Submitted To:

MR. NAZIK HUSSAIN

In-Charge Internship and Placement

Submitted By:
ADNAN SHOKAT
ROLL #: 05
BBA 6th (Morning)
Session (2007-2011)

Department of Management Sciences

The Islamia University of Bahawalpur, Pakistan
 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

The Department of Management Sciences 1

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

The Department of Management Sciences 2

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

Table of Contents Page No.

Preface
Acknowledgement
Dedication
Executive Summary 5
Introduction Of Organization 7
Introduction Of DAWN Newspaper 16
Mission, Vision And Objectives Of Organization 25
Corporate, Business And Departmental Level Strategies 29
Organizational Structure 31
Working of Various Divisions/Departments 37
Policy Formulation Process Meetings 38
Employees/Personnel In Various Sections 42
General Rules of Conduct 50
Ethical Principles In The Relations With Personnel 51

Professional Growth 52
Administrative Styles 54
Production 58
Company Marketing Mix 65
Dawn Newspaper 66

The Department of Management Sciences 3

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Events 79
Pricing 86
Advertising Tariffs 88
Distribution 106
Training Programme 110
Financial Analysis 123
SWOT Analysis 125
Suggestions And Recommendations 131
Conclusion 133
Annexure 144

The Department of Management Sciences 4

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Executive Summary
The Project: Dawn newspaper (Pvt.) Limited is published by herald publications.

Sponsors Name: The DAWN Group of Newspapers, published by the Pakistan Herald
Publications (Pvt.) Limited (PHPL).-

Markets: English newspaper is a small market in Pakistan. Dawn newspaper was

founded in 1941 by Quaid-e-Azam Mohammad Ali Jinnah in Delhi, India.
The newspaper has offices in Karachi, Lahore,it has a week-day
circulation of over 138,000 and a total readership base in excess of
759,000.

Plant Capacity: The print machine is used by Dawn is a web off-set machine, in which
paper rolls are used for printing. It is alarge sized machine consisting of 10
units. The high speed machine with the speed of 35000 runs per hour.

Material and Inputs: The material used for Dawn newspaper is divided into two parts.paper and
ink. Dawn imports all the materisl.Paper comes from Russia and ink from
Belgium. The bulk buying of the material is done by head office and then
required material is sent to local stations.

Human resource: In Lahore press in production department have 15 men team. These are
headed by assistant manager production coordinator.at the night press tem
working under production coordinator, who coordinates with all the
department such as advertisement, editorial and communication etc.

The Department of Management Sciences 5

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The DAWN newspaper is Pakistan's oldest, and most widely-read English-language newspaper. It is
published from Karachi, the largest business hub of the country, Lahore, the second largest and the
most fast developing business sector of Pakistan, and Islamabad, the capital of the nation. DAWN is
the most widely circulated English language newspaper of Pakistan, enjoying a nation-wide
influence. It has a week-day circulation of over 138,000 and a total readership base in excess of
759,000. Read every morning by policy and decision-makers in the public and private sectors, at
federal and provincial government level and by the majority of Pakistan's English reading
newspaper, the newspaper from its inception, DAWN has been at the forefront of the many events
that constitute Pakistan's history.

Dawn is also the pioneering English daily of Pakistan, as this was the first English daily that started
its operations right of the independence.

It played an important role in the economic, social and moral development of Pakistan by dispersing
the true information , preaching the national and social values. Dawn newspaper is making progress
with the passage of time, entering into new portfolios, developing its market share and the new
products like Aurora, Herald, Spider, and Dawn.com ,and the Dawn television network.

Internship in Dawn newspaper was an honour and challenge for me. But I enjoyed a lot there. During
my internship I learned and know what the basic purpose of print media and how they beneficial for
all the peoples of Pakistan. Working in various department help me in my practical knowledge and
all the heads of department supported me to know about the various product of Dawn.

Dawn newspaper is the major product of dawn media group. Dawn newspaper earned his almost
money from advertisement. Most of biggest companies placed their adds in Dwan newspaper. Dawn
is using high riched colour for advertisement which the other newspapers did not. Dawn newspaper
is eanked no.1 in circulation.

Government sector or private sector like to read Dawn newspaper because of their supported news of
both Government and public. This is the policy of Dawn. Dawn newspaper is always positive
medium for every citizen of Pakistan.

The Department of Management Sciences 6

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Introduction of Organization

The Department of Management Sciences 7

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Introduction of Organization

Early History:

A Brief History of Newspapers:

“Were it left to me to decide whether we should have a
government without newspapers, or newspapers without a
government, I should not hesitate a moment to prefer the latter.”-
Thomas Jefferson, 1787.

“For my part I entertain a high idea of the utility of periodical publications; insomuch as I could
heartily desire, copies of ... magazines, as well as common Gazettes, might be spread through every
city, town, and village in the United States. I consider such vehicles of knowledge more happily
calculated than any other to preserve the liberty, stimulate the industry, and ameliorate the morals of
a free and enlightened people”.- George Washington, 1788.

Congress shall make no law ... abridging the freedom of speech or of the press... -Article One, Bill of
Rights of the United States Constitution, 1789.

Here is the living disproof of the old adage that nothing is as dead as yesterday's newspaper... This is
what really happened, reported by a free press to a free people. It is the raw material of history; it is
the story of our own times. -Henry Steel Commager, preface to a history of the New York Times,
1951

The Department of Management Sciences 8

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The Origins of Newspapers:

The history of newspapers is an

often-dramatic chapter of the
human experience going back
some five centuries. In
Renaissance Europe handwritten
newsletters circulated privately
among merchants, passing along
information about everything
from wars and economic
conditions to social customs and
"human interest" features. The
first printed forerunners of the
newspaper appeared in Germany
in the late 1400's in the form of news pamphlets or broadsides, often highly sensationalized in
content. Some of the most famous of these report the atrocities against Germans in Transylvania
perpetrated by a sadistic veovod named Vlad Tsepes Drakul, who became the Count Dracula of later
folklore.
In the English-speaking world, the earliest predecessors of the newspaper were corantos, small news
pamphlets produced only when some event worthy of notice occurred. The first successively
published title was The Weekly News of 1622. It was followed in the 1640's and 1650's by a plethora
of different titles in the similar news book format. The first true newspaper in English was the
London Gazette of 1666. For a generation it was the only officially sanctioned newspaper, though
many periodical titles were in print by the century's end.

The Department of Management Sciences 9

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English Newspapers in Indian subcontinent:

A British man William Bolts in 1766

offered the first ever paper to his fellow
countrymen in Calcutta and helped them
establish a printing press. Since ee was
against the East India Company
Government, so after two years of
establishing his press he was sent back to
England by the Company. He published a
book of 500 pages which carried details of
corruption in East India Company and
hardships faced by Indian people.

In 1780 another man named James Augustus Hickey published a newspaper with the name of Bengal
Gazette/General Calcutta Adviser. The size of that paper was 12"x8" with only 4 pages. Hickey too
was against the Company Government and published internal news of the employees of the
Company. Soon the Government withdrew the postage facility for his paper as a fallout of a news
against them. Hickey still managed to deliver his paper by appointing 20 men for delivering it. Once
he published a news against the Chief Missionary of the Main Church, Jan Zakariya. Jan complained
to the Government for that fake news and filed a defamation petition against Hickey. Hickey was
fined Rs 500 and awarded 4 months imprisonment. After that he was fined again which resulted in
the death of the paper.

In November 1781 another newspaper with name of “India Gazette” was also introduced which was
pro Government and against Hickey.

Newspapers of that time were in English and the news only related to British activity in India. As the
readers were also British, the local population was not the target. But the Company feared that these
Indian papers could get to England and may defame the Company in England. English papers used to
take 9 months to reach India.

The Department of Management Sciences 10

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NEWS PAPERS IN PAKISTAN:

Associated Press of Pakistan (APP) is a

government-operated national news agency of
Pakistan. It is not associated with the
Associated Press agency (AP).

History:
The authentic history of the Associated Press of
Pakistan as told by the Founder of the
Associated Press of Pakistan, Malik Tajuddin:

The evolution of the Associated Press of

Pakistan as the National News Agency owes its inspiration to the Father of the Nation, Quaid-e-
Azam, with whom my initial contact was established in 1936 when I was in my late twenties and had
hardly five years experience as a working journalist. The contact proved so fruitful and pregnant with
possibilities that I was destined under his benevolent guidance and patronage to play a leading role in
my particular sphere of professional activity.

The Quaid-e-Azam’s personal

interest in my career further
developed when I was posted in the
Reuter’s Head Office for the East in
Bombay in 1938-39. The
“Deliverance Day” (December 22,
1939, observed in response to the
call issue by the Quaid-e-Azam to
commemorate the elimination of
the Congress Ministries in the
seven Provinces of India, owing to
difference on the question of the war effort) brought me good luck, with the rest of the Muslims of
India and I was instructed by the Reuter’s General Manager for the East to proceed to Lahore where
the session of the All-India Muslim League was due to be held within three months.

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I not only reported the historic session for the Indian and World Press but was able to establish
countrywide acquaintance with the Muslim League leadership. As a pioneer in the news agency
field, I received enthusiastic support from one and all.

My administrative sphere with headquarters at Lahore was gradually extended to cover Muslim India
including the Princely State of Hyderabad and with the passage of time I was assigned the role of
Reuter’s Advisor on Muslim Affairs in South Asia.

In September, 1944, after the historic Jinnah-Gandhi talks in Bombay the Quaid-e-Azam in a special
interview granted to Malik Tajuddin told him that he was convinced that the emergence of an
independent sovereign Muslim state was inevitable and that the time had come for Malik Tajuddin to
take in hand preparatory work for the formation of Pakistan's national news agency.
Since the British Government’s tentative decision to transfer power to Indian hands indicated in the
Cripps Offer the Indian newspapers acting together through Eastern and Indian Newspapers Society
and the Indian Newspapers Editors Conference had been pressing Reuters for transfer to them of the
control and ownership of the Associated Press of India. As by large the Indian newspapers with a
strong pro-Hindu and anti-Muslim bias were owned and controlled by Hindu capitalists the Muslim
cause went by default and the question of protection of the Muslim interests assumed fundamental
importance during the Pakistan movement. But the Muslim newspapers, financially backward and
otherwise disorganized as they were, failed to influence vital decisions concerning the Press.

APNS:
The All Pakistan Newspapers Society is a premier body of newspapers publishers, which has been
headed by such august personalities as Mr.Hamid Nizami , Mir Khalil-ur-Rahman , Mian
Iftekharuddin , Mr. Fakhre Matri , Mr.Hamid Mahmood, Mr. Yousuf Haroon, Mr. Mahmood
Haroon, Mr. A.G. Mirza, Kazi Mohammad Akber , Mr. Munawar Hidayet Ullah, Mr. K.M.Hamid
Ullah and Mr. Anwarul Islam of Pakistan Observer Dacca.

The Pakistan Newspapers Society, a precursor to the APNS, was established in 1950, primarily due
to the efforts of the late Messrs Hameed Nizami and Hamid Mahmood. It functioned for a number of
The Department of Management Sciences 12
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years but could not receive much support or recognition either from the publishers and advertising
agencies in general and the authorities in power in particular. Publishers' organizations also
functioned in East Pakistan and Karachi but these provincial bodies could not effectively represent
the interests of the newspaper industry.

In the year 1953, it was decided to form the All Pakistan Newspapers Society, merging all the
existing groups of publishers. It was also decided to establish the headquarters of this organization at
Karachi, as at that time the majority of the major publications originated from there. It took some
time to be organized on a professional basis. A rented premises for the office was obtained in Farid
Chambers, from where it continues to function, paid staff was hired, etc. The organization expanded
rapidly with the inclusion of new members from all over the country and was soon able to call itself
the ALL PAKISTAN NEWSPAPERS SOCIETY.

The formation of an organization of publishers was critically required to facilitate the exchange of
their views on matters of common interest among newspaper owners. The APNS successfully
afforded to newspaper owners the means to watch over, protect, preserve and promote the rights and
interests of the newspaper industry on matters directly or indirectly affecting their rights and
interests. The APNS remained very active in handling the problems faced by its members vis-à-vis
the provincial and central governments relating to advertisements, clearance of dues, taxes and duties
and newsprint. It became a force to be reckoned with in the publishing and advertising world and laid
down rules of conduct for member publications as well as the advertising agencies.

One of the major rules framed being the accreditation of advertising agencies by the All Pakistan
Newspapers Society, introducing security deposits and clearance schedule to member publications
within a specified period. Non-payment of bills of any publications, big or small, carried the penalty
of suspension till such time that all the bills were cleared. Thus the Society has successfully evolved
a mechanism of streamlining advertisement and clearance system protecting the collective interests
of its member publications, advertising agencies as well as advertisers.

The APNS Secretariat not only handles the complaints of its members against non-payment by
advertising agencies but it also puts its best efforts to settle the disputes between advertising agencies
and their clients. The system of enlistment of clients of accredited advertising agencies effectively
safeguards the interests of the agencies. Under this system, no listed clients are allowed to release
their ads in any member publication without the clearance by the concerned agency.

The Department of Management Sciences 13

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The significance of this Organization is duly reflected in the fact that it provides a bridge between
the newspapers and the advertising agencies. It was an accepted reality that the newspapers and the
advertising agencies are the two wheels of the same carriage and not antagonistic rivals. They
compliment each other and the existence of one is inextricably linked with that of the other.

However, in order to make the liaison between newspapers and advertising agencies closer and
firmer the APNS had taken positive steps to consolidate the mutual relationship. The Society also
endeavored to encourage, promote and develop the science and art of journalism and newspaper
industry and in this connection, in 1981, the APNS instituted advertising awards in various
categories to promote advertising, particularly designing and copy writing, giving a big fillip to
advertising profession in Pakistan. Subsequently the Journalist Awards were launched in 1982. The
awards ceremonies are being regularly held since 1981.

The APNS has extended its protective umbrella to publications from small towns and also to the
regional language press that had enhanced the representative character of the Society. Over the years
the APNS has grown into a true representative body of newspapers and magazines all over the
country. In 1971 there were 41 publications on the roll of the Society whereas in 2003 the number
rose to 262.

The APNS, throughout its history has originated and promoted improvements in the law and
supported or opposed alterations therein. The Society had launched a protracted struggle against the
PPO along with organizations of editors and journalists. The struggle resulted in the quashing of this
anti-press law and the introduction of relatively better law in the form of the RPPO. In 1999, the
APNS had prepared a set of press laws including the Draft for the formation of Press Council in
Pakistan, Registration of Printing Presses, Newspapers Ordinance and a draft Freedom of
Information Act. After thorough discussions among the APNS, CPNE and the Ministry of
Information, the drafts on the Press Council and the Registration of Presses and Newspapers were
finalized and enacted in 2002.

The member publications are rapidly adopting modern techniques and facilities and trained
manpower in all fields to cope with the challenges ahead especially due to the growth of the
electronic media. It is heartening that many newspapers and magazines brought out in Pakistan
maintain journalistic and publishing standards in line with the international press and are enjoying
the facilities offered by information technology.

The Department of Management Sciences 14

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Current Facts:
The Media in Pakistan due to the liberal policies of
PEMRA (Pakistan Electronic Media Regulatory
Authority) and sustained economic growth of 6.6%
per annum for the past six years, is a booming
industry. Ever since the highly regulated airwaves of
Pakistan were rippled by the penetration of the first
private TV channel, there has been no looking back.

In the early twenty-first century, the amount of print

media in Pakistan declined precipitously while total
circulation increased. From 1994 to 1997, the total
number of daily, monthly, and other publications increased from 3,242 to 4,455 but had dropped to
just 945 by 2003 with most of the decline occurring in the Punjab Province.

However, from 1994 to 2003 total print circulation increased substantially, particularly for dailies (3
million to 6.2 million). Print media are published in 11 languages, but most are published in Urdu
and Sindhi, and English-language publications are numerous.

The press generally publishes free from censorship and has played an active role in national
elections, but journalists often exercise self-censorship as a result of arrests and intimidation by
government and societal actors. Most print media are privately owned, but the government controls
the National Press Trust, a major newspaper publisher, and the Associated Press of Pakistan, one of
the two major news agencies. The constitution guarantees the rights of free speech and press but also
allows for government restrictions in cases of offenses against Islam, public morality, national
security, and other circumstances. In fact, the government can fine and imprison those who broadcast
material that is deemed inconsistent with “national and social values”.

When we look at the current status of the DAWN Media Group ,it becomes quite obvious that the
group is making progress with the passage of time , the evidence can be supported by the addition of
FM 89 ,Dawn.com , the Dawn television network. In the print section the subscription of the ROP
and its magazines is increasing over the period of time.

The Department of Management Sciences 15

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Introduction of DAWN Newspaper

INTRODUCTION:
The DAWN Group of Newspapers, published by the
Pakistan Herald Publications (Pvt.) Limited (PHPL)
is Pakistan's oldest, and most widely-read English-
language newspaper. One of the country's two
largest English-language dailies, it is the flagship of
the Dawn Group of Newspapers, published by
Pakistan Herald Publications, which also owns the
Herald, a magazine and Spider, an IT magazine.
Pakistan's newspaper of record, it is considered to be
something of a national institution.

It was founded in 1941 by Quaid-e-Azam Mohammad Ali Jinnah in Delhi, India. The newspaper has
offices in Karachi, Lahore, and Islamabad, as well as representatives abroad. As of 2004, it has a
week-day circulation of over 138,000 and a total readership base in excess of 759,000. The CEO of
Dawn group is Mr. Hameed Haroon, and the current editor in chief of Dawn is Abbas Nasir.

Background Information
Founded by Quaid-e-Azam on 14th August 1941,
DAWN is the first newspaper to be published in
Pakistan.

It is the largest selling English language daily

newspaper in Pakistan and at present it is published
simultaneously from Karachi, Lahore, Islamabad &
Peshawar.

DAWN is printed on one of the most advanced color presses in the country.

In1996 DAWN became the first newspaper available daily on the World Wide Web.

DAWN has an extensive syndication and wire service network.

The Department of Management Sciences 16

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On December 26, 1996 DAWN was launched in Lahore to become the most widely circulated and
influential paper in the Punjab.

March 23, 2001 saw the launch of DAWN in Islamabad.

DAWN has its main offices in Karachi, Lahore and Islamabad and regional offices in Quetta,
Peshawar and Multan.

The DAWN e-paper was made available on the internet in 2007.

City FM 89 was launched in 2004

DAWN NEWS was launched n 2007

DAWN Readers:
The DAWN family of readers consists of bankers,
bureaucrats, managers, civil servants, lawyers,
doctors, professionals, housewives, industrialists,
farmers, investors, media personnel, armed forces,
students, academics, entrepreneurs, financers, policy
makers, opinion shapers, decision makers, ministers,
prime ministers and presidents.

DAWN Newspaper is divided into two main sections: the National Pages and the Metropolitan.

DAWN Weekly Package:

The Economic and Business Review (Every Monday)
The Review (Every Thursday)
Sci-Tech World (Every Saturday)
Young World (Every Saturday)
Gallery (Fortnightly on Saturdays)
Books and Authors (Every Sunday)
Images (Every Sunday)
The Magazine (Every Sunday)
The National Weekend Advertiser (Every Sunday)
The Department of Management Sciences 17
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Group Publications of Pakistan Herald Publication (Pvt) Limited:

THE HERALD (Monthly)

SPIDER (Monthly)
AURORA (Bi-Monthly)

The Economic and Business Review (EBR), published on Mondays is considered essential reading
by Pakistan’s business and financial community and by multi-national companies.

The EBR has established itself as the most widely read and quoted source of business information in
Pakistan.

Reporting on the main financial and business stories of the week, the EBR backs its coverage with
expert analysis and comment on investment trends and stock exchange movements

Review aims at the following family and society related issues and sometimes more weighty topics
are given a close up scrutiny:
Health
Education
Environment
Food
Design
Gardening

The Young World targets Dawn’s under 15 readers and is published on Saturdays in tabloid format
as a separate magazine within DAWN.

It aims at educating as well as entertaining and is liked by both young readers and parents.

It is an excellent medium to broaden general knowledge, discover new horizons and meet the
challenges of growing up

Sci-Tech World focuses on the new developments/innovations in the information technology and
science sector

The Department of Management Sciences 18

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Gallery is an 8 page tabloid size fortnightly feature that serves as an editorial reflection of
Contemporary Art in Pakistani society

It highlights the significance of modern art and architecture in addition to an insight into the
country’s ever popular heritage.

It covers the aspects of art and craft in comprehensive details with extensive editorial contributions
from writers.

The Magazine aims at a sophisticated and informed readership, The Sunday Magazine, addresses
the issues of topical interest.

It presents an overview of recent developments affecting the quality of life, the environment and the
society.

The lead story highlights the issues of the week by providing background research and informed
comment.

It contains opinions, news on fashion, food, art, architecture, books, sports, etc.

Images is published as a separate colour broadsheet, and ranks among the most popular
entertainment features published by any newspaper in Pakistan. Film, fashion, theatre, dramas, music
and documentary are given in an in depth and lively scrutiny.

Images goes behind the scenes to probe and discover what Pakistan’s leading entertainers and
performers are really thinking and doing.

Books & Authors is published as a tabloid size weekly feature, the magazine features reviews on
books on various topics in English, Urdu and regional languages.

As an informative magazine it includes excerpts from books and introductions to authors along with
information about publishers of the books.

The National Weekend Advertiser is based on classified advertisements and is divided into three
sections namely:
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Real Estate - Section I
Ad Buzz - Section II
Careers - Section III

It is a super market of classified advertisements ranging from job opportunities to pets, property to
matrimonial, automobiles to arts n crafts etc.

Short snappy articles called box features are placed amidst a galaxy of advertisements.

Herald:

Pakistan’s most widely read and respected monthly news-

magazine.
A monthly news magazine that captures thought provoking
and controversial issues, features political flash points,
business ventures, financial volatility, environmental crisis,
entertainment etc.
Winner of many prestigious awards, the Herald has
distinguished itself with a proven track record in investigative
reporting, with accurate and independent, crucial and in depth
stories and analysis.

Spider:

Pakistan’s first internet magazine.

SPIDER caters to a vast audience interested in computers and
science and technology, features stories and issues on current
trends in computing and technology.
Highly informative and easy to read for all ages. Especially
very important for people involved in computer and
technology related careers and studies.

The Department of Management Sciences 20

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Aurora:
An advertising and marketing based bi-monthly with a
vast readership. It proposes to give the marketing,
media and the advertising industry an inside view of
how campaigns are conceived and executed along with
other latest developments in the industry.

The prime objectives of Aurora are to initiate a

dialogue among advertising and marketing
professionals, to generate ideas and promote standards
in advertising.

The publication devotes 50% of its editorial to DAWN related advertising activities and other articles
aiming to provide critical appraisal of what is being done in terms of creativity and marketing.

The annual issues provide statistical data on the media spend of different companies and ratings of
advertising agencies.

Aurora Advertising Awards – Held in March 2007 at Mohatta Palace Karachi

The Aurora Purple Book - the first comprehensive directory of the advertising and media services
available in Pakistan, published in 2004, 2007 & 2008.

DAWN Internet Edition:

1996 saw the launch of the DAWN on the internet. It is

accessed by an average of 37,477 readers living in 66
countries across 6 continents.
DAWN internet edition was rated among the privileged
“top 5% of all websites” by the Lycos Review, making it the only website from Pakistan to have
achieved this distinction.
Read by the widest possible concentration of foreign investors, entrepreneurs and affluent Pakistani’s
abroad.
DAWN. COM is the web portal launched in 2007.

The Department of Management Sciences 21

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DAWN Events:
All About Lifestyles Exhibition (Lahore, Karachi & Islamabad)
Education Expo (Lahore, Karachi & Islamabad)
Wedding Extravaganza (Karachi only)
Fuelling Pakistan (Lahore & Karachi)
Spelling Bee Competition (Lahore, Karachi & Islamabad)
Karachi under the Raj: 1843 – 1947 - Jewel in the Crown
(Raj Library Books compiled and published by DAWN
are for sale at the DAWN offices in Lahore, Karachi &
Islamabad only)
Asia Finance Conferences (Karachi only)

DAWN has been the Media partner for Kara film Festival and other events like Art Festival by Rafi
Peer Theatre Workshop, TIE Entrepreneurs Competition, Shakespeare Festival by Ali Institute etc.

DAWN School Trips are organized whereby students are given a detailed tour of the press.

DAWN RELIEF Foundation - A newspaper with a conscience DAWN

RELIEF was set up in extraordinary times to cope with extraordinary an
circumstance that is the October 2007 earthquake.

Freedom of expression:
Dawn has seen a "two-thirds decline" in
government spending on advertising,
which it relies heavily on for funding.
The publisher has accused the
government of deliberate measures to put
pressure on Dawn.

In addition, Dawn regularly carries syndicated articles from western newspapers like The
Independent, The Guardian, the Los Angeles Times and The Washington Post.

In Pakistan Dawn has in-paper magazines such as Sci-tech World, Young World, "Images", "Books
& Authors" etc.
The Department of Management Sciences 22
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Indian Censorship:

In the wake of the Kargil War in 1999, the Dawn

website was blocked from access within India by
Videsh Sanchar Nigam Limited, a government-
owned telecommunications company which at the
time had monopoly control of the international
Internet gateways in India. Media site Rediff elicited
that the ban was instigated by the Indian
government, and then published detailed instructions
as to how one could bypass the filter and view the
site.

The Department of Management Sciences 23

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
HISTORY AND PRESENT STATUS OF DAWN:
Founded by Mohammad Ali Jinnah on 26 October 1941
as a mouthpiece for the Muslim League, Dawn was
originally a weekly publication, published in Delhi, then
the capital of British India. Jinnah summed up the paper's
purpose when he stated:

"The Dawn will mirror faithfully the views of India's Muslims and the All India Muslim League in
all its activities: economic, educational and social and more particularly political, throughout the
country fearlessly and independently and while its policy will be, no doubt, mainly to advocate and
champion the cause of the Muslims and the policy and programme of the All India Muslim League,
it will not neglect the cause and welfare of the peoples of this sub-continent generally".

Dawn became a daily newspaper in October 1942 under the leadership of its first editor, Pothan
Joseph. In 1944 Altaf Hussein took over as the editor and brought nation wide fame to its daily
circulation. After the creation of Pakistan, Altaf Hussein moved the newspaper to Karachi, the
capital of the newly formed nation state, under the instruction of Mr.Jinnah, the owner of DAWN in
Delhi which was then the official organ of the Pakistan Muslim League. Dawn reflected and
espoused the cause of the Muslims of India. It was the sole voice of the Muslims in English language
.Alta Hussein, its' editor galvanized the Muslims of India by his powerful inspiring and passionate
editorials, which earned him wrath of the entire Hindu leadership of the Congress Party as well as
Lord Mountbatten the last Viceroy and Governor General of the British Raj. In early August 1947
some senior DAWN staff led by Mr.Altaf Hussein arrived in Karachi to start the publication of
DAWN from August 15, 1947. The day after Pakistan gained its independence. Mr. Yusuf Haroon a
close confidant of Mr. Mohammad Ali Jinnah was given the task to facilitate the publication of
DAWN. The offices of the newspaper was housed in the small premises on the commercially busy
and a crowded narrow street then known as South Napier Road. These premises belonged to Mr.
Haroon. He was at that time planning to bring out a newspaper called "The Herald". Instead at the
bidding of Mr.Jinnah he agreed to publish DAWN at his facilities. DAWN grew strength to strength
as a most out spoken publication under the editorship of Altaf Hussein. He became a legend both at
home and abroad for his fearless opposition to the tyranny and corrupt practices of politicians and
military dictators after the independence of Pakistan. He was forced by President General Ayub
Khan to leave his newspaper job to become a cabinet minister in his government. So DAWN said
goodbye to Mr. Altaf Hussein in 1965. The street where Dawn was first published is now known as
Altaf Hussein Road. Since then DAWN has prospered and has moved to new and larger premises.
DAWN still shines as an icon amongst other newspapers that are being published today in Pakistan.
The Department of Management Sciences 24
 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

Mission, Vision and Objectives of Organization

The Department of Management Sciences 25

 Published by the Pakistan Herald Publications (Pvt.) Limited
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Mission Statement

Our mission is to provide accurate, credible and extensive

information with an added unique dimension that speaks to
our readers from a national point of view. Bringing to them
a complete picture of what is happening in Pakistan as well
as abroad. We assist our readers in forming opinions and
making decisions that are balanced and well informed

The Department of Management Sciences 26

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

Vision Statement
To enhance the global community by creating, collecting and distributing high
quality news, information and entertainment.

Dawn is dedicated to the ideal of independent, fair and unbiased journalism.

News, opinion and advertising are and must remain clearly separated. Equally,
we are all united in our dedication to the success of Dawn as a viable and vital
business.

Diversity gives our enterprise versatility and strength. That is why we are
committed in all our endeavors, journalistic and commercial, to embrace and
respect the differences of our co-workers‫ا‬and‫ا‬our‫ا‬readers.‫ا‬it’s‫ا‬our‫ا‬objective‫ا‬to‫ا‬
uphold the highest journalistic, business and personal ethics and keep a relentless
focus on serving our customers.

The Department of Management Sciences 27

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

Objectives of Dawn
There are several objectives of
Dawn

Dawn is an independent
business organization,
which has a capability to
analyze and solve the
client’s matters and above
all be a unbiased source of information
The element of independency is necessary to full support the client for their
prosperity and development and maintain the established repute of a unbiased
organization.
It consists of creative and business mind personals, reporters, writers, editors
and production personnel.
Dawn works for the prestigious repute of its organization which it has built over
the years.
Dawn has a well established set rules and regulations and no one can break
these rules including the CEO.
Marketing and advertising departments work for the clients and also help them
in sorting out their problems relating to the advertising etc.
Equal employment opportunity.
Independence in working of the employees.

The Department of Management Sciences 28

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Corporate, Business and Departmental Level Strategies

The Department of Management Sciences 29

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Corporate, Business and Departmental Level Strategies

MANAGERIAL POLICIES
OF Dawn:

To grow the size of organization,

develop better business practices and
build up greater resources.

To participate actively and consistently

in Pakistan economic development.

To build up better operating

philosophies.

To build better commercial outlook for operating successfully in this comparative

environment.

To maintain the pleasant working environment.

To always maintain exclusive service standards.

To promote professional cooperation.

To motivate the employees by making them feel that Dawn cares about them.

To create feeling of cooperation so that all employees are satisfied.

The Department of Management Sciences 30

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Organizational Structure

The Department of Management Sciences 31

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Organizational Structure

Organizational Chart:

Mr.Hameed Haroon
Chief Executive
Officer

Mr. Masood Hamid Mrs. Nilofer Patel Mr. Kashif Saeed Mr. Tahir Owais
Director Marketing Director Circulation Senior GM Senior GM
(Karachi) (Karachi) (Lahore) (Islamabad)

Mr. Kashif Ahmad

Senior General
Manager Marketing

Mr. Imran Raza

Senior Manager
Marketing

Mrs. Rabeea Salman

Manager Marketing &
Planning

Mr. Umair Wyne

Manager Circulation

Mr. Khawar Naveed

Manager Production

Mr. Kazim Mustafa

Manager Accounts

Mr. Saleem Khan

Manager MIS

The Department of Management Sciences 32

 Published by the Pakistan Herald Publications (Pvt.) Limited
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Governing Body:

Chairperson:
Mrs. Amber Haroon Seigol

Director Operations:
Miss. Naaz Afreen Seigol

Chief Executive Officer:

Mr. Hameed Haroon

Editorial Board:

Editor in-chief
Mr. Abbas Nasir

Resident editor
(Lahore) Other cities……..
Mr. Ashar Rehman

Assistant editor

News editor

photographer

Reporting desk

News desk

The Department of Management Sciences 33

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
Organizational Structure:

An organizational structure
is the formal frame work by
which job tasks are divided,
grouped and coordinated.
Organizational structure
portrays the task people are
assigned , who they report
to, who they work with and
who they must interact with
in order to get their jobs
done. The design of an organization reflects the organization’s objectives and the strategies chosen.
The structure of an organization consists of the span of administration, unity of command, division
of labor and departmentalization.

Unity of Command:
Unity of command principal helps preserve the concept of a continuous line of authority. It states
that a person should report to only one manager. Without unity of command, conflicting demands
and priorities from multiple bosses can create problems.

Measures are taken to ensure unity of command and this phenomenon generally prevails all over
Dawn. But the atmosphere is quite friendly and everyone at Dawn works on ideas so exchange of
ideas is crucial for the overall success of Dawn. Still all employees are made quite clear about the
fact from the very first day about reporting to their immediate bosses.

The Department of Management Sciences 34

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Span of Control:
Span of control is very important because to a large degree it determines the number of levels and
managers an organization has. All things being equal the wider or larger the span the more efficient
the organization. So the number of subordinates an administration can easily and effectively handle
is called his or her span of administration. The span of administration reflects the organizational
behavior and its objectives.

In a business like Dawn a mixture of both structures is recommended as it gives rise to open door
communication. This structure also reduces promotion opportunities as a result of fewer levels of
administration.

Rather it would not be wrong to say that organizational hierarchy of Dawn Lahore office represents
both flat and tall spans of administration. In case of the lower levels of the hierarchy (the workers
and their departmental heads) the span is wide but as the level of administrators goes up, the span
structure becomes a bit tall and narrow.

The Department of Management Sciences 35

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Authority and responsibilities:

Authority is the rights inherent in a managerial position to tell people what to do and to expect them
to do it.

At Dawn locus of authority lies with the chief executive definitely, recruitment and termination
authority is also with him. Department in charges are also involved in workers administration and
therefore they are authorized to recommend and reward, give incentive or punishment to the worker
but final authority is with Mr Hameed Haroon (chief exe.) capital expense proposal, and the budgets
are approved by the top management prior to any major expense.

At the moment administration authorities have been delegated to the departmental heads of course
making the administration easier. Authority generally lies with the position and not with the person.
But human factor cannot be ignored at all. Some departmental heads have acquired the popularity by
obliging others and behaving well over the years, that whatever they say, nobody turns down their
words. In Dawn, authority has some level in contrast with the responsibilities.

Departmental heads are responsible for generating ideas. And implementation of these ideas. When
any complaints are put up by client, the authority is with the general managers of each department,
and it is to take action regarding this issue, likewise in the case of leaves overtime, immediate head
of department is the authority.

The Department of Management Sciences 36

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Working of Various Divisions / Departments

The Department of Management Sciences 37

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Working of Various Divisions / Departments

Policy Formulation Process-Meetings:

Meetings and proceedings:

At Dawn face to face oral
communication among groups of
people is essential to certain
phases of business. At Dawn
meetings represent an important
segment of business
communication, because meeting
can often achieve results that
have been difficult to generate
by phone or letter.

Purpose oriented discussion between two or more people is a common definition of a meeting .at
Dawn a meeting can be defined as a gathering of three or more people sharing common objectives
where communication (verbal and/or written) is the primary means of achieving those objectives in
a minimum amount of time to the satisfaction of the participants. Meetings can range from formal to
very informal.

Purpose and kind of meeting:

General meetings:
A general meeting is called the annual general meeting which should be held in accordance with the
provision of section 158., within eighteen months from the date of incorporation of the company and
thereafter once at least in every year within a period of six months following the close of its financial
year and not more than fifteen months after the holding of its preceding annual general meeting as
may be determined by directors. All general meetings of a company other than the annual general
meeting mentioned in section 158 are called Extraordinary General Meetings. The directors may
whenever they think fit call extraordinary general meetings. The chairman of the company shall
preside as chairman at every general meeting of the company. All activities discussed about the
matters related to Dawn at an extraordinary meeting will be called as special.
The Department of Management Sciences 38
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Dawn the meeting leader must focus the energy and attention of participants and keep them moving
toward the meeting’s objectives.

Before the meeting:

Select participants
Arrange for light refreshment, if appropriate.
Determine seating requirements
Distribute notice/ announcement for the meeting.
Determine the meetings objectives.
Workout an agenda that will achieve their objectives
Decide on who will participate

During the meeting:

State individual’s responsible for specific actions
Indicate the time by which a task is to be completed
Sum up decision, actions recommendations as they move through their agenda and restate
main points in the end
Thank all the participants for their presence and help.
Begin and end the meeting on time.
Begin with an opening statement
Control the meeting by following the announced agenda
Encourage full participation by involving all members in the decision
Interpret data for solution & evaluation

After the meeting:

Distribute the meeting’s notes or minutes on timely basis
Take the follow-up action agreed to.

Participant’s‫ا‬responsibilities‫ا‬in‫ا‬meetings:
Dawn everyone is a meeting participants at one time or another. An effective meeting depends on
productive participants. As a participant they are in a position to make a significant contribution to
the success of the meeting they attend. At Dawn all they need is a tactful way to ask question and
offer suggestions. A productive participant does the following things.

The Department of Management Sciences 39

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Before the meeting:
Collect relevant information.
Check their data
Confirm their conclusion
Be on time.

During the meeting:

Tactfully, bring back the group to the central topic if group wanders away.
Clarify, as a question, if the issue is not clear.
Contribute by giving accepted facts and options.
Try to keep the discussion moving, by keeping persons interested and motivated
Tactfully suggest new ideas containing correct information.
Try to avoid deadlocks, by suggesting possible compromises.
Help others, invite participation and ask for contributions from those who are more silent

After the meeting:

Fulfill the responsibilities placed upon him.

Purpose of meetings:
At Dawn the first consideration when planning a meeting is whether or not one is required. Whether
or not to hold a meeting has start with a statement of objectives.

Different Meeting Objectives:

To inform individual departments of changes in the salary increase policy!

With the objectives clearly stated, they can then determine the best way to achieve them. It may turn
out that a meeting is appropriate. Or, it may turn out that a memorandum, bulletin board posting, or
series of phone calls have been a better means of conveying information.

Informational Meetings:
At Dawn informational meetings seek only to clarify, to make something clear, to give information.
In such meetings, the members learn, ask and understand various questions. No problems are solved
and no recommendations are given. The basic purpose of such meetings is to inform the participants
and make them understand that particular information.

The Department of Management Sciences 40

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Like:
Changes in reporting procedures in the purchasing department
Report on the Dawn’ strategic plans for the next fiscal year.

Suggestions Giving Meetings:

At Dawn various preliminary views prior to the final recommendations are brought together and
discussed in such kind of meeting. In short all the suggestions to solve a particular problem are
collectively discussed in the meeting and comments on different suggestions are made. The meeting
is exploratory and informational. In the end, a final recommendation is prepared for higher approval
or group consensus. Representatives of all departments are gathered for such kind of meeting.

Problem-solving meeting:
These meetings as evident from the name, at Dawn they are used solve the problems generated from
previous meetings. The steps involved include:
The major problem is presented
Participants suggest solutions, discuss and evaluate
Participants arrive at decision for further action

Methods of solving problems in meetings:

At Dawn the following approaches are used to solve problems in meetings.
Intuition---------------rapid insight to the problem
Rationalization-----------justification of the solution over a certain period of time
Reflective thinking--------------logical progression to arrive at particular answer
Background analysis
Discover of solution
Evaluation of solution
Implementation of solution

Arranging facilities:
The meeting room and its furnishings will contribute significantly to an effective meeting. When
facilities are proper, they go unnoticed, when they are inadequate or too elaborate, they can detract
from the meeting.

The Department of Management Sciences 41

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On-side meeting rooms are usually convenient and low cost. This makes them attractive
considerations. However, being convenient for participants also makes them convenient for
interruptions. Occasionally, an on-site room will not be the right size for a particular meeting. Be
willing to look elsewhere for a proper meeting place.

The need for participants to be physically comfortable has not be overlooked. If a meeting is to last
over an hour, chairs have cushions. Also heating/cooling, lighting and ventilation have been adequate
for the size of he group and activities planned.

At Dawn when setting up the room be guided by the communications needs for the type of meeting
they plan to hold. As a rule of thumb, they want those talking with each other to maintain eye
contact. Therefore, information meetings have participants facing the front of the room, while
decision-making meetings have participants facing each other. A type of report, called minutes, is
prepared after a meeting

Employees/personnel in various sections:

Dawn has a formal human resource department in its head office Karachi. Therefore all recruitment
and selection related decisions are done by Director Human Resource himself at Dawn Karachi
office. No formal system of selection of applicants is performed at the Lahore centre, if someone is
to be employed at the Lahore centre, for that purpose interviews are conducted here. After all the due
processes, all documents and interview reports are sent to the Karachi head office .There at Karachi
,the H R department carries out necessary checks, if satisfied they will confirm that employee .

An appointment letter regarding the job designation and job number are issued from the head office
and the that very person is asked to report to the respective department. At the other regional offices,
it’s the duty of manager Marketing and planning to co-ordinate with all the employees and sorts out
any problems arising, and carries out the necessary tasks relating to the day to day activities and
information flow. It is also in the domain of manager Marketing and planning to co-ordinate with
head office

The Department of Management Sciences 42

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Strength of Dawn Media Group:

Lahore Office

Sr. No. Name Designation

1 Mr. Kshif Saeed Senior General Manager
2 Mrs. Rabeea Salman Manager Marketing and Planning
3 Miss. Saba Assistant Manager Marketin and
Planning
4 Mr. Imran Raza Senior Manager Marketing
(Supplements &Special Events)
5 Mr. Bilal G. Malik Assistant Manager Special Events
6 Miss. Saira Assistant Manager Supplements
7 Mr. Kashif Ahmad Senior Manager Advertising
8 Mr. Adnan Saqib Manager Advertising
9 Mr. Sufiyan Manager Advertising
10 Mr. Khurram Manager Advertising
11 Mr. Umair Wyne Senior General Manager Circulation
12 Mr. Khawar Naveed Senior General Manager Production
13 Mr. Kazim Mustafa Senior Manager Accounts
14 Mr. Saleem Khan Manager MIS

Process‫ا‬of‫ا‬selecting‫“اا‬Right‫ا‬Personnel”‫ا‬at‫“ا‬Right‫ا‬Place”:

The Director HR of Dawn Media Group is responsible for selecting the employees for the
organization. He uses several methods to choose the right personnel. The methods are mentioned and
described below.

The Department of Management Sciences 43

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Through Advertisements:
Whenever there is a vacancy at Dawn, advertisement is published in newspaper, and candidates are
interviewed by a panel consist of Hameed Haroon (CEO), Mr. .Asif Raza (Director HR) and some
other senior managers of the relevant department of Dawn . Than eligible candidate is selected and
appointed for Dawn.

Through Reference:
This is a method which is widely practiced at Dawn while selecting an employee.
If any employee or Dawn related person refer a candidate, he is selected after interviews.

Head hunting:
The Manager Marketing and Planning of Dawn explained that sometimes they use this technique to
hire personnel who are already working in a prestigious firm or advertising agency. Director HR
offers that person an attractive pay package for which he joins Dawn. Dawn enjoys that person’s
experience of particular area of advertising, production and marketing.

Commercial employment agencies:

Director HR contacts these agencies who are basically working to maintain a database of all the
eligible people of the field of Marketing, advertising and in the reporting in need of appropriate jobs.
A meeting is arranged between him and eligible candidate for a particular post that’s how the
selection can take place.

Recruitment and selection:

Dawn selects the employees who are qualified but there is no compulsion of degree from any
particular institute.

Recruitment source in Dawn is employee promotion and cross functional transfer and the methods
described below.

Base for selection is skill, experience, interview and sound reference

The Department of Management Sciences 44

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Salary administration:
The promotion of the employees occurs when an employee is moved from one job to another that is
higher is pay, responsibility and organizational level.

Salary Administration and Planning:

Each management position in Dawn is evaluated in terms of the scope of responsibility, degree of
skill, education and experience required for its proper performance through a job evaluation system.
Salaries are regularly reviewed and increases are awarded on the basis of consistently high
performance. Accounts department looks after the matters relating to salary and other fringe benefits.

Salary:
Salaries are paid to the
employees on the first week
of the month. Salaries are
sent to the accounts of
employees as well as paid in
cash. At the same time as the
monthly salary is deposited
into the employee’s account or paid in cash, he/she receives a salary slip detailing their salary and
allowances in addition to loans. Salaries related affairs are the responsibility of Mr. Kazim Mustafa,
accounts officer at Dawn. Any questions or claims relating to salary payments should be directed to
the accountant in the accounts department.

Work Hours & Holidays:

The normal working hours at the head office and regional offices are 9. am to 5 pm. From Monday to
Thursday with one hour lunch break from 1 to 2 and on Friday lunch + prayer break from 1pm to
3.15 pm. Sunday is the only holiday.

There is also a night shift , employees working in the production department , editorial section
employees, a manager coordination are usually working in the nights because the nature of their
work is of such type. There are no fix working hours of these employees, as they have to finish their
work as early as possible keeping in view the distribution factors of the newspaper. Sometimes they
are done with their work on time and sometimes working the whole night due ro delay of the
finalization of the news.

The Department of Management Sciences 45

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Progress Report and Performance Appraisal:
This appraisal is kept confidential and is the task of the departmental heads who perform this
activity quite informally and present the result to the chief executive and Director HR on demand.

It has the following objectives:

To conduct a systematic assessment of the performance and potential of each employee
working in advertising, marketing and production, the accounts and the humane resource
department itself.
To support the development of each employee’s abilities and potential
To formally agree objectives for the coming period(usually one year)
To provide reference information for use in promotion. Development and salary planning.

Employee Benefits:
It is the duty of the Director HR to look after the employee benefits schemes and other relating
fringe benefits. Dawn recognizes there is a direct correlation between an employee’s well being, and
his/her work performance. The Director HR himself along with the departmental heads and
specifically the business development section comes up with attractive schemes for employees.
There are many ways to determine the benefits due to be given to the employees. They are adopted
depending upon the situation. The information provided below covers comprehensively all aspects of
Dawn employee benefit scheme.

Leave Benefits:
At Dawn employees enjoy various leave benefits along with other fringe benefits. Different leave
benefits are given below

Sick Leave/Medical Leave:

Permanent employees or employees on probation (departmental heads to executive level
employees) are entitled to 15 calendar days sick leaves. Unused sick leaves are cumulative up to a
maximum of 30 working days.

Annual Holiday Leave:

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Permanent employees(departmental heads to executive level employees of every departmental ) who
have at least one year of continuous service with the Dawn, are entitled to annual holiday leave of 15
working days in a calendar year.
Unused holiday may be carried over to the following year subject to approval manager of the
respective department and can be used during the preceding year but if not consumed , they are
converted to working days.

Emergency/Casual Leave:
Permanent employees or employees on probation are entitled to emergency/casual leaves of up to
105 working days in a calendar year. In case of natural or personal emergency. Unused casual leave
is utilized at the end of the year.

Maternity Leave:
Women who are permanent employees are entitled to avail paid maternity leave.

Car /Motorcycle Loan:

Criteria
Dawn has funds available for such loan
Confirmed employment with Dawn
Merit with other applicants
Driving

Employee Recognition
Performance bonus at the end of year.
Haj benefit: 4 year services
Marriage gift: cash

Staff Transfers:
Actual cost of transfer like family and truck load
Transfer allowance on time in cash during transfer

The Department of Management Sciences 47

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Pension Funds/ Provident Funds:

Dawn is giving pension and provident funds to its employees. It has also insured every of his
employee at different insurance companies. And Dawn pays the premium. And at the time of
retirement all the money of insurance is given to the employee.

Social/ Recreational Activities:

Dawn encourages employees by
Social functions
Excursion trips
Different meetings are held in the recreational destinations of the globe to give its employees a sort
relaxation and recreation along with routine work. Dawn’s recent meetings were held in Malaysia
and Bangkok

Hospitalization:
Dawn also provides its employees the hospital and other medical charges. To get these benefits
employees are required to attach eligibility sheet & get benefit.

Employment at Dawn:

Probation Period & Confirmation:

All permanent employees undergo a standard six month probationary period from the
commencement of their employment. This gives the company an opportunity to closely monitor the
new recruit’s performance and adaptability. It gives new employee an opportunity to experience
working at Dawn. At the end of the six months Departmental head with suggestion of the Director
HR will decide to confirm employment or extend the probationary period of the new recruit, or cease
the employment relationship. During the probationary period Director HR can terminate
employment.

Confirmation:
In Dawn upon confirmation employee will be entitled to company benefits and will become a
member. And he will have to:
Not engage with other business without express consent of Dawn.
Abide by the rules & regulation of Dawn
Fulfill his duties of Dawn in Pakistan from time to time

The Department of Management Sciences 48

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Comments on Job Satisfaction:
Job satisfaction is an employee’s general attitude towards the job. The organizational rewards system
often has a significant impact on the level of employee job satisfaction. In addition to their direct
impact, the manner in which extrinsic rewards are dispersed can affect the intrinsic rewards (and
satisfaction) of recipients.

For every organization, the satisfaction of its personnel carries maximum importance and Dawn is no
exception. It has been observed during the activity of SWOT that the employees are highly satisfied
with their work. Its all because of the high pay scales and the other fringe benefits being provided an
activity was performed in the form of discussion with employees of the various departments to
check their satisfaction level and we found them highly satisfied. There are set rules and regulations
and the employees have to follow those. No one go out of the way to perform any tasks which are
not in accordance with policies of the Dawn

MANAGERIAL POLICIES OF Dawn:

To grow the size of organization, develop better business practices and build up greater
resources.
To participate actively and consistently in Pakistan economic development.
To build up better operating philosophies.
To build better commercial outlook for operating successfully in this comparative
environment.
To maintain the pleasant working environment.
To always maintain exclusive service standards.
To promote professional cooperation.
To motivate the employees by making them feel that Dawn cares about them.
To create feeling of cooperation so that all employees are satisfied.

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General Rules of Conduct:

Legality:
Dawn concepts comply with the laws and regulation of
the Country in which they conduct their business, also
with the present Code and finally with the internal
policies and procedures, applying them with the
utmost equity and fairness.

Integrity:
With regards to the conduct vis à vis third parties, the Recipients shall act with fairness and
transparency avoiding misleading and unfaithful information.

Loyalty:
The relations with all other parties, shall fulfill the utmost loyalty, meaning to be faithful to promises
and covenants, to act with responsibility, to preserve and to enhance the value of the Company's
asset and to act in good faith in every activity and decision.

Transparency
Company's internal relations and relations with other parties shall be based on honesty, correctness
and completeness.

Respect of Human Dignity:

The Recipients shall respect human fundamental rights also protecting moral integrity and
guaranteeing equal opportunities. In the conduct of internal relationships, discriminatory behaviors
based on political opinion, labor union opinion, religion, race, nationality, age, sex, sexual attitude,
health status and, more in general, other intimate character, are not allowed.

Confidentiality:
The Recipients guarantee that the acquired information is kept confidential.
The Recipients shall disclose information and Company's data exclusively in the performance of
their duties and, in any case, shall not disclose sensitive information without the Company's
authorization.

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Ethical Principles In The Relations With Personnel:

Recruitment:
The Recipients promote respect of equal and fair opportunities in selecting and recruiting personnel
whose profiles reflect the needs and expectations of the Company. In selecting and recruiting
personnel no form of favor, nepotism, and patronage system shall be accepted.

Formalization of Employment Relation:

Hiring is formalized with regular employment contracts refusing any form of "irregular" work. The
Recipients shall favor the utmost cooperation and transparency with the new employed so that he or
she could have clear awareness of their office.

Management And Exploitation of Personnel:

The Company refuses any form of discrimination against its employees, favoring - in respect to its
personnel - decisional processes and evaluations grounded on objective criteria jointly accepted.

Security, Protection And Healthcare of Working Conditions:

The Company favors working conditions protecting psychophysics integrity of personnel by
providing working premises fully compliant with applicable laws on comfortable working
conditions.
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PROFESSIONAL GROWTH:
The Company promotes professional growth of employees through opportune training instrument.

Ethical Principles With Regards To Third Parties

CONDUCT VIS À VIS CLIENTS:

The Recipients promote the utmost fairness and impartiality and refuse any sort of discrimination vis
à vis their clients. The Recipients provide Clients with messages, communications and transparent
contracts avoiding complicated formula and unfair practice. The Recipients provide Clients with the
utmost courtesy and availability in managing their commercial activity. The Recipients promote the
improvement of quality of their products in the Company's qualitative processes.

No form of gift or benefit or utility whatsoever is allowed - not even in Countries where giving
valuable gifts is customary - towards Clients and /or potential Clients, which could be interpreted as
beyond usual commercial and curtsey practices or in any case aimed at acquiring benefits in
conducting activities in favour of the Company. No form of gift or benefit or utility whatsoever is
allowed - not even in Countries where giving valuable gifts is customary - towards public officials,
certified accountants, auditors, members or representative bodies and relatives, with the purpose of
influence their judgment independency and induce someone to receive some benefit.

CONDUCT VIS À VIS SERVICES PROVIDERS:

Procedures to select among providers are grounded on loyalty, transparency and cooperation
principles. Selection of providers is based on objective and impartial criteria as far as quality,
innovation, cost, additional services/products are concerned. No form of gift or benefit or utility
whatsoever is allowed to Recipients unless directly coming from normal courtesy relations and of
little value. Should the Recipients receive proposal of benefit from any provider, they shall
immediately suspend the relationship and inform the executive managers.

CONDUCT VIS À VIS PUBLIC ADMINISTRATION BODIES AND INSTITUTIONS:

In the relations with Public Administration and Public Institutions, the Recipients promote loyal and
correct relations refusing any form of promise and offer of goods or payments so as receive
advantages. Should the Recipients receive proposal of benefit from any officer, they shall
immediately suspend the relationship and inform the executive managers.

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Respect of Ethical Principles And Sanctions And Disciplinary System:

Employed Personnel:
The employed personnel to comply with the provisions of the Code, which integrates and underline
the general obligation to be loyal, faithful and correct in the execution of the employment
agreement. Any violation of the present Code is a breach of the obligation arising out of the
employment agreement, with all the consequences provider for by the law.

Third Parties:
Compliance by third parties with the present Code is part of the obligation to be diligent and in good
faith in the conduct of negotiations with the Company. Any violation of the present Code could be
considered, according to its relevance, cause of dismissal or cause of resolution of the employment
relationship.

Leadership Styles:
Employee-centered Leadership:
Employee-centered Leadership style which believes in relationship building with the Clients is
present all over Dawn. Employees are given freedom in the performance of their work and are kept
towards their target. Authority is delegated and an open door policy is being adopted which means
that all kinds of suggestions are appreciated as long as they are realistic. Democratic style is used and
employees are given work freedom.
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Objective Setting:
MBO / Management by objectives approach has been adopted to define and set the objectives of
each and every individual in the office down to the lowest level in Dawn hierarchy. General
objectives are given to managers who in turn distribute the specific objectives to all workers working
in their departments after having discussions with them. The entire atmosphere revolves around the
Clients and the tasks needed to fulfill their needs.

While assigning objectives, the fact is ensured that these objectives are in line with the company
policy and are in harmony with the briefs generated from the particular Client.

Division of Labor:
In Dawn, there are two types of employees hired
(i) Permanent Workers
(ii) Temporary Workers

Temporary workers are employed for about 6 months such employees are employed to serve specific
new Client’s requirements and their employment depends on their performance related to the
respective Client they are made to interact with. Sometimes it happens that a very sharp and
intelligent worker is employed among temporary workers, so he is preferred over those permanent
workers who have been made permanent only on the grounds of time spent in the organization.

Departmentalization:
Organizations have tasks that need to be performed. These tasks are combined into activities. People
who do similar activities are combined together so that they can be administrated more appropriately.
This combination is called departmentalization.

Departmentalization at Dawn is on the basis of services and functions performed to provide these
services to private and Public sector Clients.

Administrative Styles:
Various management styles can be employed dependent on the culture of the business, the nature of
the task, the nature of the workforce and the personality and skills of the leaders. We can say than
DAWN follows Permissive Democrat style in which decisions are made in a participative manner
and subordinates are given latitude in carrying out their work.
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ADMINISTRATIVE / MANAGEMENT STYLE

Management in all business areas and organizational activities are the acts of getting people together
to accomplish desired goals and objectives efficiently and effectively. Management comprises

Planning
Organizing
Staffing
Leading or directing
Controlling

An organization (a group of one or more people or entities) or effort for the purpose of
accomplishing a goal. Resourcing encompasses the deployment and manipulation of human
resources, financial resources, technological resources, and natural resources.

Because organizations can be viewed as systems, management can also be defined as human action,
including design, to facilitate the production of useful outcomes from a system. This view opens the
opportunity to 'manage' oneself, a pre-requisite to attempting to manage others.

Management can also refer to the person or people who perform the act(s) of management.

Democratic / Participative Decision Making and Management Style

The democratic leadership style is also called the participative style as it encourages employees to be
a part of the decision making. The democratic manager keeps his or her employees informed about
everything that affects their work and shares decision making and problem solving responsibilities.
This style requires the leader to be a coach who has the final say, but gathers information from staff
members before making a decision.

Democratic leadership can produce high quality and high quantity work for long periods of time.
Many employees like the trust they receive and respond with cooperation, team spirit, and high
morale. Typically the democratic leader:

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Benfits of Participative style of Management:

--Develops plans to help employees evaluate their own performance

--Allows employees to establish goals

--Encourages employees to grow on the job and be promoted

--Recognizes and encourages achievement.

Like the other styles, the democratic style is not always appropriate. It is most successful

when used with highly skilled or experienced employees or when implementing operational

changes or resolving individual or group problems.

The democratic leadership style is most effective when:

--The leader wants to keep employees informed about matters that affect them.

--The leader wants employees to share in decision-making and problem-solving duties.

--The leader wants to provide opportunities for employees to develop a high sense of personal

growth and job satisfaction.

--There is a large or complex problem that requires lots of input to solve.

--Changes must be made or problems solved that affect employees or groups of employees.

--You want to encourage team building and participation.

Democratic leadership should not be used when:

--There is not enough time to get everyone’s input.

--It’s easier and more cost-effective for the manager to make the decision.

--The business can’t afford mistakes.

--The manager feels threatened by this type of leadership.

--Employee safety is a critical concern.

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Impact of Participative Style

Benefits on team work:

One of the main benefits of participative leadership is that the process allows for the development of
additional leaders who can serve the organization at a later date. Because leaders who favor this style
encourage active involvement on the part of everyone on the team, people often are able to express
their creativity and demonstrate abilities and talents that would not be made apparent otherwise. The
discovery of these hidden assets help to benefit the work of the current team, but also alerts the
organization to people within the team who should be provided with opportunities to further develop
some skill or ability for future use.

Participative leadership also expands the range of possibilities for the team. When leadership
styles that essentially leave all the direction and decision making in the hands of one individual, it is
much more difficult to see a given approach from several different angles. When the leadership style
encourages others to be involved in the decision making process, a given course of action can be
approached from a variety of perceptions. This can often point out strengths or weaknesses to the
approach that would have gone unobserved and thus unresolved without this type of
participatory brainstorming and decision making.

One potential disadvantage of participate leadership is the time factor. This leadership style does
often involve the need for more time before action is taken. This is only natural, since the very nature
of participative leadership means allowing input from every member of the team. However, the extra
time necessary for this process often leads to decisions that ultimately benefit everyone to a greater
degree than faster decisions that are more limited in scope.

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Production:

Production at Dawn refers to two parts:

Pre-Press
press

Pre Press:
Pre press refers to all the
preparations before printing.
This includes:

Scanning:
The news material and
pictures etc are scanned and
uploaded to the computer

Graphics:
Relates to the ads, pictures
etc

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Page making:
Placement of the news, editorials, advertisements and pictures on the pages.
Imposition:
Refers to division of material on the pages as per their print. For example page 2 & 11 are printed on
a single tier, so they are arranged in this way and this process is called imposition.

CTP (Computer to Plate):

The conversion of the pages as
planned on the computer on to
aluminum sheets which are then
sent to press for printing.

All the pre-press work is done

mostly in Karachi (head office)
except for the CTP process
which is done in Lahore.

The material to be printed is

sent to Lahore through satellite
transmission to the
Communication Department.
The communication department
checks ad placements and news
placements and then forwards it
to the Production department. A
“Night Checker” from
marketing department verifies
the ads again. In the Production
Department in Lahore the CTP
process is completed after
which the aluminum plates are
sent to the press.

The aluminum sheets used are disposable and used only once.
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Software Used:
In the pre press process the software
used are:
Photoshop
Quark express
Coral
etc

Press:
Press refers to the printing of
the newspaper.

Human Resource in Production

In Lahore only press is more active in the
production department. The department has
a team of some 15 members which include:
Assistant Manager Press
Machine Manager
Senior Manager Machine
Junior Machine Manager
Printing Assistant
Junior Press Assistant
Trainees
Mechanical Consultants
Electrical Consultants

These are headed by the Assistant

Manager Production Coordinator. At
night the press team is headed by the
Production Coordinator, who
coordinates with all the departments
such as advertisement, editorial,
communication etc.

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Production Planning:
Production planning refers to how efficiently you produce your product & affects the cost and
quality of what you produce. An operations plan can make all the difference in your production.

At Dawn production planning is

very significant because
newspapers are perishable
goods. Time management is very
critical In this regard. Production
Planning is related to three parts:

Productivity
Quality
Time lines
All these are taken care at from pre press to the press.

Material in Production:
Material used for Dawn newspaper production is divided into two parts
Paper
Ink
Print Machinery
Spare parts
Dawn imports all the material.
Ink is imported from Belgium.
Paper is imported from
Russia.

The bulk buying of the material is

done by the head office and then the
required material is sent to the local
stations as per their requirements.

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Print Machinery:

The print machine used by Dawn is a web offset machine, in which paper rolls are used for
printing.
The machine is Harris V-15D
It’s a large sized machine, consisting of 10 units
It’s a high speed machine with a speed of 35000 runs per hour

Spare Parts:
There are 3 types of machinery spare parts for Dawn:

Easily Available: the spare parts that are easily available in Pakistan

Imported: the material that is not available in Pakistan and is only imported

Re-engineered: the material that is very expensive to import and therefore the mechanical
consultant gets the material re-engineered and built in the local market. This saves cost and
gives the best alternative to the imported spare part.

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Storage:
The particular level of
inventory is maintained for
the print material. There
are two types of stores that
control the inventory:

Main Store:
It is used for the storage of
all the imported materials
received from the head
office.

Sub Store:
Some inventory is
maintained at the press for
emergency purposes. A
small sub store therefore,
is maintained at the press.

Maintenance of Machines:
All machinery requires proper maintenance. For
Dawn its utmost important to have the press
running in a perfect condition. For this the
production department makes sure that the machine
is given proper care and maintained timely.

The routine maintenance of the press at dawn

includes daily, weekly, monthly and 6-monthly
schedules. The production coordinator makes sure
that these schedules are strictly followed. The
Electrical and Mechanical Consultants over-head
these maintenance tasks.

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Production Report:
A production report is sent to the GM
every day which refers to:
Number of hours the machine runs
Total runs of the machine
Total material consumed
Wastage percentage of the material
Working hours of the workers
Number of newspaper printed
Delays(if any), their cause and effect
Similarly a production report is generated monthly and then annually.

Bottlenecks:
Production is the most significant department in any organization. At Dawn Newspaper, it is
particularly critical because timely production is very critical. Any bottlenecks in the production may
lead to serious damages not only financially but also to the image and goodwill of the company.
Dawn makes sure to avoid any such problems.

Delays Can Be At Four Ends:

Editorial
The biggest tailback is delay in the news. Sometimes the editorial staff has to wait for special news
that causes the delay in dispatching the soft copy of the newspaper to the stations.

Advertising Agency
Sometimes the delay in newspaper may be due to advertising agencies. If the advertisement required
to print is not received in time, the newspaper may get delayed.

Intermediary Departments
The newspaper reaches the communication department in Lahore has to be very vigilant in this
regard. They have to send the paper to the press as soon as they receive the soft copy.

Technical breakdown:
The press comprises of a huge printing machine, with various parts. At times some of the part may
get a problem. Such small technical problems are handles immediately under the consultation of the
mechanical consultant.
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Company Marketing Mix:

Neil.H Bordon gave this concept in 1960’s. Marketing mix is defined as "The set of controllable
tactical marketing tools - product / services, price, place and promotion - that the firm blends to
produce the response it wants in the target market”.

The marketing mix consists of everything the firm can do to influence the demand for its product.
The many possibilities of marketing mix can be collected into four groups of variables known as the
four P's (introduced by McCarthy).

Marketing mix of Dawn is composed of 4 p's. These four p's stands for four marketing components.

Services
Price
Place
Promotion

In this part I will take

comprehensive
overview of these
four marketing components of Dawn. Dawn is a sort of multidimensional organization, along with
its core product the Dawn newspaper , magazines (Herald , Spider, Aurora,) Dawn.com ,it also
provides services to its clients ( commercial organizations and advertising agencies) like guidance ,
creative facilities ,etc.

Product/Service:
Product is anything that can be offered to a market for attention, acquisition, use or consumption that
might satisfy a want or need of the person. It includes physical objects, services, person, places,
organization and ideas.

Products contain both tangible and intangible components, predominantly tangible products are
called goods and intangible products are called the services.

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Services are the temporary provision of a product or the performance of an activity intended to
satisfy certain needs of buyers. They can avail the services but not in general own it.

In our economy many organizations provide services like schools, hospitals, banks, transportation,
hotel services etc.

Dawn is a product oriented organization .But it provides its clients with different services too.

Dawn Newspaper:
The DAWN newspaper - is the flagship
publication of the PHPL. Dawn is Pakistan's
oldest, and most widely-read English-language
newspaper. It is published from Karachi, the
largest business hub of the country, Lahore,
the second largest and the most fast
developing business sector of Pakistan, and
Islamabad, the capital of the nation. It also has representatives abroad. Throughout Pakistan, the
DAWN is the most widely circulated English language newspaper of Pakistan, enjoying a nation-
wide influence.

It has a week-day circulation of over 138,000 and a total readership base in excess of 759,000. Read
every morning by policy and decision-makers in the public and private sectors, at federal and
provincial government level and by the majority of Pakistan's English reading newspaper, the
newspaper from its inception, DAWN has been at the forefront of the many events that constitute
Pakistan's history. For almost half a century, DAWN with its unwavering commitment, has created
professional standards and built institutions necessary to the growth of a free national press and

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therefore has emerged as the most authoritative newspaper respected for its uncompromising,
accuracy and impartial track record.

Regular DAWN

The Regular Has Two Main Tiers:

National Paper

Front Page:
Masthead: DAWN logo in the centre
with an ad on each side. Above the logo
the caption “FOUNDED BY QUAID-I-
AZAM MOHAMMAD ALI JINNAH” is
written. Below the logo, the dawn
website, date, volume number, date and
price of the paper is written.

News Heads: related to the latest

happenings (mostly within the country)
and some significant headlines from
international perspective

Inside: gives the overview of that date’s paper

National:
Page 2 onwards
National News covering the whole of the country (Page 2-5)
continued on Page 9

Opinion:
Page 6 has the masthead of “Letters‫ا‬to‫ا‬the‫ا‬Editor”
Stories from writers giving their opinion on particular issues

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“Friday‫ا‬Feature”‫ا‬covers opinions about Islamic issues

Editorial:
Page 7
articles from writers/journalists/political analysts from Pakistan & all over the world
section named “Other‫ا‬Voices” which covers articles from other newspapers

Miscellaneous:
Mostly has notices and ads

International:
Covers International news

World in Focus:
Articles/stories/opinions about the current issues around the globe

Back Page:
Masthead: smaller logo of DAWN, city and date. Ads on both side of the masthead
General news

Encounter:
On Sundays only

Education:
On Sundays only
Articles related to education

Metropolitan:
Masthead:‫“ا‬METROPOLITAN” written under the dawn logo, city and date written, vertical lines
on both sides
Page 14 has:
Advertiser
Today on DAWNNEWS

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Comics & Games
Prayer timings
Call for HELP
Weather
Horoscope

Business:
A separate section head but in the same tier

Masthead: “BUSINESS” written under the dawn logo, ads on both sides
Page 17 & 18
Covers news related to finance, stock and commodities
Stock exchange rates and currency exchange rates given

Sports:
A separate section head but in the same tier
Page 19 and 20
Sports related news

DAWN In-paper Magazines

Books & Authors

IMAGES on SUNDAY

YOUNG WORLD

AD BUZZZ

REAL ESTATE

ECONOMICS & BUSINESS REVIEW

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BOOKS & AUTHORS
Issue Date:
Issued on Sundays
Cover Page:
No separate cover page, story start from the first page
Dawn logo above a vertical masthead of “books & authors” written in white on a green
background
A horizontal inside on the bottom of the page

Content & Layout:

provides book reviews of various books by national & international authors
colored pictures of books’ front pages and/or other images related to the books content

Major content:
Books reviews on:
Culture
History
Media
Column
Self-Help
Literature

“Literary Buzz” & “ink paper think”‫ ا‬are two sections where articles related to literary stuff are
printed.

Topics By amazon.com: books on a particular topic are given

LIBERTY’s TOP 10: gives weeks top 10 books at Liberty Books, Karachi

IMAGES on SUNDAY
Issue Date:
Issued on Sundays

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Cover Page:
No separate cover page, story start from the first page
Dawn logo above masthead of “images”
A horizontal inside on the top of the page

Content & Layout:

A colorful magazine which has various heads:
Youthtube
Youthtube includes:
Pick of the week
Youthquake
Workwise
Youth guide
Making choices
Etc

Magazine
The magazine section has stories written by writers. The stories are divided into various heads:
Humor
Opinion
Environment
Experience
Straight Talk
Tribute
Sports
Etc

Fashion feature
Center page of the images tier is dedicated to fashion

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Sci-tech:

Articles related to science and technology:

Internet
Cool gadgets
Byte back
Column
Technology
Comments
Gallery
Articles related to arts and culture
Photoshop
Photo of the month
Etc

Review:
Critical issues related and the point of view of various writers on them
Stories on diverse subjects of life

Common Columns:
Advice
Counter point
Off the Rack
Nature Talk
Past Present
Last Page
Twitter
In fashion
Sound check
Young World (A magazine that covers diverse topics of the youth.)

Issue Date:
Issued on Saturdays

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Cover Page:
An attractive cover page with excellent graphics

Contents:
Hi kids
Leisure
Fact file
Story
Laughter zone
Photo feature
Techno tricks
Green corner
Fit and fabulous
Books
Website review
Quotes
Story time
Art corner
Poets corner
Web world
Etc

AD BUZZZ
Issued on Sundays
classified ads on
automobiles
Living
Miscellaneous
Careers
Etc.

REAL ESTATE:
Issued on Sundays
Provides all information about Residential & Commercial Real Estate sale and purchases

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ECONOMICS & BUSINESS REVIEW
Issued on Mondays
Contains articles and stories related to the business and economy

Contents:
Economics & Business
stock exchange rates
Currency exchange rates
Commodities comparison (of two weeks and of this year and the previous)
Agriculture & technology

Comments & Analysis:

“Letter from London” & “Letter from Mumbai” give the economic reviews of these cities from
writers residing there

Advertising with DAWN:

With the influence and the quality of its readership, the DAWN is the leading advertising medium in
Pakistan. Looking at the marketing mix available to the advertiser in Pakistan, it is indisputable that
no other medium can match the English language print media in terms of audience quality as the
language remains the business language of the country. And within the English language print media
no newspaper of publication achieves the same results as those delivered by DAWN. A claim
substantiated by the fact that DAWN is the first choice for all sector of the private sector advertising.

Among the categories offered to advertisers are the Sponsored Supplements - linking business with
business, Economic and Business Review - more often quoted than the stock exchange, Dawn
Classified - a supermarket of opportunities, The Sunday Magazine - the magazine with universal
appeal, Images - reflecting the best in entertainment, The Review - the mid-week thought provoker
and the Young World - encouraging the young to pick up the newspaper habit. These are some of the
excellent features complementing the regular newspaper in order to form the complete package.

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Herald:
Plenty of grey matter and never any grey areas, Herald is a
thought provoking and controversial current affairs monthly
news-magazine. Political flash points, business ventures,
financial volatility, environmental crisis, sports challenges,
entertainment highlights, artistic achievements... if there's a
story, it's in the HERALD. Winner of many prestigious
awards, the magazine has distinguished itself by the
accuracy of its reporting and independent viewpoint. Read
by the majority of Pakistan's English reading public,
including professionals, senior executives in commerce and
industry and academics, the HERALD also enjoys a wide
circulation abroad, particularly in the Middle East, North
America and the United Kingdom.

Spider:
Pakistan's first Internet magazine published
by the Dawn Group of Newspapers and
produced by the team of expert cyber
editors started its journey in December
1998. Since then it is providing its readers
with latest information and developments in
the field of information technology.

At the moment 35,000 copies are being

published every month and it is circulated
through out Pakistan. Besides this, limited
copies of Spider have also been sent to
USA, UK & UAE.

SPIDER keeps "geeks" updated on Web developments while at the same time encourage "newbie’s"
to delve deeper into the pleasures of the Internet and the World Wide Web. In this way SPIDER goes
beyond being a mere magazine about the Internet and becomes a magazine that reflects the interests
and lifestyles of typical Pakistani Internet users.

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 Published by the Pakistan Herald Publications (Pvt.) Limited
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And, like their counterparts world-wide, the demographic profile of Internet users in Pakistan make
them one of the most sought after audiences from an advertiser's point of view. The majority is
highly intelligent and educated, career oriented and holding senior positions within their professions.
Earning above average incomes, their lifestyle permits them to enjoy most of life's luxuries. And the
community of Internet users in Pakistan growing at a phenomenal rate. Currently there are an
estimated 800,000 Internet users in Pakistan and their numbers are growing by an average of 10%
every month. And most of them are now reading SPIDER.

Aurora:
A new publication of PHPL, has derived its name
form the Aurora awards to promote excellence in
advertising. Aimed at advertising and marketing
industry, the Aurora readers fall into the upper and
middle management category, placed on key
managerial positions of all the MNC's and local
organisations operating in Pakistan and globally. It
is distributed through a controlled mailing list to
the local and international clients through DAWN
Distribution Network. The publication devotes
50% of its editorial to DAWN related advertising
activities and other articles aiming to provide
critical appraisal of what is being done in terms of
creativity and marketing as well as to focus on
new products developments and inside views on
how campaigns are conceived and executed.

The Department of Management Sciences 76

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
Internet Edition:
Considered as the single most reliable source of
information on Pakistan, accessed every 24
hours by average 75,000 visitors living around
the world, linked with major news sites
whenever Pakistan makes the world headlines,
rated among top 5% of all web sites, DAWN -
The Internet Edition (Dawn.com) reaches the
widest possible concentration of affluent
overseas Pakistanis every day.

Statistics reveals that 88% of DAWN - the Internet Edition visitors are male, rests are females, and
28% are in the age group of 18-25 years, 47% between 25-35 years and 16% in 35-50 years. 13%
have below university level educational qualifications, 37% have university degrees, 15% are MBA
or equivalent and 35% have other post graduate studies. Professionally 19.6% are students, 14% are
related to IT industry, 18.5% are engineers, 10% are in business, and 8% are doctors.

12% of our visitors live in Pakistan, 47% in USA, 10% in UK, 12% in Canada and 10% in UAE.

Supplements:
Anything (information, write ups, views and reviews) additional to the ROP (run of paper) to
disburse the information , deemed to be necessary and reap profits in addition to the regular
revenues.

Supplements are always printed at profit.

Ratio:
At Dawn, supplements are always printed at a 50 -50 ratio
I.e.
50% would be advertising
50% would be editorial
Advertising ratio can be enhanced to a more than 50% level.

The Department of Management Sciences 77

 Published by the Pakistan Herald Publications (Pvt.) Limited
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Types:
Supplements are basically of two types.
Editorial
Advertisement

Editorial Supplements:
An editorial supplement is basically informative in nature, any information which the editor thinks
necessary to publish to keep their readers up to date. It mainly comes on special events just as the
election days, 14th of August, 23rd March etc.

There is no ratio for editorial supplements.

Advertisement Supplements:
Advertisement supplements can be on any thing which the advertisers think necessary to publish, to
familiarize the masses about their products and services and the company profile It must carry a 50-
50% ratio to be published. Clients have got the final say in relation to the material which they want t
o be published.

Mainly topics like home décor, health, lifestyles and current industry analysis etc are covered.

Themes:
Supplements can be on any theme , which fulfils a 50-50 ratio. Varying range of themes like
industrial analysis, commercial activities , anniversaries and national days etc are covered.

Size:
Supplements are the size of a regular newspaper. Minimun number of pages are two and maximum
can be any number depending on the nature of the material which the advertisers want to be on the
pages and extent of the promotional material.

Opinion:
Supplements are of a great utility to both the newspaper and the advertisers. It gives the newspaper
an opportunity to reap additional profits in excess of their regular revenues , at the same time
providing the advertisers wit an opportunity to publicize their activities ,their company portfolios and
additional information which can come on the regular pages.

The Department of Management Sciences 78

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

Events:
Dawn Media Group organizes different events during the year. These events are aimed at providing
the masses with valuable information, recreation and a sort of get together. Dawn earns a lot revenue
from these events in the form money obtained by selling these events to the MNCs, corporate entities
and services providing institutes. Dawn is the pioneering group in this respect. Dawn’s events have
been of great service and value to the community. They serve the different sections of community in
a valuable way, for instance Dawn Education Expo provides students an opportunity to get to know
about the international educational institutes and the current trends in the education field. In the same
way Dawn All About Lifestyle Expo gathers all walks of people under one umbrella and introduces
them with new trends of the ever changing lifestyle.

Dawn organizes a variety of events .A list of such events is given below which will give you a better
idea in what fields Dawn is serving the society by making valuable contribution in form of these
events.
All About Lifestyles Exhibition (Lahore, Karachi & Islamabad)
Education Expo (Lahore, Karachi & Islamabad)
Wedding Extravaganza (Karachi only)
Fuelling Pakistan (Lahore & Karachi)
Spelling Bee Competition (Lahore, Karachi & Islamabad)
Karachi under the Raj: 1843 – 1947 - Jewel in the Crown (Raj Library Books compiled and
published by DAWN are for sale at the DAWN offices in Lahore, Karachi & Islamabad only)
Asia Finance Conferences (Karachi only)
International Travel and Tourism show
Dawn Property Investment Show.

Dawn Life Style:

It’s an HPCE – High Profile Consumer Event
organized by Dawn. It was actually organized
in Karachi for the very first time in 2001, then
in 2002 it was organized at all the stations (i.e.
Karachi, Lahore, Islamabad). Event is usually
organized in November or December due to
good weather conditions. This family-only
event is organized mostly on weekends.

The Department of Management Sciences 79

 Published by the Pakistan Herald Publications (Pvt.) Limited
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Lifestyles has become a definitive and much awaited branding event for all leading companies –
multinational and national – who consider the event a unique opportunity to come face to face with
their customers on a platform that enables them to showcase their products live.

In June 2007, nearly 300,000 affluent and discerning consumers attended the Karachi event, over a
three-day period. In spring 2008, over a combined seven-day period, 780,000 equally affluent and
discerning consumers attended All About Lifestyles in Islamabad, Karachi and Lahore.

The basic purpose of this event is to provide a platform to organizations (FMCG mostly) for their
Brand Activation or Brand Awareness and good will. There are 120 stalls on average organized by
different companies both of National and International Prominent events include Dog show, Face
Painting, stalls of companies and many other Fun activities.

Education Expo:
Dawn Education Expo is a unique higher
education platform, specially conceived to
facilitate the enrolment of Pakistani students in
universities and institutes of higher learning. It
also recommend reading in the finest schools and
colleges throughout Pakistan, and it is from this
select body of schools that DAWN EDUCATION
EXPO draws its maximum student participation,
thereby ensuring exceptional quality. While on the
other hand, event provides opportunity to national
and International Universities and Institutions to be in direct contact with their potential students.

The event is organized at all the stations. There are more than 80 stalls maintained by these
Institutions or representatives of these Institutions. Dawn is in direct contact with British Council and
credible & accredited Universities to make sure the authenticity of the event.

Stalls are organized by Universities and Institutions that offer the following: Architecture, Business,
Banking, Computer Sciences, Communications, Finance, Media, Space Technology, Hotel
Management, Sciences, Fashion Design, Fine Arts, Economics, Chartered Accountancy, Information
Technology, Engineering, Law, Medicine, Textile Design etc.

The Department of Management Sciences 80

 Published by the Pakistan Herald Publications (Pvt.) Limited
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Wedding Extravaganza:
First held in November 2005, the DAWN Wedding
Extravaganza is the annual exclusive gathering of
the finest fashion designers, florists, honeymoon
package providers, jewelers, photographers, salons,
trousseau merchants and wedding planners. The
event is designed as a one-stop shop solution to all
the needs of planning and managing a wedding and
is a great marketing opportunity for anyone
involved in the wedding industry by providing
access to a variety of consumers.

Spelling Bee:
Spelling bees organized worldwide are a common phenomenon at both regional and national levels
in various countries. A Spelling Bee is essentially a spelling competition amongst school children
and is organized at school level. Winners then participate in a Regional/ National inter-school
spelling contest.

As part of DAWN in Education Program, DAWN conducted the first ever National Spelling
Championship in Pakistan in Jan-Feb 2005. The school participation in this event has been ever
increasing, starting out with only 220 schools in the 1st Spelling Bee, coming from the three main
metros; the number has augmented to 650 schools for the 5th DAWN Spelling Bee to be held in
January - February 2009. This expansion can primarily be attributed to the diversity of the students
that are invited from private and public schools and various geographical regions. Over time each
region has gathered its own set of outstations; schools from 16 cities other cities than the twin of
Islamabad & Rawalpindi, 18 cities other than Lahore city and 14 cities other than Karachi city will
participate in the 5th DAWN in Education Spelling Bee. On average more than 700 schools are
invited to participate in this event.

The Department of Management Sciences 81

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The DAWN in Education Spelling Bee aims to expand children's horizons beyond the classroom and
enhance their process of learning. The contest is designed to help students improve in their spellings,
learn to handle stage pressure, increase their vocabulary, enhance their reading skills and reading
habits, learn new concepts and develop the correct usage of the English language.

FUELLING PAKISTAN
In 2007, FUELLING
PAKISTAN attracted worldwide
representation from over 80
companies based in Argentina,
Austria the Czech Republic,
France, Germany, India, Italy,
New Zealand, Pakistan
Switzerland, Turkey, the United
Arab Emirates, the United
Kingdom and the United States.

In 2007, FUELLING PAKISTAN was a resounding success for both Pakistani and foreign
entrepreneurs and investors, who were given the unique opportunity to network with each other and
begin a process of collaboration.

Pakistan will remain the BIG commercial opportunity for companies involved in the processing,
development and marketing of CNG and LPG and FUELLING PAKISTAN will continue to remain
the most effective way of gaining entry into this growing market.

FUELLING PAKISTAN attracts top level participation from government and public sector
representatives, as well as from CEOs, COOs, CFOs and CMOs from leading multinational and
national oil and gas companies operating in Pakistan and internationally.

DAWN has a proven track record of organizing exhibitions and conferences that deliver on their
objective of bringing together the key influencers and stakeholders from specific industries and
providing them with an enabling platform conducive to business and networking. FUELLING
PAKISTAN will be no exception.

The Department of Management Sciences 82

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DAWN Property Investment Show:
Dawn property investment show is Pakistan’s leading
exhibition on national and international property
development projects. In the last three exhibitions, the
DAWN PROPERTY INVESTMENT SHOW has
attracted the exhibitors from all over the Pakistan as well
as the country like Malaysia and UAE.

Given the overwhelming response to the DAWN

PROPERTY INVESTMENT SHOW in the past, the top
level investors (institutions and individuals), buyers,
property developers, businessmen, entrepreneurs and high net worth investors are expected to attend
the DAWN PROPERTY INVESTMENT SHOW

Dawn has proven track record of organizing exhibitions and conferences that deliver on their
objective of bringing together the key influencers and stakeholders from specific industry and
providing them with a platform conducive to business and networking.

Exhibition at the DAWN PROPERTY INVESTMENT SHOW gives real estate developers and
investors the unique opportunity to network with each other and interact with an exclusive target
audience comprising high net worth investors as well as key decision makers from the real estate
sector.

As the real estate market starts to boom again, Pakistan will remain the big commercial and
investment opportunity for real estate developers and the Dawn property Investment Show will
continue to remain the most effective way of gaining entry into this growing market.

DAWN Anti- Terrorism and

Disaster Management Expo:
Despite increased security measures, the
current law and order situation remains
grim and uncertain, with a significant
increase in the number of burglaries,
break-ins and acts of terrorism.
As a result, security is of utmost

The Department of Management Sciences 83

 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
importance for organizations. Keeping this in mind, DAWN is organizing the Anti-Terrorism and
Disaster Management Expo & Conference.

This exhibition / conference will be the first of its kind in Pakistan, and will bring together a wide
range of exhibitors and who will showcase the latest and most effective anti-terror, security products
and solutions as well as technological innovations that can play a pivotal role in improving security
and combating terrorism.

By being an exhibitor at the Anti-Terrorism and Disaster Management Expo you will have the
chance to showcase your portfolio of services and products to senior decision makers from the
police, intelligence services, armed forces, transportation services, border control, civil defense,
customs, and government officials.

The expo & conference will also be attended by individuals hailing from the private sector, who are
looking to improve the security of their homes

DAWN Single Country Exhibition - United Arab Emirates Exhibition:

To boost the existing trade between the two countries Dawn Newspaper is organizing an exhibition
& conference titled, UAE Single Country Exhibition in Karachi. The exhibition will aim to provide
a highly congenial atmosphere to the UAE based companies to showcase their range of products and
services to the wealthiest group of Pakistani investors, who want to invest their money in the safe
environment of business.

The exhibition will comprise of a two-day event

consisting display of products and bilateral contacts
between business associations and investment promotion
entities of the UAE. It will also aim to facilitate the
mutual exchange of knowledge in the business
environment and will provide an opportunity to the
exporting companies a venue to meet the Pakistani business community in a forum designed to
facilitate immediate trading opportunities. Dawn will invite trade associations, investment counselors
related to the UAE trade & investment sector to elaborate the benefits of bilateral trade between the
two countries.

The UAE Single Country Exhibition is the ideal platform for UAE companies to meet Pakistani
Business community under one roof to enhance their exports to Pakistan.
The Department of Management Sciences 84
 Published by the Pakistan Herald Publications (Pvt.) Limited
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DAWN INTERNATIOAL TRAVEL AND TOURISM:
The exhibition highlights best options
available in the market related to the travel &
tourism industry. The Show is an opportunity
for National & International Companies &
Tourism Boards to promote their countries.

International Travel and Tourism shoe is the

complete event for promotion and marketing
of inbound, outbound and intra-regional
tourism. The exhibition is planned to provide a
forum of travel and tourism related companies
to popularize, adventure, Business, leisure and
the Medical tourism among the country’s
travelers.

DAWN Logistics:
The event is held to highlight the emerging
opportunities for the Logistics sector in
Pakistan. Focused at state of the art
technology and solutions for the logistics
sector and showcases emerging technologies
in the transportation sectors.

DAWN School Trips are organized

whereby students are given a detailed tour of
the press.

DAWN RELIEF Foundation - A newspaper with a conscience

DAWN RELIEF was set up in extraordinary times to cope with extraordinary circumstances that are
the October 2007 earthquake.

Dawn uses all these activities as promotional tool along with earning revenues. These events have
helped a lot in promoting the Dawn products and over the number of years subscription of Dawn and
its magazines is increasing a lot.
The Department of Management Sciences 85
 Published by the Pakistan Herald Publications (Pvt.) Limited
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Pricing:
Pricing Strategies:
Pricing strategies are a sometimes-overlooked part of the marketing mix. They can have a large
impact on profit, so should be given the same consideration as promotion and advertising strategies.
A higher or lower price can dramatically change both gross margins and sales volume. This
indirectly affects other expenses by reducing storage costs, for example, or creating opportunities for
volume discounts with suppliers.

Other factors also determine your optimal pricing strategy. Consider the five forces that influence
other business decisions: your competitors, your suppliers, the availability of substitute products, and
your customers. Positioning how you want to be perceived by your target audience is also a
consideration. Price a premium item too low, for example, and customers will not believe the quality
is good enough. Conversely, put too high a selling price on value lines and customers will purchase
competitors' lower-price items.

Actually Dawn is catering two types of needs with a single product simultaneously
1. Consumers’ need – Providing Newspaper
2. Advertisers’ need – Providing platform to communicate their messages.

In this respect, Dawn charges something from both of its customers. Price charged by Dawn for its
Newspaper is just like a token money as it does not even cover the cost of producing the newspaper.
But being market leader among English Newspapers, Dawn charges the highest price from its
readers. Price is also decided on the basis of the perception of public about it. As Dawn became a
status symbol and major portion of its reader belong to upper class, so it costs its readers a little more
as compared to other English newspapers to maintain its position in minds.

Second price, that is actually the major income for a newspaper, is charged on the advertisements.
This price is determined on the basis of circulation of a newspaper. On country level, Dawn is
holding 1st position on a list of most widely circulated English newspapers, same is the case for
Lahore and Karachi region in isolation but in Islamabad region Dawn is at 2nd position. So Dawn,
regarded as the most widely circulated English Newspaper, charges highest rates from advertisers in
market.

Price of newspapers for readers and of Space for Advertisers is decided by the top management of
the organization.

The Department of Management Sciences 86

 Published by the Pakistan Herald Publications (Pvt.) Limited
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In case of Print &Media industry APNS has set general formulae to set the prices of the news papers.
Newspapers are priced depending upon the number of pages published. A minimum criteria has been
set and you cannot rice below that level but can price a higher price depending upon the
competitiveness of your newspaper and demand in the marketing in form circulation.

Dawn’s pricing along with regular price of the ROP includes the price charged for advertising in the
newspaper and I the magazines. It also includes the selling of events to the clients. Regular prices
and the tariffs for advertising are given below.

Pricing of ROP:

DAWN price daily: Rs. 15/-

DAWN price on Sundays: Rs. 22/-

Herald Cover Price: Rs. 75/-

Herald Yearly subscription: Rs. 564/- (37 % discount)
Giveaway for Subscription: Herald Pen
Annual Issue Price: Rs. 100/-

Spider Cover Price: Rs. 50

Spider Yearly Subscription: 300/- (50 % discount)
Spider Two Yearly Subscription: Rs. 550/- (55% discount)
Giveaway for Yearly Subscription: Spider Wallet
Giveaway for Two Yearly Subscriptions: Spider Satchel
Annual Issue Price: Rs. 100/-

Aurora Cover Price: 50/-

Aurora Yearly Subscription: 200/- 33% discount
Aurora Two Yearly Subscription: 300/- 50% discount

Giveaway for Subscription: Aurora Business Card Holder

Annual Issue Price: Rs. 100/-

Purple Book 2008: Rs. 450/-

DAWN promotional stalls are put up at universities and colleges.

DAWN free copies are distributed at select places.
The Department of Management Sciences 87
 Published by the Pakistan Herald Publications (Pvt.) Limited
Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

Advertising Tariffs:

DAWN ADVERTISEMENT TARIFF 2009-2010

Front Page (Weekdays)

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Colour Col.cm Percentage In PKR Start End
27x4 -A 150 553,500 13-Apr 30-Jun
FP (Colour) 27x4-B 175 608,850 1-Jul 30-Sept
15x8 150 553,500 13-Apr 31-Dec.
(BP Premium) 15x8 (Friday/Saturday) 90 420,660 13-Apr 30-Sep
15X4 (Friday / Saturday) 150 307,500 13-Apr 31-Dec.

Pages Acceptable size Premiums Absolute Cost Validity-

Col.cm Percentage In PKR Start End

FP 15x8 150 615,000 1-Jan Mar 31,2010

15x8 (Friday/Saturday) 90 467,400 1-Oct Nil
15X4 (Friday / Saturday) 150 307,500 13-Apr 31-Dec

Page 2 & 3

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-2-3 54x8 (only on page 2) 60 1,416,960 13-Apr Nil
Colour 27x8 65 730,620 13-Apr 30-Sep

k-Isb condensed 36x6 (Only on page 2) 70 752,760 13-Apr June 30,2009

L-Isb condensed 18X6 65 365,310 13-Apr 15-May
Isb-K condensed 15x8 65 365,310 13-Apr 31-Dec.
15x4 65 202,950 13-Apr Nil

The Department of Management Sciences 88

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27x4 -A 65 365,310 13-Apr 30-Jun
K-Lhr Cond Pg 3 27x4-B 90 420,660 1-Jul 30-Sep
L-Khi cond Pg 3 20x3-A 90 233,700 13-Apr 30-Jun
I-Lhr Cond Pg 3 20x3-B 120 270,600 1-Jul 30-Sep

Slim Width 2
Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-2-3 54x8 (only on page 2) 60 1,416,960 1-Oct Nil
27x8 65 730,620 1-Oct Dec. 31

15x8 65 405,900 1-Jan Mar 31,2010

15x4 65 202,950 13-Apr Nil

Page 4

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-4 27x8 45 642,060 13-Apr 30-Sep
Colour 36x6 45 642,060 13-Apr 30-Jun
K- Ntnl Sindh
/Bal/Qta/Hyd 18X6 45 321,030 13-Apr 15-May
L-Isb 15x8 45 321,030 13-Apr 31-Dec.
Nat’l Punjab 15x4 45 178,350 13-Apr Nil
excld LHR 27x4 -A 45 321,030 13-Apr 30-jun
27x4-B 60 354,240 1-Jul 30-Sep
Ntnl Punjab 20x3-A 60 196,800 13-Apr 30-Jun
excld LHR 20x3-B 80 221,400 1-Jul 30-Sep

The Department of Management Sciences 89

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Slim Width 2
Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-4
27x8 45 642,060 1-Oct 31-Dec

15x8 45 356,700 1-Jan Mar 31,2010

15x4 45 178,350 13-Apr Nil
27x4 80 398,520 1-Oct. Nil

Page 5

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-5
continuation
National/ 15x8 15 254,610 13-Apr 31-Dec.
General 15x4 15 141,450 13-Apr Nil
Black/White 27x4 -A 35 298,890 13-Apr 30-Jun
27x4-B 50 332,100 1-Jul 30-Sep
20x3-A 50 184,500 13-Apr 30-Jun
10x4 25 102,500 13-Apr Nil
5x2 to 15x2 will be allowed till September 30, 2009 without premium
Fixed sizes are 5x2,10x2 ,15x2

Slim Width 2
Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
15x8 15 282,900 1-Jan Mar 31,2010
15x4 15 141,450 13-Apr Nil
10x4 25 102,500 13-Apr Nil

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Page 8

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
54X8 0 885,600 13-Apr Nil
Pg-8 27x8 0 442,800 13-Apr 30-Sep
content of 5 36x6 0 442,800 13-Apr 30-Sep
Black/White 18X6 0 221,400 13-Apr 15-May
15x8 0 221,400 13-Apr 31-Dec.
15x4 0 123,000 13-Apr Nil
National 27x4 -A 0 221,400 13-Apr 30-Jun
K-Punjab 27x4-B 10 243,540 1-Jul 30-Sep
L/I- NWFP, NA, 20x3-A 0 123,000 13-Apr 30-Jun
AJK, FATA 20x3-B 25 153,750 1-Jul 30-Sep

Slim Width 2
Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
54X8 0 885,600 13-Apr Nil
Pg-8 27x8 0 442,800 1-Oct Dec. 31,09
36x6 0 442,800 1-Oct Dec. 31,09

15x8 0 246,000 1-Jan Mar 31,2010

15x4 0 123,000 13-Apr Nil
10x4 0 82,000 13-Apr Nil

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Page 10 & 11

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-10-11 54X8 (only on page 11) 20 1,062,720 13-Apr Nil
Colour 36x6 20 531,360 13-Apr June 30 ,2009
27x8 20 531,360 13-Apr 30-Sep
Int'l-1& 2 18X6 20 265,680 13-Apr 15-May
15x8 20 265,680 13-Apr 31-Dec.
15x4 20 147,600 13-Apr Nil
27x4 -A 25 276,750 13-Apr 30-Jun
27x4 -B 35 298,890 1-Jul 30-Sep
20x3-A 30 159,900 13-Apr 30-Jun
20x3-B 40 172,200 1-Jul 30-Sep
10x4 (Only on page 10) 30 106,600 13-Apr Nil

Slim Width 2
Pages Acceptable size Premiums Absolute Cost Validity-
Col.cm Percentage In PKR Start End
Pg-10-11 54X8 (only on page 11) 20 1,062,720 13-Apr Nil

27x8 20 531,360 1-Oct Dec. 31,09

15x8 20 295,200 1-Jan Mar .31,2010

15x4 20 147,600 13-Apr Nil

10x4 (Only on page 10) 30 106,600 13-Apr Nil

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Back Page

Transition Phase + Slim Width 1

Pages Acceptable size Premiums Absolute Cost Validity-
Back Page Col.cm Percentage In PKR Start End
Colour 27x8 90 841,320 13-Apr 30-Sep
18X6 90 420,660 13-Apr 15-May
15x8 90 420,660 13-Apr 31-Dec.
15x4 90 233,700 13-Apr Nil
27x4-A 90 420,660 13-Apr 30-Jun
27x4-B 125 498,150 1-Jul 30-Sep
20x3-A 125 276,750 13-Apr 30-Jun
20x3-B 200 369,000 1-Jul 30-Sep

Slim Width 2
Pages Acceptable size Premiums Absolute Cost Validity-
Back Col.cm Percentage In PKR Start End
Page 27x8 90 841,320 1-Oct Dec. 31,09

15x8 90 467,400 1-Jan Mar 31,2010

15x4 90 233,700 13-Apr Nil

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Metropolitan Retail
Rate Sheet Lahore

Total Cost of Advertisement on Page 14 Total Cost of Advertising on Page

based on size 15 based on size
Size
(MR Rate only valid on weekdays) (MR Rate only valid on weekdays)
Metropolitan Metropolitan Regular B/W Metropolitan Retail
Total Regular
cm x c Retail B/W Retail Color OR Color B/W OR Color
CM/C @ 690
@ 414 @540 @1080/1050 @ 648/630
5x2 10 6900 4140 N/A N/A
6x2 12 8280 4968 N/A N/A
7x2 14 9660 5796 N/A N/A
8x2 16 11040 6624 N/A N/A
9x2 18 12420 7452 N/A N/A
10 x 2 20 13800 8280 N/A N/A
11 x 2 22 15180 9108 N/A N/A
12 x 2 24 16560 9936 N/A N/A
13 x 2 26 17940 10764 N/A N/A
14 x 2 28 19320 11592 N/A N/A
15 x 2 30 20700 12420 16200 N/A N/A
16 x 2 32 22080 13248 17280 N/A N/A
18 x 2 36 24840 14904 19440 N/A N/A
19 x 2 38 26220 15732 20520 N/A N/A
20 x 2 40 27600 16560 21600 N/A N/A
21 x 2 42 28980 17388 22680 N/A N/A
25 x 2 50 34500 20700 27000 N/A N/A
27 x 2 54 37260 22356 29160 N/A N/A
20 x 3 60 N/A N/A N/A 64800 38880
15 x 4 60 N/A N/A N/A 50400 30240
27 x 4 108 N/A N/A N/A 113400 68040
15X8 108 N/A N/A N/A 90720 54432
27 x 8 216 N/A N/A N/A 181440 108864

The Department of Management Sciences 94

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Metropolitan Retail
Rate Sheet Karachi

Total Cost of Advertisement on Page Total Cost of Advertising on Page

14based on size 15 based on size
Size
(MR Rate only valid on weekdays) (MR Rate only valid on weekdays)
Metropolitan Metropolitan Regular B/W Metropolitan Retail
cm x Total Regular
Retail B/W Retail Color OR Color B/W OR Color
c CM/C @ 1150
@ 690 @900 @ 1800/1750 @ 1080/1050
5x2 10 11500 6900 N/A N/A
6x2 12 13800 8280 N/A N/A
7x2 14 16100 9660 N/A N/A
8x2 16 18400 11040 N/A N/A
9x2 18 20700 12420 N/A N/A
10 x 2 20 23000 13800 N/A N/A
11 x 2 22 25300 15180 N/A N/A
12 x 2 24 27600 16560 N/A N/A
13 x 2 26 29900 17940 N/A N/A
14 x 2 28 32200 19320 N/A N/A
15 x 2 30 34500 20700 27000 N/A N/A
16 x 2 32 36800 22080 28800 N/A N/A
18 x 2 36 41400 24840 32400 N/A N/A
19 x 2 38 43700 26220 34200 N/A N/A
20 x 2 40 46000 27600 36000 N/A N/A
21 x 2 42 48300 28980 37800 N/A N/A
25 x 2 50 57500 34500 45000 N/A N/A
27 x 2 54 62100 37260 53460 N/A N/A
20 x 3 60 N/A N/A N/A 108000 64800
15 x 4 60 N/A N/A N/A 84000 50400
27 x 4 108 N/A N/A N/A 189000 113400
15 x 8 108 N/A N/A N/A 189000 90720
27 x 8 216 N/A N/A N/A 302400 181440

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Spider

ADVERTISEMENT TARIFF 2008

4 – COLOR ADVERTISEMENTS
Position Number of Insertions Cost
1 to 5 Rs 21,000
6 to 11 Rs. 20,000
12 and More Rs. 19,000
Facing Pages Spread Double the applicable
rate for the full page

BLACK AND WHITE ADVERTISEMENTS

Position Number of Insertions Cost
1 to 5 Rs. 11,000
6 and More Rs. 10,000
12 and more Rs. 9,000

FIXED POSITIONS
Position Cost
Back Cover Rs. 36,000
Inside Front Cover Rs. 34,000
Inside Back Cover Rs. 35,000

GATE FOLD
Position Cost
Inside Front Cover Rs. 45,000
Centerfold Rs. 40,000
Inside Back Cover Rs. 40,000

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AURORA:

Tariff for the Year 2009

SIZE RATE PER INSERTION
Full Page Rs. 67,680/=
(37cm x 4col.)
Half Page Rs. 33,840/=
(37cm x 2col.)
Half Page Rs.33,840/=
(18cm x 4col.)
15cm x 4col. Rs. 28,200/=
Quarter Page Rs. 16,920/=
(18cm x 2col.)
Less than quarter Rs. 14,100/=
(15cm x 2col.)
Single col. Vertical Rs.16,920/=
(37cm x 1col.)
Inside Flap Rs. 40,000/=
(40cm x 2col.)
Back Flap Rs. 45,000/=
(40cm x 2col.)

BASIC RATE
Rs. 470/= per col. Cm

Events:
DAWN EDUCATION EXPO:
International Packages:
PACKAGE A (US $ 3,600) :
Octonorm stand Size-A in Karachi, Lahore & Islamabad.
A 20cm x 3col. colour advertisement (20cm x 12cms) in the DAWN Special Report on Education.
A full-page colour advertisement (27cm x 18cms) in the SPIDER Interne Magazine.
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 1 counter, 1 shelf & 2 chairs along
with spotlights
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PACKAGE B (US $ 4,800):
Octonorm stand Size-B in Karachi, Lahore & Islamabad.
A Quarter-page colour advertisement (27cm x 16cms) in the DAWN Special Report on Education.
A full-page color advertisement (27cm x 18cms) in the SPIDER Internet Magazine.
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 1 counter, 1 shelf & 2 chairs along
with spotlights.

PACKAGE C (US $ 7,800):

Octonorm stand Size-C in Karachi, Lahore & Islamabad
A half-page color advertisement (27cm x 32.5cms) in the DAWN Special Report on Education
A full-page color advertisement (27cm x 18cms) in the SPIDER Internet Magazine
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 3 counter, 3 shelves & 4 chairs along
with spotlights

PACKAGE D (US $ 13,000)

Octonorm stand Size-D in Karachi, Lahore & Islamabad
A full-page color advertisement (54 cm x 32.5cms) in the DAWN Special Report on Education
A full-page color advertisement (27cm x 18cms) in the SPIDER Internet Magazine.
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 4 counter, 4 shelves & 6 chairs along
with spotlights

Local Packages:
Packages National (Karachi, Lahore,Islamabad):

Package 1 – Rs. 265,000

3m x 3m stall in Karachi, Lahore and Islamabad
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page color advertisement in HERALD.

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights

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Package 2 – Rs. 385,000

4m X 4m stall in Karachi, Lahore and Islamabad

A quarter-page color advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Two Banners space on the outer grill of Expo Center Karachi.

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights

Package 3 – Rs 620,000

One 240/ 252/ 256 sq ft. marked bare space in Karachi, Lahore and Islamabad
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three Banners space on the outer grill of Expo Center Karachi.

Stall description: Bare space with area marked

Package 4 – Rs. 890,000:

One 312 / 324 sq ft. marked bare space in Karachi, Lahore and Islamabad
A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Four Banners space on the outer grill of Expo Center Karachi.

Stall description: Bare space with area marked

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Packages Karachi Only:
Package 1 – Rs. 190,000

One 3m x 3m stall.
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights

Package 2 – Rs. 285,000

One 4m X 4m stall.
A quarter-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
One-banner Space on the outer grill Expo Center

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights

Package 3 – Rs. 490,000:

One 240/ 252/ 256 sq ft. empty marked space.
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
Two-banners space on the outer grill Expo Center

Stall description: Bare space with area marked

Package 4 – Rs. 750,000

One 312 / 324 sq ft. empty marked space.

A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three-banners space on the outer grill Expo Center
Stall description: Bare space with area marked
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Lahore- Karachi only:
Package A : Rs.184,000

2 x 3 m stall
20x3 color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)

Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Package B: Rs.254,000

3 x 3 m stall
Quarter Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)

Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Package C: Rs. 432,000

3 x 4 m stall
Half Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)

Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Package D: Rs.750,000

4 x 5 m stall
Full Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)

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Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Property Investment Show:

Exhibition Packages
Package A –Rs. 196,000

Octonorm stand Size-A (check floor plan for size)

One Quarter-page color advertisement (nationwide) in DAWN special report on International
Property Investment Show
800-word article with pictures in the Special Report

Stall Description: Octonorm – inclusive of counters, shelf & chairs along with spotlights

Package B – Rs. 375,000

Octonorm stand Size-B (check floor plan for size)

One Half-page color advertisement (nationwide) in DAWN special report on International Property
Investment Show
1400-word article with pictures in the Special Report

Stall Description: Octonorm – inclusive of counters, shelf & chairs along with spotlights

Package C – Rs. 735,000

Octonorm stand Size-C (check floor plan for size)

One Full-page color advertisement (nationwide) in DAWN special report on International Property
Investment Show
2000-word article with pictures in the Special Report

Stall Description: Octonorm – inclusive of counters, shelf & chairs along with spotlights

Dawn All about Lifestyle:

Packages National Combined (Karachi, Lahore, Islamabad):

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Package 1 – Rs. 265,000

3m x 3m stall in Karachi, Lahore and Islamabad

A 20cms x 3cols. colour advertisement in DAWN special report.
A full page color advertisement in HERALD.

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights

Package 2 – Rs. 385,000

4m X 4m stall in Karachi, Lahore and Islamabad

A quarter-page color advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Two Banners space on the outer grill of Expo Center Karachi.

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights

Package 3 – Rs 620,000

One 240/ 252/ 256 sq ft. marked bare space in Karachi, Lahore and Islamabad
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three Banners space on the outer grill of Expo Center Karachi.

Stall description: Bare space with area marked

Package 4 – Rs. 890,000.

One 312 / 324 sq ft. marked bare space in Karachi, Lahore and Islamabad
A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Four Banners space on the outer grill of Expo Center Karachi.
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Stall description: Bare space with area marked

Packages Karachi Only:

Package 1 – Rs. 190,000

One 3m x 3m stall.
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights

Package 2 – Rs. 285,000

One 4m X 4m stall.
A quarter-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
One-banner Space on the outer grill Expo Center

Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights

Package 3 – Rs. 490,000

One 240/ 252/ 256 sq ft. empty marked space.

A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
Two-banners space on the outer grill Expo Center

Stall description: Bare space with area marked

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
Package 4 – Rs. 750,000

One 312 / 324 sq ft. empty marked space.

A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three-banners space on the outer grill Expo Center
Stall description: Bare space with area marked

Lahore- Karachi only:

Package A : Rs.184,000

2 x 3 m stall
20x3 color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)

Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Package B: Rs.254,000

3 x 3 m stall
Quarter Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)

Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Package C: Rs. 432,000

3 x 4 m stall
Half Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
Package D: Rs.750,000

4 x 5 m stall
Full Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)

Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights

Distribution:

Circulation at DAWN:
DAWN is ranked to be the No.1 newspaper regarding circulation figures. It is the most widely
distributed English newspaper throughout the nation and its market is so much diverse and extensive.
To cater to the needs of such a sophisticated and expanded consumer base, DAWN puts serious
efforts to reach from larger metropolis’ to smaller and more challenging country sides.

Major Stations:
Karachi:
This station covers Karachi region, whole Sindh province and all destinations of Balochistan
province.
Islamabad:
This station covers Islamabad region, Federally Administrated Northern Areas and Azad Jammu and
Kashmir
Lahore:
This station circulates the newspaper to all destinations of Punjab province. As I did my internship
work in this very station, I will be presenting before you the details of distribution

(We should better say it “Circulation” as the product is newspaper) polices, procedures and strategies
implemented by the “Circulation Department” of this very station,

Geographical Stratification:
Printing and press work is carried out by the Production department at DAWN Lahore office. Then
newspaper is distributed to the following THREE smaller stations.

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Lahore Region:
Along with controlling and regulating the circulation activities of DAWN newspaper to the whole
larger station of Lahore, this station also supplies to the following smaller stations:
Gujranwala
Gujrat
Faisalabad
Jehlum
Okara
Sahiwal
Mandi Bahauddin
Qasoor

Multan Region
The office of this station operates and circulates the newspaper in following destinations;
Multan
Muzaffar Garh
Dera Ghazi Khan
Rajan pur
Bahawalpur
Khanewal
Bahawalnagar

Rahim Yar Khan:

This is comparatively less expanded sub-station and manages the circulatory operation of the
following destinations.
Khan pur
Liaqat pur
Sadiq abad
Rahim Yar Khan

Circulation Procedure
Circulation department is the main coordination nucleus of whole distribution channel. First of all it
coordinates with marketing and sales department to gauge the demand of news paper in the market.
After that it conveys the demanded quantity of newspaper to the production department. Efficient

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
and effective coordination with production department is the in this process because production
department has to meet the time lines aswel as quality. As soon as the newspaper is in finished form,
it is moved to market from where it is picked up by transport to move it further.

DAWN uses following types of logistics to transport the paper;

DAWN mini-cabs (for local circulation)
Pick-ups
Public transport
Air ways

On the receiving end there are following types of intermediaries, depending upon the nature of
destination and volume of consumption;
News agencies
Hawkers

The News Agencies are usually responsible to circulate the paper through hawkers and
independently deal with them in each and every situation. These act as “final joints in circulation
chain”. These usually do not exist in much smaller destinations, where hawkers act solely in the
business.

News agencies and hawkers are given Commission on the basis of their sales figure.
Following percentages are given to news agents:\
37.33% (Large Cities)
33% (Small Cities)

Circulation department also arranges Annual and semi-annual get-to-gathers for planning a better
and more effective consumer service.

Circulation department also manages activities like accounts, client services, subscription and
regulating the whole supply chain. Semi-annual and annual meetings are arranged at central office
Karachi, to mix up human resource for better coordination and brilliant ideas. Thus whole procedure
completes its cycle in an integrated way.

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Circulation of Magazines;
Circulation of Herald, Spider and AURORA usually takes the same route. In addition to this, these
magazines are also placed at different book stores to enhance the outreach.

Human Resource at Circulation Department:

The circulation department of DAWN Lahore is headed by Umair Majeed. His designation is
Manager Circulation and he is answerable to General Manager. The department has a team of
members with following designation; these work under Manager Circulation:
Sales Promotion Officers
Night Incharge
Circulation Officers
Special Assistants
In addition to these, people at Multan and Rahim Yar Khan are also included.
News Agencies

On the basis of their nature DAWN deals with two kind of news agencies:
Exclusive
Independent

Independent news agencies work for all the players in the industry; these are not legally bound to
entertain with special services. To get an Exclusive News Agency status for DAWN, one has to
qualify certain criteria. These, usually are:
No. of copies to sell
Amount of security

At DAWN, Rs.10,000 are required to be deposited for security against one copy. This amount is
credited to Sales Account Register of the circulation department. Exclusive agencies are customary
in large stations.

Honorary or Free of Cost Circulation

DAWN also distributes free copies to different sections of society to promote awareness and
promotion. These copies are customarily called “complementary copies”. DAWN circulates some of
these free copies on humanitarian basis to the people or groups who can not even afford to buy it.

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat

TRAINING PROGRAMME

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TRAINING PROGRAMME

An intern is someone who works in a temporary position with an emphasis on on-the-job training
rather than merely employment, making it similar to an apprenticeship. Interns are usually college or
university students. Student internships provide opportunities for students to gain experience in their
field, determine if they have an interest in a particular career, create a network of contacts, or gain
school credit. Internships provide employers with cheap or free labor for (typically) low-level tasks,
and also the prospect of interns returning to the company after completing their education and
requiring little or no training.

INTERNSHIP AT DAWN:

RECOMMENDATION:
This exposure of internship starts from the point when it was told by IBA official about my
internship at Dawn.

Interview:
A brief interview was taken by a personnel at Dawn who were actually Mrs. Rabeea Salman,
Marketing and Planning Manager at Dawn and also responsible for handling internship programs at
Dawn. It was a great experience as it was my first interview ever, but the person made me feel very
comfortable. That was actually a very brief discussion and she told me to wait for her Mail. After a
couple of days, I got a mail from her mentioning dates and timing of internship.

Joining at Dawn:
I was there at Dawn on the mentioned date and time. Some other interns were also there. We were
welcomed very warmly. We are told that, it was a five week internship and we are going to visit five
departments, one week for one department. These were;
 Marketing and Planning Department
 Advertisement Department
 Supplements and Special Events Department
 Circulation Department
 Production Department

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
1 - Marketing and Planning Department:
First department to work in was marketing and planning department. Mrs. Rabeea Salman was the
Manager Marketing and Planning and were going to be our supervisor for this first week.

She gave us assignments to learn about marketing mix of Dawn and learning about its competitors.

The assignments are as follows.

Task # 1
Content Analysis
DAWN Newspaper
You have to study and scan the DAWN Newspaper thoroughly and prepare a presentation of not
more than 2-3 pages. Following are a few points to give you an idea of the basic framework of the
presentation. You are expected to be concise and to the point, however the presentation should
reflect your understanding of the DAWN Newspaper.

Daily DAWN
 Masthead
 Layout
 Various Section/Content
 News Sources
 Advertising
 Target Reader (Gender, age, group, SEC) (give the percentages)

DAWN In Paper Magazines (Weekly Package)

 Issued On
 Cover/Masthead
 Format
 Regular Sections
 Advertising
 Target Reader

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Daily DAWN Newspaper
Masthead: Regd #

Left Middle Right

“FOUNDED BY QUAID-E-AZAM”
Ad DAWN Logo Ad (mostly with some quotation)
website, volume number, date and price

Layout:
 Broadsheet Style that is regarded as more serious as compared to tabloids.
 Black & White Text in the form of Columns (8 columns mostly).
 News - Headings, Details & Pictures (if any) along with the name of the person reporting.
 Advertisements are incorporated within text (usually located in masthead & lower halves).

News Sources:
 DAWN’s Agents & correspondents.
 White star (DAWN’s owned news agency).
 National & International News Agencies – AFP, APP, AP, Reuters.
 Other Source (Internet, Public, politicians, bureaucrat & other officials etc).

Sections:
COMPONENTS PAGE # CONTENTS
Front and Back 1 & 12 Most Significant National & International News of previous day.
page resp. Front page contains “Inside, Plus & Tomorrow”.
National 2-5 & 8-9 Covers news from all over the country.
Opinion 6 “Letter‫ا‬To‫ا‬Editor” contains public views and stance on particular
issues. Friday Feature covers Islamic issues.
Editorial 7 Page covers articles from writers/journalists/political analysts from
Pakistan & all over the world. Other Voices covers articles from
other newspapers
Miscellaneous 8 Sometimes substitutes “National” page, contains public notices, ads
etc. The page(s) also appear on random days between Metropolitan
and Business Pages.
World in focus 10 Covers news & Analysis from all around the globe. Names of the
writers are mentioned.
International 11 Covers International news only. Names of persons reporting are not
mentioned
Metropolitan 13-16 News from & for specific major cities of the country, includes
Karachi, Islamabad, Lahore & Peshawar. Middle Page of this
section contains weather, horoscope, comic and games, today on
DAWNNEWS.
Business 17-19 Covers news related to Business world, Industry, Finance, Stocks
and Commodities. Forex rates & Stock Exchange rates are also
given.
Encounter 19 Page is issued on Sundays only (in place of a business page).
Sports 20-22 Pages cover specifically Sports News (National & International).

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Internship report on DAWN Newspaper at The Pakistan Herald Publications (Pvt.) Limited. Submitted By: Adnan Shokat
Advertisement:
Ads are given randomly; mostly the first page contains an ad of quarter page in the lower portion.
Categories of Ads are FMCG, Banks & Companies (telecommunication mostly). Specific pages of
advertisement are also there for example; Miscellaneous page is comprised majorly by ads of tender
notices, admissions & Announcements etc. Ads of certain products are given in related pages to that
product for example; Ads of sports goods are given in Sports Pages. Some companies place their ads
in Business pages. While Pages of opinions and editorial are free of ads.

Target Readers:
ON GEOGRAPHICAL BASIS readers of DAWN are mostly located in major cities, Small cities,
suburban and rural areas has very nominal amount of DAWN Readers.

ON DEMOGRAPHICAL BASIS
AGE of target market varies from around 16 to 70. Different age groups are concerned with different
sections. For example; Young people are more concerned with Ads and sports pages, mature persons
are more concerned with Business and International pages etc.

GENDER wise almost 80% readers of DAWN are male.

PROFESSIONALLY DAWN readers are mostly Bankers, Business Persons, Employees holding
managerial positions & students etc.

On EDUCATION basis DAWN readers include highly educated class (at least intermediate level)
and anyone fluent in English and wants to keep him/her self updated with current issues.

ON SOCIO – ECONOMIC BASIS

Among DAWN readers most of the people belongs to upper middle class to upper class. A minor
amount of middle class is also there.

* If people are given both DAWN and a leading Urdu newspaper, out of 8 persons only one will
choose DAWN to read. Sale of DAWN on Sunday is almost twice as compared to other working
days due to its ADBUZZZ Portion. People read DAWN due to its quality, authenticity,
Diversification &for the purpose of learning.

 People do not choose DAWN because it is difficult to understand, price factor, habitual.

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Task # 2
DAWN In Paper Magazine
Following are the In Paper Magazines along with the days of Issuance;
 The Economic and Business Review Every Monday
 Young World Every Saturday
 Books and Authors Every Sunday
 Images Every Sunday
 The National Advertiser Every Sunday
o ADBUZZZZ
o REAL ESTATE
o CAREERS

THE ECONOMIC AND BUSINESS REVIEW:

Format: Pages Color Orange, text color Black, Broadsheets style, usually 6 pages.
Regular Section: Economy & Business, Agriculture & Technology, experts’ analysis & comments
on investment trends and stock exchange movements. As Monday’s edition does not contain regular
business pages, contents of those pages are also included in this special edition.
Advertisement: No Advertisement at all.
Target Readers: Business and financial communities or the persons related to it.

YOUNG WORLD:
Format: Tabloid style, very Colorful, 12 Pages, It aims at educating as well as entertaining.
Regular Sections: world Buzz, Showcase, Hot shot, poet’s, in season, Time Check, Myth &
Mystery etc.
Advertisement: Complete pages of “Advertisement” are placed somewhere within the Magazine.
Ads are particularly related to the target market i.e. kids & teenagers.
Target Readers: Children between 9 -16 are targeted irrespective of the gender.

BOOKS AND AUTHORS:

Format: Tabloid style, Green as Theme color, Comprises of 8 Pages, reviews on books on various
topics in English, Urdu and regional languages.
Regular Sections: Fiction, Non-Fiction, Column, reviews etc.
Advertisement: Ads are given only on the last page, Mostly of Publishers or related to books,
digests.
Target Readers: Book lovers, Intellectuals & scholars, and literary persons.

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IMAGES:
Format: Broadsheet style, very Colorful Pages, majorly pictorial, “inside” is given at the top of 1st
page.
Regular Sections: Youth tube, Magazine, Fashion Feature, Sci-Tech, Gallery, Review.
Advertisement: Randomly placed, related to target group, mostly FMCG.
Target Readers: Attracts Fashion Lovers & youngsters.

THE NATIONAL ADVERTISER:

Format: Broadsheet style, mostly Black & white, Articles are Colorful incorporated within Ads.
Regular Sections:
 Real Estate that includes Ad of real estates and Rentals (residential & Commercial).
 Careers include Ads about career opportunities, and admissions.
 Adbuzz includes general Ads like Automobiles, Rentals, Marriage bureau, Kids, Tutors.
Some Miscellaneous pages are there.
Advertisement: The whole section comprises of Advertisements except articles at some places. In
these sections ads are placed by public as well as by companies.
Target Readers: All those who are concerned and interested in above categories. For example;
students, real estate sellers and buyers, property dealers, automobile buyers and sellers and so on.

Comparative Analysis of DAWN and THE NEWS

DAWN THE NEWS
 
 
Broadsheet style Broadsheet style

 
Black & White Black & White
L

Font is soft, dim & not much bright Font is Stronger, Darker & much brighter as compared
A 
8 columns

to DAWN

 
Less Pictorial 8 columns
Y

Not much Colorful (only pictures & ads have More Pictures than DAWN


color) More Colorful pictures, borders, separator, lines &
O
 
News in Single Heading with Details ads.
U

No continuation of News Details In most cases Heading, Subheading & then details are
Ads at the lower portion (Max. ¼ Page ad on 1st

given.
T

page) On 1st page most of news item has continuation.


No restriction about placement of ads. Sometimes ads
1st page has 3-7 headlines (inner pages have up to are incorporated within text. Front page ads usually

 
10) cover half page.
“Inside” is given on 1st page. 1st Page has 10-15 headlines (inner pages are nearly


No separate blocks are seen. the same).
No “Inside”
 A prominent vertical column is given on almost every
page.

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Regular Sections are Regular Sections are
 
 
Main Pages (Front & Back) Main Pages (Front & Back)
C
 
National National

 
O Editorial Editorial

 
Opinions Opinions
N
 
World In Focus World

 
T International Class Ads (a regular page)

 
Miscellaneous (not a regular page) Business News
E
 
Business Sports News


N Sports City News (Lahore, Karachi, Islamabad,


Metropolitan (Lahore, Karachi, Islamabad, Peshawar)
T Peshawar) Leisure (Horoscope, Crossword, Chess, Bridge &

 
cartoons)
S No separate portion for Showbiz News Instep Today (covers Hollywood & bollywood
News)
News Coverage News Coverage
C  More International  More Political
 More Social Issues  Less Social Issues
 Less of showbiz item  Much about showbiz (both bollywood and
O
V  No special focus on any issue -
 “amen ki asha” Is a very regular item news.
hollywood)
E
R Style Style
 
 
Objective Reporting Mirch Masala is added in News Items.
A
 
Maturity in writing Exaggerative
G
 
Lesser mistakes Many mistakes in typing and sentence making

 
E Unbiased Indian influence
Neutral, they let people make their own opinion Mostly partial (pro or anti about an incident)
& view point
Economic & Business Review --- Monday Business and Finance --- Monday
M Covers Economy & Industry, agriculture & Business, Finance, Economy, Experts’ analysis &
technology, reviews. comments
A
Young World --- Friday Disney Discoverer --- Saturday
G Items related to kids like; world Buzz, in Section for kids, very attractive, colorful &
A season Myth & Mystery etc. interesting.
Z Books and Authors --- Sunday Us --- Friday
I Books related items like; Fiction, Non-Fiction, Target youngsters, contains celebrity interviews,
N Column, reviews movies, music, GURU.
E Images --- Sunday Shehr --- Sunday
Attractions for youngsters ( Youth tube, City News, problems & section of Political
S Magazine, Fashion Feature) Economy.
The National Weekend Advertiser --- Encore --- Sunday

 ADBUZZZ
Sunday DIALOGUE, LITERATI & FOOTLOOSE

 Real Estate
Instep --- Sunday

 Career
For female youth specifically, It’s about fashion,
Gallery, Styles etc.
R Similarity:
E Readers of both the news papers are educated, financially well off, located in urban areas.
A Difference:
D DAWN’s‫ا‬readers‫ا‬are‫ا‬more‫ا‬mature‫ا‬as‫ا‬compared‫ا‬to‫ا‬that‫ا‬of THE NEWS.
Readers‫ا‬of‫ا‬THE‫ا‬NEWS‫ا‬belongs‫ا‬to‫ا‬young‫ا‬generation‫(ا‬particularly‫ا‬female)‫ا‬are‫ا‬more‫ا‬as‫ا‬compared‫ا‬to‫ا‬DAWN’s
E Professionally readers of DAWN include more bureaucrats, Employers, Bankers & Top Management than THE
R NEWS.
DAWN’s‫ا‬readers‫ا‬are‫ا‬more‫ا‬learned,‫ا‬THE NEWS are just educated.
S As THE NEWS is in easy English, proportion of new English readers can be more with respect to DAWN.

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Task # 3

Group Publications of Pakistan Herald Publications Limited

 Brief Overview
 Price
 Periodicity
 Category
 Target Readers
 Strengths
 Weaknesses
 Suggestions
 Identify its competitors. List down their names, Price, Periodicity and their
competitive edge, if any.

Task # 4

Proposal for a new in-paper or separate magazine

 Name
 Category
 Size
 Frequency/periodicity
 Main focus of the content
 Paper quality
 Price (if it’s not an in-paper magazine)
 Target market
 Prospective advertisers

A complete dummy magazine has to be submitted.

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Proposal for a new In-paper magazine

Name: Technology Horizons

Category: Technology (In-Paper)
Size; 55/34 cm Broad sheet style
Frequency: Weekly publish on Mondays
Paper Quality: Newspaper Print
Price: Price of the Newspaper will be Rs.20

Main focus of Content:

The content will focus on the news and happenings regarding technology, includes
Mechanical/Physical equipments, Gadgets and Information Technology in order to
update the readers about new inventions.

Target Market:

The magazine will cater most specifically the youth, business persons, management
related to production or manufacturing, students engineers, IT professionals and
generally to all readers who wants to keep themselves updated.

Advertisers:
 Telecommunication companies
 Electronic and digital devices
 Gadgets
 Manufacturers of Industrial Machinery

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Task # 5 Field Work:

Message Advertising Agency:

Advertising agency deals with words
that will effect clients. For example.
Like dramatic words and words get
shapes in the form of movies.

Agency works on different products

deals with different peoples. Agency
has 3 major department.

1) Accounts Department.
A client strat working with
company it’s a account for
agency. It is like business
development department. The
basic function of this
department is to maintain and manage the account. When client wants to do anything it
reffered to advertising agency to make TVC, posters,banners and etc.

2) Creative Department.
Stratedgy and words are key in this department. Bsically it trapes the clients by words. When
creative department is done it must be locked by client.

3) Art Department.
When tvc is final it goes to director and director make designing. This same thing goes to
radio,posters,magazine and pill boards by art department.

Media Department.
The advertising is relay on this department. This department working with different media
like geo, dawn and express. This department is planning Wheteher advertising to send it to
dawn or not.

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Task # 6

Spelling Bee:
In 1998, DAWN became the first newspaper in Pakistan (and so far the only one) to launch a
Newspaper in Education Programme (NIE). Such Programmes are widely practiced by leading
newspapers in Europe, North and South America and Asia.

Spelling bees organised worldwide are a common phenomenon at both regional and national levels
in various countries. A Spelling Bee is essentially a spelling competition amongst school children
and is organised at school level. Winners then participate in a regional / national inter school-spelling
contest. As part of DAWN In Education Programme, DAWN conducted the first ever National
Spelling Championship in Pakistan in Jan-Feb 2005. I worked on the preparations for the spelling
bee contest to be held by DAWN. It was wonderful experience.

The most thrilling DAWN in Education

Spelling Bee Championship to date which
started on 27th January, 2009 and came to an
end on 20th February, 2009 left the audiences
amazed in all three regions. Over 630 schools
participated from throughout the country, in an
extremely competitive and engaging contest.
The competition was viewed by thousands of
people as live audiences. The competition was
also televised as a 4 series program on DAWN
News TV Channel.

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Almost 120 schools

participated from the
Islamabad Region of which 20
were from outstations such as
Kharian, Kohat, Mirpur,
Muzzarafabad, Peshawar etc
and 100 from the twin cities of
Islamabad and Rawalpindi.
There were 142 schools from
the Lahore Region. 93 schools
of these were from Lahore and
49 schools from other cities of Punjab namely Faisalabad, Multan, Sialkot, Okara, Hafizabad,
Layyah, Jhang etc. A total of 368 schools participated from the Karachi Region of which 48 schools
were from areas like Hyderabad, Thatta, Ranipur, Quetta etc while the rest from Karachi.
The National Championship was held in Karachi on February 20, 2009. The drama at the nationals
hyped up when some of the winners from last year secured positions as National Champions of the
competition and others found tough competition in maintaining theirs.

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Financial Analysis

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Financial Analysis
DAWN Newspaper has two sources
of income one from the sale price of
the newspaper and second from the
advertisements. It also incurs two
types of costs one the paper and ink
cost and second the salaries of the
editors and other staff. The price of
the newspaper is used to cover the
paper and ink cost while the
advertisement income is used to pay
the handsome salaries of the editors
and the staff as well as to earn profit
for shareholders.

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SWOT Analysis

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SWOT Analysis
Strengths
Dawn’s editorial team comprises of Pakistan’s most respected and distinguished journalists
providing comprehensive coverage of the main political, business and human interest stories, also
contributing features on education, environment, health, lifestyle, science, technology and sports. It
is to our credit that at times issues touched upon have had a substantial impact on the relevant
authorities and have subsequently been acted upon.

DAWN provides accurate, credible and extensive information with an added and unique dimension
that speaks to our readers from a national point of view. Bringing to them a complete and unbiased
picture of what is happening in Pakistan as well as abroad, assisting our readers in forming opinions
and making decisions that are balanced and well informed.

DAWN never encourages or welcomes sensationalism. Its forte has been its credibility hence serving
as valuable reference material for authors and researchers.

A balanced point of view is its most cherished characteristic. Objective analysis and impartial
opinion have been the hallmark of DAWN.

It has always followed an independent and impartial policy in the presentation and projection of
news items & reports. Its greatest asset has been its adherence to its principles.

The dedication and sustained interest of the DAWN Staff is the spirit that distinguishes the paper
from the others.

It is a newspaper whose influence and credibility is recognized nationally and internationally.

It has never wavered from its commitment to report the news truthfully, accurately and without
prejudice.

Any changes that have occurred in the layout and design of DAWN have been in complete harmony
with the contents of the newspaper. Changes have been introduced in the newspaper in response to
the changing demands of the times. What has remained unchanged is the spirit of DAWN. On issues
of vital concern it always assumes a firm and uncompromising position.

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Weaknesses:
There are no obvious weaknesses of the Dawn as it is the leading English daily with unbiased
approach which makes it unique from others English dailies. Its magazines are also unique in their
nature and style. Aurora is the only marketing and advertising magazine and is taught in the
educational institutes as reference book , so is the Spider and Herald .The areas where they need to
focus are as under

Comparatively less coverage to the international events.

No coverage of the hot and happenings of the entertainment industry on a daily basis.

Only selective sports are covered and there is need of the comprehensive coverage of all the sports.

Opportunities:
Events:
DAWN media group is so dynamic and vibrant organization in locating untouched areas of the
industry and the planning and executing them to a greater level of success. Special events are one of
the best example in this regards.

Nevertheless, there are still many ideas which should be materialized. Some of them are as under:

DAWN has yet not organized any Events related to health and fitness industry. They should focus on
this section of economy because of its growth and development patterns. Especially the mechanizing
of health industry has opened new horizons not only for the very industry but also advertising
agencies, media buying houses and obviously for media groups.

Even though economy is at the peak of recession, Fashion has become a mature and more developed
industry in Pakistan. An avalanche of new and young entrepreneurs with a healthy amount of capital
is ensuring leaps and bounds in this industry. To add to this is the positive consumer response.

DAWN is somewhat lenient toward the idea of arranging such activities because of its policies.
Carefully giving proper importance to this industry can be so beneficial.

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Some of the other important and emerging areas which demand proper time and efforts are given
below. By organizing events related to each of these industries DAWN can secure greater amount of
revenues and recognition.

Book Exhibition
Sports industry and manufacturers of related accessories
Music and cultural events
Food industry, both treated and fresh.
Film festival, award shows.

Supplements
Similarly supplement section has not yet touched some of the promising corners of economy. For
example,
Marble industry
Cement
Guarders and tier industry
Cold drinks
Agro-chemicals
Traditional and cultural dresses, foot wares and accessories.

During internship in supplements and special events department, I with my other colleagues
suggested above areas to be given suitable importance and they appreciated our efforts related to
research on this section.

MAGAZINE, Daily & Weekly sections:

There are lots of opportunities in maximization of revenue as well as quality in all Daily, weekly and
Magazines section. Even new portion can be added in each and every product. New product e.g.
magazine can be issued on various social issues.

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Threats
Although DAWN has established diversified portfolios which are backed by loyal customer base,
still there are some obvious threats in addition to latent and hidden threats. Some of them are
mentioned below:

Economic downfall is a threatening danger and is the major reason of some lethal results. It
causes,
Loss of clients to advertise
Severe effects on business and portfolio development
A dwindling sales volume
Sales returns
Some of other major threats are:
Power crisis
Increasing cost of production
Upcoming and present competitor whose major focus is on copying and stealing DAWN
initiated efforts.
Entrance of the News and Express into the events which are cheap and attracting the small
clients.
Placement

DAWN Readers
The DAWN family of readers consists of bankers, bureaucrats, managers, civil servants, lawyers,
doctors, professionals, housewives, industrialists, farmers, investors, media personnel, armed forces,
students, academics, entrepreneurs, financers, policy makers, opinion shapers, decision makers,
ministers, prime ministers and presidents.

Promotion

DAWN Events
All About Lifestyles Exhibition (Lahore, Karachi & Islamabad)
Education Expo (Lahore, Karachi & Islamabad)
Wedding Extravaganza (Karachi only)
Fuelling Pakistan (Lahore & Karachi)
Spelling Bee Competition (Lahore, Karachi & Islamabad)

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Karachi under the Raj: 1843 – 1947 - Jewel in the Crown (Raj Library Books compiled and
published by DAWN are for sale at the DAWN offices in Lahore, Karachi & Islamabad only)
Asia Finance Conferences (Karachi only)

DAWN has been the Media partner for Karafilm Festival and other events like Art Festival by Rafi
Peer Theatre Workshop, TIE Entrepreneurs Competition, and Shakespeare Festival by Ali Institute
etc.

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Suggestions and Recommendations

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Suggestions and Recommendations

DAWN provides accurate, credible and extensive information with an added and unique dimension
that speaks to our readers from a national point of view. Bringing to them a complete and unbiased
picture of what is happening in Pakistan as well as abroad, assisting our readers in forming opinions
and making decisions that are balanced and well informed.

In my point of views I will suggest that they must focus on International events. As well as less
coverage to entertainment industry. And for education system like study in abroad. And what are
problems in abroad for students and families. They must highlight these things.

The DAWN family of readers consists of bankers, bureaucrats, managers, civil servants, lawyers,
doctors, professionals, housewives, industrialists, farmers, investors, media personnel, armed forces,
students, academics, entrepreneurs, financers, policy makers, opinion shapers, decision makers,
ministers, prime ministers and presidents.

DAWN media group is focusing on dawn print and electronic media. In print media they have
newspaper in the form of English language. If they have Urdu newspaper it will increase their
readership and they can increase their earning. In electronic media they have dawn news TV channel
which is Urdu channel. If they have started English news channel it will enhance their viewership in
Pakistan as well in abroad.

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Conclusion

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Conclusion

This is acknowledged fact that "Media industry" is the product of modern age. Now a
day "Media industry" is a developing business. But after analyzing the ways of
"communication" we come to know that this way is as old as human civilization itself.
In order to communicate widely and the globally, man started to think of novel ways
of communication and as a result media industry started to flourish first as print media
and then in the form of electronic media.

Now a days media has become the necessity of the human being as being the source of
information. New ways of communication are evolving with the passage of time but
the importance of print media is an established fact and no one can deny its
importance as when you need to read something in detail about any event you need to
consult newspaper.

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The art of communication started late in the sub continent as of foreign occupation.
The English tried to oppress the media I order to control the people, because if there
was easy flow f information then there would have been resentment in the people.
Especially the English newspapers started very late .In 1941 Dawn was established as
the mouth piece of the Muslim community.

The DAWN Group of Newspapers, published by the Pakistan Herald Publications

(Pvt.) Limited (PHPL) is Pakistan's oldest, and most widely-read English-language
newspaper. One of the country's two largest English-language dailies, it is the flagship
of the Dawn Group of Newspapers, published by Pakistan Herald Publications, which
also owns the Herald, a magazine and Spider, an IT magazine.

Founded by Quaid-e-Azam on 14th August 1941, DAWN is the first newspaper to be

published in Pakistan. It is the largest selling English language daily newspaper in
Pakistan and at present it is published simultaneously from Karachi, Lahore,
Islamabad & Peshawar. DAWN is printed on one of the most advanced color presses
in the country.

In1996 DAWN became the first newspaper available daily on the World Wide Web.
DAWN has an extensive syndication and wire service network.

Dawn is also the pioneering English daily of Pakistan, as this was the first English
daily that started its operations right of the independence.

It played an important role in the economic, social and moral development of Pakistan
by dispersing the true information , preaching the national and social values.

On December 26, 1996 DAWN was launched in Lahore to become the most widely
circulated and influential paper in the Punjab. March 23, 2001 saw the launch of
DAWN in Islamabad.
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DAWN has its main offices in Karachi, Lahore and Islamabad and regional offices in
Quetta, Peshawar and Multan.

After 1947 a lot of development has taken place in the field of media industry, the
establishment of so many newspapers, the associated press to regulate the print media
, APNS a mediating body for the press and advertising agencies and PEMRA.

Dawn newspaper is making progress with the passage of time, entering into new
portfolios, developing its market share and the new products like Aurora, Herald,
Spider, Dawn.com and the Dawn television network.

The DAWN e-paper was made available on the internet in 2007. City FM 89 was
launched in 2004. DAWN NEWS was launched in 2007.

DAWN Newspaper is divided into two main sections: the National Pages and the
Metropolitan.

DAWN Weekly Package which includes The Economic and Business Review is
issued on Every Monday,The Review issued on Every Thursday, Sci-Tech World is
issued on Every Saturday, Young World on Every Saturday, Gallery Fortnightly on
Every Saturdays, Books and Authors on Every Sunday, Images on Every Sunday, The
Magazine on Every Sunday and The National Weekend Advertiser on Every Sunday.

Pakistan Herald Publication (Pvt) Limited also publishes some Group Publications i.e.
THE HERALD is Monthly magazine. SPIDER is another Monthlymagazine.
AURORA is Bi-Monthly magazine. These magazines contributes a lot in sale volume.

The Economic and Business Review (EBR) is been published on Mondays is

considered essential reading by Pakistan’s business and financial community and by
multi-national companies. The EBR has established itself as the most widely read and
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quoted source of business information in Pakistan. It’s almost cover all the financial
news of a week.

The Young World targets Dawn’s under 15 readers and is published on Saturdays in
tabloid format as a separate magazine within DAWN.It aims at educating as well as
entertaining and is liked by both young readers and parents. Young children like to
read this.

Sci-Tech World focuses on the new developments/innovations in the information

technology and science sector. It contributes a lot to the people who are related with
information technology.

Gallery is an 8 page tabloid size fortnightly feature that serves as an editorial

reflection of Contemporary Art in Pakistani society. It highlights the significance of
modern art and architecture in addition to an insight into the country’s ever popular
heritage. It covers the aspects of art and craft in comprehensive details with extensive
editorial contributions from writers.

The Magazine aims at a sophisticated and informed readership, The Sunday Magazine,
addresses the issues of topical interest. It presents an overview of recent developments
affecting the quality of life, the environment and the society. People like to read this
out.

Images are published as a separate colour broadsheet, and ranks among the most
popular entertainment features published by any newspaper in Pakistan. Film, fashion,
theatre, dramas, music and documentary are given in an in depth and lively scrutiny.
But most of the readreship of DAWN loves to watch this because image cover the
idea.

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Books & Authors is published as a tabloid size weekly feature, the magazine features
reviews on books on various topics in English, Urdu and regional languages. As an
informative magazine it includes excerpts from books and introductions to authors
along with information about publishers of the books.

Herald is Pakistan’s most widely read and respected monthly news-magazine. A

monthly news magazine that captures thought provoking and controversial issues,
features political flash points, business ventures, financial volatility, environmental
crisis, entertainment etc. Winner of many prestigious awards, the Herald has
distinguished itself with a proven track record in investigative reporting, with accurate
and independent, crucial and in depth stories and analysis.

Spider is Pakistan’s first internet magazine. It caters to a vast audience interested in

computers and science and technology, features stories and issues on current trends in
computing and technology. Highly informative and easy to read for all ages.
Especially very important for people involved in computer and technology related
careers and studies. It has a circulation 40 to 45000 Nation wide. There are lots of
advertisements in spider but these are contractual.

Aurora is an advertising and marketing based bi-monthly with a vast readership. It

proposes to give the marketing, media and the advertising industry an inside view of
how campaigns are conceived and executed along with other latest developments in
the industry.

The prime objectives of Aurora are to initiate a dialogue among advertising and
marketing professionals, to generate ideas and promote standards in advertising. The
publication devotes 50% of its editorial to DAWN related advertising activities and
other articles aiming to provide critical appraisal of what is being done in terms of
creativity and marketing.

The Department of Management Sciences 138

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In November and December Aurora publishes an annual issue to offer complete
market data to the businessmen who read it. Who is in and whose been left. Every
time there is a different topic for market. It’s like a hot cake in market. The annual
issues provide statistical data on the media spend of different companies and ratings of
advertising agencies.

1996 saw the launch of the DAWN on the internet. It is accessed by an average of
37,477 readers living in 66 countries across 6 continents. DAWN internet edition was
rated among the privileged “top 5% of all websites” by the Lycos Review, making it
the only website from Pakistan to have achieved this distinction. Read by the widest
possible concentration of foreign investors, entrepreneurs and affluent Pakistani’s
abroad. DAWN. COM is the web portal launched in 2007.

The Director HR of Dawn Media Group is responsible for selecting the employees for
the organization. He uses several methods to choose the right personnel. DAWN likes
to place right person at right job.

Whenever there is a vacancy at Dawn, advertisement is published in newspaper, and

candidates are interviewed by a panel consist of Hameed Haroon (CEO), Mr. .Asif
Raza (Director HR) and some other senior managers of the relevant department of
Dawn. Than eligible candidate is selected and appointed for Dawn.

Another method is through reference. It is a method which is widely practiced at

Dawn while selecting an employee. If any employee or Dawn related person refer a
candidate, he is selected after interviews.

Dawn selects the employees who are qualified but there is no compulsion of degree
from any particular institute. Recruitment source in Dawn is employee promotion and
cross functional transfer. Base for selection is skill, experience, interview and sound
reference.
The Department of Management Sciences 139
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Production at DAWN is crucial yet simple. Pre press refers to all the preparations
before printing. The news material and pictures etc are scanned and uploaded to the
computer by Scanning process. Graphics relates to the ads, pictures etc by computer.

Page making is placement of the news, editorials, advertisements and pictures on the
pages by computer. Imposition refers to division of material on the pages as per their
print. For example page 2 & 11 are printed on a single tier, so they are arranged in this
way and this process is called imposition.

CTP (computer to plate) is used in the conversion of the pages as planned on the
computer on to aluminum sheets which are then sent to press for printing. All the pre-
press work is done mostly in Karachi (head office) except for the CTP process which
is done in Lahore. These are headed by the Assistant Manager Production
Coordinator. At night the press team is headed by the Production Coordinator, who
coordinates with all the departments such as advertisement, editorial, communication
etc.

The DAWN newspaper is the flagship publication of the PHPL. Dawn is Pakistan's
oldest, and most widely-read English-language newspaper. It is published from
Karachi, the largest business hub of the country, Lahore, the second largest and the
most fast developing business sector of Pakistan, and Islamabad, the capital of the
nation. It also has representatives abroad.

Throughout Pakistan, the DAWN is the most widely circulated English language
newspaper of Pakistan, enjoying a nation-wide influence. It has a week-day circulation
of over 138,000 and a total readership base in excess of 759,000.

Dawn’s editorial team comprises of Pakistan’s most respected and distinguished

journalists providing comprehensive coverage of the main political, business and
human interest stories, also contributing features on education, environment, health,
The Department of Management Sciences 140
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lifestyle, science, technology and sports. This is its greatest strength. It is to our credit
that at times issues touched upon have had a substantial impact on the relevant
authorities and have subsequently been acted upon.

DAWN provides accurate, credible and extensive information with an added and
unique dimension that speaks to our readers from a national point of view. Bringing to
them a complete and unbiased picture of what is happening in Pakistan as well as
abroad, assisting our readers in forming opinions and making decisions that are
balanced and well informed. DAWN never encourages or welcomes sensationalism.
Its forte has been its credibility hence serving as valuable reference material for
authors and researchers. It is a newspaper whose influence and credibility is
recognized nationally and internationally.

There are no obvious weaknesses of the Dawn as it is the leading English daily with
unbiased approach which makes it unique from others English dailies. The areas
where they need to focus on comparatively less coverage to the international events.
No coverage of the hot and happenings of the entertainment industry on a daily basis.
Only selective sports are covered and there is need of the comprehensive coverage of
all the sports.

DAWN media group is so dynamic and vibrant organization in locating untouched

areas of the industry and the planning and executing them to a greater level of success.
Special events are one of the best examples in this regards. Nevertheless, there are still
many ideas which should be materialized. DAWN has yet not organized any Events
related to health and fitness industry. They should focus on this section of economy
because of its growth and development patterns. Especially the mechanizing of health
industry has opened new horizons not only for the very industry but also advertising
agencies, media buying houses and obviously for media groups.

The Department of Management Sciences 141

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DAWN has established diversified portfolios which are backed by loyal customer
base, still there are some obvious threats in addition to latent and hidden threats.
Economic downfall is a threatening danger and is the major reason of some lethal
results. It causes, Loss of clients to advertise, severe effects on business and portfolio
development, A dwindling sales volume, Sales returns. Some of other major threats
are Power crisis, Increasing cost of production, upcoming and present competitor
whose major focus is on copying and stealing DAWN initiated efforts.

This is acknowledged fact that "Media industry" is the product of modern age. Now a
day "Media industry" is a developing business. But after analyzing the ways of
"communication" we come to know that this way is as old as human civilization itself.
In order to communicate widely and the globally, man started to think of novel ways
of communication and as a result media industry started to flourish first as print media
and then in the form of electronic media. Now a days media has become the necessity
of the human being as being the source of information.

New ways of communication are evolving with the passage of time but the importance
of print media is an established fact and no one can deny its importance as when you
need to read something in detail about any event you need to consult newspaper.

The art of communication started late in the sub continent as of foreign occupation.
The English tried to oppress the media I order to control the people, because if there
was easy flow f information then there would have been resentment in the people.
Especially the English newspapers started very late .In 1941 Dawn was established as
the mouth piece of the Muslim community.

Dawn is also the pioneering English daily of Pakistan, as this was the first English
daily that started its operations right of the independence.

The Department of Management Sciences 142

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It played an important role in the economic, social and moral development of Pakistan
by dispersing the true information, preaching the national and social values.

After 1947 a lot of development has taken place in the field of media industry, the
establishment of so many newspapers, the associated press to regulate the print media ,
APNS a mediating body for the press and advertising agencies and PEMRA.

Dawn newspaper is making progress with the passage of time, entering into new
portfolios, developing its market share and the new products like Aurora, Herald,
Spider, Dawn.com and the Dawn television network.

DAWN Newspaper is providing accurate, credible and extensive information with an

added unique dimension that speaks to its readers from a national point of view.
Bringing to them a complete picture of what is happening in Pakistan as well as
abroad. It assists its readers in forming opinions and making decisions that are
balanced and well informed.

The Department of Management Sciences 143

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Annexure

The Department of Management Sciences 144

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Sales Letter
Property Investment Show - 2008
December 19, 20 & 21, 2008
Karachi Expo Centre
Karachi, Pakistan

Dear Sir,

The‫ا‬DAWN‫ا‬Media‫ا‬Group’s‫ا‬flagship title is DAWN, Pakistan’s largest selling and most influential

English language newspaper. Founded by the Quaid-e-Azam, Mohammad Ali Jinnah (the founder of
Pakistan) on August 14, 1947, DAWN was the first English newspaper published in Pakistan.

DAWN has evolved into the most credible source of information and a leading advertising medium
in Pakistan. A claim substantiated by the fact that DAWN is the first choice for all sectors of
advertising.

The DAWN Media Group is organizing its 3rd DAWN Property Investment Show 2008 on
December 19, 20 & 21, 2008 at the Karachi Expo Centre, Pakistan.

The exhibition will attract targeted buyers whose income level is higher than the national average.
Well informed and well traveled, the DAWN reader has the kind of buying power that allows for the
acquisition of value added products and services.

Your participation as an exhibitor at Property Investment Show 2008 will enable you to promote
your investment or development opportunities and services to the wealthiest and most liquid group of
investors.

This is particularly true for the real estate advertisers. Over the past six years, real estate advertising
in DAWN has grown by leaps and bounds. In fact, the real estate sector has been one of the top three
advertisers in the country for the past few years. Investing in DAWN will prove to be extremely
beneficial to your company; it will provide you with direct access to Pakistan’s affluent sector, all
the while ensuring that your advertisements receive the highest response rate possible.

The Department of Management Sciences 145

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In addition, the exhibition comes with a host of value-added marketing and advertising options as
well as a comprehensive media package that includes editorial coverage and advertisements in a 20-
page DAWN Special Report, which will be published nationwide to attract targeted visitors.

For further information and booking, please log on to our website www.dawnpropertyshow.com or
contact us on the numbers given below.

Sincerely yours,
Bilal Malik
Assistant Manager Marketing
Special Events & Supplements
Phone: +92-42-111-444-777 Cell: +92-346-4634214
Email: [email protected],
Website: http://dawnpropertyshow.co

The Department of Management Sciences 146

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TOP TWENTY ADVERTISING AGENCY.

1) Orient mecann.
2) Midas advertising (pvt) Ltd.
3) Interflow communication (pvt) Ltd.
4) Cross check communication (pvt) Ltd.
5) Manhattan Pakistan.
6) Evernew concepts.
7) JWT Asiatic.
8) Mind share Pakistan (pvt) Ltd.
9) Adcom (pvt) Ltd.
10) M.communication.
11) Synergy advertising.
12) Maxim advertising.
13) Message communication.
14) Futre vision advertising Lahore.
15) Ad group advertising (pvt) Ltd.
16) Manhattan International Karachi.
17) TNI (the next icon) communication.
18) Spectram communication.
19) Manhattan communication.
20) Channel 7 communication (pvt) Ltd Islamabad.

The Department of Management Sciences 147

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List‫ا‬of‫ا‬newspapers‫ا‬in‫ا‬Pakistan
Following is the list of newspapers in Pakistan. With Urdu as the national language and English as
the official one, majority of the newspapers cater to such demographics. However, regional language
newspapers also maintain a sizable circulation, with Sindhi language newspapers leading the way.

The following newspapers in bold are the ones with largest circulation.

English-language newspapers
Newspaper City(ies) Foun Official Website Notes
ded
Business Recorder Karachi, Islamabad and 1965 www.brecorder.com Pakistan's first
Lahore financial daily
The Daily Mail Islamabad www.dailymailnews.com
Daily News Karachi 1962 www.jang.com.pk Jang Group's
evening daily
Daily Times Lahore, Karachi and 2002 www.dailytimes.com.pk
Islamabad
Dawn Karachi, Islamabad and 1947 www.dawn.com
Lahore
The Financial Daily Karachi www.thefinancialdaily.co
m
The Friday Times Lahore 1989 www.thefridaytimes.com Weekly
newspaper
The Frontier Post Peshawar, Quetta and 1985 www.frontierpost.com.pk
Lahore
The Nation Lahore, Karachi and 1986 www.nation.com.pk
Islamabad
National Herald Rawalpindi and Lahore 2005 www.dailynht.com
Tribune
The News Karachi, Lahore, 1991 www.thenews.com.pk
International Islamabad and London
Pakistan Observer Islamabad, Karachi, 1988 www.pakobserver.net
Lahore, Peshawar,
Muzaffarabad and Quetta
The Post Lahore, Islamabad and 2005 www.post.com.pk
Karachi
The Regional Karachi, Hyderabad www.regionaltimes.com
Times of Sindh
The Star Karachi 1951 www.dawn.com Dawn Group's
evening
newspaper
The Statesman Peshawar 2002 www.statesman.com.pk

Daily Messenger(English Newspaper from Pakistan ) (www.dailymessenger.com.pk)

The Department of Management Sciences 148

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Urdu-language newspapers
Newspaper City(ies) Foun Official Website Notes
ded
Aaj (Urdu: ‫)مج‬ Peshawar, Abbottabad and 1989 www.dailyaaj.com.pk/
Islamabad
Aaj Kal Lahore, Karachi and Islamabad 2008 www.aajkal.com.pk
Al Akhbar (Urdu: Islamabad and Peshawar www.alakhbar.com.pk
‫)ُان رار‬ /
Asas (Urdu: ‫)ُ چاس‬ Rawalpindi/Islamabad, Karachi, 1995 www.dailyasas.com.p
Lahore, Faisalabad and k
Muzaffarabad
Ausaf (Urdu: Islamabad, Multan, Lahore, 1997 www.dailyausaf.com/
‫)ُا صاف‬ Muzaffarabad, Frankfurt and
London
Awam (Urdu: ‫)زاُش‬ Karachi www.jang.com.pk Evening
newspaper
Azkaar Rawalpindi/Islamabad and Karachi 2004 www.dailyazkaar.com
.pk
Din Karachi, Lahore and Islamabad 1997 www.dinnews.tv
Express (Urdu: Karachi, Lahore, Islamabad, 1998 www.express.com.pk
‫)ُی ک پبی س‬ Peshawar, Multan, Faisalabad,
Gujranwala, Sargodha, Rahim Yar
Khan, Sukkur and Quetta
Jang (Urdu: ‫)ج نگ‬ Karachi, Lahore, Rawalpindi, 1937 www.jang.com.pk
Multan, Quetta and London
Jasarat (Urdu: Karachi 1970 www.jasarat.com/
‫)ج ارع‬
Jinnah (Urdu: ‫)ج ناح‬ Islamabad/Rawalpindi and Lahore 2002 www.dailyjinnah.com
Juraat (Urdu: ‫)جبُع‬ Karachi 1995 www.juraat.com/
Khabrain (Urdu: Lahore, Islamabad, Multan, 1992 www.khabrain.com/
‫)ن ربی ں‬ Karachi, Hyderabad, Sukkur and
Muzaffarabad
Masafat (Urdu: Lahore and Islamabad
‫)آ اف ت‬
Mashriq (Urdu: Peshawar 1995 dailymashriq.com.pk/
‫)راعن اآہاآ شبق‬
Mashriq Evening Karachi, Hyderabad and Quetta 1983
Special(Urdu: ‫آ شبقا‬
‫)ُی ان نگاُ چ پ ف شل‬
Musawat Lahore 1970
Pakistan (Urdu: Lahore, Peshawar, Multan and 1990 www.dailypak.com/
‫لاه‬ ‫)ڪ اک‬ Karachi
Nawa-i-Waqt Lahore, Karachi and Islamabad 1940 nawaiwaqt.com.pk/
(Urdu: ‫)ن اُےااق ت‬
Naya Akhbar Lahore, Islamabad, Karachi, 2000 nayaakhbar.khabrain.c Under Khabrain
Group
Multan, Sukkur and Hyderabad om/
Qaumi Akhbar Karachi and Hyderabad 1990
Riasat (Urdu: Karachi 1999
‫)ری ا چت‬

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Sada-e-Waqt (Urdu: Rawalpindi and Muzaffarabad 2008 www.sadaewaqt.com/ Fortnightly
‫) صدُۓااق ت‬ newspaper
Sahafat (Urdu: Islamabad and Lahore 1996
‫) ص اف ت‬
Taqat (Urdu: ‫ )طاق ت‬Lahore, Islamabad/Rawalpindi, 2006 www.dailytaqat.com/
Karachi, Quetta, Bahawalpur,
Faisalabad, Gujranwala and Sialkot
Ummat (Urdu: ‫)ُآت‬ Karachi 1996 www.ummat.com.pk/
Waqt (Urdu: ‫)اق ت‬ Lahore www.dailywaqt.com/

Gujarati
Newspaper City(ies)lahore Founded1996 Official
Websitewww.dailylahorepost.com
Millat (Gujarati: ) Karachi 1946 www.millatgujarati.com/

Vatan (Gujarati: વ ન) Karachi 1947 www.dailyvatan.com/

Pashto
Newspaper City(ies) Founded Official Website
Wahdat (Pashto:‫ )عدحاا‬Peshawar 1983 www.dailywahdat.com.pk/

Punjabi
Newspaper City(ies) Founded Official Website
Khabraan (Punjabi:‫ا‬ ‫ )ںُر‬Lahore 2004

Saraiki
Newspaper City(ies) Founded Official Website
Kook (Saraiki:‫ )کاكا‬Karachi

Sindhi
Newspaper City(ies) Foun Official Website
ded
Alakh (Sindhi: ‫ل‬‫)َُکَ َا‬ Hyderabad
Awami Awaz (Sindhi: ‫)زاُآ اماُع‬ Karachi 1989 www.awamiawaz.com/
Hilal-e-Pakistan (Sindhi: ‫)ناتاڪاپ لاه‬ Karachi 1946
Ibrat (Sindhi: ‫)زربع‬ Hyderabad 1958 www.dailyibrat.com/
Kawish (Sindhi: ‫)پااڪ‬ Hyderabad 1990 www.dailykawish.com/
Khabroon (Sindhi: ‫)نرباه‬ Karachi, Sukkur 2003
Koshish (Sindhi: ‫)پاوڪ‬ Hyderabad 1998
Mehran (Sindhi: ‫)آابُم‬ Hyderabad 1957 www.dailymehran.com/
Sach (Sindhi: ‫)چس‬ Karachi
Safeer (Sindhi: ‫)چیفب‬ Hyderabad
Shaam (Sindhi: ‫)واش‬ Hyderabad 1999
Sindh (Sindhi: ‫)چنس‬ Hyderabad 1995 www.sindhhyd.com/
Sindhu (Sindhi: ‫)چنسا‬ Hyderabad 1989
Sobh (Sindhi: ‫)چاس‬ Karachi www.dailysobh.com/
Tameer-e-Sindh (Sindhi: ‫)ڌنسف رباچنس‬ Karachi www.dailytameer-e-sindh.com/

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Floor Plan

The Department of Management Sciences 151

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The Department of Management Sciences 152