Unique Feature of a Unique Magazine: Steep Growth Sans Inclusion of Commercials
"No advertisement/commercial notice is published in this monthly (Akhand Jyoti). These days, publication of most magazines is sustained largely on the income through commercial advertisements. We are not marketing it as a consumer product. We aim to maintain high-quality of its contents and distribute it to the readers on no-profit basis."
— Param Poojya Gurudev Akhand Jyoti Kyoṅ Paḍheṅ? Kyoṅ Mangāeṅ? (Akhand Jyoti – Hindi, Nov. 1978, pg. 55)
Pandit Shriram Sharma Acharya, the founder editor and publisher of Akhand Jyoti magazine, was often asked, "Why no commercial information, notices or advertisements are incorporated in this magazine?" The well-wishers and readers fond of this monthly both used to be naturally concerned about the future of its publication, as, in this age where finance and marketing seem to be pivotal to sustenance and progress of everything, one can't imagine continuance of a no-profit publication without any donation or advertisement/commercial fee. But the determination and ideal objective of Acharyaji remained unflinching.
His views about non-incorporation of any advertisement/commercial announcements were very precise and steadfast — commercial or profit oriented magazines may earn through advertisements, but doing so does not suit the dignity of any publication aimed at disseminating the light of spirituality. In fact, if a publication carries advertisement of anything, it becomes the moral duty of the publisher to take responsibility of the truth of what is claimed in the advertisement. But, as we all know, in reality the publishers would find it quite infeasible to do so. Moreover, commercial or profit-oriented publications have obligations and pressures of many kinds from the advertising agencies, financers etc. If the magazines/publications preaching morality start succumbing to such pressures then they would themselves turn propagators of immorality.
Renowned poet Niralaji was recalling these views of Acharyaji during an informal discussion with some young writers and journalists who were sitting around him in a park. "These principles, no doubt, reflect high ideals, but how long would one be able to run a publication sticking to such principles?" one of them remarked. "You are right, but I personally think such ideals should be followed and continued against all odds" — Niralaji's words echoed his own high regards and sacrifices for high standards of literature.
"Nirala" was the pen name of Sri Suryakant Tripathi, a great Hindi poet of the 20th century. His poems reflected the pains of his heart that felt the agony of the downtrodden, oppressed, and under-privileged people. His wonderful verse "Duḥkha Hī Jīvana Kathā Rahī" seems to be a live narration of his intimate relation with sufferings and sorrow. His worldly life too was full of struggles and hardships. Struggle against adversities and exploitation was perhaps an integral part of his "niralapan" (distinctive character). Early in young age he lost his parents, uncle, brother, sister-in-law, and some other near relatives. After a few years of company his wife and son too left for their heavenly abode. These losses were further compounded by his acute financial scarcity. But nothing could deflect him from the path of boldness and dedication to high quality in literature and moral values in life. His personality reflected an amalgamation of a compassionate heart — that felt others' pains and sorrows more than his own — and thoughts inspired by the lives and works of distinguished people like Rabindranath Tagore, Nazarul Islam, Swami Vivekananda, Chandidas and Tulasidas. Ramakrishna Paramhans was the focus of his reverence. He penned his biography in narrative style, which was also published as a series in Samanvaya magazine. His Hindi translation of Shri Ramakrishna Kathamrat, as Shri Ramakrishna Vachanamrat, continues to guide thousands of people across the globe by the teachings of the revered spiritual saint.
He felt the saintly light of Swami Ramakrishna's spirituality in the writings of Pandit Shriram Sharma Acharya when he read Akhand Jyoti. The following couplet in an early issue of this monthly appeared to him as though Acharyaji was conveying the message of Shiva — that deadly poison (of facing adversities on the path of self-refinement and altruistic welfare) has to be gulped before attaining the elixir (of heavenly peace and divinity) in human life:
"sudhā bīja bone se pahale kālākūṭa pinā hogā | pahan mauta kā mukuṭa vishwa hita, mānava ko jīnā hogā ||"
This also reminded him of his own lines written in praise of patriots and those who chose hardships (in place of worldly comforts and achievements) for a noble aim:
amiya garal, sasi śīkara, ravikara rāga virāga bharā pyālā | pite haiṅ jo sādhaka, unakā hi yah matwāla ||
(Aug. 23, 1923 Issue of "Matwala")
Although he did not read Akhand Jyoti on a regular basis, neither could he meet Acharyaji, the devotional vibrations of his reverence for Ramakrishna somehow kept his sublime connection with this spiritual sage.
He again got to read Akhand Jyoti in the last few years of his life. He was staying in the Daraganj colony of Allahabad at that time. Apart from the unique feature of scientific spirituality of this monthly, what had impressed Niralaji the most was that publication and distribution of this magazine had continued to expand for so long on no-profit basis without incorporating any advertisement or commercial information! He recalled that only Mahatma Gandhi had made such a courageous attempt, as he also did not allow printing of any advertisement in the magazines/newsletters launched by him during the freedom movement. Niralaji had profound regards and admiration for Akhand Jyoti.
He did not know that the Akhand Jyoti, which he found so enlightening, was indeed the 'divine light' kindled by the new incarnation of his very revered Ramakrishna. Perhaps it was the sublime intimacy of this devotee with his deity that had revived this connection. Another wonderful coincidence was that Niralaji used to celebrate his birthday on the auspicious day of "Vasant Panchami", which also was the spiritual birthday, the most special auspicious day in the life of the founder editor and publisher of Akhand Jyoti. These coincidences were perhaps indicating that meeting of the two was also destined to happen somewhere in the folds of Nature.
Indeed it happened! In 1961 when Gurudev (Pandit Shriram Sharma Acharya) visited Allahabad, a devotee of Gayatri Sadhana and staunch reader of Akhand Jyoti, Mr. Beni Madhava Avasthi, arranged Niralaji's meeting with him. This was the last year of Nirala's life. Perhaps this was the year of his liberation from all adversities and hardships. His poetic heart seemed to have sensed that in the form of Pandit Shriram, (Lord) Shri Ram Himself had come to take him. As such, in the meeting the two discussed only literature — especially the need for a literature that could teach the masses the true meaning of independence and the purpose and potentials of life. During their discussions, Nirala mentioned that due to hundreds of years of slavery, the level of people's thinking and character has gone down; no one was a true 'Brahmin' (one who lives for attainment and dissemination of pure knowledge), so people (the so called Brahmins by birth) should stop considering themselves as upper caste or so.
Acharyaji expressed similar views; in fact he had propagated several reformative steps (under the aegis of Gayatri Pariwar) to uproot all discriminations of creed, caste, gender and social status. In the context of their discussions on literature, he also remarked that I and Akhand Jyoti have arrived (in this world) to transform everybody into a true Brahmin.
This meeting with Acharyaji had given a unique feeling of spiritual fulfillment to Nirala. He remembered it till the last moments which echoed in his own poem:
bhar dete ho bāra-bāra priya, karuṇā ki kiraṇoṅ se kṣubdha hṛidaya ko pulakita kara dete ho, mere antara meiṅ āte ho deva niraṅtara kara jāte ho vyathā bhāra laghu, bāra-bāra kara-kaṅja baḍhākara aṅdhakāra meiṅ merā rodana, sikta dharā ke āṅchala ko karatā hai kṣaṇ-kṣaṇ kusuma kapoloṅ para ve lāla śiśira kaṇa, tuma kiraṇoṅ se aśru poṅchha lete ho navaprabhāta jīvana meiṅ bhara dete ho.
This verse is a wonderful expression of the devotee's grateful heart for the unbounded love and mercy showered by his divine master. Akhand Jyoti attempts to activate the vibrations of this unique thread of devotion and spirituality in our hearts as well.
"An investment in knowledge pays the best interest." — Benjamin Franklin
"Science is organized knowledge. Wisdom is organized life." — Immanuel Kant
"Be the change that you wish to see in the world." — Mahatma Gandhi