The circulation game of party-owned newspapers is one of Indian politics' worst-kept open secrets, yet surprisingly few people openly discuss it.
Many MLA and MP candidates are reportedly assigned unofficial targets to purchase thousand of copies of party newspapers and distribute them among voters.
The objective is not merely to increase readership; it is to ensure that the party's narrative reach every household.
For a ruling party, such a newspaper becomes an extension of its communication machinery rather than just a commercial publication.
This strategy also has a business dimension. Higher circulation directly improves Audit Bureau of Circulations (ABC) figures, which are closely watched by advertisers.
Strong ABC numbers help newspapers attract advertisements from large corporations and multinational companies.
As long as a party is in power, government advertisements provide another financial cushion.
However, once out of power, sustaining high circulation becomes an expensive exercise because printing and distributing newspapers without government support requires enormous resources.
This explains why circulation often becomes a political priority rather than a purely journalistic one.
Unfortunately, artificially boosting circulation cannot substitute for quality journalism.
Readers subscribe to newspapers because they offer credible reporting, exclusive stories, insightful analysis, and trustworthy content—not because copies are distributed free or purchased in bulk.
A newspaper should be able to answer a simple question, "What exclusive story would I miss if I stopped reading it?" If readers cannot identify such value, circulation campaigns become short-term fixes rather than sustainable solutions.
Reports have often suggested that organizations resort to unusual measures to improve circulation.
There have been allegations that employees were encouraged, or even compelled, to purchase annual subscriptions, costing around Rs 1,200, with deductions made from salaries.
Such practices may temporarily inflate circulation numbers but can demoralize employees instead of making them proud ambassadors of the brand.
A successful media organization should inspire its staff through professionalism and editorial excellence, not through mandatory subscriptions.
This challenge is not unique to Sakshi. Other politically affiliated newspapers also depend heavily on government advertising while in power and struggle to retain circulation afterward.
The long-term answer lies in investing in journalism, not distribution gimmicks.
With Gen Z increasingly consuming news digitally rather than through printed newspapers, improving online content is critical.
If a newspaper consistently produces compelling investigations, sharp analysis, and engaging digital storytelling, its online audience will grow organically.
That digital credibility can eventually translate into stronger print readership among older generations, particularly those above 50 who still prefer physical newspapers.
In the end, sustainable circulation is earned through editorial quality and public trust, not through political targets or artificial numbers.
