Market All other Sinhala-language newspapers – and, Newspapers are the lifeblood of a country and to some extent, English-language newspapers – even though diverse electronic media compete compete with the Divaina brand with regard to to keep the public abreast of the news, advertisements. In Sri Lanka, daily and weekend newspapers still play a vital role in disseminating newspapers – both tabloid and broadsheet – information and shaping opinion. Electronic compete for a share of the advertising pie. Only media enjoy an edge as far as breaking news is the vernacular daily newspapers compete with it concerned, but national newspapers such as in terms of news.The electronic media, which Divaina serve to inform the public how and why attract a major share of advertising in events occurred, as well as provide in-depth comparison to the print media, poses the analyses of issues behind the news. Given the biggest challenge to Divaina in relation to plethora of newspapers in three languages and advertising revenue.The internet, which hosts the range in terms of content offered by both numerous websites that publish news virtually daily and weekly newspapers, Sri Lanka’s print- instantly and provide regular updates, has also media market could be considered a dynamic become a competitor to reckon with. and highly competitive one. newspaper can retain its talented workforce as lack of audited circulation figures is a lacuna in Promotion The newspaper market in Sri Lanka is Divaina has done, this would be a significant the newspaper industry. Divaina, which is a platform for promotion in presently valued at over 400 million rupees a achievement in itself.The management policy of From its inception, Divaina has been itself, does not need to spend much on month, taking into consideration news-stand little or no interference in the newspaper’s committed to presenting readers with impartial, promoting the brand. However, some publishing sales and advertising revenue, which is editorial stance, which has given the journalistic in-depth and up-to-date news and information. costs – for newsprint, for example – could be considered vital in determining how a staff a much vaunted freedom of expression, is It has firmly resisted periodic attempts to categorised as indirect promotional expenditure. newspaper is run. Editorial policies define the appreciated. manipulate or restrict media freedom from time If the newspaper can stay ahead of the pack stance of newspapers and are instrumental in to time. in terms of the news, it is likely to attract new creating the desired impact among the target History In general, the brand has been targeting the readers. In this regard, human-resource readership.The public usually buys a newspaper The Sunday Divaina and its daily counterpart more educated reader, and it has focused on development – especially in retaining talent – for both reportage and commentary.To were launched in 1981 and 1982 respectively, at presenting news in a responsible manner, in would ensure consistency of performance, maintain its leadership in the Sinhala-language a time when the local press was dominated by keeping with the media ethics and regulations which would promote the newspaper in the segment of the newspaper industry, Divaina has the state media and remained under stringent set by the authorities. It has also endeavoured longer term. Meanwhile, a range of competitions been able to strike a delicate balance between government control.The late Upali to present news professionally, without catering in the newspaper seek to reward its readers editorial and marketing policies.This has enabled Wijewardene, one of Sri Lanka’s most respected to the lowest common denominator. and to retain their readership. Divaina also offers the newspaper, which has been in operation for financials of a newspaper are driven not by the entrepreneurs, launched Upali Newspapers, media sponsorship for business events, to almost a quarter of a century, to achieve price at which it sells at the news-stand, but by which still publishes Divaina. At that time, it was Recent Developments further popularise the newspaper. Superbrand status. the advertisements it attracts. the first privately owned, independent news Sri Lanka has experienced a turbulent period in Despite stiff competition, the daily and organisation in Sri Lanka. its history in the 2000s, both socially and Brand Values Sunday versions of the Divaina have maintained Achievements politically. Reputable world bodies such as the Divaina seeks to uphold media ethics sans the second-highest readership levels for both Divaina has been commended for impartial and Product EU despatch their representatives to this compromise. It concentrates on the accurate daily and weekly Sinhala-language newspapers, neutral reporting by the EU’s election monitors Divaina is published in broadsheet format in the country from time to time to monitor, amongst reporting and adopts a responsible approach to as indicated by the National Media Survey. in 2005.The newspaper also won a Silver at the Sinhala language. Both publications are also other things, media freedom and media both reportage and commentary. Its Divaina attracts an educated and discerning SLIM Advertising Awards in 2004 for its Mohini available online. Divaina is distributed nationally performance. During the past few years, EU management has granted the newspaper’s segment of readers, according to the survey. TV campaign, which focused on the brand’s high and strict deadlines are met daily.The observers have repeatedly identified Divaina as journalists and editors a high degree of media quality of journalism.The campaign used the newspaper attracts a wide cross section of being an impartial publication. freedom, and adopts a policy of non- local idiom of a well-known Sri Lankan folk tale. advertisements from the country’s leading Many newspapers have recognised the interference with editorial policy. Divaina’s aim is Editors and journalists working for Divaina’s marketers who consider it a viable medium for importance of presentation. While Divaina has to provide readers with impartial news and sister publications have won many awards for marketing their respective products. always presented breaking news and cutting- quality analyses, presented in an interesting and Divaina is presently posed with the challenge reporting during the brand’s 25 years of From a political perspective, Divaina is an edge feature articles, its present focus is to entertaining format, whilst steering clear of of devising ways in which to stay ahead of the existence. important newspaper. At election time, it display eye-catching layouts and photographs to sensationalism. It innovates by dint of the competition. Since it is also an online Divaina, which claims to enjoy a market share attracts significant advertising from a diverse appeal especially to younger readers. manner in which it presents the news and newspaper, Divaina could compete with the of 30-40 per cent in terms of readership, is range of candidates, confirming its popularity Other newspapers, especially the English- through its creative application of design. internet to some extent. But the battle with considered second only to Lankadeepa, in terms and positioning among readers. It impacts language print media, have focused on projecting electronic media is more difficult, especially in of reach.This is a significant achievement, strongly on public opinion. National market business news in a prominent manner.This focus www.divaina.com terms of breaking news, since TV and radio are because there are many Sinhala-language surveys on newspapers, which are conducted has not been noticeable among Sinhala-language quicker to respond to and reflect eventualities, newspapers such as Lankadeepa, Dinamina, once a year, do not always provide accurate newspapers. THINGS YOU DIDN’T KNOW ABOUT thereby attracting the attention of viewers. Silumina, Lakbima, Ravaya and Rivira with which it information about the circulation of newspapers Divaina, which caters to the educated Sinhala- Newsprint and its availability, as well as competes. Divaina’s popularity stems from its in Sri Lanka. speaking readership of the country, seeks to expenditure on printing, have been known to longevity and staying power.The brand is 25 Although it is speculated that Divaina may be explore and exploit this – and, perhaps, become Divaina impact the newspaper industry grievously, on years old and obviously, this inspires customer leading the market in terms of readership, the number one in terms of business readership. The weekend and daily editions of Divaina occasion. Presently, newspapers compete to confidence. were the first privately owned, independent attract the attention of readers through well- Divaina’s achievements and its progress, newspapers launched in Sri Lanka, following designed pages and eye-catching layouts – to spanning over a quarter of a century, are the nationalisation of the local press in the say nothing of headlines. If the newsprint is of attributable chiefly to its committed workforce. 1970s. inferior quality, advertisements published in a Some staffers have been with Divaina since its Divaina celebrated its 25th year of publication newspaper are not likely to yield the desired inception and continue contributing to the in 2006. results. So publishers try to use the best brand’s success. Editors, journalists, available yet most economical newsprint. photographers, graphic artists, proofreaders, Divaina, along with The