THESIS REPORT

ON

Strategies for increasing brand presence and
readership for Hindustan Times




INTERNAL GUIDE: EXTERNAL GUIDE:

PROF. VIJAY BODDU Mr. ABHISHEK KANODIA
BRAND MANAGER HT
HINDUSTAN TIMES LTD.





SUBMITTED BY:
AVANTIKA MOZIKA
PGP/FW/08-10
Alumini Reference Id Number:
DF/08/10-M-375









2
CERTIFICATE FROM THE GUIDE





abhishek kanodia
<abhishek.kanodia@hindustantimes.com>
Mon, May 3, 2010 at
12:46 PM
To: avantika.mozika@gmail.com
Reply | Reply to all | Forward | Print | Delete | Show original

To whom so ever it may concern,


This is to certify that Avantika Mozika, of IIPM, New Delhi FW 08-10, is doing her research
under my guidance on the topic 'strategies for increasing brand presence and readership of
Hindustan Times.


Thanks and Regards

Abhishek Kanodia
Sr. Brand Manager
HT Media Ltd.
IMPORTANT NOTICE:

"This email is confidential containing HT Media confidential information, may be
legally privileged, and is for the intended recipient only. Access, disclosure, copying,
distribution, or reliance on any of it by anyone else is prohibited and may be a
criminal offense. Please delete if obtained in error and email confirmation to the
sender."

Experience news. Like never before. Only on www.hindustantimes.com





3

THESIS TOPIC APPROVAL
Dear Avantika Mozika,

This is to inform that your thesis proposal on Strategies for Increasing Brand
Presence and Readership of Hindustan Times, to be conducted under the guidance of
Mr. Abhishek Kanodia is hereby approved and the topic registration id number
is DF/08/10-M-375


Make it a comprehensive thesis by ensuring that all the objectives as stated by you in
your synopsis are met using appropriate research design; a thesis should aim at adding
value to the existing knowledge base.


You are required to correspond with your internal guide Prof. Vijay Kr. Boddu
at boddu.vijay@iipm.edu Ph.-0124-3350714 by sending at least four response sheets
(attached along with this mail) at regular intervals before the last date of thesis
submission.



Regards,
Prof .Sumanta Sharma
Dean (Projects)
IIPM
Sumanta.sharma@iipm.edu
Phone:
+91 0124 3350701 (D)
+91 0124 3350715 (Board)
NB:
1) A thesis would be rejected if there is any variation in the topic/title from the one
approved and registered with us.
2) The candidate needs to handwrite at least 1200 to 1500 words on the summary of
thesis at the time of viva.
4
UNDERTAKING
I hereby undertake that the data and information collected from
various primary and secondary sources for the purpose of this thesis,
is genuine and credible to the best of my knowledge.













This research should not be reported as representing the views of
the organization, with which the author is associated. The views
expressed in this thesis/research/working paper are those of the
author and not of anyone else. The author doesnt have any
problem with any kind of reproduction of the text discussed
herewith, till the time it is attributed to the author.
5
SYNOPSIS OF THE THESIS


1. DETAILS OF THE STUDENT:-
Name : AVANTIKA MOZIKA
Batch : FW 2008-20010
Specialization : Marketing & Finance
Phone No. : 9810939376
Email ID : avantika.mozika@gmail.com

2. TITLE OF THE THESIS:-
Analyzing prospects for increasing brand presence and readership for Hindustan
times, English daily.

3. PROBLEM DEFINITION/HYPOTHESIS :-
Analysing the prospects for increasing brand presence and readership of
Hindustan Times, English daily. The Hypothesis of this research is to find
out HTs and its competitors presence in different outlets across the region
and to identify new oppurtunities. It aims at studying how newspapers can
increase their market share by making itself available at various location(
cafes, waiting rooms) , i.e capitalizing on marketing by being widely
available. This thesis tells us about Indian print media industry and its
future. Organizations donot have the required resources to reach all
prospects hence our object will indentify unexplored marketing
opportunity with a focus on spare time with consumers.
4. RESEARCH OBJECTIVE:-
Identifying opportunities for placing newspapers.
Analyzing increased brand presence by capturing on prospects idle
time.
Studying the competitors market vis--vis that of HT.


6
5. LITERATURE RELATING TO THE PROBLEM (IN BRIEF): -
India continues to hold its position as one of the fastest growing
economies in the world having growth peers such as China, Brazil, Russia,
Singapore and Indonesia. Strong growth in the manufacturing and service
sectors should enable the economy to maintain its GDP momentum in the
future. The outlook going forward remains optimistic although the growth
rate may be moderated given the higher base from the previous year, a
firm interest rate environment, sustained inflation and a generally
unpredictable global economic situation
Rising per capita income, higher literacy rates, increasing aspiration levels
and rapid urbanization has led to an increase in demand and change in
consumer preferences. Apart from the demand for basic goods,
convenience and luxury goods demand is also growing at a fast pace. With
increase in incomes at both the rural and urban levels, the demand is
expected to rise further.

6. SCOPE OF THE THESIS WORK :-
Weather its a communication or an action without the proper feedback or
response its not complete. So marketer undertakes various types of
research such as descriptive, exploratory or casual research to bridge the
gap between company offering and its customer. In the first phase of the
thesis I will be studying all the previous researches of company which
were mostly conducted by the top research companies. This study will
help in developing the practical approach of the subject plus better
understanding of companys position, its competitors and various actions
undertaken by the company.
Population of Delhi has been segmented on the basis of their geographical
location. Data has been taken from Census Survey 2001( as this is the
current available), figures has been extrapolated on the basis of Delhis
population growth rate. Same segmentation approach has been used for
outlets segmentation. Apart from geographical location waiting time has
also been taken under consideration.


7

7. RESEARCH METHODOLOGY: -
The Data will be required for the research as it requires a combination of
primary and secondary data. Census of India Survey-2001 is being used
as secondary data to find out the population and demographics of
different areas of Delhi. Population growth rate will be also obtained from
the website of Delhi Government. Then using extrapolation we estimated
the population of Delhi. Apart from this profiling has been done like male
and female population, age group wise and literacy ratio. Next, Primary
Data will be required for the decision making is counting the traffic,
existing behavior of people at these places. Here, the observational study
is used to assess highly unbiased information about how traffic moves and
how people behave.

8. JUSTIFICATION FOR CHOOSING THIS PARTICULAR RESEARCH
PROPOSAL:-
To assess the basis of subscription for keeping a particular paper in the
outlet and compare the bases of subscription for different brands

To assess the effectiveness and opportunities of newspaper placement for
HT in terms of:
Understand traffic & movement dynamics
Availability of free time at the places
Category & brand presence
Current category behavior



9. DETAILS OF THE EXTERNAL GUIDE :-

Mr. Abhishek Kanodia
Brand Manager
Hindustan Times
Phone no :9971909929
Email ID: Abhishek.kanodia@gmail.com


8
ACKNOWLEDGEMENT

Success is not a destination, but a journey the above saying is heard
very often but I realized it even better during my thesis. Any
accomplishment requires the efforts of many people and this work is
no different. I have been fortunate enough to get the help and
guidance from many people.
It is a pleasure to acknowledge them, though it is still inadequate
appreciation for their contribution.
I would not have completed this journey without the help, guidance
and support of certain people who acted as guides, friends and
torchbearers along the way.
I would like to thank my faculty guide Prof. Vijay Boddu Indian
Institute of Planning and Management for their valuable guidance
and help. The thesis could not be complete without their support and
guidance. Thanking them is only a small gesture for the generosity
shown.
I would like to express my deepest and sincere thanks to my company
guide Mr. Abhishek Kanodia, Brand Manager, HT Media Ltd.
I am also thankful to all my friends, my family and all the staff
members of HT Media Ltd, for cooperating with me at every stage of
the thesis. They acted as a continuous source of inspiration and
motivated me throughout the duration of the thesis helping me a lot in
completing this thesis.

(AVANTIKA MOZIKA)

9
ABSTRACT
This thesis is about strategies for increasing brand presence and
readership for Hindustan Times. In addition to in-home reading,
newspaper can also be read at other place outside home like cafes,
bank, saloon, waiting rooms service centre etc.
Distribution or Availability of newspaper in these places can help
ensure more readership and increase product and brand preference.
The challenge is to optimize distribution for maximum impact.
This thesis is being undertaken in HT Media Ltd, one of the Indias
largest media company that is indulged in newspaper dailies, internet
business and FM radio market.
The methodology used for this purpose was extensive primary and
secondary research at various outlets in Delhi to assess not only HTs
presence but also its competitors.
This thesis not only helped me in gaining an insight of Indian print
media industry but also enabled me to have the practical experience of
Marketing Research, done on the basis of database being prepared
and the analysis that is done for assessing effectiveness and
opportunity of circulation at different outlets. We made database
which can be prospective outlets of HT Media Ltd where circulation
can enhance the readership. After observing such respondents we
actually found visitors movements during waiting time and their
brand and category preference.
This thesis gives the details of the Indian print media industry,
company overview & business strategy and its products. It also gives
the presence of its brand and competitors brand across different
outlets in Delhi region. This thesis also talks about various
associations between various variables which affect the readership
behavior and preference
10

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION
Purpose, Scope & Limitation
Sources and Methods
Benefits Gained through the thesis
CHAPTER 2: LITRETURE REVIEW
Indian Economy
Background of Print Media Industry
Industry overview in Indian market
Indian Print Media Industry Future
HT Media Overview
HTs Product Line
HT Re- Launch
HT Share Market position
CHAPTER 3: RESEARCH
Background of the thesis
Research Objective
Research Design & Methodology
Sampling
Data Collection
Observation Exercise Detailed Findings
Findings
Things To Think
CHAPTER 4: HT PACE (research)
REPORT OF DATA COLLECTION FINDINGS AND ANALYSIS
RECOMMENDATION
BIBLIOGRAPHY
ANNEXURE
Annexure I: Observation Form
Annexure II: Estimated population ward wise for 2007
Annexure III: Summary of Research done by Indica Research
Annexure IV: Summary of Research HT Placement Effectiveness
Annexure V: Name of outlets visited
11


INTRODUCTION
Purpose, Scope & Limitations:
Purpose: This thesis is titled Strategies for Increasing Brand
Presence and Readership of Hindustan Times i.e. assessing brand &
category presence across the region. This thesis is undertaken to find
out the movement action of visitors at different types of outlets who
are waiting there to be rendered service as well as analyse how to
capture the customers attention and thus increase brand presence.
The reason for such study is because nowadays people dont have
time to read the whole newspaper in morning or before leaving the
home. So addition to in-home reading marketers found that
newspaper can be read at various other places like cafes, waiting
rooms, banks, saloon, clinic or hospital, where people have free time
to kill. So marketers started circulating their newspapers to different
outlets to enhance the readership.
The purpose of this research is to find out HTs and its competitors
presence in different outlets across the region and activities people do
to kill their free time. This thesis tells us about Indian print media
industry and its future.
Scope: The whole thesis is divided into Study of previous researches
Segmentation of Delhi population and outlets
Survey, Feedback and Data analysis
Study of previous researches: Weather its a communication or an
action without the proper feedback or response its not complete. So
marketer undertakes various types of research such as descriptive,
exploratory or casual research to bridge the gap between company
offering and its customer. In the first phase of the thesis I will be
12
studying all the previous researches of company which were mostly
conducted by the top research companies. This study helped in
developing the practical approach of the subject plus better
understanding of companys position, its competitors and various
actions taken place by the company. While studying I emphasized
mainly on the following parameters:
Research Agency
Research Date & Center
Research Objective
Research Design, Sample size & Demographics
Learning & Recommendation
Business Implication of the research finding
The study of the researches done by top research companies gave the
idea of their style of analyzing data and presenting the results, which
helped me through out the project.
Segmentation of Delhi population & Outlets: Population of Delhi
has been segmented on the basis of their geographical location. Data
has been taken from Census Survey 2001, figures has been
extrapolated on the basis of Delhis population growth rate. Same
segmentation approach has been used for outlets segmentation.
Apart from geographical location waiting time has also been taken
under consideration.
Survey, Feedback and Data analysis: The last phase of the project
was about conducting an exploratory research to help management
better define problems or opportunities regarding placements of
newspaper in different types of outlets. This research also includes
observational studies to monitor consumer behavior in an unobtrusive
way. The survey has been undertaken across the Delhi region in
13
different outlets to find out the brand or category presence. As per the
queuing theory customers are inclined towards various activities at
places where they have free time to kill. This activities or movement
actions are driven by various factors. As the availability of resources is
limited for any organization, the success mantra has become
utilization of available resource to get maximum output. The findings
of the research will help the company to get efficiency in their
circulation to different outlets for enhancing the readership. Also the
brand presence that the paper has that will be analysed by the no. of
paper read at these places as compared to that of competitors.
Limitation of the study:
The thesis is limited in scope due to restrictions over the length
of observation sheet.
The definition of the population may be restricted due to
resource constraints or the availability of adequate sampling
frames. Thus, the results can only be generalized with
confidence to the group from whom the sample was taken.
Sources and Methods:
Understanding of companys position in market and its business
strategy.
Creating a database of potential outlets through our own
findings from the thesis.
Moving to different outlets and observation of behavior of the
visitors there in addition to this interviewing with the
management at the outlet to assess the competitors offering.



14
BENEFITS GAINED THROUGH THE THESIS
Practical Experience: The most obvious benefit gained from
conducting this study is the practical experience, I acquired. I found
that it was quite hard to truly understand the concepts and ideas
taught in the classroom until they are required to apply them in a
practical situation. Such a fundamental concept as market
segmentation takes on a new meaning when I was required to
carefully identify, define, and measure the characteristics of some
important customer group(s).
Satisfaction of Producing a Product: Apart from the requirement of
the college submission of the thesis I found considerable satisfaction
in doing the thesis. This exercise involved me from start to finish in
solving a practical problem. At that point, it was quite hard for me to
imagine what the final product would be like. However, in the end I
felt satisfied.
Application of Skills: This thesis required to apply a variety of skills.
Some of the most important and rewarding experience I encountered
was accomplishing an important objective by working with others.
Exposure to a Professional Experience: This thesis also gave me an
exposure to professionalism and hardwork.
15
LITERATURE REVIEW
The Indian economy
According to the estimates by the Ministry of Statistics and
Programme Implementation, the Indian economy has registered a
growth of 7.4 per cent in 2009-10, with 8.6 per cent year-on-year (y-o-
y) growth in its fourth quarter. The growth is driven by robust
performance of the manufacturing sector on the back of government
and consumer spending. GDP growth rate of 7.4 per cent in 2009-10
has exceeded the government forecast of 7.2 per cent for the full year.
According to government data, the manufacturing sector witnessed a
growth of 16.3 per cent in January-March 2010, from a year earlier.
Economic activities which showed significant growth rates in 2009-10
over the corresponding period last year were mining and quarrying
(10.6 per cent), manufacturing (10.8 per cent), electricity, gas and
water supply (6.5 per cent), construction (6.5 per cent), trade, hotels,
transport and communications (9.3 per cent), financing, insurance,
real estate and business services (9.7 per cent), community, social and
personal services (5.6 per cent). The Gross National Income is
estimated to rise by 7.3 per cent in 2009-10 as compared to 6.8 per
cent in 2008-09. The per capita income is estimated to grow at 5.6 per
cent in 2009-10.
Indias industrial output grew by 17.6 per cent in April 2010. The
manufacturing sector that accounts for 80 per cent of the index of
industrial production (IIP) grew 19.4 per cent in April 2010, as against
0.4 per cent a year-ago.
Capital goods production grew by 72.8 per cent against a contraction
of 5.9 per cent a yearago. Consumer durables output continued to
grow at a fast pace of 37 per cent, mirroring higher purchase of goods
such as televisions and refrigerators.
16
Growth witnessed across all sectors
In this era of increasing globalization, Indian companies across
sectors have entered into an environment of higher competition. The
resilience shown by the industrial sector against the hardening of
global oil prices is reflective of inherent strengths and capabilities of
the sector. The services sector has grown fast due to an increase in
the number of middle class families, which is growing at 20% a year
and is expected to reach 350 million people by the year 2015.

Economic position stronger
The number of registered foreign institutional investors (FIIs) was
1710 as on May 31, 2010 and the total FII inflow in equity during
January to May 2010 was US$ 4606.50 million while it was US$
5931.80 million in debt.
Net investment made by FIIs in equity between June 1, 2010 and
June 14, 2010 was US$ 530.05 million while it was US$ 875.73
million in debt.
As on June 4, 2010, India's foreign exchange reserves totalled US$
271.09 billion, an increase of US$ 9.88 billion over the same period
last year, according to the Reserve Bank of India's (RBI) Weekly
Statistical Supplement.
Moreover, India received foreign direct investment (FDI) worth US$
25,888 million during April-March, 2009-10, taking the cumulative
amount of FDI inflows during August 1991 - March 2010 to US$ 1,
32,428 million, according to the Department of Industrial Policy and
Promotion (DIPP).


17
Media Industry
All the earlier mentioned macro-economic indicators bode well for the
media industry.
However, while the outlook on the whole is encouraging, the operating
landscape is highly competitive with national and regional players
aggressively targeting better market shares. Like in any competitive
environment, players with a networked national presence, having a
portfolio of offerings that span multiple media segments, deep
resources and a superior product are likely to do well in the future.
This, over time will lead to a situation where the bigger get stronger,
resulting in a consolidation within the sector, while weaker players
find limited headroom to operate.
BACKGROUND OF PRINT MEDIA INDUSTRY
James Augustus Hickey is considered as the "father of Indian press"
as he started the first Indian newspaper from Calcutta, the Calcutta
General Advertise or the Bengal Gazette in January, 1780. In 1789,
the first newspaper from Bombay, the Bombay Herald appeared,
followed by the Bombay Courier next year (this newspaper was later
amalgamated with the Times of India in 1861).
The first newspaper in an Indian language was the Samachar
Darpan in Bengali. The first issue of this daily was published from the
Serampore Mission Press on May 23, 1818. In the same year, Ganga
Kishore Bhattacharya started publishing another newspaper
in Bengali, the Bengal Gazetti. On July 1, 1822 the
first Gujarati newspaper the Bombay Samachar was published
from Bombay, which is still extant. The first Hindi newspaper,
the Oodunt Marthand began in 1826. Since then, the prominent
Indian languages in which papers have grown over the years are
18
Hindi, Marathi, http://en.wikipedia.org/wiki/Malayalam , Kannada, Tamil,
Telugu, Urdu and Bengali.
The Indian language papers have taken over the English press as per
the latest NRS survey of newspapers. The main reasons being the
marketing strategy followed by the regional papers, beginning with
Eenadu, a telugu daily started by Ramoji Rao. The second reason
being the growing literacy rate. Increase in the literacy rate has direct
positive effect on the rise of circulation of the regional papers. The
people are first educated in their mother tongue as per their state in
which they live for e.g. students in Maharashtra are compulsory
taught Marathi language and hence they are educated in their state
language and the first thing a literate person does is read papers and
gain knowledge and hence higher the literacy rate in a state the sales
of the dominating regional paper in that state rises.
The next reason being localisation of news. Indian regional papers
have several editions for a particular State for complete localisation of
news for the reader to connect with the paper.Malayala Manorama has
about 10 editions in Kerala itself and six others outside Kerala. Thus
regional papers aim at providing localised news for their readers. Even
Advertisers saw the huge potential of the regional paper market, partly
due to their own research and more due to the efforts of the regional
papers to make the advertisers aware of the huge market.


There has been a frenzy of activities in the Indian newspaper industry
- some eye it with pleasure, some with anxiety, but this spur of fresh
developments is continuing. New editions, new titles, all-color pages,
acquisitions and mergers, internal cooperation... these are just a few
of the happenings that have transformed the entire scenario.
19
Undoubtedly, the newspaper industry is in its full bloom, posing a
win-win situation for everyone...newspaper publishers, readers,
advertisers, web offset manufacturers, consumable suppliers, etc.
There was a time when select group of newspapers were ruling a
particular region and they all were self-contained and did not wish to
foray into other regions. For example, Hindustan Times was confined
to Delhi region, The Hindu in Chennai region, while Tribune was
dedicated to Ambala (later Chandigarh), Anandabazar Patrika was
confined in West Bengal and Bhaskar in Gujarat and so on.
But lately, the scenario has completely changed, probably marked
with Times group spreading its wings across other territories; for
example, the Times of India added a number of new editions and the
recent one being their Nagpur edition. The Indian Express group
launched its Marathi daily Loksatta in Bangalore and Hyderabad.
Deccan Chronicle Holdings Ltd launched the Chennai edition of
Deccan Chronicle and they are now planning to bring out a Bangalore
edition as well. HT Media Ltd launched a new edition in Gurgaon and
lately in Mumbai. They also relaunched HT Next, targeted at students
of age group 12 to 16 years with its new campaign I am next.
Regional newspapers like Dainik Jagran, Dainik Bhaskar, Rajasthan
Patrika, Amar Ujala, etc have also started spreading their hold over B
class cities by bringing out regionspecific editions. Close on the heels
of launching its Amritsar and Jalandhar editions, the Bhaskar group
launched an edition in Sagar, Madhya Pradesh and more recently
Gorakhpur, UP. After launching its Rajkot edition, Divya Bhaskar
launched its Jamnagar edition, making it Jamnagars first ever
Gujarati morninger. They also launched an edition in Anand. Amar
Ujala launched its Gorakhpur edition, which was followed by an
edition in Aligarh. Nai Dunia, the Hindi daily, launched its Bilaspur
20
edition, which will soon be followed by Jabalpur and Bhopal editions.
Rajasthan Patrika launched a Hindi paper Daily News in Jaipur.
Sahara Group launched its Urdu daily, Roznama Rashtriya Sahara in
Bangalore, which will be followed by the launch of its Srinagar
edition, besides specific editions for Rajasthan and Madhya Pradesh.
The Sahara group also launched the Kanpur and Dehradoon editions
of their popular Hindi daily Rashtriya Sahara. More recently, the Hindi
daily, Punjab Kesari forayed into Hisar. Jagran Prakashan Limited
launched I-next, the first bilingual newspaper in the country, targeting
readers in the age group of 18-35 years. The paper was launched in
Lucknow and Kanpur and the company has plans to launch the brand
in 5 more mini metros of North India. More recently, The Tribune
launched its Himachal Pradesh edition; it is notable that it is their
fourth edition after Chandigarh, Delhi and Jalandhar.
Business newspapers have also branched into new editions in newer
territories. Financial Express, the business daily, launched its Pune
edition while Business Standard launched its Bhubaneshwar edition.
Another business newspaper (20 pages colour and 4 pages black-
andwhite) launched was Mint from the Hindustan Times group in
Delhi and Mumbai. After these two cities, HT Media plans to launch
Mint in Kolkata and Chandigarh, giving competition to Economic
Times from Times of India group. DNA Money launched its
Ahmedabad edition for the Gujarati businessmen and also a stand-
alone Mumbai edition, even though it continues to be available as a
supplement along with the main paper DNA in Mumbai. DNA Money
is planning to bring out its Jaipur edition as well. The Times Group
has launched a Gujarati language edition of The Economic Times.
Another popular way seen to enter into other territories quickly has
been by acquisitions, like Times of India group acquired Bangalore-
based publishing house, Vijayanand Printers to tap the southern
21
market. The Vijay Times group was comparatively a newcomer to the
industry, with its promoters coming from the transport business, but
with good political background. Soon, Times of India group launched
its Kannada daily The Times of India Kannada in Bangalore.
Its really surprising that how fierce competitors join hands to form
new strategies first it was in collective marketing campaigns and
now a joint newspaper as well. As a new marketing alliance, Business
Standard has tied up with Desh Pardes Ni AajKaal, a Gujarati evening
newspaper, for advertising combination. This step has been taken to
grow the circulation of Business Standard in Saurashtra and Kutch
regions.
Hindustan Times and Times of India jointly launched a newspaper
Metro Now, a morning tabloid targeted at the age group of 18-30
years. Metro Now is published by Metropolitan Media; a 50:50 joint
venture between HT Media and The Times of India group. Even though
the tabloids have not been very successful in the past, specially in
Delhi, but this market is now set to experience world-class changes as
three major tabloids are lined up for Delhi region alone - first it was
Metro Now and recently Mid Day group has relaunched its afternoon
tabloid Mid Day Delhi on the same content lines as Mid Day
Mumbai. Both the newspapers are targeted at the young readers who
are regularly on the move. Besides, the Times of India group is set to
launch Bangalore
Mirror - another tabloid for the IT city, Bangalore. In terms of adopting
new technologies, the newspapers have realized that customer is the
king and amidst so many choices, readers would go for newspapers
that are more reader-specific, content-rich and give value for money.
The black and white technology is becoming pass whether it is a
mobile phone or a newspaper. Today, readers prefer all-color editions
and more and more newspapers have come out with all-color editions.
22
This has necessitated the newspaper publishers to opt for CTP
technology, which by default has improved the print quality and
reduced the waste percentage. Besides, the newspapers are also going
in for makeover of their publications, in terms of layout, font and
sometimes even masthead. For this, they are spending substantial
money and are even taking help of international designers. The cut-off
size 546 mm is preferred over 578 mm, which has resulted in savings
in newsprint cost. The price of the newspapers also dwindled and
some newspapers even went to the extent of offering their newspaper
at Re 1 only. The newly launched Metro Now newspaper is also offered
for a cover price of Re 1 only and provides 40 pages in color and 8 in
black-and-white.
All these trends have facilitated a lot of business potential to press
manufacturers and consumable suppliers like that of ink, plates and
newsprint. The web press manufacturers in India have been keeping
themselves busy round-the clock. Infact, a few of these manufacturers
gained presence in international markets as well. The largest Indian
web press manufacturer Manugraph went a step further by acquiring
US based Dauphin Graphic Machines (DGM), which is a leading
manufacturer of single width web offset presses in the 4-page
segment.
Top newspapers in India are now opting for high-speed web presses
like that of Goss, MAN Roland, Mitsubishi and mailroom systems from
Ferag and Muller Martini. However, the majority of newspapers are
continuing their production on indigenously produced equipment.
With this impressive growth in the industry, it is high time that the
highend manufacturers from developed countries may enter into India
either in collaboration with local manufacturers or independently to
tap the growing demand. Infact, a little bird has informed that a
23
leading foreign manufacturer is in talks with a local web press
manufacturer to jointly set up a new manufacturing facility in India. It
would indeed be a major step in this industry and the effect would be
for all of us to see.
Quality has become an important factor in the industry and Indian
newspapers are continuously investing in quality control equipments.
The demand for automatic registration control systems has increased
to the extent that leading manufacturer QI Press Controls is planning
to come up with manufacturing activities in India.







24




INDUSTRY OVERVIEW IN INDIAN MARKET
The print media in India is a long way from being dead if the official
report on the state of the print publications is anything to go by. The
Press in India 2007-8, the annual report of the Registrar of
newspapers for India (RNI), said that print media claimed a
substantial share in the information space in the country registering
4,332 new newspapers and a 6.7% increase in circulation.
Press in India Highlights for 2007-08(source-RNI)
The total number of registered newspapers, as on 31st March,
2008: 69,323 .
The number of new newspapers registered during 2007-08:
4,332

Percentage of growth of total registered publications over the
previous year: 6.7 %

The largest number of newspapers & periodicals registered in
any Indian language (Hindi): 27,527

The second largest number of newspapers & periodicals
registered in any language (English): 10,000

25
The state with the largest number of registered newspapers
(Uttar Pradesh):10,779

The state with the second largest number of registered
newspapers (Delhi): 9,483

The number of newspapers that submitted Annual Statements:
9,072

The total circulation of newspapers : 20,71,08,115

The largest number of newspapers & periodicals that submitted
Annual Statements in any Indian language(Hindi): 4,962

The second largest number of newspapers & periodicals that
submitted Annual Statements in any language(English) : 971

The largest circulated Daily: The Hindu,English,Chennai :
12,75,553

The second largest circulated Daily: Ananda Bazar
Patrika,Bengali,Kolkata : 12,55,850

The third largest circulated Daily: Eenadu,Telugu,Hyderabad :
11,81,844

26
The largest circulated multi-edition Daily: The Times of India,
English(5 editions):23,35,991

The second largest circulated multi-edition Daily:
Eenaduk,Telugu,(23 editions):22,27,025

The largest circulated periodical: The Hindu Weekly,English,
Chennai : 11,28,569
27

.
The 2009 Indian Readership Survey findings shows that the largest
read local language newspapers to be Dainik Jagran (with 55.7 million
readers) and Dainik Bhaskar (with 44.9 million readers), both
published in Hindi. The Times of India is the most widely read English
language newspaper (13.3 million), followed by Hindustan Times (6.3
million), The Hindu (5.2 million). The New Indian Express is another
widely-read English language newspaper (1.8 million}. Malayala
Manorama newspaper which is published in Malayalam from Kerala,
currently has a readership of over 16 million (with a circulation base
of over 1.8 million copies) has the largest circulation in regional
languages.
Hence, this report cannot be treated as comprehensive, the preface to
the study noted, and cautioned that it can give only a broad overview
on the general trend of the Indian press based on the number and
circulation of the newspapers. Since the data is based on the number
of annual statements for the year 2007-09, these can only be termed
as claimed circulation figures
LEISURE READING: A man reads a newspaper while resting on a wall
in Kolkata July 5, 2009. The number of dailies being published in the
country in 2007-08 was 4,332. Their claimed circulation figure was
20,71,08,115 copies, 6.7 per cent higher than in the previous year.
Hindi had 799 dailies claiming a circulation of 3,37,73,557 copies,
while 181 English dailies sold 1,07,71,169 copies. (Reuters/Parth
Sanyal) The majority of Indian newspapers were periodicals.
Circulation details were available from 5,351 periodicals which totaled
7,74,76,070 copies. Out of these, 2,627 were weeklies, 824
28
fortnightlies, 1,407 monthlies, 239 quarterlies, 44 annuals and 210 of
other periodicities.
Circulation of periodicals increased from 5,83,73,701 copies during
2007-08 to 7,74,76,070 in 2008-2009. Weeklies led with 4,21,63,994
copies, followed by monthlies (2,02,31,088), fortnightlies
1,03,31,047), other periodicals (21,96,923), quarterlies (16,16,060)
and annuals (9,36,958).
Newspapers were registered in English and 22 main languages listed
in the Eighth Schedule of the Constitution. Newspapers were also
registered in 100 other languages including dialects and a few foreign
languages. The highest numbers of newspapers were published in
Hindi (3,265), followed by English (873), Bangla (492), Gujarati (477),
Urdu (403) and Marathi (329). In terms of circulation, Hindi
newspapers continued to lead with 6,70,35,756 copies, followed by
English with 2,72,90,601. Gujarati with 83,52,093 came third. Urdu
and Malayalam followed closely with 81,09,935 and 76,91,166 copies
respectively.
Among language dailies, Hindi led with 799 newspapers followed by
181 in English. The languages that published more than 100 daily
newspapers were Marathi (127), Urdu (162) and Telugu (110).
Circulation-wise, the Hindi press maintained its dominance with
3,37,73,557 copies followed by English with 1,07,71,169.
29

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

READERS EVERYWHERE: Passengers buy newspapers at a railway
station in Guwahati Wednesday, July 12, 2009. Newspapers were
registered in English and 22 main languages listed in the Eighth
Schedule of the Constitution. Newspapers were also registered in 100
other languages including dialects and a few foreign languages. The
highest numbers of newspapers were published in Hindi (3,265),
followed by English (873), Bangla (492), Gujarati (477), Urdu (403)
and Marathi (329). (AP/Anupam Nath)
During 2008-09, the largest numbers of newspapers were published
from Uttar Pradesh (1,385), followed by Delhi (,1029), Maharashtra
30
(646), Rajasthan (598) and West Bengal (559). In the previous years,
Uttar Pradesh topped in total circulation, but in 2008-2009, Delhi
sped ahead with a circulation of 2,65,01,569 copies, leaving UP
behind with 2,62,85,541 copies. Maharashtra retained its third
position with 1,59,59,124 copies.
Uttar Pradesh had the largest number of daily newspapers (285),
followed by Maharashtra (197). Daily newspapers are published from
all the states. However, no circulation details were made available
from the union territories of Andaman & Nicobar Islands, Dadra &
Nagar Haveli, and Lakshadweep. Dailies from Uttar Pradesh with a
total circulation of 1,11,45,976 copies were at the top, followed by
Maharashtra with 83,46,863 and Delhi 80,79,842 copies respectively.
A notable feature was that Orissa achieved the distinction of
publishing newspapers in 17 major languages (bilingual and
multilingual publications have not been included in the 17 major
languages). Delhi came next with 13, Maharashtra 12, Kerala 9 and
Karnataka 8. Uttar Pradesh published the maximum number of
newspapers in a single language i.e., 1,155 in Hindi.
Other states with notable number of language newspapers were
Rajasthan 545 in Hindi, Delhi 492 in Hindi, Gujarat 439 in Gujarati,
West Bengal 430 in Bangla, Madhya Pradesh 422 in Hindi and
Maharashtra 309 in Marathi. It was also noticed that regional
language newspapers were leading both in number and circulation in
all major states.
These details exclude bilingual and multilingual publications since
these are not individual languages.
31

TOP OF THE MULTI-POPS: People read early morning newspaper
reports relating to the work in progress regarding the common wealth
games in the metros in Delhi Monday, july26, 2010. The Times of
India, having eight editions with a combined circulation of 27,71,669
copies came first among multi-edition dailies. Dainik Jagran in Hindi
having 15 editions, claiming a combined circulation of 24,83,432
copies stood second. (AP photo) Out of the 7,225 newspapers that
submitted their annual statements, 323 were big, 1369 medium and
5533 were small. The big ones circulated 6,02,91,789 copies, the
medium 5,68,46,893 copies, and small 3,95,80,527 copies. In the
big category were 198 dailies and tri/bi-weeklies. In the medium
category the number stood at 830, and in small 846 dailies. Their
circulation accounted for 3,39,78,571 copies, 3,53,70,484 copies and
98,94,084 copies respectively.
Hindustan Times, published from Delhi and printed at New Delhi,
Gurgaon, Noida, Chandigarh, Bhopal and Jaipur, was the largest
circulated single edition daily with 11,75,339 copies followed by
32
Ananda Bazar Patrika, published from Kolkata with 11,30,167 copies.
The Times of India, published from New Delhi and printed at New
Delhi and Sahibabad came third with 11,02,772 copies.
The Times of India, having eight editions with a combined circulation
of 27,71,669 copies came first among multi-edition dailies. Dainik
Jagran in Hindi having 15 editions, claiming a combined circulation of
24,83,432 copies stood second. Dainik Bhaskar (Hindi) with 16
editions and a combined circulation of 19,01,384 copies, occupied the
third position.
Among periodicals Rishi Prasad, a Hindi monthly from Gandhinagar
topped with a circulation of 11,37,050 copies, while Saras Salil, a
Hindi fortnightly, published from Delhi came second with a circulation
of 10,53,119 copies. Out of 7,225 newspapers, as many as 5,680 were
owned by individuals, 973 by joint stock companies, 157 by trusts,
134 by societies and associations, and 169 by firms and partnerships.
In all, 64 newspapers were brought out by the central and state
Governments. Cooperative societies, educational institutions and the
like owned the remaining 49.
UP FOR THE PICKING: A selection of front pages of Indian
newspapers featuring pictures of streets of Delhi in Shambles due to
the monsson. Out of the 7,225 newspapers that submitted their
annual statements, 323 were big, 1369 medium and 5533 were
small. The big ones circulated 6,02,91,789 copies, the medium
5,68,46,893 copies, and small 3,95,80,527 copies. In the big
category were 198 dailies and tri/bi-weeklies. (AFP File Photo)
Newspapers owned by individuals had the largest share in circulation
53.10 per cent, followed by those owned by joint stock companies
37.38 per cent. In all, 307 common ownership units brought out
1,174 newspapers during the year. These units also published 101
33
papers, which had no news content. Newspapers, belonging to these
units, had a circulation of 6,26,90,430 copies, i.e. 37.26 per cent of
the total circulation of the Indian press. Dailies published by these
units had a circulation of 4,59,59,067 copies i.e. 58.26 per cent of the
total circulation of daily newspapers.
Out of the total 5,351 periodicals, 4,645 dealt with news and current
affairs, while 63 were dealing with religion and philosophy. Apart from
these there were other periodicals, dealing with various subjects, such
as social welfare, medicine and health, education, finance and
economics, literature and culture, children, women, law and public
administration, cinema, commerce, agriculture and animal
husbandry, science, sports, engineering and technology, and industry,
etc. There were 64 government publications 56 central and eight
state. Employment News, an English weekly published from Delhi was
the largest circulated government publication with a figure of 5,47,486
copies.
Apart from general newspapers and specialised journals, there were
3,724 registered publications, without a definite periodicity. These
publications were, therefore, not included in the study. Of the 3,724
miscellaneous publications only 29 furnished their circulation data,
claiming 81,41,877 copies.
Twenty-eight foreign missions in India had 111 registered ublications.
Majority of these were registered from Delhi and others from
metropolitan cities of Mumbai, Kolkata and Chennai.
Indian, world newspaper circulation up, despite Internet
Newspaper circulations worldwide rose 2.3 per cent in 2006 with
Indian sales increasing most with 12.93 per cent, the World
Association of Newspapers (WAN) said in Cape Town on Monday.
34
Newspaper sales increased in Asia, Europe, Africa and South America,
with North America the only continent to register a decline.
Advertising revenues in paid dailies were up 3.77 per cent last year,
WAN said.
China, Japan and India account for 60 of the world's 100 best-selling
dailies, while the five largest markets for newspapers are China, India,
Japan, the US and Germany.
When free dailies are added to the paid newspaper circulation, global
circulation increased 4.61 per cent. Free dailies now account for
nearly 8 per cent of all global newspaper circulation.

As per PWC report in Zenith Publication, Advertising spends as % of
GDP in India is still very low in comparison to global figures. So there
is an attractive growth potential.
Indian print media industry has huge potential to grow because
Indian media at inflexion point, with ad spend set to rise with
economic growth, rising consumerism and higher media penetration.
35
The data from WAN's annual survey of world press trends was
released to more than 1,600 publishers, editors and other senior
newspaper executives from 109 countries at the 60th World
Newspaper Congress and the 14th World Editors' Forum in Cape
Town.
"These results are even better than we expected," said Timothy
Balding, chief executive officer of Paris-based WAN. "Newspapers are
alive and well and exhibiting enormous innovation and energy to
maintain their place as the news media of preference for hundreds of
millions of people daily." The trend is defying the rise of the Internet.
"As the digital tide gathers strength, it is remarkable that the press in
print continues to be the media of preference for the majority of
readers," Balding said.
Yet, at the same time, newspapers were "exploiting to the full all the
new opportunities provided by the digital distribution channels to
increase their audiences", he added. Rising circulation figures in 2006
took global sales to a new high, with more than 515 million people
buying a newspaper every day.
With free dailies included, daily circulation increased to nearly 556
million. Average readership is estimated to be more than 1.4 billion
people each day, with most copies read by more than one person. In
Europe, daily newspaper circulation was up overall, with 10 EU
countries increasing their circulation, headed by Romania with 25.7
per cent, Austria with 9.43 per cent, and Portugal with 8.95 per cent.
Estonia, Ireland, Italy, Lithuania, Malta, Poland and Slovakia also
increased sales, with circulation remaining stable in Cyprus.
Another 15 EU countries reported losses. The Slovenian market was
hit worst with 18.9 per cent, followed by Latvia with 7.8 per cent and
Greece with 4.9 per cent. Belgium, the Czech Republic, Denmark,
36
Finland, France, Germany, Hungary, Luxembourg, the Netherlands,
Spain, Sweden and Britain also reported losses.
Elsewhere in Europe, circulation increased in Turkey and Croatia,
while declining in Norway and in Switzerland In the US, the
circulation of dailies fell 1.9 per cent, with most of the decline coming
in evening dailies. In Latin America, Brazilian newspaper sales were
up 6.5 per cent and Colombian sales increased 3.2 per cent.
In Asia, circulation was up 3.61 per cent over the previous year.
Indian sales increased most with 12.93 per cent. Elsewhere in Asia,
sales were up in China, Malaysia, Singapore, Bangladesh and Korea,
and down in Taiwan and Japan. Sales in Australia recorded an
increase of 2.95 per cent, while New Zealand newspaper sales were
down 1.1 per cent. In Africa, sales were up 8.24 per cent in South
Africa and stable in Nigeria and Kenya.
The Japanese remain the world's greatest newspaper buyers, while
Belgians spend the most time reading them - an average of 54
minutes a day - followed by the Chinese, Finns and Brazilians, with
48 minutes each.
Sunday newspaper circulations declined 3.69 per cent, with the US
and Britain remaining the largest markets for Sunday papers by far.
Circulation for non-daily newspapers rose 7.29 per cent.
Free daily newspapers saw a circulation increase of 55 per cent in one
year, with a total of 287 free titles distributing 40.7 million copies a
day - most of them in Europe.
The five largest free dailies are Metro in Britain, Leggo in Italy as well
as 20 Minutos, Que! and ADN in Spain Indian Print Industry__ Future
Perfect Advertisers the world over are taking the online route to reach
audiences like never before. In the process, they are faced with the
choice and the challenge of reaching the right audiences, as against
37
the broad spread of the past. Even as online advertising booms,
many a print publication in India has realized the ground realities -
perhaps with indications from the international markets - and marry
its content through the web, mobile and other vehicles to ensure
monetization through advertising, and access revenues. The
awakening is true for not just the English publications in India, but
the vernacular as well. Demand for content from India from abroad is
another contributing factor to the growth. While remaining tuned to
the challenges of the present and the future, print continues to
remain, in the Indian market, the largest advertising medium in terms
of revenues.

Advertising revenues show continued growth Advertising revenues
which are a key profit driver for the Indian media industry have
surpassed projected growth of 15%. The size of India's advertising
industry is estimated to be around Rs. 16,000 crore. Moreover in
India, the spend on advertising as a percentage of GDP is 0.34%,
38
merely a third of what it is in an average developed economy and
hence, the potential for growth here is immense.
Media spends register a high growth rate Print media spends have
increased by 23% to Rs. 7,800 crore, while radio and internet, though
on a smaller base, have grown at an impressive 56% and 60%
respectively.
Both general interest dailies as well as business dailies have grown
significantly in terms of volume and yield. Business daily revenues
have crossed the Rs.500 crore marks during the year. While the online
route is gaining increasing visibility globally, print media continues to
be promising in India.
New categories emerge as big advertisers High growth industries such
as real estate, automobiles, financial services and retail chains are
becoming increasingly dependant on print media to reach their target
audience due to its cost effectiveness, longer retention and broad
base. Amongst the business dailies, the largest growth has come not
from the financial sector, but from the real estate (82% growth), events
(48% growth), automobile and travel (50% growth) categories.
Huge potential for growth in the print industry The print industry is
expected to grow at a CAGR of 14% till the year 2015. It also appears
to be the favourite industry for global investors with maximum foreign
investment in this segment.
According to AdEx (a division of TAM Media Research) data, the print
media had a phenomenal run in 2008, bettering its own growth the
year before. Going by the findings, even as the advertising spend on
all media segments grew from Rs 11,600 crore in calendar year 2007
to Rs 13,200 crore in 2008, prints share of this pie grew the fastest,
at 16.1 per cent. The print-killer as it was once feared to be, television,
grew by 11.4 per cent. In absolute revenue terms (through advertising)
39
too, print remains the largest (48 per cent), but players have
recognised the inherent challenges of competing for audiences in a
multimedia age.

According to FICCI & PWC report Indian media industry is on growth
a track which is fueled by robust economic fundamentals. FICCI also
told about Print industry growth which is growing faster than TV for
second consecutive year. The potential for print as a business in India
is underlined by foreign interest in investment. This is reflected by
foreign titles and joint ventures, the numbers of which can only grow
in 2006 and beyond. Following a more open set of regulations,
Financial Times picked up close to 14 per cent stake in Business
Standard in 2008. After the government allowed foreign publications
entry, the IHT now sells its international edition in India.
In the case of print, the advertising revenue component, at 56 per
cent, continues to remain higher than the subscription revenue share.
Classified advertisings share of the total dropped marginally in 2005,
but the overall growth in ad revenues was not just sustained, but
bettered. The Indian print industry perhaps does not have to be as
wary as its international counterparts of the Craiglist factor.
Let us look at the Singapore market: The Straits Times reports from a
Nielsen Media Research report that while advertising spends in the
country fell by 8.3 per cent in 2009, newspapers grabbed a larger
share of the pie, retaining their status as the preferred medium for
advertisers.
Television and radio were found to be the two biggest losers. While
that may not be an accurate prediction of things to come in India, it
validates opinion that fragmentation may not affect a mature medium
like print to the extent to which it affects a relatively newer (in its
40
present form) medium like television. Speaking at a World Association
of Newspapers forum in Beijing in September 2008, G K Oreily, COO,
Independent News and Media PLC, contended, As the market and
particularly as TV - audiences fragment, the relative worth of
newspapers is enhanced dramatically as advertisers look for a
medium that can guarantee a large reach and reliable
demographics.... He substantiated with the example of the US
market, where research findings showed that in 1985, the average
household received 19 channels and watched 11, while in 2008, it
received 89 and watched only 15.
According to the PWC-FICCI study, which will launched on the
opening day of the FICCI Frames 2009, the print media in India is
projected to grow at 12 per cent (compounded annual) to Rs 19,500
crore in 2010 from the present Rs 10,900 crore. But this growth rate
will be the second slowest among the various media segments, next
only to the piracy-stricken music industry, says the report.
With revised growth estimates for GDP at 6.8 percent in 2009 by
IMF, which is higher than the world average and the expected
recovery from the slow down, the M&E industry is expected to
grow steadily over the next five year period. The industry is looking
at reaching newer target segments, geographies and mediums,
while tapping the potential of the existing ones.

Estimates for the industry indicate robust growth
over next five years The overall M&E industry size grew from INR 579
billion in 2008 to
INR 587 billion at a rate of 1.4 percent. The growth rate is expected
41
to increase to ~11.2 percent in 2010, as the industry witnesses a
recovery. The CAGR from 2006 to 2009 has remained at 10 percent
and the industry is expected to grow at a rate of 13 percent in next
five years.
TV and Print are the largest sectors of the industry contributing to
greater than 70 percent of the revenues. Their dominance is
expected to continue going forward. Sectors like Gaming and
Internet have shown the highest growth rates due to the small base
effect and the trend is expected to continue.

Percentage contribution of
Sectors

Source : KPMG

42

Media spent per Capita

Source : worldwide media & marketing forecast



43
ADVERTISEMENT INDUSTRY- OVERVIEW
The same report puts the growth of the Internet at close to escape
velocity, and this is one of the areas where print has begun marrying
its content into. The need to innovate is being felt across the world,
and Indian print players are waking up to the challenges from their
clan and other media streams, even while the going is good. Redesigns
and new formats are just some of the routes being explored, to remain
relevant to a rapidly changing demographic flaunting its command
over technology. Attempts at consolidation and establishing a larger
geographic presence, and in some cases a national presence, have
challenged established players into innovation at an arguably faster
pace. Notably, three new launches in Mumbai, and one in Chennai,
have stirred the market. The opportunity of cross media consolidation
has seen large television networks - both national and regional -
entering the print fray.
Increasing cost of newsprint and the compulsion to stick to the cover
price, or even reduce to penetrate a new market, have left the medium
overly dependent on advertising revenues. The Internet and the mobile
present the new face of opportunities for the print media, to increase
revenues, and reach more audiences. The brunt of the multimedia
explosion will take some time to have an effect on the future of print,
as a business.
The Indian Print Media sector is currently coming out of a challenging
phase in 2009 when the economic slowdown resulted in a weak
advertising market. This was reflected in the performance of the Print
sector, which grew only marginally in 2009 as a decline in
advertisement revenues were offset by growth in circulation revenues.
44
The second half of 2009, has brought hope with a general perception
of improvement in the overall economy leading to signs of recovery in
the print sectors supported by a pick up in the advertising market.
Most of the key trends in the Print sector in 2009 were therefore
linked to the impact of the economic slowdown and the measures
taken by various companies.
Sectors such as Banking/ Finance, Retail, Real Estate, and Travel and
tourism, etc. were adversely impacted by the economic slowdown.
Following reduced advertisement spends by these sectors in
particular; Print advertising volumes grew only by 3 percent during
2009.
While the Services and the Banking/ Finance sectors saw a decline of
1 percent and 4 percent respectively, the Education and FMCG
(personal accessories and personal healthcare) sectors provided
some support with a growth of 5 percent and 31 percent respectively
in 2009.
In a weak advertisement market, social and political advertisements
acted as a steroid for the media and advertising industry on the back
of pre-election social advertising and national elections in AprilMay
2009 and assembly elections in various states held at various times
through 2009. For example, the general elections saw an estimated
advertising spend of approximately INR 8 billion with Print garnering
around 4050 percent share8. Additionally, the assembly elections
also saw significant advertisement spends by political parties with
Print and TV being the major recipients. Share of election
advertisements increased from 0.8 percent of print advertisements in
2008 to 1.6 percent in 2009.


45



Amount of Advertisement on newspaper 2008 vs 2009


Source : TAM Adex
46
HT MEDIA OVERVIEW

HT Media Limited is a major player in the print media in India. It has
a leadership position in the English newspaper market in North India
and the second position in the Hindi newspaper market in the North
and East. The group now intends to consolidate itself as a vibrant and
modern media powerhouse through strategic partnerships, ever
increasing scope of operations and a consumer focused approach.
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 a 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, Chennai,
Bengaluru, Chandigarh, Pune, Kolkata and now Ahmedabad too.
47
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 were
portals Hindustantimes.com and livemint.com in the general and
business news categories respectively. The company's job
portal Shine.com which has received high appreciation from
consumers and industry for its innovative design and usability
crossed 5 million registrations. Desimartini.com - a social networking
site is growing phenomenally. The company has recently launched an
education portal www.HTCampus.com aimed at students passing out
of school and college to help them take the right decision about their
higher education.


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 realisation 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.
48
Hindustan Times, The Washington Post ink exclusive
content deal"
New Delhi / Washington, DC 21st Dec, 2009
Hindustan Times, one of Indias leading English language
daily newspapers, has entered into an exclusive content
partnership with The Washington Post, for India.
This partnership between the two media giants, which will
be effective on January 1, 2010, was formally announced
by Sanjoy Narayan, Editor-in-Chief, Hindustan Times, and
Raju Narisetti, Managing Editor, The Washington Post.

43 crore. Riding on the improved ad volumes and realisations, the
Radio business turned EBITDA positive in the fourth quarter of FY 10.


Ad revenue growth continues to be healthy New launches Mint,
Fever 104, Metro Now and Gurgaon First, HT campus.com build loyal
consumer bases
Mint achieves second position in Mumbai and Delhi combined
Metro Now creates a niche and complementary position in Delhi
Growth outlook strong
Fever 104 is the no.1 radio station in Bengaluru and no.2 in
Delhi
49
HT MEDIAS OPERATING PERFORMANCE OVERVIEW
The year under review (FY2010) was a very busy year for HT Media,
where the Company implemented multiple corporate initiatives to
further strengthen its product offering, market position and growth
rate. The new initiatives have measured well to their estimated
success and should help the Company emerge as a strong national
and cross segmental player in the country. Entered into the business
news genre with the launch of Mint'. The Company entered the
business news genre with the launch of the education e-portal HT
Campus' in Delhi and Mumbai in July 2010; it also association with
the Washington Post for an exclusive content deal .
HT Media Financial Results Q4, FY-2010
HT Media Limited today announced its financial results for the fourth
quarter and year ended 31 March 2010. The highlights of the
Companys operational and financial performance are:
HT Media maintains its track record of strong readership growth
according to the Indian Readership Survey, Q1 2010
Hindustan Times becomes the fastest growing English daily in
Delhi,Mumbai, and All India; attains No. 1 position in Delhi
Hindustan consolidates No.3 position, continues to be the
fastest growing Hindi daily with a 6% increase in readership
Mint consolidates its position as the No. 2 business daily
increasing its lead over the nearest competition




50

Awards Bagged by Hindustan Times


With there undying efforts towards attaining the highest standard of
quality they not only promise to deliver but also stay right ahead of
the competition by entering and striving the achieve the most
recognized awards in this industry the world over. They qualified for
the coveted membership of IFRA INCQC awarded jointly by NAA
(Newspaper association Of America) and IFRA (Europe). Also their
presence was felt in the Asia Media Awards in 2008. The company has
ensured that they keep the customers satisfied and is a go-gooter
towards quality.
HT Media featured amongst the Top 25 Companies in ICSI National
Award for Excellence in Corporate Governance-2009 by The Institute
of Company Secretaries of India
51


Corporate Journey compact format paper in the country; and unlike
most other business publications, is printed on white paper. Its size
also makes it very convenient and easy to handle. While the
newspaper is still in a nascent stage and they are absorbing feedback,
it has already achieved the No. 2 position in the combined markets of
Delhi and Mumbai. Hindustan Times, flagship of the HT Media group,
outdid every other English daily in IRS 08 R2. The Average Issue
Readership (AIR or daily reach) for the Hindustan Times, showed a
growth of 2.5 lakh, which was more than double any other English
Daily in the latest IRS round.
Significantly this growth has been achieved on the more stringent AIR
(or Daily Reach) measure, that is most relevant to advertisers and
media planners, as it defines the eyeballs or readership that
advertisers get, when they place an ad with the daily.
Hindustan Times saw a simultaneous strengthening of its brand
across the two biggest markets
Delhi & NCR and Mumbai.
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Delhi-NCR: AIR for HT went up by a robust 1.7 lakh, over the
previous IRS round ( 2008 R1), confirming its status as the No. 1
English newspaper of Delhi-NCR. Even in Total Readership
(TR), HT grew by 3% while its nearest competitor declined by 8%. Also,
demographically, HT at +13% is the only English daily to have shown
growth amongst the elusive 20-29 years agegroup.
Mumbai: HT reached a 5.26 lakh AIR (daily reach) by recording a
growth of 1.5 lakh, the highest growth by any daily in Mumbai. In TR
terms, Hindustan Times grew by 1.58 lakh readers, about three times
the total readership increase by the nearest competitor.
This success story has been driven by a mix of aggressive product
differentiation, an editorial focus to include younger readers, and,
especially in the case of Mumbai, a fine-tuning and enhancement of
circulation to reach larger numbers and the right reader-groups.
In terms of product differentiation, launch of HT Business and the re-
launch of HT City and Caf (the entertainment and lifestyle offering in
Delhi and Mumbai respectively) have been the most visible structural
changes. Equally relevant has been the consistent focus on large
editorial campaigns that have had a high impact on significant blocks
of readers.
These campaigns, which have ranged from city infrastructure and
development, such as The Mumbai Project and Gurgaon Collapsing, to
youth issues, such as Hot New Careers and Small Ideas, Big Change,
have helped the newspaper build a strong city and youth connect.
Such projects have also caught the readers imagination by creating a
positive impact on their lives and society.
This phenomenal success and significant growth in numbers, is just
the start for this iconic brand that turns 85 next year. It reflects a
brand that continues to resonate and delight its readers in a truly
53
relevant way and deliver consistently for its advertisers, who value
its high quality readership and ambience.
MANAGEMENT DISCUSSION AND ANALYSIS


Rapid expansion in the Hindi segment- strengthens position as the
third largest read Indian daily The Company expanded it's Hindi
footprint with the launch of new editions of Hindustan' in Agra and
Kanpur which reported strong performance in a short period of time.
Leveraging the well-accepted content and design formula from Delhi
and Meerut, the launches met with great success in both these
locations and this is likely to give Hindustan' a significant presence in
the largest state of the country.
Hindustan' also became the third largest read Indian daily (as per
Round 2 of IRS 2009) and emerged as the only daily amongst the Top
5 Indian dailies to register a growth in readership over the previous
year.
A strong presence in Bihar and Jharkhand, a rejuvenated product in
Delhi and their recent expansions across U.P. will make Hindustan' a
54
very prominent Hindi player. Hindustan Times' New Editions and
improved product offerings The Hindustan Times'-Mumbai edition
was restaged in January 2007 with the introduction of new
supplements like Caf, HT Lives, Splurge and Yellow Pages. Mumbai
edition continues to gain momentum and has delivered excellent
performance.
Responding to the healthy growth of the Punjab market, HT launched
its Jallandhar edition along with a classified tabloid. It complemented
the Chandigarh edition with the launch of specific segment based
classified tabloids, viz., HT Estates, HT Style and HT Career Guide.
HT Saturday Classifieds, which is available for readers of Chandigarh,
Panchkula and Mohali was also revamped.
HT Mumbai is the only broadsheet to have grown amongst the youth
(age group of 12-24) while witnessing a marginal decline in readership
to 5.03 lacs. Whereas, HT Delhi retains its No. 1 position in solus
readership while witnessing a marginal decline in overall readership to
21.3 lacs.

Mint the business paper continues to hold the no.2 position in its
segment while holding on to 25% of the market share.


Entry into the Radio segment
Fever 104 FM, owned by HT Media Limited, was formed in technical
collaboration with the Virgin group. The company entered the private
FM radio market in the four main cities of Delhi, Mumbai, Bangalore
and Kolkata with the brand Fever 104 FM.
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Fever 104 FM is a contemporary hits music station that plays a mix of
regional, national and international hits.
Fever is the first format radio station with a unique positioning and
defined target audience - 20-35 year-olds - and plays Hindi and
English music only. Virgin's vast radio experience will help HT
accelerate growth in this segment.
Consumer connect activities
During the year under review, Company also commenced several long
duration consumer connect activities that have contributed towards
helping HT Media engage with the consumers and garner mind-share.
The Hindustan Leadership Summit that is held every year inviting
leaders to discuss critical world issues, the 2009 summits topic was
vision 2020: ledership challenges in the next decade.
There are such initiatives such as :
The HT City Delhi shopping carnival, this is Delhi answers to
international shopping festival worldover.
Miss India Worldwide commenced 17 years ago as a beauty
pageant meant primarily for the NRI populations settled abroad
to select a beauty queen from the Indian Diaspora.
The objective of the Pageant is to encourage, motivate and guide
the winners in promoting Indian culture and performing arts
the world over.
HT Polo, The HT polo event is one of the most widely attended
polo finals and has people from all walks of life. The final game
begins with an exhibition match in which the two brands of the
paper are represented HT and HT city. There are two teams
that participate and it is what they call a friendly game. The
corporate colours and logos are worn by both the teams. The
polo trophy is very impressive and is a running trophy for the
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past four years. Dignitaries like late H.H.Mr.Madhav Rao
Scindia , Mr. Natwar Singh , Mr. Arun Jaitely and Mr. Vinod
Khanna have graced the occasion at different times. Celebrities
like Mrs. Sridevi Kapoor have also attended the function.
The Mint Hindustan Times Luxury Conference is an essential
forum for the discussion and exchange of ideas on the Luxury
industry. With the business of Luxury as its core premise, the
Conference was initiated by HT Media Limited in 2006 with the
support of Ministry of Commerce & Industry, Government of
India. This event is partnered with the biggest brand names
such as Gucci, Armani, Loui Vuitton and the like.
HT Destination Travel Fair is held on an international scale.
Media spend of more than Rs 1.5 crore is expended across
channels. The aim is at providing a wholesome experience to
travellers with heavy on-ground branding and customized zones
as per the requirements of the tourism boards and showcasing
the potential of domestic travel destinations.
The micro and small enterprises (MSEs) have been accepted
worldwide as the engines of economic growth and are
instrumental in promoting equitable development. The MSEs
constitute over 90% of total enterprises in most of the
economies and are credited with generating the highest rates of
employment growth and account for a major share of industrial
production and exports. In India too, the MSEs play a pivotal
role in the overall industrial economy of the country.
Hence Mint took an opportunity to target this market space &
create a workshop for MSEs & partners to raise debate & get
clarity in growth of the industry.
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There is no denying the fact that HT Media Limited has set
several commendable precedents which created a furore in the
media industry. Print Works has remarkably maintained this
tradition as ours is the first Indian media company to have
organized this expo, much to the chagrin of other media houses.
Held for five days in April end-May, it fetched huge ad revenues
to the company. The novel concept, undoubtedly, set the
company in the league of top notch organisations which are
always in the lookout of avenues to widen their clientele.
The whole project was handled collectively with a vengeance.
Though conceptualised by boost media international, it gave
new dimension to the client-tapping-mediums of print media.







58

BUSINESS STRATEGY
HT has built successful partnership with worldclass organizations.

HT is committed to further strengthen its position as a growing
diversified media house and enhance shareholder value by investing
into new segments and by expanding its geographical footprint. They
will continue to invest behind their product in order to enhance
consumer experience.
Improving leadership position across markets HT continues to
maintain its strong position in Delhi, Chandigarh, Bihar and
Jharkhand due to its strong content based and well designed product.
HT plan to expand our geographical presence to attract high quality
advertisers. In newer markets like Mumbai, Uttar Pradesh and
Punjab, it plans to increase its market share through introduction of
innovative supplements that provide relevant reading material which
will lead to high revenue growth.
59

Expanding and leveraging national footprint being a national
newspaper is a significant advantage that HT consistently seeks to
leverage. A wider presence enables it to offer advertisers enhanced
visibility at far more competitive prices. A key focus area for it is hence
to widen its geographic footprint in all its areas of operations.

Improving customer focus
Based on its extensive research and understanding of reader
preferences, HT endeavor to constantly upgrade its product offerings
and develop a long-term relationship with its readers.

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Competitive strengths

HT expanding footprint, cross media presence, nationally recognized
brand, large and modern operations, decades of experience in the
industry, editorial capabilities, deep customer relationships and a
strong market position in both the English and Hindi segments,
combined with a professional management team, provide it with a
significant advantage over other players in an industry that is highly
fragmented and intensely competitive.








61
Strong Brand Equity

Both Hindustan Times' and Hindustan' are well established and
widely recognized brands.
Its brands are associated with high credibility and standing which
helps it to build a strong consumer base. Its brand loyalty has enabled
it to enter new segments and gain a relative market share in a short
time span. Mint', Fever 104' and Metro Now' were launched during
the year and already have loyal consumer bases.
HT has continuously strengthened its position as the second largest
print media company by revenues. Hindustan Times' is a market
leader in Delhi with a significant presence in Mumbai, whereas
Hindustan' has a presence in many Hindi language markets;
noticeably in Bihar, Jharkhand, Delhi and Uttar Pradesh.
Hindustan' was the first and only Hindi newspaper to go all colour in
Delhi and other markets. With its strong presence in Delhi and
increasing presence in Mumbai, HT is well positioned to leverage
national advertisement opportunity.
62
BRAND PERSONALITY


63
HTS PRODUCT LINE
Hindustan Times
Hindustan Times has editions from Delhi, Mumbai, Lucknow, Patna,
Ranchi and Kolkata, thus dominating most of the country. Hindustan
Times is printed in nine centers including Bhopal, Chandigarh, Delhi,
Mumbai, Jaipur, Kolkata, Lucknow, Patna and Ranchi.
Its Delhi edition continues to be the largest-circulated English daily in
the country, with a readership of over 1.2 million.
Hindustan Times believes in continuous improvement and providing
greater value to its readers and advertisers. It has set many a
standards for its competitors and will continue to do so in the years to
come. It is the first smart-age newspaper in India to evolve into a new
international size - sleeker and smarter - which ensures enhanced
ease of reading and convenient handling.
In its endeavour to provide its readers with greater value, Hindustan
Times has revamped its existing supplements and added new ones to
its portfolio, offering a daily supplement catering to specific target
audience. Supplements like Brunch are the first of their kind. The
enlarged operations and enhanced look have also paid off with a
substantial increase in circulation across the country
HindustanTimes.com
The all new Hindustantimes.com epitomizes everything that the
Hindustan Times will be going forward a truly 21st Century
newspaper with a convergent print/online strategy, web savvy
journalists who interact with web-savvy audiences, and the full power
of a national news network in the worlds next superpower.
Based on months of painstaking consumer and usability research, the
new website, www.hindustantimes.com, has a neat, clean and clutter-
64
free layout, easy to navigate dropdown menus and tab-based controls.
Its focused content strategy, the absence of annoying pop-ups and
range of interactive features from RSS feeds to personalized zones,
instant polls to streaming video, a stocks tracker to match scorecards,
uploading photographs to rating stories and then adding them to
delicious or IM links, are all designed to enhance the consumer
experience.
Hindustantimes.com's independent editorial staff is well grounded in
the legacy of the Hindustan Times Group which it takes forward
expertly with breaking news and exclusive coverage that is updated
several times a day. In addition site also provides sections written by
popular columnists, along with in-depth web exclusives on politics,
business, new economy, entertainment, fashion and lifestyle.
For cricket fanatics, Hindustantimes.com special coverage has details
on ongoing matches -- live scorecards and ball-by-ball coverage,
player and team statistics, expert views, match analysis and HT
exclusives.
With Microsoft as its technology partner, the new hindustantimes.com
takes advantage of the powerful features of Microsoft ASP.NET 2.0
combined with the out-of-the-box functionalities of the Microsoft
Commerce Server 2007.
Ranked amongst the top 10 international news sites by Forbes,
HindustanTimes.com today is one of Indias most comprehensive news
portals with a significant share of the traffic coming from outside and
within India.



65
Hindustan
A part of HT Media Ltd., the group's Hindi newspaper Hindustan
ranks as the 4th largest read daily in the country. Hindustan is the
3rd most-read newspaper among Hindi dailies, with a readership of
10.5 million. (National Readership Survey 2005).
Edited by Ms Mrinal Pande, a noted journalist, academician and
writer, Hindustan is known for its fair, unbiased and secular news
reporting and analyses. The width and depth of Hindustan's editorial,
including the newspaper's acclaimed supplements, is quite
unparalleled in the Hindi language newspaper market.
Hindustan is also the first and only vernacular newspaper to go all-
color in Delhi and other key markets. This has given Hindustan an
un-paralleled edge over competition.
The newspaper has four editions namely Delhi, Lucknow, Patna and
Ranchi and nine print locations namely, Delhi, Lucknow, Varanasi,
Patna, Muzzaffarpur, Bhagalpur, Ranchi, Dhanbad and Jamshedpur
catering to the reading habits of a cross- section of audiences in
varying age groups.
Hindustan is expanding rapidly in the state of Uttar Pradesh, which is
the largest Hindi newspaper market, and where Hindustan was
already the fastest growing Hindi daily. Three new editions have been
launched (in Meerut, Agra, and Kanpur) in 2006, giving a further
boost to its growth and reach within the state.
Hindustan dominates in Bihar with an undisputed readership of over
6 million. Its reader base is twice the size of its nearest competitor in
the Hindi daily market of Bihar and Jharkhand (NRS 2003 vs. 2005).
With some very exciting expansion plans already underway,
Hindustan is all set to become the leading Hindi newspaper in the
66
country. Currently, The Delhi edition of Hindustan is also available
online in e-paper format.
HindustanDainik.com
The 4th largest read daily, Hindustan, is available with all the latest
news in Hindi on the Internet.
The website is loaded with state of the art technology and it showcases
content using an extremely intuitive and user-friendly navigation.
In addition to the above functionalities, HindustanDainik.com
provides its surfers the facility to customize news content according to
their interests, which is a unique facility provided by the website.
HindustanDainik.com provides a wide variety of news from national to
international, from business to sports to cinema, all in Hindi.
The website also has archives through which surfers can access
previous stories. Surfers can post their opinions for the world to read
and also vote on the opinion polls conducted on the web site.
HT NEXT
HT NEXT has everything that the youth ever wanted in a newspaper:
sports news (great stories for English Premier League and Formula 1
nuts), nuggets on celebs (yes, even more colorful than Laloo Yadav),
global and local news - in other words, Your world (which,
incidentally, is Our version of the world too).
There is even a political digest - Day In Politics- for those who want to
go beyond the simpler, lighter matter, and seek to know which way
the times are moving. Delhi, India and World are your dedicated pages
for all the news that matters.
Check out the daily science and nature section, Life, The Universe and
Everything, or JLT for what's in these days.
67
In case you are bitten by the writing bug, HT Next has the space and
readership. Participate in daily debates if you like to lock horns on
current affairs, post a message on Plug In if you wish to connect or
simply dash off an original poem for My Space, if you have it in you.
There are quizzes for those bent upon winning fabulous prizes, on e-
mail or SMS!
For the youth of India, this is Where Its At.
HTNext.in
HTNext.in is the next big portal for a not-so-old audience from
HindustanTimes.com. In addition to the print content, HTNext.in also
has two sections 'Trendy Teens and 'Juniors' in order to cater to
specific segments of the youth. 'Trendy Teens' has sub-sections such
as career tips, space trek, e-humor, mixed bag and fight it out.
'Juniors' has sections such as summer camps, around the world and
other sections that are targeted to audiences below the age of 12.
HTNext.in also has a number of interactive components such as 'My
Space' where surfers can submit their contributions; 'Ask the Expert'
where clinical psychologist Seema Sharma helps solve the problems of
the youth, 'Net pals' an online version of pen pals and a daily opinion
poll.
Many more interactive features are regularly added to HTNext.in.
Shortly, there shall be a contest zone which would have around 15
contests at a time and updated regularly, where participants stand a
chance to win attractive prizes.

Shine.com
It is an online job portal launched by HT Media. Its career site with a
difference, Shine.com partners candidates not only through their
68
recruitment process but through their career lifecycle. Shine.com is
present with several unique features including best-in-class job-
matching technology, skill-based short listing, instant opportunity
alerts etc.
We believe that a new career is not just about a job change. It is about
excelling in the professional life. To help candidates, Shine.com offers
a pool of industry insights, news and articles that give the edge to stay
on top of an ever-changing industry landscape. Shine.com also gives
the opportunity to directly seek guidance from experts in the industry
on how to further ambitions - in the form of interviewing advice,
career counselling or even entrepreneurship ideas.

Kadambini

Kadambini is a monthly Hindi magazine published by HT Media Ltd.
with a long and celebrated history of 44 years. It is a one-of-its-own-
kind socio-cultural-literary magazine, which has survived the demise
of many other Hindi magazines in the genre.
Its first Editor was Late Shri Balkrishna Rao, a prominent Hindi
writer. He was followed by Late Shri Ramanand Doshi, who was also a
well-known literary figure, and during whose tenure Kadambini
touched new heights.
Its third Editor Shri Rajendra Awasthy was also a known literary
figure. Mrs Mrinal Pande took charge as Editor in February 2003. Mrs
Pande is a well-known and respected journalist and literary figure in
Hindi, as well as English. Associate Editor Shri Vishnu Nagar is also a
well-known figure in Hindi journalism and literature.
Under Mrs Pande's able guidance and Associate Editor Shri Vishnu
Nagar's leadership, Kadambini has scaled new heights of quality,
readability and scientific approach. It is the only Hindi magazine
69
which covers a wide range of subjects including literature, science,
history, sociology, politics, films and sports with sincerity and popular
appeal.
Its every issue becomes a special issue as it focuses in-depth on one
important and popular concern apart from its various regular
features. It always prefers quality and readability over cheap, popular
taste. Its new approach is widely appreciated by common readers as
well as the enlightened sections of society. The magazine has created a
new space for itself while retaining its old base. It is the only Hindi
magazine, which guarantees that it will not compromise on family
values.

Nandan
Nandan, a HT Media children's magazine is 40 years old now. It has
been very popular among children and their families in India and
abroad. The magazine was started in November 1964 in the memory of
Pandit Jawahar Lal Nehru, with its first issue being dedicated to the
late Prime Minister.
Nandan triumphs over its contemporaries because its stories are a
combination of the best in both our traditional and modern cultural
ethos. Nandan believes in shaping the mind and behaviour of our
children in a positive way, and to challenge their minds by exposing
them to new ideas for the world of science and technology.
From its very inception, Nandan has been privileged to publish the
stories, memoirs, excerpts, biographies and poems of many of the
greats from the fields of literature and politics, some of whom are Dr
Rajendra Prasad, Indira Gandhi, Gyani Zail Singh, V P Singh, Atal
Bihari Vajpayee, A P J Abdul Kalam, Bhartendu Harishchandra,
Premchand, Jaishankar Prasad, Bibhuti Bhushan Bandhopadhyaya,
70
Mohan Rakesh, Kamleshwar, Amritlal Nagar, Ramdhari Singh Dinkar,
Satyajit Ray, Bhishm Sahni, Ashapurna Devi, Vishnu Prabhakar,
Harivansh Rai Bacchan, Shivani, Rajendra Yadav, Khushwant Singh,
Krishna Sobti, Manohar Shyam Joshi, Mannu Bhandari, Mrinal
pande, Mridula Garg, Taslima Nasrin, Jayant Vishnu Narlikar,
Ramesh Dutt Sharma and Kuldeep Sharma.
Nandan has published more than ten thousand stories, three
thousand poems, and thousands of other creative pieces during these
40 years. It includes more than 400 world classics for children.
Nandan has been conducting story-writing, painting, poetry and
crossword contests regularly, which has encouraged lot of interest
among children and helped to develop their creativity.
Nandan gets more than 5000 responses monthly from all over India
and abroad, which is in itself a record.

Mint
Mint is a business newspaper from HT Media Ltd launched in
collaboration with The Wall Street Journal. It is Indias first
newspaper to be published in the Berliner format. It was launched on
1 February 2007 with the goal of simplifying information overload in
the existing business papers. Mint is compact and easy to read. Its
orange mast head and white newsprint differentiates it from the pink
business broadsheets published in India. It promises to bring clarity
to the complex world of business news in an explanatory style that is
more indepth and analytical.
Mint has a circulation of 85,000 copies in Delhi and Mumbai as of
June 2007. It enjoys readership amongst the decision makers of
modern India with the average reader belonging to the age group 35-
44. Its annual subscribers include senior executives and people
71
having interest in business news stock brokers, entrepreneurs, fund
managers, etc. The subscription model ensures readership is
consistent month on month.
Editorial Philosophy Mint is designed specifically to serve readers in
India who are interested and active in business and finance. It
understands that there is a need for authoritative, credible and timely
news and analysis affecting Indias business world. Mint editorial
team prides itself on delivering unbiased and accurate information
through careful selection of essentials to spare the reader the effort of
wading through torrents of unevaluated data. It aims to concentrate
its reporting efforts on the world of Indian business and through
select WSJ content, relevant international business and trends; on
political and social forces at the intersection of Indian business and
politics Style & Format Mint is a highly differentiated product in its
looks and feel. It is published in the Berliner format on a white
newsprint. The major thrust is on easier navigation and quick
assimilation of news for the reader.
Mario R Garcia, CEO and founder of Garcia Media designed Mint. He
is a world-renowned designer who has designed more than 600
papers.

Desimartini.com
DesiMartini is a social networking site where Indians, from all over the
world, can connect to each other, make new friends, share
photographs, videos, messages and engage in
discussions.DesiMartini has popular features such as unlimited photo
sharing, video sharing, groups and communities, online chatting-chat
rooms and private chatting, private and public messaging, blogs,
polling and other fun applications, such as Horoscopes, Love
72
CalculatorandGames.
DesiMartini was started in December 2006. In November 2007, it was
acquired by Firefly e-Ventures, an HT Media company. At the time of
acquisition, DesiMartini had a registered base of 250,000 users and
about 250,000 page views per month. Talking about the acquisition,
Amit Garg- Business Head at Firefly e-Ventures said, Everything is
becoming localized and as broadband penetration improves, we see
phenomenal opportunities in the Internet space in India. This
acquisition in the social networking space is the first step towards
expanding our Internet base. Since the acquisition,DesiMartini has
been enjoying strong growth in terms of both user base and usage.

DesiMartini.com lets users create their own customizable homepages,
send in updates via SMS wherever they are, and allows users to
transliterate and communicate in 6 popular regional languages in
addition to English. DesiMartini is predominantly visited by members
residing in towns and cities across India though it is also quite
popular in the US, UK, Middle East, South East Asia, Scandinavia and
other countries in the Indian subcontinent.

HT Mobile 54242
one of the key focus areas for HT Media is the telecom and mobile
platform, where it is one of the significant players in the market with
its 'Value Added Service' (VAS) offerings. The mobile business also
known as 54242 (SMS code) was amongst the first in India to set up
SMS-based services. The launches made last year include WAP
services and voice-based VAS service. These services are now available
to users across India on both GSM and CDMA networks. The list of
VAS offerings includes text-based information services, downloadable
73
ringtones, wallpapers, games, news, cricket, astrology and chat
services.
Through its brand building exercise 54242 has established itself as
the national reference point for mobile offerings on news, sports,
finance, entertainment etc.
The mobile services include off-deck carrier agnostic connectivity for
interactive SMS & Voice response along with permission based SMS
broadcasts & alerts. This includes service creation, operations and
mobile marketing solutions for brands and enterprises

Unique Product Offerings
Business of Life - It gives the much needed break from serious
economics and features interesting information on gadgets, homes,
personal finance, health, weekend planners. Wall Street Journal Edge
Mint taps into the Wall Street Journals 1900 global news staff to
bring international news that is relevant to Indian readers and the
content is exclusive to Mint in India.
Livemint - This is the online version of the business paper. Still in the
beta version, the website has set new standards in the online business
news space. [Official Website http://www.livemint.com/Home.aspx]
Quickscan - A unique feature of Mint on page 2, it gives the reader a
summary of all the latest headlines from the paper's various sections -
Business of Life, What's news, The Wall Street Journal, Views &
Mint's website livemint.com Index of Companies and People Section of
page 2 provides details of all the prominent companies and people
covered in the paper. It takes the reader to his/her favorite news
article in an instant.
74
Ask Mint - A Monday feature (page -17), it has experts answering
reader's queries on personal finance and business.

Fever 104 FM
Fever 104 is a private radio station, broadcasting in India. It
broadcasts at 104.0 Megahertz in Delhi, Mumbai, Bangalore and
Kolkata. The format is a mix of Hindi Bollywood hits, Indipop and
English music.
It started broadcasting in Delhi on October 30, 2006. Unlike the other
Indian radio stations, Fever 104 has a consistent format all day long.
Their theme is "It's All About The Music", thus implying that they will
be playing more music than any other FM radio stations presently in
town. The channel is gaining massive popularity in Delhi.. Fever 104's
Delhi crew consists of RJs Paran, Lokesh, Prateek, Rhicha, Priyanka,
and Aoneha. As the radio station is relatively new, they are running
campaigns to popularize it in the city, one of which is the 'Fever Bolo
Contest'. Apart from this, some of their programems have active
listener participation, popular among them being 'Fever Hot 20
Countdown'. They also give hourly weather and news updates.
In Mumbai, Fever 104 is becoming extremely popular. The RJs in
Mumbai have cool nicknames. They are Prachi, Kavita (Uptown girl),
Rima (Angel eyes), Divya (Dancing queen), Rohini (Material girl),
Ridhun and Abhinav (Hotstepper). They play "40 minutes of non-stop
music" all day long. Fever 104 is one of the stations that plays a mix
of English as well as Hindi songs 24/7.In Bangalore, Fever 104 has
been on air since January 2007. It formally launched on March 6th
2007 but haven't yet put any RJs on air. They play back-to-back
music with very few ads. In fact, they promise to play 40 minutes of
non-stop music every hour. It is headed by the very popular ex-RJ
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from Radio City, Darius Sunawala (also know as Dowrieus) and it is
rumoured to also have RJs Fiona, Rohit Jayakaran and Jimmy Xavier
to be joining soon. It is owned by HT Music and Entertainment and
Virgin Radio.
HT relaunch

It is always a wise strategy to streghthen you strong points, the world
trade system was also started with this concept that one should try to
become the master in what one does the best. HT not only takes plight
in being getting its maximum revenue from two of the metropolitan
cities of India, one that its capital and another being the commercial
hub of India but also plans to grow further in this region so as to
make their tighter.

With this objective in mind they designed their relaunch, whereby
they plan to grab the attention of the youth cause they are the growing
pie in Indias population chart.
Thus the paper was redesigned with more color, design and content.
Youth centric approach was taken with initiatives such as campus
calling and career calling.
Also lot of local market initiatives were taken such as the leadership
summit, the delhi shopping festival and HT Luxury meet.
76
Why Relaunch:
On ground initiative to connect with the youth
HT to improve brand salience and readership among the youth
(under 29 readership base) and Sec A category
Translating accelerated readership gains into revenue
o Retail classified response(local revenue) improving
o Volume and price incease
o Increase realization of cover price
Investment in infrastructure to improve quality and capacity.
New press commissioned in May09
Enhance Scan and surf tendency among the younger
generation
wow the reader with a stunning new design.
77


Objective of Re- Launch:
1. Delhi Market Convert leadership into dominance
Gain top-of-mind recall and preference among dual newspaper
readers
Become an aspiration brand among younger readers
increase loyalty among all existing readers
Increase readers-per-copy of newspaper sold
2. Mumbai Market Become a strong no.2
Aggressively convert DNA readers (due to product superiority)
Gain entry into TOI households and build preference
78
Advertisers Proposition Be seen as a provider of innovative,
360-degree solutions
Hammer in the existing strengths of the brand
Be see as opinion-maker, innovator among the decision makers














79
Financials


THE YEAR of intense action culminated in a satisfying result for
HT Media. The net consolidated 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 realisation 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 realisations, the
Radio business turned EBITDA positive in the fourth quarter of FY 10.






80
Performance of HT Medias Stock in comparison of BSE Sensex & NSE
Nifty






81
THESIS - RESEARCH

Strategies for increasing readership and brand presence for
Hindustan Times
Background:
Though the newspaper industry is growing with high pace and
showing a huge potentiality in future but the credit of this success
goes to the marketers in the industry who has changed the image and
readership occasion of the newspaper. Earlier newspaper was covering
news related to country, state or at last related to city. As a result
limited number of people had shown interest in reading newspaper.
Reading newspaper restricted to well educate people only. To bridge
the gap between people and newspaper offering marketers started to
think out of the box. In the process marketers introduced news or
information in their newspaper which is closer to the reader to
enhance the readership, which is the ultimate motive of any
newspaper industry player.
As the result number of readers started increasing but marketers were
looking for a scope of improvement to become better. In the process
they came to know that, In addition to in-home reading, newspaper
can also be read at other place outside home like bank, saloon, service
centre etc. Distribution or Availability of newspaper in these places
can help ensure more readership and increase product and brand
preference.
The challenge is to optimize distribution for maximum impact. This
opportunity opened the door for me to do such kind of useful
research. The day of every individual is becoming more hectic, so
people at home want to spend their time with their families. On the
other side of the coin, when an individual is waiting in a queue at any
82
outlet the most difficult activity is to kill the waiting time. To do these
individuals indulge in various activities like chatting on phone or by
reading something. This opportunity to enhance the readership leads
the marketers to think and allocate their part of resources on places
outside home.
83
RESEARCH OBJECTIVE
This thesis is titled strategies for increasing brand presence and
readership for Hindustan Times i.e. assessing brand & category
presence across the region. This thesis is undertaken to find out the
movement action of visitors at different types of outlets who are
waiting there to be rendered service.
The purpose of this research is to find out HTs and its competitors
presence in different outlets across the region and activities people do
to kill their free time. This report tells us about Indian print media
industry and its future.
Organizations dont have abundant resources so that they can
circulate the newspaper to each and every outlet to optimize the
readership. Scarcities of the resources introduce the concept of
market research to use the available resources in best possible
manner.
The specific objective of the research is:
To assess the basis of subscription for keeping a particular
paper in the outlet and compare the bases of subscription for
different brands
To assess the effectiveness and opportunities of newspaper
placement for HT in terms of:
Understand traffic & movement dynamics
Availability of free time at the places
Category & brand presence
Current category behavior


84
RESEARCH DESIGN AND METHODOLOGY
The Data which is required for the research require a combination of
primary and secondary data. Census of India Survey-2001 is being
used as secondary data to find out the population and demographics
of different areas of Delhi. Population growth rate was also obtained
from the website of Delhi Government. Then using extrapolation we
estimated the population of Delhi. Apart from this profiling has been
done like male and female population, age group wise and literacy
ratio. Next, Primary Data which is required for the decision making is
counting the traffic, existing behavior of people at the places. Here, the
observational study is used to assess highly unbiased information
about how traffic moves and how people behave.
The respondents will be witnessed and recorded as per their moves in
the response sheet through personal observation. The observation
mainly involves watching people or watching phenomena. The
structured and disguised observation will lead the respondent to be
natural.
This is an exploratory research, its objective is to explore or search
through a problem or situation to provide insights and understanding.
Exploratory research could be used for any of the following purpose:
Formulate a problem or define a problem more precisely
Identify alternative courses of action
Develop hypotheses
Isolate Key variables and relationships for further examination
Gain insights for developing an approach to the problem
Establish priorities for further research
85
Exploratory research is meaningful in any situation where the
researcher does not have enough understanding to proceed with the
research project Sampling
Proportional Stratified Probability Sample is used here to represent
the sample. The representation of various types of outlets is as per
their proportions in the population.
Selection from the list is done through simple random sampling to
pick up a particular outlet.
Target Population
Target Population has been defined as all the outlets in Delhi region
where there is queuing system. Queuing system is the place where
customer arrival for service is more than its installed service
capability. As a result visitors have to wait there for service to be
rendered. In those outlets we were observing people who were waiting
there. Target population as we know is collection of elements or
objects that possess the information sought by the researcher and
about which inferences are to be made. Element in target population
is male or female who visits outlet and wait there for service to be
rendered.
Sampling
Where as sampling units is outlets where there is queuing system.
Extent of the population is limited within Delhi, Faridabad, Gurgaon
& Noida region only. The time frame in which population has been
defined is May- June, 2010.
Sampling frame is a representation of the elements of the target
population. It consists of a list or set of direction for identifying the
target population. Here in this research it was quite hard to define any
sampling frame without personally visiting the place, though yellow
pages directory has been used to find out outlets.
86
Sampling Technique
Sampling Technique used in the research is Proportional stratified
sample. This type of sample is very much like the simple random
sample. This type of samples attempt to provide proper representation
of various groups in sample. Here groups can be defined as types of
outlets where within a sample size proportion technique has been
used to get no. outlets in each type to be visited. This proportion has
been done on the basis of average number of footfalls in type of outlets
which has been taken from previous researches.
Sample Size
Sample size refers to the number of elements to be included in the
study. In general, for more important decisions, more information is
necessary and the information should be obtained more precisely.
This calls for larger samples, but as the sample size increases, each
unit of information is obtained at greater cost. The nature of the
research also has an impact on sample size i.e. for exploratory
research designs; the sample size is typically small. For conclusive
research, such as descriptive surveys, large samples are required. As
sample size is also influenced by the average size of samples in similar
previous studies. Here also sample size has been determined through
previous studies. We decided to go with sample size of 252 outlets. We
further divided the sample in categories as per average footfalls in the
same. The calculation part is as follows:
87
BASED ON FOOTFALLS
Types of outlets Weightage No. of outlets to be
visited
Institute/offices 13 29
Coffee shops 12 27
Bank 15 34
Restaurant 14 31
Clinic and hospital 9 22
Saloon 7 17
Professionals 6 13
GYM/Club 5 13
Cyber caf 4 9
Telecom shops 5 12
Shop 10 23
Total sample size 230

The weightage here has been taken from the previous similar types of
studies conducted by Indica Research, a marketing research
company.








88
Data Collection
Observation based to assess traffic at outlet and movement
dynamics of people waiting at the outlet
Interviews with admin managers was done in addition in 250
outlets to gauge regularity of newspaper delivery , need for
multiple copies ,bases of subscription, presence of HT in outlets
etc.
250 outlets were categorized among multiple categories on the
basis of footfalls.
Data has been collected by visiting various outlets across the Delhi
region using an observation sheet, to see observation sheet see
annexure-I, which filled by me to asses unobtrusive movements of the
visitors. Apart from this Interview with management at the outlets
were also conducted on various parameters to asses their preference
and opinion about the available brands or categories.
89
OBSERVATION EXERCISE- PRIMARY RESEARCH
DETAILED FINDING
Amt. of free time & Activity

This graph tells us about the relationship between amount of waiting
time at the outlet and type of activity in which he/she was observed.
This graph is showing the picture of all the respondents who were
observed, so the base of the graph is 585, all respondents. As the
graph is telling readership of newspaper is highest and at par where
amount of free time is 6-15 minutes, but readership decreases with
the amount of free time exceed 15 minutes. Many other factors like
availability of other recreation materials etc can drive this particular
behavior. As an exploratory research it can be used as foundation of
other research.
Another finding through this graph is that more number of
respondents found engaged in watching TV, where amount of free time
is more than 15 minutes. This can be inferred in two ways first, its
showing the actual behavior of the respondents to switch towards
watching television where they have long waiting time. Secondly, the
90
availability of TV is more in the outlets where customer has to wait for
a long time.
Amt. of free time & Activities.at outlets where newspaper is
being circulated

As we have tried to find out relation between amounts of free time
available and type of activity in which respondents were found.
Further in this graph we tried to find out that is availability of
newspaper in the outlet affects the respondents behavior or not. In
this process we only include those outlets where any newspaper was
being circulated. In this way we include respondents behavior in 329
outlets and tried to observe respondents behavior. As a result we
found that there is no significant difference in action of respondents in
availability of newspaper at the outlet.
So we can say that availability of newspaper in an outlet does not
affect visitors mood.



91
Type of outlet & Activities

As its common to say that type of outlet in which you are will reflect
to your mood. In the same way we tried to find out the relation
between types of outlet and activities respondents do to kill their free
time. We found that readership is highest at the service centers, where
readership is lowest at clinic or Hospitals. The reason for this might be
customer involvement at the outlet. For example at service center
customer involvement is very low but waiting time is high where as at
clinic and hospital customer involvement is high as it comes to
service. Most of the respondents were founding either sitting idle or
chatting with person next to them. But for management to take
decision on such basis is very difficult as many factors can be reason
for respondents such behavior like non availability of reading material
or non visibility of the same.
This graph is also showing holistic view as actions of all the
respondents have been included with a base of 585 respondents.



92


Type of outlet & Activities.where newspaper is being circulated

To step further we figured out the respondents activity at different
type of outlets in presence of newspaper availability. In this process
we only include those outlets where any newspaper was being
circulated. In this way we include respondents behavior in 329
outlets and tried to observe respondents behavior.
As a result we found that respondents behavior to sit Idle has
decreased in presence of the outlets. Bank & Gym/ club have shown a
significant positive difference in readership of newspaper in presence
of it.






93

Type of outlet & Basis of Subscription

Decision to subscribe to a particular brand of newspaper can be taken
on various parameters like coverage and content, free circulation,
Delivery system, Management decision etc. The decision can be done
on basis of type of outlet, nature of organization etc. Data has been
collected over all the outlets,252 outlets.
We found that Management Decision is the major subscription base
at Bank and Service Centre, whereas Coverage and Content is one of
the main subscription bases at Saloon and Parlor.
94
Visibility across outlet types

Visibility of newspaper means that the respondents who were waiting
there can see the news paper. We collected the data from all the
outlets where any newspaper is being circulated; this data has been
collected over a base of 130 outlets. Visibility of newspaper can affect
readership as well as preference of the brand.
As a result we found that restaurants and banks have low visibility of
the newspaper where as gym, clubs and telecom shops have shown
hundred percent visibilities.
95
Brand Presence across the geographical region in Delhi

As Michal Porter five force model for industry analysis, industry
rivalry is one factor which is driving the internal competition force. In
todays cut throat competition between players will demanding not
only to improve your own offering but also have look and analyze
competitor too. In the same process HT whos main competition is
with TOI. As HT is having better presence than TOI in Central & East
Delhi, whereas TOI is passing HT in term of presence at different
outlets in NCR region. But presence of brands in different outlets does
not mean a good readership.
96
Basis of subscription & Brand (HT vs. TOI)

Here in this graph we tried to find out main reasons for subscribing to
a particular brand.
Data collected here is over the base of all 252 outlets. Results came
from this graph is that; for HT General Reading & Free Circulation is
major source for subscription.
Whereas Corporate Tie up & Informative newspaper were the main
reason of TOI subscription.
97
Average waiting time across outlet types

Waiting time at outlet is one of the major factors in deciding the
circulation or accepting readership at the point. In this way to get the
average waiting time at different outlet is an important decision. We
spend only a limited amount of time at any single outlet, through
which its hard to make it generalize; biasness and many other errors
can take place. So to avoid this kind of error we asked the
management about the average waiting time at their outlet and
crosscheck it with the previous research studies.
Results came from this graph; Average waiting time is higher in case
of Clinic n Hospital and Service Centers. On the other hand waiting
time is lower in case of Gym/ Club and Institute n Office.
98
Comparison of subscription base for HT and TOI
HINDUSTAN TIMES






0-Paid
7%
1-Free
5%
2-Scheme
Based
88%
0-Paid
11%
1-Free
20%
2-Scheme
Based
69%
99
A newspaper can be circulated to any outlet in one of the three forms
paid, free or scheme based. This type of decision is being taken by the
marketers. One cant circulate its newspaper at free to enhance the
distribution. One has to make a tradeoff between these offers to
maximize output.
In our case on the basis of survey in 252 outlets we came to know that
HTs free or scheme based circulation is more than same of TOI.
Brand presence across Outlet types


To compare HT with TOI we tried to find out HT or TOI presence
across the outlet types. We found that visitors attitude and behavior
changes as per the type of outlet. So to find out its as well as its
competitor presence in different types of outlets will surely help in
further strategy formulation or decision making. On the base of all the
outlets where newspaper was present we collected the data.
It shows that HT has good presence at service centers and clinic/
hospitals in comparison to TOI. But it is lagging behind at coffee
shops and Institute/ office from TOI.
100
Presence of other recreational material across the outlet types

Though its sounds logical that availability of other recreational
material, like magazines, TV etc, effects the readership of newspaper.
The availability of recreational materials has been collected over a
base of 252 outlets. The figure here shows the percentage of total type
of outlet. For example 47% at Clinic/ Hospital tells us that at 47% of
the total Clinic/ hospitals visited have some kind of recreational
material.




101
Readership behavior across outlet types

As we know that visitors attitude and behavior is very much
dependent on type of outlet he/she in. Readership of newspaper is
also effected by the type of outlet. The data has been collected over all
the respondents, 329, who were found in outlet where any newspaper
is being circulated. This graph is very useful in decision making where
they can compare their current circulation with readership at
particular type of outlet.
Through this graph we came to know that inspite of better circulation
than TOI at Clinic/ Hospitals the readership at this type of outlet is
very low. So readership per copy will decrease which will result in poor
readership. Readership is highest at service centers, so company
should try to enhance its presence at service centre to enhance the
readership per copy. Readership is lesser at Bank, Clinic & Hospitals
and Restaurants.
102
OVERALL READERSHIP




HTs Readership 37%
TOIs Readership 32%



READERSHIP IN PRESENCE OF RECREATIONAL MATERIAL



HTs Readership 42%
TOIs Readership 32%




Inspite of having better presence in Delhi than TOI, difference in
readership of two players is not as per their circulation gap. This is
showing that TOI has more efficient circulation than HT.

Readers
hip
Other
activities
Readers
hip
Other
activities
103
FINDINGS OF PRIMARY RESEARCH

Many of the outlets where HT is being circulated free were
unable to justify the basis of circulation. They were telling that
General for Reading is main reason for the basis of their
subscription. Where as outlets where newspaper is being
circulated as paid was clearer about their subscription base to
particular brand.
Outlets where HT was present in combo packs seemed to have
higher readership as the supplement newspapers attracted
readers.
In Gurgaon, HTs presence is very low, Reason being the
irregular delivery system of HT. For ex. Pizza Hut and Tangles
Saloon switched to TOI due to irregular and poor commitment
level of HT salesperson. To conquer this problem and improve
the loyalty towards HT, Gurgaon First supplement has been
launched.
In many outlets multiple copies of HT being circulated for free,
whereas multiple copies of TOI was not present in any outlet.
Propensity to pick HTs regular newspaper is very less as
compared to HTs supplements.
The market is highly concentrated and competitors i.e TOI and
HT has there own areas of leadership.



104
Things to Think

Circulation to outlet should be based on readership at that type
of outlet. So that overall readership can be enhanced by
enhancing readership per copy.
As HT supplements are more preferred than its regular
newspaper. So supplements can be circulated in multiple copies
rather than complete newspaper.
Mint has very low presence as compared to ET or any other
business newspaper. HT should enhance its presence with
combo of newspapers from its family (Hindustan, HT or Mint).
Commitment level of HT is very low as highlighted by many
outlets in Greater Kailash Many people from HT have
approached us earlier also but they never turned back..
105



RESEARCH TO ASSESS THE EFFECTIVENESS
OF CAMPAIGN HT PACE ACTIVITY
106
BACKGROUND
The program, is one of the frontrunners amongst all Newspaper
in Education (NIE) programs. It reaches 400,000 students across
1,500 schools in Delhi & NCR and Chandigarh. For over a decade,
PACE has been helping schools in their endeavour to add value to
education. It has made newspaper an integral part of the curriculum.
With the key objective of bringing the world into a classroom and
help build responsible future citizens, it conducts sustained
activities in tandem with the schools' curriculum and calendar.
Like previous years, PACE organised numerous events, interschool
contests and symposia in FY 10. Kaleidoscope - the annual
inter-school painting competition conducted by PACE, was held in
December 2009 with a participation of nearly 2,000 students. In order
to increase the sensitivity towards global warming and climate change,
the painting competition had topics like Make Earth a Paradise, See
Green, See Life, The Impact of Climate Change and Reduce,
Reuse and Recycle to choose from. The painting competition
was also accompanied by a Quiz on Climate Change.

The Campaign that is being analysed here was a inter-school quiz
contest.




107
Research Objective
To assess the performance of the campaign in terms of:
Campaign Awareness
Relevance of the campaign
Participation in the campaign
Reason for attending or not attending the campaign

Place
DPS , Noida
Time
6
th
July, 2010
Day
Tuesday
Time
11.30 p.m.
108
DATA COLLECTION METHODOLOGY
Data collected through individual interview with the teachers and
participant students
Interview based on the following information areas:
Likeability of the campaign
Relevance of the campaign- will it impact their lives
Do they find the campaign useful- will it make a difference?
Reason behind attending or not attending the campaign
Awareness of the campaign
How do they find HT as a newspaper?
Will they start reading HT?
How do they rate HT for organizing such campaign or what else
HT can do?
Research Design
Conducted 18 In-depth interviews among the target segment.
Used teachers/students who were present there as sampling
frame
Random selection of respondents.
Findings
Campaign Awareness
All respondents were aware of the campaign, however some of
the spectator students were unaware of the association of the
brand HT with the event.
Students who were unaware elonged to junior classes of class
5-7.
109

Source of Awareness
Free circulation of newspaper in each of the classrooms.
Apart from these invitation was sent to schools to participate in
the event and students were briefed on the same.
Notice Board & Hoardings space was occupied both in the
schools that came as participatants as well as at the venue.
Relevance of the campaign
Majority of the students/ teachers were positive about all initiatives
taken as they thought that it built in the habit of newspaper reading
amongst students . Discussion with them bought about these points :
This type campaign enables students from different school to
participate as well as build as strong brand recognition in their
mind.
Media is fourth pillar of democracy and such event strengthens
this point as debates and seminars organized under this
campaign brings aloud the youths voice.
It is a very effective way creating brand salience in the mind
even before the customer get into the decision making process.







110
Reasons behind attending or not attending the campaign
Reason for attending the
campaign

Reason for not attending the
campaign

Majority were attending the
campaign to be part of the
campaign
Many respondents were
taking it as medium
interact with other students
from different schools
A lot of participants/
teachers thought that these
activities were essential so
as to ensure the presence of
the young in the media

Schools that dint participate in
the event was due to :
Clash in timing of the event
with some other school
curriculum.


111
RECOMMENDATION

This is an ethical way of marketing. This activity should be
continued. quoted by one of the teachers of DPS , RK Puram.
Feedback from the students/ teachers should be taken to
introduce innovative programmes
Try to attract more no. of youth through competition or game
112
BIBLIOGRAPHY
Books:
Kotler Philip, Marketing Management, Pearson Education, Inc. ,
2006, Number of pages referred from 254 to 341
Jarboe R. Glen, The Marketing Research Project Manual, South-
Western college publishing, 1999.
Malhotra K. Naresh, Marketing Research, Prentice-Hall, Inc.
2007
Survey of Indian Industry, The Hindu Publication, 2007,
Number of pages referred from 313 to 341.
Internet:
www.en.wikipedia.org
www.census.gov
www.hindustantimes.in
www.livemint.com
www.google.com
113
ANNEXURE
Annexure I
Observation form- PRIMARY RESEARCH
Place_______________Date______________Timings____________Sitting
arrangement (if any)_______________________________________________
____________________________________________________________________
Brand/Category presence & No. of copies____________________________
__________________________________________________Visibility__________
_____________________________________________________________________
the recreational material(magazine) _________________________________
_____________________________________________________________________
Comment___________________________________________________________
Walk-ins
Respondent 1 Respondent 2 Respondent 3 Respondent 3
Male/ Female
Age group
Amt. of free time
Activity

If newspaper is
picked, which
supplement/
general
newspaper

How much time
devoted

Comment



114



Interview Details
Regularity of newspaper delivery ___________________________________
Requirement of additional copies ___________________________________
Bases of subscription ______________________________________________
Free, paid or scheme based subscription (HT vs. TOI) _______________
_____________________________________________________________________
115
Annexure II
Estimated population ward wise for year 2007
(source census of India survey-2001)
WARD Ward Name Number of
Total Population
Total
Literate
SEX
RATIO
Literac
y rate
1 MintoRoad 15235 70817 39674 31143 52285 785 73.83
2 Nizammuddin 22993 110303 61795 48508 71378 715 64.71
3 SewaNagar 15173 76455 42832 33623 65714 780 85.95
4
DefenceColon
y 17948 81077 45422 35655 75953 912 93.68
5 JangPura 17847 81241 45514 35727 72013 885 88.64
6 Bhogal 19081 92592 51873 40719 76593 839 82.72
7 Okhla 27260 157610 88297 69313 129367 817 82.08
8 SriNiwasPuri 23715 109475 61331 48144 85030 691 77.67
9
GreaterKailas
hII 22265 96540 54085 42455 87862 933 91.01
10 Kalkaji 19692 94278 52817 41461 83908 847 89
11 MalviyaNagar 24851 122428 68588 53840 105693 808 86.33
12
GreaterKailas
hI 20074 92451 51794 40657 81099 833 87.72
13 HauzKhas 17609 83305 46670 36635 74650 854 89.61
14 GulmoharPark 16577 80286 44979 35307 71551 794 89.12
15 R K Puram 23139 106751 59805 46946 91924 854 86.11
16 VasantVihar 18967 78851 44175 34676 68743 733 87.18
17 Janakpuri 25845 126339 70779 55560 114337 877 90.5
18 NangalRaya 20229 93057 52133 40924 87223 910 93.73
19 PratapNagar 21522 110260 61771 48489 93677 669 84.96
20
SubhashNaga
r 20050 96150 53866 42284 88247 882 91.78
21 TagoreGarden 21947 111360 62387 48973 84022 870 75.45
22 TilakNagar 22811 110502 61906 48596 100856 915 91.27
23
RajouriGarde
n 17564 87440 48986 38454 79518 838 90.94
24
RaghubirNaga
r 20803 108460 60762 47698 80207 853 73.95
25 Madipur 22538 116381 65200 51181 97272 868 83.58
26 PaschimVihar 23265 106816 59841 46975 96188 905 90.05
27 TriNagar 14656 78853 44176 34677 69226 815 87.79
28 KesawPuram 17916 88003 49302 38701 79678 850 90.54
29 ShakurPur 22293 118190 66213 51977 95226 787 80.57
116

30
SaraswatiVih
ar 26536 127492 71425 56067 112627 854 88.34
31 ShalimarBagh 21349 102204 57258 44946 90052 840 88.11
32 PitamPura 25070 116867 65472 51395 104854 891 89.72
33 Rohini 72132 325500 182353 143147 291941 857 89.69
34 Badli 39846 193215 108244 84971 150728 762 78.01
35 Rithala 47248 237807 133226 104581 200852 846 84.46
36 PehladPur 32416 161577 90520 71057 119260 802 73.81
37 Bawana 16208 94928 53181 41747 78183 821 82.36
38 Kanjhawala 61316 321563 180148 141415 242555 819 75.43
39 PeeraGari 27235 144679 81053 63626 106933 847 73.91
40
SultanPurMajr
a 23605 127402 71374 56028 91819 843 72.07
41
MangolpurUttr
i 20288 112264 62893 49371 85366 839 76.04
42
MangolpurDa
kshni 18886 103153 57789 45364 78232 826 75.84
43 Nangloi 39964 207275 116121 91154 166836 855 80.49
44 Mundka 27679 141758 79417 62341 115817 793 81.7
45 Khyala 15591 85190 47726 37464 74789 860 87.79
46
GuruNanakNa
gar 26717 130501 73110 57391 108499 869 83.14
47 Hastsal 44770 211862 118691 93171 173346 852 81.82
48 UttamNagar 64267 332819 186454 146365 276274 819 83.01
49 RoshanPura 28998 152029 85171 66858 126321 823 83.09
50 TikriKalan 21111 113892 63806 50086 93312 805 81.93
51 Dabri 27034 135051 75659 59392 110000 777 81.45
52 Sagarpur 43667 212083 118815 93268 182816 786 86.2
53 Matola 42336 209838 117557 92281 163296 800 77.82
54 MadhuVihar 40620 205320 115026 90294 177068 828 86.24
55 Bijwasan 36872 167810 94012 73798 138796 750 82.71
56 Mahipalpur 37400 164542 92181 72361 132720 812 80.66
57 Mahrauli 29630 138462 77570 60892 116876 740 84.41
58 Chhatarpur 28439 152173 85251 66922 112852 787 74.16
59 Saket 21175 99354 55661 43693 90462 829 91.05
60 Dewli 40815 205705 115241 90464 158537 805 77.07
61
Dr.Ambedkar
Nagar 17641 97551 54651 42900 79388 850 81.38
62 MadanGir 20161 107607 60285 47322 85440 845 79.4
63 Tughlakabad 28066 132283 74109 58174 103181 784 78
64 SangamVihar 49786 243267 136285 106982 188046 761 77.3
65 BadarPur 66550 316492 177307 139185 256992 784 81.2
66 HarkeshNaga 26257 111993 62742 49251 75193 667 67.14
67 Trilokpuri 47852 232643 130333 102310 185301 820 79.65
68 Dallupura 20087 100305 56194 44111 79984 839 79.74
117
69 MayurVihar 20254 95661 53592 42069 82049 851 85.77
70 Kondli 38238 187040 104785 82255 149782 836 80.08
71 Shakarpur 21025 104917 58778 46139 91708 800 87.41
72 Mandawali 35805 174729 97888 76841 145043 773 83.01
73 GeetaColony 18832 100223 56148 44075 84589 826 84.4
74 LaxmiNagar 22403 112724 63151 49573 96436 861 85.55
75 GandhiNagar 13547 75228 42145 33083 62515 836 83.1
76 Raghubarpura 14682 84321 47239 37082 72238 844 85.67
77 KrishnaNagar 16135 87670 49115 38555 79228 868 90.37
78 Jagatpuri 19153 101795 57029 44766 93011 884 91.37
79 PreetVihar 30789 151287 84755 66532 134616 881 88.98
80
VishwasNaga
r 20658 108982 61055 47927 93518 876 85.81
81 Shahdara 18032 98399 55126 43273 86395 876 87.8
82 VivekVihar 21214 99610 55804 43806 85087 861 85.42
83
DilshadGarde
n 27874 138778 77747 61031 108511 853 78.19
84 Seemapuri 23610 133528 74806 58722 91521 882 68.54
85 Mandoli 22846 129113 72333 56780 96345 851 74.62
86 GokulPuri 32449 178525 100015 78510 141410 844 79.21
87 RohtashNagar 16275 90063 50456 39607 79220 872 87.96
88
BhagwanpurK
hera 21455 117166 65640 51526 102919 859 87.84
89
PaschimiGora
kPur 15574 98645 55264 43381 70443 865 71.41
90 BabarPur 21380 125873 70518 55355 101932 846 80.98
91 SeelamPur 18895 119793 67111 52682 85521 789 71.39
92 Jafrabad 15449 103218 57826 45392 72088 865 69.84
93
AmbedkarBas
ti 16927 100167 56116 44051 80194 850 80.06
94 UsmanPur 20707 112520 63037 49483 91929 828 81.7
95 YamunaVihar 16975 99707 55859 43848 82119 846 82.36
96 MaujPur 16131 94432 52904 41528 81297 864 86.09
97
KarawalNaga
r 56918 311814 174686 137128 237946 840 76.31
98 MustafaBad 32599 200603 112383 88220 142569 857 71.07
99 BharatNagar 19572 103332 57890 45442 76518 843 74.05
100 AshokVihar 16427 80391 45037 35354 71211 837 88.58
101 Narela 30633 172734 96770 75964 133386 815 77.22
102 Alipur 16591 91307 51153 40154 72937 767 79.88
103
BhalaswaJah
angirpuri 29028 148283 83072 65211 104436 808 70.43
104 Burari 44508 235045 131678 103367 183947 820 78.26
105 AdarshNagar 26619 125589 70358 55231 93589 684 74.52
106
SaraiPipalthal
a 24409 125343 70221 55122 93394 790 74.51
107 BazarSitaRam 13160 75991 42572 33419 61082 904 80.38
118
108 PaharGanj 14318 74332 41643 32689 65264 854 87.8
109 DaryaGanj 13272 83913 47011 36902 66032 904 78.69
110 JamaMasjid 21154 114330 64051 50279 67181 789 58.76
111 Ballimaran 12178 72603 40674 31929 59303 899 81.68
112 KasaqPura 12926 78440 43944 34496 58258 890 74.27
113
ChandniChow
k 11820 64002 35856 28146 56092 766 87.64
114 CivilLines 19181 92526 51836 40690 70959 795 76.69
115 Timarpur 20847 104733 58674 46059 86772 799 82.85
116 G T B Nagar 20867 103876 58194 45682 91972 863 88.54
117
RanaPratapB
agh 21711 106538 59686 46852 76676 795 71.97
118 ModelTown 17404 90492 50696 39796 82547 848 91.22
119 KamlaNagar 13423 67740 37950 29790 60255 792 88.95
120 ShastriNagar 15173 88385 49516 38869 77090 848 87.22
121 SubziMandi 15835 83630 46852 36778 72708 881 86.94
122 SadarBazar 12219 69661 39026 30635 58383 870 83.81
123 KaramPura 16466 84474 47325 37149 75731 861 89.65
124 RameshNagar 29213 125082 70074 55008 99641 716 79.66
125
PurviPatelNag
ar 20750 93415 52334 41081 80590 786 86.27
126
DakshiniPatel
Nagar 18656 95810 53676 42134 74560 853 77.82
127 RajinderNagar 19771 89753 50282 39471 77601 825 86.46
128 Naraina 24360 109172 61161 48011 87458 722 80.11
129 BidenPura 12503 63871 35783 28088 56207 807 88
130 DevNagar 16462 91437 51226 40211 76972 859 84.18
131 KadamSharif 14972 86968 48722 38246 61452 768 70.66
132 ManakPura 16695 83758 46924 36834 63062 821 75.29
133 KishanGanj 17055 83011 46505 36506 67414 795 81.21
134 AnandParbat 29936 140179 78532 61647 103537 721 73.86
119
Annexure III
SECONDARY RESEARCH
Summary of Research done by Indica Research for HT Media Ltd.
Research Name:
HT Placement Effectiveness
Product:
HT Newspaper
Research Design:
Interviews across different outlets have been conducted from a
list provided by HT. Research has split shops into Telecom and
Others essentially to distinguish between service centers where
a lot of time is spent and other types
Sample size:
31 outlets
Demographics:
Interviews have been conducted of people who picked up HT or
TOI to read. Most were in the 21-40 age band.
Research Objective:
To assess the effectiveness of the placements in term of: Are the
paper read?
Who reads?
What do they read?



120

Key Learning:
Readership of any newspaper is about 10%.
Average time spent by HT readers on reading is 7 min.
The atmosphere must be conducive for even a 5 min glance at
the paper. Shops especially places like Bata hardly provide this
atmosphere
Newspaper is not accessible to general public in many stores
like HDFC Bank etc.
In many places there is no clear reception area or the shop is
too small. There visibility is bound to suffer.
Newspaper also does not last the day in many outlets in
Golden Dragon a customer simply walks off with the newspaper.
Telecom Care Centers emerge with great potential. Beauty
Parlors and Waiting room of hospitals indeed seem more
effective than coffee bars.
Restaurants are emerging on par with Coffee Bars in terms of at
least picking up of newspaper.
In case a newspaper is picked up, chances of HT being picked
up is about 49%. So net in about 5% of all walk-ins HT is picked
up. Where as chances of TOI being picked up is about 33%.
Among those who picked up any newspaper 65% were HT
subscribers and only 32% were TOI subscribers.
The main reason for reading HT at these places was because it
is a regular newspaper and they may have not read any
newspaper in the morning.
121
Local News and City type supplement are mostly read in public
places while waiting for some transaction
Only 4 out of the 80 who picked up HT were reading the main
paper. Balance were reading supplements mainly HT City
In some 33% cases TOI was picked up because no other paper
was available (some other customer may be reading HT)
122
Annexure IV
SECONDARY RESEARCH
Research Name:
HT- Placement Effectiveness II- Simulation
Product:
HT Newspaper
Office Originated/ Center:
Delhi
Research Design:
Observation based to assess readership per copy and hence
assess need for more copies.
Interviews with admin managers were done in addition in 500
outlets to gauge regularity of newspaper delivery, need for
multiple copies, presence of HT in outlets etc.
Sample size:
44 outlets
Demographics:
44 outlets across a multiple categories were covered. All outlets
were subscribing to HT.
123
Research Objective:
This research is to complement the Placement Initiative by providing
indicators to assess:
a) Readership per copy (b) Hence, no. of newspaper required per outlet
Key Learning:
Banks, Shops, Restaurants, Telecom Shops and Coffee Shops
have highest walk ins
On average only 11% are likely to pick up a paper. This is
highest among professionals and in clinics / hospitals likely a
result of both profile of people and waiting time
On average in a day about 8 customers are picking up any
paper and about 6 are picking up HT.
Average number who picked up HT in coffee Shops look high
because of high walk ins, but readership per copy is low.
An average readership per copy of 2.3 implies no need for
additional copies.
By putting more copies of HT, the readership per copy drops
On average 2.7 copies subscribed and the admin or managers
felt that no. of copies subscribed is sufficient.
The top most newspaper / Magazine is picked. Mostly
customers read the headlines, Main paper, Supplement, or the
Sports News. Between supplement and main paper the split is
roughly 50: 50.
The condition of the newspapers was found good or in correct
sequence in Coffee shops, Clinics/ Hospital and for the cyber
cafes in first half. Rest at all categories the newspapers was
found torn or to be bad.
124
Annexure V
Name and Address of different type of outlets visited
Bank
UTIBank DaryaGanj
ICICIBank ITO
ICICIBank ChandniChowk
HDFCBank ChandniChowk
KotakBank SafdarJang
ICICIBank SafdarJang
HDFCBank GreaterKailash
ICICIBank GreaterKailash
UCOBank KarolBagh
BankofMaharashtra KarolBagh
BankofBaroda KarolBagh
UTIBank KarolBagh
Icicibank CP
Ucobank KrishnaNagar
Statebankofmysore GandhiNagar
Syndicatebank Shahdra
Icicibank PreetVihar
Punjabnationalbank PreetVihar
Ucobank KrishnaNagar
Citibank PreetVihar
Orientalbankofcommerce Pitampura
Utibank Pitampura
Punjabnationalbank MayurVihar2
Icicibank Azadpur
Punjabnationalbank LaxmiNagar
Icicibank RohiniWest
Icicibank PunjabiBagh
UBI PunjabiBagh
125
utibank RohiniWest
centurianbankofpunjab Gurgaon
standardchartered Gurgaon
statebankofhyderabad Gurgaon
abnamro CP
kotakmahindrabank CP
punjabnationalbank CP

Clinic/Hospital
KerlaAurevedicHealthCare
SafdarJangEncla
ve
ManavMedicareCentre South Ex
AryaVaidyaSalaKottakkal South Ex
ApolloHospital SaritaVihar
MoolchandHospital LajpatNagar
NorthDelhiPathology ShaktiNagar
MahindraDentalClinic KamlaNagar
PersonaDentalClinic KarolBagh
JeevanHospital KarolBagh
MagnumDiagnostics PusaRoad
PrerakPathologyClinic RajouriGarden
Dr.R.N.Kalra RajouriGarden
NewBhandariClinic RajouriGarden
M$MacDiagnostics RajouriGarden
ChawlaHospital RajouriGarden
BhutaniXRay&ClinicalLab RajouriGarden
KhetarpalHospital BaliNagar
KalraHospital KirtiNagar
Gums&JawsDentalCareCentre MotiNagar
Dr.Doda'sCentre PusaRoad
Dr.Suri'sLab PusaRoad
KolmetHospital PusaRoad
126
CityHospital PusaRoad
Dr.V.K.Verma SouthPatelNagar
KailashNursingHome SouthPatelNagar
PathakWaveCureCentre Noida
MaxHospital Noida
AyushTherapyCentre Noida
dr.ajayarora,familyphysician KrishnaNagar
dr J D A rana KrishnaNagar
Suryahospital Shahdra
Sundiagnosticcentre LaxmiNagar
Nagrathclinic LaxmiNagar
dr.chakravortyclinic LaxmiNagar
Biswasclinic LaxmiNagar
s.k.guptaclinic LaxmiNagar
Walianursinghome LaxmiNagar
Tanejahospital PreetVihar
Anandhospital PreetVihar
dr.t.k.vohraultrasound Shakarpur
Drvijaysharmamemorialpolyclinicanddrsharmadental
clinic Shakarpur
Kapishdentalanddiabeticclinic RohiniWest
Rohinifamilyclinic Rohiniwest
nithyachaithanyakalariayurvedictreatmentcentre MayurVihar2
Nandadiagnostic Pitampura
childcare,dr.mahendersingh RohiniWest
dr.pankajaneja,care&cure RohiniWest
Drtyagifamilyphysician LaxmiNagar







127
128
Coffee Shop
CostaItalianCoffee NehruPlace
CafCoffeeDay SarojiniNagar
Barista GreaterKailash
CafCoffeeDay GreaterKailash
VillageCaf HauzKhas
Barista HauzKhas
Barista SaritaVihar
CafCoffeeDay SaritaVihar
CostaItalianCoffee Noida
CafCoffeeDay KamlaNagar
Barista KamlaNagar
Nescafe JanakpuriWest
Barista JanakpuriWest
Barista Noida

Gym/Club
VLCCHealthCare SafdarJang
PowerPlus SafdarJangEnclave
Healthpoint KamlaNagar
XpressionsBeauty&HealthLounge KamlaNagar
RevitalGym&Spa RajouriGarden
VLCCBeautyclinic PusaRoad
club 9 DayanandVihar
planet X PreetVihar
robustbodies LaxmiNagar
neelkanthhealthclub LaxmiNagar
jaihindjudokarateclub,healthandsportsclub
Mandawali


129
Institute/Office

CMSComputerTrainingInstitute SarojiniNagar
BritishSchoolofLanguage South Ex
CMSComputerTrainingInstitute South Ex
RoomanInstituteofTechnology South Ex
IACM,InstitueofMedical&Technology South Ex
GyanBinduAcademy HauzKhas
AmericanInstituteofLanguage SaritaVihar
OxfordInstituteofEng Dwarka
Cosmolingua,InstituteofforeignLanguage
Dwarka
ArenaMultimedia Noida
CareerLauncher HudsonLine
FTecComputerEducation HudsonLine
LalBahadurShastriEducationInstitute HudsonLine
MahavirJan'sAcademy HudsonLine
LisaInstituteofFashionsLtd. RajouriGarden
AptimaAirHostessAcademy RajouriGarden
MayaAcademyofAdvancedCinematics RajouriGarden
Frankfinn RajouriGarden
DICSComputerEducation RajouriGarden
NIIT RajendraPlace
AptechComputerEducation PusaRoad
SikkimManipalUniversity PusaRoad
GTComputerEducationCollege PusaRoad
ICAInstitute PusaRoad
SQCInfotechs/wTechnology Noida
ATSInfotechLtd. Noida
Successtutorial LaxmiNagar
fteccomputereducation PreetVihar


130
Office
RelianceMoney NehruPlace
ICICIDirect SarojiniNagar
UTISecurities South Ex
HCL Noida
JHLProfessional SaritaVihar
RoshniwalOffice RajendraPlace
I.C.TextilesLtd.Office RajendraPlace
MeritsCapital RajendraPlace
UmpireStocks&Investments RajendraPlace
ThomasCook Noida
carrerlauncher PreetVihar
computer&educationalinstitute KailashNagar
niit PreetVihar
saudiarabianairline CP
delhisarkarkaryalyaudyogaayukt Patparganj

131
Saloon
ExoticaUnisexSalon South Ex
NikharSaloon HauzKhas
ScissorBeautySaloon HauzKhas
Cosmosaloon SaritaVihar
RaptureThesaloon Dwarka
SparshParlour Dwarka
Noida
GoldenMenz HudsonLine
TouchNGlow KamlaNagar
RedRoseParlour KamlaNagar
SMbeautyParlour KamlaNagar
LushBeautySaloon KamlaNagar
PlumParlour JanakpuriWest
TheBodyCareBeautyClinic RajouriGarden
Saumya'sSmartStation RajouriGarden
Lifestylesaloon LaxmiNagar
Engagingbeautysaloon RohiniWest
Aonesaloon Pitampura
Trendzbeautyparlour RohiniWest
Sharonbeautyparlour LaxmiNagar
TanglesSalon Gurgaon
Menzpassion Gurgaon
Plazasaloon Gurgaon


132
Restaurant
ComeSum ChandniChowk
McDonalds ChandniChowk
MacDonald's South Ex
Yo China GreaterKailash
ShahenShahRestaurant GreaterKailash
PizzaHut GreaterKailash
MacDonald's GreaterKailash
Subway HauzKhas
RainbowRestaurant HauzKhas
SizzlersRestaurant Dwarka
PizzaCorner Dwarka
Biryani Noida
LakshmiRestaurant KamlaNagar
Berco'sChinese KamlaNagar
Raffles KarolBagh
SriChakraSouthIndian KarolBagh
RamasCaf KarolBagh
UdupiSouthIndian KarolBagh
MuffinsBakeryShop JanakpuriWest
Kadimi'sRestaurant JanakpuriWest
Berco'sChinese JanakpuriWest
PizzaHut JanakpuriWest
SampooranDakshin JanakpuriWest
Yo China! JanakpuriWest
Bikaner PreetVihar
Domino's RajouriGarden
StandardRestaurant RajouriGarden
OmelletesRestau RajendraPlace
TheYellowChilli Noida
Swagath Noida
PizzaHut Noida
133
Nirula's Noida
Domino's Noida
KFC Noida
Chanakyarestaurantandiceparlour
KrishnaNagar
Heerasweets VikasMarg
Gaganeatingcorner LaxmiNagar
Pizzahut Gurgaon
Omjeesnacks Gurgaon

Service Centers
TechnoCare SafdarJang
NokiaCare South Ex
HPServiceCentre Dwarka
NokiaCare HudsonLine
SonyAuthorisedHitelVisionPvt.Ltd.
ShaktiNagar
TheWorldofTitanwatchcarecentre JanakpuriWest
Nokiacare PreetVihar
rishopautomobile,marutiservicestation
Shahdra
Samarahyundai Patparganj
baggalinkmotors,marutiworkshop Patparganj
GK TVS Patparganj
Bajajservice Patparganj

134
Telecom Shop
TeleService,TataIndicom DaryaGanj
HutchShop DaryaGanj
RelianceWorld DaryaGanj
Airtel DaryaGanj
IdeaCellular DaryaGanj
Priyacommunication Gurgaon
nokiacare Gurgaon
IDEA Gurgaon
relianceworld Gurgaon
airtel Gurgaon

Other Shops
UrvashiSarees ChandniChowk
CTCEmporio ChandniChowk
IndianStores ChandniChowk
CompaqShowroom NehruPlace
AarsonOpticals Dwarka
KumarDiagnosticCentre Faridabad
aggarwalsweetsindia Shahdra
S.R.Opticals Gurgaon
eyelookoptique Gurgaon