a summer project

8/4/2019 A Summer Project

1/65

1

A

Summer Internship Project Report On

Customers Perception Towards Choosing A News Paper As Medium Of

Advertisement

Submitted To_

Punjab Institute Of Management & Technology

Mandi Gobindgarh (Punjab)

In Partial Fulfilment for the Award of Degree ofMASTER OF

BUSSINESS ADMNISTRATION

Under guidance of: Ms. Anupam Sharma

Submitted By: Mr. Amrendra Kumar


2/65

2

DECLERATION

I Amrendra Kumar do hereby declare that the project report

entitled Customers perception towards choosing a

news paper as medium of advertisement being

submitted to PUNJAB INSTITUTE OF MANAGEMENT &

TECHNOLOGY Is my own piece of work and it has not

been submitted to any other institute or published at any time

before.

(Amrendra Kumar)


3/65

3

ACKNOWLEDGEMENT

In the present world of competition and success, training is like a bridge

between theoretical and practical working; willingly I prepared this particular

Project. First of all I would like to thank My parents, who is the one who has

always guided me to work on the right path of my life.

I would like to thankMr.Amit Sharma (DGM, Sales) for granting me

permission to undertake the training in their esteemed organization. I also

thank to Mr. Sumit Gupta of Hindustan Times for his time-to-time guidance

and support in completing the project. I also thank the other staff of

Hindustan Times, Mohali who devoted their valuable time by helping me to

complete my project.

I express my sincere thanks to Ms. Anupam Sharma (Faculty Guide) for

the valuable suggestion and making this project a real successful.

Last but not least, my sincere thanks to Friends who directly or indirectly

helped me to bring this project into the final shape.

Amrendra Kumar

Date:-


4/65

4

Executive Summary

The good, old Newspaper is certainly the oldest -- and is still the largest -- of

the major advertising mediums and it still plays and integral role in the media

buyer's ad planning. Newspapers were an important and respected advertising

medium long before their competitors were even thought of. It's this wide

coverage of local markets that is the Newspaper's greatest strength.

Industry giants, as well as the local convenience stores, use newspapers to

advertise. Every community has its own newspaper. There are over 5000

paid-circulation daily newspapers in India and several thousand additional

local weekly papers as well. Every advertising medium has characteristics

that give it natural advantages and limitations. As you scan your local

Newspaper, you will notice a number of businesses that advertise on a

regular basis. Observe who they are, and how they advertise their products

and services. More than likely, if the advertisements are repeated, the ads are

working. Consider this media if you are selling to a general market, because

newspapers are generally bought by all Segments of the population.

According to the recent survey every Indian loves to read a newspaper and

seeing Indias population we can say that newspaper advertising in India is

the most lucrative option. This means at one go you can easily showcase your

company and products to the entire India. The biggest advantage of

newspaper advertising in India is that there are various newspapers in various

languages. This means you can easily saturate your target audience and can

advertise according to that. By doing this you can easily reach and target

your audience, moreover it is also the sure shot way to disseminate your

message. It has been seen that majority big companies prefer to propagate

their message via newspaper advertising in India as it is not only cheap but

also very successful. While Newspapers lack the intrusiveness of radio and

television, Newspapers are still an effective advertising medium.


5/65

5

They do an excellent job of reaching established customers, and therefore,

are an excellent base for retail advertising. Your business's success dependson its ability to bring in "New Customers". Therefore, Newspapers should

not be considered as your only source for advertising in this modern,

competitive business environment. But...Newspaper is going to be a part of

your advertising media plans!


6/65

6

Contents

Declaration

Acknowledgement

Executive Summary

CHAPTER 1 INTRODUCTION TO TOPIC 09-11

CHAPTER 2 OBJECTIVE OF THE STUDY 12

CHAPTER 3 LITERATURE REVIEW 13-20

CHAPTER 4 RESEARCH METHODOLOGY 21-25

Type of the research

Sample design

Sample area

Sample unit


7/65

7

Size of sample

Sources of data collection

Survey method

Limitations of the study

Newspaper Advertising - Advantages & Disadvantages

CHAPTER 5 INTRODUCTION TO INDUSTRY 26-31

Major Players in the Region

Tribune

CHAPTER 6 INTRODUCTION TO COMPANY 32-50

Management Team of the company


8/65

8

BOD of the company

Vision & Mission

Highlights of company

Products

Mohali Live

CHAPTER 7 DATA ANALYSIS & DATA

INTERPRETATION 51-57

Data analysis

Data interpretation

CHAPTER 8 FINDINGS & RECOMMANDATION 58-59

CHAPTER 9 CONLUSION 60

REFERENCES 61-62

ANNEXURE 63-64


9/65

9

Introduction

This project report is all about the customers perception towards choosing a

Newspaper as a medium of advertising and the scope of hyper-localnewspaper in print media at Mohali region. Newspaper is the biggest and best

medium to know whats happening around you. Every morning everyone

wants to read a newspaper so that they can kick start their day. Being the

biggest and popular medium, it is also the best source of advertising. Since

post independence newspaper advertising in India has flourished.

Nowadays there is a stiff competition in this field as there are various

newspapers available in Indian market. Majority newspapers are of bigbrands and it means more newspaper advertising opportunities. Newspaper

advertising in India is the best way to get maximum exposure. Herein by a

simple advertisement you can capture maximum Indian market and reach

large population.

The biggest advantage of newspaper advertising in India is that there

are various newspapers in various languages. This means you can easily

saturate your target audience and can advertise according to that. By doingthis you can easily reach and target your audience.

It has been seen that majority big companies prefer to propagate their

message via newspaper advertising in India as it is not only cheap but also

very successful. If you are new to this world and dont know where to begin

with then Pitch on Net is the best place. Pitch on Net is one of the biggest

providers of Indian English newspaper, marketing public relations and Indian

advertising agency. It is the one stop shop for all your advertising andmarketing needs. Being Indias one of the biggest advertising agencies, Pitch

on Net surely knows the ways to cater your needs and requirements.

Thus it wont be wrong to say if you want to outshine your competitors then

taking help of Pitch on Net is the best way. To provide you more guidance

Pitch on Net also carries an articles section, wherein you can find various

write-ups written by expert market analysts. Browsing them will surely show


10/65

10

you the way and you can take full advantage of newspaper advertising in

India.

In an era where knowledge and facts are the tools for economic, political and

cultural exchange, presence of the strong and constructive media in a countryis important for catering to the diverse needs of individuals, society as a

whole, small and large business and production houses, various research

organizations, private sectors as well as the public sectors. Media is a

conscience-keeper of the nation and has many tasks to perform in our day-to-

day lives. It helps the Government to achieve various socioeconomic and

political goals; educate urban and rural masses; instil a sense of responsibility

among the people; as well as provide justice to the needy. It largely consistsof print media like newspapers, magazines, journals and other publications,

etc. as well as electronic media like radio, television, internet, etc. With the

changing scenario of the world, it has acquired the status of an industry. In

India, the media and entertainment industry is undergoing remarkable change

and is one of the fastest growing sectors. The main factors responsible for

this are rising per capita/ national income, high economic growth and strong

macro-economic fundamentals, democratic set up; good governance as wellas law and order position in the country. Specifically, spectacular growth of

the television industry, new formats for film production and distribution,

privatization and growth of radio, gradually liberalizing attitude of

Government towards the sector, easier access to and for international

companies as well as advent of digital communication and its technological

innovations are the other attributes of the growth of the sector. The media

industry plays an important role in creating people's awareness about nationalpolicies and programmes by providing information and education, besides

creating healthy business environment in the country. Thus, it helps people to

be active partners in the nation-building endeavour.


11/65

11

Hyper Local

The term hyper-local when used in isolation it refers to the emergent

ecology of data (including textual content), aggregators, publication

mechanism and user interactions and behaviours which centre on a resident

of a location and the business of being a resident. Use of the term originated

in 1991, in reference to local television news content.

Hyper local content, often referred to as hyper local news, is characterized

by three major elements. First, it refers to entities and events that are located

within a well defined, community scale area. Secondly, it is intended

primarily for consumption by residents of that area. Thirdly, it is created by a

resident of the location (but this last point is discussed because for example a

photo can be hyper local but not locally produced).

Media structure

While there are various ways in which hyper local content is being created

and published, blogs have become a key part of the hyper local ecology.

Their basic roles evident in the space include individual blogs, blog

networks, and aggregators.

Wikis have also played a role. In April 2010, the Wahoo Newspaper

partnered with Wiki City Guides to extend its audience and local reach.

With this partnership, the Wahoo Newspaper provides a useful tool to

connect with our readers, and for our readers to connect with one another to

promote and spotlight everything Wahoo has to offer, said Wahoo

Newspaper Publisher Shon Barenklau.


12/65

12

OBJECTIVES OF THE STUDY

1). To know the customer preference for choosing a medium of advertising in

Mohali region in aspect of advertisement in HT Mohali Live.

2). To know the consumer preference toward advertisement in Mohali Live.

3). To know the factor which affect the advertiser during choosing

advertising medium?

4). Find out the scope of HT Mohali Live.

5). To know the brand image of Mohali Live hyper local in mind of

advertiser.


13/65

13

LITERATURE REVIEW

Kambitsis, Chris et al (2000):- This research attempted to investigate why

sport themes are used in advertisements, and the motives that lead companiesand advertisers to use sport celebrities and sport concepts in advertisements.

The detailed examination of the fieldwork took place in Sydney, prior to and

during the 2000 Olympic Games. Printed media were observed for a period

of five to six months. Many parameters were taken into consideration

comparing three monthly magazines and two daily newspapers in order to

gain knowledge and provide answers to the fundamental questions. In

addition, two famous athletes, a sport manager and an advertising executivewere interviewed. Furthermore the outcome of the research showed that

Olympic Games did not play a catalyst role in sport advertisement issues in

the particular print media. It also concluded that the selection procedures that

advertising companies followed, in order to select athletes, were not based

only on their achievements but mostly were related to their personalities.

Anon (2008), this research paper aims to review the latest managementdevelopments across the globe and pinpoint practical implications from

cutting-edge research and case studies.An open and democratic society

depends on the quality ofits newspapers. Whether youre local newspaper is

a big-city title like the New York Times or just a little down-home local like

the any town Gazette, newspapers function almost as a public service. They

report local events, interpret what is happening in the nation or the world and

provide a voice for their readers in the letters column. The research paperprovides strategic insights and practical thinking that have influenced some

of the world's leading organizations.


14/65

14

Clow, Kenneth E. et al (2006), The results of the study indicate that both

source credibility and service quality evaluations have a definite impact on

attitude towards the ad and purchase intentions of a service and the type of

visual element used is important in the ad evaluation process. The findings ofthis research are important for creatives in designing service ads. If a model

or spokesperson is used in the print ad, then source credibility is an important

factor. Further, it is important to embed service quality cues in the ad to

increase viewers' expectations of the service, thus enhancing purchase

intentions.

Wang, Chingning etal (2007), In this research, we take a consumersperspective and examine consumers. Perceptions of different types of ads.

Our aim is to understand the perceived differences between the Internet-

based advertising and traditional advertising for both brand building and

directional purposes. We believe that the Internet and Web have the potential

to better support goal-oriented consumers, thus providing a great potential for

Internet-based directional advertising. We hope that this research will

contribute to a better conceptual understanding of consumers. Perceptions byextending the existing frameworks. Meanwhile, the study can provide

practical suggestions on how to design effective online ads to fully utilize the

advantages of the Internet-based media.

Panwar, J.S., Agnihotri, Milan (2006),It was found that children's

ability to decode and process advertising messages and to understand theirintents is influenced not only by their cognitive abilities at different age strata

but also by their social and personal environments. Social norms related to

acceptability and appropriateness of gender behaviour also influence the

processing of ad messages by the children of both sexes. Other elements like

likeability of the model, character or endorser, story line, slogan and the

music will create liking or disliking for a particular advertisement and hence

decoding of its message.


15/65

15

Rotfeld, Herbert J. (2002), Focuses on bad advertising commercials andasserts that such advertising is not because of a lack of creativity,

entertainment value or money for production. Bad advertising is often

because advertising creators fail to focus on potential end customers, and

what they need to see and hear.

Anon (2008), Advertisements are lifeline of companies. It persuades

customers to buy their product. Everyone can use advertisements but theymust obey the law. There are many types of advertisement that can influence

consumers attitude to buy a product. The researchers think that TV ad is the

most influential type of advertisement because most people watch TV and

unlike other advertisements TV ad has the ability to convey your message

with sight, sound, and motion. They more accurate to influence consumers

because they can easily reach target audiences.

Gabriel, Helen et al (2006),There was considerable ignorance of formal

models of advertising effect. Agencies using them typically favoured the

hierarchy-of-effects variants. Although more than a third of the sample

eschewed models, there was little evidence of animosity towards advertising

theory of itself. Non-adoption was significantly explained by constructs

drawn from the academic literature of knowledge dissemination. The study

emphasizes the pressing need to harmonies formal models ofhowadvertising works with conceptual frameworks used by advertising agencies

in practice (if any), for the improvement of campaign planning and

evaluation.

Foster, Jinnene (2009), Print media, though recognized for all the good they

can do, are also occasionally criticized for slanting information. Communities


16/65

16

and individuals have a responsibility to choose their media sources wisely.

Nonetheless, society needs print media to stay informed.

Dearden, James A., Lilien, Gary L. (2001), We develop a competitiveadvertising model, where a firm's advertising spending can be divided into

two parts. One part, which we call generic advertising, affects only total

market demand. The second component of that spending, brand advertising,

affects market share directly, but may also have an effect on total market

demand. We investigate how the profit margins of the firms, the advertising

elasticitys, the base market shares of the firms, and the market demand

effect of brand advertising interact to determine the total amount ofadvertising spending in the market, who pays and how they pay (the ratio of

generic to brand advertising). We also show that, in general, a market where

generic advertising expenditures are set cooperatively will see higher

expenditures of generic advertising than will a purely competitive market.

Nelson, Jon P. (2001), This study focuses on advertising bans and alcohol

consumption or abuse, and advertising expenditures and alcoholconsumption. Studies of state-level bans of billboards are examined as well

as studies of international bans that cover broadcasting media. For

expenditures, the survey concentrates on econometric methods and the

existence of an industry advertising-sales response function. Selected results

from survey-research studies of advertising and youth alcohol behaviours

also are discussed. The chapter concludes that advertising bans do not reduce

alcohol consumption or abuse; advertising expenditures do not have amarket-wide expansion effect; and survey research

Studies of youth behaviours are seriously incomplete as a basis for public

Policy. Results of the survey are applied to the Supreme Court's Central

Hudson test for constitutionality of restrictions on commercial speech.


17/65

17

Degraffenreid, Scott (2006),

Traditional media advertising has lost significant impact at an acceleratingrate over the past 20 years and will continue to do so for the foreseeable

future. Referrals are the primary viable alternative for reaching customers

and can be used to reinvigorate traditional marketing. Organizations that

ignore the importance of referral marketing will find markets increasingly

expensive and difficult to access and will lose competitive advantage with

organizations that do understand and manage the value of word-of mouth

marketing.

Pelsmacker, Patrick De et al (2002), An emotional and a rational

advertising message for a new brand of juice are tested in a positive and

negative newspaper context in a sample of 100 young consumers. The

positive context leads to more positive attitudes and to better ad content

recall. The rational advertising message results in significantly more positive

attitudes, in a higher purchase intention, and in better ad content recall. Theattitude towards an emotional ad and ad content recall are significantly more

positive in a positive context. Purchase intention and content recall as a result

of rational ads are higher in a negative context.

Raymond, Mary A., Lim, JongW. (2002), This paper provides a case

study comparing the international advertising strategy that Hyundai Motor

Company, Korea, utilized when they introduced the Hyundai Santa Fe inKorea and in the United States. Based on Hyundai's understanding of factors

affecting standardization and adaptation decisions and possible negative

country-of-origin effects, the case illustrates how Hyundai created a positive

brand image with a local adaptation advertising strategy. A framework

illustrating factors affecting the local adaptation decision, the advertising

decisions that Hyundai made, and the effectiveness of those decisions is

presented. Given the success of Hyundai's local adaptation advertising


18/65

18

strategy and the Santa Fe, Hyundai announced plans to build a production

facility in the United States.

Fernandes, Leela (2000), The article intervenes in the debate over theeffects of globalization on the nation-state by exploring the ways in which

meanings of the global are produced through the nationalist imagination in

India. Globalization in India has unfolded in the context of the new economic

policies' of liberalization initiated in the 1990s. Both television and print

media images increasingly contribute to the reproduction of a hegemonic

political culture, one that has discarded the remnants of a state-dominated

planned economy. An analysis of this process calls into question the post-national thesis of the globalization paradigm. First, the imagined form of the

`global' is produced through cultural signs that rest on the

deployment of nationalist narrative. Second, media representations depict

India's relationship with the world economy through images of a hybrid

relation between the national and the global. Finally, globalization in India

has led to a form of reterritorialization which polices the boundaries of

gendered social codes.

Smart, Graham and Smart, Alison, (2010), The internet has led to falling

advertising revenuesand dwindling circulations. The companies reacted to

this by developing online newsservices, which do not have the distribution

costs of a physical product, enable thecustomization of editorial and

advertising content, and facilitate the co-creation of newscontent with

consumers. Moving online has, however, not fully compensated for thelossesin revenues. Readers were reluctant to pay for online content, the income

from ofthe sale of web-based advertising space was significantly lower than

for the printedform, and journalists resisted co-creation. Regional

newspapers face problemsdeveloping an effective online news service to

enable them to remain relevant in thecommunities they serve. The findings

suggest that, although newspapers have adoptedmultimedia, and now have


19/65

19

some user generated content, there is a reluctance toconsider greater usage of

additional forms of news production and e-tools.

Alarcon,(2008), - Regional newspapers are undergoing long-term falls inboth circulation andadvertising expenditure as well as increased competition

from the internet, nationalnewspapers and the BBC. Reveals that many

regional papers are taking a 'hyper local'approach to their online offerings

but wonders whether there will be enough demand forso much local content

as specialist websites or publications can often provide analternative source

of information. Adds that if the BBC's proposal for hyper-localwebsites is

successful, this will deliver a potentially lethal blow to regional publishers,although online classifieds are the bigger short-term threat to regional media.

However,notes that the Newspaper Society is working on a new system with

ABC Electronic andlocal press agency Jicreg to bring together print and

online audience figures of regionalnewspapers and their websites, providing

advertisers with a better idea of theircombined reach across the two media

platforms.

Sterling, John, (2002), A respectedWisconsin metro newspaper,

confronting significant market change and eroding profitopportunities,

gathered a broad cross-section of its management team together a littlemore

than a year ago to take a fresh look at its business strategy. The resulting

strategic plan strikes a balance between focusing on key operational targets

andcreating distinctive editorial products that ensures the paper remains the

indispensablesource of news and information in its markets. This casestudy examines how TheMilwaukee Journal Sentinel used strategic planning

to craft a strategy that keeps profitsflowing despite in an increasingly

competitive market environment. This casedemonstrates that even when a

company is pushed to improve operational performanceit still cannot ignore

the need to create a distinctive strategic position in its market. And,even

when a company enjoys a leading market position, it cannot afford to relax

itscommitment to operational excellence.


20/65

20

Moosepile (2008), Print media is certainlyentering a new phase, but the

death knell hasn't sounded yet, and this is an old topic.The "print" side of it,i.e. putting their wares onto a physical medium, is changing, but itdoesn't

affect the core of what print media is. Don't forget that "print media" is

words,images, etc put onto a paper medium - but the medium is merely the

vehicle. It's theprint media that is moving to the "display media", but nothing

else is changing. Thewords and images that print media produces come via

another medium now, but it's the same. You can't call print media dead or

dying because people don't want to read on paper anymore - the contentdoesn't need paper as a medium to be relevant. The content has another

medium now in electronics, and it can carry on as strong as ever. Compare

that to radio. One could argue that print media is the winner in the electronic

age, compared to TV and radio. Saying that bloggers are winning the media

war is akin to saying that having a local cable access channel is winning the

war on NBC/ABC/etc. Everything has its place, and the world isn't ready for

bloggers to be the news source. Print media IS electronic media already inthat their content is so easily moved from paper to screen. I'm not saying all

(or most, really) print media is doing it right, but they certainly have it easy

compared to other media.


21/65

21

RESEARCH METHODOLOGY

The objective of the present study can be accomplished by conducting a

systematic market survey. Market research is any organised effort to gatherinformation about markets or customers. It is a very important component of

business strategy. Market Research is a key factor to get advantage over

competitors. Market research provides important information to identify and

analyze the market need, market size and competition.

Defining the problem and research objective

The research objective state that what information is needed to solve the

problem. Here the objective of the research is customer preference towards

choosing a newspaper as a medium of advertising and scope of hyper-local

newspaper in print media.

Developing research plan

Once the problem is defined, the next step is to prepare a plan for getting the

information needed for the research. The present study will adopt descriptive

and casual approaches, where in there is a need to gather a large amount of

information before making a conclusion if required.

Universe

We are conducting a research entitled customer perception towards choosing

a newspaper as a medium of advertising and scope of hyper-local newspaper

in Mohali. There are number of clients in Mohali region for advertisement, so

for research purpose the population will be all retailers, education institutes,

service providers etc.


22/65

22

Target population

Our target population is 50 customers, who like to advertise their business.

Research Approaches

It is a kind of descriptive research because the data will be collected from

different retailers and advertisers. Defining the results, it is necessary to

know about customers opinion, beliefs, preferences and satisfaction. Primary

data can be collected through observation, questionnaire but I approached

survey research, which is, most conventional method for getting more

reliable information.

Sampling size

For this research study I have set 50 respondents as sampling size because of

time and cost constraint.

Research Instruments

I framed a questionnaire, having open end and close ended, both type of

questions. While preparing this questionnaire, I kept in my mind the

objectives because object related questions are always most helpful to finding

the research purpose.


23/65

23

LIMITATIONS OF STUDY

As only Mohali city dealt in survey so it does not represent the view of

the total Indian market.

There was lack of time on the part of respondents.

The survey was carried through questionnaire and the questions were based

on perception.

There may be biasness in information by market participant.

People assume that Mohali Live is a local newspaper and they do not

Suppose Mohali Live is a part of Hindustan Times Private Ltd.

Advertising means wastage of money for many people in Mohali.

Newspaper Advertising - Advantages &


24/65

24

Disadvantages

Advantages of Newspaper Advertising

There are a number of characteristics of paid-circulation newspapers that

make them especially appealing to advertisers:

Most paid-circulation papers, both daily and weekly, reach the majority of

homes in their primary city or town.

Almost every home in the India receives a newspaper, either at the

newsstand or by home delivery.

Newspapers permit an advertiser to reach a large number of people within a

specified geographical area.

The printed advertising message has both permanence and desired

obsolescence. A reader can refer back to, or even clip and save, a particular

ad, yet tomorrows edition is new and fresh and as eagerly sought by the

same reader.

The newspaper offers a predictable frequency of publication: once, twice or

up to seven times a week.

getting results before the week is over. Short deadlines permit quick

responses to changing market conditions.

buy newspapers just to read the ads from the restaurants, movies and discount

stores.

ng the newspaper has become a habit for most families. It has

something for everyone.

different sections of the paper such as: sports, comics, crosswords, news,

classifieds, etc.

dvertiser has flexibility in terms of ad size and placement. Production

Changes can be made quickly, if necessary, a new insert can be added on

short notice.


25/65

25

readers can take their time reading the messages.

can still run a series of small ads.

white; or full colour.

nts often feature certain subjects that readers pull out

and save.

Disadvantages of Newspaper Advertising

Advertising in the newspaper is not without a few inherent disadvantages,

such as:

ttention.

The paper may contain hundreds of ads, as well as dozens of articles and

features for the reader to wade through. If the total time spent scanning anewspaper is only 20 minutes, your ad may not be noticed by a significant

number of people.

have no assurance that every person who receives the newspaper will

read your ad. They may not read the section you advertised in, or they may

simply have skipped the page because it contained little or nothing else of

interest. It has a relatively short life span (newspapers are typically read once,

then discarded), thus requiring multiple insertions.


26/65

26

INTRODUCTION TO INDUSTRY

O Dainik Bhaskar It is the first Hindi newspaper launched in this region.

O Amar Ujala A good and established brand established from 8 years.

O Punjab Kesri A very old player in this region.

O The Tribune Local newspaper for this region.

O The Times of India Which has a nationwide recognition.

O TricityA local newspaper particular for advertisement.

O Shopers nextLocal advertiment magazine

O AdmagLocal advertisement magazine

The newspaper is defined as Any printed periodical work, containing public

news orcomments on public events Press and Registration Book Act 1987.

Media in India, experience newspaper media, are undergoing significant

changes in the current liberalized environment. Newspaper a publication that

appears regularly and frequently carries news about a wide variety of current

events. The newspaper publishes have a news operations. The press is the

Guardian Angel of Democracy. A forceful and overall control by its

business and prosperous press is the guarantor of popular rights. The

Press flight by itself alone, but not for itself by alone. To most people The

press means the daily newspaper, but although re-eminent in influence and

importance, daily newspapers are only a small part of the press the farm

newspaper is usually applied to the publications devoted mainly for

recording current events and the term periodicals to magazines, reviews to

journals. In reality the press is a private industry and a public service. No

other force in public life operates so persistently and so extensively in its

range of appeal. The scope of this subject of appeal and matter as so does the

press.

Newspapers have a unique dimension of social responsibility, which means

the newspaper industry different from every other industry. But business

success is as vital to this industry as to any other.


27/65

27

According to the recorded facts the first newspaper of the world was

published in China around 1000 years ago. It meant News of the Capital.

The second newspaper of the world was the Acto Divra which meant,

Daily happening in Greek. There are the oldest two newspapers in the pre-recorded history. The first newspaper of the world was the Morning Post

which was started in London in the year 1772 followed by this another

newspaper The London Times started in publications. The Origin of the

Indian Newspaper The first newspaper in Indian appeared on 29th January

1780, which James Augustris Hicky started the Bengal Gazette or

Calcutta General Advertises This was a weekly political and commercial

paper open to all parties but influenced by none. Journalism started in Indiaas a mission to expose the malpractices of East India Company Rule and

Administration for his criticisms Hicky was fined a large amount and

later on imprisoned. Simultaneously a number of Journals emerged under the

Sponsorship of company officials for defending themselves against the

criticism made by Hicky and his followers. The second one came up in

November 1780.

The third one in February 1784. The Calcutta Gazette this was followed byBengalChronicle in 1785 from them onwards the news and newspaper

have flooded throughout India, Indian press the present Scenario. The Indian

press consists of more than 20000 newspaper magazines and periodicals

published in 20 different languages with a combined circulation of more than

55 million. The number of the majornewspaper, magazines with

membership in Indian Newspaper Society (INS) is given 53.4%. It has a

combined circulation of 34 million out of these there and 150 EnglishWith circulation of 7 million and there are 38 in Indian languages with a

circulation of 27 million.

There are 4 main news agencies in India.

1. Press Trust of India (PTI)

2. United News of India (UNI)

3. Samchar Bharathi (SB)

4. Hindustan Samchar (HS)


28/65

28

While the Press Trust of India is supplying news in English, the other two are

operating through the medium of Hindi and other Indian languages. Since

May 1982, the United News of India has also launched a new service in

Hindi and the credit line ofUNIVARTA. Similarly Press Trust ofIndia hasstarted in 1986 a Hindi language news service called Press Trust of India

BHASHA. Role of Newspapers to the Consumers the power of the press is

felt on our activities. It controls the rise and face of clings, cabinets and

presidents. Once an editor said I care not who governs the country so long

as I can govern the press. The press has rightly been called the Fourth

Estate. Such an influential organ has to shoulder great responsibilities the

power, unless used with great care will cause severe damage. The first andforemost duty of the press is to furnish uncoloured news, but at the same

time, it should furnish news on all fields such as science, economic, politics

etc. The news should not suppressed undue emphasis be laid. Some

sensational newspaper now a days print unimportant and trivial news in the

front pages, while worldwide important news are not given place in the first

page.

Another great responsibility of the press is to represent public opinion

without fear or favours. As the press is called the eyes and ear of the world, it

has to keep an eye on what happens and reflects views of the people on those

happenings. The press is a medium not only to give news to the public but

also to express the public opinion. The letters of the consumers published

under Letters to the Editors Yours Views etc. Initiate debates on

controversial issues. It will help definitely to bring out the best of it.

Thus the press is not only a mirror of what the people thinks, but it is also a

school of Instruction, a source of guidance to the common people.

CONSUMERS VALUE Consumers delivered value is the difference

between total consumers value and total consumers cost. Total consumers

value is the bundle of benefits consumers expect to incur in evaluating,


29/65

29

obtaining, using and disposing of the product or service. CONSUMERS

STATISFACTION Satisfaction is a persons feelings of Pleasure of

disappointment resulting from comparing products perceived performance

(or outcome) in relation to his or her expectations. At this definition makesclear, satisfaction is a function of perceived performance and expectations. If

the performance falls short of expectations, the consumers are dissatisfied. If

the performance matches the expectations, the consumers are satisfied. If the

performance exceeds expectations, the consumers are highly satisfied or

delighted. Many companies are aiming for high satisfaction because

consumers who are just satisfied still find it easy to switch when a

better offer comes along. Those who are highly satisfied are much less toswitch. High satisfaction or delight creates an emotional bond with the brand,

not just, a rationalpreference. The result is high consumers loyalty. From

past buying experience, friendsand associates advice, and marketers and

competitors information and promises. The key to generating high

consumers loyalty is to deliver high consumers value According

to Michael Lanning, in hi delivering profitable value; a company must

develop a competitively superior value proposition and a superior valuedelivery system. A companys value proposition is much more than its

positioning on a single attribute; it is a statement about the resulting

experience consumers will have from the offering and their relationship with

the supplier. The brand must represent a promise about the total

Resulting experience that consumers can expect. Whether the promise is kept

depends upon the companys ability to manage its value - delivery system

includes all the communications and channel experiences the consumers willhave on the way to obtaining the offering.

The Indian Newspaper industry can be primarily segmented across two

categories viz English Newspapers and Regional / Vernacular Newspapers.

The English medium dominates the industry in terms of advertisement

revenues, though vernacular newspapers outperform the English newspapers

in circulation. English newspaper industry in India has been fragmented with

the players having a regional focus such as the Deccan Chronicle in


30/65

30

Hyderabad, Hindustan Times in Delhi, Times of India in Mumbai, Hindu in

Chennai, Telegraph and Statesman in Kolkata, Deccan Herald in Bangalore,

Gujarat Samachar in Ahmedabad. However, the industry is witnessing a

trend whereby players are looking beyond their home territories viz.Times of Indias and Business Standards entry into certain newer territories

and Deccan Chronicle and Hindustan Times also doing the same.

The competitive landscape has now drastically changed with major

publishers trying to expand to other geographic regions, initiating price wars

and marketing campaigns to win readers. The competitive intensity, which

was quite mild until few years ago, also reached a higher level with the

launch of DNA and Hindustan Times in the Mumbai market.A booming economy and the opportunity to raise funds from a well-

developed financial market have also contributed to the growth of the

newspaper industry in India. Indian newspaper industry had a turnover of Rs

13,500 crore in 2006. It is expected to touch Rs 15,500 crore. The size of

media industry in India as a portion of the GDP is estimated at 0.7%, which

is lower than most of the developed and developing nations.

Thus it offers a scope of high growth in this industry moving forward.

Advertising expenditure to GDP reveals that advertisement expenditure to

GDP ratio in India is 0.4%. With rising income and education level in India,

readership is expected to rise and with favourable demographics, advertising

revenues will increase as advertisers start spending more to attract higher

quality audience with more purchasing power.

Newspaper publication is usually issued on a daily or weekly basis, the mainfunction of which is to report news. Many newspapers also furnish special

information to readers, such as weather reports, television schedules, and

listings of stock prices. They provide commentary on politics, economics,

and arts and culture, and sometimes include entertainment features, such as

comics and crossword puzzles. In nearly all cases and in varying degrees,

newspapers depend on commercial advertising for their income.


31/65

31

Present scenario is that by the time, they see a newspaper, most people have

already learned about breaking news stories on television or radio. Readers

rely on newspapers to provide detailed background information and analysis,

which television and radio newscasts rarely offer. Newspapers not onlyinform readers that an event happened but also help readers understand what

led up to the event and how it will affect the world around them. Page

designers assemble articles, photos, illustrations, advertisements, and eye-

catching headlines into page layouts, and then rush their work to the printer.

Newspapers as known today are complete with advertising and a mixture of

political, economic, and social news and commentary.


32/65

32

INTRODUCTION TO COMPANY

HT Media found its beginning in 1924 when its flagship newspaper,

Hindustan Times was inaugurated by Mahatma Gandhi. HT Media (BSE,

NSE) has today grown to become one of India's largest media companies.

Produced by an editorial team known for its quality, innovation and integrity,

Hindustan Times (English newspaper) and Hindustan (Hindi newspaper

through a subsidiary Hindustan Media Ventures Limited), have a combined

daily readership base of 12.7 million (based on round 2 of Indian Readership

Survey 2009) to their credit. Both dailies enjoy strong brand recognition

among readers as well as advertisers.

To cater to the large readership base, HT Media operates 19 printing facilities

across India with an installed capacity of 1.5 million copies per hour.

In addition to Hindustan Times, HT Media also publishes a national business

newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the

company has an exclusive agreement with the Wall Street Journal to publish

Journal-branded news and information in India. Mint is today the second-

largest business newspaper in India with presence in the key markets of

Delhi, Mumbai, Bangalore, Chandigarh, Pune and now Kolkata too. HT

Media has also made its foray into electronic media. Diversifying its ambit of

operations, the company in a consulting partnership with Virgin Radio, has

launched the FM radio channel - Fever 104. Currently available in Delhi,

Mumbai, Bengluru and Kolkata, Fever 104 has established a strong presence

as being one of the most vibrant channels on air. In a short span, the channel's

rise has been meteoric considering its position in Mumbai and Bengluru at

No. 1 and in Delhi as the No. 2 station on the popularity charts.

Internet businesses of HT Media incorporated under Firefly e-ventures;

operate leading web portals Hindustantimes.com and livemint.com in the

general and business news categories respectively. The company's year old

job portal Shine.com which has received high appreciation from consumers


33/65

33

and industry for its innovative design and usability crossed 2.2 million

registrations. Desimartini.com - a social networking site was

also launched recently.

HT Media reported FY 2010 total annual revenue grew by 5% to reach Rs.1,454 crore. The circulation revenue posted a robust growth of 19% on

account of improved cover price realization and increased circulation. The

advertisement revenue recorded a modest growth of 1%. Reflecting an

increased acceptance amongst advertisers, the advertising volumes increased

by 17%. Radio vertical outscored others by posting a healthy revenue growth

of 52%, taking its revenue to Rs. 43 crore. Riding on the improved ad

volumes and realizations, the Radio business turned EBITDA positive inthe fourth quarter of FY 10.

HT Circulation- Based on the readership survey of 14.49 million

readers, HT has a combined circulation of 2.25 million copies everyday

including Hindustan Times (English) and Hindustan (Hindi). Due to huge

circulation, HT enjoys strong brand recognition among readers and

advertisers as well.

HT Group in Electronic Media HT Media Ltd has ventured into electronic

media through its subsidiary HT Music and Entertainment Company Ltd...

The company has entered into the FM radio market in major Indian cities

through a consulting partnership with Virgin Radio. The radio channel, Fever

104 is currently available in the cities of Delhi and Mumbai.

HT Events HT Media group annually organizes a Luxury Conference

and also a Leadership Summit in Delhi. The Luxury conference had been

attended by featured speakers like designer Diane Von Furstenberg,

shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD

Patrick Normand. While in Leadership Summit, prominent leaders of the

country and foreign countries participate.


34/65

34

Values

HT MediaA rich heritage to live up to! Organizational values are the

foundation stones on which the organizations image is built. These help the

company realize its organizational goals and in turn transform lives. These

values are intended to infuse an infectious energy, professionalism and a

sense of true empowerment to the workplace. The solid edifice on which HT

Media stands tall today was built on high ideals and values. The company has

its roots in the independence movement in the first half of the twentieth

century, a cause to empower the nation. We are adaptive to the changing

Times, while remaining steadfast to the values rooted in our culture.

Our values drive us towards our goals of expansion, diversification and

excellence.

These values define our philosophy of operations, guide our important

decisions and determine our commitment and achievement.

Courage

To encourage the ability that meets opposition with skill, competence and

fortitude.

Responsibility

Be accountable for results in line with the companys objectives, strategies

and values.

EmpowermentSupport our people and give them the freedom to perform and to provide our

readers with information to influence their environment.

Continuous Self Renewal Determination to constantly re-examine and re-

invent ourselves for further innovation and creativity. People Centric

People are our greatest asset. We invest in them expect a lot and know that

the rest will follow.


35/65

35

VisionHT Media strives to be a visionary organization and not an organization with

a vision. In our Endeavour to have a shared understanding, alignment and

commitment, we have derived our companys vision that sets the course and

empowers people to take action.


36/65

36

Management

Shobhana Bhartia

(Chairperson HT)

Mrs. Shobhana Bhartia, who has been associated with the company since its

inception,has taken over as the Chairperson on September 18, 2008. She has

spearheaded thecompany's long-term vision and strategy. Mrs. Bhartia is in

charge of formulating anddirecting the editorial policies of the company and

has more than 25 years of experiencein the newspaper industry.

Mrs. Bhartia is a graduate from Calcutta University and is a recipient of the

Padma Shri Award by the Government of India in 2005. Mrs. Bhartia has

received several other awards, including the Outstanding Business Woman of

the Year (2001) by PHD Chamber of Commerce & Industry, the Global

Leader for Tomorrow (1996) by the World Economic Forum, Davos and the

National Press India Award (1992). She has been on the board of Indian

Airlines Limited and on the North Regional Board of the Reserve Bank ofIndia.


37/65

37

Roger Greville

(Director HT)

Mr. Roger Greville has a Masters of Commerce degree in Economics from

the University of Auckland. A citizen of both New Zealand and the United

Kingdom, he has been the Managing Director of Henderson Equity Partners

Ltd - a private equity operation of Henderson Global Investors - since 1998,

and is a member of Henderson Global Investors' senior management team.

Mr Greville has over 20 years of investment and management experience

covering both listed and unlisted markets.

K N Memani

(Director HT)

Mr. Memani, a qualified Chartered Accountant, holds a Bachelors degree in

Commerce from Calcutta University. He retired as the Chairman and Country

Managing Partner of Ernst & Young, India. He specialises in

business/corporate advisory and financial consultancy. Mr Memani has been

the Chairman of the External Audit Committee of the International Monetary

Fund. He is also a member of the National Advisory Committee on


38/65

38

Accounting Standards, a statutory authority for specifying mandatory

accounting standards. Mr Memani joined the Board of Directors in May

2004.

Y C Deveshwar

(Director HT)

Mr. Deveshwar has a career spanning 36 years, with experience across

general management, strategic management and business leadership. He

graduated from the Indian Institute of Technology, Delhi, with a B.Tech

degree and joined ITC Limited, a public listed company in India, in 1968 as a

management trainee. He joined the board of directors of ITC Limited in 1984

and has led various businesses of ITC Limited besides leading Air India as

Chairman and Managing Director from 1991 to 1994. Mr Deveshwar is a

recipient of various awards and recognitions, including the Manager

Entrepreneur of the Year Award 2001, by Ernst & Young. He is currently the

Chairman of ITC Limited. He has also been the president of Confederation of

Indian Industry (CII). Mr Deveshwar joined the Board of Directors of HT

Media in May 2004.


39/65

39

N K Singh

(Director HT)

Mr. Singh is a noted economist and retired bureaucrat. Mr Singh has a

Masters of Arts degree in Economics from the Delhi School of Economics.

He joined the Indian Administrative Service in 1964 and has held a number

of important positions with the Government of India, including Expenditure

Secretary, Revenue Secretary and later Secretary to the Prime Minister of

India. He was also a member of the Planning Commission. Presently, Mr

Singh is a member of the United Nations Global Commission on

International Migration, a Senior Short Terms Visiting Fellow, University of

Stanford and Chairman of the Management Development Institute, India. Mr

Singh joined the Board of Directors of HT Media in December 2004.


40/65

40

Ajay Relan

(Director HT)

Mr Ajay Relan, one of the founding Directors of CX Advisors Private

Limited, which provides investment advisory services to Private Equity

firms, has over twenty-five years of corporate and investment banking

experience in India, Saudi Arabia, Tunisia and Switzerland. Prior to co-

founding the Indian Sub-Advisor, Mr. Relan was the head of CVCI in India,

a position that he held since the inception of that business in India in 1995.

Prior to this, Mr. Relan worked with several financial firms in multiple

Geographies, starting with Citi in 1976 and the last being the CEO of a Citi-

affiliated brokerage firm, Citicorp Securities & Investments Ltd. Mr. Relan

has served on the boards of several CVCI portfolio companies, such as

Suzlon, HT Media, Yes Bank, i- FLEX and Progeon, among others. Mr.

Relan earned a Masters in Business Administration from the Indian Institute

of Management, Ahmadabad and a B.A. in Economics from St. Stephen's

College, Delhi University where he was top ranked in the University.


41/65

41

Priyavrat Bhartia

(Whole-time Director HT)

Mr. Priyavrat Bhartia is a whole-time Director. He started as a financial

analyst with Wasserstein Perella & Co., New York, in 1998. With a Masters

degree in Business Administration from Stanford University (USA), Mr.Bhartia is also a director with a number of companies including Birla Cotton

Spinning and Weaving Mills Ltd, Jubilant Enpro Pvt. Ltd, HT Burda Media

Limited and Firefly e-Ventures Limited.

Shamit Bhartia(Whole-time Director HT)

Mr. Shamit Bhartia is a whole-time Director. He holds a degree in

Economics from Dartmouth College, USA. He has worked in the Corporate

Finance and M&A Group, Lazard Frere, New York, from July 2001 till

August 2002. Mr Bhartia has been associated with the company since its

incorporation


42/65

42

Rajiv Verma

(Chief Executive Officer HT)

Rajiv joined HT Media Ltd. as CEO in 2004. These 5 years have seen HT

take giant strides, be it growing the vernacular business with Hindustan,

creating national big brandsMint, Fever 104, Shine.com, in addition togrowing new businesses like Events and Key Marketing Solutions, Ad for

Equity, establishing international collaborations with Virgin Radio, Burda,

Wall Street Journal, Red Match and substantively increasing our print

capacities across the country.

Rajiv brings with him over 24 years of cross-sectoral experience with

companies like Hindustan Lever, Nestle and Whirlpool. His international

experience spans South East Asia and Europe.Rajiv is a Mechanical Engineer from Delhi College of Engineering.

Rajiv is also a member of the Kellog alumni advisory board of North-western

University.


43/65

43

Awards

Hindustan Times - Greater Noida receives INCQC Club membership for

2008-10 the goal of the International Newspaper Colour Quality Club is to

raise day-to-day quality in reproduction and printing. The quality competition

is organized jointly by Ifra (www.ifra.com), NAA (Newspaper Association

of America: www.naa.org) and PANPA (Pacific Area Newspaper Publishers

Association: www.panpa.org.au). Newspapers that participate with success

are awarded membership for a two-year period in the exclusive club of top-

quality titles.

This quality benchmarking competition has been organized at two-year

intervals since 1994 and this time attracted the record number of 198

registrations. Hindi Hindustan - Greater Noida receives INCQC Club

membership for 2008-10 the goal of the International Newspaper Colour

Quality Club is to raise day-to-day quality in reproduction and printing. The

quality competition is organized jointly by Ifra (www.ifra.com), NAA

(Newspaper Association of America: www.naa.org) and PANPA

(Pacific Area Newspaper Publishers Association: www.panpa.org.au).

Newspapers that participate with success are awarded membership for a two-

year period in the exclusive club of top-quality titles.

This quality benchmarking competition has been organized at two-year

intervals since 1994 and this time attracted the record number of 198

registrations.

Kolkata plant gets SNAP Award - 2008

Kolkata plant gets SNAP Award in February 2008

The Specifications for Newsprint Advertising Production (SNAP) are

designed to improve reproduction quality for newsprint production and

provide guidelines for the exchange of digital file information. SNAP is

intended for advertisers, advertising agencies, publishers, pre-press

managers, material suppliers, commercial and newspaper printers.

Lucknow plant gets SNAP Award - 2008

Lucknow plant gets SNAP Award in March 2008


44/65

44

The Specifications for Newsprint Advertising Production (SNAP) are

designed to improve reproduction quality for newsprint production and

provide guidelines for the exchange of digital file information. SNAP is

intended for advertisers, advertising agencies, publishers, pre-pressmanagers, material suppliers, commercial and newspaper printers.


45/65

45

Highlights of company

September 26, 1924This date marked the august beginnings of Hindustan Times with Mahatma

Gandhi, the Father of the Nation inaugurating the newspaper.

1927

Hindustan Times was reborn as Hindustan Times Ltd., a limited liability

company.

1936

The Hindi daily Hindustan was launched, which remains the dominant

newspaper in the core Hindi belt of northern India.

1937

Devdas Gandhi was appointed the Managing Editor of the newspaper and

remained the managing editor till his death in 1957.

1942

The Hindustan Times was one of the few newspapers that stopped publishing

the newspaper for four and a half months as it refused to accept the British

imposition of censorship on all newspapers.

1947

The year India gained its freedom was also the year Hindustan Times

attained the status of being the dominant newspaper in Delhi.

1957The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after

KK Birla took over the mantle from GD Birla.

1960

The Hindi literary magazine Kadambini was launched.

1964

The group started actively targeting the youth of India and launched the

Nandan magazine.


46/65

46

1991

At the start of liberalization of India, Hindustan Times moved to becoming

an autonomous power centre in a mature democracy.

1999

The Hindustan Times celebrated its platinum anniversary.

2000

With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi,

Chandigarh and Jaipur were launched.

2003The media business of was de-merged and incorporated under HT Media Ltd.

2004

HT Media Ltd was listed as a public company and attracted external funding.

2005

Hindustan Times successfully entered the Mumbai market with a refreshingly

new product and content mix.

2006

Fever 104 FM is launched, in technical collaboration with the Virgin

Group. Hindustan was relaunched re-establishing the company's prominent

presence in the regional news space.

2007

Mint, the business paper in partnership with the Wall Street Journal was

launched in Delhi and Mumbai. In the internet space, Hindustantimes.com

was relaunched and Livemint.com was introduced.

2008

Firefly e-Ventures, an HT Media Company launched its first portal for job

Seekers, Shine.com; and a social networking website Desimartini.com. HT

Media also entered the Mobile space with 54242 in partnership with

velti.com


47/65

47

PRODUCT OF THE COMPANY

ENGLISH PRINT

- Hindustan Times is one of Indias most respected and

Leading English dailies. The flagship newspaper of HT Media, the Hindustan

Times was inaugurated by Mahatma Gandhi in the year 1924. Hindustan

Times has been pioneering trends in journalism, setting standards and

breaking new ground for the last 80 years. Spurred by the leading faces of

Indian journalism, Hindustan Times has evolved with the times, reflecting

the changing India and is today the newspaper of choice of over 3.3 million

Indians.

- A business daily from HT Media in collaboration with Wall Street

Journal.

- A youth oriented complete newspaper for the generation next.

- A easy-to-carry, easy-to-read newspaper targeted at

young delhi-ites.

HINDI PRINT

- A Hindi daily newspaper for all type of Indian reader.

- A Hindi magazine for kids.

INTERNET

RADIO

104 FM.


48/65

48

Mohali LIVE

Mohali live is a supplement paper of Hindustan time. Which is running with

Hindustan time. Its a hyper local newspaper forMohali town. The main

motive to start a Mohali live hyper local in Mohali are to provide more space

for the news of Mohali region it is not possible in HT main So to short out

this problem HT started Mohali live hyper local in Mohali region. The one

another main motive to start Mohali live was to generate more and more

revenue for HT through advertisement. The Mohali city is one of the

emerging city of Haryana state and it is near the Chandigarh. So grasp more

and more market on the point of advertisement. One main motto behind

starting Mohali live is to attract local market business. Because they cannot

advertise in national newspaper Last but not least one another reason was to

increase the circulation of HT in Mohali city by generating a emotional

appeal on the mind of the Mohali people by starting a local news paper

only for Mohali. And the punch line for Mohali live also show a emotional

appeal Mohali live publish on every Friday and attached with HT free of cost

and the commercial houses where HT is not issuing there only Mohali live

delivered free of cost. When Mohali live is on starting stage its selling is door

to door but in present it inserted with Hindustan time.. At present the

circulation Mohali is about 8000 in house hold and 3000 commercial. Its

circulation is better than other local newspaper in Mohali. Because of brand

name. Most of advertise want to advertise in Mohali

Live. Mohali live is running in profit.

Most of the news, articles, editorial content and advertisement also came into

Mohali live are belongs to particular Mohali city and its near places which

are close to the Mohali region. The Mohali live is managed by the

management of HT main paper. And it also published from HT Mohali press.

It has total 12 papers which include different 7 verticals like:-

-News

- Our community

- Education


49/65

49

- Life style

-Fashion

-Your stars

-WellnessWhen we talk about cost of advertisement in Mohali live is very low compare

to other national newspaper-

Front page- 55/square cm (in Rs.)

Back page- 50/square cm (in Rs.)

3 rd page- 45/square cm (in RS)

Inside page- 35/square cm (in RS)

It is running very good into the Mohali market. It is the best newspapercompare to all other advertising media in Mohali market.


50/65

50

Scope of Hyper-Local in print Media

On the basis of my study and other surveys hyper-local newspaper like

Mohali Live has a significant and bright future because Indian youth

generation likes to read easy to carry. These newspaper (hyper-local) become

very popular in next one or two year.

Hyper- local newspaper also a great source of revenue for company because

a hyper local newspaper has news from its local community and people like

to read about their city. So hyper-local newspaper is good concept and it has

a bright future. Some other reasons to support to my study are given below:

In India, there are many big cities like Chandigarh, Delhi, Chennai,

Calcutta, Mumbai etc. And they also have good markets and huge

population, so there is a great potential to hyper-local newspaper.

The living standard of Indian people also increases, because of growing

economy and literacy rate.

No other such big player in such type of hyper local concepts shows their

presence in India.

Most of the market is untouched which have a good potential for advertising

Opening and coming of big brand and MNCs in India day-by-day.


51/65

51

DATA ANALYSIS & DATA

INTERPRETATION

HYPOTHESIS OF FACTOR ANALYSIS TEST:

In this research we have total 12 variables so we have two types of

hypothesis formation the first one is NULL and the second is ALTERNATE

hypothesis;

NULL HYPOTHESIS (H0)

H0 That, these factors like (Low price, Newspaper Content, Good service,

Free of cost distribution, Discounts, Circulation, Availability, Specific target

area, Schemes, Compact Size, Brand name, Response etc.) are not affect the

Customer preference towards choosing a newspaper as a medium of

advertising.

ALTERNATE HYPOTHESIS (H1):H1 That, these factors like (Low price, Newspaper Content, Good service,

Free of cost distribution, Discounts, Circulation, Availability, Specific target

area, Schemes, Compact Size, Brand name, Response etc.) are affect the

customer preference towards choosing a newspaper as a medium of

advertising.


52/65

52

INTERPRETATION &

ANALYSIS OF QUESTIONNAIRE

1- Which newspaper do you read daily?

ANALYSIS:

First question of questionnaire is which newspaper do you read daily? 33%

respondent say that they like to read Hindustan Times, 22% respondent like

to read The Tribune, 23 % respondent like to read Times of India and 19%

respondent like to read The Hindu newspaper. So on the basis of my research

HT is the most readable English newspaper in Mohali Region.

HT Media

HT

Times Of India

Tribune

The Hindu


53/65

53

2- Do you know about Mohali live?

ANALYSIS:

Mohali live hyper local of HT is a supplement newspaper of HT and

distributed free of cost. Most of the respondents of Mohali region are aware

about the hyper local. From my research work 92% respondents say yes they

are aware about the Mohali Live hyper local. And only 8% respondents are

not aware about the Mohali live.

3- Are you using advertisement for your business?

HT Media

No

Yes

HT Media

Yes

No


54/65

54

ANALYSIS:

88% of my total respondents use advertisement as media tool and only 12%

respondent not advertise their businesses. So this data shows advertisement isvery important and necessary to every business to grow.

4- Indicate the best medium to advertise in a smaller region like

Mohali?

ANALYSIS:

52% respondents says they use newspaper as a advertisement medium to

advertise their business. 18% says they use word of mouth while 18%

respondents say they use leaflets, 6% respondents say they prefer billboards

to advertise their business. 18% like to use TV & 6% Radio.

5- How often do you advertise?

HT Media

T.V.

Radio

Newspaper

Leaflets

Billboards

Word Of Mouth


55/65

55

ANALYSIS:

30% respondents says they advertise their business Weekly , 10%

respondents advertise yearly or we can say they have big budget for

advertisement, 40% respondents advertise their business when it is necessary.

20 % respondent says they use advertisement once in a Month.

6- Do you advertise your business ever before with Mohali Live?

ANALYSIS:

65% respondents advertised with Mohali Live but only 35% respondents do

not advertised with Mohali Live.

HT Media

Weekly

Monthly

Yearly

Whenever Necessary

HT Media

Yes

No


56/65

56

7- Do you think advertise with Mohali Live is beneficial for yourbusiness?

ANALYSIS:

80% respondents says advertising with Mohali Live is beneficial for theirbusiness because they use Mohali Live and other newspaper also for

advertisement.

HT Media

Yes

No


57/65

57

8- Why are you not advertising your business?

ANALYSIS:

70% respondents are not using advertisement because they have no huge

fund for advertisement and 5% respondents do not use advertisement because

they have low awareness for advertisement, 25% think advertising is un-

useful for business.

HT Media

Lack Of Fund

Unawareness

Unuseful For Business


58/65

58

FINDINGS OF RESARCH

The findings of this research are indicating that the five factors which are

mainly affect the customers (advertisers). So we can say that the customers

mainly focused on these factors like High Return of money and customer,

Responsiveness, Good distribution with attractive schemes, Affordability &

Convenient, Space availability. The findings of this research indicates that a

customer (advertiser) choose HT Mohali Live for advertising because of its

low advertisement cost, high circulation, space availability and discount &

schemes.

The first finding of this research is customers (advertiser) consider first, the

rates of advertisement, circulation and brand image of the paper.

Second finding we find that customers are directly affected by these

factors, Factors like High Return of money and customer, Responsiveness,

Good distribution with attractive schemes, Affordability & Convenient and

Space availability are effect customers preference towards advertising.

On the basis of this study we can say that the future of hyper-local

newspaper (HT Mohali Live) is very bright because people are really

interested in advertisement with hyper-local newspaper (Mohali Live).


59/65

59

According to this study most of the Mohali people like to advertised with

newspaper.

According to this study most of the Mohali people read Hindustan Times.

According to this study most of the Mohali people think advertise with

Mohali live is beneficial for them.

RECOMMANDATION

According to my study respondents mostly influenced by the rates of

advertisement and circulation of Mohali Live, so I would suggest that lowers

the advertisement rates and increase the circulation of Mohali Live.

The second suggestion to Mohali Live Team give better customer support

because most of the customer influenced by good service.

According to the study many people are not advertising with Mohali live,

so I would like to suggest Mohali live team to give them special packages,

schemes and special offers to start advertised with Mohali live.


60/65

60

CONCLUSION

The expectations of the customers are regularly increasing because of the

increasing competition and emergence of global market. In such conditions it

becomes very necessary for a company to fulfil all the expectations of the

customers and give them a delightful experience.

HT Mohali live aims to provide better services by consistently improvement.

The study concluded:-

HT Mohali live has lower advertisement rates, good Management, good

services than other newspapers.

HT Mohali live keeps its process more transparent.

HT Mohali live is giving more services to its clients like free designing of

advertisement.

HT Mohali live charges are less than other newspaper and local magazines.

Advertisers are looking for those advertising medium options where they get

maximum returns with less costs.

Market is becoming more complex & competition will increase rapidly in the

market, so advertiser knows the value of advertisement.

People are less aware about the Services provided by HT Mohali live.


61/65

61

REFERENCES

et al (2006), The relationship of the visual element of an

Advertisement to service quality expectations and source credibility, journal

of service marketing, volume 20, issue 6.

Amongst urban children: An Indian experiencewith special reference to

TV advertising, Asia Pacific Journal of Marketing and Logistics, volume 18,

issue 4.

2000 Olympic Games, Corporate Communications: An International Journal

Volume: 7 Issue: 3.

Christensen shows newspapers how to fight web media challengers, Strategic

Direction Volume: 24 Issue: 9.

.E. and Belch, M.A. (1999), advertising and promotionan

integrated marketing communications perspective, McGraw-Hill, Bostan,

MA.

the real reason for the real bad


62/65

62

advertising, Journal of Consumer Marketing Volume: 19 Issue: 4.

-agency use of

advertising models, and the academic practitioner divide, MarketingIntelligence & Planning Volume: 24 Issue: 5.

http://www.ehow.com/list_6311916_effects-print-media-

society.html#ixzz0u7aefqfe

beyond advertising: why people are the newmedia, Handbook of Business Strategy, Volume: 7, Issue: 1.

-us/management


63/65

63

ANNEXURE

QUESTIONNAIRE

Dear Respondent

I am conducting a research on customer preferences towards

choosing a newspaper as a medium of advertising and scope of hyper-local

newspaper in print media. So, Please spare some valuable time of yours to fill

it correctly to make my study complete.

Name: ....

Shop Or Institute Name: .

1. Out of which newspaper do you read daily?

Hindustan Times The Tribune

Times of India The Hindu Any other

2. Do you know about HT Mohali Live?

Yes No

3. Are you using advertisement for your business?

Yes No


64/65

64

4. Please indicate the best medium to advertise to a smaller region like

Mohali.

Television Radio

Newspaper Fliers

Word of mouth Leaflets

5. How often do you advertise?

Weekly Monthly

Yearly When needed

6. Do you advertise your business ever before HT Mohali Live?

Yes No

7. Do you think advertising with HT Mohali Live is beneficial for your

business?

Yes No

8. Why you are not using advertisement for your business?

Lack of fund lack of awareness

Unuseful for business

9.Any suggestion


65/65

Thank you

a summer project

Documents