|Type||Indian Telugu-language daily newspaper|
Eenadu Group"World Newspapers and Magazines". Worldpress.org. Retrieved 2006.
|Circulation||1,862,018 Daily (as of Jan - Jun 2017)|
Eenadu (lit. Today) is an Indian Telugu-language daily newspaper which is the largest circulated Telugu newspaper in the State of Andhra Pradesh and the State of Telangana of India. According to the Indian Readership Survey (IRS) Q1 2012, Eenadu ranks at number six among the Indian language dailies with a total readership (TR) of 5,906,000.Eenadu ("This day"; "This country", having two meanings in Telugu) was founded by the Indian media baron Ramoji Rao in 1974. Eenadu's rapid expansion enabled diversification of its portfolio by venturing into other markets such as finance and chit funds (e.g. Margadarsi chits), foods (Priya Foods), film production (Usha Kiran Films), film distribution (Mayuri Films), and a group of television channels (ETV). All the businesses are organized under the Ramoji Group.
Various editions of Eenadu exist throughout the Telugu-speaking region of India constituting the State of Andhra Pradesh and the State of Telangana, as well as in cities such as Chennai, Bengaluru, Mumbai and New Delhi.
Initially, the circulation of Eenadu was limited. When launched in the city of Visakhapatnam, it wasn't able to sell more than 3,000 copies a week. Eenadu found itself struggling to become a daily publication ranked amongst othlication. However, it was popular in regions and rivalry was still an issue. Eenadu hired a new set of directors to be part of its key decision and management group which drove it towards what it is today: the mostly high circulated newspaper in the region.
Eenadu was launched from Visakhapatnam in 1974 by Ramoji Rao, a businessman with other successful enterprises: Priya Pickles and Margadarsi Chitfunds. At that time, the Andhra Prabha, owned by the Indian Express Group, was the leading regional newspaper.
Eenadu began with a print order of 4,000 copies, composed by hand and produced using a second hand printing press. But by the time it was admitted into the Audit Bureau of Circulations in 1976, its circulation had already reached a readership of 48,000. By 1978, Eenadu surpassed Andhra Prabha's circulation and, by 1995, two other rivals Andhra Patrika and Udayam folded, leaving Eenadu with over seventy-five percent of the audited circulation of Telugu dailies.
When Eenadu expanded to Hyderabad in 1975, it divided the city into target areas, recruited delivery boys three months in advance and gave away the paper for free for a week. During the 1980s, technology enabled Eenadu to spread over larger areas besides the main cities. Earlier, it was difficult to manage even the three editions of the 1970s (the Visakhapatnam, Vijayawada and Hyderabad editions) because the only communication facilities available to the publication at the time were the telegram, telephone and teleprinter, which had a limited presence in rural Andhra Pradesh. But with the introduction of offset printing, photocomposing software and computers, Eenadu was able to launch editions in smaller towns like Tirupathi in 1982. From the 1980s, the news editor of Eenadu, from his Hyderabad office, oversaw an enormous local-based news gathering and disseminating organization.
However, by the end of the 1980s, there were six substantial Telugu dailies running, and the business was highly competitive. In 1989 Eenadu introduced "district dailies (tabloid edition)" to carry its presence not only into district towns like Rajamundry, Karimnagar, Guntur and Adilabad but also taluka towns like Suryapet and Tadepalligudem. Each publication centre required forty engineers to run its printing presses. Eenadus district dailies were based on market research purporting that heavy local content would generate new groups of readers and boost advertising revenue. Currently, the district dailies print local news specifically for each major location in the area, thereby negating the need for any separate local daily. Few special sections are published every day of the week.