Eenadu, which translates to 'Today' or 'This Land' in Telugu, is the largest circulated Telugu-language daily newspaper in India. Founded by Ramoji Rao in 1974, it has become a staple in the states of Andhra Pradesh and Telangana.
Early Days and Expansion
Launched from Visakhapatnam on 10 August 1974, Eenadu initially struggled to gain traction, selling only 3,000 copies a week. However, under the leadership of Ramoji Rao, who had previously succeeded with ventures like Priya Pickles and Margadarsi Chitfunds, the newspaper began to expand its reach. By leveraging a new set of directors and a strategic approach, Eenadu managed to increase its circulation significantly.
A pivotal moment in Eenadu's growth came during the electoral campaign of N.T. Rama Rao, the founder of the Telugu Desam Party (TDP). Eenadu's extensive coverage and support of Rama Rao's campaign led to a massive increase in subscriptions, boosting the newspaper's circulation from 230,000 to 350,000 copies within six months. This period marked the beginning of Eenadu's rise to becoming one of the state's most popular newspapers.
District Dailies and Local Content
Eenadu introduced 'district dailies' or tabloid editions to cater to local news in various district towns such as Rajamahendravaram, Karimnagar, Guntur, and Adilabad. This strategy, based on market research, aimed to generate new readers and boost advertising revenue by providing heavy local content. Each publication center required a significant number of engineers to operate the printing presses, and the newspaper hired 'stringers' who worked on a commission basis to coordinate reporting with editors.
This approach allowed Eenadu to negate the need for separate local dailies, making it a comprehensive source of news for both urban and rural areas. The newspaper also recruited salespersons to convince local businesses to purchase ad spots, further increasing its revenue.
Diversification and Current Status
Beyond its success in the newspaper industry, the Ramoji Group, under which Eenadu operates, has diversified into various sectors including finance, chit funds (e.g., Margadarsi chits), foods (Priya Foods), film production (Ushakiran Movies), film distribution (Mayuri Films), and television (ETV).
As of the second half of 2022, Eenadu had a circulation of 1,223,862, ranking it seventh among daily newspapers in India. Despite a decline in circulation during the COVID-19 pandemic, Eenadu remains one of the most widely read Indian-language dailies.
Digital Presence
In addition to its print edition, Eenadu has a robust digital presence through its official app, available on both Google Play and the App Store. The app offers 24/7 access to the latest news from Andhra Pradesh, Telangana, and Hyderabad, along with breaking news updates by the minute and personalized district-specific news. Users can also check their daily horoscope, share articles via social media, and access the e-paper feature.
The app has seen several updates, including bug fixes and performance improvements, although some users have reported issues with frequent update notifications and excessive ads. The developer, Ushodaya Enterprises Private Limited, has been working to address these concerns based on user feedback.
For more detailed information on Eenadu and its history, you can visit the Eenadu Wikipedia page.
