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Impact of Social Campaigns in newspapers

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Impact of Social Campaigns in newspapers

How do you achieve audience attention through social campaigns?

This was the crux of the post-tea presentation on Day One at the Newsroom Summit that M. Kesava Menon, Editor, The Mathrubhumi, a large circulation newspaper which comes out of the south Indian state of Kerala.

Menon said campaign stories are of two kinds: general and local.

He listed a series of 'campaign' stories his newspaper had done - galloping cost of medicines, sale of spurious drugs, issue of organ donation, public health system delivery, education access for youths, challenges of getting educational loans, on loans to farmers, problems faced by co-operatives and revival of black magic in Kerala.

What then must be the character of 'campaign' stories that can grab readers?

Timeliness, the spread of the topic (greater impact on larger readership), novelty (a story on how climate change is impacting Kerala) and emotionality.

"There is one ingredient that all good stories must have. Utility, " says Menon.


Vincent D'Souza's picture

Vincent D'Souza


2012-09-26 14:35

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