How Ramoji Rao Put Eenadu Ahead In Competition?

Eenadu Newspaper has left an indelible mark on the Telugu people for the last five decades. On August 10th, 1974, the first edition of the Paper was released, and today marks the Golden Jubilee Celebration of Eenadu.

Ramoji Rao came up with smart ideas to put Eenadu ahead in the competition.

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Firstly, most Newspapers then used to be published in Vijayawada. The papers used to be transported to other places and by that time, it used to be Afternoon.

Sensing an opportunity there, Eenadu started its Printing Press in Vishakapatnam, and the papers used to be distributed in the morning itself.

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Initially, the Newspaper used to be delivered for free.

Early morning delivery and free paper is a deadly combination and helped to inculcate the ‘Newspaper reading’ habit in the people and there is no looking back to Eenadu.

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Back then, Newspapers used to use a particular font which used to be very difficult to read. Ramoji Rao got a new font designed especially for Eenadu. That only indicates how seriously he took his readers.

Also, he detested the difficult language used in the Newspapers in those days and only used the regular language used by the Public.

Besides serious News, Eenadu also carried columns on farmers’ problems, science topics, and even daily serials. As a result, people used to talk about these topics wherever they met which gave immense mouth publicity.

Ramoji Rao also ensured that ‘Eenadu’ is seen everywhere. He targeted the things the common man uses daily to get it done. He used to get walls, buses, and even matchboxes painted with Eenadu.

Very soon, people used to take it as Prestige to say ‘మా ఇంటికి ఈనాడు వస్తుంది’. Back then, people used to take it and flaunt it as their great habit.

And then, Eenadu circulation increased to Lakhs, and from there, there is no looking back.

From there, Ramoji Rao grew to the level of making and breaking Governments.

Eenadu was also the first Newspaper to start Districts Tabloids. It was the first time a Newspaper gave importance to hyper-local news, the news that concerns the people at the grassroots.

Ramoji Rao ran Specials like Annadata Magazine and Vipula Magazines for the benefit of farmers and the progress of language even though they ran in losses for many years.