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A Summer Internship Project Report On Customers Perception Towards Choosing A News Paper As Medium Of Advertisement Submitted To_ Punjab

Institute Of Management & Technology Mandi Gobindgarh (Punjab) In Partial Fulfilment for the Award of Degree of MASTER OF BUSSINESS ADMNISTRATION

Under guidance of: Ms. Anupam Sharma Submitted By: Mr. Amrendra Kumar

I Amrendra Kumar do hereby declare that the project report entitled Customers perception towards choosing a news paper as medium of advertisement being submitted to PUNJAB INSTITUTE OF MANAGEMENT & TECHNOLOGY Is my own piece of work and it has not been submitted to any other institute or published at any time before.

(Amrendra Kumar)

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 My parents, 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 thank to Mr. Sumit Gupta of Hindustan Times for his time-to-time guidance and support in completing the project. I also thank the other staff of Hindustan Times, Mohali who devoted their valuable time by helping me to complete my project. I express my sincere thanks to Ms. Anupam Sharma (Faculty Guide) for the valuable suggestion and making this project a real successful. Last but not least, my sincere thanks to Friends who directly or indirectly helped me to bring this project into the final shape.

Amrendra Kumar Date:3

Executive Summary
The good, old Newspaper is certainly the oldest -- and is still the largest -- of the major advertising mediums and it still plays and integral role in the media buyer's ad planning. Newspapers were an important and respected advertising medium long before their competitors were even thought of. It's this wide coverage of local markets that is the Newspaper's greatest strength. 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, 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. According to the recent survey every Indian loves to read a newspaper and seeing Indias 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. While Newspapers lack the intrusiveness of radio and television, Newspapers are still an effective advertising medium.

They do an excellent job of reaching established customers, and therefore, are an excellent base for retail advertising. Your business's success depends on its ability to bring in "New Customers". Therefore, Newspapers should not be considered as your only source for advertising in this modern, competitive business environment. But...Newspaper is going to be a part of your advertising media plans!


Declaration Acknowledgement Executive Summary


09-11 12 13-20 21-25

Size of sample Sources of data collection Survey method Limitations of the study Newspaper Advertising - Advantages & Disadvantages CHAPTER 5 INTRODUCTION TO INDUSTRY Major Players in the Region Tribune 26-31


INTRODUCTION TO COMPANY Management Team of the company


BOD of the company Vision & Mission Highlights of company Products Mohali Live CHAPTER 7 DATA ANALYSIS & DATA INTERPRETATION Data analysis Data interpretation CHAPTER 8 FINDINGS & RECOMMANDATION CHAPTER 9 CONLUSION REFERENCES ANNEXURE 58-59 60 61-62 63-64 51-57

This project report is all about the customers perception towards choosing a Newspaper as a medium of advertising and the scope of hyper-local newspaper in print media at Mohali region. Newspaper is the biggest and best medium to know whats 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. 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. 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 dont 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 Indias one of the biggest advertising agencies, Pitch on Net surely knows the ways to cater your needs and requirements. Thus it wont 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. 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-today lives. It helps the Government to achieve various socioeconomic and political goals; educate urban and rural masses; instil 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 endeavour.


Hyper Local
The term hyper-local when used in isolation it refers to the emergent ecology of data (including textual content), aggregators, publication mechanism and user interactions and behaviours which centre on a resident of a location and the business of being a resident. Use of the term originated in 1991, in reference to local television news content. Hyper local content, often referred to as hyper local news, is characterized by three major elements. First, 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 produced). 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 aggregators. Wikis have also played a role. In April 2010, the Wahoo Newspaper partnered with Wiki City 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 Mohali region in aspect of advertisement in HT Mohali Live. 2). To know the consumer preference toward advertisement in Mohali Live. 3). To know the factor which affect the advertiser during choosing advertising medium? 4). Find out the scope of HT Mohali Live. 5). To know the brand image of Mohali 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 youre 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 creatives 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 consumers perspective and examine consumers. Perceptions of different types of ads. Our aim is to understand the perceived differences between the Internetbased 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 behaviour 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 consumers 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 favoured 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 elasticitys, 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 behaviours 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 behaviours 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 postnational 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. 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 any organised effort to gather information about markets or customers. It is a very important component of business strategy. Market Research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.

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 perception towards choosing a newspaper as a medium of advertising and scope of hyper-local newspaper in Mohali. There are number of clients in Mohali region for advertisement, so for research purpose the population will be all retailers, education institutes, service providers etc.


Target population
Our target population is 50 customers, who like to advertise their business.

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 customers 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 50 respondents as sampling size because of time and cost constraint.

Research Instruments
I framed a questionnaire, having open end and close ended, both type of questions. While preparing this questionnaire, I kept in my mind the objectives because object related questions are always most helpful to finding the research purpose.


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

There was lack of time on the part of respondents. The survey was carried through questionnaire and the questions were based
on perception.

There may be biasness in information by market participant. People assume that Mohali Live is a local newspaper and they do not
Suppose Mohali Live is a part of Hindustan Times Private Ltd.

Advertising means wastage of money for many people in Mohali.

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 tomorrows edition is new and fresh and as eagerly sought by the same reader. The newspaper offers a predictable frequency of publication: once, twice or up to seven times a week. getting results before the week is over. Short deadlines permit quick responses to changing market conditions. buy newspapers just to read the ads from the restaurants, movies and discount stores. ng the newspaper has become a habit for most families. It has something for everyone. different sections of the paper such as: sports, comics, crosswords, news, classifieds, etc. dvertiser 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 notice.

readers can take their time reading the messages. can still run a series of small ads. white; or full colour. nts often feature certain subjects that readers pull out and save.

Disadvantages of Newspaper Advertising

Advertising in the newspaper is not without a few inherent disadvantages, such as: ttention. 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. 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 Tricity A local newspaper particular for advertisement. O Shopers next Local advertiment magazine O Admag Local advertisement magazine 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 prerecorded 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 in February 1784. The Calcutta Gazette this was followed by Bengal 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 million and there are 38 in Indian languages with a circulation of 27 million. There are 4 main news agencies in India. 1. Press Trust of India (PTI) 2. United News of India (UNI) 3. Samchar Bharathi (SB) 4. Hindustan Samchar (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 clings, 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 severe damage. The first and foremost duty of the press is to furnish uncoloured 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 days 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 favours. 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 consumers 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 persons 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 consumers loyalty. From past buying experience, friends and associates advice, and marketers and competitors information and promises. The key to generating high consumers 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 companys value proposition is much more than its 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 companys 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 Indias and Business Standards 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 market. A booming economy and the opportunity to raise funds from a welldeveloped 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 favourable 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 eyecatching 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.


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 secondlargest business newspaper in India with presence in the key markets of Delhi, Mumbai, Bangalore, 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, Bengluru 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 Bengluru 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 organizations 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 companys 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 reinvent 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 follow.

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 companys vision that sets the course and empowers people to take action.



Shobhana Bhartia (Chairperson HT)

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 (Director HT) 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 (Director HT) 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 (Director HT) 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 (Director HT) 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 (Director HT) 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 cofounding 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 Citiaffiliated 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, Ahmadabad and a B.A. in Economics from St. Stephen's College, Delhi University where he was top ranked in the University.


Priyavrat Bhartia (Whole-time Director HT) 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 HT) 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 HT) 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 North-western University.


Hindustan Times - Greater Noida receives INCQC Club membership for 2008-10 the goal of the International Newspaper Colour 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 topquality 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 Colour 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 twoyear 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 magazine.

At the start of liberalization of India, Hindustan Times moved to becoming an autonomous power centre 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


ENGLISH PRINT - Hindustan Times is one of Indias 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. - A business daily from HT Media in collaboration with Wall Street Journal. - A youth oriented complete newspaper for the generation next. - A easy-to-carry, easy-to-read newspaper targeted at young delhi-ites.

- A Hindi daily newspaper for all type of Indian reader. - A Hindi magazine for kids.


104 FM.

Mohali LIVE
Mohali live is a supplement paper of Hindustan time. Which is running with Hindustan time. Its a hyper local newspaper for Mohali town. The main motive to start a Mohali live hyper local in Mohali are to provide more space for the news of Mohali region it is not possible in HT main So to short out this problem HT started Mohali live hyper local in Mohali region. The one another main motive to start Mohali live was to generate more and more revenue for HT through advertisement. The Mohali 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 Mohali 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 Mohali city by generating a emotional appeal on the mind of the Mohali people by starting a local news paper only for Mohali. And the punch line for Mohali live also show a emotional appeal Mohali live publish on every Friday and attached with HT free of cost and the commercial houses where HT is not issuing there only Mohali live delivered free of cost. When Mohali live is on starting stage its selling is door to door but in present it inserted with Hindustan time.. At present the circulation Mohali is about 8000 in house hold and 3000 commercial. Its circulation is better than other local newspaper in Mohali. Because of brand name. Most of advertise want to advertise in Mohali Live. Mohali live is running in profit. Most of the news, articles, editorial content and advertisement also came into Mohali live are belongs to particular Mohali city and its near places which are close to the Mohali region. The Mohali 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 Mohali live is very low compare to other national newspaperFront page- 55/square cm (in Rs.) Back page- 50/square cm (in Rs.) 3 rd page- 45/square cm (in RS) Inside page- 35/square cm (in RS) It is running very good into the Mohali market. It is the best newspaper compare to all other advertising media in Mohali market.


Scope of Hyper-Local in print Media

On the basis of my study and other surveys hyper-local newspaper like Mohali 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 is untouched which have a good potential for advertising Opening and coming of big brand and MNCs 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; NULL HYPOTHESIS (H0) 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. ALTERNATE HYPOTHESIS (H1): 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? HT Media

HT Times Of India Tribune The Hindu

ANALYSIS: 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 Mohali Region.


2- Do you know about Mohali live? HT Media

No Yes

ANALYSIS: Mohali live hyper local of HT is a supplement newspaper of HT and distributed free of cost. Most of the respondents of Mohali region are aware about the hyper local. From my research work 92% respondents say yes they are aware about the Mohali Live hyper local. And only 8% respondents are not aware about the Mohali live.

3- Are you using advertisement for your business? HT Media

Yes No


ANALYSIS: 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. 4- Indicate the best medium to advertise in a smaller region like Mohali? HT Media
T.V. Radio Newspaper Leaflets Billboards Word Of Mouth

ANALYSIS: 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. 18% like to use TV & 6% Radio. 5- How often do you advertise?


HT Media
Weekly Monthly Yearly Whenever Necessary

ANALYSIS: 30% respondents says they advertise their business Weekly , 10% respondents advertise yearly or we can say they have big budget for advertisement, 40% respondents advertise their business when it is necessary. 20 % respondent says they use advertisement once in a Month.

6- Do you advertise your business ever before with Mohali Live? HT Media

Yes No

ANALYSIS: 65% respondents advertised with Mohali Live but only 35% respondents do not advertised with Mohali Live.


7- Do you think advertise with Mohali Live is beneficial for your business? HT Media

Yes No

ANALYSIS: 80% respondents says advertising with Mohali Live is beneficial for their business because they use Mohali Live and other newspaper also for advertisement.


8- Why are you not advertising your business? HT Media

Lack Of Fund Unawareness Unuseful For Business

ANALYSIS: 70% respondents are not using advertisement because they have no huge fund for advertisement and 5% respondents do not use advertisement because they have low awareness for advertisement, 25% think advertising is unuseful for business.


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 Mohali Live for advertising because of its low advertisement cost, high circulation, space availability and discount & schemes.

The first finding of this research is 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 customers preference towards advertising.

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


According to this study most of the Mohali people like to advertised with

According to this study most of the Mohali people read Hindustan Times. According to this study most of the Mohali people think advertise with
Mohali live is beneficial for them.

According to my study respondents mostly influenced by the rates of
advertisement and circulation of Mohali Live, so I would suggest that lowers the advertisement rates and increase the circulation of Mohali Live.

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

According to the study many people are not advertising with Mohali live,
so I would like to suggest Mohali live team to give them special packages, schemes and special offers to start advertised with Mohali 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 fulfil all the expectations of the customers and give them a delightful experience. HT Mohali live aims to provide better services by consistently improvement. The study concluded:-

HT Mohali live has lower advertisement rates, good Management, good

services than other newspapers.

HT Mohali live keeps its process more transparent. HT Mohali live is giving more services to its clients like free designing of

HT Mohali 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 knows the value of advertisement. People are less aware about the Services provided by HT Mohali live.

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.

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

2000 Olympic Games, Corporate Communications: An International Journal Volume: 7 Issue: 3.

Christensen shows newspapers how to fight web media challengers, Strategic Direction Volume: 24 Issue: 9. .E. and Belch, M.A. (1999), advertising and promotion an integrated marketing communications perspective, McGraw-Hill, Bostan, MA. the real reason for the real bad

advertising, Journal of Consumer Marketing Volume: 19 Issue: 4. -agency use of advertising models, and the academic practitioner divide, Marketing Intelligence & Planning Volume: 24 Issue: 5. beyond advertising: why people are the new media, Handbook of Business Strategy, Volume: 7, Issue: 1. -us/management


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: .... Shop Or Institute Name: . 1. Out of which newspaper do you read daily? Hindustan Times Times of India The Hindu 2. Do you know about HT Mohali Live? Yes 3. Are you using advertisement for your business? Yes

The Tribune Any other



4. Please indicate the best medium to advertise to a smaller region like Mohali. Television Newspaper Word of mouth 5. How often do you advertise? Weekly Yearly Monthly When needed Radio Fliers Leaflets

6. Do you advertise your business ever before HT Mohali Live? Yes No

7. Do you think advertising with HT Mohali Live is beneficial for your business? Yes 8. Why you are not using advertisement for your business? Lack of fund Unuseful for business 9.Any suggestion lack of awareness No


Thank you