Print Media Landscape - A Visit to DAWN News
On October 1, 2016, Advertising class of Fall MBA 2016, had
the privilege of visiting one of the most prestigious print
media houses of the country, Dawn; located in Haroon house near
I.I Chundrigar Road, Karachi. The visit was arranged by the
marketing faculty member, Ms. Alia Hassan, who is also the
Course Instructor. The aim of the visit was to augment the
learning of the students in the highly challenging and creative
field of advertising.
DAWN is Pakistan's oldest and most widely read English-language newspaper. It was founded by Quaid-i-Azam Mohammad Ali Jinnah in Delhi, India, on 26 October 1941 as a mouthpiece for the Muslim League. During the independence movement, he decided to expand its operations to Karachi, since, no newspaper publication existed in this part of the sub-continent. After independence, Sir Abdullah Haroon’s family has been managing its affairs.
The IBA students’ delegation was received by Manager Marketing, Mr. Faris Islam and Marketing Manager of Supplements, Mr. Ghazanfar. The visiting delegation was made acquainted with the operations of Dawn and was briefed on the importance of advertisements for any newspaper. Though, advertisements are considered to be the blood line for any newspaper, yet Dawn has a different philosophy. The Manager Marketing, Mr. Faris said, ‘Every decision is made in consistency with our values, we will never compromise content for the sake of increased revenue’.
Moreover, Mr. Faris also assisted the students with useful information on the determination of the advertisement rates. There is a relationship between size of circulation and advertising rates because advertisers are willing to pay more to reach larger groups of people. Although other factors influence demand, the amount of circulation is generally seen as the primary factor in the pricing of advertising space.
In addition to this, students were told about the present-day challenges before the print media. Continuing rapid advances in digital content processing, reduction in budgets by clients for print media advertising campaigns and changes in reading patterns, are some of the key challenges. However, Dawn’s management has taken some steps to cope better with such challenges. Management is now focusing on increasing the product portfolio as well as connecting digital media with the print media as seen in the form of bar code in classified ads.
Herald and Aurora, the prominent magazines of the Dawn media house, with Herald providing in-depth analyses, investigative reporting and an extensive coverage of current affairs; Aurora highlights the latest trends within Pakistan's advertising, marketing and media industries and provides a critical appraisal of creative marketing campaigns, new product developments, consumer and industry trends.
Students were also given access to the production area whereby, Mr. Waseem Ahmed, Assistant General Manager Production, gave an overview of the processes and techniques used to create print on mass scale. While, in the circulation department, Mr. Ramazan Ali, Manager Distribution, explained the distribution mechanism followed in Dawn to ensure the timely delivery of the newspaper each morning in all weather conditions.
The tour was concluded with a highly interactive session with General Manager Marketing, Ali Naqvi Hassan. He presented a glimpse of Dawn’s history and strict standards laid out for journalism in the country. He appreciated the suggestions presented by the students and answered their queries without hesitation. He also showed grave interest in Ms. Alia’s proposal for having advertisement projects with IBA fraternity, to bridge the gap between the print media industry and the institution.
The IBA team cherished the hosts for such an insightful experience and presented them with a few tokens of acknowledgement.
Atif Hameed and Muhammad Zafar Iqbal students of MBA class of 2017.
Chief Financial Officer, MBA Club
MBA class of 2017