Submitted To:
MR. NAZIK HUSSAIN
In-Charge Internship and Placement
Submitted By:
HASSAN SHAHID
BBA 6th (Evening), Session (2007-2011)
Department of Management Sciences
The Islamia University of Bahawalpur, Pakistan
INTERNSHIP REPORT
DAWN NEWSPAPER
CONTENTS
PART ONE .. ERROR! BOOKMARK NOT DEFINED.
INTRODUCTION OF THE ORGANIZATION ...................................................................3
History.................................................................................................................7
History of Dawn ................................................................................................12
MISSION STATEMENT: ...........................................................................................17
VISION STATEMENT: ..............................................................................................17
OBJECTIVES OF DAWN: ..........................................................................................19
PART TWO . ERROR! BOOKMARK NOT DEFINED.
COMPANY MANAGEMENT SYSTEM ........................................................................21
Organizational Structure: .................................................................................21
POLICY FORMULATION PROCESS-MEETINGS: ........................................................23
Meetings and proceedings: ...............................................................................23
Types of Meetings: ............................................................................................23
Process of selecting “Right Personnel” at “Right Place”: .............................26
Employment at Dawn: .......................................................................................31
MANAGERIAL POLICIES OF Dawn: .............. Error! Bookmark not defined.
Leadership styles: ..............................................................................................33
PART THREEERROR! BOOKMARK NOT DEFINED.
ADMINISTRATIVE / MANAGEMENT STYLE ...............................................35
BENFITS OF PARTICIPATIVE STYLE OF MANAGEMENT: ...........................................36
IMPACT OF PARTICIPATIVE STYLE .........................................................................37
PART FOUR ERROR! BOOKMARK NOT DEFINED.
PROCESS OF COMPLETION OF DAILY DAWN: ..........................................................38
Production .........................................................................................................38
Bottlenecks: .......................................................................................................43
PART FIVE . ERROR! BOOKMARK NOT DEFINED.
COMPANY MARKETING MIX .........................................................................44
PRODUCT/SERVICE ..........................................................................................44
Dawn newspaper: ..............................................................................................45
MAGAZINES .....................................................................................................52
Events: ...............................................................................................................55
PRICING ........................................................... ERROR! BOOKMARK NOT DEFINED.
Pricing strategies: .............................................. Error! Bookmark not defined.
Advertising Tariffs: ............................................ Error! Bookmark not defined.
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Circulation at DAWN: ......................................................................................81
PART SIX .... ERROR! BOOKMARK NOT DEFINED.
COMPANY ACCOUNTING / FINANCE SYSTEM .... ERROR! BOOKMARK NOT
DEFINED.
COMPANY ACCOUNTING/ FINANCE SYSTEMError! Bookmark not defined.
RATIO ANALYSIS .............................................. Error! Bookmark not defined.
PART SEVENERROR! BOOKMARK NOT DEFINED.
TRAINING PROGRAMME ................................................................................85
INTERNSHIP AT DAWN: .................................................................................87
SWOT ANALYSIS ............................................ ERROR! BOOKMARK NOT DEFINED.
PART EIGHTERROR! BOOKMARK NOT DEFINED.
CONCLUSION AND RECOMMENDATIONERROR! BOOKMARK NOT DEFINED.
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DAWN NEWSPAPER
Introduction of Organization
Introduction of The Organization
The DAWN newspaper - is the flagship
publication of the PHPL. Published from Karachi,
the largest business hub of the country, Lahore,
the second largest and the most fast developing
business sector of Pakistan, and Islamabad, the
capital of the nation. Throughout Pakistan, the
DAWN is the most widely circulated English language newspaper of Pakistan, enjoying a nationwide influence. It has a week-day circulation of over 138,000 and a total readership base in excess
of 759,000. Read every morning by policy and decision-makers in the public and private sectors, at
federal and provincial government level and by the majority of Pakistan's English reading
newspaper, the newspaper from its inception, DAWN has been at the forefront of the many events
that constitute Pakistan's history.
For almost half a century, DAWN with its unwavering commitment, has created professional
standards and built institutions necessary to the growth of a free national press and therefore has
emerged as the most authoritative newspaper respected for its uncompromising, accuracy and
impartial track record.
With the influence and the quality of its readership, the DAWN is the leading advertising medium
in Pakistan. Looking at the marketing mix available to the advertiser in Pakistan, it is indisputable
that no other medium can match the English language print media in terms of audience quality as
the language remains the business language of the country. And within the English language print
media no newspaper of publication achieves the same results as those delivered by DAWN. A claim
substantiated by the fact that DAWN is the first choice for all sector of the private sector
advertising.
Among the categories offered to advertisers are the Sponsored Supplements - linking business with
business, Economic and Business Review - more often quoted than the stock exchange, Dawn
Classified - a supermarket of opportunities, The Sunday Magazine - the magazine with universal
appeal, Images - reflecting the best in entertainment, The Review - the mid-week thought provoker
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and the Young World - encouraging the young to pick up the newspaper habit. These are some of
the excellent features complementing the regular newspaper in order to form the complete package.
Pakistan Herald Publications (Pvt.) Limited (PHPL)
Pakistan Herald Publications (Pvt.) Limited (PHPL) was founded by the Quaid-e-Azam,
Mohammad Ali Jinnah, the father of the nation. The group began its publication, the DAWN
newspaper, in 1947 immediately after independence and has ever since expanded its base from a
single to an array of publications catering to varying interest of readers as well as advertisers. In
addition, not forgetting the need for globalization, the international network of media
representatives has also been successively webbed to all the developed and developing nations of
the world.
PHPL, in addition to DAWN - the first newspaper to be published in Pakistan and the most widely
circulated, publishes the STAR (an English language eveninger), HERALD (a monthly current
affairs magazine), SPIDER (a monthly Internet magazine) and AURORA (a marketing and
advertising based bi-monthly magazine). The Group is also a pioneer in electronic publishing.
DAWN's web site, DAWN-the Internet Edition, is generally considered the best source of news
from Pakistan on the web.
Newspapers: The History
The news has at one point or another played a part in every one of our
lives. Whether it is a weather report giving flash-flood warnings,
information on presidential campaigns, or an obituary citing the death
of a television personality, we crave it. Until the recent development
and affluence of the Internet as a news source, newspapers have
globally been the primary source of current events. Having become
part of a daily routine in most lives, little is known of the immense
history this learning tool holds.
The story begins some five centuries ago in Europe. Here, merchants would distribute newsletters
written by hand containing information regarding the weather, economic conditions, wars and
human-interest stories. Although this was the first known form of distributed written information,
the country accredited with the creation of the first newspaper is Germany. In the late fifteenth
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century, a cross between a brochure and a pamphlet was dispersed among the people, the text
containing highly sensationalized stories along with description of the current news events.
America, however, was a step behind. Public Occurrences, Both Foreign and Domestic, was the
first newspaper published in America. Printed by Richard Pierce, and edited by Benjamin Harris,
the first copy issued on September 25, 1690 would also be the last. It filled only 3 sheets of paper
measuring six by ten inches, the equivalent of filling half of the front page of a newspaper today
(14" x 23"). The paper had intended to be issued once a month.
The sudden discontinuation of Public Occurrences would mean the last news offered to Americans
for the next few years. Instead, newspapers published in London were read even though the "first
true newspaper in English was the London Gazette, published four years later in 1666.
Fourteen years later, back in America, John Campbell, a bookseller appointed Postmaster of
Boston, became the editor of the Boston News-Letter. The first issue was dated Monday, April 17
to Monday April 24, 1704 and contained only one advertisement. This was produced weekly and
continued to be so even when William Brooker was appointed Postmaster to replace Campbell.
Campbell refused to authorize the use of the title "News-Letter" to anyone else so Brooker called
his newspaper the "Boston Gazette".
Seven months later, Philip Musgrave was awarded the position of Postmaster in Boston and
replaced Brooker. At this time, James Franklin, the printer of the Gazette, was also replaced. He
wanted to start his own newspaper even though friends and family dissuaded him from doing so by
telling him that Boston already had a sufficient number of newspapers (2) and a third could not
survive. Despite this, Franklin went ahead and published his own newspaper, the New England
Courant. The first issue was printed on August 19, 1721 making it the fourth newspaper published
in America.
When James Franklin published an editorial criticizing the government, he was sent to prison.
James' 13 year old brother and apprentice, Ben, took over the work of laying type, printing, and
delivery of the issues.
Six months later, James Franklin was forbidden to publish any more newspapers so the masthead
now carried the name "Ben Franklin" as editor and publisher. Ben, now legally free of being an
apprentice, and having a dislike for his brother James, ran away to New York and later to
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Philadelphia. The New England Courant kept publishing issues claiming Ben Franklin was editor
and publisher until 1726 without anyone being the wiser.
The fact that newspapers had been so scarce in Europe, America, and many other continents is due
to many factors. To find a literate man was no easy task after Europe was emerging from the black
age. Paper was extremely expensive, and hard to come across, and the task of printing was long and
laborious. The latter was still a problem even with the invention of the printing press in 1436.
A 39-year-old Johann Gutenberg came up with a printing method, where, by arranging stamps
displaying the letters of the alphabet, one could construct a page of literature to be copied numerous
times. This became known as the Gutenberg Press, one of the greater inventions the fifteenth
century held. Although a giant improvement from hand copying, this method still required the
rearrangement of the letters each time a new page was to be printed.
In the early 1800's the development of continuous rolls of paper enhanced the original Gutenberg
Press as did a steam-powered press and a way to use iron instead of wood for building presses. This
added efficiency of printing made the prices of printed goods more reasonable hence the term
"penny press". This phrase originated when newspaperman Benjamin Day dropped the price of his
New York Sun to a penny a copy in 1833. Historians have accredited the "penny press" as the first
true mass medium.
Another advancement in the history of printing was the origin of Linotype, a method of creating
movable type by machine instead of by hand. This was introduced in 1884 and marked a significant
leap in production speed. In terms of the use of computers in the field of printing, especially
newspapers, the progression is unbelievable. From the first daisy-wheel and dot matrix "impact"
printers to common use of the non-impact printers: ink-jet, laser and thermal-transfer, printing
presses are on the brink of becoming a thing of the past.
The big question regarding what the future holds for the old-fashioned newspaper is whether or not
it will be overcome by the use of the Internet. Studies show that from 1992 to 1997, the weekly
hours of using the Internet has increased from 1.8 hours, to 9.1. Although the evidence is
convincing that in the future the use of computers will obliterate that of newspapers, sometimes the
tangible aspect is too great to give up for a color monitor. You may be convinced that there's no
better way to relax than with some black coffee and the front page. Or perhaps up-to-the-minute
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updates on top stories are more your interest. All we can say is: To each his own, but always keep
an open mind.
News Papers In Pakistan:
Associated Press of Pakistan (APP) is a governmentoperated national news agency of Pakistan. It is not
associated with the Associated Press agency (AP).
History
The authentic history of the Associated Press of
Pakistan as told by the Founder of the Associated
Press of Pakistan, Malik Tajuddin:
The evolution of the Associated Press of Pakistan as
the National News Agency owes its inspiration to the Father of the Nation, Quaid-e-Azam, with
whom my initial contact was established in 1936 when I was in my late twenties and had hardly
five years experience as a working journalist. The contact proved so fruitful and pregnant with
possibilities that I was destined under his benevolent guidance and patronage to play a leading role
in my particular sphere of professional activity.
The Quaid-e-Azam’s personal interest in my career further developed when I was posted in the
Reuter’s Head Office for the East in Bombay in 1938-39. The “Deliverance Day” (December 22,
1939, observed in response to the call issue by the Quaid-e-Azam to commemorate the elimination
of the Congress Ministries in the seven Provinces of India, owing to difference on the question of
the war effort) brought me good luck, with the rest of the Muslims of India and I was instructed by
the Reuter’s General Manager for the East to proceed to Lahore where the session of the All-India
Muslim League was due to be held within three months.
I not only reported the historic session for the Indian and World Press but was able to establish
countrywide acquaintance with the Muslim League leadership. As a pioneer in the news agency
field, I received enthusiastic support from one and all.
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My administrative sphere with headquarters at Lahore was gradually extended to cover Muslim
India including the Princely State of Hyderabad and with the passage of time I was assigned the role
of Reuter’s Advisor on Muslim Affairs in South Asia.
In September, 1944, after the historic Jinnah-Gandhi talks in Bombay the Quaid-e-Azam in a
special interview granted to Malik Tajuddin told him that he was convinced that the emergence of
an independent sovereign Muslim state was inevitable and that the time had come for Malik
Tajuddin to take in hand preparatory work for the formation of Pakistan's national news agency.
Since the British Government’s tentative decision to transfer power to Indian hands indicated in the
Cripps Offer the Indian newspapers acting together through Eastern and Indian Newspapers Society
and the Indian Newspapers Editors Conference had been pressing Reuters for transfer to them of the
control and ownership of the Associated Press of India. As by large the Indian newspapers with a
strong pro-Hindu and anti-Muslim bias were owned and controlled by Hindu capitalists the Muslim
cause went by default and the question of protection of the Muslim interests assumed fundamental
importance during the Pakistan movement. But the Muslim newspapers, financially backward and
otherwise disorganized as they were, failed to influence vital decisions concerning the Press.
All Pakistan Newspaper Society - APNS:
The All Pakistan Newspapers Society is a premier body of newspapers publishers, which has been
headed by such august personalities as Mr.Hamid Nizami , Mir Khalil-ur-Rahman , Mian
Iftekharuddin , Mr. Fakhre Matri , Mr.Hamid Mahmood, Mr. Yousuf Haroon, Mr. Mahmood
Haroon, Mr. A.G. Mirza, Kazi Mohammad Akber , Mr. Munawar Hidayet Ullah, Mr. K.M.Hamid
Ullah and Mr. Anwarul Islam of Pakistan Observer Dacca.
The Pakistan Newspapers Society, a precursor to the APNS, was established in 1950, primarily due
to the efforts of the late Messrs Hameed Nizami and Hamid Mahmood. It functioned for a number
of years but could not receive much support or recognition either from the publishers and
advertising agencies in general and the authorities in power in particular. Publishers' organizations
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also functioned in East Pakistan and Karachi but these provincial bodies could not effectively
represent the interests of the newspaper industry.
In the year 1953, it was decided to form the All Pakistan Newspapers Society, merging all the
existing groups of publishers. It was also decided to establish the headquarters of this organization
at Karachi, as at that time the majority of the major publications originated from there. It took some
time to be organized on a professional basis. A rented premises for the office was obtained in Farid
Chambers, from where it continues to function, paid staff was hired, etc. The organization expanded
rapidly with the inclusion of new members from all over the country and was soon able to call itself
the ALL PAKISTAN NEWSPAPERS SOCIETY.
The formation of an organization of publishers was critically required to facilitate the exchange of
their views on matters of common interest among newspaper owners. The APNS successfully
afforded to newspaper owners the means to watch over, protect, preserve and promote the rights
and interests of the newspaper industry on matters directly or indirectly affecting their rights and
interests.
The APNS remained very active in handling the problems faced by its members vis-à-vis the
provincial and central governments relating to advertisements, clearance of dues, taxes and duties
and newsprint. It became a force to be reckoned with in the publishing and advertising world and
laid down rules of conduct for member publications as well as the advertising agencies. One of the
major rules framed being the accreditation of advertising agencies by the All Pakistan Newspapers
Society, introducing security deposits and clearance schedule to member publications within a
specified period. Non-payment of bills of any publications, big or small, carried the penalty of
suspension till such time that all the bills were cleared. Thus the Society has successfully evolved a
mechanism of streamlining advertisement and clearance system protecting the collective interests of
its member publications, advertising agencies as well as advertisers.
The APNS Secretariat not only handles the complaints of its members against non-payment by
advertising agencies but it also puts its best efforts to settle the disputes between advertising
agencies and their clients. The system of enlistment of clients of accredited advertising agencies
effectively safeguards the interests of the agencies. Under this system, no listed clients are allowed
to release their ads in any member publication without the clearance by the concerned agency.
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The significance of this Organization is duly reflected in the fact that it provides a bridge between
the newspapers and the advertising agencies. It was an accepted reality that the newspapers and the
advertising agencies are the two wheels of the same carriage and not antagonistic rivals. They
complement each other and the existence of one is inextricably linked with that of the other.
However, in order to make the liaison between newspapers and advertising agencies closer and
firmer the APNS had taken positive steps to consolidate the mutual relationship. The Society also
endeavored to encourage, promote and develop the science and art of journalism and newspaper
industry and in this connection, in 1981, the APNS instituted advertising awards in various
categories to promote advertising, particularly designing and copy writing, giving a big fillip to
advertising profession in Pakistan. Subsequently the Journalist Awards were launched in 1982. The
awards ceremonies are being regularly held since 1981.
The APNS has extended its protective umbrella to publications from small towns and also to the
regional language press that had enhanced the representative character of the Society. Over the
years the APNS has grown into a true representative body of newspapers and magazines all over the
country. In 1971 there were 41 publications on the roll of the Society whereas in 2003 the number
rose to 262.
The APNS, throughout its history has originated and promoted improvements in the law and
supported or opposed alterations therein. The Society had launched a protracted struggle against the
PPO along with organizations of editors and journalists. The struggle resulted in the quashing of
this anti-press law and the introduction of relatively better law in the form of the RPPO. In 1999,
the APNS had prepared a set of press laws including the Draft for the formation of Press Council in
Pakistan, Registration of Printing Presses, Newspapers Ordinance and a draft Freedom of
Information Act. After thorough discussions among the APNS, CPNE and the Ministry of
Information, the drafts on the Press Council and the Registration of Presses and Newspapers were
finalized and enacted in 2002.
The member publications are rapidly adopting modern techniques and facilities and trained
manpower in all fields to cope with the challenges ahead especially due to the growth of the
electronic media. It is heartening that many newspapers and magazines brought out in Pakistan
maintain journalistic and publishing standards in line with the international press and are enjoying
the facilities offered by information technology.
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Current Facts:
DAWN NEWSPAPER
The Media in Pakistan due to the liberal policies of
PEMRA
(Pakistan
Electronic
Media
Regulatory
Authority) and sustained economic growth of 6.6% per annum for the past six years, is a booming
industry. Ever since the highly regulated airwaves of Pakistan were rippled by the penetration of
the first private TV channel, there has been no looking back.
In the early twenty-first century, the amount of print media in Pakistan declined precipitously while
total circulation increased. From 1994 to 1997, the total number of daily, monthly, and other
publications increased from 3,242 to 4,455 but had dropped to just 945 by 2003 with most of the
decline occurring in the Punjab Province. However, from 1994 to 2003 total print circulation
increased substantially, particularly for dailies (3 million to 6.2 million). Print media are published
in 11 languages, but most are published in Urdu and Sindhi, and English-language publications are
numerous. The press generally publishes free from censorship and has played an active role in
national elections, but journalists often exercise self-censorship as a result of arrests and
intimidation by government and societal actors.
Most print media are privately owned, but the government controls the National Press Trust, a
major newspaper publisher, and the Associated Press of Pakistan, one of the two major news
agencies. The constitution guarantees the rights of free speech and press but also allows for
government restrictions in cases of offenses against Islam, public morality, national security, and
other circumstances. In fact, the government can fine and imprison those who broadcast material
that is deemed inconsistent with “national and social values”.
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History of Dawn
DAWN NEWSPAPER
Founded by Mohammad Ali Jinnah on 26 October
1941 as a mouthpiece for the Muslim League,
Dawn
was
originally
a
weekly publication,
published in Delhi, then the capital of British India.
Jinnah summed up the paper's purpose when he stated:
"The Dawn will mirror faithfully the views of India's Muslims and the All India Muslim
League in all its activities: economic, educational and social and more particularly political,
throughout the country fearlessly and independently and while its policy will be, no doubt,
mainly to advocate and champion the cause of the Muslims and the policy and programme of
the All India Muslim League, it will not neglect the cause and welfare of the peoples of this
sub-continent generally".
Dawn became a daily newspaper in October 1942 under the leadership of its first editor, Pothan
Joseph. In 1944
Altaf Hussein took over as the editor and brought nationwide fame to its daily
circulation. After the creation of Pakistan, Altaf Hussein moved the newspaper to Karachi, the
capital of the newly formed nation state, under the instruction of Mr.Jinnah, the owner of DAWN in
Delhi which was then the official organ of the Pakistan Muslim League .
Dawn reflected and espoused the cause of the Muslims of India. It was the sole voice of the
Muslims in English language .Alta Hussein, its' editor galvanized the Muslims of India by his
powerful inspiring and passionate editorials, which earned him wrath of the entire Hindu leadership
of the Congress Party as well as Lord Mountbatten the last Viceroy and Governor General of the
British Raj. In early August 1947 some senior DAWN staff led by Mr.Altaf Hussein arrived in
Karachi to start the publication of DAWN from August 15, 1947.
The day after Pakistan gained its independence. Mr. Yusuf Haroon a close confidant of Mr.
Mohammad Ali Jinnah was given the task to facilitate the publication of DAWN. The offices of the
newspaper was housed in the small premises on the commercially busy and a crowded narrow street
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then known as South Napier Road. These premises belonged to Mr. Haroon. He was at that time
planning to bring out a newspaper called "The Herald". Instead at the bidding of Mr.Jinnah he
agreed to publish DAWN at his facilities.
DAWN grew strength to strength as a most out spoken publication under the editorship of Altaf
Hussein. He became a legend both at home and abroad for his fearless opposition to the tyranny and
corrupt practices of politicians and military dictators after the independence of Pakistan. He was
forced by President General Ayub Khan to leave his newspaper job to become a cabinet minister in
his government. So DAWN said goodbye to Mr. Altaf Hussein in 1965.
The street where Dawn was first published is now known as Altaf Hussein Road. Since then
DAWN has prospered and has moved to new and larger premises. DAWN still shines as an icon
amongst many other newspapers that are being published today in Pakistan.
Dawn: Present Status

Wielding enormous influence among business
leaders, policy makers, think tanks, and within
the English reading public at large, DAWN is
characterized by the editorial excellence it
brings in publishing some of the most influential
and widely read English language newspapers
and magazines in the country and by a clarity of
vision that enables it to embrace change,
innovate and initiate ground-breaking projects.

DAWN became the Pakistan’s largest selling
and
most
influential
English
language
newspaper. Founded by the Quaid-i-Azam
Mohammad Ali Jinnah (Pakistan’s Founder), on
August 14, 1947, today, by virtue of its coverage, credibility and distribution networks,
DAWN has grown into a national institution. The newspaper’s influence is founded on an
unblemished track record of credible, solid and impartial reporting and the presence, within

its pages, of a wide range of informed comment and opinion.
Printed and published simultaneously in Islamabad, Karachi and Lahore and distributed
nationwide, DAWN has regional offices throughout Pakistan. In 1996, in response to the
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exponential growth of the Internet in the country, DAWN became the first newspaper in
Pakistan to be available on the Internet.

DAWN comes as a complete information package that includes national, city and district
news, business, sports and international affairs; features on science and the environment,
management and marketing, health, education and editorial and op-ed pages that are
considered to be world class.

Adding weight to DAWN are its superbly edited in-paper magazines. The Economic and
Business Review on Monday is read by businessmen throughout Pakistan; The Review on
Thursday takes aim at family and social issues; Sci-Tech World, Gallery and Young World
on Saturday target, respectively, the technology-inclined, the art connoisseurs and the
adolescent DAWN readers. On Sunday, three in-paper magazines are distributed with
DAWN: the glitzy Images, the literary Books & Authors and the thought-provoking Sunday
Magazine.

The DAWN National Weekend Advertiser also accompanies DAWN on Sundays.
Comprising three sections, the DAWN National Weekend Advertiser provides its
advertisers with a space that is known to provide them with their desired results and
provides its readers with visually alluring and easy to navigate pages, as well as content that
is as informative as it is engrossing.

DAWN also publishes the HERALD, the country’s most influential monthly current affairs
magazine. In 1998, the Group launched AURORA, Pakistan’s very first marketing, media
and advertising magazine. This was followed by another publishing initiative, with the
launch of SPIDER, Pakistan’s first Internet magazine later that year.

It becomes quite obvious that the group is making progress with the passage of time , the
evidence can be supported by the addition of FM 89 ,Dawn.com , the Dawn television
network. In the print section the subscription of the ROP and its magazines is increasing
over the period of time.
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Let’s have a look at the Total readership of Newspapers in Pakistan, and we will get to know
that Dawn, however, covering a very particular and niche category of Newspaper readers, still it
covers a good chunk of percentage of readers.
Total newspaper readers in Pakistan are estimated to be 8,000,000 while readership of Dawn is
estimated to be 790,000 that is almost 10% of total readership, while its circulation is calculated
to be as 138,000
Total readership for any Newspaper is calculated as;
TOTAL READERSHIP = Total circulation (No. of copies) X Average reader per copy
If we review Dawn’s readership in its own category, Dawn appears to be market leader. While
there is a remarkable difference between 1st and 2nd position holder on the list of Most Reading
English Newspaper in Pakistan
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DAWN Readers:
The DAWN family of readers consists of bankers, bureaucrats, managers, civil servants,
lawyers, doctors, professionals, housewives, industrialists, farmers, investors, media personnel,
armed forces, students, academics, entrepreneurs, financers, policy makers, opinion shapers,
decision makers, ministers, prime ministers and presidents.
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DAWN NEWSPAPER
Mission, Vision and Objectives of Organization
Mission Statement
Our mission is to provide accurate, credible and extensive information
with an added unique dimension that speaks to our readers from a national
point of view. Bringing to them a complete picture of what is happening in
Pakistan as well as abroad. We assist our readers in forming opinions and
making decisions that are balanced and well informed.
Vision Statement
To enhance the global community by creating,
collecting and distributing high quality news,
information and entertainment.
Dawn is dedicated to the ideal of independent, fair
and
unbiased
journalism.
News,
opinion
and
advertising are and must remain clearly separated.
Equally, we are all united in our dedication to the
success of Dawn as a viable and vital business.
Diversity gives our enterprise versatility and strength.
That is why we are committed in all our endeavors, journalistic and commercial, to embrace
and respect the differences of our co-workers and our readers. it’s our objective to uphold
the highest journalistic, business and personal ethics and keep a relentless focus on serving
our customers.
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DAWN NEWSPAPER
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Objectives of Dawn
There are several objectives of Dawn
i. Dawn is an independent business organization,
which has a capability to analyze and solve the
client’s matters and above all be
a unbiased
source of information
ii. The element of independency is necessary to full support the client for their prosperity and
development and maintain the established repute of a unbiased organization.
iii. It consists of creative and business mind personals, reporters, writers, editors and production
personnel.
iv. Dawn works for the prestigious repute of its organization which it has built over the years.
v. Dawn has a well established set rules and regulations and no one can break these rules
including the CEO.
vi. Marketing and advertising departments work for the clients and also help them in sorting out
their problems relating to the advertising etc.
vii. Equal employment opportunity.
viii.
Independence in working of the employees.
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Corporate, Business and Departmental Level Strategies
MANAGERIAL POLICIES OF Dawn:
 To grow the size of organization, develop better business practices and build up greater
resources.
 To participate actively and consistently in Pakistan economic development.
 To build up better operating philosophies.
 To build better commercial outlook for operating successfully in this comparative
environment.
 To maintain the pleasant working environment.
 To always maintain exclusive service standards.
 To promote professional cooperation.
 To motivate the employees by making them feel that Dawn cares about them.
 To create feeling of cooperation so that all employees are satisfied.
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Organizational Structure
Company Management System
A management system is a proven framework for managing and continually improving your
organization's policies, procedures and processes.
Chairperson
Mrs Amber Haroon Seigol
CEO
Hameed Haroon
Directors:
Human Resource: Asif Raza
Circulation: Nilofer Patail
Operations: Naaz Afreen Saigol
Marketing: Masood Hamid
Finance: Shoaib Ghanghat
Organizational Structure:
An organizational structure is the formal frame work by which job tasks are divided, grouped and
coordinated. Organizational structure portrays the task people are assigned , who they report to,
who they work with and who they must interact with in order to get their jobs done. The design of
an organization reflects the organization’s objectives and the strategies chosen. The structure of an
organization consists of the span of administration, unity of command, division of labor and
departmentalization
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Working of Various Divisions/Departments
Policy Formulation Process-Meetings:
Policy Formulation:
Final decisions about major policies are formulated by top management of the organization, mainly
CEO and Directors decide the path to follow but with keen participation of lower management and
staff. They encourage productive input from all the employees who are ultimately going to follow
or implement these policies.
Secondly, every department has its own policies and set of rules that are articulated by senior
manager of that specific department.
Meetings and proceedings:
At Dawn face to face oral communication among groups of people is essential to certain phases of
business. At Dawn meetings represent an important segment of business communication, because
meeting can often achieve results that have been difficult to generate by phone or letter.
Purpose oriented discussion between two or more people is a common definition of a meeting .at
Dawn a meeting can be defined as a gathering of three or more people sharing common objectives
where communication (verbal and/or written) is the primary means of achieving those objectives in
a minimum amount of time to the satisfaction of the participants. Meetings can range from formal
to very informal.
Types of Meetings:


Annual Meetings

Quarterly Meetings

Bi – Annual Meetings
Need Based Meetings
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Annual Meetings:
The top management of the organization and their regional heads along with the key position
holders in the hierarchy of organization meet annually mostly in head office (Karachi). These
meetings are usually arranged in the months of September or October keeping in mind the weather
conditions.
The agenda and purpose of these meetings is to;


Decision on the policies, goals and objectives of the organization for the next year

To what extent the goals had been achieved are also discussed in these meetings.

Performance appraisals

How company had worked, what was the performance of regions in achieving objectives

Assigning targets for the next year
Suggestion for improvements
Bi – Annual Meetings:
Some of the meetings are held regularly two times a year, each after a half. The main focus of these
meetings is to discuss;


Whether the policies articulated at the beginning are being followed

To what extent targets have been achieved so far, just to check everything is as per decided.

major loss at the end of the year.

Major announcements.

If some policies went wrong, finding out the reasons and try to solve them to avoid any
Performance evaluations.
Reminding what is going to happen in the second half and how it will be proceeded.
Quarterly Meetings:
These meetings are arranged at the end of each quarter but these meetings are actually regional
meetings. the main focus of these meetings is to check



whether everything is happening as per plan.
Would short term targets have been achieved
and what would be the targets for the next quarter.
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Need Based Meetings:
These are the most frequent meeting held in every organization. The meetings are arranged as per
the requirements or needs. The participants are also chosen on the basis the persons related to the
agenda. These meetings held at every level of the organization and many times a day.
Different Meeting Objectives:
To inform individual departments of changes in the salary increase policy! With the objectives
clearly stated, they can then determine the best way to achieve them. It may turn out that a meeting
is appropriate. Or, it may turn out that a memorandum, bulletin board posting, or series of phone
calls have been a better means of conveying information.
Informational meetings:
At Dawn informational meetings seek only to clarify, to make something clear, to give information.
In such meetings, the members learn, ask and understand various questions. No problems are solved
and no recommendations are given. The basic purpose of such meetings is to inform the participants
and make them understand that particular information.
Like:
o Changes in reporting procedures in the purchasing department, Report on the Dawn’
strategic plans for the next fiscal year.
Suggestions giving meetings:
At Dawn various preliminary views prior to the final recommendations are brought together and
discussed in such kind of meeting. In short all the suggestions to solve a particular problem are
collectively discussed in the meeting and comments on different suggestions are made. The meeting
is exploratory and informational. In the end, a final recommendation is prepared for higher approval
or group consensus. Representatives of all departments are gathered for such kind of meeting.
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Problem-solving meeting:
These meetings as evident from the name, at Dawn they are used solve the problems generated
from previous meetings. The steps involved include:
o The major problem is presented
o Participants suggest solutions, discuss and evaluate
o Participants arrive at decision for further action
Participant’s responsibilities in meetings:
Dawn everyone is a meeting participants at one time or another. An effective meeting depends on
productive participants. As a participant they are in a position to make a significant contribution to
the success of the meeting they attend. At Dawn all they need is a tactful way to ask question and
offer suggestions. A productive participant does the following things.
Human Resource:
Process‫ا‬of‫ا‬selecting‫“ا‬Right‫ا‬Personnel”‫ا‬at‫“ا‬Right‫ا‬Place”:
The Director HR of Dawn Media Group is responsible for selecting the employees for the
organization. He uses several methods to choose the right personnel. The methods are mentioned
and described below.
Through Advertisements:
Whenever there is a vacancy at Dawn, advertisement is published in newspaper, and candidates are
interviewed by a panel consist of Hameed Haroon (CEO), Mr. .Asif Raza (Director HR) and some
other senior managers of the relevant department of Dawn . Than eligible candidate is selected and
appointed for Dawn.
Through Reference:
This is a method which is widely practiced at Dawn while selecting an employee. If any employee
or Dawn related person refer a candidate, he is selected after interviews.
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Head hunting:
The Manager Marketing and Planning of Dawn explained that sometimes they use this technique to
hire personnel who are already working in a prestigious firm or advertising agency. Director HR
offers that person an attractive pay package for which he joins Dawn. Dawn enjoys that person’s
experience of particular area of advertising, production and marketing.
Commercial employment agencies:
Director HR contacts these agencies who are basically working to maintain a database of all the
eligible people of the field of Marketing, advertising and in the reporting in need of appropriate
jobs. A meeting is arranged between him and eligible candidate for a particular post that’s how the
selection can take place.
Recruitment and selection:
 Dawn selects the employees who are qualified but there is no compulsion of degree from
any particular institute.
 Recruitment source in Dawn is employee promotion and cross functional transfer and the
methods described below.
 Base for selection is skill, experience, interview and sound reference
Salary administration and planning:
Each management position in Dawn is evaluated in terms of the scope of responsibility, degree of
skill, education and experience required for its proper performance through a job evaluation system.
Salaries are regularly reviewed and increases are awarded on the basis of consistently high
performance. Accounts department looks after the matters relating to salary and other fringe
benefits.
Salary:
Salaries are paid to the employees on the first week of the month. Salaries are sent to the accounts
of employees as well as paid in cash. At the same time as the monthly salary is deposited into the
employee’s account or paid in cash, he/she receives a salary slip detailing their salary and
allowances in addition to loans. Salaries related affairs are the responsibility of Mr. Kazim Mustafa,
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accounts officer at Dawn. Any questions or claims relating to salary payments should be directed to
the accountant in the accounts department.
Work hours & holidays
The normal working hours at the head office and regional offices are 9. am to 5 pm. From Monday
to Thursday with one hour lunch break from 1 to 2 and on Friday lunch + prayer break from 1pm to
3.15 pm. Sunday is the only holiday.
There is also a night shift , employees working in the production department , editorial section
employees, a manager coordination are usually working in the nights because the nature of their
work is of such type. There are no fix working hours of these employees, as they have to finish their
work as early as possible keeping in view the distribution factors of the newspaper. Sometimes they
are done with their work on time and sometimes working the whole night due to delay of the
finalization of the news.
Progress Report and Performance Appraisal:
This appraisal is kept confidential and is the task of the departmental heads who perform this
activity quite informally and present the result to the chief executive and Director HR on demand.
It has the following objectives:
a) To conduct a systematic assessment of the performance and potential of each employee
working in advertising, marketing and production, the accounts and the humane resource
department itself.
b) To support the development of each employee’s abilities and potential
c) To formally agree objectives for the coming period(usually one year)
d) To provide reference information for use in promotion. Development and salary planning.
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Employee benefits:
It is the duty of the Director HR to look after the employee benefits schemes and other relating
fringe benefits. Dawn recognizes there is a direct correlation between an employee’s well being,
and his/her work performance. The Director HR himself along with the departmental heads and
specifically the business development section comes up with attractive schemes for employees.
There are many ways to determine the benefits due to be given to the employees. They are adopted
depending upon the situation. The information provided below covers comprehensively all aspects
of Dawn employee benefit scheme.
Leave benefits:
At Dawn employees enjoy various leave benefits along with other fringe benefits. Different leave
benefits are given below
Sick leave/medical leave:
Permanent employees or employees on probation (departmental heads to executive level
employees) are entitled to 15 calendar days sick leaves. Unused sick leaves are cumulative up to a
maximum of 30 working days.
Annual holiday leave:
Permanent employees(departmental heads to executive level employees of every departmental )
who have at least one year of continuous service with the Dawn, are entitled to annual holiday leave
of 15 working days in a calendar year.
Unused holiday may be carried over to the following year subject to approval manager of the
respective department and can be used during the preceding year but if not consumed , they are
converted to working days.
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Emergency/casual leave:
Permanent employees or employees on probation are entitled to emergency/casual leaves of up to
105 working days in a calendar year. In case of natural or personal emergency. Unused casual
leave is utilized at the end of the year.
Maternity leave:
Women who are permanent employees are entitled to avail paid maternity leave.
Employee recognition
o Performance bonus at the end of year.
o Haj benefit: 4 year services
o Marriage gift: cash
Pension funds/ Provident funds:
Dawn is giving pension and provident funds to its employees. It has also insured every of his
employee at different insurance companies. And Dawn pays the premium. And at the time of
retirement all the money of insurance is given to the employee.
Social/ Recreational Activities:
Dawn encourages employees by


Social functions
Excursion trips
Different meetings are held in the recreational destinations of the globe to give its employees a sort
relaxation and recreation along with routine work. Dawn’s recent meetings were held in Malaysia
and Bangkok
Hospitalization:
Dawn also provides its employees the hospital and other medical charges. To get these benefits
employees are required to attach eligibility sheet & get benefit.
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Employment at Dawn:
DAWN NEWSPAPER
Probation period & confirmation:
All permanent employees undergo a standard six month probationary period from the
commencement of their employment. This gives the company an opportunity to closely monitor the
new recruit’s performance and adaptability. It gives new employee an opportunity to experience
working at Dawn. At the end of the six months Departmental head with suggestion of the Director
HR will decide to confirm employment or extend the probationary period of the new recruit, or
cease the employment relationship. During the probationary period Director HR can terminate
employment.
Confirmation:
In Dawn upon confirmation employee will be entitled to company benefits and will become a
member. And he will have to
o Not engage with other business without express consent of Dawn.
o Abide by the rules & regulation of Dawn
o Fulfill his duties of Dawn in Pakistan from time to time
Comments on Job Satisfaction:
Job satisfaction is an employee’s general attitude towards the job. The organizational rewards
system often has a significant impact on the level of employee job satisfaction. In addition to their
direct impact, the manner in which extrinsic rewards are dispersed can affect the intrinsic rewards
(and satisfaction) of recipients. For every organization, the satisfaction of its personnel carries
maximum importance and Dawn is no exception. I
t has been observed during the activity of SWOT that the employees are highly satisfied with their
work. Its all because of the high pay scales and the other fringe benefits being provided
An
activity was performed in the form of discussion with employees of the various departments to
check their satisfaction level and we found them highly satisfied. There are set rules and regulations
and the employees have to follow those. No one go out of the way to perform any tasks which are
not in accordance with policies of the Dawn
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GENERAL RULES OF CONDUCT:
DAWN NEWSPAPER
LEGALITY:
Dawn concepts comply with the laws and regulation of the Country in which they conduct their
business, also with the present Code and finally with the internal policies and procedures, applying
them with the utmost equity and fairness.
INTEGRITY:
With regards to the conduct vis à vis third parties, the Recipients shall act with fairness and
transparency avoiding misleading and unfaithful information.
LOYALTY:
The relations with all other parties, shall fulfill the utmost loyalty, meaning to be faithful to
promises and covenants, to act with responsibility, to preserve and to enhance the value of the
Company's asset and to act in good faith in every activity and decision.
TRANSPARENCY
Company's internal relations and relations with other parties shall be based on honesty, correctness
and completeness.
RESPECT OF HUMAN DIGNITY:
The Recipients shall respect human fundamental rights also protecting moral integrity and
guaranteeing equal opportunities. In the conduct of internal relationships, discriminatory behaviors
based on political opinion, labor union opinion, religion, race, nationality, age, sex, sexual attitude,
health status and, more in general, other intimate character, are not allowed.
CONFIDENTIALITY:
The Recipients guarantee that the acquired information is kept confidential. The Recipients shall
disclose information and Company's data exclusively in the performance of their duties and, in any
case, shall not disclose sensitive information without the Company's authorization.
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ETHICAL PRINCIPLES IN THE RELATIONS WITH PERSONNEL
RECRUITMENT:
The Recipients promote respect of equal and fair opportunities in selecting and recruiting personnel
whose profiles reflect the needs and expectations of the Company. In selecting and recruiting
personnel no form of favor, nepotism, and patronage system shall be accepted.
FORMALIZATION OF EMPLOYMENT RELATION:
Hiring is formalized with regular employment contracts refusing any form of "irregular" work. The
Recipients shall favor the utmost cooperation and transparency with the new employed so that he or
she could have clear awareness of their office.
MANAGEMENT AND EXPLOITATION OF PERSONNEL:
The Company refuses any form of discrimination against its employees, favoring - in respect to its
personnel - decisional processes and evaluations grounded on objective criteria jointly accepted.
SECURITY, PROTECTION AND HEALTHCARE OF WORKING CONDITIONS:
The Company favors working conditions protecting psychophysics integrity of personnel by
providing working premises fully compliant with applicable laws on comfortable working
conditions.
PROFESSIONAL GROWTH:
The Company promotes professional growth of employees through opportune training instrument.
Leadership styles:
Employee-centered Leadership:
Employee-centered Leadership style which believes in relationship building with the Clients is
present all over Dawn. Employees are given freedom in the performance of their work and are kept
towards their target. Authority is delegated and an open door policy is being adopted which means
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that all kinds of suggestions are appreciated as long as they are realistic. Democratic style is used
and employees are given work freedom.
Objective Setting:
MBO / Management by objectives approach has been adopted to define and set the objectives of
each and every individual in the office down to the lowest level in Dawn hierarchy. General
objectives are given to managers who in turn distribute the specific objectives to all workers
working in their departments after having discussions with them. The entire atmosphere revolves
around the Clients and the tasks needed to fulfill their needs.
While assigning objectives, the fact is ensured that these objectives are in line with the company
policy and are in harmony with the briefs generated from the particular Client.
Division of Labor
In Dawn, there are two types of employees hired
(i)
Permanent Workers
(ii)
Temporary Workers
Temporary workers are employed for about 6 months such employees are employed to serve
specific new Client’s requirements and their employment depends on their performance related to
the respective Client they are made to interact with. Sometimes it happens that a very sharp and
intelligent worker is employed among temporary workers, so he is preferred over those permanent
workers who have been made permanent only on the grounds of time spent in the organization.
Departmentalization:
Organizations have tasks that need to be performed. These tasks are combined into activities.
People who do similar activities are combined together so that they can be administrated more
appropriately. This combination is called departmentalization.
Departmentalization at Dawn is on the basis of services and functions performed to provide these
services to private and Public sector Clients.
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ADMINISTRATIVE / MANAGEMENT STYLE
Management in all business areas and organizational activities are the acts of getting people
together to accomplish desired goals and objectives efficiently and effectively. Management
comprises
Planning
Organizing
Staffing
Leading or directing
Controlling
An organization (a group of one or more people or entities) or effort for the purpose of
accomplishing a goal. Resourcing encompasses the deployment and manipulation of human
resources, financial resources, technological resources, and natural resources.
Because organizations can be viewed as systems, management can also be defined as human action,
including design, to facilitate the production of useful outcomes from a system. This view opens the
opportunity to 'manage' oneself, a pre-requisite to attempting to manage others.
Management can also refer to the person or people who perform the act(s) of management.
Democratic / Participative Decision Making and Management Style
The democratic leadership style is also called the participative style as it encourages employees to
be a part of the decision making. The democratic manager keeps his or her employees informed
about everything that affects their work and shares decision making and problem solving
responsibilities. This style requires the leader to be a coach who has the final say, but gathers
information from staff members before making a decision.
Democratic leadership can produce high quality and high quantity work for long periods of time.
Many employees like the trust they receive and respond with cooperation, team spirit, and high
morale. Typically the democratic leader:
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benfits of Participative style of Management:
--Develops plans to help employees evaluate their own performance
--Allows employees to establish goals
--Encourages employees to grow on the job and be promoted
--Recognizes and encourages achievement.
Like the other styles, the democratic style is not always appropriate. It is most successful
when used with highly skilled or experienced employees or when implementing operational
changes or resolving individual or group problems.
The democratic leadership style is most effective when:
--The leader wants to keep employees informed about matters that affect them.
--The leader wants employees to share in decision-making and problem-solving duties.
--The leader wants to provide opportunities for employees to develop a high sense of
personal growth and job satisfaction.
--There is a large or complex problem that requires lots of input to solve.
--Changes must be made or problems solved that affect employees or groups of employees.
--You want to encourage team building and participation.
Democratic leadership should not be used when:
--There is not enough time to get everyone’s input.
--It’s easier and more cost-effective for the manager to make the decision.
--The business can’t afford mistakes.
--The manager feels threatened by this type of leadership.
--Employee safety is a critical concern.
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Impact of Participative Style
Benefits on team work:
One of the main benefits of participative leadership is that the process allows for the development
of additional leaders who can serve the organization at a later date. Because leaders who favor this
style encourage active involvement on the part of everyone on the team, people often are able to
express their creativity and demonstrate abilities and talents that would not be made apparent
otherwise. The discovery of these hidden assets help to benefit the work of the current team, but
also alerts the organization to people within the team who should be provided with opportunities to
further develop some skill or ability for future use.
Participative leadership also expands the range of possibilities for the team. When leadership
styles that essentially leave all the direction and decision making in the hands of one individual, it is
much more difficult to see a given approach from several different angles. When the leadership
style encourages others to be involved in the decision making process, a given course of action can
be approached from a variety of perceptions. This can often point out strengths or weaknesses to the
approach that would have gone unobserved and thus unresolved without this type of
participatory brainstorming and decision making.
One potential disadvantage of participate leadership is the time factor. This leadership style does
often involve the need for more time before action is taken. This is only natural, since the very
nature of participative leadership means allowing input from every member of the team. However,
the extra time necessary for this process often leads to decisions that ultimately benefit everyone to
a greater degree than faster decisions that are more limited in scope.
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PRODUCTION FACILITY
DAWN NEWSPAPER
Basically Production is defined as to producing goods through by converting raw material into
finished goods.


Land

Capital

Labor
Entrepreneurship
These are four generally recognized factors of production. Of course, in a literal sense anything
contributing to the productive process is a factor of production. However, economists seek to
classify all inputs into a few broad categories, so standard usage refers to the categories themselves
as factors.
process of completion of Daily Dawn:
News gathering
editing by editor
finalize by page maker
Printing
News items are gathered by correspondents and reporters who are specialized in their own category.
They are provided some space called “Folders” in which they keep on placing their news items,
these items are then sorted out and edited by Editor. On the other hand, ads are placed by
advertisement department on a dummy of newspaper mentioning the positions and size of the ads.
After completions finalized Newspaper from editor, it is sent to the Page Maker who go through all
the Newspaper and order to print. It is then printed at middle of the night and circulated by
circulation department at early morning hours.
Production
Production at Dawn refers to two parts:
o Pre-Press
o Press
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DAWN NEWSPAPER
Pre Press:
Pre press refers to all the preparations before printing. This includes:
o Scanning: the news material and pictures etc are scanned and uploaded to the computer
o Graphics: relates to the ads, pictures etc
o Page making: placement of the news, editorials, advertisements and pictures on the pages
o Imposition: refers to division of material on the pages as per their print. For example page 2
& 11 are printed on a single tier, so they are arranged in this way and this process is called
imposition.
o CTP (computer to plate): the conversion of the pages as planned on the computer on to
aluminum sheets which are then sent to press for printing.
All the pre-press work is done mostly in Karachi (head office) except for the CTP process which is
done in Lahore.
The material to be printed is sent to Lahore through satellite transmission to the Communication
Department. The communication department checks ad placements and news placements and then
forwards it to the Production department. A “Night Checker” from marketing department verifies
the ads again. In the Production Department in Lahore the CTP process is completed after which the
aluminum plates are sent to the press. The aluminum sheets used are disposable and used only once.
Software Used:
In the pre press process the software used are:
o Photoshop
o Quark express
o Coral
o Etc
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DAWN NEWSPAPER
Press:
Press refers to the printing of the newspaper.
Human Resource in Production:
In Lahore only press is more active in the production department. The department has a team of
some 15 members which include:
o Assistant Manager Press
o Machine Manager
o Senior Manager Machine
o Junior Machine Manager
o Printing Assistant
o Junior Press Assistant
o Trainees
o Mechanical Consultants
o Electrical Consultants
These are headed by the Assistant Manager Production Coordinator. At night the press team is
headed by the Production Coordinator, who coordinates with all the departments such as
advertisement, editorial, communication etc.
Production Planning:
Production planning refers to how efficiently you produce your product & affects the cost and
quality of what you produce. An operations plan can make all the difference in your production.
At Dawn production planning is very significant because newspapers are perishable goods. Time
management is very critical In this regard. Production Planning is related to three parts:
o Productivity
o Quality
o Time lines
All these are taken care at from pre press to the press.
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DAWN NEWSPAPER
Material in Production:
Material used for Dawn newspaper production is divided into two parts
o Paper
o Ink
o Print Machinery
o Spare parts
Dawn imports all the material.
o Ink is imported from Belgium.
o Paper is imported from Russia.
The bulk buying of the material is done by the head office and then the required material is sent to
the local stations as per their requirements.
Print Machinery:
o The print machine used by Dawn is a web offset machine, in which paper rolls are used for
printing.
o The machine is Harris V-15D
o It’s a large sized machine, consisting of 10 units
o It’s a high speed machine with a speed of 35000 runs per hour
Spare Parts:
There are 3 types of machinery spare parts for Dawn:
I.
II.
III.
Easily available: the spare parts that are easily available in Pakistan
Imported: the material that is not available in Pakistan and is only imported
Re-engineered: the material that is very expensive to import and therefore the mechanical
consultant gets the material re-engineered and built in the local market. This saves cost and
gives the best alternative to the imported spare part.
Storage:
The particular level of inventory is maintained for the print material. There are two types of stores
that control the inventory:
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Main Store:
It is used for the storage of all the imported materials received from the head office.
Sub Store:
Some inventory is maintained at the press for emergency purposes. A small sub store therefore, is
maintained at the press.
Maintenance of Machines:
All machinery requires proper maintenance. For Dawn its utmost important to have the press
running in a perfect condition. For this the production department makes sure that the machine is
given proper care and maintained timely.
The routine maintenance of the press at dawn includes daily, weekly, monthly and 6-monthly
schedules. The production coordinator makes sure that these schedules are strictly followed. The
Electrical and Mechanical Consultants over-head these maintenance tasks.
Production Report:
A production report is sent to the GM every day which refers to:
o Number of hours the machine runs
o Total runs of the machine
o Total material consumed
o Wastage percentage of the material
o Working hours of the workers
o Number of newspaper printed
o Delays(if any), their cause and effect
Similarly a production report is generated monthly and then annually.
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Bottlenecks:
DAWN NEWSPAPER
Production is the most significant department in any organization. At Dawn Newspaper, it is
particularly critical because timely production is very critical. Any bottlenecks in the production
may lead to serious damages not only financially but also to the image and goodwill of the
company. Dawn makes sure to avoid any such problems.
Delays can be at four ends:
Editorial
The biggest tailback is delay in the news. Sometimes the editorial staff has to wait for special news
that causes the delay in dispatching the soft copy of the newspaper to the stations.
Advertising Agency
Sometimes the delay in newspaper may be due to advertising agencies. If the advertisement
required to print is not received in time, the newspaper may get delayed.
Intermediary Departments
The newspaper reaches the communication department in Lahore has to be very vigilant in this
regard. They have to send the paper to the press as soon as they receive the soft copy.
Technical breakdown:
The press comprises of a huge printing machine, with various parts. At times some of the part may
get a problem. Such small technical problems are handles immediately under the consultation of the
mechanical consultant.
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DAWN NEWSPAPER
COMPANY MARKETING MIX
The term marketing mix refers to the four major areas of decision making in the marketing process
that are blended to obtain the results desired by the organization. The four elements of the
marketing mix are sometimes referred to the four Ps of marketing. The marketing mix shapes the
role of marketing within all types of organizations, both profit and nonprofit. Each element in the
marketing mix


Product

Promotion

Price
Place
It consists of numerous sub elements. Marketing managers make numerous decisions based on the
various sub elements of the marketing mix, all in an attempt to satisfy the needs and wants of
consumers.
PRODUCT/SERVICE
Product is anything that can be offered to a market for attention, acquisition, use or consumption
that might satisfy a want or need of the person. It includes physical objects, services, person, places,
organization and ideas.
Products contain both tangible and intangible components, predominantly tangible products are
called goods and intangible products are called the services.
Services are the temporary provision of a product or the performance of an activity intended to
satisfy certain needs of buyers. They can avail the services but not in general own it.
In our economy many organizations provide services like schools, hospitals, banks, transportation,
hotel services etc.
Dawn is a product oriented organization .But it provides its clients with different services too.
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DAWN NEWSPAPER
Dawn newspaper:
The DAWN newspaper - is the flagship publication of the PHPL. Dawn is Pakistan's oldest, and
most widely-read English-language newspaper. It is published from Karachi, the largest business
hub of the country, Lahore, the second largest and the most fast developing business sector of
Pakistan, and Islamabad, the capital of the nation. It also has representatives abroad.
Throughout Pakistan, the DAWN is the most widely circulated English language newspaper of
Pakistan, enjoying a nation-wide influence. It has a week-day circulation of over 138,000 and a
total readership base in excess of 759,000. Read every morning by policy and decision-makers in
the public and private sectors, at federal and provincial government level and by the majority of
Pakistan's English reading newspaper, the newspaper from its inception, DAWN has been at the
forefront of the many events that constitute Pakistan's history.
For almost half a century, DAWN with its unwavering commitment, has created professional
standards and built institutions necessary to the growth of a free national press and therefore has
emerged as the most authoritative newspaper respected for its uncompromising, accuracy and
impartial track record.
Regular DAWN
The regular has two main tiers:


National Paper
Metropolitan paper
NATIONAL
Front Page:
Masthead: DAWN logo in the centre with an ad on each side. Above the logo the caption
“FOUNDED BY QUAID-I-AZAM MOHAMMAD ALI JINNAH” is written. Below the logo, the
dawn website, date, volume number, date and price of the paper is written.
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News Heads: Related to the latest happenings (mostly within the country) and some significant
headlines from international perspective, Inside: gives the overview of that date’s paper
National: Page 2 onwards, National News covering the whole of the country (Page 2-5), continued
on Page 9
Opinion: Page 6 has the masthead of “Letters‫ ا‬to‫ ا‬the‫ ا‬Editor”,‫ ا‬Stories from writers giving their
opinion on particular issues, “Friday‫ا‬Feature”‫ا‬covers opinions about Islamic issues
Editorial: Page 7, articles from writers/journalists/political analysts from Pakistan & all over the
world, section named “Other‫ا‬Voices” which covers articles from other newspapers
Miscellaneous: Mostly has notices and ads
International: Covers International news
World in Focus: Articles/stories/opinions about the current issues around the globe
Back Page: Masthead: smaller logo of DAWN, city and date. Ads on both side of the masthead,
General news
Encounter: On Sundays only
Education: On Sundays only, contains Articles related to education
Metropolitan
Masthead:‫“ا‬METROPOLITAN” written under the dawn logo, city and date written, vertical lines
on both sides
Page 14 has Advertiser, Today on DAWNNEWS, Comics & Games, Prayer timings, Call for
HELP, Weather, and Horoscope etc
Business:
 A separate section head but in the same tier
 Masthead: “BUSINESS” written under the dawn logo, ads on both sides
 Page 17 & 18
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 Covers news related to finance, stock and commodities
 Stock exchange rates and currency exchange rates given
Sports:
 A separate section head but in the same tier
 Page 19 and 20
 Sports related news
DAWN In-paper Magazines
o Books & Authors
o IMAGES on SUNDAY
o YOUNG WORLD
o AD BUZZZ
o REAL ESTATE
o ECONOMICS & BUSINESS REVIEW
BOOKS & AUTHORS
Issue Date:
 Issued on Sundays
Cover Page:
 No separate cover page, story start from the first page
 Dawn logo above a vertical masthead of “books & authors” written in white on a green
background
 A horizontal inside on the bottom of the page
Content & Layout:
o provides book reviews of various books by national & international authors
o colored pictures of books’ front pages and/or other images related to the books content
Major content:
Books reviews on:
 Culture, History, Media, Column, Self-Help, Literature
o
“Literary Buzz” & “inkpaperthink”‫ ا‬are two sections where articles related to literary
stuff are printed.
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o Topics By amazon.com: books on a particular topic are given
o LIBERTY’s TOP 10: gives weeks top 10 books at Liberty Books, Karachi
IMAGES on SUNDAY
Issue Date:
 Issued on Sundays
Cover Page:
 No separate cover page, story start from the first page
 Dawn logo above masthead of “images”
 A horizontal inside on the top of the page
Content & Layout:
A colorful magazine which has various heads:
Youthtube
Youthtube includes Pick of the week, Youthquake, Workwise, Youth guide, making choices Etc
Magazine
The magazine section has stories written by writers. The stories are divided into various heads:
Humor, opinion, environment, experience, straight talk, tribute, sports, etc
Fashion feature
o Center page of the images tier is dedicated to fashion
Sci-tech:
Articles related to science and technology, Internet, Cool gadgets, Byte back, Column, Technology,
and Comments
Gallery
Articles related to arts and culture, Photoshop, Photo of the month, Etc
Review:
Critical issues related and the point of view of various writers on them, Stories on diverse subjects
of life
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Common columns:
Advice, Counter point, Off the Rack, Nature Talk, Past Present
Last Page
Twitter, In fashion, Sound check
Young World
A magazine that covers diverse topics of the youth.
Issue Day:
 Issued on Saturdays
Cover Page:
An attractive cover page with excellent graphics
Contents:
Hi kids, Leisure, Fact file, Story, Laughter zone, Photo feature, Techno tricks, Green corner, Fit ,
and fabulous, Books, Website review, Quotes, Story time, Art corner, Poets corner, Web world, Etc
AD BUZZZ
o Issued on Sundays
 classified ads on automobiles, Living, Miscellaneous, Careers Etc.
REAL ESTATE:
o Issued on Sundays
o Provides all information about Residential & Commercial Real Estate sale and purchases
ECONOMICS & BUSINESS REVIEW
o Issued on Mondays
o Contains articles and stories related to the business and economy
Contents:
 Economics & Business
o stock exchange rates, Currency exchange rates, Commodities comparison (of two weeks and
of this year and the previous)
 Agriculture & technology
 Comments & Analysis:
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“Letter from London” & “Letter from Mumbai” give the economic reviews of these cities from
writers residing there
Advertising with DAWN:
With the influence and the quality of its readership, the DAWN is the leading advertising medium
in Pakistan. Looking at the marketing mix available to the advertiser in Pakistan, it is indisputable
that no other medium can match the English language print media in terms of audience quality as
the language remains the business language of the country. And within the English language print
media no newspaper of publication achieves the same results as those delivered by DAWN. A claim
substantiated by the fact that DAWN is the first choice for all sector of the private sector
advertising.
Among the categories offered to advertisers are the Sponsored Supplements - linking business with
business, Economic and Business Review - more often quoted than the stock exchange, Dawn
Classified - a supermarket of opportunities, The Sunday Magazine - the magazine with universal
appeal, Images - reflecting the best in entertainment, The Review - the mid-week thought provoker
and the Young World - encouraging the young to pick up the newspaper habit. These are some of
the excellent features complementing the regular newspaper in order to form the complete package.
Internet Edition:
Considered as the single most reliable source of information
on Pakistan, accessed every 24 hours by average 75,000
visitors living around the world, linked with major news
sites whenever Pakistan makes the world headlines, rated
among top 5% of all web sites, DAWN - The Internet
Edition
(Dawn.com)
reaches
the
widest
possible
concentration of affluent overseas Pakistanis every day.
Statistics reveals that 88% of DAWN - the Internet Edition visitors are male, rests are females, and
28% are in the age group of 18-25 years, 47% between 25-35 years and 16% in 35-50 years. 13%
have below university level educational qualifications, 37% have university degrees, 15% are MBA
or equivalent and 35% have other post graduate studies. Professionally 19.6% are students, 14% are
related to IT industry, 18.5% are engineers, 10% are in business, and 8% are doctors.
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12% of our visitors live in Pakistan, 47% in USA, 10% in UK, 12% in Canada and 10% in UAE.
Supplements:
Anything (information, write ups, views and reviews) additional to the ROP(run of paper) to
disburse the information , deemed to be necessary and reap profits in addition to the regular
revenues.
Supplements are always printed at profit.
Ratio:
At Dawn, supplements are always printed at a 50 -50 ratio i.e. 50% would be advertising & 50%
would be editorial. Advertising ratio can be enhanced to a more than 50% level.
Types:
Supplements are basically of two types.
o Editorial
o Advertisement
Editorial Supplements:
An editorial supplement is basically informative in nature, any information which the editor thinks
necessary to publish to keep their readers up to date. It mainly comes on special events just as the
election days, 14th of August, 23rd March etc.
There is no ratio for editorial supplements.
Advertisement Supplements:
Advertisement supplements can be on any thing which the advertisers think necessary to publish, to
familiarize the masses about their products and services and the company profile It must carry a 50-
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50% ratio to be published. Clients have got the final say in relation to the material which they want
t o be published.
Mainly topics like home décor, health, lifestyles and current industry analysis etc are covered.
Themes:
Supplements can be on any theme, which fulfils a 50-50 ratio. Varying range of themes like
industrial analysis, commercial activities, anniversaries and national days etc are covered.
Size:
Supplements are the size of a regular newspaper. Minimum number of pages are two and maximum
can be any number depending on the nature of the material which the advertisers want to be on the
pages and extent of the promotional material.
Opinion:
Supplements are of a great utility to both the newspaper and the advertisers. It gives the newspaper
an opportunity to reap additional profits in excess of their regular revenues , at the same time
providing the advertisers wit an opportunity to publicize their activities ,their company portfolios
and additional information which can come on the regular pages.
MAGAZINES
Herald:
Herald is Pakistan's most widely read and
respected monthly news-magazine. Thought
provoking and controversial, the Herald
captures the issues, the pace and the action
shaping events across Pakistan's lively, fast
moving current affairs spectrum.
Considered to be Pakistan's most influential
current affairs magazine, the Herald has
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distinguished itself by the accuracy of its reporting and independent viewpoint. The magazine is
known for its rapid and detailed response to events of national significance and its ability to provide
crucial in-depth coverage when the need for information is at its highest. Read by the majority of
Pakistan's English reading public, including professionals, senior executives in commerce and
industry and academics, the Herald also enjoys a wide circulation abroad, particularly in the Middle
East, the United Kingdom and North America.
Plenty of grey matter and never any grey areas, Herald is a thought provoking and controversial
current affairs monthly news-magazine. Political flash points, business ventures, financial volatility,
environmental crisis, sports challenges, entertainment highlights, artistic achievements... if there's a
story, it's in the HERALD. Winner of many prestigious awards, the magazine has distinguished
itself by the accuracy of its reporting and independent viewpoint. Read by the majority of Pakistan's
English reading public, including professionals, senior executives in commerce and industry and
academics, the HERALD also enjoys a wide circulation abroad, particularly in the Middle East,
North America and the United Kingdom.
Spider
Pakistan's first Internet magazine published by the Dawn Group of Newspapers and produced by
the team of expert cyber editors started its journey in December 1998. Since then it is providing its
readers with latest information and developments in the field of information technology.
At the moment 35,000 copies are being
published every month and it is
circulated throughout Pakistan. Besides
this, limited copies of Spider have also
been sent to USA, UK & UAE.
SPIDER keeps "geeks" updated on
Web developments while at the same
time encourage "newbie’s" to delve
deeper into the pleasures of the Internet
and the World Wide Web. In this way
SPIDER goes beyond being a mere
magazine
about
the
Internet
and
becomes a magazine that reflects the
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interests and lifestyles of typical Pakistani Internet users.
And, like their counterparts world-wide, the demographic profile of Internet users in Pakistan make
them one of the most sought after audiences from an advertiser's point of view. The majority is
highly intelligent and educated, career oriented and holding senior positions within their
professions. Earning above average incomes, their lifestyle permits them to enjoy most of life's
luxuries. And the community of Internet users in Pakistan growing at a phenomenal rate. Currently
there are an estimated 800,000 Internet users in Pakistan and their numbers are growing by an
average of 10% every month.
And most of them are now reading SPIDER.
Aurora:
A new publication of PHPL, has derived its name from the Aurora awards to promote excellence in
advertising. Aimed at advertising and marketing industry, the Aurora readers fall into the upper and
middle management category, placed on key managerial positions of all the MNC's and local
organizations operating in Pakistan and globally. It is distributed through a controlled mailing list to
the local and international clients through DAWN Distribution Network. The publication devotes
50% of its editorial to DAWN related advertising activities and other articles aiming to provide
critical appraisal of what is being done in terms of creativity and marketing as well as to focus on
new products developments and inside views on how campaigns are conceived and executed.
Now AURORA became the Pakistan's
leading advertising, marketing and media
magazine; it is widely recognized as the
voice of the industry. Building on a
decade of experience, it offers its readers
insight into the latest creative marketing
campaigns, new product developments,
consumer trends, and industry opinion.
Editor: Mariam Ali Baig
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Events:
DAWN NEWSPAPER
Dawn Media Group organizes different events during the year. These events are aimed at providing
the masses with valuable information, recreation and a sort of get together. Dawn earns a lot
revenue from these events in the form money obtained by selling these events to the MNCs,
corporate entities and services providing institutes. Dawn is the pioneering group in this respect.
Dawn’s events have been of great service and value to the community. They serve the different
sections of community in a valuable way, for instance Dawn Education Expo provides students an
opportunity to get to know about the international educational institutes and the current trends in the
education field. In the same way Dawn All About Lifestyle Expo gathers all walks of people under
one umbrella and introduces them with new trends of the ever changing lifestyle.
Dawn organizes a variety of events .A list of such events is given below which will give you a
better idea in what fields Dawn is serving the society by making valuable contribution in form of
these events.
o All About Lifestyles Exhibition (Lahore, Karachi & Islamabad)
o Education Expo (Lahore, Karachi & Islamabad)
o Wedding Extravaganza (Karachi only)
o Fuelling Pakistan (Lahore & Karachi)
o Spelling Bee Competition (Lahore, Karachi & Islamabad)
o Karachi under the Raj: 1843 – 1947 - Jewel in the Crown (Raj Library Books compiled and
published by DAWN are for sale at the DAWN offices in Lahore, Karachi & Islamabad only)
o Asia Finance Conferences (Karachi only)
o International Travel and Tourism show
o Dawn Property Investment Show.
Dawn Life Style:
It’s an HPCE – High Profile Consumer Event
organized by Dawn. It was actually organized in
Karachi for the very first time in 2001, then in
2002 it was organized at all the stations (i.e.
Karachi, Lahore, Islamabad). Event is usually
organized in November or December due to good
weather conditions. This family-only event is
organized mostly on weekends.
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Lifestyles has become a definitive and much awaited branding event for all leading companies –
multinational and national – who consider the event a unique opportunity to come face to face with
their customers on a platform that enables them to showcase their products live.
In June 2007, nearly 300,000 affluent and discerning consumers attended the Karachi event, over a
three-day period. In spring 2008, over a combined seven-day period, 780,000 equally affluent and
discerning consumers attended All About Lifestyles in Islamabad, Karachi and Lahore.
The basic purpose of this event is to provide a platform to organizations (FMCG mostly) for their
Brand Activation or Brand Awareness and good will. There are 120 stalls on average organized by
different companies both of National and International Prominent events include Dog show, Face
Painting, stalls of companies and many other Fun activities.
Education Expo:
Dawn Education Expo is a unique higher education
platform, specially conceived to facilitate the
enrolment of Pakistani students in universities and
institutes of higher learning. It also recommend
reading in the finest schools and colleges throughout
Pakistan, and it is from this select body of schools
that
DAWN
EDUCATION
EXPO
draws
its
maximum student participation, thereby ensuring
exceptional quality. While on the other hand, event provides opportunity to national and
International Universities and Institutions to be in direct contact with their potential students.
The event is organized at all the stations. There are more than 80 stalls maintained by these
Institutions or representatives of these Institutions. Dawn is in direct contact with British Council
and credible & accredited Universities to make sure the authenticity of the event.
Stalls are organized by Universities and Institutions that offer the following: Architecture, Business,
Banking, Computer Sciences, Communications, Finance, Media, Space Technology, Hotel
Management, Sciences, Fashion Design, Fine Arts, Economics, Chartered Accountancy,
Information Technology, Engineering, Law, Medicine, Textile Design etc.
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Wedding Extravaganza:
First held in November 2005, the DAWN Wedding
Extravaganza is the annual exclusive gathering of
the finest fashion designers, florists, honeymoon
package providers, jewelers, photographers, salons,
trousseau merchants and wedding planners. The
event is designed as a one-stop shop solution to all
the needs of planning and managing a wedding and
is a great marketing opportunity for anyone
involved in the wedding industry by providing
access to a variety of consumers.
Spelling Bee:
Spelling bees organized worldwide are a common phenomenon at both regional and national levels
in various countries. A Spelling Bee is essentially a spelling competition amongst school children
and is organized at school level. Winners then participate in a Regional/ National inter-school
spelling contest.
As part of DAWN in Education Program, DAWN conducted the first ever National Spelling
Championship in Pakistan in Jan-Feb 2005. The school participation in this event has been ever
increasing, starting out with only 220 schools in the 1st Spelling Bee, coming from the three main
metros; the number has augmented to 650 schools for the 5th DAWN Spelling Bee to be held in
January - February 2009. This expansion can primarily be attributed to the diversity of the students
that are invited from private and public schools and various geographical regions. Over time each
region has gathered its own set of outstations; schools from 16 cities other cities than the twin of
Islamabad & Rawalpindi, 18 cities other than Lahore city and 14 cities other than Karachi city will
participate in the 5th DAWN in Education Spelling Bee. On average more than 700 schools are
invited to participate in this event.
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The DAWN in Education Spelling Bee aims to expand children's horizons beyond the classroom
and enhance their process of learning. The contest is designed to help students improve in their
spellings, learn to handle stage pressure, increase their vocabulary, enhance their reading skills and
reading habits, learn new concepts and develop the correct usage of the English language.
FUELLING PAKISTAN
In 2007, FUELLING PAKISTAN
attracted worldwide representation
from over 80 companies based in
Argentina,
Austria
the
Czech
Republic, France, Germany, India,
Italy,
New
Zealand,
Pakistan
Switzerland, Turkey, the United
Arab
Emirates,
the
United
Kingdom and the United States.
In 2007, FUELLING PAKISTAN was a resounding success for both Pakistani and foreign
entrepreneurs and investors, who were given the unique opportunity to network with each other and
begin a process of collaboration.
Pakistan will remain the BIG commercial opportunity for companies involved in the processing,
development and marketing of CNG and LPG and FUELLING PAKISTAN will continue to remain
the most effective way of gaining entry into this growing market.
FUELLING PAKISTAN attracts top level participation from government and public sector
representatives, as well as from CEOs, COOs, CFOs and CMOs from leading multinational and
national oil and gas companies operating in Pakistan and internationally.
DAWN has a proven track record of organizing exhibitions and conferences that deliver on their
objective of bringing together the key influencers and stakeholders from specific industries and
providing them with an enabling platform conducive to business and networking. FUELLING
PAKISTAN will be no exception.
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DAWN Property Investment Show:
Dawn property investment show is Pakistan’s leading
exhibition
on
national
and
international
property
development projects. In the last three exhibitions, the
DAWN PROPERTY INVESTMENT SHOW has
attracted the exhibitors from all over the Pakistan as well
as the country like Malaysia and UAE.
Given the overwhelming response to the DAWN
PROPERTY INVESTMENT SHOW in the past, the
top level investors (institutions and individuals), buyers, property developers, businessmen,
entrepreneurs and high net worth investors are expected to attend the DAWN PROPERTY
INVESTMENT SHOW
Dawn has proven track record of organizing exhibitions and conferences that deliver on their
objective of bringing together the key influencers and stakeholders from specific industry and
providing them with a platform conducive to business and networking.
Exhibition at the DAWN PROPERTY INVESTMENT SHOW gives real estate developers and
investors the unique opportunity to network with each other and interact with an exclusive target
audience comprising high net worth investors as well as key decision makers from the real estate
sector.
As the real estate market starts to boom again, Pakistan will remain the big commercial and
investment opportunity for real estate developers and the Dawn property Investment Show will
continue to remain the most effective way of gaining entry into this growing market.
DAWN Anti- Terrorism and
Disaster Management Expo:
Despite increased security measures, the
current law and order situation remains
grim and uncertain, with a significant
increase in the number of burglaries,
break-ins and acts of terrorism.
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As a result, security is of utmost importance for organizations. Keeping this in mind, DAWN is
organizing the Anti-Terrorism and Disaster Management Expo & Conference.
This exhibition / conference will be the first of its kind in Pakistan, and will bring together a wide
range of exhibitors and who will showcase the latest and most effective anti-terror, security
products and solutions as well as technological innovations that can play a pivotal role in improving
security and combating terrorism.
By being an exhibitor at the Anti-Terrorism and Disaster Management Expo you will have the
chance to showcase your portfolio of services and products to senior decision makers from the
police, intelligence services, armed forces, transportation services, border control, civil defense,
customs, and government officials.
The expo & conference will also be attended by individuals hailing from the private sector, who are
looking to improve the security of their homes
DAWN Single Country Exhibition - United Arab Emirates Exhibition:
To boost the existing trade between the two countries Dawn Newspaper is organizing an exhibition
& conference titled, UAE Single Country Exhibition in Karachi. The exhibition will aim to
provide a highly congenial atmosphere to the UAE based companies to showcase their range of
products and services to the wealthiest group of Pakistani investors, who want to invest their money
in the safe environment of business.
The exhibition will comprise of a two-day event consisting
display of products and bilateral contacts between business
associations and investment promotion entities of the
UAE. It will also aim to facilitate the mutual exchange of
knowledge in the business environment and will provide
an opportunity to the exporting companies a venue to meet
the Pakistani business community in a forum designed to
facilitate immediate trading opportunities. Dawn will
invite trade associations, investment counselors related to the UAE trade & investment sector to
elaborate the benefits of bilateral trade between the two countries.
The UAE Single Country Exhibition is the ideal platform for UAE companies to meet Pakistani
Business community under one roof to enhance their exports to Pakistan.
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DAWN INTERNATIOAL TRAVEL
AND TOURISM:
The exhibition highlights best options available
in the market related to the travel & tourism
industry. The Show is an opportunity for
National
&
International
Companies
&
Tourism Boards to promote their countries.
International Travel and Tourism shoe is the
complete event for promotion and marketing of
inbound, outbound and intra-regional tourism.
The exhibition is planned to provide a forum of
travel and tourism related companies to
popularize, adventure, Business, leisure and the
Medical tourism among the country’s travelers.
DAWN Logistics:
The event is held to highlight the emerging
opportunities for the Logistics sector in
Pakistan. Focused at state of the art
technology and solutions for the logistics
sector and showcases emerging technologies
in the transportation sectors.
DAWN School Trips are organized whereby
students are given a detailed tour of the press.
DAWN RELIEF Foundation - A newspaper with a conscience
DAWN RELIEF was set up in extraordinary times to cope with extraordinary circumstances that
are the October 2007 earthquake.
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Dawn uses all these activities as promotional tool along with earning revenues. These events have
helped a lot in promoting the Dawn products and over the number of years subscription of Dawn
and its magazines is increasing a lot.
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Pricing:
DAWN NEWSPAPER
Pricing Strategies:
Pricing strategies are a sometimes-overlooked part of the marketing mix. They can have a large
impact on profit, so should be given the same consideration as promotion and advertising strategies.
A higher or lower price can dramatically change both gross margins and sales volume. This
indirectly affects other expenses by reducing storage costs, for example, or creating opportunities
for volume discounts with suppliers.
Other factors also determine your optimal pricing strategy. Consider the five forces that influence
other business decisions: your competitors, your suppliers, the availability of substitute products,
and your customers. Positioning how you want to be perceived by your target audience is also a
consideration. Price a premium item too low, for example, and customers will not believe the
quality is good enough. Conversely, put too high a selling price on value lines and customers will
purchase competitors' lower-price items.
Actually Dawn is catering two types of needs with a single product simultaneously
1. Consumers’ need – Providing Newspaper
2. Advertisers’ need – Providing platform to communicate their messages.
In this respect, Dawn charges something from both of its customers. Price charged by Dawn for its
Newspaper is just like a token money as it does not even cover the cost of producing the newspaper.
But being market leader among English Newspapers, Dawn charges the highest price from its
readers. Price is also decided on the basis of the perception of public about it. As Dawn became a
status symbol and major portion of its reader belong to upper class, so it costs its readers a little
more as compared to other English newspapers to maintain its position in minds.
Second price, that is actually the major income for a newspaper, is charged on the advertisements.
This price is determined on the basis of circulation of a newspaper. On country level, Dawn is
holding 1st position on a list of most widely circulated English newspapers, same is the case for
Lahore and Karachi region in isolation but in Islamabad region Dawn is at 2nd position. So Dawn,
regarded as the most widely circulated English Newspaper, charges highest rates from advertisers in
market.
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DAWN NEWSPAPER
Price of newspapers for readers and of Space for Advertisers is decided by the top management of
the organization.
In case of Print &Media industry APNS has set general formulae to set the prices of the news
papers. Newspapers are priced depending upon the number of pages published. A minimum criteria
has been set and you cannot rice below that level but can price a higher price depending upon the
competitiveness of your newspaper and demand in the marketing in form circulation.
Dawn’s pricing along with regular price of the ROP includes the price charged for advertising in the
newspaper and I the magazines. It also includes the selling of events to the clients. Regular prices
and the tariffs for advertising are given below.
Pricing of ROP:
DAWN price daily: Rs. 15/DAWN price on Sundays: Rs. 22/Herald Cover Price: Rs. 75/Herald Yearly subscription: Rs. 564/- (37 % discount)
Giveaway for Subscription: Herald Pen
Annual Issue Price: Rs. 100/Spider Cover Price: Rs. 50
Spider Yearly Subscription: 300/- (50 % discount)
Spider Two Yearly Subscription: Rs. 550/- (55% discount)
Giveaway for Yearly Subscription: Spider Wallet
Giveaway for Two Yearly Subscriptions: Spider Satchel
Annual Issue Price: Rs. 100/Aurora Cover Price: 50/Aurora Yearly Subscription: 200/- 33% discount
Aurora Two Yearly Subscription: 300/- 50% discount
Giveaway for Subscription: Aurora Business Card Holder
Annual Issue Price: Rs. 100/Purple Book 2008: Rs. 450/DAWN promotional stalls are put up at universities and colleges.
DAWN free copies are distributed at select places.
The Department of Management Sciences
Page 64
INTERNSHIP REPORT
Advertising Tariffs:
DAWN NEWSPAPER
DAWN ADVERTISEMENT TARIFF 2009-2010
Front Page (Weekdays)
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Colour
Col.cm
Percentage
In PKR
Start
End
27x4 -A
150
553,500
13-Apr
30-Jun
27x4-B
175
608,850
1-Jul
30-Sept
15x8
150
553,500
13-Apr
31-Dec.
15x8 (Friday/Saturday)
90
420,660
13-Apr
30-Sep
15X4 (Friday / Saturday)
150
307,500
13-Apr
31-Dec.
FP (Colour)
(BP Premium)
Pages
FP
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
15x8
150
615,000
1-Jan
Mar 31,2010
15x8 (Friday/Saturday)
90
467,400
1-Oct
Nil
15X4 (Friday / Saturday)
150
307,500
13-Apr
31-Dec
Page 2 & 3
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
Pg-2-3
54x8 (only on page 2)
60
1,416,960
13-Apr
Nil
Colour
27x8
65
730,620
13-Apr
30-Sep
k-Isb condensed
36x6 (Only on page 2)
70
752,760
13-Apr
June 30,2009
L-Isb condensed
18X6
65
365,310
13-Apr
15-May
Isb-K condensed
15x8
65
365,310
13-Apr
31-Dec.
15x4
65
202,950
13-Apr
Nil
27x4 -A
65
365,310
13-Apr
30-Jun
K-Lhr Cond Pg 3
27x4-B
90
420,660
1-Jul
30-Sep
L-Khi cond Pg 3
20x3-A
90
233,700
13-Apr
30-Jun
I-Lhr Cond Pg 3
20x3-B
120
270,600
1-Jul
30-Sep
The Department of Management Sciences
Page 65
INTERNSHIP REPORT
DAWN NEWSPAPER
Slim Width 2
Pages
Pg-2-3
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
54x8 (only on page 2)
60
1,416,960
1-Oct
Nil
27x8
65
730,620
1-Oct
Dec. 31
15x8
65
405,900
1-Jan
Mar 31,2010
15x4
65
202,950
13-Apr
Nil
Page 4
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
Pg-4
27x8
45
642,060
13-Apr
30-Sep
Colour
36x6
45
642,060
13-Apr
30-Jun
/Bal/Qta/Hyd
18X6
45
321,030
13-Apr
15-May
L-Isb
15x8
45
321,030
13-Apr
31-Dec.
Nat’l Punjab
15x4
45
178,350
13-Apr
Nil
excld LHR
27x4 -A
45
321,030
13-Apr
30-jun
27x4-B
60
354,240
1-Jul
30-Sep
Ntnl Punjab
20x3-A
60
196,800
13-Apr
30-Jun
excld LHR
20x3-B
80
221,400
1-Jul
30-Sep
K- Ntnl Sindh
Slim Width 2
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
27x8
45
642,060
1-Oct
31-Dec
15x8
45
356,700
1-Jan
Mar 31,2010
15x4
45
178,350
13-Apr
Nil
27x4
80
398,520
1-Oct.
Nil
Pg-4
The Department of Management Sciences
Page 66
INTERNSHIP REPORT
DAWN NEWSPAPER
Page 5
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
National/
15x8
15
254,610
13-Apr
31-Dec.
General
15x4
15
141,450
13-Apr
Nil
Black/White
27x4 -A
35
298,890
13-Apr
30-Jun
27x4-B
50
332,100
1-Jul
30-Sep
20x3-A
50
184,500
13-Apr
30-Jun
10x4
25
102,500
13-Apr
Nil
Pg-5
continuation
5x2 to 15x2 will be allowed till September 30, 2009 without premium
Fixed sizes are 5x2,10x2 ,15x2
Slim Width 2
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
15x8
15
282,900
1-Jan
Mar 31,2010
15x4
15
141,450
13-Apr
Nil
10x4
25
102,500
13-Apr
Nil
Page 8
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
54X8
0
885,600
13-Apr
Nil
Pg-8
27x8
0
442,800
13-Apr
30-Sep
content of 5
36x6
0
442,800
13-Apr
30-Sep
Black/White
18X6
0
221,400
13-Apr
15-May
15x8
0
221,400
13-Apr
31-Dec.
15x4
0
123,000
13-Apr
Nil
National
27x4 -A
0
221,400
13-Apr
30-Jun
K-Punjab
27x4-B
10
243,540
1-Jul
30-Sep
L/I- NWFP, NA,
20x3-A
0
123,000
13-Apr
30-Jun
AJK, FATA
20x3-B
25
153,750
1-Jul
30-Sep
The Department of Management Sciences
Page 67
INTERNSHIP REPORT
DAWN NEWSPAPER
Slim Width 2
Pages
Pg-8
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
54X8
0
885,600
13-Apr
Nil
27x8
0
442,800
1-Oct
Dec. 31,09
36x6
0
442,800
1-Oct
Dec. 31,09
15x8
0
246,000
1-Jan
Mar 31,2010
15x4
0
123,000
13-Apr
Nil
10x4
0
82,000
13-Apr
Nil
Page 10 & 11
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
Pg-10-11
54X8 (only on page 11)
20
1,062,720
13-Apr
Nil
Colour
36x6
20
531,360
13-Apr
June 30 ,2009
27x8
20
531,360
13-Apr
30-Sep
18X6
20
265,680
13-Apr
15-May
15x8
20
265,680
13-Apr
31-Dec.
15x4
20
147,600
13-Apr
Nil
27x4 -A
25
276,750
13-Apr
30-Jun
27x4 -B
35
298,890
1-Jul
30-Sep
20x3-A
30
159,900
13-Apr
30-Jun
20x3-B
40
172,200
1-Jul
30-Sep
10x4 (Only on page 10)
30
106,600
13-Apr
Nil
Int'l-1& 2
Slim Width 2
Pages
Pg-10-11
Acceptable size
Premiums
Absolute Cost
Validity-
Col.cm
Percentage
In PKR
Start
End
54X8 (only on page 11)
20
1,062,720
13-Apr
Nil
27x8
20
531,360
1-Oct
Dec. 31,09
15x8
20
295,200
1-Jan
Mar .31,2010
15x4
20
147,600
13-Apr
Nil
10x4 (Only on page 10)
30
106,600
13-Apr
Nil
The Department of Management Sciences
Page 68
INTERNSHIP REPORT
DAWN NEWSPAPER
Back Page
Transition Phase + Slim Width 1
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Back Page
Col.cm
Percentage
In PKR
Start
End
Colour
27x8
90
841,320
13-Apr
30-Sep
18X6
90
420,660
13-Apr
15-May
15x8
90
420,660
13-Apr
31-Dec.
15x4
90
233,700
13-Apr
Nil
27x4-A
90
420,660
13-Apr
30-Jun
27x4-B
125
498,150
1-Jul
30-Sep
20x3-A
125
276,750
13-Apr
30-Jun
20x3-B
200
369,000
1-Jul
30-Sep
Slim Width 2
Pages
Acceptable size
Premiums
Absolute Cost
Validity-
Back
Col.cm
Percentage
In PKR
Start
End
Page
27x8
90
841,320
1-Oct
Dec. 31,09
15x8
90
467,400
1-Jan
Mar 31,2010
15x4
90
233,700
13-Apr
Nil
The Department of Management Sciences
Page 69
INTERNSHIP REPORT
DAWN NEWSPAPER
Metropolitan Retail
Rate Sheet Lahore
Total Cost of Advertisement on Page 14 Total Cost of Advertising on Page 15
Size
based on size
based on size
(MR Rate only valid on weekdays)
(MR Rate only valid on weekdays)
Total
Regular
CM/C
@ 690
5x2
10
6900
6x2
12
7x2
cm x c
Metropolitan
Metropolitan
Retail
B/W Retail
@ 414
@540
Regular
B/W Metropolitan
Color OR Color
B/W OR Color
@1080/1050
@ 648/630
4140
N/A
N/A
8280
4968
N/A
N/A
14
9660
5796
N/A
N/A
8x2
16
11040
6624
N/A
N/A
9x2
18
12420
7452
N/A
N/A
10 x 2
20
13800
8280
N/A
N/A
11 x 2
22
15180
9108
N/A
N/A
12 x 2
24
16560
9936
N/A
N/A
13 x 2
26
17940
10764
N/A
N/A
14 x 2
28
19320
11592
N/A
N/A
15 x 2
30
20700
12420
16200
N/A
N/A
16 x 2
32
22080
13248
17280
N/A
N/A
18 x 2
36
24840
14904
19440
N/A
N/A
19 x 2
38
26220
15732
20520
N/A
N/A
20 x 2
40
27600
16560
21600
N/A
N/A
21 x 2
42
28980
17388
22680
N/A
N/A
25 x 2
50
34500
20700
27000
N/A
N/A
27 x 2
54
37260
22356
29160
N/A
N/A
20 x 3
60
N/A
N/A
N/A
64800
38880
15 x 4
60
N/A
N/A
N/A
50400
30240
27 x 4
108
N/A
N/A
N/A
113400
68040
15X8
108
N/A
N/A
N/A
90720
54432
27 x 8
216
N/A
N/A
N/A
181440
108864
The Department of Management Sciences
Retail
Page 70
INTERNSHIP REPORT
DAWN NEWSPAPER
Metropolitan Retail
Rate Sheet Karachi
Total Cost of Advertisement on Page Total Cost of Advertising on Page 15
Size
14based on size
based on size
(MR Rate only valid on weekdays)
(MR Rate only valid on weekdays)
Total
Regular
CM/C
@ 1150
5x2
10
11500
6x2
12
7x2
cm x c
Metropolitan
Metropolitan
Retail
B/W Retail
@ 690
@900
Regular B/W Metropolitan
Color OR Color
B/W OR Color
@ 1800/1750
@ 1080/1050
6900
N/A
N/A
13800
8280
N/A
N/A
14
16100
9660
N/A
N/A
8x2
16
18400
11040
N/A
N/A
9x2
18
20700
12420
N/A
N/A
10 x 2
20
23000
13800
N/A
N/A
11 x 2
22
25300
15180
N/A
N/A
12 x 2
24
27600
16560
N/A
N/A
13 x 2
26
29900
17940
N/A
N/A
14 x 2
28
32200
19320
N/A
N/A
15 x 2
30
34500
20700
27000
N/A
N/A
16 x 2
32
36800
22080
28800
N/A
N/A
18 x 2
36
41400
24840
32400
N/A
N/A
19 x 2
38
43700
26220
34200
N/A
N/A
20 x 2
40
46000
27600
36000
N/A
N/A
21 x 2
42
48300
28980
37800
N/A
N/A
25 x 2
50
57500
34500
45000
N/A
N/A
27 x 2
54
62100
37260
53460
N/A
N/A
20 x 3
60
N/A
N/A
N/A
108000
64800
15 x 4
60
N/A
N/A
N/A
84000
50400
27 x 4
108
N/A
N/A
N/A
189000
113400
15 x 8
108
N/A
N/A
N/A
189000
90720
27 x 8
216
N/A
N/A
N/A
302400
181440
The Department of Management Sciences
Retail
Page 71
INTERNSHIP REPORT
DAWN NEWSPAPER
Spider
ADVERTISEMENT TARIFF 2008
4 – COLOR ADVERTISEMENTS
Position
Number of Insertions
Cost
1 to 5
Rs 21,000
6 to 11
Rs. 20,000
12 and More
Rs. 19,000
Facing Pages Spread
Double the applicable rate
for the full page
BLACK AND WHITE ADVERTISEMENTS
Position
Number of Insertions
Cost
1 to 5
Rs. 11,000
6 and More
Rs. 10,000
12 and more
Rs. 9,000
FIXED POSITIONS
Position
Cost
Back Cover
Rs. 36,000
Inside Front Cover
Rs. 34,000
Inside Back Cover
Rs. 35,000
GATE FOLD
Position
Cost
Inside Front Cover
Rs. 45,000
Centerfold
Rs. 40,000
Inside Back Cover
Rs. 40,000
The Department of Management Sciences
Page 72
INTERNSHIP REPORT
DAWN NEWSPAPER
AURORA:
Tariff for the Year 2009
SIZE
RATE PER INSERTION
Full Page
Rs. 67,680/=
(37cm x 4col.)
Half Page
Rs. 33,840/=
(37cm x 2col.)
Half Page
Rs.33,840/=
(18cm x 4col.)
15cm x 4col.
Rs. 28,200/=
Quarter Page
Rs. 16,920/=
(18cm x 2col.)
Less than quarter
Rs. 14,100/=
(15cm x 2col.)
Single col. Vertical
Rs.16,920/=
(37cm x 1col.)
Inside Flap
Rs. 40,000/=
(40cm x 2col.)
Back Flap
Rs. 45,000/=
(40cm x 2col.)
BASIC RATE
Rs. 470/= per col. Cm
Events:
DAWN EDUCATION EXPO:
International Packages:
PACKAGE A (US $ 3,600) :
Octonorm stand Size-A in Karachi, Lahore & Islamabad.
A 20cm x 3col. colour advertisement (20cm x 12cms) in the DAWN Special Report on Education.
A full-page colour advertisement (27cm x 18cms) in the SPIDER Interne Magazine.
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 1 counter, 1 shelf & 2 chairs along with spotlights
The Department of Management Sciences
Page 73
INTERNSHIP REPORT
PACKAGE B (US $ 4,800):
DAWN NEWSPAPER
Octonorm stand Size-B in Karachi, Lahore & Islamabad.
A Quarter-page colour advertisement (27cm x 16cms) in the DAWN Special Report on Education.
A full-page color advertisement (27cm x 18cms) in the SPIDER Internet Magazine.
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 1 counter, 1 shelf & 2 chairs along with spotlights.
PACKAGE C (US $ 7,800):
Octonorm stand Size-C in Karachi, Lahore & Islamabad
A half-page color advertisement (27cm x 32.5cms) in the DAWN Special Report on Education
A full-page color advertisement (27cm x 18cms) in the SPIDER Internet Magazine
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 3 counter, 3 shelves & 4 chairs along with spotlights
PACKAGE D (US $ 13,000)
Octonorm stand Size-D in Karachi, Lahore & Islamabad
A full-page color advertisement (54 cm x 32.5cms) in the DAWN Special Report on Education
A full-page color advertisement (27cm x 18cms) in the SPIDER Internet Magazine.
150 - 200 words introductory write-up in DAWN Special Report
Stand descriptions: Shell Scheme with Insignia – Inclusive of 4 counter, 4 shelves & 6 chairs along with spotlights
Local Packages:
Packages National (Karachi, Lahore,Islamabad):
Package 1 – Rs. 265,000
3m x 3m stall in Karachi, Lahore and Islamabad
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page color advertisement in HERALD.
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights
Package 2 – Rs. 385,000
4m X 4m stall in Karachi, Lahore and Islamabad
A quarter-page color advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Two Banners space on the outer grill of Expo Center Karachi.
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights
The Department of Management Sciences
Page 74
INTERNSHIP REPORT
Package 3 – Rs 620,000
DAWN NEWSPAPER
One 240/ 252/ 256 sq ft. marked bare space in Karachi, Lahore and Islamabad
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three Banners space on the outer grill of Expo Center Karachi.
Stall description: Bare space with area marked
Package 4 – Rs. 890,000:
One 312 / 324 sq ft. marked bare space in Karachi, Lahore and Islamabad
A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Four Banners space on the outer grill of Expo Center Karachi.
Stall description: Bare space with area marked
Packages Karachi Only:
Package 1 – Rs. 190,000
One 3m x 3m stall.
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights
Package 2 – Rs. 285,000
One 4m X 4m stall.
A quarter-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
One-banner Space on the outer grill Expo Center
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights
The Department of Management Sciences
Page 75
INTERNSHIP REPORT
Package 3 – Rs. 490,000:
DAWN NEWSPAPER
One 240/ 252/ 256 sq ft. empty marked space.
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
Two-banners space on the outer grill Expo Center
Stall description: Bare space with area marked
Package 4 – Rs. 750,000
One 312 / 324 sq ft. empty marked space.
A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three-banners space on the outer grill Expo Center
Stall description: Bare space with area marked
Lahore- Karachi only:
Package A : Rs.184,000
2 x 3 m stall
20x3 color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
Package B: Rs.254,000
3 x 3 m stall
Quarter Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
Package C: Rs. 432,000
3 x 4 m stall
Half Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
The Department of Management Sciences
Page 76
INTERNSHIP REPORT
Package D: Rs.750,000
DAWN NEWSPAPER
4 x 5 m stall
Full Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
Property Investment Show:
Exhibition Packages
Package A –Rs. 196,000
Octonorm stand Size-A (check floor plan for size)
One Quarter-page color advertisement (nationwide) in DAWN special report on International Property
Investment Show
800-word article with pictures in the Special Report
Stall Description: Octonorm – inclusive of counters, shelf & chairs along with spotlights
Package B – Rs. 375,000
Octonorm stand Size-B (check floor plan for size)
One Half-page color advertisement (nationwide) in DAWN special report on International Property
Investment Show
1400-word article with pictures in the Special Report
Stall Description: Octonorm – inclusive of counters, shelf & chairs along with spotlights
Package C – Rs. 735,000
Octonorm stand Size-C (check floor plan for size)
One Full-page color advertisement (nationwide) in DAWN special report on International Property
Investment Show
2000-word article with pictures in the Special Report
Stall Description: Octonorm – inclusive of counters, shelf & chairs along with spotlights
The Department of Management Sciences
Page 77
INTERNSHIP REPORT
Dawn All about Lifestyle:
DAWN NEWSPAPER
Packages National Combined (Karachi, Lahore, Islamabad):
Package 1 – Rs. 265,000
3m x 3m stall in Karachi, Lahore and Islamabad
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page color advertisement in HERALD.
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights
Package 2 – Rs. 385,000
4m X 4m stall in Karachi, Lahore and Islamabad
A quarter-page color advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Two Banners space on the outer grill of Expo Center Karachi.
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights
Package 3 – Rs 620,000
One 240/ 252/ 256 sq ft. marked bare space in Karachi, Lahore and Islamabad
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three Banners space on the outer grill of Expo Center Karachi.
Stall description: Bare space with area marked
Package 4 – Rs. 890,000.
One 312 / 324 sq ft. marked bare space in Karachi, Lahore and Islamabad
A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Four Banners space on the outer grill of Expo Center Karachi.
Stall description: Bare space with area marked
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Packages Karachi Only:
DAWN NEWSPAPER
Package 1 – Rs. 190,000
One 3m x 3m stall.
A 20cms x 3cols. colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 3 spotlights
Package 2 – Rs. 285,000
One 4m X 4m stall.
A quarter-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
One-banner Space on the outer grill Expo Center
Stall description: Octonorm – inclusive of 1 counter, 2 chairs along with 4 spotlights
Package 3 – Rs. 490,000
One 240/ 252/ 256 sq ft. empty marked space.
A half-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
Two-banners space on the outer grill Expo Center
Stall description: Bare space with area marked
Package 4 – Rs. 750,000
One 312 / 324 sq ft. empty marked space.
A full-page colour advertisement in DAWN special report.
A full page colour advertisement in HERALD.
A brief write-up in the special report
Three-banners space on the outer grill Expo Center
Stall description: Bare space with area marked
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Lahore- Karachi only:
DAWN NEWSPAPER
Package A : Rs.184,000
2 x 3 m stall
20x3 color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
Package B: Rs.254,000
3 x 3 m stall
Quarter Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (100-150 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
Package C: Rs. 432,000
3 x 4 m stall
Half Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
Package D: Rs.750,000
4 x 5 m stall
Full Page Color advertisement in DAWN special report
A full page colour advertisement in SPIDER
A brief write-up in Dawn Special Report (150-200 words)
Stall description: Octonorm – inclusive of 1 counter & 2 chairs along with spotlights
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Circulation at DAWN:
DAWN NEWSPAPER
DAWN is ranked to be the No.1 newspaper regarding circulation figures. It is the most widely
distributed English newspaper throughout the nation and its market is so much diverse and
extensive. To cater to the needs of such a sophisticated and expanded consumer base, DAWN puts
serious efforts to reach from larger metropolises to smaller and more challenging country sides.
Major Stations:
Karachi:
This station covers Karachi region, whole Sindh province and all destinations of Balochistan
province.
Islamabad:
This station covers Islamabad region, Federally Administrated Northern Areas and Azad Jammu
and Kashmir
Lahore:
This station circulates the newspaper to all destinations of Punjab province. As I did my internship
work in this very station, I will be presenting before you the details of distribution
(We should better say it “Circulation” as the product is newspaper) polices, procedures and
strategies implemented by the “Circulation Department” of this very station.
Geographical Stratification:
Printing and press work is carried out by the Production department at DAWN Lahore office. Then
newspaper is distributed to the following THREE smaller stations.
Lahore Region
Along with controlling and regulating the circulation activities of DAWN newspaper to the whole
larger station of Lahore, this station also supplies to the following smaller stations:
o Gujranwala, Gujrat, Faisalabad, Jehlum, Okara, Sahiwal, Mandi Bahauddin, Qasoor
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DAWN NEWSPAPER
Multan Region
The office of this station operates and circulates the newspaper in following destinations;
o Multan, Muzaffar Garh, Dera Ghazi Khan, Rajan pur, Bahawalpur, Khanewal,
Bahawalnagar
Rahim Yar Khan:
This is comparatively less expanded sub-station and manages the circulatory operation of the
following destinations.
o Khan pur, Liaqat pur, Sadiq abad, Rahim Yar Khan
Circulation Procedure
Circulation department is the main coordination nucleus of whole distribution channel. First of all it
coordinates with marketing and sales department to gauge the demand of news paper in the market.
After that it conveys the demanded quantity of newspaper to the production department. Efficient
and effective coordination with production department is the in this process because production
department has to meet the time lines aswel as quality. As soon as the newspaper is in finished
form, it is moved to market from where it is picked up by transport to move it further.
DAWN uses following types of logistics to transport the paper;
o DAWN mini-cabs (for local circulation)
o Pick-ups
o Public transport
o Air ways
On the receiving end there are following types of intermediaries, depending upon the nature of
destination and volume of consumption;
o News agencies
o Hawkers
The News Agencies are usually responsible to circulate the paper through hawkers and
independently deal with them in each and every situation. These act as “final joints in circulation
chain”. These usually do not exist in much smaller destinations, where hawkers act solely in the
business.
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DAWN NEWSPAPER
News agencies and hawkers are given Commission on the basis of their sales figure.
Following percentages are given to news agents:
o 37.33% (Large Cities)
o 33% (Small Cities)
Circulation department also arranges Annual and semi-annual get-to-gathers for planning a better
and more effective consumer service.
Circulation department also manages activities like accounts, client services, subscription and
regulating the whole supply chain. Semi-annual and annual meetings are arranged at central office
Karachi, to mix up human resource for better coordination and brilliant ideas. Thus whole
procedure completes its cycle in an integrated way.
Circulation of Magazines;
Circulation of Herald, Spider and AURORA usually takes the same route. In addition to this, these
magazines are also placed at different book stores to enhance the outreach.
Human Resource at Circulation Department
The circulation department of DAWN Lahore is headed by Umair Majeed. His designation is
Manager Circulation and he is answerable to General Manager. The department has a team of
members with following designation; these work under Manager Circulation:
o Sales Promotion Officers
o Night Incharge
o Circulation Officers
o Special Assistants
In addition to these, people at Multan and Rahim Yar Khan are also included.
News Agencies
On the basis of their nature DAWN deals with two kind of news agencies:
o Exclusive
o Independent
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DAWN NEWSPAPER
Independent news agencies work for all the players in the industry; these are not legally bound to
entertain with special services.
To get an Exclusive News Agency status for DAWN, one has to qualify certain criteria. These,
usually are:
o No. of copies to sell
o Amount of security
At DAWN, Rs.10,000 are required to be deposited for security against one copy. This amount is
credited to Sales Account Register of the circulation department. Exclusive agencies are customary
in large stations.
Honorary or Free of Cost Circulation
Dawn also distributes free copies to different sections of society to promote awareness and promotion.
These copies are custo arily called co ple e tary copies . Da
circulates so e of these free copies o
humanitarian basis to the people or groups who can not even afford to buy it.
The Department of Management Sciences
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DAWN NEWSPAPER
TRAINING PROGRAMME
The Department of Management Sciences
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The Department of Management Sciences
DAWN NEWSPAPER
Page 86
INTERNSHIP REPORT
DAWN NEWSPAPER
TRAINING PROGRAMME
An intern is someone who works in a temporary position with an emphasis on on-the-job training
rather than merely employment, making it similar to an apprenticeship. Interns are usually college
or university students. Student internships provide opportunities for students to gain experience in
their field, determine if they have an interest in a particular career, create a network of contacts, or
gain school credit. Internships provide employers with cheap or free labor for (typically) low-level
tasks, and also the prospect of interns returning to the company after completing their education and
requiring little or no training.
INTERNSHIP AT DAWN:
RECOMMENDATION:
This exposure of internship starts from the point when it was told by IBA official about my
internship at Dawn.
Interview:
A brief interview was taken by a personnel at Dawn who were actually Mrs. Rabeea Salman,
Marketing and Planning Manager at Dawn and also responsible for handling internship programs at
Dawn. It was a great experience as it was my first interview ever, but the person made me feel very
comfortable. That was actually a very brief discussion and she told me to wait for her Mail. After a
couple of days, I got a mail from her mentioning dates and timing of internship.
Joining at Dawn:
I was there at Dawn on the mentioned date and time. Some other interns were also there. We were
welcomed very warmly. We are told that, it was a five week internship and we are going to visit
five departments, one week for one department. These were;


Marketing and Planning Department

Supplements and Special Events Department

Advertisement Department

Circulation Department
Production Department
The Department of Management Sciences
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1 - Marketing and Planning Department:
DAWN NEWSPAPER
First department to work in was marketing and planning department. Mrs. Rabeea Salman was the
Manager Marketing and Planning and were going to be our supervisor for this first week.
She gave us assignments to learn about marketing mix of Dawn and learning about its competitors.
The assignments are as follows.
Task # 1
Content Analysis
DAWN Newspaper
You have to study and scan the DAWN Newspaper thoroughly and prepare a presentation of not
more than 2-3 pages. Following are a few points to give you an idea of the basic framework of the
presentation. You are expected to be concise and to the point, however the presentation should
reflect your understanding of the DAWN Newspaper.
Daily DAWN
 Masthead
 Layout
 Various Section/Content
 News Sources
 Advertising
 Target Reader (Gender, age, group, SEC) (give the percentages)
DAWN In Paper Magazines (Weekly Package)
 Issued On
 Cover/Masthead
 Format
 Regular Sections
 Advertising

Target Reader
The Department of Management Sciences
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DAWN NEWSPAPER
Daily DAWN Newspaper
Masthead:
Regd #
Left
Middle
“FOUNDED BY QUAID-E-AZAM”
DAWN Logo
website, volume number, date and price
Ad
Right
Ad (mostly with some quotation)
Layout:


Broadsheet Style that is regarded as more serious as compared to tabloids.

News - Headings, Details & Pictures (if any) along with the name of the person reporting.

Black & White Text in the form of Columns (8 columns mostly).
Advertisements are incorporated within text (usually located in masthead & lower halves).
News Sources:




DAWN’s Agents & correspondents.
White star (DAWN’s owned news agency).
National & International News Agencies – AFP, APP, AP, Reuters.
Other Source (Internet, Public, politicians, bureaucrat & other officials etc).
Sections:
COMPONENTS
PAGE #
Front and Back 1 & 12
resp.
page
2-5 & 8-9
National
6
Opinion
Editorial
7
Miscellaneous
8
World in focus
10
International
11
Metropolitan
13-16
Business
17-19
Encounter
Sports
19
20-22
CONTENTS
Most Significant National & International News of previous day. Front
page contains “Inside, Plus & Tomorrow”.
Covers news from all over the country.
“Letter‫ا‬To‫ا‬Editor” contains public views and stance on particular issues.
Friday Feature covers Islamic issues.
Page covers articles from writers/journalists/political analysts from
Pakistan & all over the world. Other Voices covers articles from other
newspapers
Sometimes substitutes “National” page, contains public notices, ads etc.
The page(s) also appear on random days between Metropolitan and
Business Pages.
Covers news & Analysis from all around the globe. Names of the writers
are mentioned.
Covers International news only. Names of persons reporting are not
mentioned
News from & for specific major cities of the country, includes Karachi,
Islamabad, Lahore & Peshawar. Middle Page of this section contains
weather, horoscope, comic and games, today on DAWNNEWS.
Covers news related to Business world, Industry, Finance, Stocks and
Commodities. Forex rates & Stock Exchange rates are also given.
Page is issued on Sundays only (in place of a business page).
Pages cover specifically Sports News (National & International).
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DAWN NEWSPAPER
Advertisement:
Ads are given randomly; mostly the first page contains an ad of quarter page in the lower portion. Categories
of Ads are FMCG, Banks & Companies (telecommunication mostly). Specific pages of advertisement are
also there for example; Miscellaneous page is comprised majorly by ads of tender notices, admissions &
Announcements etc. Ads of certain products are given in related pages to that product for example; Ads of
sports goods are given in Sports Pages. Some companies place their ads in Business pages. While Pages of
opinions and editorial are free of ads.
Target Readers:
ON GEOGRAPHICAL BASIS readers of DAWN are mostly located in major cities, Small cities, suburban
and rural areas has very nominal amount of DAWN Readers.
ON DEMOGRAPHICAL BASIS
AGE of target market varies from around 16 to 70. Different age groups are concerned with different
sections. For example; Young people are more concerned with Ads and sports pages, mature persons are
more concerned with Business and International pages etc.
GENDER wise almost 80% readers of DAWN are male.
PROFESSIONALLY DAWN readers are mostly Bankers, Business Persons, Employees holding managerial
positions & students etc.
On EDUCATION basis DAWN readers include highly educated class (at least intermediate level) and
anyone fluent in English and wants to keep him/her self updated with current issues.
ON SOCIO – ECONOMIC BASIS
Among DAWN readers most of the people belongs to upper middle class to upper class. A minor amount of
middle class is also there.
* If people are given both DAWN and a leading Urdu newspaper, out of 8 persons only one will choose
DAWN to read. Sale of DAWN on Sunday is almost twice as compared to other working days due to its
ADBUZZZ Portion. People read DAWN due to its quality, authenticity, Diversification &for the purpose of
learning.

People do not choose DAWN because it is difficult to understand, price factor, habitual.
The Department of Management Sciences
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DAWN NEWSPAPER
Task # 2
DAWN In Paper Magazine
Following are the In Paper Magazines along with the days of Issuance;




The Economic and Business Review
Young World
Books and Authors
Images
 The National Advertiser
o
o
o
Every Monday
Every Saturday
Every Sunday
Every Sunday
Every Sunday
ADBUZZZZ
REAL ESTATE
CAREERS
THE ECONOMIC AND BUSINESS REVIEW:
Format: Pages Color Orange, text color Black, Broadsheets style, usually 6 pages.
Regular Section: Economy & Business, Agriculture & Technology, experts’ analysis & comments
on investment trends and stock exchange movements. As Monday’s edition does not contain regular
business pages, contents of those pages are also included in this special edition.
Advertisement: No Advertisement at all.
Target Readers: Business and financial communities or the persons related to it.
YOUNG WORLD:
Format: Tabloid style, very Colorful, 12 Pages, It aims at educating as well as entertaining.
Regular Sections: world Buzz, Showcase, Hot shot, poet’s, in season, Time Check, Myth & Mystery etc.
Advertisement: Complete pages of “Advertisement” are placed somewhere within the Magazine. Ads are
particularly related to the target market i.e. kids & teenagers.
Target Readers: Children between 9 -16 are targeted irrespective of the gender.
BOOKS AND AUTHORS:
Format: Tabloid style, Green as Theme color, Comprises of 8 Pages, reviews on books on various topics in
English, Urdu and regional languages.
Regular Sections: Fiction, Non-Fiction, Column, reviews etc.
Advertisement: Ads are given only on the last page, Mostly of Publishers or related to books, digests.
Target Readers: Book lovers, Intellectuals & scholars, and literary persons.
IMAGES:
Format: Broadsheet style, very Colorful Pages, majorly pictorial, “inside” is given at the top of 1st page.
Regular Sections: Youth tube, Magazine, Fashion Feature, Sci-Tech, Gallery, Review.
Advertisement: Randomly placed, related to target group, mostly FMCG.
Target Readers: Attracts Fashion Lovers & youngsters.
The Department of Management Sciences
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DAWN NEWSPAPER
THE NATIONAL ADVERTISER:
Format: Broadsheet style, mostly Black & white, Articles are Colorful incorporated within Ads.
Regular Sections:



Real Estate that includes Ad of real estates and Rentals (residential & Commercial).
Careers include Ads about career opportunities, and admissions.
Adbuzz includes general Ads like Automobiles, Rentals, Marriage bureau, Kids, Tutors. Some
Miscellaneous pages are there.
Advertisement: The whole section comprises of Advertisements except articles at some places. In these
sections ads are placed by public as well as by companies.
Target Readers: All those who are concerned and interested in above categories. For example; students,
real estate sellers and buyers, property dealers, automobile buyers and sellers and so on.
Comparative Analysis of DAWN and THE NEWS
L
A
Y
O
U
T












DAWN
Broadsheet style
Black & White
Font is soft, dim & not much bright
8 columns
Less Pictorial
Not much Colorful (only pictures & ads have
color)
News in Single Heading with Details
No continuation of News Details
Ads at the lower portion (Max. ¼ Page ad on 1 st
page)
1st page has 3-7 headlines (inner pages have up to
10)
“Inside” is given on 1st page.
No separate blocks are seen.
Regular Sections are
C
O
N
T
E
N
T
S











Main Pages (Front & Back)
National
Editorial
Opinions
World In Focus
International
Miscellaneous (not a regular page)
Business
Sports
Metropolitan (Lahore, Karachi, Islamabad,
Peshawar)
No separate portion for Showbiz News
The Department of Management Sciences












THE NEWS
Broadsheet style
Black & White
Font is Stronger, Darker & much brighter as
compared to DAWN
8 columns
More Pictures than DAWN
More Colorful pictures, borders, separator, lines
& ads.
In most cases Heading, Subheading & then
details are given.
On 1st page most of news item has continuation.
No restriction about placement of ads.
Sometimes ads are incorporated within text.
Front page ads usually cover half page.
1st Page has 10-15 headlines (inner pages are
nearly the same).
No “Inside”
A prominent vertical column is given on almost
every page.
Regular Sections are











Main Pages (Front & Back)
National
Editorial
Opinions
World
Class Ads (a regular page)
Business News
Sports News
City News (Lahore, Karachi, Islamabad,
Peshawar)
Leisure (Horoscope, Crossword, Chess,
Bridge & cartoons)
Instep Today (covers Hollywood &
bollywood News)
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INTERNSHIP REPORT
C
O
V
E
R
A
G
E
M
A
G
A
Z
I
N
E
S
DAWN NEWSPAPER
News Coverage
News Coverage
Style
Style
 More International
 More Social Issues
 Less of showbiz item
 No special focus on any issue 



Objective Reporting
Maturity in writing
Lesser mistakes
Unbiased
 Neutral, they let people make their own
opinion & view point
Economic & Business Review --- Monday
Covers Economy & Industry, agriculture &
technology, reviews.
Young World --- Friday
Items related to kids like; world Buzz, in season
Myth & Mystery etc.
Books and Authors --- Sunday
Books related items like; Fiction, Non-Fiction,
Column, reviews
Images --- Sunday
Attractions for youngsters ( Youth tube,
Magazine, Fashion Feature)
The National Weekend Advertiser
--Sunday
 ADBUZZZ
 Real Estate
 Career
 More Political
 Less Social Issues
 Much about showbiz (both bollywood and
hollywood)
 “amen ki asha” Is a very regular item news.
 Mirch Masala is added in News Items.
 Exaggerative
 Many mistakes in typing and sentence
making
 Indian influence
 Mostly partial (pro or anti about an incident)
Business and Finance --- Monday
Business, Finance, Economy, Experts’ analysis
& comments
Disney Discoverer --- Saturday
Section for kids, very attractive, colorful &
interesting.
Us --- Friday
Target youngsters, contains celebrity interviews,
movies, music, GURU.
Shehr --- Sunday
City News, problems & section of Political
Economy.
Encore --- Sunday
DIALOGUE, LITERATI & FOOTLOOSE
Instep --- Sunday
For female youth specifically, It’s about fashion,
Gallery, Styles etc.
Similarity:
R
E
A
D
E
R
S
Readers of both the news papers are educated, financially well off, located in urban areas.
Difference:
DAWN’s‫ا‬readers‫ا‬are‫ا‬more‫ا‬mature‫ا‬as‫ا‬compared‫ا‬to‫ا‬that‫ا‬of‫ا‬THE‫ا‬NEWS.
Readers of THE NEWS belongs to young generation (particularly female) are more as
compared‫ا‬to‫ا‬DAWN’s
Professionally readers of DAWN include more bureaucrats, Employers, Bankers & Top
Management than THE NEWS.
DAWN’s‫ا‬readers‫ا‬are‫ا‬more‫ا‬learned,‫ا‬THE‫ا‬NEWS‫ا‬are‫ا‬just‫ا‬educated.
As THE NEWS is in easy English, proportion of new English readers can be more with respect
to DAWN.
The Department of Management Sciences
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Task # 3
DAWN NEWSPAPER
Group Publications of Pakistan Herald Publications Limited
 Brief Overview
 Price
 Periodicity
 Category
 Target Readers
 Strengths
 Weaknesses
 Suggestions
 Identify its competitors. List down their names, Price, Periodicity and their
competitive edge, if any.
Task # 4
Proposal for a new in-paper or separate magazine
 Name
 Category
 Size
 Frequency/periodicity
 Main focus of the content
 Paper quality
 Price (if it’s not an in-paper magazine)
 Target market
 Prospective advertisers
A complete dummy magazine has to be submitted.
The Department of Management Sciences
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DAWN NEWSPAPER
Proposal for a new In-paper magazine
Name: Technology Horizons
Category: Technology (In-Paper)
Size; 55/34 cm
Broad sheet style
Frequency: Weekly publish on Mondays
Paper Quality: Newspaper Print
Price: Price of the Newspaper will be Rs.20
Main focus of Content:
The content will focus on the news and happenings regarding technology, includes
Mechanical/Physical equipments, Gadgets and Information Technology in order to
update the readers about new inventions.
Target Market:
The magazine will cater most specifically the youth, business persons, management
related to production or manufacturing, students engineers, IT professionals and
generally to all readers who wants to keep themselves updated.
Advertisers:
 Telecommunication companies
 Electronic and digital devices
 Gadgets
 Manufacturers of Industrial Machinery
The Department of Management Sciences
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Task # 5
DAWN NEWSPAPER
Message Advertising Agency:
Advertising agency deals with words that will
effect clients. For example. Like dramatic
words and words get shapes in the form of
movies. Agency works on different products
deals with different peoples. Agency has 3
major department.
1) Accounts Department.
A client strat working with company
it’s a account for agency. It is like
business
development
department.
The basic function of this department
is to maintain and manage the account. When client wants to do anything it reffered to
advertising agency to make TVC, posters, banners and etc.
2) Creative Department.
Stratedgy and words are key in this department. Bsically it trapes the clients by words. When
creative department is done it must be locked by client.
3) Art Department.
When tvc is final it goes to director and
director make designing. This same thing
goes to radio,posters,magazine and pill
boards by art department.
Media Department.
The advertising is relay on this department.
This department working with different
media like geo, dawn and express. This
department
is
planning
Whether
advertising to send it to dawn or not.
The Department of Management Sciences
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Task # 6
DAWN NEWSPAPER
Spelling Bee:
In 1998, DAWN became the first newspaper in Pakistan (and so far the only one) to launch a
Newspaper in Education Programme (NIE). Such Programmes are widely practiced by leading
newspapers in Europe, North and South America and Asia.
Spelling bees organised worldwide are a common phenomenon at both regional and national levels
in various countries. A Spelling Bee is essentially a spelling competition amongst school children
and is organised at school level. Winners then participate in a regional / national inter schoolspelling contest. As part of DAWN In Education Programme, DAWN conducted the first ever
National Spelling Championship in Pakistan in Jan-Feb 2005. I worked on the preparations for the
spelling bee contest to be held by DAWN. It
was wonderful experience.
The most thrilling DAWN in Education Spelling
Bee Championship to date which started on 27th
January, 2009 and came to an end on 20th
February, 2009 left the audiences amazed in all
three regions. Over 630 schools participated
from throughout the country, in an extremely
competitive
and
engaging
contest.
The
competition was viewed by thousands of people
as live audiences. The competition was also
televised as a 4 series program on DAWN News
TV Channel.
The Department of Management Sciences
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Almost
120
DAWN NEWSPAPER
schools
participated from the Islamabad
Region of which 20 were from
outstations such as Kharian,
Kohat, Mirpur, Muzzarafabad,
Peshawar etc and 100 from the
twin cities of Islamabad and
Rawalpindi. There were 142
schools
from
the
Lahore
Region. 93 schools of these
were from Lahore and 49
schools from other cities of Punjab namely Faisalabad, Multan, Sialkot, Okara, Hafizabad, Layyah,
Jhang etc. A total of 368 schools participated from the Karachi Region of which 48 schools were
from areas like Hyderabad, Thatta, Ranipur, Quetta etc while the rest from Karachi.
The National Championship was held in Karachi on February 20, 2009. The drama at the nationals
hyped up when some of the winners from last year secured positions as National Champions of the
competition and others found tough competition in maintaining theirs.
The Department of Management Sciences
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DAWN NEWSPAPER
Financial Analysis
Financial management entails planning for the future of a person
or a business enterprise to ensure a positive cash flow. It includes
the administration and maintenance of financial assets. Besides,
financial management covers the process of identifying and
managing risks.
The primary concern of financial management is the assessment
rather than the techniques of financial quantification. A financial manager looks at the available
data to judge the performance of enterprises. Managerial finance is an interdisciplinary approach
that borrows from both managerial accounting and corporate finance.
Some
experts
refer
to
financial
management as the science of money
management. The primary usage of this
term is in the world of financing
business activities. However, financial
management is important at all levels of
human existence because every entity
needs to look after its finances.
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DAWN NEWSPAPER
SWOT Analysis
Strengths
 Dawn’s editorial team comprises of Pakistan’s most respected
and distinguished journalists providing comprehensive coverage
of the main political, business and human interest stories, also
contributing features on education, environment, health,
lifestyle, science, technology and sports. It is to our credit that
at times issues touched upon have had a substantial impact on
the relevant authorities and have subsequently been acted upon.
 DAWN provides accurate, credible and extensive information with an added and unique
dimension that speaks to our readers from a national point of view. Bringing to them a
complete and unbiased picture of what is happening in Pakistan as well as abroad, assisting
our readers in forming opinions and making decisions that are balanced and well informed.
 DAWN never encourages or welcomes sensationalism. Its forte has been its credibility
hence serving as valuable reference material for authors and researchers.
 A balanced point of view is its most cherished characteristic. Objective analysis and
impartial opinion have been the hallmark of DAWN.
 It has always followed an independent and impartial policy in the presentation and
projection of news items & reports.
 Its greatest asset has been its adherence to its principles.
 The dedication and sustained interest of the DAWN Staff is the spirit that distinguishes the
paper from the others.
 It is a newspaper whose influence and credibility is recognized nationally and
internationally.
 It has never wavered from its commitment to report the news truthfully, accurately and
without prejudice.
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DAWN NEWSPAPER
 Any changes that have occurred in the layout and design of DAWN have been in complete
harmony with the contents of the newspaper. Changes have been introduced in the
newspaper in response to the changing demands of the times. What has remained unchanged
is the spirit of DAWN. On issues of vital concern it always assumes a firm and
uncompromising position.
Weaknesses:
There are no obvious weaknesses of the Dawn as it is the leading English daily with unbiased
approach which makes it unique from others English dailies. Its magazines are also unique in their
nature and style. Aurora is the only marketing and advertising magazine and is taught in the
educational institutes as reference book, so is the Spider and Herald .The areas where they need to
focus are as under
Comparatively less coverage to the international events.
No coverage of the hot and happenings of the entertainment industry on a daily basis.
Only selective sports are covered and there is need of the comprehensive coverage of all
the sports.
Opportunities:
Events:
DAWN media group is so dynamic and vibrant organization in locating untouched areas of the
industry and the planning and executing them to a greater level of success. Special events are one of
the best example in this regards.
Nevertheless, there are still many ideas which should be materialized. Some of them are as under:
 DAWN has yet not organized any Events related to health and fitness industry. They should
focus on this section of economy because of its growth and development patterns. Especially
the mechanizing of health industry has opened new horizons not only for the very industry but
also advertising agencies, media buying houses and obviously for media groups.
 Even though economy is at the peak of recession, Fashion has become a mature and more
developed industry in Pakistan. An avalanche of new and young entrepreneurs with a
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DAWN NEWSPAPER
healthy amount of capital is ensuring leaps and bounds in this industry. To add to this is the
positive consumer response.
DAWN is somewhat lenient toward the idea of arranging such activities because of its policies.
Carefully giving proper importance to this industry can be so beneficial.
Some of the other important and emerging areas which demand proper time and efforts are given
below. By organizing events related to each of these industries DAWN can secure greater amount
of revenues and recognition.
 Book Exhibition
 Sports industry and manufacturers of related accessories
 Music and cultural events
 Food industry, both treated and fresh.
 Film festival, award shows.
Supplements
 Similarly supplement section has not yet touched some of the promising corners of
economy. For example,
 Marble industry
 Cement
 Guarders and tier industry
 Cold drinks
 Agro-chemicals
 Traditional and cultural dresses, foot wares and accessories.
During internship in supplements and special events department, I with my other colleagues
suggested above areas to be given suitable importance and they appreciated our efforts related to
research on this section.
MAGAZINE, Daily & Weekly sections;
There are lots of opportunities in maximization of revenue as well as quality in all Daily, weekly
and Magazines section. Even new portion can be added in each and every product. New product
e.g. magazine can be issued on various social issues.
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Threats
DAWN NEWSPAPER
Although DAWN has established diversified portfolios which are backed by loyal customer base,
still there are some obvious threats in addition to latent and hidden threats. Some of them are
mentioned below:
Economic downfall is a threatening danger and is the major reason of some lethal results. It causes,
 Loss of clients to advertise
 Severe effects on business and portfolio development
 A dwindling sales volume
 Sales returns
Some of other major threats are:
 Power crisis
 Increasing cost of production
 Upcoming and present competitor whose major focus is on copying and stealing DAWN
initiated efforts.
 Entrance of the News and Express into the events which are cheap and attracting the small
clients.
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DAWN NEWSPAPER
Suggestions and Recommendations
Dawn is the Market leader in is category, they have very
talented and experience top management and staff. Most of the
processes and things happening at Dawn very well planned and
judged but there are certain areas of improvement in any field.
The things that I have observed as areas of improvement are as
follows;

Dawn is following a typical set of pattern in its Newspaper and this pattern remain exactly
the same through out its history, although Dawn readers are also distinctive and they are
following and addicted to this pattern but there are other competitors that are offering some
what more attractive and diversified material. I expect in near future, there are many things
that are going to be the Dawn’s competitive necessity. I think Dawn should plan a smooth
transformation into a Newspaper that can manage itself in its competitive market.

What I have observed and researched about Dawn, it is claimed to be the most neutral,
unbiased and impartial Newspaper, following this label, Dawn never tried to make any
Investigating Reporting. This is the edge the competitors like The News have upon Dawn.
Dawn should also make efforts to match the readers’ expectations.

This is particularly true for the real estate advertisers. Over the past six years, real estate
advertising in DAWN has grown by leaps and bounds. In fact, the real estate sector has been
one of the top three advertisers in the country for the past few years. Investing in DAWN
will prove to be extremely beneficial to your company; it will provide you with direct access
to Pakistan’s affluent sector, all the while ensuring that your advertisements receive the
highest response rate possible.

As compared to other newspaper, although having the best production facilities, look the
very light and least catchy. Most of new readers of Dawn get bored very early. Dawn should
also focus on this area to make It look more bright and colorful.

Other products of Dawn like Aurora magazine are not very well known. These should be
well marketed and advertised. Dawn must use its Brand name to publicize its product. Even
most of the exhibition are not properly publicized
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DAWN NEWSPAPER
Conclusion
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DAWN NEWSPAPER
Annexure
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DAWN NEWSPAPER
Sales Letter
Property Investment Show - 2008
December 19, 20 & 21, 2008
Karachi Expo Centre
Karachi, Pakistan
Dear Sir,
The DAWN Media Group’s flagship title is DAWN, Pakista ’s largest selli g a d
ost i flue tial E glish
language newspaper. Founded by the Quaid-e-Azam, Mohammad Ali Jinnah (the founder of Pakistan) on
August 14, 1947, DAWN was the first English newspaper published in Pakistan.
DAWN has evolved into the most credible source of information and a leading advertising medium in
Pakistan. A claim substantiated by the fact that DAWN is the first choice for all sectors of advertising.
The DAWN Media Group is organizing its 3rd DAWN Property Investment Show 2008 on December 19, 20
& 21, 2008 at the Karachi Expo Centre, Pakistan.
The exhibition will attract targeted buyers whose income level is higher than the national average. Well
informed and well traveled, the DAWN reader has the kind of buying power that allows for the acquisition
of value added products and services.
Your participation as an exhibitor at Property Investment Show 2008 will enable you to promote your
investment or development opportunities and services to the wealthiest and most liquid group of
investors.
The Department of Management Sciences
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DAWN NEWSPAPER
This is particularly true for the real estate advertisers. Over the past six years, real estate advertising in
DAWN has grown by leaps and bounds. In fact, the real estate sector has been one of the top three
advertisers in the country for the past few years. Investing in DAWN will prove to be extremely beneficial
to your co pa y; it ill pro ide you ith direct access to Pakista ’s afflue t sector, all the hile e suri g
that your advertisements receive the highest response rate possible.
In addition, the exhibition comes with a host of value-added marketing and advertising options as well as a
comprehensive media package that includes editorial coverage and advertisements in a 20-page DAWN
Special Report, which will be published nationwide to attract targeted visitors.
For further information and booking, please log on to our website www.dawnpropertyshow.com or contact
us on the numbers given below.
Sincerely yours,
Bilal Malik
Assistant Manager Marketing
Special Events & Supplements
Phone: +92-42-111-444-777 Cell: +92-346-4634214
Email: events1.lhr@dawn.com,
Website: http://dawnpropertyshow.co
The Department of Management Sciences
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DAWN NEWSPAPER
TOP TWENTY ADVERTISING AGENCY.
1) Orient mecann.
2) Midas advertising (pvt) Ltd.
3) Interflow communication (pvt) Ltd.
4) Cross check communication (pvt) Ltd.
5) Manhattan Pakistan.
6) Evernew concepts.
7) JWT Asiatic.
8) Mind share Pakistan (pvt) Ltd.
9) Adcom (pvt) Ltd.
10)
M.communication.
11)
Synergy advertising.
12)
Maxim advertising.
13)
Message communication.
14)
Futre vision advertising Lahore.
15)
Ad group advertising (pvt) Ltd.
16)
Manhattan International Karachi.
17)
TNI (the next icon) communication.
18)
Spectram communication.
19)
Manhattan communication.
20)
Channel 7 communication (pvt) Ltd Islamabad.
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DAWN NEWSPAPER
LIST OF NEWSPAPERS IN PAKISTAN
Following is the list of newspapers in Pakistan. With Urdu as the national language and English as
the official one, majority of the newspapers cater to such demographics. However, regional
language newspapers also maintain a sizable circulation, with Sindhi language newspapers leading
the way.
The following newspapers in bold are the ones with largest circulation.
English-language newspapers
Newspaper
City(ies)
Foun
ded
Business Recorder
Karachi, Islamabad and
Lahore
The Daily Mail
Islamabad
Daily News
Karachi
1962
www.jang.com.pk
Daily Times
Lahore, Karachi and
Islamabad
2002
www.dailytimes.com.pk
Dawn
Karachi, Islamabad and
Lahore
1947
www.dawn.com
The Financial Daily
Karachi
The Friday Times
Lahore
1989
www.thefridaytimes.com
The Frontier Post
Peshawar, Quetta and
Lahore
1985
www.frontierpost.com.pk
The Nation
Lahore, Karachi and
Islamabad
1986
www.nation.com.pk
National Herald
Tribune
Rawalpindi and Lahore
2005
www.dailynht.com
The News
International
Karachi, Lahore, Islamabad
and London
1991
www.thenews.com.pk
Pakistan Observer
Islamabad, Karachi,
Lahore, Peshawar,
Muzaffarabad and Quetta
1988
www.pakobserver.net
The Post
Lahore, Islamabad and
Karachi
2005
www.post.com.pk
The Regional Times
Karachi, Hyderabad
The Department of Management Sciences
1965
Official Website
www.brecorder.com
Notes
Pakistan's first
financial daily
www.dailymailnews.com
Jang Group's
evening daily
www.thefinancialdaily.com
Weekly
newspaper
www.regionaltimes.com
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DAWN NEWSPAPER
of Sindh
The Star
Karachi
1951
www.dawn.com
The Statesman
Peshawar
2002
www.statesman.com.pk
Dawn Group's
evening
newspaper
Daily Messenger(English Newspaper from Pakistan ) (www.dailymessenger.com.pk)
Urdu-language newspapers
Newspaper
City(ies)
Founded
Official Website
Aaj (Urdu: ‫)مج‬
Peshawar, Abbottabad and Islamabad
1989
www.dailyaaj.com.pk/
Aaj Kal
Lahore, Karachi and Islamabad
2008
www.aajkal.com.pk
Al Akhbar (Urdu:
ُ‫)ان رار‬
Islamabad and Peshawar
Asas (Urdu: ‫)ُ چاس‬
Rawalpindi/Islamabad, Karachi,
Lahore, Faisalabad and Muzaffarabad
1995
www.dailyasas.com.pk
Ausaf (Urdu:
‫)ُا صاف‬
Islamabad, Multan, Lahore,
Muzaffarabad, Frankfurt and London
1997
www.dailyausaf.com/
Awam (Urdu: ‫)زاُش‬
Karachi
Azkaar
Rawalpindi/Islamabad and Karachi
2004
www.dailyazkaar.com.pk
Din
Karachi, Lahore and Islamabad
1997
www.dinnews.tv
Express (Urdu:
‫)ُی ک پبی س‬
Karachi, Lahore, Islamabad,
Peshawar, Multan, Faisalabad,
Gujranwala, Sargodha, Rahim Yar
Khan, Sukkur and Quetta
1998
www.express.com.pk
Jang (Urdu: ‫)ج نگ‬
Karachi, Lahore, Rawalpindi,
Multan, Quetta and London
1937
www.jang.com.pk
Jasarat (Urdu:
‫)ج ارع‬
Karachi
1970
www.jasarat.com/
Jinnah (Urdu:
‫)ج ناح‬
Islamabad/Rawalpindi and Lahore
2002
www.dailyjinnah.com
1995
www.juraat.com/
1992
www.khabrain.com/
1995
dailymashriq.com.pk/
Juraat (Urdu: ‫ )جبُع‬Karachi
Khabrain (Urdu:
‫)ن ربی ں‬
Lahore, Islamabad, Multan, Karachi,
Hyderabad, Sukkur and Muzaffarabad
Masafat (Urdu:
‫)آ اف ت‬
Lahore and Islamabad
Mashriq (Urdu:
Peshawar
The Department of Management Sciences
Notes
www.alakhbar.com.pk/
www.jang.com.pk
Evening
newspaper
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DAWN NEWSPAPER
‫)راعن اآہاآ شبق‬
Mashriq Evening
Special(Urdu:
‫آ شبقاُی ان نگا‬
‫)ُ چ پ ف شل‬
Karachi, Hyderabad and Quetta
1983
Musawat
Lahore
1970
Pakistan (Urdu:
‫لاه‬
‫)ڪ اک‬
Lahore, Peshawar, Multan and
Karachi
1990
www.dailypak.com/
Nawa-i-Waqt
(Urdu: ‫)ن اُےااق ت‬
Lahore, Karachi and Islamabad
1940
nawaiwaqt.com.pk/
Naya Akhbar
Lahore, Islamabad, Karachi,
Multan, Sukkur and Hyderabad
2000
nayaakhbar.khabrain.com
/
Under
Khabrain
Group
Qaumi Akhbar
Karachi and Hyderabad
1990
Riasat (Urdu:
‫)ری ا چت‬
Karachi
1999
Sada-e-Waqt
(Urdu: ‫) صدُۓااق ت‬
Rawalpindi and Muzaffarabad
2008
www.sadaewaqt.com/
Fortnightl
y
newspaper
Sahafat (Urdu:
‫) صحاف ت‬
Islamabad and Lahore
1996
Taqat (Urdu: ‫)طاق ت‬
Lahore, Islamabad/Rawalpindi,
Karachi, Quetta, Bahawalpur,
Faisalabad, Gujranwala and Sialkot
2006
www.dailytaqat.com/
Ummat (Urdu: ‫)ُآت‬
Karachi
1996
www.ummat.com.pk/
Waqt (Urdu: ‫)اق ت‬
Lahore
www.dailywaqt.com/
Gujarati
Newspaper
Millat (Gujarati:
Vatan (Gujarati: વ ન)
)
City(ies)lahore
Founded1996
Official
Websitewww.dailylahorepost.com
Karachi
1946
www.millatgujarati.com/
Karachi
1947
www.dailyvatan.com/
Pashto
Newspaper
City(ies)
Founded
Wahdat (Pashto:‫ )عدحاا‬Peshawar 1983
Official Website
www.dailywahdat.com.pk/
Punjabi
Newspaper
City(ies) Founded Official Website
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Khabraan (Punjabi: )‫ ن ربُں‬Lahore
DAWN NEWSPAPER
2004
Saraiki
Newspaper
City(ies) Founded Official Website
Kook (Saraiki:‫ )کاكا‬Karachi
Sindhi
Newspaper
City(ies)
Founde
d
Official Website
Alakh (Sindhi: ‫ل‬
‫)َُکَ َا‬
Hyderabad
Awami Awaz (Sindhi: ‫)زاُآ اماُع‬
Karachi
1989
Hilal-e-Pakistan (Sindhi: ‫)ناتاڪاپ لاه‬
Karachi
1946
Ibrat (Sindhi: ‫)زربع‬
Hyderabad
1958
www.dailyibrat.com/
Kawish (Sindhi: ‫)پااڪ‬
Hyderabad
1990
www.dailykawish.com/
Khabroon (Sindhi: ‫)نرباه‬
Karachi, Sukkur
2003
Koshish (Sindhi: ‫)پاوڪ‬
Hyderabad
1998
Mehran (Sindhi: ‫)آابُم‬
Hyderabad
1957
Sach (Sindhi: ‫)چس‬
Karachi
Safeer (Sindhi: ‫)چیفب‬
Hyderabad
Shaam (Sindhi: ‫)واش‬
Hyderabad
1999
Sindh (Sindhi: ‫)چنس‬
Hyderabad
1995
Sindhu (Sindhi: ‫)چنسا‬
Hyderabad
1989
Sobh (Sindhi: ‫)چاس‬
Karachi
www.dailysobh.com/
Tameer-e-Sindh (Sindhi: ‫)ڌنسف رباچنس‬
Karachi
www.dailytameer-e-sindh.com/
The Department of Management Sciences
www.awamiawaz.com/
www.dailymehran.com/
www.sindhhyd.com/
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Floor Plan
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DAWN NEWSPAPER
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