anuj ht media project

8/4/2019 Anuj HT Media Project

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Scope of hyper-local as a product in Emerging market

(Mohali live is the weekly supplement of Hindustan times exclusive for Mohali

Project Report

Submitted to:

Lovely Professional university Phagwara, Jalandhar

In partial fulfilment of the

Requirement for the Degree

Master of BusinessAdministration

2010-2012

Lovely Professional University, Jalandhar(Punjab)

(Under 2(f) UGC Act 1956, AIU and DECrecognized) Page 1


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Under the Guidance of: -

Submitted By:

Mr. Lokesh Jasrai

Anuj Kumar

MB

A (Marketing) Reg. No. 11007572

Rol

l No. A27 Section-R1003

PREFACE

Project work is something that every Management student should carry out seriously at any

organization irrespective of their topic they choose to do. This is a part of complete

management study and carrying out such a project work is required by the examination and

evaluation Department of different Universities necessary for the partial fulfilment of M.B.A.

course.

Carrying and completing such a project work is not an easy task. One must be careful

before gathering the data required otherwise the very essence of the project will get lost in the

midway and the real and correct idea will remain unexposed before the reader.

I took my project in Marketing on Scope of hyper-local newspaper in print

mediaHindustan Times, Mohali. I had tried to compile the clear picture regarding its scope

which will tell about its reach.

The project has played a significant role in my life in gaining knowledge in marketing field.




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Dedicate

With regarded to

My Parents




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DECLARATION

I Anuj Kumar do hereby declare that the project report entitled customer preferences

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

newspaper in print media being submitted to LOVELY PROFESSIONAL UNIVERSITY,

PHAGWARA is my own piece of work and it has not been submitted to any other institute

or published at any time before.




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(Anuj Kumar)

ACKNOWLEDGEME

NT

Preservation, inspiration and motivation have always played a key role in the success of any

venture. 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 the supreme power, the almighty god, who is the one who has always




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guided me to work on the right path of my life. I would like to thankMr. Sumit Gupta (Ass.

Manager, Marketing & Sales) for granting me permission to undertake the training in their

esteemed organization.

I also thanks to Mr.Baljindra, and Mr. Manish (Team Leader Mohali Live) and Mr.

Sumit Gupta of Hindustan Times for their time-to-time guidance and support in completing

the project. I also thank the other staff of Hindustan Times, Panchkula who devoted their

valuable time by helping me to complete my project.

I express my sincere thanks to Mr.Lokesh Jasrai (Faculty Guide), for the valuable

suggestion and making this project a real successful.

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

helped me to bring this project into the final shape.

(Anuj Kumar)

CONTENT

Page No.

Executive summery

07-20




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Chapter- I : Introduction of the study

(a) Objective of the Study

(b) Scope of the Study

(c) Research Methodology to be

used

(d) Limitations

Chapter II : Introduction of the Organization 21-29

(a) History of the organization(b) Group Profile of the

Organization

(c) Market Status of the

Organization

(d) Competitors of the

Organization

(e) Organizational Structure

Chapter III : News paper Industry Review

30-41

Chapter IV : Data analysis and

Interpretation 42-50

Chapter V : Findings, Conclusion &

Recommendation 51-55

Questionnaires

56-58




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References

59-60

EXECUTIVE SUMMARY

Paid-circulation newspapers are a popular advertising medium for most local businesses.

They are the oldest forms of mass media, and they continue to be one of the largest, as

measured by volume of advertising dollars. 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(s), 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 generallybought by all segments of the population. Even though the newspaper no longer enjoys its

former role as the almost exclusive source of news, they still remain a strong factor in their

specific sphere of influence.

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




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companies prefer to propagate their message via newspaper advertising in India as it is not

only cheap but also very successful.

INTRODUCTION

This project report is all about the customers preferences towards choosing a newspaper as a

medium of advertising and the scope of hyper-local newspaper in print media at Panchkula

region. Our main focus on these factors which have given more preferences by customer

while selecting a hyper-local newspaper as an advertising medium. 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.

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

Indian market. Majority newspapers are of big brands 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.

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




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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 and marketing needs. Being Indias one of the biggest

advertising agencies, Pitch on Net surely knows the ways to cater your needs and

requirements. Being innovative in ideas Pitch on Net provides you with the full-fledged

information and news in how to approach newspaper advertising in India. 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 you the way and you can take full advantage of newspaper advertising in India.

'Media' is the medium of carrying information, education and entertainment to the masses. It

is an easier and efficient means of communication which plays a key role in the overall

development of an economy. 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 country is

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; instill a sense of responsibility among the people; as

well as provide justice to the needy. It largely consists of 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 well as law and order position in the country.




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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 national policies 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 endeavor.

Hyper-Local

The term hyper-local can be used as a noun in isolation or as a modifier of some other term

(e.g. news). When used in isolation it refers to the emergent ecology of data (including

textual content), aggregators, publication mechanism and user interactions and behaviors

which centre on a resident of a location and the business of being a resident.

Hyper-local content, often referred to as hyper-local news, is characterized by three majorelements. Firstly, 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).

This type of content should be contrasted with local news which tends to be less

geographically constrained.

There are other types of data which have local or hyper-local relevance, or be of interest to

residents - e.g. a government statistic on crime rates in your neighborhood. Such data, while

relevant to residents are of a qualitatively different type.




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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.

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 HT Mohali live.

3. To know the factor which affect the advertiser during choosing advertising medium?

4. Find out the scope of HT Mohali live.




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LITERATURE REVIEW

Advertiser Perceptions: Cross Media Builds Purchase Intent BY: research firm

Advertising Perceptions 2010:- The study found consumers expressed a stronger intent to

buy a particular product after they had been exposed to ads for it on more than one medium.

That finding could lend strong support to media buyers looking to justify cross-media ad

spend, especially since "intent to buy" is considered an important way to measure a

campaign's success.

Anon (2008), Advertisements are lifeline of companies. It persuades customers to buy their

product. Everyone can use advertisements but they must 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




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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.

Anon (2008), this research paper aims to review the latest management developments across

the globe and pinpoint practical implications from cutting-edge research and case studies.

An open and democratic society depends on the quality of its 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 paper provides strategic insights and practical

thinking that have influenced some of the world's leading organizations.

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 of this 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 media.

Dearden, James A., Lilien, Gary L. (2001), We develop a competitive advertising model,

where a firm's advertising spending can be divided into two parts. One part, which we callgeneric 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




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advertising interact to determine the total amount of advertising 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.

Degraffenreid, Scott (2006), Traditional media advertising has lost significant impact at an

accelerating rate 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.

Foster, Jinnene (2009), Print media, though recognized for all the good they can do, are also

occasionally criticized for slanting information. Communities and individuals have a

responsibility to choose their media sources wisely. Nonetheless, society needs print media to

stay informed.

Fernandes, Leela (2000), The article intervenes in the debate over the effects 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




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national and the global. Finally, globalization in India has led to a form of re-territorialisation

which polices the boundaries of gendered social codes.

Gabriel, Helen et al (2006), There was considerable ignorance of formal models ofadvertising 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 of how advertising works with

conceptual frameworks used by advertising agencies in practice (if any), for the improvement

of campaign planning and evaluation.

Kambitsis, Chris et al (2000), this research attempted to investigate why sport themes are

used in advertisements, and the motives that lead companies and 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 sportmanager and an advertising executive were 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.

Moose pile (2008), Print media is certainly entering 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 it doesn'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 the print media that is moving to the "display media", but nothing else

is changing. The words and images that print media produces come via another medium now,




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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 content doesn'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.

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

process advertising messages and to understand their intents 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 behavior 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.

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. The attitude 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.

Rotfeld, Herbert J. (2002), Focuses on bad advertising commercials and asserts that suchadvertising 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.




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Raymond, Mary A., Lim, Jong W. (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 in Korea 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 strategy and the Santa Fe, Hyundai announced plans to build a production facility

in the United States.

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

revenues and dwindling circulations. The companies reacted to this by developing online

news services, which do not have the distribution costs of a physical product, enable the

customization of editorial and advertising content, and facilitate the co-creation of news

content with consumers. Moving online has, however, not fully compensated for the losses in

revenues. Readers were reluctant to pay for online content, the income from of the sale of

web-based advertising space was significantly lower than for the printed form, and journalists

resisted co-creation. Regional newspapers face problems developing an effective online news

service to enable them to remain relevant in the communities they serve. The findings suggest

that, although newspapers have adopted multimedia, and now have some user generated

content, there is a reluctance to consider greater usage of additional forms of news production

and e-tools.

Sterling, John, (2002), A respected Wisconsin metro newspaper, confronting significant

market change and eroding profit opportunities, gathered a broad cross-section of its

management team together a little more 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




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targets and creating distinctive editorial products that ensures the paper remains the

indispensable source of news and information in its markets. This case study examines how

The Milwaukee Journal Sentinel used strategic planning to craft a strategy that keeps profits

flowing despite in an increasingly competitive market environment. This case demonstrates

that even when a company is pushed to improve operational performance it 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 its commitment to operational

excellence.

RESEARCH METHODOLOGY




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

survey. Market Research is a systematic design, collection, analysis and reporting of data and

finding that are relevant to different market situation facing by the company. The marketing

research processes that will be adopted in the present study consist of the following stages:

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 preferences towards choosing a newspaper as

a medium of advertising and scope of hyper-local newspaper in print media. There are 1500

clients in panchkula region for advertisement and it is too huge, so for research purpose the

population will be all retailers, education institutes, service providers etc.

Target population: - our target population is 100 customers, who like to advertise their

business.

Research Approaches:-




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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: - 100

For this research study I have set 100 respondents as sampling size because of time and cost

constraint.

Research Instruments:-

I framed a questionnaire in which having open end an close and both type questions.

Preparing this questionnaire, I kept in my mind to objectives because object related questions

are always most helpful to finding the research purpose.

Hypothesis Formulation

Null (H0) There is huge scope of hyper local in immerging market.

Alternative (H1) There is no scope of hyper local in immerging market




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LIMITATIONS OF STUDY

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

Indian market.

Size of the research may not be substantial.

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.

Complete data was not available due to company privacy and secrecy.

Customer dissatisfied with the services.

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

HT Mohali Live is a part of Hindustan Times Private, so they do not advertise with

Mohali live.

Advertising means wastage of money for many people in Mohali.

Lacks of motivation as false commitments were made to customer by the company.




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Chapter II

Introduction of the Company

(a) History of the organization

(b) Group Profile of the Organization

(c) Mission and Vision

(d) Competitors of the Organization

(e) Highlights of the company




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(f) Product of the Company




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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, Bangalore 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

Bangalore 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




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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 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 in the 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.

Values




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HT Media A 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. Thesevalues 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.

Empowerment

Support 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




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

follow.

Vision

HT 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.

Competitors in Chandigarh

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




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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 Indian Express

o Tricity a local newspaper particular for advertisement.

o Shapers next local detriment magazine

o Admag local detriment magazine

o Aajsamaj

Highlights of company

September 26, 1924

This 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.




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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.

1957

The 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.

1991

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

power center 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.




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2003

The 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

re-launched 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

PRODUCT OF THE COMPANY




32/66

ENGLISH PRINT

Hindustan Times- Hindustan Times is one of Indias most respected andleading 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.

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

HT NEXT- A youth oriented complete newspaper for the generation next.

METRO NEWS- A easy-to-carry, easy-to-read newspaper targeted at young delhi-

ites.

HINDI PRINT

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

NANDAN- A Hindi magazine for kids.

KADAMBINI-

INTERNET

www.hindustantimes.com


http://www.hindustantimes.com/http://www.hindustantimes.com/


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www.livemint.com

www.shine.com

www.desimartini.com

RADIO

Fever 104 FM.


http://www.livemint.com/http://www.shine.com/http://www.desimartini.com/http://www.livemint.com/http://www.shine.com/http://www.desimartini.com/


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Chapter III

News paper Industry Review

Indian News paper industry:-

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

comments 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.




35/66

The press is the Guardian Angel of Democracy. A forceful and over all 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.

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 India as 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 up in February 1784. The Calcutta Gazette this was followed by Bengat

Chronicle 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




36/66

newspaper magazines and periodicals published in 20 different languages with a combined

circulation of more than 55 million. The number of the major newspaper, 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 English with circulation of 7 millions and

there are 38 in Indian languages with a circulation of 27 million. News Agencies There are 4

main news agencies in India.

1. Press Trust of India (PTI)

2. United News of India (UNI)

3. Sam char Bharathi (SB)

4. Hindustan Sam char (HS)

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 of UNIVARTA.

Similarly Press Trust of India has started 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 ceings, 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 server damage. The first and

foremost duty of the press is to furnish uncolored 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 favors. 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




37/66

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, 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 makes clear, 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 to

switch. High satisfaction or delight creates an emotional bond with the brand, not just, a

rational preference. The result is high consumers loyalty. From past buying experience,

friends and 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 value delivery 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 will have on the way to obtaining the offering.

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




38/66

of India has also launched a new service in Hindi and the credit line of UNIVARTA.

Similarly Press Trust of India has started 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 ceings,

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 server damage. The first and foremost duty of the press is to furnish uncolored

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 favors. 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 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, 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 makes clear, 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




39/66

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 to switch. High satisfaction

or delight creates an emotional bond with the brand, not just, a rational preference. The result

is high consumers loyalty. From past buying experience, friends and 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 value delivery 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 will

have 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 theindustry 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 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 Ahmadabad. 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.




40/66

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 favorable 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 main function 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.

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 only inform 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




41/66

complete with advertising and a mixture of political, economic, and social news and

commentary

Competitors of the organization

Newspaper Language City,

State

Daily

Circulation(in

Millions

Owner

1 The Times of India English Various

cities and

states

3.146 Owned by

Bennett,

Coleman and

Co. Ltd.

2 Dainik Bhaskar

Hindi Various

cities and

states

2.547 DB Crop Ltd.

3 Dainik Jagran

Hindi Various

cities and

states

2.168 Jagaran

Prakashan

Ltd.4 Malayala Manorama

Malayalam Various

cities in

Kerala and a

few other

cities

1.514 Owned by

Malayala

Manorama

Group

5 The Hindu English Various

cities and

states

1.360 Founded in

1878, owned

by Kasturi &

Sons Ltd.,

exposed the

Bofors

scandal

6 Eenadu Telugu Various 1.350 Founded in


http://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Dainik_Bhaskarhttp://en.wikipedia.org/wiki/Dainik_Bhaskarhttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/w/index.php?title=DB_Crop_Ltd.&action=edit&redlink=1http://en.wikipedia.org/wiki/Dainik_Jagranhttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Malayala_Manoramahttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/The_Hinduhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bofors_scandalhttp://en.wikipedia.org/wiki/Bofors_scandalhttp://en.wikipedia.org/wiki/Eenaduhttp://en.wikipedia.org/wiki/Eenaduhttp://en.wikipedia.org/wiki/Telugu_languagehttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Dainik_Bhaskarhttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/w/index.php?title=DB_Crop_Ltd.&action=edit&redlink=1http://en.wikipedia.org/wiki/Dainik_Jagranhttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Malayala_Manoramahttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/The_Hinduhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bofors_scandalhttp://en.wikipedia.org/wiki/Bofors_scandalhttp://en.wikipedia.org/wiki/Eenaduhttp://en.wikipedia.org/wiki/Telugu_language


42/66

cities inAndhra

Pradeshand

few other

cities

1974, owned

by Ramoji

Group.,

7 Deccan Chronicle English Various

cities and

states

1.349 OwnsDeccan

Chargers

franchise of

the Indian

Premier

League

8 Ananda Bazar Patrika

Bengali Kolkata,

West Bengal1.277 Owned by

Ananda

Publishers

9 Amar Ujala

Hindi Various

cities and

states

1.230 Mainly

prominent in

the Hindi

heartland

10 Hindustan Times English Various

cities and

states

1.143 Owned by HT

Media Ltd

11 Hindustan

Hindi Various

cities and

states

1.142 Hindi

extension of

theHindustan

Times12 Sakshi

Telugu Various

cities in

Andhra

Pradeshandmajor cities

in India

1.256 Established in

2008, owned

by Y.S. Jagan

MohanReddy, Also

runs the

Sakshi news

channel

13 Mathrubhumi Malayalam Various 1.077 Owned by


http://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Deccan_Chroniclehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Deccan_Chargershttp://en.wikipedia.org/wiki/Deccan_Chargershttp://en.wikipedia.org/wiki/Deccan_Chargershttp://en.wikipedia.org/wiki/Indian_Premier_Leaguehttp://en.wikipedia.org/wiki/Indian_Premier_Leaguehttp://en.wikipedia.org/wiki/Indian_Premier_Leaguehttp://en.wikipedia.org/wiki/Ananda_Bazar_Patrikahttp://en.wikipedia.org/wiki/Bengali_languagehttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/West_Bengalhttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Amar_Ujalahttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Hindi_heartlandhttp://en.wikipedia.org/wiki/Hindi_heartlandhttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/w/index.php?title=Hindustan_(newspaper)&action=edit&redlink=1http://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Sakshihttp://en.wikipedia.org/wiki/Telugu_languagehttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mathrubhumihttp://en.wikipedia.org/wiki/Mathrubhumihttp://en.wikipedia.org/wiki/Malayalam_languagehttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Deccan_Chroniclehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Deccan_Chargershttp://en.wikipedia.org/wiki/Deccan_Chargershttp://en.wikipedia.org/wiki/Indian_Premier_Leaguehttp://en.wikipedia.org/wiki/Indian_Premier_Leaguehttp://en.wikipedia.org/wiki/Indian_Premier_Leaguehttp://en.wikipedia.org/wiki/Ananda_Bazar_Patrikahttp://en.wikipedia.org/wiki/Bengali_languagehttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/West_Bengalhttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Amar_Ujalahttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Hindi_heartlandhttp://en.wikipedia.org/wiki/Hindi_heartlandhttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/w/index.php?title=Hindustan_(newspaper)&action=edit&redlink=1http://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Sakshihttp://en.wikipedia.org/wiki/Telugu_languagehttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mathrubhumihttp://en.wikipedia.org/wiki/Malayalam_language


43/66

cities in

Kerala and a

few other

cities

The

Mathrubhumi

Group

14 Gujarat Samachar

Gujarati Ahmadabad,

Gujarat

1.051 Owned by

Lok

Prakashan

Ltd.

15 Punjab Kesari

Hindi States of

Punjab,

Haryana

.902 Founder Jagat

Narain was

assassinated

by Sikhmilitants on

September 9,

1981

16 Dinakaran

Tamil Various

cities in

Tamil Nadu

and a few

other cities

.901 Bought out by

SUN TV

group in 2005

17 Sakaal

Marathi Various

cities in

Maharashtra

.879 Launched

English

version

Sakaal Times

in 2008

18 Dina Thanthi

Tamil Various

cities in

Tamil Nadu

and a few

other cities

.854 Founded by

S. P.

Adithanar

19 Divya Bhaskar

Gujarati Ahmadabad,

Gujarat

.840 Gujarati

version of the

Dainik

Bhaskar


http://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Gujarat_Samacharhttp://en.wikipedia.org/wiki/Gujarati_languagehttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Punjab_Kesarihttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Punjab,_Indiahttp://en.wikipedia.org/wiki/Harayanahttp://en.wikipedia.org/wiki/Jagat_Narainhttp://en.wikipedia.org/wiki/Jagat_Narainhttp://en.wikipedia.org/wiki/Jagat_Narainhttp://en.wikipedia.org/wiki/Dinakaranhttp://en.wikipedia.org/wiki/Dinakaranhttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Sun_TV_Networkhttp://en.wikipedia.org/wiki/Sakaalhttp://en.wikipedia.org/wiki/Marathi_languagehttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Dina_Thanthihttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/S._P._Adithanarhttp://en.wikipedia.org/wiki/S._P._Adithanarhttp://en.wikipedia.org/wiki/Divya_Bhaskarhttp://en.wikipedia.org/wiki/Gujarati_languagehttp://en.wikipedia.org/wiki/Gujarati_languagehttp://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Gujarat_Samacharhttp://en.wikipedia.org/wiki/Gujarati_languagehttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Punjab_Kesarihttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Punjab,_Indiahttp://en.wikipedia.org/wiki/Harayanahttp://en.wikipedia.org/wiki/Jagat_Narainhttp://en.wikipedia.org/wiki/Jagat_Narainhttp://en.wikipedia.org/wiki/Dinakaranhttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Sun_TV_Networkhttp://en.wikipedia.org/wiki/Sakaalhttp://en.wikipedia.org/wiki/Marathi_languagehttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Dina_Thanthihttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/S._P._Adithanarhttp://en.wikipedia.org/wiki/S._P._Adithanarhttp://en.wikipedia.org/wiki/Divya_Bhaskarhttp://en.wikipedia.org/wiki/Gujarati_languagehttp://en.wikipedia.org/wiki/Gujarati_language


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20 Aaj

Hindi Varanasi,

Uttar

Pradesh

.748

21 The Economic Times English Various

cities and

states

.651 Owned by

Bennett,

Coleman and

Co. Ltd.

22 The Telegraph English Various

cities and

states

.465 Owned by

Ananda

Publishers

23 DNA English Various

cities and

states

.400 Owned by

Diligent

Media

Corporation

24 Prajavani

Kannada Karnataka .364 Owned by

The Printers

(Mysore)

Private

Limited

25 The New Indian Express English Various

cities and

states

.309 Owned by

Express

Publications

Ltd.

26 Deccan Herald English Various

cities and

states

.214 Owned by

The Printers

(Mysore)

Private

Limited

27 Udayavani

Kannada Karnataka .185 Owned by

Udayavani

28 The Statesman English Various

cities and

states

.172 Owned by

The

Statesman

Ltd.

29 The Hindu Business Line English Various .163 Owned by


http://en.wikipedia.org/wiki/Aaj_(newspaper)http://en.wikipedia.org/wiki/Aaj_(newspaper)http://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Varanasihttp://en.wikipedia.org/wiki/Varanasihttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/The_Telegraph_(Kolkata)http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/DNA_(newspaper)http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Prajavanihttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/wiki/The_New_Indian_Expresshttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Deccan_Heraldhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Udayavanihttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/wiki/Udayavanihttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/The_Hindu_Business_Linehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Aaj_(newspaper)http://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Varanasihttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/The_Economic_Timeshttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/Bennett_and_Colemanhttp://en.wikipedia.org/wiki/The_Telegraph_(Kolkata)http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/Ananda_Publishershttp://en.wikipedia.org/wiki/DNA_(newspaper)http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Prajavanihttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=The_Printers_(Mysore)_Private_Limited&action=edit&redlink=1http://en.wikipedia.org/wiki/The_New_Indian_Expresshttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Deccan_Heraldhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Udayavanihttp://en.wikipedia.org/wiki/Kannadahttp://en.wikipedia.org/wiki/Karnatakahttp://en.wikipedia.org/wiki/Udayavanihttp://en.wikipedia.org/wiki/The_Statesmanhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/The_Hindu_Business_Linehttp://en.wikipedia.org/wiki/English_language


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cities and

states

Kasturi &

Sons Ltd.

30 Business Standard English Various

cities and

states

.144 Owned by

Business

Standard Ltd.

(BSL)


http://en.wikipedia.org/wiki/Business_Standardhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Business_Standardhttp://en.wikipedia.org/wiki/English_language


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Chapter IV

DATA ANALYSIS AND INTERPRETATION




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DATA ANALYSIS AND 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.




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Do you know about HT Mohali live?

yes No

90 10

Interpretation - 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 90% respondents say yes they are aware about the

Mohali live hyper local. And only 10 % respondents are not aware about the Mohali live.




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Do you advertise for your business?

Yes No

80 20

Interpretation 80% respondent advertise for their business only 20 % respondent not

advertise for their business.




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According to which is the best medium to advertise to a smaller region like

Mohali

Television Radio News

paper

Fliers Billboard

s

Word

of

mouth

Leaf

lets

Door

to

door

Via

teleph

one

Any

Other

24% 21% 55% 00% 00% 00% 00% 00% 00% 00%




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Interpretation -- 55% respondents says they use newspaper as a advertisement medium

to advertise their business. 24% says they use TV, 21% respondents say they use radio, no

other choice for advertisers.

How often do you advertise...?

Once Weekly Monthly Quarterly Yearly When needed

00% 24% 50% 12% 10% 02%




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Interpretation-approx 50% respondent advertises monthly, 24 % advertise weekly, 12%

advertise quarterly, 10% respondent advertises yearly 2% advertise when needed.

Do you advertise with HT Mohali Live?

Yes No

40.82% 59.18%




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Interpretation 59.18 %respondent are advertise in HT Mohali live and 40.82 % are

advertise their business through other sources.

Which factors influence you to advertise in Mohali live?

Low

price

Newspaper

content

Good

service

Free of cost

distribution

Disco

unt

Circul

ation

Availa

bility

Specifi

c

target

area

Schem

es

10% 2.50% 32.50% 2.50% 25% 2.50% 7.50% 2.50% 7.50%




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Interpretationfactors which influence the advertisers are different for different

advertisers. 25% are influence by discount, 32.50% are influence by good service, and 15%

are influence by schemes, 10% influence by low price and the other factors are influence

marginally.

Do you think advertising with HT Mohali live is beneficial for your

business?

Yes No

64% 36%




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Interpretation 97 % advertisers think that HT Mohali live is beneficial for their

business, only 3 % are disagree.




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Chapter V

Findings, Conclusion &Recommendation

FINDINGS OF RESEARCH




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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 our null hypothesis is rejected, our null hypothesis says that the

variables have no effect on customer perception towards choosing a newspaper as a medium

of advertising. Mainly 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 peoples are

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

this study most of the Mohali people like to advertise with newspaper. 68 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. So we can say after

this research these factors mainly considered by customer because the communality of these

factors are 77.757% and rest of 22.243% is not more considered by students.

Recommendation




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The recommendation of this research is:-

According to our 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 this study many people are advertised once in a year, so I

would suggest to HT Mohali Live team pitch this customer and make

regular customer.

According to the study many peoples are not advertise with Mohali live,

so I Would like to suggest HT Mohali live team to give them special

packages, Schemes and special offers to start advertised with Mohali

live.

Advertisement cost in Mohali live is high for local advertisers, so it

should be affordable to local advertisers it will helps to attract large no. of

advertisers and with that company can maintain their profit.

Some news and articles should be related to Mohali it can create interest

in the mind of customer for HT Mohali live.

Create awareness about HT Mohali live amongst customers and

advertisers.

There is need to improve in content of HT Mohali live.




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The company should give some gift and offers for their regular

advertisers to retain them.

Advertising in local news paper are always beneficial for advertisers and

this area is very competitive so company should always take care of their

advertisers as well as customers by taking feedback of them.

Paper quality of hyper local should very good, in HT Mohali live also

there is need to improve in paper quality.

The advertisement of HT Mohali live and its advertisement rates should

be advertise in HT front page at least once in a week.

Some special events should be organized for HT Mohali live.

Advertisers.

Distribution of HT Mohali live should be on each and every business

layout in the markets of Mohali.



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