1

CHAPTER 1

INTRODUCTION
 2

Type of company:
Daily Newspaper
Reference to internship acceptance communication
26 June 2019
Period of internship
45 days
1.1 Objectives of the Internship
 To work as an intern and to get familiarized in the Marketing Functions
of the circulation and advertisement Department of the organization.
 To get an idea about the structure of the organization.
 To study how the organization motivates its employees.
 To study the promotional tools used by the industry.
 3

1.2 INDUSTRY ANALYSIS

INTRODUCTION
Newspapers are the mostly accepted media of transmitting information to the
people .They are the cheapest and informative means that carry an important
role in the development of a country. The fastly growing information
technology has greatly helped the newspapers in improving their quality and
receiving and transmitting the news quickly to the reader's world. Today, the
world had shrinked to the fingertips of human beings. By a `click' we can see,
control and participate in the activities happening around the world. Johannas
Guttenberg used a press to print and the significance being the mass
production of print products, ushering in an era of newspapers, magazines and
books.
The first newspaper in India on modern lines appeared in Calcutta on
27th January, 1780. This was the Bengal Gazette, published in English by an
Englishman, J.A.Hickey. Hickey's Gazette as it was popularly called was a
political and commercial weekly and he says that "opens to all parties but
influenced by none." By 1500, the genesis of a pestle system can be seen in.
France, while book publishing becomes popular through out Europe and the
first paper mill can be found in England. Zeitung (newspaper) is a news report
published in Germany in 1502.

Newspapers are closely related with the society. They carry the news and
present it before the society in an understanding and attractive style. The
contents of this important media are very easier to read and understand for a
layman. Once read, the reader will become an addict for that newspaper. It
may be because of this reason that the newspapers are becoming an important
part of the routine of the society.
Madhyamam is the most spectacularly grown newspaper in kerala
after independence. It has seventeen years excellence performance of
industry. Now it is one of the largest dailies in terms of circulatation and
advertisement. Madhyamam flourished in to five editions and ensured its
reach throughout Kerala. It is the largest circulated Malayalam newspaper in
 4

the Gulf. This has been achieved by quality, truth and credibility.
Madhyamam, run by a charitable trust, is not linked to any other interest group
or business house Madhyamam sticks to a strict code of ethics. Madhyamam
has established beyond doubt that value based journalism will attract people
support.

Table 1.1: WORLD NEWSPAPER

Newspaper Country
Yomiuri Shimbun Japan
Maini chi Shimbun Japan
Asahi Shimbun Japan
Nihon Keizai Shimbun Japan
Chunichi Shimbun Japan
Sichnan Ribao China
Gangmen Ribao China
Argumenty Y Fakty Russia
Bild Zeitung Germany
The Sun UK

NEWSPAPER INDUSTRY IN INDIA

The Indian daily press started off on its dynamic growth phase in the 1920s,
though by then many newspapers that came to field significant influence on
the social and political realms in the late colonial period had begun their
publication. This acceleration in growth can be explained in terms of the
general political awakening and heightened political activism as well as the
emergence of in-whatever stunted fashion- an indigenous capitalist class, who
had accumulated considerable wealth through the collaboration with the
foreign capital and the colonial government. This period also witnessed a
relatively more liberal approach from the British government towards the
indigenous press.

Newspapers and news paper advertising has been the most important tool in
 5

shaping the growth and development of any society in the modern world.
More than anything, they have been very instrumental in bridging the
communication gap between people that contributes to the air of awareness
in a society. The newspaper industry in every country stands out as an
influential body contributing to the development of the modern society by
acting as one of the most potential platform for exchange of thoughts and
opinions. Moreover, by covering a wide range of topics that are relevant to
the daily lives of the people in a society, it promulgates the identity of the
society, and acts as the dispenser of public opinions. One of the most crucial
tasks of the newspaper industry is its contribution towards the economic and
industrial development of a country through its assimilation of the people's
voice.
The Indian newspaper industry has passed various stages of evolution to
reach the status that it enjoys today — that of a leading press arena in the
world. There are hundreds of newspapers that reach out to the people of this
vast country in enormous numbers every morning. A typical Indian daily
newspaper is the staple diet for a typical Indian, bringing him/her news from
all over the globe. Since daily newspapers succeed in attracting more
readerships, an Indian daily newspaper is the order of the morning for eager
news hungry readers across the country. The growth in the circulation of
newspapers in the country results in the overall economic prosperity of the
country, evaluating it to higher levels. An Indian daily newspaper strikingly
places a significant role in the structural shaping of the country's economical
development. In fact, the newspaper industry of any country for that mater
spreads knowledge and awareness amongst the people by propagating itself
as medium for a wide area of topics such as politics, sports, social issues,
medicine, entertainment, advertising marketing and so on.
 6

Table 1.2
TOP INDIAN DAILY NEWS PAPERS

Newspaper Language

Times of India English

AJ Hindi

Dainik Jagran Hindi

Punjab Kesari Hindi

Enadu Telugu

The Hindu English

Ananda Bazar Pathrika Bengali

Sandesh Gujarati

Dainik Bhasker Hindi

Daily Thunthi Tamil

Daily Sakal Marathi

Rajastan Pathrika Hindi

Navabharath Times Hindi

 7

CHAPTER 2

ORGANIZATIONAL ANALYSIS
 8

2.1 MADHYAMAM DAILY

Newspaper industry commonly known as the press is described as a

Guardian Angel of Democracy. It includes newspaper and different types of
periodicals. Their publications are issued at daily, weekly and yearly. It
provides news, views, opinions, interpretations, comments and explanations
regarding social, economic, political, cultural, moral, ecological,
meteorological and wide variety of walks of fast changing life.

HISTORY OF MADHYAMAM DAILY

Madhyamam daily began its journey in 1987 at silver hills near Calicut; It
was inaugurated by Kuldip nayar, veteran Indian journalist. Vaikom
Muhammed Basheer, the doyen of modem Malayalam literature, saw it in the
birth of a silver star. A prophecy that lent substance to the evolution of the
paper. The paper was led in its infancy by luminaries like K C Abdullah, P K
Balakrishnan and KA Kodungallur.
Madhyamam daily in Calicut is located at Silver Hills Calicut 12, that is
approximately six kilometers far from Kozhikode city.

LANDMARKS OF MADHYAMAM
 1987-Starting of Madhyamam daily newspaper from Calicut
 1993-Madhyamam Cochin edition started
 1996-Thiruvananthapuram edition started
 1998-Madhyamam weekly published
 1998-Kannur edition started
 1999-Gulf Madhyamam started at Bahrain
 2002-Bangalore edition started
 2002-Malappuram edition started
 2003-Gulf Madhyamam started at Dubai
 2003-Madhyamam online editions started
 2003-Mangalore editions started
 2004-Gulf Madhyamam started at Qatar
 9

 2005-Kotayam editions started

 2006- Gulf Madhyamam started at Kuwait
 2007- Gulf Madhyamam started at Saudi Arabia
 2009-Trissur Edition Started

IDEAL PUBLICATION TRUST

Ideal Publication Trust which aims at providing non-partisan and value
based journalistic service beyond considerations of profit and the demeaning
compulsion of the market. Its policy emphasizes the need for the media to rise
above sectarianism and market driven. The opinion of the paper was a land
mark in madhyamam joumalism.Madhyamam set new trends in news contest
advertisements, visuals and social commitment.
The Ideal Publication Trust was registered in September 1985.This
title madhyamam daily was gifted by its than.owner S M Jiffri of
Tellichery.He had been issuing a magazine named Madhyamam. The trust
then got down to enlisting a professional team. The search for a chief editor
ended when Vaikom Muhammed Basheer recommended P K Balakrishnan
and the latter agreed noted writer and social critic KA Kodungallor agreed to
look after the weakened magazine innovatively named 'varadhya
madhyamam daily'.
On june1l, 1987 the paper rolled out of the printing press to begin its
trust with the readers. The inaugural function was done by the famous Indian
to communist MR Kuldip Nayar.
The seed for Madhyamam Daily was sown in a youth meeting at Silver
Hills Calicut. The idea came up again after a year at a meeting presided over
by KC Abdullah Moulavi a small known scholar and leader of a socio-cultural
movement in kerala , a core committee was set up.
Professor KA Siddique Hassan was entrusted with a feasibility study.
The study brought to surface the enormity of the task. It projected a cost of
Rs.One Crore and envisaged possible losses for initial five years. KC
Abdullah Moulavi who started out to collect funds after abandoning the idea
of forming a company and raising share capital. While growing in to member
of editors in record time, it has also kept with in the limit of journalistic
discipline both in editorial content and advertisements. The society certainly
 10

needs a paper that will as Madhyamam Daily has endeavoured to do stand up

to the evils in the society even at the cost of crones of rupees in advertisements
revenue. In a highly competitive environment Madhyamam Daily has dared
to reject every month's advertisements worth lack of rupees, because they
don't seek to promote fraudulent financial policies or present women in
dignified ways, or publicize evils like alcoholic drinks, cigarettes, money
chains, gambling and speculation, unserious blade companies, goat form
frauds and the like. This is possible on the one hand because Madhyamam
Daily is run by a Trust that need not make a profit, but also because of the
support it has received from the reading public. People are ready to back a
venture like Madhyamam because they feel it is necessary.
Madhyamam Daily believes that journalism like any other human
endeavour must distinguish between right and wrong, voices and hold a loft
the model of God Willing, it will continue to trend the same path. We would
ask you to pray for Madhyamam Daily and to offer us valuable suggestions.
It has proved a turning point in Malayalam journalism

2.2 MISSION AND VISION

Madhyamam, the daily, which reflects the value based journalism,
comes to the readers with its own mission. Madhyamam will oppose the trend
to titillate the readers and sensationalize news. It will encourage cinema and
other art forms that promote morality and values, and will oppose those who
debase human life. It will oppose commercialism of education and uphold the
constitutional protection given to the minorities in this regard. Every lawful
attempt of the working class and civil servants to secure their due rights will
be supported.
It will encourage ideological struggles both capitalism and
communism. It will stand for regionally balanced economic development and
the right of all sections to equal opportunity. It will encourage small, rural and
artisan industries favour nationalization of core industries in the national
interest. Madhyamam has stood for truth honesty and fearlessness, qualities
that had begun to fade out from newspapers in Kerala. It fulfilled its promise
to become a 'media break through it dedicated it self to stand by its readers.
Its inaugural editorial had said "madhyamam is now being placed in your
 11

hands. There are many dailies in Malayalam, madhyamam is joining the

fray".

A JOURNEY FORWARD
The growth of Madhyamam in quantitative terms and in qualitative terms
has been impressive. A mere two decades, it has grown in to nine editions-at
Kochi Thiruvananthapuram, Kannur, Malappuram, Kottayam, Trichur,
Bangalore besides Kozhikode and six overseas editions for Gulf
Madhyamam, at Bahrain, Dubai, Qatar, Kuwait , Jeddah and Damam.

GULF MADHYAMAM DAILY

Even since its inception in 1987, a large chunk of Madhyamam
readership is from Gulf States or staffs. More than 16 lakh Malayalees are
employed there repressing the economy of Kerala and contributing to the
development and well being of the Gulf States and themselves in Kerala and
distributed it all over the Gulf through agents appointed there.
Later on company realized that the Gulf malayalees eagerly waiting
for fresh news from their native could be adequately taken care of only by
publishing the newspaper from there itself, by transmitting the entire
complement of news from Kerala. The idea was immediately implemented
by publishing the newspaper from Manama, Bahrain on 3rd December 1999.
The paper is distributed by road and air in all Gulf countries. Madhyamam
has secured the enviable position of being the largest circulated Malayalam
Daily in the Gulf region. The company hopes that the historical bond of
friendship between India and the Gulf countries would be further
strengthened through Gulf Madhyamam with the accent on value based
journalism. As Hamzah Abbas V.K took charge as the editor of Gulf
Madhyamam. Muhammed Ali A was appointed as the editor, printer and
publisher of the daily.
 12

2.3 PRODUCT PROFILE

The important product profiles of Madhyamam Daily
1. Madhyamam Daily

This is one of the fastest growing Malayalam

Newspapers. It is the flagship publication.
Madhyamam has its own small way moduled the
reading habits of the decerning Malayali readers,
setting the agenta for serious debates through its
editorials and features.

Figure 2. 1

2.Madhyamam Weekly

Madhyamam Weekly is one among the

most influential periodicals in Kerala, providing
in depth reports of social issues. It has brought to
focus many political, cultural and literary issues
that concern the society. It has reshaped the
reading habits of the Malayali by focusing on real
issues instead of the sensationalism.
Figure 2. 2

3.Varadhya Madhyamam

It always brings to light the profile of the marginalized

discuss on up to date socio political and cultural issues
and submits serious matters for social discussion. It
creates controversies positively as part of social
Figure 2. 3 commitment.
 13

4.Kudumba Madhyamam

It is an ideal friend of women and children. It's not only

a family entertainer; but also a platform for uplifting the
dignity of womanliness. It redefines the fashion of
feminity. Features and articles on family, morality,
health, cookery. It publishes columns for language
Figure 2. 4 learning, questions on science and a very special column
for fun tips.
5.Velicham

Velicham is a treasure of knowledge and information,

exclusively for the new generation students. -It comes
to us every Friday and alternate Wednesday as a friend,
guide and game.
Figure 2. 5

6.Madhyamam Annual

It is the cultural celebrations and intellectual treat that

nobody dare to ignore. It is a cultural event accepted by the
discerning malayali for its informed discussion of issues
that matter, as well as for its variety. Figure 2. 6

7. Madhyamam Vidhya-Education Directory

This annual publication gives complete essential

information on openings for higher education, with all
relevant details like courses, how to apply, non-
conventional areas etc.
Figure 2. 7
 14

8. Vividha
A weekly pullout featuring up-to-date information on various fields like
careers, education,agriculture,business and information.

SERVICES

1. Madhyamam Health Care Programme

Madhyamam Health Care Programme (MHCP), inaugurated by our Chief
Minister of Kerala on october27, 2001. It is unique service endeavor aims at
providing financial aid to the patients suffering from grave diseases as well
as poverty. It is 'for the cause and care of the financially backward patients'-
the programme aims.

2. Madhyamam Computer Club

Info Madhyamam is a weekly feature on IT trends, is the first such venture
launched by any Malayalam Newspaper. The Club conducts seminars,
workshops, technical classes, exhibitions and study tours. Online and Offline,
Madhyamam Computer Club is quite alive.

A Committed Team, Common Goals

The firm has a workforce of over 800 qualified and dedicated professionals
committed to the principles and common goals of the organization. There are
thousands of news correspondents and distribution agents for their
publications all over in India.

2.4 STRENGTH

 Experienced senior management.

 Young and dedicated team at middle level.
 A caring HR policy.
 Established readership across Kerala.
 Leading Malayalam paper in the gulf.
 15

COMPETITORS
 Malayala Manorama
 Mathrubhumi
 Chandrika

DEPARTMENTS OF MADHYAMAM DAILY CALICUT

The various Departments in Madhyamam are:

 Editorial Department
 Circulation Department
 Advertising Department
 Personnel and Administration Department
 Production Department
 Finance Department

Editorial Department
Editorial department has a great role in success of newspapers. They accept
the news and reports collected by the strangers and reporters. The chief news
editor select the news item and forward those news to various sub editors.
Editorial department has the responsibility to arrange news in column wise
according to its value.

Circulation Department
Circulation Department has the direct contact with the outside society. The
main aim is to increase the circulation of the daily as well as other
publications. Circulation Department is entrusted with the responsibility of
watching up the sales target for various publications of Madhyamam.

Advertising Department

Advertisement is the main source of revenue for a newspaper. It is a factor

which determines existence, development, growth. Advertising Department
 16

has the main duty to collect the advertisement for external parties and the
advertisement for the same daily or publication with it.

Personnel and Administration Department

Personnel and Administration Department is handled by a senior manager and
his supporting staff. They keep all kinds of records related with the
employees. This department defines the role occupied by various individuals
in the organization, the amount and quality of work expected from them, pay
structure etc.

Production Department
Work department mainly looks after the DTP scanning and photo composing,
film development, page make-up, plate making, printing etc. It requires
effective supervision and control over the workers and their workings. The
production manager is to regulate the production of newspaper in a well
manner.

Finance department
Financial management is concerned with the managerial decisions that result
in the acquisition and financing long term and short term assets for the firm.
It deals with the acquisition of specific assets, the selection of specific liability
as well as size and growth of an enterprise.
Finance department deals with finance matters including salary, bonus,
medical reimbursement etc. It is the finance department which forecast the
financial requirements, raising of necessary funds and control over the
utilization of available finance.

FACILITIES AVAILABLE FOR EMPLOYEES

Madhyamam Daily provides some amenities to employees such as workers
telephone allowance, medical allowances etc.

Wages and salary benefits

Salary structure consists of Basic salary + Dearness Allowances+ House Rent
 17

Allowance + City compensatory Allowance. A sound wages and

remmunaration compensation for the services rendered by the employees.
The personnel and administration department should consider values factors
having influence this policy before taking a decision on this important
aspects. In Madhayam Daily and attractive wages or salaries is paid to all
types of employees. The wages are given under the instruction of Manisana
wage Board. In addition to the wages the company gives following incentives
to the employees.
(a) Bonus
Bonuses are cash paid in addition to salary. The fern gives attractive
bonuses to its employees.
(b) Over time Allowance

It is paid when an employee works for extra hours over and above his
normal hours of duty. It is usually enjoyed by the press workers or other non-
staff workers.
(c) Educational Allowance
These are given to the children of confirmed staffs. They include circulation
inspectors, sub editors, reporters, technicians etc.
(d) Festival Allowance
Festival allowances are given at the time of festival seasons. The film pays
festival allowances during Eid, Vishu, Onam, 'X'mas.
(e) Marriage Allowance
The firm also gives marriage allowance to its employees. They are given at
the time of marriage of employees or his family.

BENEFITS

Following are the benefits enjoyed by the employees of Madhyamam Daily.

(a) Canteen
The firm’s canteen facility is enjoyed by all types. Foods are given at
subsidized rates. The employees are required to pay only 40% of their costs
and the rest 60% will be paid by the firm.
 18

(b) Recreation Club

This is formal and programmed by the firm as well as its employees. They
conduct various programmes like congratulating function for the award
winners in photography, report, recreation activities etc.

LEAVE

The firm provides following types of leaves to its employees. Three types of
leaves are offered to the employees.
(a) Casual leaves
Casual leaves are those, which an employee can take at any time.
Salary will be given to those leaves.
(b) Earned Leaves
Earned leave allows employees to take a leave for every 18 days. If he
does not take the leave, he will get the remuneration.
(c) Medical Leaves
In case of sickness an employee can apply for medical leave duly
supported by medical certificate. Medical leave is allows for 12 days.

ALLOWANCES

Retirement benefit
Retirement benefit is available to the employees who have retired from
the services of Madhyarnam Daily. They have the benefit of Provident Fund
and Gratuity.

House Rent Allowance

The firm gives house rent allowance to its employees. It is granted to
employees to meet the expenditure incurred on payment of rent in respect of
residual accommodation. Sometimes the firm allows room facility for its
employees. The full hiring charges will be paid by the firm
 19

Leave Travel Allowance

These are also paid by the firm to its employees. These are allowed to meet
the cost of travel on tour.

Staff Welfare Fund

A scheme called Staff Welfare Fund is functioning inside the firm. It is
created to solve staffs certain monetary problems. The staffs can apply for
this fund for meeting marriage expenses, educational expenses of children,
lone
for occupying houses etc.
Table 2.1
EDITIONS OF MADHYAMAM

EDITIONS LOCATIONS
CENTRAL UNIT SILVER HILLS CALICUT
I
KOCHI UNIT PULLEYPADY,KOCHI
2
TRIVANDRUM UNIT STATUE Rd, TRIVANDRAM
3
KANNUR UNIT THAYATHERU Rd,KANNUR
4
MALAPPURAM UNIT OOTY Rd,
5 PERINTHELMANNA
MANGLORE UNIT NELLIKAI Rd, MANGLORE
6
BANGLORE UNIT RAJAJI NAGAR, BANGLORE
7
GULF MADHYAMAM MEDIA CITY-DUBAI
8
9 TRISSUR UNIT POST OFFICE Rd. TRISSUR
1KOTTAYAM UNIT T.B.ROAD, KOTTAYAM
0
 20

Madhyamam has 7 production centers with in Kerala and two

outside Kerala. Their corporate office is situated at Calicut.

RECOGNITIONS

Madhyamam Daily won scores of awards and recognitions. To site a few

o The 1989 Karunakaran Numbiar Award

o The 1991 Sports Reporting Award
o The 1992Suraksha Award
o The 1993 K.0 Sebastian Award for the best political reporting
o The 1994 Muttaahtu verky Award for the week end magazine
o The 1995 Mushtaque verky award
o The 1996 Best cartoonist Award
o The 1997 Pampan madhavan Award
o The 1998 Swadeshlabimane award
o The 2001 E.A Vahab Award
o The 2002 Humanist National Award
o The 2003 Muhammad Abdurahiman Sahib Award
o The 2004 Dr.Ambedkar Award'
o The 2005 Swadeshabimani award
o The 2006 Swadeshabimani Award
o The 2007 Karunakaran Numbiar Award.
 21

ORGANISATION STRUCTURE

Figure 2.8
 22

Figure 2.9
 23

Figure 2.10
 24

CHAPTER 3

POSITIONING OF THE INTERN AND THE ROLE

 25

3.1 STRUCTURE OF THE OFFICE TO WHICH INTERN

IS PLACED

RESIDENT
MANAGER

UNIT ACCOUNTS CIRCULATION ADVERTISEMENT

PM
MANAGER MANAGER MANAGER

PRESS
CLERKS SME BDO BE
EMPLOYEES

MARKETING
EXECUTIVE

Figure 3.1
 26

3.2 Duties and responsibilities assigned to the intern

 Scheme generation with staff
 Scheme expiry follow up
 Scheme supply ensuring.
 Field staff report collection.
 Agency collection follow up with staff.
 Field staff meeting attended.
 Advertisement client call made.
 Advertisement client collection follow up.
Advertisement agency interaction

Department allotted and reporting to whom

 Department Allotted - The circulation department and advertisement department

 Reporting to - Muhammed CP ( Resident manager)

Brief detailing about the whole internship

The internship at Madhyamam Daily began on 26th of june 2019. The first week
was mainly focused on providing me a detailed description about the functioning
of the various departments. The circulation mamager took me through the
structure and their functions. This also included interaction with the section staffs
to have a more clear idea about their working. The second week I was assigned
various tasks in the circulation department. This included assisting the section
staff in scheme generation, follow up , report collection, fund collection etc. The
third week we have focused on the advertisement department. The interaction
with an agency provided a brief idea of their working. I have assisted in service
calls, collection follow up and also attended a field staff meeting. In the further
weeks that followed I was able to carry out various tasks that were assigned to me.
We have also made field visits and took part in velicham scheme canvasing.
The experience till now has been enlightening as I have been able to understand
the working atmosphere of an organization as well as be part of its functioning.
 27

CHAPTER 4

DETAILS ABOUT INTERNSHIP

 28

4.1 WEEKLY REPORTS

Weekly Report 1

Weekly Activity / Progress Report

Date from:- 26-06-2019 Date to:-02-07-2019

Day & Time Tasks Tasks Observation
Date Assigned completed

26/06 Understanding the

Brief introduction
9:30 to organization and Task completed.
Wednesday received.
5:30 the industry.

Formed a
Detailed complete picture
27/06 9:30 to introduction about about the
Task completed.
Thursday 5:30 the organization hierarchical
structure. structure of the
organization.

Examined the
Insight into the structure and
28/06 functions and functioning of the
9:30 to
structure of Task completed. circulation
Friday 5:30
marketing department and
department. advertisement
department.

Analyzed the
01/07 Interaction with functions of the
9:30 to the circulation executives and
Monday Task completed.
5:30 department the various
executives. strategies used by
them.

Analyzed the
Interaction with various schemes
02/07 9:30 to the advertisement offered by the
Task completed.
Tuesday 5:30 department organization and
executives. their canvasing
techniques.
 29

Weekly Report 2

Date from:- 03-07-2019 Date to:-09-07-2019

Day & Time Tasks Tasks Observation

Date Assigned completed

Assisted the section

03/07 Scheme staff in scheme
9:30 to generation with Task completed. generation and
Wednesday section staff. analyzed the
5:30
procedure.

04/07 9:30 to Scheme expiry Called up subscribers

Task completed.
Thursday 5:30 follow up. to ensure renewal.

05/07 Called up new

9:30 to Scheme supply
Task completed. subscribers to ensure
Friday 5:30 ensuring.
the supply.

Assisted the section

08/07
staff in report
9:30 to Field staff report
Monday Task completed. collection from the
5:30 collection.
field staff and
tabulation.

09/07 Agency collection

9:30 to Ensuring timely and
follow up with Task completed.
Tuesday 5:30 proper collection.
staff
 30

Weekly report 3

Weekly Activity / Progress Report

Date from:- 10-07-2019 Date to:-16-07-2019

Day & Time Tasks Tasks Observation

Date Assigned completed

The performance of
10/07 Field staff
June analyzed and plan
9:30 to meeting Task completed.
Wednesday for July presented by
5:30 attended.
the field staff.

Observed the
11/07 Various duties of the
9:30 to duties of
Task completed. advertisement section
Thursday 5:30 advertisement
staff explained.
section staffs.

12/07 9:30 to Advertisement Made service calls to

Task completed.
Friday 5:30 client call made. the clients.

15/07
Advertisement Assisted the section
9:30 to
Monday client collection Task completed. staff in collection
5:30
follow up. follow up.

16/07 Advertisement Made an interaction

9:30 to
agency Task completed. with an advertisement
Tuesday 5:30
interaction. agency through phone.
 31

Weekly report 4

Weekly Activity / Progress Report

Date from:- 17-07-2019 Date to:-23-07-2019

Day & Time Tasks Tasks Observation

Date Assigned completed

17/07 Visited the ad agency

Advertisement
9:30 to Task completed. “Black and white” in
Wednesday agency visit.
5:30 Ernakulam north.

18/07 9:30 to Advertisement Chakra communication,

Task completed.
Thursday 5:30 agency visit kaloor visited.

19/07 9:30 to Met a circulation EM 616 Thankachan

Task completed.
Friday 5:30 agent. visited

22/07 Assisted the

circulation manager in
9:30 to prepared
Monday Task completed. preparing scheme
5:30 reports.
report and
performance report.

23/07 9:30 to 10 new schemes

Scheme entry. Task completed.
Tuesday 5:30 software created.
 32

Weekly report 5

Weekly Activity / Progress Report

Date from:- 24-07-2019 Date to:-30-07-2019

Day & Time Tasks Tasks Observation

Date Assigned completed

24/07 Scheme expiry Called up subscribers

9:30 to Task completed.
Wednesday follow up. to ensure renewal.
5:30

25/07 Assisted staff in the

9:30 to Collection follow
Task completed. month end collection
Thursday 5:30 up.
follow up.

26/07 Assisted staff in the

9:30 to Collection follow
Task completed. month end collection
Friday 5:30 up.
follow up.

29/07 3 clients in kalamassery

9:30 to for canvasing the
Monday Field visit. Task completed. velicham scheme.
5:30

Visited 3 clients in
30/07 9:30 to Aluva for canvasing the
Field visit. Task completed. velicham scheme.
Tuesday 5:30
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Weekly report 6

Weekly Activity / Progress Report

Date from:- 31-07-2019 Date to:-06-08-2019

Day & Time Tasks Tasks Observation

Date Assigned completed

31/07 Client visit follow Called up 3 clients to

9:30 to Task completed.
Wednesday up follow up on the visit.
5:30

Monthly Assisted the circulation

01/08 9:30 to circulation staff manager in preparing
Task completed.
Thursday 5:30 performance the monthly staff
report. report.

02/08 Attended Attended the velicham

9:30 to
velicham Task completed. program in MES school
Friday 5:30
program. edathala.

05/08
Visited the stall agency
9:30 to
Monday Stall agency visit. Task completed. near Ernakulam south
5:30
railway station

Analysed the stall

06/08 9:30 to Stall copy sales agency sales variation
Task completed.
Tuesday 5:30 analysis. for the last two
months.
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4.2 CONTRIBUTION OF THE INTERN TO THE ROLE

Initiatives & responsibilities taken by the intern

 Studied the departments and their functions. Was able to understand the
departmental segmentation and their functioning.
 Report preparation of daily collection follow up. The report of daily collection
given by the SME’s was tabulated using excel.
 Scheme creation and follow up. Used the software to create schemes and also
followed up the customers in scheme continuation.
 Interaction with agents and advertisement clients. Was able have a proper
talks with agents and advertisement clients and understood their work.
 Visited advertisement clients and agencies. Visited stall agencies as well as
advertisement clients like black and white and chakra communications.

Task accomplishment made

 Familiarized with the organizational structure in detail. I was able to build a

complete picture of the organizational structure.
 Understood the processes and marketing functions of madhyamam daily.
The various processes carried out in the circulation and advertisement
department was familiarized.

 Created schemes and ensured its delivery. Called up customers to create new
schemes and made sure they were delivered on time by solving existing
complaints.

 Prepared daily work report of circulation field staff. Tabulated the data given
by the filed staff in their work in excel.

 Collected the feedback from scheme expired subscribers. Called up the

expired schemers to collect feedback on aspects like the quality of the content,
delivery of the product etc.

New ideas and concepts

 Recommended new format for daily report collection.

 Recommended some suggestion for circulation growth like increasing

the importance of local news and also niche marketing.
 35

 Provided suggestions for advertisement growth. Like using more

promotional tools and getting the name out there.

Involvement in major assignments

 Velicham canvasing:
Madhyamam has a scheme of finding sponsors to get the daily subscribed to
schools and other educational institutions under the name “Velicham”. I was
involved in the process of canvasing sponsors to subscribe to the scheme.

4.3 LEARNING FROM THE INTERNSHIP

The internship at Madhyamam daily helped me familiarize with the

organizations activities and processes, policies and programs. The
organization has a friendly working environment and the employees are
quite satisfied with their work. I was able to interact with most of the
employees and build a healthy relationship. I took part in carrying out small
tasks within the office which included collection follow up, scheme
generation etc. Many concepts studied in class could be practical analysed
like market segmentation, product life cycle , consumer behaviour etc. The
internship mainly helped to understand how to behave and be structured
within an organization and its culture. It also helped me put into the
perspective the hierarchical nature of an organization and its functioning.

The field visits were fruitful in learning how to interact with potential
customers. I also learned many techniques in canvasing customers.

4.3.2 Analysis of achievement vs objective

 To familiarize with various departments and their functioning.
 To know about the various products and services offered by the frim.
 To relate theory with practice.

I was able to accomplish all the above objectives. A clear picture could be
build about the various departments and their functioning. The various tasks
performed by each section staff was explained in detail and I also took part
in performing some of them. The product and services offered by
Madhyamam was also analyzed. The various schemes offered by
madhyamam included monthly yearly and also the Velicham schemes for
 36

schools. The concepts I gained from my academic section was recognized in

real life situations.

4.3.3 Major areas in which concepts are practically used.

The firm uses market segmentation and targeting in getting to its customers.
Different areas are segmented for marketing in which the senior marketing
executives along with their subordinated canvas customers.

The product life cycle of the firm was recognized . It is at the maturity stage
where very limited new subscribers are being found and is using various
techniques to maintain the existing readers. This is the case with all the
newspaper industry.

While making calls to ensure the collection follow up, Scheme expiry
follow up and also scheme renewal follow up I was able to analyze the
customer behavior towards the product and the firm.

The emerging trends in the newspaper industry was also recognized.

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CHAPTER 5

CONCLUSION
 38

The internship had taken place at ‘MADHYAMAM DAILY’. The Indian

daily press started off on its dynamic growth phase in the 1920s, though by
then many newspapers that came to field significant influence on the social
and political realms in the late colonial period had begun their publication.
Madhyamam is one among the most influential periodicals in Kerala,
providing in depth reports of social issues. It has brought to focus many
political, cultural and literary issues that concern the society. It has reshaped
the reading habits of the Malayali by focusing on real issues instead of the
sensationalism.

The study has helped in gaining practical knowledge and experience about
the functioning of the company and its working environment. It is found that
the company has a good working environment and there is a healthy
relationship is maintained between all departments.
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Reference

http://www.madhyamam.com

http://www.investopedia.com

http://www.wikipedia.com