B.A.

(ENGLISH LITERATURE)
III YEAR

MASS COMMUNICATION AND

JOURNALISM IN INDIA

BHARATHIAR UNIVERSITY
SCHOOL OF DISTANCE EDUCATION
COIMBATORE – 641 046.
 MASS COMMUNICATION AND JOURNALISM IN INDIA

UNIT I

Mass communication in India- the media-different types of media-national objectives -

the organizational set-up - employment opportunities- print medium - Indian press at glance-

daily newspaper-periodicals-language wise newspaper- state-wise newspaper- circulation level-

information machinery-awards in printing/ journalism- other awards in the field of journalism-

printing press/printing schools- role of press in India-second press commission- broadcasting in

India-the highlights- music- audio visual media-doordarshan-three tier service- Delhi center-

national progaramme- news-commercial service- krishi Darshan- exchange of programmes-

advisory committee-films-national film circle-film and television institute of India- children film

society- central board of film certification- news agency- the publicists and news agencies- role

in democratic setup- the four agencies- press trust of India.

UNIT II

Advertisement – the role of advertising – types of advertisement – advertisers and

advertising departments – Director of Advertising and Visual Publicity (DAVP) – advertising

agencies and association s – functions of advertising agency – advertising in India – code of self-

regulation in advertising – INFA year book - news advertisement policy – news and its

dissemination – definitions of news – types – elements of news – news reporting and the reporter

– style of writing – news releases – non – news releases – timing of press releases .

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UNIT III

Feature writing – characteristics – feature and news story – feature and article – preparing

a feature article – selection of a subject – collection of material and interview with people – blue

print, title and sub-title – the lead – style and illustrations – revision – physical

appearance/placement- Opinion pieces- Editorial-Review- Letter to the Editor- Middle- Column-

Article.

UNIT IV

Newspaper organization – organizational setup – editorial wing – business department –

mechanical department – mass media and professional organization – press – films – advertising

/ public relation – set-up prior to emergency – code of ethics and guidelines for press – press and

public relation – entertainment and gifts – professional assistance – normal courtesies – publicity

not through advertisement support – limits of public relations – press facilities – press room .

UNIT V

Starting of newspapers and periodicals – clearance of title and filling of declaration –

application for newsprint – supply of copies – registration – application for printing machinery –

specialized requirements – annual statements – annual report – circulation check – ceasing check

– ceasing declaration – preparation for a career – courses in universities and colleges – Indian

Institute of mass communication- Research in Journalism - Indian Institute of Mass

Communication - Periodical literature- Research and Reference division.

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Aim and objective:

� To create opportunities in field of mass communication and its related branches, i.e.

Journalism, Broadcasting Media, and Public Relations and Advertising that provide

society with highly qualified specialists.

� To produce students with knowledge in Mass communication and Journalism, preparing

them to be leaders in media and communication careers.

UNIT I

Mass communication in India:

Mass communication is the term used to describe the academic study of the various

means by which individuals and entities relay information through mass media to large segments

of the population at the same time. It is usually understood to relate to newspaper and magazine

publishing, radio, television and film, as these are used both for disseminating news and for

advertising. Characteristics of Mass Communication: Five characteristics of mass

communication have been identified by Cambridge University's John Thompson. Firstly, it

"comprises both technical and institutional methods of production and distribution” Thompson:

The Media and Modernity, This is evident throughout the history of the media, from print to the

Internet, each suitable for commercial utility.

Secondly, it involves the "co modification of symbolic forms", as the production of

materials relies on its ability to manufacture and sell large quantities of the work. Just as radio

stations rely on its time sold to advertisements, newspapers rely for the same reasons on its

space. Mass communication's third characteristic is the "separate contexts between the
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production and reception of information", while the fourth is in its "reach to those 'far removed'

in time and space, in comparison to the producers". which involves "information distribution".

This is a "one too many" form of communication, whereby products are mass produced and

disseminated to a great quantity of audiences.

The Media: The media is of two kinds

(1) Modern means of communication

(2) Traditional media

Different types of media:

(1) Print : printed words, pictures

(2) Radio: sense of sound

(3) Audio – visual : appeal to both visual and auditory sense

(4) Traditional media: puppetry, folk dance, folk lore, rural theatre

(5) Oral communication: public meeting, group discussion, individual contacts

(6) Outdoor media: printed word and visual

National objectives:

� The basic function of mass communication is to provide information, education or

instruction and entertainment to the people.

� The media motivate people directly or indirectly.

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 � To discharge these functions in a meaningful and purposeful manner in any country or

community, the mass media agencies should be clear about the broad communication

objectivities, which may guide their operations in their day-to-day work.

� The national objectivities should be non-political, non-controversial, and on which there

is general national consensus.

� The objective should be a long term one and need not necessarily change with political

changes.

� The mass communicator in India should have a clear conception of the basic ideas and

values which has to promote.

� He should also know something about the availability of mass media infra structure, the

gaps that exist at present in communication facilities as compared to international

standard, and to effort that is required to bridge or minimize the gap.

The Organizational Set-up:

The media units under the ministry of Information and Broadcasting, including public

sector undertakings and autonomous societies, aided by the Ministry are:

1) All India Radio

2) Doordarshan

3) Press Information Bureau

4) Films Division

5) Directorate of Advertising and Visual Publicity

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6) Publication Division

7) Songs and Drama Division

8) Research and Reference Division

9) Directorate of Field Publicity

10) Photo Division

11) Registrar of Newspapers for India

12) Central Board of Film Certification

13) Directorate of Film Festivals

14) National Film Archives of India

15) Indian Institute of Mass Communication

16) Film and Television Institute of India

17) Children’s Film Society

18) National Film Development Corporation.

The country’s external publicity is handled by the External Publicity Division of the

Ministry of External Affairs. The objective of the publicity is to project a correct and objective

image of the country abroad. The Division also seeks to promote understanding sympathy and

support for India’s foreign policy in foreign countries. Apart from press publicity, the Division

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also undertakes audio visual publicity, including organization of exhibitions and cultural

programmes.

Employment Opportunities

The expansion of communication facilities in India since Independence has opened up

vast employment opportunities for different sections of the people. Apart from journalists and

engineers, the mass media have absorbed a large number of technicians, artists, visualizes,

designers, photographers, printers, block-makers, compositors, proof readers, stenographers and

typists, booksellers and hawkers and free-lance journalists.

Since the country is on the threshold of further expansion in communication facilities,

there is a bright prospect for the people seeking employment in different mass media agencies. It

is, however, necessary for prospective job-seekers to get themselves trained in one of the fields

of their choice, related the mass communication work.

Print medium:

The print medium can be broadly divided into two parts-periodical publications including

daily newspapers, and publications such as books and other printed material. Publicity in the

press, particularly through the daily newspapers, is the most effective and popular mode of

projection compared to publicity through any other medium.

The newspaper can be read at the reader’s own convenience. It can also be referred to as

and when require. Newspaper reading is more or less a habit with most people. It is also

generally presumed that, newspapers provide relatively impartial coverage of happenings

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compared to other media. Newspapers, therefore, make a greater impact on the public mind,

particularly in urban and semi-urban areas.

Indian press at glance:

Daily newspaper:

The number of daily newspaper in 1985 increased to 1,802. The circulation of daily

newspapers rose up to nearly two crore copies.

Periodicals:

The majority of Indian newspapers are periodicals. In 1983, 7,232 were monthlies, 6,122

weeklies, 2,817 fortnightlies and 1,979 quarterlies. There were annuals, and 833 bi-monthlies,

half-year lies etc.

Language-wise Newspapers:

Newspapers were published in as many as 92 languages during 1985. Apart from English

and fifteen principal languages enumerated in the Eighth Schedule of the Constitution,

newspapers were published in 75 other languages, mostly Indian languages or dialects, and also

in a few foreign languages.

Hindi newspaper numerically constituted the largest group in the country in 1983.

Highest numbers of newspaper were published in Hindi (5,936), English (3,840), Bengali

(1,582), Urdu (1,378) and Marathi (1,131).

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State – Wise Newspaper:

In 1983, the largest number of newspaper was published from Uttar Pradesh (2,912),

Maharashtra (2,654), Delhi (2,637), and West Bengal (2,274). The press in Delhi maintained its

top position in circulation with 8,176,000 copies in 1983.

Circulation levels:

Ananda Bazar Patrika, a Bengali daily from Calcutta, with a circulation of 402,491

copies, retained the place of pride as the largest circulated single edition in 1983. Jugantar, a

Bengali daily from Calcutta which had a circulation of 327,49. Indian Express, published in

English from ten centre’s, claimed the first position among multi-edition, with a circulation of

5,67,801 during 1983. Times of India, with total circulation of 5,30,565 copies. Manorama, with

the circulation 5,27,657 copies. Kumudam, the Tamil weekly of Madras, which commanded a

circulation of 5,88,350 copies.

Information Machinery:

The Press Information Bureau (PIB) is the centralized agency of the Government of India

to disseminate information on its policies, decisions, programmes and activities. The information

put by PIB goes to daily newspapers, news periodicals and news agencies as well as radio and

television organizations, both Indian and Foreign.

Awards in Printing/Journalism:

To provide encouragement and incentives to those engaged in graphic arts and to

improve the technique and standards of printing, the Directorate of Advertising and Visual

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Publicity, Ministry of Information and Broadcasting conducts annual All India Competition for

the National Award for excellence in printing and designing of books and publications. The

categories are grouped into divisions, namely, books, newspaper, display advertisements,

periodicals, publicity booklets, annuals and reports, posters, folders, calendars, diaries, type aces,

packaging’s and miscellaneous. The first competition was held in 1955.

Other Awards in the field of Journalism:

1. The Rajendra Prasad Institute of Communication and Studies Awards

2. The Chandrakant Vora Memorial Award

3. The Durgadas Ratan Devi Trust gives five Awards

Printing Press/Printing Schools:

India has more than 50,000 printing presses, big, medium and small. The government of

India has its own printing presses includes three textbook presses at Chandigarh, Bhuvaneshwar

and Mysore. There are five printing schools, two at Madras, one each at Bombay, Calcutta and

Allahabad.

Role of Press in India:

The role of the Press in India need not be of adversary, or of blind support, to the

government. The press should be the watch-dog and act as a catalytic agent to hasten the process

of social and economic change and thus secure people’s participation and involvement in the

country’s development.

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 The press in India today is too much obsessed with politics. The country needs creative

reporting, particularly on non-political themes such as unemployment, malnutrition, population

growth etc. The emphasis should be not on what the public ‘wants’, but what it ‘needs’.

Reporting should provide adequate local coverage and cover human activities in factories, farms,

schools and universities. There is a great scope for regional, local, and small paper in India, and

they should receive all encouragement and support. In the present stage of country’s

development, there is also need for economic and development journalism, which is still in its

infancy. This press, in order to function efficiently, also needs well-paid and well-trained

journalists to report events, particularly from small towns and rural areas. Creditability is the life-

blood of communication. Whatever is given out by the media is believed only if dissent is

permitted; otherwise any message received through oral communication would be more

acceptable. It has been argued by eminent journalists in the profession. The present system of

accreditation of journalists, government’s allocation of newsprint and fixation of advertisement

rates, favors to journalists in the form of perquisites such as subsided housing, medical facilities

etc and heavy dependence of the press on official releases etc. stand in the way making the press

in India an independent and impartial instrument of communication of news and views.

Second Press Commission:

On 18th May 1978, Government of India appointed the Second Press Commission, for a

comprehensive and in depth examination of the state of the Indian press and the steps that need

to taken for its development on sound and healthy lines. The appointment of the Second Press

Commission became necessary since the Indian Press had undergone several changes, had taken

new strides and acquires an added significance with the continuously expanding readership.

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 The commission inquired into the growth and status of the press since the first Press

Commission submitted its report in 1954. It in particular, examined:

1. The adequacy of the present constitutional provisions and laws with regard to the

freedom of speech and expression.

2. Means of safeguarding the freedom and independence of the Press against

pressures of all kinds including those from the government, trade unions or others,

in a plural and democratic society.

3. The pattern of ownership and financial structure of organs of the Press with a

view to ensuring editorial independence and professional integrity, and the

readers’ right to objective news.

4. The pattern of relationship between the Government and the Press, especially with

regard to access to information.

5. The structure and functioning of the existing news and feature agencies, and

measures necessary for their growth as strong and viable organizations.

6. The nature of relationship between different elements of the press, namely

publishers, managers, editors, journalists and so on

7. Measures necessary to inculcate in the press a sense of social responsibility and

public accountability

8. Ways and means to promote the growth and development of the language Press,

the regional press, and a rural-oriented press.

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 9. The economics of the newspaper industry, including determination of the bass for

fixing a fair price for newspapers.

10. Existing facilities for training in journalism and newspaper management and other

areas of newspaper industry, with special reference to needs of the language press,

and suggested measures to augment these facilities

Broadcasting in India:

Broadcasting in India is a state monopoly. The government of India took over two

privately-owned transmitters at Bombay and Calcutta in 1930 and the posts and telegraphs

Department started operating them under the name of Indian Broadcasting service. In 1936, the

name changed to All India Radio.

The highlights:

All India radio’s network consisted of six radio stations in 1947. Now there are 98

stations, including three Vivdh Bharati commercial centres and two relaying centres.

Commercial centre’s are at Chandigarh, Kanpur and Vadodara. AIR’s network will extend

shortly to 205 broadcasting stations, 147 medium wave transmitters, 54 short wave transmitters,

and 104 FM transmitters covering 97.5 per cent of India’s population and 91 per cent of its area.

All stations of AIR are equipped with channel – receiver terminals to accept centrally –

originated programmes from Delhi, which is equipped with up- linking facilities for distribution

of regional programmes through the INSAT – 1B satellite.

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Music:

AIR has contributed largely to bring about an awareness and appreciation of Indian

music- classical, light, folk and tribal. Important milestone in AIR’s music programmes was the

inception of national orchestra, known as AIR Vadya Virnda in Delhi in 1952. A second unit of

this orchestra was later added in Madras. These orchestral units consisting of both Hindustani

and Carnatic musicians have done remarkable experiments in orchestration of the Indian music.

It pays equal attention to the preservation and development of folk and light music. Besides the

national programmes, AIR stations broadcast regularly folk and tribal music various regions.

Two major music festivals – Thyagaraja and Tansen are covered by the AIR and experts are

broadcast to the national as well as zonal hook up level.

Audio visual media:

Doordarshan:

From an experimental service begun in Delhi in September 1959, Doordarshan has now

grown into one of the world’s largest television network, its signal reaching nearly three quarters

of the country’s population. The real expansion of television in India started with the

commissioning of television centre’s at Bombay in 1972, Srinagar and Amritsar in 1973, and

Madras and Lucknow in 1957. The television set-up was given a separate status in 1976 and

‘Doordarshan’ was born.

Three-tier service:

Doordarshan eventually aims to offer viewers a three-tier service. The existing National

Service is to be supplemented by regional and local services. The local service has been
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introduced in the metropolitan cities of Delhi, Bombay, Calcutta and Madras by establishment of

Channel II transmitters with a view to achieving emotional integration of different ethnic,

religious and linguistic groups living in these areas.

Delhi centre:

With the commissioning of the Pitampura Transmitter Complex on 7th November 1988,

the range of Delhi’s Channel I has risen to 140 km and that of channel II to 120 km. The

population covered by the increased range is 104 and 139 lakhs respectively, and transmission of

Channel II is now received in adjoining areas of Haryana, Rajasthan and Uttar Pradesh.

National programme:

The national programme is a unique endeavor to portray all aspects of the multi-faceted

nation, and also to promote national goals and national integration. It began with the

simultaneous telecast of dance and music items from all Kendras. The commissioning of INSAT-

IB in 1982 made it possible to telecast 90 minutes programme, including news bulletin in Hindi

and English, supported by programmes on current affairs and entertaining.

News:

Doordarshan Kendra at Delhi is the principle focal point for news collection and

transmission, although news originating in 13 languages is transmitted from other Kendras. The

News network telecasts 4 regular daily news bulletins including 2 in the morning transmission, 2

in the national programme, and 1 on Delhi Channel II. In addition, 2 Parliament news bulletins,

one each in Hindi and English, are telecast on the national hookup when Parliament is in session.

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Commercial service:

There has been a steady growth in Doordarshan’s earnings from its commercial service,

which was introduced in 1976, and currently covers the National network, Channels I and II at

the 4 metropolitan cities, and Kendras at Hyderabad, Bangalore, Jalandhar, Lucknow, Srinagar,

Trivandrum, Ahmadabad and Guwahati.

Krishi Darshan:

Kendras telecast programmes on agriculture, animal husbandry, cooperatives, rural health

and sanitation, family welfare and small scale/cottage industries for rural viewers in the

respective languages of the Kendras.

Exchange of programmes:

Doordarshan has an exclusive Programme Exchange Unit, within the Directorate, to

promote exchange of programmes and sales on bilateral basis with other TV organizations, and

to produce specially designed programme for circulation among the Indian Missions aboard.

Advisory committee:

To involve greater participation and expertise in the relevant areas, a number of

committees assist Doordarshan in laying the broad lines for guidance and action. These include:

1. Media Advisory Committee.

2. Programme Advisory Committee at the Kendra.

3. Advisory Committee on Family Welfare Programmes at the Kendra.

4. Selection Committee for Serials.

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 5. Selection Committee for Hindi Features Films/Regional Language Films.

The Advisory Committee at each Kendra is composed of eminent non-officials belonging to the

field of music, dance, folk arts and culture, sports, youth, women and child welfare, scheduled

castes and tribes, etc.

Films:

India leads the world in production of films for more than a decade. The Indian film

industry celebrated its platinum jubilee in 1988. Raja Harishchandra, the first feature film

produced and directed by Dada Saheb Phalke, was released on 3 May 1913. Among the silent

films, the maiden effort was made by R.G. Torney and N.G. Chitre whose story film Pundalik

was released on 18 May 1912 at Coronation Cinema in Bombay. Earlier, the first motion picture

exhibited in India was Lumiere Brothers’ Marvel of Century which was shown at Watson Hotel,

Bombay on 7 July 1896, through regular shows commenced in 1897. But the ‘talkie era’ was

marked by the release of Ardeshir Irani’s Alam Ara (Hindi) in 1931.

National film circle:

The NFDC has established a National Film Circle at Bombay for screening of

outstanding and award-winning films, films from the National Archives collections, films of

Great Directors and Great Masters, both Indian and foreign. There is paid membership for this

Circle. The idea is to spread the growth of good cinema movement, through the NFC concept, to

other important centre’s in the country.

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Film and television institute of India:

The Film and Television Institute of India (FTII) was set up at Pune in 1960, for

imparting training in the art and craft of film making, on the recommendations of Film Enquiry

Committee. Training in television started in 1971 in Delhi and was later introduced in FTII,

when it became an autonomous body in October 1974.

The film wing of the Institute offers three-year specialization courses in (1) Film

Direction; (2) Motion Picture Photography; (3) Sound Recording and Sound Engineering , with

one-year common course; and (4) a two-year specialization course in Film Editing with one-year

common course. The television wing offers in-service training for the employees of

Doordarshan.

A one-month course in Film Appreciation, conducted in collaboration with National Film

Archives of India, is a regular annual feature of the Institute.

Children’s film society, India:

The Children’s Film Society, India (CFSI) was established in 1955 as an autonomous

body with the objective of promoting and encouraging the Children’s Film Movement in the

country. The aim is to provide children and young people, films with clean and healthy

entertainment. With this aim in view, the organization is engaged in production, acquisition,

distribution, and exhibition of films suitable for children and young people. Since its inception,

the Society has produced and purchased nearly 135 feature films and 103 short films.

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Central board of film certification:

Films can be publicly exhibited in India only after they have been certified by the Central

Board of Film Certification (CBFC). The Board, set up under the Cinematograph Act, 1952,

consists of a part time Chairman and a minimum of 12 and a maximum of 25 non-official

members, all appointed by Government. The Board functions with headquarters at Bombay and

6 regional offices at Bangalore, Bombay, Calcutta, Hyderabad, Madras and Trivandrum. The

regional offices are assisted, in examination of films, by Advisory Panels which include eminent

educationists, art critics, journalists, social workers, psychologists, etc.

There is a Film Certification Appellate Tribunal (FCAT), constituted in March 1984 with

headquarters at New Delhi, to head appeals against the decision of the Central Board of Film

Certification.

The new guidelines are simply stated and so worded as to avoid an exhaustive set of

instructions for the censors, as it was considered that too detailed a catalogue of instruction

would inhibit a proper and independent interpretation by them. At the same time, it has been

ensured that the censors are appropriately informed of the basic criteria which must govern their

approach to film censorship.

The following are the new guidelines:

1. In general, the objectives of film censorship are to ensure that:

(i) The medium of film remains responsible and sensitive to the values and standards

of society;

(ii) Artistic expression and creative freedom are not unduly curbed; and

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 (iii) Censorship is responsive to social change.

2. In pursuance of the above objectives, CBFC shall ensure that;

(i) Anti-social activities such as violence are not glorified or justified;

(ii) The modus operandi of criminals or the visuals or words likely to incite

commission of any offence, are not depicted;

(iii) Pointless or avoidable scenes of violence, cruelty and horror are not shown;

(iv) Human sensibilities are not offended by vulgarity, obscenity and depravity;

(v) Visuals or words contemptuous of racial, religious or other groups are not

presented;

(vi) The sovereignty and integrity of India is not called in question;

(vii) The security of the State is not jeopardized or endangered;

(viii) Friendly relations with foreign States are not strained;

(ix) Public order is not endangered;

(x) Visuals or words involving defamation or contempt of court are not presented.

3. The CBFC shall also ensure that the film:

(i) Is judged in its entirety from the point of view of its overall impact; and

(ii) Is examined in the light of contemporary standards of the country and the people

to which the film relates.

4. Films that meet the above-mentioned criteria, but are considered unsuitable for exhibition

to non-adults shall be certified for exhibition to adult audiences only.

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News Agencies:

The UNESCO definition of a news agency is “an undertaken of which the principal

objective, whatever its legal form, is to gather news and news material of which the sole purpose

is to express present facts and to distribute it to a group of news enterprises and in exceptional

circumstances to private individuals with as complete and impartial news under conditions

compatible with business laws and usage”.

The publicists and news agencies:

The publicists feed the press with a variety of materials-news, photographs, features,

articles, advertisements, etc., either directly or through agencies. News stories or spot stories, as

they are called, are handled by news agencies, photographs by photo agencies, features and

articles by feature syndicates or feature agencies, and advertisement agencies.

The general principle, therefore, is to send the item to both the agencies and newspapers

unless it is decided to ‘sell’ the story on ‘exclusive’ basis to a particular news agency or to a

single newspaper or category of newspapers based on language, region, or frequency. Where

news is given out on ’exclusive’ basis to a new agency, the news agency correspondent should

be clearly told about it, so that he will do full justice to the material.

Role in Democratic Set-up:

The role of news agencies in a democratic with free press is of crucial importance. There

are some basic principles with should govern the functioning of news in a democratic set-up.

Some of these are:

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1. There should not be any monopoly of one news agency. Competitive service freely

available to all users is absolutely necessary.

2. The news agencies should not be state-owned or state controlled. The government should

not participate in ownership, nor have any voice in the control of the agency either

editorially or administratively.

3. Financial assistance in the form of loans etc., may be given by the government but

without any strings. The payment made for services rendered comes altogether in a

different category.

4. The set-up of news agencies should be a public corporation formed on the basis of

cooperative efforts of newspapers, other users and interests.

5. In functioning they should keep in view the overall interests of State and society. They

should abide by the laws of the country as well as by the code of professional conduct.

6. They should develop the system of coverage of foreign news by having their own

correspondents at major foreign capitals, and use their dispatches to supplement and

correct, where necessary the services of foreign agencies which have the monopoly of

world news. Also, they should provide the country’s news to newspapers and other media

in foreign countries.

7. They should provide the adequate coverage of regional news and meet the requirements

of regional newspapers.

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8. The agency should provide the different types of services-full or comprehensive, brief

and summary (for district newspapers)to different categories for subscribers.

9. The tariff should be so derived that the subscriber are charged in equitable manner, or

according to the use made of the service. The subscription rate to be charged from

newspapers should be in relation to their numbers of pages, circulation, income and other

factors.

10. In addition to the services provided to newspapers, the news agencies also provides news

services including commercial and special services, to individual subscribers-Central and

State government departments, public sector undertakings, business houses etc., In India,

All India Radio, Doordarshan, External Affairs Ministry are important subscribers of the

services of news agencies. The payment of subscription from official agencies should be

based on sound principles and not on adhoc basis.

11. The news coverage should be fast, objective, comprehensive and accurate.

12. Only items which have ‘news values’ should be selected. While determining ‘news

value’, the appeal to the reads and the significance of the event are to be taken into

consideration. The criterion of the ‘news value’ must undergo changes as social, political

and economic developments take place in the country.

13. In selection of the news, the agencies should have a sense of integrity and impartiality.

Selection of news should be made on the basis of importance and priority attached to

individual facts. All relevant facts of significance should be reported.

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 14. The news agencies should not have any specific editorial policy. The agencies should

avoid giving views or comments while reporting news. The privilege of comments should

lie with the newspapers.

15. The agencies, in giving news, should be fair to different points of view. The viewing

opposition should be treated fairly and equitably in respect of length and coverage. Since

the agencies cater to subscribe of diverse of contradictory views, it will not be proper for

the agency to select news to suit the interests of any particular client. The interest of

prejudices should not influence the agencies in selection of news. In fact, the conflicting

trends in the country and society should be projected, but in a balanced manner and in

proper perspective.

16. News agencies should be free from bias. It should also be immune to pressure from any

quarter-governmental, or big business, or proprietarily.

17. As far as possible, news agencies should be viable.

The Four Agencies:

Prior to Emergency, there were two English news agencies, namely, Press Trust of India

and United News of India. Two other agencies Hindustan Samachar and Samachar Bharathi

provided services in Hindi and regional languages.

Press trust of India:

The Press trust of India was set up on 27th August 1947, as a non-profit sharing

cooperative of newspaper, with a mandate to provide economical, efficient and unbiased news

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service to all subscribes without discrimination. Today’s PTI’s news service in the English

Language grosses about 1,00,000 words per day. A network of 136 bureaus, a 350 strong

journalist’s cadre, about 300 parts – time correspondents, 11 bureaus and about 30 stringers

abroad. PTI’s news operations were computerized in 1984. With the objective of delivering news

reports faster PTI has now gone for high-speed electronics printers in place of 50-band electro-

mechanical teleprinters.

PTI is of high speed multilingual electronic printers, equipment for the satellite

operations, and controllers for its ‘New-Scan’ and ‘comscan’ services. PTI is a leading

participant in the pool of News agencies of the Non-aligned countries and the Organization of

Asia-Pacific News Agencies (OANA). From March 1985 till July 1988 PTI was also the

President of OANA.

ACTIVITY:

Meanings:

1. News – Information about recent event

2. Advertisement – a public promotion of some product or service

3. Press – print media responsible for gathering and publishing news

4. Journalist- writer for newspaper and magazine

5. News print – paper used for printing newspaper

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 Antonyms

1. Necessary x unimportant

2. Strong x week

3. Regular x irregular

4. Include x exclude

5. Speed x slow

Fill in the blanks:

1. In mass communication, the objective should be _____________________

2. A ____________________ set is beyond the reach of an average middle class family.

3. A media advisory committee was constituted by the government in _________________

4. ___________________ is one of the world’s largest television

5. Armed forces entertainment wing was established in ______________

Match the following:

1. Print – folk dance

2. Radio – appeal to both visual and auditory senses

3. Audio – public meeting

4. Traditional media – sense of sounds

5. Oral communication – printed words

26
Short answers:

1. Define the term “mass communication.”

2. List the different types of mass media.

3. Describe the circulation level of newspapers in India.

4. Briefly list the awards in the field of printing/ journalism.

5. Define News agency.

Paragraph:

1. Bring out the national objectives of mass communication.

2. Discuss about broadcasting in India.

3. Describe the role of mass communication in democratic setup.

Detail:

1. Explain in detail the role of press in India.

2. Discuss the importance of audio-visual media.

27
 UNIT II

Advertisement

The encyclopedia Britannica defines advertisement as “a form of paid announcement

intended to promote the sale of a commodity or service, to advance an idea or to bring about

some other effect, desired by the advertiser”.

The American Marketing Association has defined advertisement as “any paid form of

non- personal presentation and promotion of ideas, goods or services by an identified sponsor”.

In other words, advertisement is paid us of any channel of communication – radio, television,

film, press, etc. to identify, explain or to urge the use or adoption of a product, service or idea.

The Role of Advertising:

Advertising has developed in industrial countries as a major adjunct to industry and

commerce. It is the life – breath of modern society. Advertisement differs from publicity,

because it is paid for directly and its sponsorship is almost clearly identified.

Types of advertisement:

Advertisement can be classified in several broad categories:

� Product advertisement: it is intended to present and promote goods and service, for

example, a particular brand or model of car.

� Institutional advertisement: it is to sell the idea or firm itself.

28
 � Public relations institutional advertisement: it is used to forestall public will against a

firm.

� Commercial advertisement: it may be consumer advertisement or business advertisement.

It can stimulate two types of demands like primitive and selective. The primary demand

is for the generic product of an entire industry. For example, drink milk rather than

beverage. Selective demand is for particular brand of milk.

� Business advertisement: it is regarded as industrial advertisement, if it is directed at

industrial production; and trader advertisement, if the target is middle men.

� Professional advertisement: it is directed at group of people such as doctors, lawyers,

chartered accountants etc.

� Non- commercial advertisement: it is undertaken by government bodies, charitable

institutions, and religious organizations or by political groups.

The advertising activity is generally carried out by the following three agencies:

1. Advertisers including advertising departments of government, public sector undertaking,

business houses, manufacturers, retailers, etc

2. Advertising agencies

3. The media that carry advertisement – press, radio, film, television, etc

29
Advertisers and Advertising departments:

The advertising departments in government, public sector undertakings and business

houses determine the advertising policy, supervise advertising programmes, and maintain liaison

with the advertising agencies and advertising media.

Director of advertising and visual publicity (DAVP):

The following principles of DAVP are

1. Effective circulation

2. Regularity in publication

3. Class of readership

4. Adherence to accepted standards of journalistic ethics

5. Other factors such as production standard, the language and areas intended to be covered

6. Rates which are considered suitable and acceptable for government publicity

requirements.

DAVP releases annually around 16,000 to 17,000 advertisements to various newspaper and

journals on behalf of various ministries and departments of the government of India. A large

number of autonomous bodies and public sector undertaking also channelize its advertisements

through DAVP. It brings out publicity literature in English, Hindi and many regional languages

namely, Assamese, Bengali, Gujarati, Kannada, Malayalam, Marathi, Oriya, Punjabi, Tamil,

30
Telugu and Urdu. These include a large number of calendars and diaries, profusely illustrated

information charts and important speeches of the prime minister on national issues.

Advertising agencies and associations:

In India, there are over five hundred Indian Newspaper Society accredited advertising agencies

having many offices and branches. The advertising agencies develop, prepare and place

advertisements in the advertisement media. They also do public relations work, chalk out

marketing strategy and offer counseling assistance such as marketing research, sales promotion

activity, etc. advertising agencies are the backbone of the advertising business. The agencies vary

in size, organizational structure and services offered, but they invariably provide media planning

and creation of advertisements. It costs less fir an advertiser to use an agency than to bypass it.

The agency receives commission from the media, whereas the advertiser, normally, does not get

any commission.

Functions of advertising agency:

The advertising agencies perform a number of functions. These are:

1. Research: advertising research includes marketing research – information about

consumer markets, products or services to be advertised. The agencies set out both short

and long term objectives for selling goods and services.

2. Selection of media: the advertising agencies select the media, print, audio- visual or

combination of more than one. The decision about individual publications in the print

media has to be taken by the advertising agency.

31
 3. Preparing the copy: it involves creation and execution of advertisements – preparing the

copy, art work, print, radio or television production, pictorial work and layout.

Guidelines for the selection of advertising agencies are given below:

1. The record of advertising agencies with some related products.

2. The agency should be as large as is necessary to handle the work of the client.

3. The agency should have the necessary facilities to execute the task assigned to it.

4. Organizational structure and the reputation of personnel manning the agency need also to

be considered.

5. The philosophy and advertising policy of the agency has also some relevance to selection.

The advertisers and the advertising media generally depend on the advertising agency

associations for relevant information on advertising agencies. Some of these are:

1. Advertising Agency Association of India (1945), Bombay

2. National Council of Advertising Agencies (1967), New Delhi

3. Indian Society of Advertisers (1952), Bombay

4. Advertising Standards Council, Bombay

Advertising in India:

The year 1987-88 marked the turning point in the Indian advertising industry. The turn

over crossed the Rs. 1000 crore mark and advertising through TV became a force to reckon with.

32
Advertising supports and sustains Indian press and even Doordarshan. 35% to 50% of their

budgets today come from advertising. As against the press devoting about 32% of its space for

advertisements. Doordarshan allots less than 5% of transmission time to commercials. The

content analysis of advertisement in some 400 publication of all type which together account for

85 per cent to 88 per cent of all advertising through press in the country by the centre for media

studies of operation research group (ORG) brought out that next to consumers products

advertisements, legal notices and entertainment – related advertisements lead both in revenue

yield and space. Financial and employment/wanted advertisement accounted for 7 per cent to 9

per cent of total press advertising in 1987-88.

The recent boom in advertising in the country partly sequential to the liberalization of

foreign/NRI investments and broad-banding, there has been an unprecedented competition and

consolidation among advertising agencies. Cinema as a medium has been showing a decline in

revenue due to the effects of television and video. Outdoor advertising is one of the oldest means

of communication. It was initially used as an effective generative media in the semi-urban and

rural areas where the reach of other media was negligible. However, today no advertising

campaign is complete without the support of outdoor component in major towns. Video

advertising an untapped field of entertainment till recently, has now come to stay. Insertion of

advertising spots in video cassettes is growing by leaps and bounds. Video advertising is

evidently more result-oriented as compared to TV and Cinema. Video advertising has a lasting

impact on viewers since it brings product publicity a number of times in the cassette played.

Video cassettes are played in thousands of luxury buses, restaurants, hotels and video parlours,

giving tremendous exposure to advertisement incorporated in a cassette.

33
 The advertising council can also create and distribute advertisements pertaining to social

service and community welfare as it is done by such councils in the U.K, the U.S.A and other

countries.

Code of self-regulation in advertising:

The advertising standards council, Bombay, is a body set up by advertisers, advertising

agencies, newspapers, magazines and others involved with advertising. The council has

formulated a code by which advertising regulate themselves: because the council believes that all

advertising must be responsible and to the benefit of all parties concerned, especially the

consumer. The code has been drawn up to ensure the truthfulness honesty of representations and

claims made by advertisements and to safeguard against misleading advertisements. And to

ensure that advertisements are not offensive to generally accepted standards of public decency.

The code applies not just to advertisement in newspaper and magazines but also to

advertisements wherever they appear on television, over the radio, in cinema, on hoardings and

posters and in shops. The council can be approached by anyone if advertisement to misleading,

dishonest or in bad taste. The complaint is passed to an independent consumer complaints

council made of 14 members. Sis of these members is senior practioners in advertising. Eight are

eminent professionals unconnected with advertising including people from journalism,

engineering, medicine, accounting, education, science and the consumer movement.

34
INFA year book:

The INFA press and advertising year book provides comprehensive information on various

aspects of advertising in India. The following data are of particular use of advertisers and others

interested in the subject:

1. List of national advertisers giving names and designations of executives, principal

products, advertising agents and advertising year.

2. Advertising agencies and their clients

3. Non-accredited advertising agencies

4. Classifies list of advertisers and agents; those who advertise on an all – India basis. They

are divided in groups, agriculture and industry, banking, insurance, food articles, hotel

and travel, household goods, office equipment, pharmaceutical, public undertaking,

textiles, toilets, vehicles and miscellaneous.

5. Advertising film producers

6. Outdoor hoarding contractors

7. Neon- sign makers contractors

8. Radio spot makers

9. Trade and professional advertising associations

10. Advertising agencies accredited to INS along with bushiness secured in different media –

press, radio, film and television.

35
News advertisement policy:

The DAVP, which is the centralized publicity organization of the Government of India,

places advertisement in newspaper and periodicals with the primary objective to secure the

widest possible publicity coverage. Political affiliations are not to be taken into account while

placing advertisements. The new policy is aimed at a balance and equitable placing of

advertisements.

The government advertisements are not intended to be measure of financial assistance. In

pursuance of broader social objectives of the government, weight age or consideration is to be

given to:

1. Small and medium newspaper and periodical

2. Language newspaper and periodicals

3. Specialized scientific and technical journals

4. Papers and periodical being published especially in backward remote or border aread.

5. Any other category which the government may consider appropriate for special and

bonafide reasons.

� Small: up to 15,000 circulation

� Medium: between 15,000 and 50,000 circulation

� Big: above 50,000 circulation

36
News and its dissemination:

The contents of a newspaper can be broadly divided into four parts:

1. News, articles and features

2. Opinion pieces such as editorials, comments

3. Letters to the editors, reviews, columns

4. Advertisements

Definitions of ‘news’:

� “news may be defined as any accurate fact or idea that will interest a large number of

readers’

� News is anything timely that id interesting and significant to readers in respect of their

personal affairs or their relation to society and the best news is that which possesses the

greatest degree of this interest and significant for the greatest number

� News can be defined as an accurate, unbiased account of the significant facts of a timely

happening that is of interest to the readers of the newspaper that print the account

� News is the first report of significant events which have interest for the public

� News is an account of a current idea, event or problem that interests people.

� News is the record of the most interesting, important and accurate information obtainable

about the things man thinks and says, sees, describe, plans and does.

37
Types:

News stories are particularly of two types: straight news and interpretative or explanatory

or opinionated writing. A straight news story gives factual account of what has happened in a

simple, clear and accurate manner. Interpretative news story reports happening in depth, gives all

sides of the picture, provides background and puts some meaning into the news so that reader

can better understand and appreciate the event.

Elements of News:

The following are the important elements of news:

1. Immediacy of timeliness is of great importance. The new thing or latest information

makes all the difference. As news ages, it loses its potency. The nearness of an event in

time is vital to daily newspapers.

2. Truth and objectivity is another quality of news. The balanced picture of an event or a

happening or accuracy in reporting events enhances the value of news.

3. Nearness or propinquity that is closeness in space is yet another element of news.

4. News should be of interest or concern or significant to readers. The interest however,

differ it may be of interest to a section of the community of local, regional, national or

international interest.

5. Names of individuals also make news. The person may be widely known because of his

position, wealth or status. Even an unknown person can make news because of some

oddity, eccentricity or unusual occupation or some other factor.

38
6. Timing and place of occurrence of an event are also important elements of news. The

hour of an event may decide its news importance, so also where the thing happens is

important.

7. Numbers and size make news. An accident in which a large number of people have died

or injured makes news. if very few people are involved in the accident and nobody died,

the news value becomes less important.

8. Suspense and mystery adds to the value of news. It holds readers interest in the news. The

more the suspense, the grater is the curiosity of readers in the news.

News reporting and the reporter:

To be a successful reporter, one must have news sense or flair or nose for news. He

should have the ability to recognize the news value in ordinary things. The qualities

necessary in a reporter are: patience and perseverance to get a story; eyes for details; capacity

for hard work, gift of imagination; skill for clear and concise presentation of news and views

and spirit of enterprise and adventure. The reporter has to work with great speed under stress

and strain. He will succeed only if he has an understanding of time value and necessary

flexibility and adaptability to change him to the changing situation.

Reporters cover number of assignments like accidents, court cases, crime, proceeding of

legislatures, communal incidents, demonstrations, deaths etc., besides political, social,

economic and cultural events and sports.

39
 The reporter has to interview people for news. He should study subject and should have

at least a broad background of its before conducting interview, particularly on specialized

subjects. Knowledge of shorthand and typing will help him a great deal.

The reporter should understand the difference between the classifications of news. ‘Flash’

is an on-line news item about an event of major significant. It has an element of suddenness

and tells about something unexpected. ‘Snap’ is use for important sports of commercial

news. ‘Top priority story of one or two paragraphs, while ‘priority’ story may run upto three

or more paragraphs.

The news story must be written effectively. The introductory sentence or paragraph, the

lead or the beginning, is crucial to the story. The function of the lead is not only to

summarize the story but also to attract readers to the story. It sets the tone and temper of the

story. Brevity is the quality of presentation of news.

Style of writing:

Every news agency or newspaper follows its own style. But a few general guidelines, in

regard to the style of writing are given below:

1. Use short words, short sentences, and short paragraphs.

2. Avoid needless adjectives so that the risk of exaggeration or under-estimation is

eliminated

3. Guard against word-wasting abstractions

40
4. Where there is no risk of ambiguity or awkwardness, drop the point from groups of

initials such as CIP, SP, IAF etc., but where confusion may occur, use points as in U.N.

(United Nations)

5. Do not abbreviate names

6. The standard abbreviations are: kg, km, kw, Mr., Dr., Academic degree: B.A., M.A.,

Ph.D., M.P. (Member of Parliament)

7. Do not abbreviate the days of the week, and the months of the year in the body of the

copy.

8. Use the following abbreviations for service ranks: Lieutenant – Lt, Commander – Lt Cdr,

Captain – Capt, Major – Maj, etc.,

9. Except May, June and July, the months are abbreviated in dateline: JAN, FEB, MAR,

APR, AUG, SEP, OCT, NOV, and DEC.

10. Use October 30 and not 30th October as a way of style.

11. Calendar year to be mentioned in full.

12. Except in quotes, the time should be rendered on the basis of 24 hour cycle.

13. GMT time should be converted into IST and both should be mentioned occurred at 1100

hrs IST (0530 hrs GMT).

14. All editing should be done in Capital letters only.

15. Type ‘no’ and ‘now’ twice. Also type twice uncommon names of persons and places.

41
 16. Numbers upto eleven should be spelt out and beyond that in figures.

17. Except when confusion is likely to result, the following are not put in quotes.

18. The following are normally put in quotes: nicknames or pen names; title of books, songs,

plays and films; private houses or properties in general.

19. Avoid abbreviation like i.e., e.g., n.b., viz., etc., and use their equivalents: that is for

example; note carefully, namely and so forth.

20. Do not uses in the copy trade names for the products of the same type manufacture by

others like detergent powder (not surf).

News releases:

The term release in generally used for releases covering news. The press release should

contain worthwhile material which has some news value. It will not only mean unnecessary

expenditure but will also damage the reputation of the concerned publicity/information

Department if the release is based on a very trivial matter. A press release should be written in

journalistic style. It should provide facts or information of interest to the readers and should not

be any loose end. The press release should be on a current subject or which is in news. The

release should not be generally lengthy. It should be concise and to the point. The release should

be a piece of clear writing without any ambiguity, without any effort towards colour or

ornamentation.

The introduction or lead should be in a summary forma as we have in a news story. The

releases should have a consistent format. The name of the organization from where the release

42
emanates, is given on the top. The date and place are indicated on the top right side. The release

should have a title and a subtitle also, if necessary, it should have a suitable introductory

paragraph. The press releases covering news in the case of government are mainly of four types

are press communiqués, press notes, hand outs and unofficial hand outs.

The press communiqués are issued when some important government decisions or

announcements are made, such as cabinet appointments, conclusion of the foreign dignitaries

visit, international agreements etc. The press communiqués is formal in character. It carries the

name of the /Ministry or department and place and date at the bottom left hand corner of the

press is expected to reproduce the press communiqué.

The second category of press release is press notes. The press notes are less formal in

character. These are issued on important official matters, e.g.., raising or lowering of tariff rates,

etc. The press note also carries the name of the Ministry or Department and place and date at the

bottom left-hand corner, Heading or sub-headings are given in press notes. Unlike the press

communiqué, the newspapers can edit or condense the press note. Both the press communiqué

and the press note are the responsibility of the government department and not that of the Press

Information Bureau (PIB), the Central government agency which deals with the press on behalf

of all ministries and departments of the government of India, nor that of the state Directorates of

public Relations/Information, which deal with the State government departments.

The third category of press release in hand-outs. The hand-outs are issued on a variety of

subjects like the day-to-day activities of the ministry or departments, VIP speeches, questions

and answers in parliament, etc. The hand-out is a less formal type of release and not issued under

the government’s formal authority. It covers the name of the PIB or other releasing agency on
43
the top without any mention of the ministry or department to which the release pertains. One of

the important common categories of hand-outs relates to speeches of ministers or other high

officials. Hand-out is issued only when the speech is related to the government al activity. No

official hand-out is issued, if the ministry has spoken in his personal capacity as a member of a

political organization. The place and date are indicated on top at right-hand side.

The speech, when release to the press in the form of a hand-out, is summarized and

properly edited. Formal introductory and concluding remarks are omitted and redundant and

repetitive material taken out. Proper title and sub-title are given. The important aspects or

aspects, which are to be stressed, are included in the introductory paragraph or in the lead. The

full text of the speech is not release unless the subject is of very great importance.

While covering inaugural and other functions, where VIPs make speeches, the press

release should stress on the significance of the function, and try to spell out in concrete terms the

benefits it gives to the community rather than reproducing the speech. For instance, the opening

of a new branch of a bank or of a power house at a particular place should be an opportunity to

the communicator to bring out in the press release the specific gains which would accrue to the

people of the area rather than spotlighting on the dignitary and his speech.

The speech of the prime Minister or of a very important dignitary, on formal occasions or

at important gatherings, is generally released in full to ensure correct writers. It is also utilized

for reference purposes in the future. If the speech of the Prime Minister or the dignitary is

extempore, advance arrangements will have to be made for reporters and tape-recorders.

44
 Unofficial hand-outs are issued on a subject where the government would not like to

assume official responsibility in the matter, but feels that there may be a positive advantage in

making the information public unofficial. These hand-outs are supplements to oral briefings.

These are given across the table to press correspondents and no general release is made. The

unofficial hand-outs would not have the imprint of the PIB or other releasing agency. The date

and place are indicated at the bottom left-hand corner.

The press Information Bureau and the State Information Departments handle press

relations work on behalf of the Central and State governments respectively. The PIB provides

information to the press on government activities; it feeds Indian and foreign correspondents

with news and background material, and keeps the governments informed of press and public

reaction to governmental activities. It endeavors to gives special assistance to small newspapers

in regional languages.

Non-news Releases

There are many other forms of releases, which do not cover news but given information

in an indirect way and help in building the image of the government or an organization. More

widely-known releases of this type are backgrounders, biographical sketches, contradictions,

articles and features, newsletters, release on report, broadcast talks, etc.

The best way for the publicist is to publish a positive story after a lapse of some time.

The opportunity should be utilized to present a correct statement of facts without referring to

what has been incorrectly published in the past. Negative statement or refutation of a news story,

except in very exceptional circumstances, is not a good strategy.

45
 Whenever the government or other reports are to be given to the press, it is necessary that

a summary should also be released, which should be brief. The constructive side of the reports is

to be highlighted in the summary. Out of these reports, self-contained items can be taken out and

released separately. If a report that is to be presented to parliament, it should be ensured that it is

not given to the press before it has been distributed to members of parliament, or laid on the

Table of either House of Parliament.

Timing of Press Releases

Newspapers have a lot of prepared material for the magazine section of their Sunday

editions. As such, it will not be in the publicist’s interest to send unimportant items on Saturday,

Sunday these days for publication. Through the technique of embargo, the publicist can release

his story simultaneously from different centre’s in the country. While putting the embargo, the

requirements of radio should also be taken into consideration. For instance, when it is desired

that the embargo story is to appear in papers, say, on Saturday morning, the embargo should only

be for the Friday evening, so that the news can be used in radio news bulletins on Friday

evening.

ACTIVITY:

Meaning:

1. Encyclopedia - a reference work containing articles on various objects

2. Forestall – keep from happening

3. Retailer – a merchant who sells goods at retail

46
 4. Liaison – a channel for communication between groups

5. Editor – a person who edits

Antonyms

1. Selling x buying

2. Large x small

3. Interest x disinterest

4. Straight x bend

5. Near x far

Fill in the blanks:

1. ________________ is a on-line news item about an event of major significance

2. ________________ is used for important sports or commercial news

3. Business advertisement is regarded as __________________________

4. The Audit Bureau of Circulation was set up in __________________

5. Commercial advertisement may also be called _________________

Match the following:

1. Product advertisement – charitable institution

2. Institutional advertisement – consumer advertisement

3. Commercial advertisement – industrial advertisement

47
 4. Business advertisement – to sell the idea or firm

5. Non – commercial advertisement - promoting goods

Short answers:

1. What is advertisement?

2. List the types of advertisements.

3. Explain INFA.

4. Difference between news reporting and the reporter.

5. What are the principles of DAVP?

Paragraph:

1. Explain the role of advertising.

2. What are the functions of advertising agency?

3. Describe the code of self-regulation in advertising?

Detail:

1. Give in detail the role of advertising agency in India.

2. Discuss News and its components.

48
 UNIT III

Feature writing:

Features require more space or time depending on the media. Features have two

important roles. They supplement news stories. Also, if the news is not of much importance,

particularly from the point of view of national newspaper, the papers do not take notice or

adequate notice of a particular item to get into its news column. In all such cases, the publicist

can adopt a different strategy that is to turn this type of soft news into human interest features.

Characteristics:

1. The news story stops after it has presented facts or ideas. The feature story goes further. It

explores the background, the birth and growth of the idea or event, provide a glance at

further too. It conveys to the readers what you, the writer or someone else, think about

the idea or event. It has greater appeal to readers’ imagination.

2. Feature story is not just recitation of facts, but rather an adroit presentation of facts and

associated ideas so as to spotlight that which is significant, but not apparent to the casual

observer.

3. A feature has its impact outside or beyond the realm of the straight news story’s

unvarnished who, what, where, why, and how.

4. The justification, strength and the very identity of the features lie in its presentation of the

imagination, not in departing from or stretching truth but in piercing the peculiar and

49
 particular truths that strike people’s curiosity, sympathy, scepticism, humour,

consternation and amazement.

5. A feature is similar to a news story in that it gives the readers facts in an interesting form

and is adapted to rapid reading. But it goes beyond those facts by amplifying them with

study, research and interviews and to instruct, guide or entertain the readers who know

about the subject as well as those who do not.

6. It is a detailed presentation of some interesting subject in a popular form. It deals with the

day’s news, a timely or seasonal subject or any topic that appeal to a number of readers.

Its purpose is to entertain, inform or give practical guidance.

7. The news story and feature articles are no doubt different, but they are not two widely

separate types of writing.

8. A feature is longer bits in newspaper – a piece of writing which explains, amplifies and

interprets issues with study, research and interview.

9. The exploration of facts – the purpose is to guide, instruct or entertain.

10. In its broadest meaning, it is a material selected for presentation by a mass medium

primarily because of some element other than the timeliness of its materials.

Feature and News story:

News is an objective and factual account of events where the reporter sticks to facts and

tries to answer, as far as possible, the six basic questions which makes a news story. He gives

answers to who, what, where, when, why and how. The reporter weighs and evaluates the

50
relative value of different ingredients in the story, and the most important of these are included in

the lead. His purpose is to give facts or information of interest to the people.

The feature, on the other hand, goes much beyond the scope of the news story. It gives a

new dimension to the news. It examines and dissects news and throws new light on different

aspects. It tries to explore the background, probes in depth an idea or the event. It is not just a

narration of facts. The purpose is to both inform and entertain, and also arouse curiosity,

sympathy, humour and other feelings among readers. A feature writer reacts to the people,

situations events and places and provides a colourful background and explanatory matter to his

feature story. His scope is much wider than news writing.

Features and news story differ a great deal in the style of writing. The news story’s basic

purpose is to give a glimpse of an event, a factual account of the happening. The news might

have been written in excellent literary style, but its success would depend on as to how

effectively it recreates facts. Since this is a hurriedly written piece to meet certain deadlines, the

scholarly style is neither possible nor very necessary. The style followed in news writing is

generally an inverted pyramid or summary format.

The feature writer has more freedom. He can freely react to situations, events and people

with emotion and imagination. The feature can be written in a colourful and fiction style

depending on the subject and circumstances. The feature writer communicates his thoughts in an

effective, interesting and entertaining manner. He can develop his own style.

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Feature and article:

There are many things common between a feature and an article. An article is an

elaborate piece of composition, a product of mind, based on study and research. It is more

scholarly and more serious in tone. It is generally well-documented. There are facts, figures and

lot of statistics. The features, on the other hand, is a product of heart beaded on emotions,

feelings and reactions of the writer to the people, places and events, and written in a much lighter

vein. In features, facts and features are not so essential.

The style of writing an article is generally formal, more learned heavy and sober. It can

even survive dullness. The style in features is more informal, more colourful. Dullness is fatal to

a feature. Features can dramatize, humanize an event or idea and provide joy and delight so as to

make greater appeal to the readers.

Preparing a feature article:

The preparation of a feature or an article by the publicist or a free lancer has to be

carefully planned and methodically executed. He has to take a number of steps before the

finished product is ready for marketing or placement. The selection of subject, collection of

material, visiting of places, conducting of interview with people, drawing up a blueprint or the

skeleton, decision in regard to the title, sub-title and the lead, revision and physical appearance of

the manuscript, illustration and finally, placement are some of the necessary stages to be gone

through meticulously.

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Selection of subject:

Selection of a subject for a feature, there can be two situations, the free-lancer writing on

a variety or selected subjects for general newspaper or for a particular category of papers, or the

employee writing for his employer which may be the government, the public sector organization,

the business house or any other organization or institution including the newspaper. Whatever

may be the situation; there are certain common criteria for selection of a subject for a feature

article. The subject should be definite and specific and not of a general nature. It should be

further limited to one or two aspects of the problem. The subject should be of general interest to

the readers, if it is to be placed with the daily newspaper. In that case, it should also be topical or

made topical by relating it to some current happening. While selecting the subject, one has also

to be careful about the availability of material written or otherwise. The most important pint in

regard to the selection of a subject for a feature is that the subject – matter should be very

specific and narrow and should not be of a general nature.

Collection of material and interview with people:

The second stage of preparing a feature is collection of suitable material. The feature

writer’s anxiety should be to say something different which has not already been said. For this

purpose, he would need access to relevant material such as reference books, encyclopedias,

directories, yearbooks and government publications and reports for getting the latest information,

and also checking the facts and figures. The next stage foe the feature writer is to decide about

the places to be visited and persons to be interviewed for his feature. The art of interview has

developed into a fine technique and is extremely important foe feature writing.

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Blue print, title and sub-title:

After the selection of the subject, collection of material and interview with people, the

feature writer has to sit down for writing the piece. It will be a good idea to make a blue print or

a plan to serve as a guide. The skeleton will indicate the broad scope, as well as the boundaries

of the feature. It is also advisable, at this stage, to decide a tentative or working title. This may

change later, if necessary. The title of the feature is of crucial importance. It should sell the idea

of the feature, and it will capture the attention of readers only if it is catchy, attractive, clever,

effective and impressive. The title may be of few chosen words put together in an unusual and

effective manner. There may be a sub-title, but it is not always necessary. It may be longer than

the title.

The lead:

The purpose of the lead is to arouse further interest of the readers in feature. The lead also

tells the readers about the central idea of the feature and its boundaries or limitation. Its main

function is to put the readers in a receptive mood. The lead in a feature may be in simple or

direct, and need not be in a style followed in reporting news. The introduction may be made

interesting either by inserting interesting material, or by presenting the material in an interesting

form. For this purpose one may use anecdote, dialogue, interesting conversation, striking or

startling statement, but all should be connected with the feature and must have some bearing on

the subject. The lead is the most difficult part of feature writing, as a good lead may make all the

differences.

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Style and Illustrations:

The style of the feature depends upon number of factors, such as the paper for which a

feature is written, and how the feature writer reacts to situations, people and places. As far as

possible, the feature writer should develop his own style. The length of the feature depends on

the paper for which the feature is written. Too much use of punctuation marks or abbreviations

only irritate the readers. The aim should be a clear and simple writing, making the reader your

partner. The end of the feature should not only round off or review the subject nor leave the

reader in the mind- air. It should make lasting impression on the reader and support the theme of

the feature. Photographs and illustrations are a must for a feature.

Revision:

The feature writer should keep in mind that he has to compete with other skilled writers.

It is therefore, necessary that the finished product should not have any loose ends. To ensure this,

it is not enough to revise the draft in a routine fashion but to give it a critical look after putting it

in cold storage for some time. If necessary he should, re-write, re-arrange the whole thing till he

is fully satisfied. Self- criticism, while revising the feature is of crucial importance, so also the

checking of facts, figures and quotations and correcting grammatical, spelling and punctuation

slips.

Physical appearance / placement:

The physical appearance or look of the feature is of no less importance. The use of

standard paper, neat tying, wide margins on top, bottom and side; suitable heading and sub-

55
heading, clear copy are some of the points which should receive careful attention of the feature

writer. Getting the feature into newspaper column is the ultimate objective of any feature writer.

Opinion pieces

The opinion pieces include editorials, articles, middles, review columns, letters to the

editor, etc. This type of writing has one common characteristic. It expresses certain opinion,

passes some judgment to offers certain suggestions.

Editorial

Editorial is the mirror of the newspaper’s opinion. It is the conscience of the paper. It

projects the viewpoint of the paper on a particular policy, programme or event. It can inspire,

motivate, excite, appeal, criticize, or certain idea or public opinion, and convert the readers to its

point of view.

Editorials are written with reason and conviction. The writer should have his heart in the

subject on which he is writing. The editorials should not be repetitive of facts stated in the news

story. It should give a digest of facts, evaluate them, and arrive at logical conclusion step by step.

The editorial writer can write straight off, if he has a background of the subject. Prior to

writing, it is necessary for him to find out his paper’s past policy on the subject, so as to ensure

that the line he is taking is not contradictory.

The argument to be developed in the editorial should be seen in the context of opposite

viewpoint. Spontaneity and cool logical approach is necessary to demolish the arguments of the

other side. Abusive language or rhetoric does not help.

56
 The style of writing of editorials differs from newspaper to newspaper. Though the

writer has greater freedom in regard to the length, brief editorials, properly written, make greater

impact. Lengthy editorials are, generally, not read. It would be a good strategy not to argue too

much after developing a point, or to include background or the material just for the sake of filling

space. The structure of editorial should be simple, so that the readers can easily follow it.

The writer may have different moods in writing the editorial. Mr. Brian Nicholas in

Features with Flair has indicated several moods in which a writer may begin his editorial-

incredulous, questioning, counseling, constructively, critical, differing, scornful, prophetic,

appealing, understanding and praise.

Review

The critics write reviews on a variety of subjects such as books, plays, films, television

and radio programme, etc. while writing reviews, the critics should keep in mind that they are

not writing for themselves, but are addressing the readers. Any attempt, therefore, to project too

much of the critic’s own viewpoint, or to criticize the work for the sake of criticism, or for the

sake of controversy would not enhance the value of the writing. The effort should be to find out

something ‘good’ in everything.

The work to be reviewed should be adjudged in proper perspective, i.e., the level of

readers or audience for whom it is meant. The review should have two major elements-explain or

describe and assess or evaluate the work. One salutary principle is that one should not write

anything about a person, which one would be ashamed to tell him on his face. The pen should be

used with great care.

57
 The critic need not be a practicing expert in a particular field, but he should have

sufficient background knowledge of the subject. The reviewer is free to give his own assessment,

opinion and judgment about the work, provided it is not based on untruth or malice; at the same

time he should not become annoyed, if the people do not agree or accept his viewpoint.

Article

An article is an elaborate piece of composition written on same broad subject, well-

documented, and expresses the opinion of the writer who has studied the subject in all its aspects.

Unlike features, the subject of the article is not very narrow, specific or minute. The article is

generally written in sober style, and the subject- matter is treated in a scholarly manner.

Middle

A write-up that generally appears at the centre on the editorial page below the ‘article’

and above the ‘letters to the editor’ in a newspaper is known as ‘middle’. It is so called in

journalistic parlance because of its middle position between the two different types of opinion

pieces on the same page.

The ‘middle’ is usually a humorous, entertaining and crisply written piece, a satire, an

unusual experience or a personality sketch. It may either deal with an off-beat or a topical subject

or attempt to expose or ridicule certain policy, programme, activity or bring to public gaze some

grievance or inconvenience. In all these cases, the ‘middle’ is written in lighter vein, so as to

make it an interesting reading and provide entertainment to the readers.

The selection of topic general approach, treatment, style, etc. followed in the ‘middle’ are

akin to feature writing. Such compositions, as a rule, do not have much of statistics or
58
documentation or scholarly or soberly treatment of the subject as is generally found in an article.

It is also shorter in length as compared to an article. The language is simple but effective with

small sentences. The focus or the thrust is always on specific aspect or on single point.

The success of the ’middle’ lies in its holding the interest of the readers from the

beginning to the end. ‘Middle’ is generally written by experienced people who have imagination

and observation, and have developed necessary expertise by constant practice, over a period of

time, in this type of writing.

Letter to the Editor

The letter to the editor is a sort of feedback for the paper. In a letter to the editor, the

individual expresses his personal opinion or grievance on a specific subject of his interest or

offers a suggestion to overcome the difficulty. Letters to the editor may also pertain to petty

complaints. Such letters can be effective if they deal with a specific point and advance logical

arguments. They should not indulge in abuse or deal the subject-matter in a roundabout way.

They are generally brief in length and intended to make a point or counterpoint. In some cases,

the letters are written in a very forceful style and make great impact on the readers.

Column

The personal opinion of a column writer is expressed on a subject in a column. The writer

has a fixed style of writing, and he generally writes on fixed subjects and has fixed point of view.

However, there are column in a newspaper where other persons also contribute. There are also

columns where the columnist writes on a variety of subject. Columns are on political, economic

59
or cultural subjects or on sports, radio, films, books, humour, etc. Generally, columnists write

once a week though there is no fixed rule about its frequency.

Publicity through the medium of the press is most popular and effective. The publicist

should make every effort not only to get into newspaper columns but also to take advantage of

other columns of the newspaper.

ACTIVITY:

Meaning:

1. Publicist – someone who publishes

2. Skepticism – doubt about the truth of something

3. Directories – an alphabetical list of names and addresses

4. Photographs – a representation of a person

5. Parlance – a manner of speaking

Antonyms

1. Important x unimportant

2. Brief x detail

3. Direct x indirect

4. Difference x same

5. Broad x narrow
60
Fill in the blanks:

1. Features have _________________ important roles.

2. A _____________________ reacts to the people, situations, events and places

3. Feature and news story differ a great deal in _________________________

4. __________________ is a fatal to a feature

5. In feature, the subject should be definite and ______________ not of a general nature

Match the following:

1. Lead – mirror of the news paper

2. Skeleton – letter to the editor

3. Title – idea of the feature

4. Opinion pieces – broad scope of the feature

5. Editorial – central idea of the feature

Short answers:

1. What is meant by feature writing?

2. List the characteristics of feature writing.

3. Difference between feature and news story.

4. What are opinion pieces?

5. Difference between feature and article.

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Paragraph:

1. How to select the subject of feature writing?

2. Write about the style of writing in newspaper?

3. Discuss the importance of editorial review.

Detail:

1. Describe the process of feature writing with illustration.

2. Discuss about opinion pieces in detail.

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 UNIT IV

Newspaper organization:

Journalism is not concerned only with writing and editing of newspaper and periodicals.

The gathering and transmission of news business management, advertising and other processes

connected with the production of a news paper also come under the purview of journalism.

Organizational set-up:

The organizational set-up varies from newspaper to newspaper depending on the size of

the newspaper and different services catered for the readers. Most of the newspapers have three

main departments – editorial, business and mechanical.

Editorial wing:

The editorial/news department is the heart of a newspaper. It deals with news, features,

comments, columns and editorials. At the head of the department is the editor or editor – in –

chief. Downward from him are assistant editors, special representative, correspondents and

reporters whose various functions are together news, prepare features and articles and write

editorials and comments. The editor is assisted by the city editor or chief reporter who has a team

of reporters to cover local events. In some newspaper, there are separate desks for national and

foreign news, which fed by news agencies and also by paper’s own correspondents. The editor is

also assisted by critics in special fields such as theatre, music, film etc. There may be separate

departments for feature, sports, finance, society, science and agriculture manned by assistant

editor. For Sunday or magazine edition, there is generally a separate magazine editor. The photo

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editor provides photo coverage with the help of staff photographers. The editor is also assisted by

leader writers, columnists, cartoonists, sub-editors, reference librarians, etc.

One important desk, namely, the copy desk and its functionary head, i.e., the copy editor

or the copy writer, whose name never appears in print, is the backbone of the newspaper. He

edits the copy, writes headlines and in final analysis ensures the newspaper’s reputation for

accuracy and attractiveness. He is virtually the last man between the newspaper and the public. It

is his job to see that the copy, whether it is news, feature or article or editorial, is free from

mistake of word usage, spelling, punctuation, grammar, etc.

Business department:

The second important department in a newspaper is the business department, which earns

revenue for the newspaper. It is divided into main divisions – advertising and circulation. The

advertisement department may have further sub-divisions such as advertisements for local

display, national display, classified advertisements, etc. It may also have a research bureau and

an art section to help in the preparation of advertisements.

Mechanical Department:

The mechanical department, generally, is divided into four part; composing, engraving,

stereotyping and press. In the first, the copy is set into type. The engraving wing is concerned

with photos and drawings and makes cuts for printing. In the stereotyping room, the plates for

the press are cast in molten metal from the page form. The papers are printed, folded, trimmed,

counted and delivered to the mailing section by the press room.

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Mass media professional organizations:

A number of professional mass media organizations function in India. Press organization

deal with the problems of newspaper proprietors. The publicist should have a clear idea of all

organization, particularly those function at all – India level.

Press:

The Indian newspaper society (INS) New Delhi is an organization of newspaper and

periodicals. It is concerned with the business aspects of newspaper industry. It publishes a

monthly journal Indian Press. It maintains close liaison with the government departments and

advertising agencies and safeguards members’ interest. INS has over 500 members.

Indian Languages Newspaper’ Association (ILNA) Bombay (1941) is also an

organization of newspaper and periodicals. It safeguards the business interests of newspaper,

mostly small papers and periodicals. The majority of 300 members of ILNA are periodicals and

small papers. It publishes Language Press Bulletin, Monthly.

The All-India Small and Medium Newspapers’ Federation (1961), Kanpur, deals with the

problems of proprietors and editors of small and medium newspaper and periodicals in the

country. Editor is the house journal of AISMNF.

The All- India Newspaper Editors’ Conference (AINEC) 1940 is a representative

organization of newspaper primarily concerned with editorial side of the newspaper and

promotion of professional standards of journalism. It publishes newsletter (Monthly).

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 The Indian Federation of Working Journalists (IFWL) 1950, New Delhi, and the National

Union of Journalists (NUJ) 1942, New Delhi with the problems of working journalists. The All-

India Newspapers Employees’ Federation, New Delhi, concerns itself with the problems of

newspaper employees. The Working Journalist (Monthly) is the organ of IFWJ, while Inkward

(Monthly) is published by NUJ.

A number of organizations at regional, state or local level deal with the problems of

journalists. The government generally consults press organizations, particularly which function

at all-India level, in all matters pertaining to newspaper. The representatives of news agencies or

newspaper, accredited to Press Information Bureau, have an association known as Press

Association of India.

Films:

There are number of similar bodies which deal with other media such as film, advertising,

etc. The Film Producers Guild of India, Bombay protects the interests of established and regular

film makers in the film industry. It has a membership of over 90 producers, most of whom are

studio and equipment owners.

The Indian Motion Pictures Producers Association (1937) Bombay promotes helps and

encourages the film or motion picture producing industry in India. It collects and furnishes

information about all matters relating to films and its production, distribution and exhibition in

India and abroad.

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 The Indian Motion Pictures Distributions Association (1939) Bombay promotes helps

and encourages the distribution branch of Indian Film Industry, and also promotes cooperation

with other sections of the film industry.

The Indian Film Exporters Association (1956), Bombay promotes export of Indian films

to traditional and non-traditional countries.

The Cinematograph Exhibits Association of India (1942) Bombay is concerned with the

promotion and development of exhibition of motion pictures of every description. Other

professional organizations dealing with film or any of its aspects located at Bombay are: All

India Film Producers Council; Cine Artists Association; Cine laboratories Association; Cine

Musicians Association; Film directors Association, Film Federation of Association and etc., The

federation of film Societies of India has its headquarters at Calcutta. The Southern Indian Film

chamber of Commerce is located at Madras.

Advertising / Public Relations:

In the field of advertising, the Advertising Agency Association of India (19450, Bombay

is an organization of advertising agencies. It has evolved a code of standard practices, based on

internationally accepted norms. Promotion is the house journal of AAAI.

The Indian Society of advertisers Ltd (1951), Bombay is an organization representing the

national advertisers recognized by the government. The society represents, protects, informs and

guides its members in all matters relating to advertising. It also formulates and promotes laws

and codes and standards of advertising practices. The society has now membership of 110

leading national advertisers.

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Set-up prior to emergency:

The Press Council of India was constituted by the Government of India in 1966 under the

Press Council Act, 1965, which was later amended on 31 March 1970. The Council’s term,

which expired in December 1975, was not extended during the Emergency.

The Council, prior to its termination, consisted of a chairman of the Rajya Sabha, the

Chief Justice of India, and the Speaker of the Lok Sabha nominated six editors, seven journalists

other than editors, six persons either owning or in the management of news agencies. A member

each was nominated by the University Grants Commission, Sahitya Academy, and Bar Council

of India. Two members were nominated by the Speaker of the Lok Sabha, and one by the

Chairman of the Rajya Sabha.

The Press Council was an autonomous body. Its object, broadly, was to preserve freedom

of the press and to improve the standard of newspapers and news agencies in India.

Revived press council:

The objectives of the revived Press Council of India, according to the Press Council Act,

1987, are “to preserve the freedom of the press and to improve standards of newspapers and

news agencies in the country”. The act is more or less on the same lines as the Press Council Act,

1965.

The Press Council of India is to be a body corporate having perpetual succession and

consists of a Chairman and 28 members. The Chairman of the Council is to be nominated by a

panel comprising the Chairman, Rajya Sabha; Speaker, Lok Sabha and a person elected by the

members of the Council. Thirteen of the members are to be nominated, in accordance with such
68
procedures as may be prescribed, from among the working journalists including six editors. The

number of working journalists, representing newspapers published in Indian languages, has been

raised from 3 to4.

Under the Press Council Act, 1978, the first Press Council of India was constituted in

1979, the second in February, 1982, the third in July 1985, and the fourth in 1988. The term of

the Council is for three years.

The Press Council of India is a body with powers which, through wide, are not unlimited.

Its powers are conferred upon it by its constituent organizations and are embodied in its

constitution. It cannot exceed them. One of its objects is “to maintain and improve the standards

of newspapers and news agencies in India,” and it is in relation to this object that it is

empowered to consider complaints about the conduct of the press. What it is empowered to

criticize or condemn is a downward slide in professional standards.

The effectiveness of a self-regulatory body such as the Press Council has been recognized

in several countries. In UK, the Council came into existence in 1953. The Japanese body-Nihon

Shim bum Kyokoi - came into being as early as 1946. In West Germany and Israel, similar

institutions were set up in 1956 and 1963 respectively.

Code of ethics and guidelines for press:

It was expected from the earlier Press Council that it would draw up a code of ethics for

journalists and newspapers, so as to ensure maintenance of high professional standards in Indian

journalism. This was, however, not done. It was hoped that the rulings of the Council would help

69
build up a body of case law, which would serve as a code of ethics for the press. Since the

Council dealt only with minor cases, this expectation remained unfulfilled.

The code of ethics for the press can either be drawn up by the revived Press Council or by

some representative body of newspapers, such as All India Newspapers Editors’ Conference. A

code acceptable to all concerned has not emerged so far. A code was drawn during the

Emergency by a committee of editors.

The press is a public service and, therefore, accountable to the community as a whole.

Press freedom means not only freedom from unnecessary restraints, but also freedom for the

purpose of advancing certain basic concepts enshrined in the Constitution.

It is agreed by all that press is an essential organ of the democratic set-up, an important

vehicle of communication and a vital instrument in the creation of public opinion. As such, it is

necessary that journalists should regard their profession as a trust to serve public interest.

Any code, to be drawn up in the future, should provide that the press must “present a

truthful, comprehensive and reliable account of the events in a context which gives them

meaning, project a representative picture of constituent groups in society, regard itself as a forum

for comment and criticism and discharge its social responsibilities by clarifying the goals and

values of society”.

Also, in presentation of news as well as comments, the press should avoid sensationalism

and vulgarity. It should eschew publication of reports tending to incite violence which may lead

to civil disorder, mutiny or rebellion. Anything obscene or tending to encourage the crime or

70
unlawful activities should be kept out of both news and advertisement columns. Rumours,

gossips, and scurrilous reports concerning the private life of an individual should be avoided.

Any future code of ethics for the press should also lay down that journalists should not

use their position to secure personal favors, or seek information for non-journalistic purposes.

The editor of the paper, vis-à-vis the government and proprietor should be left free in the

discharge of his responsibilities as long as he adheres to the paper’s policy. The editor’s decision

should be treated as final in all editorial matters.

A free press can only flourish in a democratic environment. As such, it should be the duty

of the press to use its freedom so as to strengthen the democratic foundation of the state. The

press can guard its freedom best by exercising self-regulation through enforcing voluntarily a

code of ethics drawn by it.

Since the basis of a code of conduct is the acceptance of its voluntary enforcement, it is

not necessary or proper to enact the code of ethics into law.

In 1966, the Press Council evolved certain guidelines for the conduct of newspapers.

These were circulated to over 10,000 newspapers and periodicals in the country. These

guidelines can form the basis of any future code of ethics for the press.

Explaining the rationale behind these guidelines, the Council stated that “while it is the

legitimate function of the press to draw attention to the genuine and legitimate grievances of any

community with a view to having the same redressed by peaceful, legal and legitimate means, it

is improper and a breach of journalistic ethics to invent grievances or to exaggerate real

grievances, as these tend to promote a communal ill-feeling and accentuate the discord”.
71
According to these guidelines, the Press should avoid:

- Exaggeration or distortion of facts or incidents in relation to communal matters or

giving currency to unverified rumors, suspicions or inferences, as if they were

facts and base their comments on them;

- Employment of intemperate and unrestrained language in the presentation of news

or views, even as a piece of literary flourish or for the purposes of rhetoric or

emphasis;

- Encouraging or condoning violence even in the face of provocation as a means of

obtaining redress of grievances, whether the same be genuine or not;

- Scurrilous and untrue attacks on communities or individuals, particularly when

they are accompanied by charges attributing misconduct to them, due to their

being members of a particular community or caste;

- Falsely giving a communal color to incidents in which members of different

communities happen to be involved;

- Emphasizing matters that are apt to produce communal hatred or ill-will or

fostering feelings of distrust between communities;

- Publishing alarming news which are in substance untrue or making provocative

comments on such news or views, which are otherwise calculated to embitter

relations between different communities or regional or linguistic groups;

- Exaggerating actual happenings to achieve sensationalism, and publication of

news which adversely affect communal harmony with banner headlines or in

distinctive types; and

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 - Making disrespectful, derogatory or insulting remarks on, or reference to, the

different religions or faiths or their founders.

While the press, in a democratic country like India, has a primary duty to report

events objectively and faithfully, it has also a larger obligation to the nation to defend

and preserve the democratic way of life. It is, therefore, necessary for the press to

voluntarily adopt a policy not to play up or give undue publicity or to give ‘celebrity’

treatment to news, which tend to promote authoritarian and dictatorial trends or to

aggravate communal or regional tensions. In defending democracy and rule of law,

the press, in fact, is defending its very existence, as freedom of the press can survive

only in a democratic set-up.

Press and public relations

The successful ‘marketing’ of the material necessitates good rapport with the press. The press

relation, therefore, is an important function and it should be given due importance. ‘Right

contact’ and ‘knowing the right man’ in the press is very important. The publicist’s personal

contact with the editor, correspondents, and reporters certainly makes his task easy.

Entertainment and gifts:

Entertainment through social get-togethers, in which press correspondents/reporters are

invited by rotation in small groups, is essential press relations activity. This is a desirable thing,

but should be done in a way that no particular correspondent or correspondents are patronized.

Also, such social get-togethers should not be combined with functional or business sessions. A

few business houses and other organization also present souvenir or some of other products or

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some other gifts to the correspondence. It is wrong to expect something in return from the

pressman.

Professional assistance:

Entertainment and gifts are not enough to develop proper relationship with the press. It is

fallacy to think that excellent relationship can be developing on the basis of entertainment and

gifts. Good relationship also means that the publicist should be able to give a story about his

organization when the newsmen desire it. Even if provoked, the publicist should not get excited

or be abrupt with the newsmen.

Normal courtesies:

Another requirement of successful press relations is that the publicist must know his

organization thoroughly. All detail should be his entire finger tip. Only then he will be able to

make the necessary impact on the pressmen. The publicist should make it a point to periodically

call on the press representatives covering the subject field even when he has particular work with

them. He should also share in press representatives sorrow and happiness.

Publicity not through advertisement support:

The publicist, who places advertisements with the particular newspaper, should avoid the

temptation of getting into newspaper columns by influencing the advertising manager. The editor

or the news editor will not like to be pressurized in this way. It may work in one or two cases,

but in the process the publicist will become person anon grata with the editor. This will not at all

be advantages in the long run.

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Limits of public relations:

Successful public relations are more preciously press relations help a great deal towards

projection of the image and in the removal of misconception and rebuttal of criticism concern in

the organization. The press relations however have its limitation and these should be clearly

understood by both the organization and the publicist. In democratic set-up with free press it is

not possible to insist on newspaper publishing anything which the publicist likes to get into the

newspaper column.

Press facilities- press room:

In India, press relations wings of the press information bureau and the directorates of

public relations on information of the state governments provide a number of facilities to the

press crops. These include grand of accreditation, invitation for function and social get-together,

including press briefing and press conferences. Press rooms are set-up on important occasions.

The size of the facilities to be provided naturally depends on the importance needs of the

occasion. In any case the press room should have all functional facilities such as, adequate space

to move about, proper furniture, typewriter, stationary, telephone, telex lines, press launch, press

conference, room fitted with mike for both the speaker and the correspondence, and canteen

facilities. In these room pressrooms, postal and telecommunication facilities are provided to

accredited representatives of news agencies, press correspondence and camera man.

Commercial telephones can also be least out for 24 hours use on exclusive basis. In these

cases, the telephones can be used for originating on a fully automatic basis, local and long

distance calls within India and also international calls. Fully automatic services available only to

75
certain importance cities in India, and to the whole of UK. In all other cases the call request has

to be replaced with inland or international trunk operators. International telephone services

available to almost all countries round the clock. In a few cases however the service are

restricted to the few hours. ‘Collect’ facilities available to a few countries on an unrestricted

basis to any caller.

ACTIVITY:

Meanings

1. Copyeditor – an editor who prepares text for publication

2. Circulation – a dissemination of copies of periodicals

3. Trimmed – made neat and tidy

4. Media – the mass communication industry

5. Standards – set of principles

Antonyms:

1. Small x big

2. Free x bound

3. Export x import

4. Downward x upward

5. Responsible x irresponsible

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Fill in the blanks:

1. The ________________ is a heart of the newspaper

2. _____________________ department which earns revenue for the newspaper

3. The ________________________ wing is concerned with photos and drawings

4. INS publishes a monthly journal ___________________

5. AAAI is an organization of __________________

Match the following:

1. Editorial department – backbone of the newspaper

2. Copy editor – heart of the newspaper

3. Business department – Bombay

4. INS - revenue of the newspaper

5. ILNA - New Delhi

Short answers:

1. Write a short note on editorial wing.

2. List the types of newspaper departments.

3. Discuss the relation between press and public relations.

4. What is meant by professional assistance?

5. What are the objectives of the revived press council of India?

77
Paragraph:

1. What are the professional organizations in mass media?

2. Bring out the similarities and differences between business and mechanical

departments of newspaper organizations.

Detail:

1. Explain in detail code of ethics and guidelines for press.

2. Write an essay on professional assistance and professional organization?

3. Explain in detail the functions editorial desk.

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 UNIT-V

STARTING OF NEWSPAPERS AND PERIODICALS

Clearance of title and filling of declaration

A person interested in starting a new newspaper (daily or periodical) is required to

contact the district magistrate or sub-Divisional magistrate, in whose jurisdiction the place of the

proposed newspaper is situated, and file a declaration before him in the prescribed form. In the

declaration, the publisher is to mention the title, language, periodicity and such other particulars

of the proposed newspaper are asked for. He is also required to give a list of alternative titles in

the order of preference.

The declaration becomes void, in case the newspaper does not commerce publication

within six weeks of the authentication in the case of dailies, weeklies, and tri-weeklies and

within three months in the case of other periodicals.

A fresh declaration has to be filed before the magistrate if the printer, publisher or owner

or the periodicity or place of printing or publication is changed. if a change is proposed to be

made in the title or language, a fresh declaration is to be filed.

Application for newsprint

Newspapers applying for newsprint, for the first time, are required to apply in the

prescribed form to the Registrar of Newspapers for India, as provided for in the Newsprint

Allocation Policy announced each year.

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 Newspapers with a circulation of more than 2,000 copies per publishing day are required

to furnish consumption particulars, duly certified by a chartered Accountant. To avoid delay in

the allocation of newsprint, the forms should be filled up correctly.

Supply of Copies

Every publisher has to send a copy of each issue of his paper, within 48 hours of its

publication, to the Registrar of Newspapers for India or other authorized offices at the places

mentioned below, depending on the languages in which the paper is published:

Languages Officer to whom newspaper copies are to be sent

(i) Hindi, Urdu, English, Sanskrit Registrar of Newspapers for India, Vandana Building,

and bi-lingual Or multi-lingual 11 Tolstoy Marg, New Delhi.

papers with any one of these

Languages

(ii) Punjabi Officer-in-charge of the press Information Bureau

Bengali At Jullundur.

Oriya Calcutta

Assamese Cuttack

Tamil Guwahati

Telugu Madras

Malayalam Hyderabad

Marathi Trivanandrum

Gujarati Bombay

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 Kannada Ahmadabad

Bangalore

(iii)Any other Language Registrar of Newspapers for India, Vandana Building,

11 Tolstoy Marg, New Delhi.

Registration

As soon as a paper has started publication, the publisher is required to send a copy of the

first issue of the publication to the registrar of Newspapers for India at New Delhi.

On receiving the first issue of the paper, and a copy of the authenticated declaration from

the concerned district magistrate, the office of the Registrar of Newspapers for India takes the

paper on is records, and allots a Registration Number to it. A Certificate of Registration is issued

to the publisher.

Application for Printing Machinery

Applications for the import of printing and composing machinery, required by

newspaper presses or printing presses engaged in the production of newspapers and periodicals,

have to be submitted to the chief controller of imports and exports in the form prescribed by, and

available for, that authority. For release of printing/composing machines through the buffer

stocks of the project and Equipment Corporation of India Ltd.., New Delhi, the publishers may

apply to the corporation on preformed RNI-M (I) and RNI-M (II) together with the quotation.

The preformed can be obtained from the Registrar of Newspapers for India.

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Specialized Requirements

Newspapers are entitled to get import licenses for specialized requirements on a repeat

basis each year on their furnishing utilization certificates along with the annual application.

Applications for specialized requirements are, however, considered by the Chief

controller of imports and Exports only after the announcement of the General Licensing

Instructions (GLI) for specialized requirements. The announcement is made for each licensing

year.

Annual Statements

Every publisher has to submit to the press Registrar at Delhi an Annual Statement in

respect of each newspaper published by him, in Form-II as prescribed in the Act and Rules, on or

before the last day of February each year, in respect of the previous calendar year.

A statement about ownership and other particulars, in Form-IV as prescribed under the

Rules, has to be published in the first issue after the last day of February every year.

Annual Report

The Registrar of Newspapers for India has to submit to the government, each year, a

report on the state of the press in the country on the basis of the Annual Statements received by

him and information obtained otherwise. It is in the interest of newspaper publisher that

information, as complete as possible, is made available to enable the registrar to make this report

up-to-date and useful.

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Circulation Check

Under section 19F of the press and Registration of books Act, the press Registrar, or any

gazette officer authorized by him, shall have access to any premises and to any relevant records

or documents relating to a newspaper for obtaining any information relating to the newspaper.

Allocation of newsprint to a newspaper will be based on the assessment of the circulation Check,

if and when it is made. If proper documents are not maintained by the publishers, the circulation

of the newspaper may be assessed as “Unestablished”, in which case the publisher will not be

eligible for any newsprint quota and also liable for action.

Ceasing Declaration

The printer/publisher of a newspaper is required to submit a declaration to the

concerned District Magistrate when he ceases to be the printer and publisher of the paper , or

when the newspaper ceases publication. Failure to do so is a penal offence under Section 15A of

the press and Registration of books Act.

Preparation for a career

Students and fresh recruits who do not have journalistic qualifications can take

advantage of the courses in journalism conducted at various universities and other institutions.

Similarly, publicity personnel working in the government, public sector undertakings,

business houses, and other organization can greatly benefit, if they undertake refresher courses in

journalism conducted by reputed to organizations in the country.

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Courses in Universities and Colleges

A number of universities in India have departments of journalism. These departments

conduct degree or diploma courses in journalism. A few universities also give post-graduate

degree. The universities offering courses in journalism are:(i) Banaras Hindu University

Varanasi; (ii) Calcutta University, Calcutta; (iii) Mysore University ,Mysore;(iv) Punjab

University, Chandigarh;(v)Osmania University, Hyderabad; (vi) Nagpur University, Nagpur;(vii)

Madras University, Madras;(viii) Jabalpur University, Jabalpur; (ix) University of pune ,pune;

(x) Gauhati University, Gauhati ;(xi) Punjab Agricultural University, Ludhiana (Agr.Journalism);

(xii) Bihar University, Mizaffarpur; (xiii) Gujarat University, Ahmadabad; (xiv) Bangalore

University; Bangalore(Dept. of communication); (xv) Behram University, Behrampur; (xvi)

Punjabi University, Patiala; (xvii) Kerala University, Trivandrum; (xviii) Marathwada

University, Aurangabad;(xix) RaviShanker University, Raipur; (xx) Shivaji University, Kolhapur

(Certificate Course); (xxi) Aligarh Muslim University, Aligarh; (xxii) Punjab University,

Chandigarh; (xxiii) Meerut University, Meerut; (xxiv) University of Rajasthan, Jaipur; (xxv)

Saugor University, Saugor; (xxvi) University of Calicut, Calicut;(xxvii) Saurashtra University,

Saurashtra.

The colleges, which conduct courses in journalism are: (i) Horniman college of

journalism, Bombay; (ii) Sidharatha college of Mass Communication Media, Bombay; (iii)

St.Xavier’s college of Mass Communication Arts, Bombay;(iv) Birla Constituent College

Department of journalism, Garhwal University; (v) K.C College of Management Studies,

Bombay; (vi) Institute of P.R. Management, Madras; (vii) Sofa College, Bombay;(viii) Dateline

School of journalism, Delhi.

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Indian Institute of Mass Communication

The Indian Institute of Mass Communication (IIMC) was set up in August 1965 as a

centre for advanced study in mass communication. Registered under the Indian Societies

Registration Act, it is an autonomous body deriving funds from the Government of Indian

through the Ministry of Information and Broadcasting. It is managed by a Society which is

reconstituted every two years.

The Institute conducts two regular training courses and three regular diploma courses.

They are: (1) orientation course for officers of the central Information Service; (2) broadcast

journalism course for personnel of AIR and Doordarshan; (3) post-graduate diploma course in

journalism; (4) post-graduate diploma course in Advertising and Public Relations; and (5)

diploma course in News Agency journalism for non-aligned countries.

The institute has well-equipped library and documentation unit. Audio-visual facilities

have been developed to meet specific training needs. A laboratory press caters to the training and

publication needs of the Institute. The Institute brings out a quarterly journal, Communicator in

English and Sanchar Madhyam in Hindi, besides other publications.

The Institute accepts training, research and consultancy assignments at the request of the

central and State Government departments, public sector undertakings, universities and other

academic bodies as well as foreign institutions and international agencies.

The Research and Evaluation Departments contribute towards the understanding of the

communication process, its practices, and its wider social, economic and political implications

within the Indian context.

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 The Institute accepts training, research and consultancy assignments at the request of the

Central and State Government departments, public sector undertakings, universities and other

academic bodies as well as foreign institutions and international agencies.

The Research and Evaluation Departments contribute towards the understanding of the

communication process, its practices, and its wider social, economic and political implications

within the Indian context.

The IIMC, the principal Institute which teaches Journalism has now several faculties,

viz., developmental Communication, Print Medium, Radio and TV, Speech Communication,

Visual Communication, Advertising and Campaign Planning, Traditional Media, News Agency

Journalism, and Communication Research.

The main objectives of the Institute are:

1. To develop the study and practice of communication relevant to developmental needs and

resources; to work out methodologies for such study and experimental work.

2. To provide training in communication and to support this training with academic, field

and technical work.

3. To develop a framework for research, in order to contribute to improvement in

communication training and policy.

4. To explore the use of different traditional and folk techniques and media of

communication for developmental purposes.

5. To provide advice on information infrastructure, and to experiment with production of

communication materials in support of field activities.

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 6. To develop clearing-house functions by means of library-based activities and seminars.

The Institute has been engaged in improving the professional knowledge, technical skills,

and also the motivations of personnel working in newspapers, broadcasting and TV stations,

information and publicity departments in the government, and public relations organizations.

The Institute has gained wide recognition around the world and by UNESCO as a “centre

of excellence” in the field of communication teaching, training and research, providing

knowledge and skills to young communicators in a variety of disciplines including print

journalism, news agency journalism, electronic media and public relations and advertising.

Course contents:

The syllabus or the course contents for diploma courses in Journalism at different

colleges and universities and other institutions in India vary a great deal. There is no uniformity

in this respect. This is understandable in view of the linguistic and geographical diversity. The

courses in Journalism, however, do cover not only the print medium but also other

communication media.

The few important subjects covered in Journalism courses are: sources of news,

including national and international agencies; news reporting and editing; editorial and feature

writing; advertisements; photo journalism; press laws; information and publicity campaign;

communication research; development journalism; history of press and other media; house

journals; public and press relations; rural communication and role of traditional media; outdoor

publicity; broadcasting; television; film appreciation and allied subjects.

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Development journalism:

The concept of Development Journalism is undergoing a much wider meaning in

developing countries, particularly in India. It is something more than mere dissemination of

scientific and technological information, relevant to development in particular area of

community, to the potential beneficiaries. Nor is it confined to presentation of impressive

statistics in terms of dams, megawatts, miles of railway track or roadways, tones of steel and

aluminum, number of housing units, or increase in per capital income. It is also not simple

“feedback” of information from developing areas to the planner and administrators.

Research in journalism:

Twenty-eight universities which have Departments of Journalism and offer degree or

diploma course in the subject provide limited research facilities in mass communication and

allied fields. The Departments of Journalism in the universities, in many cases, maintain

specialized libraries. At some places, periodical publications in mass communication are indexed

and abstracted, so as to facilitate the work of research workers.

A number of non-official teaching and research institutions also offer facilities for

research in the field of Journalism. Important among these are: Rajendra Prasad Institute of

Communication Studies and its constituent colleges(Bhawan’s colleges of mass communication)

and Press Institute of India, New Delhi, a professional organization of India newspapers, news

agencies, periodicals, and house journals. The location of Bhawan’s colleges is given in the

chapter: Preparation for a Career.

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Indian Institute of Mass Communication:

The Indian institute of mass communication has a specialized library and documentation

unit. It has about 10,000 titles and subscribes to about 230 periodicals. The indexes and abstracts

articles, maintains newspaper clippings, press releases, pamphlets’, etc., and supplies

bibliographies on any aspect of mass communication. Its quarterly publication Communicator

keeps the research workers abreast of the latest developments in the subject.

The institute also organizes seminars and symposia to focus attention on the problems of

communication at national, regional, and local levels. The important seminars organized in the

field of journalism are: role of mass media in changing social attitudes and practice towards

women; reporting economic and social changes in the press; traditional media of communication,

etc., the institute, through its library and documentation units, operates as a central clearing

house of information in the fields of mass communication and related subjects.

Research and Reference division:

The research and reference division performs basic and pivotal functions as an

information servicing agency to the ministry of information and broadcasting, its media units and

its field offices. It serves as an information bank, as well as an information feeder service to the

media units as an aid to its programming and publicity campaigning work. The division studies,

in particular, trends in mass communication media, and maintains a reference and documentation

service on current affairs and mass communication.

The national documentation centre on mass communication was set up as part of the

research and reference division in 1976 with the broad objective of collecting, interpreting and

89
disseminating information relating to the agencies, events and trends in the field of mass

communication, including press, radio, television, advertising, traditional and folk media and

different media units of the central and state government. The centre brings out a reference

annual on a mass communication, under the title Mass Media in India.

Periodical literature:

A number of journals, published in India, deal with mass communication and related

subjects. The periodical publications on radio, television, films, advertising, public relations, and

extension work communication etc. the periodicals published abroad dealing with journalism can

be referred to in the USIS and the British council libraries, New Delhi.

ACTIVITY:

Meaning:

1. Authentication – a mark of origin and authenticity

2. Weeklies – a periodical that is published every week

3. Periodicals – a publication that appears at fixed intervals

4. License – legal document giving official permission to do something

5. Documentation – documentary validation

Antonyms:

1. Respect x disrespect

2. Published x unpublished
90
 3. Young x old

4. Outdoor x indoor

5. Tradition x modern

Fill in the blanks:

1. Newspapers with a circulation of more than _________________ copies

2. Every publisher has to submit to the ____________________ at Delhi

3. IIMC was set up in ___________

4. ___________________ universities which have department of Journalism

5. The centre brings out a reference annual on mass communication, under the title

_____________.

Match the following:

1. Bengali – Trivandrum

2. Tamil – Bangalore

3. Malayalam – madras

4. Marathi – Calcutta

5. Kannada - Bombay

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Short answers:

1. How to apply for newsprint?

2. Define the term circulation check.

3. What is the concept of development journalism?

Paragraph:

1. Describe the role of IIMC in the field of journalism.

2. How the students should prepare themselves for a journalistic career?

3. Write about the pioneering journalistic institutions in India?

Detail:

1. Discuss in general the research in journalism.

2. The mechanism involved in the circulation of newspaper – discuss.

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 GLOSSARY OF NEWSPAPER TERMS

Ad, Advertisment — Printed notice of something for sale paid for by the advertiser.

AP — Abbreviation for Associated Press, a wire service.

Art — Any photo, map graph or illustration.

Assignment — A story a reporter is detailed to cover.

Associated Press Stylebook — The standard reference source for reporters and editors on word

usage, libel, numbers, titles, capitalization and commonly used words and phrases.

Balloon — A drawing, usually in a comic strip, which makes the words of a person in the picture

appear to be coming directly from his mouth.

Banner — A headline in large letters running across the entire width of the first page.

Beat — A reporter's regular routine for covering news sources.

Body Copy — The main part of a story.

Bold Face — A heavy or dark type.

Box — Border around a story or photo.

Break — Initial news coverage of an event.

Broadsheet — A "standard" or large-sized newspaper. The measurements of broadsheet

newspapers vary.

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Budget — The lineup of news stories scheduled for the next day's newspaper.

Bullet — A large black dot used at the left edge of a column to mark each item in a series.

Byline — The name of the writer printed at the top of a story.

Caps — abbreviation for capital letters.

Caption — A title or explanatory phrase accompanying a picture. The larger type over a cutline.

Carrier — A person who delivers the newspaper to subscribers.

Circulation — The total number of copies of the newspaper distributed in one day.

City Desk — The area of the newsroom where local news events are covered.

Clip Art — A variety of art provided to newspapers on a subscription basis, for use in ads.

Clips — articles that have been cut out of the newspaper, short for clippings.

Classified Advertising — Advertising space usually purchased in small amounts by the public

and published, by categories, in its own section of the newspaper.

Cold Type — Type that is produced photographically

Color — To add color to an ad to command attention and influences buying decisions.

Color Key — The negatives for the full color photo are made positive and put together to check

to see if the colors match the original photo.

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Column — The arrangement of horizontal lines of type in a news story; also, an article

appearing regularly written by a particular writer or "columnist."

Column Inch — Space measurement - one column wide by one inch deep.

Columnist — A person who writes a regular column giving a personal opinion.

Compose — To set type or design pages.

Copy — All material for publication, whether written stories or pictures.

Copy Desk — Area of the newsroom where editing is done.

Copy Editor — The person who corrects or edits copy written by a reporter and writes

headlines.

Copyright — An author's exclusive right of property for his works.

Correspondent — an out of town reporter.

Cover — To gather information and get facts for a story.

Credit Line — A line giving the source of a picture or art.

Crop — To eliminate portions of copy or photos by reducing the size.

Cut — To shorten newspaper copy; also means a newspaper photograph.

Cutline — The information below a picture or art, which describes it; also called a caption.

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Dateline — The line at the beginning of a story giving the place and date of the reported

incident.

Deadline — A time at which all copy for an edition must be submitted.

Dingbat — Any typographical devise used for ornamentation.

Display Advertising — Large, frequently illustrated advertisements usually purchased by retail

stores, manufacturers, service companies; advertising other than classified ads.

Dummy — A diagram or layout of a newspaper page, showing the placement of stories,

headlines, pictures and advertisements.

Ear — Either corner at the top of the front page (sometimes used for weather news or to call

attention to a special feature).

Edition — The issue for one press run: home edition, state edition, final home edition, extra.

Editor — A person who directs the editorial policies; or a person who decides what news will go

in the paper and where it will appear

Editorial — An article expressing the opinion of the newspaper regarding a certain subject.

Extra — A special edition of the newspaper, printed between regular editions, containing news

too important to hold for the next regular edition.

Feature — A story in which the interest lies in some factor other than the news value, usually to

entertain.

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Filler — Short news or information items used to fill small spaces in the news columns.

Five W's — Who, what, when, where, why (sometimes "H" for how); the major questions

answered in the lead of a well-written news story.

Flag — The newspaper's name on page one.

Folio — The number (s) of the page.

Follow-up — A story that adds more information to a story already printed.

Font — A complete assortment of type of one size and face.

Four-color — When a color photo is needed a slide is separated into the basic colors of red,

yellow, blue and black.

Fourth Estate — A traditional name for the press, referring to it as the "fourth branch" of

government; the term indicates the role and the importance of the free press in a democratic

society.

Gutter — The margin between facing pages where the fold lies.

Hard News — Factual news stories without opinion.

Headline — An explanatory title over a newspaper article summarizing the main point for the

reader.

Hot Type — old-style type made from molten lead.

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Inserts — An advertisement that is printed apart from the regular press run, usually an

independent printer, then "inserted" among the regular newspaper sections.

Inverted pyramid — A method of writing by placing parts of the story in descending order of

importance.

Jump — To continue a story from one page to another.

Justify — To space out a line of type so that each line fits flush to the margin.

Kill — To strike out copy or take out type not to be printed.

Layout (also known as Makeup) — To position editorial, pictorial and advertising elements on

a page to prepare it for the camera and printing.

Lead — The first few sentences or the first paragraph of a news story, containing the summary

or the introduction to the story

Leading — The amount of space between lines.

Libel — Publication of material unjustly injurious to someone's reputation.

Logotype (logo) — A design bearing the name or trademark of a company or business.

Linotype — old style machine used to produce hot type, one line at a time (no longer in use).

Make-up — To position editorial, pictorial and advertising elements on a page to prepare it for

the camera and printing.

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Managing Editor — The editor who directs the daily gathering, writing and editing of news and

the placement of news in the paper; working for him or her are the city editor, the copy editor,

etc.

Market — people the newspaper wants to attract with its news and advertising.

Masthead — The matter printed in every issue of a newspaper or journal, stating the title,

ownership, management, subscription and other non-news features.

Morgue — An area in the building where back issues of the newspaper are kept.

National Advertising — Ads placed by agencies for clients that feature national or regional

information.

Negative — A photographic image in which the values of the original copy are reversed, so that

the dark areas appear light and vice versa.

Newsprint — The uncoated, machine-finished paper on which newspapers are printed.

Newsstand — A single copy account that sells the papers over the counter.

NIE, Newspapers in Education — Program that provides newspapers, curriculum and other

services for the classroom.

Obituary (Obit) — A biography of a deceased person printed in the newspaper shortly after the

death is announced.

Offset — A printing method in which the plate transfers the image to be printed onto an

intermediate surface called a "Blanket", which then comes in direct contact with the paper.

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Op-ed — A page opposite the editorial page, where opinions by guest writers are presented.

Pagination — The computerized process by which a newspaper is laid out, or paged.

Plagiarism — Passing off as one's own the ideas and words of another.

Plate — An aluminum sheet that the negative is transferred to so that it can be run on the press.

Play — Emphasis given a story or page.

Press — Machine that prints the newspaper.

Press Run — Total number of copies printed.

Process Colors — Process of red, yellow and blue inks used separately or mixed.

Proof — A page on which newly set copy is reproduced to make possible the correction of

errors.

Proofreader — One who reads proof pages and marks errors for corrections.

Publisher — The chief executive and often the owner of a newspaper.

Put the Paper to Bed — When the paper heads to press and newsroom has signed off all pages.

Quarterfold — Taking the standard size of the newspaper and folding into quarters, usually

stitched and trimmed. Example: TV Guide

Rack — A metal stand that we sell papers from. These are placed in front of businesses, on

street corners, etc.

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Reels — Where the rolls of paper are mounted while running on the press.

Register — Marks Cross-hairs generally used to register one negative to the other for color

registering.

Release — Advance information about a story given to the newspaper by the source of the news.

Reporter — A person who finds out facts about a story and then writes the story for the

newspaper.

Review - An account of an artistic event, which offers a critical evaluation, the opinion of the

writer.

Rewrite - (1) write a story again to improve it; (2) alter a story that appeared somewhere else;

(3) or write a story from facts called in by a reporter.

Roll-end — What is left of a roll of paper when the press has completed its run. These are

available for free to the public.

R.O.P. Run-of-Paper — Denotes advertising that appears within the newspaper itself.

Scoop — A story obtained before other newspapers or other media receive the information.

Single Copy — Sales of newspapers from a newsstand or rack; Papers sold one at a time.

Source — The supplier of information, such as a person, book, survey, etc.

Stringer — A part-time reporter or correspondent.

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Syndicate — Association which buys and sells stories, features, columns, editorials, and other

materials for newspaper use.

Syndicated Features: Material such as comics, advice columns, etc., supplied nationally to

newspapers by news syndicates.

Tabloid — Taking the standard size of the newspaper and folding into half, usually stitched or

stapled and trimmed.

Tube — A plastic receptacle with an open end for a carrier to deliver the paper.

Typo — Short for "typographical error," a mistake made during the production of a story.

UPI — Abbreviation for United Press International, a wire service.

VDT — Abbreviation for video display terminal.

Web Press — Machine used to print the newspaper. Paper is woven through the press to

facilitate printing.

Wire Services — Newsgathering agencies such as AP and UPI that gather and distribute news to

subscribing newspapers.

102