The Transformation
Gupta Press, one of the Bengali panjikas, has come out in 2007 with a CD-version packed with interactive features like 'know your day', 'daily horoscope' and 'koshthi bichar' (horoscope). Transformation has been staple food for the panjika. With the passage of time it has added information, like tourist attractions, pilgrim destinations, telephone codes and general information that common people seek, to make it more attractive. The format has also been made more flexible to cater to the needs of varied groups. The variants like 'directory panjika' (magnum opus) 'full panjika' (thinner version) and 'half panjika' (abridged version) and 'pocket panjika' have different price tags. The pocket panjika is a hawkers' delight on local trains.
Madan Gupter Full Panjika, which came out in the 1930s, has not changed much externally. The cover is still the same, on thick pink paper, but the inside is very different. The pages have changed from coarse newsprint to smooth white paper, the letter press has made way for offset printing, wooden blocks have been replaced by sharp photographs. The biggest difference is in the ad-editorial ratio. Previously the ads formed the bulk of the printed matter — and were pure delight. “When there was no TV and not so many newspapers, the panjika was the place to advertise for many products. Many people bought panjikas for the ads,” says the owner Mahendra Kumar Gupta, “They would offer solutions to many ‘incurable’ diseases.” The 1938 edition started off with a full-page ad on an “Electric Solution”, which promised to revive dead men. Now they publish Durga Puja timings in London, Washington and New York, based on the sunset and sunrise there.
According to Arijit Roychowdhury, managing director of Gupta Press, panjika sales plunged after partition of India, as the market was lost in the eastern part of the former state. However, with innovative transformation of format and content, sales have been picking up and the overall annual market in 2007 is 2 million copies. The figure includes sales in the US and the UK.
Panjikas have found their way into modern day shopping malls also. A senior official of the RPG group, Mani Shankar Mukherjee, himself a reputed author, said, "Our Spencer's store in Gurgaon has sold a record number of panjikas." Bengali panjikas follow the Bengali calendar and are normally out in the month of Choitro, so that people can buy it well before Pohela Baishakh.
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