Diwali issues in Marathi culture

As the Diwali approaches, so are the Diwali issue of Marathi magazines. Diwali issues are the hallmark of the festival for the Marathi people and Maharashtra. Many houses in the state get a hint of the festival's arrival by thick issues of magazines stacked on the news stands. Its cultural standing is matched only by the Durga Puja issues brought out by Bengali newspapers and magazines. Many writers in Marathi owe their career to the existence of the Diwali issues only. In north India, Diwali means gifts and present full of mithai boxes. In Maharashtra, mithai is accompanied by Diwali issues.

It was exactly hundred years ago, that the first Diwali issue of Manoranjan, a popular magazine of that time saw light of the day. Since then, the tradition has only grown to encompass in it all types of print as well as new medium publication. Some years ago, there came audio Diwali issues, then with advent of time they changed into video ones. Now, more than five web portals in Marathi bring their own issues. In one such issue last year, I wrote about the advent of web technology in indigenous languages. Diwali issue is a thing of status in Marathi media and no publication is complete unless it has one. Actually this will be a statement as there are more brands of Diwali issues in Marathi than the reqgular magazines. Some like Awaz, Ravivarchi Jatra, Maharashtra Times and Loksatta have a tradition of almost five decades and they require no marketing. Some like Dhanurdhari come only in Diwali issue form but are always looked forward to.

Even though known for their entertainment value, the Diwali issues have contributed to the exchange and growth of thought in Maharashtra. Prior to arrival of TV and web media, it offered a platform for discussion or debate an many controversial topics. Much of today's contemporary Marathi literature owe its existence to the Diwali issues. Not limiting to that, they have also helped put new thoughts. It is not surprising to find Diwali issue dedicated to women's issues or philosophy, medical issues or astrology lined up for sale. It is also not a novelty for the Marathi readers to find these issues selling like hot cakes. Even though one can find older people grudging about the decreasing habit of reading, the sale of the Diwali issue do not stand witness to that. The business of publishing Diwali issues have stood test of time. Even advertisers do not shy away from putting their money in it.