Abhijit Pawar, Chairman of AP Globale and Managing Director of Sakal Media Group re-affirms the philosophy of giving back to society through the business; adopts framework to refine offerings and customise solutions for advertisers
The 87-year-old Sakal Media Group, committed to its philosophy of giving back to society, is on the threshold of change. “We changed our media model, and started working on it about five years ago,” says Abhijit Pawar, Chairman of AP Globale and Managing Director of the Sakal Media Group, mentioning the S.I.M.A.C.E.S (Skilling and Education, Impact Funding, Media, Advisory, Community, Events and Special Projects) framework that the company has adopted, to drive a purpose beyond business. “Now we’re talking of a database and the ability to influence it; and then giving it as a curated platform to agencies and marketers.”
ABILITY TO INFLUENCE
Upbeat about the fact that both Prime Minister Narendra Modi and Congress chief Rahul Gandhi chose to give their first interviews in Maharashtra to Sakal during the Lok Sabha Elections 2019, Pawar says, “The first regional newspaper interview that Modiji gave in the country was to Sakal. To reach out to Maharashtra, he reached out to us - not only No. 1 in terms of numbers (circulation), but also in the ability to influence. Rahul Gandhi also chose to reach out to Maharashtra only through Sakal, and not any other publication. The political parties know what’s happening on the ground and have a better perspective of the media and the people than perhaps anybody else. This proves who is the true No. 1 media house in Maharashtra.”
THE NUMBERS PARADOX
While Sakal tops the latest circulation charts of Marathi language newspapers put out by the Audit Bureau of Circulation, with 1.3 million circulation, the IRS 2019 Q1 data puts competition Lokmat at 19,691 (total readership) compared to 11,841 for Daily Sakal for the same period. But Pawar does not think the recently released readership survey presents an accurate picture of newspapers in India. To him, numbers are not important as long as there is clear evidence of reach. “Through our agricultural newspaper Agrowon, we reach about 80% of the progressive farmers in Maharashtra. If Agrowon publishes anything on agriculture, historically it has made a huge impact. Its ability to influence farmers is unprecedented. Unfortunately, the readership survey doesn’t capture all this. When I look at the Agrowon numbers, it’s hard to understand why the readership is less than the number of copies printed. On the contrary, Agrowon is a collector’s item for the farmers and most of them retain the copies as well. In village after village, the papers are even read out loudly for public consumption. The Maharashtra Government and the National Skill Development Corporation (NSDC) recently gave us a project to train 3,00,000 farmers in the State as the first pilot in the country, for a large scale programme. Why would we be the only player to be approached by the Government for such a large programme, if we were not reaching almost all the farmers of the State?” asks Pawar. “It does not stop here. We are also helping them form farmer-producer companies (FPCs). These FPCs are going to receive funding from the World Bank as well as the Government. To any marketer, what better opportunity is there than this? You cover every corner of Maharashtra, where there’s agriculture and a rural market.”
Meanwhile, Pawar is emphatic that he will not reach out to farmers and sell them something that’s not good for them; instead he will try to give them something that will benefit the entire ecosystem. “The Government and the people trust us and it speaks volumes about our credibility and reach that we’re able to do a project like this. Today, we have the ability to influence and reach rural Maharashtra. Similarly, we have many opportunities on the urban side through products that we develop for municipal corporations of various cities of Maharashtra, for example the DigiThane project. We work closely with the corporations of Thane and Pimpri Chinchwad, helping them to provide intelligently active (beyond reactive and pro-active) services to all residents of those cities. This means that through the corporations, we can reach out to the legally allowed database and help strengthen the communication bridge between the Government and the people,” Pawar says.
THE SOCIAL NETWORK
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