A

PROJECT STUDY REPORT

ON

Titled

Consumer Preference in Newspapers: Special Reference

to Rajasthan Patrika
In Partial fulfillment of
For the Award of degree of
Master of business administration

2011-13
SUBMITTED TO:

SUBMITTED BY:

Ms. Jaya Kundnani

Mangi Lal
MBA IV SEM

APEX INSTITUTE OF MANAGEMENT & SCIENCE, JAIPUR

PREFACE
It is a pleasure indeed to have this opportunity to release the feeling of gratitude
imprisoned in my heart to a number of helping hands who not only helped me in
shaping up this project work but making it a successful, who were always there with me
during the hard fieldwork in summers.
I would certainly miss out if I do not mention the support, moral and financial; from my
family which was so important during the duration of the project.
I thank my friends and my roommates for bearing me and supporting me throughout the
research. They were the source of inspiration whenever I needed. Above all I thank my
family, for their constant motivation and support. It was just because of their divine love
and support that made me work properly and complete my objectives in a splendid
manner.
Last but not the least my thanks to all my colleagues and the staff of rural relation Jaipur
for their inspiration and support.

Mangi Lal
MBA IV SEM

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr. Yakub Khan (Head-Projects

Rajasthan), for guiding me right from the inception till the successful completion of the
project. I sincerely acknowledge him for extending their valuable guidance, support for
literature, critical reviews of project and the report and above all the moral support he
had provide to me with all stages of this project.
I would also like to thank the supporting staff MBA Department, for their help and
cooperation throughout our project.

Mangi Lal
MBA IV SEM

EXECUTIVE SUMMARY
Prior to the eighties and nineties, national media system was typified by domestically
owned radio, television and newspaper industries. There was major import markets for
films, TV shows, music and books, and these markets tended to be dominated by U.S.
based firms. But local commercial interests, sometimes combined with a state-affiliated
broad- casting service, predominated within the media system. All of this is changing
rapidly .Whereas previously media system was primarily national, in the past few years
a global commercial-media market has emerged.
The commercialization of the electronic media was given a boost as globalization hit
India, bringing about the transformation on Indian television in the early 1990s,
accelerated by the combined impact of new communication technologies and the
opening up of global markets. Economic liberalization, deregulation and privatization
contributed to the expansion of Indian media corporations, facilitated by joint ventures
with international media conglomerates.
According to a recent survey made by MPA an ITV, India is the third largest News paper
market in the world with 109 million television homes and 61 million cable TV homes. It
is also the fastest growing cable News paper market in Asia with industry turnover
growing at an average annual rate of 18n per cent to approach $3 billion in 2004.
According to a detail opening presentation made by MPA and ITV, India is the third
largest News paper market in the world with 109 million television homes and 61 million
cable TV homes. It is also the fastest growing cable News paper market in Asia with
industry turnover growing at an average annual rate of 18n per cent to approach $3
billion in 2004.
A newspaper plays a crucial role in society. Besides providing information to its readers,
a newspaper aims at educating and leading the public at large and protecting rights and
freedom of the people. Giving right perspective to the facts, providing a forum for debate
and discussion, inspiring people for cooperation, love and unity, improving quality of life

and entertainment are some of its other goals. A newspaper is, therefore, an instrument
of social change. It must uphold moral and ethical values in society, provide a truthful,
comprehensive and intelligent account of events, and give meaning to them.
Undoubtedly, a newspaper must act with responsibility, be fair and independent, and
neutral and objective. Therefore, a newspaper must follow the tenets of journalism.
In this project I more concern only on the social activity and customer loyalty for
generating brand awareness.
Rajasthan Patrika is a Hindi language daily newspaper published from Jaipur and other
major cities in Indian state of Rajasthan and also from Banglore, Surat, Ahmadebad and
Chennai. Rajasthan Patrika was established in 1956. And founder of the company is
Karpoor Chandra Kulish. And the head Department of the company is situated in the
Sun City (Jodhpur), Manji Ka Hatha Poata. Opposite ICFAI national college. Company
publish his news paper not only Rajasthan, other parts of country. Company has its own
news channel on local cable network, and relay some serials .who give report on public
awareness and crime report of the week, and also give report on, What happened in all
over Rajasthan in per week .for his readers company have different policies like gift
system and participate in social activity like as for saving water (AMRTAM JALM) and
student is Patrika in Education program in summer vacation
Rajasthan Patrikas Patrika in education (PIE) is the educational wing of the Rajasthan
Patrika. It has been organizing activates for the masses for the student and youth.
Major strength of the company his previous record and quality of printing and paper
truth ness of the all news that is written in the news paper and some facilities, which is
differentiate to his competitor like, its Granted gift program in end of every month and
Patrika in education in every summer vacation for all type of student and Amrtam
Jalm for public awareness and increasing customer strength in every year or
RAJASTHAN PATRIKA already have leading share in the market. And involvement of
Rajasthan Patrika in social activity and connection with many charitable trust. it
Company have many features in their product, if we see news paper of Rajasthan
Patrika, there are many additional colour paper for his reader. And they have a separate
paper for all reader. For youth news paper has Bollywood and Patrika Ravivariya and

for ladies Patrika has Parivar .and for child, Patrika has a magazine called chottu
mottu. This news paper always gives updated news not copied by other .its Editorial
paper is one of the major strength of his. It is very special paper .because in this paper
a critical matter is given that is related to political and social. Rajasthan Patrika news
paper always has little for the advertisement that is so the news paper has more news
then other news paper .now days Rajasthan Patrika has its own news channel and
music channel. It means if any person not have time for reading news paper then he
/she can watch these news on Patrika news channel. And its news channels telecast
viewer. Its viewer can see song on his or her choice .Patrika is started a new program
called Patrika in Education .it is totally no profit no loss program for Patrika .but this
program always increase goodwill of the company. On news channel Patrika telecast
only news and much discussion and criticize relevant topic. As we know that Patrika
also telecast some serial on national network. These serial gives more news related to
only own state and many awareness program for people of Rajasthan. And also give
information about our culture and our great history. The price of paper is less then to his
competitor .so it is also one major strength for its company. Patrika has 17 th edition in all
over India. And its customer figure and its edition so popularity in all over India .Patrika
get all type of award related to media industry it is big strength of company.

TABLE OF CONTENT
S.No.

1.
2.
3.

Index

Pg. No.

Introduction to the industry

8-20

1.1 Automotive Industry

Introduction to the Organization

21-50

Research Methodology

51-52

3.1. Title Of the Study

3.2. Duration of Project
3.3. Objective of Study
3.4. Sample size and Method of selecting
Sample
3.5. Scope of Study

4.
5.
6.
7.
8.
9.
10.

3.6. Limitation of Study

Analysis and Interpretation

53-63

Facts And Findings

64

Conclusion

65-66

SWOT

67

Recommendation & Suggestions

68-71

Appendix

72-73

Bibliography

74

1. INTRODUCTION TO THE INDUSTRY

The Global Media System

Prior to the eighties and nineties, national media system was typified by domestically
owned radio, television and newspaper industries. There was major import markets for
films, TV shows, music and books, and these markets tended to be dominated by U.S.
based firms .but local commercial interests, sometimes combined with a state-affiliated
broad- casting service, predominated within the media system. All of this is changing
rapidly .Whereas previously media system was primarily national, in the past few years
a global commercial-media market has emerged. To grasp media today and in the
future, one must start with understanding the global system and then factor in
differences at the national and local levels .Today media industries is regarded as one
of the most oligopolistic in the world.
This global oligopoly has two distinct but related facets. First, it means the dominant
firms-nearly all U.S. based are moving across the planet at breakneck speed. The
point is to capitalize on the potential for growth abroad-and not get outflanked by
competitors since the U.S. market is well developed and only permits incremental
expansion. The dominant media firms increasingly view themselves as global entities.
Second, convergence and consolidation are the order of the day. Specific media
industries are becoming more concentrated, and the dominant players in each media
industries are becoming more and more concentrated and the dominant players in each
media industry increasingly are subsidiaries of huge global media conglomerates. For
one small example, the U.S. market for educational publishing is now controlled by four
firms, whereas it had two dozen viable players as recently as 1980. The level of
mergers and acquisitions is breathtaking. In the first half of 2000, the volume of merger
deals in global media, Internet, and telecommunication totaled $ 300 billion triple the
figure for the first six months of 1999, and exponentially higher than the figure from ten
years earlier. The logic guiding media firms in all of this is clear: get very big very
quickly, or get swallowed up by someone else. This is similar to trends taking place in
many other industries.
But in few industries has the level of concentration been as stunning as in media. In the
short order, the global media market has come to be dominated by seven multinational
corporations: Disney, AOL-Time Warner, Sony, News Corporation, Viacom, vivendi and

Bertelsmann. None of these companies as recently as fifteen years ago; today nearly all
of them will rank among the largest 300 non-financial firms in the world for 2001. Of the
seven, only three are truly U.S. firms, through all of them have core operation there.
Between them, these seven companies own the major U.S. film studios; all but one of
the U.S. television networks; the few companies that control 80-85 percent of the global
music market; the preponderance of satellite broadcasting worldwide; a significant
percentage of book publishing and commercial magazine publishing; all or part of most
of the commercial cable TV channels in the U.S. and worldwide; a significant portion of
European terrestrial ( traditional over-the- air) television; and on and on and on.
By nearly all accounts, the level of concentration is only going to increase in the near
future. Rupert Murdochs News Corporation may be the most aggressive global
trailblazer, although cases could be made for Sony, Bertelsmann, or AOL-Time Warner.
Murdoch has satellite TV services that run from Asia to Europe to Latin America. His
Star TV dominates in Asia with thirty channels in seven languages. News Corporations
TV service for China, phoenix TV, in which it has a 45 percent stake, now reaches fortyfive million homes there and has had an 80 percent increase in advertising revenues in
the past year. And this barely begins to describe News Corporations entire portfolio of
assets: twentieth Century Fox films, Fox TV network, HarperCollins publishers, TV
station, cable TV channels, magazines over 130 newspaper, and professional sport
teams. Why has this taken place? The conventional explanation is technology; i.e.
radical improvement in communication technology makes global media empires feasible
and lucrative in a manner unthinkable in the past. This is similar to the technological
explanation for globalization writ large. But this is only a partial explanation, at best. The
real motor force has been the incessant pursuit for profit that marks capitalism, which
has applied pressure for a shift to neoliberal deregulation.
Once the national deregulation of the media began in major nations like the united state
and Britain, it was followed by global measures like the North America Free Trade
Agreement and the formation of the World Trade Organization, all designed to clear the
ground for investment and sales by multinational corporation in regional and global
market .this has lay foundation for the creation of the media system, dominated by the
aforementioned conglomerates. Now in place, the system has its own logic. Firms must

become larger and diversified to reduce risk and enhance profit making opportunities,
and they must straddle the globe so as to never be outflanked by competitors .this is a
market that some anticipate having trillions of dollars in annual revenues within a
decade. if that is to be the case ,those companies that sit atop the field may someday
rank among the two or three dozen largest in the world .The development of the global
media system has not been unopposed. While media conglomerates press for policies
to facilities their domination of the markets throughout the world, strong traditions of
protection for domestic media and cultural industries persist. Nations ranging from
Norway, Denmark and Spain to Mexico, South Korea keep their small domestic firm
production industries alive with government subsidies. In the summer of 1998, culture
ministries from 20th nations, including Brazil, Mexico, Sweden, Italy, and Ivory Coast,
meet in Ottawa to discuss how they could build some ground rules to protect their
cultural fare from the Hollywood juggernaut. Their main recommendation was to keep
culture out of the control of the WTO. A similar 1998 gathering sponsored by the United
Nation in Stockholm, recommended that culture be granted special exemptions in the
global trade deals. Nevertheless, the trend is clearly in the direction of the opening
markets.
Proponents of the neoliberlisem in every country argue cultural trade barriers and
regulation harm consumers, and that subsidies inhibits the ability of the nations to
devolve their own competitive media firms. There are often strong commercial media
lobbies within nations that perceive they have more to gain by opening up their borders
than by maintaining trade barriers.
If

the

WTO

is

explicitly

pro-commercial

organization,

the

international

telecommunication union(ITU),the global regulatory body for telecommunication, has

only become one after a long march from it traditional commitment to public service
values. The European Commission (EC), the executive arm of the European Union,
also finds itself in the middle of what controversy exists concerning media policy, and it
has considerably more power than ITU. On the one hand, the EC is committed to
building powerful pan-European media giants that can go toe-to-toe with the U.S. based
giants. On the other hand, it is committed to maintaining some semblance of
competitive markets, so it occasionally rejects proposed media mergers as being anti-

10

competitive. Yet, as a quasi democratic institution, the EU is subject to some popular

pressure that is unsympathetic to commercial interests. As Sweden assumed the
rotating chair of the EU in 2001, the Swedes began pushing to have their domestic ban
on TV advertising to children made into the law for all EU nations. If this occurs it will be
the most radical attempt yet to limit the prerogatives of the corporate media giants that
dominate commercial childrens television. Perhaps the way to understand, how closely
the global . Commercial media system is linked to the neoliberal global capitalist
economy is to consider the role of advertising. Advertising is a business expense
incurred by the largest firms in the economy. The commercial media system is the
necessary transmission belt for business to market their wares across the world; indeed
globalization as we know it could not exist without it. A whopping three quarters of global
spending on advertising ends up in the pockets of a more twenty media companies. Ad
spending has grown by leaps and bounds in the past decade, as TV has been opened
to commercial exploitation, and is growing at more than twice the rate of GDP growth.
Latin American ad spending, for example, is expected to increase by nearly by 8
percent in both 2000 and 2001. The coordinators of this $350 billion industry are five or
six super ad agency owning companies that have emerged in the past decade to
dominate totally the global trade. The consolidation in the global advertising industry is
just as pronounced as that in global media, and the two related. Mega-agencies are in
a wonderful position to handle the business of the mega clients, one ad executive
notes. It is absolutely necessary for agencies to consolidate. Big is the mantra. So big it
must be, another executive stated.
There are a few other points to make to put the global media system in proper
perspective. The global media market is rounded out by a second tier of six or seven
dozen firms that are national or regional powerhouses, or that control niche market, like
business or trade publishing. Between one third and rest are from western Europe and
Japan. Many national and regional conglomerates have been established on the backs
of publishing or television empires.

Together, the seventy or eighty first and second tier giant controls much of the worlds
media: book magazine and newspaper publishing; music recording; TV production; and

11

motion picture theaters. The end result of all activities by second tier media firms may
well be the eventual creation of one or two more giant, and it almost certainly means the
number of viable media players in the system will continues to plummet, some new
second tier firms will probably be further upheaval among the ranks of the first tier
media giant.
The global media system is only partially competitive in any meaningful economics
sense of the term. When Varity compiled its list of the fifty largest global media firms for
1997, it observed that merger mania and cross-ownership had resulted in a complex
web of interrelationship that will make you dizzy.
This point cannot be overemphasized. in the competitive market, in theory, numerous
producers work their tails off largely oblivious to each as they sell what they produce at
the market price, over which they have no control. At a certain level, it is true these firms
compete vigorously in an oligopolistic manner. But they all struggle to minimize the
effect of competition. Todays media firms are called co respective competitors typical
of situations with high level of monopolization rather than classical competitors in an
anonymous dog-eat-dog world as assumed in much of economics theory. The leading
CEOs are all on a first name basis and they regularly converse. Even those on
unfriendly terms, like
Murdoch and AOL-Time Warners Ted Turner understand they have to work together for
the greater good. As the head of Venezuelas huge Cisneros
locked in combat over Latin American satellite TV with

group,

which

is

News Corporation, explains

about Murdoch, were friends. Were always talking. Moreover, all the first and second
tier media firms are connected through their Reliance upon a few investment banks like
Morgan Stanley and Goldman Sachs that quarterback most of the huge media mergers.
Those two banks alone put together fifty two media and telecom deals valued at $433
billion in the first quarter of 2000, and 138 deals worth $433 billion in all of 1999.
The internet is increasingly becoming a part of our media and telecommunication
systems, and a genuine technological convergence is taking place. Accordingly, there
has been a wave of Mergers between traditional media and telecom firms, and by each

12

of these with internet and computer firms. Already companies like Microsoft, AOL, AT&T
and Telefonica have become media player in their own right. It is possible that the globel
media system is in the process of conversing with the telecommunications and
computer industries to form an integrated global communication system, where
anywhere from a six to a dozen super companies will rule the roost. The nation that the
internet would set us free, and permit anyone to communicate effectively, hence
undermining the monopoly power of the corporate media giant, has not transpired.
Although the internet offers extraordinary promise in many regards, it alone cannot slay
the power of the media giants. Indeed, no commercially viable media contact site has
been launched on the internet, and it would be difficult to find an investor willing to
bankroll any additional attempts. To the extent the internet becomes part of the
commercially viable media system, it looks to be under the thumbs of the usual
corporate

Indian media in the age of globalization:

The commercialization of the electronic media was given a boost as globalization hit
India, bringing about the transformation on Indian television in the early 1990s,
accelerated by the combined impact of new communication technologies and the
opening up of global markets. Economic liberalization, deregulation and privatization
contributed to the expansion of Indian media corporations, facilitated by joint ventures
with

international

media

conglomerates.

Such

developments

revolutionized

broadcasting in what used to be a heavily protected media market, certainly the most
regulated among the worlds democracies. Gradual deregulation and privatization of
television has transformed the media landscape, evident in the exponential growth in
the number of television channels- from Doordarshan the sole state-controlled channel
in 1991 to more then 70 in 2000.out of these, in 19 are in Hindi or English and therefore
national in reach, while others cater to regional audiences in their own languages.

13

The privatization of broadcasting made many western transnational media players enter
the emerging market of India-potentially one of the worlds biggest English-language
television market. With a huge middle class-estimated between 200-300 million-with
aspiration to a western life style and a well developed national satellite network linking
the vast country, their task does not appear to be too demanding. Sectors of the
economy, such as information technology, have demonstrated exceptional growth in the
past decade.
This has stimulated change in the broadcasting industry, benefiting also from a fastgrowing advertising sector, making the Indian television market attractive for
transnational broadcasters.
The entry of global media conglomerates into India opened up a new visual world for
Indian audiences, first through the live coverage of the 1990-91 gulf crises by the cable
news network and later through Hong Kong based Star (satellite television Asian
Region) TV, part of Rupert Murdochs news corporation. Stars five-channels satellite
service in English (Plus, Prime Sports, Channel V, the BBC World and Movie),
originated in 1991, become a major hit with the English-fluent urban elite and the
advertisers, who saw in these channels a way to reach Indias affluent middle class.
Buoyed by advertising revenues, cable and satellite television increased substantially
from 1992, when only 1.2 million homes received it. By 1999, India had 24 million cable
TV homes, receiving programmers from major transnational players- notably CNN,
Disney, CNBC, MTV, Star, Sony Entertainment television and BBC-and from scores oft
Indian channels. After an initial infatuation with western English-language programming,
noted for its liberal attitudes to sexual subjects, hitherto a taboo on Indain airways. It
became apparent that the Indian audience preferd television in their own languages,
promoting global media companies to adapt their programming strategies to suit the
local marketers. Star strted the process of hybridization when realized that its mainly
US-originated programming was being viewed by small unit of urban elite. It therefore
started adding Hindi sub-title to Holly wood films and dubbing popular US soaps into

14

Hindi. In 1996, Star India specific channel, Star Plus, began locally made programmers
in English and Hindi.
The sheer logic of market pressure- localizing the products to reach a wider consumer
base and increase advertising revenues, was at the heart of this localization strategy.
Western-owned or inspired tele vision encouraged mixing of English and Hindi and the
evolution of a hybrid media language-Hinglish. The emergence of a mixed media
idiom, characterized by the growth of Hinglish, has dominated by the burgeoned mass
media as the language of the youth of a libersied and modern India. While a form of
Hinglish had been in existence in urban north India for decades, it was popularized by
Zee TV, Indias first domestic, Hindi language private television, lunched I 1992.

Globalization of Indian Media:

The emergence of network such as Zee raises interesting question. It is indisputable
that the proliferation of satellite and cable television channels, made possible with digital
technology and growing availability of communication satellites, has contributed to the
increasing diversity of the global cultural landscape. The role of television in the
constriction of social and cultural identities is more problematic in the age of
globalization than in the area of a single national broadcaster and a shared public
space, such as characterized television in most countries in the post-war years. Though
national broadcaster continue to be important in most countries and still receive the
highest audience shares, the availability of a multiplicity of television era, a viewer can
have simulators access to a verity of local, regional, national and international channels,
thus being able to engage in different levels of mediated discourses.
A clear analysis of the complex process of international cultural flow reveals that the
traffic is not just one way, from north to south, even though it is overly weighed in the
favors of the former. Evidence show that new transborder television network are
appearing, with some flow from the periphery to the metropolitan centers of the media
and communication corporations. The extension of satellite footprints and the growth of
DTH broadcasting have enabled network such as Zee to operate in an increasingly

15

global environment , feeding into and developing what has been called as he emergent
diasporas public spheres.(Appadurai,1996)

The deregulation of broadcasting, which has been a catalyst for the extension of private
television networks, has also made it possible for private satellite broadcasters to aim
beyond the borders of the country where they are based- unlike state broadcaster who
have traditionally seen their role in terms of the nation state. Apart from the major
powers, whose broadcasting has had an international dimension, most public
broadcasters, particularly in the south, saw their audience as a domestic one. By
contrast the private channels, primarily interested in markets and advertising revenues,
had a more liberal media agenda. This basic difference between state-centric and
market-oriented broadcasters into the lucrative northern markets, conglomerates has
given them the technical and managerial support to operate as a transnational channel.
Globalization and the advent of satellite television ensured that the migrant communities
of South Asians in the middle East, Europe and North America became a new target as
audiences and consumers .(Jacka and Ray,1996) Zee was among the first to recognize
the potential of overseas markets for its programming. In its zeal to rope in pan-India
audiences scattered through the world, Zee developed a new idiom which by virtue of
sheer reach of the medium contributed to making Indian television available
internationally. After Star TV purchased 50 per cent of Asia Today (the Hong Kong
based broadcaster of the Zee TV) in 1993, it became Zees partner in India and beyond.
Facilitating their 1992 launch in the Middle East, Zee TV entered the lucrative British
market in 1995, when it bought TV Asia, already established in the UK. By 2000, Zee
was available on the sky network and claimed to have one million subscribers in the UK
continental Europe. It became one of the Hindi and four channels to go digital in the UK,
offering programming in Hindi, Urdu, Gujarati and Punjabi. Having acquired a base in
the UK, Zee expanded into mainland Europe and is also very popular in Africa based
platforms operators, multi choice.
Today, Zee claims to be the worlds largest Asian television network, covering Asia,
Europe, US and Africa and catering to the Indian Diaspora. In Asia where it boasts a

16

total viewer ship of 180 million, the networking spans morethan4 countries and offers
round-the-clock programming on four channels-Zees TV, Zee cinema, Zee India and
Music Asia. Having reached more than 23 million homes in the Indian sub continent and
United Arab Emirates, Zee strategy is to expand its operations in the lucrative north
America market.
In recent years India has witnessed extraordinary growth and overseas success in
computer software and cinema exports, making it a global force to be reckoned with.
(Power and mazumdar, 2000) A recent report on the Indian entertainment business
prepared for the federation of Indian entertainment industry, currently valued at Rs. 154
billion ,will grow to nearly Rs. 600 billon by 2005.according to the report, Indian films
exports, worth Rs. 4.5 billon in 1999, are estimated to rise to nearly Rs. 120 billion by
2005 ; the Indian music market, currently pegged at Rs. 12.5 billon, is projects to touch
Rs. 22 billon, and TV software revenues are expected to soar from the present Rs. 12
billon to Rs. 90 billion in 2005.(Shedde,2000)
The unprecedented expansion of television in the 1990s has also been a boost for the
movie industry, as many first dedicate film-based pay-channels haves emerged. In June
2000, the first first international Indian film awards, billed as the Bollwood Oscars
ceremony from Londons millennium done, was broadcast millennium Dome, was
broadcast to more than 122 countries reaching 600 million viewers. It brought together
along with Indian film and music stars US Oscar winner Angelina Joile, Chinse star
Jackie Chan and Australian pop singer Kylie Minoge. (The times of India, 2000)
However, the increasingly international orientation of television seems to have excluded
the majority of Indian people (the poor, especially those living in the countryside) who
are remarkably absent from programmers on channels such as Zee. According to a
1998survey, less than two per cent of Zee viewers live in rural areas. (Satellite &Cable
TV, 1999) a socially relevant television agenda, therefore, does not fit well with the
private television networks, which appear to be interested only in the demographically
desirable urban middle class or the NRIs with the disposable income to purchase the
products advertised on such channels.
Given these constraints a development-oriented television remains largely underexplored, primarily because it does not interest advertisers. It is ironic that the country

17

that pioneered the use of space technology for education, with the satellite instructional
television Experimental (SITE) of 1975-76, which brought TV to the poorest villages the
most inaccessible area, and where 40 per cent of the population is still illiterateaccording to the United Nation, 30 per cent of all Indian children aged six to 14 years,
about 59 million children, do not attend school-has ignored the educational potential of
television.
Though Doordarshan receives substantial support from the government, which
extended its reach and added new channels (in 2000. it had 21 channels), it is under
pressure to provide entertainment as well as education. One result of such competition
is the ideological shift in television cultural from public service to profit oriented
programming. The growing commoditization of information and the trend towards
western inspired entertainment can affect the public service role of television, whose
egalitarians potential remains hugely under-explored in India.
As television ids driven by the rating wars and advertising demand for consumers, and
given that visual can be a powerful instrument for propagating dominant ideology, the
electronic media can play a key role in creation of a marketplace in which their
corporate clients can consolidate and expand. Rather then toeing the government line
as used to be the case with state broadcasters, are networks such as Zee instead
promoting a corporate worldview?
Internationally, despite a counter flow of cultural products, as exemplified by networks
such as Zee, US led western media domination has not diminished. There is a
temptation to valorize such a flow, suggesting it may have the potential to develop
counter-hegemonic channels at a global level. Indeed, as seen in the case of Zee the
network has been modeled after transnational corporation as a market-driven
organization for whom the most important consideration is to make a profit. Therefore, it
can be safely said that the emergence of regional players contributing to a decent red
media and cultural imperialisms is not likely to have a significant impact on western
hegemony within global media cultures.

Current Scenario:
18

According to a recent survey made by MPA an ITV, India is the third largest News
paper market in the world with 109 million television homes and 61 million cable TV
homes. It is also the fastest growing cable News paper market in Asia with industry
turnover growing at an average annual rate of 18n per cent to approach $3 billion in
2004. According to a detail opening presentation made by MPA and ITV, India is the
third largest News paper market in the world with 109 million television homes and 61
million cable TV homes. It is also the fastest growing cable News paper market in Asia
with industry turnover growing at an average annual rate of 18n per cent to approach $3
billion in 2004.
Yet, while consumptions of programming (both niche and mass ) remain robust, the
television driven media economy has room for much greater expansion with TV
industry turnover representing only 0.46 per cent of national GDP while TV advertising
spend represents only 0.17 per cent of GDP, trailing major regional consumer media
markets such as China (0.23 per cent) and Korea(0.34). Content providers are scaling
up well in terms of turn over worth the latest annualized fiscals showing the Big Three
(Zee, Star, and Sony), With aggregated consolidated turnover in excess of $830 million
(Zee leading with $309million, a narrowly followed by Star with 302 million), though
Chinas leading broadcaster CCTV outstrips this alone with its FY 2004 turnover coming
in just below $970 million. The concern is the lack of major cash generative and
consolidated distribution company average turnover for Indian multi system operators
(Siti cable, Hathway, in cable runs at about $30 million per annum while Korean and
Chinese multi system operators with comparable ARUPs typically average $100 million
to $200 million per annums profit leakage in the distribution chain remains rife and
Indian MSOs are hurting bad-broadcasters are keeping things at bay with $270 million
in fees per annum while LCOs retain a hefty $1.5 billion a year.
Critical to the future is both regulation- gradually progressive in certain areas (DTH
licensing FDI and FII norms) and potentially harmful in others (anti-siphoning, content
censorship, rate regulation and must provide) and competition, which will increase as
the distribution of TV channels over cable, satellite and broadband networks be gain to
accelerate, driven by continued investment programming and greater investment in
delivery infrastructure.

19

Such a process will help unlock value for all industry stakeholders and push the market
towards digital led addressability. while programming investment continue apace to the
approximately $350 million -$450 million per annum, the first wave of investment in
digtal pay TV distribution has begun with

$500 million being invested into the

distribution of pay TV channels and interactive service over DTH satellite ; cable and
telephone infrastructure ,led by major group such as Zee Teleflims , Tatas ,News Corp.,
Reliance , Sun Media,Prasar Bharti , Atlas , the Rahejes and Hindujas TM.
The current market capitalization of media companies is around $3-$3.5 billion and
could scale up to $20 billion by 2010. Profits in the TV industry, currently running at
$350 million, in aggregate, could also scale up exponentially-current cash flow is
growing at about 17 per cent annum.

2. INTRODUCTION TO THE INDUSTRY

Rajasthan Patrika a leading newspaper of Rajasthan was launched on 7 th March, 1956
in Jaipur. The rise of Rajasthan Patrika from a local quarter size single sheet evening
daily to a full-fledged, sixteen page morning newspaper with supplements all days of

20

week, commanding a state wide circulation is a saga of the trails, travails and
tribulations faced by its founders, proprietor and editor, Mr. Kapoor Chand Kulish, and
his team of editors and managers. From its modest beginning, it has during its 50 years
of publication grown into a stable institution.
The journey spanning nearly 5 decades has seen the development of publication from
sixteen more centers, viz. Jodhpur, Udaipur, Kota, Bikaner, Sikar, SriGanganagar,
Bhilwara, Alwar and Banglore, Pali, Banswara, Surat, Chennai, New Delhi, Kolkata also.
It pioneering adoption of the latest technology has been rewarded in the form of
National Awards for printing and designing. It has various national and international
news agencies.
The growth of Rajasthan Patrika is a result of unstinting commitment of Patrika towards
its readers and society as a whole. This has also been made possible by a large fleet of
taxies, newspaper agents and hawkers, fully equipped to reach every nook and corner
of the state.
Philosophy: Management of Rajasthan Patrika thinks in terms of capital and manpower
but it puts a great emphasis on Indian culture, ideas and ethics. Rajasthan Patrika has
an open mind in the sense that it derives inspiration from the west so far as training and
technologies are concerned. The best of the west is blended with Indian traditions,
values and wisdom in the affairs of Patrika.
History: The Newspaper, at the time of its launch, was a five-column eveningwear. It
was in 1964 that its morning edition was started.

THE FOUNDER- Mr. Karpoor Chandra Kulish

The Visionary - Karpoor Chandra Kulish, the man who started Rajasthan Patrika as a
small evening newspaper in the fifties and took it to the heights of glory, was a visionary
par excellence. A splendid genius who has lived the ideal as embodied in the oft-quoted

21

Puranic aphorism charaiveti charaiveti (move on and on, rest not) and, above all, a
man of extraordinary versatility, as reflected in his voluminous books on the Vedas.
He was acclaimed as a brilliant journalist, a scholar of the Vedas, a thinker, a
philosopher and a poet. His search for knowledge remains endless, despite his
advanced age. He kept abreast of the latest developments at national and international
levels and shares his perception of the local, national and international problems with
lakhs of readers of Patrika every day, through his four-lined poetic _expression entitled
Polampol. It is said that brevity is the soul of wit and, verily, his daily comment that
Kulishji contributes everyday epitomizes the best form of creativity. It was his humble
endeavour to keep the youths, fascinated by the dazzling modern world, familiar with
the fragrance of their mother tongue. It also conveys the message to the young
generation that they should not forget their roots. With a meager capital of just five
hundred rupees, Kulishji embarked on a difficult road of journalism, by launching an
evening daily.
Kulishjis journey continued uninterrupted, despite tumultuous tempests and hailstorms
that hampered his path. His indomitable will and indefatigable courage stood him in
good stead. The sapling he planted in 1956 has now grown too a mighty Banyan tree.
Its branches are not confined to the frontiers of Rajasthan but they have percolated into
the territories of Gujarat and South India. With fifteen editions and ten million readers,
this newspaper is synonymous with Kulishjis personality and work.
The man who strode across the land and dreamt of touching the sky had a humble
beginning in a relatively unknown village. Born on March 20, 1926, in a village called
Soda, which was a part of the erstwhile State of Diggi Kalyan and Lawa, Karpoor
Chandra Kothari was metamorphosed into an internationally acclaimed personality, i.e.,
Karpoor Chandra Kulish. The seeds of greatness were sown in his emotional plane
when he experienced a phase of uncertainty after passing his matriculation exam from
the Punjab University.

22

He pledged to tread the path of struggle for survival. He accepted the job of a clerk, to
begin with, in the State of Malpura, which fetched him just Rs.33 per month. It was a
temporary job, which he soon lost. Destiny brought him to Jaipur to try his luck. In the
meantime, he also got married. Now, he was not alone in the zigzag, barren and thornstrewn path of life. In addition, he also kept himself busy in writing and reading religious
and philosophical treatises. He also made his presence felt in the literary world.
Kulishji carved out the vision of vastness and took the plunge, though initially he did not
hesitate to accept petty jobs. In 1951, he joined Rashtradoot, a Hindi Daily of Jaipur.
Since he disdained restraints and curbs, he left Rashtradoot too.
A plan to start a daily paper was formulated, developed an executed in a meticulous
manner. The result is well known - Rajasthan Patrika was born on 7th March 1956 and
grew in size and stature and engulfed the entire desert, it has made its mark as one of
the leading ten papers of
The country. It has been growing since birth and it continues to grow. Steps move on
the ground, but the sky is the limit in eyes.
When Kulishji attained the age of sixty on March 20, 1986, he decided to
relinquish his position as the editor of the paper, by writing a lead article on the front
page entitled NAMASKAR (Bidding Farewell). The people inferred that Kulishji was
following the tradition of government employees, who have to retire at the age of sixty,
but, in fact, his decision was motivated by his desire to undertake an in-depth study of
the Vedas - the treasure of ancient wisdom. He wanted to be fully immersed in it, which
was the ultimate mission of his life.

The identity, reputation and prestige of an organization depend not only on its
professional success but also on the way it maintains values, preserves ideals and
contributes to social development. Tested by this touchstone for exemplary work
Rajasthan Patrika has proved its worth beyond doubt and has even excelled itself. Soon
after Mr. Karpoor Chandra Kulish launched the newspaper he made it clear to his

23

colleagues that he would also use the paper as an instrument for social change and for
the alleviation of social problems. He expressed his resolve to work relentlessly towards
the accomplishment of this goal. It was on account of this resolve of the founder that
Rajasthan Patrika has not only fulfilled its social responsibilities but it has set an
example for emulation by others.
Patrika has played an important role in enriching values and ideals which society always
yearns for. It has continued to publish books on varying aspects of our glorious cultural
heritage and universal values even since it saw the light of the day. The Patrika Group
has looked after this materialistic aspect very well. It has been in the forefront of the
humanitarian work. It explored various strategies to rush humanitarian aid to the largest
number of the victims of natural calamities or the people languishing in poverty. The
establishment of Jan Mangal Public Charitable Trust in 1984 was a milestone in this
direction. Patrika made a great endeavour to rush help to the people of Maharashtra
and Gujarat when the most disastrous earthquakes in Indian history hit them. It didn't
lag behind when the entire state of Orissa was invaded by the cyclonic destruction. The
sight of the wailing uprooted inhabitants of this unfortunate state melted even stony
hearts. Patrika mobilized support for the people of this state and rendered yeoman
service. It came to the rescue of the war widows whose husbands died in the Kargil war.
Patrika itself contributed a large amount and campaigned for public awareness who
responded generously. As a result the afflicted families were saved from another
disaster that loomed large in their minds after the death of their members.
Most notable among its crusades against suffering was its campaign for the donation of
a handful of grain (muthibhar anaaj) by every citizen when the continuous spell of
drought in Rajasthan pushed millions of its people to the brink of starvation. Patrika
called upon students to bring handfuls of grain to its office. The campaign electrified the
student community and the general masses in the entire state that flocked to Patrika
Offices in various cities and created heaps of grain. Patrika sent trucks loaded with the
bags of grain to the areas where people were dying. It was a new value Patrika
inculcated and showed the people the way to help the needy. What generated the
tremendous enthusiasm was its slogan 'bacha bacha Bhamashah' i.e. every child is

24

Bhamashah, the legendry philanthropist of Mewar who donated every penny to his
people. Thus, Patrika rose above the narrow familial boundaries and considered the
entire humanity as its own.
Besides organizing sports events, social and cultural festivals, Patrika also undertook
the challenging task of publishing important books and that of helping the educational
institutions or enriching libraries. It organized many adventures or helped NGOs who
initiated such projects as inculcated the spirit of courage among kids or youths. It was
never motivated by considerations of fickle fame but thinking that social concerns and
human values deserve utmost attention, it fulfilled its obligations to society in the spirit of
selfless dedication. When the Indian Army was sent to the borders to face the threat of
war from Pakistan, Patrika sent adventurous youths on motorcycles to the snowy
valleys to ' boost the soldiers' morale with auspicious messages of good wishes and
greetings. When Patrika realized that common ordinary citizens encounter great
difficulties in getting their legitimate problems solved everyday on account of
bureaucratic redtapism, it started a helpline and called upon the people of the state to
write to Patrika about their problems and grievances. Patrika fought for their cause by
taking the issues to the departments concerned and saw that their grievances were
redressed.
Hundreds of retired Govt. employees or ordinary citizens have benefited from this
initiative. Not only had this Patrika come forward to help the people of a particular region
to get their problems solved. The response was overwhelming and the bonds of love for
Patrika grew stronger. Everyone in India had heard that Vedas had in them an ocean of
wisdom but since they were written in Sanskrit ordinary people remained ignorant about
them, Patrika's founder editor Mr. K.C. Kulish began to study them, wrote a series of
books in simple language, and thus brought the Vedic wisdom within the reach of the
ordinary people.
The voluminous book entitled SHABD VED, which Mr. Kulish compiled after years of
hard work, is a living testimony to Patrika's contribution to enrichment of values and
preservation of our cherished ideals.

25

Mr. Karpoor Chandra Kulish, the founder of Rajasthan Patrika, throughout his life as a
journalist, tried to fulfill social commitments largely and till date Patrika is following his
footsteps. Rajasthan Patrika has always worked for the betterment of society. It showed
kindness towards birds and animals, it encouraged talented people from every field and
worked hard to bring the hidden talent to limelight. Jan Mangal Kalyan Charitable Trust
was set up which played a very important role in encouraging the people from the field
of sports and social work. It either helped them from its own resources or raised
donations for the budding talents. Rajasthan Patrika has left a noticeable mark in the
field of publication. It has worked hard to make people more knowledgeable.
Patrika has always been ahead for public service and in this field; it has organized many
Learning License camps for the common people. Patrika has always showed its keen
interest in the field of public health and in this direction, it has organized several Blood
Donation Camps, which has turned out to be a huge success. Being a newspaper
Rajasthan Patrika has always fulfilled its duty to make the people of Rajasthan aware of
their rights. In this regard, Patrika did a campaign in which the reporters traveled all over
Rajasthan and tried their level best to make the people aware of their right to vote. The
people appreciated this gesture and gave their full corporation. Patrika has even
organized many cultural events. Patrika every year organize a Book Fair in public
interest. This fair is organized in a large scale where people can find books on all
subjects and beside that, people also enjoyed the cultural programm. Recent addition to
the list is the Health Fair organized by Rajasthan Patrika. This fare got a lot of
appreciation from the masses and people from far, near participated in the fair, and
satisfied their quarries related to health. Rajasthan Patrika not only plays the role of a
newspaper but also the role of a social reformer.

RAJASTHAN PATRIKA DISTINCTIVE FEATURES:

50 YEARS OF LEADERSHIP

26

The only newspaper in Asia to have won IFRA ASIA gold award for excellence

in printing & society of publishers in Asia (SOPA) award for excellence in reporting in the
same year.

The only Hindi newspaper in India to have an English supplement, which delivers

to the entire market potential. The largest Hindi daily in Rajasthan, Gujarat, Karnataka &
Tamilnadu.

Provides latest news in the readers vicinity, with its maximum number of editions

and reporters.

Available in 50 countries, including India, on same day via p.e.p.c., press point

vending machines. Introduction of glazed newsprint for weekly supplements.

Rajasthan Patrika group today has forayed in all popular media.

Patrika online is the web division of Patrika, is responsible for publications on net,

and is the most comprehensive info packed portal of Rajasthan.

Rajasthan Patrika gives us additional on ground support as a vehicle for our

message through its various events like National Book Fair, International Education &
Career Fair and Jodhpur Festival & Industrial Fair.
So, I can say that,
Rajasthan Patrika
Is
Peoples Voice
By
Peoples Choice.
MAJOR EVENTS : RAJASTHAN PATRIKA

27

1965 -Number of columns were increased to eight.

1972 -Rotary Press printing was started.
Membership of Audit Bureau of Circulation.
1973 -Launch of Itwari Patrika.
1979 -Jodhpur Edition was started.
1981 -Udaipur Edition was started.
1985 -English publication was launched.
-Patrika Advertising Awards were constituted.
1986 -Balhans was launched.
1987 -Bikaner Edition was launched.
1993 -Patrika TV an indoor shooting studio, was started
1996 -Banglore Edition was launched.
1998 -Rajasthan Patrika started its Internet Edition- rajasthanpatrika.com
1999 -Independent web portal was started-patrikaonline.com
-Eleven different Dak-Editions were started
2000 -Sikar, SriGanganagar and Bhilwara Editions started

28

Turning Point, Bal-Patrika was started.

2001 -Alwar Editions was launched.
2002 -Ajmer Edition was launched
2003 -Pali Edition was launched
2004 -Amrtan Jalm
2005

-Banswara Edition was launched.

2006

-Golden Voice

2007 Summer School (from last 4 year)

Finally, it becomes the No.1 leading newspaper, with 50 years of leadership, 12 editions
all over Rajasthan and 17 total in India.

29

Rajasthan Patrika For All in the World

(Splendid Supplements)
Rajasthan Patrika has developed customized segment based products that cater to the
specific needs and produce contents relevant to readers choice & preference. The
below supplements details outlines various target groups, a specific mention is called
for city pulse the metro edition of Rajasthan Patrika that serves north, south, east &
west zones. It facilitates sharper geographical segmentation within jaipur city.
Rajasthan Patrika carriers supplements for all the seven days, which are follows:
(1) Day & Frequency: Monday weekly, Special Focus: Localized Readership,
Sub Brand: City Pulse, Contents: Detailed news items and articles based on topics of
interest to the zone, Size: Broadsheet, Edition: Jaipur City.
(2) Day & Frequency: Wednesday weekly, Special Focus: Women, Sub Brand: Parivar,
Contents: Mainly topics of feminine interests such as family care, recipes, health,
fashion, achievement, general awareness, etc. Size: Tabloid, Edition: All editions.
(3) Day & Frequency: Friday Fortnightly, Special Focus: Children teenagers, Sub Brand:
Chhotu-Motu, Contents: It is a new feature, which is added every fortnight in quarter
size. It covers topics of interest to children like stories, comics, cartoon strips,
brainteasers, information, and receipts for kids, sports & personalities, etc., Size:
Stapled Booklet, Edition: All editions.
(4) Day & Frequency: Friday Monthly, Sub Brand: Patrika Digest, Contents: Patrika
Digest covers topics of special interest like career, health, counseling, etc., Size:
Stapled Booklet, Edition: All editions.
(5) Day & Frequency: Saturday Weekly, Special Focus: Mass appeal, Sub Brand:
Bollywood, Contents: A complete entertainment feature magazine on television, Indian

30

films, film stars, their life styles, and other interesting write-ups on international films ,
Size: Broadsheet Glazed, Editions: All.
(6) Day & Frequency: Sunday Weekly, Special Focus: Family, Sub Brand: Ravivariya,
Contents: An interesting colorful magazine featuring topics of general interest such
as current issues, articles about personalities & celebrities, astrology, health besides art
& culture., Size: Broadsheet, Editions: All editions.
(7) Day & Frequency: Thursday weekly, Special Focus: Youth, Sub Brand: Patrika Mag,
Contents: An out & out youth magazine filled with fun & entertainment, featuring articles
for light reading on music, pop stars, fashion, sports, love & friendship etc. , Size:
Broadsheet, Edition: Jaipur City & Ajmer.
(8) Day & Frequency: Thursday weekly, Special Focus: English Reading Teenagers
Youth, Sub Brand: Turning Point, Contents: An English supplement covering special
interest of teenagers & youth having informative articles, it coverage, puzzles, brain
teasers & youth watch, Size: Broadsheet, Editions: Jaipur City & Ajmer.
(9) Day & Frequency: Saturday & Wednesday, Special Focus: Youth, Young
Professional Ambitious Executive, Sub Brand: Jobs & Career, Contents: The
appointment pages, Size: Broadsheet, Editions: All Editions.

31

THE BRANCH HIERARCHYOFRAJASTHAN PATRIKA

The jobs functions of the employees in the organization are divided amongst them and
combined in logical ways. Employees with related functions usually share a common
work area and constitute a work unit. Departments are therefore constituted.

MARKETING
DEPT.

ADVT.
DEPT.

EDITORIAL
DEPT.

CIRCULATION
DEPT.

ACCOUNTING
DEPT.

BRANCH
HEAD
OFFICE

STORE
DEPT.

PRINTING
DEPT.

COMPUTER
DEPT.

MACHINE
DEPT.

Departmentation:
The job functions of the employees in the organization are divided amongst them and
combined in logical ways. Employees with related functions usually share a common
work area and constitute a work unit. Departments are therefore constituted.

32

EDITORIAL DEPARTMENT
The editorial department, headed by editor, is responsible for:1. Collection of news
2. Selection of news and features
3. Editing of news and features
4. Interpretation of areas.

ADVERTISING DEPARTMENT
Its main functions include collection of advertisements. The ads collected are usually
hand written. A schedule register is maintained by the department, which contains the
name of advertiser, name of agency, size of advertisement, agency code number, date
of release, preferred position etc. Handwritten matters are sent for composing. On the
basis of register, a dummy of ads is prepared which also contains printing instructions
along with the material. This dummy is sent to the processing department. They place
the ads according to dummy instructions. After pasting the news they prepare a zinc
plate and sent to printing department.

PRINTING AND PROCESSING (MACHINE) DEPARTMENT

This department looks after all work of printing including installation of machines, plant
layout, composing, processing, loading, maintenance of machines etc.
Division of printing department, where offset machines are used:
1. Composing division.
2. Camera division
3. Pasting or page make-up division
4. Plate making division
5. Printing division, and
6. Maintenance division.

33

The main responsibilities of this department are:

1. Selling the newspaper
2. Delivering it, and
3. Collection of funds.

FINANCE DEPARTEMNT:
The foremost function of the finance department is financial forecasting and planning, it
involves forecasting for short term and long-term funds. Predication of short term and
long term is done through funds flow analysis. The other function is of investment
alternatives, which is done through funds flow analysis or payback period.
It involves:
a) Determination of financial objectives
b) Determination of financial policies such as those regarding working capital
management, capitalization, capital structure, fixed assets management, etc.
c) Determination of financial procedures.

ACCOUNTING DEPARTMENT:
A newspapers accounting department performs the following functions.
a) General accounting work
b) Departmental record keeping
c) Cost finding
d) Budgeting

STORES AND CLERICAL DEPARTMENT :

A newspaper store usually deals with storing newsprint, ink, chemicals, films, tools,
equipment and machines, furniture, office supplies and general materials used by the
various departments. The responsibilities of store and warehouse are to receive
materials, to protect while in storage from damage or unauthorized removal, to issue the
materials in the right quantities at the right time to the right place and to provide these
services promptly and at least cost.

34

The main divisions of stores with clerical works are:

a) Receiving section
b) Store section
c) Accounting section
d) Issuing section
e) Time Keeping
f) Salary and wage administration
g) Provision of incentives
h) Maintenance of records
i) Human engineering- man- machine relationship.

CIRCULATION DEPARTMENT
It involves the controlling of circulation of newspapers within printed district and its sub
divisions. It also controls the supply in appropriated manner so that they will reach on
time, by proper way of means.
In addition, it continuing surveying of the market and its customers for improvement and
reached the targeted goal always. Survey includes questionnaires and queries from its
regular, non-regular and non-user customers to know at what area they have to develop
themselves and needs of the market.

COMPUTER DEPARTMENT
It converts all organizational hard work into computerization, means placed the news
and ads in proper place and finalize the editing works up to pressing the newspaper and
send to Printing and Machine Department.
It first collects the dummy of the specified pages from the Advertisement Department
and than it places the actual news and advertisements in such a way that it will look like
better and attractive way.

35

Ad Agencies Role
While training in Rajasthan Patrika I had learned that advertising agency plays a vital
role in the publication line. Advertising agency works as a business associates for the
newspaper to get the business from the market. Along with this, they provide services to
their clients on behalf of the newspaper.

Marketing: An Overview
Society can only exist when a large number of people want something a few people
have. It is necessary for both groups to be mutually aware of this need.
Oskar Handlin

Any time one tries to persuade somebody to do something to buy his product, donate
for some charitable purpose, or vote for some candidate, or attend a dramatic show, or
accept a social date with him - both of them are said to engage in marketing.
Essentially, marketing exists in any type of economic system and in any stage of
economic development except the most primitive situation where the individuals are
economically self-sufficient and trade or exchange does not exist. Marketing is allpervasive in the present day world.
An analysis of marketing literature reveals that marketing is variously described as a
function, an orientation, an approach and aptitude, a philosophy of businesses and
a management system or technique. In fact, marketing conveys all of these and often
more. Marketing did not always have a place of importance in the firm. Only in recent
few years have, marketing functions received much attention. The modern marketing
concept is evolved through various stages. Marketing concept means the philosophy,
which guides the marketing effort. Philip Kotler says, Marketing activities should be
carried out under a well-thought-out philosophy of effective and socially responsible
marketing. & a human activity directed at satisfying needs and wants.

36

STAGES IN MANAGEMENT OF MARKETING

Marketing Hierarchy:

Branch Manager

Marketing Manager

Team
Incharge

Marketing
Executives

Team
Incharge

Marketing
Executives

Team
Incharge

Marketing
Executives

Team
Incharge

Marketing
Executives

37

Role of Marketing Dept.

The main function of this department is to develop a strong PR (Public Relation) with its
advertisers and advertising agency, basically the sole responsibility of this department is
space selling. Beside this, marketing department carries out the following activities:
Collection of information relating to other newspapers/competitors, their circulation,
advertising rates, advertising business effectiveness, agencies mode, peoples reply or
needs, peoples choices etc.
Others:(a) Analysis of advertising Business of the newspaper.
(b) Keeping a close watch on the development of the industry, trade etc.
(c) Finding out advertising needs of merchants as well as readers.
(d) Encouraging businessmen and traders to earmark appropriate & definite amount for
advertising.
(e)Providing information to advertisers.

Importance of Management in a Newspaper Organization:

Management plays a pivotal role in a newspaper organization. The success of a
newspaper organization is determined by the effectiveness of its management in terms
of its competence; integrity and performance. Management makes the human efforts in
a newspaper organization more productive. The inputs of labor, capital and raw material
do not by themselves ensure growth of a newspaper establishment. It requires the
catalyst of Management to maximize the results. It is rightly said that management is
the mover and development is the consequence. The managerial functions of planning,
organization, coordination, motivation and control must be performed effectively and
purposefully in the newspaper organization. If the management of a newspaper is not
functioning properly, the publication may be unsuccessful even though the journalistic
product may be creditable and the relations of the paper with its public may be rated

38

relatively high. Thus, management is the most vital and strategic factor in a newspaper
organization. In the ultimate analysis, the success of an enterprise will depend on the
quality of its management.

Concerned Communicator Award:

Patrika Group, a complete media conglomerate with an illustrious history of over 5
decades, is well known for its CSR initiatives and social partnering for a better world.
Aptly known as newspaper with a soul, the heart rules its corporate philosophy.
Instituted by Patrika group in 1997, the Concerned Communicator Award is one of the
most awaited and prestigious social advertising awards based on philanthropic issues.
CCA invites agencies, ad professionals and freelancers in advertising field to make print
ads on any social / philanthropic issue that one feels strongly for. The legible entries can
be colored or black & white and within 500 sq.cms size.
The concept has received appreciation across the world with many like-minded
organizations coming up to associate with this esteemed award.

The Prize
The winner is awarded a cash prize of US $ 11,000 in addition to the main award, CCA
UNICEF Award, Best International Entry Award and 12- Special mention awards are
also given. These winning entries for the year are also published in a book raise a
voice, start a revolution" and distributed widely amongst the corporate, to encourage
them to support any social cause.

A Decade of Service
Over a decade of successful campaigns and overwhelming participation, CCA stands as
the longest and most celebrated social advertising awards from India acknowledged at
the global level.

39

International participation in the 11th CCA:

11th International CCA received more than 3000 Indian entries and 85 international
entries from 18 countries. The Countries that participated in 11th CCA includes Bosnia
& Herzegovina, Brazil, Croatia, Ecuador, Ethiopia, Indonesia, Japan, Kuwait, Oman,
Pakistan, Peru, Qatar, Saudi Arabia, Slovenia, Sri Lanka, Turkey, UAE and UK.

Our Esteemed Associates

IAA (International Advertising Association), AAAI (Advertising Agencies Association of

India), The Advertising Club Bombay, Agencyfaqs, Cinemax, Bright Advertising & Visage
Images.

History
Rajasthan Patrika was started as an evening newspaper with a borrowed capital of Rs.
500 in 1956. Late Shri Karpoor Chandra Kulish founded Rajasthan Patrika on 7 March
1956. Before that he was working for Rashtradoot, a prominent newspaper of that time.
The other two Hindi dailies dominated the readership of Rajasthan due to their better
resources and wide coverage of news were Lokvani and a Navayug, during that time
Delhi based newspapers.
In 1964, it became a morninger. Patrika launched its first Jodhpur Edition in 1981 and
with the starting of Udaipur Edition a new milestone was achieved. Kota Edition in
March 1986 and Bikaner Edition in August 1987 were added to the newspaper. In the
year 2000 the new editions at Bhilwara, Sikar, Sri Ganganagar were started. On 11
August 2002 Ahmedabad Edition and on 28 October Ajmer Edition and in the year 2003
Surat Edition were added in the list.

40

Now it has grown as a media house and is among the fastest growing multi media
conglomerates in India. Rajasthan Patrika is no.1 Hindi newspaper in Rajasthan,
Gujarat, Karnataka, West Bengal and Tamil Nadu. (IRS 09 R1).
It is one of the leading newspapers of Rajasthan and Madhya Pradesh highly trusted,
and known for the use of excellent Hindi, featuring famous writers such as Gulab
Kothari. The newspaper has shown social responsibility also with some programs like
"Amritam Jalam", Vote for Vote, "Save the vulture" etc.

Concerned Communicator Award

The Concerned Communicator Awards were started by Patrika group in 1997 to reward
outstanding press advertisements that have a social issue as their central theme. [citation
needed]

The first prize winner is getting a trophy, a certificate and US $ 11000. In addition

there are some more awards in CCA: UNICEF Winner, International winner and Special
Mention (Best 12). All these ads with Best 50 entries are published in Rajasthan Patrika
newspaper and website.[1] The entry can be in Hindi or English only.[2] Some of the
earlier winners are FCB Ulka, Leo Burnett, JWT, O&M, Rediffusion DY&R, Trikaya,
Mudra, and Ambience D'Arcy.[citation needed]
Some of the themes in which the awarded has been given are: Save the Tiger, Gender
in Education, Against Corruption, Donate Eyes, Road Safety, Communicate in Hindi,
Help Street Children, Donate for Jaipur Foot, Save Trees, Save Girl Child etc. [citation needed]
The concept has won accolades across the world with many like-minded organizations
coming up to associate with this esteemed award. [citation needed]
The 11th Concerned Communicator Award is won by Ajeet Shukla from Euro RSCG,
Mumbai for his ad of "Dadima Ke Nuskhey"

41

Karpoor Chandra Kulish International Journalism Award

In 2007, Rajasthan Patrika instituted the Karpoor Chandra Kulish International
Journalism Award in the memory of late Karpoor Chand Kulish, the founder editor. This
annual international award carries prize money of US $ 11000 and a trophy. The award
is aimed at recognizing efforts of thought leaders in media, journalist's outstanding
contributions to upholding professional values as well as protecting and promoting
ethics and morality, right and freedom of the people for better quality of life. Dawn
Pakistan and Hindustan Times Delhi were jointly awarded with the inaugural award in
New Delhi on 12 March 2008. Former President of India Dr. A.P.J. Abdul Kalam
bestowed the prizes to the winners. The function was chaired by Lok Sabha speaker
Somnath Chatterjee.
The second Karpoor Chandra Kulish International Journalism Award was awarded to
journalist Harinder Baweja and his team on 27 July 2009 on the theme "Terror and
Society".
Jaipur, also popularly known as the Pink City, is the capital and largest city of the
Indian state of Rajasthan. During the British rule in India, Jaipur was the capital of the
princely state of Jaipur. Founded on 18 November 1727 by Maharaja Sawai Jai Singh II,
the ruler of Amber, the city today has a population of more than 3.5 million.
India is a vast country with a puzzle board of 28 states. Each state has its own different
language. So, it is an essential part of our life to get knowledge and information on
different places. There are many modes through which the information is conveyed. Out
of them, the newspaper is the cheapest means to convey valuable information and
advertisement to a huge mob of people. It is the easiest way to convey the sociopolitical knowledge to the common people. In India, Hindi is the mother tongue of the
whole nation. Moreover, Hindi is the language that is spoken in each and every corners
of India. That is why; the Hindi newspaper is the most popular newspaper in India.
Mostly, all the publishers used to publish newspaper, daily.

42

The "Rajasthan Patrika" is the top daily newspaper of Rajasthan. Mr.Karpoor Chandra,
who is one of the renowned pioneering figures in the world of journalism, is the
mastermind behind the inception of this Hindi newspaper, "Rajasthan Patrika". The first
edition of this newspaper get started in the year 1956. Since then, the "Rajasthan
Patrika" went on to stay in a leading edge of Rajasthani journalism. The main reason
behind the success of the newspaper is that it has always jotted the real socio-political
realities of the times. Also, the journalists are very aware of the needs of the common
man. The "Rajasthan Patrika" has always reflected the real socio- political condition of
the times. You can find burning news in the front page of the "Rajasthan Patrika" during
your Rajasthan tour. You can get information of every events going on in India through
"Rajasthan Patrika" during your Rajasthan tour.
The "Rajasthan Patrika" began to spread and extend its circulation throughout
the entire state. During the Rajasthan tour, the travelers can acquire the burning news
of India through the "Rajasthan Patrika". Keeping in view the popularity of the
newspaper, the circulation of the newspaper was raised and soon it reaches to very farflung areas of the state. Soon, the subsequent editions of the "Rajasthan Patrika" for
Kota, Bikaner, Bhilwara, Sriganganagar, Ajmer, and Surat were started. Also the Kota
and the Bikaner edition were started in the year 1986 and 1987 respectively. Statistics
reveals the success and popularity of the newspaper, which boasts of an enviable track
record. The "Rajasthan Patrika" has been in the track of success, since time immortal.
The "Rajasthan Patrika" has championed the attention of the common peoples due to
many public causes. The key to its success and stature is because of the fearless
reporting by the efficient reporters coupled with fair articles that are penned down by the
editor. Due to its splendid quality, the edition of the "Rajasthan Patrika" got its popularity
through out the various districts of Rajasthan.
Now-a- days, with the advent of internet, the "Rajasthan Patrika" has their online
editions. This has been more advantageous because it had enabled to frequently
update the latest happening or the latest news. Such online editions of the newspaper
have really infused new energy and life in the Indian newspapers. Peoples who cannot

43

go through the newspaper in the early morning can simply get the information just by
going through the online edition.

Rajasthan Patrika, the top of the line Rajasthan daily, is the brainchild of Mr. Karpoor
Chandra, a pioneering figure in the world of journalism. Instituted in the year 1956, it
went on to become the vanguard of Rajasthani journalism.
Formerly a journalist with the Rashtradoot, Mr. Chandras vision aspired to cater to the
needs of the common man. Since its early days, this newspaper giant has endeavored
to mirror the socio- political reality of the times. Statistics serve as the yardstick of
success and failure in this world of cut-throat competition and Rajasthan Patrika boasts
of an enviable track record. The fifty year old institution of intrepid journalism, with a
lion's share of the readership pie, has won several accolades over the years.
The post emergency period saw the shifting of bases to Kesargarh. It scaled newer
heights with its circulation reaching one lakh. The year 1981 served as the launch pad
of the edition for Jodhpur region. In the coming years, subsequent editions for Udaipur,
Kota, Bikaner, Bhilwara, Sikar, Sriganganagar, Ahmedabad, Ajmer, Surat were
instituted. The National Readership Survey, conducted in 1995, pegged the readership
percentage of the Rajasthan Patrika at ushered and with the starting of Udaipur Edition
a new milestone was achieved. All the three editions got the national awards for printing
and designing. In March 1986 Kota Edition and in August 1987 Bikaner Edition were
added to the newspaper. Patrika's grand success continued and increased day by day.
In 1995 National Readership Survey, showed that a staggering 84.68%.
In keeping with the times, Rajasthan Patrika has also floated its online version.

44

Year 1956 1967: Milestones

7th

March

1956
Year 1960
Year 1964
Year 1965
Year 1967

Sh. Karpoor Chandra Kulish laid the foundation of the Group with a
borrowed sum of Rs. 500 only. Rajasthan Patrika published its first copy
as an evening newspaper
Patrika established its own Printing Press
Rajasthan Patrika became a morning newspaper, now competing with
Delhi based newspapers from big media houses
Printing on automated chassis machine started
Elections saw an accurate analysis and right approach from the
newspaper that made Rajasthan Patrika the newspaper for all

Year 1971 1981: Milestones

Year 1971
Year 1972

Rajasthan Patrika became the first newspaper to get ABC certification

in the state
States first stereo press installed in Rajasthan Patrika
Rajasthan Patrika opposed vehemently the imposition of emergency in

Year 1975

India though its very existence was at stake. With such dedicated and
ethical journalism, Patrika became the lifeline of masses.
Offset printing from indigenous machines started. Editions launched in

Year 1979 - 81 Jodhpur and Udaipur. Upgraded technology to photo-typesetting

machine imported to Jaipur.
Year 1967

Elections saw an accurate analysis and right approach from the

newspaper that made Rajasthan Patrika the newspaper for all

45

Year 1984 1993: Milestones

Year
1984

Rajasthan Patrika was selected as one of the best five community newspapers
of Asia (UNESCO study). Indigenous four-color printing machine installed, color
page on Sunday.

Year

Appointed correspondents in America, England, Canada , Japan, Gulf and

1985

Bangladesh

Year

Coroset color web offset machine imported from Germany. Launched Balhans

1986

a colorful, Hindi fortnightly magazine for children

Year
1990
Year
1991
1993

Rajasthan Patrika emerged as one of the top ten newspapers of India

Started Patrika TV
Started offices in Bangalore and Chennai.

Year 1994 2004: Milestones

Year 1994

In House training for trainee journalist began

Year 1995

Telecast of 'Geet Govind' on Doordarshan, a Patrika TV production

Year 1997

Rajasthan Patrika initiated first ever Inter-ward cricket tournament,

identifying the talents of Rajasthan

Year 1999

Rajasthan Patrika, became the first ever newspaper to go online.

Year 2000

Sikar, Ganganagar and Bhilwara editions started

Year 2001

Established its Newspaper in Education wing Patrika in Education

Ifra Award - 2002 was awarded to Rajasthan Patrika for best Printing in
the Asia region. Renowned Sopa Award 2002 was also bagged by

Year 2002

Rajasthan Patrika for reliable and effective News at Asia level.

Became the first Indian newspaper to have won both IFRA Asia, for
excellence in printing and SOPA for best reporting in the same year.
Ahmedabad & Ajmer Editions started

46

Hosted "Ad-Asia 2003" in Jaipur, advertising fraternitys largest Asian

conference. Surat Edition started. Organised a mega Summer School
Year 2003

educational program, now an annual feature. Organised International

Education and Career Fair 2003, now an annual feature. Organized
National Book Fair 2003, now an annual feature.

Year 2004

Started it's Chennai and Pali Editions

Launched Find It interactive yellow pages.
IRS 04 R2 announced 84.14 Lakh readers of Rajasthan Patrika.

Year 2005 onwards: Milestones

Started

Year 2005

its

Kolkatta

and

Banswara

Editions.

Donated Rs. 2.56 crore, collected from the readers to Prime Minster
Manmohan
Singh
for
Sunami
Relief.
Organized International Peace Walk, in which 800 Men & Women from 91
countries participated.
Rajasthan Patrika won the Ifra Asia Gold award for News Photography;
for the photographic entry "Bawander" shot by Mr. Aziz Bhutta.

Year 2006

Year 2007

FM Radio "Tadka" Launched on 15 August by Ms. Vasundhara Raje;

Independence Speech by our first Prime Minister Late. Jawahar Lal
Nehru was the first program, followed by Patriotic songs.
Organized India Festival in
95 FM tadka launched in Udaipur.

Dubais

World

Trade

Center.

Sales Overview
1. Introduction

47

Life is sales.
You are either bringing them in or chasing them away. Unfortunately, it is often difficult
to know the difference. However, some key factors can make a big difference.
At the most basic level, sales is just a conversation. Nevertheless, to close on a sales
opportunity, it has to be an effective conversation. The foundation for providing any
service or product is to have a strong basis from which to build an effective conversation
that can address the customers needs.
What are the key factors that can make or break a successful sales presentation?
The first key is knowledge. A strong knowledge base provides a means of accelerating
the sales process. Having the ability to provide the appropriate information in the most
efficient manner eliminates or reduces the time needed to complete the sales process.

Knowledge is Power
I dont know, but Ill find out and get back to you is always better than I dont know.
But its never as good as having the answer on the spot.
Not knowing often stops the sales process like a pause button.

Know Your Product

You must be the expert on the product or service that you sell. At the least, know the
sources of expertise and build a relationship with them so you can get information in a
timely manner. Product knowledge is where features and benefits come into play. The
ability to address the strengths and weaknesses of your products enables you to move
through a conversation to the sales opportunity.

Know Your Company and Theirs

Have a working understanding of your company. Where it has been? Where it is
going? What is its focus and core competencies? Make an impression and know what

48

your customer is doing. This knowledge highlights the best approach for a sales
presentation and helps determine what to present first. If you can identify potential
needs based on the customers business model and current circumstances, you can
bring forward a more focused approach for sales.

Know Your Customer

Find out more about whom you will be addressing and as much about their current
projects and circumstances as possible. By having a sense of what they are striving to
accomplish, you can present your products and services in a way that will seem more
relevant.

Know Your Competition

More often than not, customers are looking at multiple solutions. Ultimately, they will
have to choose what they perceive to be the best solution to address their needs. Help
them with this chore by being the one to distinguish what you provide from the other
products or services on the market. Go through the decision point-by-point. By helping
a customer work through the decision, you also give them the ammunition they need to
justify their decision to themselves, or their managers.

Knowledge can be a Weakness

Sales professionals must have knowledge to succeed, but an over-reliance on your own
knowledge often proves to be a weakness. No matter how much of an industry expert
you become, your customer always knows more about his own business and
circumstances. Nobody likes a know-it-all anyway.

Listen Dont Speak

In the sales conversation, the most powerful tool is being able to listen more than you
speak. The ultimate best source of information is the customer. By asking probing

49

questions and listening to the answers, you achieve two objectives. The first is to
determine the customers need, which leads to how you can help. The second is to
enable the customer to discover for himself that you are presenting the appropriate
solution.

Questions Not Answers

Questions bring people together, and answers take them apart.
In the sales process, well-intended questions can be effective in forwarding
conversations.
For example, you might want to ask a customer to give you a more in-depth view of his
industry. Even better, ask a customer to tell you what their customers want. This
enables you to support the customers ultimate goals.

Uncover the Problems, Dont Cover It

Customers are often bombarded with a sales approach that says, What you have is
wrong, followed by what you really need, I have. Then the salesman launches into a
long, generic presentation.
Get potential customers to talk about their company problems in detail. Use questions
and examples to enable the customer to discover how to accomplish their objectives
with your products and services. They will fight for that solution if they can claim credit
for it.

50

RESEARCH METHDOLOGY
Title of the Study
Consumer

Preference

in

Newspapers:

Special

Reference

to

Rajasthan Patrika
Duration of Project
Duration of the study is 15 Days
Objective of Study
The Project Report for Rajasthan Patrika is submitted in partial fulfillment of
the requirement Project Report Work which include 15 days study report under MBA
(pursuing) degree from AIMS, Jaipur.

The purpose of the study was to analysis

Social Marketing activities and generating brand awareness and brand loyalty its media
sources in Jodhpur the marketing statement, and to evaluate the marketing condition
and performance of the company. Apart from this, mainly, my keen interest in Media and
its marketing, as I want to build my future in this. So, I think non other than the
progressive and developing Company like Rajasthan Patrika Pvt. Ltd., which is the
topmost leading Newspaper Company* in Rajasthan, and everyone knows about it, but
struggle and compete to develop its image at National Level with 17 publishing centers
overall in India and its starts to get it by placing itself in Top 15 Newspapers of India.

Sample size and Method of selecting Sample

Primary Data Source: Questionnaire
SAMPLE SELECTION:
In a total of 100 clients were taken as sample size, which were taken up from 5
areas of Jaipur

Sodala
Malviya Nagar
Vidyadhar Nagar
Mansarovar
Mahesh Nagar

51

Demographic Sample:
Men 30
Women- 30
Students- 40

Scope of Study
The scope of the study extends from lower hierarchical level (workers), middle
hierarchical level (supervisors) to upper hierarchical level (Managers) of the company,
so it is a comprehensive study.

Significance of the study:

The significance of the study is that it concludes what creates interest of
people to read the newspaper.

Limitation of Study
As the communication media is becoming more popular, the attraction of
print media is slightly decreased. Reading habit of people is going down as compare to
old times.
So the main problem is to provide the readers with such a content that
creates interest in reading newspaper.
The study is also subjected to certain limitations such as, sample is
limited to 30, 40, 30 findings and conclusions are based on knowledge and experience
of the respondents sometime may subject to personal biasness and research study was
being done in the year June 2010, with required data analysis and interpretation, the
data needs to be updated at times when it comes to have further usage of this research
study report.
Despite the above limitations I tried my best through the entire study to provide a
comprehensive, complete and detailed report, so that it can help the organization to
take appropriate decisions for the welfare and satisfaction of its employee while giving
due consideration to its goals and objectives.

52

4. ANALYSIS AND INTREPRETATION

1. Do you like to watch TV or you prefer reading?
Watch TV

42

Reading

26

Both

32

Interpretation of the data:

From the sample size of 100 people, about 42 people like to watch TV in leisure time,
26 prefer reading and 32 people like both reading and watching TV.

2. Do you read magazines?

53

Yes
No

71
29

Interpretation of the data:

From the sample size of 100 people, 71 said that they read at least one magazine, and
29 said that they dont read any kind of magazine.

54

3. Which magazine do you read?

Hindi
English
Both
HINDI
ENGLISH
BOTH

25
18
28

Interpretation of the data:

From the 71 people, who reads magazines, 25 people reads Hindi magazines, 18 reads
only English magazines and 28 read magazines in both Hindi and English.

4. Which content do you like the most in the magazine?

55

HOME TIPS
BUSINESS
GENERAL AWARENESS
ENTERTAINMENT
STORIES

18
14
31
15
12

Interpretation of the data:

From the sample size of 100 people, 18 people recommended Home tips, 14 demanded
business related news, 31 people for general awareness news,15 choose entertainment
news and 12 prefer real life stories in the weekend edition.

56

5. Which newspaper do you read more?

National Newspaper
Regional Newspaper
Both
NATIONAL NEWSPAPER
REGIONAL NEWSPAPER
BOTH

14
65
21

Interpretation of the data:

From the sample size of 100 people, 14 read only national newspaper, 65 read only
regional newspaper and 21 read both.

57

6. How much time do you devote for regional newspaper?

0-15 min
15-30 min
30 min 1hr
Above 1 hr

30
39
25
6

Interpretation of the data:

From the sample size of 65 people, about 30% people read newspaper for maximum 15
min., 39% people read newspaper for 15-30 min., 25% read for 30-60 min., and only 6%
people read more than 1 hour.

58

7. How much time do you give to main and supplement newspaper?

0-10 min
10-20 min
Above 20 min

56
35
9

Interpretation of the data:

From the sample size of 100 people, 44 people read main paper for maximum 10 min.,
28 people for 10-20 min., only 6 people read it for more than 20 min. For supplement
paper, 56% people read it for maximum 10 min., 35% people read it for 10-20. min, and
9% read it for more than 20 min.

59

8. Why do you prefer this newspaper?

Brand loyalty
Content
Visual effects

Brand Loyalty
Content
Visual effects

28
57
15

Interpretation of the data:

From the sample size of 100 people, about 28 people, prefer newspaper due to brand
loyalty, 57 choose newspaper because of its content, and 15 due to its visual effects.

60

9. Would you like to have a feedback column in which you can respond to
news?
Yes
No

68
32

Interpretation of the data:

From the sample size of 100 people, about 68 people said that they will like to give their
feedback, opinion about the news in case it will not charge them much. And about 32
people said that they will not like to respond.

61

10. If we add spiritual, health, employment etc. news from our side which one
would you like the most?
Spiritual
Health
Employment

20
43
37

Interpretation of the data:

From the sample size of 100 people, 43 choose health related topic, 37 choose
employment news, 20 choose spiritual topic to be included in the Just Jaipur.

62

11. Would you like to have a personal touch wherein you can share your
personal photos or achievement stories?
Yes
No

65
35

Interpretation of the data:

From the sample size of 100 people, 65 people were agreed to share their personal
photos and achievement stories and 35 were not agreed.

63

FACTS AND FINDINGS

The paper has a liberal outlook, and supports reformists in Jaipur and across the
Rajasthan. Through news, views, analysis and interactivity, Rajasthan Patrika
provides readers with a composite picture of India and the world.
The paper is broken up into sections. The main section includes an interactive
Speak Up page, and City, Nation and World news pages. There is also an
editorial page, and a technology page.
The other sections include Money, Sports and After Hours. Money is a section on
business and the economy. Bollywood is a 4-page section with news from
Bollywood, art and fashion, and other such topics.
In the Jaipur edition there are three region-specific supplements for Jaipur, Tonk
and Sikar.
Two magazines a women's magazine called Parivar and a children's
magazine called Chhotu Motu complete the need of family
The company starts another newspaper from the name Daily News which have
some other feature but look and news was in both news paper.
Some of the themes in which the awarded has been given are: Save the Tiger,
Gender in Education, Against Corruption, Donate Eyes, Road Safety,
Communicate in Hindi, Help Street Children, Donate for Jaipur Foot, Save Trees,
Save Girl Child etc. The concept has won accolades across the world with many
like-minded organizations coming up to associate with this esteemed award.

64

CONCLUSION

The Rajasthan Patrika Leadership Summit is a platform for eminent leaders to interact,
share their opinions and views on important issues of concern and arrive at solutions.
The conference aims to understand the worlds views on social, economic and
political issues. It tries to gain insights on Indias role in the world and its importance in
the global growth scenario. The Hindustan Leadership Summit invites international
business leaders, strategists along with renowned personalities from India and abroad.
Rajasthan Patrika launched the Leadership Summit an annual conference that
seeks to enhance the level of discussion on pressing issues, encourage interaction
among leaders in various areas and present international quality thought platforms, as
part of its mission to contribute to thought leadership and evolve action plans for a
secure and better future.

65

SWOT ANALYSIS
Strength:

The flagship publication of the Group has editions from Delhi, Lucknow, Patna
and Kolkata, thus, dominating the Northern, Eastern and Central regions of the
country.

Its Jaipur edition continues to be the largest hindi daily edition in the state with a
circulation.

Rajasthan patrika has set many a standard for its competitors. It is the first smartage newspaper in India to evolve into a new international size, sleeker and
smarter, which ensures enhanced ease of reading and convenient handling.

In its endeavor to provide its readers with greater value, it has revamped its
existing supplements and added new ones to its portfolio, offering a daily
supplement catering to specific target audiences.

In a major incentive for the advertisers as well as the readers, Rajasthan Patrika
has entered into strategic alliances with The Indian Express, Business Standard,
Mid-Day and Deccan Chronicle. These alliances, along with its strong presence
in North India, make it one of the most formidable media players.

Weakness:

Lucknow edition of Rajasthan Patrika will suck most of the companys

investments and profitability for the next two years will be adversely affected.
The Lucknow edition is expected to incur losses for a couple of years.

In Bhopal, RP faces immense competition from the established The Times of

India and Dainik Bhaskar, which also have greater financial resources. In
addition, other competitors entering the Bhopal market will further extend
RPs timeframe to make money.

66

Opportunity:

Newspapers only reach 35% of the adult population, of which 65% is literate,
there is significant room for growth.

The sheer number of publications has created fierce competition which has kept
prices low which in turn has caused publishers to depend more on advertising
revenues.

Advertising revenues in 2006 are predicted to see a 15 to 20% spike. In 2005,

48% of India's total advertising market went to newspapers, 7% more than went
to television.

Circulation could rise by a whopping 14% riding the back of the advertising
boom.

Threat
In Jaipur, Rajasthan Patrika faces immense competition from the established Dainik
Bhaskar and Dainik Navjyoti. In addition, other competitors have entered the Jaipur
market like Times of India.

67

RECOMMENDATION AND SUGGESTION

"Great ideas are born humble". Entrepreneur of the week

Invite entrepreneurs to take part in the Young adults section, to be a part of it

by sharing their experiences with all the readers. This will be an initiative to
showcase entrepreneurs with businesses in all new sectors like tech.,
social, non-tech., women, green entrepreneur, etc. Except that an article
about LOCAL ENTREPRENEURSHIP can make a big change in readers
reading time and can help us to get some new readers. For example:
CNBC Young Turks invites entrepreneurs to be with them and share
experience.
So we also can invite people to share their entrepreneurship, like:-If you

are

an entrepreneur below the age of 40, send in your entries with a brief write up
about your venture to E-Mail ID. If you know an entrepreneur who qualifies,
write to the above mentioned address and nominate them.

Information about SMEs so that people could be aware to local businesses

and can think of investing in those businesses.

There must be some information about self-employment so that people can

start doing business at home.

68

 Brand Mascot of Just Jaipur

There should be a brand mascot of Just Jaipur which represent it and make a
different identity for product. Social news can be forwarded through the
belongingness of this mascot.
We suggest the name of Just Jaipur brand mascot Hum Tum & Me next. The
mascot could be a boy or a girl which can make its special identity in public.
For e.g.: zoo-zoos of Vodafone, Gattu for Asian paints,

Soochna ka Adhikar
There must be analysis of a govt. policy at every weekend. So that each and every
citizen can get to know about that policy that how much money was allotted, how it
was used, how it worked and all the negative and positive point of that policy.
That can be a knowledgeable and interesting topic for reading. For example: Akshay kalewa, NAREGA, etc.
We can include- Expenses on politicians, how much money they spend for
themselves, Expenses on different campaign, etc.

69

SUGGESTIONS

There should be a short interview column of any foreigner, so that public can
get to know that what is there thinking and experience about Jaipur THE PINK
CITY.

Short column for dates and time-table of competition exams like: bank PO,
clerk, etc.

We should invite public suggestions to save natural resources like water, gas,
petrol, etc. and can tell them more about these things.

We can also make a contest related to best environmental work or any other
work.

Movie analysis not review, should be given, which shows impact of movie on the
society and what can be learned from them.

Health related articles:

Should focus on health related topics such as exercises and
awareness about diseases like heart attack, sugar, weight loose
etc.
Mythological Articles:
Such articles can be included in the weekends for the people to
know about the rich culture and history of our nation.
It will benefit in two ways, firstly, it creates knowledge among
people and secondly, mythological stories are always interesting to
read.
Beauty tips:

70

As the most important focus of this study are women,

Articles related to beauty will create a great interest to them as they
mostly get time on weekends only.
Food related articles:
Such articles are also given good preference by the women.
Besides these, some articles can also be included that are associated with
the feelings of a person.
Such kind of articles is not only liked by the youth but also, by these
kinds of articles, family members come to know the feelings of each
other. Thus, are liked by every member of the family and these
articles also serve as a base for the solution of problems of people.
Like the FEELING BLUE article in Hindustan Times.
Fashion tips:
A column at weekends, that makes people aware of the latest trend in the
fashion industry.

It should also organize some kind of events like seminars, workshops

on social awareness especially in colleges, institutions. By this, on one hand,

they will be fulfilling their social responsibility and on the other hand, it will create
publicity of the newspaper.
Like, Rajasthan Patrika has organized Tobacco awareness program in IIIM.

71

Appendix
QUESTIONNAIRE
Personal details:
Name:
Age:
Occupation:
Phone no.:
Address:
1. Do you like to watch TV or you prefer reading?

Watch TV

Reading

Both

2. Do you read magazines?

(a) Yes
(b) No
3. Which magazine do you read?
Hindi
English
Both
4. Which content do you like the most in the magazine?

HOME TIPS

BUSINESS

GENERAL AWARENESS

ENTERTAINMENT

STORIES

5. Which newspaper do you read more?

National Newspaper
Regional Newspaper
Both

6. How much time do you devote for regional newspaper?

72

0-15 min

15-30 min

30 min 1hr

Above 1 hr

7. How much time do you give to main and supplement newspaper?

0-10 min

10-20 min

Above 20 min

8. Why do you prefer this newspaper?

Brand loyalty
Content
Visual effects

9. Would you like to have a feedback column in which you can respond to
news?
(a) Yes

(b) No

10. If we add spiritual, health, employment etc. news from our side which one
would you like the most?

Spiritual

Health

Employment

11. Would you like to have a personal touch wherein you can share your
personal photos or achievement stories?
(a) Yes

(b) No

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BIBLIOGRAPHY
1. Sh. Gulab Kothari NEWSPAPER MANAGEMENT IN INDIA:
2. Tony Dakin Sales Promotion:
3. Indian News Paper Society (INS) 2003 05
4. Newspaper Readership Survey (NRS) 2003 05
5. ABC (Audit Bureau Circulation) 2003 05
6. G.S. Sudha & Mamoria, Suri. Functional & Marketing Management:
7. Magazines: Business World
Business Today
Brand Equity
Advertising & Marketing
India Today
8. Patrika website: www.rajasthanpatrika.com.
WEBLIOGRAPHY
www.rajasthanpatrika.com
www.wikipedia.org/wiki/e_eng
www.bw.businessworld.in/pdf_upload/hrspecial_survey.pdf
www.workforce.com/section/09/article/23/53/40
www.isrinsight.com
www.employment_studies.co.uk/news/129theme

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