With a massive readership of 1,56,73,000, and circulation figure of 16,56,933 copies Eenadu is the largest circulated and most read newspaper in the states of Andhra Pradesh and Telangana. The journey of Eenadu began on 10th August, 1974 in Visakhapatnam. It was founded by the Indian media baron Ramoji Rao. Within a few years Eenadu launched editions for all districts of the Telugu speaking regions of Andhra Pradesh and Telangana.
Initially, Eenadu struggled to become a daily newspaper. Composed by hand and printed using a second hand printing press, Eenadu merely succeeded to sell 3000 copies a week. Competition was tough with successful newspapers like Andhra Prabha, Andhra Patrika and Udayan. However, with a new set of directors and management, Eenadu started to grow. On 17th December, 1975, Hyderabad edition was launched and by 1976 the circulation grew to 48,000 copies. 1st May, 1978, Eenadu entered Vijaywada and in that year it surpassed the circulation figures of Andhra Prabha.
Due to limited communication facilities of the 1970s, Eenadu found it difficult to enter rural areas of Andhra Pradesh. With the advent of technology in the 1980s, Eenadu was able to penetrate deeper parts of the state. Introduction of offset printing, photo composing software and computers enabled Eenadu to launch editions in smaller towns. On 20th June, 1982 Eenadu entered Rayalaseema with Tirupati edition. Karimnagar edition was launched in 1992. Reaching the remote locations was one of Eenadu’s success stories.
It took four years for Eenadu to become No.1 Telugu daily newspaper but business was highly competitive for Eenadu by the end of 1980s with many Telugu dailies running successfully. Tabloid editions were introduced for many districts and taluka towns like Suryapet and Tadepalligudem. These district dailies printed local news of the areas. Distribution agents were enrolled and vehicles were arranged for distribution. 26,000 villages, all the towns and cities of Andhra Pradesh and few regions outside the state were covered by Eenadu every day. Eenadu’s own modes of transport covers over 90% of the daily circulation.
Rich multicoloured printing and giving prominence to Telugu speakers was also a key to its growth. Network of reporters in all districts, cities and states make Eenadu unique. Over 1800 news contributors and 300 journalists work tirelessly to ensure news is reported fast and correctly. The newspaper spoke the language of the Telugu cause and aspirations. The district’s news and events were given importance which touched the heart of local masses. Separate sections for women, students, business and farmers were introduced which connected all aspects of the society with one Telugu language newspaper, Eenadu.
Highlighting the voice of people and being the voice of democracy has always been Eenadu’s significant qualities. It is committed towards the cause of imposition of prohibition. Contributing towards various social causes and helping during natural calamities has made the Telugu speaking region of India proud of Eenadu.
From a struggling newspaper of 1970s to No.1 Telugu daily in Andhra Pradesh and Telangana in the 21st century, Eenadu’s journey has been monumental. Eenadu’s district dailies were based on market research. Local content generated new groups of readers and boosted advertising revenue. Being the highest read Telugu newspaper, advertising in Eenadu always benefited individuals and businesses alike. With product innovation, Eenadu brought out separate classified columns not only for major cities but also for the districts. Cost of advertising in Eenadu was always affordable to help small businesses who cannot carry big budget advertising.
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