of many
periodicals, both free and paid, has evolved so rapidly
that it is sometimes difficult it to separate it from
the news items. The 'lakshman rekha' (sacrosanct
dividing line) between the two has even blurred further
and some journalists palm off advertorials as 'news'.
The 'line of control' may have to be redefined before
newspapers become like the souvenirs issued at various
social events -- comprising almost entirely of
advertisements. This is specially true for a
free-sheeter that depends solely on advertising to
finance its publication. The temptation is great. Yield
to it with open arms and you will perish.

Advertisements: Front page advertisements vie with the
news items for space. Sometimes, the fascination with
the ear panels diminishes the prominence of even the
mast-head, the very name of the publication. Since the
cost of a front page advertisement is double (or more)
that of one on the inside pages, the temptation is to
accept maximum number of front page advertisements. It
is a constant battle between funds and readability,
between wealth and credibility. It is not rare to see
Mammon win the battle and it shows on the 'face' of the
free-sheeter that has two-thirds advertisements and
just one-third news content on page one.

Mast-head: The mast-head is the name-plate of the
periodical. Unlike the name of a person, whose traits
we do not know at birth, the name of a newspaper is
indicative of its purpose or focus. (For example, the O
Heraldo was the harbinger of news in Goa during the
pre-Liberation era and continues to this day with a
Goan accent; the Navhind Times brought in more national
level -- and nationalist -- news after 1961 ,while the
Gomantak Times has more of a state level flavor.)

Among the free-sheeters published in Goa, Vasco Watch
keeps a watchful eye on the happenings in Vasco while
the Plus group sheds 'positive light' on Mapusa,
Panaji, Margao and Ponda. A lot of thought goes into
condensing of the 'mission statement' of a newspaper or
periodical into two or three, easy-to-remember words.
The name seems easy in hindsight, but requires
considerable foresight and thinking to arrive at.

The mast-head must not only be good, it must look good,
too.

Proper designing of the mast-head, including the
selection of the font, is imperative. Ideally, the
mast-head should not be changed during the lifetime of
the periodical, even if the page design and layout is
changed to incr