CHAPTER - 1

IN T R O D U C T I O N TO

PROJECT

1. Introduction(Newspaper)
2. Importance

1
1.1 Introduction

With a sort of boon coming in the world of print communication with the availability of printing
press, telegraph, telephone and telex, the publishing industry made hey while the sun was
shining. The first hundred years was the time when the print industry tried to comprehend the
new situation and shaped itself into a regular and formal sector but from the start of the 19th
century, print media in most countries started specializing in certain areas. Since business in the
form of advertisements in the print was also flourishing, the media enjoyed a great deal of
financial comfort and provided jobs to tens of thousands of people across the globe.

It took about 150 years from the invention of printing press in the middle of 15th century that the
world witnessed first regular publication which could be defined as a newspaper. Although there
have been claims by many to be decorated as first newspaper like Mixed News in China in 710,
Notizie Scritte, a monthly newspaper for which readers pay a “gazetta”, or small coin by
Venetian government in 1556 etc, the World Association of Newspapers held “Relation”, as the
first newspaper published in France in 1605. By this reckoning the newspapers’ history is 400
years old.

Indian print media is one of the largest print media in the world. The history of it started in 1780,
with the publication of the Bengal Gazette from Calcutta. James Augustus Hickey is considered
as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta
General Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from
Bombay, the Bombay Herald appeared, followed by the Bombay Courier next year. The first
newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue of this
daily was published from the Serampore Mission Press on May 23, 1818. In the same year,
Ganga Kishore Bhattacharya started publishing another newspaper in Bengali, the Bengal
Gazetti. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from
Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in
1854.

The Indian language papers have taken over the English press as per the latest NRS survey of
newspaper

2
1.2 Importance

 It serves as a significant factor to inspire and impede consumerism.   By influencing one’s

consciousness and perception, print media has formed society into what has become “Indian
Culture” of today.

 The influence print media has can make one desire the thing he or she use to dislike, believe
in principles he or she used to have an aversion to, and continually consumes items in excess.

Print media has been extending the knowledge of the news or chronicles across the nation by
keeping the public up- to- date on information pertaining to one’s life, services, products, and
the environment.

 Several trends that have propagated by the print media are food, fashion, and weigh loss
programs.

 People are focused more on these trends today than ever before.   Print media has made it
more accessible for people to obtain whatever information he or she needs to keep up with
these particular trends.

3
CHAPTER –2

RESEARCH METHODOLOGY

1 Problem of the study

2 Objective of the study
3 Research Design
4 Data sources and methodology
5 Data analysis

4
This chapter explains the various methods and techniques used in this research study with their
suitability. This part of the research report is very important because it explain the concepts and
procedures followed by researcher to study the report. It is helpful to the reader to study the
report and understand whole the study easily.

Marketing research is a systematic and objective study of the problem pertaining to the
marketing of goods and services. It is also scientific methods of gathering information about
unknown variables in business.

The marketing research process involved a number of inter related activity which overlap and do
not rigidity follow a particular sequence. The major steps involved in a research and related to
my research are described as follows:

2.1 PROBLEM OF THE STUDY.

Any research project starts with defining the research objective, research problem similarly,
my research project also started with formulating the research objective, and the main
objective for this research is “To know the expectations that the newspaper readers have
from the newspapers.”

So here my role is to do a research through knowing the opinions of the customer, and try to
increase the satisfaction level. To formulate a research problem the main consideration has to
be given to the following:

 Units of analysis [Who]

The units of analysis or the population member for this research are the general readers
of any newspapers.

 Time Duration[When]
For the research, researcher had time period of 1 and half month, during which researcher
had to complete the research.

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  Characteristics of interest[What]
The main objective of the survey is “To know the customer satisfaction level from the
newspaper they are reading and to know the various expectations they have and want in
the newspaper” So to measure the satisfaction level, I need to study the following points,

 Newspapers referred by the customers.

 Degree of information they want in the newspaper.
 The kind of information they want in the newspaper.

3.2 OBJECTIVE OF THE STUDY

Our main objective is to know the “To know the degree and kind of information they
want in the newspaper”. There are various alternative objectives are also there, which can
be described as follows.

 To identify the needs and wants of customer from newspaper

 To create excellent opportunity of launching a new newspaper according to the
requirement of the customers.
 To provide valuable services to customer and make them happy

3.3RESEARCH DESIGN

Selection of research design is purely depends on kind of research problem. Research Design
is a specification of methods and procedures for acquiring information needed for solving the
problem. It is a master plan or a model to conduct the formal investigations.

 Exploratory research design

Exploratory research provides insights into and comprehension of an issue or situation. It
should draw definitive conclusions only with extreme caution. Exploratory research is a
type of research conducted because a problem has not been clearly defined. Exploratory
research helps determine the best research design, data collection method and selection of

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 subjects. Given its fundamental nature, exploratory research often concludes that a
perceived problem does not actually exist.

 Descriptive research design

Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive research
answers the questions who, what, where, when and how.

 Causal research design.

Causal Research explores the effect of one thing on another and more specifically, the
effect of one variable on another. The research is used to measure what impact a specific
change will have on existing norms and allows market researchers to predict hypothetical
scenarios upon which a company can base its business plan.

For the present study the “Descriptive research design” is used, because in this project
mostly data is collected through questionnaire. At this stage the researcher build some
idea about sampling methods, source of data and method of data collection . In this project
the primary and secondary data are used in the research design in my project is
appropriate.

3.4 DATA SOURCES & METHODOLOGY.

Determine the sources of the data

For preparing any report we need the data as raw material, we can get it either from primary
or from secondary sources or it can be from both source. There can be two main
classifications of data source
 Primary data
 Secondary data
Researchers used primary data as well as secondary data at some extent. In a project, mostly
primary data as a major source of information. Primary data was collected through survey

7
with the help of questionnaire as a research instrument, which provided very reach insight
about the research objective, opinion of customer.

Researcher have also used the secondary data for initial study information about the evolution
of print media, it’s initial stage, growth, customer preferences, different product availability,
industry and company detail, etc. were collected through secondary data from websites and
feedback provided by customers.

Designing data collection form

To collect their opinion researcher decided to collect the data by using ‘Questionnaire’ which
is easy and convenient way to collect data. When preparing questionnaire, the wording of
question; number of questions, sequence of question and type of questions would be
followed.
The benefits of this type of method were following.
 To clarify the preference of people, which type of newspaper they needed most.
 To know the opinion of the customers regarding the reason of subscribing current
newspaper
 More accuracy of the data, because of questionnaire

About questionnaire:
 There are total 18 questions in the questionnaire.
 Mostly the study used ranking method question in the form.
 The wording of questionnaire is easy to understand.

Sampling Decision
It is not possible for me to meet all customers and collect their opinion. Because of time and
financial limit the study used sample survey to overcome that problem.

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Researcher took sample of 100 units from entire population. It was as small as compare to
population but because of said limitation the study had to select the sample of 100 customers.

Editing and tabulation of data

The collected data are needs to be checked whether it fill properly or not. This activity was
done by researcher on the day when researcher fills up the questionnaire from the respondent.
Researcher removed some improper filled questionnaire, there was need to edit some
questionnaire.

After editing, the next step was to count the frequency of responses for each of the questions
in all the questionnaires. The frequency was the tabulating in proper format. I tabulate all the
data. Tabulation means count the number of frequency of answer getting by respondent. The
tabulated data was used for analyzing.

Processing and analyzing the collected data

After the ending of field survey and tabulation, the next step is processing and analyzing the
collected data. For analysis of data, I used the percentage method of analysis. Tables and
graphs were used to present the complied data. After tables and graphs, finding and analysis
follows which are shown in chapter of finding and analysis.

9
CHAPTER – 3

INDUSTRY SCENARIO

1. Industry scenario
2. Print Media scenario(Newspaper)

10
3.1 Industry Scenario

What are Media and Mass Media?

Media refers to the tools used to store and deliver information or data. Now what does that
means? It means that the work role of media is to send a particular message to an individual or
group or to the society or to the world at large. To be more precise media is a tool from which
large number of audience can be informed.

Mass media denotes a section of the media specifically designed to reach a large audience. The
term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation
newspapers and magazines. However, some forms of mass media such as books and manuscripts
had already been in use for centuries.

Mass media includes Internet media (like blogs, message boards, podcasts, and video sharing)
because individuals now have a means to exposure that is comparable in scale to that previously
restricted to a select group of mass media producers. The communications audience has been
viewed by some commentators as forming a mass society with special characteristics, notably
atomization or lack of social connections, which render it especially susceptible to the influence
of modern mass-media techniques such as advertising and propaganda.

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Forms of Media:

1. Print Media
2. Electronic Media
3. Advertising Media
4. Multi-Media
5. News media
6. Social media

Print Media

Print media includes such forms as newspapers, periodicals, magazines, books, newsletters,
advertising, memos, business forms, etc. Generally Print Media refers to the world of
newspapers and magazines, which informs its respective audience about the various happenings
taking place around them and in the world and the following project is also based on this
industry only that is newspaper industry.

Electronic Media

Electronic media are media that use electronics or electromechanical energy for the end user
(audience) to access the content. This is in contrast to static media (mainly print media), which
are most often created electronically, but don't require electronics to be accessed by the end user
in the printed form. The primary electronic media sources familiar to the general public are better
known as video recordings, audio recordings, multimedia presentations, slide presentations, CD-
ROM and Online Content. Most new media are in the form of digital media. However, electronic
media may be in either analog or digital format.

Although the term is usually associated with content recorded on a storage medium, recordings
are not required for live broadcasting and online networking.

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Any equipment used in the electronic communication process (e.g. television, radio, telephone,
desktop computer, game console, handheld device) may also be considered electronic media.

Advertising Media

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These brands are usually paid for
or identified through sponsors and viewed via various media.Commercial advertisers often seek
to generate increased consumption of their products or services through branding, which
involves the repetition of an image or product name in an effort to associate related qualities with
the brand in the minds of consumers. Different types of media can be used to deliver these
messages, including traditional media such as newspapers, magazines, television, radio, outdoor
or direct mail; or new media such as websites and text messages. Advertising may be placed by
an advertising agency on behalf of a company or other organizationNon-commercial advertisers
that spend money to advertise items other than a consumer product or service include political
parties, interest groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service announcement.

Multi-Media

Multimedia is media and content that uses a combination of different content forms. The term
can be used as a noun (a medium with multiple content forms) or as an adjective describing a
medium as having multiple content forms. The term is used in contrast to media which only use
traditional forms of printed or hand-produced material. Multimedia includes a combination of
text, audio, still images, animation, video, and interactivity content forms.

Multimedia is usually recorded and played, displayed or accessed by information content

processing devices, such as computerized and electronic devices, but can also be part of a live
performance. Multimedia (as an adjective) also describes electronic media devices used to store
and experience multimedia content. Multimedia is distinguished from mixed media in fine art; by

13
including audio, for example, it has a broader scope. The term "rich media" is synonymous for
interactive multimedia

News Media

The News Media refers to the section of the mass media that focuses on presenting current news
to the public. These include print media (newspapers, magazines); broadcast media (radio
stations, television stations, television networks), and increasingly Internet-based media (World
Wide Web pages, weblogs).

A medium is a carrier of something. Common things carried by media include information, art,
or physical objects. A medium may provide transmission or storage of information or both. The
industries which produce news and entertainment content for the mass media are often called
"the media" (in much the same way the newspaper industry is called "the press").

Social Media

Social media are media for social interaction, using highly accessible and scalable publishing
techniques. Social media use web-based technologies to transform and broadcast media
monologues into social media dialogues. They support the democratization of knowledge and
information and transform people from content consumers to content producers. Businesses also
refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
Social media utilization is believed to be a driving force in defining the current period as the
Attention Age. A common thread running through all definitions of social media is a blending of
technology and social interaction for the co-creation of value.

Thus, these are various branches coming out of one big tree naming “MEDIA”. But above all
Print media was the first branch of this tree and even the project will continue on this branch
only, that is, on “Print Media”. The origin of Print Media in India is very interesting. For the
kindinformation Indian print media is one of the largest print media in the world.

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Media in India

Media in India initiated since the late 1700s with print media started in 1780, radio broadcasting
initiated in 1927, and the screening of Auguste and Louis Lumière moving pictures in Bombay
initiated during the July of 1895 is among the oldest and largest media of the world. Indian
media private media in particular has been free and independent throughout most of its history.
The period of emergency (1975–1977), declared by Prime Minister Indira Gandhi, was the brief
period when India's media was faced with potential government retribution.

Indian Media & Entertainment Industry Today

Over the last several years, Indian Media & Entertainment (M&E) Industry has consistently
outperformed most other sectors in terms of growth. Standing tall at an estimated size of
Rs513bn in CY2007, it is expected to continue to grow at a steady pace of 18.3% CAGR during
CY2007-11. While traditional segments like Television and Print continue to account for the
largest shares of the overall pie, it is emerging segments like Internet advertising, Radio and
Animation and Gaming, which are expected to register higher growth. In terms of size, we
believe that the Indian M&E industry has just touched the tip of the iceberg. In CY2007, the
Indian M&E Industry accounted for a mere 0.9% of the Global M&E Industry, which stood at
US $1,432bn and is expected to grow at a CAGR of 6.6% over CY2007-11.

15
A buoyant economy and extremely favorable demographics are the two key macro-economic
constituents on which the Indian Media industry stands today. Media Industry generally tends to
exhibit cyclical nature wherein it grows faster when the economy is buoyant and we believe the
time is right for the Media industry to bask in the glory of India Shining story. In perspective,
according to a McKinsey report (MGI India Consumer Report), if India continues on its steady
growth path over the next two decades, a major transformation will take place in the Indian
consumer market. Income levels will triple and result in India taking over as the fifth largest
consumer market (currently twelfth). Such strong growth and higher incomes will move over
291mn people out of desperate poverty and India's middle class will swell by almost ten times
from its current size of 50mn to 583mn people (41% of population/ 128mn households) by 2025.
Income growth will be the fastest in the urban areas where average real household incomes will
increase by 5.8% whereas rural incomes will accelerate by 3.6% over the next two decades.
Moreover, as higher disposable incomes propel consumer spending, more money will flow into
leisure activities giving a steady impetus to M&E Industry. Besides the macro-economic factors,
we believe steady advertising growth, liberal government regulations and convergence of diverse
platforms will be the key growth drivers for the Media industry.

16
3.2 Print Media

In CY2007, the Print Media segment in India stood at Rs149bn registering a yearly growth of
16.5%. Newspaper publishing, which accounts for 87% of the segment, registered a 16.6%
yearly growth whereas Magazine publishing, which contributes the balance, grew at a marginally
lower rate of 15%. Going ahead, Print Media is expected to deliver a 14% CAGR in overall
revenues during CY2007-11 driven largely by advertising revenues as circulation growth is
expected to witness a slowdown.

Newspaper publishing - Standing tall in India

Contrary to popular belief and in defiance to global trends, Newspaper publishing still stands tall
in India accounting for similar share of advertising pie as the popular idiot box (television).
Newspaper publishing, a thriving business in India, generated Rs130bn in revenues during
CY2007 out of which 61% came from advertising and the balance from circulation. In terms of
advertising revenue growth, it once again outpaced television registering a robust 21.2% yearly
growth during CY2007 as against 20.8% growth in advertising on television. Going ahead, the
industry is expected to register a 13.9% CAGR in overall revenues during CY2007-11 largely
driven by advertising revenue growth.

17
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 country consumed 99 million newspaper copies as of 2007 making it the second largest
market in the world for newspapers. By 2009, India had a total of 81,000,000 Internet users
comprising 7.0% of the country's population, and 7,570,000 people in India also had access to
broadband Internet as of 2009 making it the 12th largest country in the world in terms of
broadband Internet users. As of 2009, India is among the 4th largest television broadcast stations
in the world with nearly 1,400 stations.

The first major newspaper in India, The Bengal Gazette-was started in 1780 under the British
Raj. Other newspapers such as The India Gazette, The Calcutta Gazette, The Madras Courier
(1785), The Bombay Herald (1789) etc. soon followed. These newspapers carried news of the
areas under the British rule. The Times of India was founded in 1838 as The Bombay Times and
Journal of Commerce by Bennett, Coleman and Company, a colonial enterprise now owned by
an Indian conglomerate. The Times Group publishes The Economic Times (launched in 1961),
Navbharat Times (Hindi language), and the Maharashtra Times (Marathi language).

James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian
newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780.
In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the

18
Bombay Courier next year (this newspaper was later amalgamated with the Times of India in
1861).

The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue
of this daily was published from the Serampore Mission Press on May 23, 1818. In the same
year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali, the Bengal
Gazetti. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from
Bombay, which is still extant. The first Hindi newspaper, the Oodunt Marthand began in 1826.
Since then, the prominent Indian languages in which papers have grown over the years are Hindi,
Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali.

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

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

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

Newspaper sale in the country increased by 11.22% in 2007. By 2007, 62 of the world's best
selling newspaper dailies were published in China, Japan, and India. India consumed 99 million
newspaper copies as of 2007—making it the second largest market in the world for newspapers.

19
Today this media is created at so large that it’s been admired at a world level. Along with the
above mentioned newspapers, other newspapers like “Gujarat Samachar”, “Sandesh”, “Times of
India” equally contributed for the development of this field.

The Big Divide - English v/s Regional

The Indian Newspaper industry is highly fragmented with more than 60,374 registered
newspapers including 6,529 dailies. Hindi language newspapers comprise 44.6% of the
registered dailies while English language newspapers comprise a mere 7.4% of the total.

According to the National Readership Survey (NRS) 2006, reach of the press medium (dailies
and magazines combined) increased to 222mn in 2006 from 216mn in 2005. A higher percentage
of population in the urban areas read any print media than their rural counterparts. English
language newspaper readers are largely located in urban areas while the readership of Regional
newspapers (Hindi and Vernacular dailies) is more evenly distributed between the urban and
rural areas. Approximately 7.7% of the population in urban areas read English dailies, compared
to a readership of only 0.3% in rural areas. By contrast, Hindi dailies have a proportionately
larger readership in rural areas, in addition to their strong presence in the urban areas, with a
readership of approximately 15.7% and 6.5% in urban and rural areas, respectively.

20
Print Media in India-Readership

Even in terms of overall readership, the Regional dailies (Hindi and vernacular dailies) dominate
the pie with The Times of India being the only English daily to feature in the Top-10 list.
Moreover, the Regional dailies have a readership: circulation multiple of 7-9 times compared
with English newspapers of 2-3 times. This is primarily due to higher cover prices of Regional
newspapers compared with English newspapers and the readers of Regional newspapers are
generally from the lower socio-economic segment.

Regional Newspapers enjoy a better distribution of readership TOI is the only English
Newspaper to feature in Top 10

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Top Ten Newspapers by Readership

However, despite having higher number of registered newspapers, higher readership and a better
proportionately distributed readership (urban + rural), the Regional dailies commands a lower
share of the print advertising pie. English dailies (including Business dailies) attract the highest
advertising revenues with approximately 50% of ad-spend followed by Hindi and other Indian
language newspapers with approximately 25% of ad-spend each.

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CHAPTER – 4

About Print Media

(Newspaper)

1. Print Media
2. Characteristics of Print Media
3. Strategies of Print Media
4. Legal Bodies in Print Media
5. Advantages of Print Media
6. Disadvantages of Print Media
7. Print Media other than Newspaper

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4.1 Print Media

Print media includes such forms as newspapers, periodicals, magazines, books, newsletters,
advertising, memos, business forms, etc.

Generally Print Media refers to the world of newspapers and magazines, which informs its
respective audience about the various happenings taking place around them and in the world and
the following project is also based on this industry only that is newspaper industry.

A newspaper is a publication containing news and information and advertising, usually printed
on low-cost paper called newsprint. It may be general or special interest, most often published
daily or weekly. The first printed newspaper was published in 1605, and the form has thrived
even in the face of competition from technologies such as radio and television. Recent
developments on the Internet are posing major threats to its business model, however. Paid
circulation is declining in most countries, and advertising revenue, which makes up the bulk of a
newspaper's income, is shifting from print to online; some commentators, nevertheless, point out
that historically new media such as radio and television did not entirely supplant existing.

For example: Yesterday while going to the city you might have seen an accident. Two buses
have collided had by the mere sight you could make out that many passengers must have been or
injured. You were busy with your daily engagements and forgot about the accident. Next day in
the morning you recalled that accident and wanted to know about the accident in details. Like
how many passengers were killed or how many were injured or how the accident took place, etc.

Where will you look for such details? In newspapers, of course. That is the thing which will give
you every news about the accident in details. Newspaper not only provides news of such
incidents but also of various political, social, financial and entertainment news which is
necessary and helpful to the society

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Notwithstanding the threat from Television and emerging media like Internet and Radio, the
Print Media in India continues to dominate the M&E space attracting the highest revenues in
terms of advertising.

4.2 Characteristics Of Print Media

Print media characteristics are determined by the message, the delivery and the production.
When using print media, it's advantageous to know what you want to say and the best way to
say it. Whether its direct mail, magazines, newspapers or fliers and business cards handed
out in grocery stores, all are characteristics of print media fulfilling its determined purpose.

1) Mass circulation print media

Newspapers are the most common printed mass media. Delivered to the home or sold at a
newsstand, newspapers can be published daily, or regularly over the course of a week or
month. Newspapers have the advantage of providing quick, inexpensive and tangible
delivery of both news and advertising. You can't clip a pizza coupon from a radio
advertisement. Magazines provide on a weekly or other periodic basis what the
newspaper cannot: in-depth coverage and analysis of specific events or issues, not just the
news of today. In most cases for newspaper and magazine print media, the information is
a way to bring readers and potential customers to the advertisements. A few specialty
newspapers and magazines are supported solely by subscription and stand sales but they
are not the norm.

2) Delivery

Print media must get into the hands of the customer, the person who reads the material
and responds to the advertisements. Home newspaper delivery does this in most areas.
Mail delivery is another method. In fact, bulk mail delivery of printed newspapers,
magazines, brochures and newsletters represents one of the U.S. Postal Service's biggest
revenue sources. Other methods are door-to-door delivery and distribution at places of
large public gatherings: stores, sporting events, schools and even on busy sidewalks.

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 Business fliers left at grocery checkouts can be worthwhile if only a few of the readers
respond to them.

3) Print media production

Print media production means one of two things: ink or toner. Whether print media is
printed in million-plus runs on a multi-million dollar web press or 1,000 copies off of a
copier at a local print shop, the goal is the same: producing printed material that balances
quality with price and the message with substance. Again, the versatility of print media
allows a customer, an advertiser, politician or opinion maker to use a variety of options
when producing print media to get out the word.

Other characteristics are:-

1. The print media like newspapers and magazines gives us an in-depth coverage and
analysis of news stories around the world. These stories are permanent and readily
available to the common people in times of need. The news stories can be read, re-read
and retained.

2. The timeliness of news in the print media is limited. Unlike the electronic media, they do
not give us immediate news but it has the luxury of detailed representation, interpretation
and analysis.
3. Lot of variations are found in the print media in the forms of hard news, soft news,
features, gossips, page 3 news, etc.Magazines serve special interests like fashion, food,
politics, economics, etc.

4.3 Strategies of Print Media

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Four strategies that is been followed by this industry which helping newspaper to earn a
good amount of profit not only today, but in future also.

Among its other effects, the global recession of 2008–09 is catalyzing a permanent
change in the media landscape. After years of gradual audience erosion, the pressure on
newspapers and magazines has accelerated. Severe cutbacks in conventional advertising
even when subscriptions or newsstand sales are robust are slicing deeply into publishers’
revenues and shredding profitability. And it has affected print more than any other
medium: Although overall advertising revenues fell by mid-single digits in 2008,
newspapers, consumer magazines, and business-to-business trade publications saw print
advertising declines of two to three times that. Performance has worsened so far in 2009.

Print players have faced other cyclical downturns in which their businesses declined
faster than other ad- supported media. But few print media companies can afford this
time to simply batten down the hatches and ride out the current storm. The two major
forces that are washing away the profitability of print media were at work long before the
current recession and are now being exacerbated by the downturn.

The first force is the ongoing shift in where marketers focus their spending. Marketers
have accelerated shifts in spending away from paid advertising to other priorities
including their own Web sites, in-store marketing, loyalty programs, and word-of-mouth
campaigns and they aren’t likely to switch back. Spending on this type of “below the
line” marketing (the industry term for categories other than paid media advertising)
already represents three-quarters of most marketing budgets, having grown faster than
paid media since well before the current recession. Below-the-line programs will
continue to capture the bulk of marketing spending as the economy recovers, placing a
limit on the ad recovery that print media are counting on to restore their profits or even to
ensure their survival.

The second long-term trend devastating print profitability is the rise of digital media.
Print has been hardest hit by this shift, since print ad pages are priced at a significant
premium over other kinds of advertising, and marketers have been slower to cut

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broadcast and cable TV ad spending because of the value they place on sight, sound, and
motion for brand campaigns. Even in the most optimistic scenario, print advertising
would take many years to return to pre-recession levels. More likely, print media will
follow the path seen in technology publishing, where more than half of ad pages
disappeared after the tech bubble burst almost a decade ago, followed by declines in print
ad revenues ever since. And although print media companies have taken a slice of the
digital ad revenue pie, they must compete with a much broader, and expanding, set of
rivals.

The steps that print media companies have taken to expand their share of marketing
budgets and to succeed in the new digital environment have been largely unsuccessful.
One obvious approach which many media commentators have called for is for
publications to charge for their content online the same way they do in print. But
journalism and information have become commodities on the Web. Only a few print
publications, such as the Wall Street Journal, the Financial Times, and the Economist, are
successfully charging for their content online. They are all specialized and oriented
toward business professionals. Conversely, most general-interest publications that have
experimented with paid content models have failed, including the august New York
Times. A second approach moving entirely online without charging for content (shedding
the costs of paper and distribution and counting on online advertising to make up for the
loss of print revenues) has also had little success. Many new pricing models for online
content have been suggested and are being experimented with including multi-title
subscriptions, day passes, and micropayments the evidence so far suggests they are
unlikely to succeed on a scale that would replace any significant fraction of the revenues
from traditional but fast-disappearing print advertising.

To anyone who cares about newspapers and magazines their publishers, their readers,
their employees, the marketers who advertise in them, and those who recognize the value
of journalism to a vibrant society the situation seems dire and unsolvable.

But there is a way forward for print media companies that can help them adapt their
business models to succeed in the new digital marketing environment. It is already visible

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 in the efforts of some innovative players. A growing body of research tracking media
companies that are succeeding in the new marketing environment and leading marketers
who have successfully pursued innovative new digital strategies suggests that at least four
strategies are available for the media company of the future.

In the following sections, we examine the four success strategies in greater detail.

1. Build-Deeper-Relationship
Leading marketers recognize the power digital media has to start conversations with
consumers. These marketers are pushing the boundaries of digital innovation, investing
in their own Web sites, mobile applications, and interactive kiosks in stores to deliver
more targeted content for consumers. Procter & Gamble has built its own digital media
assets in the home and beauty category, Nike targets runners and other athletes, and
Diageo helps young adults find bars and nightlife. Companies with such private-label
media offerings typically spend more money on them, than on conventional digital
advertising. In many cases, private label media are designed to attract registered users,
growing marketers’ own databases and enabling them to better target marketing
messages and offers. These marketers recognize that — as important as advertising is to
growing and sustaining a brand the impact of that brand is based on much more than
impressions delivered via advertising.

Media companies continue to play a vital role in influencing consumers along the path to
purchase. But print media have a privileged relationship with their readers, who trust the
publication’s content and value its credibility. The decision to shop is often triggered by
that relationship, whether it is with a print publication or with other targeted media such
as cable networks and Web sites. In many categories, such as bridal magazines, fashion
magazines, and shelter titles, the ads are valuable consumer content in their own right,
trusted because of the context in which they appear. Newspapers are also bundles of
interest areas, such as politics, entertainment, technology, auto, food, wine, and travel.
Indeed, it is the quality of media companies’ branded environments around targeted

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 interest areas that makes print media valuable for advertisers. Beyond the value of the
environment for branding, print media also drive significant traffic to marketers’ own
Web sites.

Premium online environments, built on rich, exclusive content and applications, can
enable print players to develop a still more intimate relationship with their readers.
Consumers become more engaged and thus more willing to register and share personal
data in exchange for offerings that are highly targeted to their interests and make it
easier for them to connect with experts and others who share their interests. To date,
however, most print media companies have fallen short in converting their readers into
online registered users. They fear losing their audiences if they shield content behind a
registration wall. But a clear set of best practices is emerging for how to build a large
database while still attracting a large audience.

2. Tap New Revenue Streams

The bulk of digital revenues for media companies will continue to come from advertising
and sponsorship during the next few years. But maximizing revenue per name will play
an increasingly vital role in building revenue streams and faster total income growth.
Just as today in print, where media companies strike a balance between readers paying
for content directly and marketers subsidizing access to it, media companies can
continue to pursue both sources of revenue in the digital arena, recognizing that there are
limits to the size of the audience they can generate if they charge consumers for content.
They do not face all-or-nothing choices between ad-supported and paid content models,
provided they slice up their content in ways that entice consumers to pay for some of it.

These trade-offs were highlighted in a study Booz & Company conducted in the fall of
2008 with American Business Media (ABM), the trade association for business-to-
business (B2B) media and information companies. The study, titled “A Roadmap for
Profitable Revenue Growth,” discovered that ABM members are pursuing two equally
viable transformation paths. The first path goes beyond expanding advertising, to
reinvent the publishing model around a broader set of marketing solutions and services.

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 These include custom content development, database marketing (building a set of names
for marketers and developing targeted communications programs on their behalf),
customer insights, and lead generation. These new revenue streams become separate, fee-
based businesses in their own right.

The second transformation path focuses on delivering premium B2B content and
applications that tap more deeply into professionals’ workflow needs, and providing
highly specialized news and information. This includes offering premium newsletters that
deliver deeper insights and must-have analysis, and assembling data, such as pricing
information or supply chain details, that can serve as the “glue” in businesses’ workflow.

Among print media companies, two players that have innovated new models very
successfully are Meredith and IDG. Meredith has built a marketing solutions business that
is estimated at more than US$200 million in revenues, fueled in part by multiple
acquisitions of targeted digital agencies for custom content creation, database marketing,
and word-of-mouth campaigns. IDG has also reinvented itself as a marketing solutions
business, migrating its business to digital and lead generation at a rapid clip and
reinvigorating growth and profitability. Both companies capture revenues from a mix of
their own premium environments and the private-label media that they build on behalf of
clients.

3. Reinvent the Content Model

Growing revenues beyond traditional advertising and circulation models is only part of the
profit equation for print media companies. They also need to dramatically lower their
costs. Many newspapers and magazines have already begun to do so, but much more
aggressive action is required. One or two rounds of 10 or 20 percent annual cost reduction
is not sufficient to offset the advertising declines of the past few years, especially because
print advertising is likely to continue to erode even after the recession. More targeted
action is necessary that changes the way they approach content development.

Print media companies need to employ a range of efforts, but first and foremost, they must
focus resources on their “profitable core” and rebuild from that base. The profitable core is

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the set of print and digital content that most drives audience engagement around well-
defined interest areas. It is only on those distinctive content assets that a media company
can build a “right to win,” competing for attention against marketers, user-generated
content, and other media companies. Identifying the profitable core requires thinking
freshly about the zones or editions of a newspaper or magazine and eliminating sections
that do not drive significant readership or advertising revenue. The New York Times, for
example, cut the number of physical sections of the newspaper, combining the sports and
business sections to better manage page count. The Detroit News cut the number of days
for which home delivery is available, betting that the falloff in advertising from the
eliminated days will be more than offset by the costs saved. Other papers have, of course,
gone to online only. Rationalization efforts also include focusing on a more targeted set of
Web pages, continually tracking and evaluating areas of focus to profitably serve selected
interest areas.

At the same time, print players should explore new ways to align the cost of content with
the revenues they generate from that content. For example, they should not rewrite “wire
copy,” which is widely available online, but should use their resources better by delving
deeper into its meaning or implications thereby cutting costs and increasing the output of
“brand-defining” content. Editorial executives should also take a page from online players
like About.com, which go much further than print players in using paid external
contributors, turning fixed costs into variable costs. They can also get others to contribute
content for free, much as the Huffington Post builds a large volume of free online content
from outside contributors looking to drive traffic back to their blogs or Web sites. Above
all, these print players should focus their editorial spending on topics that drive consumer
engagement.

With print media companies in the unenviable position of having to cut costs or risk their
very survival, new metrics for determining how to compensate journalists are critical. Print
media should seek to move, where possible, to compensation models that link incentives to
metrics based on the audience size and level of engagement that the content attracts. The
Internet offers a way to better align the compensation that journalists receive with the
value they create for their readers. For many publications, the right metric may simply be

32
 how many readers an article attracts and how engaged they are in terms of total page views
or time spent. For others, however, such as leading publications that are defined by the
quality and depth of their journalism and their thought leadership, new metrics may have
to be devised to measure the influence or impact of an article. Of course, overall lower
levels of compensation may be necessary.

Finally, editors should embrace, not shun, user- generated content.

4. Innovate with New Products and Pricing

The emergence of the iPhone and Kindle has triggered a new round of discussion about
how print players should reinvigorate their business models. Although it is not clear what
impact these new platforms will ultimately have on the print industry, they are clearly
aimed at two key unmet needs online: convenience and more flexible pricing.

It is clear that when a significant share of consumers carries smart phones or other Web-
enabled devices, they will expect new and more convenient delivery and formatting of
content. Print players have long recognized this, with newspapers being among the early
adopters of wireless application protocol (WAP) sites, which encode content for mobile
phone distribution. Today, print players continue to experiment with new digital editions as
well as premium offerings delivered as e-newsletters, alert services, and downloadable
content. They are also exploring new ways to leverage digital distribution — for example,
by providing new print-on-demand options that provide alternative formatting and
customization options, as well as easy-to-use software to install in the home or office.

Here again, innovation will be reinforced by unbundling the content offering and super-
serving targeted interest areas. Building out these interest areas means not just providing
the same content in new formats, but also using applications that work with online, mobile,
and other new devices to increase consumers’ willingness to pay for content or to register
for it. The marriage of content and applications is at the heart of digital innovation, seen in
applications such as search, social media, video players, recommendation engines,
personalization, comparison shopping, photo sharing, and personal finance tools.

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 At the same time, print players need to balance the risk of cannibalization (in which the
audience migrates down to lower price points) with the upside of signing up new customers
or up-selling existing customers.

Taking the Necessary Steps

The goal in all four success strategies is to build stronger relationships with audiences around
their most passionate interest areas. Through bolder innovation, media companies can build
communities around these interests, serving up the right combination of content and
applications to provide real utility to consumers. Just as B2B publishers need to move more
closely into their customers’ workflows through a combination of insights, applications, and
more valuable data that builds on their existing offerings, consumer publishers need to get
deeper into their audiences’ paths to purchase. This will maintain their relevance as
consumers spend more time online and embrace the power of the Internet and mobile
applications.

In many ways, media executives face the same challenges as ad agencies: The evolving
marketing and media ecosystem is placing Darwinian pressure on them to innovate and
evolve, or risk becoming extinct. Some will surely rise to this challenge. If it isn’t clear
exactly how, that’s because much of the experimentation is still in its earliest stages.
However, the four strategies we have analyzed show that much is already coming into focus.

The strategies that make media companies successful will require new capabilities: tracking
and research to gain deeper insights into audience interests, informatics to manage and direct
Web traffic, database management, custom content and applications development, and the
ability to manage a network of partnerships. To acquire and scale up these capabilities, many
media companies will need to partner with others.

The survival of print media in some form is no small matter. At their best, newspapers and
magazines enlighten, educate, and enable the smooth running both of the global economy
and of civil societies. Today the pain is real, but their opportunities have rarely been so great.
With aggressive action today to foster innovation and more aggressive cost management

34
 based on these new success strategies, media companies can position themselves for a bright
future.

4.4 Legal Bodies

 ABC

The Audit Bureau of Circulations (ABC) of North America is a non-profit circulation-

auditing organization. It is one of several organizations, operating in different parts of the
world, that audits circulation, readership, and audience information for the magazines,
newspapers, and other publications produced by their members.

ABC is a forum of the magazine and newspaper publishers, advertisers and advertising
agencies, similar to BPA Worldwide. As a non-profit association, ABC is funded by dues
and service fees by advertisers, advertising agencies and publishers. ABC provides credible,
verified information critical to the media buying and selling process by conducting
independent, third-party audits of print circulation, readership and Web site activity. ABC
also maintains an electronic database of audited circulation and readership media.

History

At the turn of the 20th century, publishers were ungoverned. A practice of inflating
circulation figures to win advertising dollars was common. With little recourse,
advertisers were forced to buy advertising based on exaggerated circulation claims.

Determined to end deceptive industry practices, advertisers, advertising agencies and

responsible publishers banded together to establish an industry organization to
independently verify circulation. In 1914, ABC was created.

The ABC founded in 1948 is a not for profit, voluntary organization consisting of
Publishers, Advertisers and Advertising Agencies. It has done pioneering work in
developing audit procedures to verify the circulation data published by those newspapers

35
 and periodicals which have earned the right to display its emblem.

ABC as it is called and understood by all is a founder member of the International

Federation of Audit Bureaux of Circulations. The main function of ABC is to evolve, lay
down a standard and uniform procedure by which a member publisher shall compute its
net paid sales. The circulation figure so arrived at is checked and certified by a firm of
Chartered Accountants which are approved by the Bureau. The Bureau issues ABC
certificates every six months to those publishers whose circulation figures confirm to the
rules and regulations as set out by the Bureau.

Facts and figures which are checked and certified by an independent body is a very
important tool in the hands of the advertising business community. The details of ABC
certified circulation figures are available online to all Members of the Bureau (at no extra
cost.)

An Advertiser would like to know the facts and figures before investing his money in
advertising. An Advertiser ought to know how many people buy a publication and in
which area. The ABC gives all these vital facts every six months. The ABC figures are
not the outcome of opinions, claims or guesswork, but they are the result of rigid, in-
depth and impartial audits of paid circulations of member publications by independent
and leading firms of Chartered Accountants working in accordance with the rules /
procedures prescribed by the Bureau.

Stages of ABC Audit

First Stage : Newsprint Consumption Check :

1. Opening Stock of Newsprint with stock Register or Bank Certificate.

2. Purchases with invoices, Transport Documents, Goods Inward documents and
Payment Vouchers
3. Print Orders, Newsprint issue Sheets, Machine Room Returns and Newsprint Stock.

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 4. Reconciled Newsprint Consumption with copies printed.

Second Stage : Distribution Check :

1. Cash Sales - Cash Sales Records.

2. Subscription Sales -
1. Subscribers' Register with Postage Book.
and
2. Subscribers' Register with Hand Delivery Book
3. Agency Sales -
1. Agents' Sales Register with Railway / Air / Postage Book etc.
2. Agents' Sales Register with Returns Register.
3. Agents' Sales Register with Duplicate Bill Copies

Third Stage : Financial Reconciliation Check :

1. CASH SALES :
1. Cash Book with Cash Sales Register or Cash Sales Records.
2. Cash Book with Sales Account in General Ledger.
2. SUBSCRIPTION SALES :
1. Cash Book with Subscriber's Register.
2. Cash Book with Sales Account in General Ledger.
3. AGENCY SALES :
1. Agents' Sales Register with Agents' Ledger
2. Agents' Sales Register with Sales Account and Agents' Account in General
Ledger.
3. Cash Book with Agents' Ledger
4. Cash Book with Agents' Account in General Ledger. Agents' Ledger with
Credit Note Books.
5. Totals of Credit Note Books with Agents Accounts and Sales Account in
General Ledger
6. Journal with Agents' Ledger and General Ledger.

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 7. Cash Book with Bank Pass Book.

Newspaper circulation

A newspaper's circulation is the number of copies it distributes on an average day.

Newspaper circulation rates are currently experiencing a downward trend. Circulation is
one of the principal factors used to set advertising rates. Circulation is not always the
same as copies sold, often called paid circulation, since some newspapers are distributed
without cost to the reader. Readership figures are usually higher than circulation figures
because of the assumption that a typical copy of the newspaper is read by more than one
person.

In many countries, circulations are audited by independent bodies such as the Audit Bureau
of Circulations to assure advertisers that a given newspaper does indeed reach the number of
people claimed by the publisher.

 INS-INDIAN NEWSPAPER SOCIETY

The Indian Newspaper Society (INS) acts as the central organization of the Press of India,
an independent body authenticating circulation figures of newspapers and periodicals in
India. It is an organization which plays a major role in protecting and promoting the freedom
of press in India. The society was founded in the year of 1939. Its headquarters are at Rafi
Marg, New Delhi.

INS membership comprises the owners, proprietors and publishers of print media who
discusses and suggest various measures to the government regarding the problems related to
the newspaper industry. It is a kind of pressure group which works to protect the interest of
newspaper industry in particular and print media in general.

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 Indian newspaper industry today faces problems ranging from rising cost and paucity of
newsprint to shrinking revenue from advertisement due to boom in electronic media. The
executive committee of INS represents the current 990 members from newspapers, journals,
periodicals and magazines.

At present Mr Hormusji N Cama, owner of Bombay Samachar [the oldest Indian and Asian
daily still in circulation] is the president of INS [2008-09]. INS is hosting the annual congress
of World Association for Newspapers (WAN) at Hyderabad in December 2009.

History

The early beginnings of the Society can be traced back to October 11, 1927, when a Society
bearing the name, The India, Burma & Ceylon Newspapers’ London Committee came into
being, the name of which was changed to Indian & Eastern Newspaper Society (IENS) on
October 4, 1935. This was an organization based in London representing and acting solely under
the authority of newspapers, magazines, reviews and other journals published in India, Burma,
Ceylon and other countries of Asia.

The need, however, was felt for the establishment of a co-ordinating body in this country,
comprising the proprietors of newspapers, which could deal directly and more expeditiously with
the various day-to-day problems arising out of newspaper production. Thus The Indian &
Eastern Newspaper Society came into being. It was inaugurated at a meeting of the
representatives of the following founding publications on February 27, 1939, at the Statesman
House, New Delhi, with Mr. Arthur Moore, Editor of the Statesman in the Chair, with the
primary object was of serving as a Central Body for promoting the common interests of
newspapers in India, Burma and Ceylon:

1) The Bombay Chronicle

2) The Times of India
3) The Rangoon Gazette
4) The Amrita Bazar Patrika
5) The Hindustan Times
6) The Hindustan Standard

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 7) Advance
8) The Pioneer
9) The Leader
10) The Tribune
11) The Civil and Military Gazette
12) The Hindu
13) The Madras Mail
14) The Statesman

The original Articles of Association of the Society, prepared by Orr, Dignam & Company, were
adopted on 27.2.1939. These underwent changes/modifications, from time to time. The Society
was registered under the Companies Act 1913 on 12.10.1951. With the separation of Burma and
Ceylon, after independence, the title of the Society necessitated a change and with the acceptance
of the Registrar of Companies (accorded on 25.1.1988), the word ‘Eastern’ was deleted and the
Society acquired its present name, i.e. The Indian Newspaper Society (INS).

The number of members of the Society increased gradually and in 1999-2000, stood at 709.  The
activities of the Society, development of its Corporate structure, interface with various
organizations, governmental and non-governmental, etc. are briefly brought out in the ensuing
paragraphs:

Corporate Structure

The Society decided at its first meeting that its officers will consist of President, Deputy
President, Vice President, Secretary and Treasurer and also a Committee five. It was also
decided that the Secretary may also be the Treasurer. The Officers are to be selected at the
Annual General Meeting of Members and shall be in office for one year. The President was
responsible for running of the Secretariat; Secretary shall maintain all records; and the Treasurer
shall be responsible for all the funds of the Society.

The present Office Bearers of the Society are :

Mr. T. Venkattram Reddy, President

40
Mr. Kundan R. Vyas, Deputy President
Mr. Ashish Bagga, Vice President
Mr. Rakesh Sharma, Honorary Treasurer

Mr. Asutosh De was appointed as Secretary of the Society with effect from 1.8.1939. The
position of the Secretary was upgraded and the designation changed to Secretary General in
September 1997 when Mr. P.K. Lahiri, IAS (Retd.), formerly Secretary to the Government of
India and also Executive Director, Asian Development Bank, Manila, assumed charge as the first
Secretary General. In February 2005, Mr. Deepak Raja  has joined INS as Secretary General.
The Secretariat of the Society presently consists of Officiating Secretary General,  Deputy
Secretaries and other supporting staff.  Mr. V. Shankaran is the present Officiating Secretary
General.

Membership

Eligibility of weekly publications to join the Society was discussed at the meeting on 27.6.1939
and it was agreed that the Society’s rules did not bar them. In fact, the definition of “Newspaper”
in the Articles of the Society includes periodicals. It was also agreed that weekly reviews and
other periodicals admitted to membership should be liable to pay the same subscription as other
members. An Agreement Form to be signed by all members of the Society embodying an
undertaking by them to abide by the Rules and Rulings was adopted at the General Meeting held
on 12.7.1943.

The entrance fee for membership originally pegged at Rs.100/- and the Annual Membership
subscription at Rs.1000/- underwent changes from time to time. Subsequently, the entrance fee
was increased to Rs.500/- and the annual subscription rates were fixed on slab basis for big,
medium and small member publications. The present annual membership subscription, which
was revised in 1999-2000, is as follows:

Small (Circulation below 20,000 copies) Rs. 3,500/-

Medium (Circulation between 20,001 & 50000 copies) Rs. 7,000/-
Big (Circulation above 50,001 copies) Rs. 10,000/-

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In September 1938, Reuters, London, introduced A News Service to “A” subscribers on payment
of Rs.1750/- per month. It was resolved that the agreement with them be terminated and a new
agreement entered into from 1.5.1939 providing for a comprehensive “A” service of 1,00,000
words per month on payment of Rs.1600/- per month. It was also decided that newspapers
should combine to maintain a representative in the United States, so as to bring the Indian market
to the American advertisers.

Consequent ion change in the constitution of Reuters, proposals were put forward by the Society
for a possible transfer of the ownership of the Associated Press (AP) to newspapers in India.
During 1945, the Society took up the issue of transfer of the proprietarily control of the
Associated Press of India to newspapers in India and a sub-committee was formed to frame
concrete proposals. The Committee recommended that control of API be taken over by a Trust or
similar organization.

At the meeting of the Society held in October 1946, it was decided to form a new company,
namely, the Press Trust of India (PTI), and its first Board of Directors was elected by the
Society. The principal features of the Agreement between Reuters Limited and PTI included
purchase of shares in Reuters, setting up an independent organization by PTI in London for
collection and dispatch of Reuter news etc., subsequently, the Press Trust of India was set up as
an independent news agency, primarily at the initiative of the INS.

Advertising Agencies

Rules outlining the conditions to be fulfilled by the advertising agents for recognition were
originally drawn up by IENS in London. These were adopted by IENS and it was resolved that
the Rules would be binding on members in respect of all advertisement contracts henceforth
entered into and that recognition of agencies not already recognized should only be accorded by
the Society if the applicant complied with the Rules.

Payment of commission was discussed at the meeting on June 27, 1939 and it was resolved that
commission in excess of 15 per cent may continue to be paid to recognized agencies on existing

42
contracts, but no commission in excess of the said percentage shall be paid on new business after
31.12.1940.In July 1940 an agreement was reached between the Society and the representatives
of the leading advertising agents regarding commission payable, certificates of net sales and
adoption of a standard form of contract for use by advertising agents.

In the Conference held in July 1941 between the Society and the representatives of leading
advertising agents, it was agreed to set up a joint standing committee for consultative purpose on
matters affecting the agents. In return, the agents agreed to accept 15 per cent as maximum
commission from all member publications as from 1.7.1941,
standing committee for consultative purpose on matters affecting the agents. In return, the agents
agreed to accept 15 per cent as maximum commission from all member publications as from
1.7.1941. Standard Contract form acceptable to newspapers and advertising agents was finalized
in December 1941 and adopted in December 1942.

One of the major activities of the Society is the interface between member publications and
accredited advertising agencies relate to monitoring payments to publications by the agencies.
This is done through a system of Monthly Review Verification (MRV). Member Publications are
expected to file MRV returns monthly showing the out standings, beyond the credit period, from
agencies. This information is collated through a computerized system; and agencies whose
arrears are high are taken up for intensive review and monitoring. Depending upon the arrears
position of the agencies under monitoring, action is taken to enforce payment of dues to
publications through instrumentalities such as issuance of warning/final warning letters or notice
ofdisaccreditation.

The system of monitoring through MRV has been largely instrumental in keeping the arrears of
agencies under check. The system is being further refined with the change over to a newly
developed software for the purpose.
Both publications and agencies are encouraged to resolve their disputes mutually and the Society
does not intervene in such matters.

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Newsprint Supply & Newsprint Control Order

Newsprint is the life line of the newspaper industry and its supply, prices etc., have been under
continuous review by the Society since inception. The outbreak of World War II in September
1939, led to interruption in supply of newsprint and it was decided to deal directly with the
foreign exporters with the assistance of the Society in London. Representations to the
Government of India led to the recognition of newspapers as an essential industry for priority for
supply/shipment of newsprint to India.

Between May 1941 and April 1962, Government of India issued several Newsprint Control
Orders. While the 1962 Order is still in force (of course with many modifications) the earlier
orders were withdrawn. The Control Orders dealt with various issues including price, import
restrictions on number of pages that a newspaper can print etc.. As a matter of fact, the newsprint
industry comes under the jurisdiction of different ministries of the Central Government,
including Ministry of Industry, Ministry of Finance, Ministry of Information & Broadcasting.
Newsprint was one of the typical products which faced all the rigours of a regime of controls and
the newspaper industry had to deal with several agencies, apart from the Ministries mentioned
above like the Registrar of Newspapers for India (RNI), State Trading Corporation (STC),
Controller of Imports & Exports etc.,

India has been totally dependent on imported newsprint till 1955-56, when indigenous
production was commenced by Nepal Mills in the public sector. At present, there are 56
newsprint mills in India with a capacity of about 9.5 lac tonnes per annum (as per information
furnished by the Indian Newsprint Mills Association). Four of these newsprint mills are in the
public sector, namely, Nepal, Mysore Paper Mills, Hindustan Newsprint Ltd., and Tamil Nadu
Newsprint & Papers Ltd. Figures of indigenous production and import of newsprint are given
below:-Newsprint was one of the typical products which faced all the rigours of a regime of
controls and the newspaper industry had to deal with several agencies, apart from the Ministries
mentioned above like the Registrar of Newspapers for India (RNI), State Trading Corporation
(STC), Controller of Imports & Exports etc.,

44
India has been totally dependent on imported newsprint till 1955-56, when indigenous
production was commenced by Nepal Mills in the public sector. At present, there are 56
newsprint mills in India with a capacity of about 9.5 lac tonnes per annum (as per information
furnished by the Indian Newsprint Mills Association) .Four of these newsprint mills are in the
public sector, namely, Nepal, Mysore Paper Mills, Hindustan Newsprint Ltd., and Tamil Nadu
Newsprint & Papers Ltd.

Press Freedom

The Society has been vigilant in the matter of safeguarding the freedom of the Press and taking
up specific cases with the concerned authorities urging immediate investigation as also taking
remedial action. The Society has remained vigilant in taking up issues, from time to time,
pertaining to attacks on newspaper personnel and establishments by anti social elements and
attempts, sometimes by people in power to stifle the independence of the Press and pressmen

Of late the matter of safety and security both on newspaper establishments and journalists and
employees of newspaper establishments, while performing their duties has been a matter of
extreme concern. The Society has been making continuous efforts to ensure that the newspapers
could be published without fear and damage to the assets of newspaper establishments

Objectives of INS

The objective of the Society which may be enlarged at any time as hereinafter provided are:-

To act as a central organization of the Press of India, Burma and Ceylon.

To promote and safeguard such business interests of members as ae affected or are likely to be
affected by the action of Legislatures, Governments, the Law Courts, municipal and local bodies
and associations or organizations commercial or formed for any other purpose and to take such
steps as may seem desirable to that end.

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To collect information upon all topics having a practical interest for members and to
communicate the same to them.

To promote co-operation in all matters affecting the common interests of members.

To hold periodical conferences of its members to discuss and determine action on matters of
common interest.

To make rules to govern the conduct of its members, to provide penalties for the infringement
thereof, and to provide means of determining whether there has been such infringement.

To maintain a permanent secretariat in India to watch over the interests of members and to
permit of a constant interchange of information and views.

To do or concur in doing all such other things as may be considered conducive or incidental to
the attainment of the aforesaid objects or to the interests of newspapers in general or of the
Society or any of its members unparticular.

 RNI-Registrar of Newspaper for India

Every citizen publishing, or intending to publish, a newspaper or periodical, avails the services
of Registrar of Newspaper for India. This Charter is a commitment of RNI to provide to every
such person consuming prompt services in the transparent, equitable and accountable manner.

Following are the services provided by RNI:

1) Title verification.

2) Registration of Newspapers.

3) Issue of revised/duplicate certificates.

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4) Issue of entitlement certificate for procurement of indigenous newsprint for small/medium
newspapers.

5) Authentication of certificate of registration for import of newsprint.

6) Issue of essential certificate for import of printing machinery/material.

7) Every request for a service shall be acknowledged within seven days of its receipt in the
office of RNI “Ceasing Declarations and Annual Statements” will also be acknowledged in
the same limit.

8) Every office of RNI will display prominently in its reception area the particulars of officers
responsible services including redressal of grievances and the time when public can meet
them.

9) All grievances will be acknowledged within seven days of receipt in RNI.

10) RNI always to suggestions for improvement of its services.

The Office of the Registrar of Newspapers for India, more popularly known as RNI, came into
being on July 1, 1956, on the recommendation of the First Press Commission 1953 and by
amending the Press and Registration of Books Act 1867.

The PRB Act contains the duties and functions of RNI. On account of some more responsibilities
entrusted upon RNI during all these years, the office is performing both statutory as well as some
non-statutory functions.

Under statutory functions, the following jobs are covered:

 Compilation and maintenance of a Register of Newspapers containing particulars about

all the newspapers published;

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  Issue of Certificate of Registration to newspapers published under valid declaration;
 Scrutiny and analysis of annual statements sent by the publishers of newspapers every
year under PRB Act containing information on circulation, ownership etc;
 Informing district magistrates about availability of titles, to intending publishers for filing
declaration;
 Ensuring that newspapers are published in accordance with the provisions of PRB Act
1867 and the rules made thereunder;
 Verification under Section 19-F of PRB Act, of circulation claims furnished by the
publishers in their Annual Statements; and

The following fall under the non-statutory functions:

 Formulation of Newsprint Allocation Policy - Guidelines and issue of Eligibility

Certificate to the newspapers to enable them to import newsprint and to procure
indigenous newsprint;
 Assessing and certifying the essential need and requirement of newspaper establishments
to import printing and composing machinery and allied materials

4.5 Advantages of Print Media

1. Print media still provides publicity.

2. Because increased costs have shrunk news holes and increased the space devoted to
advertising, less space is left for press release articles. But as news staffs also shrink,
fewer staff members are available to write other types of articles.
3. Continuing layoffs and downsizing increases the opportunities for well-written press
releases that provide newsworthy information. This requires knowing what’s newsworthy
and providing it through copy written in Associated Press style, and in objective
language.
4. If your marketing plan includes publicity, print media still provides the opportunity to
attract attention.

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 5. Online versions of print media help to keep online advertising affordable.
6. This is not so much an advantage of print media as the effect of providing print media
content online.
7. Most print media now have an online version or at least a Web site. All the information
placed online by print media keeps a constant stream of fresh new content for searchers.
It also keeps down the price of advertising to reach those searchers.
8. Without print media providing their online versions loads of content, advertising space on
good content sites would likely be more expensive. Plus many print media businesses
will often provide a special discount if you purchase ad space in their print and online
versions. This further keeps online web site advertising inexpensive.
9. Different types of print media (newspapers and magazines) have a loyal readership. This
can be very useful for advertisers as compared to advertising on the Internet.
10. If you are targeting a particular geographical area, you can do so with ease through print
media. For example, a local newspaper would be a best medium to advertise about a new
shopping complex.
11. You can choose the size of the advertisement space. This will help you to plan the budget
of the expenses to be incurred while advertising.
12. Certain forms of print media have a very loyal fans following in terms of readers. This
would guarantee you added readership.
13. Magazines and newspapers are always in the eye amongst public. Magazines are read for
a period of a month, which brings more attention to an advertisement.
14. You can even advertise through brochures or leaflets depending upon your target
audience. If the information is in detail, a brochure can prove to be an apt option. A
leaflet in that case, would be useful for a brief message

4.6 Disadvantages of Print Media

1. The cost incurred can sometimes be expensive considering the medium you choose.
2. The shelf life of any particular print medium is limited. Newspapers for example, are
amongst the public eye only for a day.
3. This medium may not always give you a wide reach. Internet, on the other hand, can target a
global audience.

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4. There is a limitation in terms of the kind of people who may actually read your message. The
particular newspaper may not actually be accessible every time to your target group, which
means, your message may be missed! The Internet on the other hand, can be accessed from
anywhere.
5. You may have to plan months in advance to advertise in print media. It does not offer you
flexibility when you are faced with a tight deadline.
6. Advertisements may get lost in all the clutter of editorial and ads by competitors.

4.7 Print Media other than Newspaper

1. Magazines

2. Newsletter

3. Brochures

4. Posters

5. Yellow Pages

6. Outdoor Advertising

7. Banner Advertising

8. Press releases

Let us have a short idea about this also:

1. Magazines

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 Magazines, periodicals, glossies or serials are publications, generally published on a
regular schedule, containing a variety of articles, generally financed by advertising, by a
purchase price, by pre-paid magazine subscriptions, or all three. Magazines can be
distributed through the mail; through sales by newsstands, bookstores or other vendors;
or through free distribution at selected pick up locations.

2. Newsletter

A newsletter is a regularly distributed publication generally about one main topic that is
of interest to its subscribers. Newspapers and leaflets are types of newsletters.[1]
Additionally, newsletters delivered electronically via email (e-Newsletters) have gained
rapid acceptance for the same reasons email in general is gaining popularity over printed
correspondence.

Many newsletters are published by clubs, churches, societies, associations, and

businesses, especially companies, to provide information of interest to their members,
customers or employees.

General attributes of newsletters include news and upcoming events of the related
organization, as well as contact information for general inquiries.

3. Brochures

A brochure (also referred to as a pamphlet) is a type of leaflet. Brochures are most

commonly found at places that tourists frequently visit, such as museums, major shops,
and tourist information. Brochure racks or stands may suggest visits to amusement parks
and other points of interest. Another type of brochure is interpersonal brochures, which
are brochures based on other people. Then there are pamphlets that you can find in
health clinics and hospitals that give help and advice to do with your health. The two
most common brochure styles are single sheet, and booklet (folded leaflets) forms.

The most common types of single-sheet brochures are the bi-fold (a single sheet printed
on both sides and folded into halves) and the tri-fold (the same, but folded into thirds). A

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 bi-fold brochure results in four panels (two panels on each side), while a tri-fold results
in six panels (three panels on each side).

Brochures are often printed using four color process on thick gloss paper to give an initial
impression of quality. Businesses may turn out small quantities of brochures on a
computer printer or on a digital printer, but offset printing turns out higher quantities for
less cost. Compared with a flyer or a handbill, a brochure usually uses higher-quality
paper, more color, and is folded

4. Posters

A poster is any piece of printed paper designed to be attached to a wall or vertical surface.
Typically posters include both textual and graphic elements, although a poster may be
either wholly graphical or wholly text. Posters are designed to be both eye-catching and
convey information. Posters may be used for many purposes. They are a frequent tool of
advertisers (particularly of events, musicians and films), propagandists, protestors and
other groups trying to communicate a message. Posters are also used for reproductions of
artwork, particularly famous works, and are generally low-cost compared to original
artwork. Another type of poster is the educational poster, which may be about a particular
subject for educational purposes.

Many people also collect posters, and some famous posters have themselves become quite
valuable. Collectors' posters and vintage posters are usually framed and matted. Posters
may be any size.

5. Yellow Pages

A particular Yellow Pages (YP) is a print directory which provides an alphabetical listing
of businesses within a specific geographical area (e.g., Greater Chicago), which are
segregated under headings for similar types of businesses (e.g., Plumbers). Traditionally
these directories have been published by the local phone company, but due to the highly
profitable nature of the business there are numerous independent directory publishers.
Some YP publishers focus on a particular demographic (e.g., Christian Yellow Pages or

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 Business Pages).Yellow Pages directories are usually published annually, and distributed
for free to all residences and businesses within a given coverage area. The majority of
listings are plain and in small black text, usually in the Bell Gothic or Bell Centennial
typefaces. The YP publishers generate profit by selling advertising space or listings under
each heading. Advertising may be sold by a direct sales force or by approved agencies
(CMR's). Available advertising space varies among publishers and ranges from bold
names up to four color twin page ads ("double trucks").

6.Outdoor Advertising

A billboard is a large outdoor advertising structure (a billing board), typically found in

high traffic areas such as alongside busy roads. Billboards present large advertisements to
passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and
distinctive visuals, billboards are highly visible in the top designated market areas.
Bulletins are the largest, most impactful standard-size billboards. Located primarily on
major highways, expressways or principal arterials, they command high-density
consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due
not only to their size, but because they allow creative "customizing" through extensions
and embellishments.

Posters are the other common form of billboard advertising, located chiefly in
commercial and industrial areas on primary and secondary arterial roads. Posters are a
smaller format than bulletins and are viewed principally by residents and commuter
traffic, with some pedestrian exposure.

7. Banner Advertising

A web banner or banner ad is a form of advertising on the World Wide Web. This form
of online advertising entails embedding an advertisement into a web page. It is intended
to attract traffic to a website by linking to the website of the advertiser. The
advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or

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 multimedia object employing technologies such as Java, Shockwave or Flash, often
employing animation, sound, or video to maximize presence. Images are usually in a
high-aspect ratio shape (i.e. either wide and short, or tall and narrow) hence the reference
to banners. These images are usually placed on web pages that have interesting content,
such as a newspaper article or an opinion piece. Affiliates earn money usually on a CPC
(cost per click) basis. For every unique user click on the ad, the affiliate earns money.

The web banner is displayed when a web page that references the banner is loaded into a
web browser. This event is known as an "impression". When the viewer clicks on the
banner, the viewer is directed to the website advertised in the banner. This event is
known as a "click through". In many cases, banners are delivered by a central ad server.

When the advertiser scans their log files and detects that a web user has visited the
advertiser's site from the content site by clicking on the banner ad, the advertiser sends
the content provider some small amount of money (usually around five to ten US cents).
This payback system is often how the content provider is able to pay for the Internet
access to supply the content in the first place. Usually though, advertisers use ad
networks to serve their advertisements, resulting in a revs hare system and higher quality
ad placement.

Web banners function the same way as traditional advertisements are intended to
function: notifying consumers of the product or service and presenting reasons why the
consumer should choose the product in question, although web banners differ in that the
results for advertisement campaigns may be monitored real-time and may be targeted to
the viewer's interests. Behavior is often tracked through the use of a click tag.

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CHAPTER - 5

Advertising

1) Advertising

2) Indian Print/Newspaper Advertising

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5.1 Advertising

Advertising is a form of communication intended to persuade an audience (viewers, readers

or listeners) to purchase or take some action upon products, ideals, or services. It includes the
name of a product or service and how that product or service could benefit the consumer, to
persuade a target market to purchase or to consume that particular brand. These brands are
usually paid for or identified through sponsors and viewed via various media. Advertising
can also serve to communicate an idea to a mass amount of people in an attempt to convince
them to take a certain action, such as encouraging 'environmentally friendly' behaviors, and
even unhealthy behaviors through food consumption, video game and television viewing
promotion, and a "lazy man" routine through a loss of exercise . Modern advertising
developed with the rise of mass production in the late 19th and early 20th centuries. Mass
media can be defined as any media meant to reach a mass amount of people. Several types of
mass media are television, internet, radio, news programs, and published pictures and
articles.

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Commercial advertisers often seek to generate increased consumption of their products or
services through branding, which involves the repetition of an image or product name in an
effort to associate related qualities with the brand in the minds of consumers. Different types
of media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages. Advertising may be placed by an advertising agency on behalf of
a company or other organization.

Non-commercial advertisers that spend money to advertise items other than a consumer
product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such
as a public service announcement. In 2007, spending on advertising was estimated at more
than $150 billion in the United States and $385 billion worldwide.

With newspaper advertising, you have the choice to reach a large or small geographic
collection of people. With National Newspaper Advertising, the coverage can be huge, but so
can the rates. What you have to do here is weigh up if the advertising costs can be justified.
A classified advert in a national can cost around £30 per scc (single column centimetre) but is
more likely to be around £50. A DPS (double page spread) in a national like the Guardian
will be around £34,000. So, make sure that you set yourself a realistic budget when you look
at the national's.

However, with regional newspaper advertising, you have the advantage of selecting a local
audience and this can be the best option if you are advertising a business on the doorstep of
the audience in question. The rates are also a lot lower than national newspapers, and an
advertisement will cost from just a few pounds to a couple of thousand.

The advantages of print media enables you to send in the copy and have it displayed on the
section you want within a few days. If it is a classified ad, this can be just 48 hours. The
beauty of print media advertising is that you can be as creative as you wish, as long as you
follow the guidelines set out by the newspaper. This will usually exclude nudity and strong

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sexual references in the copy and publishers will usually adhere to advertising standards
legislation.

Types of Advertising

Virtually any medium can be used for advertising. Majorly there two kinds of Advertising.
They are:

1) Physical Advertising

2) Digital Advertising

1) Physical Advertising

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very broad
readership base, such as a major national newspaper or magazine, to more narrowly
targeted media such as local newspapers and trade journals on very specialized topics. A
form of press advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee advertising a product
or service. There are several tips on making a print ad stand out more. The attached
hyperlink will show you a YouTube video about these tips Link label

Billboard advertising

Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, they can be placed in any
location with large amounts of viewers, such as on mass transit vehicles and in stations,
in shopping malls or office buildings, and in stadiums.

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 Mobile billboards are generally vehicle mounted billboards or digital screens. These can
be on dedicated vehicles built solely for carrying advertisements along routes preselected
by clients, they can also be specially equipped cargo trucks or, in some cases, large
banners strewn from planes. The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas throughout the world,
including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting
events, Store openings and similar promotional events, and Big advertisements from
smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of

a product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters, eye-catching displays promoting a specific product, and
advertisements in such places as shopping carts and in-store video displays.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to
gain recognition for their products and promote specific stores or products. Advertisers
often advertise their products, for example, when celebrities share their favorite products
or wear clothes by specific brands or designers. Celebrities are often involved in
advertising campaigns such as television or print adverts to advertise specific or general
products. The use of celebrities to endorse a brand can have its downsides, however. One
mistake by a celebrity can be detrimental to the public relations of a brand. For example,
following his performance of eight gold medals at the 2008 Olympic Games in Beijing,
China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's
did not want to associate with him after he was photographed smoking marijuana.

2) Digital Advertising

Television advertising / Music in advertising

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The TV commercial is generally considered the most effective mass-market advertising
format, as is reflected by the high prices TV networks charge for commercial airtime
during popular TV events. The annual Super Bowl football game in the United States is
known as the most prominent advertising event on television. The average cost of a
single thirty-second TV spot during this game has reached US$3 million (as of 2009).
The majority of television commercials features a song or jingle that listeners soon relate
to the product. Virtual advertisements may be inserted into regular television
programming through computer graphics. It is typically inserted into otherwise blank
backdrops or used to replace local billboards that are not relevant to the remote broadcast
audience. More controversially, virtual billboards may be inserted into the background
where none exist in real-life. This technique is especially used in televised sporting
events. Virtual product placement is also possible.

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer.

The word "infomercial" is a portmanteau of the words "information" & "commercial".
The main objective in an infomercial is to create an impulse purchase, so that the
consumer sees the presentation and then immediately buys the product through the
advertised toll-free telephone number or website. Infomercials describe, display, and
often demonstrate products and their features, and commonly have testimonials from
consumers and industry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements
are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a
receiving device. Airtime is purchased from a station or network in exchange for airing
the commercials. While radio has the obvious limitation of being restricted to sound,
proponents of radio advertising often cite this as an advantage.

Online advertising

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Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers. Examples
of online advertising include contextual ads that appear on search engine results pages,
banner ads, in text ads, Rich Media Ads, Social network advertising, online classified
advertising, advertising networks and e-mail marketing, including e-mail spam.

Product placements

Covert advertising, also known as guerrilla advertising, is when a product or brand is

embedded in entertainment and media. For example, in a film, the main character can use
an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in the top
corner, or his watch engraved with the Bulgari logo. Another example of advertising in
film is in I, Robot, where main character played by Will Smith mentions his Converse
shoes several times, calling them "classics," because the film is set far in the future. I,
Robot and Space balls also showcase futuristic cars with the Audi and Mercedes-Benz
logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the
movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac
cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW
and Aston Martin cars are featured in recent James Bond films, most notably Casino
Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front. Blade Runner includes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard.

History of Advertising in India

The dawn of Indian Advertising marked its beginning when hawkers called out their wares
right from the days when cities and markets first began. It was then that the signages, the
trademarks, the press ads and the likes evolved.

Concrete advertising history began with classified advertising. Ads started appearing for the
first time in print in Hickey’s Bengal Gazette which was India’s first newspaper. Studios
mark the beginning of advertising created in India as opposed to being imported from

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England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper
studios trained the first generation of visualizers and illustrators

Major advertisers during that time were retailers like Spencer’s, Army & Navy and
Whiteaway and Laidlaw. Retailers’ catalogues that were used as marketing promotions
provided early example. Patent medicines: The first brand as we know them today was a
category of advertisers. Horlicks becomes the first ‘malted milk’ to be patented in1883.

B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was
started in 1902. Later, Indian ad agencies were slowly established and they started entering
foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies
were formed in the early 1920s. In 1939, Lever’s advertising department launched Dalda –
the first major example of a brand and a marketing campaign specifically developed for
India. In the 1950s, various advertising associations were set up to safeguard the interests of
various advertisers in the industry. In 1967, the first commercial was aired on Vividh Bharati
and later in 1978; the first television commercial was seen. Various companies now started
advertising on television and sponsoring various shows including Humlog and Yeh Jo Hai
Zindagi.

In 1986, Mudra Communications created India’s first folk-history TV serial Buniyaad which
was aired on Doordarshan; it became the first of the mega soaps in the country. Later in
1991, First India-targeted satellite channel, Zee TV started its broadcast. 1995 saw a great
boom in media boom with the growth of cable and satellite and increase of titles in the print
medium. This decade also saw the growth of public relations and events and other new
promotions that various companies and ad agencies introduced. Advertising specific websites
were born, one of them being agency faqs now known as a faqs.

Indian Print/Newspaper Advertising

Newspaper is the biggest and best medium to know what’s happening around you. Every
morning everyone wants to read a newspaper so that they can kick start their day. Being the
biggest and popular medium, it is also the best source of advertising. Since post
independence newspaper advertising in India has flourished.

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Nowadays there is a stiff competition in this field as there are various newspapers available
in Indian market. Majority newspapers are of big brands and it means more newspaper
advertising opportunities. Newspaper advertising in India is the best way to get maximum
exposure. Herein by a simple advertisement you can capture maximum Indian market and
reach large population.

According to the recent survey every Indian loves to read a newspaper and seeing India’s
population we can say that newspaper advertising in India is the most lucrative option. This
means at one go you can easily showcase your company and products to the entire India. The
biggest advantage of newspaper advertising in India is that there are various newspapers in
various languages. This means you can easily saturate your target audience and can advertise
according to that.

By doing this you can easily reach and target your audience, moreover it is also the sure shot
way to disseminate your message. It has been seen that majority big companies prefer to
propagate their message via newspaper advertising in India as it is not only cheap but also
very successful.

The Indian print media it seems is hurtling down an uncertain road, riddled with potholes and
barriers in its attempt keep with rapidly changing media habits of the great Indian middle
class. The print media does not only have to jostle with stiff intra competition but rise up to
the challenges posed by the external nemeses as well. These challenges are mainly coming
from the electronic media. From a single T.V channel in 1991 there are currently over 150
channels, beaming a variety of programs. Moreover, the number of news channels is also
increasing by the day.

Despite these predicaments, the potential for newspapers in India is huge. The national
readership survey carried out by ORG Marg and A.C Neilson in 2002-2003, showed that
there had been an addition of 21 million readers to the 179 million who read newspapers on a
daily basis. English dailies accounted for more than half of this augment. There are almost

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twelve Indian newspaper giants that sell more than a million copies each. This translates into
a total circulation of 16-17 million, which is a huge number by any conceivable standards.

The advertising pie in India has rapidly increased since the liberalization policies enacted by
the Indian government. Advertising revenues is growing at a rapid pace of 7% per annum. In
this the print medium is still dominant with 37.3% market share in 2003 while the total share
of T.V was 39.6%. Newspaper advertisements have a number of unique advantages that can’t
be ignored. Not only do they cost a lot less and can be inserted in any leading daily within 24
hours but also help in a better brand recall value. This is due to the fact that we are better able
to remember things that we read, than the ones we see or hear. Moreover, the habit of reading
newspapers is so deeply ingrained in the psyche of most Indian families, that most of us can’t
imagine sipping our morning tea without the newspaper in our hands.

We all know that for business promotion there is strong need of effective advertising so as to
make the brand recognizable worldwide. There are various means of advertising available,
including newspapers, magazines, television, radio and Internet. In India, newspaper
advertising is one of the oldest means of promotion for any product or service. Reading
newspaper is a daily practice of many people in India, and due to this popularity of
newspaper in India it is known to be a good medium of advertising.

The success of newspaper advertising in India is due to its wide reach and visibility. Through
advertising in newspapers, you can target the Indian market on a wider scale as well as get in
contact with a large group of people. So, it would not be wrong to say that through
newspaper advertising you can advertise your product or service at one shot among a large
group of people. Another beneficial factor of newspaper advertising in India is that it has
different newspapers in different languages, and in this way you can easily capture your
target group and advertise accordingly to meet your business objectives. Newspaper
advertising in India has many distinctive advantages if compared to other means of
advertising and these advantages cannot be ignored. You need not have to pay huge amount
of money for newspaper advertising, the cost is very economical. Also the advertisements
can be inserted in any popular newspaper in just 24 hours. Moreover it helps in a better brand
recall value. Almost every Indian likes reading newspaper so as to remain updated with latest

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happenings in and around the society, hence it is the best way to get maximum publicity.
Hence, we can say that newspaper advertising saves time, money and effort as compared to
other modes of advertising. There are many newspapers in India that are directly or indirectly
associated with advertising like Hindustan Times, Times of India, The Statesman, The
Pioneer and so on.
Various business magazines available in the market offer all necessary information and
updates about the advertising world. These business magazines do have current statistics and
market prices of newspaper advertising. You can also search over the internet for recent
updates in the field of newspaper advertising.

Advertising and marketing are perhaps two of the most lucrative fields in the corporate
world. There is no end to the methods by which advertisers and marketing service agencies
can forward their concepts to the general people, who are basically the consumers as well. It
is also lucrative because there is unlimited space for creativity and conceptualization in
creating saleable ideas. In the modern day world, one can name a number of platforms for the
presentation of advertising and marketing ideas. With the progress in technology, the
advertising world stands at a great advantage of scaling newer heights of success. The Indian
advertising industry has also come of age and created an impressive status for itself in the
global scenario. Although there are various platforms for advertising and marketing of
products and services, such as newspaper advertising, television advertising, business
magazine advertising, radio advertising, internet advertising, etc, yet newspaper advertising
is perhaps the most conventional and the most popular choice for many advertisers.
Newspapers are still the most preferred choice amongst people who want to get a taste of the
latest events and happenings early in the morning. Newspapers act as an effective means of
public relations between the readers and the news providers. The fact that newspapers are so
much popular among people of all ages, and especially when they cater to a wide range of
topics related to society, advertisers and marketing agencies view newspapers as an effective
tool for promoting their products and services. Newspaper advertising has come of age and
broken all grounds to present the most innovative of concepts and ideas for readers.
Moreover, the presentation of news and advertisements on colored pages and better paper
materials makes it even more lucrative for advertisers to employ the service of newspapers in

65
showcasing their products and services. In India, where there are such a huge number of
newspapers in many languages doing the rounds of the entire country every morning, various
advertising and marketing agencies view this as a possible opportunity to promote their
creations in the most attractive manner on print. With the existence of a number of online
media advertisers in the thriving Indian market, Pitch on Net is one of the many publications,
which highlights the most important news on the latest market trends, provides consultation,
and a host of other services. Its online version www.pitchonnet.com covers all the necessary
details on advertising and marketing, taking into account the various modes and their
advantages.

Marketing and advertisement are the means by which an organization relates itself to its
audience and interacts in the market. Marketing in advertising is a very complex business and
it emphasizes on new ideas, technologies and lifestyle trends. There are new advertising and
promotional methods that need to assess and compare with traditional available methods that
is more or less cost-effective. We constantly provide you with new available methods that
keep you up with developments so you can make informed decisions about where to put your
advertising emphasis like internet advertising etc. Though it is difficult to measure the
response from the advertising as it inevitably involves a bit of calculated guesswork but still
we suggest that it is better to keep the records of what you did, when, to whom, for how
much and what resulted. This may make your task much easier.

We offer you with some basic rules for good marketing and advertising such as try to keep it
simple that is ideally suited for targeted audience. Provide as much updated information as
possible with fancy graphic and less complicated visual effects so that they are properly
conveyed to the large masses of people. The banner is the attention part that closely relates to
the reader about the concerned issues. Create of desire and action that relates benefits to the
reader so that they are interested and influenced.

Make a prominent message that benefits the marketing and advertisement. Not to forget,
always highlight a single impressive benefit, quickly and simply as it offers an impressive,
relevant benefit to the reader. This benefit should ideally contain the business brand name.
Also, try to use simple vocabulary and language in order to communicate with the audience

66
at the same level. The message of your advertisement must be quick and easy to absorb with
clear fonts and language. Do not distract the reader from the text by overlaying images or
using fancy fonts and avoid any complicated words. Make the message easily readable with
description in such a way that the customer can visualize their personal involvement and
affects them in a way that they will easily relate to it.

Generally, it has seen that people respond better and are more easily attracted initially to a
concept that is new or original. So try to develop a proposition that is special or unique. One
must try to emphasize what makes service special. One must try to claim superiority over the
competitors; one should put as much emphasis as you can behind your USP (unique selling
point) by displaying the references or testimonials.

67
CHAPTER - 6

Company Profile

1) About the Company

2) Services
3) Infrastructure
4) Process
5) Growth
6) Talent and reason
7) Advantages

ONE ADVERTISING AND

COMMUNICATION SERVICES LTD

68
6.1 About the Company

69
 ONE changes the whole picture

“One” is an institution which provides total communication solutions to the brand. They help the
various brands to reach to its respective consumers through their unique way of advertising
which attracts the consumers towards the product. They simultaneously help the consumers to

buy the product which exactly fits their requirement. “One” was
established with goal to reach end users and to make them avail their requirements in the most
easily and rapid manner. They firmly believe to provide total communication solutions at the
Right Place, at the Right Time, at the Right Price.

70
The following are the Philosophy of the “One”

1. Business is just the survival of the fittest and who

knows it better than us ?

2. We believe in giving the best in all our deliverables

3. A simple pre-briefing, a brainstorming session or a

massive media planning exercise…

…We put our best foot forward

At ONE, they employ creativity as a means to the end and not the end itself. We offer practical
and innovative solutions and our strategies are aimed at making your brands successful in the
long run.

6.2 Services

'If you have nothing different to say, say it differently'

 Here's a place where you find the confluence of right brain solutions and a left-
brain approach

 Out of the box extravagance makes way for pragmatic strategies

The message is clear - strategy works

71
6.3 Infrastructure

A key element of the success we have attained so far is our infrastructure

 Fully furnished air conditioned office at prime location

 MAC and high-end IBM machines

 Laser color, B/W printers, A3 TP Scanner

 Telephone lines, email and Internet connection, fax, etc.

 Visual library, all licensed latest designing softwares

 Proficiency in printing technology... resource pool of processors, printers,

fabricators

72
 

6.4 Process

Traveling on the right path leads to the right destination

  There are standard operating procedures for every action

  The result of every action is by and large assured right at the outset

6.5 Growth

73
  There is only ONE way
  Right people, right practices, right place and growth are integral to
ONE

  In just four years, we've gone from a modest one client to an enviable
client list that includes industrial giants

  Together, we have created a synergy of growth that in one word reads

– “PHENOMENAL

6.5 Talent and Reason

Talent

74
  'To encourage talent is to create it'-
is the ONE policy

 We have recruited people with the

right attitude and extraordinary
talent

 From designing a press campaign or

media buying, we have a team
blessed with experience, dynamism
and skills

Simply put, a team with a 'WE CAN' attitude

Reason
 Innovation is at times simpler than you think!
 ONE is an agency with innovative but cost effective solutions
 ONE takes you away from the routine of pre-conceived solutions
 We help you explore simpler and more specific answers to the marketing
communication issues

6.6 Advantages

75
   Exclusivity – The golden rule at ONE

  Communication – As good as its impact on brands

performance

  Versatility – Expertise in variety of communication tools &

media

CHAPTER - 7

DATA ANALYSIS

76
DATA ANALYSIS
1. AGE -: 1) <=10 ………., 2)11-20 ………., 3)21-30 ………., 4)31-40 ……….., 5)40>
…………

77
 Chart Title
Q2-<=10 Q2-11-20 Q2-21-30
Q2-31-40 Q2-40>
19% 14%
17%
21% 29%

This analysis helps us in identifying the maximum age group which reads newspaper. The result
says that age group between 21-30 reads maximum newspaper, 29%. The reason for this age
group of people refers newspaper not only just to read news but also for job search, matrimonial,
etc. so the consumption of newspaper increases. Whereas <=10 is gaining minimum percentage,
14% .This a childhood age. Kid just starts learning the different alphabets, numbers, converting
alphabets into words. Newspaper helps them in by giving a good collection of vocabulary along
with language knowledge. 11-20 is gaining 17%, this is a growing age, and awareness of reading
newspaper gradually increases, along with gradual growth in academics. 31-40 is gaining 21%.
Generally this group of individuals prefers to read newspaper either in the morning or in the
leisure time as they are busy to increase their progress graph, and devotes less time in reading
news paper. 40and above age is gaining third place, 19%. Generally after 40 people prefer to stay
a peaceful life, tense free life, away from the world. They read newspaper just to pass the time
and thus loves to stay busy with their family.

2. SEX -: 1) MALE ………., 2) FEMALE ………..

78
 Chart Title
Q3-Male Q3-Female

49% 51%

This is the answer to the question which sex consumes more newspaper, that is reads more
newspaper?Looking at the pie chart one can find that there is very minor difference as female
gains 49% and male 51%. Generally females read newspaper in noon time, if working then
depends upon the time they get. Male are considered as a human addicted to the newspaper and
at least want newspaper to read once in day.

3. OCCUPATION -: 1) Student …... 2) Service ………., 3) Business……….

Chart Title
Q5-Student Q5-Service
Q5-Business

29% 34%

37%
From the received data we get that the individuals doing
job/service read newspaper more than the other two
sectors, student and business. Service sector has got
maximum percentage, that is, 37%. Whereas student are gaining 34%. Seems that they are much
busy in studies. It’s generally believed students read very less newspaper, but trends seems to be
changing, businessman refer newspaper less as per this survey, they are gaining 29%

79
 4. WHICH LANGUAGE NEWSPAPER YOU SUSCRIBE -:
1) ENGLISH ………..,2) GUJARATI ……….., 3) BOTH …….

Chart Title
Q7-1 Q7-2 Q7-3

25%
40%

35%

A very interesting and encouragement giving result. Readers prefer and subscribe newspaper in
both the languages, English and Gujarati. 40% of total subscribe newspapers in Gujarati and
English language. There are various reasons for it. Some subscribe it to learn both languages
together; some might to teach their children both languages along with motive to get maximum
knowledge about surroundings and world. Further some are subscribing either if newspaper
because they are subscribing that language paper from long, what we say as customer loyalty.
35% of the total subscribes Gujarati newspaper only as it’s the regional language. Whereas 25%
of total prefer English newspaper. This might be because English could be their mother tongue

5. WHICH ENGLISH NEWSPAPAER YOU SUBSCRIBE-:

1) TIMES OF INDIA ………..
2) AHMEDABAD MIRROR ………..
3) HINDUSTAN TIMES ………..
4) DNA ………..

80
 5) ASIAN AGE ………..

Q8-TOI Q8-AM Q8-HT

Q8-DNA Q8-AA
3%

40%

57%

This data predicts something new and once again interesting. Ahmedabad Mirror, a year before
introduced paper is gaining a huge amount of attention from the audience. 57% percent

of the total are reading Ahmedabad Mirror which is very much beneficial for Benette & Colman
company. People are subscribing this newspaper as they find it more trustworthy and relevant. It
is helping the company to earn the maximum profit out of total market share along with gaining
good market position. TOI is receiving 40%, again coming from the same company.

If we come to HT then it has gain only 3% and the other two 0%. Seems that people a strongly
addicted to AM and TOI.

6. WHICH FINANCIAL DAILY YOU REFER TO?

1) ECONOMIC TIMES ………..
2) BUSINESS STANDARD …………
3) INDIA BULLS ………..
4) THE FINANCIAL EXPRESS …………
5) NONE

81
 Chart Title
Q9-ET Q9-BS
Q9-IB Q9-FE
Q9-None

89%

5% 6%

Economic Times is enjoying by maximum of readers 6% from the received data.Whereas

Business Standard gains 5%. People are very less aware and encouraged in reading Financial
Dailies and therefore one need to do something very effective to increase the sales of the
financial dailies, especially in Ahmedabad.

7. WHICH GUJARATI NEWSPAPER YOU SUBSCRIBE?

1) GUJARAT SAMACHAR ………….

2) SANDESH ………..
3) DIVYA BHASKAR …………
4) SAMBHAV …………..
5) JAY HIND …………
6) JANSATTA ………..

82
 Chart Title
Q10-GS Q10-SANDESH
Q10-DB Q10-SAMBHAV
Q10-JH Q10-JANSATTA
29%
46%

25%

Gujarat Samachar is enjoying the maximum readership of 46%. It’s even enjoying its position by
being one the very oldest Gujarati Daily in Gujarat. People are subscribing this newspaper as
they find it more trustworthy and relevant. Some are even found addicted to this paper that is this
paper has a strong customer loyalty. Sandesh and Divya Bhaskar are having 25% and 29% of
readership strength. Jay Hind and Jansatta have received failure in making their product reach to
the market

8. ACCORDING TO YOU WHAT ARE THE QUALITIES OF AN IDLE

NEWSPAPAER? RANK THEM IN 1-5(1 BEST — 5 LEAST)
1) QUALITATIVE AND REALISTIC NEWS ………….
2) QUANTITATIVE AND REALISTIC NEWS …………
3) ATTRACTIVE LOOKS …………….
4) REASONABLE PRICE ……………
5) TABLOID FORMAT …………..

Chart Title
Q11-Qualitative and Realistic News
Q11-Quantative and Realistic News
Q11-Attractive News
Q11-Reasonable News Size matters a lot and in the case of newspaper also
Q11-5Tabloid Format
this does matters. After the introduction of AM
25% 23%
83
13%
24%

15%
people are willing to purchase the newspaper in tabloid size. Reason for this is, AM is small in
size and easy to carry with individual. It has gain 25 %( max.). It is even cheaper than the other
newspaper and so now people are expecting the publication companies to print more newspaper
in tabloid format. If size does matter then price also does and people are willing to purchase
paper which costing Re.1 or at the max Rs.2. above all quality plays a major role and people are
expecting to get qualitative and realistic news, 23%. Quantitative and realistic news is getting
15% and Looks 14 %.( min)

9. AT WHAT TIME YOU GENERALLY READ NEWSPAPER?

1) MORNING WITH TEA ………..
2) WHILE TRAVELLING …………..
3) AT OFFICE ………..
4) WHILE SITTING IDEAL ………
5) IN THE AFTERNOON ………..

Chart Title
Q12-MORNING WITH TEA
Q12-WHILE TRAVELLING
Q12-AT OFFICE
Q12-WHILE SITTING IDEAL
Q12-IN THE AFTERNOON
9%
18%

6% 60%
7%

As we all generally do, 60 %( max.) of respondents read newspaper with morning tea. 18% while
sitting idle. Generally females read the newspaper in the noon time after completing household

84
work and while taking some rest in the noon, 9%, while travelling very few people read
newspaper according to this survey, 7% and at office, 6%(least)

10. WHICH COLUMNS YOU USUALLY PREFER TO READ?

RANK THEM IN 1-6(1 BEST—6 LEAST)
1) ADVICE COLUMNS …………
2) GOSSIP COLUMNS …………
3) HUMOUR COLUMNS ………..
4) EDITOR’S COLUMNS …………..
5) MUSIC COLUMNS ……………..
6) FOOD COLUMNS ……………….

Chart Title
Q13-ADVICE COLUMNS
Q13-GOSSIP COLUMNS
Q13-HUMOUR COLUMNS
Q13-EDITOR’S COLUMNS
Q13-MUSIC COLUMNS
Q13-FOOD COLUMNS

12% 12%
16%
22%

18% 20%

Humor columns have received maximum percentage of 20 %( max.). People are willing to laugh
with intellectual view point. Editor’s column has received 18%. Music columns stand second in
a row with 22%, whereas advice and food columns receive equal 12%(least)

85
11) WHAT KINDS OF ADDS WOULD YOU GENERALLY PREFER?
RANK THEM IN 1-7 (1 BEST — 7 LEAST)
1) FASHIONS ……………
2) SPORTS …………….
3) ADULTS …………….
4) AUTO-MOBILES …………
5) BUILDINGS-BUNGLOWS ……….
6) IT RELATED ……………
7) HOUSEHOLD ITEMS ………

Chart Title
Q14-FASHIONS Q14-SPORTS
Q14-ADULTS Q14-AUTO-MOBILES
Q14-BUILDINGS-BUNGLOWS Q14-IT RELATED
Q14-HOUSEHOLD ITEMS

14% 3% 10%
21%
17%

16% 19%

This helps us to identify the kinds of add readers like to least more and least
Sports - 21 %( max.)

Adults- 19%

Buildings-bungalows -17%

Auto-mobiles -16%

IT related -14%

86
House-hold items -3% (least)

11. WHAT KIND OF NEWS YOU WOULD GENERALLY PREFER TO READ?

RANK THEM IN 1-6(1 BEST — 6 LEAST)
1) INTERNATIONAL/WORLD NEWS …………
2) NATIONAL NEWS ………….
3) REGIONAL NEWS …………..
4) LOCAL NEWS …………….
5) FINANCIAL NEWS …………
6) CRIME NEWS …………..

Chart Title
Q15- INTERNATIONAL/WORLD NEWS
Q15- NATIONAL NEWS
Q15-REGIONAL NEWS
Q15-LOCAL NEWS
Q15-FINANCIAL NEWS
Q15-CRIME NEWS

15% 6% 17%

16% 24%
22%

It’s but obvious that one would love to read national news more than international and so it has
receive maximum percentage, 24 %( max.). After getting national news, comes regional in which

87
we stay and so it 22% of respondents even feel that regional news should be given more
preference. Again local news, surrounding news receives 16%. Very few are interested in
knowing the financial news and so just15% of the respondents has given it maximum preference.
But almost none wants to read crime news and so has got only 6 %( least).

12. YOU WILL PREFER TO READ NEWSPAPER OF WHAT SIZE?

1) BROADSHEET ……….
2) BERLINER …………
3) TABLOID ………..
4) COMPACT …………

Chart Title
Q16-BROADSHEET Q16-BERLINER
Q16-TABLOID Q16-COMPACT
24% 10%

29%

37%

Again Tabloid format comes into existence. After a revolutionary launch of Ahmedabad Mirror
people feel much comfortable with that format of newspaper. Small, cheap, covering every
almost news in detail, etc. thus it gains 37 %( max.) of the overall respondents. Berliner is also
ranked 1 by 29%percent of respondents. Compact size is also liked by 24% of respondents but
broadsheet size is losing its position to 10 %.( least)

13.KINDS OF SUPPLEMENTARY YOU PREFER?

RANK THEM IN 1-6(1 BEST — 6 LEAST)

1) HEALTHCARE …………
2) FOODING …………..
3) EDUCARE ……………
4) FILMY DUNIYA …………

88
5) CORPORATE WORLD ………..
6) BAL JAGAT …………..

Chart Title
Q17-HEALTHCARE
Q17-FOODING
Q17-EDUCARE
Q17-FILMY DUNIYA
Q17-CORPORATE WORLD
Q17-BAL JAGAT
8% 13%
17%
19%

21% 22%

Now a day’s people are more education conscious and so maximum number of respondents have
ranked it 1, 22 %( max.). Filmy Duniya has also gain good importance and 21% of respondents
have ranked tit 1. Some people love to eat varieties of Food and different cuisines and 19% of
respondents have marked it 1. Whereas Healthcare and Bal-Jagat are ranked1 by 13% and 8%
(least) of respondents.
Statistical Mean Analysis of Ranked Data

1). ACCORDING TO YOU WHAT ARE THE QUALITIES OF AN IDLE

NEWSPAPAER? RANK THEM IN 1-5(1 BEST — 5 LEAST)

1) QUALITATIVE AND REALISTIC NEWS ………….

2) QUANTITATIVE AND REALISTIC NEWS …………
3) ATTRACTIVE LOOKS …………….
4) REASONABLE PRICE ……………
5) TABLOID FORMAT …………..

89
 Chart Title
3.11 2.69 2.93
2.33 2.6

The lowest mean got from the above data is 2.33, Qualitative and Realistic News
, which states that people expect more of quality news then other aspects mentioned above

2) WHICH COLUMNS YOU USUALLY PREFER TO READ?

RANK THEM IN 1-6(1 BEST—6 LEAST)

1) ADVICE COLUMNS …………

2) GOSSIP COLUMNS …………
3) HUMOUR COLUMNS ………..

90
 4) EDITOR’S COLUMNS …………..
5) MUSIC COLUMNS ……………..
6) FOOD COLUMNS ……………….

Chart Title
3.45
2.86 2.86
2.7 2.63 2.56

ns ns
lum m ns ns
co lu um m ns ns
e co co
l lu u m m
vic ss
ip r co co
l lu
Ad Go ou r 's ic co
m ito us od
Hu Ed M Fo

Food column with minimum mean, 2.56 stands first in the row. People according to the received
data love to read food columns more than the other mentioned columns.

3).WHAT KINDS OF ADDS WOULD YOU GENERALLY PREFER?

RANK THEM IN 1-7 (1 BEST — 7 LEAST)

1) FASHIONS ……………
2) SPORTS …………….
3) ADULTS …………….
4) AUTO-MOBILES …………
5) BUILDINGS-BUNGLOWS ……….
6) IT RELATED ……………
7) HOUSEHOLD ITEMS …………

91
 Chart Title
4.35
3.51 3.78 3.83 3.83
2.78 2.66

on orts ul
ts ile
s s
ow late Item
d s
shi p d o b gl
Fa S A m n re d
to- - bu IT hol
s -
Au in
g
us
e
ild H o
Bu

Generally people find sport adds to read. Sports ads are with minimum mean of 2.66, is the most
preferable ad to read.

4) WHAT KIND OF NEWS YOU WOULD GENERALLY PREFER TO READ?

RANK THEM IN 1-6(1 BEST — 6 LEAST)

1) INTERNATIONAL/WORLD NEWS …………

2) NATIONAL NEWS ………….
3) REGIONAL NEWS …………..

92
 4) LOCAL NEWS …………….
5) FINANCIAL NEWS …………
6) CRIME NEWS …………..

Chart Title

3.44 3.6 3.67

2.4 2.09 2.53

ws s s s s s
Ne New New N ew New New
ld al al al ial e
or tion ion Loc a nc rim
g C
l/W Na Re Fin
ona
ati
ern
t
In

People are more keen to read National news then International or other news. The mean of
National News stands to 2.09,lowest in mean and number in rank. But one should even consider
the difference between the readership of International and National news, 0.31, very minor. This
states that now the graph of readership is moving to International News

5) KINDS OF SUPPLEMENTARY YOU PREFER?

RANK THEM IN 1-6(1 BEST — 6 LEAST)
1) HEALTHCARE …………
2) FOODING …………..
3) EDUCARE ……………
4) FILMY DUNIYA …………

93
 5) CORPORATE WORLD ………..
6) BAL JAGAT …………..

Chart Title
4.45
3.09 3.5 3.19
2.47 2.51
e

yD e

at
at iya
g

Ba d
in
ar

l
ag
or
ca

un
od
hc

lJ
u

eW
alt

Ed
Fo
He

or
Fil

rp
Co

Educare receives minimum mean with ranking one in the line. People prefer more to read the
supplementary which gives them educative knowledge, than other supplementary .

CHAPTER – 8

FINDINGS
94
  Findings
 Utility
 Limitations
 Suggestions

8.1 Findings:

 By survey we find that customers are quite unsatisfied with the newspaper they are
subscribing and want something more, know-ledged and innovative.
 Customer satisfaction is one of the most important part for any Newspaper.
 Quality of paper and other materials used in printing a paper should be qualitative..
 As the time has passing the customer satisfaction level is decreasing on the Newspaper
and Electronic Media is taking a rapid place in their minds.

8.2 Utility:

For Company:

 It could be used to find out the weak spots which could be changed to gain more
customer satisfaction.

95
  Any Newspaper publishing company could find out its position in customers eye with the
help of our Project.
 Some suggestions could be really beneficial to increase company’s productivity.

For Customers:

 If company makes changes to improve its weak spots than customer will surely benefit.
 Customer would get their goods timely and without any damage.
 Thus price could also be reasonably for both of the parties.

For College:

 Students can review this work to get a better idea of Print Media and especially about
the Newspaper.

8.3 Limitations:
The study also faces various limitations in the field of data collection, analysis and in
preparing the detail report on Print Media services, the following limitations are:

 Due to time limit it creates the restriction on the area of the study
 It seems to be a little costly for us.
 Some of the people are suggesting something new, which is not at possible.
 As project is based on potential users, so it is very difficult to get genuine answers from
such people.
 The study is based on an Descriptive research, and mostly data is collected through a
questionnaire, so researcher faces various difficulties in data collection and analysis of
the data.
 As the research results is totally based on the opinion on the people, so here researcher
face the problem in findings a conclusion, because there are lot of different views of the
people for Newspapers

96
  Sometimes it is very difficult to understand customer opinions & their suggestion, while
filling up a questionnaires’, so researcher have to make their suggestions in a proper
format

8.4 Suggestions

1. One suggestion was that newspaper should not encourage the crime news or any such
news which affects the nervous system of a human being, after a certain extent.
2. Another was not disclosing such adds which has nudity.
3. Language should be easy and good. There must be informative and entertainment
proportional to each other.
4. News covered should be unbiased.
5. The Newspaper should be informative as well as attractive and the prices should be at apr
with the news and material they cover.
6. In Newspaper’s first page should be index covering the matters point wise mentioned in
the paper.
7. Good Newspaper should publish the actual and unbiased data.

CHAPTER – 9

97
BIBLIOGRAPHY

BIBLIOGRAPHY
 Book Reference
 INS Press Book

By Ahmedabad Management Association

 ABC certificate
By Janmabhoomi group of Newspapers

 Websites
 www.google.com
 www.scribd.com
 http://en.wikipedia.org/wiki/Media

98
CHAPTER – 10

APPENDIX

QUESTIONNAIRE

1) N AME -:
--------------------------------------------------------------------------------------------------------
-------------------

2) AGE -: 1) <=10 ………., 2)11-20 ………., 3)21-30 ………., 4)31-40 ………..5)40>

3) SEX -: 1) MALE ………., 2) FEMALE ………..

4) LOCATION(AREA) -: -----------------------------

5) OCCUPATION -: 1) Student …... 2) Service ………., 3) Business……….

6) PHONE(O/M) -: ------------------------------------
99
7) WHICH LANGUAGE NEWSPAPER YOU SUSCRIBE -: 1) ENGLISH ……….., 2)
GUJARATI ……….., 3) BOTH …….

8) WHICH ENGLISH NEWSPAPAER YOU SUBSCRIBE? WHY?

(1) TIMES OF INDIA ………..
(2) AHMEDABAD MIRROR ………..
(3) HINDUSTAN TIMES ………..
(4) DNA ………..
(5) ASIAN AGE ………..

REASON-:
------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------
----------------------------------------------------

9) WHICH FINANCIAL DAILY YOU REFER TO? WHY?

(1) ECONOMIC TIMES ………..
(2) BUSINESS STANDARD …………
(3) INDIA BULLS ………..
(4) THE FINANCIAL EXPRESS …………
(5) NONE

REASON-:
------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------
----------------------------------------------------

10) WHICH GUJARATI NEWSPAPER YOU SUBSCRIBE? WHY?

1) GUJARAT SAMACHAR ………….

2) SANDESH ………..

3) DIVYA BHASKAR …………

4) SAMBHAV …………..

5) JAY HIND …………

6) JANSATTA ………..

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REASON-:
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11) ACCORDING TO YOU WHAT ARE THE QUALITIES OF AN IDLE

NEWSPAPAER? RANK THEM IN 1-5(1 BEST — 5
LEAST)

1)QUALITATIVE AND REALISTIC NEWS ………….

2) QUANTITATIVE AND REALISTIC NEWS …………

3) ATTRACTIVE LOOKS …………….

4) REASONABLE PRICE ……………

5) TABLOID FORMAT …………..

12) AT WHAT TIME YOU GENERALLY READ NEWSPAPER?

1) MORNING WITH TEA ………..
2) WHILE TRAVELLING …………..
3) AT OFFICE ………..
4) WHILE SITTING IDEAL ………
5) IN THE AFTERNOON ………..

13) WHICH COLUMNS YOU USUALLY PREFER TO READ?

RANK THEM IN 1-6(1 BEST—6 LEAST)
1) ADVICE COLUMNS …………
2) GOSSIP COLUMNS …………
3) HUMOUR COLUMNS ………..
4) EDITOR’S COLUMNS …………..
5) MUSIC COLUMNS ……………..
6) FOOD COLUMNS ……………….

14) WHAT KINDS OF ADDS WOULD YOU GENERALLY PREFER?

RANK THEM IN 1-7 (1 BEST — 7 LEAST)
1) FASHIONS ……………
2) SPORTS …………….
3) ADULTS …………….
4) AUTO-MOBILES …………
5) BUILDINGS-BUNGLOWS ……….

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 6) IT RELATED ……………
7) HOUSEHOLD ITEMS ………

15) WHAT KIND OF NEWS YOU WOULD GENERALLY PREFER TO READ?

RANK THEM IN 1-6(1 BEST — 6 LEAST)
1) INTERNATIONAL/WORLD NEWS …………
2) NATIONAL NEWS ………….
3) REGIONAL NEWS …………..
4) LOCAL NEWS …………….
5) FINANCIAL NEWS …………
6) CRIME NEWS …………..

16) YOU WILL PREFER TO READ NEWSPAPER OF WHAT SIZE?

1) BROADSHEET ……….
2) BERLINER …………
3) TABLOID ………..
4) COMPACT …………

17) KINDS OF SUPPLEMENTARY YOU PREFER?

RANK THEM IN 1-6(1 BEST — 6 LEAST)
1) HEALTHCARE …………
2) FOODING …………..
3) EDUCARE ……………
4) FILMY DUNIYA …………
5) CORPORATE WORLD ………..
6) BAL JAGAT …………..

18) OTHER SUGGESTIONS -:

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