THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

NEW DELHI

THESIS
ON
“PRINT & ELECTRONIC MEDIA”

SUBMITTED TO: EXTERNAL GUIDE:

PROF. SUMANTA SHARMA MR. XXXXXXX
ASSOCIATE DEAN
IIPM, NEW DELHI

SUBMITTED BY:
XXXXXXXXX
BATCH: XXXXXXXXX
ALUMNI ID: XXXXXXXXX
IIPM, NEW DELHI
 CERTIFICATE OF ORGINALITY

This is to certify that the thesis titled “Print & Electronic Media” is prepared and

submitted by me to Indian Institute of Planning & Management, New Delhi in partial

fulfillment for the award of the Master Degree in Business Administration, and this

report has not been submitted elsewhere.

Date:

IIPM, NEW DELHI

 CERTIFICATE FROM GUIDE

This is to certify that this thesis titled “Print & Electronic Media” is prepared and

completed successfully by XXXXXXXXXX under my guidance. The thesis has been

completed to my satisfaction and I wish him all the best in his future endeavor.

Date:
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on “Print & Electronic

Media” The work would not have been possible to come to the present shape

without the able guidance, supervision and help to me by number of people.

With deep sense of gratitude I acknowledged the encouragement and guidance

received by my Mr. Prof. Sumanta Sharma Associate Dean - IIPM, New

Delhi. I also convey my heartfelt affection to Mr. XXXXXXXXXXX who

helped and supported me during the course, for completion of my thesis.

THESIS SYNOPSIS
THESIS APPROVAL LETTER
ABSTRACT
 TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION

 Print and newspapers

 The times of India

 The economic times

 Indian express

 India today

 Malayala Manorama

 The airwaves

 Journalism

 Reporting

 Print journalism

 Broadcast journalism

CHAPTER 2 LITERATURE REVIEW

 Media characteristics

 Print media forces

 Advantages of magazines

 Disadvantages of magazines as a media

force

 Magazine circulation and readership

 Purchasing magazine advertising space

  Limitations of newspapers

 Impact of Elctronic media on children

 Childhood obesity

 Body image

 Electronic media and learning

CHAPTER 3 RESEARCH OBJECTIVES

CHAPTER 4 RESEARCH METHODOLOGY

 Exploratory research

 Research design

 Nature of data

 Primary data:

 Secondary data:

 External source:

 Data collection

 Primary data:

 Sampling technique

 Sampling procedure actually employed:

CHAPTER 5 DATA ANALYSIS

CHAPTER 6 CONCLUSIONS & IMPLICATIONS

CHAPTER 7 BIBLIOGRAPHY

 Appendix
 CHAPTER-1
INTRODUCTION
 CHAPTER-1
INTRODUCTION
The Media in India enjoys a great amount of freedom and is therefore flourishing.

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

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

digitizing television and film content as well as managing video servers for global

companies in the pay-per-view TV market. The previous year has been a landmark

year for television broadcasting. Many new news channels like the two from NDTV

and one each from TV Today and Star were launched. Television viewers were to

enjoy much more freedom in metros with the rollout of Conditional Access System,

which was quietly introduced in Chennai, but trouble was just round the corner. In

Chennai there are very few customers for channels in languages other than Tamil and

all Tamil Channels are free to air. As a result there was no objection, only people did

not go for the top box. Delhi however has been a different story what with CAS being

first put off, then implemented and then the total confusion on its status. The launch of

a choice private FM radio stations has got the metro residents hooked on to the

otherwise almost obsolete radio service. Lots of multiplexes opened across the

country and many more are on the pipeline. Overseas studios were bullish on

producing. Piracy however, continued to bother the Indian film and music industry.

The Internet continues to grow.

PRINT AND NEWSPAPERS

India has four news agencies namely, the Press Trust of India (PTI), United News of

India (UNI), Samachar Bharti and Hindustan Smachar.

Newspapers and magazines in India are independent and largely privately owned.

About 5,000 newspapers, 150 of them major publications, are published daily in

nearly 100 languages. Over 40,000 periodicals are also published in India. The

periodicals specialize in various subjects but the majority of them deal with subjects

of general interest.

THE TIMES OF INDIA

The Times of India is one of the leading newspapers of India and is very old. Some of

the features of the paper are news from various Indian cities, sports, business (Indian

and international), entertainment, health, and the world. As a policy it lays more stress

on human-interest stories. It also carries features like Sports, Entertainment, Stocks,

Infotech, Editorials, Interviews, Letters, Crosswords, and Horoscopes etc. The Times

group also owns The Economic Times, Femina, Filmfare, etc. India's Who's Who?

THE ECONOMIC TIMES

The Economic Times is one of the India's leading business newspapers. It carries

news about the Economy, Companies, Infrastructure, Trends in the Economy,

Finance, Stocks, Forex and Commodities, news from around the world and from the

world of politics besides Editorial and Features. The magazine section has Investor's

Guide, Brand Equity and Corporate Dossier. It is part of the Times Group.
INDIAN EXPRESS

The Indian Express is another leading newspaper of the country. This group's

publications include the Indian Express, the Financial Express, Loksatta, Screen and

Express Computer.

INDIA TODAY

India Today is part of Living Media India Ltd, one of India's leading names in news

and publishing which includes the television production group of Aaj Tak and

Headlines Today, along with Business Today, Computers Today, India Today Hindi,

India Today Plus, Teens Today and Music Today. It contains everything from hardcore

political and business news and analysis to the movies, music, art, books, computers,

lifestyle and business resources.

MALAYALA MANORAMA

The Malayala Manorama releases daily, weekly, monthly and annual publications.

The annual publication is called the Manorama Year Book. Started in 1988 in Tamil

and Telegu languages, it is now published in other regional languages like Hindi &

Bengali, as well as in English. Among the various publications, the Malayala

Manorama Daily has the largest circulation, selling about 11 lakhs 50 thousand copies

at Rs. 2.90 each, daily.

Several other magazines are also published in Tamil & English. The English

publications include "The Week", a weekly magazine & "Magic Pot", a fortnightly

magazine for children.

THE AIRWAVES

All India Radio (AIR) and Doordarshan (DD), which were totally under government

control since their inception, are now governed by an independent body of eminent

persons who constitute the Prasar Bharati Board. From a single channel Doordarshan

now has numerous channels like DD News, DD Metro, DD Sports, Bharati etc. A

large number of private channels also beam their programs across the country through

the satellites. Some of the major groups are Zee, Star, Sony, Sahara, Aaj Tak, NDTV,

Sun TV, Raj TV and Jaya TV. Apart from regular channels which air serials, specific

channels cater to movies, sports, news, cartoons and children specific programs,

nature and religion. In the FM sector we have Radio Mirchi and Radio City in the

private sector and AIR FM is state owned.

JOURNALISM

Journalism is a discipline of collecting, analyzing, verifying, and presenting news

regarding current events, trends, issues and people. Those who practice journalism are

known as journalists. Since the beginning of the 20th Century, most journalists have

traditionally been paid professionals holding a degree in this field. However, since the

late 1990s, the Internet has given birth to a new form of citizen journalists.

News-oriented journalism is sometimes described as the "first rough draft of history"

(attributed to Phil Graham), because journalists often record important events,

producing news articles on short deadlines. While under pressure to be first with their

stories, news media organizations usually edit and proofread their reports prior to

publication, adhering to each organization's standards of accuracy, quality and style.

Many news organizations claim proud traditions of holding government officials and

institutions accountable to the public, while media critics have raised questions about

holding the press itself accountable.

As for the future of journalism, computers are increasingly being used to support this

discipline. For example, Artificial Intelligence (AI) is used to support editorial

operations, such as "Artificial Intelligence Journalist" ("AIJ"), a computer software

developed by publisher NewsRx.

REPORTING

Journalism has as its main activity the reporting of events — stating who, what, when,

where, why and how, and explaining the significance and effect of events or trends.

Journalism exists in a number of media: newspapers, television, radio, magazines and,

most recently, the World Wide Web through the Internet.

The subject matter of journalism can be anything and everything, and journalists

report and write on a wide variety of subjects: politics on the international, national,

provincial and local levels, economics and business on the same four levels, health

and medicine, education, sports, hobbies and recreation, lifestyles, clothing, food,

pets, sex and relationships.... Journalists can report for general interest news outlets

like newspapers, news magazines and broadcast sources; general circulation specialty

publications like trade and hobby magazines, or for news publications and outlets

with a select group of subscribers.

Journalists are usually expected and required to go out to the scene of a story to gather

information for their reports, and often may compose their reports in the field. They

also use the telephone, the computer and the internet to gather information. However,

more often those reports are written, and are almost always edited, in the newsroom,

the office space where journalists and editors work together to prepare news content.

Journalists, especially if they cover a specific subject or area (a "beat") are expected to

cultivate sources, people in the subject or area, that they can communicate with, either

to explain the details of a story, or to provide leads to other subjects of stories yet to
be reported. They are also expected to develop their investigative skills to better

research and report stories.

PRINT JOURNALISM

Print journalism can be split into several categories: newspapers, news magazines,

general interest magazines, trade magazines, hobby magazines, newsletters, private

publications, online news pages and others. Each genre can have its own requirements

for researching and writing reports.

For example, newspaper journalists in India have traditionally written reports using

the inverted pyramid style, although this style is used more for straight or hard news

reports rather than features. Written hard news reports are expected to be spare in the

use of words, and to list the most important information first, so that, if the story must

be cut because there is not enough space for it, the least important facts will be

automatically cut from the bottom. Editors usually ensure that reports are written with

as few words as possible. Feature stories are usually written in a looser style that

usually depends on the subject matter of the report, and in general granted more space

(see Feature-writing below).

News magazine and general interest magazine articles are usually written in a

different style, with less emphasis on the inverted pyramid. Trade publications can be

more news-oriented, while hobby publications can be more feature-oriented.

BROADCAST JOURNALISM

Radio journalists must gather facts to present them fairly and accurately, but also must

find and record relevant and interesting sounds to add to their reports, both interviews

with people involved in the story and background sounds that help characterize the

story. Radio reporters may also write the introduction to the story read by a radio

news anchor, and may also answers questions live from the anchor.

Television journalists rely on visual information to illustrate and characterize their

reporting, including on-camera interviews with people involved in the story, shots of

the scene where the story took place, and graphics usually produced at the station to

help frame the story. Like radio reporters, television reporters also may write the

introductory script that a television news anchor would read to set up their story. Both

radio and television journalists usually do not have as much "space" to present

information in their reports as print journalists.

ON-LINE JOURNALISM

The fast and vast growth of the Internet and World Wide Web has spawned the newest

medium for journalism, on-line journalism. The speed at which news can be

disseminated on the web, and the profound penetration to anyone with a computer and

web browser, have greatly increased the quantity and variety of news reports available

to the average web user.

The bulk of on-line journalism has been the extension of existing print and broadcast

media into the web via web versions of their primary products. New reports that were
set to be released at expected times now can be published as soon as they are written

and edited, increasing the deadline pressure and fear of being scooped many

journalists must deal with.

The growth of blogs as a source of news and especially opinion on the news has

forever changed journalism. Blogs now can create news as well as report it, and blur

the dividing line between news and opinion. The debate about whether blogging is

really journalism rages on.

AND FINALLY .............

Print media and Electronic cannot be overtaken by the rapid growth of Internet media

and even not at the cost of the revolutionary advent of information technology. They

have wider reach than any other medium existing at the mount. It knows the target

public very well and always in search of a tact-finding method to reach at them in a

very peculiar manner. The print advertising media is very popular through its eye

catchy, attractive photographs and critical analysis of the advertisements to aware the

readers about the products, goods etc in depth. It will still take a long time for Internet

to reach the common men in India.

Journalism has become an enormous world-wide activity and exists in practically

every country. In some countries, it has a minor role and in the nature of Public

Service. In other countries, Journalism in itself is a major industry and an important

form of communication in its own right. It represents a major source of revenue for
mass media and thus influenced to a greater or lesser extent their whole range of

activity and orientation.

In spite of the onslaught of the Internet media, electronic media and print media has

its own importance because of wider reach ness. As we know, it can reach even in the

remote areas of our country and keep the people aware about the happenings of in and

around the country.

It is the print media which can give the knowledge to the target consumer in a depth

manner. In electronic media the public can miss the opportunity to see an

article/advertisement at the blink of eyes, but it is not possible in print media. The

print advertising media generally have their own reporting and advertising

departments. They sell space and in some cases also offer advice and assistance in the

preparation of advertisements for those who derive or need such help.

 CHAPTER-2

LITERATURE REVIEW
 CHAPTER-2

LITERATURE REVIEW

“Post-Independence development of media has been very slow. For twenty five years

after independence the growth of media such as print, cinema and radio followed the

natural and normal pattern.

Pressures of urbanization, development in technology, growth in literacy did not affect

the media significantly. This quiet scene where intra or inter media competition did

not exist, obviously also did not lead to any strategic marketing approach.

It was only around the very early seventies that one witnessed changes in the scene.

These changes, introduced through technology, grafting both in print and electronics

on one hand expanded the reach of media, and on the other provided multiple options

to the audience. Introduction of glosses among print titles, expansion of the TV

network, establishing a Radio commercial channel suddenly made life more exciting

and entertaining for a vast majority of the urbanities.

It was for the first time that the audience was getting segmented by titles introduced,

new markets were opening up and a large number of people were coming under media

exposure. Another interesting fact of this period was the development of new

relationships between audience and media, between housewives and television,

between youth and gossipy titles, between women and Vividh Bharati etc.
The media environment changed quite radically again around the time when

sponsored programmes on television became a regular feature. E.g. sponsorship of the

serial Rajni was a major hit.

This initiative, along with those video viewing facilities, changed the whole

equations. Habits of cinema visits and magazine reading were the casualties during

the latter half of the eighties.

Television became an obsession with the vast majority. Programme such as

Mahabharat and Ramayana were the opium of the masses. Easy access to ‘firmly’

entertainment through video viewing affected the composition of the cinema audience

quite significantly.

TV now delivered important audience segments such as women, children and the

hitherto unreached rural affluent, afternoon programmes for women were a treat for

non working women.

If in the early seventies exposure to any mass media was abound 30% of the urban

adults, the exposure level crossed 65% by the end eighties. If the exposure level of the

rural affluent in the early seventies was not more than 10%, it was close 40% by the

end eighties. Easy access to technology and developing markets pushed publishers to

add on new editions. Specialized print titles both in English and other Indian

languages were introduced.

To top it all, by the early nineties the introduction of cable TV and Satellite

transmission rapidly introduced tremendous competition and excitement. By the end

eighties all the ingredients necessary for introduction of marketing and strategic

approaches for media services were in place.

MEDIA CHARACTERISTICS

MEDIA ADVANTAGES DISADVANTAGES

Magazines Segmentation potential Long lead time for ad

Quality reproduction placement

High information content Visual only

Longevity Lack of flexibility

Multiple readers
Newspapers High Coverage Short life

Low cost Clutter

Short lead time for placing ads Low attention getting

Ads can be placed in interest capabilities

sections Poor reproduction quality

Timely (current ads) Selective reader exposure

Reader controls exposure

Can be used for coupons

 PRINT MEDIA FORCES

MAGAZINE HAS PROVED TO BE A STRONG MEDIA FORCE

Over the past several decades, magazines have grown rapidly, to serve the

educational, informational, and entertainment needs of a wide range of readers in both

the consumer and business markets. Magazines are the most specialized of all

advertising media. While some magazines - such as Reader’s Digest, Time, and TV

guide - general mass appeal publications, most are targeted to a very specific

audience. There is magazine designed to appeal to nearly every type of consumer in

terms of demographic, lifestyle, activities, interests, or fascination. Numerous

magazines are targeted toward specific businesses and industries as well as toward

individuals engaged in various professions.

ADVANTAGES OF MAGAZINES

A) SELECTIVITY

One of the main advantages of using magazines as an advertising medium is their

selectivity, or ability to reach a specific target audience. Magazines are the most

selective of all media except direct mail. Most magazines are published for special

interest groups. In addition to selectivity based on interests, magazines can provide

advertisers with high demographic and geographic selectivity. E.g.: A&M is targeted

for a specific target audience i.e. the professionals etc.

B) REPRODUCTION QUALITY

One of the most valued attributes of magazine advertising is the reproduction quality

of the ads. Magazines are generally printed on a high quality paper stock and use

printing processes that provide excellent reproduction in black and white or colour.

Since magazines are a visual medium where illustrations are often a dominant part of

an ad, this is a very important property. Eg: Femina is made attractive with the help of

glossy cover.

E) CREATIVE FLEXIBILITY

In addition to their excellent reproduction capabilities magazines also offer advertisers

a great deal of flexibility in terms of the type, size, and placement of the advertising

material. Some magazines offer (often at extra charge) a variety of special options that

can enhance the creative appeal of the ad and increase attention and readership.

Examples include gatefolds, bleed pages, inserts, and creative space buys. Eg: many

magazines have started offering certain gift items free along with the subscription.

F) PRESTIGE

Another positive feature of magazine advertising is the prestige the product or service

may gain from advertising in publications with a favourable image. Companies whose

products rely heavily on perceived quality, reputation, and or image often buy space

in prestigious publications with high quality editorial content whose consumers have a

high level of interest in the advertising pages. E.g.: magazines like Cosmopolitan are

targeted at a very specific group of people who are image, brand, and society

conscious.
G) CONSUMER RECEPTIVITY AND INVOLVEMENT

With the exception of newspapers, consumers are more receptive to advertising in

magazines than in any other medium. Magazines are generally purchased because the

information they contain interests the reader, and ads represent additional information

that may be of value in making a purchase decision. E.g.: A lady being Femina would

be seeking specific information regarding either home or health problem etc.

H) SERVICES

A final advantage of magazines is the special services some publications offer

advertisers. Some magazines have merchandising staffs that call on trade

intermediaries like retailers to let them know a product is being advertised in their

publication and to encourage them to display or promote the item.

 DISADVANTAGES OF MAGAZINES AS A MEDIA

FORCE

A) LIMITED REACH AND FREQUENCY

Magazines are generally not as effective as other media in offering reach and

frequency. Thus, advertisers seeking broad reach must make media buys in a number

of magazines, which means more negotiations and transactions. For a broad reach

strategy, magazines are used in conjunction with other media.

B) LONG LEAD TIME

Another drawback of magazines is the long lead time needed to place on ad. Most

major publications have anywhere from a 30 - to a 90-day lead time, which means

space must be purchased and the ad must be prepared well in advance of the actual

publication date. Once the closing date for advertising is reached, no changes in the

art or copy of the ad can be made.

C) CLUTTER AND COMPETITION

While the problem of advertising clutter is generally discussed in reference to the

broadcast media, magazines also have this drawback. The clutter problem for

magazines is something of a paradox; the more successful a magazine becomes, the

more advertising pages it attracts, which leads to greater clutter. In fact, magazines

generally gauge their success in terms of the number of advertising pages they sell.
CLASSIFICATION OF MAGAZINES

Standard Rate and Data Service (SRDS), the primary reference source on magazines

for media planners, divides magazines into three broad categories based on the

audience to which they are directed, consumer, farm, and business publications.

A) CONSUMER MAGAZINES

Consumer magazines are bought by the general public for information and / or

entertainment. Consumer magazines represent the major portion of the magazine

industry. E.g.: Magazines like Femina, Sananda, and Sukanya fall into this category.

B) FARM PUBLICATIONS

The second major SRDS category consists of all the magazines directed to farmers

and their families.

C) BUSINESS PUBLICATIONS

Business publications are those magazines or trade journals published for specific

businesses, industries, or occupations. The major categories include;

Magazines direct at specific professional group, such as National Law Review for

lawyers and Architectural Forum for architects.

Industrial magazines directed to business people in various manufacturing and

production industries - for example, Iron Age, Chemical Week, and Industrial

Engineering.
Trade magazines targeted to wholesales, dealers, distributors, and retailers, among

them. Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant

Business.

General business magazines aimed at executives in all areas of business such as

Forbes, Fortune, and Business Week, (General business publications are also included

in SRDS’s consumer publication edition.)

The numerous business publications reach specific types of professional people with

particular interests and give them important information relevant to their industry

occupation, and / or careers. Business publications are important to advertisers

because they provide an efficient way of reaching the specific types of individuals

who constitute their target market. Much marketing occurs at the trade and business to

business level, where one company sells its products or services directly to another.

MAGAZINE CIRCULATION AND READERSHIP

Two of the most important considerations in deciding whether to use a magazine in

the advertising media plan are the size and characteristics of the audience reached by

the publication. Media buyers evaluate magazines on the e basis of their ability to

deliver the advertiser’s message to as many people as possible in the target audience.

To do this, they must consider the circulation of the publication as well as its total

readership and match these figures against the audience they are attempting to reach.
A) CIRCULATION

Circulation figures represent the number of individuals that receive a publication

through either subscription or store purchase. The number of copies distributed to

these original subscribers or purchasers is known as primary circulation and is the

basis for the magazine’s rate structure / circulation fluctuates from issue to issue,

particularly for magazines that rely heavily on retail or newsstand sales.

B) READERSHIP AND TOTAL AUDIENCE

Advertisers are often interested in the number of people a publication reaches as a

result of secondary or pass along readership. Pass along readership can occur when

the primary subscriber or purchaser gives a magazine to another person or when the

publication is read in doctor’s waiting rooms or beauty salons, on airplanes, and so

forth.

Advertisers generally attach greater value to the primary in home reader than the pass

along reader and the out of home reader, as the former generally spends more time

with the publications. Picks it up more often, and receives greater satisfaction from it.

Thus, this reader is more likely to be attentive and responsive to ads. However, the

value of pass along readers should not be discounted. They can generally expand a

magazine’s readership.
PURCHASING MAGAZINE ADVERTISING SPACE

Magazine rates are primarily a function of the circulation of the publication. Other

variables include the size of the ad, its position in the publication, the particular

editions (geographic, demographic) chosen, any special mechanical or production

requirements, and the number and frequency of insertions.

Advertising space is generally sold on the basis of space units such as full page,

although some publications quote rates on the basis of column inches. The larger the

ad, the greater the cost. However, many advertisers use full page ads since they result

in more attention and readership.

Ads can be produced or run using black and white, black and white plus one color, or

four colors. The more color used in the ad, the greater the expense because of the

increased printing costs.

Rates for magazine ad space can also vary according to the number of times an ad

runs and the amount of money spent during a specific period. The more often an

advertiser contracts to run an ad, the lower are the space charges. Volume discounts

are based on the total space purchased within a contract year.

NEWSPAPERS AS A MEDIA FORCE

Newspapers, the first major form of print media, are an especially important

advertising medium to local advertisers, particularly to retailers. However,

newspapers are also valuable to national advertisers.

ADVANTAGES OF NEWSPAPERS

A) EXTENSIVE PENETRATION

One of the primary advantages of newspapers is the high degree of market coverage,

or penetration, they offer an advertiser. The extensive penetration of newspapers

makes them a truly mass medium and provides advertisers with an excellent

opportunity for reaching all segments of the population with their message. Also,

since many newspapers are published and real daily, the advertiser can build a high

level of frequency into the media schedule.

B) FLEXIBILITY

Another advantage of newspapers is the flexibility they offer the advertiser. First, they

are flexible in terms of requirements for producing and running the ads. Newspaper

ads can be written, laid out, and prepared in a matter of hours. For most dailies, the

closing time by which the ad must be received is usually only 24 hours before

publications.
C) GEOGRAPHIC SELECTIVITY

Newspapers generally offer advertisers more geographic or territorial selectivity than

any other medium except direct mail. Advertisers can vary their coverage by choosing

a paper - or combination of papers - that reaches the areas with the greatest sales

potential. National advertisers take advantage of the geographic selectivity of

newspapers to concentrate their advertisers in specific areas they can’t reach with

other media or to take advantage of strong sales potential in a particular area.

F) READER INVOLVEMENT AND ACCEPTANCE

Another important feature of newspapers is consumers level of acceptance and

involvement with newspapers and the ads they contain.

G) SERVICE OFFERED

While newspapers have numerous advantages as an advertising medium for

communicating with consumers, the special services they offer can also be valuable to

the advertiser. For example, many newspapers offer merchandising services and

programmes to manufactures that help convince local retailers they should stock,

display, and promote the company’s product and make the trade aware of newspaper

ads being run for the item.

Many newspapers are also excellent sources of local market information through their

knowledge of market conditions and such research as readership studies and

consumer surveys.
LIMITATIONS OF NEWSPAPERS

A) POOR REPRODUCTION

One of the greatest limitations of newspapers as an advertising medium is their poor

reproduction quality. The coarse paper stock used for newspapers, the absence of

colour, and the lack of time papers have available for high quality reproduction limits

the quality of most newspaper ads.

B) SHORT LIFE SPAN

Unlike magazines, which may be retained around the house for several weeks, a daily

newspaper is generally kept less than a day. So an ad is unlikely to have any impact

beyond the day of publications, and repeat exposure is very unlikely.

C) LACK OF SELECTIVITY

While newspapers can offer advertisers geographic selectivity, they are not a selective

medium in terms of demographics or lifestyle characteristics. Most newspapers reach

broad and very diverse groups of consumers, which makes it difficult for marketers to

focus on narrowly defined market segments.

D) CLUTTER

Newspapers, like most other advertising media, suffer from clutter since there are so

many ads competing for the reader’s attention.

THE NEWSPAPER AUDIENCE

As with any medium, the media planner must understand the nature and size of the

audience reached by a newspaper in considering its value in media plan. Since

newspapers as a class of media do an excellent job of penetrating most households,

the typical daily newspaper gives advertisers the opportunity to reach most of the

households in a market.

PURCHASING NEWSPAPER SPACE

Advertisers are faced with a number of options and pricing structures when

purchasing newspaper space. The cost of advertising space depends not only on the

newspapers circulation but also on factors such as premium charges for colour or

special sections as well as discounts available. The purchase process and the rates

paid for newspaper space differ for national versus local advertisers.

TYPES OF NEWSPAPERS

The traditional role of newspapers has been to deliver prompt, detailed coverage of

news as well as to supply other information and features that appeal to readers. The

vast majority of newspapers are daily publications serving a local community.

However, weekly nation, and special audience newspapers have special characteristics

that can be valuable to advertisers.

A) DAILY NEWSPAPERS

Daily newspapers, which are published each weekday, are found in cities and larger

towns across the country. Many areas have more than one daily paper. They provide

detailed coverage of news, events, and issues concerning the local area as well as

business, sports, and other relevant information and entertainment. Daily newspapers

can further be classified as morning, evening, or Sunday publications. E.g.: Times of

India, Hindustan Times etc fall into this category.

B) WEEKLY NEWSPAPERS

Most weekly newspapers originate in small towns or suburbs where the volume of

news and advertising cannot support a daily newspaper. These papers focus primarily

on news, sports, and events relevant to the local area and usually ignore national and

world news, sports, and financial and business news. Weeklies appeal primarily to

local advertisers because of their geographic focus and lower absolute cost. More

national advertisers avoid weekly newspapers because of their duplicate circulation

with daily of Sunday papers in the large metropolitan areas and problems in

contracting for and planning ads in these publications.

C) NATIONAL NEWSPAPERS

Newspapers in this country with national circulation include - The Wall Street

Journal, The Christian Science Monitor, and USA Today. National newspapers appeal

primarily to large national advertisers and to regional advertisers that use specific

geographic editions to these publications.

D) SPECIAL AUDIENCE NEWSPAPERS

A variety of papers offer specialized additional content and are published for

particular groups, including labour unions, professional organizations, industries, and

hobbyists. Newspapers targeted at various religious groups compose another large

class of special interest papers.

E) NEWSPAPER SUPPLEMENTS

Although not a category of newspapers per se, many papers include magazine type

supplements, primarily in there Sunday editions, Sunday supplements have a part of

most newspapers for many years and come in various forms.

NEWSPAPER AS A ADVERTISING MEDIA

The ads appearing in newspapers can also be divided into different categories. The

major classifications of newspaper advertising are display. Other special types of ads

and preprinted inserts also appear in newspapers.

A) DISPLAY ADVERTISING

Display advertising is found throughout the newspaper and generally uses

illustrations, headlines, white space, and other visual devices in addition to the copy

text. The two types of display advertising in newspapers are local and national

general.

Local advertising refers to ads placed by local organizations, businesses, and

individuals who want to communicate with consumers in the market area served by
the newspaper. Local advertising comes primarily from retailers. Supermarkets and

department stores are among the leading local display advertisers, along with

numerous other retailers and service operations such as banks and travel agents.

National or general newspaper advertising refers to display advertising done by

marketers of branded products or services that are sold on a national or regional level.

These ads are designed to create and maintain demand for a company’s product or

service and to complement the efforts of local retailers that stock and promote the

advertiser’s products. Major retail chains, automakers, and airlines are heavy users of

newspaper advertising.

B) CLASSIFIED ADVERTISING

Classified advertising also provides newspapers with a substantial amount of revenue.

These ads are arranged under subheads according to the product, service, or offering

being advertised. Employment, real estate, and automotive are the three major

categories of classified advertising. While most classified ads include only text set in

small type, some newspapers also accept classified display advertising.

C) SPECIAL ADS AND INSERTS

Special advertisements in newspapers include a variety of governmental and financial

reports and notice and public notices of changes in business and personal

relationships. Other types of advertising in newspapers include political or special

interest ads promoting a particular candidate, issue, or cause. Preprinted inserts are

another type of advertising distributed through newspapers. These ads do not appear

in the paper itself, they are printed by the advertiser and then taken to the newspaper
to be inserted before delivery. Many retailers use inserts such as circulars, catalogs, or

brochures in specific circulation zones to reach shoppers in their particular trade

areas.

FUTURE OF NEWSPAPERS AS AMEDIA FORCE

Newspapers remain the largest advertising medium in terms of local advertising

volume, despite the tremendous growth of the broadcast media and cable advertising

in particular. However, newspapers have fallen behind TV and magazines as a

medium for national advertisers.

 IMPACT OF ELCTRONIC MEDIA ON CHILDREN

Television and other electronic media are major forms of entertainment for children.

Researchers found that the total time spent with electronic media by children ages 2 to

18 was five and half hours each day (three and a half hours with television).

Electronic media includes television, music, computer use, movies, and video games.

In one study 75 percent of children 12 to 19 years old spent 6 hours a week watching

music videos.

The average Indian child between the ages of 2 and 17 spends 25 hours per week

watching television (approximately 20 percent to 30 percent of their waking hours).

One study showed that 19 percent of children between the ages of 2 and 17 watch

more than 35 hours of television per week. Most children will have spent more time in

front of a television than a teacher. It is estimated that kids will have seen at least

360,000 commercials before they graduate from high school.

More than one-third of children have televisions in their bedrooms. This percentage is

higher for older children but even children as young as 2 years old have televisions in

their bedrooms (for 13 to 17 year olds the average was 56 percent, for 2 to 7 year olds,

20 percent). Children with televisions in their bedrooms watch an average of five and

a half hours more television each week than those without a television.

So, what consequences can electronic media use have on children? The consequences

are wide-ranging and can be both positive and negative.

CHILDHOOD OBESITY

Childhood obesity is a growing epidemic in this country. Studies have shown that, for

many reasons, risk of overweight increases as time watching television increases.

Children are inactive while watching TV. Advertisements encourage consumption of

high-calorie snacks and beverages. Many kids snack while they watch TV. Some

researchers have found that metabolic rates of those viewing television are the same

or lower than when sleeping.

Just because a food product is advertised on television or in other media does not

necessarily mean it is a healthy choice. And just because a person is promoting a food

doesn't necessarily mean that they eat it themselves either. Consult your health

professional, a Registered Dietitian, or Food, Nutrition, and Health Extension Agent

for information on eating healthfully and being active two important keys to

preventing childhood obesity.

FOOD MARKETING TO KIDS

Food is the most often advertised item on children's television. Most of these ads are

for products high in fat, sugar, or salt. Fast foods are also very heavily marketed to

kids. Children who spend more time watching TV tend to eat more calories; fat,

sweet, and salty snacks; and drink more soda. They also eat fewer fruits and

vegetables.

Many parents report that their children sometimes want to buy products they have

seen on TV or the Internet. Research has shown that one to two exposures to a
commercial is enough to influence kids as young as 2 to 6 years old. More time

watching television leads to more requests for specific products. Plus, food marketers

often use entertainment (movies, pop stars, sports personalities) and toys to attract

kids to their products.

For preschoolers, it is really difficult to distinguish "fact" from "fiction" in advertised

products. Smiles, active characters, and lots of friends support hidden messages,

which suggest that the product promotes a healthy lifestyle. Fun, health, love,

happiness, belonging, and excitement are some other hidden messages.

Advertising isn't found just in commercials, though. Be alert to advertising messages

embedded in TV programs. It is no coincidence that certain soft drinks are shown, that

particular cars are driven, or that specific airlines are traveled. In shows targeting

youth, advertisements may include toys created with a TV program in mind, such as

the Transformers, Teenage Mutant Ninja Turtles, Hulk, Power Rangers, and

Spiderman, in order to encourage children to purchase more items.

Discuss with children the motives behind advertising and the means of selling

products. Make a game of identifying the number of commercials that occur in an

hour, the hidden messages, and the methods advertisers use to promote the messages,

particularly related to food. Take the child comparison-shopping.

BODY IMAGE

Body image is the way a person sees and feels about his or her body. This develops

over a lifetime. Many things, including the media, cultural tradition, and attitudes of

family and friends, influence it.

Thin people are portrayed as ideal and as healthy in advertisements and in shows. This

image encourages even grade school kids to diet. Popular media have projected a

thinner and thinner ideal body image for women. Men are also held to an ideal that is

trim, but muscular. Research has shown that the more time an adolescent watches the

soaps, movies, and music videos the more they are unhappy with their body and the

more they desire to be thin. In one study, teenage girls felt less confident, angrier, and

more dissatisfied with their weight and appearance after viewing commercials that

depicted women as unrealistically thin. Fifth-grade boys and girls both reported being

unhappy with their bodies after viewing a Brittany Spears video or an episode of the

TV show "Friends."

Parents should talk to their children about realistic body shape. You may want to have

the child's doctor discuss reasonable expectations and growth spurts with the child to

help counter the media images.

FANTASY

Young children are influenced by television differently than older children. However,

both are attracted by fast-paced action, special effects, zoom shots, rapid changes in

scenery, and sudden loud noises. Most television programs and commercials contain

these features.

At age 3, children begin to follow the characters and stories they see in cartoons and

television programs. By age 6 or 7, children begin to understand the interpersonal

relationships, behavior, and moral messages contained in television story plots.

However, even school-age children may not be able to pick up subtleties in humor or

symbolism or be critical about advertising techniques.

People flying, turning into monsters, surviving fire, eating weird things, and coming

back from the grave are fantasies that children have difficulty distinguishing from

reality. The event can amuse the child during viewing, but horrify the child at night.

Sixty-two percent of parents report that their children have become frightened that

something that happened on TV or in a movie could happen to them.

Fantasies can teach unrealistic food behavior living in a cookie and candy land; food

growing everywhere without scientific knowledge or work to produce it; food

appearing from nowhere without preparation effort and without the cost of purchase;

and royalty or heroes receiving free food. The characters are rarely shown eating a

variety of foods or being concerned about nourishment.

Be aware of cartoon shows or stories that children watch alone. Ask questions about

"pretend ideas" and "real ideas."

SOCIAL BEHAVIOR

 Increased television viewing may also cause poorer school performance and

increased aggressive behavior. Kids who spend a lot of time on the Internet may

spend less time with family and friends and may become depressed and lonely.

They may also be less physically active, leading to overweight or obesity.

 A concern over children watching so much TV, spending time on the computer,

and playing video games is that these are one-way communication. The television

or computer speaks and the child listens. Children learn best through hands-on

activities, asking questions, exercising, manipulating objects, and experiencing

new relationships. To counteract the TV, provide alternative activities for children:

art projects, picture books, blocks, outdoor play, helping in the garden or with

meals. These activities also contribute to the mental, physical, and social

development of young children.

The following are signals that a child cannot distinguish between TV and video games

and "real" life.

 When the child declines activities with family or friends in order to watch TV,

play a video game, or use the computer.

 When the child desires a TV product because "everyone has one" but only the TV

character has the item

 When the child refuses to actively comparison-shop for food, toys, or other

products and wants only the TV product

 When the child becomes dissatisfied with family lifestyle and what the family can

afford

 In these cases, restrict television (or computer and video game use) and talk to

your child about how TV shows, advertisements, and video games are created.
ELECTRONIC MEDIA AND LEARNING

There are some positive aspects of television viewing. Television does more than

entertain children. It can also teach children about choices and about values like right

and wrong, cooperation and selfishness, dependence and independence, health and

sickness, understanding and prejudice, and negotiation and violence.

Computers are also great opportunities for children to express their ideas by writing

papers, to find out more about their interests by searching the Internet, and

communicate and interact through instant messaging and e-mail with friends and

loved ones who may not live nearby.

Television and media are major influences on child development and behavior.

Therefore, it is important that parents help children use TV and media in positive

ways and to avoid the negative influences.

Since television is such a powerful teacher, it stands to reason that it should be able to

teach positive things and produce beneficial results. This is clearly the case. There is

substantial literature demonstrating these effects. In fact, one show, “Sesame Street,”

is the most extensively researched program in history. Its producer, Children’s

Television Workshop, has tracked hundreds of studies showing its educational

benefits. The potential positive effects of television and videos for children fall into

the following categories: Cognitive Skills. As early as the 1950s and 1960s television

was used to teach students of all ages a variety of academic skills. Research shows it

can be effective in the development of skills in reading, vocabulary, mathematics,

problem solving, and creativity, as programs such as “Sesame Street” and “Mr.

Rogers’ Neighborhood” have demonstrated. Academic Content. Students throughout

the last half of the 20th century have benefited from media’s effective presentation of

information from many diverse areas of knowledge including history, art, music,

science, anthropology, literature, and many others. “Discover” and “The Magic

School Bus” are examples. Prosocial Behavior. A number of studies show that

children can learn positive behaviors, such as caring, task persistence, cooperation,

empathy, and others from a variety of programs on both public and commercial

television.

NUTRITION AND HEALTH

Television can be a major source of information about a wide range of health-related

topics. In addition to the learning that takes place from programs, public service

announcements and some advertisements may also be effective in promoting positive

health habits.

SOCIAL AND POLITICAL ISSUES

People today are much better informed about events that shape their society and

culture than any in history. That information is delivered not only through news

programs but through entertainment productions as well. Dramatic presentations of

social issues such as family violence, racial discrimination, and others, raise

awareness of these problems and can even spark movements to address them Note

that many of these positive effects, while bountiful in theory, are actually minimal in

practice. Almost all observers have lamented the repeated failure of television to live
up to its potential in delivering these benefits. While islands of excellenc exist, they

float in a broad sea of disappointing and harmful fare.

IMPACT OF ADVERTISEMENTS

There is evidence that children younger than 6 or even 8 years of age do not

understand that the purpose of advertising is to sell a product. Also, children have

trouble distinguishing between ads and programmes. Yet, the average child may see

more than 20,000 TV commercials each year. In addition, there are some television

programmes for children which have frequent and long commercials for expensive

toys and games.

Although, advertising helps to support the programmes on commercial television,

scientists have found that advertising can cause children to "want" toys or foods that

they do not need and that their families cannot afford. In addition to the tension that

may arise in families, many parents feel that advertising encourages their children to

be too concerned about "things" rather than people. It is important that parents tell

their children that the purpose of advertising is to sell products to as many viewers as

possible only.
EFFECT OF SPORTS SPONSORSHIP BY TOBACCO COMPANIES ON

CHILDREN'S EXPERIMENTATION WITH TOBACCO

Tobacco companies often seem to direct their advertising campaigns at adolescents--

for example, the campaign using the cartoon character Joe Camel. These

advertisements are thought to influence adolescents' perceptions and behaviour, and

sponsorship of sports events by tobacco companies may have the same effect. We

studied the effect of sports sponsorship on children's experimentation with tobacco.

 CHAPTER-3

RESEARCH OBJECTIVES
 CHAPTER-3

RESEARCH OBJECTIVES

 To study the Print Media and Electronic media,

 To understand the sustainability of the Print Media and Electronic media in the

future

 To identify some viable strategic options for survival in the Print Media and

Electronic media Industry in India.

 CHAPTER-4

RESEARCH METHODOLOGY
 CHAPTER-4

RESEARCH METHODOLOGY

Research Methodology defines the purpose of the research, how it proceeds, how to

measure progress and what constitute success with respect to the objectives

determined for carrying out the research study. The appropriate research design

formulated is detailed below.

EXPLORATORY RESEARCH: This kind of research has the primary

objective of development of insights into the problem. It studies the main area where

the problem lies and also tries to evaluate some appropriate courses of action. The

research methodology for the present study has been adopted to reflect these realties

and help reach the logical conclusion in an objective and scientific manner. The

present study contemplated an exploratory research

RESEARCH DESIGN

The research design is the basic framework, which provides guidelines for the rest of

the research process. The present research can be said to be exploratory. The research

design determines the direction of the study throughout and the procedures to be

followed. It determines the data collection method, sampling method, the fieldwork

and so on.
NATURE OF DATA

PRIMARY DATA: Primary data is basically fresh data collected directly

from the target respondents; it could be collected through Questionnaire Surveys,

Interviews, Focus Group Discussions Etc.

SECONDARY DATA: Secondary data that is already available and published

.it could be internal and external source of data. Internal source: which originates

from the specific field or area where research is carried out e.g. publish broachers,

official reports etc.

External source: This originates outside the field of study like books, periodicals,

journals, newspapers and the Internet.

DATA COLLECTION

PRIMARY DATA: Primary data was selected from the sample by a self-

administrated questionnaire in presence of the interviewer.

SAMPLE SIZE:

The survey is conducted among 100 respondents

Sample Area: NCR Delhi

Sample unit: Officials related to Media Industry and the general public in regard to

the current research study.

SECONDARY DATA: Secondary data has been used which is collected

through

 Articles,

 Reports,

 Journals,

 Magazines,

 Newspapers and

 Internet

SAMPLING TECHNIQUE

Random sampling technique has been employed to extract the fruitful results. This

includes the overall design, the sampling procedure, the data collection methods, the

field methods and the analysis procedures

SAMPLING PROCEDURE ACTUALLY EMPLOYED:

The process employed to select the sample was simple random sampling. Simple

random sampling refers to that sampling technique in which each and every unit of

the population has an equal and same opportunity of being on the sample. In simple

random sampling, which item gets selected is just a matter of chance.

ANALYTICAL TOOLS:
Simple statistical tools have been used in the present study to analyze and interpret the

data collected from the field. The study has used percentiles method and the data are

presented in the form of tables and diagrams.

 CHAPTER-5
DATA ANALYSIS
 CHAPTER-5
DATA ANALYSIS

1. WHICH MEDIA DO YOU USE FOR THE PURPOSE OF

SEEKING NEWS AND INFORMATION?

 Print (Newspaper, Magazine, Directories etc)

 Electronic (TV, Radio, Internet etc)

 Both

 None
2. OVERALL, HOW OFTEN DO YOU USE PRINT MEDIA

FOR SEEKING NEWS AND INFORMATION?

 Once in a Day

 2-3 Times a Day

 More than 3 Times a Day

3. OVERALL, HOW OFTEN DO YOU USE ELECTRONIC

FOR SEEKING NEWS AND INFORMATION?

 Once in a Day

 2-3 Times a Day

 More than 3 Times a Day

4. ABOUT HOW LONG DO YOU SPEND ON PRINT FOR

SEEKING NEWS & INFORMATION?

 Less than 30 minutes

 30 mins to 1hr

 1hr – 2 hr

 2hr or more
5. ABOUT HOW LONG DO YOU SPEND ON ELECTRONIC

FOR SEEKING NEWS & INFORMATION?

 Less than 30 minutes

 30 mins to 1hr

 1hr – 2 hr

 2hr or more
6. PLEASE RATE THE IMPORTANCE YOU GIVE TO THE

FOLLOWING MEDIA PARAMETERS/QUALITIES FOR

SELECTING MEDIA FOR SEEKING NEWS &

INFORMATION

DEGREE OF CREDIBILITY

 Most Important

 Important

 Least Important
ACCURACY IN DELIVERING NEWS & INFORMATION

 Most Important

 Important

 Least Important
SPEED OF SEARCHING

 Most Important

 Important

 Least Important
COST EFFECTIVENESS OF THE MEDIA

 Most Important

 Important

 Least Important
LEVELS OF INTERACTIVITY OF THE MEDIA

 Most Important

 Important

 Least Important
7. PLEASE STATE THE DEGREE TO WHICH YOU AGREE

TO THE FOLLOWING STATEMENTS.

PRINT MEDIA PROVIDES HIGHER DEGREE OF CREDIBILITY OF

INFORMATION & NEWS THAN ELECTRONIC MEDIA

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree
PRINT MEDIA HAS HIGHER ACCURACY IN DELIVERING NEWS &

INFORMATION THAN ELECTRONIC MEDIA

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree
PRINT MEDIA PROVIDES A HIGHER SPEED OF SEARCHING

NEWS & INFORMATION THAN ELECTRONIC MEDIA

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree
 CHAPTER-6

CONCLUSIONS & IMPLICATIONS

 CHAPTER-6

CONCLUSIONS & IMPLICATIONS

Print media cannot be overtaken by the rapid growth of electronic media and even not

at the cost of the revolutionary advent of information technology. It has wider reach

than any other medium existing at the mount. It knows the target public very well and

always in search of a tact-finding medhod to reach at them in a very peculiar manner.

The print advertising media is very popular through its eyecatchy, attractive

photographs and critical analysis of the advertisements to aware the readers about the

products, goods etc in depth.

In selecting newspapers and magazines for placing advertisements the following

considerations are taken into account:

 To aim at coverage of readers from different walks of life, particularly in the case

of national campaign.

 To reach specific sections of people depending upon the message of

advertisements.

 The newspapers/ magazines should have uninterrupted and regular publication for

a period of not less than one year.

 To use only genuine newspapers which circulate news or writings on

advertisements: likewise to are only standard journals / periodicals on science, art,

literature, sports, films, cultural affairs, etc.

 Pulling Power, production standards and the language and areas that are intended

to be covered.
BIBLIOGRAPHY
 BIBLIOGRAPHY

 Modern Advertising - Kepner

 Handbook of Public Relations in India - D.S. Mehta

 Advertising and Research - Ayazoor Phoy

 General Management - R.S. Davar

 Study Material Provided by the University

 Magazines like India Today, Outlook, Frontline etc.

 Newspapers like Times of India, The Hindu, The Indian Express, Hindustan Times

etc.
APPENDIX
 APPENDIX

1. Which media do you use for the purpose of seeking news and

information?

 Print (Newspaper, Magazine, Directories etc)

 Electronic (TV, Radio, Internet etc)

 Both

 None

2. Overall, how often do you use print media for seeking news and

information?

 Once in a Day

 2-3 Times a Day

 More than 3 Times a Day

3. Overall, how often do you use Electronic for seeking news and

information?

 Once in a Day

 2-3 Times a Day

 More than 3 Times a Day

4. About how long do you spend on print for seeking news &

information?

 Less than 30 minutes

 30 mins to 1hr

 1hr – 2 hr

 2hr or more

5. About how long do you spend on Electronic for seeking news &

information?

 Less than 30 minutes

 30 mins to 1hr

 1hr – 2 hr

 2hr or more

6. Please rate the importance you give to the following media

parameters/qualities for selecting media for seeking News &

information

Degree of Credibility

 Most Important

 Important

 Least Important
Accuracy in delivering news & information

 Most Important

 Important

 Least Important

Speed of searching

 Most Important

 Important

 Least Important

Cost Effectiveness of the Media

 Most Important

 Important

 Least Important

Levels of Interactivity of the media

 Most Important

 Important

 Least Important
7. Please state the degree to which you agree to the following

statements.

Print media provides higher degree of Credibility of information & news than

Electronic media

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree
Print media has higher Accuracy in delivering news & information than

Electronic media

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree

Print media provides a higher Speed of searching news & information than

Electronic media

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree
Print media is more cost effective in searching news & information than

Electronic media

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree

Print media provides higher levels of Interactivity to the users than Electronic

media

 Strongly agree

 Agree

 Neither Agree nor disagree

 Disagree

 Strongly Disagree