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:

(B), (C) and (D) only

The correct answer is Option (1) → (B), (C) and (D) only

Aligning with local television channels (A), while a valid modern marketing strategy, is not as fundamental to the core success of vernacular newspapers in growing readership as the other three strategies, which directly address content relevance, accessibility, and audience engagement.

"..We have seen how important newspapers and magazines were for the spread of the freedom movement. It is often believed that with the growth of the television and the Internet, the print media would be sidelined. However, in India, we have seen the circulation of newspapers grow.... A large number of glossy magazines have also made their entry to the market. As is evident, the reasons for this amazing growth in Indian language newspapers are many.

First, there is a rise in the number of literate people who are migrating to cities. The Hindi daily Hindustan in 2003 printed 64,000 copies of their Delhi edition, which jumped to 425,000 by 2005. The reason  was that, of Delhi’s population of one crore and forty-seven lakhs, 52 per cent had come from the Hindi belt of the two states of Uttar Pradesh and Bihar. Out of this, 47 per cent have come from a rural background and 60 per cent of them are less than 40 years of age.

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. This also brings back the point that modern mass media has to have a formal structural organisation. "