Ranchi’s media war : Prabhat Khabar proves content, credibility are good business

Ranchi : A new confidence suffuses the offices of Prabhat Khabar in Ranchi. Circulation has crossed half a million daily. Advertisement revenues have surged. Its eighth edition, in colour, has rolled out. The newspaper has never known such success though it has been number one in Jharkhand for quite a while. What makes these gains even sweeter is that barely two years ago Prabhat Khabar feared being crushed by big Hindi newspapers out to capture the Jharkhand market. At stake currently is an estimated Rs 100 crore in advertising rising 20 per cent each year.

Now, not only has competition been stopped in its tracks, but Prabhat Khabar has also made serious forays into the larger surrounding market of Bihar and strengthened its presence in West Bengal. A homegrown team of journalists and managers have shown uncommon savvy. They have been nurturing Prabhat Khabar since 1989 and have strong local reputations. But getting the better of three powerful national dailies – Hindustan, Dainik Jagran and most recently Dainik Bhaskar – puts them in a super league.

The interest in Jharkhand is defined by Ranchi. It has gone from being a small town to the bustling capital city of the new mineral-rich state of Jharkhand which was carved out of Bihar nine years ago. Shopping malls, global brands, young people in jeans thronging coffee shops, the opening of educational institutions are intimations of a valuable market in the making. This is especially so when Jharkhand is coupled with Bihar which has been experiencing a newfound prosperity under Chief Minister Nitish Kumar.

But there is more to Jharkhand than Ranchi. The state has lots of catching up to do. In its rural areas and forests, people are extremely poor. There is no administration, no justice system to speak of. Jharkhand is one of the states in India hit by rampant Naxalism. The middle class in Ranchi enjoy their prosperity, but they also crave for better infrastructure, less corruption and greater accountability in the political class. Prabhat Khabar’s success has been in being able to bridge these two worlds which have similar core needs, but different aspirations and priorities….

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Comments on “Ranchi’s media war : Prabhat Khabar proves content, credibility are good business

  • xyzgamil.com says:

    see the today market share of advt. in prabhat kabar ranchi edition…….. now pk is fusssssssssssssssssssssssssssss in ranchi…..din beet gaya pk ka….

    Reply
  • khabar hai ki bhagalpur jagran unit se circuletion se 2 aur maharathi bhagalpur dainik hindustan join kar rahe hai.jagran ke presser se unhone
    aisa kadam uthaya hai.kam sellery aur adhik presser ke bhi ek wjah hai.
    lagbhag 12 saal purane karmchariya bhi apna rasta khoj rahe hai.

    Reply

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