The book showcases how the regional daily blended journalism and advertising to tackle social issues across eastern India.
A new coffee table book, Rise of Prabhat: Harivansh’s Experiment with AD-Vocacy Journalism, explores the transformation of Prabhat Khabar under the editorial leadership of Harivansh. Authored by veteran media professional A. S. Raghunath, the book sheds light on how the Hindi daily pioneered the use of editorial campaigns and advertising to champion social causes across Bihar, Jharkhand, and West Bengal.
The book documents 35 editorial AD-Vocacy campaigns, featuring over 400 crafted ad creatives. These campaigns addressed key issues including education, women’s rights, voter engagement, and transparency in governance.
Starting in the early 1990s, during a period of limited resources, the newspaper created grassroots pamphlets-written and designed in-house on leftover newsprint. By 2005, these efforts had evolved into larger campaigns led by top national advertising agencies, while still operating on lean budgets.
The book offers first-hand insights from journalists, creative professionals, and academics, capturing both the creative evolution and the impact of these campaigns. It also highlights the support extended by Prabhat Khabar’s management in allocating space and resources for long-term editorial initiatives.
Rise of Prabhat is available in hardcover coffee table format and Kindle edition on Amazon and Flipkart.
