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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.
ii
ASSOCIATED PRESS OF PAKISTAN
iiii
TABLE OF CONTENTS
ACKNOWLEDGEMENT...........................................................................................I
TABLE OF CONTENTS..........................................................................................III
CHAPTER 1.................................................................................................................1
INTRODUCTION TO REPORT...............................................................................1
1.1 INTRODUCTION...............................................................................................1
1.2 INTERNSHIP OBJECTIVES................................................................................1
1.3 SCOPE OF STUDY............................................................................................1
1.4 METHODOLOGY..............................................................................................2
1.5 MERITS...........................................................................................................3
1.6 DEMERITS.......................................................................................................3
CHAPTER 2.................................................................................................................3
2.1 INTRODUCTION OF ASSOCIATED PRESS OF PAKISTAN....................................3
2.2 ROLE OF ASSOCIATED PRESS OF PAKISTAN?.................................................6
2.3 VISION STATEMENT........................................................................................7
2.6 MISSION STATEMENT.....................................................................................7
2.7 GOALS.............................................................................................................7
2.8 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
iiiiii
ASSOCIATED PRESS OF PAKISTAN HEADQUARTER...................................................13
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 INTRODUCTION:............................................................................................22
3.2 TYPES OF NEWS PROVIDED BY APP.............................................................22
3.2 ENGLISH NEWS SERVICE..............................................................................24
3.2 URDU NEWS SERVICE...................................................................................26
3.3 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 INTRODUCTION:............................................................................................39
5.2 MARKETING IN ASSOCIATED PRESS OF PAKISTAN.......................................39
iviv
5.3 MARKETING, RECOVERY AND BUDGETING..................................................40
5.4 PROCESS OF AGREEMENT BETWEEN APP AND SUBSCRIBER........................40
5.5 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 STRENGTHS:..................................................................................................60
6.2 WEAKNESS:...................................................................................................60
6.3 OPPORTUNITIES:...........................................................................................60
6.4 THREATS.......................................................................................................60
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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 PakistanAssociated 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.
11
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 PakistanAssociated 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
Personal observation during Internship
Interviewing the employees of Associated Press of Pakistan
Interviewing the subscribers of Associated Press of Pakistan.
1.4.2 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
22
Promotion Policy.
1.5 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 doesn’t 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;
33
"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 country’s 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
44
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. APP’s Special
Correspondents, posted at key destinations abroad including Washington, New York,
London, Beijing and New Delhi are making effective contribution towards promoting
country’s 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
55
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?
APP’s 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. APP’s 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 APP’s functions.
* Sign agreements with national and international news agencies of other
countries for securing and disseminating news to end-users.
66
* 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.
It’s 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 Pakistan’s 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.
77
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
world’s 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
88
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 Government’s Efforts in Projecting Pakistan’s Image and View
Point Abroad.
The objective of APP is project Government’s 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 world’s map that Pakistan is playing a very
99
important role in world’s situations now a days. And develop Pakistan’s 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.
1010
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.
1111
COMPOSITION OF THE BOARD
The general directions and
administrations of affairs
of APP vests in a high
powered Board. The
1212
Broad’s managerial and professional parameters are determined and defined by the
BOD.
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
1313
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
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.
1414
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
Sialkot
Sahiwal
Larkana
D.I.Khan
Sukhar
Muzaffarabad
Sargodha
Abbottabad
Gujrat
Vihari
CORRESPONDENTS/ STRINGERS ABROAD:
Associated Press of Pakistan’s 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 that’s why they have to be careful and act like a responsible
person of Pakistan.
1515
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
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.
1616
Detail of district correspondents is as under.
Punjab 81
Sindh 21
Khyber Pakhtunkhwa (KPK) 22
Balochistan 26
AJK 06
Northern Areas 07
FATA 07
Total 170
NEWS EXCHANGE AGREEMENTS
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).
1717
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)
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)
1818
30. Tajik Information Agency (Khowar), Tajikistan
31. Kabar, Kyrgyzstan News Agency
32. ZIANA , Zimbabwe
33. UPI , America
34. PTI. India
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]
1919
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
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 other’s 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
2020
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 For
Vietnam News Agency
Associated Press of Pakistan
Hanoi-Vietnam Islamabad-Pakistan
Director General 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 self-
explanatory.(F’A’B).
2. A draft agreement is placed at F’A’ for perusal/ amendments if any,
before submission to competent authority/ Ministry of Information for approval at
their end. (F’C).
2121
M. Ayaz Khan Jadoon
Assistant Manager (P&D)
Manager (P&D)
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
2222
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.
2323
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
2424
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
News Items
Published
1. January 10099 4905
2. February 9410 4127
3. March 11783 4205
4. April 9734 4635
5. May 9801 4725
6. June 9748 4766
7 July 9815 4840
8 August 9865 4925
9 September 9875 4993
10 October 9887 5049
11 November 9858 5096
12 December 9875 5155
Total 119750 57421
2525
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 Released and Published English News items During Jan to Dec, 2011
3.1.2 Released and Published English News items During Jan to Aug, 2012
S.No. Months News Items Released News Items Published
1. January 8988 3602
2. February 7918 3060
3. March 9223 3377
4. April 7989 3139
5. May 8088 3475
6. June 7364 3048
7 July 8680 3186
8 August 7487 2946
Total 65737 25833
2626
3.2 URDU NEWS SERVICE
S.No. Months News Items Released News Items Published
1. January 11346 3955
2. February 9850 3912
3. March 10972 3991
4. April 10512 3710
5. May 10485 3758
6. June 10493 3850
7 July 10525 3916
8 August 10470 4016
9 September 10455 4094
10 October 10395 4135
11 November 10374 4145
12 December 10369 4168
Total 126246 47650
The agency’s 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
2727
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. Months News Items Released News Items Published
1. January 10391 3011
2. February 9726 3060
3. March 10079 2440
4. April 9478 1860
5. May 9573 1801
6. June 9751 1731
7. July 9349 1966
8. August 8890 2149
Total 25833 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.
2828
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 that’s 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.
2929
Detail of news published in newspapers is on next page.
3.3.1 Released and Published Sindhi News items During Jan to Dec, 2011
S.No. Months News Items Released News Items Published
1. January 4085 4224
2. February 4117 3606
3. March 3791 3650
4. April 3455 3677
5. May 3470 3708
6. June 3475 3749
7 July 3501 3790
8 August 3485 3846
9 September 431 3869
10 October 4180 3907
11 November 4365 3943
12 December 7931 3987
Total 46286 45956
3.3.2 Released and Published Sindhi News Items during Jan to Aug, 2012
S.No. Months News Items Released News Items Published
1. January 1240 2208
2. February 2643 1961
3. March 2772 1801
4. April 2362 2009
5. May 3014 1700
6. June 2152 1928
7. July 1629 2407
3030
8. August 2382 1731
Total 18194 15745
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. Months News Items Released News Items Published
1. January 965 1798
2. February 953 1436
3. March 969 1466
4. April 895 1488
5. May 910 1515
6. June 935 1532
7 July 958 1552
8 August 980 1573
9 September 995 1602
10 October 988 1630
11 November 995 1677
12 December 999 1709
Total 11542 18978
3131
Released and Published Pushto News Items during Jan to Aug, 2012
S.No. Months News Items Released News Items Published
1. January 1558 1699
2. February 1383 1773
3. March 1366 1779
4. April 1099 1377
5. May 1164 987
6. June 1086 808
7. July 1154 906
8. August 1130 829
Total 9940 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. Months News Items Released
1. January 385
2. February 332
3. March 325
4. April 283
5. May 288
3232
6. June 302
7. July 315
8. August 333
9. September 345
10. October 360
11. November 378
12. December 385
Total 4031
Released Arabic News Items during Jan to Aug, 2012
S.No. Months News Items Released
1. January 343
2. February 418
3. March 535
4. April 473
5. May 397
6. June 304
7. July 339
8. August 262
Total 3071
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
3333
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. Months Photos Released Photos Published
1. January 1426 2300
2. February 1602 2021
3. March 1492 2350
4. April 1762 2450
5. May 1558 2178
6. June 1424 2155
7. July 1590 2469
8. August 1745 2500
Total 12599 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 china’s 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.
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VIDEO NEWS SERVICE
APP Video News Service, which was formally launched in October 2007, 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.
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
coverage’s 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
3535
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. It’s 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
3636
under which bouquet of important news is transmitted to them on daily basis with an
aim to showcasing Pakistan’s 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 country’s
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.
3737
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 satellites
—chiefly 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-of-
sight 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.
3838
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.
3939
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
4040
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
doesn’t 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.
4141
Three month advance also demanded.
If subscriber agree than an agreement is signed by both.
Send orders to concern department to start service by email.
5.5 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 E-
Mail.
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 1 st July 2012.
2. The APP shall supply to the subscriber solely for its use for publication in the
newspaper namely Daily printed and published at Karachi all items of
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
4242
namely Daily , Karachi and each news item so published shall be duly
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
sum of Rs. /- (Subject to revision at any time) by equal monthly installments of
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. Subscription will be increased @ 10% automatically every year.
6. 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 APP’s
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.
4343
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 Editor
Associated Press of Pakistan Corporation Daily
Karachi Karachi
4444
ID # ID #
WITNESSES:
Name Name
NIC NO. NIC NO.
Address: Address:
MARKETING STRATEGY
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 organization’s strategy.
4545
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 customer’s loyalty
and this entrenched loyalty discourages other firms from competing directly.
Because of their narrow market focus, firm’s 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.
4646
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]
Awaz-e-Haq (Punjab) [In Urdu]
4747
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)
Daily Chand News [In Urdu]
Daily Crimemail (Vehar, Multan, Lahore) [In Urdu]
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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]
Daily Khabrain [In Urdu]
The Daily Leader International [In English]
Daily Mahasib [In Urdu]
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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)
Daily Shal Quetta (Balochistan, Quetta) [In Urdu]
Daily Shana Bashana (Punjab-Gujrat)
Daily Sindh (Sindh) [In Sindhi]
Daily Siyaq [In Urdu]
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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]
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]
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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]
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]
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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
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]
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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]
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]
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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]
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]
5555
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]
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]
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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/
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/
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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/
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.
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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
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.
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CHAPTER 6
SWOT ANALYSIS
6.1 STRENGTHS:
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
6.2 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
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