PRINT MEDIA

History of Print Media1. The history newspaper in India began in 1780, with the publication of the Bengal Gazette from

Calcutta. 2. James Augustus is considered the "father of Indian press" as he started the first Indian newspaper

from Calcutta, the `Bengal Gazette` or `Calcutta General Advertise` in January, 1780 which was a weekly publication.

3. 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.

4. The first newspaper published in an Indian language was the Samachar Darpan in Bengali on May 23, 1818.

5. The first Hindi newspaper, the Smachar Sudha Varshan 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.

6. In 2005, the total number of newspapers and periodicals published in India was around 41705, which include 4720 dailies and 14743 weeklies.

7. India consumed 99 million newspaper copies as of 2008, making it the second largest market in the world for newspapers.

Distribution Process of Newspaper Industry

• The newspaper sales involve distributing highly perishable products under severe time constraints.

• The printed newspapers have to be dispatched to various distributors across the region.

• The revenue of the newspaper distributor is based on a commission on the sale of every newspaper.

• The circulation is normally through salesmen appointed and salaried by the distributors, who in turn pass it on to hawkers.

• Hawkers, vendors and book stall owners are the last link of the supply chain before newspaper reaches readers.

• Responsiveness and efficiency play an important role in newspaper distribution channel.

Current scenario

• Indian newspaper industry is slated to grow manifold, with 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 per the research done by the Pricewater house cooper.

• Indian readership survey 2009 says that almost all of the English dailies are losing readership at a rate much faster than the rate of their growth including the biggies such as Times of India and HT.

Aren't these news feeds about the Indian newspaper industry paradoxical w.r.t what has been predicted ??

ADVERTISEMENT

Prominent newspapers in India

Daily Circulations Of Prominent players

• Hindustan Times -1.14 m• Times of India -3.14 m• Don – 138k• Telegraph : 484971• Anand Bazar Patrika : 1.27 m• Syandhan Dhyan Patrika : 60k• Denuik Jagran : 55.5 m• Hindu : 1.45m• Statesman - 180k• Economics - 620K

Marketing Strategy• Mission• The mission of Tribune is , to provide best and fast forward news to the people. to

generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action.

• Marketing objectives• Financial objectives• Target market(s)• Segmentation• Positioning

Marketing Mix

Product- The tribune, Dainik tribune and Punjabi TribunePricing- • Price if tribune is @ Rs 3 and Classified advertisements (Matrimonial, property, jobs, etc.) are

published in the print edition of The Tribune @ Rs 600.00 per insertion upto 50 words and Rs. 1200.00 from 51 to 100 words. If an advt. matter exceeds 100 words limit, it will be chargeable @ Rs. 355 per sq. cm.

• Advertisements to be published in our language papers — Dainik Tribune (Hindi) and Punjabi Tribune (Punjabi) along with The Tribune will be charged @ Rs 125.00 (for one language paper) and Rs 200.00 (for both language papers).

• An additional sum of Rs 150 is to be paid if an advertisement is to be put on the Online Edition along with the print edition.

• Advertisements required to be carried only in Online edition are charged @ Rs 375 per insertion which is higher than its competitors

Promotion-Its promotion is widespread as it has good distribution channels and good recognition among the people.

Channels - The Company would offer its product to consumers in 450 cities through 33 branch offices, 250 distributors, 3000 authorized dealers

PRICE WARS IN NEWS PAPER SEGMENT

Mumbai's media war: Who's the winner?

• The Times of India virtual monopoly in India's richest city.

• Entry Hindustan Times and Daily News & Analysis• TOI share 80 % in Mumbai's Rs 1,500 crore.• Both HT and DNA are trying to capture the Mumbai

market through line sales, the subscription route and news stand sales.HT offers a year-long subscription for Rs 398.

• Executives in the DNA camp claim that TOI's news stand sale has dropped by 35,000 copies as a casual buyer prefers to pick up the Rs 2 paper

• DNA Any vendor who can locate a potential subscriber gets Rs 6.

• TOI "it actually takes back unsold copies now".• So, is Mumbai's print media market overcrowded?

"Confusing -- yes. Overcrowded -- no,“

PaperCopies

SoldPrice (Rs)

Commission (Rs) Adv Rate

TOI 510,000 4 1.75Rs 1300-1400 sq

cms

HT 100,000 2.5 1Rs 800-840 sq

cms

DNA 295,000 2 1Rs 800-840 sq

cms

Price (Rs)0

0.51

1.52

2.53

3.54

4.5

TOIHTDNA

DNA warfare rocks Mumbai

The campaign, in its first leg, consisted of hoardings featuring people from various walks of life with grey tapes covering their mouths

In the second phase of the campaign, the line "Speak up. It's in your DNA" was added. Simultaneously, DNA strands appeared in Mid-Day group-owned private radio channel GO 92.5 FM, fuelling public curiosity

"Speak up. It's in your DNA - Maharashtra Times".

Advertisement threw up questions like

"What's BMC digging for? Gold? Oil? Fun? Speak up. It's in your DNA“ or "Why can't pubs be open all night? Speak up. It's in you DNA"

Yearly Discounted Rates

Months Actual Offer Profit Profit %

6 474 275 199 41.98312236

9 711 400 311 43.74120956

12 961 525 436 45.36940687

24 1886 1000 896 47.50795334

Paper Article

• 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.

• -- The Hindu Jul 14, 2002

Online Advertisement V/s Print Media

Print media 1. Print media is not very good to represent a product comparison to flash. 2. Charged are for lacks of people but only hundred of people generally see an advertisement. 3. Circular of the newspaper are not fixed. Lots of newspaper company gives the wrong figure about the

circular for which nothing thing can be done. 4. No way have you to produce more things. 5. There are only few areas on Print media where advertisements can be seen.

Online Advertisement 6. Advertisement are in the Graphical form or in the form of flash which is very good to represent. 7. Advertisement on hundred of websites can be viewed by lacks of people and charged for only 100 of

websites.8. List of the sites where ads will be displayed can checked at any time. So that we can not give the fake

figure against you.9. advertisement can be placed on any home page of website, people can open the site through the single

click of mouse and they are connected with the website.10. People from all over the world can see.

Lots of more benefits to give the advertisement on website comparison to newspaper or any others print media.

MAGAZINES

Prominent newspapers in India in the recent times

Current Publishing Scenario

• The Association of Indian Magazines has 85 magazines with a circulation of:

Daily 31m Hindi 13m weekly 8m English 10m Fortnightly 3m Others 24m Monthly 5m

Segmentation

• Magazines like Cosmopolitan, Femina were meant for people at the top of the pyramid.

• Women’s era , Savvy targeted upper middle class women.• Grihshobha and Manorama were intended for women in tier-2/3 cities.• Storybooks like Tinkle, Chandamama and Champak were intended for kids.• “Science reporter” was meant for students who had scientific bent of

mind.• Magazine like Men’s health was intended for the urban english speaking

youth.• Businesstoday , businessworld etc. are targeted for business savvy reader. • Magazines like CSR,Manorama Year book is aimed at students preparing

for competitive exams.

Readership of magazines by type

Magazine Type Readership(in thousands) • General Interest 42,651• Sports 8,621• Business 2,135• Women 33,127• Men 595

• Health 6704• Children 12,685• News 15,904• IT/computers 1520• Auto 748• Home Interiors 470• Travel 937• Lifestyle 803

Major market players

•India Today Group has got 67%of the total market share•India Today Group which has got magazines like IndiaToday, Reader’s Digest, Business Today etc.•ITG has got very strong distribution network across India.•key competitors-outlook, bussinessworld & the week.

Marketing Strategy w.r.t Price

• 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 its various magazines.• Segmented pricing i.e different offerings for different target audience. Femina, Men’s Health, Good house keeping, Travel Plus 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.• Justify your prices in terms of customer economics not your economics.

Pricing Strategy

• Differential pricing strategy.• Promotional pricing strategy

THANK YOU

• http://www.rediff.com/money/2005/aug/24media.htm• http://www.dancewithshadows.com/media/dna-newspaper-mumbai.asp• http://www.hinduonnet.com/fline/fl2219/stories/20050923002509400.htm

Presented BY: Ishaque MullaGagan PareekChandan PriyadarshiShashank Singh