The article presents a profile of Samir and Vineet Jain, brothers who run the newspaper the "Times of India," as owners of the Indian media conglomerate Bennett, Coleman & Company Ltd. (B.C.C.L.). Particular attention is given to the strategies and innovations employed by the brothers to increase sales and circulation of newspapers in India through print advertising and celebrity branding agreements. Other topics covered include regional language newspaper publishing, Samir Jain's spirituality, and a history of B.C.C.L.
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