Madhymam, founded by a conservative Islamic trust, was a Malayalam language newspaper, situated in Kerala, India. Most of the operations of this newspaper trust were governed by its conservative values. Although, the newspaper got a broad significance in its content, but it did not yield the expected revenue for the trust. This shortfall was due to an image of a pro-Muslim newspaper, which the management team tried to shed by putting various major efforts.
The management of Madhymam had been examining multiple strategies to meet its objective of the largest newspaper in India, which could only be achieved if the trust succeeds to enhance its newspaper readership.
Along with rapidly increasing competition from major local competitors, the exclusionary policies of trust on advertising made the task more difficult. On the other hand threat of new entrants and expansion of news channel also joined the fast track. In the presence of these challenges, what would be the most appropriate strategy to move forward? The authors have the affiliation with Indian Institute of Management Kozhikode.
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