Re: Who cares to buy a Telugu book? IRT Madhava's message

V. Chowdary Jampala (
Fri, 19 Sep 1997 22:46:26 -0400 (EDT)

Vasu in his denunciation of Swaati weekly seems to have either
deliberately overlooked the point that Palana was trying to make or has
confused form with content. Swati weekly magazine's layout design and
printing are far superior to Andhra Prabha weekly. One may not appreciate
swaati's content, but that shouldn't detract them from appreciating the
form. Even after its make-over, Andhra prabha still looks dowdy; its flow

An often repeated criticism is that swaati sells because it prints soft
porn and thrillers. It is hard for me to believe that reason alone
accounts for the 175,000 copies a week difference between it and its
nearest competitor. Didn't other magazines attempt to have the same kind
of content? I think swaati succeeds because it has style; it caters to the
tastes of a broad group of people; and it takes care to keep things
simple. Incidentally, swaati weekly's political commentary section is very
good; In the last two years, we reprinted swaati's political columns on
at least four occasions in TANA Patrika.

Also, while vEmoori balaraam can be criticized for his swaati weekly, we
need to remember that it is the same balaraam that struggled for years
with swaati monthly, which was the classy act among the monthlies in late
70s and 80s.

Regards		-- V. Chowdary Jampala