Which of the following strategies were adopted by the vernacular newspapers that led to the growth of non-English readership?
(A) by aligning with local television channels
(B) through consumer contact programmes and door to door surveys
(C) by using simplified and colloquial language
(D) by giving importance to local news and introducing district and block editions
Choose the correct answer from the options given below:
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → (B), (C) and (D) only
(A) by aligning with local television channels Incorrect. Television was seen as a rival that might sideline the print media, yet newspaper circulation grew. The reasons given for the growth of Indian language newspapers are rising literacy, local news, simple language, new printing technology and marketing; a tie-up with television channels is not one of them.
(B) through consumer contact programmes and door to door surveys Correct. Marketing strategies marked the growth of the Dainik Bhaskar group, which carries out consumer contact programmes, door-to-door surveys and research.
(C) by using simplified and colloquial language Correct. Dina Thanthi, a leading Tamil newspaper, has always used simplified and colloquial language, which reaches readers who find formal language hard.
(D) by giving importance to local news and introducing district and block editions Correct. Readers in small towns and villages need different news from city readers. Malayala Manorama and Eenadu launched local news in a big way by introducing district and, whenever necessary, block editions.
NCERT (2025-26): “Print Media … Second, the needs of the readers in the small towns and villages are different from that of the cities and the Indian language newspapers cater to those needs. Dominant Indian language newspapers such as Malayala Manorama and the Eenadu launched the concept of local news in a significant manner by introducing district and whenever necessary, block editions. Dina Thanthi, another leading Tamil newspaper, has always used simplified and colloquial language. The Indian language newspapers have adopted advanced printing technologies and also attempted supplements, pullouts, and literary and niche booklets. Marketing strategies have also marked the Dainik Bhaskar group’s growth as they carry out consumer contact programmes, door-to-door surveys, and research.…” |