A

Project Report
On

“Customer satisfaction towards daily news paper

of Dainik Jagran”

To be submitted for the partial fulfillment of the

Requirement for the degree of
M.B.A. from Mahamaya Technical University Noida, Agra

Submitted to Submitted by

1
 PREFACE

A project report is the very important part of any management programme.

It is a Launch Pad for introducing students to a real-life scenario, which
cannot be simulated in the classroom. It not only enables the student to
apply the theoretical knowledge in a practical scenario but also enables
them to learn things beyond books. This is a period where the students add
value to them self and learn management skills as well as the corporate
culture.

Only academic knowledge is not enough for the students, it is also necessary
for them to have a slice of the practical corporate world wherein they can
apply their knowledge and put their skills to a test. This is a first step
towards corporate world.

A project report provides an opportunity for students, to satisfy their

inquisitiveness to know more details, exposes them to technical skills, and
helps them to acquire social skills by drawing them into communication with
outside professionals for continuous interaction.

2
 ACKNOWLEDGEMENTS

It is essential to acknowledge the help received from the people of

various quarters. I find myself at a loss as to how to thank them. These
words are not a formality but a sincere voice of my heart & I owe gratitude
to all of them.

At the onset I would like to thank Mr. (Management Faculty) for

providing me a wonderful opportunity to work on this project. Their
valuable time and guidance went a long way in helping to make a quality
work out of this project. I also owe my regards to my Faculty Members, who
has helped me in every possible way to make this project a success.

Last but not the least, I would like to thank all the Faculty members
and Staff members who all helped me in completing my Project successfully.

M.B.A

3
 INDEX

1. Introduction
2. Objective
3. Research Methodology
4. Product lines and consumer behavior
5. Growth of the industry
6. Technology of production and distribution
7. Marketing
8. Innovation
9. Strategies and competition in the industry
10.Business environment
11.Critical success factors
12.Appendices

Bibliography

4
 CHAPTER 1

Introduction
Dainik Jagran
Dainik Jagran

A February 2010 front page of the New Delhi edition

Type Daily newspaper
Format Broadsheet
Owner Jagaran Prakashan Ltd.
Founded 1942
Political Independent[1]
alignment
Language Hindi
Headquarters Jagran Building, 2, Sarvodya
Nagar, Kanpur-208 005, India
Circulation 2,795,965 Daily
Official website jagran.com

5
Dainik Jagran (Hindi: दै निक जागरण) is a Hindi
language daily broadsheet newspaper in India. According to the IRS Q2
2011, Dainik Jagran ranks No. 1 among the dailies with a Total
Readership (TR) of 16.393 million. Dainik Jagran is the second
largest newspaper in India, by circulation as of 2011.

Overview
Dainik Jagran was jointly founded by Shri Puranchandra Gupta & Shri
Gurudev Gupta in Jhansi in 1942. In 1947 Dainik Jagran shifted its
headquarters to Kanpur, where it launched its second edition on 21
September 1947. The Rewa and Bhopal editions were added in 1953 and
1956. In 1975, publication of Gorakhpur edition started, followed by
Varanasi, Allahabad and Lucknow in 1979. In 1984, Meerut edition was
launched, followed by Agra in 1986, Bareilly in 1989 and Delhi in 1990.
Between 1997 and 2006, eighteen new editions were added, and through
2007-08, six new editions were launched.
More than 55.7 million people read Dainik Jagran making it the largest
read daily in India. Currently, Dainik Jagran‟s 36 editions are published
across eleven states of India. Its editions are published from the following
places:

 Uttar Pradesh: Kanpur (City, South Kanpur, Kalyanpur, Chakeri,

Naubasta, Panki)
, Lucknow, Gorakhpur, Jhansi, Raebareli, Varanasi, Agra,Allahabad,
Aligarh, Bareilly, Meerut
 Madhya Pradesh: Bhopal, Rewa
 Jharkhand: Ranchi, Dhanbad, Jamshedpur
 Uttarakhand: Dehradun
 Punjab: Amritsar, Ludhiana, Jalandhar, Bhathinda
 Haryana: Panipat, Hissar
 Bihar: Patna, Bhagalpur, Muzaffarpur, Darbhanga(soon)
 Himachal Pradesh: Dharamshala
 Delhi
 West Bengal:Siliguri
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 Jammu & Kashmir: Jammu
The paper's website,jagran.com , also carries content aimed at teenagers,
cooks, upwardly-mobile women, education,Bollywood, and local news.
Educational initiatives (Dainik Jagran Group)

 JIMMC (Jagran Institute of Management and Mass Communication),

Kanpur
 JIDA (Jagran Instittute of Digital Animation), Kanpur
 JIMMC (Jagran Institute of Management and Mass Communication),
Noida
 JIMMC, School of Animation, Noida
 JIM (Jagran Institute of Management), Kanpur
 Jagran Public Schools (JPSs)
Jagran Online Media

MMI Online the digital media wing of the Jagran Prakashan Limited-
India's Leading Media conglomerate. In this era of Web 3.0, media is
about unlimited information and boundless space. We are an incubation
center for new business ideas and identify gaps in the Indian online
space, crafting appropriate products, technical and marketing strategies
for the development of online services, products and offering. We at MMI
work towards providing quality online content in sectors like News,
Education, Medicine, Travel and Tourism to name a few
Founded in October 2008, the company zeroes in on developing
sustainable business models for the Indian online space and
continuously pushes the boundaries to create 'services' and 'products'
which add value and experience to the online users. The structure of
MMI allows for the conceptualization and testing of many ideas while
turning the best of them into companies.
Key persons

 Sanjay Gupta, CEO & Whole Time Director

 Mahendra Mohan Gupta, Chairman & Managing Director
 Dhirendra Mohan Gupta, Whole Time Director

7
 Sunil Gupta, Whole Time Director
 Shailesh Gupta, Whole Time Director
 Mr. Bharat Ji Agrawal, Independent Director
 Sukirti Gupta, CEO(MMI Online)
 Shekhar Tripathi, Editor Head
 Praveen Tewatia, Design Manager(Jagran Online)
 Nipun Singhal, Manager(Jagran Online)
 Another initiative by Dainik Jagran

 With the launch of the

coffee table book „Jagran
Gems‟, Jagran Prakashan
Limited (JPL) crossed yet
another milestone. It was
indeed a proud moment as
the backdrop revolved at
the appointed hour in an
exact replica of the book
cover, in New Delhi. AK Singh from Agra gets his personalised
Eminent people from a CTB
large cross section of
society, including media, marketing, the government and prominent
business locations graced the event.

While the chief guest, Jitin Prasada, minister of state for Petroleum
and Natural Gas, Govt of India lauded the JPL endeavour for
recognising these entrepreneurs of Uttar Pradesh, Mahendra Mohan
Gupta, chairman and managing director of JPL spoke about the grit
and determination of these hand-picked few, who with their
achievements, had made a difference to the lives of numerous in the
various remote districts of UP. Gupta said that it has always been the
endeavour of Jagran to encourage and promote entrepreneurs who
have contributed in nation building and provide them the platform
they rightfully deserve.

8
 Mahendra Mohan Gupta, Jitin Prasada & Sanjay Gupta

 Sanjay Gupta, CEO and chief editor, JPL thanked the dignitaries
present. Sharmishtha Sharma, author of the book, spoke about the
partnership of BMW Deutsche Motoren that took the project forward
and the contributions of Jagran Solutions in presenting the event in
its stylish avatar. Other presenters included Sunil Gupta, Sandeep
Gupta, Shailesh Gupta and Bharat Gupta.

One of the leading media houses of India, Jagran Prakashan Limited

is publisher of Dainik Jagran, India‟s largest read and highest
circulated daily with a total readership of 5.45 crore readers (as per
IRS 2009 R1), and also voted as the most credible and trusted
newspaper in India, according to a survey by Globscan, conducted in
ten of the world‟s leading countries, including the US, UK, Germany
and Russia. The brainchild of the Indian freedom fighter late Puran
Chandra Gupta, established in 1942 with launch of the first edition
from Jhansi (UP), Dainik Jagran has now 37 editions across eleven
states. The group also publishes inext, the leading bilingual compact
daily of India, which has set a trend of innovative experiments in print
media and became a part of the life of the „young at heart‟ with a
readership of 13.3 lakh (as per IRS 2009 R 1), in less than three years
of existence; Sakhi, a monthly magazine targeted at women; and City
Plus, the first English publication from its stable.

Besides, they are also operational in forms of: Jagran Engage, the out-
of-home advertising division of the company; J9 Ventures, a business

9
 division of JPL in the business of web, WAP & text based value added
services, products, platforms and solutions for consumers and
corporate customers; Yatra‟, the popular travel guide series; Jagran
Solutions, providing below the line activities like promotional
marketing, event management and on ground activities having pan
India presence; Jagran Pehel, the CSR cell of JPL; Radio Mantra, FM
channel with eight broadcasting centers; MMI online; and now Jagran
Gems, an initiative of JPL which honours the extraordinary
entrepreneurs from various fields in the form of a coffee table book
(CTB).

About group profile / history / directors / board of directors Jagran

Prakashan Ltd (JPL) is India‟s leading media and communications group,
with its main interests across Newspapers, Outdoor, Internet, Magazines,
Below the Line marketing solutions, and Mobile Value Added Services.

Dainik Jagran is the flagship brand of the company. In today‟s dynamic

media world , where consumers have an unprecedented array of choices,
Dainik Jagran stands out as a brand that is the choice of millions of
Indians as they start their day. With a readership of 5.59 cr, it has been
the largest read daily of India for the last consecutive 21 rounds of the
Indian Readership Survey (IRS). With 37 editions, Dainik Jagran covers
11 states of India. It has also been declared by the World Association of
Newspapers (WAN) as the Largest read daily in the world. Not just the
largest read, Dainik Jagran has also been voted as the Most Credible
Source of News in a BBC-Reuters survey.

The genesis for Dainik Jagran was in the year 1942. The year when the
freedom struggle of India reached its crescendo and found expression in
the “Quit India movement”. Dainik Jagran was launched during this time
with the vision of our founder Shri Puran Chandra Gupta, to “Create a
newspaper that would reflect the free voice of the people” . This vision
was as much a reflection of the time when it was propounded as much
as it is relevant to us today. Even as on today, when Dainik Jagran

10
markets control the political destiny of the largest democracy in the
world, the vision continues to guide us.

http://www.inext.co.in

i-next, India‟s fastest growing compact daily in bilingual format, has

caught on to the pulse of the Young at Heart. In a very short span of
time, it has captured the imagination of people who look out for newer
opportunities and seek deeper probes into the more relevant issues of
changing India of today. It now covers 12 prominent cities in 4 states of
India through its various editions and infrastructure. The readership of I
Next is an impressive 22 Lakhs as per Latest IRS. It distinctly stands
apart from its competitors due to its beautiful packaging of news,
attractive layout design and the versatility of news & features. These
accomplishments have made I next the pulse of today‟s Youthful India
wherever it‟s present.

http://www.jagrancityplus.com

City Plus is the Weekly English Tabloid from the group. It is an English
News-Information-Entertainment paper with 31 editions from Delhi,
NCR, Bangalore, Pune, Mumbai and Hyderabad ,targeting premium
geographic localities. An aesthetically designed all colour newspaper
editorially cover a variety of topics from Food, Fashion, Lifestyle, etc.
Apart from this, it also has reader interactivity through Contests,
Coupons, Puzzles, Quiz, Crossword, Games, Polls, Suggestions.

MiD-DAY is India‟s No.1 Afternoon paper from Jagran Prakashan Ltd.

(JPL). MiD DAY has been the quintessential break the YUMPI (Young
Urban Mobile Professionals across India) takes in the middle of their

11
work day. MiD-DAY is printed from Mumbai, Pune. Over the last couple
of years, the newspaper has been on a mission to up its engagement
quotient with the YUMPI. Whether it is local news, career guidance,
dream homes, a look at what‟s on in the city or tips on style at work, MiD
DAY‟s sections have it all, alongside staple news and amusers like comics
and crosswords, all presented in a YUMPI friendly way.

The company also has an established presence in the multimedia space,

with its web version, www.mid-day.com with presently over 18 million
page views per month as well as MiD DAY news feeds on cell phones
which have over 2 lakh subscribers across the country. These initiatives
ensure that the YUMPI has access to the MiD DAY experience at anytime
during the day and at anyplace as well.

To add to the dynamic product delivery through content, MiD DAY has
also been creating a unique experience for its readers and clients
through globally awarded marketing initiatives. The print innovations
like 3D Impact Jacket, Format innovations and promotional activities
like the MiD DAY Bollywood Lunch Contest, MiD DAY Happy Hours @
Work & @ Home, MiD DAY Media Nights, MiD DAY Corporate Cricket
League & many others have won top honours across International Award
functions such as INMA, IFRA Cross Media Awards & Asia Multimedia
Publishing Awards.

MiD-DAY Gujarati is the Gujarati Tabloid from Jagran Prakashan Ltd.

With its unique content and engaging activities, it caters to the affluent
Gujarati Community of Mumbai. It is positioned as a complete family
newspaper with content for everyone. Apart from the other areas, the
newspaper also has a dedicated business segment focusing on share
market as majority of the community trade in these markets.

Inquilab is India‟s No.1 Urdu Newspaper with a readership of 7 L.

12
Inquilab has 12 editions covering Maharashtra, Delhi & UP and is
further expanding.

Inquilab made its appearance in 1938. An underground newspaper

during the freedom struggle

Mr. Abdul Hamid Ansari, a freedom fighter, wanted to use the medium of
Urdu to educate the Muslims and fight against British rule

In the post-independence scenario, Inquilab shifted focus, concentrating

on social reforms, education and employment as well as addressing the
problems faced by the Muslim community.

Renowned columnists like Kuldip Nayyar, Bharat Jhunjhunwala,

Shamim Tarique & Zafer Agha contributing to Inquilab. As the lodestone
of a publishing house Inquilab stands tall in modern India. We continue
to live in revolutionary times and Inquilab – „Revolution‟ continues to be
in the vanguard.

Nai Dunia is a leading Hindi daily being published from Madhya Pradesh
and Chhattisgarh. The newspaper was launched in 1947 and has, over
the years, attained a pre-eminent status as a Hindi daily in the print
media in Madhya Pradesh and Chhattisgarh. Naidunia has multiple
editions published from Indore, Gwalior, Jabalpur and Bhopal in Madhya
Pradesh and Raipur and Bilaspur in Chhattisgarh. Placed amongst the
Top 10 Hindi newspapers in India, and has been one of the fastest
growing newspapers in the market.

13
Sakhi is a premium women‟s magazine targeted at upwardly mobile &
outgoing women in the upper segment of the socio-economic class. The
Sakhi reader retains her cultural values but is contemporary and
modern in her outlook. The magazine also highlights the role of women
in modern times & helps them in coping with the outside world.

http://www.jagranengage.com

Jagran Engage is the OOH division of JPL which specializes in Out of

Home media solutions across India. Jagran Engage covers 900 + towns
spread across 370 districts in 27 states. Engage offers comprehensive
Out-Of-Home (OOH) solutions to prospects & customers through its
bouquet of offerings of Hoardings &Billboards, Unique Street Furniture,
Transit & Mobile Media besides innovative & ambient to suit specific
client requirements.

http://www.jagransolutions.com

Jagran Solutions is the division that leads work in the Below the Line
Marketing Solutions or Experiential Marketing area . Jagran Solutions
has been at the forefront of transformation; transforming imagination
into realities & ideas into beliefs. Awarded with numerous awards at
various national and international platform like PMAA & AIPA, Jagran
Solutions specializes in providing versatile, complete and measurable
solutions in ensuring an immersive, interactive and experiential
integrated marketing plan applicable to activations, corporate events,
conventions, product launches, meetings, conferences, exhibitions and
contests.

http://www.j9mobile.com

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J9 is the value added services division of Jagran Prakashan Ltd. which is
currently working in the field of mobile value added services & home
shopping in an active manner. It has just launched an Online Digital
Classified platform (khojle.in). Projects under planning include Online
Gaming & Live Astro business. J9Mobile, which is the mobile vertical of
J9 offers Text, Voice & WAP services to users. J9Mobile also offers
Enterprise & Brand solutions via 57272 platform

http://www.jagranpehel.com

As a responsible corporate citizen, JPL supports a specifically dedicated

organization, Pehel to discharge its social responsibilities and provide
social services such as organizing workshops/seminars to voice different
social issues, health camps/roadshows for creating awareness on the
social concerns and helping underprivileged masses. Pehel is working
with various national and international organizations such as World
Bank on various projects to effectively discharge the responsibilities
entrusted by the company. The company has also been assisting trusts
and societies dedicated to the cause of promoting education, culture,
healthcare, etc.

Jagran International is the international division of JPL responsible for

marketing JPL products outside of India. Amongst other things, develops
country reports for India, and works with our international associates to
develop India Reports in markets like Ireland, UK, South Africa, Australia
and New Zealand.

The group foray into the internet space has been through “jagran.com”
which is the largest Hindi portal its category. We have entered into a
strategic alliance with Yahoo India to launch a co-branded site. This we
believe will reshape the online Hindi news and current affairs landscape -

15
- in terms of compelling customer experience and user engagement.
Jagran.com is the largest language site in India with over 60 mn page
views/month with 37 pages per visitor and a unique user base of 1.6 mn
per month.

Under the banner of Jagran Foundation there are a series of initiatives

that would help towards the larger cause of nation building. The first in
the series of such initiatives is Jagran Forum – our first step towards
“Thought Leadership”. The 1st Jagran Forum was on Democracy,
Development and Social Inclusion. The 2nd Forum was on “Democracy
and Conflict Resolution in Asia”. The 3rd Forum was on “Democracy :
Challenges of Consensus Building”. All were attended by dignitaries from
across India and the World including the Prime Minster and Vice
President of India.

Jagran Research Centre (JRC) was established in May, 1996 as

independent and premier multidisciplinary research & consulting
organization. JRC is also involved in publishing reference books and
magazines. These books include Jagran Yearbooks, Country and
Statewise statistical databank, Jagran Josh monthly magazine and
others.

Punjabi Jagran, the Punjabi language daily of Jagran.

The Punjabi language is very widely used in Punjab - and this runs
across all the Pop Strata of Punjab. The language has great acceptance in
the region, and it therefore makes an automatic choice for us to complete
our bouquet for Punjab. With the launch of Punjabi Jagran, we hope to
add newer readers, newer markets and strengthen the Jagran presence
in complete Punjab.
16
JPL has grown consistently over the last 15 years though expansion and
launch of newspaper brands across various states and languages and at
the same time also made successful forays into other media like
Magazines, Outdoor, Below the Line Marketing Solutions, Internet and
Mobile Value Added Services. Apart from having the scale and size across
every media platform, JPL has the objective of being the most
professional communications solutions provider across every platform.

17
 Introduction Print Media

Print Media, as anyone can understand is one of the most important factors coming
through in the way a nation works. Newspapers, magazines, books etc. are ready by a lot
of people and are certainly one of the most trusted mediums of National and International
News.

India has a vast array of Print Media with Thousands of Magazines and Newspapers in
circulation. Top Notch Journalism, great reporting, press unity and a very strong network
is what makes Print Media so much of a success even today in the age of Television and
the Internet. It is also said that Print Media also helped literacy and undoubtedly the
General Knowledge of the average person in India.

The good thing about Indian Print media is that any Bias of any sort is quickly subsided;
therefore, impartial reporting is a major feature of the Indian Print Media. The news you
get through these outlets cannot be any truer.

The newspaper with the largest Circulation in India is Dainik Jagran, having near about
Two million readers. Next comes Times of India, an English newspaper, followed by
Dainik Bhaskar, another Hindi Newspaper.

India has a lot of regional newspapers and magazines as well in a lot of languages.
Therefore, there is something out there for everyone to read! This section is dedicated to
the Indian Print media with articles on Newspapers, Magazines, Controversies, and
opinions related to them etc.

18
 Overview of the Industry

Printing is a process for reproducing text and image, typically with ink on Paper using a
printing press. It is often carried out as a large-scale industrial process, and is an essential
part of publishing and transaction printing. Indian print media is one of the largest print
media in the world. The history of it started in 1780, with the publication of the Bengal
Gazette from Calcutta. James Augustus Hickey is considered as the "father of Indian
press" as he started the first Indian newspaper from Calcutta, the Calcutta General
Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from
Bombay, the Bombay Herald appeared, followed by the Bombay Courier next year (this
newspaper was later amalgamated with the Times of India in 1861).

The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first
issue of this daily was published from the Serampore Mission Press on May 23, 1818. In
the same year, Ganga Kishore Bhattacharya started publishing another newspaper in
Bengali, the Bengal Gazetti. On July 1, 1822, the first Gujarati newspaper the Bombay
Samachar was published from Bombay, which is still extant. The first Hindi newspaper,
the Samachar Sudha Varshan began in 1854. Since then, the prominent Indian languages
in which papers have grown over the years are Hindi, Marathi, Malayalam, Kannada,
Tamil, Telugu, Urdu and Bengali.

The Indian language papers have taken over the English press as per the latest NRS
survey of newspapers. The main reason is the marketing strategy followed by the regional
papers, beginning with Eenadu, a Telugu daily started by Ramoji Rao. The second reason
is the growing literacy rate. Increase in the literacy rate has direct positive effect on the
rise of circulation of the regional papers.

The people are first educated in their mother tongue as per their state in which they live
for e.g. students in Maharashtra are compulsory taught Marathi language and hence they
are educated in their state language and the first thing a literate person does is read papers
and gain knowledge and hence higher the literacy rate in a state the sales of the

19
dominating regional paper in that state rises. The next reason is localization of news.
Indian regional papers have several editions for a particular State for complete
localization of news for the reader to connect with the paper. Malayala Manorama has
about 10 editions in Kerala itself and six others outside Kerala. Thus regional papers aim
at providing localised news for their readers. Even Advertisers saw the huge potential of
the regional paper market, partly due to their own research and more due to the efforts of
the regional papers to make the advertisers aware of the huge market.

The Indian Newspaper industry is one of the largest in the world. It publishes the largest
number of paid-for titles in the world. In 1997, the total number of newspapers and
periodicals published was 41705, which include 4720 dailies and 14743 weeklies. The
highest numbers of newspapers was published in Hindi, 16864. Newspapers in India are
measured on two parameters, circulation and readership. Circulation is certified by the
Audit Bureau of Circulations which is an industry body. It audits the paid-for circulation
of the member newspaper companies. Readership is estimated by two different surveys,
The Indian Readership Survey (IRS) and the National Readership Survey (NRS).

List of players in the industry

 The Times of India

 Dainik Jagran
 Malayala Manorama
 The Hindu
 Deccan Chronicle
 Ananda Bazar Patrika
 Amar Ujala
 Dainik Bhaskar
 Hindustan Times
 Hindustan
 Eenadu

20
 The Economic times
 The New Indian Express
 The Telegraph
 Deccan Herald

21
 Categorization of players in the industry
Category Players
Dailies Deccan Chronicle, The Times of India, The Hindu, Aaj Tak, India
Abroad, Deepika Global, Asian Age

Business The Economic Times, The Financial Express, Business Line, Business
dailies Standard
Weeklies and The Week, Outlook, India Today, Asha kiran, Panchjanya weekly
Monthlies
Regional Andhra Pradesh: Deccan Chronicle, Andhra Bhoomi, Hindi Milap
Delhi: Hindustan Times, Pioneer
Maharashtra: Bombay Mid-day, Lokmat Times, Sakaal , Loksatta
West Bengal: The Telegraph, The Statesman
Film related Filmfare, Screen, Planet Bollywood, Indian Express Bollywood Scoop,
Apun Ka Choice, Indian Television, RedifIndia, Film Trip, Star Dust
Computer PC Quest, Cyber India, Data Quest, Voice & Data, Computers Today,
related Express Computer, Silicon India

Others The Onion, India Today Plus, Des Pardes, India Together, Teens Today,
Andhra Jyothi in telugu, Wow Hyderabad, Zee Premiere, Showtime,
Arcade, JAM, India Talkies

Brief profile of players in the industry

The Times of India

 The Times of India (TOI) is a popular English-language broadsheet daily

newspaper in India. It has the widest circulation among all English-language daily
newspapers in the world, across all formats (broadsheet, compact, Berliner and
online). It is owned and managed by Bennett, Coleman & Co. Ltd. which is owned
by the Sahu Jain family.
 In 2008, the newspaper reported that (with a circulation of over 3.14 million) it
was certified by the Audit Bureau of Circulations as the world's largest selling
English-language daily newspaper, placing as the 8th largest selling newspaper in
22
 any language in the world. According to the Indian Readership Survey (IRS) 2008,
the Times of India is the most widely read English newspaper in India with a
readership of 13.3 million. This ranks the Times of India as the top English
newspaper in India by readership. According to COM Score, TOI Online is the
world's most-visited newspaper website with 159 million page views in May 2009,
ahead of the New York Times, The Sun, Washington Post, Daily Mail and USA
Today websites.
 The Times of India is published by the media group Bennett, Coleman & Co. Ltd.
This company, along with its other group companies, known as The Times Group,
also publishes The Economic Times, Mumbai Mirror, the Navbharat Times (a
Hindi-language daily broadsheet), the Maharashtra Times (a Marathi-language
daily broadsheet).
 The Times is self-declared as a liberal newspaper, and is sometimes described as
irreverent.
 The Times of India is printed from the following places:
TOI press are in Sahibabad, Ahmedabad, Bhubaneswar, Bengaluru, Bhopal,
Chandigarh, Chennai, Delhi, Goa, Guwahati, Hyderabad, Indore, Jaipur, Kanpur,
Kolkata, Lucknow, Mangalore, Mumbai, Mysore, Nagpur, Patna, Pune, Ranchi,
Surat.
 Total Average Circulation for 2008: 3,433,000 copies Supplements
 The Times of India comes with several city-specific supplements, such as Delhi
Times, Calcutta Times, Bombay Times, Hyderabad Times, Kanpur Times,
Lucknow Times, Indore Times, Nagpur Times, Bangalore Times, Pune Times,
Ahmedabad Times and Chennai Times, The Times of South Mumbai, The Times
of Doon, Meerut Plus, Haridwar Plus , Bhopal Plus .
 Other regular supplements include:
Times Wellness (Saturdays) – Times Wellness focuses on solutions to health
issues and guidance to better living

23
 Education Times (Mondays) – Education Times caters to the ever-expanding
student community and learning experience, as a career guidance, counselor and
adviser.
 Times Ascent (Wednesdays) – Editorial of Times Ascent, Centers on human
resource development and the impact and implications on business and society.
 ZIG WHEELS – ZigWheels.com is an automotive website reviewing, discussing,
features and interviews on Indian vehicles.
 Times Life (Sundays) – Times Life is the supplement which is feature driven
 What's Hot (Fridays) – Focus on latest happenings/events. Special pages created
for channels and details of programmes
 Rouge (Saturdays) – Concentrates on women's interest areas.

Dainik Jagran

 Dainik Jagran is the World‘s Largest Read Newspaper and the Number One Hindi
Newspaper in India. It is the world‘s largest read news paper and is one the
largest newspapers in the world. It was the brainchild of the aggressive freedom
fighter Mr. Puranchandra Gupta. The first edition was launched in Jhansi in 1942
and in 1947 Dainik Jagran shifted its headquarters to Kanpur and thus launched its
second edition.
 In this new, dynamic world of Indian media Dainik Jagran is an iconic brand.
More than 55.7 million people reach out for Dainik Jagran making it the largest
read daily of India. Dainik Jagran‘s 37 editions carve a huge swathe across eleven
states – Madhya Pradesh (Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna &
Saugor) along with the states of Uttar Pradesh, Uttarakhand, Punjab, Haryana,
Bihar, Jharkhand, Himachal Pradesh, Delhi, West Bengal and Jammu & Kashmir .
 Some supplements offered by the Dainik Jagaran are: Jhankaar, Yatra, Sangini,
Josh, Nai Rahein, E - PAPER

24
  Jagran.com has various channels on its website focusing on different information
needs of its users. On the website the latest news in Hindi more than 30 times a
day. In addition to news, they also have more than 30 other channels on their
website including:
 Junior Jagran - A colored, bilingual, weekly tabloid catering to the taste of the
youngsters and teenagers of 13–19 years age group.
 Khana Khazana - A cookery channel targeted at household women who cherish
cooking. Jagran Yahoo! Khana Khazana is a complete resource of multi cuisine
recipes and quick cooking tips.
 Channel Sakhi - The Sakhi is a premium women‘s channel targeted at upwardly
mobile and outgoing women in the upper socio-economic class. The channel
highlights the role of women in modern times and helps them in coping with the
outside world.
 Josh - A monthly supplement of jagran.com which is concentrating on educational
content, career related queries, personality development, and updates on science
and technology.
 Cine Maza- A popular Bollywood news and reviews channel of Jagran.com giving
information on Bollywood, top 5 releases, Box office hits, fact files of actors and
actresses with biographies and latest releases.

The Hindu

 The Hindu is a leading English-language Indian daily newspaper with a circulation

of 1.45 million and is the second-largest circulated daily English newspaper in
India after Times of India, and slightly ahead of The Economic Times. According
to the Indian Readership Survey (IRS) 2008, The Hindu is the third most-widely
read English newspaper in India (after Times of India and Hindustan Times) with
a readership of 5.2 million. It has its largest base of circulation in South India,

25
 especially Tamil Nadu headquartered at Chennai (formerly called Madras). The
Hindu was published weekly when it was launched in 1878, and started publishing
daily in 1889.
 The Hindu became, in 1995, the first Indian newspaper to offer an online edition.
 The Hindu is published from 13 locations - Bangalore, Chennai, Coimbatore,
Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Thiruvananthapuram,
Tiruchirapalli.
 Achievements
 The Hindu has many firsts in India to its credit, which include the following
 1940 - First to introduce colour
 1963 - First to own fleet of aircraft for distribution
 1969 - First to adopt facsimile system of page transmission
 1980 - First to use computer aided photo composing
 1986 - First to use satellite for facsimile transmission
 1994 - First to adopt wholly computerized integration of text and graphics in page
make-up and remote imaging
 1995 - First newspaper to go on Internet
 1999 - Becomes India national news paper
 Supplements and features
 Mondays - Metro Plus, Business Review, Tuesday - Young World, Education,
Book Review, Improve Your English, Wednesdays - Job Opportunities, Thursdays
- Metro Plus, Science, Engineering, Technology & Agriculture, Friday - Friday
Features, Saturday - Metro Plus Weekend, Sunday - Weekly Magazine, Open
Page, Literary Review
 Daily features - This day that age, Religion, The Hindu Crossword, Sudoku Online
presence. The Hindu was the first newspaper in India to have a website, launched
in 1995.

26
Deccan Chronicle

Type :Daily newspaper

Format :Broadsheet

Owner :Deccan Chronicle Holdings Ltd.

Editor :A T Jayanti

Founded :1938

Language :English

Headquarters :Hyderabad, India

Circulation :1,349,959 Daily

Website :www.deccanchronicle.com

 The Deccan Chronicle is a daily newspaper published through the Andhra

Pradesh, Karnataka and Tamil Nadu states of India. It is published in English. The
newspaper's name derives from the originating place Deccan regions of India.
Other supplements by it are TV Guide, Sunday Chronicle, Chennai and Bengaluru
Chronicle. It also supplies other weekly features like School chronicle, Teen
Chronicle, Sunday chronicle, etc.

Eenadu

 Eenadu, headquartered in Hyderabad, India, is the largest circulated Telugu news

daily in the state of Andhra Pradesh. According to NRS (National Readership
Studies) 2005 it has got a readership of 1,134,000 and is the third most circulated
27
 regional language daily and 10th most circulated daily in India. Eenadu (meaning
"Today" in Telugu) was founded by the Indian media baron Ramoji Rao in 1974.
It has played a role in either crowning or dethroning governments in Andhra
Pradesh. It has also successfully adapted the latest publishing and communication
technologies into the Telugu language. Eenadu's rapid expansion enabled
diversification of its portfolio by venturing into numerous other markets such as
finance and chitfund (Margadarsi chits), foods (Priya Foods), film production
(Usha Kiran Films), film distribution (Mayuri Films), and a group of television
channels (ETV). All the businesses are organized under Ramoji Group.
 History
 As with any other publication, Eenadu too had its share of struggles. When
launched in Vishakapatnam, it wasn't able to sell more than 3,000 copies a week.
Eenadu found itself struggling to become a daily publication ranked amongst other
popular rival publications.
 By 1975, Eenadu managed to achieve its target of becoming a daily publication.
However, it was popular in regions and rivalry was still an issue. In a period where
the company needed vision to drive and expand it any further. Eenadu hired a new
set of directors to be part of its key decision and management group which drove it
towards what it is today being the top read, highly circulated newspaper.
 Mr. Ramoji rao's growth from no where to every where, is amazing. His name
became a household name. Every one in Andhra Pradesh knows Ramoji Rao. He
is an inspiration for many young business people.
 Though Eenadu is a highly circulating news paper, they have a healthy
competition with other circulating news papers Vaartha,Sakshi (magazine), and
Andhra Jyoti.

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Dainik Bhaskar

 Dainik Bhaskar is a Hindi-language daily newspaper of India. It was started in

year 1958 from Bhopal, the capital city of Madhya Pradesh. Its current editor is
Ramesh Chandra Agrawal.
 Dainik Bhaskar is published from many cities of North and Central India:
 Bhopal, Indore, New Delhi, Lucknow, Nagpur, Akola, Raipur, Gwalior, Jabalpur,
Jaipur, Ajmer, Jabalpur, Satna, Varanasi, Ahemedabad.
 In Gujarat, and Western Madhya Pradesh the Gujarati Version of the newspaper is
also published as Divya Bhaskar.
 Dainik Bhaskar Group publishes a varied range of magazine helpful in many
ways, like 'Aha zindgi' a magazine based on highlighting the positive features of
life.
 The company also runs English newspaper DNA in partnership with Zee Group.
 History
 Dainik Bhaskar was first published in Bhopal and Gwalior of the central province.
The newspaper was launched in year 1956 to fulfill the need for a Hindi language
daily, by the name Subah Savere in Bhopal and Good Morning India in Gwalior.
Later in year 1957, it was renamed as Samachar Kranti, and then again in year
1958 as Bhaskar Samachar. Finally in year 1960, it was published as Dainik
Bhaskar. There were only 100 prints of the news paper on the first day of its
publication, a figure which increased by 69566 within a week and rose to over 2.5
million prints daily in 2011.

29
 CHAPTER 2

Objective :-

 To find out the importance of print media with the reference of Dainik Jagran

daily news paper.

 To find out the marketing strategies of Dainik Jagran daily news paper.

 To find out the brand perception analysis of daily news paper with special

reference of Dainik Jagran daily news paper.

 To find out the customer preference of daily news paper with special reference of

Dainik Jagran daily news paper.

30
 CHAPTER 3

Research Methodology

The method adopted for carrying out any project is called as Research

methodology. For this project the study is conducted among the customers of Daily

News Papers with special reference of Dainik Jagran

Research methodology used in this project is based on following factors:

 Sources of data – Primary (questionnaire) and secondary data (information

regarding both organizations through internet & booklets).

 Data collection method & techniques – Questionnaire and interviews.

 Sampling plan –

 Target population –Agra

 Sampling method – Random sampling.

 Sample size – 100

 Area of population –Agra

31
RESEARCH DESIGN

Research design specifies the methods and procedures for conducting a

particular study. A Research design is the arrangement of conditions for collection

and analysis of the data in a manner that aims to combine relevance to the research

purpose with economy in procedure. Research Design is broadly classified into

three types as

 Exploratory Research Design

 Descriptive Research Design

 Hypothesis testing Research Design

On the basis of the objective of study, the study which is concerned with

describing the characteristics of a particular individual or of group of individual

under study comes under Descriptive Research design.

Descriptive Research Design:-

In this research design the objective of study is clearly defined and has

accurate method of measurement with a clear-cut definition of population that is to

be studied.

32
RESEARCH DESIGN AND METHODOLOGY

Research methodology is a systematic way, which consists of series of actions or

steps necessary to effectively carry out research and the desired sequencing of

these steps. The research is a process of involves a number of interrelated

activities, which overlap and do rigidly follow a particular sequence. It consists of

the following steps

 Formulating the objective of the study

 Designing the methods of data collection

 Selecting the sample plan

 Collecting the data

 Processing and analyzing the data

 Reporting the findings

33
 CHAPTER 4

Product Lines and Consumer Behavior

Complimentary and substitutes products

Complimentary good for print media is advertisements as it gives high revenues.

Substitutes for print media are radio, television, e-papers, online newspaper, door to door
campaigns, exhibition, and pamphlet distribution.

Product description and range of products

Newspapers uses column of varying width. Some have six columns per page, while
others have eight or nine, which affects the size, shape, and costs of an ad.

Newspaper space rates vary with an advertiser‘s special requests, such as preferred
position or color.

34
 CHAPTER 5

Growth of the Industry

Rate of growth, pattern of growth, growth determinants

The Indian Media and entertainment industry stood at Rs584 bn in 2008, a growth of
12.4% over the previous year. Over the next five years, the industry is projected to grow
at a CAGR (compound annual growth rate) of 12.5% to reach the size of Rs1052 bn by
2013, says a FICCI & KPMG report on the sector release. The report however,
highlights that the market environment has become increasingly challenging for the
sector, on the back of economic slowdown and the consequent slowdown in advertising
revenues, especially in the last quarter of 2008. Sectors like TV, Print, Radio and Outdoor
which depend on advertising revenues were largely affected and this is estimated to
continue into the current year too. Advertising spends grew at CAGR of 17.1% in the
past three years. Going forward, it is expected to exhibit a robust growth rate at CAGR of
12.4% over the next five years. Potential upsides could take this higher. Growing
acceptance of the digital TV distribution technology, entry of DTH players the success of
many small budget movies, and the rising competition in the regional market were some
of the key highlights of the previous year.

Rajesh Jain, Head Information, Communication & Entertainment, KPMG India said,
―Media companies are under pressure to change, innovate and re-examine their existing
business models. Players need to draw upon new capabilities to survive in this
environment. In the immediate future, media corporate is likely to focus more on
operating margins, and assess opportunities for consolidation, while building on core
strengths.‖ The projected 12.5% growth for the sector will be driven on the back of
factors like favorable demographics, strong long term fundamentals of the Indian
economy, expected rise in advertising to GDP ratio compared to developed economies
and increasing media penetration. The focus of industry players too is changing; with a
strong emphasis on profitable growth in the current scenario. Hence, media companies

35
are increasingly concentrating on strengthening existing operations and assessing options
for growth through consolidation, while continuing to innovate. Factors like
Narrowcasting, Regionalization, Internationalization, Organized Funding, Digitization
and Deregulation have become the ‗buzzwords‘ in the industry. The Indian Print Media
industry is estimated to have grown by 7.6% in 2008 and reaching around INR 172.6
billion in size. The industry is projected to grow at a CAGR of 9% over the next five
years and reach around INR 266 billion in size by 2013. Growth in the Print media
industry is achievable through sustained growth in advertisement revenues due to
increased advertising spends from emerging sectors such as Education, Organized Retail
and Telecom, improving literacy levels in the country, optimization of cover prices
leading to improved penetration and growth in sales volume, more launches in the niche
segment, like newspaper supplements and specialty magazines, by players. The industry
needs to invest in quality improvements, especially in regional media to attract
advertisers; collective negotiations and bulk purchase of newsprint, constitute forums to
encourage and promote regular reading habits among youth, adopting innovative
practices like trading media space in publication platforms in return for equity and
improve organizational ability to attract and retain talent.

The structure of the Indian print media industry is highly fragmented with importance to
regional dominance. The Indian print media segment primarily comprises newspaper and
magazine publishing.

36
As per PwC report, the print industry is expected to grow from Rs 128 bn in 2006 to Rs
232 bn by 2011, at 12.6% CAGR. While the newspaper industry is estimated at Rs 112
bn, 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 to
69.9% 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 had higher
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 paise for an average issue

Higher ad spends: Print media accounts for 48% of the total Rs 137.5 bn advertising
spend in the country. However, the ad spend in India is just 0.4% of GDP as 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.

37
 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

Newspaper Place of strong hold

Jagran Prakashan Uttar Pradesh and Uttaranchal

Times of India Mumbai

HT Media Delhi, Bihar, Jharkhand

Deccan Chronicle Andhra Pradesh

The Hindu Chennai

The Telegraph Kolkatta

Deccan Herald Bangalore

Punjab kesari Punjab

38
Fragmented industry

The regionalism aspect is clearly visible in the newspaper sector. The print media is
further divided 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 newspaper industry is regionally divided, with existing players enjoying
strong brand loyalty. For e.g. 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.

Attracting foreign investment

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 foreign investors have taken strategic stakes in the domestic print media
companies.

39
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.

40
 CHAPTER 6

Technology of Production and Distribution

Cost structure

The nature of the newspaper industry's cost structure is causing the field's current woes
and will require transformation in order to reduce fixed costs by outsourcing printing.
The current cost structure leaves revenue generation sectors well under funded with
content creation and advertising sales receiving just 14 percent and 16 percent of the cash
operating costs respectively. On the other hand, 70 percent of costs are devoted to print
distribution and corporate expenditure. As revenue from advertising continues to decline
the large cost of outsourcing printing is causing huge cash flow problems for newspapers.

More recapitalization and closures are imminent unless newspapers can begin to better
monetize digital content and cut structural costs to rival increased competition in the
news industry.

Print media industry desperately needs to increase their cover price, but the only reason
for pegging the cost at ~10% of the cost of production is due to the fear that no one will
buy them because rival papers may become cheaper. Hence, they are heavily dependent
on advertising to take care of costs and generate revenue. Recently, many newspapers
revised cover prices. Hindustan, Dainik Jagran and Amar Ujala raised their cover price
in Meerut and Dehradun to Rs 3 from Rs 2.50. Similarly, in Bihar and Jharkhand, Dainik
Jagran, Prabhat Khabar and Hindustan raised their cover price by 50 paise to Rs 4. The
cover price of Hindi dailies in UP and Uttarakhand are expected to go up to Rs 3.50 and
those in Rajasthan to Rs 3. English dailies, too, have raised their cover price in many
markets, though Delhi seems to be unaffected as of now but for The Hindu which raised
the price from Rs 2.50 to Rs 3.

The economic downturn appears to have taken a severe toll on the Indian print media
industry. It's bleeding, given the conditions across all platforms. With dipping Ad
revenues due to the slowdown and high cost structure, the print media industry will
41
continue to face pressure for the next two to three quarters. Layoffs and salary cuts may
become a necessity for many businesses to survive as they have added substantially to
their capacities.

Advertising and Circulation Revenue

There are two basic sources of revenue for the newspapers:

1. Advertising.

2. Circulation.

The circulation revenue recovers only a part of the cost of producing a newspaper. The
bonus of making a profit after all costs is on the advertising revenue. If circulation falls,
advertisers shy away from using the medium. On the other hand increases in circulation
to take reflect on ad revenue takes time. Newsprint account for about 70% of the cost of
production, but any increase in circulation does not decrease per unit cost. Also any
marginal increase in advertisement revenue due to increase in circulation is not apparent
in the short run.

The print media industry will continue to face pressure for the next two to three quarters,
as per the analysts. Layoffs and salary cuts may become a necessity for many businesses
to survive as they have added substantially to their capacities.

Relief on newsprint cost Due to the current economic slowdown impacting the print
media industry, the Government has announced special customs duty exemptions for the
newspaper & magazine publishing industry. Till now, a custom duty of 3% was
applicable on newsprint and 5% on lightweight-coated paper. A special additional duty of
4 per cent was also levied, which has now been waived.

42
Newsprint prices, which constitute more than 70% of the cost of producing a newspaper,
shot up last year by around 60-65%. The concessions announced by the Finance Ministry
include:

• Full exemption in customs duty on newsprint and glazed newsprint used for printing
newspapers

• Full exemption in customs duty on lightweight-coated paper used for printing

magazines. These exemptions will reduce the price burden to some extent and so too the
reduction in imported newsprint prices from its peak.

• Information and Broadcasting ministry came to the rescue of small and medium
newspapers by announcing a revised policy of releasing Government advertisements.

• It increased the advertisement quota of the Directorate of Audio Visual Publicity

(DAVP) for small papers from 10% to 15% and for medium newspapers from 30% to
35%. Under the new policy, 35 per cent of DAVP advertisements in rupee terms will be
given to regional and other language newspapers against the existing limit of 30%.

• Under the new policy, all ministries, departments, and subordinate offices of the
Government of India can issue tender notices directly to empanelled newspapers at
DAVP rates.

Economies of scale and economies of scope

A survivor analysis for daily newspapers from 1964 to 1981 indicates that papers with
5,000 or less circulation are withering away, while papers in the 100,000-500,000
circulation size range are less likely to have gained local or national market share, once
intercity shifts in demographic variables are considered; no statistically significant
increase in the distribution of firms in these ranges is evident. On the other hand, the
10,000-100,000 circulation size classes have experienced substantial increases in the

43
number of firms and in market share. The increased number of firms in these classes
represents a statistically significant shift in the size distribution of firms, and the log-odds
ratio of increased national or local market share for existing papers in this size range
substantially exceeds that for papers in the 100,001-500,000 size classes. Finally, the
500,000 plus circulation size class has experienced an increase in market share and an
increase in the number of firms. While the shift in the size distribution of firms is not
significant, the log odds ratio of increased national and local market share is greatest for
this size class. Except for the very largest class, these results are consistent with the
conjecture that the new technology of daily newspapers has reduced first copy costs and
lowered the minimum efficient scale. This conclusion is buttressed by the performance of
firms in the 10,000- 100,000-circulation size range in both national and local markets,
and taking intercity shifts in demographic factors into account. Moreover, the second
smallest size category, 5,001 - 10,000, while not experiencing a statistically significant
increase in the number of firms, did demonstrate a high log odds ratio of increased
market share when demographic variables are included in the analysis. The performance
of the 500,000 plus circulation size class is difficult to interpret.

The economies of scope increases with increase in number of advertisers where they get
high return and in turn help in reduction in cost of the newspaper as the processes utilize
the same resources.

Value added, logistics and labor

The value added for newspapers and magazines are advertisers and readers who are
capable of attracting higher revenues or adding to its differentiation. The value added
advertisements are commercial ads, festival wishes, birthday wishes and anniversaries.

Competitive advantage by identifying issues and providing fast resolutions or actions

related to:

44
• Raw Paper Inventory: Real-time visibility of paper inventory in warehouses, track
inventory cost and availability and evaluate of risks/what-if-analysis and their impact on
inventory.

• Paper Procurement: Optimize planning, supplier short list, and price negotiation, with
on-demand information about past performance, costs, and the current state of available
paper and demand.

• Paper Quality and Faults: Alert and informed about faults such as tearing and miss-
prints during set-up and production. Match faults to paper type, grade, roll and supplier.

• Sell waste/defect paper: Identify opportunities and track metrics related to selling
waste paper (e.g. for recycling).

• Production Performance: Track printers‘ production activity by facility, shift, printer

and type of paper. Identify faulty paper, human errors, production quality and efficiency.

Today the distribution in print media industry is viewed as a value added or ancillary
service. Ancillary services have been identified a challenge in printing industry for
growth opportunity. Distribution is a customer service offering that starts when the job is
scheduled. Efficient distribution involves the use of market expertise to negotiate freight
rate and logistics services, routing, and overall compilation or management and
organization of products and distribution. Other aspects of distribution include
warehousing, shipping, inventory management, fulfillment and kit packing.

Newspapers require unique definition of their product, information, and financial flows to
be adapted to supply chain and other quantifiable management programs. The primary
supply chain flow for newspapers is the outbound product flow and its associated
information flow. Newspapers have successfully separated subscriber and advertiser
cash flow timing from product delivery. As such, all financial flows within the newspaper

45
supply chain are either discretionary (how much newsprint and ink inventory is carried),
or direct costs resulting from the supply chain in place.

The primary components affecting the total supply chain cost for a newspaper are:

• Inbound Information: advertising, news, editorial, pagination

• Press Operations: plate making through pressing

• Packaging Operations: handling, insertion, storage, package design & flow

• Distribution Operations: transport mode, timing, locations, and handling.

46
Balancing time and workflow across the supply chain will yield the largest results. A dynamic
cost and process flow model of the newspaper supply chain will be essential in keeping pace
with changing needs and demands within the newspaper industry.

In print media industry the labor market is highly skilled. Number of employees is the sole
basis of the industry. Skilled labors required are press operator, information system analyst, HR,
reporter, journalist, editor, librarian, sales supervisor, promotion manager, publisher, general
manager, web manager.

47
 CHAPTER 7

Marketing

Market segmentation, marketing strategies, marketing practices, and marketing concepts

specific to the industry.

The print media industry has low entry and exit barriers. However, there is intense
competition for market share in the industry. Many players are well established in their
respective regions and it is difficult for new players to penetrate the market. The market
for print media can be segmented based on geography, demographics and
psychographics. Many players used technology and marketing strategies to emerge as
global giants. In India, the print media industry is in the growth phase. There are a few
well-established players in the industry, with each player constantly trying to increase its
market dominance. The decision of the Indian government to allow 26% FDI in Indian
print media has received mixed response from media houses. Some players strongly
opposed the move while others welcomed it. Promoting, advertising, and marketing
products or services are the most basic ways to drum up new business. But it should
come as no surprise that the vast proliferation of media seen since circa. 2000 has been
wreaking havoc with traditional approaches to marketing and promotion.

A partial list of the media available to marketers includes, but is not limited to:

 print direct mail

 print catalogs
 print advertising (magazines, newspapers)
 Web sites
 Web advertising (banners and other ads)
 e-mail direct mail/e-letters
 search engine marketing (sponsored links on Google, e.g.)
 broadcast/satellite radio

48
  broadcast/cable/satellite TV
 billboards/posters/outdoor advertising
 point of sale/point of purchase displays
 word of mouth/so-called ―viral‖ marketing
 computer desktop ―wallpaper‖
 advertising on mobile phones/other portable devices
 ring tones for mobile phones
 blogs
 social networking sites (like MySpace)
 online video (like You Tube)
 in-game advertising (for videogames)
 And on and on and on…

Part of the marketing problem is that, thanks to inexpensive electronics and display
technologies, almost any surface can be a marketing vehicle. After all, consumers are
awash in advertising and marketing messages, which all intermingles to create a dense
wall of background noise. The Industry Measure has conducted extensive research into
media channels and the ways in which those channels are changing. In a recent survey of
ad agencies, for example, it was found that:

 70% of ad agencies currently use print direct mail (not variable) to market and
promote their and their clients‘ services or products;
 52% currently use Web advertising (banners, rich media, etc.);
 45% currently use outdoor/display advertising (signs, posters, fleet graphics); and
 45% also currently use broadcast radio.

―Less important‖ shouldn‘t be construed as meaning ―unimportant.‖ In today‘s media

mix, ―it‘s all good.‖ At the same time, some advertisers and marketers are jumping onto
whatever new medium comes down the pike, fearful perhaps of missing out on the ―next
big thing.‖ While new media are important to the overall media mix, older established

49
media are often still the most effective. This is why a judicious combination of media is
the best approach.

There are certain guidelines marketers can take to ensure that their media rupees are not
spent in vain.

First, identify the target audience and think carefully about the best medium/media to
reach them. Different demographic groups (age, gender, income, even geographical
location) have different media habits. Print may not be the best way to reach certain
groups, while the Internet may not be the best way to reach certain other groups.

Second, combine media. Relying on just a print direct mail campaign may garner some
new business, but combining that with a direct e-mail blast, an outdoor advertising
campaign, radio spots, or some other combination of media will help build brand
awareness.

Third, to keep the advertising message and design elements consistent across media.
Using the same logo and logo colors, the same fonts, the same tagline phrasing, the same
or similar text, etc., in all your media permutations. This helps with branding and
reinforcing the message. At the same time, the adoption of ―design-once-reuse-many‖
strategy helps save costs on design and lets you get more ―bang for your buck.

In print media industry, newspapers and magazines are difficult to use for direct
marketing because the ads have to compete with the clutter of other ads and because the
space is relatively expensive, response rates and profits may be lower than in other media

50
 CHAPTER 8
Innovation

Types of innovation, concepts of innovation relevant to the industry, source of

innovation, rate of innovation and economies of scale.

Types of innovation

The Concepts in innovation relevant to the industry are disruptive innovation, process
innovation, business model innovation.

The newspaper industry is going through a "disruptive" change, a phenomenon that has
transformed industries such as retailing, computing, airlines and automobiles. The bad
news is that when the dust of disruptive change settles, historically even the best-run
companies typically end up in the loser's column. Disruptive innovations typically offer
lower performance along dimensions that firms consider critical. In exchange, new
benefits are introduced along dimensions such as simplicity, convenience, ease of use, or

51
low price. In the media industry, blogs, Google, eBay, Monster.com, and freely
distributed commuter papers each fit the pattern of disruptive innovation. Each emerging
competitor lacks something that is core to most newspaper companies' value proposition.
Some can't match a newspaper's broad distribution network. Others can't compete with
the newspaper's detailed reporting capability or local reach. All, however, compete along
dimensions of performance that are different than the traditional metrics emphasized in
the print newspaper business. Three barriers typically make it difficult for market-leading
incumbents to get disruption right:

1. Fail to spot the disruptive change early enough: Disruptive change tends to start
innocently at a market's fringes. Market leaders tend to dismiss early disruptive
developments because they just don't affect their core business.
2. Fail to allocate sufficient resources towards disruptive offerings: Disruptive
innovations often have lower performance and lower prices than established
offerings. Companies find it hard to prioritize spending time and money on
disruption when they have seemingly attractive opportunities in their core
business.
3. Force the disruptive initiative into the existing business model and product
concept: Most newspaper companies still focus a disproportionate share of time
and attention on their print product. While not ignoring that product, allocating
more resources towards new disruptive products makes sense. It seems clear that
newspaper companies must re-imagine their content and business models if they
hope to succeed. Despite the sense of doom and gloom that pervades the industry
today, there are signs of hope. While newspaper readership is declining,
information consumption is increasing. Almost every newspaper company has
made the transition to the Web, with their properties attracting new audiences and
new advertisers. In fact, the interactive nature of the Web allows forward-thinking
companies to completely change the way they interact with readers and
advertisers. Readers can become content creators and community builders. Web

52
 sites can serve advertisers that would eschew the static nature of print.
Additionally, companies are experimenting with new approaches. Dozens of
companies have launched free papers targeted at young readers or recent
immigrants. Newspaper companies should look at their local market to identify
jobs that people can't get done well today. They should think of the great assets
they have at their disposal — top-flight journalists, strong brands, in-depth local
knowledge, healthy balance sheets — and think how they could reconstitute those
assets to address important, unsatisfied jobs.

The Cost dimension in media product innovation requires a media organization to obtain
a cost advantage through product innovation, thus enhancing the probability a media
product is chosen. The Value Analysis Model sees ―cost‖ as the ―fee incurred in a
product‘s life circle‖. The cost advantage the media product innovation want to realize
include low media consumer cost and low media product cost. However, under the usual
circumstances, the above-mentioned two costs are in a zero-sum relation -- A decrease of
one of them will inevitably cause an increase in the other. Given that, before media cost
innovation can be realized, two questions need to be tackled: How to cut media consumer
cost, and how to cut media product cost thus caused. Media Product Cost is closely
related to the learning curve, experience curve; scale economy, economy of scope and
innovation method. This is because: Firstly, as a media organization gains experience in
its targeted market, its pinpointing skills will increase and thus can better satisfy the
media users‘ needs. Increased targeting skills will consequently reduce the redundancy in
the content it produces and increase the efficiency as a media user fulfills its needs while
using the content in a given time span. As the content redundancy is cut, the media can
offer more space for advertisements, and the media‘s attraction to ads increases
accordingly. Meanwhile, increased accuracy in information collection and processing
will greatly cut resources consumed by the reporting and editing team. This deduces the
total operation cost of the media organization. As we can see, a media product innovation
based on collective intellect (core competence) can cut the cost it pays in learning and

53
experience. Secondly, as the scale expands, the media product will see a cost cut,
according to the scale economy theory. But essentially an influence economy, the media
economy generally operates at a loss at the early stage. Expanding the scale in a free rein
will very likely impoverish the media organization; therefore, what it needs is a relative
scale advantage rather than an absolute one. So in the media product innovation process,
the media organization should try to obtain a relatively efficient scale at a time spell
shortest possible while decreasing the possibility of an inefficient scale, exerting a cost
control in both aspects. Beijing Times, for example, launched at a very low newsstand
price, but latter increased it three times within one year of the launch in order to cut cost
in the most. Thirdly, according to the economy of scope, a media product innovation
should be conducted within a business scope where a coordination, mutual support, and
resources sharing are possible and efficient. Only when this condition is met can a cost
cut be realized, otherwise the so-called diseconomies of scope will appear. Therefore, a
media product innovation should be carried out on the basis of a media organization‘s
core resources and center on competence strengthening. The overall goal of the
innovation is to realize media expansion at a low cost. Fourthly, the media product
innovation encompasses independent innovation, emulation innovation and cooperative
innovation, with each of them having a different cost-saving ability. Among the three,
independent innovation is most expensive, while the latter two are more cost-efficient,
imitative innovation in particular. So, cost-centered media product innovation tends to
adopt the imitative innovation approach or even a complete imitation in order to reform
the media product line. In this approach, to be cost saving, the core product a media
organization offers should be uniform with that of its competitor‘s, but can be very
innovative in its outer appearance and other benefits it offers. Using this approach, the
consumer cost is transferred, and as whole, the product life cycle cost is reduced, and its
value increased.

In summary, efforts in the four aspects discussed above can, through reorganizing its
production elements, help a media organization obtain higher production efficiency and

54
cut media product unit cost, thus obtaining a sustainable competition advantage. An
examination of the newspaper competition in Nanjing in 1999 shows the cost innovation
by some of the competing newspapers in the city was still on the first aspect, and few
were on the second aspect. Therefore, thinking about media competition as merely a
competition of ―burning money‖, to cut the media users cost while ignoring media
product innovation is too naive and detrimental both to a media‘s growth and the nurture
of its all-around ability.

55
 CHAPTER 9

Strategies and competition in the industry

Strategies used in the industry, Porter‘s generic strategies model, porter‘s five forces
model and analysis using it, element of industry structure, porter‘s value chain model
analysis, swot analysis, concept of generic value chain, concept of growth share market
matrix, company position .

The pricing of ad space in newspapers has always been tricky. In India, the English
dailies are seen as premium and the ad space in these is sold to clients, that are into high
end products and hence the ad spaces in English dailies always sells at a premium. To
understand these factors which affect the pricing strategies of dailies and bundles of
dailies models were created during the course of the study based on rate cards of Indian
newspapers. The model developed to identify pricing strategy of dailies used circulation,
size of the ad and the location of the ad on the newspaper as some of the key factors of
determination. The model was developed by regressing ad rates with the above
mentioned factors.

Brand image, duplication of readership and area of circulation were some of the
additional factors that were considered while developing a model for the pricing of
bundled services. Since these variables were qualitative, dummy variables were assigned
and regression of these multi variables was done using SPSS. The models developed
helped in identifying the intensity of impact of each factor on ad rates and the discounts
offered. But on a practical case, the impact deduced was on a smaller scale. It was found,
through interviews, that client relationship actually plays a key role than the above
mentioned factors. Thus the empirical model developed helped identify the correlation
between the factors mentioned and the ad rates and the base rate on which all these
factors are applied depends in personal relationship between the publisher and the
advertiser.

56
SWOT Analysis

STRENGHT:

 Supply creates its own demand.

 High degree of market coverage.
 Service and flexibility.
 Revenue increases with increase in number of advertisements.
 Products can easily be recycled.

WEAKNESS

 Skilled labor
 Short life span of the product.
 Circulation.

OPPORTUNITY

 Digital space technology.

 Innovation
 Growing mass media
 Value adding
 Online newspapers

57
THREAT

 Economic downturn.
 Consumer migration to TV media.
 Radio
 Porter‘s generic strategies model

Generic strategies were used initially in the early 1980s, and seem to be even more
popular today. They outline the three main strategic options open to organization that
wish to achieve a sustainable competitive advantage.

The generic strategies are: 1. Cost leadership, 2. Differentiation, and 3. Focus

1. Cost leadership

In the case of media products, means they should be offered at a price lower than their
competitors‘ but with as good benefits, or, the unique benefits the media products offer
can over-offset the premium.

58
2. Differentiation

Differentiation in media refers to when a media organization provides unique benefits to

the media users through product innovation. This is to increase the probability of the
media users to choose the product. A media organization with a target user loyalty can
concentrate more on how to fully meet the target user‘s needs rather than on product cost
saving.

3. Focus

Focus strategy is also known as a 'niche' strategy. The clutter of ads has now spilled out
on the number of channel availability due to which people are spoilt for choice. Thus
Niche channels are the only way to maintain viewer loyalty. Some premium-branded
newspapers, a bit like The Sunday Times is more niche-orientated.

59
Porter’s five-force model

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). They are also shown in the diagram
below. Initially propounded by Harvard Business School Professor Michael Porter, the
Five Forces framework has been accepted as a strategic framework, which one can apply
to analyze any industry.

60
Let's consider rivalry within the industry first. It is common sense to assume that if the
rivalry is intense, average profitability will reduce. In other words, to increase
profitability, firms within an industry may have to coordinate for collective good. For
example, if the firms want to avoid costly price wars, which will ultimately reduce profits
for all firms, firms need to coordinate. However, this is easier said than done. Frequently,
in an industry, comprising of firms large and small, smaller firms tend to lower prices to
increase market share, and ultimately larger firms follow. Bargaining power of suppliers
and customers always needs to be considered, while analyzing any industry. The threat of
substitutes is important while analyzing an industry. Currently, with the onslaught of the
Internet, traditional media like print and TV are under attack. Online advertisers like
Google and Yahoo!, two well-known Internet companies, are ensuring that more and
more advertising move to the World Wide Web, at the cost of print and TV advertising.
In short, the Internet and the mobile Internet have emerged as real substitutes to reading
newspapers and magazines and watching TV.

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Concept of generic value chain

A value chain is a chain of activities for a firm operating in a specific industry. The
business unit is the appropriate level for construction a value chain, not the divisional
level or corporate level. Products pass through all activities of the chain in order and at
each activity, the product gains some value. The chain of activities gives the products
more added value than the sum of added values of all activities. It is important not to mix
the concept of the value chain with the costs occurring throughout the activities.

The value chain categorizes the generic value -adding activities of an organization. The
"primary activities" include: inbound logistics, operations (production), outbound
logistics, marketing and sales (demand), and services (maintenance). The "support
activities" include: administrative infrastructure management, human resource
management, technology (R&D), and procurement. The costs and value drivers are
identified for each value activity. The value chain framework quickly made its way to the
forefront of management thought as a powerful analysis tool for strategic planning.

62
Concept of growth share matrix (BCG model)

Also called the BCG Matrix, it provides a useful way of looking at the opportunities, and
helps analyze which segments of the business are in a good position – and which ones
aren‘t. That way, one can decide on the most appropriate investment strategy for the
business in the future, and where best to allocate the resources. Market share is the
percentage of the total market that is being serviced by the company, measured either in
revenue terms or unit volume terms. The higher the market share, the higher proportion
of the market one can control. The Boston Matrix assumes that if one enjoy a high market
share they will normally be making money (this assumption is based on the idea that you
will have been in the market long enough to have learned how to be profitable, and will
be enjoying scale economies that give you an advantage).

The Boston Matrix categorizes opportunities into four groups, shown on axes of Market
Growth and Market Share:

63
These groups are explained below:

Dogs: Low Market Share / Low Market Growth:

In these areas, market presence is weak, so it's going to take a lot of hard work to get
noticed. Also, one won't enjoy the scale economies of the larger players, so it's going to
be difficult to make a profit.

Cash Cows: High Market Share / Low Market Growth:

Here, they are well-established, so it's easy to get attention and exploit new opportunities.
However it's only worth expending a certain amount of effort, because the market isn't
growing and opportunities are limited.

Stars: High Market Share / High Market Growth:

Here they are well-established, and growth is exciting! These are fantastic opportunities,
and one should work hard to realize them.

Question Marks (Problem Child): Low Market Share / High Market Growth:
These are the opportunities no one knows what to do with. They aren't generating much
revenue right now because they don't have a large market share. But, they are in high
growth markets so the potential to make money is there.

Question Marks might become Stars and eventual Cash Cows, but they could just as
easily absorb effort with little return. These opportunities need serious thought as to
whether increased investment is warranted.

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 CHAPTER 10

Business Environment

PESTEL Model

Political factor:

To understand media, we need to understand the political environment in which they

operate. The media industry may not want government regulation in some matters, but in
this case it certainly does want government intervention. The government‘s protection of
copyright is crucial to the continued functioning of the media industry. Without
government enforcement of copyright laws, the for-profit media industry would be
unable to survive. Thus, the relationship between government and media is more
complex than a simple ―freedom of the press‖ slogan might suggest. To make sense of it,
we must understand the constitutional notion of ―freedom of the press‖ in historical
context.

Economic factor:

For most of the 20th Century, newspapers were the primary source of information for the
public. Whether the subject was sports, finance, or politics, newspapers reigned supreme.
Just as important, their ads were the easiest way to find job opportunities or to learn the
price of groceries at your town's supermarkets. The great majority of families therefore
felt the need for a paper every day, but understandably most didn't wish to pay for two.
Advertisers preferred the paper with the most circulation, and readers tended to want the
paper with the most ads and news pages. Thus, when two or more papers existed in a
major city (which was almost universally the case a century ago), the one that pulled
ahead usually emerged as the stand-alone winner. After competition disappeared, the
paper's pricing power in both advertising and circulation was unleashed. Typically, rates
for both advertisers and readers would be raised annually – and the profits rolled in. For
owners this was economic heaven.

65
Social factor:

Social factors influence people's choices and include the beliefs, values and attitudes of
society. So understanding changes in this area can be crucial. Such changes can impact
purchasing behavior. Consumer attitude is very important social factor.

Technological factor:

Technology is increasingly competing with print media by opening access to endless

sources of news. It may now seem that the need of the reader to buy a newspaper for
news and the need of the advertiser to advertise in it is slowly receding. Thus it is for the
newspapers to look at emerging options and to rework their traditional sources of
revenue.

Environmental factor:

Newspapers face significant challenges on the back of economic slowdown and the
consequent slowdown in advertising revenues, especially in the last quarter of 2008.
Print media industry has to adapt to a fast-moving environment and players need to draw
upon new capabilities to survive in this environment.

Legal factor:

As a measure of policy liberalization, Government has allowed Indian edition of foreign

news magazines for facilitating wider readership at affordable prices. Also, Government
has recently announced facsimile edition of international news papers to be brought to be
India. Government has reviewed the print advertisement policy and brought about
changes to support small and medium newspapers. As per that policy, advertisement
support has been increased from 10% to 15% for Small newspapers and from 30 to 35%
for Medium newspapers, in money terms. Minimum publication period requirement
drastically reduced from 36 months to 6 months for regional languages newspapers.

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 CHAPTER 11

Critical success factors

1. Content:

Niche channels are the only way to differentiate content and have a captive audience.
The clutter of ads has now spilled out on the number of players due to which people are
spoilt for choice. Thus Niche channels are the only way to maintain reader‘s loyalty.

2. Consumerism:

Increased consumerism and Multiplication of players is leading companies to increase

their ad spend to create brand recall. This in return means more revenues for the media
companies fueling further growth.

3. Pricing:

Prices in India whether it is for cable connection, film tickets or newspapers remain one
of the lowest in the world though huge volumes compensate for low prices. With
increased purchasing power of the India urban class as well as the rural people, and the
expendable income, prices will increase with increase in choice.

4. Regulations:

Print has already opened for FDI ranging from 26% to 100% equity stake. With more and
more players jumping on the bandwagon, even for abroad, the regulations will be relaxed
and the industry will be a much bigger one.

5. Technology:

Use of technology for special effects, animation and other creative work leading to better
quality of media products. Digital technology is increasingly competing with print media
by opening access to endless sources of news. It may now seem that the need of the
67
reader to buy a newspaper for news and the need of the advertiser to advertise in it is
slowly receding. Thus it is for the newspapers to look at emerging options and to rework
their traditional sources of revenue.

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 CHAPTER 12

Appendices

SHARE OF ADVERTISEMENT IN DIFFERENT MEDIUM:

MEDIUM 2011

TV 40.7

PRESS 46.9

RADIO 3.2

CINEMA 0.7

OUTDOOR6.8

INTERNET1.7

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GROWTH RATE OF ADVERTISEMENT REVENUE IN DIFFERENT MEDIUM:

Medium Year of growth in 2011(%)

TV 22

Press 18

Radio 40

Cinema 50

Outdoor 14

Internet 45

Total 20

Leading newspaper in India Figure

READERSHIP (MILLIONS)
VERNACULAR

DAINIK JAGRAN 21.2

DAINIK BHASKAR 21

EENADU 13.8

LOKMAT 10.9

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AMAR UJJALA 10.8

HINDUSTAN 10.4

DINAKARAN 9.6

RAJASTHAN PATRIKA 9.4

ENGLISH

TIMES OF INDIA 7.4

THE HINDU 4.1

71
 Bibliography

Reference:

Advertising and promotion by George & Michael

Google

www.indiastat.com

www.allindianewspapers.com

www.economywatch.com

www.docshoc.com

www.pluggd.in

www.scribd.com

www.quickmba.com

1. ^ "World Newspapers and Magazines". Worldpress.org. Retrieved

30 December 2006.
2. ^ "India's 15 most-read newspapers". Rediff. Retrieved 5 December
2010.
3. ^ "Corporate Profile". Jagran Prakashan Ltd. Retrieved 2010-07-
16.[dead link

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