Abstract
The Times of India group launched a Hindi evening newspaper, Sandhya Samachar Seva from Lucknow in October 1984. It was discontinued in February 1987, after nearly two and a half years.
Chahal and Kinra analyse the concept of the Sandhya Samachar Seva based on a survey of a small number of literate commuters, content analysis of issue samples of the newspaper, and its revenues and costs.
The authors identify the importance of developing a marketable concept viewing the newspaper as a product and developing it from the concerns of its readers and advertisers.
Get full access to this article
View all access options for this article.