onkarsharma outlook india project

IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

SUMMER TRAINING REPORT

ON

OUTLOOK INDIA PRIVATE LIMITED

PROJECT TITLE: Market potential assessment of print media in India

Submitted in partial fulfillment of the requirements of

Post Graduate Program

BY:-

Onkar sharma

Batch: 2008-10

PG20082401


Acknowledgement

I owe a debt of gratitude to outlook India Pvt. Ltd. limited for giving an

opportunity to practical exposure of corporate to me. I am thankful to Mr.

Himanshu pandey national sales and promotion manager for his incredible help

and support.

I am grateful to Mr. Sumit bhardwaj who not only helped me in the project but

also taught me about the various traits of print media industry. I am also thankful

to Tapan sir for sharing sales tips and regulations.

I am also thankful to all sales officers, every employee of outlook India office in

delhi for sharing their valuable information with me.

[Onkar sharma]


Let’s understand what is the relevance of SIP (Summers training)

“SIP a bridge between a rookie and a corporate….”

The term training refers to the acquisition of knowledge, skills, and competencies

as a result of the teaching of vocational or practical skills and knowledge that

relate to specific useful competencies. It forms the core of apprenticeships and

provides the backbone of content at institutes of technology (also known as

technical colleges or polytechnics). In addition to the basic training required for a

trade, occupation or profession, observers of the labor-market[who?] recognize

today the need to continue training beyond initial qualifications: to maintain,

upgrade and update skills throughout working life. People within many

professions and occupations may refer to this sort of training as professional

development.

Some commentators use a similar term for workplace learning to improve

performance: training and development. One can generally categorize such

training as on-the-job or off-the-job:

On-the-job training takes place in a normal working situation, using the actual

tools, equipment, documents or materials that trainees will use when fully trained.

On-the-job training has a general reputation as most effective for vocational work.


Off-the-job training takes place away from normal work situations — implying that

the employee does not count as a directly productive worker while such training

takes place. Off-the-job training has the advantage that it allows people to get

away from work and concentrate more thoroughly on the training itself. This type

of training has proven more effective[citation needed] in inculcating concepts

and ideas.

Training differs from exercise in that people may dabble in exercise as an

occasional activity for fun. Training has specific goals of improving one's

capability, capacity, and performance.

The Engineering and Professional graduate programs in India include Summer Training

with the following objectives

* Correlate courses of study with the way industry or potential workplace operates its

business or work using technology.

* Work on implementing what has been learned in school, especially true for Computer

Science under-graduates.

The engineering and professional courses including MBA, PGDBM, B.E., BCA amongst

others during 2004-5 had an estimated half a million under-graduates needing

internship in fields of Computer Science, Electrical and Electronics, Mechanical, Civil,

Bio-Informatics disciplines every year. The students for professional programs are

required as a part of the courses to undergo a 8 week or 6 month training.

For a long time after independence(India) the lack of industrialization meant that many

of these young professionals had to go without proper training during internship period

earmarked in the under-graduate programs. The world moves from industrial age to


intellectual property based wealth generation structures i.e. factories replaced by call-

centers and technology companies viz. chip design, software and bio-informatics. Tools

for generating this wealth in the form of software, [patents] and documented processes

is available easily in the hands of people hitherto on the wrong side of longitudes and

time-zones or urban-rural divides.

In today's world the interns or trainees, the future professionals need to re-orient the

traditional approach to searching for a training or internship.

The traditional approach being defined as :-

1. Look for name brands and try and get a Training Certificate.

2. Put your dad-mom 's, uncle's and aunt's social network to work and land an

internship. This normally gets you a certificate and usually not much as else as

someone is merely obliging your relatives.

3. Your seniors sometimes can help place interns in the companies they work for, this

generally works if you happen to belong to elite institutes like IITs, IIITs and NITs.

4. Your institutes placement cell:- Unless you need a 6-month training placement, the

companies normally don't bother offering training through placement cell. Again works

better if yours is an elite institute.

5. Paid training to learn a new technology or a knowledge upgrade at an educational

institution of repute like NITs which organize training programs for their students and

accept outside students to work at their labs. This type of a training is a useful upgrade

to theoretical knowledge but actually counts as "back to classroom" rather than an


internship.

6. Training under a Full Professor/Researcher: a rarity in the stream of Computer

Science, most of them went to the industry to earn their megabucks or went to US to

pursue further research.

The best that this approach gets you is:-

After starting to look for summer training 2-3 months before you need to start it and

finally reach a good enough company or workplace just in time or delayed by a week or

two. Having reached a name brand or the coveted big corp, most interns end up doing

menial chores no one else wants to do.

The interns are either ignored or given totally useless jobs like inventorying the IT

equipment, making a survey of problems faced by home-owners in a factory owned

residential area for its workers, making spreadsheets etc under the ruse that they are

not qualified to handle a real job of programming or its equivalent in other areas of work.

The brave new world demands a radical new approach to summer training or

internship.US of A is still the leader of Information Technology and contrary to popular

belief it is not about to surrender its technology leadership to India or China anytime

soon. Slashdot a popular site for technologists with a primarily US based audience lists

some of the things which interns did this summer .

Some of these things apply not only to the interns in US but are globally applicable.

In the indian context, this might be a good strategy with variations suiting individual

tastes, essentially it boils down to

1. Learn Open Source technology as a user of technology.

2. Apply that technology to improve the college infrastructure, remember those creaky

Novell file servers or virus ridden windows backend boxes can be replaced by good


Open Source alternatives.

3. Look out for bounty programs from Open Software sites and add new features to

open source softwares and earn money in the process of learning something.

4. Or scratch your favorite itch to create something new which reaches thousands of

downloads as soon as the beta is out.

5. Watch out for influential Open Source organizations like your local Linux User Groups

or Development oriented groups and convince the managements of such organizations

to offer you certificates of training for releasing Open Source projects (new or patches)

under their patronage. This is a win-win for Linux User Groups as well as interns.

Typically a few vastly superior geek minds can be found at the Linux User Group

mailing lists and can be convinced into mentoring you during the summer training period

and possibly beyond it.

6. Setup a development environment using free software, not only because it is a richer

environment for developers and there is a lot more to learn on a free development

platform but also because many of your future employers consider these as essential

skills. At the minimum try and use a version control system like RCS(if not CVS). A

hotshot IDE like Eclipse, and webserver like Apache or Tomcat. Typical unix like

environments such as Linux are extremely rich in available documentation and

sophisticated tools. It is a reasonable assumption that a potential developer needs to

learn to use unix for any serious shot at the programming career.

7. Get well worded endorsements from your mentor and other developers of Open

Source projects to which you contributed to, and snapshots of CVSWeb GUI's showing


your source commits accepted for opensource projects to include into your project

reports for that extra effect at the training/internship viva back at your institutes.


Unit I

Executive summary

Contents

Unit-1:

Executive Summary: a. Introduction b. About print media industries in India

(Background, key issues, Review of performance)

c. Growth of print media industries Outlook’s Brief profile (Company)

a. About Outlook b. Mission & Vision c. Marketing strategy d. S W O T analysis e. Porter‘s five forces analysis f. Organizational structure

Objectives of the study

Need for the study

Limitation of the study

Research Methodology of the study

Data analysis & Interpretation

Findings Suggestions


History of print media industry

Print Media, as anyone can understand is one of the most important factors coming

through in the way a nation works. Newspapers, magazines, books etc. are ready by a

lot of people and are certainly one of the most trusted mediums of National and

International News.

India has a vast array of Print Media with Thousands of Magazines and Newspapers in

circulation. Top Notch Journalism, great reporting, press unity and a very strong

network is what makes Print Media so much of a success even today in the age of

Television and the Internet. It is also said that Print Media also helped literacy and

undoubtedly the General Knowledge of the average person in India.

The good thing about Indian Print media is that any Bias of any sort is quickly subsided,

therefore impartial reporting is a major feature of the Indian Print Media. The news you

get through these outlets cannot be any truer.

The newspaper with the largest Circulation in India is Dainik Jagran, having near about

Two million readers. Next comes Times of India, an English newspaper, followed by

Dainik Bhaskar, another Hindi Newspaper.

India has a lot of regional newspapers and magazines as well in a lot of languages.

Therefore there is something out there for everyone to read! This section is dedicated to

the Indian Print media with articles on Newspapers, Magazines, Controversies and


opinions related to them etc. We hope you have a good time browsing through. Please

let us know of any suggestions you may have through our contact page.

The Media in India enjoys a great amount of freedom and is therefore flourishing.

Whole new segments are opening up for this Rs 10,000 crore industry. Perhaps the

most significant possibility is in India emerging as a back-end destination for digitising

television and film content as well as managing video servers for global companies in

the pay-per-view TV market. The previous year has been a landmark year for television

broadcasting. Many new news channels like the two from NDTV and one each from TV

Today and Star were launched. Television viewers were to enjoy much more freedom in

metros with the rollout of Conditional Access System, which was quietly introduced in

Chennai, but trouble was just round the corner. In Chennai there are very few

customers for channels in languages other than Tamil and all Tamil Channels are free

to air. As a result there was no objection, only people did not go for the top box. Delhi

however has been a different story what with CAS being first put off, then implemented

and then the total confusion on its status. The launch of a choice private FM radio

stations has got the metro residents hooked on to the otherwise almost obsolete radio

service. Lots of multiplexes opened across the country and many more are on the

pipeline. Overseas studios were bullish on producing. Piracy however, continued to

bother the Indian film and music industry. The Internet continues to grow.

EARLY YEARS OF THE PRINTING MEDIA:-

Acta Diuna (Journal of the day) was the earliest known journal. It is a handwritten news bulletin distributed in the Forum Romanum. This was in the 1st century B.C during the time of Julius Caesar.

The first printed newspaper appeared in Peiking (Beijing) in the 8th century A.D. The Chinese did the printing using separate wooden block for type, which could be used over &over again. The Koreans also followed the Chinese. Printing ink & paper were developed in china & Egypt. But the whole process of printing had a stunted growth in Asia

Europeans, on the other hand, used the new process on large scale. They benefited from the popularization of printing, which led to the advent of affordable books & popular newspaper. This also led to the democratization of communication.

Printing led to the third major revolution in communication, the first having been the development of human speech some 35,000 years ago & second the art of representing sound in written form using an alphabet. With the spread of


printing, libraries & schools sprang up. Books, libraries & higher education-all these led to major political, socioeconomic & cultural changes in Europe.

The new modes of agricultural & mechanical production, migration of people from rural areas to industrial towns, rapid changes in social & cultural life and scientific and technological led to new methods of communication among people. Democratization of communication meant strengthening of democratic idea. Political democracy led to economic democracy & social reorganization.

In all this, the newsletter produced in various sizes & at different frequencies played an influential role in Germany, Holland, France & England during 16th, 17th & 18th centuries.

By the early 18th century, political leaders realized how powerful an instrument the periodicals were for spreading ideas. Many of them began to produce their own papers to propagate their ideas & influence people such as the Whigs & Tories in England. A new force was detected in society, namely, the force of public opinion. Consequently, the journalism of the period was largely political in nature & thus the impression, justifiable to a great extent, was created that journalism was an adjunct of politics.

Avisa Relation Oder zeitung was the first regular printed newspaper of Europe which commenced publication in 1615. Weekly News was the first newspaper of England that lasted from 1622 to 1641. The next paper there was a fortnight, the Daily Courant that started publication in 1702.

The first printing press in the Americas was established in South America by Juan Pablos, a Spanish printer, in 1539.

Boston, capital of the Massachusetts colony became an active centre of printing in the 17th century. The Puritans imported the first printing press to New England in 1638 to supply printed materials to Harvard College.

The very first newspaper in the US was Public Occurrences-Foreign & Domestic, published by Benjamin Harris, a bookseller in Boston, in 1690. Harris could not continue publication as he was imprisoned by the British authorities for printing without ‗prior consent‘. Then came another news paper, the Boston Newsletter in 1704. James Franklin, brother of Benjamin Franklin, published the New England Courant in 1721.

Famous English essayists such as Joseph Addison, Richard Steele, Dr Samuel Johnson & others either contributed essays to their own publications or to periodicals published by other. They wrote contemporary issues besides literary topics. Across the Atlantic, Benjamin Franklin, Thomas Pain, Thomas Jefferson, Alexander Hamilton & other had contributed.

The Glorious Revolution in England (1688), The American Revolution (1775-76) & The French Revolution (1789) owe much to the radical & rational thoughts of


people such as theme, Locke the Pitts, Robespierre, Hugo, Voltaire, Rousseau, Jefferson, Franklin, Paine and Hamilton etc.

WHAT WAS HAPPENING IN INDIA DURING THE EARLY CENTURIES?

Emperor Asoka’s pillar inscriptions & rock edicts in different parts of the Mauryan Empire during 3rd century B.C are considered examples of imperial political communication to the informed & literate section of the population. Ashoka used the Prakrit language in his communication on ethics & morals as evidence by his inscriptions.

The learning languages were confined to high casts, the aristocracy, priests, army personnel & landowners. Another feature of communication in ancient India was the emphasis placed on oral & aural systems. Writing was done on palm leaves using a style, but the written documents were considered too scared to be touched or used by the lower classes. The ruling class used certain methods for coding, transmitting & decoding messages secretly through the network of spies to information about neighboring enemies.

According to historians of journalism, news was collected in a well-organized manner under Akbar the Great. In 1574, Akbar established a recording office that helped later medieval historians to gather materials for chronicles.

FIRST PRINTING PRESS IN INDIA:-

The first printing press arrived in India on 6th September 1556 & was installed at the college of St.Paul in Goa.

THE FIRST INDIAN NEWSPAPER:-

First printed newspaper of India was in English edited & published by James Augustus Hicky, an employee of East India Company. It was named Bengal Gazette which came out on 29th January 1780. Soon many other weeklies & monthlies such as Indian Gazette, Calcutta Journal, Bengal Harakaru, John Bull in the East came out during the 17th & 18th century.

THE MAJOR INDIAN LANGUAGE NEWSPAPER:-

Digdarshan was the first Indian language newspaper. It started in April 1818 by the Serampur missionaries William Carcy, Joshua Marshman & William Ward. They soon started another journal in June of the same year & named it Samachar Darpan. The famous Raja Ram Mohan Roy also brought out periodicals in English, Bengali & Persian. Some of Roy’s papers were Sambad Kaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengal Herald .

ASSAMESE:-


Amnodaya, a distinguished journal in the Assamese language was started in 1846 under the editorship of the Reverend Oliver.T.Cutter.

GUJARATI:-

The newspaper with the greatest longevity in India, Mumbai Samachar was also the first Gujarati Newspaper. It was established in 1822 by Farduvji Marzaban as a weekly & then became a daily in 1832.

HINDI:-

The first Hindi daily was samachar Sudhavarshan (Calcutta, 1854). Later Samayadant Martand, Banaras Akhbar, Shimila Akbar & Malwa Akhbar came out.

Calcutta was the birth place not only of English, Bengali & Hindi journalism. The first Urdu newspaper was published by Urdu Akhbar in the second decade of the 19th century.

KANNADA:-

Kannada Samachar was the earliest Kannada journal, according to many scholars. But others think that the first Kannada journal was Mangaloora Samachar. Later Subudhi Prakasha, Kannada Vaatika, Amnodaya, Mahilaasakhi & Sarvamitra came out during the 18th century.

MALAYALAM:-

Mathrubhumi, Malayala Manorama, Kerala Kanmudi are the main newspapers of Kerala. The other daily newspapers are Desabhimani, Mangalam, Madhyamam, Chandrika, Deepika etc.

MARATHI:-

Darpan was the first Marathi newspaper started on 6 January 1832. Kesari & Sudarak were other papers of the 18th century. Induprakash was an Anglo-Marathi daily established in 1862.

ORIYA:-

The first Oriya magazine Junaruna was published by the Orissa Mission Press in 1849 under the editorship of Charles Lacey. Then came another publication from the same press ‗Prabhatchandrika‘, under the editorship of William Lacey. Utkal Sahitya, Bodhadayini, Baleshwar Sambad Balika etc… started in the 18th century.

PUNJABI:-

Although Maharaja Ranjit Singh encouraged the development of Punjabi journalism. The earliest Punjabi newspaper was a missionary newspaper. The first printing press in Punjab was established in Ludhiana in 1809.

TAMIL:-


The first periodical ‗Tamil Patrika‘ a monthly was brought out in 1831 by the Religious Tract Society in Madras; it lasted till 1833.

The next periodical weekly was the Dina Vartamani published in Madras from 1856 by the Dravidian press & edited by the Reverend P.Percival. Later Swadeshamitran, Deshabaktan etc… were other papers.

TELUGU:-

Kandukuri Veeresaliongam Pantulu, known as the Father of the renaissance movement in Andhra & the founder of modern Telugu, sparked a social reform movement through his weekly Vivekavardhini. He also founded separate journals for women; Satihitabodhini.

URDU:-

Sir Sayyid Ahmed Khan, a great educationist, judge & social reformer did much for the development of Urdu journalism.

THE INDIAN PRESS AT INDEPENDENCE AND TODAY:-

In 1947, the major English newspaper in India were the Times of India (Bombay), Statesman (Calcutta), Hindu (Madras), Hindustan Times (New Delhi), Pioneer (Lucknow), Indian Express (Bombay & Madras) Amrita Bazaar Patrika (Calcutta), National Herald (Lucknow), Mail (Madras) & Hitavada (Nagpur). Of these, the Times of India, Statesman & Pioneer were under British ownership till 1964, when it came under a group of Indian business.

During the long struggle for India‘s Independence, the major English newspaper that served the national cause were the Hindu (1878), Amrita Bazaar Patrika (1868), Bombay Chronicle (1913), Free Press Journal (1930, it became Indian Express) & Hindustan Times (1924). Among the Indian language newspapers, the prominent ones were Aaj (1920), Ananda bazaar Patrika (1922), Sakal (1931), Swadeshamitran (1882), Mumbai Smachar (1822), Malayala Manorama (1890) & Mathrubhumi (1930).

Generally speaking, journalism is flourishing in India today. The Indian language newspapers have overtaken the English newspapers in number & circulation. The highest circulation till the 1990‘s was enjoyed by the English newspapers despite the fact that less than 5 percent of the population of India claim English as their mother tongue. English is still the medium of instruction in colleges & many prominent schools. It is also the language of administration, although state governments have introduced legislation in favor of local government.

Hindi newspapers have the largest total circulation in India. Hindi is the main language of 10 Indian states- Bihar, Chattisgarh, Delhi, Haryana, Himachal Pradesh, Jharkhand, Madhya Pradesh, Rajasthan, Uttranchal and Uttar Pradesh.


Certain trends in communication & journalism throughout the modern world prompted several sociologists & media experts to discuss the desirability of re-examining the trends in the light of basic issues. In other words, ‗back to the basics‘ say the experts. This is where Gandhi becomes relevant. High technology is good, but if it does not enable us to solve basic problems confronting the succeed in catering to the greed of a few to the exclusion of the need of the many-as it has done through the recent decades and in all countries that experienced colonial subjugation in the past.

INDUSTRY PROFILE

There are the two main sources of obtaining data to determine readership of any

publication:

1. National Readership Survey – NRS

2. Indian Readership Survey - IRS

National Readership Survey is a survey on all media, but especially the print medium,

conducted by the National Readership Studies Council (NRSC) - supported by Audit

Bureau of Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian

Newspapers Society.

It investigates the readership of about 80 major Indian publications-dailies, weeklies, bi-

weeklies and monthlies-in over 475 towns of 57 regions across the length and breadth

of the country. The towns, selected, however are publication centers of dailies. By

process of ‗systematic sampling,‘ over 55,000 households in these towns are surveyed,


the number of households in each town proportionate to it population. All men and

womenfolk above the age 15 are questioned for about half an hour on the basis of a

structured questionnaire.

It claimed to be the most thorough readership survey in the country. It provides

exhaustive data (available to its clients on computer disks) readership, radio listenership

profile‘-the socio economic characteristics of the readers of various publications, of

cinema and TV viewers, and of listeners to radio, as well as the degree of duplication

among publications and between media. Research agencies involved are: IMRB, TNS

Sofres Mode, and AC Nielsen in collaboration with ORG.

Indian Readership Survey is conducted by the Media Research Users Council

(MRUC). IRS 2002 is the largest continuous media survey ever conducted (sample size

of 229,000 individuals) providing a single-source database for demographics, media

habits and product / brand usage across 986 towns and 2858 villages in India. The

survey was conducted over two rounds with the field work between November 2001 and

November 2002.

This All-India survey conducted jointly with the Media Research Users' Council (MRUC)

also provides product / brand penetration information for over 50 different products

allowing

one to link media habits and product usage data for adults and children from the age of

12 years.

Both NRS & IRS


Gives media consumption habits, product ownership & consumption, lifestyle

indicators information on macro demographic & geographic parameters.

Population coverage: 12 years & above

Sample size: over 200, 000

Geographic coverage: All India (Urban + Rural)

Sample Frame: Electoral rolls based on 2001 Census definition of Urban

Agglomeration

According to NRS 2005,

Press adds 34 million readers in the last 2 years.

Press continues to grow, adding 21 million readers between 2002 and 2005.

Over the last 3 years the number of readers of dailies and magazines put

together among those aged 15 years and above has grown from 179 mn to 200

mn - a growth of 4% every year. (Note: Recently the scope of NRS has been

expanded to include those aged 12 years and above but the 15 years age cut-off

has been applied for the sake of comparison with NRS 2002.)

There is still significant scope for growth, as 314 million people who can read and

understand any language do not read any publication. It is not just affordability

that is a constraint, since 21 million of these literate non-readers belong to the

upscale SEC A and B segments.

According to IRS 2006,


Just when it seemed the print media was booming once again, the Indian Readership

Survey 2006 Round 1 has pricked the bubble. There are few newspapers or magazines

that have seen any growth? Most have seen an erosion in readership.

Dainik Jagran retains its No 1 position among newspapers with 19.07 million readers,

Dainik Bhaskar follows second with 14.57 million, and Daily Thanthi is third with a

readership of 10.23 million. Amar Ujala is still at four with 9.89 million readers.

Malayala Manorama (9.35 million) and Hindustan (9.72 million) have interchanged

positions at number five and six. Lokmat, Eenadu, Mathrubhumi and Times of India take

the seventh, eighth, ninth and tenth spots with 8.10 million, 7.94 million, 7.65 million,

and 7.08 million readers, respectively. ToI is the only English daily to find a place in the

top 10. Except for Amar Ujala and Hindustan, every other publication in the top ten list

has experienced a marginal decline in readership.

For the IRS 2006 R1 an annual sample size of 2.4 lakh was covered spread equally

over two rounds. A total of 1,178 towns and 2,894 villages were surveyed. The data

represents fieldwork during the full year Jan-Dec 2005. The mid-point of the survey is

June 1, 2005. Being a continuous survey, the reporting takes place every six months

based on a Moving Annual Total.

Among magazines, Saras Salil (Hindi) leads the pack with a readership of 7.36 million.

A distant second is Kungumam (Tamil) with 3.76 million, followed by Vanitha with 3.52

million readers. India Today English is fourth with a readership of 3.51 million.

Grihashobha (Hindi) has moved up a notch to number five, and is followed by Tamil

weekly Kumudam, India Today Hindi, Malayala Manorama, Tamil weekly Anand Vikatan,

and Hindi monthly Meri Saheli. Kungumam, Anand Vikatan, and Meri Saheli and

newcomers in the top ten list.

Most English dailies have seen a fall in readership, though on the whole any English

daily readership has shown an increase from the 17,396,000 in IRS 2005 R2 to

17,435,000 in IRS


2006 R1. Both the top two ? the Times of India and Hindustan Times ? have seen a

decline with the former dropping from 72.87 lak to 70.84 lakh and the latter from 35.21

lakh to 35.08 lakh. Third-placed Hindu has increased its readership marginally from

27.87 lakh to 27.97

Lakh. Deccan Chronicle‘s too has grown? From 10.14 lakh to its current 11.32 lakh. The

Telegraph (10.82 lakh), Mid Day (7.37 lakh), Deccan Herald (6.04 lakh), the Indian

Express (5.65 lakh), the Tribune (4.83 lakh), the Statesman (4.22 lakh), the Assam

Tribune (3.45 lakh)? all have seen fall in readership.

Among English magazines, number one India Today has dropped by 10 per cent from

38.99 lakh to 35.09 lakh. Sister concern? Reader‘s Digest? Too has seen a 12 per cent

fall and is at

23.06 lakh from 26.37 lakh. Filmfare has seen one the steepest falls? Its readership fell

21 per cent to 16.71 lakh. Outlook has dropped by 11 per cent and is at 11.44 lakh.

Stardust, too, has dropped and is currently at 10.95 lakh in comparison to the 13.11

lakh in the previous round.

From women‘s magazines, Femina, Women‘s Era, Cosmopolitan, New Woman, Elle

and Savvy to special interest titles like The Sportstar, Auto India, Overdrive, Outlook

Traveller, Capital Market, Living Digital, all have seen a dip in readership, with some

titles like PC Quest and Junior Science Refresher dropping by almost 23 per cent.

According to the survey, the number of households has grown by 1.4 per cent over

2005 to reach 210 million. Individual growth rate has been slightly lower than household

growth rate at 0.85 taking the total 12 yrs + population to 784 million. With single age-

breaks now available from the Census, the age group data has been realigned. The

proportion of the total share of 20-29 age group has declined from 25 per cent to 23.6

per cent.

The data shows that the reach of mass media has stagnated in the last three years.

Press reach has been hovering around at 24 per cent, TV at 55 per cent, radio at 21 per

cent, and Internet at 1.5 per cent at the all India level. In urban India, press and TV have


declined. The press reach declined from 42.9 per cent in 2004 to 41.7 per cent in 2006.

Though TV declined from 80.2 per cent to 78.9 per cent in the last three years, C&S has

shown some growth, from 53.5 per cent in 2004 to 54.4 per cent in 2006.

The main source of revenue for any publishing group is advertising. An advertiser would

like to know the facts and figures before investing his money in advertising. And before

investing

the money, the advertiser ought to know how many people buy which publication in

which area. The ABC gives all these vital facts every six months. The ABC figures are

not the outcome of opinions, claims or guesswork, but they are the result of rigid, in-

depth and

impartial audits of paid circulations of member publications by independent and leading

firms of Chartered Accountants working in accordance with the rules/procedures set by

the Bureau.

Hence, the two main objectives of any publishing group are:

To increase Geographic Dispersion / Circulation

To Improve Readership profile

Industry future


Indian print media industry future…

FICCI – PricewaterhouseCoopers forecast Indian Entertainment and Media industry to grow 19% CAGR through 2010 New Delhi, 11 March, 2006 – The Indian Entertainment and Media (E&M) industry is

poised to grow at 19% compound annual growth rate (CAGR) to reach Rs 83,740 crore by 2010 from its present size of Rs 35,300 crore, according to 2005 annual edition of the FICCI - PricewaterhouseCoopers report Indian Entertainment and Media Industry -- Unravelling the potential. Economic growth, rising income levels, consumerism, coupled with technological advancements and policy initiatives taken by the Indian government that are encouraging the inflow of investment, will prove to be the key drivers for the entertainment and media industry. The industry has been forecast to outperform the economic growth in each year, till 2010. ―Two factors that will contribute to the growth of the industry are low media penetration in lower socio-economic classes and low ad spends‖ said Deepak Kapoor, Executive Director and Leader for PricewaterhouseCoopers‘ Entertainment & Media Practice in India. ―Today media penetration is poor in lower socio-economic classes, but efforts to increase it even slightly are likely to deliver much higher results, simply due to the absolute numbers being large,‖ he added. Strong economic growth, rising consumer spending and regulatory corrections are drawing foreign investments in most segments of the E&M industry, especially the print media. ―The sector needs a consistent and uniform media policy for increase in investments. Also, the on-going threat of piracy, which continues to hinder investments in all sectors, needs efforts not just by the industry bodies, but by government, with empowered officers enforcing anti-piracy laws,‖ said Dr. Amit Mitra- Secretary General, FICCI. Advertising Spends: Indian advertising spends as a percentage of GDP -- at 0.34 percent -- is abysmally low, as opposed to other developed and developing countries, where the average is around 0.98 percent. Advertising revenues are vital for the growth of this industry. ―While today the low ad spends may seem like a challenge before the E&M industry, it also throws open immense potential for growth,‖ points out the report. This potential can be estimated by the fact that ―even if India was to reach the global average, the advertising revenues would at least double from the current level of around INR 132 billion,‖ as per the report. New Players:


The year 2005 was marked by the entry of new players across all segments of the industry. The most prominent entry was that of the Reliance Group in both the filmed entertainment and radio segment. In the radio segment, companies have bid for FM licenses in 338 small towns and cities spread across the country in the second phase of liberalisation, and an overwhelming majority of these companies did not even have a presence in the entertainment and media space, let alone the radio sector, earlier.

Key Findings by Segment: Television:

Current size: Rs 14,800 crore Projected size by 2010: Rs 42,700 crore CAGR: 24%

Subscription revenues are projected to be the key growth driver for the Indian television industry over the next five years. Subscription revenues will increase both from the number of pay TV homes as well as increased subscription rates. The buoyancy of the Indian economy will drive the homes, both in rural and urban (second TV set homes) areas to buy televisions and subscribe for the pay services. New distribution platforms like DTH and IPTV will only increase the subscriber base and push up the subscription revenues. Filmed entertainment:


Advancements in technology are helping the Indian film industry in all the spheres – film production, film exhibition and marketing. The industry is increasingly getting more corporatised. Several film production, distribution and exhibition companies are coming out with public issues. More theatres across the country are getting upgraded to multiplexes. And initiatives to set up more digital cinema halls in the country are already underway. This will not only improve the quality of prints and thereby make film viewing a more pleasurable experience, but also reduce piracy of prints. Print media:



A booming Indian economy, growing need for content and government initiatives that have opened up the sector to foreign investment are driving growth in the print media. With the literate population on the rise, more people in rural and urban areas are reading newspapers and magazines today. Also, there is more interest in India amongst the global investor community. This leads to demand for more content from India. Foreign media too is evincing interest in investing in Indian publications. And the internet today offers a new avenue to generate more advertising revenue. Radio:

Current size: Rs 300 crore Projected size by 2010: Rs 1,200 crore CAGR: 32%

The cheapest and oldest form of entertainment in the country, which was hitherto dominated by the AIR, is going to witness a sea-change very shortly. In 2005, the government announced three key policy initiatives which will drive growth in this sector - migration to a revenue share regime, allowing foreign investment into the segment and opening of licenses to private players. As many as 338 licenses are being given out by the Indian government for FM radio channels in 91 big and small towns and cities. This deluge of radio stations will result in rising need for content and professionals. New concepts like satellite, internet and community radio have also begun to hit the market. Increasingly, radio is making a comeback in the lifestyles of Indians. Music:

Current size: Rs 700 crore Projected size by 2010: Rs 740 crore CAGR: 1%

The industry has been plagued by piracy and had been showing very sluggish growth in the physical format over the last few years, both in India and globally. However, ‗mobile music‘ and ‗licensed digital distribution‘ services are projected to fuel the recovery of the music industry the world-over. The pace of growth in mobile music reflects the fact that consumers increasingly view their wireless device as an entertainment medium, using those devices to play games and listen to music, while carriers are actively promoting ancillary services such as ringtones to boost average revenue per user. Ringtones currently constitute the dominant component of the mobile music market. Licensed digital distribution services are also contributing significantly to growth in all regions. Live entertainment:



This segment of the entertainment industry, also known as event management, is growing at a fast and steady rate. While this industry is still evolving, Indian event managers have clearly demonstrated their capabilities in successfully managing several mega national and international events over the past few years. In fact, event managers are also developing properties around events. The growing number of corporate awards, television and sports events is helping this sector. With rising incomes, people are also spending more on wedding, parties and other personal functions. However, issues like high entertainment taxes in certain states, lack of world-class infrastructure and the unorganised nature of most event management companies continue to hinder growth of this industry. Out-of-home advertising:

Current size: 900 crore Projected size by 2010: 1750 crore CAGR: 14%

Outdoor media sites in India are predominantly owned or operated by small, local players and are typically, directly marketed by them to advertisers and advertising agencies. However, this segment too is witnessing a sea-change with technological innovations. Growing billboard advertising is fuelled by technologies such as light-emitting diode (LED) video billboard. This is a segment that is seeing interesting technological innovations across the world and is likely to evolve in India too in the short-term. Internet advertising:


An estimated 28 million Indians are currently hooked on to the internet. And this rising number is leading to the growth of internet advertising, which today stands at approximately Rs 100 crore. The internet is being used for a variety of reasons, besides work, such as chatting, leisure, doing transactions, writing blogs etc. This offers a huge opportunity to marketers to sell their products. And with broadband becoming increasingly popular, this segment is expected to grow by leaps and bounds. Commenting on the future of the industry, Deepak Kapoor said, ―Convergence will play a crucial role in the development of the Indian entertainment and media industry where consumers will increasingly be calling the shots in a converged media world. Broadband access and Internet Protocol (IP) will be the technology enablers that will evolve this new breed of consumers, as opportunities for them to access and manipulate content and services will be overflowing, while their time and attention will be limited. Established approaches of pushing exclusive content through non-linear-channels or networks to mass or segmented audiences will no longer guarantee competitive


advantage.‖

About the Indian Entertainment and Media Industry – Unravelling the potential This edition of the FICCI– PricewaterhouseCoopers‘ Indian Entertainment and Media Industry– Unraveling the potential has in-depth forecasts and analysis of six major industry segments. These include – television, filmed entertainment, print media, radio and music. Sectors like animation, gaming, internet advertising, out-of-home advertising and live entertainment have been clubbed together in the chapter on ―emerging opportunities‖. A new addition in the report this year is ‗print media‘. The report has been prepared on the basis of information obtained from key industry players, trade associations, government agencies, trade publications, and other industry sources. The performance trends in different segments of the industry were analysed and an attempt was made to identify the underlying factors. Models were developed to quantify the impact of each of these factors, to create a forecast scenario. PwC‘s professional expertise, institutional knowledge and global resources of knowledge and excellence were applied to review and adjust those values wherever required. The entire process was then examined for internal consistency and transparency vis-à-vis prevailing industry wisdom. Feedback from key industry players was subjected to a rigorous validation process to ensure that it was consistent and conformed to the industry feel.


Pick from business standard news….

When Conde Nast launched its premium lifestyle

magazine Vogue in India last year, it carried a whopping

168 pages of advertisements of a total 400 pages.

Now, the publisher is preparing to launch its luxury men's

magazine GQ and expects a similar rush of advertisers in

Asia's third-largest economy, where rising incomes and

growing literacy are boosting readership and revenues of

magazines and newspapers.

From specialist magazines on whiskey, golf and

parenting, to regional-language newspapers and financial

dailies, new titles are coming thick and fast in one of the

few markets in the world where advertising and readership for print media are

expanding.

"It's a fast growing economy and with consumption so robust and with incomes rising,

it's a fertile ground for the print media," says Vivek Couto, executive director of Hong

Kong-based research firm Media Partners Asia. "There is also a buoyancy in print

advertising that is encouraging new launches and niche publications in particular."

Print publication advertising revenues in India generated Rs 9,400 crore ($2.4 billion) in

2007, or 48 per cent of all of the country's media advertising revenues,

PriceWaterhouseCoopers (PWC) said in a recent report. TV ads generated 41 per cent.

With the economy having grown at an average rate of 8.75 per cent in the last four

years, middle class incomes have risen, boosting demand for niche magazines on

health, leisure and finances.

Growing prosperity in rural areas is also encouraging demand for publications in India's


more than 20 official regional languages.

Revenue for newspapers and magazines in India, where reading at least one

newspaper in the morning is sacrosanct, grew at an average rate of 15 percent in the

last four years, higher than anywhere in the world, PWC said. The growth is helped by a

young demographic, more working women, rapid urbanisation and smaller households,

the report added.

The print publication boom in India contrasts sharply with more mature markets in the

West where circulation figures and advertising revenues are down as readers move to

the Internet.

Boom

India in 2005 allowed 100 per cent foreign investment in non-news publications, keeping

the cap for news at 26 per cent.

Early investments included Independent News and Media's 26 per cent stake in

newspaper publisher Dainik Jagran, Pearson Plc's 14 per cent in Business Standard

newspaper, Henderson Ventures' investment in HT Media and BBC Worldwide's

magazine venture with Bennett, Coleman & Co.

More recently, private equity firm Blackstone Group put $150 million in regional

publisher Ushodaya Enterprises, Warburg Pincus moved $33 million into the Dainik

Group and DE Shaw invested $39 million in Amar Ujala Publications, according to

research firm Venture Intelligence.

News Corp, which has a content alliance for The Wall Street Journal with HT Media's

business daily, is keen on more launches. Pearson, which has sold its Business

Standard stake, is reported to be in talks for a new venture.

"There's huge investor interest in the growth potential, because the segment is still quite

under-penetrated," said Atul Phadnis, chief executive of consultancy Media e2e.

Local firms are also seizing the opportunity: Business Standard and Bennett, Coleman's

Economic Times have launched Hindi and Gujarati-language editions of their financial

dailies. Deccan Chronicle Holdings has launched a business daily to compete with five

others, and new regional-language and city papers are hitting the stands nearly every

day.


The boom in advertising revenue is not limited just to print. As new media grows and

controls are eased in television, these will attract greater investments and advertising

revenues. Specialist publications have a better chance of scoring with advertisers and

readers in the increasing clutter, says Phadnis. "Niche publications are almost

immediately profitable: Advertising more than makes up for lower subscriptions, and

there are easy synergies with other verticals, like radio or internet."

Glut

But it's not all good news. The large number of players jostling in the market place could

lead to a drop off in advertising revenues in the coming years, analysts say. "One of the

worries is that publishers are taking ad revenues for granted," points out Phadnis.

"Everyone thinks it will keep rising, but as early as 2009 we are going to see a glut in

inventory in TV, print and the internet because of so many players. We will see intense

price competition, and smaller firms may be forced out," he says.

Investors are also chasing only a handful of large media firms, he adds, nudging up

already high valuations: Deccan Chronicle shares trade at 10.3 times forecast earnings,

while Jagran Prakashan trades at 19.3 times and Mid-Day Multimedia quotes at 19.7

times forecast earnings. Rising newsprint prices are also bumping up production costs.

Still, Conde Nast expects Vogue will break even in its first or second year of operation

compared to an average break-even period of five or six years in more mature markets,

says Alex Kuruvilla, managing director in India, referring to Europe and the US. "We are

optimistic and bullish," he says of the potential. "But also cautious: In this market, you

have to be smart."

Attracting the attention of vendors who hawk magazines at traffic lights and getting

space on shelves in overcrowded news stands across Mumbai is not easy for new

entrants.

"I am already running out of space," says K.B. Singh, pointing to a low wooden bench

on a busy sidewalk piled high with dozens of glossy magazines and newspapers.

"Where will I put the new ones?"

Foreign Investment in Print Media The process of economic liberalization in India, which began more than a decade ago, has taken another significant step, namely opening up a very sensitive


sector . the print media. Government of India in June 2002 had decided to allow 26 per cent foreign direct investment (FDI) in news and current affairs print media. Technical and medical publications have been allowed a higher FDI of 74 per cent. The decision, taken by the Union Cabinet, reverses the 1955 Cabinet resolution prohibiting any foreign investment in print media. A detailed policy statement on FDI in print would be issued shortly. Foreign investments in news agencies, however, remain barred. The government has attempted to address the concerns of political parties that fear FDI in print might lead to foreigners controlling the Indian media. The pre-conditions to FDI in print media would be: • At least three-fourth of the board of a print media company with FDI must be Indians. • All key editorial posts must also lie with resident Indians. • Any print media company wishing to change its share-holding pattern must get prior government approval. The Opportunity The desire for foreign help is palpable. India has 49,000 publications, but annual revenues total just $1.1 billion. While they can be vibrant and gutsy, most are starved for technology, marketing, and capital to expand. So, a handful of publications dominate. Chief among them is the Times of India Group, which long used its political clout to block foreign entrants by claiming news media are a "strategic" industry. Its seven newspapers (total circulation: 2.2 million) use strong marketing and distribution to overpower rivals. The group earned $40million in 2001, more than the rest of India‘s print media combined. One affiliate, The Economic Times, has 467,000 subscribers. There‘s little doubt about India‘s market potential. According to a national survey,248 million literate adults still don‘t read any publication. But readership of newspapers and magazines is up 15% since 1998, to 180 million. It‘s a reflection of a younger, more educated population, especially in small-town India, feel experts. The Initial Euphoria Now that the doors to foreign investors in print media have been thrown open, one can expect some action in the sector. Already, some publications have taken the leap. Among the first to do so was Business Standard. Companies such as Pearson, Haymarket, Time India, News Corp., and Dow


Jones have eyed India‘s big, English-reading market. So the day the new policy was announced, stocks of five newspaper companies shot up 10%. Bankers in Bombay began asking other media concerns if they want to go public. ICICI Ventures, which holds stakes in three media companies, is quite bullish about the industry.s prospects. Trade books offer the best openings, since as much as 74% FDI has been permitted in them. Britain‘s Haymarket Publishing Group already has ties to Autocar India, with 80,000 subscribers. Haymarket doesn‘t own a stake, but helps with research and management. Now, it can invest, provide funds to print more copies, market more strongly and use Autocar as a platform to bring its other brands. Bombay‘s Tata Infomedia, a $30 million publisher of yellow pages and trade magazines, also has already started to solicit business with foreigners, sources say. The Tata Group is selling the Indian edition of Reader's Digest magazine, making it the first publishing property offered for sale since the government last month scrapped the ban on foreign investment in the print media. A reason to invest now is to snag the best partners. Indian media moguls will push for more liberalization. And the experience of TV broadcasting, where foreigners can buy 49% stakes, suggests takeover fears are overblown. Rupert Murdoch‘s Star TV has the top entertainment channel, but its news station trails all-Hindi channel Aaj Tak. Three similar channels are on the way. In print media as well, India ids likely to find that opening up the sector to foreigners will strengthen local players as it breeds healthy competition. The Flip Side As expected, there have been various anti-FDI lobbies, which are strongly voicing protests regarding foreign investment in Indian Print Media. Their major contention is that foreign forces might begin dominating the content of Indian publications, which is detrimental to national interests. An extreme view given by a former Indian PM is that powered by their immense finances and goaded by an ambition to control the emerging Indian market, the foreign monopolies will impose their own agenda of ultimately controlling Indian politics. But there is more than meets the eye. The English-language media, fearing competition from players with deeper pockets, has been resisting this move by the Government. A survey commissioned by a group of large New Delhi newspapers, showed that 34 out of 50 newspapers across the country were opposed to foreign investment. Only 16 newspapers with a circulation share of 23.7 per cent favored the


proposal. In India while there is wide readership of daily newspapers in Indian languages, the English press is taken more seriously by the government. And from a marketing point of view, the English press reaches the most lucrative segment of society - the 300-million-strong middle class. Foreign players are seen as a threat to market share. One of the few local media houses in favour of foreign investment has been the India Today Group, publishers of India‘s largest circulating news magazine.

Outlook group

It's an entrepreneurial journey that has spanned both 'old' and 'new' economies -- building successful brick-and-mortar businesses to exploring the frontier world of


convergence technologies. About a quarter-century before the onset of the ICE age, the Rajan Raheja Group made its beginning in the construction business. After building a huge presence in the realty market, the Group diversified laterally into manufacturing, financial services and media -- each venture initiated, and executed, to fulfil the objective of assuming leadership in core areas.

The list of the Group's successes is long and eclectic. Today, H&R Johnson ( India )

Limited is the top name in ceramic tiles in India . Exide is the strongest brand of

batteries in the automotive and industrial field. Co-promoters of Supreme Petrochem

Ltd. along with Supreme Industries Ltd, largest processor of plastic materials in India.

The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and luxury resort Rajvilas, which Conde Nast Traveller ranked as one of the 25 best villa hideaways in the world.

Prism Cement Ltd, has a production capacity of 2.5 million tonnes; The Group is a Co-

promoter of Sonata Software Ltd, one of the leading software companies in India . As

owners and operators of a fibre optic cable network in Kerala through Asianet Satellite

Communications, the group is also a significant stakeholder in the growing

convergence business in India . Co-promoters of RMC Readymix (India) Pvt. Ltd.

along with RMC Group plc, U.K, the world‘s largest manufacturer of Ready-mixed

concrete.

Hathway Cable & Datacom Pvt. Ltd has extensive cable network in 6 major cities and

7 large towns across India . Globus Stores Pvt Ltd. is India ‘s one of the largest

apparel brand chain. A 50% JV with the ING group of Netherlands in ING Life

Insurance. The venture is already the 5th largest insurer in India .

PRINT MEDIA

Outlook: In October 1995, group company Hathway Investments Private Limited entered the print media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanised a sluggish market reeling under the impact of satellite TV. Outlook quickly carved a significant niche for itself among discerning readers who value its in-depth, investigative reporting as well as its stylish visual format. Known to be fiercely independent, Outlook has shaken the establishment on events ranging from Kargil to Kashmir to cricket, sensitised the reading public to important issues like big dams, education and gender, and provided an unremitting focus on South Asian geopolitics. Today, Outlook is the preferred magazine of 1.5 million readers in India, and sells more


than 11.2 million copies over the year. Subscribe Now

Outlook Money: In July 1998, the Group launched "Intelligent Investor" re-christened as "OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which offers sound strategies for the lay investor, especially the growing segment of salaried middle and upper middle-class and self-employed professionals. Its message is clear and simple: 'Invest well, borrow wisely, spend smartly'. Evidently, that message has gone down well: the magazine sold upwards of 1,00,000 copies a fortnight within a year. One of its distinguishing characteristics is that about 93 per cent of readers retain all past issues of Outlook Money.

Outlook Traveller: Outlook Traveller is a monthly magazine from the stable of Outlook Publishing India Pvt. Limited and the only significant magazine aimed at the travel reader. Every month since June 2001 OT has introduced readers to the wonders of

unknown destinations while also encouraging travellers to take a fresh look at familiar places. Whether people are planning a holiday, or simply dreaming of one, Outlook Traveller continues to take them closer.

Outlook Saptahik: Outlook Saptahik, a weekly newsmagazine, was launched in October 2002 to establish significant presence amongst the vast Hindi reading audience. The product targets the evolved Hindi reader keeping their interests, realities & aspirations in mind. Outlook Saptahik retains the core strengths of Outlook with objective, fiercely impartial and bold journalism, while brandishing its own identity through a strong parallel editorial. The magazine is empathetic to its target audience & is not a translation of its English counterpart.

WEB MEDIA

outlookindia.com: In 1998, Outlook went online as outlookindia.com, drawing into its fold the vast, nascent readership of expatriate Indians. outlookindia.com is both Outlook magazine's home on the Internet and an online publication. Apart from Outlook's print edition in its entirety - supplemented with links to related articles on its own site and elsewhere on the Web - outlookindia.com also offers an array of original Web-only columns and news updates every day with a very lively interactive section.

http://203.200.89.96/sfa/NEWsuboutlook.asp

http://www.outlookindia.com/


outlooktraveller.com: Inaugurated as a web resource in 2000, this travel Website has since come a long way. Outlook traveller began by opening up new vistas in web-driven vacation planning, with its highly focused editorial features on an array of destinations. Still a highlight of the website, these are supported by tools and resources that make putting together your holiday a breeze — from selecting your destination, to choosing your mode of transport, finding your way around the map, selecting a place to stay to catching the local festivities, plus ferreting out the nearest ATM, fuel stop or cybercafe. Here there is something for everyone; themed vacation ideas from 'A for adventure' to 'W for wildlife', honeymooners dream destinations, foodies delights, first-person travelogues, a message room where you can exchange notes or ask us for more info that you want… And don't forget to book your copies of our international award-winning bestsellers from Outlook Traveller Getaways, available at a special price when you order on the website. If you want a sneak preview, there're excerpts from the guide books by renowned authors, including the likes of Prabhu Ghate, Ruskin Bond and Jug Suraiya.

outlookmoney.com: outlookmoney.com takes forward the philosophy and beliefs ushered in by Intelligent Investor (the personal finance magazine that was launched in mid-1998, now known as Outlook Money). The site has six channels -- Stocks, Mutual Funds, Loans, Retirement Planning, Taxation and Insurance -- that address broad areas of the personal finance spectrum. Outlookmoney.com comes with many interactive tools. The Loans channel alone sports calculators that do all the number crunching a visitor may want on home, car, personal or equity loans. outlookmoney.com seeks to provide total solutions to personal finance issues -- from disseminating information to providing avenues for e-commerce transactions.

EVENTS DIVISION

Department of Tourism, Government of India Award, National Tourism Award

2001-2002 awarded to OUTLOOK Traveller for Excellence in Publication.

OUTLOOK Traveller " 75 Holidays in the Hills" won the 2004, PATA Gold Award

http://www.outlooktraveller.com/

http://www.outlookmoney.com/


In 2002-2003 the Government of India recognized "Outlook Traveller Getaways"

as the ―Best Travel Publication".

Weekend breaks from Delhi was in the BESTSELLERS top three, nonfiction

category for 14 consecutive weeks in North India

Weekend breaks from Mumbai was in the BESTSELLERS list top three for 8

consecutive weeks in West India

Outlook Money Awards:

The awards started in 2002, and are presented to the best in the following key personal

areas:

Value-Creating Companies

Wealth Creators(Mutual Funds)

Banks

Online Brokers

Home Financiers

Hall of Fame

The ceremony for 2003 was held in Mumbai and was presided over by The Hon'ble

Finance Minister; Mr. Jaswant Singh.

COMPETITORS


HOME MAGAZINE COMPETITORS

OUTLOOK MONEY MONEY TODAY

OUTLOOK BUSINESS BUSINESS ECONOMY,BUSINESS TODAY

OUTLOOK TRAVELLER TRAVEL TODAY

OUTLOOK HINDI SAPTAHIK

OUTLOOK PROFIT NO COMPETITORS

MARIE CLAIRE

COSMO,FEMINA,NEW WOMAN,VOGUE

NEWS WEEK TIMES (World‘s leading international news magazine)

OUTLOOK (ENGLISH) INDIA TODAY


SWOT analysis

STRENGTHS:

Well organized and experienced staff.

Innovative and customer oriented products.

Direct approach to the customer.

Customer satisfaction.

Strong distribution network.

Efficient and fast delivery system.

WEEKNESS:

Price of some magazines is high.

Customer perception that outlook serves to a political party.

OPPORTUNITIES:

It has many products capturing all sectors information so it has an opportunity to

become a market leader.

THREATS:

Number of competitors in the market.

India today has already captured the big market share.


THE OUTLOOK UMBRELLA

Outlook English

Outlook Hindi

Outlook Money

Outlook Traveler

Magazine division Internet division Events division Books division

outlookindia.com

outlookmoney.com

outlooktraveller.com

Outlook Money

Personal fin. show

OLM awards

OLT Getaways

OLM Guides

Outlook Classis


MANAGEMENT AND STAFF

EDITOR IN CHIEF Vinod Mehta

PRESIDENT& PUBLISHER Maheshwer Peri

EXECUTIVE EDITOR Bishwadeep Moitra

FEATURES EDITOR Nandini Mehta

FOREIGN EDITOR Ajaz Ashraf

BUSINESS EDITOR Sunit Arora

SENIOR EDITORS Ajith Pillai, Sunil Menon,

Anjali Puri

POLITICAL EDITOR Smita Gupta

BUREAU CHIEF Saba Naqvi Bhaumik (Delhi)

Smruti Koppikar (Mumbai)

BOOKS EDITOR Sheela Reddy

DEPUTY FOREIGN EDITOR Seema Sirohi

ASSISTANT EDITORS Namrata Joshi, Manisha

Saroop, Arindam Mukherjee,

Lola Nayar

SENIOR SPECIAL CORRESPONDENT

Anuradha Raman

SPECIAL CORRESPONDENT

Saikat Datta, Nivedita Mukherjee, Rohit Mahajan

CORRESPONDENTS

Shruti Ravindaran, Debarshi Dasgupta,

MUMBAI : Payal Kapadia, Shuchi Srivastava, Meenaksh Reddy

BANGLORE : Sugata Srinivasaraju

CHENNAI : Pushpa Iyengar

CHANDIGARH : Chandar Suta Dogra

BHOPAL : K.S. Shaini

HYDERABAD : Madhvi Tata

CLACUTTA : Jaideep Mazumdar


COPY DESK

Sasi Nair, T.K Sreevalsan, Promita

Mukhopadhyay, Saikat Niyogi

PHOTOGRAPHERS

T. Narayan (photo editor), Jitender Gupta

(Chief photographer), Narender Bisht, Tribhuvan Tiwari,

Srikant Kolari, Sawapan Nayak, Dinesh Parab, Rahul Surve

S.Rakshit (Senior Coordinator)

J.S Adhikari (Photo-researcher)

DESIGN

Deepak Sharma (Art Director),

Ashish Bagchi, Tanmoy Chakraborty, (Infographist),

Bonita Vaz, Devi Prasad, Padam Gupta,

Promotions: Ashish Rozario

ILLUSTRATORS : Sandeep Adhwaryu, Sorit

EDOTORIAL MANAGER: Sasidharam Kollery

LIBRARY : Alka Gupta

BUSINESS OFFICE

VICE PRESIDENTS: Suresh Selvaraj, Indarani Roy

ASST VICE PRESIDENT: Alok Mathur

GENERAL MANAGERS: Anup Dwivedi (Production & Systems),

Vidhya Menon (Advertising)

DY GENERAL MANAGER: Gaurav Kr. Vashisht


NATIONAL HEADS

Himanshu Pandey (Business Development),

Alex Joseph (Retail)

REGIONAL MANAGERS: Anand Shirali, Arokia Raj,

Arun Singh, Swaroop Rao, Moushumi Baneerjee

Rakesh Mishra, Uma Srinivasan, Yogesh Mohan

SENIOR MANAGERS: B.S Johar, Kabir Khattar,

MANAGERS: Anita Sutrave, Anjeet Trivedi, Basab Ghosh,

Chetan Bhudhiraja, D.R. Wadhwa, Darryl Arahna,

Gaurav Luthra, Kuldeep Kothari, Mukesh Lakhanpal,

Pankaj Sahni, Vinod Joshi

ASSOSIATE MANAGERS:

Bobby Mathews, Chetana Shetty, K.Srikkanth,

Sanjay Narang, Shashank Dixit, Shekhar Pandey

HEAD OFFICE

AB-10 S.J. Enclave, New Delhi – 110 029

Tel: 26191421; Fax: 26191420

OTHER OFFICES

Mumbai Tel: 022-30612222 Fax: 022-22830664

Calcutta Tel: 033- 22809139

Chennai - 044-24661134 / 24662316 Telefax: 24662873

Bangalore – 080- 25582806 / 07 Fax: 080- 25582810

Hyderabad- 040-55669981-87 Fax: 040-55669988


ORGANIZATION HIERARCHY

VICE PRESIDENT

ASST VICE PRESIDENT

GENERAL MANAGERS

DY GENERAL MANAGERS

NATIONAL HEADS

REGIONAL MANAGERS

SENIOR MANAGERS

ASSOSIATE MANAGERS


DISTRIBUTION CHANNEL

Subscriptions are basically delivered through courier or hand delivery is done to the top

10 towns of the country like Delhi, Bombay, Chandigarh, Ahmadabad, Chennai,

Kolkata, Lucknow, Bangalore, Hyderabad, and Pune. Whereas for the other towns the

delivery is done through speed post or post.

In case of retailing the magazines are printed in NOIDA and the number of copies or the

print order depends upon the requirements of various retail points.

PRODUCT

Outlook:

SUBSCRIPTION

RETAIL


In October 1995, group company Hathway Investments Private Limited

entered the print media. Outlook, a weekly newsmagazine headed by Vinod Mehta,

galvanized a sluggish market reeling under the impact of satellite TV. Outlook quickly

carved a significant niche for itself among discerning readers who value its in-depth,

investigative reporting as well as its stylish visual format. Known to be fiercely

independent, Outlook has shaken the establishment on events ranging from Kargil to

Kashmir to cricket, sensitized the reading public to important issues like big dams,

education and gender, and provided an unremitting focus on South Asian geopolitics.

Today, Outlook is the preferred magazine of 1.5 million readers in India, and sells more

than 11.2 million copies over the year.

Outlook Money:

In July 1998, the Group launched "Intelligent Investor" re-christened as

"OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which

offers sound strategies for the lay investor, especially the growing segment of salaried

middle and upper middle-class and self-employed professionals. Its message is clear

and simple: 'Invest well, borrow wisely, and spend smartly'. Evidently, that message has

gone down well: the magazine sold upwards of 1, 00,000 copies a fortnight within a year.

One of its distinguishing characteristics is that about 93 per cent of readers retain all

past issues of Outlook Money.

Outlook Traveller:


Outlook Traveller is a monthly magazine from the stable of Outlook Publishing India Pvt.

Limited and the only significant magazine aimed at the travel reader. Every month since

June 2001 OT has introduced readers to the wonders of unknown destinations while

also encouraging travelers to take a fresh look at familiar places. Whether people are

planning a holiday, or simply dreaming of one, Outlook Traveller continues to take them

closer.

Outlook Business:

IT‘S a fortnight magazine launched on 20th April 2006. Outlook Business, the new

fortnightly magazine that packs incredible, detailed information and analysis for decision

makers to enable them take profitable business decisions. A composite package

covering all factors those influence business movements with an Indian and a global

perspective.

Marie Claire:


Marie Claire is a monthly woman‘s magazine conceived in France but also distributed in

other countries with editions specific to them and in their languages. While each country

shares its own special voice with its audience, the United States edition focuses on

women around the world and several worldwide issues. The magazine also provides the

reader with health, beauty, and fashion information in each issue. Women can

subscribe to it through the mail and online.

Outlook Profit:

Outlook Profit, a fortnightly magazine for serious investors, is the newest offering from

the Outlook Group

Outlook Saptahik: Outlook Saptahik, a weekly newsmagazine, was launched in

October 2002 to establish significant presence amongst the vast Hindi reading audience.

The product targets the evolved Hindi reader keeping their interests, realities &

aspirations in mind. Outlook Saptahik retains the core strengths of Outlook with

objective, fiercely impartial and bold journalism, while brandishing its own identity

through a strong parallel editorial. The magazine is empathetic to its target audience &

is not a translation of its English counterpart.

NEWS WEEK


It‘s a weekly magazine. It covers international affairs this magazine was honored by

best magazine award at international level in 05. News week offers comprehensive

coverage of world events with a global network of correspondents, reporters and editors

covering national and international affairs, business, science and technology, society

and arts and entertainment. It is truly a magazine, which fuels the global perspective.


WEB MEDIA

outlookindia.com: In 1998, Outlook went online as outlookindia.com, drawing into its

fold the vast, nascent readership of expatriate Indians. Outlookindia.com is both Outlook

magazines‘ home on the Internet and an online publication. Apart from Outlook's print

edition in its entirety - supplemented with links to related articles on its own site and

elsewhere on the Web - outlookindia.com also offers an array of original Web-only

columns and news updates every day with a very lively interactive section.

outlooktraveller.com: Inaugurated as a web resource in 2000, this travel Website has

since come a long way. Outlooktraveller began by opening up new vistas in web-driven

vacation planning, with its highly focused editorial features on an array of destinations.

Still a highlight of the website, these are supported by tools and resources that make

putting together your holiday a breeze? from selecting your destination, to choosing

your mode of transport, finding your way around the map, selecting a place to stay to

catching the local festivities, plus ferreting out the nearest ATM, fuel stop or cybercafé.

Here there is something for everyone; themed vacation ideas from 'A for adventure' to

'W for wildlife', honeymooners dream destinations, foodies delights, first-person

travelogues, a message room where you can exchange notes or ask us for more info

that you want? And don't forget to book your copies of our international award-winning

bestsellers from Outlook Traveller Getaways, available at a special price when you

order on the website. If you want a sneak preview, there're excerpts from the guide

books by renowned authors, including the likes of Prabhu Ghate, Ruskin Bond and Jug

Suraiya.

outlookmoney.com: outlookmoney.com takes forward the philosophy and beliefs

ushered in by Intelligent Investor (the personal finance magazine that was launched in

mid-1998, now known as Outlook Money). The site has six channels -- Stocks, Mutual

Funds, Loans, Retirement Planning, Taxation and Insurance -- that address broad

areas of the personal finance spectrum. Outlookmoney.com comes with many

interactive tools. The Loans channel alone sports calculators that do all the number

crunching a visitor may want on home, car, personal or equity loans. outlookmoney.com

seeks to provide total solutions to personal finance issues -- from disseminating

information to providing avenues for e-commerce transactions.


http://www.outlooktraveller.com/

http://www.outlookmoney.com/


PRICE

PRODUCTS PRICE (Rs)

OUTLOOK WEEKLY. 25

OUTLOOK MONEY. 25

PEOPLE 25

OUTLOOK TRAVELLER. 50

OUTLOOK PROFIT. 50

MARIE CLAIRE 100


Marketing mix:

A Marketing mix is the division of groups to make a particular product, by pricing, product,

branding, place, and quality. Although some marketers[who?] have added other P's, such as

personnel and packaging, the fundamentals of marketing typically identifies the four P's of

the marketing mix as referring to:

1. Product

2. Price

3. Promotion

4. Place

http://en.wikipedia.org/wiki/Marketer

http://en.wikipedia.org/wiki/Wikipedia:Avoid_weasel_words

http://en.wikipedia.org/wiki/Personnel

http://en.wikipedia.org/wiki/Packaging

http://en.wikipedia.org/wiki/Marketing


Product

A tangible object or an intangible service that is mass produced or manufactured on a

large scale with a specific volume of units. Intangible products are often service based

like the tourism industry & the hotel industry. Typical examples of a mass produced

tangible object are the tyre. A less obvious but ubiquitous mass produced service is a

computer operating system.

http://en.wikipedia.org/wiki/Mass_produced

http://en.wikipedia.org/wiki/Tourism_industry

http://en.wikipedia.org/wiki/Hotel_industry

http://en.wikipedia.org/wiki/Motor_car

http://en.wikipedia.org/wiki/Computer_operating_system


Price

The price is the amount a customer pays for the product. It is determined by a number

of factors including market share, competition, material costs, product identity and the

customer's perceived value of the product. The business may increase or decrease the

price of product if other stores have the same product.

Place

Place represents the location where a product can be purchased. It is often referred to

as the distribution channel. It can include any physical store as well as virtual stores on

the Internet.

Promotion

Promotion represents all of the communications that a marketer may use in the

marketplace. Promotion has four distinct elements - advertising, public relations, word of

mouth and point of sale. A certain amount of crossover occurs when promotion uses the

four principal elements together, which is common in film promotion. Advertising covers

any communication that is paid for, from television and cinema commercials, radio and

Internet adverts through print media and billboards. One of the most notable means of

promotion today is the Promotional Product, as in useful items distributed to targeted

audiences with no obligation attached. This category has grown each year for the past

decade while most other forms have suffered. It is the only form of advertising that

targets all five senses and has the recipient thanking the giver. Public relations are

where the communication is not directly paid for and includes press releases,

sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word

of mouth is any apparently informal communication about the product by ordinary

individuals, satisfied customers or people specifically engaged to create word of mouth

momentum. Sales staff often plays an important role in word of mouth and Public

Relations.

http://en.wikipedia.org/wiki/Place

http://en.wikipedia.org/wiki/Promotion

http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Word_of_mouth

http://en.wikipedia.org/wiki/Word_of_mouth

http://en.wikipedia.org/wiki/Point_of_sale


Broadly defined, optimizing the marketing mix is the primary responsibility of marketing.

By offering the product with the right combination of the four Ps marketers can improve

their results and marketing effectiveness. Making small changes in the marketing mix is

typically considered to be a tactical change. Making large changes in any of the four Ps

can be considered strategic. For example, a large change in the price, say from $19.00

to $39.00 would be considered a strategic change in the position of the product.

However a change of $131 to $130.99 would be considered a tactical change,

potentially related to a promotional offer.

The term "Marketing Mix" however, does not imply that the 4P elements

represent options. They are not trade-offs but are fundamental marketing issues that

always need to be addressed. They are the fundamental actions that marketing requires

whether determined explicitly or by default



Need for the study

Limitation of the study




To find out market share of outlook magazine.

To evaluate the competitors of outlook.

To analyze the customer‘s needs regarding the product and policies formulated

by the company.

To find out the brand image of outlook magazine.


Need for the study

Management is like a coin having two sides. One is the theoretical part and second is

the practical part. In the theoretical part of management we learn in our classroom from

the lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the

students. The main idea behind practical training is to bring the management students

face to face with the actual environment of practical management so that he/ she will be

able to apply theory to practical situation before finally moving into the professional

world to show the efficiency and capability.

The project study focused on ―industry market assessment‖ and the subject is to

understand the mind set of different customers about the product. Being a student of

marketing management, the inquisitiveness to peep on practical side of consumer

perception promoted in study.

In this study efforts have been made to prepare the report as realistic as possible.


Limitations of the study

The project suffers from the following limitations due to the inherent and restrictive

nature of the study undertaken:

Due to constraints of time, money and other resources applicable to this

study.

This study is confined to only a few specified areas of and is not

comprehensive study of the customers of Outlook magazine all over

NCR.

This study is restricted only to sample space chosen for the study.

The areas covered under the surveys are: CP, south Ex, mayur vihar,

lajpat nagar.


SAMPLE SIZE: 256 respondents


\METHOD OF COLLECTION: MARKET SURVEY

DATA TYPE:

For the above study both type of data were used such as primary data and secondary

data. For primary data different areas of delhi were being visited and for the secondary

data internet & reference books have been used.

Collecting data from market and the organization.

Working on the data.

Graphical representation of results.

Analyzing the graph and driving further enquiries.


Data analysis & Interpretation

Profession of the respondents

analysis

In our survey we have got filled our questionnaire by different kind professions people. It

was important from the point of view of assessing the market potential of industry.

business(31%)

private employee(30%)

govt. employee12%

student(27%)


From which source you prefer to get news?

This was another very important aspect to analyze the market potential.

The major percentage of respondents prefer T V to get news.

T V(46%)

INTERNET(18%)

NEWS PAPER(28%)

MOBILE ALERTS(8%)


analysis

Our main area of research was the corporate houses, coaching institutes, government

offices, hotels and saloons.

The major part of our respondents preferred the business related readings.

For like finance. Politics and fashion they have the equal ratio.

business (41%)

fashion(18%)

poliitics(20%)

finance(21%)

what is your area of interest in reading a magazine ?


analysis

For a marketer it is very important to know the buying behavior of his customer.

So in our research we got a blend of different spending behavior because for our

student respondents the budget was a major issue and same was for some private

employees and the government as well.

40(30%)

60(29%)

90(26%)

120(15%)

what is your budget for your monthly favorite magazine ?


analysis

The publishing pattern is also very important from a customer point of view because the

believe regular change gives them more up to date news.

So 61% of our respondents preferred to get the weekly addition.

weekly(61%)

monthly(29%)

fort nightly(10%)

which kind of publishing pattern magazine you would like to read?


Analysis

From our research we found india today is the market leader.

Outlook has its strong presence in the market with 40 percent of market share.

Other international magazines are also having a niche market covered.

india today (46%)

outlook(40%)

fortune(8%)

the econim ist(4%) any

ohter(2%)

Q.7 which magazine you are currently reading?


Analysis

This is another major aspect of assessing customer behavior.

This is directly related to sales department of an organization and tells about the

relationship of the organization with the customer.

retailer(69%)

subscription(31%)

how you get your issue of magazine?


Findings and suggestions

Findings

From our research we have found the market potential of print media industry in Indian

market.

The different buying behaviors of respondents has given the insight regarding their

different areas of interest.

The great example of growth of Indian print media industry is the recent launch of

FORTUNE magazine in Indian market.

The expansion of market is on its swing as the statements by FICCI and other research

firms worldwide.

The different behaviors of the customers could be used to give them their most sought

after product.

Findings

Suggestions Conclusion


suggestions

1. The best thing about outlook is it has its good brand awareness as we went to market

for selling we realized that outlook has its good brand name. I realized that outlook is

lacking somewhere at its positioning part.

2. They should use its ―outlook‖ brand name in a more aggressive manner. Like

promotional strategies on affiliation of outlook word with the people and giving them

more.

3. Price skimming of the company should improve so that it can compete in the market.

Instead of high tail company should follow a mix strategy of high and long tail so that its

market share in terms of volume and sales will increase.


Conclusion:

Personal experience

The summer internship for me was a great learning experience with that I got to learn

a lot of things.

first of all I got to see the difference of the reel and real corporate world. The ground

realities are truly different from what a student thinks of.

The other thing I got to learn was the organizational behavior that initially how

warmly the people over there treated with us and than how they expected

targets from us and encourages us.

The other important thing I got to learn was how to interact with different kind of

customers and how to talk confidently. It has really aroused a sense of more

confidence in me than ever before.


Project related

The project assigned to me was to assess the market potential for the print media

industry and I have put my whole hearted efforts to complete it in best efficient

and effective way. I have done survey of 256 people from different prospects

and on basis of that data gathered from that survey I got to know that

OUTLOOK has a good brand image in customers mind and the customer has a

quality image of OUTLOOK in their minds.

The finding of survey and the other secondary data based information provided me

with facts that Indian print media industry has a great future.

The most importantly the government is taking initiatives to make the industry go to

swing in.

The forays of international magazines, news channels and news papers into the 2nd

highest growing country like India are really fascinating.

The increase in Foreign Direct Investment in India in print media industry is also a

bold step as part of government decision. Now its increased from 26% to 76%.


Questionnaire

Q1.what is your profession?

Ans. A. businessman

b. student

c. govt. employee

d. private employee

Q2.what is your area of interest in reading a magazine?

Ans. a. Business

b. Fashion

c. Finance

d. Politics

Q3.what is your budget for your monthly favorite magazine purchase?

Ans. a. 40


b. 60

c. 90

d. 120

Q.4 which kind of publishing pattern magazine you would like to read?

Ans. a. Weekly

b. Fort nightly

c. Monthly

Q.5 what other sources you prefer to get news?

Ans. a. T.V

b. Internet

c. News papers

d. Mobile alerts

Q.6 what you mainly look for in a magazine?

Ans.__________________________________________________________________

_______________


Q.7 which magazine you are currently reading?

Ans. a. India today

b. Outlook

c. Fortune

d. The economist

Any other__________

Q.8 The most unique thing about that magazine?

Ans. __________________________________________

______________________________________________

Q.9 How you get your issue of magazine?

Ans. a. From retailer

b. Through subscription


Bibliography:

www.outlookindia.com

www.businessstandard.com

www.financiaexpress.com

Secondary data available in the organization.

Marketing strategy

By- O.C.Ferrell

Michael D.Hartline

Market research

By-Naresh K Malhotra

Marketing management

By- Philip kotler


http://www.businessstandard.com/

http://www.financiaexpress.com/

onkarsharma outlook india project

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