ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846
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Lack of Hindsight

Lack of Hindsight Nireekshak THE race for Sunday sales is on and the laurels are for the surest. Closely following Times of India, another of the Bombay Sundays, Bharat Jyoti, has switched over to the separate eight-page magazine section. Bharat Jyoti, which in Sadanand's days steered clear of astrology and paid dearly for it, now relies heavily on it with almost one whole page devoted to this esoteric science. Indeed, it is said, this page is the paper's mainstay, though Bharat Jyoti has a very good and extremely readable film page run by that old-timer Ajit Merchant. It does not, however, carry cartoons which are a must these days; on the other hand, it sells at 16 paise when both Sunday Standard and Sunday Times of India sell at 20 paise. The latter provides a children's section with colour comics and with Naylor back and a happy choice of writers, almost all Indian for a change, it is becoming hard to beat. But Bharat Jyoti is giving valiant fight and if only its management would unloosen its purse and make possible more decent payments to a wider variety of writers, it could stand on its own. Bharat Jyoti has a steady clientele, but it has always been the least cared for in the Free Press stable. It carries few advertisements (editorially this should be considered an asset!) and has never been able to make the grade. It has great potentialities, though.

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