As Oliver Wendell Holmes said, "Language is the blood of the soul into which thoughts run and out of which it grow". If we talk in the context of media there is one pariticular name given to regional languages i.e. Vernacular Journalism, in which stories are told via native languages of the region. This vernacular journalism is catering to the interest of the non-metropolitian people, and also plays a valuable role in serving people in geographically remote locations, raising the presitige of the local language and motivating the readers and listeners. It is becoming much more powerful rather than any other journalism. It is competing with national media, which is Hindi and English. As English will always remain the foreign lang. We have English, which is in a big league but the sweetness of the languge is something that remains unsurpassed.

When things are said in one's mother tongue even some outlandish claim is taken as gospel truth. The positive development of regional language channels that have sprung up in impressive number is something to be applauded. From news, advertising, to entertainment they cover everything. What they dish out to people is at variance with what national media offers. There is focus on the state and the region they represent, and it is vice-versa for print too. The Hindu, Times Of India, Indian Express, Hindustan Times, all claim to be national newspapers. Amar Ujala, and Danik Jagaran are the most read Hindi newspapers. Newspapers in both the languages try to get every single information from all the corners and put them under one umberalla.

Newspapers in Gujrati are a case in point. Gujrat Samachar and Akila are most read in the region of Gujart and cover the entire news segment concenrning Gujart. Pratidin Assam in Assamese has an impact in the north east. Anand Bazar Patrika's Bengali edition is the most widely read newspaper in Bengal. Amar Ujala, Danik Bhaskar are read in UP, Bihar, MP, Chattisgarh, and Jharkand. Punjab Kesari has an audience in Punjab. Lokmat and Loksatta are famous papers in Marathi. In Orrissa there is Dharitri, Odisha, and Orrissa Sambad. Eenadu and Andhara Jyoti are the papers of choice for Andhraites.

Moreover, Urdu language press also plays a prominent role in molding public opinion in many parts of Delhi, UP, Bihar and the Kashimr Valley as well. Urdu language has its own viewpoint, which is at variance with what the national dalies dish out.

There is a scope for local business man to advertise their product in their local market through vernacular press. Not only this, but politicans are also getting involing in this kind of journalism. During elections they approch regional media to appeal to the local people where elections are to be held.

We are living in the second largest democracy of the world, and the nation is the sum of many parts and each has a role to play. There are national affairs and some regional affairs too, which can't be ignored. If the national media stays aloof from this micro-apporch then it's not easy to find ground or harsh realities of any news story. Therefore, vernacular media and national media are interdependent. Many of the scoops picked up by the national media, many times, first appear in the vernacular press. The relevance of vernacular journalism is increasing. It is becoming stronger as it helps every person, be it literate or illitrate, to know about their region and nation.