INTERNSHIP REPORT

ASSOCIATED PRESS OF PAKISTAN

By
Roll No. BBA (Hons) Marketing

DEPARTMENT OF MANAGEMENT SCIENCES HAZARA UNIVERSITY MANSEHRA

Session 2006-2011

INTERNSHIP REPORT

ASSOCIATED PRESS OF PAKISTAN

Internship Report Submitted to the Department of Management Sciences In partial Fulfillment of the Requirements for the Degree of Bachelors of Business Administration

DEPARTMENT OF MANAGEMENT SCIENCES HAZARA UNIVERSITY MANSEHRA

Session 2006-2011

DEPARTMENT OF MANAGEMENT SCIENCES HAZARA UNIVERSITY MANSEHRA

APPROVAL SHEET
Approval Committee 1. External Examiner Mr ____________________________ Signature_______________

2.

Supervisor Mr. Shahbaz Ur Rehman Signature_______________

3.

Head of Department Mr. Bahader Shah Signature _______________

Dedication
I dedicate this Effort to my Parents, teachers And friends whose Love and Encouragement Enable me to Achieve so much Of success

ACKNOWLEDGEMENT

All praise to Almighty Allah, the Beneficent, the merciful, and respect for His Prophet Peace Be Upon Him who made us capable to recognize our creator, who blessed me with the knowledge, gave me the courage and allowed me to accomplish this task. I am especially indebted to all my teachers especially Mr. Shahbaz for instilling in me enough knowledge to be able to carry myself efficiently during my internship. Secondly, I am bound to thank all the staff of APP and especially Mr. M. Rao Tahsin Ali Khan (Managing Director), Mr. Abdul Wahid (Executive Director), Mr. Moin Uddin (Manager Marketing), Mr. Shafqat Ali Syed (Assistant Manager), Mr. Umair Butt (Senior Clerk), and all others, their inspiring guidance, remarkable suggestions, constant encouragement, keen interest, constructive criticism and friendly discussion helped me to learn and enabled me to complete this report efficiently.

ASSOCIATED PRESS OF PAKISTAN

ii

TABLE OF CONTENTS
ACKNOWLEDGEMENT ........................................................................................... I TABLE OF CONTENTS ......................................................................................... III CHAPTER 1 ................................................................................................................. 1 INTRODUCTION TO REPORT ............................................................................... 1 1.1 1.2 1.3 1.4 1.5 1.6 INTRODUCTION ............................................................................................... 1 INTERNSHIP OBJECTIVES ................................................................................. 1 SCOPE OF STUDY............................................................................................. 1 METHODOLOGY .............................................................................................. 2 MERITS ........................................................................................................... 3 DEMERITS ....................................................................................................... 3

CHAPTER 2 ................................................................................................................. 3 2.1 2.2 2.3 2.6 2.7 2.8 INTRODUCTION OF ASSOCIATED PRESS OF PAKISTAN ..................................... 3 ROLE OF ASSOCIATED PRESS OF PAKISTAN? ................................................... 6 VISION STATEMENT ........................................................................................ 7 MISSION STATEMENT ...................................................................................... 7 GOALS ............................................................................................................ 7 OBJECTIVES OF ASSOCIATED PRESS OF PAKISTAN .......................................... 7

CHAPTER 4 ............................................................................................................... 11 INFRASTRUCTURE OF APP ................................................................................. 11 INTRODUCTION: ........................................................................................................ 11 BOARD: ..................................................................................................................... 11 COMPOSITION OF THE BOARD ................................................................................... 12 ORGANIZATION CHART: ............................................................................................ 13 APP NETWORK ......................................................................................................... 13 ASSOCIATED PRESS OF PAKISTAN HEADQUARTER .................................................... 13 iii

BUREAUS OF ASSOCIATED PRESS OF PAKISTAN ........................................................ 14 STATION OFFICES OF ASSOCIATED PRESS OF PAKISTAN (11): ................................... 14 CORRESPONDENTS/ STRINGERS ABROAD: ................................................................. 15 DISTRICT CORRESPONDENTS: ................................................................................... 16 NEWS EXCHANGE AGREEMENTS............................................................................... 17 DRAFT AGREEMENT .................................................................................................. 21 CHAPTER 4 ............................................................................................................... 22 SERVICES OF ASSOCIATED PRESS OF PAKISTAN ...................................... 22 3.1 3.2 3.2 3.2 3.3 INTRODUCTION: ............................................................................................ 22 TYPES OF NEWS PROVIDED BY APP............................................................... 22 ENGLISH NEWS SERVICE ............................................................................... 24 URDU NEWS SERVICE ................................................................................... 26 SINDHI NEWS SERVICE.................................................................................. 27

ARABIC NEWS SERVICE ............................................................................................ 31 PHOTO SERVICE ........................................................................................................ 32 CHINESE NEWS SERVICE ........................................................................................... 33 VIDEO NEWS SERVICE .............................................................................................. 34 MONITORING SERVICE .............................................................................................. 35 RECENT INDICATIVES................................................................................................ 35 FUTURE PLANS ......................................................................................................... 36 EARTH STATION ........................................................................................................ 36 DSNG ........................................................................................................................ 37 MEDIA COMPLEX ...................................................................................................... 37 CHAPTER 5 ............................................................................................................... 39 MARKETING IN APP .............................................................................................. 39 5.1 5.2 5.3 INTRODUCTION: ............................................................................................ 39 MARKETING IN ASSOCIATED PRESS OF PAKISTAN ........................................ 39 MARKETING, RECOVERY AND BUDGETING ................................................... 40 iv

5.4 5.5

PROCESS OF AGREEMENT BETWEEN APP AND SUBSCRIBER ......................... 40 AGREEMENT ................................................................................................. 41

MARKETING STRATEGY ............................................................................................ 44 COST LEADERSHIP STRATEGY: ................................................................................. 44 DIFFERENTIATION: .................................................................................................... 45 FOCUS STRATEGY: .................................................................................................... 45 IMPLEMENTATION OF MARKETING STRATEGIES ....................................................... 45 ENGLISH NEWS PAPERS ............................................................................................ 56 MY JOB RESPONSIBILITIES ........................................................................................ 58 CHAPTER 6 ............................................................................................................... 60 SWOT ANALYSIS .................................................................................................... 60 6.1 6.2 6.3 6.4 STRENGTHS: .................................................................................................. 60 WEAKNESS: .................................................................................................. 60 OPPORTUNITIES: ........................................................................................... 60 THREATS ....................................................................................................... 60

CHAPTER 1 INTRODUCTION TO REPORT

1.1 INTRODUCTION

This report comprises the research study carried out to analyze the marketing practices of Associated Press of Pakistan. It encompasses the experience of the internee through learning, his findings and finally few suggestions, recommendations and conclusion. The study is mostly carried out on the marketing Procedures, policies and functions of the Associated Press of Pakistan. Its policies, procedures and regulations are under examination. 1.2 INTERNSHIP OBJECTIVES The purpose of the internship is to evaluate the marketing practices in organization under consideration and to compare these practices with contemporary marketing practices. This will enable the student to be a future marketing research practitioner. The report is essential and academic requirement for the fulfillment of the degree. To know the extent the practical things differs from the theoretical ones. To know how the Associated Press of Pakistan is handling its Marketing strategies. To improve the managerial, interpersonal, communication and writing skills of the students. 1.3 SCOPE OF STUDY This work is an effort to introduce the Associated Press of Pakistan in terms of its recent and past performance. This can be very useful for those interested in knowing about the organization in terms of its history and performance.

The performance has further been analyzed by using different techniques. This finding gives a true picture of the organization and shows its strengths and weaknesses. The people interested in this organization can make a true image of the organization in their mind by reading it. It can also be helpful for the management of Associated Press of Pakistan who can easily judge their abilities. The positive aspects for the organization and the negatives aspects it faces have also been discussed and these have been used to make the recommendations for the improvement of the performance. These recommendations can be very helpful for the top management of the organization to remove the defects and to improve the overall performance. 1.4 METHODOLOGY Methodology is a way of thinking about and studying social reality (Strauss & Corbin, 1998, 3). The Information is collected from various sources. The methods used for collection of primary and secondary type of data are as follows:1.4.1 Primary Data Primary data is collected by 1.4.2 Personal observation during Internship Interviewing the employees of Associated Press of Pakistan Interviewing the subscribers of Associated Press of Pakistan. Secondary Data Secondary data is actually collected from the Existing files and Records and also from the data available in the following documents. Manual of the Associated Press of Pakistan Approved SOPs (Standard Operating Procedures) Document Teacher Handbook

 1.5

Promotion Policy. MERITS This report shall be beneficial to all the marketing students, because it contains

all the essential data and information about the Marketing strategies, plan and recommendations for future course of functions of the Associated Press of Pakistan. After reading this report, one can easily understand, as to what extent the theory is different from practical implications and also how marketing functions are implemented in the real life Organizational scenario. 1.6 DEMERITS The report does not contain all the facts and figures about the area under study due to certain limitations. Some data, due to its nature of being confidential was difficult to access. Despite of these constraints, the report encompasses all the basic and essential information required because the study has been conducted strictly in accordance with the objectives and within the parameters of the study. Survey, interviews and observation was used as primary data collection methods and have negated the effect of the aspect. The report doesnt include the detailed descriptions of the Associated Press of Pakistan as a whole but its marketing issues, policies and other important areas desired in this report. One of the major factors was the time limitation, as having the internship of only eight weeks much time could not be dedicated to study all the detailed aspects of marketing.

CHAPTER 2
2.1 INTRODUCTION OF ASSOCIATED PRESS OF PAKISTAN The Associated Press of Pakistan (APP) started its life in 1947 with the independence of Pakistan. Initially it was run through a Trust, but owing to financial bottlenecks, it was taken over by the Government through an Ordinance called;

"Associated Press of Pakistan (taking over) Ordinance 1961", on 15th June 1961, to put it on a sound financial footing. The journalists were allowed to retain their independent status under this ordinance. They were not regarded as government or semi-government employees and were governed by Labour Laws, which also encompass Newspaper Industry in Pakistan. APP was later converted into Corporation on October 19, 2002 through an Ordinance renaming it as Associated Press of Pakistan Corporation (APPC) and lending a status of semi government media government. It is no longer administered by the labour laws. The rules of APPC are pending notification by the Establishment Division and it is administered through the Managing Director, appointed by the Government. Notwithstanding its conversion into Corporation, the News Agency continues to enjoy and avail the professional freedom. APPC is countrys premier national news agency which comprises highly qualified and professionally competent editorial staffers. APP remains committed to excellent journalistic traditions by objective and accurate reporting, observing code of ethics with regard to responsible journalism. A contradiction of an APP story is a rare phenomenon. The News Agency is mandated to ensure coverage of all important developments and events sans any prejudice on diverse fronts within the country and abroad with objective professional approach. Beginning its life in small buildings in Karachi, Lahore and Rawalpindi with the reporters relying on bulky typewriters and noisy tele- printers, the APP over the years has grown into a state-of-the-art and modern news organization. Computers have replaced typewriters and the Agency's offices are connected through Local, and Wide Area Networks. From a transmission speed of 50 words per 4

minute, it now provides news at a speed of 1200 WPM, most of which is directly fed into the computers of the subscribers simultaneously throughout Pakistan and overseas. Currently APP has its own buildings at Islamabad and Lahore. The news agency is playing a leading role by supplying authentic and credible news to the print and electronic media round-the-clock. Around one thousand news, over two hundred pictures and clean feed of Video News Service (VNS) containing important events and developments are put on wire daily for onward consumption by the media subscribers. The number of news reports, released to the National Media daily in English, Urdu, Sindhi and Pushto languages have recorded significant improvement with complete domination over all other news agencies in the country. Print and pictorial news service of APP unabatedly wrest prominent space in the national and regional English, Urdu, Sindhi and Pushto papers. APPs Special Correspondents, posted at key destinations abroad including Washington, New York, London, Beijing and New Delhi are making effective contribution towards promoting countrys image and stance on various national and regional issues in their true perspective. With strong editorial network at the Headquarters, Provincial Bureaus, Stations and District Correspondents, the news agency is rendering important professional contribution to cater to the requirements of print, electronic and pictorial media in various fields. Five new stations including Sialkot, Abbotabad, Sargodha, D.I.Khan and Bahawalpur have been set up by APP besides expanding the network of the District Correspondents to ensure extensive coverage of political, economic and social activities at the grassroots level. Enjoying sizeable amount of freedom, APP is comprehensively and extensively covering all important developments and engagements of the ruling

coalition as well as opposition political parties with unbiased approach. Objectivity and credibility of the news are the hallmark of the sound professional footing of the news agency. 2.2 ROLE OF ASSOCIATED PRESS OF PAKISTAN? APPs main role is to report, gather and disseminate news from within the country and abroad. It projects national events besides Economic, Financial and Sports news reporting. APP gives extensive coverage to the Parliament and political leaders belonging to all political hues. APPs new expanded charter empowers it to: * Undertake the work of a news agency or news agencies in any part of the world and in particular to collect, transmit and circulate news, features, photographs and videos anywhere in the world. * Carry on all or any of activities which help in news gathering and its dissemination through print, cyber-net, audio, video, still and any other methods of photography. * Enter into any arrangement and to take necessary steps with governments or with other authorities, persons, bodies, organizations, international, national, local, municipal or otherwise. * Establish, provide, maintain and conduct research and training activities for training, education and instructions to employees, students and others within or outside Pakistan. * Compile, prepare, produce, print, publish, issue, circulate and distribute magazines, periodicals, books, circulars and other such material as may be conducive to any of APPs functions. * Sign agreements with national and international news agencies of other countries for securing and disseminating news to end-users.

Sell news, features, photos, audios and videos to mass media, news agencies and any other organization both within and outside Pakistan.

2.3

VISION STATEMENT To increase quality, quantity and maintain accuracy in news service As I said before that Associated Press of Pakistan is a prime news agency of

Pakistan. And it is in its duties to make sure about the quality news for local newspapers as well as the partner news agencies of other countries. Its in our vision statement to project a positive picture of Pakistan in front of the entire world and Associated Press of Pakistan is the source does that. Associated Press of Pakistan insures the quality of the news given to its subscribers with in the country and away the boundaries of Pakistan. 2.6 MISSION STATEMENT Extensive and Effective Projection of Pakistans Interests 2.7 GOALS

Goals of Associated Press of Pakistan The main goal of Associated press of Pakistan is to be the prime news agency of Pakistan and insure the supply of quality news for domestic and as well as abroad to make positive image of Pakistan 2.8 OBJECTIVES OF ASSOCIATED PRESS OF PAKISTAN The Objectives of Associated Press of Pakistan are: Associated press of Pakistan is a prime news agency of Government of

Pakistan and it has some main objectives which are necessary to achieved by APP. These objectives are discussed in detail as under.

Ensure efficient flow of news to the people through print and electronic media including radio, television and newspapers as well as business and non-media subscribers for which they pay a regular monthly subscription to APP. Media is playing a very important role in our country now a days and aware

the public in a positive way that they may know about the current situation of the country and must aware about their rights in the society so they can perform a positive roles for the country, some culprits want to disable our media and for that purpose they make misunderstanding about the situation of Pakistan in a very negative prospective. In this way associated press of Pakistan play a very important role to aware the general public in a positive way that they can understand the role of Pakistan on worlds map. Supply unbiased and reliable print and pictorial news service speedily and contribute features to national and international print and electronic news agencies, newspapers, radio and television networks with which it has entered into agreements. The second objective of associated press of Pakistan is to hundred percent authentic news to local and international agencies. The main aim of APP is to protect the interest of Pakistan in media world. APP is very efficient to supply unbiased and reliable news in a good way. It deals with both print and electronic media and serves them in an efficient way and supply news domestically and across the borders. Transmit correct and reliable political, economic, financial and commercial news including national and international rates of commodities to its subscribers; expand and develop news service in the country ensuring high journalistic standards. APP has high qualified staff and journalists of all fields like political, economic, financial and commercial to insure the correct and reliable news to national

and international news agencies in reliable rates, the standards are very higher in recruitment process because they did not compromise on quality of news in the result they generate a high level, reliable and speedy flow of news to the subscribers. Ensure Quick and Efficient Flow of Information. APP has the objective to supply quick and efficient flow of news to the subscribers so the flow of information is continuous and they sent minute to minute information to all the subscribers on email. APP has an effective way to collect information from all over Pakistan and also from across the border and get the quickest and efficient information from the correspondents working all over the world. Project National Events, Govt. Policies & Development Plans. The main aim of the news agency is to project the National events and Governmental development plans to the public and others and project Government efforts that it always work for the public and always works on development and make policies to entertain the society. Provide Photo and Video News Service. Associated press of Pakistan provides photo and Video news service to the subscribers and give exclusives news to the channels. The daily basis record of supply of photos and VNS is about 300 averages that is a good average. APP entertain its subscribers on a batter way. Supplement Governments Efforts in Projecting Pakistans Image and View Point Abroad. The objective of APP is project Governments efforts that the Government is working on the developmental plans that are very effective for the general public and also portray the image of Pakistan to the worlds map that Pakistan is p laying a very

important role in worlds situations now a days. And develop Pakistans view point to the world. Observe and Encourage Code of Ethics & Responsible Journalism. APP is a Government news agency and its working according to the codes of conduct and with the Ethical journalism in Pakistan. The journalists are highly qualified and well experienced and dedicated to their work. They knew that the have an important responsibility to deliver the correct picture of the current situation that Pakistan is facing. Balanced and Unbiased Coverage of National Events and Political Activities.

10

CHAPTER 4 INFRASTRUCTURE OF APP

INTRODUCTION: Associated Press of Pakistan is a corporation under Ministry of Information and broadcasting. The top level management is a board chaired by the secretary of Ministry of Information & Broadcasting, having 10 members related to information ministry. All the decisions related to the subject department is taken by the board and further implemented by the management of Associated Press of Pakistan. BOARD: APP Board was constituted in 2002 with Secretary M/O Information & Broadcasting as its Chairman. The general directions and administration of affairs of APP vests with APP Board. APP is bound by instructions of the Federal Government on any question of policy.

11

COMPOSITION OF THE BOARD

The general directions and administrations of affairs of APP vests in a high powered Board. The Broads managerial and professional parameters are determined and defined by the BOD.

12

ORGANIZATION CHART:

APP NETWORK Headquarter Bureaux Stations District Correspondents Foreign Correspondents and Stringers News Exchange Agreements (Regional and World News Agencies) Video News Service Multi Lingual News Services (English, Urdu, Sindhi, Siraiki, Pushto, Arabic and Chinese) Monitoring News Service Photo Service

ASSOCIATED PRESS OF PAKISTAN HEADQUARTER Associated Press of Pakistan HQ is located in Islamabad and from Headquarters all the network of Associated Press of Pakistan is being look after. The

13

management and all directors sit in APP Headquarters and control all bureaus and stations. BUREAUS OF ASSOCIATED PRESS OF PAKISTAN Associated Press of Pakistan Bureaus are in all the important cities of Pakistan from where all news, photos and videos and send to the headquarters and from here being send to all the subscribers. Bureaus are more uniformed then the stations and in bureaus the staff is more than the stations. The list of APP bureaus is as under. Islamabad Karachi Lahore Peshawar Quetta Multan Hyderabad Faisalabad Gilgit Bahawalpur

From the above list everyone knows the strength of the network Associated Press of Pakistan have regarding to the collection of news, photos and videos. STATION OFFICES OF ASSOCIATED PRESS OF PAKISTAN (11): Although the strength of station is not equal to the bureau but stations of Associated Press of Pakistan are working properly for the batter results. Stations are as under. Rawalpindi

14

Sialkot Sahiwal Larkana D.I.Khan Sukhar Muzaffarabad Sargodha Abbottabad Gujrat Vihari

CORRESPONDENTS/ STRINGERS ABROAD: Associated Press of Pakistans correspondents are in most of the countries and doing their job in a batter way. They get work to collect news and all kind of assignments for Associated Press of Pakistan. They are the most important part of Associated Press of Pakistan, because they work harder in abroad to get news and represent Pakistan in the countries they are working. Correspondents have some extra responsibilities like they have to attend all kind of parties and there they have represent Pakistan and thats why they have to be careful and act like a responsible person of Pakistan. Foreign correspondents working abroad for Associated Press of Pakistan and get news and photos for the department. They are the representative of Pakistan and whenever foreign tour of President or Prime minister or any other government official is being held they have the responsibility to cover it and report to the headquarters for information. Detail of foreign correspondents is as under.

Stringers

15

New York Dhaka Brussels Dubai (Vacant)

Correspondents
Washington London Beijing New Delhi (Vacant)

DISTRICT CORRESPONDENTS: District correspondents are all ever Pakistan and working for Associated Press of Pakistan. They have the task to get all important news of their own area and sent to the headquarters these district correspondents are very important because they work hard and with the help of this strong network Associated Press of Pakistan is able to give tremendous results for government. District correspondents get monthly honorarium for their services they give for Associated Press of Pakistan. This honorarium is fixed and given to them after being collected their monthly report from the officer who collects the news from them every day. And if the performance report shows that the person done job and send news to the department than they give honorarium. Detail of district correspondents is as under. Punjab Sindh Khyber Pakhtunkhwa (KPK) Balochistan AJK 81 21 22 26 06 16

 Northern Areas FATA Total NEWS EXCHANGE AGREEMENTS

07 07 170

Associated Press of Pakistan has some agreements with almost all the foreign news agencies to share information in type of news with each other to get information. In effect of sharing the news between all these partner countries the general public is able to know about the cultural values and the latest information about these countries. Detail of news agencies is as under 1. ANATOLIA (Turkish News Agency). 2. IRNA (Islamic Republic News Agency) of Iran. 3. IINA (International Islamic News Agency) based in Saudi Arabia. 4. BSS (Bangladeshi News Agency). 5. BERNAMA (Malaysian News Agency). 6. MAP (Moroccan News Agency). 7. ANTARA (Indonesian News Agency). 8. PNA (Philippines News Agency). 9. KAZNET (Kazakhstan News Agency). 10. TAJIK (Tajikistan News Agency). 11. SOGA (Turkmenistan News Agency). 12. XINHUA (Chinese News Agency) 13. KUNA (Kuwaiti News Agency) 17

14. TAP (Tunisian News Agency) 15. AGERPRESS of Romania 16. PAP (Polish News Agency) 17. QNA (Qatari News Agency) 18. RSS ( Nepalese News Agency) 19. SANA ( Syrian News Agency) 20. TASS ( Russian Federation) 21. TANJUG (Yogoslavian News Agency) 22. WAM (Emirates News Agency) of Abu Dhabi 23. NAM ( National News Agency of Myanmar) 24. MENA (Middle East News Agency) of Egypt 25. ZIANA (Zimbabwian News Agency) 26. SPA( Saudi Press Agency) 27. ADNKROS International (Italy) 28. Yonhap News Agency (South Korea) 29. KAZIN FORM News Agency ( Kazakhistan) 30. Tajik Information Agency (Khowar), Tajikistan 31. Kabar, Kyrgyzstan News Agency 32. ZIANA , Zimbabwe 33. UPI , America 34. PTI. India

18

35. MIT, Hungry 36. Kyodo, Japan (APP is receiving News Service from Foreign News Agencies Including AFP and Reuters) Agreement Between Vietnam News Agency and Associated Press of Pakistan Corporation The following agreement has been reached between the Vietnam News Agency (VNA) and the Associated Press of Pakistan Corporation (APP), referred to individually as a party and collectively as the parties. Whereas both parties have expressed desire to enhance and expand mutual media ties, utilizing assimilation and dissemination of authentic news as a medium. Therefore, APP with its Headquarters in Islamabad, Pakistan and VNA with his Headquarters in Hanoi, Vietnam have agreed, on basis of reciprocity, to free exchange of news services between the two news agencies, on following terms and conditions: Article-I VNA agrees to APP using, without payment, news items put out by VNA in the English language and supplied to APP by e-mail Address: [email protected] APP may request VNA to cover media events specified by APP for its subscribers, but for this coverage APP shall pay expenses incurred by VNA. Article-II APP agrees to VNA using, without payment, news items put out by APP in English language and supplied to VNA by e-mail Address: newssvna@vnagency. com.vn

19

VNA may request APP to cover media events specified by VNA for its subscribers, but for this coverage VNA shall pay expenses incurred by APP. Article-III In making use of and distributing each others news release, both parties undertake to edit the material faithfully. Under no circumstances, facts, content and intent of the news will be changed. All material will be credited to the sources from which received. Article-IV Either party may request the other party for supplementary material on any matter, or the other party shall give attention to such requests and satisfy as far as possible. Article-V Should at any time in the future, the developments in the cooperation between the two sides necessitate inclusion of any additional stipulation and provisions in the text of the present agreement for the performance of any special services, such inclusion shall be made by mutual agreement in writing. Article-VI This agreement shall take effect from the date of its signature and shall be valid for three years. Upon termination of the above stated period, this agreement shall automatically by renewed for another period of three years unless either of the parties serve on the other party a written notice demanding the cancellation of the agreement at least two months prior to the termination of contract. Article-VII Done at on this day of .. In duplicate in the English language. For Vietnam News Agency 20 For

Associated Press of Pakistan Hanoi-Vietnam Director General Islamabad-Pakistan Pakistan Ambassador at Hanoi

The second type of agreement is as draft agreement as under DRAFT AGREEMENT Date.//

Interoffice Note Subject: DRAFT AGREEMENT BETWEEN APP AND LATIN PRESS OF CUBA

Reference M/o Foreign affairs U.O. No. 4/7/CUB/2012 Americas dated 15/02/2012 along with letter No. RS/08-2012 dated 09/02/2012 received from Embassy of the Republic of Cuba Islamic Republic of Pakistan, which is selfexplanatory.(FAB). 2. A draft agreement is placed at FA for perusal/ amendments if any,

before submission to competent authority/ Ministry of Information for approval at their end. (FC).

M. Ayaz Khan Jadoon Assistant Manager (P&D) Manager (P&D)

21

CHAPTER 4 SERVICES OF ASSOCIATED PRESS OF PAKISTAN

3.1 INTRODUCTION: Associated Press of Pakistan is a service based organization which deals with news. For that purpose of collecting news APP needs different services which work for collecting news and information. APP has been functioning as subsidiary of Reuters News Agency from 1910 to 1947 It was named as Associated Press of Pakistan in 1947 in private sector under aegis of the Eastern News Trust with head office at Karachi. Federal Government took it over in 1961 as its National News agency so that English News service was working from the earlier days and other services are started with the passage of time. 3.2 TYPES OF NEWS PROVIDED BY APP

Official News APP provides detailed coverage of the activities and statements of government dignitaries. Newspapers and the government-controlled radio and television rely heavily on APP for government news. According to renowned journalist Zamir Niazi: "Most of the time and energy of APP since the days of Ayub Khan is being consumed in creeding long speeches of the president and other ministries, the rest are allocated to the government press notes and other lesser government functionaries."

Political News
Being the government agency, APP has focused on government news, thus neglecting cultural, political, economic and other sectors of national life. Even more damaging to the credibility of APP has been the repeated use of the agency to carry out disinformation and smear campaigns against opposition leaders and parties.

22

According to Niazi: "How APP has functioned and what is its credibility among its client and public at large is another sorry chapter in the story of our press... the agency has served its masters one after the other with equal zeal and perfect consistency. Thus it gained the notoriety of being a center of news management, fabrication and distortions." District news APP's district news service is not highly regarded, as its resources are so thinly-placed across the country that most of the information from this department comes from government information officers. Foreign news APP has become the main source of international news for the Pakistani media. The agency subscribes to Reuters, AFP, and the Associated Press of America (AP). United Press International was also linked with APP, but the agreement was allowed to lapse. APP has co-operation agreements with some 35 news agencies, mainly in third world countries. Under these agreements, news is exchanged on a barter basis. Prominent among these are the Islamic Republic News Agency (IRNA), the Press Trust of India, and MENA (Egypt). The detail of services working in APP is as under English News Service Urdu News service Sindhi News Service Siraiki News Service Pushto News Service Arabic News Service Chinese News Service

23

3.2

ENGLISH NEWS SERVICE The founder service in Associated Press of Pakistan and the most important

service as well because now a days the media is very fast and all the international news are interpreted in English and simply English is the connecting language between all languages. So the importance of English news service is more than any of the services working in APP. English news service is important in other prospective because the focus of all international news agencies is based on English news service. They rate Associated press of Pakistan on the basis of English news service.
S.No. Months News Items Released 1. 2. 3. 4. 5. 6. 7 8 9 10 11 12 January February March April May June July August September October November December Total 10099 9410 11783 9734 9801 9748 9815 9865 9875 9887 9858 9875 119750 News Items Published 4905 4127 4205 4635 4725 4766 4840 4925 4993 5049 5096 5155 57421

24

Associated press of Pakistan has some most experienced journalist in English news service who gave their services in Associated press of Pakistan since APP started. Their duties are specified and all of the journalists work in field and cover all the events of the country. They are specialized in their subject of work. Some of important regions are specially targeted like the economic, political, social and sports news are covered by the journalists every day and all the journalists file at least 5 stories for their batter report. The senior journalists cover international tours of President and Prime minister very efficiently and give best coverage to them. The effectiveness of the English news service is judge by the performance report that how many news are produced and how much are published in prominent news papers. The detail of news is as under. 3.1.1 3.1.2
S.No. 1. 2. 3. 4. 5. 6. 7 8

Released and Published English News items During Jan to Dec, 2011 Released and Published English News items During Jan to Aug, 2012
Months January February March April May June July August Total News Items Released 8988 7918 9223 7989 8088 7364 8680 7487 65737 News Items Published 3602 3060 3377 3139 3475 3048 3186 2946 25833

25

3.2
S.No. 1. 2. 3. 4. 5. 6. 7 8 9 10 11 12

URDU NEWS SERVICE

Months January February March April May June July August September October November December Total News Items Released 11346 9850 10972 10512 10485 10493 10525 10470 10455 10395 10374 10369 126246 News Items Published 3955 3912 3991 3710 3758 3850 3916 4016 4094 4135 4145 4168 47650

The agencys Urdu language service started in the 1980s to cater for the needs of the growing number of Urdu language dailies in Pakistan. The idea behind the setting-up of the service was to avoid errors and ensure accuracy. As a practice, Urdu speech was often translated into English by the APP and then back into Urdu by newspaper editor greatly increasing the chances of translation, emphasis or context errors. The Urdu Service, while still small, has been effective in producing text in both languages. The purpose to start Urdu news service was to cover the regional market as well as the international. Although the purpose of associated press of Pakistan was not to collect money from the subscribers but the purpose was to give them pure and positive news about Pakistan and serve the nation by that because associated press of Pakistan is National news agency of Pakistan and it is in its responsibilities to publish healthy 26

news about nation. Urdu news service has some experienced and highly qualified journalist who gave their services in associated press of Pakistan since Urdu news service started. Their done specified duties in their area of interest, all of the journalists work in field and cover all the events of the country. Economy, politics, social events and sports news are covered by the journalists every day and all the journalists file at least 5 stories for their batter report. The senior journalists cover international tours of President and Prime minister very efficiently and give best coverage to them. The effectiveness of the Urdu news service is judge by the performance report that how many news are produced and how much are published in prominent news papers. The detail of news is as under.
S.No. 1. 2. 3. 4. 5. 6. 7. 8. Months January February March April May June July August Total News Items Released 10391 9726 10079 9478 9573 9751 9349 8890 25833 News Items Published 3011 3060 2440 1860 1801 1731 1966 2149 18018

3.3

SINDHI NEWS SERVICE The project for APP Sindhi News Service was proposed in 1995 but due to

unfavorable circumstances it could not be processed ahead. Again in 1998, the Federal Minister for Information and Broadcasting, Senator Nisar Memon felt the need to start Sindhi News Service so that Sindhi newspapers could easily be facilitated.

27

Later, he formally inaugurated APP Sindhi News Service at Indus Hotel saying Establishment of Sindhi News Service of APP is an important step, as the message should reach out to the people in their own language. He highlighted the importance of regional language in his speech. The charge of Sindhi News Service was given to Chief Reporter Mr Javed Nisar Channa, under the supervision of Radio Retired Deputy Controller, Abdullah Veesar along with two sub-editors and a computer operator. It's been seven years since service in Sindhi language has started. In September 2005, Javed Channa made efforts to make APP Station a Bureau Office. In the same year Abdullah Veesar, Shakeel Bachani, Imran Patoli and Nisar Sheikh were appointed as sub-editor and reporters. By October 2007, seven more appointments were made including Shahid Ali Panhwar, Ashiq Hussain, Zafar Mangi, Majeed Peerzada, Shaukat Chandio, Sadaf Baloch and Aliya Anjum. A number of more than 22 daily newspapers are subscribers of Sindhi Service. Some of them are Ibrat, Mehran, Hulchul, Sindh, Koshish, Kawish, Awami Awaz, Hilal e Pakistan, Tameer-e- Sindh, Shaam, Sindhu and many more. Sindhi is a regional language of Pakistan. Sindhi speaking people are in a high numbers in Pakistan so it was important to target them and collect news and translate it into Sindhi because a large number of people of Karachi speak Sindhi and Karachi is a hub of business in Pakistan and is very important in south Asia for business. Regarding to the importance to Sindhi it was necessary to start Sindhi news service to strength in Associated press of Pakistan. Although it is not as important as English and Urdu news services but it is fact that in region languages Sindhi is very much speak and thats why the department of Sindhi news is working properly and produce news for region customers and news papers. Number of news released are not as much as the international and national language news released but the numbers of published items are better than there news services.

28

Detail of news published in newspapers is on next page. 3.3.1 Released and Published Sindhi News items During Jan to Dec, 2011
Months January February March April May June July August September October November December Total News Items Released 4085 4117 3791 3455 3470 3475 3501 3485 431 4180 4365 7931 46286 News Items Published 4224 3606 3650 3677 3708 3749 3790 3846 3869 3907 3943 3987 45956

S.No. 1. 2. 3. 4. 5. 6. 7 8 9 10 11 12

3.3.2
S.No. 1. 2. 3. 4. 5. 6. 7. 8.

Released and Published Sindhi News Items during Jan to Aug, 2012
Months January February March April May June July August Total News Items Released 1240 2643 2772 2362 3014 2152 1629 2382 18194 News Items Published 2208 1961 1801 2009 1700 1928 2407 1731 15745

29

Pushto News Service Another regional language spoken in Khyber pakhtoon khua. After starting Sindhi news service Pushto service was started to increase the subscribers of Associated press of Pakistan and target people of Khyber pakhtoon khua. As it is a regional language so this service cannot produce much news but still very effective than any other competitor. The record of news published in newspapers is as under. Released and Published Pushto News items During Jan to Dec, 2011
S.No. 1. 2. 3. 4. 5. 6. 7 8 9 10 11 12 January February March April May June July August September October November December Total Months News Items Released 965 953 969 895 910 935 958 980 995 988 995 999 11542 News Items Published 1798 1436 1466 1488 1515 1532 1552 1573 1602 1630 1677 1709 18978

30

Released and Published Pushto News Items during Jan to Aug, 2012
S.No. 1. 2. 3. 4. 5. 6. 7. 8. January February March April May June July August Total Months News Items Released 1558 1383 1366 1099 1164 1086 1154 1130 9940 News Items Published 1699 1773 1779 1377 987 808 906 829 10158

ARABIC NEWS SERVICE After covering all regional languages Associated press of Pakistan started Arabic news service for the first time in Pakistan. Although there is not a number of Arabic newspapers in Pakistan but still electronic media and internet is there to facilitate and publish Arabic news so Associated press of Pakistan started Arabic news and Arabic news service is now working. Detail of released items is as under. Released Arabic News Items during Jan to Dec, 2011
S.No. 1. 2. 3. 4. 5. January February March April May Months News Items Released 385 332 325 283 288

31

6. 7. 8. 9. 10. 11. 12.

June July August September October November December Total

302 315 333 345 360 378 385 4031

Released Arabic News Items during Jan to Aug, 2012 S.No. 1. 2. 3. 4. 5. 6. 7. 8. January February March April May June July August Total PHOTO SERVICE APP has its own photographic section equipped with high profile equipments in all bureaus and stations of associated press of Pakistan. Islamabad is the head office to receive photographs from within Pakistan and aboard, and transmits them to the agency's bureau and stations which distribute them to local and international Months News Items Released 343 418 535 473 397 304 339 262 3071

32

newspapers. APP has some genes photographers in its team so that they can meet the requirements. The detail of released photos is as under Released and Published Photos during Jan to Aug, 2012
S.No. 1. 2. 3. 4. 5. 6. 7. 8. January February March April May June July August Total Months Photos Released 1426 1602 1492 1762 1558 1424 1590 1745 12599 Photos Published 2300 2021 2350 2450 2178 2155 2469 2500 18423

CHINESE NEWS SERVICE After all the regional, National and International lingual news services Associated Press of Pakistan planning to open Chinese news service as another important service, the idea was that we have a friendship with china and a lot of mutual projects are working and many are in pipeline and still opened in future and it is very important to know about the friend country and the same is in chinas mind so Associated Press of Pakistan takes initiative to open Chinese language service to provide the news in very short time and give them facility to know about our country. The project is still in pipeline but the work to complete the basics is just to complete. We will hope the Associated Press of Pakistan will start it for the first time in Pakistan and make history.

33

VIDEO NEWS SERVICE APP Video News Service, which was formally launched in October 2007, is wellpositioned to cater to the needs of news channels. This is a major leap forward, expanding and enhancing the agency's role in the national media by providing clean feed on major developments and important events to the electronic media organizations within the country and abroad. Launched in October 2007 as Electronic News Gathering Project. Renamed as Video News Service (VNS) in 2009. News Coverage both within country and abroad. Production of documentaries on diverse subjects. Released over 60,000 news footage to channels since 2008. Video Feed via FTP, DVs and DVDs. Feeding both local & international news channels. Video News Service is a way to go to the new world of media that is called channel. The speed of success told everyone that the dream of being the stronger party in electronic media is possible and Associated Press of Pakistan should start its own news channel with the name of APP NEWS but the first step to start the journey was to get a DSNG, Because right now APP feed the news to all channels with FTP, DVs and DVDs but if we get DSNG than we will give them a frequency to punch it and get the video clipping directly. The importance of Video News Service is very much for Associated Press of Pakistan because all the other newspapers start their own channels and with that the importance of Associated Press of Pakistan was going down very fast. The only way to get our importance back was to open video news service because all the important coverages of President and Prime minister and other high officials are being covered by National News Agency and all private channels are not allowed to approach some times. So the demand of Video News Service from Associated Press of Pakistan was

34

there, so Associated Press of Pakistan stepped forward and opens a new way to walk away on the journey of success. In future all the successes Associated Press of Pakistan will get (Inshallah) are just because of Video News Service. Its the first step to get a news channel to compete with the other channels in the market. MONITORING SERVICE APP monitors all important international news channels to gather news and features of its interest and for updating daily. RECENT INDICATIVES APP Video News Service, which was formally launched in October last year, is well-positioned to cater to the needs of news channels. This is a major leap forward, expanding and enhancing the agency's role in the national media by providing clean feed on major developments and important events to the electronic media organizations within the country and abroad.

The agency has transformed its website making it professionally more vibrant as important multi-lingual news reports, photos and VNS footage are promptly placed on it through fast updating mechanism.

The website, which serves as a reservoir of latest news as well as archive of transmitted news, is frequented by thousands of individuals and organizations, particularly Pakistani missions abroad, which is reflective of its professional significance. Important news is also translated in Arabic language which are not only placed on the website, but also transmitted to the print and electronic media of the Arab World.

Another important feature of the APP professional working is extensive monitoring of major local and foreign news channels and the news based on this exercise capture tangible space in the newspapers on perennial basis.

APP has News Exchange Agreements with more than 45 Foreign News Agencies

35

under which bouquet of important news is transmitted to them on daily basis with an aim to showcasing Pakistans point of view on regional and international affairs. Sans any suspicion, APP is armed with new professional techniques and skills by making inroads in modern and contemporary regime of Information Technology to satiate the professional appetite of competitive media subscribers.

With experienced professional hands and young blood, APP is well-positioned to make bold forays on professional horizons in view of sea change in the countrys media. Discarding the temptation of any complacency, professional strategy of APP News Service is revisited as and when required to withstand fast emerging professional challenges in the media sector. FUTURE PLANS Associated Press of Pakistan has some future plans to work batter and give good results in media field. The basic aim of Associated Press of Pakistan is now to be a News channel as well. Some initiatives are discussed below Earth Station DSNG Media Complex EARTH STATION An earth station, ground station, or earth terminal is a terrestrial terminal station designed for extra planetary telecommunication with spacecraft, and/or reception of radio waves from an astronomical radio source. Earth stations are located either on the surface of the Earth, or within Earth's atmosphere. Earth stations communicate with spacecraft by transmitting and receiving radio waves in the super high frequency or extremely high frequency bands (e.g., microwaves). When an earth station successfully transmits radio waves to a spacecraft (or vice versa), it establishes a telecommunications link.

36

Earth stations may occupy either a fixed or itinerant position. Article 1 III of the ITU Radio Regulations describes various types of earth stations, stationary and mobile, and their interrelationships. Specialized satellite earth stations are used to telecommunicate with satelliteschiefly communications satellites. Other earth stations communicate with manned space stations or unmanned space probes. An earth station that primarily receives telemetry data, or that follows a satellite not in geostationary orbit, is called a tracking station. When a satellite is within an earth station's line of sight, the earth station is said to have a view of the satellite. It is possible for a satellite to communicate with more than one earth station at a time. A pair of earth stations are said to have a satellite in mutual view when the stations share simultaneous, unobstructed, line-ofsight contact with the satellite. DSNG These projects are work in the future and these are just to get closer to the News channel of Associated Press of Pakistan. With the help of DSNG we will able to give the video footages directly. We will just give them a frequency and the will able to catch news footages from Associated Press of Pakistan. DSNG will work with the help of the Earth station. MEDIA COMPLEX APP is planning to build a media complex on H-9 sector plot to meet fast growing professional requirements of the National News Agency. Media Complex to provide following facilities: Live broadcasting facilities. Video conferencing solution. Studios with high tech equipment. 37

 Training facilities to media related personnel. Rapid up-linking/down-linking facility. A very important step of future to facilitate all media related personnel to get trainings and give their best in field. Media complex will help the media to be as strong as the media of Europe is now days. In these days all private channels are with high tech equipments but not the National channels and agencies but with that step of starting Media Complex it is for sure that national News agency and channels will train their staff batter to compete all private media workers.

38

CHAPTER 5 MARKETING IN APP

5.1 INTRODUCTION: At current times of constantly shrinking budgets and increased competition, a company should continually invest in seeking the most effective marketing strategy that it can develop as a market-driven strategy allows a company to truly understand its market and the customers that are the basis for this market. This effort allows for a more effective integration of all activities that may impact customer value, which in turn affects both return-on-investment and profitability. An effective marketing effort is based upon information, which can be used in terms of developing sound business strategies, increase your return-on-investment, allow for more successful innovation, and lead to better branding efforts, increase the effectiveness of your promotional efforts and strengthen your web marketing efforts (Leventhal, 2006). There are two significant implications of Marketing. 1. Focus: The entire system of business activities should be customer-oriented. Customer wants must be recognized and satisfied. 2. Duration: Marketing should start with an idea about a want-satisfying product and should not end until the customers wants are completely satisfied, which may be some time after the exchange is make. (J. Etzel, J. Walker, J. Stanton; Marketing 13th Edition. McGraw-Hill) 5.2 MARKETING IN ASSOCIATED PRESS OF PAKISTAN Associated Press of Pakistan is a government based National news agency which have its own budgetary grant. The purpose to sell out news is now to earn profit the basic aim is to give positive and healthy news to the newspapers and other news channels as well. News channels like to publish that news which has some thriller effect they cannot think about the government that in international media the

39

effect of that news is bad for the whole country. To control that kind of news Associated Press of Pakistan ready to give news to all subscribers on nominal cost monthly. The other reason is to promote the media efforts and give them all government news, clippings and photos for their newspapers and channels. With that respect Associated Press of Pakistan is a dominating part of Pakistani media and it is not necessary for APP to do some efforts to sell out its news, photos and clippings. In a mean time Associated Press of Pakistan has its own Marketing department who builds relations and agreements and sells news to all subscribers. In Associated Press of Pakistan marketing is in its own style. The whole marketing process and all detail of marketing department is as under. 5.3 MARKETING, RECOVERY AND BUDGETING In Associated Press of Pakistan the department who handle all kind of marketing activities is Marketing, Recovery and Budging (MRB) for short. Because Associated Press of Pakistan is a well known agency of Pakistan so it doesnt need any publicity to sell out its products. If a newspaper or channel likes to get news from APP, the concern person firstly wrote a letter to the Manager MRB for the service. On his letter APP send a letter back to the subscriber about subscription charges and three month advance to start the service, and if the subscriber agree to send a draft of subscription and advance than APP send an agreement of sending news to them and after signature the agreement the devilry of news is started. 5.4 PROCESS OF AGREEMENT BETWEEN APP AND SUBSCRIBER Subscriber request about news, photo or video service. On his request a note is put up about monthly subscription If note approved by the authority than a letter is wrote to the subscriber about terms, conditions and charges. Three month advance also demanded.

40

 5.5

If subscriber agree than an agreement is signed by both. Send orders to concern department to start service by email. AGREEMENT

ASSOCIATED PRESS OF PAKISTAN CORPORATION ISLAMABAD GENERAL NEWS SERVICE AGREEMENT This AGREEMENT is made this 25th day of May 2012 between the

Associated Press of Pakistan, Islamabad (hereinafter called the APP) as one party, and Daily Karachi (hereinafter called the Subscriber) as the other party. Whereas the subscriber is the owner of a daily newspaper known as the Daily and printed in English language and published from Karachi (and hereinafter called the paper) and has applied to the APP for the supply of News/Photo Service for the purpose of the said paper namely Daily , Karachi on terms and conditions

hereinafter contained and whereas the APP has agreed to supply news through EMail. NOW IT IS MUTUALLY AGREED AS FOLLOWS, THAT IS TO SAY: This AGREEMENT shall come, and shall be deemed to have come, into Operation from 1st July 2012. 2. The APP shall supply to the subscriber solely for its use for publication in the printed and published at Karachi all items of

newspaper namely Daily

Domestic and Foreign News, issued in its General News Service, during the continuance of this agreement and subject to the provisions hereinafter contained. 3. The Subscriber shall not at any time directly or indirectly, for any purpose, or

in any manner whatsoever, supply, use or make public, or permit or suffer to be supplied, used or made public the contents or the substance of the said news items or copies thereof otherwise than by publication in the usual manner in the said paper namely Daily , Karachi and each news item so published shall be duly

41

acknowledged to APP and the foreign news agencies linked with APP. The Subscriber shall not supply news items to any other edition or newspaper. 4. The Subscriber shall pay to the APP at its Head Office in Islamabad the annual /- (Subject to revision at any time) by equal monthly installments of

sum of Rs. Rs.

/=. Each of these installments shall be paid in advance each month. Failure

in payment of three monthly installments shall constitute suspension of service and failure in payment of consecutive six monthly installments of the said subscription shall constitute a breach of this agreement on the part of the subscriber and the APP shall have the right to discontinue the service forthwith and claim all the installments of the year remaining unpaid 5. 6. Subscription will be increased @ 10% automatically every year. The subscribers shall pay to APP at its headquarter in Islamabad a sum of Rs.

/- which is equal to three months subscription at the time of the start of the APPs service. This amount will remain with APP as advance/deposit. APP shall have the right to adjust/forfeit this subscription at any time. 7. The APP will do its best to ensure fullest transmission of the service, but will

not be responsible for any delay in transmission/or mutilation for any reasons whatever or failure to supply the service for reasons beyond its control. The APP will make all possible efforts to ensure the accuracy of the service but shall not be under any liabilities, direct or indirect, for any loss or damage caused to the Subscriber or any other person by reasons of the publication of any of the news contained in the service. 8. The Subscriber agrees that under no circumstances facts, contents and intent of

the service as edited and printed by the subscriber in the said paper, namely Daily will be changed in form or spirit or otherwise in any manner prejudicial to the reputation of the APP or integrity of its news service.

42

9.

This agreement may with the conscience in writing of the APP be assigned or

transferred by the subscriber on the sale, transfer or consolidation of the newspaper owned by the subscriber but the subscriber agrees and guarantees that his or its successors or assignee in interest shall be liable for all the obligations and liabilities of the paper owned by the subscriber and shall discharge the same. 10. Notwithstanding anything contained hereinabove, the APP shall have the right

to discontinue or suspend the supply of news service without notice should any act of the subscriber in the opinion of the APP be prejudicial to the prestige or interest of the APP. 11. The term of this agreement, to begin with, shall be a period of one year. If

neither side gives three months notice for termination it will be deemed to have been extended automatically for one more year up to ten years. Thereafter it shall be terminable at three months notice by either side. 12. This agreement has been concluded by the parties in Islamabad but has been

executed by the subscriber for the sake of convenience at Karachi and any dispute or difference arising out of this agreement shall be adjudicated upon by the Islamabad courts only. In witness where of Mr. Rashid Ali Khan, Bureau Chief, Associated Press of Pakistan Corporation, Karachi has for and on behalf of the APPC, Islamabad set his hand. And the said Mr. , Editor, Daily has hereinto set his

hand on the day and the year first above written. ____________ Bureau Chief Associated Press of Pakistan Corporation Karachi _________________ Editor Daily Karachi 43

ID # WITNESSES: Name NIC NO. Address: MARKETING STRATEGY

ID #

Name NIC NO. Address:

Strategies that Associated Press of Pakistan implements are the Porter generic strategies that are discussed below

COST LEADERSHIP STRATEGY: Aiming to become lowest cost producer. The firm can complete on the price with every other industry and earn higher unit of profit. Cost reduction provides the focus of the organizations strategy.

44

Targets a board market. Competitive advantage is achieved by driving down cost. A successful cost leadership strategy requires that the firm is the cost leader and is unchallenged in this position. Especially beneficial where customers are price sensitive.

DIFFERENTIATION: A differentiation strategy calls for the development of a product or service that offers unique attributes that are valued by customer. Customers perceive the product to be different and better than that of retails the value added by the uniqueness of the product may allow the firm to charge a premium price for it. Differentiation can be based on product image or durability after sales, quality, and additional features. It requires flair research capability and strong marketing.

FOCUS STRATEGY: The focus strategy concert rate on a narrow segment and within that segment attempts to achieve either a cost advantage or differentiation. The premise is that the needs of the group can be better serviced by focusing entirely on it. A firm using a focus strategy often enjoys a high degree of customers loyalty and this entrenched loyalty discourages other firms from competing directly. Because of their narrow market focus, firms pursuing a focus strategy has lover volumes and therefore less bargaining power with their supplies. However, firms pursuing a differentiation focused strategy may be able to pass higher costs on to customers since close substitute products do not exist. IMPLEMENTATION OF MARKETING STRATEGIES These three strategies are best for Associated Press of Pakistan because the monthly subscription is nominal and the basic aim of Associated Press of Pakistan is not to earn profit.

45

The products are slightly different and attractive because the government news are given to them by Associated Press of Pakistan and we are dominant in that specific field. The area of market is focused. Subscribers of Associated Press of Pakistan: Urdu News Papers: AAJ Daily [In Urdu] Aalmi Akhbar [In Urdu] Afkarejahan (Gujranwala, Punjab) [In Urdu] Akhbaar Akhbar-e-Jehan (Karachi) Al-Akhbar (Islamambad) Al-Qalam Online (Peshawar) [In Urdu] Al Qamar (Islamabad) [In Urdu & English available] Apna Dhudial (Punajab, Chakwal, Dhudial) [In Urdu] Apna Jhelum (Jhelum, Chakwal, Sohawa, Dina, Pind Dadan Khan) [In Urdu] Apna Pakistan [In Urdu] Apnajpj (Jalalpurjattan) Apna Pirmahal Apna Rozan [In Urdu] APS Associated Press Service (Islamabad, Rawalpindi) [In Urdu & English] AraienWorld (Punjab) [In Urdu & English] The Asia Inside (Lahore) [In English] Asia News [In English] Associated Press of Pakistan Attock News (Attock City, Punjab) Awaz Online (Islamabad) [In Urdu]

46

Awaz-e-Haq (Punjab) [In Urdu] Babe Chakwal (Chakwal) [In Urdu] The Baloch Hal (Balochistan) [In English] The Balochistan Post [In English] BBC News [In Urdu] BBC One (Islamabad) [In Urdu] Business Recorder CBNews 1 (Lahore) [In English] Champion PK (Punjab, Balochistan, Kashmir, Sindh) [In English] Chitral News (Chitral) Chitral Times (NWFP, Chitral) [In Urdu & English available] Daily Aaj Kal [In Urdu] Daily Abhaam (Lahore) [In Urdu] Daily Ahamulakhbar (Punjab, Islambad) Daily Aitadal Daily Alamgirpost (Sarai Alamgir, Punjab) [In Urdu] Daily Alfazl (Panjab, Rabwah) Daily Asas (Rawalpindi, Islamabad, Lahore, Karachi & Faisalabad) [In Urdu] Daily Ausaf [In Urdu] Daily Awam Quetta (Quetta) [In Urdu] Daily Awami Awaz (Karachi) Daily Azkaar (Islamabad) Daily Baad-e-Shimal (Gilgit, Baltistan) [In Urdu] Daily Balochistan Express [In English] Daily Beopar Karachi (Sindh, Karachi) [In Urdu] Daily Express (Islamabad, Karachi, Lahore, Peshawar, Multan, Faisalabad, Sukhar, Gujranwala, Sargodha & Rahim Yar Khan)

Daily Chaita (Abbottabad)

47

Daily Chand News [In Urdu] Daily Crimemail (Vehar, Multan, Lahore) [In Urdu] Daily Dharti [In Urdu] Daily Dunya Quetta (Quetta) [In Urdu] Daily Explorer (Sindh) [In English] Daily Fai (Punjab, Gujrat) [In Urdu] Daily Financial Post (Karachi) [In English] Daily Gal Baat (Gujrat, Punjab) [In Urdu] Daily GujarKhan 2day[In Urdu & English available] Daily Gujranwala Times (Gujranwala) [In Urdu] Daily Gujrat (Gujrat, Punjab) [In Urdu] Daily Gwadar Times Gwadar (Balochistan) [In Urdu] Daily Hazara News [In Urdu] Daily Hot News (Islamabad) [In English] Daily Ibrat (Hyerabad) [In Sindhi] Daily Ilhaaq (Peshawar) [In Urdu] Daily Indus Post (Karachi, Sindh) [In Urdu] Daily Intekhab Daily Imroz (Sindh, Karachi) Daily Independent (Balochistan, Quetta) Daily Islam (Sindh Punjab Sarhad) [In Urdu] Daily Jang [In Urdu] Daily Jammu & Kashmir (Azad kashmir) [In Urdu] The Daily Jasarat Daily Jinnah (Islamabad) [In Urdu] Daily Kashmir Express (Kashmir) [In Urdu] Daily Kawish [In Sindhi] Daily Khabarnama Faisalabad (Faisalabad) [In Urdu]

48

Daily Khabrain [In Urdu] The Daily Leader International [In English] Daily Mahasib [In Urdu] Daily Mail (Islamabad) Daily Maizbaan (Gujrat) Daily Mashriq (NWFP / Peshawar) Daily Millat Gujarati & Urdu (Karachi) Daily News Sialkot Pakistan (Punjab, Sialkot) [In Urdu & English] Daily Newsmart (Punjab, Rawalpind) [In English & Urdu] Daily Nijat (Sindh) [In Sindhi] Daily NHT Daily Pakistan (Lahore) The Daily Pakistan (Islamabad) [In Urdu] Daily Pakistan News Daily Pakistan Overseas (Gujrat) [In Urdu & English] Daily Pakistan X Press [In Urdu] Daily Permanent News (Faisalabad) Daily Pirmanhal [In Urdu] Daily Press Conference (Gujranwala) [In Urdu] Daily Punjab (Punjab, Jhelum, Dina) [In Urdu] Daily Qaumi Awaaz Multan (Punjab, Multan) [In Urdu] Daily Qudrat Quetta (Quetta) [In Pashto] Daily Raat (Lahore) [In Urdu] Daily Ravi International [In Urdu & English] Daily Rawal News (Islamabad) [In Urdu & English] The Daily Rozan (Gujrat) [In Urdu] Daily Sada-e-Chanar (Azad Jammu & Kashmir) [In Urdu] The Daily Sada-e-Haq (Dera Ismail Khan)

49

Daily Shal Quetta (Balochistan, Quetta) [In Urdu] Daily Shana Bashana (Punjab-Gujrat) Daily Sindh (Sindh) [In Sindhi] Daily Siyaq [In Urdu] Daily Surathal Faisalabad (Faisalabad) [In Urdu] Daily Surkhab Peshawar Pakistan Daily Siyaq (Peshawar) []In Urdu Daily Talib Quetta (Quetta) [In Urdu] Daily Taqat (Lahore, Islamabad, Rawalpindi, Karachi, Peshawar,

Muzaffarabad, Bahawalpur, Fasialabad, Gujrawala, Sailkot) [In Urdu] Daily Times (Lahore) [In English] Daily Ummat (Karachi) [In Urdu] Daily Universal Recorder (Islamabad) [In Urdu] Daily Walayat News [In Urdu] Daily Waqt (Punjab) [In Urdu] Daily Zaat (Gujranwala) [In Urdu] Daisperdais News (Punjab, Gujranwala) [In Urdu] Dawn [In English] Daytime [In Urdu & English] DhartiPakistan [In English] Dhudial2day Online Newspaper (Chakwal) Dhudialnama (Dhudial, Chakwal, Punjab) Dina Times.com (Dina, Jhelum, Sohawa, P.D.Khan) [In Urdu] Dhudial News (Punjab, Chakwal) [In Urdu] The Exclusive News [In English] Fai (Lahore) [In Urdu] The Financial Daily (Karachi, Lahore) [In English] Free Hand News (Gujrat) [In Urdu]

50

The Friday Times [In English] The Frontier Post (Peshawar) [In English] Geo Jhelum (Jhelum, Dina, P.D.Khan, Shoawa, Mirpur, Sarai Alamgir) [In Urdu]

Geo News (Lahore) [In English] Global Press International (Gujrat) Gujarkhannews (Gujarkhan, Dina, Jhelum & Rawalpindi) [In Urdu, English & Potohari]

Gujar Khan 2day (Gujar Khan) [In Urdu & English available] Gujart News [In Urdu] GUJP News (Rawalpindi) [In Urdu] Gujrat News (Gujrat Punjab) [In Urdu] Herald [In English] Hi Pakistan The Ideal Pakistan [In Urdu & English] Intime News Network (Islamabad) [In Urdu] Independent News Pakistan (Islamabad) [In Urdu & English available] Indo-Pakistan [In English] Inewspakistan.com [In Urdu] Information Times International News Network Intime News Network (Islamabad) [In Urdu] Isponline (Punjab) [In English] Jasarat (Karachi) The Jazba (Gujrat) [In Urdu] Jazba International (Gujrat) [In Urdu] Jazba Pakistan (Gujrat) [In Urdu] Jazba Post (Karachi Sindh) [Urdu]

51

The Jhelum (Jhelum, Dina, P.D.Khan, Shoawa) [Urdu] Jhelum News (Jhelum, Punjab) Jhelum Times (Punjab, Jhelum) Jhelum Views (Jhelum, Mirpur, Dina, Sohawa) [In Urdu] Jinahe [In Urdu] Jurat International [In Urdu] Karachi Updates (Karachi) [In Urdu] Kasheer (Rawalpindi) [In Urdu] Kashmir Media Service Kashmir Observer (Kashmir) [In English] Kashmir International (Muzafrabad) Kashmir International (Pakistan & Azad Kashmir) Kashmir Watch Khabria Sargodha (Sargodha, Punjab) [In Urdu] Khabrain International (Lahore) [In Urdu] Kharian City (Punjab) [In Urdu] Khushbu Khyber Mail (Peshawar) The Khyber Voice Kohetoor (karachi) kunjah Times International (punjab, gujrat, kunjah) [In Urdu] Lahore Updates (Lahore) [In Urdu] Lovely Pakistan (Lahore/Islamabad/Karachi) LivePakistan (Lahore) [In English] Mianwali News (Mianwali, Punjab) [In Urdu] Merawattan (Gujrat) [In Urdu] Millat Online Minhaj-ul-Quran

52

Mirpur Times.com (Mirpur, Kashmir) Muqadma (Karachi) [In Urdu] Muslim World Today [In English] Nai Tazi The Nation Naveedezia (Punjab, Gujranwala) [In Urdu] National Geographic News (Sialkot, Punjab) [In English & Urdu] Nawa-e-Islam (Karachi & Sindh) [In Urdu] Nawai-i-Waqt (Lahore) News 1 World (Punjab Faisalabad) [In Urdu] The News International News Network International Nowshera District Online (Nowshera) One Pakistan (National) [In Hindi & English] Online Akhbar Online Pakistan News (Lahore, Punjab) [In English] Pak Watan Pakcorn (Islamabad) [In English] Pakistan Christian New (Lahore, Punjab) [In English] Pakistan Daily [In English] Pakistan Dot JP [In Urdu] Pakistan Election News (Punjab, Islamabad) [In English] Pakistan Link Pakistan News Service Pakistan Observer [In English] Pakistan Online (Karachi) [In English] Pakistan Today (Punjab) [In Urdu] Pakistanway.com [In English]

53

The Pakistani Newspaper The Pak News (Internation) [In English] Pakistan Times (Islamabad) [In English] The Pakistani Times (Sialkot) [In English] Pakmahfil.com (Punjab) [In English] PakPositive [In English] PakTribune (National) Payara Jalalpur Jattan (Jalalpur Jattan) [In Urdu] Pehchaan The Post (National) www.Pothwar.com (Rawalpindi, Gujar Khan, Kallar Syedan, Kahuta, Kotli Satian, United Kingdom) [In Urdu, English & Potohari]

Press Conference (Gujranwala) [In Urdu] Pride News [In English & Urdu] Pirmahal News (Punjab, Pirmahal) [In Urdu] Pukar News (Gujrat, Punjab) [In Urdu & English] Qiyadat (Karachi) [In Urdu] Regional Times of Sindh (Sindh) [In English] Roznama Express (Sind, Panjab, Pishawar) [In Urdu] Roznama Pakistan (Punjab, Islamabad) Sada-e-Haq (Bannu, D.I.Khan) Sada-e-Waqt (Azad Kashmir, Islamabad, Rawalpindi) Sada-e-Watan Sydney (Sydney, Australia) [In Urdu & English available] Saltnat (Gujrat) [In Urdu] Shan e Kotla (Gujrat) [In Urdu] Shanakht [In Urdu] Shia News [In Urdu] Sindh Week (Sindh, Karachi) [In English]

54

The Rose News (Punjab) [In Urdu] South Asia Tribune [In English] Star News (Quetta, Balochistan) [In English] The Statesman (Peshawar) Student News [In English] The Sun International (Lahore) [In English] Talagang Updates (Punjab, Chakwal, Talagang) [In Urdu] Tarkeen E Watan (Lahore) [In Urdu] Tasweer-E-Wattan (Gujrat, Punjab) [In Urdu] Times [In English] Times of Pakistan Times of Pakistan Umeed-e-jahan International (Sindh Karachi) [In Urdu] Urdu24 (Islamabad) [In Urdu] Urdu Chain (Punjab, Gujar, Khan) [In Urdu] Urdunamah.com (Islamabad) [In Urdu] Urdu News Room (Islamabad) [In Urdu] Urdu Point UrduPower (Islamabad) [In Urdu] Urdu Times [In Urdu] Urdu Veb.com (Gujarkhan) [In Urdu] Urdu Waqt (Gujranwala) [In Urdu] Urooj [Urdu] Uthaan (Gujrat) [Urdu] Voice Of Asia (Punjab Lahore) [In Urdu] Voice Of Japan [In Urdu] Voice Of Lahore [In Urdu] Voice Of Moscow (Russia, Moscow) [In Urdu]

55

Wahdat Daily (Peshawar / NWFP) [In Pustho] Web Tv (Gujrat) [In Urdu] Weekly Asia (Lahore) Weekly Cutting Edge (Lahore) [In English] Weekly Ghazwa (Punjab) [In Urdu] Weekly Independent (Lahore) [In English] Weekly ManzarAbbottabad (Abbottabad) [In Urdu] Weekly Nizam (Punjab) [In Urdu] Weekly Pakistani (Islamabad) [In Urdu] The World Trade Review (Islamabad) [In English] World Tribune Pakistan (Islamabad) [In English & Urdu]

ENGLISH NEWS PAPERS Baluchistan News - http://www.baluchistannews.com/ Daily Independent Quetta - http://independent.com.pk/ Daily Mail - http://dailymailnews.com/ Daily Statesman - http://www.statesman.com.pk/ Daily Times - http://www.dailytimes.com.pk/ Financial Post - http://www.dailyfpost.com/ Geo News - http://www.geo.tv/geonews/ Independent News Pakistan - http://www.inp.net.pk/ Kashmir News - http://www.kashmirnews.com/ Kashmir Observer - http://www.kashmirobserver.com/ News line - http://www.newsline.com.pk/ Online News - http://onlinenews.com.pk/

56

Pak Tribune - http://www.paktribune.com/ Pak Watan - http://www.pakwatan.com/ Pakistan Christian Post - http://www.pakistanchristianpost.com/ Pakistan Link - http://www.pakistanlink.com/ Pakistan Observer - http://www.pakobserver.net/ Pakistan Papers - http://www.pakistanpapers.com/ Pakistan Television - http://ptv.com.pk/ Pakistan Times - http://www.pakistantimes.net/ Pakistan Ways - http://news.pakistanway.com/ PTV World News - http://www.ptvworldnews.com.pk/ Radio Pakistan - http://www.radio.gov.pk/ The Dawn - http://www.dawn.com/ The Friday Times - http://www.thefridaytimes.com/ The Frontier Post - http://www.thefrontierpost.com/ The Nation - http://www.nation.com.pk/ The News - http://thenews.jang.com.pk/ The News - http://www.thenews.com.pk/ The Post - http://www.thepost.com.pk/ The Regional Times - http://www.regionaltimes.com/

57

MY JOB RESPONSIBILITIES Recovery from Subscribers: APP is a leading news agency in Pakistan having more 380 subscribers nationwide and across the boundaries. My activities are involve in invoicing to the subscribers for the services and make them the reminders in case of non-payment. Subscribers Ledger: I also been maintaining Subscribers ledger. The Subscribers ledger includes the position of the subscriber with the APP regarding obligations and Advances. It also shows the month wise billing and receipts of subscribers. Receipt Book: APP has more than Rs.1.5b approximately annually which is continuously increasing over the time period. I also been reporting and maintaining on part of receipts available to APP under the Subscription head of chart of Accounts. Bank Reconciliation: I also have to reconcile my statements with the bank. The reconciliation includes 5 Bank accounts in NBP, Islamabad and Rawalpindi. Other Accounting Records: The maintenance of other accounting records like Invoice Book, subscribers Files, Arrears list, Subscribers list are also on part of my Job. Dealings Subscribers in Case of Problem Subscribers: One of the duties assigned to me is to help out those subscribers who got problem in provision of service. The problems may relate to non availability of service to the subscribers due to: Non-Payment of Subscription fee System Problems Internet problems

58

Or any other case as may be

Dealings with the New Subscribers: The department has also honored me with power to deal with new subscribers on part of APP. The dealing includes negotiation regarding subscription rate, Arrear settlement, and installments payments of arrears. Dealings with the Prospective Subscribers: On part of my job, I am also involved in inviting our future subscribers. For this purpose I have connected many of the editions by letter, E.Mails, by offering complimentary services on trail basis, a few of them are now are regular customers.

59

CHAPTER 6 SWOT ANALYSIS

6.1 STRENGTHS: 6.2 Authentic and Credible News Projection of National Interest Effective News Transmission System Extensive Coverage of News Special Focus on Pictorial Coverage Equitable and Comprehensive Coverage of Political Parties and Parliament Leading Role on Professional Fronts

WEAKNESS: Meager Emoluments for Professionals Recoveries Problem Lack of Adequate Office Space Need to Enhance Staff Strength

6.3

OPPORTUNITIES: Capturing Media industry by acquiring DSNG, Earth Station and Media Complex Wide scope of News channel of National news agency News channel is looking to acquire private media

6.4

THREATS Facing tough competition from electronic media. Facing tough problem of financing. Technological improvements. Less on job trainings of staff High tech competitors

60