Prabhat Khabar’s rise under Harivansh captured in new book

A newly released coffee table book, “Harivansh’s Experiment with AD-Vocacy Journalism: From Ads to Action, Words to Change”, offers a powerful account of how a regional newspaper once on the brink of extinction became one of India's most impactful voices for social change.

Authored and edited by media veteran A.S. Raghunath, who served as Prabhat Khabar’s brand associate between 2005 and 2014, the book documents the transformation of the Ranchi-headquartered newspaper under the leadership of Harivansh, now Deputy Chairman of the Rajya Sabha. Through a fusion of investigative journalism and public service advertising, Harivansh helped turn Prabhat Khabar into more than just a daily—it became, as its tagline proclaims, “Akhbar Nahin Andolan” (Not just a newspaper, but a movement).

The book showcases 35 carefully selected editorial-led AD-Vocacy campaigns, featuring over 400 impactful ads, many crafted during a period of limited resources and distributed using leftover newsprint. These early grassroots campaigns evolved into professionally executed efforts by top ad agencies post-2005, all while maintaining minimal budgets and maximum public impact.

The campaigns addressed a wide range of issues, from the Fodder Scam and voter awareness to gender dignity, education, child rights, and public accountability. According to Raghunath, this unique fusion of editorial integrity and cause-based advertising became a blueprint for what he calls “AD-Vocacy Journalism.”

The narrative is enhanced by testimonials from journalists, ad professionals, rival media executives, and academics. One particularly candid account comes from Vijay Singh, former National Sales Head at Hindustan Times, who reveals that despite aggressive expansion tactics and talent acquisitions in Jharkhand, his team couldn’t surpass Prabhat Khabar. “The one reason I could not dethrone Prabhat Khabar from its number one position in Jharkhand is entirely due to the brilliant and innovative editorial approach that Harivansh Ji brought to the newspaper,” he writes.

But the book is not only about data or strategies, it’s also about the emotional connection the paper built with its readers. One such testament is a letter written in 2012 by jailed Maoist leader Vijay Kumar Arya, who was lodged in Visakhapatnam Central Jail. In a heartfelt message addressed to Harivansh, Arya, once a university lecturer turned Maoist ideologue, pleaded for a copy of Prabhat Khabar. “Reading Prabhat Khabar has become a habit, good or bad, I do not know. But not reading it makes me feel like I haven't read a newspaper,” the letter read.

Arya lamented the lack of Hindi newspapers in prison and expressed deep yearning for regular access to Samay Se Samvad, the newspaper's editorial column, and the writings of veteran journalist Surendra Kishore. Despite being a high-profile Naxal, Arya’s only request was a subscription to Prabhat Khabar, a striking illustration of the paper’s reach and resonance.

The book positions Prabhat Khabar not merely as a publication, but as a voice that transcended boundaries: political, ideological, and geographical. It celebrates how thoughtful, purpose-driven journalism, when combined with communication strategy, can bring about genuine societal transformation.

Now available in both hardcover and Kindle editions on Amazon and Flipkart, the volume serves as an essential read for journalists, students, communication strategists, and changemakers who believe in the power of words to drive reform.