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“Customer preferences towards choosing a
newspaper as a medium of advertising and
scope of hyper-local newspaper in print


Submitted to:-
Lovely Professional University
Phagwara (Punjab)
In Partial Fulfillment for the Award of Degree of MASTER OF

Under guidance of:

Submitted By:
Ms. Jaspreet Kaur
Sachin Kumar
T1902 A-10


I Sachin Kumar do hereby declare that the project report entitled “customer
preferences towards choosing a newspaper as a medium of advertising and
scope of hyper-local newspaper in print media” being submitted to LOVELY
PROFESSIONAL UNIVERSITY, PHAGWARA is my own piece of work and it has
not been submitted to any other institute or published at any time before.

(Sachin Kuamr)


Preservation, inspiration and motivation have always played a key role in the success of any
venture. In the present world of competition and success, training is like a bridge between
theoretical and practical working; willingly I prepared this particular Project. First of all I would
like to thank the supreme power, the almighty god, who is the one who has always guided me to
work on the right path of my life. I would like to thank Mr. Amit Sharma (DGM, Sales) for
granting me permission to undertake the training in their esteemed organization.

I also thanks to Mr. Puneet Gupta, Mr. Ajay Sangwan (Team Leader Panchkula Live) and
Mr. Sumit Gupta of Hindustan Times for their time-to-time guidance and support in completing
the project. I also thank the other staff of Hindustan Times, Panchkula who devoted their
valuable time by helping me to complete my project.

I express my sincere thanks to Ms. Jaspreet Kaur (Faculty Guide) and Ms. Sukhwinder
Kaur of M.B.A. department, for the valuable suggestion and making this project a real

Last but not least, my sincere thanks to My Parents and Friends who directly or indirectly
helped me to bring this project into the final shape.




Paid-circulation newspapers are a popular advertising medium for most local

businesses. They are the oldest forms of mass media, and they continue to be one of
the largest, as measured by volume of advertising dollars. Industry giants, as well as the
local convenience stores, use newspapers to advertise. Every community has its own
newspaper. There are over 5000 paid-circulation daily newspapers in India and several
thousand additional local weekly papers as well. Every advertising medium has
characteristics that give it natural advantages and limitations. As you scan your local
newspaper(s), you will notice a number of businesses that advertise on a regular basis.
Observe who they are, and how they advertise their products and services. More than
likely, if the advertisements are repeated, the ads are working. Consider this media if
you are selling to a general market, because newspapers are generally bought by all
segments of the population. Even though the newspaper no longer enjoys its former
role as the almost exclusive source of news, they still remain a strong factor in their
specific sphere of influence.

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

Certificate by Company
Executive Summary




• Type of the research
• Sample design
• Sample area
• Sample unit
• Size of sample
• Sources of data collection
• Survey method
• Limitations of the study
• Newspaper Advertising - Advantages &


• Major Players in the Region
 The Tribune
 Times of India
 Amar Ujala
 Aaj Saamaj
 Danik Bhskar
 List of top 30 newspaper in india


• Management Team of the company
• BOD of the company
• Vision & Mission
• Highlights of company
• Products
• Panchkula Live



• Data analysis
• Data interpretation





This project report is all about the customers preferences towards choosing a
newspaper as a medium of advertising and the scope of hyper-local newspaper in print
media at Panchkula region. Our main focus on these factors which have given more
preferences by customer while selecting a hyper-local newspaper as an advertising
medium. 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.

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. If you are new to this world and don’t know where to begin with then Pitch
on Net is the best place. Pitch on Net is one of the biggest providers of Indian English
newspaper, marketing public relations and Indian advertising agency. It is the one stop
shop for all your advertising and marketing needs. Being India’s one of the biggest
advertising agencies, Pitch on Net surely knows the ways to cater your needs and
requirements. Being innovative in ideas Pitch on Net provides you with the full-fledged
information and news in how to approach newspaper advertising in India. Thus it won’t
be wrong to say if you want to outshine your competitors then taking help of Pitch on
Net is the best way. To provide you more guidance Pitch on Net also carries an articles
section, wherein you can find various write-ups written by expert market analysts.
Browsing them will surely show you the way and you can take full advantage of
newspaper advertising in India.

'Media' is the medium of carrying information, education and entertainment to the

masses. It is an easier and efficient means of communication which plays a key role in
the overall development of an economy. In an era where knowledge and facts are the
tools for economic, political and cultural exchange, presence of the strong and
constructive media in a country is important for catering to the diverse needs of
individuals, society as a whole, small and large business and production houses,
various research organizations, private sectors as well as the public sectors. Media is a
conscience-keeper of the nation and has many tasks to perform in our day-to-day lives.
It helps the Government to achieve various socioeconomic and political goals; educate
urban and rural masses; instill a sense of responsibility among the people; as well as
provide justice to the needy. It largely consists of print media like newspapers,
magazines, journals and other publications, etc. as well as electronic media like radio,
television, internet, etc. With the changing scenario of the world, it has acquired the
status of an industry.
In India, the media and entertainment industry is undergoing remarkable change and is
one of the fastest growing sectors. The main factors responsible for this are rising per

capita/ national income, high economic growth and strong macro-economic
fundamentals, democratic set up; good governance as well as law and order position in
the country. Specifically, spectacular growth of the television industry, new formats for
film production and distribution, privatization and growth of radio, gradually liberalizing
attitude of Government towards the sector, easier access to and for international
companies as well as advent of digital communication and its technological innovations
are the other attributes of the growth of the sector. The media industry plays an
important role in creating people's awareness about national policies and programmes
by providing information and education, besides creating healthy business environment
in the country. Thus, it helps people to be active partners in the nation-building


The term hyper-local can be used as a noun in isolation or as a modifier of some other
term (e.g. news). When used in isolation it refers to the emergent ecology of data
(including textual content), aggregators, publication mechanism and user interactions
and behaviors which centre on a resident of a location and the business of being a

Hyper-local content, often referred to as hyper-local news, is characterized by three

major elements. Firstly, it refers to entities and events that are located within a well
defined, community scale area. Secondly, it is intended primarily for consumption by
residents of that area. Thirdly, it is created by a resident of the location (but this last
point is discussed because for example a photo can be hyper-local but not locally

This type of content should be contrasted with local news which tends to be less
geographically constrained.

There are other types of data which have local or hyper-local relevance, or be of interest
to residents - e.g. a government statistic on crime rates in your neighborhood. Such
data, while relevant to residents are of a qualitatively different type.

Media Structure, While there are various ways in which hyper-local content is being
created and published, blogs have become a key part of the hyper-local ecology. Their
basic roles evident in the space include individual blogs, blog networks, and

Wikis have also played a role. In April 2010, the Wahoo Newspaper partnered with
WikiCity Guides to extend its audience and local reach. “With this partnership, the
Wahoo Newspaper provides a useful tool to connect with our readers, and for our
readers to connect with one another to promote and spotlight everything Wahoo has to
offer,” said Wahoo Newspaper Publisher Shon Barenklau.


1. To know the customer preference for choosing a medium of advertising in

Panchkula region in aspect of advertisement in HT Panchkula live.

2. To know the consumer preference toward advertisement in Panchkula live.

3. To know the factor which affect the advertiser during choosing advertising medium?

4. Find out the scope of HT Panchkula live.

5. To know the brand image of Panchkula live hyper local in mind of advertiser.


Kambitsis, Chris et al (2000), this research attempted to investigate why sport themes
are used in advertisements, and the motives that lead companies and advertisers to use
sport celebrities and sport concepts in advertisements. The detailed examination of the
fieldwork took place in Sydney, prior to and during the 2000 Olympic Games. Printed
media were observed for a period of five to six months. Many parameters were taken
into consideration comparing three monthly magazines and two daily newspapers in
order to gain knowledge and provide answers to the fundamental questions. In addition,
two famous athletes, a sport manager and an advertising executive were interviewed.
Furthermore the outcome of the research showed that Olympic Games did not play a
catalyst role in sport advertisement issues in the particular print media. It also concluded
that the selection procedures that advertising companies followed, in order to select
athletes, were not based only on their achievements but mostly were related to their
personalities. Anon (2008), this research paper aims to review the latest management
developments across the globe and pinpoint practical implications from cutting-edge
research and case studies. – An open and democratic society depends on the quality of
its newspapers. Whether you’re local newspaper is a big-city title like the New York
Times or just a little down-home local like the any town Gazette, newspapers function
almost as a public service. They report local events, interpret what is happening in the
nation or the world and provide a voice for their readers in the “letters” column. The
research paper provides strategic insights and practical thinking that have influenced
some of the world's leading organizations. Clow, Kenneth E. et al (2006), The results
of the study indicate that both source credibility and service quality evaluations have a
definite impact on attitude towards the ad and purchase intentions of a service and the
type of visual element used is important in the ad evaluation process. The findings of

this research are important for creative’s in designing service ads. If a model or
spokesperson is used in the print ad, then source credibility is an important factor.
Further, it is important to embed service quality cues in the ad to increase viewers'
expectations of the service, thus enhancing purchase intentions. Wang, Chingning et
al (2007), In this research, we take a consumer’s perspective and examine consumers.
Perceptions of different types of ads. Our aim is to understand the perceived differences
between the Internet-based advertising and traditional advertising for both brand
building and directional purposes. We believe that the Internet and Web have the
potential to better support goal-oriented consumers, thus providing a great potential for
Internet-based directional advertising. We hope that this research will contribute to a
better conceptual understanding of consumers. Perceptions by extending the existing
frameworks. Meanwhile, the study can provide practical suggestions on how to design
effective online ads to fully utilize the advantages of the Internet-based media. Panwar,
J.S., Agnihotri, Milan (2006), – It was found that children's ability to decode and
process advertising messages and to understand their intents is influenced not only by
their cognitive abilities at different age strata but also by their social and personal
environments. Social norms related to acceptability and appropriateness of gender
behavior also influence the processing of ad messages by the children of both sexes.
Other elements like likeability of the model, character or endorser, story line, slogan and
the music will create liking or disliking for a particular advertisement and hence
decoding of its message. Rotfeld, Herbert J. (2002), Focuses on “bad” advertising
commercials and asserts that such advertising is not because of a lack of creativity,
entertainment value or money for production. Bad advertising is often because
advertising creators fail to focus on potential end customers, and what they need to see
and hear. Anon (2008), Advertisements are lifeline of companies. It persuades
customers to buy their product. Everyone can use advertisements but they must obey
the law. There are many types of advertisement that can influence consumer’s attitude
to buy a product. The researchers think that TV ad is the most influential type of
advertisement because most people watch TV and unlike other advertisements TV ad
has the ability to convey your message with sight, sound, and motion. they more
accurate to influence consumers because they can easily reach target audiences.

Gabriel, Helen et al (2006), – There was considerable ignorance of formal models of
advertising effect. Agencies using them typically favored the hierarchy-of-effects
variants. Although more than a third of the sample eschewed models, there was little
evidence of animosity towards advertising theory of itself. Non-adoption was
significantly explained by constructs drawn from the academic literature of knowledge
dissemination. The study emphasizes the pressing need to harmonies formal models of
“how advertising works” with conceptual frameworks used by advertising agencies in
practice (if any), for the improvement of campaign planning and evaluation. Foster,
Jinnene (2009), Print media, though recognized for all the good they can do, are also
occasionally criticized for slanting information. Communities and individuals have a
responsibility to choose their media sources wisely. Nonetheless, society needs print
media to stay informed. Dearden, James A., Lilien, Gary L. (2001), We develop a
competitive advertising model, where a firm's advertising spending can be divided into
two parts. One part, which we call generic advertising, affects only total market demand.
The second component of that spending, brand advertising, affects market share
directly, but may also have an effect on total market demand. We investigate how the
profit margins of the firms, the advertising elasticity’s, the base market shares of the
firms, and the market demand effect of brand advertising interact to determine the total
amount of advertising spending in the market, who pays and how they pay (the ratio of
generic to brand advertising). We also show that, in general, a market where generic
advertising expenditures are set cooperatively will see higher expenditures of generic
advertising than will a purely competitive market. Nelson, Jon P. (2001), This study
focuses on advertising bans and alcohol consumption or abuse, and advertising
expenditures and alcohol consumption. Studies of state-level bans of billboards are
examined as well as studies of international bans that cover broadcasting media. For
expenditures, the survey concentrates on econometric methods and the existence of an
industry advertising-sales response function. Selected results from survey-research
studies of advertising and youth alcohol behaviors also are discussed. The chapter
concludes that advertising bans do not reduce alcohol consumption or abuse;
advertising expenditures do not have a market-wide expansion effect; and survey-
research studies of youth behaviors are seriously incomplete as a basis for public

policy. Results of the survey are applied to the Supreme Court's Central Hudson test for
constitutionality of restrictions on commercial speech. Degraffenreid, Scott (2006), –
Traditional media advertising has lost significant impact at an accelerating rate over the
past 20 years and will continue to do so for the foreseeable future. Referrals are the
primary viable alternative for reaching customers and can be used to reinvigorate
traditional marketing. Organizations that ignore the importance of referral marketing will
find markets increasingly expensive and difficult to access and will lose competitive
advantage with organizations that do understand and manage the value of word-of-
mouth marketing. Pelsmacker, Patrick De et al (2002), An emotional and a rational
advertising message for a new brand of juice are tested in a positive and negative
newspaper context in a sample of 100 young consumers. The positive context leads to
more positive attitudes and to better ad content recall. The rational advertising message
results in significantly more positive attitudes, in a higher purchase intention, and in
better ad content recall. The attitude towards an emotional ad and ad content recall are
significantly more positive in a positive context. Purchase intention and content recall as
a result of rational ads are higher in a negative context. Raymond, Mary A., Lim, Jong
W. (2002), This paper provides a case study comparing the international advertising
strategy that Hyundai Motor Company, Korea, utilized when they introduced the
Hyundai Santa Fe in Korea and in the United States. Based on Hyundai's understanding
of factors affecting standardization and adaptation decisions and possible negative
country-of-origin effects, the case illustrates how Hyundai created a positive brand
image with a local adaptation advertising strategy. A framework illustrating factors
affecting the local adaptation decision, the advertising decisions that Hyundai made,
and the effectiveness of those decisions is presented. Given the success of Hyundai's
local adaptation advertising strategy and the Santa Fe, Hyundai announced plans to
build a production facility in the United States. Fernandes, Leela (2000), The article
intervenes in the debate over the effects of globalization on the nation-state by exploring
the ways in which meanings of the global are produced through the nationalist
imagination in India. Globalization in India has unfolded in the context of the `new
economic policies' of liberalization initiated in the 1990s. Both television and print media
images increasingly contribute to the reproduction of a hegemonic political culture, one

that has discarded the remnants of a state-dominated planned economy. An analysis of
this process calls into question the post-national thesis of the globalization paradigm.
First, the imagined form of the `global' is produced through cultural signs that rest on the
deployment of nationalist narrative. Second, media representations depict India's
relationship with the world economy through images of a hybrid relation between the
national and the global. Finally, globalization in India has led to a form of
reterritorialization which polices the boundaries of gendered social codes. Smart,
Graham and Smart, Alison, (2010), The internet has led to falling advertising revenues
and dwindling circulations. The companies reacted to this by developing online news
services, which do not have the distribution costs of a physical product, enable the
customization of editorial and advertising content, and facilitate the co-creation of news
content with consumers. Moving online has, however, not fully compensated for the
losses in revenues. Readers were reluctant to pay for online content, the income from of
the sale of web-based advertising space was significantly lower than for the printed
form, and journalists resisted co-creation. Regional newspapers face problems
developing an effective online news service to enable them to remain relevant in the
communities they serve. The findings suggest that, although newspapers have adopted
multimedia, and now have some user generated content, there is a reluctance to
consider greater usage of additional forms of news production and e-tools. C, Alarcon,
(2008), - Regional newspapers are undergoing long-term falls in both circulation and
advertising expenditure as well as increased competition from the internet, national
newspapers and the BBC. Reveals that many regional papers are taking a 'hyper local'
approach to their online offerings but wonders whether there will be enough demand for
so much local content as specialist websites or publications can often provide an
alternative source of information. Adds that if the BBC's proposal for hyper-local
websites is successful, this will deliver a potentially lethal blow to regional publishers,
although online classifieds are the bigger short-term threat to regional media. However,
notes that the Newspaper Society is working on a new system with ABC Electronic and
local press agency Jicreg to bring together print and online audience figures of regional
newspapers and their websites, providing advertisers with a better idea of their
combined reach across the two media platforms. Sterling, John, (2002), A respected

Wisconsin metro newspaper, confronting significant market change and eroding profit
opportunities, gathered a broad cross-section of its management team together a little
more than a year ago to take a fresh look at its business strategy. The resulting
strategic plan strikes a balance between focusing on key operational targets and
creating distinctive editorial products that ensures the paper remains the “indispensable
source of news and information” in its markets. This case study examines how The
Milwaukee Journal Sentinel used strategic planning to craft a strategy that keeps profits
flowing despite in an increasingly competitive market environment. This case
demonstrates that even when a company is pushed to improve operational performance
it still cannot ignore the need to create a distinctive strategic position in its market. And,
even when a company enjoys a leading market position, it cannot afford to relax its
commitment to operational excellence. Moosepile (2008), Print media is certainly
entering a new phase, but the death knell hasn't sounded yet, and this is an old topic.
The "print" side of it, i.e. putting their wares onto a physical medium, is changing, but it
doesn't affect the core of what print media is. Don't forget that "print media" is words,
images, etc put onto a paper medium - but the medium is merely the vehicle. It's the
print media that is moving to the "display media", but nothing else is changing. The
words and images that print media produces come via another medium now, but it's the
same. You can't call print media dead or dying because people don't want to read on
paper anymore - the content doesn't need paper as a medium to be relevant. The
content has another medium now in electronics, and it can carry on as strong as ever.
Compare that to radio. One could argue that print media is the winner in the electronic
age, compared to TV and radio. Saying that bloggers are winning the media war is akin
to saying that having a local cable access channel is winning the war on NBC/ABC/etc.
Everything has its place, and the world isn't ready for bloggers to be the news source.
Print media IS electronic media already in that their content is so easily moved from
paper to screen. I'm not saying all (or most, really) print media is doing it right, but they
certainly have it easy compared to other media.


The objective of the present study can be accomplished by conducting a systematic

market survey. Market Research is a systematic design, collection, analysis and
reporting of data and finding that are relevant to different market situation facing by the
company. The marketing research processes that will be adopted in the present study
consist of the following stages:

Defining the problem and research objective:

The research objective state that what information is needed to solve the problem. Here
the objective of the research is customer preference towards choosing a newspaper as
a medium of advertising and scope of hyper-local newspaper in print media.

Developing research plan:

Once the problem is defined, the next step is to prepare a plan for getting the
information needed for the research. The present study will adopt descriptive and
casual approaches, where in there is a need to gather a large amount of information
before making a conclusion if required.


We are conducting a research entitled customer preferences towards choosing a

newspaper as a medium of advertising and scope of hyper-local newspaper in print
media. There are 1500 clients in panchkula region for advertisement and it is too huge,
so for research purpose the population will be all retailers, education institutes, service
providers etc.

Target population: - our target population is 100 customers, who like to advertise their

Research Approaches:-
It is a kind of descriptive research because the data will be collected from different
retailers and advertisers. Defining the results, it is necessary to know about customer’s
opinion, beliefs, preferences and satisfaction. Primary data can be collected through
observation, questionnaire but I approached survey research, which is, most
conventional method for getting more reliable information.
Sampling size :-

For this research study I have set 100 respondents as sampling size because of time
and cost constraint.

Research Instruments:-
I framed a questionnaire in which having open end an close and both type questions.
Preparing this questionnaire, I kept in my mind to objectives because object related
questions are always most helpful to finding the research purpose.
Hypothesis Formulation

Null (H0) – There is no effect on customer preference towards choosing a medium of


Alternative (H1) – There is a significant effect on customer preference towards

choosing a medium of advertising.


• As only Panchkula city dealt in survey so it does not represent the view of the
total Indian market.

• Size of the research may not be substantial.

• There was lack of time on the part of respondents.

• The survey was carried through questionnaire and the questions were based on

• There may be biasness in information by market participant.

• Complete data was not available due to company privacy and secrecy.

• Customer dissatisfied with the services.

• People assume that Panchkula Live is a local newspaper and they do not
suppose Panchkula Live is a part of Hindustan Times Private, so they do not
advertise with Panchkula live.

• Advertising means wastage of money for many people in Panchkula.

• Lacks of motivation as false commitments were made to customer by the


Newspaper Advertising - Advantages &

Advantages of Newspaper Advertising

There are a number of characteristics of paid-circulation newspapers that make them

especially appealing to advertisers:
 Most paid-circulation papers, both daily and
weekly, reach the majority of homes in their
primary city or town.
 Almost every home in the India receives a newspaper, either at the newsstand or
by home delivery.
 Newspapers permit an advertiser to reach a large number of people within a
specified geographical area.
 The printed advertising message has both permanence and desired
obsolescence. A reader can refer back to, or even clip and save, a particular ad,
yet tomorrow’s edition is new and fresh and as eagerly sought by the same
 The newspaper offers a predictable frequency of publication: once, twice or up to
seven times a week.

 Newspapers have immediacy. You can place an ad on Monday and be getting
results before the week is over. Short deadlines permit quick responses to
changing market conditions.
 People expect to find advertising in their newspapers. In fact, many people buy
newspapers just to read the ads from the restaurants, movies and discount
 Reading the newspaper has become a habit for most families. It has something
for everyone.
 You can reach certain segments of your market by placing your ads in different
sections of the paper such as: sports, comics, crosswords, news, classifieds, etc.
 An advertiser has flexibility in terms of ad size and placement. Production
changes can be made quickly, if necessary, a new insert can be added on short
 Advertisements can be examined at leisure. Exposure is not limited, so readers
can take their time reading the messages.
 It offers a great variety of ad sizes. If you don’t have a large budget, you can still
run a series of small ads.
 Many options are available. Copy alone; copy with graphics; black and white; or
full color.
 Newspaper supplements often feature certain subjects that readers pull out and

Disadvantages of Newspaper Advertising

Advertising in the newspaper is not without a few inherent disadvantages, such as:
 Any given advertising message must compete for the reader’s attention. The
paper may contain hundreds of ads, as well as dozens of articles and features for
the reader to wade through. If the total time spent scanning a newspaper is only
20 minutes, your ad may not be noticed by a significant number of people.

 You have no assurance that every person who receives the newspaper will read
your ad. They may not read the section you advertised in, or they may simply
have skipped the page because it contained little or nothing else of interest.
It has a relatively short life span (newspapers are typically read once, then discarded),
thus requiring multiple insertions.


o ‘Dainik Bhaskar’ It is the first Hindi newspaper launched in this region.

o ‘Amar Ujala’ a good and established brand established from 8 years
o ‘Punjab Kesri’ a very old player in this region.
o ‘The Tribune’ local newspaper for this region.
o ‘The Times of India’ which has a nationwide recognition.
o Indian Express
o Tricity a local newspaper particular for advertisement.
o Shopers next local advertiment magazine
o Admag local advertiment magazine
o Aajsamaj

The newspaper is defined as “Any printed periodical work, containing public news or
comments on public events” Press and Registration Book Act 1987. Media in India,
experience newspaper media, are undergoing significant changes in the current
liberalized environment. Newspaper a publication that appears regularly and frequently
carries news about a wide variety of current events. The newspaper publishes have a
news operations. “The press is the Guardian Angel of Democracy”. A forceful and over

all control by its business and prosperous press is the guarantor of popular rights. The
press flight by itself alone, but not for itself by alone. To most people “The press” means
the daily newspaper, but although re-eminent in influence and importance, daily
newspapers are only a small part of the press the farm “newspaper” is usually applied to
the publications devoted mainly for recording current events and the term “periodicals”
to magazines, reviews to journals. In reality the press is a private industry and a public
service. No other force in public life operates so persistently and so extensively in its
range of appeal. The scope of this subject of appeal and matter as so does the press.
Newspapers have a unique dimension of social responsibility, which means the
newspaper industry different from every other industry. But business success is as vital
to this industry as to any other.

According to the recorded facts the first newspaper of the world was published in China
around 1000 years ago. It meant “News of the Capital”. The second newspaper of the
world was the “Acto Divra” which meant, “Daily happening” in Greek. There are the
oldest two newspapers in the pre-recorded history. The first newspaper of the world was
the “Morning Post” which was started in London in the year 1772 followed by this
another newspaper “The London Times” started in publications. The Origin of the Indian
Newspaper The first newspaper in Indian appeared on 29th January 1780, which James
Augustris Hicky started the “Bengal Gazette” or “Calcutta General Advertises” This was
a weekly political and commercial paper open to all parties but influenced by none.
Journalism started in India as a mission to expose the malpractices of East India
Company Rule and Administration for his criticisms Hicky was fined a large amount and
later on imprisoned. Simultaneously a number of Journals emerged under the
sponsorship of company officials for defending themselves against the criticism made
by Hicky and his followers. The second one came up in November 1780.
The third one up in February 1784. The Calcutta Gazette this was followed by “Bengat
Chronicle” in 1785 from them onwards the news and newspaper have flooded
throughout India, Indian press the present Scenario. The Indian press consists of more
than 20000 newspaper magazines and periodicals published in 20 different languages
with a combined circulation of more than 55 million. The number of the major

newspaper, ‘magazines with membership in Indian Newspaper Society (INS) is given
53.4%. It has a combined circulation of 34 million out of these there and 150 English
with circulation of 7 millions and there are 38 in Indian languages with a circulation of 27
million. News Agencies There are 4 main news agencies in India.

1. Press Trust of India (PTI)

2. United News of India (UNI)
3. Sam char Bharathi (SB)
4. Hindustan Sam char (HS)

While the Press Trust of India is supplying news in English, the other two are operating
through the medium of Hindi and other Indian languages. Since May 1982, the United
News of India has also launched a new service in Hindi and the credit line of
“UNIVARTA”. Similarly Press Trust of India has started in 1986 a Hindi language news
service called Press Trust of India BHASHA. Role of Newspapers to the Consumers
The power of the press is felt on our activities. It controls the rise and face of ceings,
cabinets and presidents. Once an editor said “I care not who governs the country so
long as I can govern the press” . The press has rightly been called the “Fourth Estate”.
Such an influential organ has to shoulder great responsibilities the power, unless used
with great care will cause server damage. The first and foremost duty of the press is to
furnish uncolored news, but at the same time, it should furnish news on all fields such
as science, economic, politics etc. The news should not suppressed undue emphasis
be laid. Some sensational newspaper now a day’s print unimportant and trivial news in
the front pages, while worldwide important news are not given place in the first page.
Another great responsibility of the press is to represent public opinion without fear or
favors. As the press is called the eyes and ear of the world, it has to keep an eye on
what happens and reflects views of the people on those happenings. The press is a
medium not only to give news to the public but also to express the public opinion. The
letters of the consumers published under “Letters to the Editors” “Yours Views” etc.
Initiate debates on controversial issues. It will help definitely to bring out the best of it.
Thus the press is not only a mirror of what the people thinks, but it is also a school of

Instruction, a source of guidance to the common people. CONSUMERS VALUE
Consumers delivered value is the difference between total consumer’s value and total
consumers cost. Total consumers value is the bundle of benefits consumers expect to
incur in evaluating, obtaining, using and disposing of the product or service.
CONSUMERS STATISFACTION “Satisfaction is a person’s feelings of Pleasure of
disappointment resulting from comparing products perceived performance (or outcome)
in relation to his or her expectations”. At this definition makes clear, satisfaction is a
function of perceived performance and expectations. If the performance falls short of
expectations, the consumers are dissatisfied. If the performance matches the
expectations, the consumers are satisfied. If the performance exceeds expectations, the
consumers are highly satisfied or delighted. Many companies are aiming for high
satisfaction because consumers who are just satisfied still find it easy to switch when a
better offer comes along. Those who are highly satisfied are much less to switch. High
satisfaction or delight creates an emotional bond with the brand, not just, a rational
preference. The result is high consumer’s loyalty. From past buying experience, friend’s
and associate’s advice, and marketer’s and competitor’s information and promises. The
key to generating high consumer’s loyalty is to deliver high consumers value According
to Michael Lanning, in hi delivering profitable value; a company must develop a
competitively superior value proposition and a superior value delivery system. A
company’s value proposition is much more than it’s positioning on a single attribute; it is
a statement about the resulting experience consumers will have from the offering and
their relationship with the supplier. The brand must represent a promise about the total
resulting experience that consumers can expect. Whether the promise is kept depends
upon the company’s ability to manage its value - delivery system includes all the
communications and channel experiences the consumers will have on the way to
obtaining the offering.

The Indian Newspaper industry can be primarily segmented across two categories viz
English Newspapers and Regional / Vernacular Newspapers. The English medium

dominates the industry in terms of advertisement revenues, though vernacular
newspapers outperform the English newspapers in circulation.

English newspaper industry in India has been fragmented with the players having a
regional focus such as the Deccan Chronicle in Hyderabad, Hindustan Times in Delhi,
Times of India in Mumbai, Hindu in Chennai, Telegraph and Statesman in Kolkata,
Deccan Herald in Bangalore, Gujarat Samachar in Ahmedabad. However, the industry
is witnessing a trend whereby players are looking beyond their home territories viz.
Times of India’s and Business Standard’s entry into certain newer territories and
Deccan Chronicle and Hindustan Times also doing the same.

The competitive landscape has now drastically changed with major publishers trying to
expand to other geographic regions, initiating price wars and marketing campaigns to
win readers. The competitive intensity, which was quite “mild” until few years ago, also
reached a higher level with the launch of DNA and Hindustan Times in the Mumbai

A booming economy and the opportunity to raise funds from a well-developed financial
market have also contributed to the growth of the newspaper industry in India. Indian
newspaper industry had a turnover of Rs 13,500 crore in 2006. It is expected to touch
Rs 15,500 crore. The size of media industry in India as a portion of the GDP is
estimated at 0.7%, which is lower than most of the developed and developing nations.
Thus it offers a scope of high growth in this industry moving forward. Advertising
expenditure to GDP reveals that advertisement expenditure to GDP ratio in India is
0.4%. With rising income and education level in India, readership is expected to rise and
with favorable demographics, advertising revenues will increase as advertisers start
spending more to attract higher quality audience with more purchasing power.

Newspaper publication is usually issued on a daily or weekly basis, the main function of
which is to report news. Many newspapers also furnish special information to readers,
such as weather reports, television schedules, and listings of stock prices. They provide
commentary on politics, economics, and arts and culture, and sometimes include

entertainment features, such as comics and crossword puzzles. In nearly all cases and
in varying degrees, newspapers depend on commercial advertising for their income.

Present scenario is that by the time, they see a newspaper, most people have already
learned about breaking news stories on television or radio. Readers rely on newspapers
to provide detailed background information and analysis, which television and radio
newscasts rarely offer. Newspapers not only inform readers that an event happened but
also help readers understand what led up to the event and how it will affect the world
around them. Page designers assemble articles, photos, illustrations, advertisements,
and eye-catching headlines into page layouts, and then rush their work to the printer.

Newspapers as known today are complete with advertising and a mixture of political,
economic, and social news and commentary.

List of top 30 Newspapers in


Newspaper Languag City, Daily Owner

e State Circulation(i
n Millions
1 The Times of India English Various 3.146 Owned by
cities and Bennett,
states Coleman
and Co. Ltd.

2 Dainik Bhaskar Hindi Various 2.547 DB Crop Ltd.
दैिनक भासकर cities and
3 Dainik Jagran Hindi Various 2.168 Jagaran
दैिनक जागरण cities and Prakashan
states Ltd.
4 Malayala Manorama Malayalam Various 1.514 Owned by
മലയാള മോനാരമ cities in Malayala
Kerala and Manorama
a few other Group
5 The Hindu English Various 1.360 Founded in
cities and 1878, owned
states by Kasturi &
Sons Ltd.,
exposed the
6 Eenadu Telugu Various 1.350 Founded in
ఈనడ cities in 1974, owned
Andhra by Ramoji
Pradesh Group.,
and few
other cities
7 Deccan Chronicle English Various 1.349 Owns
cities and Deccan
states Chargers
franchise of
the Indian
8 Ananda Bazar Patrika Bengali Kolkata, 1.277 Owned by
আননবাজার পিতকা West Ananda
Bengal Publishers
9 Amar Ujala Hindi Various 1.230 Mainly
अमर उजाला cities and prominent in
states the Hindi
1 Hindustan Times English Various 1.143 Owned by
0 cities and HT Media
states Ltd
1 Hindustan Hindi Various 1.142 Hindi
1 िहनदुसतान cities and extension of
states the
1 Sakshi Telugu Various 1.256 Established
2 సక cities in in 2008,
Andhra owned by
Pradesh Y.S. Jagan
and major Mohan

cities in Reddy, Also
India runs the
Sakshi news
1 Mathrubhumi Malayalam Various 1.077 Owned by
3 മാതഭമി cities in The
Kerala and Mathrubhum
a few other i Group
1 Gujarat Samachar Gujarati Ahmedabad 1.051 Owned by
4 ગુજરાત સમાચાર , Gujarat Lok
1 Punjab Kesari Hindi States of .902 Founder
5 पंजाब केसरी Punjab, Jagat Narain
Harayana was
d by Sikh
militants on
9, 1981
1 Dinakaran Tamil Various .901 Bought out
6 தினகரன் cities in by SUN TV
Tamil Nadu group in
and a few 2005
other cities
1 Sakaal Marathi Various .879 Launched
7 सकाळ cities in English
Maharashtra version
Times in
1 Dina Thanthi Tamil Various .854 Founded by
8 தினத்தந்தி cities in S. P.
Tamil Nadu Adithanar
and a few
other cities
1 Divya Bhaskar Gujarati Ahmedabad .840 Gujarati
9 િદવય ભાસકર , Gujarat version of
the Dainik
2 Aaj Hindi Varanasi, .748
0 आज Uttar
2 The Economic Times English Various .651 Owned by
1 cities and Bennett,
states Coleman
and Co. Ltd.
2 The Telegraph English Various .465 Owned by
2 cities and Ananda
states Publishers

2 DNA English Various .400 Owned by
3 cities and Diligent
states Media
2 Prajavani Kannada Karnataka .364 Owned by
4 ಪರಜವಣ The Printers
2 The New Indian English Various .309 Owned by
5 Express cities and Express
states Publications
2 Deccan Herald English Various .214 Owned by
6 cities and The Printers
states (Mysore)
2 Udayavani Kannada Karnataka .185 Owned by
7 ಉದಯವಣ Udayavani
2 The Statesman English Various .172 Owned by
8 cities and The
states Statesman
2 The Hindu Business English Various .163 Owned by
9 Line cities and Kasturi &
states Sons Ltd.
3 Business Standard English Various .144 Owned by
0 cities and Business
states Standard
Ltd. (BSL)


HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times
was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to
become one of India's largest media companies.
Produced by an editorial team known for its quality, innovation and integrity, Hindustan
Times (English newspaper) and Hindustan (Hindi newspaper through a subsidiary
Hindustan Media Ventures Limited), have a combined daily readership base of 12.7
million (based on round 2 of Indian Readership Survey 2009) to their credit. Both
dailies enjoy strong brand recognition among readers as well as advertisers.
To cater to the large readership base, HT Media operates 19 printing facilities across
India with an installed capacity of 1.5 million copies per hour.
In addition to Hindustan Times, HT Media also publishes a national business
newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has
an exclusive agreement with the Wall Street Journal to publish Journal-branded news
and information in India. Mint is today the second-largest business newspaper in India
with presence in the key markets of Delhi, Mumbai, Bengaluru, Chandigarh, Pune and
now Kolkata too.
HT Media has also made its foray into electronic media. Diversifying its ambit of
operations, the company in a consulting partnership with Virgin Radio, has launched the

FM radio channel - Fever 104. Currently available in Delhi, Mumbai, Bengaluru and
Kolkata, Fever 104 has established a strong presence as being one of the most vibrant
channels on air. In a short span, the channel's rise has been meteoric considering its
position in Mumbai and Bengaluru at No. 1 and in Delhi as the No. 2 station on the
popularity charts.
Internet businesses of HT Media incorporated under Firefly e-ventures, operate leading
web portals and in the general and business news
categories respectively. The company's year old job portal which has
received high appreciation from consumers and industry for its innovative design and
usability crossed 2.2 million registrations. - a social networking site was
also launched recently.

HT Media reported FY 2010 total annual revenue grew by 5% to reach Rs. 1,454 crore.
The circulation revenue posted a robust growth of 19% on account of improved cover
price realization and increased circulation. The advertisement revenue recorded a
modest growth of 1%. Reflecting an increased acceptance amongst advertisers, the
advertising volumes increased by 17%. Radio vertical outscored others by posting a
healthy revenue growth of 52%, taking its revenue to Rs. 43 crore. Riding on the
improved ad volumes and realizations, the Radio business turned EBITDA positive in
the fourth quarter of FY 10.

HT Circulation- Based on the readership survey of 14.49 million readers, HT has a

combined circulation of 2.25 million copies everyday including Hindustan Times
(English) and Hindustan (Hindi). Due to huge circulation, HT enjoys strong brand
recognition among readers and advertisers as well.

HT Group in Electronic Media HT Media Ltd has ventured into electronic media
through its subsidiary HT Music and Entertainment Company Ltd.. The company has
entered into the FM radio market in major Indian cities through a consulting partnership
with Virgin Radio. The radio channel, Fever 104 is currently available in the cities of
Delhi and Mumbai.

HT Events HT Media group annually organizes a Luxury Conference and also a
Leadership Summit in Delhi. The Luxury conference had been attended by featured
speakers like designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci
CEO Robert Polet and Cartier MD Patrick Normand. While in Leadership Summit,
prominent leaders of the country and foreign countries participate.


HT Media – A rich heritage to live up to! Organizational values are the foundation
stones on which the organization’s image is built. These help the company realize its
organizational goals and in turn transform lives. These values are intended to infuse an
infectious energy, professionalism and a sense of true empowerment to the workplace.

The solid edifice on which HT Media stands tall today was built on high ideals and
values. The company has its roots in the independence movement in the first half of the
twentieth century, a cause to empower the nation. We are adaptive to the changing
times, while remaining steadfast to the values rooted in our culture.

Our values drive us towards our goals of expansion, diversification and excellence.
These values define our philosophy of operations, guide our important decisions and
determine our commitment and achievement.


To encourage the ability that meets opposition with skill, competence and fortitude.


Be accountable for results in line with the company’s objectives, strategies and values.


Support our people and give them the freedom to perform and to provide our readers
with information to influence their environment.

Continuous Self Renewal

Determination to constantly re-examine and re-invent ourselves for further innovation

and creativity.

People Centric

People are our greatest asset. We invest in them expect a lot and know that the rest will


HT Media strives to be a visionary organization and not an organization with a vision. In

our Endeavour to have a shared understanding, alignment and commitment, we have
derived our company’s vision that sets the course and empowers people to take action.

© 2010 HT Media Limited


A rich mix of veterans in media and top leaders from non-media sectors, from both India
and abroad, HT Media’s Management team reflects the company's desire to be the best
by leveraging diverse strengths. The management team comprises people from varied
verticals such as media, FMCG, telecom, automobiles, each of whom add fresh
perspective to the rich experience of media industry stalwarts. This rich talent pool is
ably assisted by our Global Think Tank.

• Board of Directors

Shobhana Bhartia

Mrs. Shobhana Bhartia, who has been associated with the company since its inception,
has taken over as the Chairperson on September 18, 2008. She has spearheaded the
company's long-term vision and strategy. Mrs. Bhartia is in charge of formulating and
directing the editorial policies of the company and has more than 25 years of experience
in the newspaper industry.
Mrs. Bhartia is a graduate from Calcutta University and is a recipient of the Padma Shri
Award by the Government of India in 2005. Mrs. Bhartia has received several other
awards, including the Outstanding Business Woman of the Year(2001) by PHD
Chamber of Commerce & Industry, the Global Leader for Tomorrow(1996) by the World
Economic Forum, Davos and the National Press India Award(1992). She has been on
the board of Indian Airlines Limited and on the North Regional Board of the Reserve
Bank of India.

Roger Greville

Mr. Roger Greville has a Masters of Commerce degree in Economics from the
University of Auckland. A citizen of both New Zealand and the United Kingdom, he has
been the Managing Director of Henderson Equity Partners Ltd - a private equity
operation of Henderson Global Investors - since 1998, and is a member of Henderson
Global Investors' senior management team. Mr Greville has over 20 years of investment
and management experience covering both listed and unlisted markets.

K N Memani


Mr. Memani, a qualified Chartered Accountant, holds a Bachelors degree in Commerce

from Calcutta University. He retired as the Chairman and Country Managing Partner of
Ernst & Young, India. He specialises in business/corporate advisory and financial
consultancy. Mr Memani has been the Chairman of the External Audit Committee of the
International Monetary Fund. He is also a member of the National Advisory Committee
on Accounting Standards, a statutory authority for specifying mandatory accounting
standards. Mr Memani joined the Board of Directors in May 2004.

Y C Deveshwar
Mr. Deveshwar has a career spanning 36 years, with experience across general
management, strategic management and business leadership. He graduated from the

Indian Institute of Technology, Delhi, with a B.Tech degree and joined ITC Limited, a
public listed company in India, in 1968 as a management trainee. He joined the board of
directors of ITC Limited in 1984 and has led various businesses of ITC Limited besides
leading Air India as Chairman and Managing Director from 1991 to 1994. Mr Deveshwar
is a recipient of various awards and recognitions, including the Manager Entrepreneur of
the Year Award 2001, by Ernst & Young. He is currently the Chairman of ITC Limited.
He has also been the president of Confederation of Indian Industry (CII). Mr Deveshwar
joined the Board of Directors of HT Media in May 2004.

N K Singh
Mr. Singh is a noted economist and retired bureaucrat. Mr Singh has a Masters of Arts
degree in Economics from the Delhi School of Economics. He joined the Indian
Administrative Service in 1964 and has held a number of important positions with the
Government of India, including Expenditure Secretary, Revenue Secretary and later
Secretary to the Prime Minister of India. He was also a member of the Planning
Commission. Presently, Mr Singh is a member of the United Nations Global
Commission on International Migration, a Senior Short Terms Visiting Fellow, University
of Stanford and Chairman of the Management Development Institute, India. Mr Singh
joined the Board of Directors of HT Media in December 2004.

Ajay Relan
Mr Ajay Relan, one of the founding Directors of CX Advisors Private Limited, which
provides investment advisory services to Private Equity firms, has over twenty-five
years of corporate and investment banking experience in India, Saudi Arabia, Tunisia
and Switzerland. Prior to co-founding the Indian Sub-Advisor, Mr. Relan was the head
of CVCI in India, a position that he held since the inception of that business in India in
1995. Prior to this, Mr. Relan worked with several financial firms in multiple
geographies, starting with Citi in 1976 and the last being the CEO of a Citi-affiliated
brokerage firm, Citicorp Securities & Investments Ltd. Mr. Relan has served on the
boards of several CVCI portfolio companies, such as Suzlon, HT Media, Yes Bank, i-
FLEX and Progeon, among others. Mr. Relan earned a Masters in Business
Administration from the Indian Institute of Management, Ahmedabad and a B.A. in
Economics from St. Stephen's College, Delhi University where he was top ranked in the

Priyavrat Bhartia

Whole-time Director

Mr. Priyavrat Bhartia is a whole-time Director. He started as a financial analyst with
Wasserstein Perella & Co., New York, in 1998. With a Masters degree in Business
Administration from Stanford University (USA), Mr. Bhartia is also a director with a
number of companies including Birla Cotton Spinning and Weaving Mills Ltd, Jubilant
Enpro Pvt. Ltd, HT Burda Media Limited and Firefly e-Ventures Limited.

Shamit Bhartia
Whole-time Director
Mr. Shamit Bhartia is a whole-time Director. He holds a degree in Economics from
Dartmouth College, USA. He has worked in the Corporate Finance and M&A Group,
Lazard Frere, New York, from July 2001 till August 2002. Mr Bhartia has been
associated with the company since its incorporation

Rajiv Verma
Chief Executive Officer

Rajiv joined HT Media Ltd. as CEO in 2004. These 5 years have seen HT take giant
strides, be it growing the vernacular business with Hindustan, creating national big
brands – Mint, Fever 104,, in addition to growing new businesses like Events
and Key Marketing Solutions, Ad for Equity, establishing international collaborations
with Virgin Radio, Burda, Wall Street Journal, Red Match and substantively increasing
our print capacities across the country.
Rajiv brings with him over 24 years of cross-sectoral experience with companies like
Hindustan Lever, Nestle and Whirlpool. His international experience spans South East
Asia and Europe.
Rajiv is a Mechanical Engineer from Delhi College of Engineering.
Rajiv is also a member of the Kellog alumni advisory board of NorthWestern University.


Hindustan Times - Greater Noida receives INCQC Club membership for 2008-10
The goal of the International Newspaper Color Quality Club is to raise day-to-day quality
in reproduction and printing. The quality competition is organized jointly by Ifra
(, NAA (Newspaper Association of America: and PANPA
(Pacific Area Newspaper Publishers’ Association: Newspapers that
participate with success are awarded membership for a two-year period in the exclusive

club of top-quality titles.
This quality benchmarking competition has been organized at two-year intervals since
1994 and this time attracted the record number of 198 registrations.

Hindi Hindustan - Greater Noida receives INCQC Club membership for 2008-10
The goal of the International Newspaper Color Quality Club is to raise day-to-day quality
in reproduction and printing. The quality competition is organized jointly by Ifra
(, NAA (Newspaper Association of America: and PANPA
(Pacific Area Newspaper Publishers’ Association: Newspapers that
participate with success are awarded membership for a two-year period in the exclusive
club of top-quality titles.
This quality benchmarking competition has been organized at two-year intervals since
1994 and this time attracted the record number of 198 registrations.

Kolkata plant gets SNAP Award - 2008

Kolkata plant gets SNAP Award in February 2008

The Specifications for Newsprint Advertising Production (SNAP) are designed to
improve reproduction quality for newsprint production and provide guidelines for the
exchange of digital file information. SNAP is intended for advertisers, advertising
agencies, publishers, pre-press managers, material suppliers, commercial and
newspaper printers.

Lucknow plant gets SNAP Award - 2008

Lucknow plant gets SNAP Award in March 2008
The Specifications for Newsprint Advertising Production (SNAP) are designed to
improve reproduction quality for newsprint production and provide guidelines for the
exchange of digital file information. SNAP is intended for advertisers, advertising
agencies, publishers, pre-press managers, material suppliers, commercial and
newspaper printers.

Highlights of company

September 26, 1924

This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the
Father of the Nation inaugurating the newspaper.

Hindustan Times, was reborn as Hindustan Times Ltd., a limited liability company.

The hindi daily Hindustan was launched, which remains the dominant newspaper in the
core hindi belt of northern India.

Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the
managing editor till his death in 1957.
The Hindustan Times was one of the few newspapers that stopped publishing the
newspaper for four and a half months as it refused to accept the British imposition of
censorship on all newspapers.

The year India gained its freedom, was also the year Hindustan Times attained the
status of being the dominant newspaper in Delhi.


The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla
took over the mantle from GD Birla.

The hindi literary magazine Kadambini was launched.

The group started actively targeting the youth of India and launched the Nandan

At the start of liberalization of India, Hindustan Times moved to becoming an
autonomous power center in a mature democracy.

The Hindustan Times celebrated its platinum anniversary.

With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh
and Jaipur were launched.

The media business of was de-merged and incorporated under HT Media Ltd.

HT Media Ltd was listed as a public company and attracted external funding.

Hindustan Times successfully entered the Mumbai market with a refreshingly new
product and content mix.

Fever 104 FM is launched, in technical collaboration with the Virgin
Group.Hindustan was relaunched re-establishing the company's prominent presence in
the regional news space.

Mint, the business paper in partnership with the Wall Street Journal was launched in
Delhi and Mumbai. In the internet space, was relaunched
and was introduced.

Firefly e-Ventures, an HT Media Company launched its first portal for job
seekers,; and a social networking website HT Media also
entered the Mobile space with 54242 in partnership with



 Hindustan Times- Hindustan Times is one of India’s most respected and

leading English dailies. The flagship newspaper of HT Media, the Hindustan
Times was inaugurated by Mahatma Gandhi in the year 1924. Hindustan Times
has been pioneering trends in journalism, setting standards and breaking new
ground for the last 80 years. Spurred by the leading faces of Indian journalism,
Hindustan Times has evolved with the times, reflecting the changing India and is
today the newspaper of choice of over 3.3 million Indians.

 MINT- A business daily from HT Media in collaboration with Wall Street Journal.

 HT NEXT- A youth oriented complete newspaper for the generation next.

 METRO NEWS- A easy-to-carry, easy-to-read newspaper targeted at young



 HINDUSTAN- A Hindi daily newspaper for all type of Indian reader.

 NANDAN- A Hindi magazine for kids.





 Fever 104 FM.


Panchkula live is a supplement paper of Hindustan time. Which is running with

Hindustan time? Panchkula live is a first hyper local which was started by HT Media ltd.
Mohali on number 2009. It’s a hyper local newspaper for Panchkula town. The main
motive to start a Panchkula live hyper local in Panchkula are to provide more space for
the news of Panchkula region it is not possible in HT main So to short out this problem
HT start Panchkula live hyper local in Panchkula region. The one another main motive
to start Panchkula live was to generate more and more revenue for HT through
advertisement. The Panchkula city is one of the emerging city of Haryana state and it is
near the Chandigarh. So grasp more and more market on the point of advertisement.
one main motto behind starting Panchkula live is to attract local market business.
Because they cannot advertise in national newspaper Last but not least one another
reason was to increase the circulation of HT in Panchkula city by generating a
emotional appeal on the mind of the Panchkula people by starting a local news paper
only for Panchkula. And the punch line for Panchkula live also show a emotional appeal
Panchkula live publish on every Friday and attached with HT free of cost and the
commercial houses where HT is not issuing there only Panchkula live delivered free of
cost. When Panchkula live is on starting stage its selling is door to door but in present it
inserted with Hindustan time.. At present the circulation Panchkula is about 8000 in
house hold and 3000 commercial. Its circulation is better than other local newspaper in
Panchkula. Because of brand name. Most of advertise want to advertise in Panchkula
live. Panchkula live is running in profit.

Most of the news, articles, editorial content and advertisement also came into
Panchkula live are belongs to particular Panchkula city and its near places which are
close to the Panchkula region.

The Panchkula live is managed by the management of HT main paper. And it also
published from HT Mohali press.

It has total 12 papers which include different 7 verticals like:-

-News - Our community - Education - Life style

-Fashion -Your stars -Wellness

When we talk about cost of advertisement in Panchkula live is very low compare to
other national newspaper-

Front page- 55/square cm (in RS)

Back page- 50/square cm

3 rd page- 45/square cm

Inside page- 35/square cm

The revenue of Panchkula live is to 50000 Rs per issue .Because it’s published only in

It is running very good into the Panchkula market. It is the best newspaper compare to
all other advertising media in Panchkula market.

Scope of Hyper-Local in print Media

On the basis of my study and other surveys hyper-local newspaper like Panchkula live
has a significant and bright future because Indian youth generation likes to read easy to
carry. These newspaper (hyper-local) become very popular in next one or two year.
Hyper- local newspaper also a great source of revenue for company because a hyper-
local newspaper has news from its local community and people like to read about their
city. So hyper-local newspaper is good concept and it has a bright future.

Some other reasons to support to my study are given below:

• In India, there are many big cities like Chandigarh, Delhi, Chennai, Calcutta,
Mumbai etc. And they also have good markets and huge population, so there is
a great potential to hyper-local newspaper.

• The living standard of Indian people also increases, because of growing

economy and literacy rate.

• No other such big player in such type of hyper local concepts shows their
presence in India.

• Most of the market are untouched which have a good potential for advertising

• Opening and coming of big brand and MNC’s in India day-by-day.



In this research we have total 12 variables so we have two types of hypothesis
formation the first one is NULL and the second is ALTERNATE hypothesis;


H0 That, these factors like (Low price, Newspaper Content, Good service, Free
of cost distribution, Discounts, Circulation, Availability, Specific target area,
Schemes, Compact Size, Brand name, Response etc.) are not affect the
customer preference towards choosing a newspaper as a medium of advertising.

H1 That, these factors like (Low price, Newspaper Content, Good service, Free of
cost distribution, Discounts, Circulation, Availability, Specific target area, Schemes,
Compact Size, Brand name, Response etc.) are affect the customer preference
towards choosing a newspaper as a medium of advertising.



1- Which newspaper do you read daily?


First question of questionnaire is which newspaper do you read daily? 33% respondent say that
they like to read Hindustan Times, 22% respondent like to read The Tribune, 23 % respondent
like to read Times of India and 19% respondent like to read The Hindu newspaper.

So on the basis of my research HT is the most readable English newspaper in Panchkula Region.

2- Out of the following categorize your business came into?

18% of my total respondents involve in retail sector, 10% respondents which are using
advertisement are belongs to eating outlets or restaurants, 28% are from education sector it also
contain computer institute and other institute, 15% respondents which are using advertisement
are belongs to the service sector eg- doctors, consultancy, immigration centers, travel agency’s
etc., 10% respondents are from eating outlets, 10% from real estates, and 19% from fitness and

3- Do you know about Panchkula live?

Panchkula live hyper local of HT is a suppilment newspaper of HT and distributed free of cost.
Most of the respondents of Panchkula region are aware about the hyper local. From my research
work 92% respondents say yes they are aware about the panchkukla live hyper local. And only
8% respondents are not aware about the panchkula live.

4- Are you using advertisement for your business?

88% of my total respondents use advertisement as media tool and only 12% respondent not
advertise their businesses. So this data shows advertisement is very important and necessary to
every business to grow.

5- Please indicate the best medium to advertisement to a smaller region like


52% respondents says they use newspaper as a advertisement medium to advertise their business.
18% says they use word of mouth while 18% respondents say they use leaflets, 6% respondents
say they prefer billboards to advertise their business and also 6% respondent says they use fliers.

But no respondent like to use TV, Radio, telephone as advertising medium in Panchkula region.

6- How often do you advertise?

34% respondents says they advertise their business once in quarterly , 6% respondents advertise
yearly or we can say they have big budget for advertisement, 23% respondents advertise their
business when it is necessary. 19 % respondent says they use advertisement once in a year.

7- Do you advertise your business ever before with Panchkula live?

82% respondents advertised with Panchkula Live but only 18% respondents do not advertised
with Panchkula Live.

8- Do you think advertise with Pkl Live is beneficial for your business?

100% respondents says advertising with Panchkula live is beneficial for their business because
they use Panchkula live and other newspaper also for advertisement.

9- Why are you not advertising your business?

75% respondents are not using advertisement because they have no huge fund for advertisement
and 25% respondents do not use advertisement because they have low awareness for
advertisement. But nobody think advertising is un-useful for business.

Factor Analysis


Output Created 26-Jul-2010 10:23:48


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Initial Extraction

Low price 1.000 .548

Newspaper Content 1.000 .633

Good service 1.000 .765

Free of cost distribution 1.000 .847

Discounts 1.000 .824

Circulation 1.000 .772

Availability 1.000 .789

Specific target area 1.000 .864

Schemes 1.000 .878

Compact Size 1.000 .693

Brand name 1.000 .823


1.000 .894

Extraction Method: Principal Component Analysis.

 The techniques of factor analysis provide a fascinating way of

reducing the number of variables in a research problem to a smaller
and more by combining related once into factor. Communality can be
defined as the proportion of variance in any one of the original
variables, which is captured by the extracted factors.

Total Variance Explained

Comp Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

onent Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.806 23.386 23.386 2.806 23.386 23.386 2.415 20.126 20.126

2 2.592 21.600 44.987 2.592 21.600 44.987 2.409 20.078 40.203

1.604 13.367 58.354 1.604 13.367 58.354 1.521 12.671 52.874

4 1.201 10.012 68.365 1.201 10.012 68.365 1.512 12.603 65.477

5 1.127 9.391 77.757 1.127 9.391 77.757 1.474 12.280 77.757

.836 6.967 84.724

7 .675 5.621 90.345

8 .567 4.726 95.071

.258 2.147 97.218

10 .192 1.602 98.820

11 .093 .775 99.594

.049 .406 100.000

Extraction Method: Principal Component


The first step of interpreting the output is to look at the factors extracted,
their Eigen values and the cumulative percentage of variance. We see the
cumulative percentage in the above table that the five factors extracted
together account for 77.757 of the total variance. While we lost only
22.243% of the information content (77.757% is retained by the 5factors
extracted out of 12 original variables).
We take only which factors which Eigen values is more than 1.

So in this analysis we find those factors which has more than
the 1 Eigen values.

Screen plot shows the factors which are above Eigen value 1, so this
screen plot graph shows that 5 factors are above Eigen value 1, so on the
basis of this screen plot graph we find out the 5 cumulative factors which
affect my research.

Component Matrixa


1 2 3 4 5

Low price .229 -.156 .135 -.228 .633

Newspaper Content -.319 .383 -.497 -.168 -.330

Good service .800 -.240 -.136 .145 -.166

Free of cost distribution

.091 .887 .116 .082 .181

-.444 -.056 .590 -.525 .002

.388 -.442 .572 .284 -.138

.109 .606 -.194 .560 .244

Specific target area

.279 .808 .220 -.288 .049

-.205 .263 .693 .462 -.270

Compact Size
.701 -.143 .015 -.017 .425

Brand name
-.775 .077 .132 .182 .407

.657 .514 .217 -.306 -.240

Extraction Method: Principal Component Analysis.

a. 5 components extracted.

The second step of interpreting what are these fix factors and which. In this
we see the data in un-rotated matrix this represents each value of each
factor represents the correlation .positive Value represents highly
correlation and negative value represents the less correlation. For reducing
the errors of factor we see the result in rotated matrix.

Rotated Component Matrixa


1 2 3 4 5

Low price .040 -.062 -.062 .728 -.091

Newspaper Content
.142 -.085 -.535 -.561 .065

Good service -.092 .812 .128 .199 .203

Free of cost distribution .820 -.203 -.013 -.026 .364

Discounts .157 -.435 .156 .021 -.765

Circulation -.198 .337 .750 .201 -.128

Availability .358 -.144 .021 -.026 .800

Specific target area .926 .043 -.065 .037 .006

Schemes .256 -.283 .785 -.337 .047

Compact Size .073 .433 .043 .685 .169

Brand name -.127 -.896 .028 .002 .067

.759 .551 .061 .022 -.103

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 9 iterations.

For reducing the errors we see the rotated matrix which gives the accurate
answers. Now we interpret what these factors represent. Factor-1 is the
combination of three variables first is free of cost distribution of HT
Panchkula live paper (.820), second variable is specific target area (.926)

and the third and last variable is response (.759). So I would like to call this
factor as High Return of money and customer.

The second factor represents 0.812(good service), only one variable affect
this factor and I would like to call this factor as Responsiveness.

The third factor shows the variable 0.750(Circulation of HT Panchkula live)

and 0.785 (schemes for advertisements), so I would like to call this factor
as Good distribution with attractive schemes.

The fourth factor show the value 0.728(low price of advertisement in HT

Panchkula Live) and 0.685 (compact size of HT Panchkula live), so I would
like to call this factor as Affordable & Convenient.

Fifth factor show the value 0.800 (availability of space for advertisement in
HT Panchkula Live), I would like to call this factor as Space availability.

So at last we can say those factors have significant effect on customer

preference towards choosing a newspaper (HT Panchkula Live) as a
medium of advertising.
On the basis of this study we also calculate or find out the scope of Hyper-
local (HT Panchkula Live) newspaper in print media.

Component Transformation Matrix

ent 1 2 3 4 5

1 .253 .849 .125 .407 .186

2 .879 -.191 -.148 -.251 .325

3 .301 -.196 .812 .168 -.428

4 -.269 -.091 .526 -.165 .785

5 .027 -.443 -.163 .846 .245

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.


The findings of this research are indicating that the five factors which are mainly affect
the customers (advertisers). So we can say that the customers mainly focused on these
factors like High Return of money and customer, Responsiveness, Good distribution
with attractive schemes, Affordability & Convenient, Space availability. The findings of
this research indicates that a customer (advertiser) choose HT Panchkula Live for
advertising because of its low advertisement cost, high circulation, space availability
and discount & schemes.

• The first finding of this research is our null hypothesis is rejected, our null
hypothesis says that the variables have no effect on customer perception
towards choosing a newspaper as a medium of advertising. Mainly
customers (advertiser) consider first, the rates of advertisement, circulation
and brand image of the paper.

• Second finding we find that customers are directly affected by these factors,
Factors like High Return of money and customer, Responsiveness, Good
distribution with attractive schemes, Affordability & Convenient and Space
availability are effect customer’s preference towards advertising.

• On the basis of this study we can say that the future of hyper-local
newspaper (HT Panchkula Live) is very bright because peoples are really
interested in advertisement with hyper-local newspaper (Panchkula Live).

• According to this study most of the Panchkula people like to advertised with

• According to this study most of the Panchkula people read Hindustan

• According to this study most of the Panchkula people think advertise with
Panchkula live is beneficial for them.

• So we can say after this research these factors mainly considered by

customer because the communality of these factors are 77.757% and rest
of 22.243% is not more considered by students.


The recommendation of this research is:-

• According to our study respondents mostly influenced by the rates of

advertisement and circulation of Panchkula Live, so I would suggest that lowers
the advertisement rates and increase the circulation of Panchkula Live.

• The second suggestion to Panchkula Live Team give better customer support
because most of the customer influenced by good service.

• According to this study many people are advertised once in a year, so I would
suggest to Panchkula Live team pitch these customer and make regular

• According to the study many people’s are not advertised with Panchkula live, so I
would like to suggest Panchkula live team to give them special packages,
schemes and special offers to start advertised with Panchkula live.


The expectations of the customers are regularly increasing because of the increasing
competition and emergence of global market. In such conditions it becomes very
necessary for a company to fulfill all the expectations of the customers and give them a
delightful experience.

HT Panchkula live aims to provide better services by consistently improvement. The

study concluded:-

HT Panchkula live has lower advertisement rates, good Management, good services
than other newspapers.

HT Panchkula live keeps its process more transparent.

HT Panchkula live is giving more services to its clients like free designing of

HT Panchkula live charges are less than other newspaper and local magazines.

Advertisers are looking for those advertising medium options where they get maximum
returns with less costs.

Market is becoming more complex & competition will increase rapidly in the market, so
advertiser know the value of advertisement.

People are less aware about the Services provided by HT Panchkula live.


 Belch, G.E. and Belch, M.A. (1999), advertising and promotion – an integrated
marketing communications perspective, McGraw-Hill, Bostan, MA.

 Kambitsis, Chris et al (2002), Sports advertising in print media: the case of 2000
Olympic Games, Corporate Communications: An International Journal Volume: 7
Issue: 3.

 Anon (2008), API discovers “good enough” is better than best: Christensen
shows newspapers how to fight web media challengers, Strategic Direction
Volume: 24 Issue: 9.

 Clow, Kenneth E. et al (2006), The relationship of the visual element of an

advertisement to service quality expectations and source credibility, journal of
service marketing, volume 20, issue 6.

 Panwar J.S. and Agnihotri, Milan (2006), Advertising message processing

amongst urban children: An Indian experience — with special reference to TV
advertising, Asia Pacific Journal of Marketing and Logistics, volume 18, issue 4.

 Rotfed, Harbert J., Misplaced marketing The real reason for the real bad
advertising, Journal of Consumer Marketing Volume: 19 Issue: 4.

 Gabriel, Helen et al (2006), Advertising planning, ad-agency use of advertising

models, and the academic practitioner divide, Marketing Intelligence & Planning
Volume: 24 Issue: 5.

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International Marketing, Volume: 12,

Dear Respondent

I am conducting a research on customer preferences

towards choosing a newspaper as a medium of advertising and scope of
hyper-local newspaper in print media. So, Please spare some valuable time
of yours to fill it correctly to make my study complete.

Name: ………………………………………..….. Age: …………………………

Sex: …………………………….

1. Out of which newspaper do you read daily?

Hindustan Times The Tribune

Times of India The Hindu

Any other

2. Out of the following categorize your business came into?

Retail Fitness and


Education Services

Eating outlets Real estate

Any other pls. specify

3. Do you know about HT Panchkula Live?

Yes No

4. Are you using advertisement for your business?

Yes No

If yes than go to the next question and if no than go to the question no.

5. Please indicate the best medium to advertise to a smaller region like


Television: Radio

Newspaper: Fliers

Billboards: Word of

Leaflets: Door to door:

Via telephone:

6. How often do you advertise?

Once Weekly

Monthly Quarter

Yearly When needed

7. Do you advertise your business ever before HT Panchkula Live?

Yes No

8. Please rate the factors influencing you to advertise with Panchkula


Very important Important Average least

imp Not Important

Low price

Newspaper Content

Good service

Free of cost distribution




Specific target area


Compact Size

9. Do you think advertising with HT Panchkula Live is beneficial for your


Yes No

10. About HT Panchkula Live what do you like the most? (Plz rate
them 1-6)

Brand name Availability

Price Different verticals

Response Schemes & Discounts

11. Why you are not using advertisement for your business?

Lack of fund lack of awareness

Unuseful for business

12.Any suggestion……………………………………………………..

Thank you