SUMMER INTERNSHIP PROJECT REPORT

2024

Submitted for the partial fulfilment of the requirement for

the award of degree
Of

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO

Abdul Kalam Technical University, Lucknow

SUBMITTED BY
MOHD. IMRAN
Roll No. 2304790700042

UNDER THE SUPERVISION OF

Dr. ANKIT AGARWAL

Department of Business Administration

Rajshree Institute of Management and Technology,
Bareilly
1
 PREFACE

A project report is the very important part of any management Program. It is a

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

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

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

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

2
 ACKNOWLEDGEMENTS

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

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

At the onset I would like to thank. Dr. Ankit Agarwal for providing me a
wonderful opportunity to work on this project. Their valuable time and
guidance went a long way in helping to make a quality work out of this project. I
also owe my regards to my Faculty Members, who has helped me in every possible
way to make this project a success.

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

MOHD. IMRAN

M.B.A 3rd SEM

ROLL NO. 2304790700061

3
 DECLARATION

I MOHD. IMRAN, a student of RAJSHREE INSTITUTE OF MANAGEMENT

& TECHNOLOGY, BAREILLY hereby declare that this Summer Internship
Project Report is the record of authentic work carried out by me during the academic
year 2024 and has not been submitted to any other university or institute towards the
awards of any degree. An attempt has been made by me to provide all relevant and
important details regarding the topic to support the theoretical advice with concrete
Research evidence. This will be helpful to clean the Fog surrounding the various
aspect of the topic. I hope that this project will be beneficial.

MOHD. IMRAN
MBA 3rd SEM
ROLL NO. 2304790700042

4
 INDEX
SR.NO CHAPTER’S PAGE
NO.

1 ITNRODUCTION 6- 32

2 OBJECTIVE 33-33

3 RESAESRCH METHODOLOGY 34-36

4 PRODUCT LINES AND CONSUMER BEHAVIOR 37- 37

5 GROWTH OF THE INDUSTRY 38-44

6 TECHNOLOGY OF PRODUCTION AND DISTRIBUTION 44-51

7 MARKETING 52-55

8 INNOVATION 56-60

9 STRATEGIES AND COMPETITION IN THE INDUSTRY 61-67

10 BUSINESS ENVIRONMENT 68-69

11 CRITICAL SUCCESS FACTORS 70-70

12 BIBLIOGRAPHY 71-71

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 CHAPTER 1
INTRODUCTION

Dainik Jagran

A February 2010 front page of the New Delhi edition

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

6
 Dainik Jagran (Hindi: दै निक जागरण ) is a Hindi

language daily broadsheet newspaper in India. According to the IRS Q2

2011, Dainik Jagran ranks No. 1 among the dailies with a Total
Readership (TR) of 16.393 million. Dainik Jagran is the second
largest newspaper in India, by circulation as of 2011.

Overview

Dainik Jagran was jointly founded by Shri Puranchandra Gupta & Shri
Gurudev Gupta in Jhansi in 1942. In 1947 Dainik Jagran shifted its
headquarters to Kanpur, where it launched its second edition on 21
September 1947. The Rewa and Bhopal editions were added in 1953 and
1956. In 1975, publication of Gorakhpur edition started, followed by
Varanasi, Allahabad and Lucknow in 1979. In 1984, Meerut edition was
launched, followed by Agra in 1986, Bareilly in 1989 and Delhi in 1990.
Between 1997 and 2006, eighteen new editions were added, and through
2007-08, six new editions were launched.

More than 55.7 million people read Dainik Jagran making it the largest
read daily in India. Currently, Dainik Jagran 36 editions are published across
eleven states of India. Its editions are published from the following places:

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

Naubasta, Panki)
, Lucknow, Gorakhpur, Jhansi, Raebareli, Varanasi, Agra, Allahabad,
Aligarh, Bareilly, Meerut
▪ Madhya Pradesh: Bhopal, Rewa

▪ Jharkhand: Ranchi, Dhanbad, Jamshedpur

▪ Uttarakhand: Dehradun

▪ Punjab: Amritsar, Ludhiana, Jalandhar, Bhathinda

▪ Haryana: Panipat, Hissar

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▪ Bihar: Patna, Bhagalpur, Muzaffarpur, Darbhanga(soon)

▪ Himachal Pradesh: Dharamshala

▪ Delhi

▪ West Bengal: Siliguri

▪ Jammu & Kashmir: Jammu

The paper's website,jagran.com , also carries content aimed at teenagers,

cooks, upwardly-mobile women, education, Bollywood, and local news.

Educational initiatives (Dainik Jagran Group)

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

Kanpur
▪ JIDA (Jagran Institute of Digital Animation), Kanpur

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

Noida
▪ JIMMC, School of Animation, Noida

▪ JIM (Jagran Institute of Management), Kanpur

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 ▪ Jagran Public Schools (JPSs) Jagran Online Media

MMI Online the digital media wing of the Jagran Prakashan Limited-
India's Leading Media conglomerate. In this era of Web 3.0, media is
about unlimited information and boundless space. We are an incubation
center for new business ideas and identify gaps in the Indian online space,
crafting appropriate products, technical and marketing strategies for the
development of online services, products and offering. We at MMI work
towards providing quality online content in sectors like News, Education,
Medicine, Travel and Tourism to name a few

Founded in October 2008, the company zeroes in on developing

sustainable business models for the Indian online space and
continuously pushes the boundaries to create 'services' and 'products' which
add value and experience to the online users. The structure of MMI
allows for the conceptualization and testing of many ideas while turning the
best of them into companies.

Key persons

▪ Sanjay Gupta, CEO & Whole Time Director

▪ Mahendra Mohan Gupta, Chairman & Managing Director

▪ Dhirendra Mohan Gupta, Whole Time Director

▪ Sunil Gupta, Whole Time Director

▪ Shailesh Gupta, Whole Time Director

▪ Mr. Bharat Ji Agrawal, Independent Director

▪ Sukirti Gupta, CEO (MMI Online)

▪ Shekhar Tripathi, Editor Head

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

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

10
 Mahendra Mohan Gupta, Jitin Prasada & Sanjay Gupta

▪ Sanjay Gupta, CEO and chief editor, JPL thanked the dignitaries present.
Sharmishtha Sharma, author of the book, spoke about the partnership of
BMW Deutsche Motoren that took the project forward and the
contributions of Jagran Solutions in presenting the event in its stylish
avatar. Other presenters included Sunil Gupta, Sandeep Gupta,Shailesh
Gupta and Bharat Gupta.
One of the leading media houses of India, Jagran Prakashan Limited is
publisher of Dainik Jagran, India’s largest read and highest circulated
daily with a total readership of 5.45 crore readers (as per IRS 2009 R1),
and also voted as the most credible and trusted newspaper in India,
according to a survey by Globscan, conducted in ten of the world’s
leading countries, including the US, UK, Germany and Russia. The
brainchild of the Indian freedom fighter late Puran Chandra Gupta,
established in 1942 with launch of the first edition from Jhansi (UP),
Dainik Jagran has now 37 editions across eleven states. The group also
publishes inext, the leading bilingual compact daily of India, which has set a
trend of innovative experiments in print media and became a part of the life
of the „young at heart‟ with a readership of 13.3 lakh (as per IRS 2009 R
1), in less than three years of existence; Sakhi, a monthly magazine targeted
at women; and City Plus, the first English publication
from its stable.

11
division of JPL in the business of web, WAP & text based value added
services, products, platforms and solutions for consumers and corporate
customers; Yatra‟, the popular travel guide series; Jagran Solutions,
providing below the line activities like promotional marketing, event
management and on ground activities having pan India presence; Jagran
Pehel, the CSR cell of JPL; Radio Mantra, FM channel with eight
broadcasting centers; MMI online; and now Jagran Gems, an initiative of JPL
which honours the extraordinary entrepreneurs from various fields in the
form of a coffee table book (CTB).

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

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

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

media world , where consumers have an unprecedented array of choices,
Dainik Jagran stands out as a brand that is the choice of millions of
Indians as they start their day. With a readership of 5.59cr , it has been
the largest read daily of India for the last consecutive 21 rounds of the Indian
Readership Survey (IRS). With 37 editions, Dainik Jagran covers 11
states of India. It has also been declared by the World Association of
Newspapers (WAN) as the Largest read daily in the world. Not just the
largest read, Dainik Jagran has also been voted as the Most Credible
Source of News in a BBC-Reuters survey.
The genesis for Dainik Jagran was in the year 1942. The year when the
freedom struggle of India reached its crescendo and found expression in
the ‘Quit India movement’. Dainik Jagran was launched during this time
with the vision of our founder Shri Puran Chandra Gupta, to ‘Create a
newspaper that would reflect the free voice of the people’ . This vision
was as much a reflection of the time when it was propounded as much
as it is relevant to us today. Even as on today, when Dainik Jagran
12
markets control the political destiny of the largest democracy in the
world, the vision continues to guide us.

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

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

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

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

13
work day. MiD-DAY is printed from Mumbai, Pune. Over the last couple
of years, the newspaper has been on a mission to up its engagement quotient
with the YUMPI. Whether it is local news, career guidance, dream homes,
a look at what‟s on in the city or tips on style at work, MiD DAY‟s sections
have it all, alongside staple news and amusers like comics and crosswords,
all presented in a YUMPI friendly way.

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

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

To add to the dynamic product delivery through content, MiD DAY has
also been creating a unique experience for its readers and clients through
globally awarded marketing initiatives. The print innovations like 3D
Impact Jacket, Format innovations and promotional activities like the
MiD DAY Bollywood Lunch Contest, MiD DAY Happy Hours @ Work
& @ Home, MiD DAY Media Nights, MiD DAY Corporate Cricket League
& many others have won top honor’s across International Award functions
such as INMA, IFRA Cross Media Awards & Asia Multimedia Publishing
Awards.
MiD-DAY Gujarati is the Gujarati Tabloid from Jagran Prakashan Ltd.
With its unique content and engaging activities, it caters to the affluent
Gujarati Community of Mumbai. It is positioned as a complete family
newspaper with content for everyone. Apart from the other areas, the
newspaper also has a dedicated business segment focusing on share
market as majority of the community trade in these markets.
Inquilab is India‟s No.1 Urdu Newspaper with a readership of 7 L.
14
Inquilab has 12 editions covering Maharashtra, Delhi & UP and is
further expanding.
Inquilab made its appearance in 1938. An underground newspaper during
the freedom struggle
Mr. Abdul Hamid Ansari, a freedom fighter, wanted to use the medium of
Urdu to educate the Muslims and fight against British rule
In the post-independence scenario, Inquilab shifted focus, concentrating on
social reforms, education and employment as well as addressing the problems
faced by the Muslim community.
Renowned columnists like Kuldip Nayyar, Bharat Jhunjhunwala,
Shamim Tarique & Zafer Agha contributing to Inquilab. As the lodestone
of a publishing house Inquilab stands tall in modern India. We continue
to live in revolutionary times and Inquilab – „Revolution‟ continues to be
in the vanguard.

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

Sakhi is a premium women’s magazine targeted at upwardly mobile &

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

15
http://www.jagranengage.com
Jagran Engage is the OOH division of JPL which specializes in Out of
Home media solutions across India. Jagran Engage covers 900 + towns
spread across 370 districts in 27 states. Engage offers comprehensive Out-
Of-Home (OOH) solutions to prospects & customers through its bouquet
of offerings of Hoardings &Billboards, Unique Street Furniture, Transit &
Mobile Media besides innovative & ambient to suit specific client
requirements.

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

http://www.j9mobile.com

J9 is the value added services division of Jagran Prakashan Ltd. which is

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

16
http://www.jagranpehel.com
As a responsible corporate citizen, JPL supports a specifically dedicated
organization, Pehel to discharge its social responsibilities and provide
social services such as organizing workshops/seminars to voice different
social issues, health camps/roadshows for creating awareness on the social
concerns and helping underprivileged masses. Pehel is working with
various national and international organizations such as World Bank on
various projects to effectively discharge the responsibilities entrusted by
the company. The company has also been assisting trusts and societies
dedicated to the cause of promoting education, culture, healthcare, etc.

Jagran International is the international division of JPL responsible for

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

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

- in terms of compelling customer experience and user engagement.

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

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Under the banner of Jagran Foundation there are a series of initiatives that
would help towards the larger cause of nation building. The first in the
series of such initiatives is Jagran Forum – our first step towards ‘Thought
Leadership’. The 1st Jagran Forum was on Democracy, Development and
Social Inclusion. The 2nd Forum was on ‘Democracy and Conflict
Resolution in Asia’. The 3rd Forum was on ‘Democracy: Challenges of
Consensus Building’. All were attended by dignitaries from across India
and the World including the Prime Minster and Vice President of India.
Jagran Research Centre (JRC) was established in May, 1996 as
independent and premier multidisciplinary research & consulting
organization. JRC is also involved in publishing reference books and
magazines. These books include Jagran Yearbooks, Country and
Statewise statistical databank, Jagran Josh monthly magazine and
others.
Punjabi Jagran, the Punjabi language daily of Jagran.

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

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 Introduction Print Media

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

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

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

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

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

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 Overview of the Industry

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

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

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

The people are first educated in their mother tongue as per their state in which they
live for e.g. students in Maharashtra are compulsory taught Marathi language and
hence they are educated in their state language and the first thing a literate person
does is read papers and gain knowledge and hence higher the literacy rate in a state
the sales of the
20
 dominating regional paper in that state rises. The next reason is localization of news.
Indian regional papers have several editions for a particular State for complete
localization of news for the reader to connect with the paper. Malayala Manorama
has about 10 editions in Kerala itself and six others outside Kerala. Thus regional
papers aim at providing localised news for their readers. Even Advertisers saw the
huge potential of the regional paper market, partly due to their own research and more
due to the efforts of the regional papers to make the advertisers aware of the huge
market.

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

List of players in the industry

• The Times of India

• Dainik Jagran

• Malayala Manorama

• The Hindu

• Deccan Chronicle

• Ananda Bazar Patrika

• Amar Ujala

• Dainik Bhaskar

21
• Hindustan Times

• Hindustan

• Eenadu

• The Economic times

• The New Indian Express

• The Telegraph

• Deccan Herald

22
Categorization of players in the industry

Category Players

Dailies Deccan Chronicle, The Times of India, The

Hindu, Aaj Tak, India Abroad, Deepika
Global, Asian Age
Business dailies The Economic Times, The Financial Express,
Business Line, Business Standard
Weeklies and The Week, Outlook, India Today, Asha kiran,
Monthlies Panchjanya weekly
Regional Andhra Pradesh: Deccan Chronicle, Andhra
Bhoomi, Hindi Milap Delhi: Hindustan Times,
Pioneer
Maharashtra: Bombay Mid-day, Lokmat
Times, Sakaal , Loksatta West Bengal: The
Telegraph, The Statesman
Film related Filmfare, Screen, Planet Bollywood, Indian
Express Bollywood Scoop, Apun Ka Choice,
Indian Television, RedifIndia, Film Trip, Star
Dust
Computer related PC Quest, Cyber India, Data Quest, Voice &
Data, Computers Today, Express Computer,
Silicon India
Others The Onion, India Today Plus, Des Pardes,
India Together, Teens Today,
Andhra Jyothi in telugu, Wow Hyderabad, Zee
Premiere, Showtime, Arcade, JAM, India
Talkies

23
 Brief profile of players in the industry

The Times of India

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

in India. It has the widest circulation among all English-language daily newspapers in
the world, across all formats (broadsheet, compact, Berliner and online). It is owned
and managed by Bennett, Coleman & Co. Ltd. which is owned by the Sahu Jain
family.

In 2008, the newspaper reported that (with a circulation of over 3.14 million) it was
certified by the Audit Bureau of Circulations as the world's largest selling English-
language daily newspaper, placing as the 8th largest selling newspaper in any
language in the world. According to the Indian Readership Survey (IRS) 2008, the
Times of India is the most widely read English newspaper in India with a readership
of 13.3 million. This ranks the Times of India as the top English newspaper in India
by readership. According to COM Score, TOI Online is the world's most-visited
newspaper website with 159 million page views in May 2009, ahead of the New York
Times, The Sun, Washington Post, Daily Mail and USA Today websites.
• The Times of India is published by the media group Bennett, Coleman & Co. Ltd.
This company, along with its other group companies, known as The Times Group,
also publishes The Economic Times, Mumbai Mirror, the Navbharat Times (a Hindi-
language daily broadsheet), the Maharashtra Times (a Marathi-language daily
broadsheet).
• The Times is self-declared as a liberal newspaper, and is sometimes described as
irreverent.
• The Times of India is printed from the following places:

TOI press are in Sahibabad, Ahmedabad, Bhubaneswar, Bengaluru, Bhopal,

Chandigarh, Chennai, Delhi, Goa, Guwahati, Hyderabad, Indore, Jaipur, Kanpur,
Kolkata, Lucknow, Mangalore, Mumbai, Mysore, Nagpur, Patna, Pune, Ranchi,
Surat.

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• Total Average Circulation for 2008: 3,433,000 copies Supplements

• The Times of India comes with several city-specific supplements, such as Delhi
Times, Calcutta Times, Bombay Times, Hyderabad Times, Kanpur Times, Lucknow
Times, Indore Times, Nagpur Times, Bangalore Times, Pune Times, Ahmedabad
Times and Chennai Times, The Times of South Mumbai, The Times of Doon, Meerut
Plus, Haridwar Plus , Bhopal Plus .
• Other regular supplements include:

Times Wellness (Saturdays) – Times Wellness focuses on solutions to health issues

and guidance to better living

• Education Times (Mondays) – Education Times caters to the ever-expanding student

community and learning experience, as a career guidance, counselor and adviser.
• Times Ascent (Wednesdays) – Editorial of Times Ascent, Centers on human resource
development and the impact and implications on business and society.
• ZIG WHEELS – ZigWheels.com is an automotive website reviewing, discussing,
features and interviews on Indian vehicles.
• Times Life (Sundays) – Times Life is the supplement which is feature driven

• What's Hot (Fridays) – Focus on latest happenings/events. Special pages created for
channels and details of programmes
• Rouge (Saturdays) – Concentrates on women's interest areas

25
 Dainik Jagran

• Dainik Jagran is the World’s Largest Read Newspaper and the Number One Hindi
Newspaper in India. It is the world’s largest read News Paper and is one the largest
newspapers in the world. It was the brainchild of the aggressive freedom fighter
Mr. Puranchandra Gupta. The first edition was launched in Jhansi in 1942 and in
1947 Dainik Jagran shifted its headquarters to Kanpur and thus launched its second
edition.
• In this new, dynamic world of Indian media Dainik Jagran is an iconic brand.

More than 55.7 million people reach out for Dainik Jagran making it the largest

read daily of India. Dainik Jagran‘s 37 editions carve a huge swathe across eleven
states – Madhya Pradesh (Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna &
Saugor) along with the states of Uttar Pradesh, Uttarakhand, Punjab, Haryana, Bihar,
Jharkhand, Himachal Pradesh, Delhi, West Bengal and Jammu & Kashmir .
• Some supplements offered by the Dainik Jagaran are: Jhankaar, Yatra, Sangini, Josh,
Nai Rahein, E – PAPER

• Jagran.com has various channels on its website focusing on different information

needs of its users. On the website the latest news in Hindi more than 30 times a day.
In addition to news, they also have more than 30 other channels on their website
including:
• Junior Jagran - A colored, bilingual, weekly tabloid catering to the taste of the
youngsters and teenagers of 13–19 years age group.
• Khana Khazana - A cookery channel targeted at household women who cherish
cooking. Jagran Yahoo! Khana Khazana is a complete resource of multi cuisine
recipes and quick cooking tips.
• Channel Sakhi - The Sakhi is a premium women’s channel targeted at upwardly
mobile and outgoing women in the upper socio-economic class. The channel
highlights the role of women in modern times and helps them in coping with the
outside world.

26
• Josh - A monthly supplement of jagran.com which is concentrating on educational
content, career related queries, personality development, and updates on science and
technology.
• Cine Maza- A popular Bollywood news and reviews channel of Jagran.com giving
information on Bollywood, top 5 releases, Box office hits, fact files of actors and
actresses with biographies and latest releases.

The Hindu

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

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

especially Tamil Nadu headquartered at Chennai (formerly called Madras). The

Hindu was published weekly when it was launched in 1878, and started publishing
daily in 1889.
• The Hindu became, in 1995, the first Indian newspaper to offer an online edition.

• The Hindu is published from 13 locations - Bangalore, Chennai, Coimbatore, Delhi,

Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Thiruvananthapuram,
Tiruchirapalli.
• Achievements

• The Hindu has many firsts in India to its credit, which include the following

• 1940 - First to introduce colour

• 1963 - First to own fleet of aircraft for distribution

• 1969 - First to adopt facsimile system of page transmission

27
• 1980 - First to use computer aided photo composing

• 1986 - First to use satellite for facsimile transmission

• 1994 - First to adopt wholly computerized integration of text and graphics in page
make-up and remote imaging
• 1995 - First newspaper to go on Internet

• 1999 - Becomes India national news paper

• Supplements and features

• Mondays - Metro Plus, Business Review, Tuesday - Young World, Education, Book
Review, Improve Your English, Wednesdays - Job Opportunities, Thursdays
- Metro Plus, Science, Engineering, Technology & Agriculture, Friday - Friday
Features, Saturday - Metro Plus Weekend, Sunday - Weekly Magazine, Open Page,
Literary Review
• Daily features - This day that age, Religion, The Hindu Crossword, Sudoku Online
presence. The Hindu was the first newspaper in India to have a website, launched in
1995.

28
Deccan Chronicle

Type Daily newspaper

Format Broadsheet

Owner Deccan Chronicle Holdings Ltd.

Editor A T Jayanti

Founded 1938

Language English

Headquarters Hyderabad, India

Circulation 1,349,959 Daily

Website www.deccanchronicle.com

29
• The Deccan Chronicle is a daily newspaper published through the Andhra Pradesh,
Karnataka and Tamil Nadu states of India. It is published in English. The newspaper's
name derives from the originating place Deccan regions of India. Other supplements
by it are TV Guide, Sunday Chronicle, Chennai and Bengaluru Chronicle. It also
supplies other weekly features like School chronicle, Teen Chronicle, Sunday
chronicle, etc.

Eenadu

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

daily in the state of Andhra Pradesh. According to NRS (National Readership
Studies) 2005 it has got a readership of 1,134,000 and is the third most circulated
regional language daily and 10th most circulated daily in India. Eenadu (meaning
‘Today’ in Telugu) was founded by the Indian media baron Ramoji Rao in 1974. It
has played a role in either crowning or dethroning governments in Andhra Pradesh. It
has also successfully adapted the latest publishing and communication technologies
into the Telugu language. Eenadu's rapid expansion enabled diversification of its
portfolio by venturing into numerous other markets such as finance and chitfund
(Margadarsi chits), foods (Priya Foods), film production (Usha Kiran Films), film
distribution (Mayuri Films), and a group of television channels (ETV). All the
businesses are organized under Ramoji Group.
• History

• As with any other publication, Eenadu too had its share of struggles. When launched
in Vishakhapatnam, it wasn't able to sell more than 3,000 copies a week. Eenadu
found itself struggling to become a daily publication ranked amongst other popular
rival publications.

30
• By 1975, Eenadu managed to achieve its target of becoming a daily publication.
However, it was popular in regions and rivalry was still an issue. In a period where
the company needed vision to drive and expand it any further. Eenadu hired a new set
of directors to be part of its key decision and management group which drove it
towards what it is today being the top read, highly circulated newspaper.
• Mr. Ramoji Rao’s growth from no where to every where, is amazing. His name
became a household name. Every one in Andhra Pradesh knows Ramoji Rao. He is an
inspiration for many young business people.
• Though Eenadu is a highly circulating news paper, they have a healthy competition
with other circulating news papers Vaartha,Sakshi (magazine), and Andhra Jyoti.

31
 Dainik Bhaskar

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

1958 from Bhopal, the capital city of Madhya Pradesh. Its current editor is Ramesh
Chandra Agrawal.
• Dainik Bhaskar is published from many cities of North and Central India:

• Bhopal, Indore, New Delhi, Lucknow, Nagpur, Akola, Raipur, Gwalior, Jabalpur,
Jaipur, Ajmer, Jabalpur, Satna, Varanasi, Ahemedabad.
• In Gujarat, and Western Madhya Pradesh the Gujarati Version of the newspaper is
also published as Divya Bhaskar.
• Dainik Bhaskar Group publishes a varied range of magazine helpful in many ways,
like 'Aha zindgi' a magazine based on highlighting the positive features of life.
• The company also runs English newspaper DNA in partnership with Zee Group.

• History

• Dainik Bhaskar was first published in Bhopal and Gwalior of the central province.
The newspaper was launched in year 1956 to fulfill the need for a Hindi language
daily, by the name Subah Savere in Bhopal and Good Morning India in Gwalior.
Later in year 1957, it was renamed as Samachar Kranti, and then again in year 1958
as Bhaskar Samachar. Finally in year 1960, it was published as Dainik Bhaskar.
There were only 100 prints of the news paper on the first day of its publication, a
figure which increased by 69566 within a week and rose to over 2.5 million prints
daily in 2011.

32
 CHAPTER 2

Objective :-

• To find out the importance of print media with the reference of Dainik Jagran daily
news paper.
• To find out the marketing strategies of Dainik Jagran daily news paper.

• To find out the brand perception analysis of daily news paper with special reference
of Dainik Jagran daily news paper.
• To find out the customer preference of daily news paper with special reference of
Dainik Jagran daily news paper.

33
 CHAPTER 3

RESEARCH METHODOLOGY

The method adopted for carrying out any project is called as Research methodology.
For this project the study is conducted among the customers of Daily News Papers
with special reference of Dainik Jagran

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

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

regarding both organizations through internet & booklets).

➢ Data collection method & techniques – Questionnaire and interviews.

➢ Sampling plan – Online survey or Offline

• Target population –Bareilly

• Sampling method – Random sampling.

• Sample size – 100

• Area of population –Agra

34
 RESEARCH DESIGN

Research design specifies the methods and procedures for conducting a

particular study. A Research design is the arrangement of conditions for collection
and analysis of the data in a manner that aims to combine relevance to the research
purpose with economy in procedure. Research Design is broadly classified into three
types as

➢ Exploratory Research Design

➢ Descriptive Research Design

➢ Hypothesis testing Research Design

On the basis of the objective of study, the study which is concerned with
describing the characteristics of a particular individual or of group of individual
under study comes under Descriptive Research design.

Descriptive Research Design:-

In this research design the objective of study is clearly defined and has
accurate method of measurement with a clear-cut definition of population that is to
be studied.

RESEARCH DESIGN AND METHODOLOGY

Research methodology is a systematic way, which consists of series of actions or
steps necessary to effectively carry out research and the desired sequencing of these
steps. The research is a process of involves a number of interrelated activities, which
overlap and do rigidly follow a particular sequence. It consists of the following steps

35
❖ Formulating the objective of the study

❖ Designing the methods of data collection

❖ Selecting the sample plan

❖ Collecting the data

❖ Processing and analyzing the data

❖ Reporting the findings

36
 CHAPTER 4

Product Lines and Consumer Behavior Complimentary and

substitutes products
Complimentary good for print media is advertisements as it gives high revenues.
Substitutes for print media are radio, television, e-papers, online newspaper, door to
door campaigns, exhibition, and pamphlet distribution.

Product description and range of products

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

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

37
 CHAPTER 5

Growth of the Industry Rate of growth, pattern of growth, growth

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

Rajesh Jain, Head Information, Communication & Entertainment, KPMG India said,

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

38
are increasingly concentrating on strengthening existing operations and assessing
options for growth through consolidation, while continuing to innovate. Factors like
Narrowcasting, Regionalization, Internationalization, Organized Funding,
Digitization
and Deregulation have become the buzzwords’in the industry. The Indian Print
Media industry is estimated to have grown by 7.6% in 2008 and reaching around INR
172.6 billion in size. The industry is projected to grow at a CAGR of 9% over the
next five years and reach around INR 266 billion in size by 2013. Growth in the
Print media industry is achievable through sustained growth in advertisement
revenues due to increased advertising spends from emerging sectors such as
Education, Organized Retail and Telecom, improving literacy levels in the country,
optimization of cover prices leading to improved penetration and growth in sales
volume, more launches in the niche segment, like newspaper supplements and
specialty magazines, by players. The industry needs to invest in quality
improvements, especially in regional media to attract advertisers; collective
negotiations and bulk purchase of newsprint, constitute forums to encourage and
promote regular reading habits among youth, adopting innovative practices like
trading media space in publication platforms in return for equity and improve
organizational ability to attract and retain talent.

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

39
As per PwC report, the print industry is expected to grow from Rs 128 bn in 2006 to
Rs 232 bn by 2011, at 12.6% CAGR. While the newspaper industry is estimated at
Rs 112 bn, the magazine segment is valued at Rs 16 bn.

Growth drivers
Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared
to 69.9% in 2005. While rural literacy is at 64.8%, urban literacy touched 85.3%.
Currently Indian print media is estimated to reach over 220 m people, and has
immense growth potential since close to 370 m literate Indians are believed to not be
served by any publication. Also, the reach of newspapers is only 27%, as compared
to the global average of 50%.

Lower cover prices: Earlier, due to strong hold over a region, the newspaper had
higher cover charges. However, with increasing competition and venture into newer
regions the companies have reduced the cover prices to augment more sales. Many
English dailies
are sold for as low as Re 1 or Rs 2. The initial subscription offers of ‗DNA’ and

Hindustan Times (HT) in Mumbai, during their launch period, further reduced the cost
of the newspaper to around 50 paise for an average issue

Higher ad spends: Print media accounts for 48% of the total Rs 137.5 bn advertising
spend in the country. However, the ad spend in India is just 0.4% of GDP as against
0.5% in China, 1.3% in the US and a world average of nearly 1.0%. With rising
consumerism and growing interest from domestic and global brands in Indian market,
the growth in ad segment is expected to be strong.

As per the registrar of newspapers, there were approximately 6,529 daily newspapers
as of March 2005. No single newspaper had a national circulation. In 2006, India had
the second largest circulation of newspapers with 88.9 m copies per day; second only
to China with 98.7 m copies a day.

40
 Urban Urban Rural
&
Rural
Base (m) %
(% ( %
Population m m
) )
Any 184 2942.2 8 15.6
Publication 39 4
.. .
69 3

Any Daily 170 2939.6 7 14.2

13 6
.. .
98 6

Any Hindi 62.9 8315 2 5.1

Daily .5 7
1. .
6 3

Any English 17.4 216.7 1 0.3

Daily .5 .
2. 6
9

Any 58.9 7314.3 2 4.6

Magazine .3 5
6. .
8 1

41
Newspaper Place of strong
hold
Jagran Prakashan Uttar Pradesh
and Uttaranchal

Times of India Mumbai

HT Media Delhi, Bihar,

Jharkhand

Deccan Chronicle Andhra Pradesh

The Hindu Chennai

The Telegraph Kolkatta

Deccan Herald Bangalore

Punjab kesari Punjab

42
Fragmented industry
The regionalism aspect is clearly visible in the newspaper sector. The print media is
further divided on the basis of the languages. Of the daily newspapers, about 46% are
vernacular, 44% are in Hindi and 10% are English. Hindi and vernacular language
newspapers offer a local and regional flavor to their readers. The content and
circulation of English-language newspapers, on the other hand, are largely focused
on the primary urban centers. Approximately 7% of the population in urban areas
read English-language newspapers, compared to a readership of only 0.3% of the
population in the rural areas. (Source: IRS 2005) In contrast to this, Hindi-language
newspapers have a proportionately larger readership in rural areas, in addition to their
strong presence in urban areas, with a readership of approximately 15% and 5% of
persons in urban and rural areas, respectively. The newspaper industry is regionally
divided, with existing players enjoying strong brand loyalty. For e.g. Times of India
follows strong brand loyalty in Mumbai and it was difficult for Hindustan Times to
enter Mumbai.

The newspaper industry has relatively high entry barriers due to the strong brand
equity of existing players. Also, existing players have strong control over the
distribution network, making it difficult for new players to enter.

Attracting foreign investment

Most Indian print players continued to dominate the local regions and did not enter
new territories, mainly due to lack of funds. However, foreign investment regulations
were relaxed in 2002. Currently, up to 26% foreign direct investment (FDI) is
permitted in newspapers and periodicals dealing with news and current affairs. In
non-news publications, 100% foreign investment is permitted. Since the changes in
the regulation many foreign investors have taken strategic stakes in the domestic
print media companies.

43
Going forward
A booming Indian economy, literate population on the rise, increasing consumerism,
entry of global brands in the country and opening of the sector to foreign investors
would drive the growth in print media. Also, with newspaper companies entering into
newer regions and segments would lead to stronger growth.

44
 CHAPTER 6

Technology of production and distribution

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

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

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

The economic downturn appears to have taken a severe toll on the Indian print media
industry. It's bleeding, given the conditions across all platforms. With dipping Ad
revenues due to the slowdown and high cost structure, the print media industry will

45
 continue to face pressure for the next two to three quarters. Layoffs and salary cuts
may become a necessity for many businesses to survive as they have added
substantially to their capacities.

Advertising and Circulation Revenue

There are two basic sources of revenue for the newspapers:

1. Advertising.

2. Circulation.

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

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

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

46
Newsprint prices, which constitute more than 70% of the cost of producing a
newspaper, shot up last year by around 60-65%. The concessions announced by the
Finance Ministry include:

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

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

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

• Information and Broadcasting ministry came to the rescue of small and

medium newspapers by announcing a revised policy of releasing Government
advertisements.

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

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

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

Economies of scale and economies of scope

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

47
number of firms and in market share. The increased number of firms in these classes
represents a statistically significant shift in the size distribution of firms, and the log-
odds ratio of increased national or local market share for existing papers in this size
range substantially exceeds that for papers in the 100,001-500,000 size classes.
Finally, the 500,000 plus circulation size class has experienced an increase in market
share and an increase in the number of firms. While the shift in the size distribution
of firms is not significant, the log odds ratio of increased national and local market
share is greatest for this size class. Except for the very largest class, these results are
consistent with the conjecture that the new technology of daily newspapers has
reduced first copy costs and lowered the minimum efficient scale. This conclusion is
buttressed by the performance of firms in the 10,000- 100,000-circulation size range
in both national and local markets, and taking intercity shifts in demographic factors
into account. Moreover, the second smallest size category, 5,001 - 10,000, while not
experiencing a statistically significant increase in the number of firms, did
demonstrate a high log odds ratio of increased market share when demographic
variables are included in the analysis. The performance of the 500,000 plus
circulation size class is difficult to interpret.

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

Value added, logistics and labor

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

Competitive advantage by identifying issues and providing fast resolutions or actions

related to:

48
• Raw Paper Inventory: Real-time visibility of paper inventory in warehouses,
track inventory cost and availability and evaluate of risks/what-if-analysis and their
impact on inventory.

• Paper Procurement: Optimize planning, supplier short list, and price

negotiation, with on-demand information about past performance, costs, and the
current state of available paper and demand.

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

• Sell waste/defect paper: Identify opportunities and track metrics related to

selling waste paper (e.g. for recycling).

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

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

Newspapers require unique definition of their product, information, and financial

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

49
 supply chain are either discretionary (how much newsprint and ink inventory is
carried), or direct costs resulting from the supply chain in place.

The primary components affecting the total supply chain cost for a newspaper
are:
• Inbound Information: advertising, news, editorial, pagination

• Press Operations: plate making through pressing

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

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

50
Balancing time and workflow across the supply chain will yield the largest results. A
dynamic cost and process flow model of the newspaper supply chain will be essential
in keeping pace with changing needs and demands within the newspaper industry.

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

51
 CHAPTER 7

Marketing

Market segmentation, marketing strategies, marketing practices, and marketing

concepts specific to the industry.

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

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

• print direct mail

• print catalogs

• print advertising (magazines, newspapers)

• Web sites

• Web advertising (banners and other ads)

• e-mail direct mail/e-letters

52
• search engine marketing (sponsored links on Google, e.g.)

• broadcast/satellite radio

• broadcast/cable/satellite TV

• billboards/posters/outdoor advertising

• point of sale/point of purchase displays

• word of mouth/so-called ―viral‖ marketing

• computer desktop ―wallpaper‖

• advertising on mobile phones/other portable devices

• ring tones for mobile phones

• blogs

• social networking sites (like MySpace)

• online video (like You Tube)

• in-game advertising (for videogames)

• And on and on and on…

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

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• 70% of ad agencies currently use print direct mail (not variable) to market and
promote their and their clients‘ services or products;
• 52% currently use Web advertising (banners, rich media, etc.);

• 45% currently use outdoor/display advertising (signs, posters, fleet graphics); and

• 45% also currently use broadcast radio.

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

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

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

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

First, identify the target audience and think carefully about the best medium/media to
reach them. Different demographic groups (age, gender, income, even geographical
location) have different media habits. Print may not be the best way to reach certain
groups, while the Internet may not be the best way to reach certain other groups.
Second, combine media. Relying on just a print direct mail campaign may garner
some new business, but combining that with a direct e-mail blast, an outdoor
advertising campaign, radio spots, or some other combination of media will help
build brand awareness.

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

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

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 CHAPTER 8

Innovation

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

innovation, rate of innovation and economies of scale.

Types of innovation

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

The newspaper industry is going through a ‘disruptive’ change, a phenomenon that

has transformed industries such as retailing, computing, airlines and automobiles.
The bad news is that when the dust of disruptive change settles, historically even the
best-run companies typically end up in the loser's column. Disruptive innovations
typically offer lower performance along dimensions that firms consider critical. In
exchange, new benefits are introduced along dimensions such as simplicity,
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 convenience, ease of use, or low price. In the media industry, blogs, Google, eBay,
Monster.com, and freely distributed commuter papers each fit the pattern of
disruptive innovation. Each emerging competitor lacks something that is core to most
newspaper companies' value proposition. Some can't match a newspaper's broad
distribution network. Others can't compete with the newspaper's detailed reporting
capability or local reach. All, however, compete along dimensions of performance
that are different than the traditional metrics emphasized in the print newspaper
business. Three barriers typically make it difficult for market-leading incumbents to
get disruption right.

1. Fail to spot the disruptive change early enough: Disruptive change tends to start
innocently at a market's fringes. Market leaders tend to dismiss early disruptive
developments because they just don't affect their core business.
2. Fail to allocate sufficient resources towards disruptive offerings: Disruptive
innovations often have lower performance and lower prices than established
offerings. Companies find it hard to prioritize spending time and money on
disruption when they have seemingly attractive opportunities in their core business.

3. Force the disruptive initiative into the existing business model and product
concept: Most newspaper companies still focus a disproportionate share of time and
attention on their print product. While not ignoring that product, allocating more
resources towards new disruptive products makes sense. It seems clear that
newspaper companies must re-imagine their content and business models if they
hope to succeed. Despite the sense of doom and gloom that pervades the industry
today, there are signs of hope. While newspaper readership is declining, information
consumption is increasing. Almost every newspaper company has made the transition
to the Web, with their properties attracting new audiences and new advertisers. In
fact, the interactive nature of the Web allows forward-thinking companies to
completely change the way they interact with readers and advertisers. Readers can
become content creators and community builders.

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

The Cost dimension in media product innovation requires a media organization to

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

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

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

59
cut media product unit cost, thus obtaining a sustainable competition advantage. An
examination of the newspaper competition in Nanjing in 1999 shows the cost
innovation by some of the competing newspapers in the city was still on the first
aspect, and few were on the second aspect. Therefore, thinking about media
competition as merely a
competition of ―burning money‖, to cut the media users cost while ignoring media
product innovation is too naive and detrimental both to a media‘s growth and the
nurture of its all-around ability.

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 CHAPTER 9

Strategies and competition in the industry

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

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

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

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 SWOT Analysis

STRENGHT:
• Supply creates its own demand.

• High degree of market coverage.

• Service and flexibility.

• Revenue increases with increase in number of advertisements.

• Products can easily be recycled.

WEAKNESS
• Skilled labor

• Short life span of the product.

• Circulation.

OPPORTUNITY
• Digital space technology.

• Innovation

• Growing mass media

• Value adding

• Online newspapers

THREAT
• Economic downturn.

• Consumer migration to TV media.

• Radio

• Porter‘s generic strategies model

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

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

1. Cost leadership

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

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2. Differentiation

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

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

3. Focus

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

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Porter’s five-force model

The five forces which one must consider to analyze any industry are the rivalry
between the firms within the industry being analyzed, the bargaining power of
buyers, the bargaining power of suppliers, the threat of substitute products or
services, and the threat of new entrants (also known as barriers to entry). They are
also shown in the diagram below. Initially propounded by Harvard Business School
Professor Michael Porter, the Five Forces framework has been accepted as a strategic
framework, which one can apply to analyze any industry.

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

Concept of generic value chain

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

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

Also called the BCG Matrix, it provides a useful way of looking at the opportunities,
and helps analyze which segments of the business are in a good position – and which
ones
Aren’t. That way, one can decide on the most appropriate investment strategy for the
business in the future, and where best to allocate the resources. Market share is the
percentage of the total market that is being serviced by the company, measured either
in revenue terms or unit volume terms. The higher the market share, the higher
proportion of the market one can control. The Boston Matrix assumes that if one
Enjoy a high market share they will normally be making money (this assumption is
based on the idea that you will have been in the market long enough to have learned
how to be profitable, and will be enjoying scale economies that give you an
advantage).

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 CHAPTER 10

Business Environment

PESTEL Model

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

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

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

Technological factor:
Technology is increasingly competing with print media by opening access to endless
sources of news. It may now seem that the need of the reader to buy a newspaper for
news and the need of the advertiser to advertise in it is slowly receding. Thus it is for
the newspapers to look at emerging options and to rework their traditional sources of
revenue.

Environmental factor:

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

Legal factor:

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

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

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 CHAPTER 11

Critical success factors

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

2. Consumerism:
Increased consumerism and Multiplication of players is leading companies to
increase their ad spend to create brand recall. This in return means more revenues for
the media companies fueling further growth.

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

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

5. Technology:
Use of technology for special effects, animation and other creative work leading to
better quality of media products. Digital technology is increasingly competing with
print media by opening access to endless sources of news
.

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 Bibliography

Reference:

Advertising and promotion by George & Michael Google

www.indiastat.com

www.allindianewspapers.com

www.economywatch.com

www.docshoc.com

www.pluggd.in

www.scribd.com

www.quickmba.com

1. ^ ‘World Newspapers and Magazines’. Worldpress.org. Retrieved 30

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

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