Organization Study on Kerala Kaumudi (P) Ltd

Institute of Management in Kerala

CHAPTER I
INTRODUCTION

STATEMENT OF THE PROBLEM
SCOPE OF THE STUDY
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
LIMITATIONS OF THE STUDY
CHAPTERISATION
Organization Study on Kerala Kaumudi (P) Ltd

Institute of Management in Kerala
INTRODUCTION

The press, as a technological invention or as a political medium, plays a major role in
the definition of the reality for the individual as well as for a nation; The newspaper
press rises to a powerful institution in the development of civilization; it is the
medium for exchange of ideas and it facilitates the time-and space-binding activities
of the society. The first printing press was imported into Bombay as early as 1670 by
the Parsi business man, Bhimjee Parikh, it has more than a 100 years before the first
newspaper was printed.


India has emerged as the second largest market for newspapers in the world
with a daily circulation of 88.9 million copies.

Kerala has a rate of newspaper readership that is among the highest in the
world and plenty of never-ending political arguments. In Kerala, there are
approximately 1576 newspapers in circulation! Among these, only a few newspapers
are widely circulated with a good number of readers. The major newspapers in Kerala
include Malayala Manorama, Mathrubhumi, Kerala Kaumudi and Deshabhimani.

This organization study has been conducted in Kerala Kaumudi (P) Ltd.
Kerala Kaumudi, the greatest growing Malayalam daily, owes its genesis in 1911, to
the visionary, Shri C V Kunjuraman. Kerala Kaumudi became a daily news paper on
1
st
November 1940. From its humble beginning as a single edition news paper of
Thiruvananthapuram, Kerala Kaumudi has spread out to cover other parts of the state
and the country with editions from Kollam, Alappuzha, Kottayam, Cochin, Thrissur,
Kozhikodu, Kannur, Bangalore and Gulf.

STATEMENT OF THE PROBLEM
Kerala Kaumui is a Malayalam daily which provides truthful news. Kerala Kaumudi
(P) Ltd consists of all functional departments and thereby gets an idea about all
departments. So an organization study was conducted at Kerala Kaumudi (P) Ltd
with an aim of getting awareness of their functioning and final procedures of that
organization.


Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
3

SCOPE OF THE STUDY

The Organization Study on at Kerala Kaumudi (P) Ltd offers great scope to Kerala
Kaumudi (P) Ltd in some areas where they are considered weak. The scope of the
study also extends to other media companies and future researchers. The study helps
in bridging gap between the theory and practice of management.

OBJECTIVES OF THE STUDY


1. To identify the functions, duties, responsibilities and maintenance of each
departments.

2. To verify how far the organization structure is successful in accomplishing
the objectives of Kerala Kaumudi (P) Ltd

RESEARCH METHODOLOGY

The organization study at Kerala Kaumudi (P) Ltd is descriptive in nature. For
the purpose of this study data were collected from primary and secondary sources.

The primary sources include observation and structured or semi structured
interviews with the department heads. Secondary sources include internal records
which comprise company records, newspaper articles, cyber space information and all
reference material available during the period of study.


LIMITATIONS OF THE STUDY

1. An in-depth study was not possible because the time limit was the main
constraint.

2. Since Kerala Kaumudi (P) Ltd, is a private sector company, access to some
important information was restricted. This made some difficulties during the
time of analysis.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
4

CHAPTERISATION

Chapter I gives an introduction to the study. This chapter includes statement
of the problem, scope and objectives of the study, research methodology and
limitations of the study.

Chapter II deals with the profile of News paper industry.

Chapter III presents the history and profile of Kerala Kaumudi (P) Ltd-where
this work has been carried out and the product line of the company.

Chapter IV outlines the organization structure and overall administration of
the company. The purpose of this chapter is to give a good picture of the company
bureaucracy.

Chapter V deals with the departmental details of Kerala Kaumudi (P) Ltd.
This chapter discusses the structure, Duties and responsibilities of each department of
Kerala Kaumudi (P) Ltd.

Chapter VI presents SWOT (Strength-Weaknesses-Opportunities-Threat)
analysis of the company.

Chapter VII deals with the Findings, Conclusion and suggestions of the
study.
Organization Study on Kerala Kaumudi (P) Ltd

Institute of Management in Kerala






CHAPTER II
INDUSTRY PROFILE
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
6
INDUSTRY PROFILE
When newspapers and magazines are combined, print is the world's largest
advertising medium. An increase in the newspaper sale has been witnessed in almost
all continents including Asia, Europe, Africa and South America except North
America, which registered a decline in the sales. Global newspaper sales rose 2.3%
in 2006, India grew 13 %. Advertising revenues in paid dailies had been found up
3.77 per cent. China, Japan and India account for 60 of the worlds 100 best-selling
dailies while the five largest markets for newspapers are China, India, Japan, the US
and Germany.
INDIAN NEWSPAPER BUSINESS
In India, over 150 million individuals read a newspaper each day. One factor that has
resulted in making the print media ever-more popular is the fact that India is a country
of many diverse languages and more than a thousand different dialects. In a country
of 1.1 billion, there is more room for the newspaper industry to grow, as the rural
areas are largely untapped.
To propel the newspaper growth in India, 26 per cent foreign direct investment
allowed in print media in 2002. Due to a hike in FDI limits in the newspaper
publishing sector a lot more action is likely to be seen from the global players wanting
to invest in this sector.
Press Council of India

Press Council of India (PCI) is a statutory autonomous body established in
1966 by the Parliament on the recommendations of the First Press Commission for the
purpose of preserving the freedom of the press, and of maintaining and improving the
standards of newspapers and news agencies in India. The Council is headed by a
Chairman, who is nominated by a Committee consisting of Chairman of Council of
States (Rajya Sabha), the Speaker of the House of the People (Lok Sabha), and a
person elected from amongst the Members of the Press Council. The decision of the
Council cannot be questioned in any court of law.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
7
National Press Day The 16th of November is symbolic of a free and responsible
press in India. This was the day on which the Press Council of India started
functioning.


Indlun Newspuper Soclety

The Indian and Eastern Newspaper Society, now renamed as The Indian Newspaper
Society, enjoys a unique position as the accredited spokesman of the newspaper
industry. From newsprint to advertising, from licenses for machinery to freedom of
the Press, INS today is involved in many spheres of activities.

5eglstrur of Newspupers for Indlu
The Office of the Registrar of Newspapers for India, more popularly known as RNI
came into being on 1
st
July, 1956, on the recommendation of the First Press
Commission in 1953 and by amending the Press and Registration of Books Act 1867.
The Office of the Registrar of Newspapers for India is headquartered in New Delhi,
and has three regional offices at Calcutta, Mumbai and Chennai to cater to the needs
of publishers in all corners of the country.
RNI compiles and maintains a Register of Newspapers containing particulars about
all the newspapers published. It informs the District Magistrates about availability of
titles to intending publishers for filing declaration and issues Certificate of
Registration to the newspaper. It ensures that newspapers are published in accordance
with the provisions of the Press and Registration of Books Act 1867.
STA5TING A PAPE5: Printing and publishing of newspapers and periodicals within
India are governed by the Press and Registration of Books Act, 1867 and the
Registration of Newspapers (Central) Rules, 1956. According to the Act, no
newspaper or periodical should bear a title which is the same or similar to any other
newspaper or periodical already being published, either in the same language or in the
same State, unless the latter is also owned by the same person. In order to ensure
compliance of this condition, the Government of India has appointed the Registrar of
Newspapers, also called the Press Registrar, who maintains a register of newspapers
and periodicals published in India. After verification Press Registrar allots a RNI
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
8
Number. After allotment of this number only the Publishers get the authority to
publish the paper. [This RNI Number must be shown in every newspaper].

Table 2.1 The Press In India In 2005-06: at a glance

Periodicity Number Circulation
Dailies
2,130 8,88,63,048
Tri/Bi-Weeklies
39 5,66,198
Weeklies
3,428 5,05,80,648
Fortnightlies
955 1,23,09,948
Monthlies
1,471 2,11,36,710
Quarterlies
219 15,52,138
Annuals
49 29,86,256
Others
221 27,43,665
TOTAL
8,512 18,07,38,611
Miscellaneous Publications
126 71,69,952


Audlt Bureuu of Clrculutlon

The ABC founded in 1948 is a not for profit, voluntary organization consisting of
Publishers, Advertisers and Advertising Agencies. It has done pioneering work in
developing audit procedures to verify the circulation data published by those
newspapers and periodicals which have earned the right to display its emblem. The
Bureau issues ABC certificates every six months to those publishers whose
circulation figures confirm to the rules and regulations as set out by the Bureau.

Nutlonul 5eudershlp Studles Councll

It is constituted by Advertising Agencies Association of India, Audit Bureau of
Circulations & Indian Newspaper Society. The National Readership Study 2006
(NRS 2006) in India is the largest survey of its kind in the world, with a sample size
of 2,84,373 house-to-house interviews to measure the media exposure and consumer
product penetration in both urban and rural India and of course the estimated
readership of publications. The study covers 535 publications of which 230 are dailies
and 305 are magazines.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
9
NEWS PAPER BUSINESS IN KERALA
Kerala has a rate of newspaper readership that is among the highest in the world. In
Kerala, there are approximately 1576 newspapers in circulation! Among these, only a
few newspapers are widely circulated with a good number of readers.

List of Leading Malayalam Language Newspapers
Malayala Manorama first appeared on 14th March 1890, as a weekly, currently has
a readership of over 15 million, with a circulation base of over 7.4 million
copies.Manorama is Kerala's largest selling and most widely read newspaper.
Mathrubhumi: The first copy of Mathrubhumi went to press on 18th of March 1923.
Mathrubhumi today is the second most circulated newspaper in Kerala. It is published
from Calicut, Thiruvananthapuram, Kottayam, Ernakulam, Thrissur, Kannur,
Palakkad, Malappuram and Kollam besides from Chennnai, Bangalore, Mumbai and
New Delhi It has a circulation of over 13 lakhs and its readership is around 75 lakhs.
Desabhimani is a Malayalam newspaper run by Communist Party of India (Marxist).
Started as a weekly in 1942 and converted to a daily in 1946. Deshabhimani now has
six different editions: Kozhikode, Kochi, Thiruvananthapuram, Kannur, Kottayam
and Trichur.
Kerala Kaumudi is a popular Malayalam newspaper, founded in 1911. Published
from Thiruvananthapuram, Kollam, Alappuzha, Kochi, Kozhikode, Kannur in Kerala
and Bangalore, Kerala Kaumudi is the fourth most circulated Malayalam daily. The
paper has online editions in Malayalam and English that are updated twice daily.
Deepika is one of the oldest newspapers published in India.. The first issue came out
on 1887 April 15. Deepika publishes editions from Kottayam, Kochi, Kannur,
Thrissur, Thiruvananthapuram and Kozhikode
Other dailies in circulation include Madhyamam, Thejas Mangalam,
Janayugam, Varthamanam, Chandrika, Janmabhumi, Sirajdaily, and Grihasree.
Organization Study on Kerala Kaumudi (P) Ltd

Institute of Management in Kerala



CHAPTER III


COMPANY PROFILE
PRODUCT PROFILE
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
11
COMPANY PROFILE
Kerala Kaumudi, the fastest growing Malayalam daily, owes its genesis in 1911, to
the visionary, Shri C V Kunjuraman, a man of letters and a teacher. He was also a
reversed intellectual, social reformist and a true revolutionary in both letter and sprit.
Under his inspiring leadership, Kerala Kaumudi has set high standards in journalism.


Inspiring leadership

Kerala Kaumudi shot into limelight following the Quit India Movement. The term
Kaumudi implies moonlight that blossoms the water lily. In other words, Kerala
Kaumudi enlightens the entire keralites. Truly speaking, Kerala Kaumudi
spearheaded with a missionary zeal to enlighten the underprivileged and
downtrodden masses in the society. Shri K Sukumaran became the embodiment of
Kaumudi-the full moon in enlightening the masses in the moon balanced green of
Kerala. This is an apt interpretation of Kerala Kaumudi.

Because of its fearless unbiased editorials and relentless dedication, the term
Kerala Kaumudi becomes immortal and permanently etched in the minds of
common man. And it is precisely these qualities that prompted the nation to confer on
the founder Editor P Sukumaran, one of its highest civilian honours, the prestigious
Padmabhushan. The Kerala Kaumudi legacy has been its constant pursuit for truth
and unparalleled excellence in Journalism.

Kerala Kaumudi became a daily news paper on 1
st
November 1940. From its
humble beginning as a single edition news paper of Thiruvananthapuram, Kerala
Kaumudi has spread out to cover other parts of the state and the country with editions
from Kollam, Alappuzha, Kottayam, Cochin, Thrissur, Kozhikodu, Kannur,
Bangalore and Gulf. Now Kerala Kaumudi is celebrating its 96 years of publication

Pioneer
Kerala Kaumudi is the first newspaper to introduce Investigative Journalism under
the dynamic leadership of its Founder-editor, Padmabhushan K Sukumaran. It was the
first among the newspapers in Kerala to introduce new technologies like photo type
setting, cable transmission and computerized accounting. It was also one among the
first few news papers to launch an internet edition.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
12
REGISTERED OFFICE

The registered office of the company named Kaumudi Buildings is located
at Pettah, a developed part in Thiruvananthapuram city. It is the place where the
administration of the company is being carried out.


VISION AND MISSION

Shri C V Kunjuraman started Kerala Kaumudi as a weekly in 1911 with a
vision to spread over the principles of Sreenarayana Guru. Kerala Kaumudi
spearheaded with a missionary zeal to enlighten the underprivileged and downtrodden
masses in the society. Kerala Kaumudi has always worked for the development of
society with its Forth right news and fearless views. Stress on credibility and
unbiased reporting which is the motto of the Kerala Kaumudi since 1911.



OBJECTIVES OF THE COMPANY

1. To carry on business of proprietors and publishers of news paper, journals,
magazines, periodicals, books and pamphlets and other literary works and
undertakings.

2. To understand and execute any trusts or to act as trustees or to do any other
such act as may seen desirable or beneficial whether with or without
consideration.

3. To establish, maintain and promote any agency or branch offices of the
company in India or elsewhere and to regulate the same or discontinue the
same.

4. To promote any other company or companies for the purpose of acquiring any
privilege, concession, property or assets of any person, firm or undertakings or
other rights and liabilities of such other company or companies or concerns or
business as the case may be as conductive to or beneficial for the purpose of
the company.


CIRCULATION AND READERSHIP

Total circulation of Kerala Kaumudi daily comes around 1.5 lakhs and flash around
2.5 lakhs. Today Kerala Kaumudi has 2.5 million strong readerships.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
13
SHARE CAPITAL
The authorized capital of the Company is Rs 30,00,000 (Thirty Lakhs) divided
into 3000 Equity shares of Rs.1000 each. Shares shall be under the control of the
Directors who may issue, allot or dispose of same to such persons and for such
consideration and upon such terms and conditions as they may think fit.
The company may form time to time by ordinary resolution increase its share
capital by such amount as it thinks expedient by issuing new shares of such amounts
as it thinks fit.

GROWTH AND PROFITABILITY

The Kerala Kaumudi has been working in profit ever since in its establishment.
Profits are essential for the survival of the business. Thy cover the risks and cost of
staying in business. Profits maintain the revenue generating capacity of the business.

Newspaper revenue
Newspaper revenue is the income from the customers payment for the newspapers.
Trend of newspaper revenue for a period of five years (2001-05) is depicted in the
following chart.


Chart No.3.1: Trend of newspaper sales for the period from 2001-05

1177
1114.1
1124.2 1122.5
1122.6
1080
1100
1120
1140
1160
1180
1200
2000-'01 2001-'02 2002-'03 2003-'04 2004-'05
year
s
a
l
e
s

(
i
n

l
a
k
h
s
)
sales


Source: Annual Financial Statements of Kerala Kaumudi (P) Ltd.

Advertisement Revenue

Most newspapers make nearly all their money from advertising; the income from the
customers payment is small in comparison. For that reason, newspapers are
inexpensive to buy.
Advertisement revenue of Kerala Kaumudi (P) Ltd for a period of five years
(2001-05) is shown in the following chart.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
14
Chart No.3.2: Trend of advertisement income for a period from 2001-05

854
848
745
893
939
0
200
400
600
800
1000
2000-'01 2001-'02 2002-'03 2003-'04 2004-'05
year
a
d
v
e
r
t
s
e
m
e
n
t

(
i
n

l
a
k
h
s
)
advetisement income


Source: Annual Financial Statements of Kerala Kaumudi (P) Ltd


Profit

Profit is the difference between total revenues and total expenses over a period of
time. In the following chart-trend of profit chart in the year 2002-2003, irrespective
of the comparatively low sales and advertisement income, the company made a high
profit. This was mainly due to a considerable decrease in the expenditure like a
sudden decrease in the cost of News print.


Chart No.3.3: Trend of profits for the period from 2001-05


13.7 17.8
44.6
27.7
106.3
0
20
40
60
80
100
120
2000-'01 2001-'02 2002-'03 2003-'04 2004-'05
year
p
r
o
f
o
t
s

(
i
n

l
a
k
h
s
)
Profits


Source: Annual Financial Statements of Kerala Kaumudi (P) Ltd

PROFITABILITY
Profitability is an indication of the efficiency with which the operations of the
business are carried on. Profitability ratios tell the story about the firms past
profitability.

Profitability in relation to sales
Net profit Ratio for the 5 years from 2001-2005 are calculated using the equation



Income
X 100
Net Profit
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
15
Table 3.1 Net profit Ratio for the 5 years from 2001-2005

Sl.No Year Net Profit (%)
1 2000-2001 3.37
2 2001-2002 2.74
3 2002-2003 3.90
4 2003-2004 4.53
5 2004-2005 4.62

Net profit ratio is used to measure the overall profitability and hence it is very
useful to the proprietors of the company. It is an index of efficiency and profitability
of the business. Higher the ratio better is the operational efficiency of the concern.

HUMAN RESOURCE

The manpower details of Kerala Kaumudi (P) Ltd

Table 3.2: Manpower position of Kerala Kaumudi (P) Ltd
Editorial 162
Office 245
Press 84
trainees 11
Total 502

RAW MATERIALS
Materials constitute a significant part of cost of products. The important raw
materials needed for the company are
1. News print
2. Ink
3. Plate
News print is allocated based on requirements of newspaper by Registrar of
News papers of India, New Delhi and supplied mainly by STC of India. The STC
supplies the imported news print Canadian, Russian etc.

SISTER CONCERNS
1. Kalakaumudi Printers and Publications
2. Ravi Printers and Publications Pvt Ltd
3. Kaumudi Investment Pvt Ltd
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
16
COMPETITORS
1. Malayala Manorama
2. Mathrubhumi
3. Deshabhimani
4. Mangalam
5. Deepika

SOCIAL RESPONSIBILITY
As far as print media are concerned, the objective of profit maximization comes after
the Social objective. The specialty of Kerala Kaumudi Products is that they are
offered at fair prices, which is affordable to the common man. Their contribution
towards the development of local community life is a notable one and it is working in
public interest. Kerala Kaumudi (P) Ltd has brought many sensitive news like
Palmoil case, SSLC question paper leak out etc. Kerala Kaumudi has been obsessed
with truth over 96 years. Kerala Kaumudi has always worked for the development of
society with Forth right news and fearless views. Stresses on credibility and
unbiased reporting, which is the motto of the Kerala Kaumudi since 1911.

Kerala Kaumudis crusading journalism has made a class of its own in the lives
of Malayalees. The newspapers constant effort to safeguard the policy of communal
reservation in Kerala is a shinning example Kerala Kaumudis strong commitment to
the welfare of the state. Kerala Kaumudi is the mastermind behind innumerable scoop
stories, which demolished the ivory towers of many unparallel icons of Kerala
politics.

FUTURE PLANS OF THE COMPANY
The company has many plans for its future. More editions are to be launched in near
future as part of Kerala Kaumudis ambitious plan to expand its coverage to more
areas.
The company wants to impart some new equipments and machineries for
speedy and smooth production. The company needs more efficient technicians and to
compete with others. The company wants to conduct training programmes for
employees. The company wishes to provide more effective and efficient labour
welfare facilities to its employees. It provides many employment opportunities.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
17
PRODUCT PROFILE

To keep pace with the evolving needs and tastes of Keralites, Kerala Kaumudi
too has grown through its different publications.

PRODUCT LINE
I. Kerala Kaumudi publications
1. Kerala Kaumudi daily
2. Kerala Kaumudi Flash
3. Kerala Kaumudi weekly
4. Kerala Kaumudi Panchangam (Big Almanac)
5. Kerala Kaumudi Calendar
6. Kerala Kaumudi Onam special
7. Kerala Kaumudi Sabarimala Special
8. Kerala Kaumudi Ayurarogyam
9. kerala annual pathippu,
The latest additions are:
10. Sree Narayana Guru Directory
11. Career Directory (yet to publish)

II. Kerala Kaumudi Communications
Kerala Kaumudi Communications focuses on audio entertainment creations. The
Kerala Kaumudi GEETH series compiles melodious mixes of old and new
numbers sung by all-time favorite Malayalam singers. A group of musical experts
carefully select the combinations to ensure that each release is sensatised to suit
the tastes of a unique segment.

III. Kerala Kaumudi Events wing
A team of eminent professional organizes, conducts, and concludes all kinds of
promotional events with a touch of class. This wing also organizes variety of
shows, shoots, arrange sponsors and broadcasts stage events on leading
Malayalam channels worldwide.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
18

IV. Online publications
Kerala Kaumudi leaped into internet 1997 in their business in online publications are
a natural growth into cyber age of Kerala Kaumudi. Kerala Kaumudi internet division
or cyber studio has emerged as one of the leading web publishers of Kerala. 24 hour
data updation is doing here. It is the chief source of information for NRIs from
Kerala.

Kaumudi sites growth and success spring from their conscious awareness of the huge
expatriate malayalee population and their abiding interest in their home land.

1. www.keralakaumudi.com {Malayalam Daily)
2. www.kaumudi.com (English Daily)
3. www.kaumudijalakam.com (bilingual news magazine)
4. www.sundaykaumudi.com (web tabloid).
5. www.kaumudiclassifieds.net
6. www.kaumudiusa.com (the newest addition to Kerala Kaumudi galaxy of
websites)-bilingual multicultural site

Kaumudiusa.com is an exclusive bilingual North American Malayali targeted site,
kaumudi jalakam, an innovative Malayalam net weekly and Kaumudi online, a net-
only English daily, have proved to be big draws with expatriate keralites.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
19






CHAPTER IV

ORGANIZATION STRUCTURE
COMPANY ADMINISTRATION

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
20


CHART NO.4.1
Organization Chart of Kerala Kaumudi (P) Ltd











Managing Director or Joint Managing Director
Chairman/ Editor in Chief
Board of Directors
Chief General Manager Company secretary
Corporate
Administration
Business Units
Administration
Corporate Heads
Human Resource Management
Production Head
AGM (Marketing)
Chief Manager (Finance & Accounts)
Unit Chief
Unit Manager
Managing Editor
Editorial
Department
Associate Editor
Chief News Editor
General Editor
Chief Manager (Special Projects)
General Manager
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
21

The above organization chart provides a birds eye-view of relationships between
different departments or divisions of Kerala Kaumudi (P) Ltd. As far as Kerala
Kaumudi (P) Ltd is concerned Chairman/ Managing Director is at the top of the
Organization structure. Mr M S Mani, is the Chairman of the company. He also holds
the position of the Chief Editor of the company.

Kerala Kaumudi (P) Ltd is a private sector company which is registered under
Indian Companies Act, 1913. At present board of directors includes Shri M S Mani,
Shri M S Madhusoodhan, Shri M S Sreenivasan, and Shri M S Ravi.

Shri M S Sreenivasan is the present M.D and Joint Managing Director of the
Company. Chief General Manager, Company Secretary and Managing Editor are
directly controlled by the Managing Director.

Smt Anju Sreenivasan is the Chief General Manager. Shri Deepu Ravi is the
Managing Editor of the company. The Editorial Department is under the control of
Managing Editor.

Corporate Administration and Business unit administration wings are controlled
by General Manager, Shri M K Karthikeyan. Corporate Heads include the corporate
department heads of Kerala Kaumudi. The functional departments are Human
Resource Management, Production department, Marketing Department, Finance and
Accounts Department and Special Projects. Assistant General Manager (Marketing)
controls Space Marketing Department, New Product Marketing department and
Debtors Collection Management Department.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
22
COMPANY ADMINISTRATION

Kerala Kaumudi (P) Ltd carries out its functions and manages its affairs through the
following managerial personnel.

1. Board of Directors and Managing Director
2. Chief General Manager
3. General Manager
4. Company Secretary and
5. Unit Chief

POWERS AND DUTIES OF DIRECTORS
The business of the company shall be managed by the directors who may pay
all expenses incurred in getting up and registering the company and may exercise all
such powers of the company as are not by the Indian Companies Act 1913. The
directors shall duly complied with the provisions of the Indian Companies Act, 1913
and to keeping a Register of Directors and to sending to the Registrar an annual list of
members, notice of any consolidation or increase of share capital or conversion of
shares into stock and copies of special resolutions.

The Board has the following powers
1. To purchase or otherwise acquire for the company any property, rights or
privileges which the company is authorized to acquire
2. To secure the fulfillment of any contract or engagements entered into by the
company
3. To appoint and at their discretion remove or suspend such managers, secretaries,
officers, clerks, agents and servants for permanents, temporary or special
services as they may from time to time think fit.
4. To appoint any person(s) to accept and hold in trust for the company any
property belonging to the company
5. To draw, accept, endorse and negotiate all such cheques, bills of exchange,
hundies, drafts, promissory notes and government and other securities in
connection with the business.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
23
6. From time to time to make, vary and repeal bye-laws for the regulation of the
business of the company, its offices and servants.
7. To commence and carry on or defend, abandon or compromise any legal
proceedings whatsoever including proceedings in insolvency on behalf of the
company or to refer any claims or demands by or against the company to
arbitration and to observe and perform the awards and to accept compositions
from or give time to any debtor or contributory owing money or alleged to owe
money to the company
8. To give receipts, releases and discharges on behalf of the company
9. To invest and deal with any moneys of the company not immediately required
for the purpose of its business in such manner as they think fit.

The vacancy occurring in the Board of Directors shall be filled up by the Board of
Director who may fix the period for which such Director shall hold office.


FUNCTIONS OF GENERAL MANAGER

1. Heads the administration, marketing and circulation department.
2. He is directly accountable to managing Director
3. Create better inter department and inter unit coordination to facilitate smooth
and efficient functioning
4. Streamline and monitor the activities of the circulation and marketing
department.
5. Formulate a financial budget and planning in tune with the growth and
stability of the organization.
6. Taking into consideration the strengths and weakness of the organization,
conceive innovative and creative strategies to cope with the highly competitive
market condition prevailing now.
7. Advise the top management on appropriate steps to be taken to make this a
better organization so that each and every employee feels he is a valuable
member in the organization and develop better a team concept for enabling
him to contribute his best.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
24
COMPANY SECRETARY
Company secretary is an officer of the company, who has certain responsibilities
under the law and under any duties passed to him by the directors. The role of
company secretary is administrative rather than managerial. The secretary is an
officer of the company and as such has the duty of ensuring that the affairs of the
company are conducted in accordance with:
1. The Companies Act
2. The Companies Articles and
3. Generally in accordance with the law
Functions of Company Secretary
1. The company Secretary performs all duties that he is required to perform
under the Companies Act.
2. He supplies required data to the companys advocates in connection with legal
matters.
3. He is directly accountable to Managing Director.
Powers of the Company Secretary
The company secretary could be described as the Chief Administrative Officer of the
Company and as such has the authority to enter into contracts on behalf of the
Company concerning administrative matters.
Duties of the Company Secretary
The primary duties of a Secretary are:
1. To attend all meetings and write up minutes of such meetings
2. To ensure proper filing of documents with the Registrar or the Court.
3. Issue notices to the shareholders and others.
4. Deal with the shareholders queries regarding transfers and other matters
relating the register of members
5. Be responsible for the books of the company such as register for members and
directors and for all necessary returns to the company house
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
25
UNIT CHIEF
From its beginning as a single edition news paper of Thiruvananthapuram, Kerala
Kaumudi has spread out to cover other parts of the state and the country with editions
from Kollam, Alappuzha, Kottayam, Cochin, Thrissur, Kozhikodu, Kannur,
Bangalore and Gulf. Unit chief is responsible for the administration of all these units.

Functions of Unit Chief
1. Head of unit task force
2. Formulates the task force decisions
3. Coordinates the activities of each unit

Activities of task force
It is a body that comprises heads of all departments in each unit.
It is for analyzing individual unit performance.
Task force is for monitoring the activities of each department.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
26



CHAPTER V
DEPARTMENTAL DETAILS



1. EDITORIAL DEPARTMENT
2. PRODUCTION DEPARTMENT
3. MARKETING DEPARTMENT
4. FINANCE DEPARTMENT
5. HUMAN RESOURCE DEPARTMENT
6. MATERIALS DEPARTMENT
7. SYSTEMS DEPARTMENT



Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
27
EDITORIAL DEPARTMENT

The editorial department is responsible for pretty much everything that appears in a
publication that isn't advertising. Its main goal is to report the news accurately and in
a reader-friendly way. The editorial department develops, writes, edits and oversees
all the editorial content published in Kerala Kaumudi daily, flash and magazine. The
person responsible for content is usually referred to as the editor. All articles
submitted for publication are reviewed by the editors to ensure they meet their
professional standards. They ensure that the articles and information published are
original and newsworthy.
Newspapers often refine distribution of ads and news through zoning and
editioning. Zoning occurs when advertising and editorial content change to reflect the
location to which the product is delivered. The editorial content often may change
merely to reflect changes in advertising the quantity and layout of which affects
the space available for editorial or may contain region-specific news. As the
content can vary widely, zoned editions are often produced in parallel. Editioning
occurs in the main sections as news is updated throughout the night. The advertising
is usually the same in each edition (with the exception section of local news that
undergoes advertising changes). In the case of news paper 60% of space in it is meant
for news and 40% of space is meant for advertisement. The editorial department then
writes (or cuts) more copy to fit within that ratio.

Editorial policy of Kerala Kaumudi

Stress on credibility and unbiased reporting is the motto of the Kerala
Kaumudi since 1911.

ORGANIZATION STRUCTURE OF EDITORIAL DEPARTMENT

Company has an efficient news team. And its wide network is spread through
out the country. It has 9 editions spreads over Kerala, Bangalore. The newspaper
stresses on credibility and that is the only reason why Kaumudi is still a major player
in the market.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
28

The Editorial Department is headed by the Chief Editor. Under him come
Managing Editor, Executive Editor, Associate Editor, Deputy Editor and Chief News
Editor. Under them come the News Editors, Deputy News Editor, Chief Sub Editor,
and Senior Sub Editors and Sub Editors.


Chart No.5.1
Structure of Edltorlul Depurtment-dully
























Chief Editor
Managing Editor
Executive Editor
Associate Editor
Chief News Editor

Editorial Section
Chief Sub Editor
Senior Sub Editor
Sub Editor
Bureau Chief

Chief Photographer Chief Reporter
Senior Photographer
Special
correspondent
Senior Reporter
Reporter
Photographer
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
29

Chart No.5.2
Structure of Edltorlul Wlng - Flush





















Chart No.5.3
Structure of Edltorlul wlng - Muguzlne








Managing Editor
Sub editors
Trainees
Managing Editor
General Editor
Editor in-charge
Chief Sub Editor

Bureau Chief

Chief Photographer Chief Reporter
Senior Photographer
Special
correspondent
Senior Reporter
Reporter
Photographer
Senior Sub Editor
Sub Editor
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
30
DUTIES AND RESPONSIBILITIES

Chief Editor
Editorial Policies of News paper are formulated by the Chief Editor. He controls the
functions of the editing and reporting sections.

Executive Editor
Executive editor is responsible for the execution of the policies formulated by the
Chief Editor. He undertakes planning, administration and implementation of the
policies in consultation with the Chief Editor.

Associate Editor monitors both national and international news

Chief News Editor
Working according to the policy of the management
Giving orientation
Giving suggestions for improvement to the Department
Giving overall guidance

News Editors edits general news / monitors television channels and internet.

Sub editors engage in news translation and editing activities


Recent improvements
Eight page color printing
Redesigned the daily
Kerala Kaumudi daily has redesigned on 1
st
June 2007. Mainly three things
have changed. These are given below:
1. Change in promos
A. Front Page Promo
B. National and International page's top design
C. Business page's top design


Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
31

Chart No.5.4 Front Page Promo





Chart No.5.5 National and International page's top design


Chart No.5.6 Business page's top design


2. Story presentation
3. Total character of the newspaper


Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
32
PRODUCTION DEPARTMENT



The hierarchy of production department starts from editorial department. It
works in connection with DTP section and Circulation Department. Edited news
from the editorial department reaches the DTP section through news editors. From
DTP section it is send to proof reading section then again to the DTP section then to
the News Editor. He decides the intensity of the matter and he sets news in different
pages. The news editor also decides upon the different size of caption used for
different news. After the page transfer is done.


Chart No.5.7
STRUCTURE OF PRODUCTION DEPARTMENT


























DUTIES AND RESPONSIBILITIES

Mechanical Section
Mechanical wing deals with the repair maintenance, preventive maintenance and shut
down maintenance for machines. For this minimum numbers of persons employed.
They will try to solve any problem relating to the machines.

Editorial
department
Production Head
Mechanical section Electrical section Print production
Mechanical engineer
Asst. mechanical
engineer
Fitters
Electrician in charge
Asst. electrician
Production manager
Production superintendent
Supervisors
Foremen
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
33

Mechanical Engineer
Always maintain the press in good condition.
Always make ready the press for printing.

Assistant Engineer assists the Mechanical Engineer for maintenance works.

Fitters help the Assistant Engineer for doing maintenance work. They check and
maintain the press in good condition.

Electrical Section
Electrical section deals with repairing all electrical equipments, maintenance
of motors in order to avoid any break down during production. It is the duty of
electrical engineers and electricians to make sure the uninterrupted power supply in
the department.

Print Production
The basic function of production department in Kerala Kaumudi is printing
newspapers. The printing of Kerala Kaumudi newspaper is undertaken by M/s. Ravi
Printers and Publishers Private Limited. Printing is done in accordance with the print
order given to the foreman by the Circulation Department. Raw materials for printing
are issued by the Materials Department. Printing of news paper is after 12.00a.m.
Printing of Flash begins at 11.45 and Magazine printing is on every Monday 3.00 p.m.

Production Manager
Accountable to GM.
A member in Task force
To cross check the quality of printing.
To attend all the problems related to production.
To conduct the meeting prior to the start of work on daily basis.

Foreman
In charge of printing.
To make sure that printing is on time.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
34
To check the plates available from the plate making section.
To check the production activities and number of pages.
To check the proportion of ink-water.

Dispatch foreman
To work in connection to Circulation Department.
To check the collection/bundles of copies printed.
To check whether the dispatch is on time.
To check the vehicles are on right route at right time



ACTIVITIES OF PRINT PRODUCTION

Chart No.5.8 Activities of Print Production















The Print Production section mainly handles the following functions.

Pasting
Plate making
Printing and
Dispatching
Advertisement
scheduling
Print Production
Production Manager
Foreman
Plate Making
Printing
Dispatch Foreman
Collecting Bundles
DTP
Manager DTP

Proof
Advertisement
Proof
Editorial
Editorial Desk
Circulation
Department
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
35
AN OVERVIEW OF NEWS PRODUCTION PROCESS


The Main Publications of Kerala Kaumudi are:












NEWS PRODUCTION PROCESS


Newspapers are usually printed on an off-white paper known as newsprint. Making of
newspapers is called journalism. Much emphasis has been placed upon the accuracy
and fairness of the journalist.

Since the 1980s, the newspaper industry has largely moved away from lower-
quality letterpress printing to higher-quality, four-color process, offset printing. In
addition, desktop computers, word processing software, graphics software, digital
cameras and digital prepress and typesetting technologies have revolutionized the
newspaper production process. These technologies have enabled newspapers to
publish color photographs and graphics, as well as innovative layouts and better
design.
The actual content of publications comes from two separate departments. The
ads, whether they be what many refer to as "display" ads (the ones with the borders
around them) or "line" ads (the categorized listings of text ads usually found in the
classified section) are sold and often produced by the Space Marketing Department.
Everything else--the news, features, columns, photos, and stock quotes--all of that
comes from the editorial department and is referred to as "editorial content" or simply
"editorial".
Mid day Daily
Daily newspaper

Weekly

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
36

Chart No.5.9 News Production Process



Input
DTP Section
Proof Section
Lay out Print out Production
Department
Printing
Out put
NEWS Reporting SOURCE Bureau
Bureau Chief
Special Correspondent
NEWS STORY
Trainees
Senior Reporter
Chief Reporter
Reporters
Senior Photographer
Photographers
Sub Editors
Local
Chief SE
Senior S.E
Trainees
Desk chief

Main
News Editor
Editor
Chief SE
Senior S.E
Sub Editors
Trainees
Feature
R.Editor
Senior SE

Sub Editors
Trainees

Sports International

N.Editor
Trainees

Chief SE

Sub Editors
Trainees

NE
E
AE
E
Sub Editors
AGENCY
NEWS
Desk Editing
EXE.E CE
E
CNE
Processing
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
37
I. SOURCES
Agencies like PTI (Press Trust of India), UNI (United News India).
Public Relations Department
Political leaders
Television/Internet
Police Stations


II. REPORTING
Reporting comprises a wide network and an efficient team of reporters. They report
the news in an unbiased manner. The reporting section is headed by Bureau Chief.
Under him comes the Special Correspondents, Senior Photographers, Photographers,
Chief Reporters, Senior Reporters, Reporters and the Trainees. The Bureau is
connected to the desk of editing section. The company has 42 local Bureaus.

III. NEWS STORY
Usually, the stories will run down columns two-and-a-sixteenth inches wide, with an
eighth-inch blank space between the columns. And since ads often appear on the same
pages as the editorial content, although it would make sense that the column width
that editorial uses always matches up with what advertising defines as a column,
occasionally there are exceptions.


IV. EDITING
This section comprises of various desks: Local desk, Main desk, Feature desk, Sports
desk and International desk. Here the selection, editing of news, selection of
photographers, page layout, and coordination is carried out.

Functions of Various Desks

LOCAL DESK: Local desk edits all local news. The desk is headed by Chief Sub
Editor, and under him comes the Senior Subeditor, Subeditors and Trainees.

MAIN DESK: Main desk edits all general news, political news, science news, national
news etc. It is headed by the Chief main desk and under him comes the News Editor,
Chief Editor, Senior Sub Editor, Sub Editors and Trainees.

FEATURE DESK: Feature desk edits the editorial page. It is headed by Resident Editor
and under him comes Senior Sub Editor, Sub Editors, and trainees.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
38
SPORTS DESK: Edits all sports news .It comprises of News Editor and Trainees.

INTERNATIONAL DESK: Edits all international news. Headed by Chief Sub Editor,
under him comes Sub editor and Trainees.

Table 5.1 Page Details of Kerala Kaumudi Morning Daily

Page Contents Page setup by
1 General News Main Desk
2 &3 Local News Local Desk
4 Business News Business Desk, Kochi
5 Local Local/General Desk
6 Editorial page Feature Desk
7 General news Main Desk
8 Obituary Local/General Desk
9 Classifieds Space Marketing
10 Classifieds and News Space Marketing/Main desk
11 National/International/Science News Main Desk
12 Special News Feature Desk
13 Sports News Sports Desk
14 General News Main desk

IV. DTP Section
DTP is a part of the Editorial Department (See the next chapter). DTP manager is the
head of the DTP section. Pre press activities are under taken in this section. In the
case of dailies and magazines, the editing and pagination is done in the DTP section.
In the case of Flash, this is done in press section of Flash. Adobe Page Maker 7.0 is
the software used for pagination.

The functions performed in the DTP section can be listed as follows:
Firstly, the advertisement layout is setup with the requirements of
advertisement coordinator by the operator.
The remaining space on the newspaper is devoted for news.
The data supplied from the desk is scanned and entered into the computers by
the operators.
Advertisement in the PDF format from the agencies and the photographers are
entered into computers through scanners.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
39
Activities of DTP section
The main activities carried out in the DTP section are shown in the following
diagram.

Chart No.5.10. Activities of DTP Section










Composing
In DTP section, data entry of the matter handed over by the editorial section is
undertaken. All the input materials such as photographic reflections, originals, non-
photographic pictures are converted into digital files and resized as per requirement.
Transmission Section transfers General pages to all editions through ISDN broadband
lines. Almost eighteen staffs are working in this section in 4 rotating shifts.

Proof Section
A miniature printout of A4 size will be send to editorial proof and advertisement
proof section. Corrections are carried out after proof reading by the operators.

Layout
Then each page is made by the concerned desk chiefs with the support of operators.
Matter is sorted again and page order is checked. Layout sheets are marked with
vertical lines that correspond to the column widths of your publication, as well as
horizontal markers that correspond to the units your newspaper uses to measure the
height of the ad, usually inches or centimeters.

Laser Print Output
Black and white pages are printing in laser printer.

Image Setting
The matter pages containing four colours (primary colors-cyan, magenta, yellow
and black) composed in PageMaker are converted to Post script files or pdf
(portable document format) using Torrent v6.0 SP3 software. These files are
Editorial
Composing Proof
section
Page
Layout
Laser Print/
film
Film
pasting
Plate making
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
40
transferred to Graphic Art films using an imported Image setter machine, Scantext
Othello. These graphic art films are processed in the machine Image Line. This
machine has three racks, each containing developer, fixers and water. Developer and
water is used in the ratio 1:3.

The following parameters have to be checked before exposing.

Table No. 5.2 Parameters checked before exposing

S.NO Parameters
1 Mast Head
2 Date Line
3 Price and Edition
4 Page size
5 Page Number
6 Screen Angle
7 Screen Frequency
8 Resolution
9 Color Code
10 Registration Marks
11 Non Emulsion
12 Perfect matching of fonts
13 Non Creasing
14 Alignment of columns


After taking final full sized printout of each page on LP/ film, these will be
handed over to the Production department.

Stripping
Color negatives are "stripped" together for each page. A blue-line print is made
from "stripped-up" negatives and is used to check image position before printing.

Pasting
The prints are pasted on the astronel sheet.

Plate making
The plate is produced by a photo chemical procedure. The astronel sheet is placed on
an Aluminum sheet with a chemical coating and vacuum is applied on it. After this
process it is exposed to a u.v.light of 3000 W for 85 seconds. When the plates are
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
41
exposed to light, a chemical reaction occurs that allows an ink-receptive coating to be
activated. This results in the transfer of the image from the negative to the plate. Each
of the primary colors -- black, cyan (blue), magenta (red), and yellow -- has a separate
plate. The light passes through the non-image area and it is developed by using a
developer. Then gum is applied on the plate to avoid oxidation. The next step after
plate making is the printing.

Printing
Offset lithography is the workhorse of printing. Almost every commercial printer does
it. The paper is fed through the press as one continuous stream pulled from rolls of
paper. Each roll can weigh as much as 2,000 pounds (1 ton) Web presses print at very
high speeds and use very large sheets of paper. Even when a 1-ton roll of paper runs
out, the presses do not stop rolling. The press has to maintain a constant balance
between the force required to move the paper forward and the amount of backpressure
(resistance) that allows the paper to remain tight and flat while traveling through the
equipment.

The machine used in Kerala Kaumudi is WEBKING (manufactured by
M/s.Perfect Rotary Offset (p) Ltd, one of the leading manufacturers and exporters of
high quality web offset printing press). The speed of the machine is
35,000copies/hour.And the average number of copies that can be printed from 1 reel
is 23,000 copies.

Offset process
Ink and water do not mix -- this is the underlying principle of offset
lithography. The ink is distributed to the plates through a series of rollers. On the
press, the plates are dampened, first by water rollers, then by ink rollers. The rollers
distribute the ink from the ink fountain onto the plates. The image area of the plate
picks up ink from the ink rollers. The water rollers keep the ink off of the non-image
areas of the plate. Each plate then transfers its image to a rubber blanket that in turn
transfers the image to the paper. This process is shown in the following figure. The
plate itself does not actually touch the paper -- thus the term "offset" lithography. All
of this occurs at an extremely high speed.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
42
Chart no.5.11 Offset process








Close-up of rollers. The top series of rollers transfers the yellow ink to the rubber "blanket"
cylinder (bottom roller), and then to the paper that is passing horizontally under the "blanket."

The quality of the final product is often due to the guidance, expertise and
equipment provided by the printer. Print quality is checked frequently by the press
operator

Bindery
The bindery is where the printed product is completed. The huge rolls of now-printed
paper are cut and put together so that the pages fall in the correct order. These printed
news papers are manually collected, counted and packed into bundles as per the
requirement of the agents and attaches a slip containing number, number of news
papers enclosed etc.

Dispatching
These bundles are sent through different routes to various destinations or dropping
points. Just before reaching the ultimate consumers or readers, the newspaper bundles
are collected by the concerned agents at the dropping points. They in turn take the
newspaper to the readers.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
43





3. MARKETING DEPARTMENT

A. SPACE MARKETING DEPARTMENT
B. PRODUCT MARKETING DEPARTMENT
C. DEBTORS MANAGEMENT DEPARTMENT
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
44
SPACE MARKETING DEPARTMENT


Advertisements, for long, have been a major source of revenue for the newspapers
and periodicals. Most newspapers make nearly all their money from advertising. The
portion of the newspaper that is not advertising is called editorial content. Every ad
the Company sell will need to conform to the column widths of the newspaper. The
width of every newspaper page can be broken down into columns of equal size. How
wide a column can be seen by looking at how the editorial copy flows on a page.
Usually in the case of news paper 60% of space in it is meant for news and 40% of
space is meant for advertisement.


FUNCTIONS OF SPACE MARKETING

Planning, analyzing and implementation of advertising activities.
Monitoring advertisement collection activities.
Coordinating the activities relate with publication of regular and periodical
supplements.
Coordinating the activities of the field executives both inside and outside
Kerala.
Research and development activities to update with changes in the industry.
Arranging periodical get together of advertisement agencies and regular
clients.
Conducting periodical training programs for Marketing Executives.


ORGANIZATION STRUCTURE OF SPACE MARKETING DEPARTMENT

Assistant General Manager (Marketing) is the head of Space Marketing. Manger
corporate operation, Manager Flash Corporate and Manager Debtors Management are
reporting to him.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
45
Churt no.5.12
STRUCTURE OF SPACE MARKETING DEPARTMENT- Flash & Morning Daily



















DUTIES AND RESPONSIBILITIES
Assistant General Manager
Directly accountable to GM.
Head of Space Marketing Department & Product Marketing Department
Plans, analyses and implement the entire activities in these departments.
Member of corporate task force.
Coordinates the entire department.

Manager Corporate Operations
Coordinating the Billing Activities of all units.
Weekly and monthly evaluation of all units advt head.
Asst Manager Debtors Mgmt
Receivables
team
Assistant General Manager
Manager Corporate Operations Manager Debtors Mgmt Manager Flash Corporate
Asst Manager
Corporate Commn.
AAM DTP
Office Asst.-
Cross Checking

Office Asst.-
Voucher Billing

Dispatch
RM South
RM North
RM Central
A/cs Executive Bill wise
Posting
A/cs Officer
Billing
AM Weekly
Unit Advertisement
Managers
Marketing Executives
Customer care executives
Proof Reader 1 DTP Staff 2 Proof Reader 2

Proof Reader 3
DTP Staff 1
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
46
Settlement of requirements of all unit advt departments
Involved in the work of corporate advt materials like rate cards proposals etc.
Unit wise communications
Dealing with corporate clients and agencies

Asst. Manager daily
Looks after all the activities connecting to advt. dept
Controls the space marketing activities of Trivandrum unit (billing, collection
and office administration)
Planning meetings,
Follow-up units of customer along with executives,
Monitoring the executives ,
Collection monitoring,
Bureau monitoring,
Conducting evaluation meeting on daily basis

Manager Flash Corporate
Coordinating the Billing Activities of all units.
Weekly and monthly evaluation all units advt head.
Settlement of requirements of all unit advt departments
Unit wise communications
Dealing with corporate clients and agencies

Asst. Advertisement Manager DTP

The composing and scanning of advertisement are carried out in the DTP section.
They set the layout and print outs are sent to proof section. Proof readers make
necessary corrections before printing. The duties and responsibilities of Asst.
Advertisement Manager-DTP are:

Act as liaison between DTP and Advt
Ensuring of scheduled ads to be carried in daily basis
Ensuring timely settlement of ad matters to be present in Daily
Coordinating the entire activity for ad placing in Daily

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
47
Customer care executives handle the clients and explain the schemes and services to
them.

Office Asst.-Cross Checking carries out the cross verification of advertisements
before dispatch.

Office Asst.-Voucher Billing bills the advertisements as per the prescribed rates (see
appendix) and sends these to the clients.

Sources of Advertisements

1. Marketing Executives:
Marketing Executives are persons recruited for convincing advertisers and
collecting advertisement from them by telling them about the features, schemes,
discounts and tariffs available to them from Kerala Kaumudi. The so collected
amount will be brought to the advertising department.

2. Government Organization: Government advertisements are usually in the form
of notice of tenders, Social programmes, etc. Government advertisements are
through Director of Public Relations.

3. Stringers: Stringers are sources of advertisements to the newspaper.

4. Advertising Agencies: There are two types of agencies viz.
a) Accredited agencies: Accredited agencies are the advertising agencies, which
are accredited by the Indian Newspaper Society. Society monitors payments
to publications from the advertising agencies. Society constantly endeavors to
enforce the Accreditation Rules, so that payments are made within the credit
period allowed. They are given a commission of 15%.

b) Non-accredited agencies. They are given a commission of 10%.
Different types of advertisements in Kerala Kaumudi

A. Classified Advertisements: Classified advertisements will be shown in one line
or three like accommodation wanted or available, change of name, thanks giving
etc.

B. Matrimonial Advertisements: It is a kind of classified advertisement. Ads like
like bride, groom wanted etc are matrimonial advertisements.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
48
C. Ear panel Advertisement: The advertisement is shown on the top position in
the front page on the left or both sides. This is an important source of income
for the newspaper.

D. Display Advertisement: Display advertisement will be shown with in a box on
any page of the news paper. The advertisement is usually given in two or more
lines or quarter page or half page or full page .This is also a high income source
for the daily.

There are special position advertisements on the newspaper. They are

E. Solus advertisement: In the case of solus advertisement only particular
advertisement is shown on the front page and all other advertisements are
avoided. For this advertisement, the customer has to pay a high charge for
covering opportunity cost.

F. Strip advertisement: In the lower half of the front page there is only one
advertisement is allowed. Here also the advertiser compensates the opportunity
cost.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
49
PRODUCT MARKETING DEPARTMENT
The number of copies distributed, either on an average day or on particular days
(typically Sunday), is called the newspapers circulation and is one of the principal
factors used to set advertising rates. Circulation is not necessarily the same as copies
sold, since some copies or newspapers are distributed without cost. Readership figures
may be higher than circulation figures because many copies are read by more than one
person, although this is offset by the number of copies distributed but not read
(especially for those distributed free). The Product Marketing Department takes
care of everything after the newspaper is printed. This department is responsible for
encouraging people to start or keep reading the publication
Kerala Kaumudi is having fourth position in circulation. The first, second and
third positions are held by Malayala Manorama, Mathrubhumi and Deshabhimani.
Total circulation of Kerala Kaumudi daily comes around 1.5 lakhs and flash around
2.5 lakhs. Today Kerala Kaumudi has 2.5 million strong readerships.

Product Marketing Department is concerned with promoting the news
paper there by increasing its circulation. It is a source of revenue for the newspaper. It
is mainly concerned with distribution and collection of amounts from the agents.

FUNCTIONS OF THE PRODUCT MARKETING DEPARTMENT
Boost up circulation
Strengthening agency network
Creating awareness
Increase in demand
Supply
Market research
Product Improvement
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
50
Churt no.5.13
STRUCTURE OF PRODUCT MARKETING DEPARTMENT- Flash & Morning
Daily




























Chief Circulation Manger is the head of Circulation department both for
Morning daily and Flash. He is directly accountable to AGM. He plans and
implements the circulation strategies for daily and flash. He identifies the weak areas
of circulation and formulates competitive promotional techniques.

ManagersCorporate Operations of daily and flash coordinates directs and
controls the circulation activities of all the three zones viz: North, mid and south.


Asst General Manager
Chief Circulation Manager
Manager Corporate Operations Manager Corporate Operations
Regional Managers
Circulation Managers
Circulation Inspectors
Sales Promoters
Asst: Circulation Managers

Circulation Executives
DAILY FLASH
Regional Managers
Circulation Managers
Circulation Inspectors
Sales Promoters
Asst: Circulation Managers

Circulation Executives
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
51
North zone operations cover 7
districts viz. Kannur, Kasargodu,
Thrissur, Kozhikkodu, Wayanadu,
Malappuram and Palakkad.

South zone covers three districts:
Trivandrum, Alappuzha and Kollam
Mid zone covers 4 districts viz.
Cochin, Pathanamthitta, Kottayam
and Idukki.
Churt no.5.14
Zonul Murketlng Operutlons



Circulation Manager checks the circulation figures. He should coordinate
Assistant circulation managers of all units. Morning daily and Flash Circulation
Manager is assisted by Assistant Circulation Manager of all units. Under them come
the Sales officer, Field Inspector, Promoters and Agents. The Assistant Manager is
directly accountable to the circulation manager. His main duties are Collection of cash
from agents using field promoters. Circulation inspector inspects the promoters and
enhances the circulation activity. Promoters canvas the potential buyers. They
resolve agents issue; collect from agents and resolves issue between agents and
subscribers.

Motivation factors for competitive spirit
- Reward and recognition given to promoters for those who achieves collection
targets and copy targets.

- 27.75% is given as commission to agents which are a higher percentage than
competitors.
- Provides scholarship for agents children.
- Giving back page color photos of agents or their daughter/son on their marriage.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
52

Credit Period
The credit period allowed to the agents is 30 days.
Discount allowed:
- 2% discount for payment on or before 10
th
of next month
- 1.5% discount for payment on or before 20
th
of next month
- 1% discount for payment on or before 25
th
of next month

Price of Kerala Kaumudi Dailies
Morning daily: Price is Rs.3.50 and on Sundays the price is Rs.4.00
Flash: Price is Rs.2

Schemes for subscription
5 year plan:
- As per this plan the actual subscription amount is Rs. 6803, Amount to pay is
Rs.5500, Saving is Rs. 1303
- In addition to these Kerala Kaumudi (P) Ltd offers first one year free
insurance protection (for 2 lakh) or for Business firms 5x2/10x1 size Black &
white free advertisement

3 year plan:
- As per this plan the actual subscription amount is Rs. 4082. Customer has to
pay Rs.3300 only and he can save Rs. 782.
- In addition to this first one year free insurance protection for Rs.1 lakh or for
business firms 5x2/10x1 size Black & white free advertisement

Publishers of commercial newspapers strive for higher circulation, so that
advertising in their newspaper becomes more effective, allowing the newspaper to
attract more advertisers and to charge more for the service.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
53

DEBTORS MANAGEMENT DEPARTMENT

Debtors Management Department is a part of Marketing Department. The main
purpose of this department is to Streamline and make the debt collection activities
efficient. This department works in connection with the Space Marketing Department
and Product Marketing Department.

Churt no.5.15 Orgunlzutlon structure of Debtors Munugement Dept.





















FUNCTIONS OF DEBTORS MANAGEMENT DEPARTMENT
1. Know the customer (before and during relationship)
Credit check and monitor
Request additional financial information from customer
Gain intelligence from others in the sector about the customers payment
record.
Product Marketing Dept Space Marketing Dept
Assistant General Manager
Debtor manager
Asst. Manager
Sr Executive
Jr Executive
Account Asst.
Sr Executive
Jr Executive
Account Asst.
Collection
executives
Collection
executives
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
54
2. Define credit limit setting process
Use criteria to determine whether to grant credit to a customer formalize a
procedure to establish customer credit limits. Also put in place a periodic
review procedure.
Once a credit limit is established only increase limit for a customer by
following the same formal procedure as when the limit was established in the
first place.
3. Synchronize the actions and attitudes of the sales and credit control teams.
Maintain a common policy within the company when dealing with debtors

4. Consider other forms of security or credit insurance
Using financial instruments to get paid, Inland Letters of Credit/Bills of
Exchange.

5. Ensure the production of timely and accurate management information.
Understand what is happening in our Business Environment
Monthly management of figures to include aged debtor listings and weekly,
monthly review of overdue debtors
6. Assertive debt collection policy
Formalize a graduated sequence of letters/telephone calls

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
55
FINANCE DEPARTMENT


Kerala Kaumudi has 11 editions spread over Kerala, Bangalore, Mumbai and Gulf.
Kerala Kaumudi has a centralized accounting system. All these units have to generate
their own funds through circulation, advertisement and other sources. The generated
funds are deposited to their respective bank account (Federal Bank) because the units
have no authority to utilize these funds. Cheque sanctioning process is carried out at
corporate office at Thiruvananthapuram with the approval and signature of MD &
Director

Churt no.5.16

STRUCTURE OF FINANCE/ACCOUNTS DEPARTMENT


Finance Manager
Accounts Manager/Officer
Corporate Accounts Head
Flash
Morning daily
Advt.A/c
Supervisor
All units
Circulation A/c
Supervisor All
units
Accounts
Assistant
Clerks

Flash
Advt. A/c
Supervisor
(Corporate)
Circulation A/c
Supervisor
(Corporate)
A/c Supervisor
General A/c
(Corporate)
Advt. A/c
Supervisor
(Corporate)
)
Head of Finance/Account
Circulation A/c
Supervisor
(Corporate)
Accounts
Assistant
Clerks
A/c Supervisor
General A/c
All units
Morning daily
Accounts Asst.
Clerks

Advt.A/c
Supervisor
All units
Circulation A/c
Supervisor All
units
Accounts Asst.
Clerks

Accounts Asst.
Clerks

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
56

FINANCE FUNCTION OF KERALA KAUMUDI

In every month, the corporate office will sanction Rs. 10,000 to Rs. 20,000 in advance
as an imprest to all units for meeting their day-to-day expenses.. At the end of the
month each unit will be sending their petty vouchers to corporate office for availing
credit to their imprest account.

Cost Control
Kerala Kaumudi is following different cost control measures. Cost control aims
at reducing inefficiencies and wastage and setting up pre determined cost and in
achieving them. Cost control is comparing of actual performance with the standards
or targets and taking corrective action if any deviation is occurred.

Budgets
Kerala Kaumudi is following flexible budget. Flexible budget is one which is
designed to change in accordance with the level of activity actually attained. It
provides budgeted cost at different levels of activities. It is prepared after making an
intelligent classification of all expense between fixed, semi variable and variable
because the usefulness of such a budget depends upon the accuracy with which the
expenses can be classified.

Now a days in Kerala Kaumudi most of the accounting and technical matters are
such as inventory control, production planning and control through linear
programming, pay roll accounting, sales accounting, budgetary control and standard
costing are computerized.

DUTIES & RESPONSIBILITIES
Finance Manager
Member of corporate task force.
Accountable to GM.
To give overall guidance to the functioning of the department.
To maintain the finance information system like Financial Analysis, Profit and
loss account analysis, Cash flow analysis, Inventory management, Budget
preparation and Project evaluation.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
57
Accounts Manager
To coordinate all functions of Accounts department.
To supervise maintenance of cash books, ledger, journal etc.
To fulfill statutory requirements like TDS return filing, Advance tax
payments, Sales tax return filing, Fringe benefits tax, RNI return filing

Head of the Finance /Accounts
Administrative function
To perform the functions and duties of unit chief in the absence of unit chief.
To exercise the role of chief executive officer of a unit, next to unit chief.

Executive function
To advice the unit chief unit manager and task force in financial matters.

To forecast and estimate the financial requirements of units and to formulate
short term and long term plans, budgets, targets, standards etc.

To meet the financial requirements in time, raise funds from appropriate
outside sources and schedule the repayment.

To prepare monthly profit & loss A/c and to compare the actual with the
financial plans/target and to take control measures.

To monitor the collection of debts to ensure 100% collection.
To ensure optimum use of resources to reduce cost of production.
To perform such other functions as may be prescribed by the corporate finance
head/top management.

Incidental finance function
Supervision of cash receipts and disbursement.
Proper custody and safeguarding important and valuable papers.
Record keeping and reporting.
Cash management and credit management.
Assist internal auditors/inspectors assigned by CTF members/corporate
finance head.
Verify documentary evidence in support of a transaction.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
58
Exercise reasonable care and skill performing duties.
Disclose full and fair information to the UTF and CTF.
Awareness of financial position as on date.
To ensure proper sequence of work to detect errors and frauds.
Attend training and learning programmes and keep up to date in the area of
accountancy, finance and general business conditions.

Accounts Assistant
Undertake various reconciliation works.
Ledger scrutiny on monthly basis.
Preparation of monthly Profit & loss A/cs

Circulation Accounts Supervisor
Monitoring billing and collection activities.
Sanctioning of credit adjustments.
Monthly closing of ledgers.
Preparation of agents control accounts.

Advertisement Accounts Supervisor
Book adjustments entry
Monitoring billing and payment activities.
Prepare MRV (Monthly Return Verification) statement.

Clerks
Voucher entry preparation
Filing vouchers and its cross verification
Preparation of receipts
Prepare all working papers and notes made.
Dispatch of bills
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
59
HUMAN RESOURCE DEPARTMENT




The management of Man is a very important and challenging job; important because it is
job, not of managing men, but of administering a social system. Human Resource
Management involves procedures and practices through which human resources are
organized and directed towards the attainment of the individual, social and organizational
goals.

Department Policy
The policy of HR Department is to render effective administrative support to the
organization both at corporate level and unit level in a systematic and scientific manner
with special emphasis on human resource development and training with the laid down
quality policy of the organization.


Churt no.5.17

Structure of HR Department














Functions of HR Department
HR manger is responsible for the management of the employees of both Kerala Kaumudi
and Ravi Printers and publishers. The main functions of HR department include:

General Manager
Human Resource Manager
Executive (HR)
Front Office
Executive
Office
Assistants
Drivers Telephone
Operators
Security
Officer
Clerk/Typist
House Keeping Canteen
Dispatch
Supervisor
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
60
I. Employment and placement
Recruitment, selection and placement as per the manpower requirements of the
company are the most important functions of HR Dept. The following recruitment
process chart gives an overview of the overall recruitment process of Kerala Kaumudi.

Chart No. 5.18 Recruitment Process Flow chart
Kerala Kaumudi-HR Dept.

c
a
n
d
i
d
a
t
e


No
M
a
n
a
g
e
m
e
n
t

&

s
e
l
e
c
t
i
o
n

p
a
n
e
l


H
u
m
a
n

R
e
s
o
u
r
c
e
s










Employee
referrals
Internal
Postings
External
sources
D
e
p
a
r
t
m
e
n
t

h
e
a
d
s






Manpower
requirements
Management
decision
and approval
Called for
interview
procedures
Make
offer
Short-
listing of
Resume
Manpower
Planning &
Budgeting
Initiate
Search
Interviews
(Preliminary
/HR/
Technical/
Final with
Directors
Vacancy
Directors
Approval
Candidate
Selected
Reference
Checks
Accept
the Offer
Resume
Search
Letter of
Rejection

Yes
No
Yes
Yes
Yes Joining
Formalities
No
No
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
61
II. Training
It is the responsibility of HR Department to impart Training and development to
employees both at corporate and Units whenever required. The training programmes
for employees include induction, on the job training for non managerial staffs, off the
job training for managerial staffs.

Training procedure
1. Identifying the training requirements of corporate as well all units
2. Planning and scheduling training programmes for the required units
For planning and scheduling the training and development programmes,
Kerala Kaumudi HR department is using a Training Calendar (see Appendix).
Every month in advance this training calendar is sent to all units. The units
require training programmes mark the convenient dates by specifying the
objectives and topics on which training is needed and return to the HR
department. HR Dept. makes necessary arrangements for the programmes. As a
part of streamlining the training programme, efforts are continuing to make it
function on line.
3. Evaluation of the effectiveness of the training programmes.

III. Wage and salary administration
Compensation to employees is fixed as per the Wage rates fixed by the wage
boards.

IV. Proper allocation of work

V. Developing and maintaining motivation for work

VI. Performance appraisal
Employee performance at work is evaluated in terms of pre-determined standards
with a view to develop a sense of belonging to the organization and also to retain
them.

VII. Employee health, safety and welfare services
Kerala Kaumudi has a hazard free working environment. No accident has been
reported in the past years.
The welfare schemes include both Statutory and Non statutory schemes.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
62

Statutory welfare schemes consists ESI, PF, EDLI, Profession tax and labor welfare
fund. Non Statutory schemes includes Canteen facility (subsidised rate), Vehicle
allowance, LTA (leave travel allowance), Kerala Kaumudi recreation club, Kerala
Kaumudi employees cooperative society, Kerala Kaumudi employees welfare
forum, Mobile allowance, Conveyance allowance, Medical allowance and City
compensatory allowance.
For maintaining the morale and team spirit among employees every year HR
Department is conducting a WELFARE FORUM. Apart from granting award to the high
achievers, this programme involves lots of cultural activities too.

VIII. Administering employee turnover and conducting exit interviews
Employee turn over rate in the previous year was 7%. In some cases exit interviews
are conducted.

IX. Industry relations
Maintenance of healthy and peaceful labor-management relations is the
responsibility of the HR Dept. This includes grievance handling, maintenance of
discipline etc.

X. Trade Union
The existing trade union in the company is AITUC. Trade union is given
management participation mainly in the areas of recruitment, termination, employee
linked insurance etc.

DUTIES AND RESPONSIBILITIES
HR Manager is responsible for the overall administration of front office, House Keeping,
Drivers, Dispatch, Telephone operators and security officers

Front Office Executive attends visitors and informs the concerned person. She
keeps attendance register of head office staff.
House Keeping staffs are responsible for the good maintenance of office
Dispatch section staffs are assigned to send courier from the corporate office and
prompt maintenance of dispatch register.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
63
MATERIALS DEPARTMENT



Purchasing is the important function of materials department. Other functions includes:

Finding out the details regarding the requisition of Raw materials
receiving and warehousing of raw materials
Collection of details about the consumption of raw materials on a regular basis
Issue of raw materials as per requirements

Churt no.5.19
Structure of Muterluls Depurtment













DUTIES AND RESPONSIBILITIES
Purchase manager
To develop and maintain good supplier relationships
Duties according to the order of Managing Director
Planning purchase orders.
Verification of raw materials consumption and stock statements which is daily
submitted by the materials managers of all units
To control abnormal wastage.
To handle insurance formalities of raw materials
Joint Managing Director
Deputy General Manger
(Materials)
Purchase Manager
Asst. Purchase Manager
Clerical staff
Godown staff
Storekeeper
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
64
To verify the quality of materials received
Inventory valuation

Inventory accounting supervisor
Inventory accounting
Checks and verifies the purchase bills
Checks bin card and stores ledger
Purchase analysis
Order placing figures are given to the departments

Store keeper
The store keeper should have technical knowledge and wide experience in stores
routine and ability of operation of the stores
Receiving the store correctly i.e., ensuring that every item of stores received by
the storekeeper is duly supported by an indent, purchase order, inspection note
and goods received note.
Entering all receipts in the bin card
Keeping every item of stores in the allotted bin
Maintaining and supervising the duties of the different staffs under his charge
Preventing unauthorized persons from entering into the stores
Ensuring that the inventory do not exceed the maximum level nor go below the
minimum level at any time

Clerks
Issuing goods according to the daily requisition slip
Entering the details of the goods supplied in the stocks ledger
Maintenance of purchase order files
Helping materials manager in updating the books maintained in the department

Godown staffs are assigned to load/unload materials to required places on time.

The documents maintained by the materials department are Purchase order,
Stock inward book, News print ledger, Stock ledger, Transfer slip.
RAW MATERIALS
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
65
I. News print
The size of newsprint is 70cm and 45 GSM (Gramage per square meter). As the GSM
increases copies decreases and vice versa.
The main supplier of newsprint Hindustan News print Ltd, Kottayam. Imported
deluxe quality news print are Supplied by Pondar Global Ltd, New Delhi. Low quality,
recycled news print is supplied by V.G.Paper and Boards Ltd, Udumalpet,
Sarvalekshmi Paper and Boards Ltd, Coimbatore and Vishnupriya Papers, Chennai.
These newsprints are used for the printing of inner pages.

II Ink
Two types of inks are used for printing.
A. Black ink: Suppliers of black ink are Shalimar Inks and Chemicals, Aluva and
Orient Inks, Kozhikodu
B. Colour Ink: Suppliers of colour ink are Galilia Chemicals, Cochin M.R.
Industries, Calicut. High quality ink which is used for printing advertisement
columns are supplied by Coats Ink, Kalyan Marketing, Cochin.

III Plates
Aluminium Plates are of three types: long, medium and short run. Long run plates
are used for producing main pages in all editions. From a short-run plate 10,000 to
15,000 copies can be printed. These plates are procured from the dealers of
TECHNOVA, Standard Missionary Sales Company, Patoor, Thiruvananthapuram and
dealers of NIRAJ, News Graphics, Kottayam. The imported plate dealers are
TOPAZ.

IV Chemicals consumed are developers, universal wash, fountain solution, remover and
plate cleaner, Chemicals for film development-developer and fixer.

V Graphic Art film: Usually films produced by Kodak and Agfa are used. Kodak films
are supplied by Trade Links Ltd, Cochin and Agfa films are supplied by Krishna
Agencies, Cochin.

VII Laser printer films and Tracing paper
PURCHASING
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
66
Basic objectives of purchasing
1. To ensure uninterrupted flow of materials for smooth production.
2. To procure material economically.
3. To procure right materials in right quantities.
4. To develop and maintain good and healthy supplier relationships.
5. To receive and deliver materials at right place at right time.

Purchase function
Purchases are made according to the receipt and analysis of purchase requisition. The
average consumption of newsprint is about 300 metric tones per month and that of
printing ink is 6000 kg/month (black ink) & 1000kg/month (color ink). Usually
purchases are made for one month. A minimum level of inventory (for one month) is
always tried to be maintained. Reordering is according to requirements.

Purchases are made from domestic as well as foreign sellers. But usually domestic
sellers are preferred as they provide more credit period of 30-50 days. Now the materials
department has decentralized. The intimation is sent by all units regarding the items
purchased, quantity, rates etc. Each unit has to meet the cost of raw materials purchased.

Bills for payment
When the invoice received from the supplier, it is send to the inventory accounting
section to check both the authenticity as well as the arithmetical accuracy. The quantity
and price mentioned in the invoices are checked with reference to stores received note
and purchase order respectively. After verifying the invoice in all respects, the inventory
accounting section certifies and passes the invoice for payment to the finance
departments.

Quality Checking
Materials are checked on trial basis. After trial run only suppliers are selected. If there
found any defect, it would be communicated to the suppliers and if they were willing to
rectify the defects, orders are placed with them.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
67
SYSTEMS DEPARTMENT




Kerala Kaumudi started to implement computerization from 1998 onwards. Since 2006
they have been developing their own ERP (Enterprises Resource Planning) package.
System Department handles maintenance of hardware and development and maintenance
Software. As a part of boosting the implementation of MIS, the works on developing
systems technologies is improving. Customization of circulation module is completed
and the works on the advertisement, accounts inventory & HR are in progress.


Churt no.5.20
Structure of system depurtment















Duties & Responsibilities

System Engineer


He is directly accountable to GM.
Network administration.
System assembling.
Maintenance of network connectivity and data communication.
Hardware & system software maintenance.


Asst. System Engineer
System engineer
Asst. System Engineer
Programmer Hardware
System executives
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
68
Developing, testing and implementing required application package.
Trouble shooting and upgrading installed application packages.
Provide training to staffs on the newly installing packages.

The recent achievements of systems departments include:
Decentralized work
Fast collection and payment of bills
Fast and comprehensive generation of MIS reports as per the requirements of top
management.

The computer network system of Kerala Kaumudi includes around 100 machines
and 3 servers. One server is for newspaper and for flash, one is for all periodicals and
other one is for software. The operating system used in servers is Linux and in client
system is Windows. Since 2006 system department has been engaging in the
development of in house ERP package (in Visual Basic) which is named as PRESS
SOFT. The customization of circulation module has already completed. The works on
the customization of advertisement, accounting, inventory and HR are in progress.







Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
69











CHAPTER VI

SWOT ANALYSIS OF KERALA KAUMUDI (P)
LTD

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
70
SWOT ANALYSIS OF KERALA KAUMUDI (P) LTD

To achieve proper firm-environment fitness, Companys Strengths, weaknesses,
Opportunities and Threats should be understood. This analysis is commonly known as
SWOT Analysis. Strengths and weaknesses are internal factors. Opportunities and
threats are external factors.

Table No.6.1 SWOT Analysis
STRENGTHS WEAKNESSES
1. Credibility of news and unbiased
reporting style
2. Good reputation
3. Financial stability
4. Approach of investigative journalism
5. Units spread all over Kerala with
adequate printing facilities
6. Able, dedicated and specialized
workforce.
7. Good Brand image
8. Group harmony

1. Falling circulation lead
2. Administration lacks a professional
touch.
3. Lacks a strong mission and fails to
establish time bound goals for each
department clearly.
4. Absence of some core departments like
R&D and Advertisement
5. Absence of effective sales promotion
and advertisement strategies.
6. Narrow product line.
7. Weak societal marketing.
8. Resistance to change.
9. Lacks anticipative marketing.
OPPORTUNITIES THREATS
1. Untapped market segments like
children, unemployed youth, teenage,
job seekers, farmers, Children etc.
2. A potential market of literate but
unsubscribed to any newspaper.
3. Diversification of business into TV
channels and mobile portals.
4. Print outsourcing.
1. Fast changing printing technology
2. Competitors strong sales and marketing
strategies.
3. Fast growing Cable and satellite TV
4. Penetration of Internet media, with no
restriction of subscription charges.
5. Unstable newsprint cost.
6. Fast changing life style of people
7. The younger age groups preference
changing to Internet, or their mobile
telephones to learn of news that
interests them.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
71








CHAPTER VII
FINDINGS, CONCLUSION AND SUGGESTIONS
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
72

FINDINGS


1. At present Kerala Kaumudi is facing a tough competition. Its main publication, daily
newspapers position in the market is fluctuating. Till 2005, it was the third largest
circulated daily. In 2006, the position came down to fourth, and in 2007 it is going
down to fifth position. Financial statements from 2001-05 shows that, Comparing to
previous years newspaper revenue has declined. It calls for the attention of top
management to formulate more competitive marketing strategies for the daily. Flash
continues as No.1 mid day daily in the market.

2. The main feature which distinguish the print from other media is that it presents news
in more analytical manner which enables the reader to think criticaly. The prime
factors which influence the readership and publicity of a newspaper are:

How soon the "news" is put out, and how innovative is the presentation
Coverage of the news.
Catchy captions with valuable information.
How attractively and effectively critical incidents are reported with headlines
with colored photographs which attract the attention of readers. How far these
headlines give maximum information to the reader at a glance.
How efficiently summarize the news item with catchy captions that enable the
readers with quick reading and easy comprehension.
The situational analysis by the editorial board too attracts the readers.
Coverage of international news with a local perspective and
Clarity of reporting.
Comparing to competitors products Kerala Kaumudis coverage of national,
international, business and sports news is less.


Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
73

3. The literacy rate of Kerala is higher than any other states. There are more potential
markets to tap. The company management fails to harmonize the organizations
objectives, capabilities and resources with the market opportunities. Though the
company is facing tough competition, comparing to its production facilities of all
units and its strong public image, it has more scope in the market. Company has to
frame more Marketing and sales promotion strategies.

4. Each department performs their routine work well, but these departments activities
are not well coordinated to a time bound mission.

5. Company lacks a good research and development team.
6. Circulation Department has limited subscription plans.
7. For print production, chemicals have been used to remove the non-image emulsion,
but now plates are available that do not require chemical processing.

8. HR department is maintaining good industrial relations. HR dept needs more
systematic approaches to make its main functions viz. recruitment & selection,
performance management, and training procedures more efficient.
Company has a specialized and dedicated human resource. But there is less value
addition.
HR Dept hasnt introduced a good time keeping system.
In the last year Labour turnover was 7%.

9. The core department of a print media is Editorial Department. It lacks adequate
automation and modernization. Space Marketing Department requires more office
equipments and communication facilities.

10. Kerala Kaumudi website is not included the company history, vision, motto, mile
stones, social responsibilities.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
74


CONCLUSION


Media has a strong role in nation-building. Todays communication is more complex.
Competitors are coming up with more products and increased sales promotion strategies.
Customers tastes and preference, life style and quality of life are changing. As the digital
tide gathers strength, it is remarkable that the press in print continues to be the media of
preference for the majority of readers who want to remain informed. What makes
newspaper different from other media is that presents news in more analytical manner. It
can influence and change peoples lives and their societies.

As far as print media is concerned, circulation is mostly considered as the yardstick of
victory. People would always want news, but it should be packaged well according to the
changing needs of the society. Newspapers have to address all sections of the readership
to stay in the business. In a literate state like Kerala, there is more room for the
newspaper companies to grow, as the rural areas are largely untapped.

Kerala Kaumudi has always worked for the development of society with its Forth
right news and fearless views. Kerala Kaumudi spearheaded with a missionary zeal to
enlighten the underprivileged and downtrodden masses in the society. Stress on
credibility and unbiased reporting which is the motto of the Kerala Kaumudi since
1911.

To compete with fast emerging TV channels and internet journalism and with the
competitors strong sales and promotion strategies, Kerala Kaumudi (P) Ltd has to come
up with new plans and strategies.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
75
SUGGESTIONS

1. When the dailys circulation lead is falling, it is the time to analyze where the
marketing efforts has failed. To establish circulation lead, more innovative and
analytic approach is needed. I recommend to implement the following strategies:

Family administration of the company has to bring forth a professional and
unconventional approach.
The firm should estimate its competitors cost and performance as benchmarks.

Direction is more important than speed. A well worked out mission statement
provides units and departments a sense of direction.

Implement TQM strategy-Improve the quality of the organizations processes,
products, services through continuous improvement in all senses.

2. Increase the coverage of news. More national, international, business and sports news
must be included. Include other writers column opposite to editorial page. Increase
the number of pages through value added news but without any increase in product
price. The additional cost would be compensated by operational efficiency and
increase in the ratio of advertisement to editorial.

Usage of several fast moving consumer goods in Kerala is higher than all India
usage. Space Marketing Department must include advertorials, which advertise new
products or techniques, for which third-parties pay a fee.

3. The essence of marketing is to create customers-customers will follow. Company has
to frame more Market Communication Strategies. More market penetration strategies
are also to be framed. Advertising moves people to products. Give advertisements in
media having highest reach to the target market. Give Display advertisements in close
circuit TVs. The effectiveness of advertisement must be conducted periodically.

4. Absence of clear cut objectives leaves unclear standards by which to evaluate the
individual as well as organizational achievements. So it is suggested to implement
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
76
Management by Objectives (MBO). Establish challenging yet realistic goals in
accordance with the overall company mission. All departments are to translate it into
time bound goals and to implement it.

5. I suggest introducing two designations: R&D Manager and Manager responsible for
the overall planning and implementation of marketing communication of Kerala
Kaumudi products. An efficient research and development team which consists of
all department heads and unit managers must be coordinated under the guidance of
R&D Manager. Future plan must be chalked out through brain storming sessions.
Research, develop and launch innovative and value added products quickly and
within the budget and through operational efficiency.

6. In addition to the existing subscription plans, introduce short-term and flexible
subscription plans.

Offer a variety of subscription plans. Peoples topics of interest are different. For
eg. Some people are interested in health related news; some are crazy in sports,
jobseekers focuses on employment opportunities. So plan pull-outs on the basis of
customers special interest and introduce flexible and short term subscription
plans. For example, someone wants only on that day newspaper with supplement
which meets his interest. Some may need a Sunday paper only or perhaps only
Sunday and Saturday, or may be working days subscription.

Agents are good source of information. This source must be well utilized while
framing marketing strategies. Periodically customers feed back and responses can
be collected through agents.

Establish and maintain circulation lead by satisfying customer needs better than
the competitors through value added products- that would be the motto of
product marketing department.

The company needs an anticipative marketing approach. Ensure and encourage
participation of all members in distribution channel in the framing and
implementation of marketing plans.
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
77

7. Kerala Kaumudi (P) Ltd has to go at a fast pace towards the implementation of
modern production technologies. Now plates are available that do not require
chemical processing The development of the digital platesetter in the late twentieth
century eliminated film negatives altogether by exposing printing plates directly from
digital input, a process known as computer to plate printing.

8. HR department must encourage and develop an organization culture where innovative
ideas are freely exchanged.
Strengthen the leadership
Ensure the effective utilization of the maximum potential of employees.
Reduce turn over by creating and maintaining loyal employees through right
recruitment, effective training and development, periodical performance appraisal
and good rewarding.
Company is admitting project works of professional students from reputed
universities. Admit and coordinate these studies in a fruitful manner. Admissions
should be on the basis of analysis of resume and interview.
While recruiting, future manpower requirements must also be foreseen. (The
recruitment procedure is modified and the redesigned flowchart is given at the end
of this section).
Introduce a good time keeping system for employees working at all shifts.
9. Editorial department needs to be modernized. Marketing department must be ensured
with enough office equipment and other communication devices. The internal
communication of marketing department must be improved. Ensure that all
department staffs are provided with enough equipment and facilities around them.

10. In Kerala kaumudi website home page includes ABOUT US, HISTORY, MILESTONS,
MANAGEMENT, VISION AND MISSION, PRODUCT PROFILE, SOCIAL RESPONSIBILITIES
etc.


Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
78


Suggestions for streamlining the recruitment process
An ideal recruitment process must have well defined objective and policies. The
entire recruitment process must be framed in the light of those objective and policies.

Recruitment objective
In conformity with the general personnel policies of Kerala Kaumudi, find and employ
the best qualified persons at right job at right time for meeting its manpower
requirements.

Recruitment policy
1. To find and employ the right persons for the right jobs through detailed job analysis.
2. To retain the best and most promising of those hired.
3. To offer promising opportunities for life time career and personal growth on the job.

After analyzing the recruitment process flowchart the recruitment procedure is
modified as presented in the following table.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
79
Table No.7.1 Modified Recruitment procedure

Steps

1. Department Heads identify the manpower requirements
2. Request reaches the HR Department.
HR manager review the workforce and verifies the skill gap.
Review Position Description for Alignment with Organizational Mission
HR Manager develops a draft HR Plan which consists of the methods to
fill the skill gap (from internal postings/external sources) with an
estimated budget.
3. Draft HR plan sends for the approval of management and Directors approval
4. If Director approves, vacancy is declared
5. Conducting Job Analysis to identify the knowledge/skills/abilities and
competencies associated with the vacancy. (see appendix)
6. Planning and budgeting the recruitment process
7. Recruitment-recruit the top talent
Development of sources and methods of recruitment
Internal advertisements
Employee referrals
External sources
8. Selection- select the best
Reception of applications
Short listing of resume
Creating candidate assessment tool* for screening candidates.
Candidates are send call letters for interview
Reference checking of selected candidates
Waiting list of desirable candidates.
Final selection approved by directors
9.
10.
Extend job offers
Placement
As per this procedure, the recruitment process flow chart is redesigned as follows.

Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
80
Chart No. 7.1 Redesigned recruitment process flow chart
RECRUITMENT PROCESS FLOW CHART

c
a
n
d
i
d
a
t
e


s
e
l
e
c
t
i
o
n

p
a
n
e
l

H
u
m
a
n

R
e
s
o
u
r
c
e
s

D
e
p
t
.










D
e
p
a
r
t
m
e
n
t

h
e
a
d
s


M
a
n
a
g
e
m
e
n
t


o
r

D
i
r
e
c
t
o
r



No
Yes
Yes
No
Yes
Called for
interview
procedures
Make
offer
Employee
referrals
Develop
sources
&methods of
Recruitment
Interviews
(Preliminary
/HR/
Technical/
Accept
the Offer
Internal
advertising
Letter of
Rejection
Yes
Joining
Formalities
No
Manpower
requirements
Develop a
manpower
plan
Directors
Approval
JA
Job Analysis
External
sources
Reception
of
applications

Waiting
List of
desirable
candidates
Candidate
selected

Final
selection
approved by
Directors
Reference
Checks
No
Vacancy
Short listing
of resume
Create
candidate
assessment
tool w.ref.to
JA
Plan &
budget
recruitment
process
Next chance
in waiting list
Organization Study on Kerala Kaumudi (P) Ltd
Institute of Management in Kerala
81
1. Develop a time line for each procedure to ensure the placement in right time.
While planning the recruitment procedure itself, insert the proposed time taken
too to ensure placement in time.

2. Job description is fundamental to effective recruitment and selection. It helps for
the recruitment of right persons. So concerned supervisors/section heads might be
requested to prepare these in connection with the vacancies.

*Candidate Assessment Tool is a tool developed for screening the applicants. This
tool is developed on the basis of job analysis. It contains
1. Crediting plan
2. Structured interview
3. Written test
4. Method of ranking
Crediting plans and interview questions are developed as part of the job analysis.


Assistant
General
Manager
DTP Staff 2

DTP Staff 1 Proof Reader
2

Proof
Reader 3

Proof Reader
1
Customer
care
executives
Marketing
Executives
Unit
Advertiseme
nt Managers
AM Weekly A/cs
Executive
Bill wise
Posting
A/cs Officer Billing Receivables
team
RM Central RM North RM South Dispatch Office Asst.-
Voucher
Billing

Office Asst.-
Cross
Checking

AAM DTP Asst
Manager
Corporate
Commn.
Manager
Flash
Corporate
Manager
Debtors
Mgmt
Manager
Corporate
Operations
Asst
Manager
Debtors
Mgmt
Hari