Anti-Arrack Movement, Prohibition and After Consequently it was not until mid-day that they received their daily newspapers. Needless to say, Eenadu's appearance on the scene made an enormous difference. The Hyderabad edition was launched the very next year in 1975. In May 1978 its third edition appeared, from Vijayawada. By 1979 Eenadu had successfully managed to outstrip its 74 rival dailies like Andhra Patrika and Andhra Prabha to become the largest circulating daily with a sale figure of 1,67,000. Eenadu maintained its steady growth with a fourth edition from Tirupati (1982); a fifth from Ananthapur (1991); a sixth from Karimnagar (1992) followed by the seventh edition from Rajahmundry also in 1992. It launched its eighth and ninth editions in 1996 from Suryapet and Guntur respectively. The Vijayawada and Guntur editions cover the southern coastal districts, while the Rajahmundry and Visakhapatnam editions cover the east and west Godavari districts. The south and north Telengana districts are covered by the editions from Hyderabad, Karimnagar and Suryapet, and the Anantapur and Tirupati editions cater to the districts in Rayalaseema. Thus Eenadu today has editions that effectively cover all the districts in the state and reach several million people daily. In 1980, Eenadu established a separate news agency called Newstoday with a staff of as many as 1400 contributors. In July 1991 the Eenadu Journalism School was set up to train young aspirants to become reporters and sub-editors. This school provides the newspaper with trained personnel for its ever-growing network. One significant factor that needs to be recognised is that newspapers require large amounts of capital to keep ahead in the business and therefore, first and foremost, have to be financially viable.1 Eenadu owes its success in large measure to intelligent marketing strategies. When the Vijayawada edition was launched, for example, the newspaper was distributed free of cost for two weeks in addition to extensive advertising in the press and on radio. In 1972, the launch of the Rajahmundry edition was supported by a unique marketing strategy. Not only was Eenadu distributed free to the readers of Andhra Jyoti for a week, every afternoon they also received a tabloid titled Visleshana. This tabloid compared and analysed the news items, reports and photographs in Eenadu and other papers, always, of course, in ways that were flattering to Eenadu. The strategy worked and the circulation of Udayam and Andhra Jyoti fell by nearly 75%. Yet another strategy that boosted sales was early delivery of the paper, much earlier compared to the other newspapers. The paper has its own distribution network called Margadarsi Marketing. In 1989, the introduction of the district tabloids was coupled with yet another business move. Eenadu adopted for the first time in newspaper business different advertising rates for the Main section, for the Minis (as district tabloids are popularly called) and the Zonal sections. This allowed for higher levels of local advertising. The paper claims that even businesses at the local level found in Eenadu a viable advertising medium. While this may indeed be true it is also worth noting that the paper's spread to the local district level would have benefited Eenadu''s own sister concerns more than any other outside business enterprise. The newspaper is but one of the many successful enterprises that Ramoji Rao owns, such as Priya Pickles which has a profitable market in the country and abroad too; Kalanjali, a handicrafts Journal of Arts <& Ideas