Arun Ht Project

7/29/2019 Arun Ht Project

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Research project Report

on

Impact of advertisement in newspaper

on the image of a particular brand

Submitted in partial fulfilment for

Post Graduate Diploma in Management

Of Chandigarh Business School, approved by AICTE

Submitted by:

Navdeep Singh

PGDM 2010-2012

Roll No. 10CBSPGDM34
http://upload.wikimedia.org/wikipedia/en/f/f6/HT_Media_logo.gifhttp://www.htmedia.in/default.aspx


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DECLERATION

I Hare Navdeep singh hereby declare that this Project Report entitled Impact of

advertisement in news paper on image of a particular Brandhas been completed based on

actual study carried out by me during my internship program at HT Media Limited.

I am presenting an authentic report of my work to CHANDIGARH BUSINESS

SCHOOL carried out at HT Media Limited, Mohali (Chandigarh) for the partial

fulfilment of theRequirement of the requirement forPOST GRADUATION DIPLOMA IN

MANAGEMENT (PGDM) diploma programme of CHANDIGARH BUSINESS

SCHOOL LANDRAN (MOHALI)(PUNJAB)

This Project Report is original and information, data and fact furnished there in are Actual,

based on study carried out by me.

(Hare Navdeep

Singh)


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ACKNOWLEDGEMENT

After completing my 2nd semester curriculum I went for summer training for 6 weeks

duration and it bears inspirit of several person. I have achieve this training in one of the most

esteemed organisation of the country HT Media Limited Mohali (Chandigarh) for their

kind permission to undertaken its study I am grateful to my respected Mr. Sumit Gupta

(Training in-charge, HT Media Limited) and MR. MANEESH For their support and

encouragement throughout my project work.

This list will go incomplete without the special reference of the contribution and whole

hearted support of managers and all other staff and department, which truly reflect their deep

insight into the project and the professional touch which is their benchmark. I express my

sincere thanks to Ms. SUNAYNA and Ms. ROSSY SHARMA (Faculty Guide,

Chandigarh Business School Landran (Mohali) Punjab

I wish to thank all the persons who helped me directly and indirectly during my project work

at HT media Limited Mohali (Chandigarh)

Last but not least, my gratitude goes to my parents. Your support has been invaluable

(Hare Navdeep Singh)


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Content

1. Introduction of the study

2. Objective, Scope of study

3. Introduction of the organization.

4. Indian news paper industry overviews.5. SWOT analysis

6. Competitors of the organization.

7. Porters Five Forces model Analysis

8. Recent changes in print media industry.

9. Price comparison in newspaper industry.

10. Research Methodology

11Conclusion


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INTRODUCTION OF THE STUDY

This project report is all about to know the impact of advertisement in newspaper on the

image of a particular brand. Our main focus is on topic that those organization which are

giving advertisement in any kind of newspaper and those factors which are given more

preferences by advertisers while giving an advertisement in a newspaper. Newspaper is the

biggest and best medium of advertisers for their advertisement. We know that brand

awareness is main source for making a long terms relationship with the customer. So for

making long term relation it is necessary that customer should be aware from the brand.

Advertisement is a best way to create awareness in customers.

Advertisement:

Advertising is a form ofcommunication used to persuade an audience (viewers, readers or

listeners) to take some action with respect to products, ideas, or services. Most commonly,

the desired result is to drive consumer behavior with respect to a commercial offering,

although political and ideological advertising is also common. Advertising messages are

usually paid for by sponsors and viewed via various traditional media; including mass

media such as newspaper, magazines, television commercial, radio advertisement, outdoor

advertising ordirect mail; ornew media such as websites and text messages.

Commercial advertisers often seek to generate increased consumption of

theirproducts orservices through "Branding," which involves the repetition of an image or

product name in an effort to associate certain qualities with the brand in the minds

ofconsumers. Non-commercial advertisers who spend money to advertise items other than a

consumer product or service include political parties, interest groups, religious organizations

and governmental agencies. Nonprofit organizations may rely on free modes ofpersuasion,

such as a public service announcement (PSA).

Modern advertising developed with the rise ofmass production in the late 19th and early 20th

centuries

1. Definition The non-personal communication of information usually paid for & usuallypersuasive in nature, about products (goods & services) or ideas by identified sponsor

through various media.

2. Any paid form of non-personal communication about an organisation, product,service, or idea from an identified sponsor.

Advertisement in newspaper:
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Text_messageshttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Persuasionhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Mass_productionhttp://en.wikipedia.org/wiki/Mass_productionhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Persuasionhttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Text_messageshttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Mass_mediahttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Communication


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Press advertising

Press advertising describes advertising in a printed medium such asa newspaper, magazine, or trade journal. This encompasses everything from media

with a very broad readership base, such as a major national newspaper or magazine, to

more narrowly targeted media such as local newspapers and trade journals on very

specialized topics. A form of press advertising is classified advertising, which allows

private individuals or companies to purchase a small, narrowly targeted ad for a low

fee advertising a product or service. Another form of press advertising is the Display

Ad, which is a larger ad (can include art) that typically run in an article section of a

newspaper.Impact of newspaper advertisement on a the image of a

particular brandNewspaper advertising works on the fundamental of building trust and confidence with thereaders. According to Webwindows, a leading media agency in the UK, your choice of thenewspaper, and the content and design of the advertisement should be such that it wins overthe trust of the reader at the first go. Webwindows supports it case by stating that recentstudies all point to the fact that a well drafted classified advertisement placed in the rightnewspaper opens up the doors to success. According to Webwindows, newspapers over a

period have built a strong level of trust and confidence in the people which is unmatched by

any other form of media. Webwindows further states that while online media has its use, foradvertising newspaper is the best medium. Webwindows feels that online media can be usedfor making purchases simply because it gives the customers the opportunity to shop at anytime of the day or night from the comforts of their homes. To advertise, Webwindowsrecommends people should use the offline media.According to Webwindows people read newspapers for relaxation and when they do that,they love to browse through advertisements and if for nothing else but for the sake ofcuriosity. So even if they don't want to buy a product at a particular point of time,Webwindows says that they encircle the ad or keep it for future reference. This according toWebwindows is the power of newspaper advertising. It is precisely because of thisWebwindows is dedicated to serve online companies and provide them result-oriented and

cost effective advertisement strategies. UKs leading media agency, Webwindows, offersspecialized services in ad design and placement strategies. Webwindows has a signature

page, the Webwindows page that appears as a colored weekend supplement in sevennewspapers and magazines of UK which helps online companies reach to a large readership

base of 5 million readers.

Web windows feels that newspapers provide you just the right platform to advertise yourproducts and services and make a strong presence among the readers. Newspapers have a
http://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Classified_advertisinghttp://en.wikipedia.org/wiki/Classified_advertisinghttp://en.wikipedia.org/wiki/Magazinehttp://en.wikipedia.org/wiki/Newspaper


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large readership and it is the preferred medium of acquainting oneself with information.Therefore Webwindows feels that newspapers have a great power to build brand awareness.

Newspapers, according to Web windows, can help you introduce your company in a positivelight by making a prompt impact and a long lasting effect.According to Web windows, newspapers have the greatest impact because of the following

reasons:1. Experts say the greater the exposure of the advertisement, the longer is the period of

its impact among the readers. Therefore Web windows feels if an advertisement stays in thememory of a consumer for a longer time, chances are quite probable that he might opt for

purchasing or availing your services as and when required. This counts for higher sales andbrand awareness.

2. A newspaper reader is so involved in his reading that sometimes the content in theadvertisements creates an emotional impact on him. It is this power of being able to evoke anemotional response with the reader that goes in favour of newspaper advertising.

3. In other media, especially online media, people get perturbed by the distractions in theform of pop-ups and other advertisement forms that keep flashing on and off the screen. Infact Webwindows points out that instead of having any favourable impact, these ads serve todistract the readers. However newspapers, point out Webwindows, involves a focusedreading where there are no disturbing and unwanted flashes of advertisements. As there is nodistance between the reader and the story it seems that the reader actually undergoes all theemotions in the story himself, leading to increase in the trust factor. Taking advantage of thistrust quotient, advertisers cash on newspapers to send their messages loud and clear amongthe readers.It has been proved time and again that that the level of trust and confidence associated withthe newspapers are much more than any other media. Basing their strategies on the same

principal, Web windows provide integrated and the most effective ad composition and

placement strategies that assist businesses to develop a positive relationship with the readers.In fact Web windows have a dedicated page, the Web windows page that appears in sevenleading newspapers in the UK. The advantage of advertising in the Web windows page is thatyour ad is read by over five million people per week and these are the people who are lookingto buy products and services online. The Web windows page is extremely popular with thereaders who now know that this is the best place to look for online companies offering

products and services they are looking for. As already pointed out, the Web windows pageappears in seven leading newspapers. The Web windows executives can guide you as towhich newspaper would best meet your requirements.


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OBJ ECTIVES

To analyze the importance androle of advertisement in a particular newspaper on the image of a brand

To find out reasons whetheradvertisement is really helpful or not

To analyze customer is reallysatisfied with the image created by advertisement for his brand. I f advertisement is not helpful in

making image of a brand then searching the new methods to make

advertisement helpful.


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Scope of the study

The newspaper industry is very competitive and one of the fast growing industry in India.

There are large no of players in the industry and best medium of advertising. The bright

future and the immense scope of the Indian print media have also aroused the interest of

foreign investors and recently the government has opened up the sector to foreign investment.

Foreign media has also shown interest in investing in Indian publications. The revenues for

India's newspaper market are generated from advertising and circulation. India's growth rate

in this segment is poised to be higher than the average rate of growth in the Asia-Pacific

region over the next four years

In this report I tried to find out whether advertising in newspaper give really a benefit to its

organization or customers. The scope for further research on this topic will always open.

Right now I am able to find the new process of making these advertisements really beneficial

for a particular organization.


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COMPANY PROFILE

Hindustan Times (HT) is an Indian English-language daily newspaperfounded

in 1924 by with roots in the Indian independence movement of the period ("Hindustan" beinga historical name forNorthern India).[2]Hindustan Times is the flagship publication ofHTMedia Ltd. In 2008 the newspaper reported its circulation as being over 1.62 millionaccording to the Audit Bureau of Circulations (India)(from Jan - June audit 2009), ranking itas the third largest daily English newspaper in India. The Indian Readership Survey (IRS)2010 revealed that HThas a readership of (34.67 lakhs), placing it as the third most widelyread English Newspaper in India afterThe Times of India.[3] It has a wide reach in northernIndia, with simultaneous editions from New Delhi, Mumbai, Kolkata, Lucknow, Patna,Ranchi, Bhopal and Chandigarh. The print location of Jaipur was discontinued from June2006.HTlaunched a youth daily,HT Next, in 2004. The Mumbai edition was launched on 14July 2005 and the Kolkata edition was launched on early 2000. Other sister publications of

Hindustan Times are Mint (English business daily), Hindustan (Hindi Daily), Nandan(monthly children's magazine) andKadambani (monthly literary magazine). The media groupowns a radio channel, Fever, and organizes an annual Luxury Conference which has featuredspeakers like designerDiane von Furstenberg, shoemaker Christian Louboutin,Gucci CEORobert Polet and CartierMD Patrick Normand. Hindustan Times is owned by the KK Birla

branch of the Birla family.
http://en.wikipedia.org/wiki/Daily_newspaperhttp://en.wikipedia.org/wiki/Indian_independence_movementhttp://en.wikipedia.org/wiki/Hindustanhttp://en.wikipedia.org/wiki/Northern_Indiahttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-1http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-1http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-1http://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations_%28India%29http://en.wikipedia.org/wiki/IRShttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-2http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-2http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-2http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Patnahttp://en.wikipedia.org/wiki/Ranchihttp://en.wikipedia.org/wiki/Bhopalhttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Nandanhttp://en.wikipedia.org/wiki/Nandanhttp://en.wikipedia.org/wiki/Fever_104_FMhttp://en.wikipedia.org/wiki/Diane_von_F%C3%BCrstenberghttp://en.wikipedia.org/wiki/Christian_Louboutinhttp://en.wikipedia.org/wiki/Guccihttp://en.wikipedia.org/wiki/Cartier_SAhttp://en.wikipedia.org/wiki/Cartier_SAhttp://en.wikipedia.org/wiki/Guccihttp://en.wikipedia.org/wiki/Christian_Louboutinhttp://en.wikipedia.org/wiki/Diane_von_F%C3%BCrstenberghttp://en.wikipedia.org/wiki/Fever_104_FMhttp://en.wikipedia.org/wiki/Nandanhttp://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Jaipurhttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Bhopalhttp://en.wikipedia.org/wiki/Ranchihttp://en.wikipedia.org/wiki/Patnahttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-2http://en.wikipedia.org/wiki/The_Times_of_Indiahttp://en.wikipedia.org/wiki/IRShttp://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations_%28India%29http://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-1http://en.wikipedia.org/wiki/Northern_Indiahttp://en.wikipedia.org/wiki/Hindustanhttp://en.wikipedia.org/wiki/Indian_independence_movementhttp://en.wikipedia.org/wiki/Daily_newspaper


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Readerships profile

Total Audience: 3,467,000

Male/Female: 63.6%/36.4%

Age Group: 25+ yrs. 65.5%

Social Grade A1, A2: 56.1%

Grad/Post Grad/Gen. 56.1%

Monthly Houseld Income Over RS10,000: 44%


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History of the organizations

Hindustan Times was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father ofthe Akali Movement and the Shiromani Akali Dal in Punjab. S Mangal Singh Gill (Tesildar)and S. Chanchal Singh (Jandiala, Jullundur) were made in charge of the newspaper. PanditMadan Mohan Malaviya and Master Tara Singh were among the members of the ManagingCommittee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri.

K. M. Panikkar was its first editor with Devdas Gandhi (son of Mahatma Gandhi) on theeditor's panel. The opening ceremony was performed by Mahatma Gandhi on 15 September1924. The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand

Marg). It contained writings and articles from C. F. Andrews, St. Nihal Singh, MaulanaMohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L. Vaswani, RuchiRam Sahni, Bernard Haton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and RubiWatson etc.

"Sadar Panikkar launched the Hindustan Times as a serious nationalist newspaper. As anOxonian, historian, and litterateur, Panikkar must have hoped to make his paper eventuallymore than an Akali sheet. He became the editor and funds flowed freely from activist Akali

patrons. He exerted himself strenuously, but the paper made very little headway. In two yearsPanikkar could not take the print order any higher than 3,000? By then the Akali movementappeared to lose steam and funds dried up. The paper was saved from an untimely demisewhen Pandit Madan Mohan Malaviya stepped in to realise his vision of a newspaper inDelhi." - TJS George, Lessons in Journalism, 2007, Viva Books, New Delhi.

Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times along with the help ofnationalist leaders Lajpat Rai and M. R. Jayhawker and industrialist G. D. Birla, who paidmost of the cash. Birla took full control of the paper in 1933. The paper continues to beowned by the Birla family.

It has its roots in the Indian independence movement of the first half of the twentieth centuryand even faced the noted "Hindustan Times Contempt Case (AugustNovember, 1941)" at

Allahabad High Court.

[4]

It was edited at times by many important people in India, includingDevdas Gandhi and Khushwant Singh. Sanjoy Narayan has been appointed the editor in chiefof the paper and was due to take over in August 2008.[5]

Recently[when?] the editorial page has seen a major makeover and has been named "comment"to bring in more flexibility and some-what less seriousness to the page.
http://en.wikipedia.org/wiki/Master_Sunder_Singh_Lyallpurihttp://en.wikipedia.org/wiki/Shiromani_Akali_Dalhttp://en.wikipedia.org/wiki/Punjab_%28British_India%29http://en.wikipedia.org/wiki/Master_Tara_Singhhttp://en.wikipedia.org/wiki/Devdas_Gandhihttp://en.wikipedia.org/wiki/Mahatma_Gandhihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/C._R._Reddyhttp://en.wikipedia.org/wiki/Dr._Cattamanchi_Ramalinga_Reddyhttp://en.wikipedia.org/wiki/Indian_independence_movementhttp://en.wikipedia.org/wiki/Allahabad_High_Courthttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-3http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-3http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-3http://en.wikipedia.org/wiki/Devdas_Gandhihttp://en.wikipedia.org/wiki/Khushwant_Singhhttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-4http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-4http://en.wikipedia.org/wiki/Hindustan_Times#cite_note-4http://en.wikipedia.org/wiki/Wikipedia:Manual_of_Style_%28dates_and_numbers%29#Chronological_itemshttp://en.wikipedia.org/wiki/Wikipedia:Manual_of_Style_%28dates_and_numbers%29#Chronological_itemshttp://en.wikipedia.org/wiki/Wikipedia:Manual_of_Style_%28dates_and_numbers%29#Chronological_itemshttp://en.wikipedia.org/wiki/Wikipedia:Manual_of_Style_%28dates_and_numbers%29#Chronological_itemshttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-4http://en.wikipedia.org/wiki/Khushwant_Singhhttp://en.wikipedia.org/wiki/Devdas_Gandhihttp://en.wikipedia.org/wiki/Hindustan_Times#cite_note-3http://en.wikipedia.org/wiki/Allahabad_High_Courthttp://en.wikipedia.org/wiki/Indian_independence_movementhttp://en.wikipedia.org/wiki/Dr._Cattamanchi_Ramalinga_Reddyhttp://en.wikipedia.org/wiki/C._R._Reddyhttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mahatma_Gandhihttp://en.wikipedia.org/wiki/Devdas_Gandhihttp://en.wikipedia.org/wiki/Master_Tara_Singhhttp://en.wikipedia.org/wiki/Punjab_%28British_India%29http://en.wikipedia.org/wiki/Shiromani_Akali_Dalhttp://en.wikipedia.org/wiki/Master_Sunder_Singh_Lyallpuri


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Ownership

The Delhi-based English newspaperHindustan Times is part of the KK Birla group andmanaged by Shobhana Bhartia, daughter of the industrialist KK Birla and granddaughter ofGD Birla. It is owned by HT Media Ltd. The KK Birla group owns a 69 per cent stake in HTMedia, currently valued at Rs 834 crore. When Shobhana Bhartia joined Hindustan Times in1986, she was the first woman chief executive of a national newspaper. Shobhana has beennominated as a Rajya Sabha MP from Congress Party.

Along with Hindustan Times, HT Media owns Desimartini, Fever 104 FM, and Mint(newspaper).
http://en.wikipedia.org/wiki/Shobhana_Bhartiahttp://en.wikipedia.org/wiki/KK_Birlahttp://en.wikipedia.org/wiki/GD_Birlahttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/HT_Mediahttp://en.wikipedia.org/wiki/Desimartinihttp://en.wikipedia.org/wiki/Fever_104_FMhttp://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Mint_%28newspaper%29http://en.wikipedia.org/wiki/Fever_104_FMhttp://en.wikipedia.org/wiki/Desimartinihttp://en.wikipedia.org/wiki/HT_Mediahttp://en.wikipedia.org/wiki/HT_Media_Ltdhttp://en.wikipedia.org/wiki/GD_Birlahttp://en.wikipedia.org/wiki/KK_Birlahttp://en.wikipedia.org/wiki/Shobhana_Bhartia


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Supplements

Brunch: A weekly magazine, distributed every Sunday, for the last few years.Includes entries by noted columnists like Vir Sanghvi, Seem Sharma, and a coverstory. This very popular feature of the newspaper also includes an interview in the end

by a famous celebrity.

HT City / Cafe: A popular daily supplement, freely distributed with the newspaper,includes commentary on lighter news, updates of happenings around the city in whichit is distributed, coverage of local parties and celebrity gossip.

HT Horizons: A supplement providing information to students across the countryhelp in the form of sample career options, career counselling, latest campus news,

psychological counselling etc.

HT Power jobs: This supplement is dedicated to careers with information oneverything from job listings to career counseling. It comes every Tuesday.

HT Premiere: HT Premiere comes every Thursday containing items on entertainmentcovering Hollywood and Bollywood.

HT Estates: HT Estates contains real estate and property related features andcirculated on Saturdays.


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HT Sister Publications

Mint : An English Business Daily

Hindustan - : A Hindi Daily published from Delhi, Lucknow and Patna.

Nandan - : Monthly Children's magazine

Kadambani - : Monthly literary magazine

HT Circulation


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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 advertisersas well.

Awards and Recognitions

Over the years Hindustan Times has won several national awards and earned certificates of

recognitions. Hindustan Times has a good track record at the IFRA and has won several

awards this year as well.

Popular Columnist of Hindustan Times


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Vir Sanghvi

Barkha Dutt

Khushwant Singh Indrajit Hazra Kuldip Nayar Karan Thapar

HT Group in Electronic Media

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.

Values


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

which the organizations image is built. These help the company realize its organizational

goals and in turn transform lives. These values are intended to infuse an infectious energy,

professionalism and a sense of true empowerment to the workplace. The solid edifice on

which HT Media stands tall today was built on high ideals and values. The company has itsroots in the independence movement in the first half of the twentieth century, a cause to

empower the nation. We are adaptive to the changing times, while remaining steadfast to the

values rooted in our culture. Our values drive us towards our goals of expansion,

diversification and excellence. These values define our philosophy of operations, guide our

important decisions and determine our commitment and achievement.

Courage

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


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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 constantly re-examines and re-invents ourselves for further innovation and

creativity.

People Centric

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

follow.


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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.

Management

A rich mix of veterans in media and top leaders from non-media sectors, from both India and

abroad, HT Medias Management team reflects the company's desire to be the best by

leveraging diverse strengths. The management team comprises people from varied verticals

such as media, FMCG, telecom, automobiles, each of whom add fresh perspective to the rich

experience of media industry stalwarts. This rich talent pool is ably assisted by our Global

Think Tank.

Board of Directors


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Shobhana Bhartia

Chairperson

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

taken over as the Chairperson on September 18, 2008. She has spearheaded the company'slong-term vision and strategy. Mrs. Bhartia is in charge of formulating and directing the

editorial policies of the company and has more than 25 years of experience in the newspaper

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

Sheri Award by the Government of India in 2005. Mrs. Bhartia has received several others

awards, including the Outstanding Business Woman of the Year(2001) by PHD Chamber of

Commerce & Industry, the Global Leader for Tomorrow(1996) by the World Economic

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

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

Roger Goreville


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Director

Mr. Roger Goreville has a Masters of Commerce degree in Economics from the University of

Auckland. A citizen of both New Zealand and the United Kingdom, he has been the

Managing Director of Henderson Equity Partners Ltd - a private equity operation ofHenderson Global Investors - since 1998, and is a member of Henderson Global Investors'

senior management team. Mr Goreville has over 20 years of investment and management

experience covering both listed and unlisted markets.

K N Meany


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Director

Mr. Meany, a qualified Chartered Accountant, holds a Bachelors degree in Commerce from

Calcutta University. He retired as the Chairman and Country Managing Partner of Ernst &

Young, India. He specialises in business/corporate advisory and financial consultancy. MrMeany has been the Chairman of the External Audit Committee of the International

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

Standards, a statutory authority for specifying mandatory accounting standards. Mr Meany

joined the Board of Directors in May 2004.

Y C Deveshwar

Director


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

strategic management and business leadership. He graduated from the Indian Institute of

Technology, Delhi, with a B.Tech degree and joined ITC Limited, a public listed company in

India, in 1968 as a management trainee. He joined the board of directors of ITC Limited in

1984 and has led various businesses of ITC Limited besides leading Air India as Chairmanand Managing Director from 1991 to 1994. Mr Deveshwar is a recipient of various awards

and recognitions, including the Manager Entrepreneur of the Year Award 2001, by Ernst &

Young. He is currently the Chairman of ITC Limited. He has also been the president of

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

Media in May 2004.

N K Singh

Director


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Mr. Singh is a noted economist and retired bureaucrat. Mr Singh has a Masters of Arts degree

in Economics from the Delhi School of Economics. He joined the Indian Administrative

Service in 1964 and has held a number of important positions with the Government of India,

including Expenditure Secretary, Revenue Secretary and later Secretary to the Prime Minister

of India. He was also a member of the Planning Commission. Presently, Mr Singh is amember of the United Nations Global Commission on International Migration, a Senior Short

Terms Visiting Fellow, University of Stanford and Chairman of the Management

Development Institute, India. Mr Singh joined the Board of Directors of HT Media in

December 2004.

Ajay Relax

Director


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Mr Ajay Relax, one of the founding Directors of CX Advisors Private Limited, which

provides investment advisory services to Private Equity firms, has over twenty-five years of

corporate and investment banking experience in India, Saudi Arabia, Tunisia and

Switzerland. Prior to co-founding the Indian Sub-Advisor, Mr. Relax was the head of CVCI

in India, a position that he held since the inception of that business in India in 1995. Prior tothis, Mr. Relax worked with several financial firms in multiple geographies, starting with

City in 1976 and the last being the CEO of a City-affiliated brokerage firm, Citicorp

Securities & Investments Ltd. Mr. Relax has served on the boards of several CVCI portfolio

companies, such as Salon, HT Media, Yes Bank, I- FLEX and Proven, among others. Mr.

Relax earned a Masters in Business Administration from the Indian Institute of Management,

Ahmadabad and a B.A. in Economics from St. Stephen's College, Delhi University where he

was top ranked in the University.

Priyavrat Bhartia

Whole-time Director


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

Wasserstein Pirelli & Co., New York, in 1998. With a Masters degree in Business

Administration from Stanford University (USA), Mr. Bhartia is also a director with a number

of companies including Birla Cotton Spinning and Weaving Mills Ltd, Jubilant Enrol Pvt.

Ltd, HT Buda Media Limited and Firefly e-Ventures Limited.

Shamir Bhartia

Whole-time Director


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Mr. Shamir Bhartia is a whole-time Director. He holds a degree in Economics from

Dartmouth College, USA. He has worked in the Corporate Finance and M&A Group, Lazard

Frere, New York, from July 2001 till August 2002. Mr Bhartia has been associated with the

company since its incorporation.

Rajiv Verma

Chief Executive Officer


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Rajiv joined HT Media Ltd. as CEO in 2004. These 5 years have seen HT take giant strides,

be it growing the vernacular business with Hindustan, creating national big brands Mint,

Fever 104, Shine.com, in addition to growing new businesses like Events and Key Marketing

Solutions, Ad for Equity, establishing international collaborations with Virgin Radio, Buda,

Wall Street Journal, Red Match and substantively increasing our print capacities across thecountry. Rajiv brings with him over 24 years of cross-sect oral experience with companies

like Hindustan Lever, Nestle and Whirlpool. His international experience spans South East

Asia and Europe. Rajiv is a Mechanical Engineer from Delhi College of Engineering. Rajiv is

also a member of the Kellogg alumni advisory board of North-western University.

Awards

Hindustan Times - Greater Noida receives INCQC Club membership for 2008-10 The goal

of the International Newspaper Colour Quality Club is to raise day-to-day quality in


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reproduction and printing. The quality competition is organized jointly by Efra

(www.ifra.com), NAA (Newspaper Association of America: www.naa.org) and PANPA

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

participate with success are awarded membership for a two-year period in the exclusive club

of top-quality titles. This quality benchmarking competition has been organized at two-yearintervals since 1994 and this time attracted the record number of 198 registrations.

Hindi Hindustan - Greater Noida receives INCQC Club membership for 2008-10 the goal of

the International Newspaper Colour Quality Club is to raise day-to-day quality in

reproduction and printing. The quality competition is organized jointly by Efra

(www.ifra.com), NAA (Newspaper Association of America: www.naa.org) and PANPA

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

participate with success are awarded membership for a two-year period in the exclusive clubof top-quality titles. This quality benchmarking competition has been organized at two-year

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

Kolkata plant gets SNAP Award - 2008

Kolkata plant gets SNAP Award in February 2008

The Specifications for Newsprint Advertising Production (SNAP) are designed to improve

reproduction quality for newsprint production and provide guidelines for the exchange of


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digital file information. SNAP is intended for advertisers, advertising agencies, publishers,

pre-press managers, material suppliers, commercial and newspaper printers.

Lucknow plant gets SNAP Award - 2008

Lucknow plant gets SNAP Award in March 2008

The Specifications for Newsprint Advertising Production (SNAP) are designed to improve

reproduction quality for newsprint production and provide guidelines for the exchange of

digital file information. SNAP is intended for advertisers, advertising agencies, publishers,

pre-press managers, material suppliers, commercial and newspaper printers.

INDUSTRY OVERVIEWS OF PRINT MEDIA


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Media industry in India is among the fastest growing industries of the present Indian

economy. The media industry has benefited a lot from the Indian current economic growth

coupled by the rising earnings levels in India. The media industry is presently in a critical

stage of revolution. Since 2006, the media industry has enjoyed a good time in terms of

growth and development as it has been characterized by realignment, consolidation and

expansion in many sectors of the media industry. In addition, the media industry is

anticipated to grow up faster than GDP growth of India and subsequently more spending is

being expected in the media industry.

Newspapers shape the nation and it holds true for India as well. Even before India got

independence, newspapers played a major role in spreading the issue of independence. James

Augustus is considered the "father of Indian press" as he was the one who started the first

Indian newspaper from Calcutta, the `Bengal Gazette` or `Calcutta General Advertise` inJanuary, 1780 which was a weekly publication. In 1789, the first newspaper from Bombay

(now Mumbai), the `Bombay Herald` appeared, followed by the `Bombay Courier` in the

following year. Later, this newspaper merged with the Times of India in 1861. The first

newspaper published in an Indian language was the Sam char Darlan in Bengali on May 23,

1818. The first Hindi newspaper, the Smasher Soda Vashon started its circulation in 1854.

Since then, the prominent Indian languages in which newspapers had been published over the

years are Hindi, Marathi, Tamil, Malayalam, Telugu, Urdu and Bengali. India consumed 99

million newspaper copies as of 2008, making it the second largest market in the world for

newspapers. Today, India has over 300 big newspapers, besides hundreds of medium and

small-sized ones. And the number is increasing almost every day as existing newspapers

bring out new editions apart from new players joining the bandwagon, the future of the

newspaper industry at large looks promising.

Structure of the Indian

print mediaindustry

It is highly fragmented with importance to regional dominance. The Indian print media

segment primarily comprises newspaper and magazine publishing. Book Publishing also

forms part of the print media though currently the share is not substantial.


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As per PwC report, the print industry is expected to grow from Rs 128 ban in 2006 to Rs 232

ban by 2011, at 12.6% CAGR. While the newspaper industry is estimated at Rs 112 ban, the

magazine segment is valued at Rs 16 bn.

Growth drivers

Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared to69.9% in 2005. While rural literacy is at 64.8%, urban literacy touched 85.3%.Currently Indian print media is estimated to reach over 220 m people, and has

immense growth potential since close to 370 m literate Indians are believed to not be

served by any publication. Also, the reach of newspapers is only 27%, as compared to

the global average of 50%.

Lower cover prices: Earlier, due to strong hold over a region, the newspaper hadhigher cover charges. However, with increasing competition and venture into newer

regions the companies have reduced the cover prices to augment more sales. Many

English dailies are sold for as low as Re 1 or Rs 2. The initial subscription offers of

DNA and Hindustan Times (HT) in Mumbai, during their launch period, further

reduced the cost of the newspaper to around 50 paisa for an average issue.


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Higher ad spends: Print media accounts for 48% of the total Rs 137.5 banadvertising spend in the country. However, the ad spend in India is just 0.4% of GDPas against 0.5% in China, 1.3% in the US and a world average of nearly 1.0%. With

rising consumerism and growing interest from domestic and global brands in Indian

market, the growth in ad segment is expected to be strong. As per the registrar of

newspapers, there were approximately 6,529 daily newspapers as of March 2005. No

single newspaper had a national circulation. In 2006, India had the second largest

circulation of newspapers with 88.9 m copies per day; second only to China with 98.7

m copies a day.

Source: Foci PWC, companies

The regionalism aspect is clearly visible in the newspaper sector. The print media is furtherdivided on the basis of the languages. Of the daily newspapers, about 46% are vernacular,

44% are in Hindi and 10% are English. Hindi and vernacular language newspapers offer a

local and regional flavor to their readers. The content and circulation of English-language

newspapers, on the other hand, are largely focused on the primary urban centers.

Approximately 7% of the population in urban areas read English-language newspapers,

compared to a readership of only 0.3% of the population in the rural areas. (Source: IRS

2005) In contrast to this, Hindi-language newspapers have a proportionately larger readership

in rural areas, in addition to their strong presence in urban areas, with a readership of

approximately 15% and 5% of persons in urban and rural areas, respectively. The newspaperindustry is regionally divided, with existing players enjoying strong brand loyalty. For e.g.

Urban & Rural Urban Rural

Base Population (m) % (m) % (m) %

Any Publication 184 23.6 99.9 42.2 84.3 15.6

Any Daily 170 21.9 93.8 39.6 76.6 14.2

Any Hindi Daily 62.9 8.1 35.6 15 27.3 5.1

Any English Daily 17.4 2.2 15.9 6.7 1.6 0.3

Any Magazine 58.9 7.6 33.8 14.3 25.1 4.6


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Times of India follows strong brand loyalty in Mumbai and it was difficult for Hindustan

Times to enter Mumbai. The newspaper industry has relatively high entry barriers due to the

strong brand equity of existing players. Also, existing players have strong control over the

distribution network, making it difficult for new players to enter.

Newspaper Place of strong hold

Jag ran Prakashan Uttar Pradesh and Uttaranchal

Times of India Mumbai

HT Media Delhi, Bihar, Jharkhand

Deccan Chronicle Andhra Pradesh

The Hindu Chennai

The Telegraph Kolkata

Deccan Herald Bangalore

Punjab Kesri Punjab

Domestic Company Investor Amount Invested(Rs. bn)

Jagran Prakashan Independent News& Media 1.7

HT Media Public (IPO) 3.7

Jagran Prakashan Public (IPO) 3.3

Deccan Chronicle Public (IPO) 1.5

HT Media Henderson Henderson 1


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Most Indian print players continued to dominate the local regions and did not enter new

territories, mainly due to lack of funds. However, foreign investment regulations were

relaxed in 2002. Currently, up to 26% foreign direct investment (FDI) is permitted in

newspapers and periodicals dealing with news and current affairs. In non-news publications,

100% foreign investment is permitted. Since the changes in the regulation many foreigninvestors have taken strategic stakes in the domestic print media companies.

Going forward

A booming Indian economy, literate population on the rise, increasing consumerism, entry of

global brands in the country and opening of the sector to foreign investors would drive the

growth in print media. Also with newspaper companies entering into newer regions and

segments would lead to stronger growth.

Dainik Bhaskar Warburg Pincus 1.5

Amar Ujala DE Shaw 1.2

Ushodaya Enterprises Blackstone 12


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Major Player in terms of no. of readers

VERNACULAR

READERSHIP (MILLIONS)


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DAINIK JAGRAN 21.2

DAINIK BHASKAR 21

EENADU 13.8

LOKMAT 10.9

AMAR UJJALA 10.8

HINDUSTAN 10.4

DINAKARAN 9.6

RAJASTHAN PATRIKA 9.4

ENGLISH

TIMES OF INDIA 7.4

THE HINDU 4.1

HINDUSTAN TIMES 3.9

SWOT ANALYSIS OF INDIAN PRINT MEDIA

INDUSTRY


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A SWOT analysis is an analytical and qualitative tool used in businesses and organizations to

assess the possible benefits and drawbacks of marketing strategies, business ventures and

long- and short-term strategic plans of organizations.

The SWOT analysis of the Indian print media industry can be point out as follows


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Strength

The media industry is a strong and well developed industry which is currently growing at

high rate; this aspect gives the industry a lot of strength. With the increase in the level of

education and media industry has a well educated and skilled workforce with innovative

ideas and technology which is an added positive aspect of the industry. The competitiveness

of the media industry has enabled the industry to grow technically both vertically and

horizontally, which is another positive aspect in the industry. India also offers strategic

location and market in terms of its high population which is a boost to the industry.

Weakness

Among the weakness in the industry, a current weakness may be inability to adhere to ethical

standards in the industry which has lead to lawsuits filed against some media industries. The

industry also has been slow in its growth only picking up in the recent past, thus its

innovation and marketing strategies may be not competitive on the global arena.


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Opportunities

According to the industry experts the industry still has room to expand within India as the

market is wide. Media services are being sought with many organizations and thus this offers

the industry to increase its market share. The high technological innovation which is

happening everyday also presents a good opportunity for the media industry to utilize the

latest technology in expanding its product mix or improving existing ones hence reaching or

increasing its market. There is exists new business in the global market for the industry.

Threats

Though India can be said to be stable political, the country his known for frequent changes in

government administration and instability in some regions or states, this issue negatively

affects the media and it is threat to the media. Also government legislations in India areknown to some extend as hindering the growth of industry especially for foreign companies.

Also, the current threat posed by piracy, which persists to deter investments in all media

sectors has continued to threaten the industry growth.


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COMPETITORS OF HINDUSTAN TIMES MEDIA

LTD

The main competitors of the Hindustan times are as follows.

Times of India India Express The Hindu Tribune Danik jagaran Amar Ujala Punjab Kesri Danik bhashkar


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Porters five forces competition analysis

The five forces which one must consider to analyze any industry are the rivalry between the

firms within the industry being analyzed, the bargaining power of buyers, the bargaining

power of suppliers, the threat of substitute products or services, and the threat of new entrants

(also known as barriers to entry).

Media & Entertainment Industry of India according to Michael Porter's Five Forces Analysis.

It uses concepts developed in Industrial Organization (IO) economics to derive five forces

that determine the competitive intensity and therefore attractiveness of a market. Porter

referred to these forces as the microenvironment, to contrast it with the more general term

macro-environment. They consist of those forces close to a company that affect its ability to

serve its customers and make a profit. A change in any of the forces normally requires a

company to re-assess the marketplace.
http://www.franteractive.com/strategy/Porter-Industry-Rivalry.htmlhttp://www.franteractive.com/strategy/Porter-Industry-Rivalry.htmlhttp://www.franteractive.com/strategy/Porter-Buyer-Power.htmlhttp://www.franteractive.com/strategy/Porter-Buyer-Power.htmlhttp://www.franteractive.com/strategy/Porter-Buyer-Power.htmlhttp://www.franteractive.com/strategy/Porter-Threat-of-Substitutes.htmlhttp://www.franteractive.com/strategy/Porter-Barriers-to-Entry.htmlhttp://www.franteractive.com/strategy/Porter-Barriers-to-Entry.htmlhttp://www.franteractive.com/strategy/Porter-Threat-of-Substitutes.htmlhttp://www.franteractive.com/strategy/Porter-Buyer-Power.htmlhttp://www.franteractive.com/strategy/Porter-Buyer-Power.htmlhttp://www.franteractive.com/strategy/Porter-Buyer-Power.htmlhttp://www.franteractive.com/strategy/Porter-Industry-Rivalry.htmlhttp://www.franteractive.com/strategy/Porter-Industry-Rivalry.html


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This part is an outline of positional assessment of the media industry using porters five

forces model

Barrier to entry: For new entrants, social media has feasibly low barriers toentry - there's usually low buyer loyalty (it's new enough for buyers to frequently

review work still), agencies are financially low risk to set up (see Andrew Bruce

Smith's blog post on launching an agency on a credit card) and new business models

mean it's easy to challenge established businesses. However, a lack of experienced

talent, little economies of scale (in the majority of models) and a reduction in client

budgets and risk-taking mean that it's a mixed bag for new entrants into the industry.

moderate, legislations cost of research and development

Industry competition: There's a large pool of agencies in the print mediaindustry (to the point where it's bloated) and severe price undercutting is endemic -

but this seems to be characteristic of an industry still maturing. I believe that in the

next twelve months we'll see a fall in the volume of agencies (see Hugo Hopenhayn's

The Shakeout), but a rise in market value as agencies begin to compete on

performance as well as price. The companies are high, advantage gained through

technology and marketing strategies

Suppliers: The supplier power is high in the media industry. There are very fewsuppliers are available in this industry

Buyers: The buyers (clients) are becoming better educated and moreexperienced with print media. Certain businesses are taking building skills in-house

and up skilling staff, while other businesses are creating much tighter briefs and

giving more consideration to what type of agency they feel will provide the most

effective work. Buyers also have a significant amount of control as the industry is

currently pretty bloated and most agencies would rather compete on price than on
http://blog.escherman.com/2008/03/28/how-to-start-a-pr-company-with-google-and-a-credit-card/http://blog.escherman.com/2008/03/28/how-to-start-a-pr-company-with-google-and-a-credit-card/


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performance (again, in my experience) - allowing buyers to barter. There is the addedcomplication of buyers looking to amalgamate print media into existing

budgets (volume discount, again, lead by price and not necessarily performance) aswell as the perception that it's easy to switch social media agency (a conflict between

short-term and long-term views of social media, for another post).

The opportunity for the industry will come when it matures and agencies spread

across the three price/performance brackets previously mentioned. The industry will

become healthier (with fewer agencies, but with a great market value) because the

buyer will have a multitude of choice and the trade-off will focus on joint axis, rather

than the singularity of price buyer power is low

Substitutes: Substitutes is fairly self-explanatory. Is your business easilysubstitutable? Could someone else do it better, cheaper or faster? And if so, why? At

this point, he also discusses the price / performance trade-off, something that becomes

interesting when applied to the social media industry.

The original graph suggests that clients are willing to sacrifice performance for a lower price,

or increase performance for a higher price. I think we can take this graph a little further as the

social media industry is governed by a skills and experience issue - making the trade-off a

little more complex. Below I've added brackets to the graph to demonstrate the difference in

agency type/skill/business position.


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It's a simple addition to the diagram, and it's easy to plot agencies on here. You have the

commoditized print media agency the mid-level agency providing engaging content and

qualitative and quantitative research for a higher return (in both senses) and then the

strategic consultancy providing top-down social business that the price increase isn't directly

matched by the performance increase, so where Pr 1 = Pe 1, Pr 2 = Pe 1. Basically doubling

the budget (in my experience) is more likely to triple to output. My theory is that as an

agency receives more investment from a client, that client in turn receives more emotional

and psychological investment from the agency - creating an exponential growth curve for the

price / performance trade-off.


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RECENT CHANGES IN MEDIA INDUSTRY

The Indian Media and Entertainment (M&E) industry is on a growth surge and is expected tocross US$ 200 billion by 2015. It reached US $ 11.92 billion mark in 2007 and is the fastest

growing in the Asia-Pacific region by having a compound Annual Growth Rate (CAGR) of

18.5%. The situation looks happy for the Print Media too. Unlike in many western countries

circulation and number of publications are in fact increasing. According to the findings of

National Readership Survey (NRS) 2006, the reach of the press medium (dailies and

magazines combined) has increased from 216 million to 222 million (almost 3%) over the

last one year. The number of new publications registered during 2005-06 was 2,074.

Percentage of growth of total registered publications over the previous year: 3.43% according

to figures of Registrar of Newspapers of India (RNI). Dailies have driven the growth in the

press medium, their reach rising as a proportion of all individuals aged 12 years and

above.[1] The situation looks quite comfortable. But looks are deceptive. There are problems.

Problems with Print Media: The most dangerous of the problems facing print media in India

is that some groups are reading less. We may term it as rise of aliteracy. It refers to someone

who, although able to read, is uninterested in reading and uninterested in literature.

Newspapers are losing readers in 15-25 age categories to television and internet.

It is one of the biggest threats to the future of print media. This fact is vindicated by NRS2006 findings also, which says time spent in reading has remained the same: 39 min daily on

an average per day over last year. Although total circulation of newspapers and periodicals

has increased, per paper readership is falling.[2]

There is a change in the way people engage with and consume media content. With the end

user devices of today it doesnt really lend itself to reflection, but to byte sized consumption -

and the interactive nature seems to reinforce this Continual Partial Attention model[3].

This does not suit print media, which warrants attention for understanding.

Cost of production and distribution of newspapers and periodicals is increasing, pushing upthe cover price. In recent times all major newspapers and magazines have increased their

cover price and reduced the number of pages. It may be noted that print media market in

India is extremely price-sensitive. A slight increase in cover price affects the circulation,

which in turn affects the advertisement tariff and thus advertisement revenue.

Another interesting development is the increasing habit of getting news free thanks to

growing number of news sites on net and mobile news groups. Even on television, there are

free news channels. Even if one watches pay news channel, he/she does not have to pay thenand there, and does not feel that he/she is paying for news. This makes an entire generation


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averse to paying for news. They want their newspapers delivered at their doorsteps free.

When that does not happen, they stop buying newspaper.

Advertisement revenue is falling over the years for most of the newspapers and periodicals

in real terms. There are other players in communication spectrum -- like radio, television, and

internet, mobile -- to draw attention of the audience and advertisers. It gives rise to further

problems. First, print media has to make extra effort to secure advertisement. It is common

knowledge that pure advertisement driven media usually dives straight for the lowest

common demographic. It eventually becomes the hand maiden of the advertisers, bowing to

their whims and fancies. It caters to what readers want or to be more specific what the

advertisers think the readers want, rather than what they need. The disconnect between want

and need grows. Socially relevant but market unfriendly reportage becomes a casualty,

robbing print media its intrinsic strength.

Easy availability of more user-friendly, cost-effective, novel and networked platforms like e-book, reading material on mobile, etc. pose another problem for print media. On top of these

problems, with the introduction of internet in a big way, there is a change in the very form,

format and functioning of mass media. Mediated mainstream mass media is receding. There

is degasification, dimidiation and democratization. To list the changes:

Media production is being democratized

Media production is being atomized

Media formats are converging

Media is becoming social

Media can be distributed from anywhere

Media can be consumed everywhere

Media is becoming hyper local

Media is narrowcasting

Media has utility: search and linking

Media reproduction has zero marginal cost

The shift is towards social media. There is a distinct paradigm shift there. There are over 184

million bloggers and loggers generating content, mostly for free. There are millions of video

clippings uploaded daily. There is podcasting. But the point is not in numbers. The point I am

trying to make is the change in nature of content. Social media is counter-intuitive tomainstream media. While in mainstream media space is defined by the media owner or


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manager, in case of social media it is defined by the consumer or user. While mainstream

media is mostly one way, social media is two way. Mainstream media delivers message, in

social media it is like being a part of a conversation. In mainstream media content is created

by the media manager, in social media content is mostly user created.

These changes are affecting all mainstream media, more so the print media, especially now

in the times of global recession. Print media is fighting with its back to the wall.

Contemporary changes show the struggle to keep afloat. Gone are the days of fat profit for

the print media. There has been reduction in size of the broadsheet newspapers. Almost all

mainstream broadsheet newspapers have gone for a slimmer size -- to have an international

look. The fact is by trimming, there is a saving of 17% of newsprint expenses. Almost all

newspapers have reduced the number of pages, especially in their non-metro editions.

Attempts are being made to cut news gathering expenses. That means job cuts in editorial

department or clubbing some editorial jobs with revenue earning departments. The culture of

the daily newspaper newsroom is also changing. New job demands are drawing a generationof young, versatile, tech-savvy, high-energy staff as financial pressures drive out higher-

salaried veteran reporters and editors. It makes the newspaper poorer so far the quality of

content is concerned. The essential difference between television and print media reportage is

the depth and relevance. Veteran journalists with their institutional knowledge help provide

that. With them leaving print media, especially newspapers are losing some of its strength.

People have started writing elegies for print media.

PRICING IN PRINT MEDIA

There was a time when select group of newspapers were ruling a particular region and they

all were self-contained and did not wish to foray into other regions. But now regional

newspapers like Dainik Jagran, Dainik Bhaskar, Rajasthan Patrika, Amar Ujala, etc have also


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started spreading their hold over B class cities by bringing out region specific editions.

Business newspapers have branched into new editions in newer territories. Financial Express,

Business Standard, Mint and DNA Money are giving competition to Economic Times.

Another popular way seen to enter into other territories quickly has been by acquisitions. Its

really surprising that how fierce competitors join hands to form new strategies - first it was in

collective marketing campaigns and now a joint newspaper as well which leads to an increase

in number of circulation.

In terms of adopting new technologies, the newspapers have realized that customer is the

king and amidst so many choices, readers would go for newspapers that are more reader-

specific, content-rich and give value for money. The black and- white technology is

becoming pass whether it is a mobile phone or a newspaper. Today, readers prefer all-colour

editions and more and more newspapers have come out with all-colour editions. This has

necessitated the newspaper publishers to opt for CTP technology, which by default hasimproved the print quality and reduced the waste percentage. Besides, the newspapers are

also going in for makeover of their publications, in terms of layout, font and sometimes even

masthead. For this, they are spending substantial money and are even taking help of

international designers. The price of the newspapers also dwindled and some newspapers

even went to the extent of offering their newspaper at Re 1 only. In the coming years Indian

newspaper industry is slated to grow manifold with a growth rate circling around 6%. Market

share is projected to grow from Rs 56,300 crore to Rs 92,900 crore by the end of 2013, as perthe research by the Price water house cooper. It is high time that the high end manufacturers

from developed countries may enter into India either in collaboration with local

manufacturers or independently to tap the growing demand. Pricing in print media

Prominent Players


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Modular Pricing Strategies

There are several approaches to modular pricing; which one works best will depend on the

newspapers

Customer base and strategies.

Option 1: Keeping it Simple with Linear Modular Pricing in print media -

Linear modular pricing maintains a pricing format similar to that used with linerate pricing.

Regardless of the ad size, the total amount owing is calculated by multiplying the line rate by

the line count. The Difference with modular pricing, however, is that the advertiser has only a

select number of adsize options from which to choose.

Linear Modular Pricing

Advantages to this technique include the ability to manage ad sizes (e.g., l imit page buster

ads), and to indirectly encourage customers to upgrade to larger sizes. A limitation to this

approach is that modules dont receive psychological price points since these are dependent


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on linear price points. This pricing strategy might be useful if there are serious concerns

about advertiser backlash from changing basic line rates or if there is a desire to use a phased

approach to modular pricing while still using a lineratetype pricing concept. But then, why

consider doing this in the first place? This is a classic example of being neither fish nor

fowl, since the paper is not fully benefiting from a modular strategy (i.e. pricing for value),and yet it is giving up some of the benefits of a line pricing strategy (i.e., flexibility). Pricing

in Print Media.

Option 2: Using a Combination of Line Rates and Modular

Rates

At times, a modular newspaper may opt to continue offering linerate options if there is a

strong resistance from advertisers to the transition to modular units. A Canadian nationalnewspaper offers a modular/linerate combination (termed MALs, defined as Modular


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Agate Lines) that uses module sizes while still pricing its general rate cards with standard line

rates. This approach might encourage customers to use a fixedsize format while still using

line rates as the reference price point. The strength of this option is that it moves to

modular while still allowing customers who want unique sizes to have access to them. The

problem is that this slows the implementation of modules and creates inertia among

customers and the sales force, who may feel that if they complain enough, the company will

pull back on its modular initiative. One way to overcome this resistance is to charge a

premium for any nonstandard size (i.e., not a module). This allows advertisers to decide for

themselves whether the value of a nonstandard module is worth it. However, this can create

problems with large customers who are used to getting what they want (i.e., size and price). A

newspaper company has to be prepared to negotiate with contract customers who feel

strongly about their need for flexibility. By keeping modular intact for all but the largestcustomers, newspapers reap the benefits of it for a large proportion of their business.

Price Wars in Newspaper Segment


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We have already discussed the distribution mechanism of newspaper; now lets focus on how

competitive the newspaper market is in reality. We will try to understand both past and

present pricing strategies of newspaper industry by taking various examples. Pricing in print

media

Flood of Newspaper Brands Lets considers Mumbais market for understanding the price

war in Newspaper industry: Time of India was considered to be the market leader in

English newspaper segment till 2005. However, lately during this year two new newspaper

Hindustan Times and DNA planned to enter Mumbais market. TOI before competition by

these two newspapers was enjoying a premium price of 4 Rs on weekdays and 6 Rs on

weekends. However after competition from these two companies they adopted a lot many

marketing and pricing strategies which are discussed below.


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TOI market share of 80 % in Mumbai's Rs 1,500 Cr market is now being targeted by both HT

and DNA through line sales; the subscription route and news stand sales .HT offers a year-

long subscription for Rs 398. Market survey also proves that sales of TOI post competition

has dropped by say 40,000 copies a day because a causal buyer prefers to pick a 2 Rs paper

from newsstand instead of a 4 Rs one. DNA has also adopted a strategy of Pricing in print

media. Paying a sum of 6 Rs to a vendor on getting a customer for one year. TOI pre

competition had a strict policy of not taking any unsold newspaper from the market however

post competition they have deleted this rule completely so that they can retain their market

share. Fig Newspaper vendor selling newspaper on cycle.


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Times of India launched Mumbai Mirror against Mid Day to target the potential customers

of Mid Day a leading daily. But to fight against DNA and HT they started distributing it

completely free of cost to all TOI readers. So all TOI readers now started getting two

newspapers instead of one for the same amount.

Paper Copies sold Price (Rs) Commission

(Rs)

Adv. Rates

(Sq. Cm)

TOI 510,000 4 1.75 Rs.1300-1400

HT 100000 3 1 Rs. 800- 840

DNA 295OOO 2 1 Rs. 800-840

Fig: Price comparison of Newspapers Looking at the table it is clear cut picture can be drawn

about the three leading daily in Delhi

As per the sources Times of India sells 5 lakh copies per day, Hindustan times sell 1 lakh

where as Daily News and Analysis sells around 3 lakh copies daily. Pricing in print media

Market share and advertisement Rate Comparison. Looking at the revenue models of

newspaper no newspaper company generated any amount of profit by selling price of any

newspaper, now the probable question that arises from this is that than how they generate

profit. Well they make profit by selling the advertisement space in their daily. Post

competition advertisement rate in Time.

Yearly Discounted Rates:

Month Actual Offer Profit Profit %

6 474 275 199 41.98

9 711 400 311 43.74

12 961 525 436 45.36

24 1886 1000 896 47.50

Table gives the yearly discount package which the customers are getting due to the price war

which has taken place in the newspaper industry. Pricing in print media 14 | P a g e Readers

are getting discount of up to 50% if they assure the company they will be with the company

for next one year. Table: Price Deals from Newspaper Experts of an article from Hindu about

the price war in Delhi between HT and TOI when TOI entered HTs market.


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THE two big dailies are slugging it out once again. Both Times of India ToI and Hindustan

Times (HT) have slashed the masthead prices to Rs 1.50 on weekdays between Monday and

Saturday for Delhi. And the price reduction was also extended to the Sunday edition. HT

brought down the cover price of its Sunday edition to Rs 2.75 from the earlier Rs 3.50, while

TOI cut the price from Rs 2.90 to Rs 2.

Radio Advertisement V/s Print Media:

There is a huge difference between advertisement in print media and on radio. Because of this

their advertisement generation model has also gone through huge number of changes. Belowyou can find the difference between radio and print media advertisements:

Print media

1. Print media is very good to represent a product comparison to the customers

2. There are thousands of readers of newspaper which attract the huge no, of

advertisers to give their advertisement in the print media

3. Circular of the newspaper is not fixed.

4. it is the most effective ways of offline advertisement.

5. There are lots areas on Print media where advertisements can be seen.

Radio Advertisement


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1. Advertisement is in the Graphical form or in the form of audio which is very

good to represent.

2. There are very few listeners of radio and its continues moving towards the

TV and internet. So this condition is reducing the attraction of advertisers

3. There are very few channels for radio advertisement.

4. most of the people think that print media is more effective then radio

advertisement.

5. Uneducated people can also understand the advertisement given on radio is

the positive point of advertisement.

MARKETING STRATEGY W.R.T PRICE


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Prices were kept low so as to tap the customer from the bottom of the pyramid and middle

class and lo.wer middle class are their target audience. Strong distribution network, emphasis

was laid on tier 2 and tier 3 cities .Outlook, The week started the price war in this space as

their unit copy was sold at Rs.10 against Rs 15 of India Today. Due to fierce competition

from its competitor like outlook, the week India Today Group had to offer supplements for itsvarious magazines. Segmented pricing i.e. different offerings for different target audience.

Femina, Mens Health, Good housekeeping, Travelplus etc. Mastering the pricing game by

targeting the right target audience. Managing resources for competitive advantage i.e.

strengthening its distribution network. Manage pricing proactively to influence expectations

not in reaction to them.

PRICING STRATEGY

Differential Pricing Strategy: Pricing is a key element of the marketing mix and impacts on

the brand values. An innovative pricing policy has the ability to strengthen the brand but it

can also undermine it. They followed differential pricing in the sense that for the regular

customer who had subscribed the magazine were charged less as compared to the ones who

bought the magazine on monthly basis. Suppose if India today magazine cost Rs. 20 at stands

but the same would cost Rs.180 on a subscription basis.

PROMOTIONAL PRICING STRATEGY

This would involve extensive market research, as the idea is to charge what customers are

willing to pay (within reason).If your product/service is new or unfamiliar in the market, you

can expect potential customers to give it a low price. Alternatively, if your product/service is

popular or unique in the market, you can expect people to be more favourable toward its

value .If you adopt this strategy you should review your research periodically, say, every six

months as customers may develop a different attitude toward your product/service.

Consequently, in time, customers may value your product/service differently and so you

should change your price to correspond with customer expectations, whether they are higheror lower. What we are suggesting as of now to the magazine owners is to have a different

price slab for its rural customers i.e. at a cheaper rate and the content of a rural edition

magazine should also be different from that of a urban edition.

Research Methodology


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Research methodology


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Research Methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done. We can say that research

methodology has many dimensions and research methods do constitute a part of the research

methodology plays a key role in project work. It consists of series of actions or steps to

effectively carry out research and the desired sequencing of these steps.

Research Design

Research design is a frame work used to collect and analysis data to solve the problem we

have in hand. There are basic types of research designs which we can chose for a research.

1. Exploratory research design.2. Descriptive research design.3. Experimental research design.

1 Exploratory Research Design

It is used to discover new ideas and insights. As our research demand the discovery of

new ideas and insights.

2 Descriptive Research Design

This type of research design is concerned with determining frequency with witch

something occurs or how two variables vary together.

3 Experimental Research Design

It is the process of manipulating one variable in a controlled enviournment while

holding all other variables constant in order to establish a casual relationship.

Data Collection MethodsData can be collected by primarily as well as secondary resources


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Primary data sources:

Primary data is collected through a well structured questionnaire designed separately

for customers. A pilot survey was conducted to test the utility of questionnaire and necessary

changes being made.

Questionnaire Designed:

Questionnaire was used for this survey.

Secondary data:

The secondary data sources were collected from the company manuals, handbooks, and

management books and are edited to suite the purpose.

Research PlanFor completing my study I have gone through a sample study because looking at the size of

population and time limitation it was not convenient for me to cover entire population.

Hence, I have gone for a sample study rather than census study.

Sampling Plans:

A sample design is a definite plan from a given population. It refers to the techniques or the

procedure that researcher would adopt in selecting items to be inched in the sample.

Sampling plan is determined before the data are collected.

Steps in sampling plan:

Sampling frame:

The list of sampling units from which sample is taken is called sampling frame. Chandigarh

tricity map was studied thoroughly and samples were selected from the place in a scatteredmanner to get effective result.


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Sample Size:

Total sample size is 60.

Sampling procedure:The selection of respondents were accordingly to be in right place at a right time and

sampling were quite easy to measure, evaluate and co-operative. It was randomly area sample

method that attempts to obtain the sample of convenient.

Field Work:

I have collected the through medium called questionnaire collecting the responses from 60

people in all.

I started my project very first educating the respondents about my entire project, and ask

them to co-operate with me. Mostly all the respondents were aware of this type of survey. So

I did not face any kind of difficulty during my project in the process of explaining and taking

their responses on the questionnaire.

Problems and limitations:

1. The study is confined to limited period.2. Accuracy of the study is purely depend

on the customers perception.

3. The analysis and conclusion made by meas per me limited understanding and there may be something variation in actual

situation.

4. Survey is limited to a particular area.


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Finding:

From this question I have found that most of advertiser who give advertisement in any

newspaper thinks that this advertisement is really benefit for increasing the sale of their

product and create a long term relation ship with customer by making a image of their brandin customers mind.

8 Finding from customers who are not satisfied

from the way of advertisement

Suggestions of customer who were not able to take the benefit from the advertisement

1.Quality of on going advertisement should be maintained some shop-keeper thought that if

they give advertisement for a long period of time. Then slowly level of advertisement starts to

decrease.

2. Advertisement should be more colourfull and attrative so that it becomes more helpful in

attracting cutomers.

3. Price of single advertisement should also be reasonble some advertiser thinks that if they

give davertisement for a long period then its cost is reasonable but if they want to give single

or two advertisements then it is very expensive.

4. Advertisement should be done after a regular interval instead of very frequant.

5. if an advertiser want to make change in his ongoing advertisement it should be possible.


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9 Findings from the suggestion of people to increase

the quality of newspaper.

While survey a lot of people had given their valueable suggesitons to increase the quality of

newspaper.which are as given below

1. The main thing which I had found fromthe survey is that people want that orgnizations which are publishing any

newspaper have to their basic rules and should provide the real news about

any incident instead of making long stories.

2. Some people want that their should be aspecial page for share market in every newspaper.

3. Paper quality should be increased whilemaintaining the price of newspaper

4. Instead of first two and last two pagesthere is also requirement to increase the quality of middle pages.


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Bibliography

Books

Marketingmanagement (philip koler)

Research Methdology(C.R Kothari)

Websites:

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

http://www.htmedia.in/Section.aspx?Page=Page-HTMedia-AboutUs

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

http://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimes
http://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://www.htmedia.in/Section.aspx?Page=Page-HTMedia-AboutUshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimeshttp://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimeshttp://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimeshttp://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimeshttp://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimeshttp://www.htmedia.in/brandpage_hindustan.aspx?Page=Page-HTMedia-Hindustantimeshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://www.htmedia.in/Section.aspx?Page=Page-HTMedia-AboutUshttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Hindustan_Times


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Conclusion

From the above survey I have found that advertisement has a great effect on the image of a

particular brand. It really gives boost to ones business. Advertisemnet creates a long term

relationship between customer and the brand. It sets a particuler image of the brand in the

mind of customer which is very helpful for a shopkeeper because it increase the sale of his

shop and if the sale increase then automatically revanue will also be increased.

These advertisements are also helpful for media industry and the owner organization of

newspaper because the coat of printing a single newspaper is approxmatly 10 rupees but it is

sold at 3 in market and rest amount is collested by these adver

Documents

Arun Ht Project