OS KMML

AN ORGANISATION STUDY AT DESHABHIMANI
PUBLICATIONS,THIRUVANANTHAPURAM
A project report submitted in partial fulfillment of requirement for the

award of degree of
Master of Business Administration of University of Kerala
Submitted by
MALAVIKA MOHAN
Reg.No: MGT 1705024
Under the guidance of
DILEEPA.S.HARI
FACULTY GUIDE PROJECT GUIDE

DILEEPA.S.HARI M.K. KAMALAN
FACULTY CIRCULATION MANAGER
IMK DESHABHIMANI
Institute Of Management In Kerala

University of Kerala
Trivandrum
October 2018
DECLARATION
I declare that the report entitled “AN ORGANIZATION STUDY AT

DESHABHIMANI PUBLICATIONS” submitted by me for award of the degree of
Master of Business Administration of the University of Kerala is my own work.
The report has not been submitted for the award of any other degree of this University
or any other University.
MALAVIKA MOHAN
Reg .No: MGT 1705024
Place:TRIVANDRUM
Date:
Date………
CERTIFICATE
This is to certify that the report entitled “An Organizational Study at

Deshabhimani Publications, Thiruvananthapuram” submitted here is a bonafide
record of work done by Ms.MALAVIKA MOHAN under my guidance in partial
fulfillment of the requirement for the award of Degree in Master of Business
Administration of the University of Kerala and this work has not been submitted by
her for the award of any other degree, diploma or title of recognition.
FACULTY GUIDE HEAD OF THE DEPARTMENT
Mrs.DILEEPA.S.HARI Dr.K.S CHANDRASEKHAR

ACKNOWLEDGEMENT
I hereby take this opportunity to express my sincere gratitude to one and all that
stood by me during the course of the Organization Study. At the outset, I am indebted
to God Almighty and my dear parents for their immense support.
I express my sincere thanks to Dr. K S Chandrasekar, Professor and Head: Institute

of Management in Kerala (IMK), Kariavattom, for his excellent supervision, apprised
me to complete this organization study long with all other lecturers and staff who
helped me to fulfill my study.
I deeply express my gratitude and indebtedness towards Mr. M. K Kamalan

Circulation Manager,Deshabhimani Publications Thiruvananthapuram for his kind
co-operation and constant encouragement during those days, I also like to thank other
staffs in the organization that helped in my organization study.
I convey my sincere thanks to Mrs.Dileepa.S.Hari, Faculty, Institute of

Management in Kerala (IMK), Kariavattom, for her valuable guidance rendered in the
accomplishment of the Organization study at Deshabhimani Publications.
MALAVIKA MOHAN
CONTENTS
Contents Page No.
List of Charts i
Chapter1: Introduction 1-3
1.1 Objectives of Study
1.2 Methodology
1.3 Scope of Study
1.4 Limitation
1.5 Chapterisation
Chapter 2:Industry Profile 4-13
Chapter 3:Company Profile 14-23
Chapter 4:Organisation Structure & Departmentation 24-46
Chapter 5: Analysis 47-53
Chapter 6: Findings, Conclusion,& Suggestion 54-56
Bibliography ii
LIST OF CHARTS
Sl No. Chart Page No.
1
Organisational Structure 24
2
Reporting Section 28
3
Editorial Section 30
4
DTP Section 32
5
Stages of Production/Printing 33
6
HR Department 37
7
Marketing Department 40
8.
Circulation Department 42
9
Advertisement Department 45
10
Finance Department 46
CHAPTER:1
INTRODUCTION
[Institute Of Management In Kerala

Page 1
INTRODUCTION
Newspapers are the instruments to bring out desired social, cultural and
economic change in the society .They help in formulation of public opinion on
matters of national and international importance. They not only mould but also reflect
opinion. A newspaper is a written publication containing news, information and
advertising usually printed on low cost paper called news print. The newspaper as the
voice of people enjoys special attention in democracy of India.
Organizational study,encompasses the systematic study and careful application

of knowledge about how people act within the organizations .It is the systematic
learning process about an organization to understand the different roles of each
members in the organization.i have chosen media firm DESHABHIMANI,Aristo
Jn,Trivandrum for the study.Deshabhimani is one of the leading Malayalam
newspapers in Kerala.Deshabhimani has a good position and status in Kerala.This
reflects the consumer radices interest towards the paper.
1.1 OBJECTIVES OF STUDY

1. To study Deshabhimani’s organizational structure and its functions.
2. To gain knowledge about different departments of the organization and their
functions.
3. To analyze the strength ,weakness, oppurtunities and threats of the
organization.
1.2METHODOLOGY
This study is descriptive in nature .Both primary and secondary data have been
collected from various sources of study.
Primary data: Discussions and meetings with various department heads and other
staffs in the organization.

Page 2
Secondary data: Collected from organization books ,records,articles,journalsetc
provided by organization.
1.3 SCOPE OF STUDY

The scope of study was to familiarize with the functions of various
departments in the organization, the various processes that are carried out in the
printing and publishing of newspaper.
1.4 LIMITATIONS OF STUDY

1. An in-depth study of the company cannot be carried out due to shortage of
time.
2. Employees are not able to spend too much time in interactions due to their
work adjustments.
1.5 CHAPTERISATION
Chapter 1: Introduction, Objectives of study, Methodology, Scope of the study,
Limitations, Chapterisation.
Chapter 2: Industry Profile
Chapter 3: Company Profile
Chapter 4: Organisation Structure & Departmentation
Chapter 5: Analysis
Chapter 6: Findings,Conclusion & Suggestions

Page 3
CHAPTER :2
INDUSTRY PROFILE

Page 4
2.1 WORLD SCENARIO
Newspapers began circulating in the 17th century. The first real

newspaper in England was printed in 1665. The first successful daily
newspaper in Britain was printed in 1702. The first American newspaper was
printed in 1690. It was called Public Occurrences Both Foreign and
Domestick. The first newspaper in Canada was the Halifax Gazette in 1752.
The first daily American newspaper was published in 1784.
In Britain the first Sunday newspaper was the British Gazette and
Sunday Monitor published in 1780. In 1785 the Daily Universal Register was
first published. In 1788 it was renamed The Times. In 1814 The Times was
printed with a steam-powered press for the first time. In 1848 The Times used
a rotary printing press with the printing face wrapped around a cylinder for the
first time.
Meanwhile the Observer was founded in 1791. The Daily Telegraph

was first published in 1855. The Manchester Guardian was founded in 1821. It
changed its name to The Guardian in 1959. The Sunday Times was first
published in 1822. The Financial Times began in 1888. Meanwhile The News
Of The World was published in 1843. Meanwhile the first Australian
newspaper was published in 1803. It was called the Sydney Gazette and New
South Wales Advertiser.
Newspapers became far more common in the late 19th century. In the
18th century and the early 19th century stamp duty was charged on
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newspapers, which made them expensive. However in 1855 stamp duty on
newspapers was abolished and they became cheaper and more common. In the
mid-19th century newspaper reporters began to use the telegraph as a means to
get news to their newspapers quickly. Then in 1880 The New York Graphic
became the first newspaper to print a photo. In Britain the first tabloid
newspaper was the Daily Graphic published in 1890. In 1891 it became the
first British newspaper to print a photo.
The Newspaper Industry is comprised of a diverse group of media

companies. This group is best described as mature. Many of its members'
mainstay gazettes have long publishing histories and names recognized in
households across the country. Still, over the past decade, these companies
have shifted their focus away from traditional core products, i.e., dailies and
weeklies, in order to keep up with the changing media. Newspapers have
struggled. Broadsheets used to be the foremost source of information. But in
this day and age, subscribers have turned to other news outlets, either on the
airwaves, Internet or television. As a result, readership has dwindled. Though
companies have raised subscription and newsstand rates, they have not
completely offset the impact from fewer readers.
This industry also relies on advertising dollars. Such proceeds help to

cover plant and equipment costs and general and administrative expenses. A
lethargic advertising market can severely pressure results. In addition,
classified ad lineage has shrunk, as the Internet provides an open medium of
exchange. Moreover, retailers have followed consumers to other media
venues, including Internet Protocol, broadcast, and cable television.
The group's revenue and earnings follow the economic cycle.

Newspapers serve both the public and private sectors. In periods of weak
economic activity, lower consumer confidence and discretionary spending and
tighter corporate budgets can pressure demand and operating results. The
industry is a lagging business indicator. Revenue and earnings usually pickup
after a recovery has taken hold.

Page 6
Several companies have attempted to boost net profit by broadening
their revenue base. Operations have expanded beyond publication to include,
among other businesses, broadcasting and cable television. Indeed, the
emphasis on non-newspaper segments has increased, and, in some cases,
managements have separated newspaper assets and divested or spun them off.
The success of diversification is mixed. Often, there are top-line gains,
however, the benefits to the bottom line can be disappointing, due to higher
costs.
To disseminate information, in greater numbers, newspapers have

turned from printed products to the World Wide Web. Many have
complemented their gazettes with digital products and Internet sites. Some
have concentrated on interactive media to replace the lost revenue from
faltering demand for newspapers and magazines. Multiple platforms have
helped to bolster brand equity. As these companies expand their online
presence, they have found it a challenge to capture market share, given fierce
competition. Too, though the Internet has widened their audience, newspapers
have had to contend with the heavy discount mentality of online advertisers.
News sources and classified advertising forums on the Web have

developed a large following. Publishers have been slow to tap this
opportunity. They have struggled to establish their own digital assets and build
subscriber rolls. Partnerships with search engines and joint ventures with
popular Websites are attractive solutions.
A few in the industry have stuck to their traditional business models.

These companies typically concentrate on local markets. To lift operating
results, they pursue acquisitions of peers with good potential operating
synergies and that reside within the home region.
Most Newspaper companies have respectable operating margins in the

high single to low double-digits. Profitability is subject to production costs,
which fluctuate according to newsprint prices and plant and equipment
investment requirements. Historically, the cost of publication has been capital

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intensive. Over the years, thanks to new technology, brick-and-mortar outlays
have become less onerous, but debt burdens remain heavy. Commodity costs
also impact earnings, since gasoline and diesel fuel are necessary for delivery.
Restructuring and cost savings programs support margins. Facility

consolidations and staff reductions are common. And, some companies, for
example, have trimmed the physical size of their papers to save money.
The company/labor power balance has evolved over the years. A fair
number of employees still belong to a union, or guild. However, despite the
efforts of their leaders, the collective voice of these organizations has become
less influential. In the face of union demands, management can lever difficult
times, threatening facility closures, for example, to avoid making concessions.
2.2 NATIONAL SCENARIO
The first newspaper in India was published on 29 January,

1780 by James Augustus Hicky under the British Raj and its name was ‘The
Bengal Gazette’. It was also called as ‘Calcutta General Advertiser’ and
people simply remember it as ‘Hicky’s Gazette’.
It was very small two sheet weekly newspaper. And the paper was
filled with lots of advertisements with the name- The Calcutta General
Advertiser. In fact, its front page was filled with advertisements only.

Page 8
After few months of Hicky’s paper Messer B Messinck and Peter Read
brought out the ‘Indian Gazette’ in November 1780. Many other newspapers
were also started, namely Calcutta Gazette (1784), The Bengal Journal (1785).
In 1785, Richard Johnson in Madras brought out ‘Madras Courier’ in English
language. R. William’s ‘Madras Gazette’ in 1795 and Humphrey’s ‘India
Herald’ in 1796.
In Bombay first newspaper was ‘Bombay Herald’ in 1789‘, Bombay Courier’ in
1789 and ‘Bombay Gazette’ in 1791.

Page 9
 1861 - The first edition of The Times of India was published by Robert
Knight. Up to 1947 this newspaper continued to support the causes of
Britishers. Now, more than 150 years of service Times of India has grown the
biggest English daily in the country.
 1868 - 'Amrit Bazaar Patrika' was started by two brothers, Shishir Kumar
Ghosh and Motilal Ghosh.This was the time when social reformers and
political leaders had started contributing to the field of journalism, including
C.Y. Chintamani, N. C. Kelkar, Ferozeshah Mehta were prominent.
 1878 - "The Hindu" was started in the English language, which was mainly
distributed in Tamil Nadu and Kerala.
In newspapers, many changes took place after Independence. Even the

working style of journalists changed. After independence, most of the
newspapers were brought into the hands of Indians. News agency services
became available on a regular basis with the Press Trust of India which was
started in 1946. As television and the new media, internet emerges, it is said
that newspapers are becoming irrelevant in terms of providing the latest news.
Daily newspapers like Times of India, The Hindu, Hindustan Times,

The Statesman, Economic Times, The Tribune, Dainik Jagran, Dainik
Bhaskar, Amar Ujala, etc. have become the most circulated newspapers in the
country.
Page 10
We all know that newspaper acts as an important check on
Government and Administrators plans and policies. Press also raise their voice
if anything went wrong in the society. They raise voice against dictatorship,
corruption and malpractices. They also keep us informed of what is happening
in the country. It plays a vital role in strengthening the sovereignty and
integrity of a nation. It also makes us aware of the problems faced by the
people.
With the help of number of agencies information is fed to the

newspapers. The Press Information Bureau gives information to the Press on
the government policies, programmes and activities. It also receives feedback
from the people. In India there arenfour major news agencies namely Press
Trust of India united News of India. Samachar Bharti and Hindustan
Samachar. Also, the newspapers are published in English, Hindi and other
regional languages. The need of print media is to understand the importance of
its power and reach. So, they should provide the true picture of the society as a
whole.
2.3 STATE SCENARIO
The history of journalism in Malayalam goes back to slightly more than a

century and a quarter .Journals and periodicals in Malayalam were first started by
missionaries, in most cases solely with the purpose of propagating religion. Their
contribution to the development of Malayalam prose and the promotion of journalism,
however, has been considered and should be remembered with gratitude.

Page 11
In June 1847 witnessed the primordial birth pangs of Malayalam journalism as
eight cyclostyled sheets in demy octave size are churned out from a press at Illikunnu
near Thalassery.The mast-head proudly announced the new-corner’s name at
Rajyasamacharam. Reading matter was spread across the pages with neither column
nor cross heads to break the monotony. Neither the mast-head nor the print line of
Rajyasamacharam featured its editor’s name; nor was the publication period. The
credit for this pioneering venture goes to Dr.Herman Gundart,the renowned western
scholar. Dr.Gundart was then the motivating spirit behind the German Based Mission
Society. As an opening statement in the first issue emphasized, the reading matter was
exclusively devoted to matters religious. By the time it ceased publication at the far
end of 1850,forty two issues had seen light of the day.
In October 1847,Gundart started another publication called Paschimodayam.

Like its predecessor the Paschimodayam ,too was cyclostyled, but it carried articles
on Geography, History, Natural Science and even Astrology .F.Muller was the formal
editor of the publication. The annual subscription was one rupee. There was even a
change in size and format, it appeared in royal octavo garb. It ceased publication
around 1851.
Another periodical which was Kottayam based made its appearance around
this time. It was the Vidyasamagraham brought out under the auspices of the
Kottayam College.This magazine started publication in 1864 and went on till 1867.
In the three decades since the Rajyasamacharam made its first appearance
through good number of publications. Besides, there emphasis was more on literary
and religious topics distant from hard news we see today. Their periodicity was
another factor which detracted from their intrinsic relevance and importance as
newspapers.

Page 12
2.4 LIST OF LEADING MALAYALAM LANGUAGE
NEWSPAPERS
Malayala Manorama: First appeared on 14th March 1890,as weekly ,currently

has a readership of over 15 million, with a circulated base of over 7.4 million copies.
It is Kerala’s largest selling and most widely read newspaper.
Mathrubhumi: First copy of Mathrubhumi went to press on 18th March

1923.Mathrubhumi today is the second most circulated newspaper in Kerala .It is
published from Calicut, Thiruvananthapuram, Kottyam, Ernakulam, Thrissur, Kannur
,Palakkad, Malappuram and Kollam.
Deshabhimani: Malayalam newspaper rum by Communist Party of India

(Marxist).it was started as a weekly in 1942 and was converted to daily in 1946.It has
6 different editions: Kozhikode, Kochi, Thiruvananthapuram, Kannur, Kottayam,and
Thrissur, Deshabhimani is the third most circulated daily.
Kerala Kaumudi: It was founded in 1911.Published at Thiruvananthapuram,

Kollam, Alappuzha, Kochi, Kozhikode, Kannur, in Kerala and Bangalore. It is the
fourth most circulated Malayalam daily.
Deepika: one of the oldest newspapers in India.the first issue came out in
1887. Deepika publishes editions from Kottyam,Kochi,Kannur,
Thrissur,Thiruvananthapuram and Kozhikode.

Page 13
CHAPTER: 3
COMPANY PROFILE

Page 14
Deshabhimani is a Malayalam newspaper and the organ of the Kerala
State Committee of the Communist Party of India(Marxist).Started as a
weekly in Kozhikode in September 6, 1942 and was converted to daily in
1946. Desabhimnai now has 9 different editions: Kozhikode, Kochi,
Thiruvananthapuram, Kannur, Kottayam, Thrissur, Palakkad and Kollam.
According to National Readership Survey of 1995,Deshabhimani was the third
largest in Kerala. At present,P.Rajeev, secretariat member of CPI(M)is the
Chief Editor K.J.Thomas CPI(M) secretariat member is the General Manager
and P.M.Manoj, the resident editor.
Deshabhimani is one of the leading Malayalam dailies in Kerala .It is

enjoying a common table circulation compared to other Malayalam dailies in
the scenario.As the literacy level in Kerala is high, there is good circulation for
all leading dailies and Deshabhimani has a good position and status in Kerala.
This reflects the consumer interest towards Deshabhimani with the other
publications.

Page 15
3.1 HISTORY
Deshabhimani, organ of the CPI(M) in Kerala, completed 60 years of

its life on September 6. With its humble but hopeful beginning on September
6, 1942, it fulfilled a need of those turbulent days of our freedom movement.
Its beginning was a culmination point of the hopes and aspirations of millions
of the oppressed, repressed and suppressed toiling masses. The path it
traversed was thorny. Often it faced brickbats from the authorities and
adversaries, receiving at the same time bouquets from the masses. The paper’s
onward march from a weekly to a full-fledged morning daily with six editions
plus an internet edition, from a double dummy cylinder to the state-of-the-art
equipment with fully computerised infrastructure is a stirring experience.
Deshabhimani has a saga of trials and tribulations. Its chequered

history is an inalienable part of the growth of Left and progressive movements
in Kerala. It steadfastly stood with the masses throughout and its role has been
vindicated by the people’s involvement in nurturing it. As for financial
support, the donation of a pet calf by an illiterate rural woman in earlier days
and lakhs of rupees received in one-day bucket collections afterward are clear
indications of how much affection the common folk have for this paper. They
consider it as their own. To paraphrase the famous words from Abraham
Lincoln’s Gettisburg speech, Deshabhimani may unhesitatingly and proudly
be called as a newspaper "for the people, by the people, of the people."
Prabhatam (The Dawn), started from Shorannur near Trichur on

January 9, 1935, under the editorship of late Comrade E M S Namboodiripad,
is considered to be the precursor of Deshabhimani. As an unofficial organ of
the socialist group in the Indian National Congress, Prabhatam fought against
the injustice and atrocities and had therefore to bear the brunt of persecution.
The publication of a poem "Athmanadam" (Sound of the Soul) by Chovvara
Parameswaran annoyed the government and the paper was fined Rs 2000.
Late Comrade A K Gopalan (popularly called AKG), who rose to

become one of the stalwarts of freedom movement and Communist Party in
Kerala, came forward confidently to raise funds, which the paper badly

Page 16
needed. He toured to Bombay, Ceylon, Burma and other places to meet the
Malayalees and managed to collect enough funds. It was at this time that the
second world war broke out. The government promptly withdrew the license
for publication without any rhyme or reason.
Many leaders then working in the Congress Socialist Party were

influenced by Marxism. 64 prominent figures of the Kerala CSP soon got
together at Parappuram in Pinarayi panchayat,Kannur district, and resolved to
function as the Communist Party, even though the latter was banned and had
to work in the most adverse circumstances till the ban was lifted in 1942.
When the party started functioning openly in 1942, it took initiative to

have its own mouthpiece and that was how Deshabhimani was born at
Kozhikode. It started as a weekly on September 6, 1942. The fund collected by
AKG sustained it initially. Later, EMS disposed of his ancestral property and
donated the entire amount (Rs 50,000, a big sum in those days) to the paper.
Deshabhimani editorial "The Call of the Gallows," in connection with

the Kayyur martyrs, infuriated the British imperialists. The Madras
government took revenge and ordered the paper to deposit a security of Rs
1000. But the people raised this amount within days. Four years later, despite
all onslaughts, Deshabhimani changed to a four-page morning daily on
January 18, 1946.
The proletarian perspective and progressive view of these papers were

so irritating to the erstwhile princely rulers that the papers were banned once
by the Cochin government and twice by the Diwan of Travancore during
1942-46. But, by then, Deshabhimani had become an instrument of fight for
the struggling people. It took up a number of issues and lent its voice to many
struggles. The agitation of toddytappers of Anthikkad (Thrissur) and the
strikes of Cochin harbour, Sitharam Mill (Trichur) and Aaron Mill (Kannur)
were some of the outstanding struggles among them. Not only the mass
agitations in different parts of the state, but the struggles in other states also
reverberated in Deshabhimani’s pages. It played its revolutionary role against
landlordism and colonialism diligently, and highlighted the sacrifices of those

Page 17
who laid down their lives at Karivallor, Kavumbai, Munayankunnu (Kannur)
and Onchiam (Kozhikode) while fighting.
To improve the quality and meet the growing demand, the need to
replace the double dummy cylinder press by a speedier modern rotary press
was felt as early as in 1947. Again, when the party workers approached the
people for fund, the response was fantastic. The experience of Chombala
village near Kozhikode at that time is etched in people’s memory forever.
Here, Palora Matha, an illiterate, impoverished rural woman who had nothing
else to part with, donated her only calf to the party, telling the comrades to sell
the calf and utilize the money for Deshabhimani.
3.2 EDITIONS
The span of time between the second and subsequent editions was not
as long as it was between the Kozhikode and Kochi editions. The growth was
rapid, reflecting the party’s increasing popularity in the state.
The third edition of Deshabhimani started from Thiruvananthapuram

on January 4, 1989. For it, the party had decided to collect Rs 25 lakh but the
response was much greater. In just one day of bucket collection, people
generously donated Rs 45 lakh.
The next edition started at Kannur on January 30, 1994, a stronghold of

the communist movement. One day collection through the state for this edition
was Rs 42lakhs.Apart from this, Rs1 crore were collected from Kannur and
Kasargod districts only, by way of 12-year subscriptions. It was a landmark in
the history of the paper.
In 1997, the fifth edition started from Kottayam. For it, two days of
bucket collection brought Rs 75 lakh. Besides, Rs 1.4crore were collected
through annual subscriptions from the districts within the limit of this edition
alone.
It was really an inspiring experience to note that, within a month, about

Rs 1.05 crore were collected for the sixth edition from Trissur district alone.
People from all walks of life contributed to the fund. Almost all the workers,
Page 18
peasants and employees, etc, contributed their one-day wages. The edition
came out on August 31, 2000.
The paper started its multicolour edition at Kochi in 1993, and

Thiruvananthapuram and Kozhikode in 1994. Kannur and Kottayam editions
started with the colour printing installations right from the beginning.
All the printing and publishing companies that bring out these editions
are named after party stalwarts like P Krishna Pillai,AKG,C.H Kanaran and
EMS.
Now the party is planning another edition from outside Kerala, that is
Mumbai, the hub of business activities in India. The purpose is to cater to a
large chunk of Malayalees who have settled there for livelihood but still
have fond memories of Kerala. The internet edition started on January 1,
1998 another feather in the paper’s cap.
 1942 September 6 : Deshabhimani started as weekly
 1946 January 19 : Deshabhimani weekly changed to four page morning
daily.
 1968 May 16 : The second edition of Deshabhimani started from
Kochi.
 1980 January 4 :The third edition of Deshabhimani started from
Thiruvananthapuram
 1993 July 22 : Deshabhimani started its multicolour edition at Kochi.
 1994 January 30 : The fourth edition of Deshabhimani started from
Kannur
 1994 May 20 :Deshabhimani started multicoloured editions from
Thiruvananthapuram and Kozhikode
 1997 March 22 : The fifth edition of Deshabhimanini started from
Kottayam.
 1998 January 1 : Deshabhimani started internet edition.
 2000 August 31 : The sixth edition of Deshabhimani started.
 2008 March 17 : Deshabhimani started e-paper.
 2008 May 10 : Deshabhimani started gulf edition from Bahrain
 2017 April 14 : Started Palakkad and Kollam editions.
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3.3 OBJECTIVE
Their main objective has always been acting as a eloquent mouth piece
of the progressive forces with clear political vision on national and
international issues.
3.4 MISSION
To generate the ideology of the CPI(M )to public with clear political
vision on national and international issues.
3.5 VISION
To make Deshabhimani largest circulated daily.
3.6 PROMOTERS
Promoters of the organization are full time executive members of

Communist Party Of India (Marxist).
3.7 CIRCULATION
The recent month-long circulation campaign of Deshabhimani, the

official organ of the Communist Party of India (Marxist) in Kerala , has
shaken the media world in the state. Before the launch of this campaign,
Deshabhimani, was the third largest circulated daily in Kerala with a
circulation of over 5.951akh copies according to the January 2017 report of
the Audit Bureau of Circulation (ABC).
The latest circulation drive has seen the total circulation of

Deshabhimani campaigns in the past, this one was distinctly marked by a
massive participation of the people.It has a total readership of 54 lakhs and
average readership of 22.7lakhs according to the report by IRS 2017.
The hoardings and arches that come up on the route from Parassala in
the south to Manjeswaram in the north of the state testify to the grandeur of
this campaign and the massive people’s participation that it drew. This

Page 20
campaign has had no parallel in any part of Indian and should have captured
the hearts of any traveler through Kerala with its color and enthusiasm. In a
manner of speaking, Kerala has been waking up during the last few weeks
seeing the colorful campaign hoardings and banners of Deshabhimani .The
circulation campaign this time was in several ways reminiscent of the massive
effort mounted some one-and-a-half decade ago to make Kerala fully literate.
These newspaper giants have never agreed to an open debate on the

latest trends in the media scene, clearly because of the fear that their masks
would peel off in the process. They wield the arbitrary power to pass judgment
on anything and everything under the sun, but they see dark foreboding in any
suggestions for such an open debate on what a newspaper is and should be.
Deshabhimani, has shown the courage to self critically evaluate itself

and other newspapers in Malayalam full public view only because it has
adopted the search of hidden truths as its guiding motto. One outstanding
feature of the circulation campaign this time was the success with which
Deshabhimani, could generate open debates on a variety of issues and ensure
participation of people cutting across political barriers. Well-known thinkers,
first rung writers, religious heads, academic intellectuals and even people
occupying the opposing political space, associated with the circulation
campaign of Deshabhimani, this time in one way or another.
The massive response to Deshabhimani, circulation campaign is not

accidental. This paper has worked in Kerala’s socio-economic, political and
cultural spheres during the last 60 years preserving its unique individuality.
Deshabhimani was the only paper subjected to ensuring during the darks days
of Emergency.
When fundamental changes took place in Kerala’s agricultutral and

educational sectors, Deshabhimani documentized it well and told the people
what was actually happening. When communal and caste force ignited the fire
of divisive politics, the only paper that registered the onslaught was
Deshabhimani.

Page 21
When Deshabhimani was opposing the new economic policies that
threaten to tear asunder every segment of national polity and economy, other
bourgeois dailies were all praise for them. But the bitter experience of the last
few years have opened their eyes. Deshabhimani was the only paper that
cautioned the people years ago against the threats that secularism, the
cornerstone of our Constitution, faced from religious fundamentalist forces.
People at large are now realizing that the fears expressed by Deshabhimani
about the consequence of communalism and new economic policies were
indeed real.
People now accept as a reality the social commitment and honesty that
Deshabhimani has always cherished even while being an integral part of the
well preserved and battle-ready organizational structure of the Communist
Party of India (Marxist). The massive response that the circulation campaign
receive is a sign of this. But we cannot rest on laurels . We know well that
there is a tremendous scope for improvement . At every stage in
Deshabhimani growth, our readers and the general masses have take care to
point out our mistakes and shortcomings. We are hopeful that we would be
able to improve Deshabhimani further by taking such suggestion and criticism
in all its seriousness, keeping constant vigil and by putting up a united effort.
The circulation campaign has proved that the progressive and

democratic sections of the Kerala population wish to take Deshabhimani from
its current position as the third largest circulated newspaper in Malayalam to
higher levels. Lakhs of Malayalees realize that there is no other paper, which
is uncompromising in its commitment to take their struggles forward. But, at
the same, Deshabhimani must improve as a paper of the masses. There is an
urgent need to mount an intense effort to improve its content and get-up. Our
experience of the last sixty years and the intimate links that we have forged
with the people should help as achieve this.
Kerala is a model for the rest of India in literacy levels of the people. Kerala
achieved this great honour through the constant endeavour of progressive and
democratic sections of its society and radical minds. Deshabhimani has the
same source of strength. Our effort is to be harness this rich source of energy

Page 22
and take Deshabhimani to the top position among Malayalam newspapers, just
as Kerala was made the most literate state in the countr
3.8 PRODUCT PROFILE
 PRODUCT- Deshabhimani Daily

 LANGUAGE-Malayalam
 PAGANATION-16
 Number of columns- 8
 Width of columns-3.9cm
 Printing area width-33cm
 Printing area Length-51cm
 Total Width-35.5cm
 Total Length-54cm
 SUPPLEMENTS
 Deshabhimani Varanthapathippu
 Aksharamuttam
 Sthree
 Kilivathil
 Thozhil
 OTHER PUBLICATIONS
 Thathamma –Children’s Magazine
 Deshabhimani weekly
 Deshabhimani Onam Special
 Deshabhimani Calendar

Page 23
CHAPTER: 4
ORGANISATION STRUCTURE
&
DEPARTMENTATION

Page 24
4.1 ORGANISATIONAL STRUCTURE
Deshabhimani was incorporated as Private Ltd Company as

per the provisions of the Indian Companies Act,1956 .Deshabhimani is
owned and published by CPM of Kerala.
The organizational structure shows that there are two main

divisions that come under the General Manager i.e the Editorial and
Administration.

Page 25
Fig 1
ORGANISATION STRUCTURE

Page 26
4.2 FUNCTIONAL DEPARTMENTS
The essential parts of a newspaper organisation are Editorial and
Administration.
4.2.1 DEPARTMENTS UNDER EDITORIAL WING

a) Reporting section
b) Editorial department
c) DTP section
d) Production or Printing department
4.2.2 DEPARTMENTS UNDER ADMINISTRATION WING

a) HR department
b) Marketing department
 Circulation department
 Advertising department
c) Finance department

Page 27
4.2.1 EDITORIAL WING
4.2.1.1 REPORTING SECTION
The reporting section consists of Bureau Chief associated by

the chief reporter. The news is collected by the correspondents, liners,
staff reporters are reported at reporting section. The staff reporter
covers the events occurring regionally or locally. The matter will be
send to desk where it is edited. The reporting section consists of senior
reporter who assigns work to junior reporters, photographers and
special correspondents. The subordinates are handling the local news
and Chief reporter takes care of city desk.
CHART SHOWING THE REPORTING SECTION
BUREAU CHIEF
BUREAUVGB
SENIOR REPORTER
JUNIOR REPORTER
POLITICAL
CORRESPONDENTS
PHOTOGRAPHERS
FGVBNNM
Fig 2

Page 28
4.2.1.2 EDITORIAL SECTION
The editorial department is considered to be the nucleus of all the

newspaper industry. The department plays a vital important role in every
activity from gathering the news from all part till it is composed and printed.
A various group of officials work together for the above function, the copy
desk handles the general news and a local desk to handle the local news.
The news is gathered from sources like PTI, UTI, from bureau office
outside the state and from abroad. There are also agents, part-time reporters,
and part-time correspondents etc to provide various news.
In every unit, news editor is in charge of editorial department. The area

or district where unit office is not there a bureau office is maintained and is
under the control of special correspondent. There will be reporters and
photographers under news editor and special correspondent. The reporter
gathers different news and is submitted to the news editor or special
correspondent. The editor checks it and forward them to chief desk editors
where they understand the news content and story is written according to the
importance of the news. These stories are then sent to the respective division
where it is fed to the computer. These are then composed in photo composing
section and reading is done. After composing a process called pagination takes
place in presence of sub editor. Pagination is done on dummy received from
advertising department. A dummy is a miniature form of actual newspaper,
which is prepared by advertising department ,which contains respective
column for news and advertisements .The dummy are then send to the news
imaging section to print with approval of deputy chief editor.
The day’s work starts with a meeting conducted by the deputy chief
editor with the sub editors and the chief reporters to formulate a précis of the
work. The news is collected through the proper channel and ensures its
truthfulness before it is accepted. Different sub-editors are in charge of
different pages. The news are forwarded to the respective sub-editors from the
news desks for editing and is paginated according to the importance of the
news and space and send for composing and proof reading. The sub-editors

Page 29
read the module thoroughly and check the headlines, caption and pictures and
make corrections if required and send for printing at the scheduled time. The
scheduled time for first page is 8pm. For all other pages common time is
between 7-10 pm and should be made available before 11pm for printing.
CHART SHOWING THE EDITORIAL DEPARTMENT
CHIEF EDITOR
RESIDENT EDITOR
CHIEF NEWS
EDITOR
UNITWISE NEWS
EDITORS
SENIOR
SUB EDITORS
JUNIOR
SUB EDITORS
DESKERS
Fig 3

Page 30
4.2.1.3 DTP SECTION
The Desk Top Publishing is an important section in the editorial

wing, as printing can be started only after the DTP section. It gives the
final DTP print outs .
The Functions are as follows:

 Firstly, the data that has to be printed in the next day’s paper is
supplied from editorial department, photographs and
advertisements are entered into the computer.
 The various data are converted into individual files.
 Photos and advertisements are inserted along with news.
 Page making is done by artist.
 Proof reading is done.
 Miniature print of all pages are taken and given to the news editor
for verification and if he doesn’t advise any change the final size
print out will be taken and handed over to printing section.
Proof Section comes under Desk Top Publishing. Proof section
deals with verification of matters which are typed or processed,
with the original matter. Super checks he correctness and prompt
placement of matter in newspaper.

Page 31
CHART SHOWING THE DTP SECTION
DTP SECTION
CHIEF ARTIST CHIEF DTP CHIEF PROOF

READER OPERATOR READER
SENIOR ARTIST SENIOR DTP SENIOR PROOF

READER OPERATOR READER
JUNIOR ARTIST JUNIOR DTP

READER OPERATOR JUNIOR PROOF
READER
Fig 4
4.2.1.4 PRODUCTION / PRINTING DEPARTMENT
In news print industry like Deshabhimani, the most

important function of production department is printing of daily and
magazines. Prepress, printing machinery works,maintenance and packing is
carried out by production department.Material handling is also an important
function of production department.Printing is the final stage of publishing a
newspaper.Production manager coordinates the functions of printing.The
printing/ production is headed by the foreman who has overall control over the
department. Under him comes the plate maker, printers, packers and
dispatchers.Printing is done as per unit order given to foreman.

Page 32
CHART SHOWING DIFFERENT STAGES OF PRODUCTION
NEWS COLLECTION
COMPASSING OF EDITORIAL
NEWS
DESK
PHOTO COMPOSING PRE-PRESS

PRE
FILM AND PLATE

MAKING
PRINTING POST-PRESS
BUNDLING,
DISPATCHING &
DISTRIBUTION
Fig 5
From this stage onwards the actual production work starts the
page is setup in the computer and this process is known as pagination. Pictures
are scanned ad sorted in files.They are also pasted in the place provided for the
news matter from editorial section and then given to composing section.
The visual display unit operator composes the news matter .In case of
advertisement the matter will be sent from advertisement department. The
news matters composed are arranged in the page layout according to the
instructions from the editorial. The software used for coloring is Adobe

Page 33
Photoshop. The coloring scheme is CMYK (Cyan,Magenta,Yellow and
Black).
FILM AND PLATE MAKING
The film will be sent for film and plate making as post script.
The film is loaded in the image maker. The film output is used for plate
making. For color photos or image for films and four plates are needed, one
each of cyan, magenta, yellow and black. All other colors are formed by
mixing of each color in each film and plate will be different according to the
required color.
PRINTING
The plates are loaded in the web offset printing machine. The
news print is loaded. The ink used is oil based. The plate, for one side of the
paper is loaded on top and plate for lower side is loaded at bottom side of the
machine. As the paper passes through the printing machine the content will be
printed. The production paper passes through the folder where it is folded and
comes through conveyer belts.
The production starts at 11:30pm and is completed by

4:00am.The production of supplements and weekly is in the morning. after
printing the newspaper the packers pack the newspaper in bundles as per the
requirements of the agents and on slip containing the agency number, number
of newspapers enclosed etc.
RAW MATERIALS FOR PRODUCTION DEPARTMENT
 Paper
 Printing ink
 Plates
 Dampening solution
 Water
 Developer
 Strapping roll and weeping film for packing

Page 34
WASTE DISPOSAL IN DESHABHIMANI
The major waste that comes in Deshabhimani are cut paper,

film cuts, aluminium sheets, print waste, empty tins wrappers etc. The wastes
are disposed through auction. Tenders are invited through advertisement in
newspaper and the work is assigned to the party who quote the best bid
.Tender forms are invited against earnest money deposit. A contract is made
between the party and the company. The party will do the work for contract
period. The waste is removed monthly or weekly depending on the volume.
MATERIAL HANDLING
Material handling is also an important function of production

department.
The main functions of material handling sections are:
 Trace out the details regarding the requisitions of raw materials.

 Purchase of raw material.
 Storing of raw material.
 Issue of raw material as per the requirement.
 Keeping record of daily consumption on regular basis.
The following documents are maintained by the material department
 Purchase order
 Store in work book
 Newsprint ledger
 Stock ledger
 Key loan ledger

Page 35
MACHINERY SPECIFICATION
Deshabhimani make use of offset printing heat press technology.
Machinery Name : Orient Super web set offset out of 546 ml
Printing speed : 30000 copies per hour
Number of units : 3 Black and White units + 2 color satellites
Machinery is able to print both colour and black and white

papers. For color printing it makes use of 4 colors Magenta for red,cyan for
blue ,yellow and black.
4.2.2 ADMINISTRATION WING
4.2.2.1. HR DEPARTMENT
HR department plays a major role in every organization. The

successful running of an organization mainly depends upon the efficiency and
effectiveness of the department to provide and delegate quality manpower
The main functions of Personnel and Administration Department are:
1. To identify the manpower requirements and make recruitments

accordingly.
2. To provide effective training to the recruited staffs.
3. To carry on periodical analysis of the performance of the
employees.
4. To ensure the promotions are provided according to the
performance reports.
5. To maintain good and harmonious relationship between the
management and the employees
6. To handle grievances of the employees

Page 36
CHART SHOWING THE HR DEPARTMENT
HR MANAGER
ASSISTANT HR
MANAGER
SECTION HEAD
SENIOR CLERK
JUNIOR CLERK
. Fig 6
Major functions of HR department recruitment, selection

placement It also looks into the affairs of employee leave, wages,
salary, ESI scheme and Provident Fund.
A. RECRUITMENT
It is the process of finding suitable candidates for the various posts
in an organization.
FACTORS AFFECTING RECRUITMENT
 Reputation of the firm
 Salary and other benefits offered
 Terms and conditions of services
 Nature of vacancies
 Government reservation norms

Page 37
PROCEDURE FOR RECRUITMENT
When a vacancy arises an advertisement is published the

newspaper. Applications are invited and are called for a written test
and a direct preliminary interview. Thereafter candidates who are
short-listed after the preliminary interview are called for a final round
interview and appropriate candidate are selected and posted as
probationary officer for 2 years. Sometimes direct recruitment is done
from the department’s existing data bank.
B. SELECTION AND TRAINING
Appropriate candidate are selected and posted as probationary

officer for 2 years. After appointing as probationary officer it is the
duty of the personnel and administration department to provide
training to the staff. In Deshabhimani the method of training adopted is
on the job training. This enables to have a thorough knowledge about
the job and work environment.
These training enable the employees to be more focused about

various aspects like self-motivation, self-confidence and leadership
qualities. It is the responsibility of P& A department to identify the
strength and weakness of the employees and provide training
accordingly and enable to suit for the respective job. The department
also provides training to the existing employees to the changing work
environment and to be rehabilitated to the new surroundings and get
them introduced to the practices, policies and purpose of the concern.
The department also makes the performance appraisal of the
staff. Each department heads are required to prepare a performance
report of the employee and submit it to the P&A department. The P&A
department after studying the report provide rewards and promotions
to the eligible employee.

Page 38
C. PROMOTION
Promotion is an internal source of recruitment. It refers to
shifting a person from lower to higher position .It carries higher status,
greater responsibilities, better facilities and more pay. Deshabhimani
has clear cut promotin policy, It is given on the basis of seniority and
merit. Merit is criteria for promotion. Usually promotion is given at
every 10years.
D. PERFORMANCE APPRAISAL
Performance appraisal is the process of accessing the performance

and progress of an employee or group of employees. In Deshabhmani
they evaluate the performance by field review method. In this method
training officers from HR department interview the superior to
evaluate the respective subordinates. The interviewer prepare the
questions to be asked in advance. From the response of the superior
level of performance ,strength and weakness of the subordinates are
known.
4.2.2.2. MARKETING DEPARTMENT
In Deshabhimani marketing has two aspects. They are Space

selling & Newspaper marketing (Circulation). Space marketing as
done through accredited & non-accredited advertisement .Space
marketing is done under marketing managers. But news paper
marketing is done under circulation manager and takes all the
initiatives to get maximum advertisements. Through all the sources
with the help of business promotion department (Circulation
department).Circulation manager identifies defects and cleans the
various complaints.

Page 39
In India Audit Bureau of circulation (ABC) & National
Readership Studies Council are the authorized agencies and they give
certificates after verification. There are different schemes for the
newspaper. It has different range of products such as Deshabhimani
weekly, Children’s Fortnightly etc. there is a good relationship, mutual
understanding and cooperation among different departments. The
communication system as direct approach, telephone-mail, Fax etc. in
space selling the payment method is done by cheque, DD or by cash.
For accredited agencies settlement should be done before due date, for
non-accredited agencies 3 months credit policies are allowed. But in
news paper selling agents should remit month deposit and monthly
billing system as done. 1 month credit policy as followed by them also.
G.M., unit managers & Marketing managers in each centre meet every
month and they decide the various marketing activities.
MARKETING
DEPARTMENT
CIRCULATION ADVERTISEMENT
c
Fig 7

Page 40
A. CIRCULATION DEPARTMENT
Circulation Department is regulated as central department in a

newspaper industry since it is confined with the responsibility of circulation of
daily and publications. It is the most crucial department that decides the future
growth of the company. It is this department that acts as a catalyst to increase
readership. It has to coordinate the efforts of the staff to achieve the set target.
This department collects the market feed back and takes remedial steps
to boost the circulation. This department monitors the work of the agents and
find out the area where the circulations is weak or less and take corrective
steps to improve circulation by giving needful support to the agents. It ensures
that the required number of daily and publications are supplied to the agent at
the right time and right place. It also makes the follow up of collection from
the agents and ensures that the agent makes their payment promptly. It also
has the duty to redress the grievances from the customers and agents regarding
the circulation of the daily and publications. It also makes market research
prepares statistical reports to monitor the current position of their circulations.
It also undertakes promotional activities.
Duties and responsibilities of circulation department :

1. To co-ordinate the efforts of office staff and field staffs.
2. To undertake the circulation of daily and publications.
3. To make the follow up of the collections from the agents and
customers.
4. To maintain and increase the circulation.
5. To achieve the target set by the company.
6. To undertake the promotional activity.
7. To provide required help to the agents where circulation is weak or less
and takes remedial steps to improve circulation.
8. To appoint agents according to the geographical area.
9. To carry on market researches timely and prepare statistical reports for
management decision making.

Page 41
10. To prepare performance appraisal of the subordinates.
CHART SHOWING CIRCULATION DEPARTMENT
CIRCULATION MANAGER
ASSISTANT CIRCULATION
MANAGER
SECTION HEAD
SENIOR CLERKS
CLERKS
Fig 8
Activities of circulation department:

 Party Campaining
Customers 40% is party workers and rest 60% are working
class.It is done for a duration of 1 month during September-
October.Various promotional activities are done in schools
,offices etc.
 Print order
The circulation audit personnel’s of circulation department collects the
details of the newspaper needed through various agencies of
circulation on its own and prepare a total circulation statement each
day. On the basis of circulation statement a print order is prepared,
which intimates the press on the how much copy is needed each day.

Page 42
On basis of this newspaper is printed.
 Dispatch
Dispatch of newspaper is also supervised by circulation
department. The newspaper is usually dispatched through agencies.
For getting an agency a person must deposit a fixed sum to the
newspaper as agency deposit. This is given back when agency is
terminated. An agent will a percent of rupees for a paper as agents
commission. Usually the newspapers are sold on credit basis for
maximum of 10 days.The person from circulation department will
collect the amount or the agent himself may deposit the amount to the
office.The circulation department also arranges for transportation of
the newspaper from press to the agents.
ABC(Audit Bureau of Circulation)

The circulation figure of the company is verified by ABC.The
ABC has a format to verify all products. The ABC is a non-profit,
self discipline, voluntary organisation consists of publishers
,advertisement agencies. The main function of ABC is to evolve ,lay
down a standard and uniform procedure by which member publisher
shall complete its net paid sales. The circulation figure so arrived is
checked and certified by a firm of Chartered Accountants who are
approved by the bureau.
B.ADVERTISEMENT DEPARTMENT
The advertisement section is concerned with all the activities of

advertisement for the newspaper. The word advertising means turns to
turn the people towards it. It means advertisements turn the valuable
attention of the consumers towards the product. Advertising is a
communicative method of informing mass or selective audiences about
the product or service. The activities of the advertising department
include the placing and scheduling of the advertisements. The

Page 43
advertising manager decides the place where a particular advertisement
should come and he also decides when to come.
The advertisement manager performs all the major functions of

the advertisement department such as coordination of all
units,advertisement officers, analysis of contract reports given by field
staff .He also manages the day to day affairs such as meeting clients
for signing rate contracts and volume contracts making decisions as to
increase or decrease the number of pages etc. Activities of
advertisement department include placing and scheduling of
advertisements.
Advertising is an important source of revenue for newspaper.
Advertisements can be classified into :
1. Commercial
2. Classified
Advertisements that come to Deshabhimani are mainly
1. DAVP advertisements
2. PRD advertisements
3. From advertising agencies
Types of advertisements provided by Deshabhimani are:
1.Jacket Advertisements-They are advertisements that cover a

full page .
2.Sky bus Advertisements-Advertisements in first page after
master head about 8-10cm height.
3.Point Advertisements-They are single column advertisements.
4.Half page Advertisements-They are advertisements of height
25cm and occupies 8 columns.
5.Quarter page advertisements- They are advertisements of
height 25cm and occupies 4 columns.

Page 44
CHART SHOWING ADVERTISEMENT DEPARTMENT
ADVERTISING MANAGER
ASSISTANT
ADVERTISEMENT
MANAGER
SENIOR CLERK
MARKETING EXECUTIVES
Fig 9
4.2.2.3 FINANCE DEPARTMENT
The successful running of an organization is mainly depending on the efficient

and proper functioning of accounts department. The effective management of
accounts department is very important because it is this department that decides
when to spend and what to spend.
This department is vested with the responsibility of preparing the annual budgets,
payments of salaries to the office and management staff, payments for all the
material purchases, preparing the balance sheet and the profit and loss account, to

Page 45
conduct internal auditing etc. The department also should take care of
Government procedures like payments of taxes, filling of returns. The departments
also should maintain the P. F. accounts, ESI, Gratuity, and Pension of
employees.The departments are under the control of the accounts officer. The
departments look after the collection from the advertisement, daily & publication.
It also makes the cover time wages, provides traveling allowances, payments to
part time correspondents etc.
The unit maintains two types of books, Trade Customer Ledger Control Account
delays with the payments and receipt of advertisement and commission and
Agents Ledger Control Accounts deals with the accounts of agents
CHART SHOWING FINANCE DEPARTMENT
ACCOUNTS MANAGER
ASSISTANT ACCOUNTS
MANAGER
SECTION HEAD
SENIOR CLERKS
CLERKS
Fig 10

Page 46
CHAPTER 5
ANALYSIS

Page 47
5.1 SWOT ANALYSIS
5.1.1 STRENGTH
 Employees
Employees of the firm are loyal and does the firm face a very low employee
turnover. Thus the firm has a pool of capable and highly experienced work force.
 Management
A team that is highly committed and confident manages the firm.the firm has
been able to attract the most capable people in its various departments particularly
due to political background
 Brand Image
Deshabhimani has over its period of existence buildup on its brand name as the
paper of working class name. The brand name also perceived as one that has “truth in
news”
 Employment management relationship
The firm enjoys a very good relationship between management and employees.
 Market position
Deshabimani enjoys the privilege of being in the third position with regard to
circulation. This is one advantage that the newspaper can improve aspects like
advertisement and circulation revenue.
5.1.2 WEAKNESS
 Advertisement Revenue
The newspaper has a comparatively low revenue generation through

advertisement.

Page 48
 Paper quality
The paper using to print is off low quality compared to other newspapers.
 Professionalism
The firm lacks in professionalism such as aspects relating to customer

relationship management, marketing etc..
 Improper utilization of distribution network
Company is not able to use its distribution network to its full capacity
 Less share of market
Company is not able exploit the market enough.
5.1.3 OPPORTUNITY
 Customers
Deshabhimani has a very loyal customer base. They did not face much threat
of losing their customers and the cost for maintaining the customer base is
negligible.
 The market scenario
Changing life style and increasing purchasing power opens tremendous
opportunities for Deshabhimani. They can capitalize on the market condition if
the company can comes up with a well defined strategic plan.
 Technology
Recent technological developments enable the company to think about
reducing the cost and increase productivity.
 Overseas market
Firm can increase the customer base by capturing the overseas market.
 Youth market
Today’s market is youth centric; however newspaper industry in Kerala is yet to

capitalize on this gap in a successful way. Deshabhimani can capitalize this gap in the
market by coming out with innovative products.
Page 49
5.1THREATS
 Threats from other medias like Television, internet etc

 Threat from competitors
 Fluctuations in the price of raw material.

Page 50
5.2 PESTLE ANALYSIS
5.2.1 POLITICAL
 Political Stability
Deshabhimani is run by CPI(M) Kerala.Hence the firm has
agood support from a major political party of state
 Intellectual Property
Deshabhimani has exclusive rights for publishing its
supplements.
5.2.2 ECONOMICAL
 Labour cost
Labour cost is low. As most employees arebparty
activists.And some of the departments lack professionals.
 Government intervention in free market
Government intervention is a major factor affecting the
process of the firm.
Regulations put forward by the government has to be
fulfilled before publishing.
 Infrastructure quality
Deshabhimani has a good infrastructure.All editions are
equipped with modern technology.
 Skill level of work force
Availability of work force is low.
 Economic growth rate
Kerala economy is constantly booming.Still the situation
cannot be properly used as the price range of products did
not vary much in last decade.

Page 51
5.2.3 SOCIAL
 Attitude
Kerala population is most health conscious amongst all over
India.This can be exploited by issuing new health and
lifestyle magazines.
 Higher level of education in the population results in
increase in customers as more newspapers are being
purchased.
 Society is becoming more aware about social concerns and
tend to learn more about social matters and to stay updated.
This is a good scenario for Deshabhimani.
5.2.4 TECHNOLOGICAL FACTORS
 Recent technology development

Recent technology development has made it easy for
collecting information,effective production.Same time it
has become threat for newspapers.
 Impacts on cost structure
Cost of production for Deshabhimani is comparatively
low.They use medicore quality paper for printing.They
also have latest printing unit available or efficient
production.
 Manufacturing maturity and capacity
Deshabhimani has a good amount of working experience in
the industry, they are able to utilize current socio cultural
changes.
5.2.5 LEGAL
 Street selling regulations

Government has regulations concerning the sale of
newspapers.
 Consumer rights

Page 52
Consumer has rights while purchasing products. They are
monitored by Government.
 Employment laws
Deshabhimani is registered under the Companies Act of
1956,and is the most important piece of legislation that
empowers the Central Government to regulate the
formation,financing ,functioning and winding up of
companies.
5.2.6 ENVIRONMENTAL
 Recycling paper
Recyclable paper and naturally disposable ink is been
utilized by Deshabhimani for printing.
 Proper waste disposal
After manufacturing the waste are treated properly.

Page 53
CHAPTER :6
FINDINGS , CONCLUSION
SUGGESTIONS

Page 54
6.1 FINDINGS
 Deshabimani is owned by a political party named CPI(M).

 They have a stronger and loyal customer base.
 Their revenue through advertisement is low compared to other newspapers
 Deshabhimani is now focusing on to expanding their business to abroad
focusing on the Kerala population settled abroad.
 Deshabhimani is propagated through members of CPI(M).
 Target customers of Deshabhimani is middle class and below middle class
people.
 Firm lacks professionalism on the aspects of customer relationship
management and marketing.
 Deshabhimani uses low quality paper to print compared to other newspapers.
 Product line is less compared to other competitors.
 Competition is high for Deshabhimani, to counter it they have to formulate well
defined strategies.
6.2CONCLUSION
I conducted my organizational study at Deshabhimani, a leading newspaper
enterprise in Kerala. This study helped me to find more insight into the
functioning of Deshabhimani. During the time I spend there, I was exposed to the
corporate culture of Deshabimani which molded my experience and helps to
acquire kmowledge about different aspects of Deshabhimani Publications.
Deshabhimani is owned by a political party named CPI(M). Deshabhimani is

meant to address various problems in the society and circulate these information
among the middle and lower middle class people. Deshabhimani owns a fair share
of customer base in Kerala, while the large migrated population from Kerala
settled in different parts of the world is still to be exploited. Deshabhimani is now
currently formulating newer strategies to capture these markets.

Page 55
6.3 SUGGESTIONS
 Company should focus more on to generate revenue through advertisements.

 Product line should be expanded with more products to increase the market
share.
 New markets are to be exploited to increase the customer base of the product.
 Deshabhimani should focus more on to produce newspaper with increase paper
quality.
 Company should formulate strategies to exploit overseas market
 Company should reform its price and product policy to become more financially
stable.
 Deshabhimani should use more innovative techniques for brand promotion.

Page 56
BIBILOGRAPHY
From Internet
Goyal, Shikha (2017), “Do You Know the History of Newspaper in India”, [Online:
web] Accessed 20 September 2018 URL: https://www.jagranjosh.com/general-
knowledge/do-you-know-the-history-of-newspaper-in-india-1496304408.html
Joseph, Lincy (2017), “History of Malayalam Press”, [Online: web] Accessed 17
September 2018 URL: https://www.slideshare.net/Lincyvjoseph/history-of-
malayalam-press
Tanwar, Sangeetha (2010), “IRS 2010 Q1: Dailies in Kerala lose readers after gaining
in the last round”, [Online: web] Accessed 21 September 2018
URL:http://www.afaqs.com/news/story/27032_IRS-2010-Q1-Dailies-in-Kerala-lose-
readers-after-gaining-in-the-last-round.html
Karunakaran, P (2002), “Struggle, Survival and Surging Ahead”,[Online: web]
Accessed 23 September 2018
URL:http://archives.peoplesdemocracy.in/2002/sept08/09082002.html
W3newspapers (2018), “Malayalam newspapers and news sites”, [Online: web]
Accessed 03 September 2018
URL: https://www.w3newspapers.com/india/malayalam/
Books
Harikumar, M.S. (2008), Study of Malayalam Newspapers, Kakkanad: Kerala Media

Academy.
Kothari, C.R (1985), Research Methodology Methods and Techniques, New Delhi:
New Age International.
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AN ORGANISATION STUDY AT DESHABHIMANI

A project report submitted in partial fulfillment of requirement for the

FACULTY GUIDE PROJECT GUIDE

Institute Of Management In Kerala

I declare that the report entitled “AN ORGANIZATION STUDY AT

Reg .No: MGT 1705024

This is to certify that the report entitled “An Organizational Study at

FACULTY GUIDE HEAD OF THE DEPARTMENT

Mrs.DILEEPA.S.HARI Dr.K.S CHANDRASEKHAR

I express my sincere thanks to Dr. K S Chandrasekar, Professor and Head: Institute

I deeply express my gratitude and indebtedness towards Mr. M. K Kamalan

I convey my sincere thanks to Mrs.Dileepa.S.Hari, Faculty, Institute of

Contents Page No.

Chapter1: Introduction 1-3

1.1 Objectives of Study

1.3 Scope of Study

Chapter 2:Industry Profile 4-13

Chapter 3:Company Profile 14-23

Chapter 4:Organisation Structure & Departmentation 24-46

Chapter 5: Analysis 47-53

Chapter 6: Findings, Conclusion,& Suggestion 54-56

Sl No. Chart Page No.

[Institute Of Management In Kerala

Organizational study,encompasses the systematic study and careful application

1.1 OBJECTIVES OF STUDY

[Institute Of Management In Kerala

1.3 SCOPE OF STUDY

1.4 LIMITATIONS OF STUDY

Chapter 2: Industry Profile

Chapter 3: Company Profile

Chapter 4: Organisation Structure & Departmentation

Chapter 6: Findings,Conclusion & Suggestions

[Institute Of Management In Kerala

[Institute Of Management In Kerala

Newspapers began circulating in the 17th century. The first real

Meanwhile the Observer was founded in 1791. The Daily Telegraph

The Newspaper Industry is comprised of a diverse group of media

This industry also relies on advertising dollars. Such proceeds help to

The group's revenue and earnings follow the economic cycle.

[Institute Of Management In Kerala

To disseminate information, in greater numbers, newspapers have

News sources and classified advertising forums on the Web have

A few in the industry have stuck to their traditional business models.

Most Newspaper companies have respectable operating margins in the

[Institute Of Management In Kerala

Restructuring and cost savings programs support margins. Facility

2.2 NATIONAL SCENARIO

The first newspaper in India was published on 29 January,

[Institute Of Management In Kerala

In Bombay first newspaper was ‘Bombay Herald’ in 1789‘, Bombay Courier’ in

1789 and ‘Bombay Gazette’ in 1791.

[Institute Of Management In Kerala

In newspapers, many changes took place after Independence. Even the

Daily newspapers like Times of India, The Hindu, Hindustan Times,

With the help of number of agencies information is fed to the

2.3 STATE SCENARIO

The history of journalism in Malayalam goes back to slightly more than a

[Institute Of Management In Kerala

In October 1847,Gundart started another publication called Paschimodayam.

[Institute Of Management In Kerala

Malayala Manorama: First appeared on 14th March 1890,as weekly ,currently

Mathrubhumi: First copy of Mathrubhumi went to press on 18th March

Deshabhimani: Malayalam newspaper rum by Communist Party of India