Organizational Study AT Desabhimani Kottayam: Seeja Mathai

ORGANIZATIONAL STUDY
AT
DESABHIMANI KOTTAYAM
REPORT
Submitted to Mahatma Gandhi University in partial fulfillment of the requirements for the
award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted By
SEEJA MATHAI
REG NO:84677
Under the guidance of
Mr.M.C.MOHANKUMAR Mrs. Tintu Joseph
Company Guide Faculty Guide
DEPARTMENT OF MANAGEMENT STUDIES

MAR ATHANASIOS COLLEGE FOR ADVANCED STUDIES
TIRUVALLA
MAR ATHANASIOS COLLEGE
FOR ADVANCED STUDIES
TIRUVALLA
CERTIFICATE
This is to certify that this report, based on the organization study conducted by
Seeja Mathai, second semester MBA student of our college for 4 weeks starting from 3rd
April to 29th April 2017 at Desabhimani,Kottayam is a bonafide record submitted in
partial fulfillment of the requirements for the degree of Master of Business
Administration of Mahatma Gandhi University, Kottayam.
Prof. Tintu Joseph Prof. Ligo Koshy

Faculty Guide Head of Dept. of Management
Studies
Rev. Fr. PradeepVazhatharamalayil Signature of the External Examiner
Principal
DECLARATION
I hereby declare that this report titled “Organizational Study at “Desabhimani,Kottayam”

has been prepared by me during the academic year 2017 - 2018, under the guidance of
Prof. TINTU JOSEPH, Department of Management Studies, MACFAST, Tiruvalla.
I also hereby declare that this project report has not been submitted to any other University
or institute for the award of any degree or diploma.
Place: Thiruvalla SEEJA MATHAI

Date:
ACKNOWLEDGEMENT
It is one of the most difficult tasks in life to choose the newspaper word to express one’s
gratitude towards the people whom we are indebted to. The gratification and elation of the
project would not be complete without mentioning each and every one who has assisted the
task in any phase of its development. I would like to thank those who have helped me
immensely with their valuable suggestions, comments, supports and love for the successful
completion of this project.
First and foremost, I thank the Almighty God, the light of my life granting me the strength,
courage and knowledge to complete this project successfully.
I express my thanks to the management of theDeshabhimani, Kottayam unit who provided

me the opportunity to conduct my study there. I wish to express my special thanks to
Mr.M.C.Mohankumar,Administration Manager at Deshabhimani, Kottayamfor his support
and guidance to complete this work. I would like to thank
I express my sincere thanks to Rev. Fr, PradeepVazhathiramalail, Principal, MACFAST

College, Thiruvalla for supporting me and also to Mr.LijoKoshy, HOD, for his valuable
help and guidance to shape this project report in a systematic way. I would like to place on
record my deep sense of gratitude to MrsTintu joseph, Faculty, Macfast for guiding me
with proper guidance and valuable suggestions every time.
I am also grateful to all the members of the staff of theDeshabhimani, Kottayam unit, who
have cooperated with me and helped me by giving me their valuable time. I am also
grateful to all faculty members of Macfast whose encouragement and support were a source
of inspiration to me.
I also avail this opportunity to express my sincere gratitude to all those who helped me in
one way or other for the successful completion of this work.
SEEJA MATHAI
CONTENTS
CHAPTER 1. INTRODUCTION Page No.
1.1.Introduction 2
1.2. Scope of the Study 3
1.3. Objectives of the Study 3
1.4. Methodology 4
1.5. Limitations of the Study 4
CHAPTER 2. INDUSTRY PROFIL
2.1 Introduction 6
2.2World scenario 8
2.3Indian scenario 9
2.4State scenario 10
CHAPTER 3. COMPANY
3.1 Introduction 14
3.2 Objective of the study 16
3.4 History and philosophy 16
3.5 Organizational structure 19
CHAPTER 4. PRODUCT PROFILE
4.1 Introduction 22
4.2 Product lines 22

CHAPTER 5. DEPARTMENTAL ANALYSIS
5.1 Department 26
5.2 Human resource department 27
5.3Finance department 32
5.4 Marketing department 40
5.5 Production department 47
5.6 Editorial department 50
CHAPTER 6. ANALYSIS
6.1SWOTAnalysis 54
6.2 Porters Five Force Analysis 57
CHAPTER 7.FINDINGS, SUGGESTIONS AND CONCLUSION
7.1 Findings 61
7.2 Suggestions 62
7.3 Conclusion 63
BIBLIOGRAPHY 64
LIST OF TABLES
Table no: Title Page no:
Table 3.1 Editions of deshabhimani in kerala 18
Table 5.1 Evaluation of employee performance 29
Table 5.2 Trend of sale in deshabhimani 33
Table 5.3 Trend of profit in deshabhimani 34
Table 5.4 Advertisement rates 42
Table 5.5 Classified rates 43
Table 5.6 Mechanical data 44
Table 5.7 Column width 44

LIST OF FIGURES
Figure no: Title Page no:
Figure 3.1 Organisation structure 20
Figure 5.1 H R Department 31
Figure 5.2 Trend of sale in deshabhimani 33
Figure 5.3 Trend of profit in deshabhimani 34
Figure 5.4 Finance department 39
Figure 5.5 marketing 46
Figure 6.1 Porters five force analysis 57

Deshabhimani, Kottayam
CHAPTER-1
INTRODUCTION
1
CHAPTER-1
INTRODUCTION
1.1 INTRODUCTION
An organisation is a social unit which is deliberately constructed and reconstructed to
seek specific goals. It is a social group which distributes takes for a collective goal. It is a
social unit of people, systematically structured and managed to meet a need or to pursue
collective goals on a continuing basis. It is the foundation upon which the whole structure
of management is built. Organisation is related with developing a frame work where the
total work is divided into manageable components in order to facilitate the achievement of
objectives or goals. Thus, organisation is the structure or mechanism that enables living
things to work together. In a static sense, an organisation is a structure or machinery
manned by group of individuals who are working together towards a common goal.
This study is the examination of how individuals construct organisationalstructures

,processes, and practices and how these , in turn, shape social relations and create
institutions that ultimately influences people . It is an effort towards understanding the
organisation, its policies, structure and methodology adopted. It gives us brief description
of the overall functioning of the organisation.
Newspapers have played an important role in public affairs throughout the world, whether
it is in USA or in India or anywhere. Newspapers help citizens of the countries to know
what is going on in their country and in the rest of the world as well. The growing
electronic media is catching the importance of paper. With the advent of satellite
televisions the world has contracted to our finger tips. Even then the news papers role will
not change much. It will continue as the society's primary instrument for mass
communication.
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1.2 SCOPE OF THE STUDY
The scope of study is immense as it is aimed at covering the entire operations of the
unit and the functional departments in the organization . The study gives an insight in to the
day to day working condition and job satisfaction within the organization
There were only a few dailies in Malayalam when Deshabhimani was published way back in
1942. But now there are more than 213 dailies in Malayalam and they all are competing each other.
This study become more important because by using a study like this company can find out the
draw backs in its current work performance and can make it efficient and effective.
1.3 OBJECTIVES OF THE STUDY
 To identify overall organizational structure of Deshabhimani,Kottayam and its related

functions.
 To familiarize with the business organization
 To get an idea about the day to day activities in the organization.
 To familiarize various departments and to study it’s functioning.
 To identify internal and external factors affect strengths, weakness, opportunities, and
threats to activities or operations
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1.4 RESEARCH METHODOLOGY
Research methodology can be defined as “ a process used to collect information and data for
the purpose of making business decisions “.It is the analysis of the principles of methods ,rules and
postulates employed by a discipline.
The methodology may include publication research ,interviews,surveys and other research
techniques and could include both present and historical information.
The methodology used for this project work is through the collection of primary and secondary
data.
a) Primary data
Primary data means the data collected by the investigator directly for the purpose of
investigation. For this project work ,primary data are collected through questionnaire
method. Questionnarie were prepared and distributed among the employees in the
organization for collecting data.
b) Secondary data
It is the information collected from those data , which have already been obtained by some
other researcher or author . In this study , secondary data are collected from company
website ,reference books etc.
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1.4 LIMITATIONS OF THE STUDY
 Hindrance of collecting data due to the busy scheduling of the personnel.

 Since the organization has strict control,it acts as a barrier for getting data.
 The time constraint is also a limitation of this study.
 The details of other companies related to the same business could not be
obtained and hence a competitive study was not possible.
 The company policy never reveals its financial information and this limits the
study.
5
CHAPER-2
INDUSTRY PROFILE
6
CHAPTER-1
INDUSTRY PROFILE
2.1 INTRODUCTION
A newspaper is a periodical publication containing news,other informative articles

and usually advertising. A newspaper is usually printed on relatively inexpensive,low grade
paper such as newsprint.The news organizations that publish newspapers are themselves
often metonymically called newspapers.
The newspaper industry is comprised of a diverse group of media companies.This

group is best described as mature.Many of its member’s mainstay gazettes have long
publishing histories and names recognized in household 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 landscape.
Newspaper has struggled.Broadsheets used to be the foremost source

information.But in this day and age,subscribers have turned to other news outlets,either on
the airwaves,internet or television.As a result, and readership has dwindled.Though
companies have raised subscription and newsstand rated,they have completely offset the
impact from fewer readers.
This industry also relies on advertising money.Such proceeds help to cover plant
and equipment costs and general and administrative expenses. A lethargic advertising
market can severely pressure result.Inaddition,classified and 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.
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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 business indicator.Revenue and earnings usually pickup after a recovery has
taken hold.
2.1.1A CHANGING LANDSCAPE OF NEWSPAPER
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-newspapers
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 concentrated on interactive media to
replace the lost revenue from faltering demand for newspaper and magazines.Multiple play
forms 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.Though the internet has widened their audience,newspapers have had to
contend with the heavy discount mentality of online advertisers.
News source and classified advertising forums on the Web have developed a large
following.Publishers have been slow to lap this opportunity.They have struggled to
establish their own digital assets and build subscriber rolls.Partnership with search engines
and joint ventures with popular websites are attractive solutions.
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2.2 WORLD SCENARIO OF NEWSPAPER
Man’s urging to communicate with ones neighbors led to the development of languages
as well as newspapers.In such past new stories were by word of mouth than through the
written materials.
An American Dramatist ARTHUR MILLER says “A good newspaper is nation

talking to itself”
2.2.1 HISTORY OF PRINT MEDIA OF NEWSPAPER
The history of the newspaper industry goes all the way back to 59 B.C. and continues to
develop today.Before the advent of the newspaper,there were two major kinds of periodical
news publications: the handwritten news sheet,and single item news publications.
The Roman Empire published ActaDiurna (“Daily acts”) or government announcement

bulletins, around 59 BC, as ordered by Julius Caesar they were carved in metal or stone and
posted in public places.
In china, early government produced news sheets, called Tipao, and were commonly used
among court officials during the late Han dynasty.Between 713 and 734, the
KaiyuanZaBao of the Chinese Tang Dynasty published government news; it was
handwritten on silk and read by government officials.In 1582, there was the first reference
to privately published in Beijing, during the late Ming Dynasty.
In 1556, the government of Venice first published the monthly Notiziecritte (“Written
notices”) which cost one gazette,a Venetian coin of the time,the name which eventually
came to mean “Newspaper”. These adviser were handwritten newsletters and used to
convey political,military,and economic news quickly and efficiently throughout
Europe,more specifically Italy,during the modern era (1500-1700) sharing some
characteristics of newspapers though usually not considered true newspapers.
Early publications played into the development of what would today be recognized as the
newspaper,which came about around 1601.
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2.2.2 EARLY PUBLICATIONS OF NEWSPAPER
Newspaper has long history that spans time and countries across the globe.The first known
version was published in 59 B.C.It was issued in Rome and was called the ActaDiurna.One
hundred fifty years after the invention of printing from movable type by Johann Gutenberg
in 1447, the first regular newspaper,AvisaoderZeitung, appeared in Germany in and early
17thcentury.The first newspaper was called NotzieScritte and was published in Venice in
1556.It wasn’t until 1605 that the first weekly publication appeared.It was called Relation
and was published in Antwerp.The first successively published title was weekly news of
1622.The first true newspaper in English was the London Gazette of 1666.For a generation
it was the only officially sanctioned newspaper, through many periodical titles were in print
by the century’s end.The 1700 were a century in which market element were created that
encouraged the development of daily newspapers.The first daily newspaper was “The Daily
Courant” in London 1702.
The world’s oldest newspaper that is still published today appeared in 1645.It is called
‘Post-ochlnrikesTidningar’ which means Post and Domestic Times.It is published in
Sweden and is now available only online.
2.3 INDIAN SCENARIO OF NEWSPAPER
The colonial power of British introduced newspaper in India.Indian journalism

on modern lines began in 1780 at Calcutta,with the publication ‘Bengal Gazette’ by J.A
Hickey.It was the first newspaper in Indian language.This was followed by a number of
English periodicals.All these periodicals were run by English,for the benefits of English
men in India.In the years to come India was the establishment of another newspaper daily
in the form of Bombay Herald followed closely by Bombay Courier,The Hindu newspaper
which was launched as a competitor of Madras Mail became the first national newspaper of
the country,soon it became the voice of the nation during the establishment period.
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During the Second World War when administration wanted the cooperation of the Indian
people, a gentleman’s agreement was concluded between the government and the
press,which resulted the press advisory committee at the entire and in most of the
states.This gives the press a consultative state.
When India became independent there was no longer any agreement between the
government and the press and the press was free to claim an entirely new role.In March
1947, the government appointed a press Law Enquiry Committee as a result of which the
obnoxious provisions of the press acts in force until then,were removed and a policy of
Consultative Cooperation between government and the press was enforced.
Newspapers were published from all states and union territories except from Arunachal
Pradesh and Lakshadweep.Uttar Pradesh claimed top position with 3879 newspapers and
periodicals published from the state.
2.4 STATE SCENARIO OF NEWSPAPER
June 1847, witnessed the primordial birth pangs of Malayalam journalism from a press at
Illikunnu near Thalassery. The mast-head proudly announced the new comer’s name as
Rajyasamacharam. The credit for this pioneering venture goes to Dr.HermanGundert, the
renowned scholar. It ceased publication at the end of 1850; forty two issues had seen the
light of day.
In October 1847 Gundert started another publication called Paschimodayam. It continued

publication till around mid-1851.Journals and periodicals in Malayalam were first started
by missionaries, in most cases for propagating religion.
2.4.1 BEGINNING OF NEWSPAPERS
Attempts were underway in the meantime to start a “Newspaper”. Ironically the first of
the genre to be published from Kerala was in the English language. A pioneering foursome
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embarked upon a publication entitled the Western star from Cochin in 1860.Charles
Lawson, who had lest England after completing his studies, took over as the paper’s editor.
This was Lawson’s made essay into Journalism. The assignment obviously stood him in
good stead when he was migrated to Madras to launch the Madras mail in later years.
In 1867 two papers were started in Kottayam. One was in Malayalam and was titled
Santishtavadi; the other Travancore Herald, was in English; both were printed from the
C.M.S press. The Santishtavadi was outspoken in its criticism of the powers that be, and
soon fell afoul of the Travancore Government which ordered its closure. Thus, quite
unwittingly, the Santishtavadi created history in Malayalam journalism by becoming the
first martyr to the cause of freedom of the press.
Another major development was the publication of NasraniDeepika on 15th April 1887
from Mannanam near Kottayam as a fortnightly. Thepublication started under the
editorship of a Catholic priest Nidhiry Mani Kathanar later became a daily newspaper on 3
January 1927. The paper was renamed as Deepika in 1938 and it continues to be published
even today. MalayalaManorama was started from Kottayam on 22nd March 1890 by
Kandathil Varghese Mappillai as a weekly and became daily in 1928. Kerala kaumadi was
started in 1911 in Mayyanad in Kollam under the editorship of C.V. Kunjiraman as weekly
and was later converted to daily and is one of the leading newspaper today. Mathrubhumi
newspaper was started as a part of the nationalist movement and Indian independence
movement on 18th March 1923, under the editorship of K.P. Kesavamenon. It was as a tri-
weekly at Kozhikode and was later made a daily in 6th April 1930. Deshabhimani started in
1942 as the organ of the communist party of India under the editorship of M.S. Devadas
from Kozhikode became a daily in 1946.Madhyamam began publishing in 1987 at Silver
Hills near Calicut. Udayakeralam started from Thiruvananthapuram on 30th November
2012 by Vishnu S Ambadias a daily newspaper.
Now Udayakeralam has emerged as a new generation newspaper catering digital as well as
traditional medium. There are nearly 1140 Malayalam newspaper with a total circulation of
76, 68,000 copies. The circulation of dailies alone is 22, 63,000.
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AVERAGE ISSUE READERSHIP
No Name Average issue Readership (AIR)
1 MalayalaManorama 98.69 lakh

2 Mathrubhumi 66.69 lakh
3 Deshabhimani 21.05 lakh
4 Madhyamam 9.54 lakh
5 Mangalam 5.62 lakh
6 KeralaKaumadi 5.32 lakh
7 The Hindu 3.1 lakh
8 The New Indian Express 2.18 lakh
9 Deepika 1.9 lakh
10 KeralaKaumadi Flash 1.63 lakh
13
CHAPTER-3
COMPANY PROFILE
14
CHAPTER-3
3.1 INTRODUCTION
Every day we get information through various media.Newspaper is one of the

strongest media among them. In the year 1942, a regional daily established in Malayalam
named ‘DESHABHIMANI’
Deshabhimani was founded in 1942, at Calicut and the organ of the Kerala State
Committee of the communist party of India (Marxist). Starting at Kozhikode in 1942 as
weekly and graduating to daily in 1946. Deshabhimani has been steadily in growing
popularity.
There are nine different newspapers printing centers. These centers are: Kozhikode,
Kochi, Thiruvananthapuram, Kannur, Kottayam, Thrissur, Malappuram, Bangalore, and
Saudi Arabia. The second edition was added in 1968 at Kochi, followed by the third edition
in 1989 at Trivandrum, the fourth in 1994 at Kannur, the fifth at Kottayam in 1997, the
sixth at Thrissur, the seventh at Malappuram, and the eighth edition at kollam and to
outside editions in Bangalore and Saudi Arabia . The headquarters of Deshabhimani is
located at Trivandrum.
The very name is suggestive of the daily’s concern for the nation and its people. The daily
was born at a time when nationalism was considered taboo and it was subjected to the
severest punishments. Deshabhimani had the courage to raise its voice for freedom.
Courage that exudes from strong convictions. And it championed the struggle against all
kinds of exploitation. With an ardor that the daily maintain even today. Hardly any one
other daily comes close to it in terms of mass appeal. Mainly because a major slice of
Kerala population considers it as their very own and make it the essential part of their daily
15
routine, it is one daily that comes from the very deep identification, with the people and
their problems.
In a World that constantly changes its likes and performance. Deshabhimani is one daily
that still stays with the people with 6 editions.
Many keralaites read more than one newspapers. And in a number significant number of
cases,the second newspaper read is invariablyDeshabhimani. From a business point of
view, Deshabhimani readers constitute the most important segment of the state’s consumer
market: small businessman, entrepreneurs, blue collar employees, factory labor, farm
workers. Deshabhimani goes to every nook and corner of Kerala, including urban, semi
urban and rural areas.
The leading supplements of Deshabhimani include Deshabhimanivaranthappathippu,

Aksharamuttam, Sthree and Kilivaathil. The publications are DeshabhimaniVarika
(Weekly) and Thathamma (Children’s publication)
The first chief editor of Deshabhimani was late Comrade E.M.S Nampoothiripad. At
present, M.V.Govindan,secretariat member of CPI(M) is the chief editor of the paper and
K.J.Thomas, CPI(M) central committee member, the General Manager. Its vision is to
make Deshabhimani the largest circulated daily.
The top level marketing of the daily can be divided into two- Managing Wing and Editorial
Wing. The head officers of both the sections are the same and are situated at Trivandrum.
The General Manager is the top most authority of the marketing wing and in case of the
editorial wing it is the chief editor.
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The company focuses solely its business with the highest ethical standards. The company
treats the community with honesty, dignity, fairness and respect. The company keeps its
promises. The company includes consumer expectation through continuous improvement
in service, quality, reliability, accuracy, and the time compression. The diversity
involvement of the employees is the foundation of the company’s strength. The company
provides and supports to achieve excellence in customer satisfaction.
3.2 OBJECTIVES OF THE COMPANY
The main objective is to act as the eloquent mouth piece of the progressive forces with
clear political vision on national and international issues.
Deshabhimani as a Saga of trials and Tribulations. The annals of history of this newspaper
were and are inalienably as part and parcel of growth of left and progressive movement in
Kerala. As a powerful weapon it steadfastly stood with the masses throughout in its history.
That has been vindicated by the involvement of all sections of the people of Kerala in the
survival and growth of Deshabhimani during the past seven decades. The proletarian
perspective and progressive views of the newspaper was irritating to the British as well as
erstwhile Princely rules that Deshabhimani was banned and fined several times. It has
witnessed severe repressive actions during post impendence period too. The period
between 1948 - 51 witnessed the hardest and severest repressive actions against the party
and Deshabhimani could not publish editorials due to hard and fast pre-censorship. The
paper was also denied of its rightful share of Government advertisement. The paper could
not print in time and had skip even edition because of the delaying tactics the censoring
offices. By surmounting all these travails, Deshabhimani always stood in defense for the
Democracy and Common cause.
Second objective is to make Deshabhimani the largest circulated daily. Now it is the third
most widely read newspaper daily in Kerala with rating of 21.05.
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3.3 HISTORY & PHILOSOPHY OF DESHABHIMANI
“Prabhatham” (The dawn), started on 9th January 1935 at Shorannur near Trichur, under the
editorship of E.M.S Namboodirippad, is considered to be the harbinger of
DESHABHIMANI. Since it was the unofficial organ of the Socialist Section of the
Congress, it braved to fight against the injustice and atrocities prevailed. The publication of
a poem titled “Athmanadam” (Sound of the soul) by ChovvaraParameswaran annoyed the
government and the paper was Rs.2000/-.
Late A.K. Gopalan (popularly called AKG) who is one of the stalwarts of freedom
movement and communist party in Kerala came confidently to raise funds, which was in
dire need. He turned to Bombay, Ceylon, Burma, and other places, met the Malayalee’s
there and managed to collect enough funds. It was at this time that the Second World War
was broken out and consequently the government withdraws the license for the publication
without any rhyme or reason
As the party started functioning freely in 1942. It took initiative to have its own
mouthpiece. Thus the birth of Deshabhimani at Kozhikode. It started as a weekly on
6thSeptember 1942. The funds collected by A.K.G sustained it initially. Later E.M.S
disposed of his ancestral property and donated the entire amount of Rs. 50,000/-.
Deshabhimani’s editorial captioned “the call of the gallows” in connection with the
Kayyoor Martyrs infuriated the British imperialists. The Madras government took revenge
and ordered top deposit Rs. 1000/-. Four years later, despite all these adversities and daring
against onslaughts, on 18th January 1946 Deshabhimani transformed into a four pager
morning daily.
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The Proletarian perspective and Progressive views of the newspaper was so irritating to the
erstwhile princely rules that the Deshabhimani was banned once by the Government of
Cochin and twice by the Divan of Travancore during 1942-46. By then Deshabhimani had
become the fighting medium of the struggling people.
Under the “Public Security Act” of 1947, many members of the editorial board were taken
into custody. New cases were registered against them. Again the authorities insisted for a
deposit of Rs. 4000/-. Party sympathizers and workers raised the fund as they have done it
earlier.
Deshabhimani resumed its publication on 16th December 1951. The ideological conflict
within the party led to the split in 1964 that reflected in the functioning of the paper as well.
After the split DESHABHIMANI became the organ of the CPI (M). Late K.P.R Gopalan at
the helm of affairs played a major role in sustaining the paper under the control of CPI (M).
Since the Kozhikode edition alone couldn’t meet the growing demand of the paper, the
party took the initiative to start the second edition from Kochi on 16th May 1968 to cater
the needs of Southern Kerala. The 3rd edition of Deshabhimani started on 4th January 1989
from Thiruvananthapuram. The next edition of Deshabhimani started on 30th January 1994
at Kannur. One- day collection of Kannur edition throughout the state was Rs. 42 Lakhs,
apart from this Rs. One crore was collected only from Kannur and Kasaragod districts way
of 12 year subscriptions. It was a landmark in the history of DESHABHIMANI.
On March 22th 1997, the 5th edition was started at Kottayam, on 1st September Thrissur
edition was inaugurated. All the printing and publishing companies that bring out different
edition were named after the party; Stalwarts P Krishna Pillai,AKG, CH Kanaran and EMS
respectively.
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EMS had been the be-all and end-all of DESHABHIMANI throughout his life. Till the very
end of life he continued to be the leading light. EMS had the desire and vision to make
DESSHABHIMANI the largest circulated daily.
3.1 DETAILS OF THE EDITIONS OF DESHABHIMANI IN KERALA
Areas Covered Year of establishment
kozhikode Kozhikode, Wayanad 1946
Cochin Ernakulam, Alappuzha 1968
Trivandrum Trivandrum, Kollam 1989
Kannur Kannur, Kasargode 1994
Kottayam Pathanamthitta, Kottayam, Idukki 1997
Thrissur Palakkadu, Thrissur 2000
Malappuram Malappuram 2010
kollam Kollam 2017
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VISION AND MISSION OF DESHABHIMANI :
VISION :
To recognize the workers and the middle class as the main stay of the country's political
and economic freedom.It aims at acting as the eloquent mouth piece of the progressive
forces with clear political vision on national issues.
MISSION :
 To display highest commitment to excellence in product quality, service and

enriching readers through added value in order to make Deshabhimani as the largest
circulated daily.
 To mobilize and harness the power of children, youth, women and people at large to
combat illiteracy, ignorance gender discrimination and the evil of addiction with an
ultimate aim of crime prevention and development.
 To be the largest and the most admired media brand enabling socio-economic
change.
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3.4 ORGANIZATIONAL STRUCTURE
The Organization structure is the Organization chart and associated information that show
who reports to him. The company follows both downward and upward communication
system and has the functional organizational structure. Each department performs functions
in co-ordination with the other departments.
Functional organizational structure is the most common. A structure of this type indicates
groups, individuals by specific functions performed. Common departments such as human
resources, accounting and purchasing are organized by separating each of these areas and
managing them independently of the others.
Functional organization is best suited as a producer of standardized goods and services at

large volume and cost. Co-ordination and specialization of tasks are centralized in a
functional structure, which makes producing a limited amount of products or services
efficient and predictable. Moreover, efficiencies can further be realized as functional

organizations integrate their activities vertically so that products are sold and distributed
quickly and at low cost
22
ORGANIZATION STRUCTURE BOARD OF DIRECTORS

fig:3.1
Fig No: 3.1 GENERAL MANAGER
ASSISTANT GENERAL MANAGER
MANAGING DIRECTORS
PURCHASE MARKETING NEWS PRODUCTION ACCOUNTS SYSTEM

MANAGER MANAGER EDITOR MANAGER & ADMIN MANAGER
MANAGER
INVENTORY
MANAGER ADVERTISING CIRCULATION SUB PRINTING ASST. ASST.
MANAGER MANAGER EDITOR FOREMAN ACCOUNTS SYSTEM
CLERICAL MANAGER MANAGER
MANAGER
ASST. CLERKS CLERKS
SALES ASST. REPORTER
OFFICERS CIRCULATION FOREMAN
MANAGER
STORE
AREA CLERKS
KEEPER CLERKS CLERKS
REPORTER
GODOWN
STAFF
20
CHAPTER-4
PRODUCT PROFILE
21
CHAPTER-4
PRODUCT PROFILE OF DESHBHIMANI
4.1 PRODUCT PROFILE OF DESHABHIMANI
Deshabhimani is a multi-magazine publishing sector. It has publications for different age

groups based on different taste and needs. Deshabhimani has become a part of daily lives
of Malayalee’s and it delivers credible, latest localized news at the door steps in every nook
and corner of Kerala and to Malayalee’s.
The news has always relied on appropriate technology. From hand composing of cold type
and treadle presses, it moved to hot metal composing and rotary letter presses and then to
photo typesetting and web offset presses, all at the right time.
It has been a continuation to change in 1986; the ultramodern facsimile system

connected its Head Quarters at Kottayam to the other units for transmission of the
newspaper pages. Today all 17 printing centers of the newspapers are connected to a high
speed wide area networking using Fiber optical cable network. A modern, flexible and
editorial system links all the centers.
4.2 PRODUCT LINES

Deshabhimani’s product lines are;
Deshabhimani Publications:
 DeshabhimaniVarika (Weekly)
 Thathamma
 Edu-Plan
 Festival special publications
Supplements:
 Deshabhimani Weekend Supplement
 Sthree
22
4.3 PUBLICATIONS
4.3.1DESHABHIMANI WEEKLY
Along with the Deshabhimani daily, weekly is also there. The weekly is published from
Kozhikode unit. This weekly costs Rs. 10. This is one of the standard weekly in every
aspects. Normally it contains fifty pages. It has color pages and attractive cover pages, with
beautiful designs. The main contents of this weekly are politics, literature (stories, novels
and poems), art, cinema, cartoons, etc. It gives a thorough idea about many matters.
Interviews are also included in it. The letters from the readers is another attractive section.
The editor in charge of weekly is Mr. SridharanPruthikkad.
4.3.2 THATHAMMA
Thathamma is another publication of Deshabhimani, Kannur unit. This is for children. The
cost of Thathamma is Rs. 8.00. It consists of lots of stories especially moral stories. It
builds up children with self-independence as well as the way of thinking. The editor of
Thathamma is O.N.V Kurup.
4.3.3 EDU-PLAN
This is another publication from Deshabhimani. It mainly aims special issues on higher
education. It is published from Kochi unit. It costs Rs. 60. It contains two hundred pages.
4.3.4 FESTIVAL SPECIAL PUBLICATIONS
During festival seasons Deshabhimani publishes various magazines. Such magazines

will contain more than 400 pages with and without colors. And these magazines are
published from Kaloor and Kochi units.
23
4.4 SUPPLEMENTS:-
4.4.1 DESHABHIMANI WEEKEND SUPPLEMENT
It is published on Sundays. This supplement contains an interview with popular

personalities. Stories, poems, articles, etc. are included in this weekend supplement. And
one of its pages consists of news regarding film industry.
4.4.2 STHREE
Sthree is another publication for ladies. The editorial wing consists of women member
only. It deals with the whole participation of women in all areas like art, literature,
cinema, health, sports, etc. Current affairs are also being included in it.
24
CHAPTER-5
DEPARTMENTAL ANALYSIS
25
CHAPTER-5
DEPARTMENTAL PROFILE OF DESHABHIMANI
5.1 DEPARTMENTS
The process of grouping of activities into units for the purpose of administration is called
depart mentation. It can be defined “as the process by which activities or functions of
enterprise are grouped homogeneously into different groups”.
The administrative units are called divisions, units or departments. The following are
the basis of depart mentation:
a. When departmentation is done on the basis of functions the departments created are
production, marketing, accounting, and finance and personnel departments.
b. When departmentation is done on the basis of geographical area, the departments
are known as eastern department, western department, northern and southern
department.
c. Departmentation is done on the basis of customers.
d. Departmentation is done on the basis of product handled.
DEPARTMENTS
1. Human resource department.
2. Finance department.
3. Mraketing department.
4. Production department.
5. Editorial departme
26
5.2 HUMAN RESOURCE DEPARTMENT
Organizations are managed and staffed by human resources. The challenge, opportunity
and the frustration of creating and managing organization frequently stem from human
resource related problem that arise between them. Human resources are the people and
their characteristics at work either at the national level or organizational level.
There is one HR department for all the Deshabhimani units. This is at Thiruvananthapuram.
The recruitment, promotion, termination, employee welfare activities, leave administration,

compensation management, are all handled by this department. “Right men for the right
job” is the motto of this department.
Deshabhimani offers a good working environment and encourages growth from within
continues internal training programmer which are conducted to ensure the all personnel
clearly understand the requirements of total quality management (TQM).
Managers, executives, supervisors as well as technicians are sponsored for external training
programmer and workshops.
Unit manager controls and co-ordinates all the activities of production, administration,
printing etc., recruitment and selection is done through written test/practical test and
descriptive type. Two year training programme is compulsory for all the selecting
candidates irrespective of their position. The parties deciding by management give training
to the candidates.
There are two trade unions in Deshabhimani. They are Deshabhimani journalist union and
Deshabhimani non journalist union controlled by CITU. Trade unions are eager about
employee welfare rules and regulations are under working journalist act, Factory act and
Industries establishment act. Strict time schedule, uniform, for workers are important.
27
5.2.1 The HR functions of Deshabhimani are the following:
1. Recruitment& Selection
When a vacancy arises an advertisement is published the newspaper. Applications invited

and are called for a written test and a direct preliminary interview. There after candidates
who are short-listed after the preliminary interview are called for a final round interview and
appropriate candidates are selected and posted as probationary officer for 2 years.
Sometimes Direct recruitment is done from the departments existing data bank.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.
2. Training and Development
Training is an organized procedure for increasing the knowledge and skill of people
for a specific purpose. The trainees acquire new skill of people for a specific purpose. The
trainees acquire new skill, technical knowledge, and problem-solving ability etc.
In Deshabhimani there are two year training programme is compulsory for all the
selecting candidates irrespective of their position. The parties deciding by management
give training to the candidates. These type of training programme help to widen the
knowledge of an employee.
3.Manpower planning
“Manpower planning is the strategy for the acquisition, utilization, improvement and
preservation of an organization’s human resources. It is aimed at coordinating the
requirements for and the availability of different types of employees”.
In Deshabhimani, manpower planning helps in utilization of manpower sources like
working environment, suitable performance appraisal etc.
28
4. Promotion
Promotion creates a feeling of discipline and respect for senior persons. It recognizes
the right of senior persons for promotions.
In Deshabhimani, promotion decision are based on the efficiency and performance of
an employee.
5.Welfare Policy and Measure
The company provides various types of health, wealth and safety. It provides
insurance on accident/medical, canteen facility, night shift allowance, drinking water,
accommodation, incentives etc.
6.Performance appraisal
It is an establishment fact that people differ in their abilities and attitudes. The
evaluation of their performance is the most significant tool of an organization. This helps
in assigning work according to ability and capacity spotting people for higher
responsibility jobs and recognizing, training, and developmental needs. In Deshabhimani
systematic evaluation of employees is based on the performance of them.
Table 5.1 evaluation of employee performance
Above 90% Excellent

90%-60% Very Good
60%-40% Good
Below 40% Satisfaction
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3. Placement
It makes assigning suitable jobs of selected candidates so as to match employee’s

qualifications with job requirements. In Deshabhimani the parties deciding by
management give placement to the candidates.
4. Job Satisfaction
Job satisfaction is a positive emotional state resulting from the apparel of one’s job
or experience. In Deshabhimani the job satisfaction policies are.
a) The organization always makes sure that employees enjoy their work.
Cooperativeness between colleagues.
b) Equipment provided in the organization are sufficient to more productive.
c) Job station facilities employee’s development.
c) Team spirit in high order.
d) Senior managers helping mentality.

e) Present working conditions.
f) Carrier planning and development
30
HR DEPARTMENT
HR MANAGER
ASST. HR MANAGER
SECTION HEAD
SENIOR CLERK
CLERK
FIGURE : 5.1 HR DEPARTMENT
31
5.3FINANCE DEPARTMENT
The successful running of an on organization is mainly depending on the efficient and

proper functioning of accounts department. The effective management of accounts
department is very important because 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 profit and loss
account, to conduct internal auditing etc.
This department is 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 travelling expenses, payments to part time correspondents.
The income from the sales of newspaper is a main income of Deshabhimani. The amount
is received as cash or cheque or DD. The income are monthly subscription deposit etc.
Advertisement is the main income of whole newspaper. Deshabhimani has large amount
through the space marketing from daily magazines, Thathamma etc.
The Deshabhimani has been working profit ever since in its establishment. Profits are
essential for the survival of the business. They cover the risks and cost of staying in
business. Profits maintain the revenue generating capacity of business.
32
TABLE 5.2 TREND OF SALE IN DESHABHIMANI
No. Year Sale (Rs. In Lakhs)

1 2012-2013 202
2 2013-2014 227
3 2014-2015 239
4 2015-2016 245
5 2016-2017 270
300
250
200
150
sales
100
50
0
2012-2013 2012-2014 2012-2015 2012-2016 2012-2017
FIGURE.5.1 SHOWING TREND OF SALE IN DESHABHIMANI
33
TABLE 5.3 TREND OF PROFIT IN DESHABHIMANI
No. Year Sale (Rs. In Lakhs)

1 2012-2013 276
2 2013-2014 289
3 2014-2015 300
4 2015-2016 325
5 2016-2017 250
sales
400
350
300
250
200
sales
150
100
50
0
2012-2013 2012-2014 2012-2015 2012-2016 2012-2017
FIGURE.5.2 TREND OF PROFIT IN DESHABHIMANI
34
5.3.1 AUDITING
Auditing is one of the major functions that conducted in the finance department.
There are two types auditing such as:
1. Internal Auditing
2. ABC Auditing
5.3.2 DOCUMENTS NEED TO BE KEPT FOR ANC VERIFICATION
 Print Order register

 Supply register
 Ledger (agent’s a/c)
 Daily circulation report
 Incentive list
 Agency bill
 Subscriber ledger
5.3.3 INCOME SOURCE
 Income from circulation

 Income from advertisement
 Other income
35
1. Income from circulation
a. The income from the sales of newspaper is main income of Deshabhimani. The
amount is received as cash or DD. The incomes are monthly subscription deposit
etc.
2. Income from advertisement
i. Advertisement is the main income of whole newspaper.

Deshabhimani has large amount the space marketing from daily
magazines, Thathamma etc.
ii. 3.Other income
iii. Company some income through the sales of waste and old stock and
also sale of used aluminum sheet is another source of income.
Wastage
 Print waste
 Tear waste
 Wrapper
 Core
1. Debt fund
It include deposit and overdraft from bank
5.3.4 BOOKS MAINTAINED
A. GENERAL
 Cashbook
 General ledger
 Journal
 Bank statement
36
B. PAPER, PRINTING DELIVERY SECTION
 Print order
 M/C room returns
 News print consumption registers
 Wastage records
C. RECORDS RELATING TO SUBSCRIBERS
 Agents bill
 Agents supply register
 Agents returns register
 Credit note register
 Agent ledger
D. RECORDS RELATING TO SUBSCRIBERS
 Subscribers register
 Dispatch records
E. CASH SALES
 Cash sales records
37
5.3.5 TREATMENT OF FUNDS
EXPENSES:
o OFFICE EXPENSES (office overheads)
Office overheads includes salaries, wages, electricity charges, telephone

charges, stationery, and maintenance of office equipment etc.
o FACTORY EXPENSES
Factory overheads include maintenance of machinery, electricity charges,

miscellaneous equipment charges etc.
o SALES AND DISTRIBUTION EXPENSES
Sales and distribution overheads includes packing expenses, transportation

expenses, commission of agents etc.
5.3.6 FUNCTIONS OF FINANCE DEPARTMENT IN DESHABHIMANI
 Preparation of profit and loss account and balance sheet

 Preparation of payroll
 Calculating labor cost and overhead of an operation and product
 Monitoring the attendance record of the employee for calculation of bonus
and allowance
 Preparation of cash flow statement to show the actual cash receipts and
payment of Deshabhimani
38
FINANCE DEPARTMENT
FINANCE MANAGER
ASST. MANAGER
HEAD ACCOUNTANT
SENIOR ACCOUNTANT
ACCOUNTANT
CASHIER
ACCOUNTANT
FIGURE 5.4
39
5.4 MARKETING DEPARTMENT
Deshabhimani has an attractive marketing department with two sections such as

advertisement section as well as the circulation section. Here marketing is nothing but the
process of canvassing and campaigning. Marketing executives have to do certain fieldwork
of canvass people or public to make aware about Deshabhimani. This is the major objective
of the marketing department.
5.4.1 MARKETING BOUNDARIES
Deshabhimani is one of the leading newspaper in Kerala. This overall performance of the
daily is entrusted from Calicut. At present there are six branches in Kerala. These all
branches are to cover almost all parts of Kerala.
5.4.2 ADVERTISEMENT SECTION
Deshabhimani generates its 70% of income from advertisement. This section is headed by
the Advertisement Manager. Every year the company makes changes in their
advertisement rates. The rate of advertisement of the different publications varies and
these rates are fixed by the advertisement manager.
The advertisement unit receives the advertisements. Then they make arrangements
for the publication of the advertisements. Lastly they prepare bill for the
advertisements.
40
5.4.2.1TYPES OF ADVERTISEMENT IN DESHABHIMANI
There are two types of advertisements placed in Deshabhimani. They are as

follows:
 Classified advertisements
 Display advertisement
1. Classified Advertisements
Classified advertisements will be shown in one or two sentences. Deshabhimani

classifieds include real estate, career, matrimonial, education, health etc.
2.Display Advertisements
Display advertisements are shown within a box on any page of the newspaper. This type
of advertisement is usually given in two or more lines or quarter page or full page.
5.4.2.2 THE MODES OF ADVERTISEMENT
o Through agents
o Accredit agents
o Area reporter
o Bureaus etc.
41
5.4.2.3ADVERTISEMENT RATES
Effective from 5th April 2016 (rates per sq. cm)
TABLE 5.4 ADVERTISEMENT RATES
EDITIONS Inner Page Front Page Back Page
B/W Color B/W Color B/W Color
Kannur 160 320 320 480 200 400
Calicut 160 320 320 480 200 400
Malappuram 135 270 270 400 165 330
Thrissur 160 320 320 480 200 400
Kochi 160 320 320 480 200 400
Kottayam 150 300 300 450 180 360
Trivandrum 160 320 320 480 200 400
All Kerala 850 1700 1700 1100 1100 2200
42
5.4.2.4 CLASSIFIED RATES
TABLE 5.5 SHOWING CLASSIFIED RATES
EDITIONS DISPLAY PER WORD

Kannur 60 30
Calicut 60 30
Malappuram 60 30
Thrissur 60 30
Kochi 60 30
Kottayam 60 30
Trivandrum 60 30
43
TABLE 5.6 SHOWING MECHANICAL DATA
MECHANICAL DATA
Sizes/ Measurements
Print Area : 50*33cm
Column height : 50cm
No: of columns on a page : 8
TABLE 5.7 SHOWING COLUMN WIDTH
Column Width
1 col. 3.9 cm
2 col. 8.0 cm
3 col. 12.2 cm
4 col. 16.3 cm
5 col. 20.5 cm
6 col. 24.6 cm
7 col. 28.8 cm
8 col. 33.0 cm
44
5.4.3CIRCULATION SECTION
The main purpose of circulation unit is to expand. It means trying to work to get readers
and keep up the standard and stability of the newspaper. Moreover that, the unit looks after
the regular distribution of the paper, it must be very punctual.
The section is mainly concerned with the circulation of the newspaper, collecting
money from the subscribers, and appointment of agents. Increasing the circulation is by
providing insurance to the subscribers, conducting seminars, meetings etc. The area of
circulation concentrates around various districts like Kottayam, Idukki etc.
The circulation department in Deshabhimani is headed by the circulation manager.

The assistant manager of this department has to deal with the sale of newspapers by post,
plane or by foreign airmail to the postal subscribers within and outside the country.
DeshabhimaniKottayam edition started with a circulation of 30000 copies. Now it circulate
60000 copies and above copies in usual days and around 100000 copies in the special days.
The unit is anticipating an increase in subscription in the coming years. The management of
the unit is constituted by dedicated and experienced staff.
5.4.3.1 PRICE CIRCULATION
The normal working days of newspaper is 357 days including 52 Sunday’s
Price can be calculated as follows:
Sunday’s 52*6.50-358
Monday-Saturday: 305-1830
So, 338+1830-Rs.2168 per year
Per month price: Rs.2168/12(month) Rs.180.6
45
MARKETING DEPARTMENT
ADVERTISEMENT SECTION CIRCULATION SECTION
MARKETING MANAGER
ADVT. MANAGER CIRCULATION
ASST. MARKETING SECTION HEAD
SECTION HEAD SENIOR CLERK
SENIOR CLERK CLERK
CLERK FIELD OFFICER
MARKETING EXECUTIVES
FIGURE 5.5
46
5.5 PRODUCTION DEPARTMENT
5.5.1PRINTING SECTION
MATERIAL REQUIRED FOR PRINTING
 News print
 Printing ink
 Aluminum plate
 Chemicals
 Machinery
 Blanket
1. NEWS PRINT
Deshabhimani news print from Hindu Newsprint Ltd. Servalakshmi Newsprint

Ltd and Mysore Newsprint Ltd. Newsprint are of big roll. It should be round in
shape. Each of them are nearly or more than 400 kg of weights. These rolls are
connected to the machine directly. Then it should be resolved to other part of the
machinery.
2. PRINTING INK
Black, yellow, cyan, and magenta are the four colors used for printing of
newspapers.
47
Black cost forty rupees per kg. Yellow, cyan and magenta cost two hundred and fifty
rupees per kg. The daily consumption of ink is on average follows.
Black : 6kg
Yellow : 6kg
Magenta : 4kg
Cyan : 4kg
By moving up these entire four colors in different ratios we will get almost all colors. The average
cost of the ink per day is seven for one newspaper composing of 12 pages. The total cost of ink per
day is around Rs. 2800
3. ALUMINIUM PLATE
Printing is done using type 3 of Aluminum. They are:
 Long run- able to print more than 1 lakh copies.

 Medium run- able to print 50000-60000 copies.
 Short run- able to print 10000-15000 copies.
3. CHEMICALS
There are certain chemicals that once used for printing. They are:
 Found
 Plate
 Image remover
48
4. PLATE CLEANER
This chemical is used to clean the plate. By using the chemical the
plate should be washed and cleaned neatly. After the process of plate cleaning, the edge
of the plate should be cut. This is should be done by a small machine with two livers.
Image Remover: This is used for removing error or black images imposed
on the pre sensitive plate.
5. MACHINERY
There are 5 machineries, which do the printing works. The machinery consists of one
color printing machine, then black and white printing machine and centralized folding
machine. Once the plate work is over, it is being fixed to the printing machine. The
plate is being attached to the roll in the printing machine. After this process, the paper
is inserted on the color- printing machine, which passes through the corresponding
machine.
Initially colored matters printed and followed by the black and white printing. Finally it
passes through the folding machine. The centralized folding machine does the counting
and cutting of papers itself. There will be fifty copies in each box. The counted copy
will be carried to the dispatch section for dispatching.
5.5.2 DISPATCH SECTION
This department entrusted with the work of dispatching. There are ten staffs to take
up this work. The superintendent who is the head supervisor the subordinates is dispatching
the newspaper.
49
Once the printing is over, the newspapers are sent to the dispatch section. The circulation
department sends a circulation slip indicating the number of copies to be sent to each agent.
Through the dispatch the messages are conveyed. The packing starts at 12 o’ clock. The
copies are first send to Idukki area then to Pathanamthitta and at last to Kottayam area. The
process of packing and dispatching will be over by 4 o’ clock morning. All the work should
at night itself.
5.6 EDITORIAL DEPARTMENT
The editorial department is responsible for pretty much everything that appears in the
publication that isn’t advertising. Its main goal is to report the news accurately and in
reader friendly way. This department determines what to present and what to avoid.
Editorial section is the life blood of the newspaper
There are many staffs under this department. The head is the News Editor; assisted
by the Chief Sub Editor and Senior Sub Editor. There are various Sub editors also. There
are various sub sections namely; DTP section, proof reading section to do the follow up
work from the Editorial Department.
5.6.1 NEWS EDITOR
He being the head of this department gives general idea about the news that is to be
printed. He will decide which news is to be given more important especially regarding
headlines, paging the important news etc.
50
5.6.2 CHIEF SUB EDITOR
He implements the work given by the news editor.
5.6.3 SENIOR SUB EDITOR
The senior sub editor helps the chief sub editor to make his work easier.
5.6.4 SUB EDITORS
The sub editors will edit the news given by the bureaus. The seven sub editors will
decide the work among themselves.
5.6.5 BUREAU
The bureau is under the control of editorial department. Reporting is done through
the bureaus. The materials possessing are known as reporting.
There are six bureaus for Pathanamthitta and one each for Kottayam, Idukki and
Alappuzha. Two or three staffs assist each bureau. From bureaus the news are transferred
to the unit bureau that is to the Kottayam bureau. The bureau collects the news from the
collection box. So prior intimation of the delivery is will be given by bureau to those
collecting agents. Once the news reaches the editorial department, it is edited for the desk
work.
5.6.6 DTP SECTION
DTP manager is the head of the DTP section. Pre-press activities are undertaken in
this section. In the case of dailies and magazines, the editing and pagination is done in the
DTP sectio
51
5.6.7 The functions performed in the DTP section are as follows:
 Firstly, the advertisement layout is setup with the requirements of advertisement

coordinator by the operator.
 The remaining space on the newspaper is devoted for news.
 The data supplied from the desk is scanned and entered into the computers by the
operators.
 Advertisement in the PDF format from the agencies and the photographers entered
into computers through scanners.
5.6. Activities of DTP Section
The main activities carried out in the DTP section are:

 Composing
 Proof section
 Page layout
 Laser print/ film
 Film pasting
 Plate making
5.6.9 RESPONSIBILITY OF KEY PERSONNEL
 To publish current news

 To find the news of various part of the world
 To find out local interesting stories
52
CHAPTER-6
SWOT ANALYSIS AND PORTER’S FIVE FORCE
ANALYSIS
53
CHAPTER-6
6.1SWOT ANALYSIS
A SWOT analysis is a structured planning method used to evaluate the

strengths,weakness,opportunities and threats involved in a project or in a business
venture. A SWOT analysis can be carried out for a product ,place, industry or
person .It involves specifying the objectives of the business venture or project and
identifying specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to
achieve that objectives .Some authors credit SWOT to Albert Humphrey ,who led a
convention at the Stanford Research Institution in the 1970’s using data from
,fortune 500 companies.However,Humphrey himself does not claim the creation of
SWOT ,and the origins remains obscure.The degree to which the internal
environment of the firm matches with the external environment is expressed by the
concept of strategic fit.
1.Strengths : Characteristics of the business or project that gives it an advantage

over others.
2.Weakness : Characteristics that place the business or project at a disadvantage

relative to others.
3.Opportunities : Elements that the project could exploit to its advantage.
4.Threats : Elements in the environment that could cause trouble for the business
of the project.
54
STRENGTHS
 Deshabhimani is the 3rd largest Malayalam daily newspaper with an average issue
readership of 21.05 lakh.
 Deshabhimani is owned by Kerala State Committee of the communist party of India
(MARXIST). This political background helps the management to manage the
company in an effective manner.
 The highly talented employees are the assets of the company.
 Deshabhimani has highly confident and committed team which manages the
organization.
 The political background of the firms helps to attract talented and experienced
people to fill the positions.
 Good employer-employee relationship existing in the company is the high strength
of the organization.
 Employees here enjoy freedom and due to this they are more dedicated towards the
organization.
 The firm has an experience of 70 years in the industry. A firm gains experience
through accumulation of knowledge and development of skill from direct
participation and observation in the economic events and activities for years. These
experiences help in handling crisis situation and increases quick decision making.
 Deshabhimani has a readership of more than 5, 00,000
 Deshabhimani was the one who introduced the offset printing at the first time in
Kerala.
 Deshabhimani has 9 editions. They are: Kozhikode, Kochi, Thiruvananthapuram,
Kannur, Kottayam, Trichur, Malappuram, Bangalore, and Saudi Arabia.
 It is the number one daily in per copy readership.
 Deshabhimani has evolved as a seeker of truth, of raw, undiluted, undoctor red
truth.
 It brings news as it is to the people.

 The company focuses solely its business with the highest ethical standards.
 The company treats the community with honesty, dignity, fairness and respect.
 The company keeps its promises.
55
 The company includes consumer expectation through continues improvement in

service, quality, reliability, accuracy and the time compression.
 The diversity involvement of the employees is the foundation of the company’s
strength.
 The company provides and supports to achieve excellence in customer satisfaction.
WEAKNESSES
 The operational capacity is the total production capacity of a unit under normal
working conditions. In this unit most of the machines are outdated so it is very
difficult to adjust with the demand changes.
 The company is not updating the latest technologies. This also cause problem in
competition with others. They can’t with stand with others who come with latest
technologies.
 They use law quality materials when compared to other leading dailies in Kerala.
 The income from newspaper is very low, this is because it is considered as party
newspaper.
 In Deshabhimani, they use newsprint of low density so that they can print more
paper. But the quality will be low when they use low density paper.
 There is a concept among the general public that Deshabhimani is a party
newspaper, so some people hesitate to read it.
 Increased production cost as a result of high price of raw materials, printing costs
etc...
 There is no mechanism for the company to know about the customer’s complaints
and suggestions.
 Advertisement of the company is very less as compared to that of the competitors.
OPPORTUNITIES
 The firm can when its customer base by tapping the overseas market in a better
way. The strategy to be followed in case of the foreign market would have to be
developed after a detailed study of the market.
56
 This is an area of technologies. Every day new technologies are coming. So by

introducing new technologies, Deshabhimani can improve the business.
 Innovative marketing techniques can be adopted.
 Today’s market are youth centric. However, the Kerala newspaper industry is yet to
tap this market successfully. Deshabhimani can capitalize on this gap in the market
by coming out with innovative products focusing on youth.
 Conducting contexts during sports/festival season and announcing fabulous gifts
can increase the circulation of newspaper.
 Agents themselves can use some sales promotion techniques to increase sales.
THREATS
 The main threats that the company is facing is from competitors. The newspaper
industry in Kerala is very big. So the competitors who are professional make the
survival of the company difficult.
 Other Medias like television, internet, etc. are major threats to newspaper.
 Deshabhimani has a lower market share due to its political background.
 Due to the speed and options available among the electronic media, people give
more preference to them than newspapers. This is a major threat to newspapers.
 Uncontrolled increase in the price of raw materials is a threat to newspaper
industry.
 Power failures are the obstacles for the timely production.
57
4.2 PORTER’S FIVE FORCE ANALYSIS
The model of pure competition implies that risk-adjusted rate of returns should be constant
across firms and industries. However, numerous economic studies have affirmed that
different industries can sustain different levels of profitability; part of this difference is
explained by industry structure. Michael Porter provided a framework that models an
industry as being influenced by five forces. The strategic business manager seeking to
develop an edge over rival firm can use this model to better understand the industry context
in which firm operates. According to Michael Porter the nature and degree of competition
in an industry depends on the five forces. The points of force are represented as follows:-
Figure 6.6 Porter’s Five Force Analysis
58
THREAT OF NEW ENTRANTS
 Threats of entry posed by new or potential competitors are high.

 Online, hyper-local news providers are increasing.
 No barrier for new entrants.
 Initial capital investment is less.
 Lot of funding option for further expansion.
BARGAINING POWER OF CUSTOMERS
 Bargaining power of customers is high.

 Individual readers can choose to read online content for free at most newspapers
instead of paying Rs. 6.50-7.00 for a newspaper.
 High in media sector as consumers can choose to obtain news from various sources
like news channels, internet etc.

THREAT OF SUBSTITUES
 Most markets have multiple new sources.

 Many people are content to seek news from TV, online newspapers etc.
 No switching cost for the buyer.
 High in media sector because of increasing internet penetration and smart phone
usage; hence staying updated with news from internet offers convenience.
59
BARGAINING POWER OF SUPPLIERS
 Fairly low.
 Moderate in media sector, especially for print media as cost of paper is pretty much
fixed.
RIVALRY AMONG COMPETITORS
 Degree of rivalry among existing firms are high.

 Low density of large-scale competitors for the exact same product.
 Little or no foreign competition.
 Competitors use latest technology as compared to Deshabhimani.
60
CHAPTER-7
FINDINGS, SUGGESTIONS, CONCLUSION
61
CHAPTER-7
FINDINGS
7.1 FINDINGS
1) Most of the respondents are opined that they are getting adequate compensation
package.
2) Respondent are satisfied with the provident fund allowances provided by the
company.
3) Around one third of the employees getting HRA.
4) About half portion of the employees are satisfied with the medical allowances
provided by the company.
5) Very few of the employees are not satisfied with the bonus and incentives facilities
provided by the company and they opined that it needs improvement.
6) Retirement benefits for the employees are so good in the organization.
7) The employees are highly satisfied with the children education allowances.
8) It is observed that due to the increase in the price of raw materials,printing costs etc
the company has to face high increase in the production costs.
9) It is observed that other Media like television,internet etc are major threats to
newspaper.
62
7.2 SUGGESTIONS
1) The company should revise their bonus and incentives schemes prevailing in the
current situation.
2) The company should try to provide more attractive compensation benefits to the
employees.
3) Give more medical facilities to the dis-satisfied workers.
4) The communication and cooperation should be more effective.
5) The company should try to give more attention on retirement benefit..
6) Try to introduce promotional opportunities to the employees.
7) Company can adopt most suitable job security for the employees.
8) Produce high quality product with the minimum cost.
9) Using high quality products encouraging the peoples to read newspaper.
63
7.3 CONCLUSION
The study was introduced to get a drop of knowledge about the employee
remuneration in Deshabhimani Kottayam and the satisfaction level of the employees with
that package.It is a great fortune to get a chance to do project at Deshabhimani,one of the
leading firm in the field of news media.
Deshabhimani is the third leading daily in Kerala. It has completed its 74 years
of the glorious service facing each odd gracefully .I t has reached the test of the peak of
achievements.As the name suggest , it is better regarded as Deshabhimani that means
“something that the nation has proud of” .Unity and harmony is what binds it in a single
solid from ‘welfare’ and ‘concern’ form another part of its success .
The SWOT analysis proved that Deshabhimani could easily overcome the threat
with its strengths .In short, Deshabhimani has truly become a pioneer in the newspaper
industry.
Above all ,I felt really overwhelmed to do my project in such a wonderful

organization ,even though its only for a month it was really a great experience in my
educational life.
64
BIBLIOGRAPHY
1. Griffin, Ricky. Principles of Management.
2. Kotler, Philip. ; Kevin Lane Keller (2006). Marketing Management, 12th ed. Pearson
Prentice Hall. ISBN 0-13-145757-8
3. Weston, Fred and Brigham, Eugene (1972), Managerial Finance, Dryden Press,
Hinsdale Illinois, 1972
65

Organizational Study AT Desabhimani Kottayam: Seeja Mathai

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ORGANIZATIONAL STUDY

MASTER OF BUSINESS ADMINISTRATION

Mr.M.C.MOHANKUMAR Mrs. Tintu Joseph

Company Guide Faculty Guide

DEPARTMENT OF MANAGEMENT STUDIES

Prof. Tintu Joseph Prof. Ligo Koshy

Rev. Fr. PradeepVazhatharamalayil Signature of the External Examiner

I hereby declare that this report titled “Organizational Study at “Desabhimani,Kottayam”

Place: Thiruvalla SEEJA MATHAI

I express my thanks to the management of theDeshabhimani, Kottayam unit who provided

I express my sincere thanks to Rev. Fr, PradeepVazhathiramalail, Principal, MACFAST

CHAPTER 1. INTRODUCTION Page No.

1.2. Scope of the Study 3

1.3. Objectives of the Study 3

1.5. Limitations of the Study 4

CHAPTER 2. INDUSTRY PROFIL

3.2 Objective of the study 16

3.4 History and philosophy 16

3.5 Organizational structure 19

CHAPTER 4. PRODUCT PROFILE

4.2 Product lines 22

5.2 Human resource department 27

5.4 Marketing department 40

5.5 Production department 47

5.6 Editorial department 50

6.2 Porters Five Force Analysis 57

CHAPTER 7.FINDINGS, SUGGESTIONS AND CONCLUSION

Table no: Title Page no:

Table 3.1 Editions of deshabhimani in kerala 18

Table 5.1 Evaluation of employee performance 29

Table 5.2 Trend of sale in deshabhimani 33

Table 5.3 Trend of profit in deshabhimani 34

Table 5.4 Advertisement rates 42

Table 5.5 Classified rates 43

Table 5.6 Mechanical data 44

Table 5.7 Column width 44

Figure no: Title Page no:

Figure 3.1 Organisation structure 20

Figure 5.1 H R Department 31

Figure 5.2 Trend of sale in deshabhimani 33

Figure 5.3 Trend of profit in deshabhimani 34

Figure 5.4 Finance department 39

Figure 5.5 marketing 46

Figure 6.1 Porters five force analysis 57

This study is the examination of how individuals construct organisationalstructures

1.2 SCOPE OF THE STUDY

1.3 OBJECTIVES OF THE STUDY

 To identify overall organizational structure of Deshabhimani,Kottayam and its related

1.4 RESEARCH METHODOLOGY

1.4 LIMITATIONS OF THE STUDY

 Hindrance of collecting data due to the busy scheduling of the personnel.

A newspaper is a periodical publication containing news,other informative articles

The newspaper industry is comprised of a diverse group of media companies.This

Newspaper has struggled.Broadsheets used to be the foremost source

2.1.1A CHANGING LANDSCAPE OF NEWSPAPER

To disseminate information,in greater numbers,newspapers have turned from

2.2 WORLD SCENARIO OF NEWSPAPER

An American Dramatist ARTHUR MILLER says “A good newspaper is nation

2.2.1 HISTORY OF PRINT MEDIA OF NEWSPAPER

The Roman Empire published ActaDiurna (“Daily acts”) or government announcement

2.2.2 EARLY PUBLICATIONS OF NEWSPAPER

2.3 INDIAN SCENARIO OF NEWSPAPER