Reasons behind becoming the best-selling Bangla daily newspaperCMN 606 - Media Economics and ManagementCourse Instructor: RE! "M#Independent University of BangladeshDate of Submission: 31st July, 21!Submitted by: "D# $S%&$'U( $($"S)UD*+) ID: 1,1122- This is what really happened, reported by a free press to a free people.It is the raw material of history; it is the story of our own times.- "enry $teel Commager %merican historianaily newspaper has become a part o' any modern society as oneo' the top daily basis consumed product globally 'or decades in bothprinted and digital industries( )i*e all other consumer basedproducts newspaper industry re+uires in,estments which publishersspend to ensure that the newspaper arri,es at the door step o' thesubscribers in time( Many newspapers are trans'orming theirorgani-ations 'rom manu'acturing oriented enterprise to customercentric business and relying on customer relationship managementsolutiontohelpcatapultnewspaperintothenewage%Margaret./00/&( 0he main 'ocus o' this paper is to nominate the bestnewspaper o' Bangladesh and pro,ide proper reasoning behind thenominations( In order to complete this paper 12rothomlo3 is'ocused under Bangla newspaper category considering the 'ocus o'the newspaper on pro,ided contents. news authenticity andneutrality. newspresentation. +ualityo' language. timelinesandprioriti-ing public agenda(In the past early o' theeighty3s o' the last century thethengo,ernment o' Bangladesh had declared the newspaper sector asan industry %$iddi+ue. /00/&( Now a day it has become a wide and,erydynamicindustryo' theeconomythecountrywithhighestdensity o' population in the age o' technical re,olution( 2rothom locanbecategori-edasa10rans-industrial conglomerate3 henceitwas 4rstt published on 5th No,ember. 6778 under the ownership o'0ranscom )td. a leading corporate giant o' the country( 0ranscra't)td. a subsidiary company o' the 0ranscom )td is playing the role o'the publisher o' this daily( 2rothomlo is a sister concern o'$haptahi* /000 and0he #aily$tarwhichare theleading wee*lyM#( shra'ul lamI#: 6566//6andtheleadingEnglishdailyo' Country( Matiur Rahmanistheeditor since its 'ounding( Bengali 12rothom lo3 means the 4rst light(It3s named 'or $ulin 9anguly3s popular no,el 12rothom lo3 %In'o sid. /06/&( 10oownanewspaper or broadcastingstationhaslongbeenane:pensi,e underta*ing( But to describe media as ;corporate< is not=usttosaythatthemediaareownedbylargecompanies3 %Rea-hmad. Media>wnership. Classnote?une/06@&( 2rothomlo3sproduct strategy is to pro,ide independent. unbiased. non-partisan.upholding social ,alues. non-communal and modern outloo* to theconsumers 'or the betterment o' the whole society( Critical success'actors o' 2rothom lo are smart =ournalism. teamwor*. 'reedom indecision-ma*ing. social interaction A in,ol,ement and strong4nancial support( 0hemaindiBerences o' 2rothomlo'romitscompetitors are +uality o' news presentation. pro'essionalism and=ournalistic approach 'ocusing on increasing the ,olume o'circulation on the competiti,e mar*eting en,ironment as a part o'its strategy to actuali-e re,enue( 2resenting authentic and neutralnews with truth'ul content using proper +uality o' languageconsidering public agendas re+uires highly eCcient 1NewsroomManagement3(high le,el o' s*illed employee with proper*nowledgeinlanguage. propertimemanagementandabilitytoadapt a constantly changing culture are must managing anewsroom where the challenge is maintaining ma:imi-ingproducti,ity'romthenews teamtodeli,er contents whicharerele,ant. accessible. entertaining an e:citing in a changing mar*etunder proper leadership along with bringing multimedia eBects. re-calculating d re,enues Asubscriptions and moneti-ing digital,ersions%Rea-hmad. NewsroomManagement. Classnote. ?uly/06@&( 0wo departments D oCcial department and press departmentper'orm all the acti,ities o' 2rothom lo( 0he >Cce department isalso di,ided into two sections D News sections and 9eneral sections(Eithin the news section there are three di,isions D Editorial di,ision.News di,ision and Feature di,ision( 0here three di,isions areM#( shra'ul lamI#: 6566//6directed by the three deputy editors who per'orm their =ob underthe direct super,isiono'the editoro' the daily(It is mentionablethat that in Bangladesh 2rothomlo has 4rst introduced theposition o' #eputy Editor( Eithin general section under thesuper,isiono' administrati,emanager thereare'our di,isionsDdministration. d,ertising. ccountsandCirculation( nd4nallythe general Manager with the cooperation o' a 2ress Manager and a2ress super,isor controls the 2ress #epartment( Besides the headoCce there are branch oCces in Chittagong and Bogra. which aremanaged. in the same 'ashion o' that o' the head oCce( %?oga=og./00/&( product is a set o' attributes assembled in an identi4able in anidenti4able'orm( Inmar*eting. abroaderde4nitiono'producttoindicate that consumers are not really buying a set o' attributes. butratherbene4tsthatsatis'ytheirneeds( productisanumbrellaterm that co,ers goods. ser,ice. places. persons and ideas%$tanton. 6775&( 2rothom lo 'ollows the 1Broadsheet3 con4gurationin its product si-ing( Broadsheet is the largest o' the ,ariousnewspaper 'ormatsandis characteri-edbylong,ertical pagesGtypically//inchesor more%Rea-hmad. Broadsheet. 0abloidA2eriodicals. Class note. ?uly /06@ &( It3s 'ound that the total space o'2rothom alo3s each issue is H.050 $+uare Inc( 0he totalspace 'ormatter is 6.6I0 s+uare inches. which is 8HJ o' total space. the resto' the 6IJ is the space o' margin( 0he total space 'or news o' thatparticular issue is I@@8 $+uare inches. which is @0(@J o' the totalspaceand@8Jo' thetotal matter space( 0hetotal space'ord,ertisingis/.@H/$+uareinches. whichisI6(@Jo' thetotalspace and 5/Jo' the total matter space( %Re-a. /006&( 0he'ollowing chat shows the comparison o' newspaper based o'spacing %MR#I-I>M. /00@&:M#( shra'ul lamI#: 6566//6Mar*eting oBer is some combination o' products. ser,ices.in'ormation. or e:periences oBered to mar*et to satis'y a need or awant %Kotler. /00I&( For 2rothom lo. the basic product isin'ormationi( e( newsand,iews( tthesecondle,el. mar*etersturn the core bene4t into an actual product( In this stage product'eatures. design. +uality le,el. brand name and pac*ing arede,eloped( 0heactual producto'2roothomloisthenewspaperitsel'( In the third stage. to diBerentiate their oBers 'romcompetitors3 a mar*eter oBers some additionalbene4ts with corebene4t andactual product. whichisre'erredastheaugmentedproduct( 2rothom lo oBers diBerent supplementary as itsaugmented product( 0he 'ollowing chat shows the comparisonbetween2rothomloandother leadingnewspapers %MR#I-I>M./00@&:M#( shra'ul lamI#: 6566//6Circulation re'ers to the sales o' a newspaper and study shows thatthere isapositi,ecorrelationbetweenthe,olumes o' circulationand the ad,ertising re,enue. which are the main source o' earningo' anewspaper %Mamun. /006&( FromCirculationpoint o' ,iew.2rothom lo is the unparalleled mar*et leader o' present newspapermar*et o' Bangladesh( Frompress 'acilities located in #ha*a.ChittagongandBogra. around@.I/.000copies%aso' $eptemberL6I&arecirculatedeachday( ccordingtoNational Media$ur,ey/06/. e,ery day @(6 million people read the print edition o' 2rothomlo( 0he claimed readership o' the print edition o' this newspaper is7(6 million( 0he le:a %Internet 0raCc nalysis $ystem& ran*ing o'2rothom lo is @ 'rom Bangladesh A Bounce rate is /7(@0 till6stMay /065( 2rothom lo is en=oying the mar*et lead ship in its webeditionalsowithbothBanglaandEnglishedition( 0husnot onlyprint ,ersion. its online ,isitor is more than 6(6 million( Readers readM#( shra'ul lamI#: 6566//6'rom /00 diBerent countries daily( It is a most popular online portaltoo o' Bangladesh( 86(8Jpeople read this paper 'romonlinethrough prothom-alo(com A eprothomalo(com( 2rothom lo pps 'or$martphone is ,ery popular( 0he /066 Nielsen Media and#emographic $ur,ey estimatedthat 2rothomlohadano,erallreadership o' @(I million( %In'o s id. /06/& (Being well aware o' its social responsibilities and duties. thenewspaper wor*stoensurehumanrightstoall. remo,egenderdiscrimination. ad,ocate rule o'law. press'reedom. transparencyand accountability in the administration and in the world o' tradeand industry and abo,e all to uphold national interests( Fore:ample. when Bangladesh media 'orgot about the unsol,edmurder case o' $agor-Runi. last year on 66th>ctober 2rothom alodidadetails'ollowupreportwithupdatesandcurrentstandstillstate( %2rothomlo. >ctober /065&( nother e:ample can bementioned 'romMR#I I>Mreport /00@ where its stated that2rothom lo was the one to run an human-interest 'ollow-up storyon the members o' an road accident ,ictim with group photograph(It was alsomentionedthat. 2rothomlonumberedthehighestamount o' storiesassignedtomigrationnews. ga,emuchmoredetails on human traCc*ing. rape and murder news co,erage andrightlyput theminthe'ront page+uiteprominently%MR#I-I>M./00@&( It is collaborated with 'oreign news agencies to pro,ide thecurrent worldnewso' politics. technology. entertainment. sportsand other critical issues in time(Besides running regular news reports on current issues. 2rothomloalsocarriesspecial reports. human-interest stories. 'eatures.articles and essays written by its staBs and other pro'essionals andtalents 'rom across the country and abroad( s it remains alert o' itssocial duties. 2rothom lo 're+uently organi-es roundtables.seminars and discussions on the issues( It also wor*s closely withtheci,il society'orthisendwithcampaign'orsocial change( 0opromoteyoungtalents. 0he#aily2rothomloorgani-esdebatesM#( shra'ul lamI#: 6566//6and diBerent competitions such as Math >lympiad. Masha 2roti=ogitaetc( at school andcollege-le,elsandsocial Amediaawards'orthose who show e:cellence in diBerent 4elds( It also 'ounded an id0rust Fund 'or acid ,ictims. anti-drug campaign and in=ured=ournalists( s a mar*et leader. 2rothom has the ability and resource to ta*einitiati,es to e:pand the o,erall mar*et demand 'or the dailynewspaper in Bangladesh( It may enter into the rural mar*et withthe cooperation o' diBerent N9>s as its business partner toincrease its mar*et share( In this connection it can organi-e studycircles in rural area and maintain newspaper stands at an increasednumber( Considering all the abo,e mentioned issues and resources2rothomlomeritstheprecisetobecalledthebestsellingdailyBangla newspaper(&eferen.es:M#( shra'ul lamI#: 6566//6 $iddi+ue. bdul "ai. %/000&( $ongbadpotro Biponon. ed 06. ugust Molloy. Margaret. %/00/& 1CRM best practi,e help newspapers unco,er re,enue opportunities3 Rahman. ( $( M( nisur. %/00/&( 1?atio #oini* $ongbadpotrer $anggothoni* Kathamo o $ompadona 2ro*ria3. ?oga=og. a ?ournal o' Communication and ?ournalism. Mol( 5. March Re-a. Ria-.I+bal %/006&( Newspaper Mar*eting in Bangladesh. Nni,ersity ?ournal o' Business and Economics. Mol( 6. ?uly Mamun. M# $hamim l. %/006& $ongbadpotro Ba=ar=at*oron. Mar*eting Npdate $tanton. ?(. Et-el. ?( and Eal*er. ? %6775&. Fundamentals o' Mar*eting. Mc9raw-"ill int( ed Kotler. 2( and rmstrong. 9( %/00I&. 2rinciples ' Mar*eting. 2rentice-"all MR#I-I>M. %/00@&( Report on Media news co,erage on population mo,ement in Bangladesh.Media Content nalysis National Media $ur,ey /06/ In'o s id. %/06/&( Bangladesh D Media and 0elecom landscape guide. May 2rothom lo /5th >ct /00@ 2rothom lo. 7th $ep /06I 2rothom lo 6st May /065 2rothom lo 66th >ct /065M#( shra'ul lamI#: 6566//6