Corporate Social Responsibility-an assemblage

By Ayesha Khatib
Std_11702
Principles of Management Class 2010
Dawn Newspaper- A Brief History

Dawn is Pakistan's oldest and most widely read English-language newspaper. One
of the country's two largest English-language dailies, it is the flagship of the Dawn
Group of Newspapers, published by Pakistan Herald Publications. Pakistan's
newspaper of record, it is considered to be something of a national institution.

The Group traces its history back to 1947, when Mr Mohammad Ali Jinnah
founded DAWN newspaper in Karachi

 It was founded in 1941 by Quaid-e-Azam Mohammad Ali Jinnah in Delhi, India.
The newspaper has offices in Karachi, Lahore, and Islamabad, as well as
representatives abroad.

It has a daily circulation of over 30,000 copies. The CEO of Dawn group is Mr.
Hameed Haroon, his daughter, Ms. Amber Haroon Saigol is the Chairperson and
the current editor of Dawn is Mr. Zafar Abbas.
Dawn Media Group- Chronology of Expansion

1941 - Founded by Mohammad Ali Jinnah, as a mouthpiece for the Muslim League.

Dawn was originally a weekly publication in New Delhi, India.
1942 -Dawn became a daily newspaper under the leadership of its first
editor, Pothan Joseph.   
1947-  Staff led by the Editor, Mr. Altaf Hussain set off for Karachi to start a local
edition from 15 August 1947 facilitated by Mr. Yusuf Haroon, a close confidant of
Mr. Mohammad Ali Jinnah .
1953- The Star, evening English newspaper was initiated by the group.  
1969- Dawn Media Group stated its political Magazine, the Herald.
1998- Dawn group launched the first IT magazine of Pakistan, the Spider.
1998- Dawn group initiated AURORA . Pakistan's leading advertising, marketing
and media magazine.
2004- CityFM89 was established in 2004 asa subsidiary company of the The DAWN
Media Group.
2007- Dawn News test transmission was launched. Dawn News was Pakistan's first
24-hour English news channel.
2010-Dawn News converted into an Urdu news channel . The conversion is mainly
due to its financial crisis and thin viewership in the country.
 Dawn Newspaper- Personnel
Dawn Newspaper umbrellas 500- 535 employees in Karachi, Lahore and Islamabad.
Details of some senior positions are as under.
Circulation
Mr. Hameed Haroon, CEO Dawn Group
Niloufer Patel, Director Circulation
Ms. Amber Haroon Saigol ,Chairperson
Email: gm.circ@dawn.com
Editors
 Marketing:
 Mr. Zaffar Abbas, Editor
 Masood Hamid, Director Marketing
Email: editor@dawn.com
Email: masood.hamid@dawn.com
Ms. Afshan Subohi, Editor Economic and
Business Review (EBR) Mr. Ali Hasan Naqvi, Senior Assistant
General Manager, Marketing
Email: ebrweekly@dawn.com
Email:ali.hasan@dawn.com
Mr. Behzad Alam Khan, Editor City
Mr. Hasan Akber, Senior Manager,
Email: city@dawn.com, Marketing Email:hasan.akber@dawn.com
bahzad.alam@dawn.com
DAWN Classified
Mr. Kamran Ali Shah, Senior Manager,
Marketing (Advertiser)
Email:kamran.shah@dawn.com
Dawn Newspaper- Personnel
DAWN In-paper magazines
Books & Authors
Editorial: Saima Shakil Hussain, In-
charge
Email: b-a@dawn.com,
saima.hussain@dawn.com
IMAGES on SUNDAY
Editorial: Faisal Qureshi
In-charge Email: images@dawn.com
YOUNG WORLD
Editorial: Ambreen Arshad, In-charge
Email: ambreen.arshad@dawn.com
Email: youngworld@dawn.com
Magazines
AURORA
Editorial: Mariam Ali Baig, Editor
Email: aurora@dawn.com
HERALD
Editorial: Mr. Badar Alam, Editor
Herald
Email: editor.herald@dawn.com
SPIDER
Editorial: Reba Shahid, Editor
Email: reba@spider.tm
Dawn Newspaper- Target Market

“Dawn Newspaper targets the upper class and the better-educated segment of
Pakistani society and consequently practice a liberal editorial policy. Its objective is
to report things fairly without getting things spiced up.”
-Asma Inayat- Asst Manager Circulation, Promotion & Development

According to the National Readership

Survey 2008 conducted by Pak Mediacom
Pvt. Ltd. Dawn’s readership in the age
bracket of 51 + is the highest with 11%.

For 12-24 its readership is 6%

For 25-37 its readership is 6%

For 38-50 its readership is 5%

National Readership Survey, Red Book 2008.Pg 15

Top Ten Publications by Revenue

National Readership Survey, Red Book 2008.Pg 8

According to the National Readership Survey 2007 conducted by Pak Mediacom Pvt.
Ltd. Dawn stands at Rs. 1.570 million by revenue just after Jang in Urdu.
Readership Share of Dawn

The readership share of Dawn is the highest in

English Dailies. 

According to the Readership Survey 2008 Dawn has

6% of the total readership share which is the highest.

It is followed by The News at 3%.

National Readership Survey, Red Book 2008.Pgs 13 & 14

Dawn’s Initiatives in CSR

Mr. Jinnah, in 1941 summed up the purpose of the paper when he said:  

"The Dawn will mirror faithfully the views of Hindustan's Muslims and the All
Hindustan Muslim League in all its activities….while its policy will be, no doubt,
mainly to advocate and champion the cause of the Muslims….. it will not neglect
the cause and welfare of the people of this sub-continent generally". 

Referring to this excerpt Ms. Asma Inayat, Asst Manager Circulation & Promotion
said that Dawn has always been in the forefront of championing the cause of
Pakistan.
oThough we don’t have a specified team or department which is responsible for
CSR but we formulated work teams according to tasks at hand.
oDawn over the years has worked a lot in the field of Art, Culture and Education
and these are generally the areas Dawn identifies with.
oThough, Dawn group sponsors and arranges national interest conferences and
seminars like Fuelling Pakistan, Power Generation Expo and Conference but they
are more of a business ventures.
oBut DawnRelief, Dawn in Education & Jewel in the Crown are the prime CSR
initiatives of the Dawn group.
Dawn’s Initiatives in CSR

Press Ad, Power Generation

Expo held on October 12, 2010

Press Ad, Fuelling Pakistan

Conference held on October 11, 2010
Dawn’s Initiatives in CSR- Dawn
Relief

Dawn Relief, officially known as the Dawn Relief

Earthquake Welfare Organization, was
established in October 2005 by The Dawn Media
Group.

DawnRelief is registered under the Voluntary

Social Welfare Agencies (Registration and
Control) Ordinance 1961 as a non-political, non-
sectarian, voluntary social welfare organization.
 The objectives of DawnRelief are:

“to provide relief and rehabilitation to people affected by natural and man-made
disasters in Pakistan and Azad Kashmir.”

 The vision is:

“to encourage affected communities to participate in a process of renewal conducive to

establishing a sustainable leap in their quality of life.”
Dawn’s Initiatives in CSR- Dawn
Relief
DawnRelief- a quick look

DawnRelief has extended relief and support to:

o2005-the people affected by the earthquakes in Azad Kashmir

 Since 2005, DawnRelief has been implementing an extensive reconstruction programme

in Hattian Bala Tehsil in District Muzaffarabad, one of the areas most severely affected
by the 2005 earthquake.

In keeping with the vision, DawnRelief’s engagement has been three-fold:

1)Dealing with the earthquake

2)Rebuilding homes and schools

o166 prefabricated earthquake-compliant houses were set up consisting of two rooms
with a kitchen and bathroom. .
oThey have been built with metal sandwiched panels and UPVC glass windows.
oHouses were allocated on a priority basis to families who had lost their main income
earners.
3) Creating new economic opportunities
Dawn’s Initiatives in CSR- Dawn
Relief
Schools built by DawnRelief in
Muzaffarabad District:
 Haroonabad:
The Government Haji Sir Abdullah
Haroon Middle School (481 pupils)
Kucha-E- Sayedan
Government Girls Primary School (95
pupils)
Government Boys Primary School (112
pupils)
 Lamnian
Government Boys High School (420
pupils)
Government Boys Primary School (352
pupils)
Rebuilt with the support of the Nishat
Group, Reiter and Uster Technologies.
Ponnya
Government Boys Primary School (133
pupils)
Rebuilt with the support of the Freie
Waldorfschule Schopfheim School in
Germany.
 Reshian
Government Boys Middle School (157
pupils)
 School under construction:
Government Girls Middle School,
Lamnian (255 pupils)
 New project:
Upgrading The Haji Sir Abdullah
Haroon Government Middle School to a
High School.
 For this purpose, the Government of
Azad Jammu & Kashmir has granted
27,000 square feet of land.
http://dawnrelief.dawn.com/schools-built-by-dawnrelief
Dawn’s Initiatives in CSR- Dawn
Relief

o 2008- The victims of Baluchistan earthquake

Relief goods consisting of tents, bedding, blankets, dry food and warm clothes were
trucked to the affected areas of Kachch, Kachch Fateh Khan, Momezam Killi and
Killi Kala Chaua of Ziarat District.
o 2009- The refugees from Swat, Malakand and their adjoining areas

From May-September 2009 DawnRelief provided 3,953 displaced people consisting of

630 families (978 men, 1,320 women and 1,655 children), with shelter, food and
basic living amenities. The camp was disbanded once the people living there were
able to return to their homes safely.

o 2010- The people affected by the floods that have devastated Pakistan

http://dawnrelief.dawn.com/schools-built-by-dawnrelief
Dawn’s Initiatives in CSR- Dawn
Relief
2010-Flood Relief Efforts

Since August, DawnRelief has extended its support to over 22,000 people in
Nowshera (Pir Sabaq), Hyderabad (Bhitai Nagar), Kot Addu and the Thatta-
Makli areas.

DawnRelief is now entering the first phase of a Reconstruction Programme aimed

at building 1,000 houses in the flood affected areas. Construction will begin in
Sujawal subdivision in Sindh, and progressively move to other flood affected areas
in Balochistan, Punjab and Khyber Pakhtunkhwa.

To raise funds for our Reconstruction Programme from international donors and
Pakistanis residing in the UK and elsewhere, DawnRelief organised a travelling
exhibition, PhotoEncounter Pakistan which opened at the Rag Factory, London,
on December 4, 2010.

http://dawnrelief.dawn.com/schools-built-by-dawnrelief
Dawn’s Initiatives in CSR
2010-Flood Relief Efforts

Flyer of the Photography Exhibition organized by DawnRelief

http://dawnrelief.dawn.com/schools-built-by-dawnrelief
Dawn’s Initiatives in CSR
2010-Flood Relief Efforts

Webpage of DawnRelief http://dawnrelief.dawn.com/schools-built-by-dawnrelief

Dawn’s Initiatives in CSR
2010-Flood Relief Efforts

DawnRelief Efforts published

in Aurora
Dawn’s Initiatives in CSR
2010-Flood Relief Efforts

Reconstruction Programme

Location
1,000 houses will be built in the following flood affected areas:
oLower Sindh: Thatta District, Sujawal Subdivision

oUpper Sindh: Districts Jacobabad, Kashmore and Shahdad Kot

oNorth East Balochistan: Districts Dera Allahyar, Dera Murad Jamali, Jaffarabad

and Nasirabad
oSouthern Punjab: Districts Muzaffargarh and Rajanpur

oKhyber Pakhtunkhwa: Districts Charsadda, Mardan and Nowshera

In this phase 200 houses will be built in each of these areas and will be allocated to 200
families on a need-for basis.

http://dawnrelief.dawn.com/schools-built-by-dawnrelief
Dawn’s Initiatives in CSR- Dawn
Relief
2010-Flood Relief Efforts

Reconstruction Programme

The Material
Every house will consist of two rooms, two windows, a door and a concrete floor.
These houses will be able to accommodate up to seven people. The houses will be
constructed using cement fibre board for the walls and roofs, and angle iron for the
frames. These will be transported from facilities in nearby cities in a Semi Knocked
Form (SKF) to the affected areas, where they will be assembled on an area of 250
square feet.

The Cost
A completed house will cost Rs 100,000, (£1,164/$1,180)*, inclusive of construction
material, transportation and assembling costs.

*According to prevailing exchange rates

Dawn’s Initiatives in CSR- Dawn in Education

DAWN in Education Programme was

initiated in 1998 by DAWN Media
Group, as the first ever “Newspaper in
Education Programme” in Pakistan.
It was a step towards creating awareness of current and global affairs amongst children
along with polishing their language and literary skills.

Successful projects include:

oDAWN in Education Teacher’s Manual 

Aimed at assisting teachers formulate lessons using DAWN as the key information
resource. The manual was developed in collaboration with the Teacher’s Resource
Centre (TRC).
oDAWN in Education School Trips 

Allow schools to visit DAWN offices across Pakistan and learn how a newspaper is put
together every day.
oDAWN in Education Quality Cultural Events 

Provide students an opportunity to attend esteemed cultural events in Karachi, Lahore

and Islamabad.
Dawn’s Initiatives in CSR- Dawn in Education

oKarachi - City of Our Future

Contest was held in 2003 under the umbrella of YOUNG WORLD - DAWN in-paper
magazine. It aimed at finding solutions for the city’s urban problems by Karachi’s
school-going children.
oDAWN Education Expo 

Is organized in Karachi, Lahore and Islamabad, annually. It facilitates the entry of

Pakistani students into the best local and foreign colleges and universities.
oDAWN Symposiums and Seminars 

Bring global iconic figures within the reach of educational and decision making
institutes. Prominent activists like Noam Chomsky and Ghada Karmi have spoken
under the DAWN banner.
oDAWN Spelling Bee

DAWN conducted the first ever National Spelling Championship in Pakistan in Jan-Feb
2005. The school participation in this event has been ever increasing, starting out with
only 220 schools in the 1st Spelling Bee, coming from the three main metros; the number
has augmented to 650 schools for the 5th DAWN Spelling Bee to be held in 2010.
Dawn’s Initiatives in CSR- Dawn in Education

Promotional Flyer of
Education Expo 2011
Dawn’s Initiatives in CSR- Dawn Spelling Bee

The DAWN in Education Spelling Bee aims to expand

children's horizons beyond the classroom and enhance
their process of learning. The contest is designed to help
students improve in their spellings, increase their
vocabulary, learn new concepts and develop the correct
usage of the English language.
Past Contests
2005- 1st DAWN in Education  Spelling Bee

In January 2005, DAWN in Education organized Pakistan's 1st National Spelling Bee
Championship. It attracted 1,569 students from over 250 schools of Pakistan.

2005- 2nd DAWN in Education  Spelling Bee

National Spelling Bee Championship was held for the 2nd time on October 2, 2005.
Over 298 schools and 1,787 students demonstrate their vocabulary prowess.

2006- 3rd DAWN in Education  Spelling Bee

Over 400 schools contested to become National Spelling Bee Champions.

Dawn’s Initiatives in CSR- Dawn Spelling Bee

2008- 4th DAWN in Education  Spelling Bee

This event brought together 550 educational institutes

from the public and private sectors of Pakistan. Students
were given the opportunity to contest their spelling
ability on a level of diversity that no educational event
here has seen before.

2009- 5th DAWN in Education  Spelling Bee

630 schools from the metropolitan as well as the remote cities of Pakistan took part in this
event.This year, 5 participants qualified from each of the regions for the National
Championship in Karachi, as opposed to 3 participants in previous years, adding new
thrill to the competition.

2010- 6th DAWN in Education  Spelling Bee

The 6th DAWN in Education National Spelling Bee in Partnership with Departmenet of

State American Embassy, Pakistan kicked off in Karachi on the 21st of September, 2010.
Dawn’s Initiatives in CSR- Dawn Spelling Bee

Webpage of Dawn Spelling Bee

Dawn’s Initiatives in CSR- Jewel in the Crown

Dawn Group of Newspapers has

played a major role in the promotion
of culture, art and in the
conservation of archaeological
heritage.

oIn 2004, the group opened one of the most spectacular exhibitions on Karachi city,
titled, Jewel in the Crown – Karachi Under the Raj (1843-1947), this exhibition was
organized in collaboration with the Trustees of the Mohatta Palace Museum. 
oThe exhibition brought together over 200 photographs, portraits and artefacts providing
rare insights into Karachi from another era.
oDAWN Group has launched The Raj Library. Ten books and six CDs, constituting
information about Karachi, its growth and development over the years are there in the
collection. The collection traces the remarkable transformation Karachi has undergone
from a small fishing village to a thriving, sprawling urban metropolis and financial
capital. 
oThe publication list for The Raj Library is growing. Its purpose is to document the
history of Karachi under British Raj and the history of Pakistan in general .
Dawn’s Initiatives in CSR- Jewel in the Crown

Dawn publishes
annals from the
books that are part
of the Raj Library
for general public on
Sundays and in
other publications
like Herald and
Aurora
Dawn Newspaper-Feedback

Interview taken was of Ms. Asma Inayat, Asst. Manager Circulation Promotion &
Development.
oSince it is a family business, Dawn official were reluctant to disclose the organization’s
total rupee turnover. So data from National Readership Survey 2007 is included in the
report.
oAccording to approximate figures provided by Ms. Asma , Dawn has a daily circulation
of 30-35,000 copies and its readership base is calculated by multiplying the circulation
figure by 2. Assuming that at least 2 readers read 1 copy.
oSo, according to that formula , Dawn has around 70,000 to 90,000 readers across
Pakistan which is the highest for any English daily.
oNo budgetary allocation is done for CSR projects specially but CSR is an integral part
of Dawn’s spending. Along with that Dawn runs fund raising campaigns as well to support
its CSR initiatives. Like the recent photo exhibition which opened in London for
rehabilitation of the flood victims.