailies 2,130 8,88,63,048

Tri/Bi-Weeklies 39 5,66,198

Weeklies 3,428 5,05,80,648

Fortnightlies 955 1,23,09,948

Monthlies 1,471 2,11,36,710

Quarterlies 219 15,52,138

Annuals 49 29,86,256

Others 221 27,43,665

TOTAL 8,512 18,07,38,611

‘Miscellaneous’ Publications 126 71,69,952

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2.1.4 AUDIT BUREAU OF CIRCULATION

The ABC founded in 1948 is a not for profit, voluntary organization consisting of

Publishers, Advertisers and Advertising Agencies. It has done pioneering work in

developing audit procedures to verify the circulation data published by those

newspapers and periodicals which have earned the right to display its emblem. The

Bureau issues ABC certificates every six months to those publishers whose

circulation figures confirm to the rules and regulations as set out by the Bureau.

2.1.5 NATIONAL READERSHIP STUDIES COUNCIL

It is constituted by Advertising Agencies Association of India, Audit Bureau of

Circulations & Indian Newspaper Society. The National Readership Study 2006

(NRS 2006) in India is the largest survey of its kind in the world, with a sample size

of 2,84,373 house-to-house interviews to measure the media exposure and consumer

product penetration in both urban and rural India – and of course the estimated

readership of publications. The study covers 535 publications of which 230 are dailies

and 305 are magazines.

2.1.6 NEWS PAPER BUSINESS IN KERALA

Kerala has a rate of newspaper readership that is among the highest in the world. In

Kerala, there are approximately 1576 newspapers in circulation! Among these, only a

few newspapers are widely circulated with a good number of readers.

2.1.7 LIST OF LEADING MALAYALAM LANGUAGE

NEWSPAPERS

Malayala Manorama first appeared on 14th March 1890, as a weekly, currently has

a readership of over 15 million, with a circulation base of over 7.4 million

copies.Manorama is Kerala's largest selling and most widely read newspaper.

Mathrubhumi: The first copy of Mathrubhumi went to press on 18th of March 1923.

Mathrubhumi today is the second most circulated newspaper in Kerala. It is published

6

http://en.wikipedia.org/wiki/Mathrubhumi

http://en.wikipedia.org/wiki/1890

http://en.wikipedia.org/wiki/14th_March

http://en.wikipedia.org/wiki/Malayala_Manorama


from Calicut, Thiruvananthapuram, Kottayam, Ernakulam, Thrissur, Kannur,

Palakkad, Malappuram and Kollam besides from Chennnai, Bangalore, Mumbai and

New Delhi It has a circulation of over 13 lakhs and its readership is around 75 lakhs.

Desabhimani is a Malayalam newspaper run by Communist Party of India (Marxist).

Started as a weekly in 1942 and converted to a daily in 1946. Deshabhimani now has

six different editions: Kozhikode, Kochi, Thiruvananthapuram, Kannur, Kottayam

and Trichur.

Kerala Kaumudi is a popular Malayalam newspaper, founded in 1911. Published

from Thiruvananthapuram, Kollam, Alappuzha, Kochi, Kozhikode, Kannur in Kerala

and Bangalore, Kerala Kaumudi is the fourth most circulated Malayalam daily. The

paper has online editions in Malayalam and English that are updated twice daily.

Deepika is one of the oldest newspapers published in India.. The first issue came out

on 1887 April 15. Deepika publishes editions from Kottayam, Kochi, Kannur,

Thrissur, Thiruvananthapuram and Kozhikode

Other dailies in circulation include Madhyamam, Mangalam, Janayugam,

Varthamanam,.

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http://en.wikipedia.org/wiki/Varthamanam

http://en.wikipedia.org/wiki/Mangalam

http://en.wikipedia.org/wiki/Madhyamam

http://en.wikipedia.org/wiki/Kozhikode

http://en.wikipedia.org/wiki/Thiruvananthapuram

http://en.wikipedia.org/wiki/Thrissur

http://en.wikipedia.org/wiki/Kannur

http://en.wikipedia.org/wiki/Kochi%2C_India

http://en.wikipedia.org/wiki/Kottayam

http://en.wikipedia.org/wiki/Deepika

http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/Kerala



http://en.wikipedia.org/wiki/Kochi

http://en.wikipedia.org/wiki/Alappuzha

http://en.wikipedia.org/wiki/Kollam


http://en.wikipedia.org/wiki/1911

http://en.wikipedia.org/wiki/Malayalam

http://en.wikipedia.org/wiki/Kerala_Kaumudi

http://en.wikipedia.org/wiki/Trichur




http://en.wikipedia.org/wiki/Kochi%2C_India


http://en.wikipedia.org/wiki/Communist_Party_of_India_(Marxist)

http://en.wikipedia.org/wiki/Newspaper

http://en.wikipedia.org/wiki/Malayalam

http://en.wikipedia.org/wiki/Desabhimani

http://en.wikipedia.org/wiki/Kollam

http://en.wikipedia.org/wiki/Malappuram

http://en.wikipedia.org/wiki/Palakkad


http://en.wikipedia.org/wiki/Thrissur

http://en.wikipedia.org/wiki/Ernakulam



http://en.wikipedia.org/wiki/Calicut


3.1 COMPANY PROFILE

Kerala Kaumudi, the fastest growing Malayalam daily, owes its genesis in 1911, to

the visionary, Shri C V Kunjuraman, a man of letters and a teacher. He was also a

reversed intellectual, social reformist and a true revolutionary in both letter and sprit.

Under his inspiring leadership, Kerala Kaumudi has set high standards in journalism.

3.1.1 INSPIRING LEADERSHIP

Kerala Kaumudi shot into limelight following the Quit India Movement. The term

“Kaumudi” implies ‘moonlight’ that blossoms the water lily. In other words, “Kerala

Kaumudi” enlightens the entire keralites. Truly speaking, Kerala Kaumudi

spearheaded with a missionary zeal to enlighten the underprivileged and

downtrodden masses in the society. Shri K Sukumaran became the embodiment of

Kaumudi-the full moon in enlightening the masses in the moon balanced green of

Kerala. This is an apt interpretation of Kerala Kaumudi.

Because of its fearless unbiased editorials and relentless dedication, the term

“Kerala Kaumudi” becomes immortal and permanently etched in the minds of

common man. And it is precisely these qualities that prompted the nation to confer on

the founder Editor P Sukumaran, one of its highest civilian honours, the prestigious

Padmabhushan. The Kerala Kaumudi legacy has been its constant pursuit for truth

and unparalleled excellence in Journalism.

Kerala Kaumudi became a daily news paper on 1st November 1940. From its

humble beginning as a single edition news paper of Thiruvananthapuram, Kerala

Kaumudi has spread out to cover other parts of the state and the country with editions

from Kollam, Alappuzha, Kottayam, Cochin, Thrissur, Kozhikodu, Kannur,

Bangalore and Gulf. Now Kerala Kaumudi is celebrating its 96 years of publication

3.1.2 PIONEER

Kerala Kaumudi is the first newspaper to introduce ‘Investigative Journalism’ under

the dynamic leadership of its Founder-editor, Padmabhushan K Sukumaran. It was the

first among the newspapers in Kerala to introduce new technologies like photo type

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setting, cable transmission and computerized accounting. It was also one among the

first few news papers to launch an internet edition.

3..1.3 REGISTERED OFFICE

The registered office of the company named “Kaumudi Buildings” is located

at “Pettah”, a developed part in Thiruvananthapuram city. It is the place where the

administration of the company is being carried out.

3.1.4 VISION AND MISSION

Shri C V Kunjuraman started Kerala Kaumudi as a weekly in 1911 with a

vision to spread over the principles of Sreenarayana Guru. Kerala Kaumudi

spearheaded with a missionary zeal to enlighten the underprivileged and downtrodden

masses in the society. Kerala Kaumudi has always worked for the development of

society with its Forth right news and fearless views. “Stress on credibility and

unbiased reporting” which is the motto of the Kerala Kaumudi since 1911.

3..1.5 OBJECTIVES OF THE COMPANY

1. To carry on business of proprietors and publishers of news paper, journals,

magazines, periodicals, books and pamphlets and other literary works and

undertakings.

2. To understand and execute any trusts or to act as trustees or to do any other

such act as may seen desirable or beneficial whether with or without

consideration.

3. To establish, maintain and promote any agency or branch offices of the

company in India or elsewhere and to regulate the same or discontinue the

same.

4. To promote any other company or companies for the purpose of acquiring any

privilege, concession, property or assets of any person, firm or undertakings or

other rights and liabilities of such other company or companies or concerns or

business as the case may be as conductive to or beneficial for the purpose of

the company.

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3.1.6 CIRCULATION OF THE READERSHIP

Total circulation of Kerala Kaumudi daily comes around 1.5 lakhs and flash

around 2.5 lakhs. Today Kerala Kaumudi has 2.5 million strong readerships.

3.1.7 SHARE CAPITAL

The authorized capital of the Company is Rs 30,00,000 (Thirty Lakhs) divided

into 3000 Equity shares of Rs.1000 each. Shares shall be under the control of the

Directors who may issue, allot or dispose of same to such persons and for such

consideration and upon such terms and conditions as they may think fit.

The company may form time to time by ordinary resolution increase its share

capital by such amount as it thinks expedient by issuing new shares of such amounts

as it thinks fit.

3.1.8 GROWTH AND PROFITABILITY

The Kerala Kaumudi has been working in profit ever since in its establishment.

Profits are essential for the survival of the business. Thy cover the risks and cost of

staying in business. Profits maintain the revenue generating capacity of the business.

3.1.9 NEWSPAPER REVENUE

Newspaper revenue is the income from the customer’s payment for the newspapers.

Trend of newspaper revenue for a period of five years (2001-05) is depicted in the

following chart.

Chart No.3.1: Trend of newspaper sales for the period from 2001-05

Source: Annual Financial Statements of Kerala Kaumudi (P) Ltd.

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3.1.10 ADVERTISEMENT REVENUE

Most newspapers make nearly all their money from advertising; the income from the

customer’s payment is small in comparison. For that reason, newspapers are

inexpensive to buy.

Advertisement revenue of Kerala Kaumudi (P) Ltd for a period of five years

(2001-05) is shown in the following chart.

Chart No.3.2: Trend of advertisement income for a period from 2001-05

Source: Annual Financial Statements of Kerala Kaumudi (P) Ltd

3.1.11 PROFIT

Profit is the difference between total revenues and total expenses over a period of

time. In the following chart-trend of profit chart in the year 2002-2003, irrespective

of the comparatively low sales and advertisement income, the company made a high

profit. This was mainly due to a considerable decrease in the expenditure like a

sudden decrease in the cost of News print.

Chart No.3.3: Trend of profits for the period from 2001-05

Source: Annual Financial Statements of Kerala Kaumudi (P) Ltd

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Table 3.1 Net profit Ratio for the 5 years from 2001-2005

Sl.No Year Net Profit (%)

1 2000-2001 3.37

2 2001-2002 2.74

3 2002-2003 3.90

4 2003-2004 4.53

5 2004-2005 4.62

Net profit ratio is used to measure the overall profitability and hence it is very

useful to the proprietors of the company. It is an index of efficiency and profitability

of the business. Higher the ratio better is the operational efficiency of the concern.

3.1.12 HUMAN RESOURCE

The manpower details of Kerala Kaumudi (P) Ltd

Table 3.2: Manpower position of Kerala Kaumudi (P) Ltd

Editorial 162

Office 245Press 84

trainees 11Total 502

3.1.13 RAW MATERIALS

Materials constitute a significant part of cost of products. The important raw

materials needed for the company are

1. News print

2. Ink

3. Plate

News print is allocated based on requirements of newspaper by Registrar of

News papers of India, New Delhi and supplied mainly by STC of India. The STC

supplies the imported news print Canadian, Russian etc.

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3.1.14 SISTER CONCERNS

1. Kalakaumudi Printers and Publications

2. Ravi Printers and Publications Pvt Ltd

3. Kaumudi Investment Pvt Ltd

3.1.15 COMPETITORS

1. Malayala Manorama

2. Mathrubhumi

3. Deshabhimani

4. Mangalam

5. Deepika

3.1.16 SOCIAL RESPONSIBILITY

As far as print media are concerned, the objective of profit maximization comes after

the Social objective. The specialty of Kerala Kaumudi Products is that they are

offered at fair prices, which is affordable to the common man. Their contribution

towards the development of local community life is a notable one and it is working in

public interest. Kerala Kaumudi (P) Ltd has brought many sensitive news like

Palmoil case, SSLC question paper leak out etc. Kerala Kaumudi has been obsessed

with truth over 96 years. Kerala Kaumudi has always worked for the development of

society with Forth right news and fearless views. “Stresses on credibility and

unbiased reporting”, which is the motto of the Kerala Kaumudi since 1911.

Kerala Kaumudi‘s crusading journalism has made a class of its own in the lives

of Malayalees. The newspaper’s constant effort to safeguard the policy of communal

reservation in Kerala is a shinning example Kerala Kaumudi’s strong commitment to

the welfare of the state. Kerala Kaumudi is the mastermind behind innumerable scoop

stories, which demolished the ivory towers of many unparallel “icons” of Kerala

politics.

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3.1.17 FUTURE PLANS OF THE COMPANY

The company has many plans for its future. More editions are to be launched in near

future as part of Kerala Kaumudi’s ambitious plan to expand its coverage to more

areas.

The company wants to impart some new equipments and machineries for

speedy and smooth production. The company needs more efficient technicians and to

compete with others. The company wants to conduct training programmes for

employees. The company wishes to provide more effective and efficient labour

welfare facilities to its employees. It provides many employment opportunities.

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3.2 PRODUCT PROFILE

To keep pace with the evolving needs and tastes of Keralites, Kerala Kaumudi

too has grown through its different publications.

3.2.1 PRODUCT LINE

I Kerala Kaumudi publications

1. Kerala Kaumudi daily

2. Kerala Kaumudi Flash

3. Kerala Kaumudi weekly

4. Kerala Kaumudi Panchangam (Big Almanac)

5. Kerala Kaumudi Calendar

6. Kerala Kaumudi Onam special

7. Kerala Kaumudi Sabarimala Special

The latest additions are:

8. Sree Narayana Guru Directory

9. Career Directory (yet to publish)

II Kerala Kaumudi Communications

Kerala Kaumudi Communications focuses on audio entertainment creations. The

Kerala Kaumudi “GEETH” series compiles melodious mixes of old and new

numbers sung by all-time favorite Malayalam singers. A group of musical experts

carefully select the combinations to ensure that each release is sensatised to suit

the tastes of a unique segment.

III Kerala Kaumudi Events wing

A team of eminent professional organizes, conducts, and concludes all kinds of

promotional events with a touch of class. This wing also organizes variety of

shows, shoots, arrange sponsors and broadcasts stage events on leading

Malayalam channels worldwide.

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IV Online publications

Kerala Kaumudi leaped into internet 1997 in their business in online publications are

a natural growth into cyber age of Kerala Kaumudi. Kerala Kaumudi internet division

or cyber studio has emerged as one of the leading web publishers of Kerala. 24 hour

data updation is doing here. It is the chief source of information for NRIs from

Kerala.

Kaumudi sites growth and success spring from their conscious awareness of the huge

expatriate malayalee population and their abiding interest in their home land.

1. www.keralakaumudi.com {Malayalam Daily)

2. www.kaumudi.com (English Daily)

3. www.kaumudijalakam.com (bilingual news magazine)

4. www.sundaykaumudi.com (web tabloid).

5. www.kaumudiclassifieds.net

6. www.kaumudiusa.com (the newest addition to Kerala Kaumudi galaxy of

websites)-bilingual multicultural site

Kaumudiusa.com is an exclusive bilingual North American Malayali targeted site,

kaumudi jalakam, an innovative Malayalam net weekly and Kaumudi online, a net-

only English daily, have proved to be big draws with expatriate keralites.

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http://www.kaumudiusa.com/

http://www.kaumudiclassifieds.net/

http://www.sundaykaumudi.com/

http://www.kaumudijalakam.com/

http://www.kaumudi.com/

http://www.keralakaumudi.com/


CHART NO.4.1

Organization Chart of Kerala Kaumudi (P) Ltd

Managing Director or Joint Managing Director

Chairman/ Editor in Chief

Board of Directors

Chief General Manager Company secretary

Corporate Administration

Business Units Administration

Corporate Heads

Human Resource Management

Production Head

AGM (Marketing)

Chief Manager (Finance & Accounts)

Unit Chief

Unit Manager

Managing Editor

Editorial Department

Associate Editor

Chief News Editor

General Editor

Chief Manager (Special Projects)

General Manager

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The above organization chart provides a bird’s eye-view of relationships between

different departments or divisions of Kerala Kaumudi (P) Ltd. As far as Kerala

Kaumudi (P) Ltd is concerned Chairman/ Managing Director is at the top of the

Organization structure. Mr M S Mani, is the Chairman of the company. He also holds

the position of the Chief Editor of the company.

Kerala Kaumudi (P) Ltd is a private sector company which is registered under

Indian Companies Act, 1913.

The functional departments are Human Resource Management, Production

department, Marketing Department, Finance and Accounts Department and Special

Projects. Assistant General Manager (Marketing) controls Space Marketing

Department, New Product Marketing department and Debtors Collection

Management Department.

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4.2 COMPANY ADMINISTRATION

Kerala Kaumudi (P) Ltd carries out its functions and manages its affairs through the

following managerial personnel.

1. Board of Directors and Managing Director

2. Chief General Manager

3. General Manager

4. Company Secretary and

5. Unit Chief

4.2.1 POWERS AND DUTIES OF DIRECTORS

The business of the company shall be managed by the directors who may pay

all expenses incurred in getting up and registering the company and may exercise all

such powers of the company as are not by the Indian Companies Act 1913. The

directors shall duly complied with the provisions of the Indian Companies Act, 1913

and to keeping a Register of Directors and to sending to the Registrar an annual list of

members, notice of any consolidation or increase of share capital or conversion of

shares into stock and copies of special resolutions.

4.2.2 THE BOARD HAS THE FOLLOWING POWERS

1. To purchase or otherwise acquire for the company any property, rights or

privileges which the company is authorized to acquire

2. To secure the fulfillment of any contract or engagements entered into by the

company

3. To appoint and at their discretion remove or suspend such managers,

secretaries, officers, clerks, agents and servants for permanents, temporary or

special services as they may from time to time think fit.

4. To appoint any person(s) to accept and hold in trust for the company any

property belonging to the company

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5. To draw, accept, endorse and negotiate all such cheques, bills of exchange,

hundies, drafts, promissory notes and government and other securities in

connection with the business.

6. From time to time to make, vary and repeal bye-laws for the regulation of the

business of the company, its offices and servants.

7. To commence and carry on or defend, abandon or compromise any legal

proceedings whatsoever including proceedings in insolvency on behalf of the

company or to refer any claims or demands by or against the company to

arbitration and to observe and perform the awards and to accept compositions

from or give time to any debtor or contributory owing money or alleged to owe

money to the company

8. To give receipts, releases and discharges on behalf of the company

9. To invest and deal with any moneys of the company not immediately required

for the purpose of its business in such manner as they think fit.

The vacancy occurring in the Board of Directors shall be filled up by the Board of

Director who may fix the period for which such Director shall hold office.

4.2.3 FUNCTIONS OF GENERAL MANAGER

1. Heads the administration, marketing and circulation department.

2. He is directly accountable to managing Director

3. Create better inter department and inter unit coordination to facilitate smooth

and efficient functioning

4. Streamline and monitor the activities of the circulation and marketing

department.

5. Formulate a financial budget and planning in tune with the growth and

stability of the organization.

6. Taking into consideration the strengths and weakness of the organization,

conceive innovative and creative strategies to cope with the highly competitive

market condition prevailing now.

7. Advise the top management on appropriate steps to be taken to make this a

better organization so that each and every employee feels he is a valuable

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member in the organization and develop better a team concept for enabling

him to contribute his best.

4.2.4 COMPANY SECRETARY

Company secretary is an officer of the company, who has certain responsibilities

under the law and under any duties passed to him by the directors. The role of

company secretary is administrative rather than managerial. The secretary is an

officer of the company and as such has the duty of ensuring that the affairs of the

company are conducted in accordance with:

1. The Companies Act

2. The Companies Articles and

3. Generally in accordance with the law

4.2.4.1 FUNCTIONS OF COMPANY SECRETARY

1. The company Secretary performs all duties that he is required to perform

under the Companies Act.

2. He supplies required data to the company’s advocates in connection with legal

matters.

3. He is directly accountable to Managing Director.

4.2.4.2 POWERS OF THE COMPANY SECRETARY

The company secretary could be described as the Chief Administrative Officer of the

Company and as such has the authority to enter into contracts on behalf of the

Company concerning administrative matters.

4.2.4.3 DUTIES OF THE COMPANY SECRETARY

The primary duties of a Secretary are:

1. To attend all meetings and write up minutes of such meetings

2. To ensure proper filing of documents with the Registrar or the Court.

3. Issue notices to the shareholders and others.

21


4. Deal with the shareholders’ queries regarding transfers and other matters

relating the register of members

5. Be responsible for the books of the company such as register for members and

directors and for all necessary returns to the company house

4.2.5 UNIT CHIEF

From its beginning as a single edition news paper of Thiruvananthapuram, Kerala

Kaumudi has spread out to cover other parts of the state and the country with editions

from Kollam, Alappuzha, Kottayam, Cochin, Thrissur, Kozhikodu, Kannur,

Bangalore and Gulf. Unit chief is responsible for the administration of all these units.

4.2.5.1 FUNCTIONS OF UNIT CHIEF

1. Head of unit task force

2. Formulates the task force decisions

3. Coordinates the activities of each unit

ACTIVITIES OF TASK FORCE

► It is a body that comprises heads of all departments in each unit.

► It is for analyzing individual unit performance.

► Task force is for monitoring the activities of each department.

22


5.1 EDITORIAL DEPARTMENTThe editorial department is responsible for pretty much everything that appears in a

publication that isn't advertising. Its main goal is to report the news accurately and in

a reader-friendly way. The editorial department develops, writes, edits and oversees

all the editorial content published in Kerala Kaumudi daily, flash and magazine. The

person responsible for content is usually referred to as the ‘editor’. All articles

submitted for publication are reviewed by the editors to ensure they meet their

professional standards. They ensure that the articles and information published are

original and newsworthy.

Newspapers often refine distribution of ads and news through zoning and

editioning. Zoning occurs when advertising and editorial content change to reflect the

location to which the product is delivered. The editorial content often may change

merely to reflect changes in advertising — the quantity and layout of which affects

the space available for editorial — or may contain region-specific news. As the

content can vary widely, zoned editions are often produced in parallel. Editioning

occurs in the main sections as news is updated throughout the night. The advertising

is usually the same in each edition (with the exception section of local news that

undergoes advertising changes). In the case of news paper 60% of space in it is meant

for news and 40% of space is meant for advertisement. The editorial department then

writes (or cuts) more copy to fit within that ratio.

5.1.1 EDITORIAL POLICY OF KERALA KAUMUDI

“Stress on credibility and unbiased reporting” is the motto of the Kerala

Kaumudi since 1911.

5.1.2 ORGANIZATION STRUCTURE OF EDITORIAL DEPARTMENT

Company has an efficient news team. And its wide network is spread through

out the country. It has 9 editions spreads over Kerala, Bangalore. The newspaper

stresses on credibility and that is the only reason why Kaumudi is still a major player

in the market.

23

http://en.wikipedia.org/wiki/Editing


The Editorial Department is headed by the Chief Editor. Under him come

Managing Editor, Executive Editor, Associate Editor, Deputy Editor and Chief News

Editor. Under them come the News Editors, Deputy News Editor, Chief Sub Editor,

and Senior Sub Editors and Sub Editors.

Chart No.5.1

Structure of Editorial Department-daily

Chief Editor

Managing Editor

Executive Editor

Associate Editor

Chief News Editor

Editorial Section

Chief Sub Editor

Senior Sub Editor

Sub Editor

Bureau Chief

Chief PhotographerChief Reporter

Senior Photographer

Special correspondent

Senior Reporter

Reporter Photographer

24


Chart No.5.2

Structure of Editorial Wing - Flash

Chart No.5.3

Structure of Editorial wing - Magazine

25

Managing Editor

Sub editors

Trainees

Managing Editor

General Editor

Editor in-charge

Chief Sub Editor

Bureau Chief

Chief PhotographerChief Reporter

Senior Photographer

Special correspondent

Senior Reporter

Reporter Photographer

Senior Sub Editor

Sub Editor


5.1.3 DUTIES AND RESPONSIBILITIES

Chief Editor

Editorial Policies of News paper are formulated by the Chief Editor. He controls the

functions of the editing and reporting sections.

Executive Editor

Executive editor is responsible for the execution of the policies formulated by the

Chief Editor. He undertakes planning, administration and implementation of the

policies in consultation with the Chief Editor.

Associate Editor monitors both national and international news

Chief News Editor

► Working according to the policy of the management

► Giving orientation

► Giving suggestions for improvement to the Department

► Giving overall guidance

News Editors edits general news / monitors television channels and internet.

Sub editors engage in news translation and editing activities

5.1.4 RECENT IMPROVEMENTS

Eight page color printing

Redesigned the daily

Kerala Kaumudi daily has redesigned on 1st June 2007. Mainly three things have

changed. These are given below:

1. Change in promos

A. Front Page Promo

B. National and International page's top design

C. Business page's top design

26

http://www.visualeditors.com/tksajeev/2007/07/132/


5.2 PRODUCTION DEPARTMENT

The hierarchy of production department starts from editorial department. It works in

connection with DTP section and Circulation Department. Edited news from the

editorial department reaches the DTP section through news editors. From DTP

section it is send to proof reading section then again to the DTP section then to the

News Editor. He decides the intensity of the matter and he sets news in different

pages. The news editor also decides upon the different size of caption used for

different news. After the page transfer is done.

Chart No.5.4

STRUCTURE OF PRODUCTION DEPARTMENT

27

Editorial department

Production Head

Mechanical section Electrical section Print production

Mechanical engineer

Asst. mechanical engineer

Fitters

Electrician in charge

Asst. electrician

Production manager

Production superintendent

Supervisors

Foremen



Mechanical Section

Mechanical wing deals with the repair maintenance, preventive maintenance and shut

down maintenance for machines. For this minimum numbers of persons employed.

They will try to solve any problem relating to the machines.

Mechanical Engineer

► Always maintain the press in good condition.

► Always make ready the press for printing.

Assistant Engineer assists the Mechanical Engineer for maintenance works.

Fitters help the Assistant Engineer for doing maintenance work. They check and

maintain the press in good condition.

Electrical Section

Electrical section deals with repairing all electrical equipments, maintenance

of motors in order to avoid any break down during production. It is the duty of

electrical engineers and electricians to make sure the uninterrupted power supply in

the department.

Print Production

The basic function of production department in Kerala Kaumudi is printing

newspapers. The printing of Kerala Kaumudi newspaper is undertaken by M/s. Ravi

Printers and Publishers Private Limited. Printing is done in accordance with the print

order given to the foreman by the Circulation Department. Raw materials for printing

are issued by the Materials Department. Printing of news paper is after 12.00a.m.

Printing of Flash begins at 11.45 and Magazine printing is on every Monday 3.00 p.m.

Production Manager

► Accountable to GM.

► A member in Task force

28


► To cross check the quality of printing.

► To attend all the problems related to production.

► To conduct the meeting prior to the start of work on daily basis.

Foreman

► In charge of printing.

► To make sure that printing is on time.

► To check the plates available from the plate making section.

► To check the production activities and number of pages.

► To check the proportion of ink-water.

Dispatch foreman

► To work in connection to Circulation Department.

► To check the collection/bundles of copies printed.

► To check whether the dispatch is on time.

► To check the vehicles are on right route at right time

ACTIVITIES OF PRINT PRODUCTION

Chart No.5.5 Activities of Print Production

29

Advertisement scheduling

Print Production

Production Manager

Foreman

Plate Making

Printing

Dispatch Foreman

Collecting Bundles

DTPManager DTP

ProofAdvertisement

ProofEditorial

Editorial Desk

Circulation Department


The Print Production section mainly handles the following functions.

Pasting

Plate making

Printing and

Dispatching

5.2.2 AN OVERVIEW OF NEWS PRODUCTION PROCESS

NEWS PRODUCTION PROCESS

Newspapers are usually printed on an off-white paper known as newsprint. Making of

newspapers is called journalism. Much emphasis has been placed upon the accuracy

and fairness of the journalist.

Since the 1980s, the newspaper industry has largely moved away from lower-

quality letterpress printing to higher-quality, four-color process, offset printing. In

addition, desktop computers, word processing software, graphics software, digital

cameras and digital prepress and typesetting technologies have revolutionized the

newspaper production process. These technologies have enabled newspapers to

publish color photographs and graphics, as well as innovative layouts and better

design.

The actual content of publications comes from two separate departments. The

ads, whether they be what many refer to as "display" ads (the ones with the borders

around them) or "line" ads (the categorized listings of text ads usually found in the

classified section) are sold and often produced by the Space Marketing Department.

Everything else--the news, features, columns, photos, and stock quotes--all of that

comes from the editorial department and is referred to as "editorial content" or simply

"editorial".

30

http://en.wikipedia.org/wiki/Layout

http://en.wikipedia.org/wiki/Typesetting

http://en.wikipedia.org/wiki/Prepress

http://en.wikipedia.org/wiki/Digital_cameras

http://en.wikipedia.org/wiki/Digital_cameras

http://en.wikipedia.org/wiki/Graphics_software

http://en.wikipedia.org/wiki/Word_processor

http://en.wikipedia.org/wiki/Desktop_computers

http://en.wikipedia.org/wiki/Offset_printing

http://en.wikipedia.org/wiki/CMYK_color_model

http://en.wikipedia.org/wiki/Letterpress_printing

http://en.wikipedia.org/wiki/Journalism


Chart No.5.6 News Production Process

Input

DTP Section

Proof Section

Lay out Print out Production Department

Printing

Out put

NEWS ReportingSOURCE Bureau

Bureau Chief Special Correspondent

NEWS STORY

Trainees

Senior Reporter

Chief Reporter

Reporters

Senior Photographer

Photographers

Sub Editors

Local

Chief SE

Senior S.E

Trainees

Desk chief

Main

News Editor Editor

Chief SE

Senior S.E

Sub Editors

Trainees

Feature

R.Editor

Senior SE

Sub Editors

Trainees

Sports International

N.Editor

Trainees

Chief SE

Sub Editors

Trainees

NE

EEAE

E

Sub Editors

AGENCY NEWS

DeskEditing EXE.ECE

ECNE

Processing

31


I. SOURCES

Agencies like PTI (Press Trust of India), UNI (United News India).

Public Relations Department

Political leaders

Television/Internet

Police Stations

II. REPORTING

Reporting comprises a wide network and an efficient team of reporters. They report

the news in an unbiased manner. The reporting section is headed by Bureau Chief.

Under him comes the Special Correspondents, Senior Photographers, Photographers,

Chief Reporters, Senior Reporters, Reporters and the Trainees. The Bureau is

connected to the desk of editing section. The company has 42 local Bureaus.

III. NEWS STORY

Usually, the stories will run down columns two-and-a-sixteenth inches wide, with an

eighth-inch blank space between the columns. And since ads often appear on the same

pages as the editorial content, although it would make sense that the column width

that editorial uses always matches up with what advertising defines as a column,

occasionally there are exceptions.

IV. EDITING This section comprises of various desks: Local desk, Main desk, Feature desk, Sports

desk and International desk. Here the selection, editing of news, selection of

photographers, page layout, and coordination is carried out.

Functions of Various Desks

LOCAL DESK: Local desk edits all local news. The desk is headed by Chief Sub

Editor, and under him comes the Senior Subeditor, Subeditors and Trainees.

MAIN DESK: Main desk edits all general news, political news, science news, national

news etc. It is headed by the Chief main desk and under him comes the News Editor,

Chief Editor, Senior Sub Editor, Sub Editors and Trainees.

32


FEATURE DESK: Feature desk edits the editorial page. It is headed by Resident Editor

and under him comes Senior Sub Editor, Sub Editors, and trainees.

SPORTS DESK: Edits all sports news .It comprises of News Editor and Trainees.

INTERNATIONAL DESK: Edits all international news. Headed by Chief Sub Editor,

under him comes Sub editor and Trainees.

Table 5.1 Page Details of Kerala Kaumudi Morning Daily

Page Contents Page setup by

1 General News Main Desk

2 &3 Local News Local Desk

4 Business News Business Desk, Kochi

5 Local Local/General Desk

6 Editorial page Feature Desk

7 General news Main Desk

8 Obituary Local/General Desk

9 Classifieds Space Marketing

10 Classifieds and News Space Marketing/Main desk

11 National/International/Science News Main Desk

12 Special News Feature Desk

13 Sports News Sports Desk

14 General News Main desk

V DTP Section

DTP is a part of the Editorial Department (See the next chapter). DTP manager is the

head of the DTP section. Pre press activities are under taken in this section. In the

33


case of dailies and magazines, the editing and pagination is done in the DTP section.

In the case of Flash, this is done in press section of Flash. Adobe Page Maker 7.0 is

the software used for pagination.

The functions performed in the DTP section can be listed as follows:

► Firstly, the advertisement layout is setup with the requirements of

advertisement coordinator by the operator.

► The remaining space on the newspaper is devoted for news.

► The data supplied from the desk is scanned and entered into the computers by

the operators.

► Advertisement in the PDF format from the agencies and the photographers are

entered into computers through scanners.

Activities of DTP section

The main activities carried out in the DTP section are shown in the following

diagram.

Chart No.5.7. Activities of DTP Section

Composing

In DTP section, data entry of the matter handed over by the editorial section is

undertaken. All the input materials such as photographic reflections, originals, non-

photographic pictures are converted into digital files and resized as per requirement.

Transmission Section transfers General pages to all editions through ISDN broadband

lines. Almost eighteen staffs are working in this section in 4 rotating shifts.

Proof Section

A miniature printout of A4 size will be send to editorial proof and advertisement

proof section. Corrections are carried out after proof reading by the operators.

Layout

34

Editorial

Composing

Proof section

Page Layout

Laser Print/ film

Film pasting Plate making


Then each page is made by the concerned desk chiefs with the support of operators.

Matter is sorted again and page order is checked. Layout sheets are marked with

vertical lines that correspond to the column widths of your publication, as well as

horizontal markers that correspond to the units your newspaper uses to measure the

height of the ad, usually inches or centimeters.

Laser Print Output

Black and white pages are printing in laser printer.

Image Setting

The matter pages containing four colours (primary colors-cyan, magenta, yellow –

and black) composed in ‘PageMaker’ are converted to Post script files or pdf

(portable document format) using Torrent v6.0 SP3 software. These files are

transferred to Graphic Art films using an imported Image setter machine, ‘Scantext

Othello’. These graphic art films are processed in the machine ‘Image Line’. This

machine has three racks, each containing developer, fixers and water. Developer and

water is used in the ratio 1:3.

The following parameters have to be checked before exposing.

Table No. 5.2 Parameters checked before exposing

S.NO Parameters 1 Mast Head

2 Date Line

3 Price and Edition

4 Page size

5 Page Number

6 Screen Angle

7 Screen Frequency

8 Resolution

9 Color Code

10 Registration Marks

11 Non –Emulsion

12 Perfect matching of fonts

13 Non –Creasing

14 Alignment of columns

35


After taking final full sized printout of each page on LP/ film, these will be

handed over to the Production department.

Stripping

Color negatives are "stripped" together for each page. A blue-line print is made

from "stripped-up" negatives and is used to check image position before printing.

Pasting

The prints are pasted on the astronel sheet.

Plate making

The plate is produced by a photo chemical procedure. The astronel sheet is placed on

an Aluminum sheet with a chemical coating and vacuum is applied on it. After this

process it is exposed to a u.v.light of 3000 W for 85 seconds. When the plates are

exposed to light, a chemical reaction occurs that allows an ink-receptive coating to be

activated. This results in the transfer of the image from the negative to the plate. Each

of the primary colors -- black, cyan (blue), magenta (red), and yellow -- has a separate

plate. The light passes through the non-image area and it is developed by using a

developer. Then gum is applied on the plate to avoid oxidation. The next step after

plate making is the printing.

Printing

Offset lithography is the workhorse of printing. Almost every commercial printer does

it. The paper is fed through the press as one continuous stream pulled from rolls of

paper. Each roll can weigh as much as 2,000 pounds (1 ton) Web presses print at very

high speeds and use very large sheets of paper. Even when a 1-ton roll of paper runs

out, the presses do not stop rolling. The press has to maintain a constant balance

between the force required to move the paper forward and the amount of backpressure

(resistance) that allows the paper to remain tight and flat while traveling through the

equipment.

The machine used in Kerala Kaumudi is WEBKING (manufactured by

M/s.Perfect Rotary Offset (p) Ltd, one of the leading manufacturers and exporters of

high quality web offset printing press). The speed of the machine is

36


35,000copies/hour.And the average number of copies that can be printed from 1 reel

is 23,000 copies.

Offset process

Ink and water do not mix -- this is the underlying principle of offset

lithography. The ink is distributed to the plates through a series of rollers. On the

press, the plates are dampened, first by water rollers, then by ink rollers. The rollers

distribute the ink from the ink fountain onto the plates. The image area of the plate

picks up ink from the ink rollers. The water rollers keep the ink off of the non-image

areas of the plate. Each plate then transfers its image to a rubber blanket that in turn

transfers the image to the paper. This process is shown in the following figure. The

plate itself does not actually touch the paper -- thus the term "offset" lithography. All

of this occurs at an extremely high speed.

BinderyThe bindery is where the printed product is completed. The huge rolls of now-printed

paper are cut and put together so that the pages fall in the correct order. These printed

news papers are manually collected, counted and packed into bundles as per the

requirement of the agents and attaches a slip containing number, number of news

papers enclosed etc.

Dispatching

These bundles are sent through different routes to various destinations or dropping

points. Just before reaching the ultimate consumers or readers, the newspaper bundles

are collected by the concerned agents at the dropping points. They in turn take the

newspaper to the readers.

37


5.3 MARKETING DEPARTMENT 5.3.1 SPACE MARKETING DEPARTMENT

Advertisements, for long, have been a major source of revenue for the newspapers

and periodicals. Most newspapers make nearly all their money from advertising. The

portion of the newspaper that is not advertising is called editorial content. Every ad

the Company sell will need to conform to the column widths of the newspaper. The

width of every newspaper page can be broken down into columns of equal size. How

wide a column can be seen by looking at how the editorial copy flows on a page.

Usually in the case of news paper 60% of space in it is meant for news and 40% of

space is meant for advertisement.

5.3.1.1 FUNCTIONS OF SPACE MARKETING

► Planning, analyzing and implementation of advertising activities.

► Monitoring advertisement collection activities.

► Coordinating the activities relate with publication of regular and periodical

supplements.

► Coordinating the activities of the field executives both inside and outside

Kerala.

► Research and development activities to update with changes in the industry.

38

http://www.ads-on-line.com/samples/Your_Publication/index.html#Editorial

http://en.wikipedia.org/wiki/Advertising


► Arranging periodical get together of advertisement agencies and regular

clients.

► Conducting periodical training programs for Marketing Executives.

5.3.1.2 ORGANIZATION STRUCTURE OF SPACE MARKETING

DEPARTMENT

Assistant General Manager (Marketing) is the head of Space Marketing. Manger

corporate operation, Manager Flash Corporate and Manager Debtors Management are

reporting to him.

Chart no.5.8

STRUCTURE OF SPACE MARKETING DEPARTMENT- Flash & Morning Daily

39

Asst Manager – Debtors Mgmt

Receivablesteam

Assistant General Manager

Manager Corporate Operations

Manager Debtors Mgmt

Manager Flash Corporate

Asst ManagerCorporate Commn.

AAM – DTPOffice Asst.-

Cross CheckingOffice Asst.-

Voucher Billing Dispatch

RM –

RM –

RM –

A/c’s Executive

Bill wise Posting

A/c’s Officer

Billing

AM Weekly

Unit Advertisement Managers Marketing Executives

Customer care executives

Proof Reader 1 DTP Staff 2Proof Reader 2 Proof Reader 3 DTP Staff 1


5.3.1.3 DUTIES AND RESPONSIBILITIESAssistant General Manager

► Directly accountable to GM.

► Head of Space Marketing Department & Product Marketing Department

► Plans, analyses and implement the entire activities in these departments.

► Member of corporate task force.

► Coordinates the entire department.

Manager – Corporate Operations

► Coordinating the Billing Activities of all units.

► Weekly and monthly evaluation of all units advt head.

► Settlement of requirements of all unit advt departments

► Involved in the work of corporate advt materials like rate cards proposals etc.

► Unit wise communications

► Dealing with corporate clients and agencies

Asst. Manager – daily

► Looks after all the activities connecting to advt. dept

► Controls the space marketing activities of Trivandrum unit (billing, collection

and office administration)

► Planning meetings,

► Follow-up units of customer along with executives,

► Monitoring the executives ,

► Collection monitoring,

► Bureau monitoring,

► Conducting evaluation meeting on daily basis

Manager – Flash Corporate

► Coordinating the Billing Activities of all units.

► Weekly and monthly evaluation all units advt head.

► Settlement of requirements of all unit advt departments

► Unit wise communications

40

Hari


► Dealing with corporate clients and agencies

Asst. Advertisement Manager – DTP

The composing and scanning of advertisement are carried out in the DTP section.

They set the layout and print outs are sent to proof section. Proof readers make

necessary corrections before printing. The duties and responsibilities of Asst.

Advertisement Manager-DTP are:

► Act as liaison between DTP and Advt

► Ensuring of scheduled ads to be carried in daily basis

► Ensuring timely settlement of ad matters to be present in Daily

► Coordinating the entire activity for ad placing in Daily

Customer care executives handle the clients and explain the schemes and services to

them.

Office Asst.-Cross Checking carries out the cross verification of advertisements

before dispatch.

Office Asst.-Voucher Billing bills the advertisements as per the prescribed rates (see

appendix) and sends these to the clients.

Sources of Advertisements

1. Marketing Executives:

Marketing Executives are persons recruited for convincing advertisers and

collecting advertisement from them by telling them about the features, schemes,

discounts and tariffs available to them from Kerala Kaumudi. The so collected

amount will be brought to the advertising department.

2. Government Organization: Government advertisements are usually in the form

of notice of tenders, Social programmes, etc. Government advertisements are

through Director of Public Relations.

3. Stringers: Stringers are sources of advertisements to the newspaper.

4. Advertising Agencies: There are two types of agencies viz.

41


a) Accredited agencies: Accredited agencies are the advertising agencies, which

are accredited by the Indian Newspaper Society. Society monitors payments

to publications from the advertising agencies. Society constantly endeavors to

enforce the Accreditation Rules, so that payments are made within the credit

period allowed. They are given a commission of 15%.

b) Non-accredited agencies. They are given a commission of 10%.

Different types of advertisements in Kerala Kaumudi

A. Classified Advertisements: Classified advertisements will be shown in one line

or three like accommodation wanted or available, change of name, thanks giving

etc.

B. Matrimonial Advertisements: It is a kind of classified advertisement. Ads like

like bride, groom wanted etc are matrimonial advertisements.

C. Ear panel Advertisement: The advertisement is shown on the top position in

the front page on the left or both sides. This is an important source of income

for the newspaper.

D. Display Advertisement: Display advertisement will be shown with in a box on

any page of the news paper. The advertisement is usually given in two or more

lines or quarter page or half page or full page .This is also a high income source

for the daily.

There are special position advertisements on the newspaper. They are

E. Solus advertisement: In the case of solus advertisement only particular

advertisement is shown on the front page and all other advertisements are

avoided. For this advertisement, the customer has to pay a high charge for

covering opportunity cost.

F. Strip advertisement: In the lower half of the front page there is only one

advertisement is allowed. Here also the advertiser compensates the opportunity

cost.

42


5.3.2 PRODUCT MARKETING DEPARTMENTThe number of copies distributed, either on an average day or on particular days (typically Sunday), is called the newspaper’s circulation and is one of the principal factors used to set advertising rates. Circulation is not necessarily the same as copies sold, since some copies or newspapers are distributed without cost. Readership figures may be higher than circulation figures because many copies are read by more than one person, although this is offset by the number of copies distributed but not read (especially for those distributed free). The Product Marketing Department takes care of everything after the newspaper is printed. This department is responsible for encouraging people to start or keep reading the publication Kerala Kaumudi is having fourth position in circulation. The first, second and third positions are held by Malayala Manorama, Mathrubhumi and Deshabhimani. Total circulation of Kerala Kaumudi daily comes around 1.5 lakhs and flash around 2.5 lakhs. Today Kerala Kaumudi has 2.5 million strong readerships. Product Marketing Department is concerned with promoting the news paper there by increasing its circulation. It is a source of revenue for the newspaper. It is mainly concerned with distribution and collection of amounts from the agents. 5.3.2.1 FUNCTIONS OF THE PRODUCT MARKETING DEPARTMENTBoost up circulation

► Strengthening agency network

► Creating awareness

► Increase in demand

► Supply

► Market research

► Product Improvement

43


Chart no.5.9

STRUCTURE OF PRODUCT MARKETING DEPARTMENT- Flash &

Morning Daily

Chief Circulation Manger is the head of Circulation department both for

Morning daily and Flash. He is directly accountable to AGM. He plans and

implements the circulation strategies for daily and flash. He identifies the weak areas

of circulation and formulates competitive promotional techniques.

Managers–Corporate Operations of daily and flash coordinates directs and

controls the circulation activities of all the three zones viz: North, mid and south.

44

Asst General Manager

Chief Circulation Manager

Manager – Corporate Operations Manager – Corporate Operations

Regional Managers

Circulation Managers

Circulation Inspectors

Sales Promoters

Asst: Circulation Managers

Circulation Executives

DAILY FLASH

Regional Managers

Circulation Managers

Circulation Inspectors

Sales Promoters

Asst: Circulation Managers

Circulation Executives


Zonal Marketing Operations

Circulation Manager checks the circulation figures. He should coordinate

Assistant circulation managers of all units. Morning daily and Flash Circulation

Manager is assisted by Assistant Circulation Manager of all units. Under them come

the Sales officer, Field Inspector, Promoters and Agents. The Assistant Manager is

directly accountable to the circulation manager. His main duties are Collection of cash

from agents using field promoters. Circulation inspector inspects the promoters and

enhances the circulation activity. Promoters canvas the potential buyers. They

resolve agents issue; collect from agents and resolves issue between agents and

subscribers.

Motivation factors for competitive spirit

- Reward and recognition given to promoters for those who achieves collection

targets and copy targets.

- 27.75% is given as commission to agents which are a higher percentage than

competitors.

- Provides scholarship for agent’s children.

- Giving back page color photos of agents or their daughter/son on their marriage.

Credit Period

The credit period allowed to the agents is 30 days.

Discount allowed:

- 2% discount for payment on or before 10th of next month

- 1.5% discount for payment on or before 20th of next month

- 1% discount for payment on or before 25th of next month

Price of Kerala Kaumudi Dailies

Morning daily: Price is Rs.5 and on Sundays the price is Rs5.50

Flash: Price is Rs.4

Schemes for subscription

45


5 year plan:

- As per this plan the actual subscription amount is Rs. 9060, Amount to pay is

Rs.8250, Saving is Rs. 810

- In addition to these Kerala Kaumudi (P) Ltd offers first one year free

insurance protection (for 2 lakh) or for Business firms 5x2/10x1 size Black &

white free advertisement

3 year plan:

- As per this plan the actual subscription amount is Rs. 5436. Customer has to

pay Rs.4935 only and he can save Rs. 501.

- In addition to this first one year free insurance protection for Rs.1 lakh or for

business firms 5x2/10x1 size Black & white free advertisement

Publishers of commercial newspapers strive for higher circulation, so that

advertising in their newspaper becomes more effective, allowing the newspaper to

attract more advertisers and to charge more for the service.

46


5.3.3 DEBTORS MANAGEMENT DEPARTMENT

Debtors Management Department is a part of Marketing Department. The main

purpose of this department is to Streamline and make the debt collection activities

efficient. This department works in connection with the Space Marketing Department

and Product Marketing Department.

Chart no.5.10 Organization structure of Debtors Management Dept.

5.3.3.1 FUNCTIONS OF DEBTORS MANAGEMENT

DEPARTMENT

1. Know the customer (before and during relationship)

► Credit check and monitor

► Request additional financial information from customer

► Gain intelligence from others in the sector about the customer’s payment

record.

47

Product Marketing Dept

Space Marketing Dept

Assistant General Manager

Debtor manager

Asst. Manager

Sr Executive

Jr Executive

Account Asst.

Sr Executive

Jr Executive

Account Asst.

Collection executives

Collection executives


2. Define credit limit setting process

► Use criteria to determine whether to grant credit to a customer formalize a

procedure to establish customer credit limits. Also put in place a periodic

review procedure.

► Once a credit limit is established only increase limit for a customer by

following the same formal procedure as when the limit was established in the

first place.

3. Synchronize the actions and attitudes of the sales and credit control teams.

Maintain a common policy within the company when dealing with debtors

4. Consider other forms of security or credit insurance

Using financial instruments to get paid, Inland Letters of Credit/Bills of

Exchange.

5. Ensure the production of timely and accurate management information.

► Understand what is happening in our Business Environment

► Monthly management of figures to include aged debtor listings and weekly,

monthly review of overdue debtors

6. Assertive debt collection policy

Formalize a graduated sequence of letters/telephone calls

48


5.4 FINANCE DEPARTMENT

Kerala Kaumudi has 11 editions spread over Kerala, Bangalore, Mumbai and Gulf.

Kerala Kaumudi has a centralized accounting system. All these units have to generate

their own funds through circulation, advertisement and other sources. The generated

funds are deposited to their respective bank account (Federal Bank) because the units

have no authority to utilize these funds. Cheque sanctioning process is carried out at

corporate office at Thiruvananthapuram with the approval and signature of MD &

Director

Chart no.5.11

STRUCTURE OF FINANCE/ACCOUNTS DEPARTMENT

49

Finance Manager

Accounts Manager/Officer

Corporate Accounts Head

Flash Morning daily

Advt.A/c Supervisor All units

Circulation A/cSupervisor All

units

Accounts Assistant

Clerks

Flash

Advt. A/c Supervisor(Corporate)

Circulation A/c Supervisor(Corporate)

A/c SupervisorGeneral A/c (Corporate)

Advt. A/c Supervisor(Corporate))

Head of Finance/Account

Circulation A/c

Supervisor (Corporate)

Accounts Assistant

Clerks

A/c SupervisorGeneral A/c

All units

Morning daily

Accounts Asst.

Clerks

Advt.A/c Supervisor All units

Circulation A/cSupervisor All units

Accounts Asst.

Clerks

Accounts Asst.

Clerks


5.4.1 FINANCE FUNCTION OF KERALA KAUMUDI

In every month, the corporate office will sanction Rs. 10,000 to Rs. 20,000 in advance

as an imprest to all units for meeting their day-to-day expenses.. At the end of the

month each unit will be sending their petty vouchers to corporate office for availing

credit to their imprest account.

Cost Control

Kerala Kaumudi is following different cost control measures. Cost control aims

at reducing inefficiencies and wastage and setting up pre determined cost and in

achieving them. Cost control is comparing of actual performance with the standards

or targets and taking corrective action if any deviation is occurred.

Budgets

Kerala Kaumudi is following flexible budget. Flexible budget is one which is

designed to change in accordance with the level of activity actually attained. It

provides budgeted cost at different levels of activities. It is prepared after making an

intelligent classification of all expense between fixed, semi variable and variable

because the usefulness of such a budget depends upon the accuracy with which the

expenses can be classified.

Now a days in Kerala Kaumudi most of the accounting and technical matters are

such as inventory control, production planning and control through linear

programming, pay roll accounting, sales accounting, budgetary control and standard

costing are computerized.

5.4.2 DUTIES & RESPONSIBILITIES

Finance Manager

► Member of corporate task force.

► Accountable to GM.

► To give overall guidance to the functioning of the department.

► To maintain the finance information system like Financial Analysis, Profit and

loss account analysis, Cash flow analysis, Inventory management, Budget

preparation and Project evaluation.

50


Accounts Manager

► To coordinate all functions of Accounts department.

► To supervise maintenance of cash books, ledger, journal etc.

► To fulfill statutory requirements like TDS return filing, Advance tax

payments, Sales tax return filing, Fringe benefits tax, RNI return filing

Head of the Finance /Accounts

Administrative function

► To perform the functions and duties of unit chief in the absence of unit chief.

► To exercise the role of chief executive officer of a unit, next to unit chief.

Executive function

► To advice the unit chief unit manager and task force in financial matters.

► To forecast and estimate the financial requirements of units and to formulate

short term and long term plans, budgets, targets, standards etc.

► To meet the financial requirements in time, raise funds from appropriate

outside sources and schedule the repayment.

► To prepare monthly profit & loss A/c and to compare the actual with the

financial plans/target and to take control measures.

► To monitor the collection of debts to ensure 100% collection.

► To ensure optimum use of resources to reduce cost of production.

► To perform such other functions as may be prescribed by the corporate finance

head/top management.

Incidental finance function

► Supervision of cash receipts and disbursement.

► Proper custody and safeguarding important and valuable papers.

► Record keeping and reporting.

► Cash management and credit management.

► Assist internal auditors/inspectors assigned by CTF members/corporate

finance head.

51


► Verify documentary evidence in support of a transaction.

► Exercise reasonable care and skill performing duties.

► Disclose full and fair information to the UTF and CTF.

► Awareness of financial position as on date.

► To ensure proper sequence of work to detect errors and frauds.

► Attend training and learning programmes and keep up to date in the area of

accountancy, finance and general business conditions.

Accounts Assistant

► Undertake various reconciliation works.

► Ledger scrutiny on monthly basis.

► Preparation of monthly Profit & loss A/cs

Circulation Accounts Supervisor

► Monitoring billing and collection activities.

► Sanctioning of credit adjustments.

► Monthly closing of ledgers.

► Preparation of agents control accounts.

Advertisement Accounts Supervisor

► Book adjustments entry

► Monitoring billing and payment activities.

► Prepare MRV (Monthly Return Verification) statement.

Clerks

► Voucher entry preparation

► Filing vouchers and its cross verification

► Preparation of receipts

► Prepare all working papers and notes made.

► Dispatch of bills

52


5.5 HUMAN RESOURCE DEPARTMENT

The management of Man is a very important and challenging job; important because it is

job, not of managing ‘men’, but of administering a social system. Human Resource

Management involves procedures and practices through which human resources are

organized and directed towards the attainment of the individual, social and organizational

goals.

Department Policy

The policy of HR Department is to render effective administrative support to the

organization both at corporate level and unit level in a systematic and scientific manner

with special emphasis on human resource development and training with the laid down

quality policy of the organization.

Chart no.5.12

Structure of HR Department

5.5.1 FUNCTIONS OF HR DEPARTMENT

HR manger is responsible for the management of the employees of both Kerala Kaumudi

and Ravi Printers and publishers. The main functions of HR department include:

General Manager

Human Resource Manager

Executive (HR)

Front Office

Executive

Office Assistants

Drivers Telephone Operators

Security Officer

Clerk/Typist

House Keeping

Canteen Dispatch Supervisor

53


I. Employment and placement

Recruitment, selection and placement as per the manpower requirements of the

company are the most important functions of HR Dept. The following recruitment

process chart gives an overview of the overall recruitment process of Kerala Kaumudi.

Chart No. 5.13 Recruitment Process Flow chart

Kerala Kaumudi-HR Dept.

can

did

ate

No

Man

agem

en

t &

se

lec

tio

n p

anel

Hu

man

Res

ou

rces

Dep

artm

ent

hea

ds

II. Training

Manpower requirements

Management decision and approval

Called for interview

procedures

Make offer

Short-

listing of Resume

Manpower Planning &Budgeting

InitiateSearch

Interviews

(Preliminary

/HR/

Technical/

Final with

Directors

Vacancy

Director’sApproval

CandidateSelected

Reference Checks

Acceptthe

Offer

ResumeSearch

Letter ofRejection

Yes

No

Yes

Yes

Yes JoiningFormalitie

s

No

No

54

Employee referrals

Internal Postings

Externalsources


It is the responsibility of HR Department to impart Training and development to

employees both at corporate and Units whenever required. The training programmes

for employees include induction, on the job training for non managerial staffs, off the

job training for managerial staffs.

Training procedure

1. Identifying the training requirements of corporate as well all units

2. Planning and scheduling training programmes for the required units

For planning and scheduling the training and development programmes,

Kerala Kaumudi HR department is using a Training Calendar (see Appendix).

Every month in advance this training calendar is sent to all units. The units

require training programmes mark the convenient dates by specifying the

objectives and topics on which training is needed and return to the HR

department. HR Dept. makes necessary arrangements for the programmes. As a

part of streamlining the training programme, efforts are continuing to make it

function on line.

3. Evaluation of the effectiveness of the training programmes.

III. Wage and salary administration

Compensation to employees is fixed as per the Wage rates fixed by the wage

boards.

IV. Proper allocation of work

V. Developing and maintaining motivation for work

VI. Performance appraisal

Employee performance at work is evaluated in terms of pre-determined standards

with a view to develop a sense of belonging to the organization and also to retain

them.

VII. Employee health, safety and welfare services

Kerala Kaumudi has a hazard free working environment. No accident has been

reported in the past years.

The welfare schemes include both Statutory and Non statutory schemes.

55


Statutory welfare schemes consists ESI, PF, EDLI, Profession tax and labor welfare

fund. Non Statutory schemes includes Canteen facility (subsidised rate), Vehicle

allowance, LTA (leave travel allowance), Kerala Kaumudi recreation club, Kerala

Kaumudi employee’s cooperative society, Kerala Kaumudi employee’s welfare

forum, Mobile allowance, Conveyance allowance, Medical allowance and City

compensatory allowance.

For maintaining the morale and team spirit among employees every year HR

Department is conducting a WELFARE FORUM. Apart from granting award to the high

achievers, this programme involves lots of cultural activities too.

VIII. Administering employee turnover and conducting exit interviews

Employee turn over rate in the previous year was 7%. In some cases exit interviews

are conducted.

IX. Industry relations

Maintenance of healthy and peaceful labor-management relations is the

responsibility of the HR Dept. This includes grievance handling, maintenance of

discipline etc.

X. Trade Union

The existing trade union in the company is AITUC. Trade union is given

management participation mainly in the areas of recruitment, termination, employee

linked insurance etc.


HR Manager is responsible for the overall administration of front office, House Keeping,

Drivers, Dispatch, Telephone operators and security officers

► Front Office Executive attends visitors and informs the concerned person. She

keeps attendance register of head office staff.

► House Keeping staffs are responsible for the good maintenance of office.

► Dispatch section staffs are assigned to send courier.

56


5.6 MATERIALS DEPARTMENT

Purchasing is the important function of materials department. Other functions includes:

► Finding out the details regarding the requisition of Raw materials

► receiving and warehousing of raw materials

► Collection of details about the consumption of raw materials on a regular basis

► Issue of raw materials as per requirements

Chart no.5.14

Structure of Materials Department


Purchase manager

► To develop and maintain good supplier relationships

► Duties according to the order of Managing Director

► Planning purchase orders.

► Verification of raw materials consumption and stock statements which is daily

submitted by the materials managers of all units

► To control abnormal wastage.

Joint Managing Director

Deputy General Manger(Materials)

Purchase Manager

Asst. Purchase Manager

Clerical staff

Godown staff

Storekeeper

57


► To handle insurance formalities of raw materials

► To verify the quality of materials received

► Inventory valuation

Inventory accounting supervisor

► Inventory accounting

► Checks and verifies the purchase bills

► Checks bin card and stores ledger

► Purchase analysis

► Order placing figures are given to the departments

Store keeper

► The store keeper should have technical knowledge and wide experience in stores

routine and ability of operation of the stores

► Receiving the store correctly i.e., ensuring that every item of stores received by

the storekeeper is duly supported by an indent, purchase order, inspection note

and goods received note.

► Entering all receipts in the bin card

► Keeping every item of stores in the allotted bin

► Maintaining and supervising the duties of the different staffs under his charge

► Preventing unauthorized persons from entering into the stores

► Ensuring that the inventory do not exceed the maximum level nor go below the

minimum level at any time

Clerks

► Issuing goods according to the daily requisition slip

► Entering the details of the goods supplied in the stocks ledger

► Maintenance of purchase order files

► Helping materials manager in updating the books maintained in the department

Godown staffs are assigned to load/unload materials to required places on time.

58


The documents maintained by the materials department are Purchase order,

Stock inward book, News print ledger, Stock ledger, Transfer slip.

RAW MATERIALS

I. News print

The size of newsprint is 70cm and 45 GSM (Gramage per square meter). As the GSM

increases copies decreases and vice versa.

The main supplier of newsprint Hindustan News print Ltd, Kottayam. Imported

deluxe quality news print are Supplied by Pondar Global Ltd, New Delhi. Low quality,

recycled news print is supplied by V.G.Paper and Boards Ltd, Udumalpet,

Sarvalekshmi Paper and Boards Ltd, Coimbatore and Vishnupriya Papers, Chennai.

These newsprints are used for the printing of inner pages.

II Ink

Two types of inks are used for printing.

A. Black ink: Suppliers of black ink are Shalimar Inks and Chemicals, Aluva and

Orient Inks, Kozhikodu

B. Colour Ink: Suppliers of colour ink are Galilia Chemicals, Cochin M.R.

Industries, Calicut. High quality ink which is used for printing advertisement

columns are supplied by Coats Ink, Kalyan Marketing, Cochin.

III Plates

Aluminium Plates are of three types: long, medium and short run. Long run plates

are used for producing main pages in all editions. From a short-run plate 10,000 to

15,000 copies can be printed. These plates are procured from the dealers of

TECHNOVA, Standard Missionary Sales Company, Patoor, Thiruvananthapuram and

dealers of NIRAJ, News Graphics, Kottayam. The imported plate dealers are

TOPAZ.

IV Chemicals consumed are developers, universal wash, fountain solution, remover and

plate cleaner, Chemicals for film development-developer and fixer.

59


V Graphic Art film: Usually films produced by Kodak and Agfa are used. Kodak films

are supplied by Trade Links Ltd, Cochin and Agfa films are supplied by Krishna

Agencies, Cochin.

VII Laser printer films and Tracing paper

PURCHASING

Basic objectives of purchasing

1. To ensure uninterrupted flow of materials for smooth production.

2. To procure material economically.

3. To procure right materials in right quantities.

4. To develop and maintain good and healthy supplier relationships.

5. To receive and deliver materials at right place at right time.

Purchase function

Purchases are made according to the receipt and analysis of purchase requisition. The

average consumption of newsprint is about 300 metric tones per month and that of

printing ink is 6000 kg/month (black ink) & 1000kg/month (color ink). Usually

purchases are made for one month. A minimum level of inventory (for one month) is

always tried to be maintained. Reordering is according to requirements.

Purchases are made from domestic as well as foreign sellers. But usually domestic

sellers are preferred as they provide more credit period of 30-50 days. Now the materials

department has decentralized. The intimation is sent by all units regarding the items

purchased, quantity, rates etc. Each unit has to meet the cost of raw materials purchased.

Bills for payment

When the invoice received from the supplier, it is send to the inventory accounting

section to check both the authenticity as well as the arithmetical accuracy. The quantity

and price mentioned in the invoices are checked with reference to stores received note

and purchase order respectively. After verifying the invoice in all respects, the inventory

accounting section certifies and passes the invoice for payment to the finance

departments.

60


Quality Checking

Materials are checked on trial basis. After trial run only suppliers are selected. If there

found any defect, it would be communicated to the suppliers and if they were willing to

rectify the defects, orders are placed with them.

61


5.7 SYSTEMS DEPARTMENT

Kerala Kaumudi started to implement computerization from 1998 onwards. Since 2006

they have been developing their own ERP (Enterprises Resource Planning) package.

System Department handles maintenance of hardware and development and maintenance

Software. As a part of boosting the implementation of MIS, the works on developing

systems technologies is improving. Customization of circulation module is completed

and the works on the advertisement, accounts inventory & HR are in progress.

Chart no.5.15

Structure of system department

5.7.1 DUTIES & RESPONSIBILITIES

System Engineer

►He is directly accountable to GM.

►Network administration.

►System assembling.

►Maintenance of network connectivity and data communication.

►Hardware & system software maintenance.

Asst. System Engineer

System engineer

Asst. System Engineer

Programmer Hardware

System executives

62


►Developing, testing and implementing required application package.

►Trouble shooting and upgrading installed application packages.

►Provide training to staffs on the newly installing packages.

The recent achievements of systems departments include:

►Decentralized work

►Fast collection and payment of bills

►Fast and comprehensive generation of MIS reports as per the requirements of top

management.

The computer network system of Kerala Kaumudi includes around 100 machines

and 3 servers. One server is for newspaper and for flash, one is for all periodicals and

other one is for software. The operating system used in servers is Linux and in client

system is Windows. Since 2006 system department has been engaging in the

development of in house ERP package (in Visual Basic) which is named as PRESS

SOFT. The customization of circulation module has already completed. The works on

the customization of advertisement, accounting, inventory and HR are in progress.

63


6.1 SWOT ANALYSIS OF KERALA

KAUMUDI(P)LTDTo achieve proper firm-environment fitness, Company’s Strengths, weaknesses,

Opportunities and Threats should be understood. This analysis is commonly known as

‘SWOT Analysis’. Strengths and weaknesses are internal factors. Opportunities and

threats are external factors.

Table No.6.1 SWOT Analysis

STRENGTHS WEAKNESSES1. Credibility of news and unbiased

reporting style

2. Good reputation

3. Financial stability

4. Approach of investigative journalism

5. Units spread all over Kerala with

adequate printing facilities

6. Able, dedicated and specialized

workforce.

7. Good Brand image

8. Group harmony

1. Falling circulation lead

2. Administration lacks a professional

touch.

3. Lacks a strong mission and fails to

establish time bound goals for each

department clearly.

4. Absence of some core departments like

R&D and Advertisement

5. Absence of effective sales promotion

and advertisement strategies.

6. Narrow product line.

7. Weak societal marketing.

8. Resistance to change.

9. Lacks anticipative marketing.

OPPORTUNITIES THREATS1. Untapped market segments like

children, unemployed youth, teenage,

job seekers, farmers, Children etc.

2. A potential market of literate but

unsubscribed to any newspaper.

3. Diversification of business into TV

channels and mobile portals.

4. Print outsourcing.

1. Fast changing printing technology

2. Competitor’s strong sales and marketing

strategies.

3. Fast growing Cable and satellite TV

4. Penetration of Internet media, with no

restriction of subscription charges.

5. Unstable newsprint cost.

6. Fast changing life style of people

7. The younger age groups’ preference

changing to Internet, or their mobile

64


telephones to learn of news that

interests them.

7.1 FINDINGS

1. At present Kerala Kaumudi is facing a tough competition. Its main publication, daily

newspaper’s position in the market is fluctuating. Till 2005, it was the third largest

circulated daily. In 2006, the position came down to fourth, and in 2007 it is going

down to fifth position. Financial statements from 2001-05 shows that, Comparing to

previous years newspaper revenue has declined. It calls for the attention of top

management to formulate more competitive marketing strategies for the daily. Flash

continues as No.1 mid day daily in the market.

2. The main feature which distinguish the print from other media is that it presents news

in more analytical manner which enables the reader to think criticaly. The prime

factors which influence the readership and publicity of a newspaper are:

How soon the "news" is put out, and how innovative is the presentation

Coverage of the news.

Catchy captions with valuable information.

How attractively and effectively critical incidents are reported with headlines

with colored photographs which attract the attention of readers. How far these

headlines give maximum information to the reader at a glance.

How efficiently summarize the news item with catchy captions that enable the

readers with quick reading and easy comprehension.

The situational analysis by the editorial board too attracts the readers.

Coverage of international news with a local perspective and

65


Clarity of reporting.

Comparing to competitors’ products Kerala Kaumudi’s coverage of national,

international, business and sports news is less.

3. The literacy rate of Kerala is higher than any other states. There are more potential

markets to tap. The company management fails to harmonize the organization’s

objectives, capabilities and resources with the market opportunities. Though the

company is facing tough competition, comparing to its production facilities of all

units and its strong public image, it has more scope in the market. Company has to

frame more Marketing and sales promotion strategies.

4. Each department performs their routine work well, but these departments’ activities

are not well coordinated to a time bound mission.

5. Company lacks a good research and development team.

6. Circulation Department has limited subscription plans.

7. For print production, chemicals have been used to remove the non-image emulsion,

but now plates are available that do not require chemical processing.

8. HR department is maintaining good industrial relations. HR dept needs more

systematic approaches to make its main functions viz. recruitment & selection,

performance management, and training procedures more efficient.

Company has a specialized and dedicated human resource. But there is less value

addition.

HR Dept hasn’t introduced a good time keeping system.

In the last year Labour turnover was 7%.

66


9. The core department of a print media is Editorial Department. It lacks adequate

automation and modernization. Space Marketing Department requires more office

equipments and communication facilities.

10. Kerala Kaumudi website is not included the company history, vision, motto, mile

stones, social responsibilities.

67


7.2 SUGGESTIONS

1. When the daily’s circulation lead is falling, it is the time to analyze where the

marketing efforts has failed. To establish circulation lead, more innovative and

analytic approach is needed. I recommend to implement the following strategies:

Family administration of the company has to bring forth a professional and

unconventional approach.

The firm should estimate its competitors cost and performance as benchmarks.

Direction is more important than speed. A well worked out mission statement

provides units and departments a sense of direction.

Implement TQM strategy-Improve the quality of the organization’s processes,

products, services through continuous improvement in all senses.

2. Increase the coverage of news. More national, international, business and sports news

must be included. Include other writers’ column opposite to editorial page. Increase

the number of pages through value added news but without any increase in product

price. The additional cost would be compensated by operational efficiency and

increase in the ratio of advertisement to editorial.

Usage of several fast moving consumer goods in Kerala is higher than all India

usage. Space Marketing Department must include advertorials, which advertise new

products or techniques, for which third-parties pay a fee.

3. The essence of marketing is to create customers-customers will follow. Company has

to frame more Market Communication Strategies. More market penetration strategies

are also to be framed. Advertising moves people to products. Give advertisements in

media having highest reach to the target market. Give Display advertisements in close

circuit TVs. The effectiveness of advertisement must be conducted periodically.

68


4. Absence of clear cut objectives leaves unclear standards by which to evaluate the

individual as well as organizational achievements. So it is suggested to implement

Management by Objectives (MBO). Establish challenging yet realistic goals in

accordance with the overall company mission. All departments are to translate it into

time bound goals and to implement it.

5. I suggest introducing two designations: R&D Manager and Manager responsible for

the overall planning and implementation of marketing communication of Kerala

Kaumudi products. An efficient research and development team which consists of

all department heads and unit managers must be coordinated under the guidance of

R&D Manager. Future plan must be chalked out through brain storming sessions.

Research, develop and launch innovative and value added products quickly and

within the budget and through operational efficiency.

6. In addition to the existing subscription plans, introduce short-term and flexible

subscription plans.

► Offer a variety of subscription plans. Peoples’ topics of interest are different. For

eg. Some people are interested in health related news; some are crazy in sports,

jobseekers focuses on employment opportunities. So plan pull-outs on the basis of

customer’s special interest and introduce flexible and short term subscription

plans. For example, someone wants only on that day newspaper with supplement

which meets his interest. Some may need a Sunday paper only or perhaps only

Sunday and Saturday, or may be working days subscription.

► Agents are good source of information. This source must be well utilized while

framing marketing strategies. Periodically customers feed back and responses can

be collected through agents.

► ‘Establish and maintain circulation lead by satisfying customer needs better than

the competitors through value added products’- that would be the motto of

product marketing department.

69


► The company needs an anticipative marketing approach. Ensure and encourage

participation of all members in distribution channel in the framing and

implementation of marketing plans.

7. Kerala Kaumudi (P) Ltd has to go at a fast pace towards the implementation of

modern production technologies. Now plates are available that do not require

chemical processing The development of the digital platesetter in the late twentieth

century eliminated film negatives altogether by exposing printing plates directly from

digital input, a process known as computer to plate printing.

8. HR department must encourage and develop an organization culture where innovative

ideas are freely exchanged.

Strengthen the leadership

Ensure the effective utilization of the maximum potential of employees.

Reduce turn over by creating and maintaining loyal employees through right

recruitment, effective training and development, periodical performance appraisal

and good rewarding.

Company is admitting project works of professional students from reputed

universities. Admit and coordinate these studies in a fruitful manner. Admissions

should be on the basis of analysis of resume and interview.

While recruiting, future manpower requirements must also be foreseen. (The

recruitment procedure is modified and the redesigned flowchart is given at the end

of this section).

Introduce a good time keeping system for employees working at all shifts.

9. Editorial department needs to be modernized. Marketing department must be ensured

with enough office equipment and other communication devices. The internal

70

http://en.wikipedia.org/wiki/Computer_to_plate

http://en.wikipedia.org/wiki/Platesetter


communication of marketing department must be improved. Ensure that all

department staffs are provided with enough equipment and facilities around them.

10. In Kerala kaumudi website home page includes ‘ABOUT US, HISTORY, MILESTONS,

MANAGEMENT, VISION AND MISSION, PRODUCT PROFILE, SOCIAL RESPONSIBILITIES

etc.

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7.3 CONCLUSION

Media has a strong role in nation-building. Today’s communication is

more complex. Competitors are coming up with more products and increased sales

promotion strategies. Customer’s tastes and preference, life style and quality of life are

changing. As the digital tide gathers strength, it is remarkable that the press in print

continues to be the media of preference for the majority of readers who want to remain

informed. What makes newspaper different from other media is that presents news in

more analytical manner. It can influence and change people’s lives and their societies.

As far as print media is concerned, circulation is mostly considered as the yardstick of

victory. People would always want news, but it should be packaged well according to the

changing needs of the society. Newspapers have to address all sections of the readership

to stay in the business. In a literate state like Kerala, there is more room for the

newspaper companies to grow, as the rural areas are largely untapped.

Kerala Kaumudi has always worked for the development of society with its Forth

right news and fearless views. Kerala Kaumudi spearheaded with a missionary zeal to

enlighten the underprivileged and downtrodden masses in the society. “Stress on

credibility and unbiased reporting” which is the motto of the Kerala Kaumudi since

1911.

To compete with fast emerging TV channels and internet journalism and with the

competitor’s strong sales and promotion strategies, Kerala Kaumudi (P) Ltd has to come

up with new plans and strategies.

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73

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