The paper that failed to adapt to the times
Amrita Bazar Patrika, like the freedom fighters, played a very important role in the country’s Independence. Launched in 1868 by Sisir Kumar Ghosh, the bilingual (English and Bengali) weekly soon became the apple eye for the masses and a pain for the British government. It became a full fledged English weekly in 1878. In 1891, Amrita Bazar Patrika became a daily newspaper and quite a revolutionary one. At the onset of the twentieth century, the newspaper kept igniting the Indian junta as the fight for freedom gathered pace and even post-independence. But they went into problems in the 1980s as the era of colour, entertainment, aggressive marketing and more coverage of social trends came in. They failed to adapt with the changing times, thinking that the brand would continue to carry them forward and thus lost audiences to new competitor Telegraph. This affected their financial health. They raised huge debts but failed to revive the paper and closed down in 1986. “The biggest blunder that Amrita Bazar Patrika did was that they suffered from the Ostrich in the sand syndrome.
Amrita Bazar Patrika, like the freedom fighters, played a very important role in the country’s Independence. Launched in 1868 by Sisir Kumar Ghosh, the bilingual (English and Bengali) weekly soon became the apple eye for the masses and a pain for the British government. It became a full fledged English weekly in 1878. In 1891, Amrita Bazar Patrika became a daily newspaper and quite a revolutionary one. At the onset of the twentieth century, the newspaper kept igniting the Indian junta as the fight for freedom gathered pace and even post-independence. But they went into problems in the 1980s as the era of colour, entertainment, aggressive marketing and more coverage of social trends came in. They failed to adapt with the changing times, thinking that the brand would continue to carry them forward and thus lost audiences to new competitor Telegraph. This affected their financial health. They raised huge debts but failed to revive the paper and closed down in 1986. “The biggest blunder that Amrita Bazar Patrika did was that they suffered from the Ostrich in the sand syndrome.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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