Introduction to Indian newspaper industry

India is one of the few countries in the world to have many business newspapers, which not only reflects the vitality and vibrancy of the media, but also the new vitality of our economy. The large readership for these business newspapers transcends from the rapidly growing corporate sector, it also illustrates the growing interest that the general public now evinces in economic matters which reflect the growing importance of business and economy in our national discourse. There was a huge growth in the sales of the business newspapers for the past few years. According to the recent study by Federation of Indian Chambers of Commerce and Industry (FICCI), this growth would outperform the general economy each year till 2011. The Indian print media industry netted $90.80 million in foreign investment in the last three years, few papers like Business standard have tied up with Financial Times of London. Business newspapers have the ability to carry the message in greater detail and clarity, more in-depth information and analysis, which helps companies and their business. They are using different strategies to attract the customers of different sectors. Business newspapers focused mainly on business news, insightful views on significant issues and comprehensive coverage of the stock market. They have managed to hold the attention and fidelity of more than 9, 00,000 readers (both individual and corporate across the nation). All the business newspapers in India (Economic Times, Business Standard, Financial Times, Business Line, Mint and Financial Chronicle) are working strategically to increase their sales. Newspapers reach only 35 per cent of our adult population even though the adult literacy is about 65 per cent. To build this gap between readership and literacy and also to remain competitive the publications have kept their prices low and depended entirely on advertisers to subsidize the reader and to increase the sales. With 42% market share, newspapers around the world continues to be a major advertising medium. As the fixed cost of a newspaper company's profitability is largely driven by circulation volume. The world's largest paper companies, multi-dimensional are becoming and television, radio, magazines, and other businesses are increasing

their stakes. They are also conducting online news websites while providing a range of shops for advertisers by sharing resources to take advantage of economics of scale achieved. The most important feature of the newspaper industry began a significant cost for the buildings, press, established distribution channels and is required for large editorial staff develops original content on a daily basis. Circulation a large quantity of brand value and therefore to maintain these high fixed costs to recover is important. While renewed subscription rate is generally high, hard to get new customers is tough competition scenarios. Advertising is a major source of revenue is directly dependent on the health of the economy. The distribution of advertising, the second most important source of revenue and is sold and the subscription rate charged is based on the number of copies depends on. As circulation drops, falls in advertising revenue. Newsprint costs are a big part of the cost of newspaper publishing. Although it is by weight, the production output is measured in the number of copies, usually GSM (grams per square meter) is known as. During this process of conversion of the general waste newsprint is about 3% to 5%. Historically, newspapers have always been a profitable industry. Despite the significant start-up and fixed costs, once a newspaper is able to establish their brand, their dominance is undeniable. However, the United States and Europe over the past decade, several major newspaper companies melt down, just because they ignore the threat from rising internet penetration. Many newspapers have filed for bankruptcy or are already looking for a buyer. Last year, many publishers in the wake of the rapidly increasing cost of newsprint has postponed plans to expand its capacity. On the other hand, they increase the rates of advertising as advertisers are moving slowly through the Internet like other cheap were unable to. Publisher slowly shifting advertising mediums such as radio and the Internet are not concerned about the revenue.

Despite concern that a significant growth area for Indian newspaper publishers still unused in many rural areas. Improve literacy rates, rising incomes and government development plans certainly benefit from the opportunities will open for Indian publishers.

How did the Newspapers originate?

The history of newspapers is a dramatic chapter of the human experience going back some five centuries. In Renaissance Europe handwritten newsletters circulated privately among merchants, passing along information about everything from wars and economic conditions to social customs and "human interest" features. The first printed forerunners of the newspaper appeared in Germany in the late 1400's in the form of news pamphlets or broadsides, often highly sensationalized in content. In the English-speaking world, the earliest predecessors of the newspaper were corantos, small news pamphlets produced only when some event worthy of notice occurred. The first successively published title was The Weekly News of 1622. It was followed in the 1640's and 1650's by a plethora of different titles in the similar news book format. The first true newspaper in English was the London Gazette of 1666. For a generation it was the only officially sanctioned newspaper, though many periodical titles were in print by the century's end.

Indian Newspaper Industry

The Indian Newspaper industry can be primarily segmented across two categories viz English Newspapers and Regional / Vernacular Newspapers. The English medium dominates the industry in terms of advertisement revenues, though vernacular newspapers outperform the English newspapers in circulation. English newspaper industry in India has been fragmented with the players having a regional focus such as the Deccan Chronicle in Hyderabad, Hindustan Times in Delhi, Times of India in Mumbai, Hindu in Chennai, Telegraph and Statesman in Kolkata, Deccan Herald in Bangalore, Gujarat Samachar in Ahmedabad. However, the industry is witnessing a trend whereby players are looking beyond their home territories viz.

Times of Indias and Business Standards entry into certain newer territories and Deccan Chronicle and Hindustan Times also doing the same. The competitive landscape has now drastically changed with major publishers trying to expand to other geographic regions, initiating price wars and marketing campaigns to win readers. The competitive intensity, which was quite mild until few years ago, also reached a higher level with the launch of DNA and Hindustan Times in the Mumbai market. A booming economy and the opportunity to raise funds from a well-developed financial market have also contributed to the growth of the newspaper industry in India. Indian newspaper industry had a turnover of Rs 13,500 crore in 2006. It is expected to touch Rs 15,500 crore. The size of media industry in India as a portion of the GDP is estimated at 0.7%, which is lower than most of the developed and developing nations. Thus it offers a scope of high growth in this industry moving forward. Advertising expenditure to GDP reveals that advertisement expenditure to GDP ratio in India is 0.4%. With rising income and education level in India, readership is expected to rise and with favorable demographics, advertising revenues will increase as advertisers start spending more to attract higher quality audience with more purchasing power. Newspaper publication is usually issued on a daily or weekly basis, the main function of which is to report news. Many newspapers also furnish special information to readers, such as weather reports, television schedules, and listings of stock prices. They provide commentary on politics, economics, and arts and culture, and sometimes include entertainment features, such as comics and crossword puzzles. In nearly all cases and in varying degrees, newspapers depend on commercial advertising for their income. Present scenario is that by the time, they see a newspaper, most people have already learned about breaking news stories on television or radio. Readers rely on newspapers to provide detailed background information and analysis, which television and radio newscasts rarely offer. Newspapers not only inform readers that an event happened but also help readers understand what led up to the event and how it will affect the world around them. The staff of a large newspaper works under the constant pressure of deadlines to bring news to readers as quickly as human energy and technological devices permit.

Reporters, photographers, artists, and editors compile articles and graphics sometimes in just a few hours. Page designers assemble articles, photos, illustrations, advertisements, and eye-catching headlines into page layouts, and then rush their work to the printer. Newspapers as known today are complete with advertising and a mixture of political, economic, and social news and commentary.

Indias newspaper industry is booming

The newspaper has a weekly circulation of more than four thousand copies, but its offices are modest. One small room with bright blue walls houses the production team which comprises no fewer than seven people at any given time. The adjacent room, piled high with old editions, is the reception area hosting a steady stream of local businessmen and women here to take out advertisements. Advertisements are the lifeblood of this local newspaper and its pages are filled with classified postings for jobs and services. Revenue from these is growing, and keeps the paper functioning, says by Indian newspaper editors. This is in stark contrast to that of many local newspapers, which have been forced to shut down or scale back because of diminishing advertising income. "The story in India is quite different because local businesses are growing because of globalisation and opening up of the markets. "I think people are becoming more ambitious and there are lots more entrepreneurs in the country".

Increased revenue
Despite the hold the television industry has on the country, it is the print press which is attracting more advertisers, making up 47% of the overall share. A recent industry analysis from KPMG and the Federation of Indian Chambers of Commerce and Industry (FICCI) suggested that the value of the Indian newspaper industry has grown by two-thirds in the past six years. It is predicted to continue to rise at an annual rate of 10% between 2011-2014.

The localisation of content and the introduction of specific pullouts, such as wedding supplements and womens' sections, is one reason why newspapers continue to pull in advertisers. More than 107 million copies of newspapers were circulated daily across India in 2009, according to the World Association of Newspapers, and it's estimated that one in every five daily newspapers in the world is published in the country.

Diverse readers
Increased literacy is one reason for the rise in newspaper readership in India - not just in English language titles but in regional languages. Almost one-third of India's 579 million literate population is said to read a newspaper now. Across India there are hundreds of titles in regional dialects. The country's two topselling newspapers are Dainik Jagran and Dainik Bhaskar, according to the Media Research Users Council. Both are published in Hindi and continue to attract readers and revenue. All this is making the existing newspaper market much more competitive. The paper now has a number of regional editions, which contain national content alongside pages of localised news relevant to the distribution area. "We're having to expand and open more editions," Most of the editors says. "This is a large country so you need to have multiple printing centres. More and more newspapers are reaching out to places where they haven't before." Another reason for increased readership is the low cost of buying a newspaper. "Pricing is at about a tenth of the price of a newspaper in India so it's possible for an upper middle-class family to buy two or three newspapers a day."

Internet factor
Internet has yet to fully penetrate the rural and less developed parts of India While many newspaper markets have been hit by the growth of online journalism the outlook for Indian print media remains buoyant. The figures on the numbers of newspapers in India vary greatly, but it's believed there are thousands rather than hundreds of in them the country, with many more editions being added all the time.One of the key reasons is the low penetration of internet outside large urban centres.

"India is considered among those developing countries that will last see the wrath of digital penetration because Internet penetration is still nascent and consumer migration has not yet happened. In the West, the rise of the internet has been a driving factor in the demise of many print editions. The website newspaperdeathwatch.org, says by one count weeklies close in the 2009 alone. saw more than 200

While they are growing considerably and raking in the profits of India's rapid expansion, the newspapers in the country are well aware of the imminent threat posed by the web. "Internet penetration is still relatively low but that will soon change. "Every newspaper realises there's lots more competition than there was before."

Background study of newspaper industy

Newspaper market in Rajasthan is a duopoly with Dainik Bhaskar and Rajasthan Patrika being the two leading newspapers. Both these newspapers also figure in top 10 newspapers in India. While newspapers are showing negative growth in most developed markets; they are enjoying good time in India with consistent increase in their circulation and readership. Advertising revenues are important source of earnings for newspapers. With increasing competition, cover price has witnessed a downward trend over the years. The cover price, even doesnt cover the cost of the newspaper, leading to cross-subsidisation by advertising revenues. With the above background in mind, we conducted a study of newspaper advertising market in Rajasthan to develop a picture of market size, competitive dynamics and advertisers profile. The study included collecting and collating data on advertising space sold by Bhaskar and Patrika during November 2007 which attracts a large share of total annual ad spend by businesses because of Diwali, one of the main festivals celebrated in india. We covered only display advertisements within the main newspaper; classifieds and display ads in supplements were not part of this study. The study was also limited to collecting data from Jaipur editions of both the newspapers. Our analysis of the data by industry, advertiser, type of ad (colour/B&W) and type of advertiser (Corporates/Local businesses/Government) throws up some valuable insights. The following pages contain our findings which we believe canbe helpful for newspaper decision makers to think about the competition and devise effective marketing strategy.

Players in Indian newspaper industry

Dainik Bhaskar The Times Of India Hindustan Times Rajasthan Patrika Dainik Lokmat The Hindu Business Standard The Economic Times The Indian Express Punjab Kesari Divya Bhaskar The Financial Express Dna Business Line The Asian Age Business Weekly Nav Bharat News India Deccan Herald The Sun Amar Ujala Hindustan The Telegraph Dainik Jagran Deccan Chronicle

Categorization of players in the industry

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

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. But now 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 region specific editions. Business newspapers have branched into new editions in newer territories. Financial Express, Business Standard, Mint and DNA Money are giving competition to Economic Times. Another popular way seen to enter into other territories quickly has been by acquisitions. 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 which leads to an increase in number of circulation. 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 readerspecific, 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 allcolour editions and more and more newspapers have come out with all-colour editions. 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 price of the newspapers also dwindled and some newspapers even went to the extent of offering their newspaper at Re 1 only. In the coming years Indian newspaper industry is slated to grow manifold with a growth rate circling around 6%. Market share is projected to grow from Rs 56,300 crore to Rs 92,900 crore by the end of 2013, as per the research by the Price water house cooper. It is high time that the high end manufacturers from developed countries may enter into India either in collaboration with local manufacturers or independently to tap the growing demand.

MARKETING STRATEGY OF NEWSPAPER INDUSTRY

Prices were kept low so as to tap the customer from the bottom of the pyramid and middle class and lo.wer middle class are their target audience.Strong distribution network, emphasis was laid on tier 2 and tier 3 cities .Outlook, The week started the price war in this space as their unit copy was sold at Rs.10 against Rs 15 of India Today. Due to fierce competition from its competitor like outlook ,The week India Today Group had to offer supplements for its various magazines.Segmented pricing i.e. different offerings for different target audience. Femina, Mens Health, Good house keeping, Travel Plus etc.Mastering the pricing game by targeting the right target audience. Managing resources for competitive advantage i.e. strengthening its distribution network. Manage pricing proactively to influence expectations not in reaction to them. PRICING STRATEGY Differential Pricing Strategy: Pricing is a key element of the marketing mix and impacts on the brand values. An innovative pricing policy has the ability to strengthen the brand but it can also undermine it. They followed differential pricing in the sense that for the regular customer who had subscribed the magazine were charged less as compared to the ones who bought the magazine on monthly basis. Suppose if India today magazine cost Rs. 20 at stands but the same would cost Rs.180 on a subscription basis.

PROMOTIONAL PRICING STRATEGY

This would involve extensive market research, as the idea is to charge what customers are willing to pay (within reason).If your product/service is new or unfamiliar in the market, you can expect potential customers to give it a low price. Alternatively, if your product/service is popular or unique in the market, you can expect people to be more favourable toward its value .If you adopt this strategy, you should review your research periodically, say, every six months as customers may develop a different attitude toward your product/service. Consequently, in time, customers may value your product/service

differently and so you should change your price to correspond with customer expectations, whether they are higher or lower. What we are suggesting as of now to the magazine owners is to have a different price slab for its rural customers i.e. at a cheaper rate and the content of a rural edition magazine should also be different from that of a urban edition.

SHARE OF ADVERTISEMENT IN DIFFERENT MEDIUM:

MEDIUM TV PRESS RADIO CINEMA

2011 40.7 46.9 3.2 0.7

OUTDOOR 6.8 INTERNET 1.7

GROWTH RATE OF ADVERTISEMENT REVENUE IN DIFFERENT MEDIUM:

Medium

Year

of

growth

in

2011(%) TV Press Radio Cinema Outdoor Internet Total 22 18 40 50 14 45 20

Leading newspaper in India

VERNACULAR
DAINIK JAGRAN DAINIK BHASKAR EENADU LOKMAT AMAR UJJALA HINDUSTAN DINAKARAN 21.2 21 13.8 10.9 10.8 10.4 9.6

READERSHIP (MILLIONS)

RAJASTHAN PATRIKA ENGLISH TIMES OF INDIA THE HINDU

9.4

7.4 4.1

Brief profile of players in the industry

The Times of India
The Times of India (TOI) is a popular English-language broadsheet daily newspaper in India. It has the widest circulation among all English-language daily newspapers in the world, across all formats (broadsheet, compact, Berliner and online). It is owned and managed by Bennett, Coleman & Co. Ltd. which is owned by the Sahu Jain family. In 2008, the newspaper reported that (with a circulation of over 3.14 million) it was certified by the Audit Bureau of Circulations as the world's largest selling Englishlanguage daily newspaper, placing as the 8th largest selling newspaper in any language in the world. According to the Indian Readership Survey (IRS) 2008, the Times of India is the most widely read English newspaper in India with a readership of 13.3 million. This ranks the Times of India as the top English newspaper in India by readership. According to COM Score, TOI Online is the world's most-visited newspaper website with 159 million page views in May 2009, ahead of the New York Times, The Sun, Washington Post, Daily Mail and USA Today websites. The Times of India is published by the media group Bennett, Coleman & Co. Ltd. This company, along with its other group companies, known as The Times Group, also publishes The Economic Times, Mumbai Mirror, the Navbharat Times (a Hindi-language daily broadsheet), the Maharashtra Times (a Marathi-language daily broadsheet).

The Times is self-declared as a liberal newspaper, and is sometimes described as irreverent.

The Times of India is printed from the following places:

TOI press are in Sahibabad, Ahmedabad, Bhubaneswar, Bengaluru, Bhopal, Chandigarh, Chennai, Delhi, Goa, Guwahati, Hyderabad, Indore, Jaipur, Kanpur, Kolkata, Lucknow, Mangalore, Mumbai, Mysore, Nagpur, Patna, Pune, Ranchi, Surat. Total Average Circulation for 2008: 3,433,000 copies

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

Other regular supplements include:

Times Wellness (Saturdays) Times Wellness focuses on solutions to health issues and guidance to better living Education Times (Mondays) Education Times caters to the ever-expanding student community and learning experience, as a career guidance, counselor and adviser. Times Ascent (Wednesdays) Editorial of Times Ascent, Centers on human resource development and the impact and implications on business and society. ZIG WHEELS ZigWheels.com is an automotive website reviewing, discussing, features and interviews on Indian vehicles. Times Life (Sundays) Times Life is the supplement which is feature driven What's Hot (Fridays) Focus on latest happenings/events. Special pages created for channels and details of programmes

Rouge (Saturdays) Concentrates on women's interest areas.

Dainik Jagran
Dainik Jagran is the Worlds Largest Read Newspaper and the Number One Hindi Newspaper in India. It is the worlds largest read news paper and is one the largest newspapers in the world. It was the brainchild of the aggressive freedom fighter Mr. Puranchandra Gupta. The first edition was launched in Jhansi in 1942 and in 1947 Dainik Jagran shifted its headquarters to Kanpur and thus launched its second edition. In this new, dynamic world of Indian media Dainik Jagran is an iconic brand. More than 55.7 million people reach out for Dainik Jagran making it the largest read daily of India. Dainik Jagrans 37 editions carve a huge swathe across eleven states Madhya Pradesh (Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna & Saugor) along with the states of Uttar Pradesh, Uttarakhand, Punjab, Haryana, Bihar, Jharkhand, Himachal Pradesh, Delhi, West Bengal and Jammu & Kashmir . Some supplements offered by the Dainik Jagaran are: Jhankaar, Yatra, Sangini, Josh, Nai Rahein, E - PAPER Jagran.com has various channels on its website focusing on different information needs of its users. On the website the latest news in Hindi more than 30 times a day. In addition to news, they also have more than 30 other channels on their website including:

Junior Jagran - A colored, bilingual, weekly tabloid catering to the taste of the
youngsters and teenagers of 1319 years age group.

Khana Khazana - A cookery channel targeted at household women who cherish

cooking. Jagran Yahoo! Khana Khazana is a complete resource of multi cuisine recipes and quick cooking tips.

Channel Sakhi - The Sakhi is a premium womens channel targeted at upwardly

mobile and outgoing women in the upper socio-economic class. The channel highlights the role of women in modern times and helps them in coping with the outside world.

Josh - A monthly supplement of jagran.com which is concentrating on educational

content, career related queries, personality development, and updates on science and technology.

Cine Maza- A popular Bollywood news and reviews channel of Jagran.com giving
information on Bollywood, top 5 releases, Box office hits, fact files of actors and actresses with biographies and latest releases.

The Hindu
The Hindu is a leading English-language Indian daily newspaper with a circulation of 1.45 million and is the second-largest circulated daily English newspaper in India after Times of India, and slightly ahead of The Economic Times. According to the Indian Readership Survey (IRS) 2008, The Hindu is the third most-widely read English newspaper in India (after Times of India and Hindustan Times) with a readership of 5.2 million. It has its largest base of circulation in South India, especially Tamil Nadu headquartered at Chennai (formerly called Madras). The Hindu was published weekly when it was launched in 1878, and started publishing daily in 1889. The Hindu became, in 1995, the first Indian newspaper to offer an online edition. The Hindu is published from 13 locations - Bangalore, Chennai, Coimbatore, Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Thiruvananthapuram, Tiruchirapalli.

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

1940 - First to introduce colour 1963 - First to own fleet of aircraft for distribution 1969 - First to adopt facsimile system of page transmission 1980 - First to use computer aided photo composing 1986 - First to use satellite for facsimile transmission 1994 - First to adopt wholly computerized integration of text and graphics in page makeup and remote imaging 1995 - First newspaper to go on Internet 1999 - Becomes India national news paper

Supplements and features

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

Deccan Chronicle

Type Format Owner Editor Founded Language

Daily newspaper Broadsheet Deccan Chronicle Holdings Ltd. A T Jayanti 1938 English

Headquarters Hyderabad, India Circulation Website 1,349,959 Daily www.deccanchronicle.com

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

Eenadu
Eenadu, headquartered in Hyderabad, India, is the largest circulated Telugu news daily in the state of Andhra Pradesh. According to NRS (National Readership Studies) 2005 it has got a readership of 1,134,000 and is the third most circulated regional language daily and 10th most circulated daily in India. Eenadu (meaning "Today" in Telugu) was founded by the Indian media baron Ramoji Rao in 1974. It has played a role in either

crowning or dethroning governments in Andhra Pradesh. It has also successfully adapted the latest publishing and communication technologies into the Telugu language. Eenadu's rapid expansion enabled diversification of its portfolio by venturing into numerous other markets such as finance and chitfund (Margadarsi chits), foods (Priya Foods), film production (Usha Kiran Films), film distribution (Mayuri Films), and a group of television channels (ETV). All the businesses are organized under Ramoji Group.

History
As with any other publication, Eenadu too had its share of struggles. When launched in Vishakapatnam, it wasn't able to sell more than 3,000 copies a week. Eenadu found itself struggling to become a daily publication ranked amongst other popular rival publications. By 1975, Eenadu managed to achieve its target of becoming a daily publication. However, it was popular in regions and rivalry was still an issue. In a period where the company needed vision to drive and expand it any further. Eenadu hired a new set of directors to be part of its key decision and management group which drove it towards what it is today being the top read, highly circulated newspaper. Mr. Ramoji rao's growth from no where to every where, is amazing. His name became a household name. Every one in Andhra Pradesh knows Ramoji Rao. He is an inspiration for many young business people. Though Eenadu is a highly circulating news paper, they have a healthy competition with other circulating news papers Vaartha,Sakshi (magazine), and Andhra Jyoti.

Dainik Bhaskar
Dainik Bhaskar is a Hindi-language daily newspaper of India. It was started in year 1958 from Bhopal, the capital city of Madhya Pradesh. Its current editor is Ramesh Chandra Agrawal.

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

History
Dainik Bhaskar was first published in Bhopal and Gwalior of the central province. The newspaper was launched in year 1956 to fulfill the need for a Hindi language daily, by the name Subah Savere in Bhopal and Good Morning India in Gwalior. Later in year 1957, it was renamed as Samachar Kranti, and then again in year 1958 as Bhaskar Samachar. Finally in year 1960, it was published as Dainik Bhaskar. There were only 100 prints of the news paper on the first day of its publication, a figure which increased by 69566 within a week and rose to over 2.5 million prints daily in 2008.

% Market Share of different Dailies in Rajasthan

35 30 25 20 15 10 5 0
Evident from above : The Two Leading Newspapers in Rajasthan come out as Rajasthan Patrika Dainik Bhaskar

Rajasthan Patrika Nav Jyoti Dainik Bhaskar Pratah Kaal Rashtradoot others

Business Environment of newspaper industry

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

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

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

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

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

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

Current trends in newspaper industry

Infotainment: information-based media content or programming that also includes entertainment content in an effort to enhance popularity with audiences and consumersGrey panthers: older & older people in society (and wealthier & wealthier) Grey panthers: older and older people in society. Consumer power: the consumer is taking control over brands & media flows on the internet (blogs, twitter) User Generated Content: the consumer as the producer (creates bonds & ensures authenticity) The World-Australia, entirely written by readers Long Tailing: the myriad of niche products whose collective market share can rival the blockbusters. Location Based Media: GPS and other positioning techniques make it possible to offer localized content Infobesitas: the difficulty a person can have understanding an issue and making decisions that can be caused by the presence of too much information. Analytic journalism: newspapers will have to offer deeper analysis and explanations of the news in a larger context to help people navigate in an increasingly complex world. Presentation Trends World Association of Newspapers: Shaping the future of the newspaper

Rajasthan Newspaper Industry

Rajasthan Patrika One of the most widely circulated newspapers in Rajasthan. The news featuring articles about latest news, world news, sports, agriculture, history of Rajasthan, tourism, industry, business news, local news from Jaipur, Jodhpur, Ajmer, Kota, Udaipur, Bikaner, Alwar, Sikar, as well as festivals like Deepawali, Holi, Gogaji, Makar Sankranti and Janmashtami, Gangaur, Teej, and more. Jai Rajasthan Udaipur division of Mewar and Southern Rajasthan's daily newspaper. Jalte Deep Leading daily newspaper published in Rajasthan. Dainik Bhaskar Newspaper focusing on national news, special stories, climate, economy, world news, business, health, medicine, science, technology, interview, sports, development news, education in Rajasthan, cinema, showbiz, culture of Rajasthan, and more. Nafa Nuksan Business newspaper published in Jaipur and distributed statewide contains articles about automobiles, economy, share market, IT, investment related information, health care, telecom, stock market, fashion industry, banking, textile, media, and more. Navajtothi Seema Sandesh Daily Lokmat

TECHNOLOGY OF PRODUCTION AND DISTRIBUTION

Cost structure
The nature of the newspaper industry's cost structure is causing the field's current woes and will require transformation in order to reduce fixed costs by outsourcing printing. The current cost structure leaves revenue generation sectors well under funded with content creation and advertising sales receiving just 14 percent and 16 percent of the

cash operating costs respectively. On the other hand, 70 percent of costs are devoted to print distribution and corporate expenditure. As revenue from advertising continues to decline the large cost of outsourcing printing is causing huge cash flow problems for newspapers. More recapitalization and closures are imminent unless newspapers can begin to better monetize digital content and cut structural costs to rival increased competition in the news industry. Print media industry desperately needs to increase their cover price, but the only reason for pegging the cost at ~10% of the cost of production is due to the fear that no one will buy them because rival papers may become cheaper. Hence, they are heavily dependent on advertising to take care of costs and generate revenue. Recently, many newspapers revised cover prices. Hindustan, Dainik Jagran and Amar Ujala raised their cover price in Meerut and Dehradun to Rs 3 from Rs 2.50. Similarly, in Bihar and Jharkhand, Dainik Jagran, Prabhat Khabar and Hindustan raised their cover price by 50 paise to Rs 4. The cover price of Hindi dailies in UP and Uttarakhand are expected to go up to Rs 3.50 and those in Rajasthan to Rs 3. English dailies, too, have raised their cover price in many markets, though Delhi seems to be unaffected as of now but for The Hindu which raised the price from Rs 2.50 to Rs 3. The economic downturn appears to have taken a severe toll on the Indian print media industry. It's bleeding, given the conditions across all platforms. With dipping Ad revenues due to the slowdown and high cost structure, the print media industry will continue to face pressure for the next two to three quarters. Layoffs and salary cuts may become a necessity for many businesses to survive as they have added substantially to their capacities. There are two basic sources of revenue for the newspapers: 1. Advertising. 2. Circulation.

The circulation revenue recovers only a part of the cost of producing a newspaper. The bonus of making a profit after all costs is on the advertising revenue. If circulation falls, advertisers shy away from using the medium. On the other hand increases in circulation to take reflect on ad revenue takes time. Newsprint account for about 70% of the cost of production, but any increase in circulation does not decrease per unit cost. Also any marginal increase in advertisement revenue due to increase in circulation is not apparent in the short run. The print media industry will continue to face pressure for the next two to three quarters, as per the analysts. Layoffs and salary cuts may become a necessity for many businesses to survive as they have added substantially to their capacities. Relief on newsprint costDue to the current economic slowdown impacting the print media industry, the Government has announced special customs duty exemptions for the newspaper & magazine publishing industry. Till now, a custom duty of 3% was applicable on newsprint and 5% on lightweight coated paper. A special additional duty of 4 per cent was also levied, which has now been waived. Newsprint prices, which constitute more than 70% of the cost of producing a newspaper, shot up last year by around 60-65%. The concessions announced by the Finance Ministry include: Full exemption in customs duty on newsprint and glazed newsprint used for printing newspapers Full exemption in customs duty on lightweight coated paper used for printing magazines. These exemptions will reduce the price burden to some extent and so too the reduction in imported newsprint prices from its peak. Information and Broadcasting ministry came to the rescue of small and medium newspapers by announcing a revised policy of releasing Government advertisements. It increased the advertisement quota of the Directorate of Audio Visual Publicity (DAVP) for small papers from 10% to 15% and for medium newspapers from 30% to

35%. Under the new policy, 35 per cent of DAVP advertisements in rupee terms will be given to regional and other language newspapers against the existing limit of 30%. Under the new policy, all ministries, departments and subordinate offices of the Government of India can issue tender notices directly to empanelled newspapers at DAVP rates. Economies of scale and economies of scope A survivor analysis for daily newspapers from 1964 to 1981 indicates that papers with 5,000 or less circulation are withering away, while papers in the 100,000-500,000 circulation size range are less likely to have gained local or national market share, once intercity shifts in demographic variables are considered; no statistically significant increase in the distribution of firms in these ranges is evident. On the other hand, the 10,000-100,000 circulation size classes have experienced substantial increases in the number of firms and in market share. The increased number of firms in these classes represents a statistically significant shift in the size distribution of firms, and the log-odds ratio of increased national or local market share for existing papers in this size range substantially exceeds that for papers in the 100,001-500,000 size classes. Finally, the 500,000 plus circulation size class has experienced an increase in market share and an increase in the number of firms. While the shift in the size distribution of firms is not significant, the log odds ratio of increased national and local market share is greatest for this size class. Except for the very largest class, these results are consistent with the conjecture that the new technology of daily newspapers has reduced first copy costs and lowered the minimum efficient scale. This conclusion is buttressed by the performance of firms in the 10,000- 100,000 circulation size range in both national and local markets, and taking intercity shifts in demographic factors into account. Moreover, the second smallest size category, 5,001 - 10,000, while not experiencing a statistically significant increase in the number of firms, did demonstrate a high log odds ratio of increased market share when demographic variables are included in the analysis. The performance of the 500,000 plus circulation size class is difficult to interpret.

The economies of scope increases with increase in number of advertisers where they get high return and in turn help in reduction in cost of the newspaper as the processes utilize the same resources. Value added, logistics and labor The value added for newspapers and magazines are advertisers and readers who are capable of attracting higher revenues or adding to its differentiation. The value added advertisements are commercial ads, festival wishes, birthday wishes and anniversaries. Competitive advantage by identifying issues and providing fast resolutions or actions related to: Raw Paper Inventory. Real-time visibility of paper inventory in warehouses, track inventory cost and availability and evaluate of risks/what-if-analysis and their impact on inventory. Paper Procurement. Optimize planning, supplier short list, and price negotiation, with on-demand information about past performance, costs, and the current state of available paper and demand. Paper Quality and Faults. Alert and informed about faults such as tearing and missprints during set-up and production. Match faults to paper type, grade, roll and supplier. Sell waste/defect paper. Identify opportunities and track metrics related to selling waste paper (e.g. for recycling). Production Performance. Track printers production activity by facility, shift, printer and type of paper. Identify faulty paper, human errors, production quality and efficiency. Today the distribution in print media industry is viewed as a value added or ancillary service. Ancillary services have been identified a challenge in printing industry for growth opportunity. Distribution is a customer service offering that starts when the job is scheduled. Efficient distribution involves the use of market expertise to negotiate freight rate and logistics services, routing, and overall compilation or management and

organization of products and distribution. Other aspects of distribution include warehousing, shipping, inventory management, fulfillment and kit packing. Newspapers require unique definition of their product, information, and financial flows to be adapted to supply chain and other quantifiable management programs. The primary supply chain flow for newspapers is the outbound product flow and its associated information flow. Newspapers have successfully separated subscriber and advertiser cash flow timing from product delivery. As such, all financial flows within the newspaper supply chain are either discretionary (how much newsprint and ink inventory is carried), or direct costs resulting from the supply chain in place. The primary components affecting the total supply chain cost for a newspaper are: Inbound Information: advertising, news, editorial, pagination Press Operations: plate making through pressing Packaging Operations: handling, insertion, storage, package design & flow Distribution Operations: transport mode, timing, locations, and handling.

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

In print media industry the labor market is highly skilled. Number of employees is the sole basis of the industry. Skilled labors required are press operator, information

system analyst, HR, reporter, journalist, editor, librarian, sales supervisor, promotion manager, publisher, general manager, web manager.

The objective of Rajasthan newspaper industry

1. To highlight the problems which have been plaguing the small and medium newspaper industry for the past so many years. 2. To create a common platform at the national level for the members to establish contact and interact with each other on related problems so ad to address them through the association with concerned authorities, on a collective basis. 3. To encourage and support small and medium newspapers, journals, periodicals, etc., to create innovative sustainable social enterprise that aims to build a just, civil society in India through responsible journalism. 4. To further foster a spirit of serving the national cause of having unity in diversity demonstrated in the membership of the association. 5. To establish Newspaper Association of India offices in all the states and districts of this country that can serve the small and medium newspaper establishments, specially the ones from non metros. 6. To encourage member newspapers to play a responsible role in social causes by actively organizing Social Responsibility Initiatives in the communities that they cater. 7. Finally, to encourage citizen journalism and reporting at the grassroots level in the rural areas among the student community.

Other Priorities of the Rajasthan Newspaper Industry

Newspaper Association of India focuses on six key strategic priorities that collectively affect the newspaper industry: marketing, public policy, diversity, industry development,

newspaper operations and readership. NAI aims to be a network that is inclusive and open, promotes free and independent media participation in the network. It also provides a voice for its member publications and encourages sharing of not just news but also their experience and knowledge between members. It also encourages members to share best practices in the industry to collectively raise the standards of Indian journalism. Newspaper Association of India facilitates the important role the regional newspapers play in the strengthening the Worlds largest democracy by adhering in letter and spirit to secular credentials and upholding all our democratic institutions to free, fair and complete dissemination of information. Finally, these regional and vernacular language newspapers with their reach deep in the hinterland can and will continue to plays an effective role in the propagation of democratic ideals as envisioned in our constitution that will empower all sections of the society.

Strategies and competition in the industry

Strategies used in the industry, Porters generic strategies model, porters five forces model and analysis using it, element of industry structure, porters value chain model analysis, swot analysis, concept of generic value chain, concept of growth share market matrix, company position . The pricing of ad space in newspapers has always been tricky. In India, the English dailies are seen as premium and the ad space in these is sold to clients, that are into high end products and hence the ad spaces in English dailies always sells at a premium. To understand these factors which affect the pricing strategies of dailies and bundles of dailies models were created during the course of the study based on rate cards of Indian newspapers. The model developed to identify pricing strategy of dailies used circulation, size of the ad and the location of the ad on the newspaper as some of the key factors of determination. The model was developed by regressing ad rates with the above mentioned factors. Brand image, duplication of readership and area of circulation were some of the additional factors that were considered while developing a model for the pricing of bundled services. Since these variables were qualitative, dummy variables were

assigned and regression of these multi variables was done using SPSS. The models developed helped in identifying the intensity of impact of each factor on ad rates and the discounts offered. But on a practical case, the impact deduced was on a smaller scale. It was found, through interviews, that client relationship actually plays a key role than the above mentioned factors. Thus the empirical model developed helped identify the correlation between the factors mentioned and the ad rates and the base rate on which all these factors are applied depends in personal relationship between the publisher and the advertiser.

Critical success factor of Rajasthan Newspaper Industry

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

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

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

4. Regulations

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

5. Technology
Use of technology for special effects, animation and other creative work leading to better quality of media products. Digital technology is increasingly competing with print media by opening access to endless sources of news. It may now seem that the need of the reader to buy a newspaper for news and the need of the advertiser to advertise in its slowly receding. Thus it is for the newspapers to look at emerging options and to rework their traditional sources of revenue.

Readership of Dainik Bhaskar and Rajasthan Patrika

3.5 3

2.5
2 1.5 1 0.5 0 Rajasthan Patrika Dainik Bhaskar
AIR '09 Rajasthan All India

Dainik Bhaskar with a TR of 3.35 crore is higher than IRS 2008 R1 readership figure of 3.19 crore.

 Rajasthan Patrika with a TR of 1.4 crore readers has seen an increase of 52,000 readers. Rajasthan Patrika still leads in this market (Rajasthan) with an AIR of 6,538,000. Dainik Bhaskar is next with an AIR of 5,736,000

Industry profile of Rajasthan Patrika

Rajasthan Patrika, a 54-year-old company that started as an evening newspaper with a borrowed capital of Rs. 500 has now grown as a media house and is among the fastest growing multi media conglomerates in India. Rajasthan Patrika is one of the leading newspapers of Rajasthan. The glorious journey of Patrika started way back in 1956, when Sh. Karpoor Chandra Kulish laid the foundation of Rajasthan Patrika, which is now the 5th largest Hindi daily in India (IRS 09). The idea of starting a newspaper from scratch was a challenging proposition but Shri Kulish ji took up the crusade with absolute fortitude and determination. The newspaper grew with the growing faith of expanding number of readers and today it stands tall as one of the most credible newspapers in India. The success story of Patrika from a local quarter-size double-sheet evening daily (1956) to a full-fledged twenty-page newspaper has been an epitome of sheer hard work & determination of each & every employee of the organization. Rajasthan Patrika is the initiator in the development of Journalism in Rajasthan. It is committed to provide reliable, authentic, and apolitical news, to educate the masses and give voice to issues that concern their lives. Rajasthan Patrika is the no.1 Hindi daily in Rajasthan, and Patrika in Gujarat, Karnataka and Tamil Nadu and Madaya Pradesh. (IRS 09). In Rajasthan alone more than 1 Crore 60 Lakh readers (IRS 09 TR) read Rajasthan Patrika Recently conducted BBC-Reuters Survey ranked Rajasthan Patrika among 3 most trusted newspapers in India. It enjoys the distinction of being the first Indian newspaper to have won both IFRA Asia, for excellence in printing and SOPA for best reporting in the same year. Rajasthan Patrika figured among the top five successful Asian Community newspapers (AMIC, Singapore - UNESCO). It has workforce strength of more than 3000 correspondents, reporters and stringers spread all across the country. The company has a vast network of more than 4000

agents and 15,000 Hawkers. A motivated workforce of 7000 personnel is associated with the company. Rajasthan Patrika reaches more than 80 countries via P.E.P.C worldwide machines (press point vending machines) Rajasthan Patrika has an intensive national coverage through its 17 publishing centers across India at following locations: Jaipur, Jodhpur, Udaipur, Kota, Bikaner, Sikar, Sriganganagar, Bhilwara, Alwar, Ajmer, Pali, Banswara, Bangalore, Ahemadabad, Surat, Chennai, Kolkata, Patrika Group has entered madhya Pradesh as 'Patrika' with enormous success in its very first year of launch. We are currently publishing patrika editions from Bhopal,Indore,Ujjain,Ratlam, Jabalpur Rajasthan Patrika has a wide network of corporate offices across some major cities of India to carry out our various business operations smoothly. The major cities are as follows: Bhopal, Chandigarh, Coimbatore, Dehradun, Delhi, Hubli, Hyderabad, Indore, Jabalpur, Kanpur, Lucknow, Mumbai, Nagpur, Pune, Raipur, Vishakapatnam.

Company profile of Rajasthan patrika

Rajasthan Patrika is well known for its value-based journalism for over 50 years now. Rajasthan Patrika is the 8th largest newspaper in India with a readership of 11.5 Million (CR IRS). It has 17 print centers in 5 states, with more than 50 editions. It has an army of 600 correspondents, reporters and stringers spread all across the country. It enjoys a vast network of 3,500 agents and 12,000 Hawkers. Through PEPC World Wide press vending machines it is available in 50 Countries. Is among top 5 most credible newspaper in India according to a BBC-RUETER study. It was in 5 Community newspapers in Asia considered by AMIC, UNESCO. Rajasthan Patrika enjoys the distinction of winning both IFRA Asia Award for best Printing and SOPA award for Best Reporting in Asia, in the same year. It enjoys a massive Response Strength of over 1.2 Million, qualified through a direct coupon scheme. The land Mark events of the group enjoy footfalls of 1.1 to 1.5 Million, they have thrice earned mention in Limca Book of Records. Since 1956, Rajasthan Patrika, a Hindi daily,has been the eyes, ears and voice of the people of Rajasthan. Apart from running 12 editions from Rajasthan, the paper also runs 5 editions in non-Hindi speaking states. Ever since its inception 53 years ago, it is the No. 1 choice of the Hindi readers of Rajasthan, Gujarat, Karnataka and Tamil Nadu.

The total readership of Rajasthan Patrika is 1 crore 36 lakh and 13 thousand readers (IRS 09 R2 TR). Patrika has also entered in Madhya Pradesh with morning daily 'Patrika' in Bhopal, Indore, Jabalpur, Ujjain and Ratlam. Patrika has two more newspapers for newer segments- Daily News (4.28 lakh readers in Rajasthan as per IRS 09 R2, TR), for light reading targeted to suit youths and News Today (No. 1 evening daily in Jaipur (Rajasthan) and fast growing in Indore (Madhya Pradesh), with a combined readership of 6.43 lakh in both the states, IRS 09 R2). It is a newspaper, which is respected for its editorial values and trusted by the masses. The newspaper group is growing fast with immense response from readers. Patrika group is emerging as one of the largest media houses in India, with its 360-degree media presence with a plan to cover all of MP and Chattisgarh. Recently conducted BBCReuters Survey puts Rajasthan Patrika amongst the top 5 most trusted newspapers in India. It stood 29th in top 100 paid for dailies listed by World Association of Newspaper in 2009. Today Rajasthan Patrika is not just among the world's top 30 newspapers ( ranked 29th by World Association of Newspapers), it is a complete media conglomerate having spread its wings to web portal (Patrika.com with 5 million Page views per month), yellow pages (Find It yellow pages, the No. 1 in Rajasthan), outdoor advertising (Planet Outdoor, with 1000 units sites across Rajasthan and Madhya Pradesh), Mobile value added service (56969 with approx 3 crore mobile subscribers), FM Radio (95 FM Tadka in Rajasthan and Chattisgarh), events (No. 1 event company in Rajasthan), publications, Cable Network, and besides many other fast growing ventures. These five decades of successful leadership validates the fact that it is possible to create and sustain an enterprise which is driven by causes larger than profitability alone.

Editions of Rajasthan Patrika

Rajasthan Patrika is published from the following places:
Jaipur Jodhpur Sikar Sri Ganganagar Udaipur Alwar Bikaner Banswara Ajmer Pali Kota Bhilwara Bhopal

Indore Gwalior Jabalpur Bangalore Surat Kolkata

Philosophy:
Management of Rajasthan Patrika thinks in terms of capital and manpower but it puts a great emphasis on Indian culture, ideas and ethics. Rajasthan Patrika has an open mind in the sense that it derives inspiration from the west so far as training and technologies are concerned. The best of the west is blended with Indian traditions, values and wisdom in the affairs of Patrika.

THE FOUNDER- Mr. Kapoor Chandra Kulish

The Visionary - Kapoor Chandra Kulish, the man who started Rajasthan Patrika as a small evening newspaper in the fifties and took it to the heights of glory, was a visionary par excellence. He is a splendid genius who has lived the ideal as embodied in the oftquoted Puranic aphorism charaiveti charaiveti (move on and on, rest not) and, above all, a man of extraordinary versatility. He was acclaimed as a brilliant journalist, a scholar of the Vedas, a thinker, a philosopher and a poet. His search for knowledge remains endless, despite his advanced age. He kept abreast of the latest developments at national and international levels and shares his perception of the local, national and international problems with lakhs of readers of Patrika every day, through his four-lined poetic expression entitled Polampol. It was his humble endeavour to keep the youths, fascinated by the dazzling modern world, familiar with the fragrance of their mother tongue. With a meager capital of just five hundred rupees, Kulishji embarked on a difficult road of journalism, by launching an evening daily. With fifteen editions and ten million readers, this newspaper is synonymous with Kulishjis personality and work.

Market Situation while entering and Now:

Prior to the eighties and nineties, national media system was characterized by domestically owned radio, television and newspaper industries. There were major

import markets for films, TV shows, music and books, and these markets tended to be dominated by U.S. based firms. But local commercial interests, sometimes combined with a state-affiliated broad- casting service, predominated within the media system. Where previously media system was primarily national, in the past few years a global commercial-media market has emerged. Commercialization brought about the transformation on Indian television in the early 1990s, accelerated by the combined impact of new communication technologies and the opening up of global markets. Economic liberalization, deregulation and privatization contributed to the expansion of Indian media corporations, facilitated by joint ventures with international media conglomerates.

Strategy to Market Patrika

As the circulation of Patrika is already very good , we need to improve its Readership . We can consider the following strategies : Improvise New Marketing Strategy to retain young readers focus on image makeovers to appeal more to the youth by innovative Content management Expanding into New Media Patrika Group has a strong presence in Internet Industry Do large no. of online promotion We can start giving a weekly supplement with the subscriptions which will cover the most important news of whole week, it will be further useful for students who are facing competitive exams

Departmentation:
The job functions of the employees in the organization are divided amongst them and combined in logical ways. Employees with related functions usually share a common work area and constitute a work unit. Departments are therefore constituted. The main departments of Rajasthan Patrika are: EDITORIAL DEPARTMENT: The editorial department, headed by editor, is responsible for, collection of news, selection of news and features, editing of news and features, interpretation of areas, etc ADVERTISING DEPARTMENT: Its main functions include collection of advertisements. PRINTING AND PROCESSING (MACHINE) DEPARTMENT This department looks after all work related with printing including installation of machines, plant layout, composing, processing, loading, maintenance of machines etc. FINANCE DEPARTMENT:

The foremost function of the finance department is financial forecasting and planning, it involves forecasting for short term and long-term funds ACCOUNTING DEPARTMENT: A newspapers accounting department performs the functions of, general accounting work, departmental record keeping, cost finding and budgeting.

Growth: The newspaper has championed many a public cause. Fearless reporting coupled with fiery articles penned by the editor, has contributed to its stature. A part of the Audit Bureau of Circulation, the newspaper amassed huge popularity during the period of Emergency that lasted between 1975 and 1979. Dauntless journalism pegged its circulation at a whopping seventy five thousand. The post emergency period saw the shifting of bases to Kesargarh. It scaled newer heights with its circulation reaching one lakh. Editions Published: Jodhpur (1981), Udaipur, Kota, Bikaner, Bhilwara, Sikar, Sriganganagar, Ahmedabad, Ajmer, Surat, Kota (1986), Bikaner (1987) Patrika's grand success continued and increased day by day. In 1995 National Readership Survey, showed that a staggering 84.68% growth. In keeping with the times, Rajasthan Patrika has also floated its online version. Sustenance: Rajasthan Patrika survived in the market with the help of marketing strategies and by studying the consumer and knowing the demands of market well.They did a situation analysis of the Macro environment, the market, the trends being followed, their competition, distribution channels and so on and so forth. Also, they conduct regular Market surveys and try to learn their customers changing demands and ask for their suggestions. Challenges faced: Rajasthan Patrika effectively used its marketing strategies in challenging situations and set an example for others by handling criticism, if any and difficulties in an effective and smooth manner.

Current Status:
Rajasthan Patrika is one of the most circulated daily newspapers published in Hindi language from the Indian state of Rajasthan. Simultaneously, there are publications of Rajasthan Patrika from major cities of Rajasthan as well as of India like Kota, Jaipur, Jodhpur, Ganganagar, Sriganganagar, Banglore, Udaipur, Surat, Bhilwara, Sikar, Ahmedabad, Bikaner, Chennai, Alwar, Kolkata and Hubli.

The Kota edition itself has a daily circulation of 66, 000 copies every day, as per the count of the Audit Bureau of Circulation between the months of January to June 2001. This popular daily also has a web version available over the Internet.

Social objectives of Rajasthan Patrika

The identity, reputation and prestige of an organization depend not only on its professional success but also on the way it maintains values, preserves ideals and contributes to social development. Tested by this touchstone for exemplary work Rajasthan Patrika has proved its worth beyond doubt and has even excelled itself. Soon after Mr. Karpoor Chandra Kulish launched the newspaper he made it clear to one and all that he would also use the paper as an instrument for social change and for the alleviation of social problems. He expressed his resolve to work relentlessly towards the accomplishment of this goal. It was on account of this resolve of the founder that Rajasthan Patrika has not only fulfilled its social responsibilities but it has set an example for emulation by others. The establishment of Jan Mangal Public Charitable Trust in 1984 was a milestone in this direction. The trust has always stood up to help victims of calamities.

Patrika made a great endeavor to rush help to the people of Maharashtra and Gujarat when the most disastrous earthquakes in Indian history hit them. It didn't lag behind when the entire state of Orissa was invaded by the cyclonic destruction. The sight of the wailing uprooted inhabitants of this unfortunate state melted even stony hearts. It came to the rescue of the war widows whose husbands died in the Kargil war. Patrika itself contributed a large amount and campaigned for public awareness who responded generously When the Indian Army was sent to the borders to face the threat of war from Pakistan, Patrika sent adventurous youths on motorcycles to the snowy valleys to 'boost the soldiers' morale with auspicious messages of good wishes and greetings.

Most notable among its crusades against suffering was its campaign for the donation of a handful of grain (Muthi bhar Anaaj) by every citizen when the continuous spell of drought in Rajasthan pushed millions of its people to the brink of starvation. Patrika called upon students to bring handfuls of grain to its office. The campaign electrified the student community and the general masses in the entire state who flocked to Patrika Offices in various cities and created heaps of grain. Patrika sent trucks loaded with the bags of grain to the areas where people were dying. It was a new value Patrika inculcated and showed the people the way to help the needy. What generated the tremendous enthusiasm was its slogan 'bacha bacha Bhamashah' i.e. every child is Bhamashah, the legendry philanthropist of Mewar who donated every penny to his

people. Thus Patrika rose above the narrow familial boundaries and considered the entire humanity as its own. Mr. Karpoor Chandra Kulish, the founder of Rajasthan Patrika, throughout his life as a journalist, tried to fulfill social commitments to a large extent and till date Patrika is following his footsteps. Patrika has always been ahead for public service and in this field it has organized many

Learning License camps for the common people Blood Donation Camps Camps to Spread awareness on Right to Vote Cultural events Book fair in public interest. Health Fair Started a Helpline and called upon the people of the state to write to Patrika about their problems and saw that their grievances were redressed

Our commitment to social responsibility is as strong today as it was when our company was founded. We are proud of our progress, but there is still much we can do.

JAN MANGAL PUBLIC CHARITABLE TRUST Introduction Jan Mangal Public Charitable Trust the name "Jan Mangal" itself implies well-being and welfare of the public. The concept to create such irrevocable public trust came in the mind of Shri Karpoor Chand Kulish, an eminent journalist and founder of Rajasthan Patrika Hindi Daily, in recognition and social duties to promote social, educational, economic and hygienic condition of larger section of the community residing in rural and urban areas, eschewed from any partiality of caste, color and creed. Approved under Constitution: The Jan Mangal Public Charitable Trust came into existence and was formed in Jaipur on 19th February 1982, and later on got registration under Rajasthan Public Trust Act, 1959. The Jan Mangal Public Charitable Trust is also an approved institution under section 80G of the Income Tax Act, 1961. Vision: The Vision of the trust is widely framed to cater every needed service to the Human Society, which is not confined to any Caste, Community and Religion. However, the objectives have only been considered as medium to serve the society, the trust lends its support, whenever finds the necessity to do so. Activities

Since formation in 1982, the Trust has been continuously utilizing its funds for the welfare of the people affected by natural calamities, on basic social infrastructure like schools & hospital, awarding scholarships, to students, players and in many more ways to the needy persons for the society.

Natural Calamities:

In last decade of twentieth century and in first year of 21st century the people of India suffered by three earthquakes, first in the year 1991 at Garhwal region of Uttaranchal and 2nd during the year 1993 at Latur (Maharashtra) and last in 2001 at Gujarat. On the days of disaster the Jan Mangal Public Charitable Trust came forward and appealed to people of Rajasthan to join hand for collection of fund for relief of victims of Earthquake. In the year 1991 the Trust collected Rs. 2,01,000/-, Rs. 45,11,111/- in 1993 and Rs. 1.69 Crore in 2001. The funds remitted to their Chief Ministers or Prime Ministers relief funds for the rescue operation of the victims. Besides the above, the Trust itself offered every needed help viz: distribution of Blankets, Medicines etc. on such events. In the year 1999 when Pakistan defense forces invaded and captured the Kargil Drass etc. mountains peaks of Himalayan, the Indian troops was compelled to fight the undeclared war, around 500 soldiers left their lives in that operation. The Trust once again appealed and collected around Rs. 3.08 crore for the families of martyrs. The Trust delivered that collected amount to martyrs family at their door step. The residual fund with accumulated interest i.e. Rs. 154 Lac was donated to Governor of Rajasthan for his Excellencys welfare fund. This was made on the petition filed by Trust itself to Honble Rajasthan High Court to seek direction about utilization of residual fund. The Trust, likewise also collected donations from public for the benefit of the victims of Orissa storm in 2000 and same was sent to Chief Ministers Relief Fund for being utilized in rescue/rehabilitation operations. The Trust has came forward with "Ek Muththi Anaj Yojna" in the hard time of famine for Rajasthan and a great movement was begun with the aim of collection of wheat/grains from door to door and money. Over Rupees 25 lakhs were collected in the welfare of sufferers under the said scheme. The Trust has collected more than rupees Two Crore aiming the welfare of victims of "Tsunami" tragedy and a fund named "Jeevan Kalash" was created to collect the money. The part of collected pious money has been handed over to Prime Ministers Relief Fund and rest of collected fund is to be given to Prime Ministers Relief Fund and Relief Fund of Tamil Nadu State Government. The Trust again appealed the people of Rajasthan to come forward and extend their helping hands to the victims of flood in Barmer and Jaisalmer area during the year 2006. More than rupees One Crore was collected the same was distributed at the doorsteps of respective flood victims and thus always vigilant to rescue the sufferers whenever any disaster occurs.

Infrastructure

The Trust considered the necessity to create infrastructure to promote Social, Educational and Medical services in Rajasthan State wherein scarcity of such facilities still exists. The Jan Mangal Public Charitable Trust firstly took the hands in a project to construct a School and Hospital Buildings in Village Soda Tonk District (Rajasthan). The both the buildings had been donated to Government of Rajasthan for the specific object to run a School and Hospital. The villagers are now being benefited by both the necessary services for which they were deprived previously. The trust has also donated a sum of Rs. 5 lakhs in installments, as the work carried out, for construction of a Ward in Jaipur Calgary Eye Hospital at Jaipur. In Village Gagardu of Ajmer District (Rajasthan), the Trust contributed a substantial amount towards building material for construction of Nursing Home. In the year 1992 the Trust constructed a shelter home for the relief of bereaved person of dead with basic amenities near Mortuary of S.M.S. Hospital at Jaipur and the same has donated to Hospital administration. The Trust has incurred a sum of Rs. 2,25,000 for the same. The Trust has also undertaken the project to develop the Man Sagar Dam (Jaipur) in the year 1992. The renovation of the Mansagar Dam is being done as per plan of renown architect Messrs Rajiv Khanna & Associates, New Delhi. The Dam after its renovation has become one of the spot, which would considerably contribute in development of the tourism in jaipur. The "Pal" of the dam is enriched by vast greenery, illumination, fountains, and other related facilities. The entire cost of the renovation came around Rs. 50 Lac. The Trust while renovating the Pal of Dam has given vast consideration to the original and ancient architecture of Jaipur. The Trust has also undertaken a Project of Rs. 5 Lac for development of Play Ground for the Shree S. S. Jain Subodh Shiksha Samiti, Jaipur. The Trust has also undertaken the project of renovation of a graveyard and provided necessary public facilities such as Tin-Shed, Piau with drinking water facilities and crematorium etc. Trust has also donated a "MARUTI VAN" to Adarsh Seva Sadan Samiti for carrying dead-bodies to graveyard. Moreover, it is to mention here that whenever the activities of creation of any infrastructure which are vital to provide necessary services to the society, came to notice of Trust, the Trusts contribution always be there for such noble case.

Educational / Medical:

The Trust besides contribution towards creation of infrastructure has also been contributing its fund for educational and medical services to needy and deserving candidates.

The Trust has been giving many Scholarships to various deserving candidates for educational and research projects. The Trust has also been granting donations for holding Seminars organized with object of Educational/Medical Services to Society. The Trust has also been granting donations in various activities of sports and providing scholarships to deserving players to develop the skills in their field. The Trust has also been granting aids to various educational medical and other institutions for providing needed facilities. Besides all the above the trust has also been granting aids/donations and providing every needed help to poor students, patients, orphans, handicapped persons, widows and also simultaneously doing arrangement for them to earn livelihood. Here we would like to mention that activities in respect to achievement of the objects of the Trust are only illustrative and not exhaustive, the Trust is continuously providing each and every help to society and that shall remain continue.

Humanitarian Work:
The establishment of Jan Mangal Public Charitable Trust in 1984 was a milestone in this direction. Patrika made a great endeavour to rush help to the people of Maharashtra and Gujrat when they were hit by the most disastrous earthquakes in Indian history. The sight of the wailing uprooted inhabitants of this unfortunate state melted even stony hearts. Patrika mobilized support for the people of this state and rendered yeoman service. It came to the rescue of the war widows whose husbands died in the Kargil war. Patrika itself contributed a large amount and campaigned for public awareness who responded generously. When the Indian Army was sent to the borders to face the threat of war from Pakistan, Patrika sent adventurous youths on motorcycles to the snowy valleys to ' boost the soldiers' morale with auspicious messages of good wishes and greetings. When Patrika realized that common ordinary citizens encounter great difficulties in getting their legitimate problems solved everyday on account of bureaucratic red tapism, it started a helpline and called upon the people of the state to write to Patrika about their problems and grievances. Patrika fought for their cause by taking the issues to the departments concerned and saw that their grievances were redressed.

Industry profile of Dainik Bhaskar

Dainik Bhaskar is an Indian Hindi-language daily newspaper published by D B Corp Ltd.. It was started in year 1958 from Bhopal, the capital city of Madhya Pradesh. As of 2011, its National Editor is Shravan Garg and the Group Managing Editor is Yatish K Rajawat who operates from Delhi. Dainik Bhaskar launched Business Bhaskar, the first business daily in Hindi, on 27 June 2008. As of 2011, Business Bhaskar is the largest Hindi-language business daily and has nine editions (Delhi, Bhopal, Indore, Raipur, Panipat, Jalandar, Ludhiana, Chandigarh and Jaipur). Yatish K Rajawat is its founding editor. Dainik Bhaskar- the fastest growing print media group in the country today, began its journey with a four- page newspaper form Bhopal (MP) in 1958 as one of the business by the family by Late Dwarka Prasad Agarwal, the father of the chairman, Shri Ramesh Chandra Agarwal. Ever since, Dainik Bhaskar launched its edition one after the other in MP. Gwalior in 1967, Indore in 1983, Jabalpur in 1987. 90s witnessed value addition to its editions after Mr. Ramesh eldest son; Sudhir Agarwal started his involvement in day-to-day operations. Further, launched its edition from Raipur in 1992 followed by Bilaspur in 1993. This was the time when Mr. Ramesh officially inducted Shri Sudhir Agarwal & his younger brother Mr. Girish Agarwal into business. Mr. Sudhir Agarwal had a passion for editorial & Mr. Girish Agarwal preferred to take part into core marketing. After achieved no. 1 status & strong leadership in 1995 in MP, the group identified Rajasthan as a potential market in December 1996, launched its Jaipur edition with net paid sale of 1,72,933 copies on day one. Jaipur launch of Dainik Bhaskar created a history in the Newspaper Industry, which is now a Case Study in the top business school in India. At that point of time the youngest son Shri Pawan Agarwal, after graduating from United States plunged into the business & Dainik Bhaskar took the root of information technology & cable television. In 1997, Dainik Bhaskar launched its Ajmer, Jodhpur & Bikaner editions followed by Udaipur in 1998 & Kota in 1999. Since 1996, father &sons began transforming the group into a customer centric organization. Keeping this in mind, Dainik Bhaskar launched its Chandigarh edition in mid 2000 adopting Hinglish language pattern in editorial contents. Today it is the no. 1

newspaper in Chandigarh, Panchkula, &Mohali. In the same year, Bhaskar entered into Haryana and captured the spillover market by launching its edition in Panipath & Hissar followed by Faridabad edition. After achieving the leadership position in Hindi- belts, the group entered into the state of Gujarat- a non Hindi market, where local players are formidable. The group launched its Gujarati newspaper, Divya Bhaskar in Ahmadabad in June 2003 is a Case Study with IIM-A for its first day net paid sale of 4, 52,000 lakh copies. In 2004 Divya Bhaskar further launched its edition in Surat &Baroda and Rajkot in early 2005. In Sep. 2004, Bhaskar group had taken over another Gujarati newspaper Saurashtra Samachar in Bhavnagar- the leading newspaper in Saurashtra region. In just two years Divya Bhaskar has become the no.1 in Ahmadabad, Baroda & Surat in terms of leadership. Also launched its North America edition from New York in May 2004. After setting many new trends in Hindi & Gujarati market, Bhaskar group, in association with Zee, launched its English newspaper DNA (Daily News & Analysis). In July 2005 with a circulation of 3 lakh + copies per day. In sep. 2004, the group has also launched a monthly complete Hindi magazine Aha Zindagi for positive & good life. Today the magazine enjoys circulation of 1.35 lakh copies with 5.95 lakh readers. Over a period, the group has diversified its business into Textile, Solvent Extraction, Job Printing, FMCG, and IT & Family entertainment. As of today Bhaskar group is a 4000 crore company. Dainik Bhaskar Group is a multifaceted industry major founded half-a-century ago. The groups initial foray was into the newspaper publication business. Over the years, the group has diversified into sectors such as textiles, solvent extraction, oil refinery, vanaspati, export of polished / semi-precious stones, TV media, FM radio, Information technology, real estate, theme / amusement park, and FMCG. Indeed, under the stewardship of Shri Ramesh Chandra Agarwal, the group has taken an honourable place among Indias corporate elites.

Principles of Bhaskar group

1) Their actions and thoughts are based on the following principles: Entrepreneurship Ambition Innovation Professionalism

2) They are totally professional and committed to a goal. There might be different ideas among them, but they respect these diverse ideas. 3) Their every effort will be focused on progress and entrepreneurship. 4) They give utmost importance to creativity and innovation. They should always endeavor to do anything better than before, it should be special, should be effective and should be done with total commitment. 5) They believe in winning and teamwork. They believe in delivering and always respect those who are capable of implementing every idea. 6) They as an organization are totally committed to employees. 7) They should provide their consumers, what they need or which they require. 8) They would play a positive role in the society, no matter in what medium they would be in. Publication centers of Dainik Bhaskar publications Total publication centers Hindi Gujarati Total states covered Total readership Total no. of employees Turnover of the group : 32 :9 :10 : 2.67 crore (source NRS 2006) : 10000 + : over 2200 crore

FOUNDER Late Mr. Dwarka Prasad Agarwal

CHAIRMAN Mr. Ramesh Chandra Agarwal

MANAGING DIRECTOR Mr. Sudhir Agarwal

DIRECTORS Mr. Girish Agarwal & Mr. Pawan Agarwal

Company profile of Dainik Bhaskar

3358 crore media house with 10,000- manpower strength & 160 offices all over India has daily newspapers 2 stand-alone weeklies & 1 magazine in 10 states of the country. Bhaskar is the largest read newspaper group in India with 2.97 crore readers. 28% potential of India with Bhaskar markets. The company board consists of Mr. Ramesh Chandra Agarwal, Chairman, Mr.Sudhir Agarwal, Managing Director, and Mr. Girish Agarwal & Mr. Pawan Agarwal, Directors. Daily newspapers (broadsheets) - Dainik Bhaskar, Divya Bhaskar, Saurashtra Samachar, Prabhat Kiran, DNA & DNA Money. Weeklies (tabloid) - Divya Bhaskar- New York & Indore editions. Magazine (Monthly) Aha! Zindagi Hindi & Gujrati & Lakshya

(New Magazine), ME. Magazine (Bi-monthly) Young Bhaskar, Bal Bhaskar. Magazine (Weekly) SHE The group uses latest ERP solution software application product (SAP) to integrate all departments in every editions of newspaper.

Dainik Bhaskar Group has a strong presence in Print Media, Radio, Internet Services. Dainik Bhaskar Group enjoys the status of being the Largest Read Newspaper Group in India. The average issue readership of its flagship Hindi daily newspaper, Dainik Bhaskar and Gujarati newspaper, Divya Bhaskar. The Group also publishes Business Bhaskar, DB Star, Saurashtra Samachar, Prabhat Kiran and DNA. In addition to newspapers, the Group has magazines for every audience, like Aha! Zindagi (Monthly magazine published in Hindi and Gujarati for new-age family), Bal Bhaskar (fortnightly Hindi magazine for children) and Lakshya (monthly professional grooming magazine in Hindi).

Values
Credibility and Integrity Innovation and Entrepreneurial Respect and Appreciation

Pillars
Empowered Talent Innovative Products and Processes Ethical Governance Dainik Bhaskar, the flagship Hindi daily started in 1958, stands as an example of achieving perfection through determination. Today the newspaper highlights many positive values that have driven India, its growth and aspiration. It is depicted as a change agent through its campaign Zid Karo Duniya Badlo. It covers international, national and local news, politics, business and sports. The paper also has an editorial page containing the views of eminent columnists such as Mr. Pritish Nandy, Mr. M J Akbar, Mr. Kuldeep Nayyar, Mr. Ayaz Memon, Mr. Surendra Mohan, Mr. Joginder Singh, Mr. Salim Khan, Ms. Mallika Sarabhai and Mr. Tarak Mehta on various issues. The first edition of Dainik Bhaskar was published in Madhya Pradesh in 1958, and it is now published in 36 editions in 11 states, 14.6 mn - Madhya Pradesh, Rajasthan, Chattisgarh, Haryana, Delhi, Punjab, Himachal Pradesh, Jharkhand, Uttarakhand and the Union Territory of Chandigarh. In order to meet the different requirements and adapt to the colloquial tastes of each distinct market, Dainik Bhaskar is published in 36 editions and 115 district editions 90 sub-editions. Sub-editions are based on main editions, but are editorially altered in order to meet the requirements of various districts within a region. In addition to using the dialect in each market and customizing the content of the newspaper to reflect the interests of readers in each region, continuous solicitation of the views of readers is done through the use of reader panels and in-house surveys. Readers are encouraged to provide their views on,

among other things, the content of the newspaper, cover price, improvements we can make to the newspaper and the readers' aspirations. Specialized supplements form an integral part of our product base, as they focus on addressing specific reader needs while offering advertisers a focused reach to a target audience. Supplements generally aim at concentrating on local issues or are targeted at a specific segment of readers, such as women or children. Set out below is a summary of our supplements to Dainik Bhaskar Supplement Madhurima Rasrang Frequency Weekly Weekly Focus / Contents Women's special Entertainment for all groups Children's entertainment Bollywood entertainment Women's special Mixed and

Bal Bhaskar / Young Bhaskar Fornightly Navrang Madhumita Sabrang Weekly Weekly Weekly

EDITIONS OF DAINIK BHASKAR

Dainik Bhaskar is published from many cities of North and Central India. Bhopal Indore New Delhi Lucknow Nagpur Raipur Gwalior Jaipur Ajmer Jabalpur

Varanasi Ahemedabad In Gujarat, and Western Madhya Pradesh the Gujarati Version of the newspaper is also published as Divya Bhaskar DainikBhaskar Grouppublishes a varied range of magazine helpful in many ways, like' Aha zindgi' a magazine based on highlighting the positive features of life. The company also runs English newspaper DNA in partnership with Zee Group.

Social objectives
1. Bhaskar Foundation
Bhaskar Foundation is a not-for-profit charitable trust registered under the Indian Trust Act. The trust is promoted by Dainik Bhaskar Group with an aim to uplift the Indian society through various development programmes. Awareness and enlightenment of society are an important part of the foundations activities. Based out of Delhi the foundation is trying to reach out to a cross section of Indian society at various urban and rural areas to serve and empower them. Government, Non-Government organizations and corporates will be partnered with in this mission . Various activities of social development and CSR are already carried out by the group. FOCUS AREAS Foundation aims at covering a broad spectrum of issues which include : Healthcare and sanitation Education Agriculture and Rural Development National Security Employment and Skill Development Empowerment of Girl Child.

Water Conservation
Water Conservation and its many aspects have been explored and talked about since many years. It has been realized that there is an inertia and indolence that persists amongst the masses towards any environmental cause. Apparently this indolence does not let their thoughts translate into action over minor or passive exposures or consciousness triggers. To create an aperture towards this cause, Dainik Bhaskar took the responsibility in creating awareness that instigates action. Hence, The Jal Satyagraha initiative was born. In the same context two massive campaigns, Jal Satyagraha Pratikriya and Jal Satyagraha

Jal sena were run in 2007 and 2008 respectively. Jal Satyagraha Pratikriya initiated a thought process in the readers towards saving water by calling for their ideas on saving water on a toll free number, email address and postal set up. Jal Satyagraha Jal Sena was an innovative story campaign where a group of children undertook the pledge of being water saviours. Both the campaigns were taken with great enthusiasm from the readers.

Tree Plantation
Dainik Bhaskar Group is carrying out tree plantations nationwide. Motivating the general public to come forward and plant a tree at their own place. The Group targets to plant 25 lac trees.

Parinda - Save Bird Campaign

During the peak of summers, when temperature reaches 45-47 degrees, thousands of birds die due to lack of drinking water & grains to eat. Parinda- Save Birds. 'Parinda' (pot to contain water & grains in local dialect) were made in consultation with the forest department & ornithologists. 50000 water bowls were distributed free of cost It elicited strong support from readers and the public and the state level personalities appreciated as well as participated in the campaign.

Reasons for Popularity:

Dainik Bhaskar adopted an extremely aggressive marketing strategy to reach out to readers both in Madhya Pradesh and other parts of the country. It is said that the newspaper house hired a team of professionals who conducted a survey on two hundred thousand possible newspaper purchasing families. Not only did the team provide them a prototype copy of the newspaper modeled on their likes they also offered them subscriptions at discounted rates. Dainik Bhaskar is also popular because of the meticulous analysis of socio-economic events and top of the line editorial content compiled by excellent hindi columnists. Readers of all ages like to read Dainik Bhaskar because of the range of supplements released by Dainik Bhaskar which are informative and entertaining at the same time.

Current marketing strategy of Dainik Bhaskar

Whenever Dainik Bhaskar, a media group, enters a new market, it uses direct marketing to establish a leadership position from day one. Here is the story

onthe transformation that happened inside the organisation because of this strategy. During the launch of the edition of the Dainik Bhaskar, the pre-launch customer preference survey showed that readers in that area preferred a newspaper in Hinglish (the spoken language, a mixture of Hindi and English) to pure Hindi. To gain popularity we had to adapt that language in the newspaper. So in this case the customers actually decided the language the edition would carry. This was a new experience for us, especially the journalists and editors, and had a huge impact on the organisation, its processes and its structure. Certain changes have now become a norm in our organisation.

Mind the gap

Involving the customer from the word go is a radical change in strategy, but we have adopted it across the Dainik Bhaskar group for all our projects. We realised that there is a gap between the entrepreneur's perception of the market requirements and the actual market needs. This gap may actually be quite minor and inconsequential from the management's view-point but it can make a huge difference in the way customers perceive the product. Bridging this gap then becomes essential to win customer trust. In our case, instead of designing the newspaper and then hoping to generate sales, we involve the customers, collect their requirements, their suggestions and then design the project accordingly. This strategy has made the difference between success and failure in many instances.

Pricing against the market

I strongly believe that the market is no one to set the prices. As entrepreneurs engaged in the day-to-day running of the organisation, only we know the pros and cons of what price the customers will accept for our product, of how much we can take and how much we cannot. Pricing is ultimately the entrepreneur's decision based on the market affordability and the nature of his product. In the newspaper industry, pricing plays a huge role, but we have realised that pricing is not a standalone element. Quality is as important in deter-mining success. Customers will never accept average quality; they want value addition in their product. They expect their rupee to go the extra mile and give them the best quality.

Flexibility is key
No system or plan is sacrosanct. Systems and plans are essential but they should be flexible enough to undergo a last minute change. Otherwise they become a bottleneck.

Nothing comes cheap

Investing in the latest printing process where editorial material transfers straight from the computer to the plate, without going for positives. This saves about fifteen minutes time. To save those fifteen minutes for the customer we are contemplating a move, which involves changing the entire process. But we have to do it; we just have no other choice, especially in our business where time is of the essence and we compete with a dynamic media like television. A normal household generally goes to sleep by 11 o'clock in the evening and any news between 11pm and the time we wake up will catch the customer's interest. So we have to continuously extend the time we can work, see until how late into the night we can cover events.

Ultimately it is your call

You can conduct a survey, get customer feedback, get advertisers' feedback, the works. But ultimately it is your decision. Your customer can say he wants X, Y and Z. But to what extent you want customer needs incorporated in your plan is up to you. This is the biggest decision and it depends on the entrepreneur's or the marketer's skill. At times you may try to short change your customer based on your convenience. Sometimes you may be able to get away with it, but personally we do not think it is possible. You can put your foot down and say I will give in only this much to customer demands. Or you can take a call on your costing, growth and other needs and try and find a compromise.

Milestone of Dainik Bhaskar

1st April 2012

D B Corp Ltd. launched 5th Edition of Dainik Divya Marathi by launching Solapur Edition.

10thSeptember2011

D B Corp Ltd. launched 3rd Edition by launching Jalgaon Edition on 10th September 2011.

2ndJuly2011

D B Corp Ltd. launched 2nd Edition by launching Nasik Edition on 2nd July 2011.

25thJune2011

D B Corp Ltd. launched 61st Edition by launching DNA Indore Edition on 25th June 2011.

29th May 2011

DB Corp Limited extended its presence to 4th language Marathi with launch of its 60th edition Dainik Divya Marathi newspaper in Aurangabad, Maharashtra on 29th May, 2011.

17th April 2011

D B Corp Ltd. launched 59th Edition by launching Dhanbad Edition on 17th April, 2011.

January 2011

D B Corp Ltd converts 6 existing Sub-editions as independent editions, which were earlier outsourced from other editions, given their potential and self sufficiency to thrive as independent editions.

Newspaper Characteristics Image

Dainik Bhaskar
Strength The Bhaskar is livelier Drawback The Bhaskar for being unreliable Outlook The Bhaskar is a modern looking place with lots of plate glass and concrete.

Rajasthan Patrika
Strength The Patrika is more reliable and credible. Drawback Comparatively less livelier Outlook The Patrika is housed in a pink fortress, a typical Rajasthani fort.

Circulatiion

8 7 6 5 4 3 2 1 0
Today Rajasthan Patrika claims: Total of 7.8 lakh circulation in Rajasthan

Dainik Bhaskar Rajasthan Patrika

Today Dainik Bhaskar claims: Total of 6.43 lakh circulation in Rajasthan

The pricing war between two dailies

There is Duopoly in the Newspaper Market of the two leading newspapers , Rajasthan Patrika & Dainik Bhaskar There is cut throat Competitive pricing strategy followed Price of both fluctuates between ~ Rs.1 & Rs.2.75 The Price Gap between the two hovering from ~ 25p. to 50p. Rajasthan Patrika still maintaining market leadership by offering various schemes. Dainik Bhaskar trying to break in to potential market by the leading the price fluctuation.

INTRODUCTION:
Print Media products under severe time constraints. There has been a frenzy of activities in the Indian newspaper industry - some eye it with pleasure, some with anxiety, but this It has to be dispatched to spur of fresh developments is continuing. New editions, new various distributors titles, all-colour pages, acquisitions and mergers, internal co- across the region. operation these are just a few of the happenings that have The revenue of distributor transformed the entire scenario. Undoubtedly, the newspaper is based on a commission industry is in its full bloom, posing a win-win situation for on the every sale. everyone; newspaper publishers, readers, advertisers, web offset manufacturers, consumable suppliers, etc. Such is the Circulation is normally potential of the Indian newspaper industry. through salesmen appointed and salaried Newspapers shape the nation and it holds true for India as well. by the distributors, who Even before India got independence, newspapers played a major in turn pass it on to role in spreading the issue of independence. James Augustus is hawkers. considered the "father of Indian press" as he was the one who Hawkers, vendors and started the first Indian newspaper from Calcutta, the `Bengal book stall owners are the Gazette` or `Calcutta General Advertise` in January, 1780 which last link of the supply was a weekly publication. In 1789, the first newspaper from chain before it reaches Bombay (now Mumbai), the `Bombay Herald` appeared, the readers. followed by the `Bombay Courier` in the following year. Later, Responsiveness and this newspaper merged with the Times of India in 1861. The first efficiency is an important newspaper published in an Indian language was the Samachar in newspaper Darpan in Bengali on May 23, 1818. The first Hindi newspaper, distribution channel. the Smachar Sudha Varshan started its circulation in 1854. Since then, the prominent Indian languages in which newspapers had been published over the years are Hindi, Marathi, Tamil, Malayalam, Telugu, Urdu and Bengali. India consumed 99 million newspaper copies as of 2008, making it the second largest market in the world for newspapers. Today, India has over 300 big newspapers, besides hundreds of medium and smallsized ones. And the number is increasing almost every day as existing newspapers bring out new editions apart from new players joining the bandwagon, the future of the newspaper industry at large looks promising.

Print Media.
The newspaper industry sees no threat to its survival in the foreseeable future from the digital media contrary to the raging debate over the sustainability of the print media due to the advent of the digital newspapers and internet reports The Hindu (2009). India has the second largest print market in the world with a readership base of over 350 million. The influx of digital media penetration, market saturation and changing media consumption habits has led to decelerating circulation and readership in the once

developed international markets. The Indian market, however, continues tostand due to the low level of print media penetration. It is constantlybacked by the increasing overall media penetration and low levels of digital media penetration.With more than 62,000 newspapers printed, of which, approximately 92 percent consists of Hindi and other vernacular languages; the structure of the Indian print media industry is characterized by a high level of fragmentation and regional diversity. The concentration of English newspapers circulation is primarily focused on the metro cities and urban areas, whereas Hindi and other regional newspapers primarily target the non metro population. 92 percent of the Indian print market comprises of newspapers and magazines which demand a share of the balance 8 percent. Newspapers are highly dependent on advertisement revenues to supplement the low cover prices there by contributing around 70 percent of newspaper revenues and the rest being circulation revenues. In the case of magazines, circulation revenues add around 60 percent of the total magazine revenues because of the higher cover prices of magazines. 3.25. Print Advertisement Scenario.In the year 2009, 10 sectors contributed to 64 percent of the total print revenues with Education, Services, Banking/ Finance, Auto and Retail contributing a revenue share of 49 percent. A snapshot of the major sectors contributing to print advertisements is set out below.Sectors like Banking/Finance, Retail, Real Estate, and Travel and Tourism were adversely impacted by the economic slowdown. Cutting down on the advertising spends by these segments, print advertising volume only grew by 3 percent during 2009. The Services and the Banking/Finance sectors saw a decline of 1percent and 4 percent respectively. On the other hand, Education and FMCG (personal accessories and personal healthcare) did give a reason to be relieved with a growth of 5 percent and 31 percent respectively. In a weak advertisement market, social and political advertisements proved to be a shot in the arm for the media and advertising industry. The pre-election social advertising, the national elections in AprilMay 2009 and the assembly elections of the various states held at various times in 2009 added fuel. For example, the general elections saw an estimated advertising spend of approximately INR 8 billion with print alone garnering around 4050 percent share.The assembly elections also saw significant advertisement spends by political parties with print and TV being the major recipients. The election print advertisement rate grew from 0.8 percent in 2008 to 1.6 percent in 2009.English newspapers were the major victims of the reduced advertising owing to their higher exposure to Banking/Finance, Travel and Tourism, Real Estate, Retail and Auto sectors. Regional newspapers have always had a higher exposure to more stable sectors such as FMCG, Education, Telecom, Social and Political. Therefore the instability in the advertisement demand for the regional papers was much less. Local advertisements in regional papers also diluted the effect of the economic slowdown and provided a protective shield during the crisis since regional newspapers tend to have more than 60 percent local advertisements as compared to less than 40 percent for English newspaper.

Marketing profile of print media

Market segmentation, marketing strategies, marketing practices and marketing concepts specific to the industry. The print media industry has low entry and exit barriers. However, there is intense competition for market share in the industry. Many players are well established in their respective regions and it is difficult for new players to penetrate the market. The market for print media can be segmented based on geography, demographics and psychographics. Many players used technology and marketing strategies to emerge as global giants. In India, the print media industry is in the growth phase. There are a few well-established players in the industry, with each player constantly trying to increase its market dominance. The decision of the Indian government to allow 26% FDI in Indian print media has received mixed response from media houses. Some players strongly opposed the move while others welcomed it. Promoting, advertising, and marketing products or services are the most basic ways to drum up new business. But it should come as no surprise that the vast proliferation of media seen since circa. 2000 has been wreaking havoc with traditional approaches to marketing and promotion. A partial list of the media available to marketers includes, but is not limited to: print direct mail print catalogs print advertising (magazines, newspapers) Web sites Web advertising (banners and other ads) e-mail direct mail/e-letters search engine marketing (sponsored links on Google, e.g.) broadcast/satellite radio broadcast/cable/satellite TV billboards/posters/outdoor advertising point of sale/point of purchase displays word of mouth/so-called viral marketing computer desktop wallpaper

 advertising on mobile phones/other portable devices ring tones for mobile phones blogs social networking sites (like MySpace) online video (like You Tube) in-game advertising (for videogames) And on and on and on Part of the marketing problem is that, thanks to inexpensive electronics and display technologies, almost any surface can be a marketing vehicle. After all, consumers are awash in advertising and marketing messages, which all intermingles to create a dense wall of background noise. The Industry Measure has conducted extensive research into media channels and the ways in which those channels are changing. In a recent survey of ad agencies, for example, it was found that: 70% of ad agencies currently use print direct mail (not variable) to market and promote their and their clients services or products; 52% currently use Web advertising (banners, rich media, etc.); 45% currently use outdoor/display advertising (signs, posters, fleet graphics); and 45% also currently use broadcast radio. Less important shouldnt be construed as meaning unimportant. In todays media mix, its all good. At the same time, some advertisers and marketers are jumping onto whatever new medium comes down the pike, fearful perhaps of missing out on the next big thing. While new media are important to the overall media mix, older established media are often still the most effective. This is why a judicious combination of media is the best approach. There are certain guidelines marketers can take to ensure that their media rupees are not spent in vain.First, identify the target audience and think carefully about the best medium/media to reach them. Different demographic groups (age, gender, income, even geographical location) have different media habits. Print may not be the best way to reach certain groups, while the Internet may not be the best way to reach certain other groups. Second, combine media. Relying on just a print direct mail campaign may garner some new business, but combining that with a direct e-mail blast, an outdoor

advertising campaign, radio help build brand awareness.

spots, or

some other

combination of media will

Third, to keep the advertising message and design elements consistent across media. Using the same logo and logo colors, the same fonts, the same tagline phrasing, the same or similar text, etc., in all your media permutations. This helps with branding and reinforcing the message. At the same time, the adoption of designonce-reuse-many strategy helps save costs on design and lets you get more bang for your buck.In print media industry, newspapers and magazines are difficult to use for direct marketing because the ads have to compete with the clutter of other ads and because the space is relatively expensive, response rates and profits may be lower than in other media.

Innovation in Industry
Types of innovation, concepts of innovation relevant to the industry, source of innovation, rate of innovation and economies of scale.

Types of innovation

The Concepts in innovation relevant to the industry are disruptive innovation, process innovation, business model innovation. The newspaper industry is going through a "disruptive" change, a phenomenon that has transformed industries such as retailing, computing, airlines and automobiles. The bad news is that when the dust of disruptive change settles, historically even the best-run companies typically end up in the loser's column. Disruptive innovations typically offer lower performance along dimensions that firms consider critical. In exchange, new benefits are introduced along dimensions such as simplicity, convenience, ease of use, or low price. In the media industry, blogs, Google, eBay, Monster.com, and freely

distributed commuter papers each fit the pattern of disruptive innovation. Each emerging competitor lacks something that is core to most newspaper companies' value proposition. Some can't match a newspaper's broad distribution network. Others can't compete with the newspaper's detailed reporting capability or local reach. All, however, compete along dimensions of performance that are different than the traditional metrics emphasized in the print newspaper business. Three barriers typically make it difficult for market-leading incumbents to get disruption right:

1.

Fail to spot the disruptive change early enough: Disruptive change tends to

start innocently at a market's fringes. Market leaders tend to dismiss early disruptive developments because they just don't affect their core business. 2. Fail to allocate sufficient resources towards disruptive offerings: Disruptive

innovations often have lower performance and lower prices than established offerings. Companies find it hard to prioritize spending time and money on disruption when they have seemingly attractive opportunities in their core business. 3. Force the disruptive initiative into the existing business model and product

concept Most newspaper companies still focus a disproportionate share of time and attention on their print product. While not ignoring that product, allocating more resources towards new disruptive products makes sense. It seems clear that newspaper companies must re-imagine their content and business models if they hope to succeed. Despite the sense of doom and gloom that pervades the industry today, there are signs of hope. While newspaper readership is declining, information consumption is increasing. Almost every newspaper company has made the transition to the Web, with their properties attracting new audiences and new advertisers. In fact, the interactive nature of the Web allows forward-thinking companies to completely change the way they interact with readers and advertisers. Readers can become content creators and community builders. Web sites can serve advertisers that would eschew the static nature of print. Additionally, companies are experimenting with new approaches. Dozens of companies have launched free papers targeted at young readers or recent immigrants. Newspaper companies should look at their local market to identify jobs that people can't get done well today. They should think of the great assets they have at their disposal top-flight journalists, strong brands, in-depth local knowledge, healthy balance sheets and think how they could reconstitute those assets to address important, unsatisfied jobs. The Cost dimension in media product innovation requires a media organization to obtain a cost advantage through product innovation, thus enhancing the probability a media product is chosen. The Value Analysis Model sees cost as the fee incurred in a

products life circle. The cost advantage the media product innovation want to realize include low media consumer cost and low media product cost. However, under the usual circumstances, the above-mentioned two costs are in a zero-sum relation -- A decrease of one of them will inevitably cause an increase in the other. Given that, before media cost innovation can be realized, two questions need to be tackled: How to cut media consumer cost, and how to cut media product cost thus caused. Media Product Cost is closely related to the learning curve, experience curve, scale economy, economy of scope and innovation method. This is because: Firstly, as a media organization gains experience in its targeted market, its pinpointing skills will increase and thus can better satisfy the media users needs. Increased targeting skills will consequently reduce the redundancy in the content it produces and increase the efficiency as a media user fulfills its needs while using the content in a given time span. As the content redundancy is cut, the media can offer more space for advertisements, and the medias attraction to ads increases accordingly. Meanwhile, increased accuracy in information collection and processing will greatly cut resources consumed by the reporting and editing team. This deduces the total operation cost of the media organization. As we can see, a media product innovation based on collective intellect (core competence) can cut the cost it pays in learning and experience. Secondly, as the scale expands, the media product will see a cost cut, according to the scale economy theory. But essentially an influence economy, the media economy generally operates at a loss at the early stage. Expanding the scale in a free rein will very likely impoverish the media organization; therefore, what it needs is a relative scale advantage rather than an absolute one. So in the media product innovation process, the media organization should try to obtain a relatively efficient scale at a time spell shortest possible while decreasing the possibility of an inefficient scale, exerting a cost control in both aspects. Beijing Times, for example, launched at a very low newsstand price, but latter increased it three times within one year of the launch in order to cut cost in the most. Thirdly, according to the economy of scope, a media product innovation should be conducted within a business scope where a coordination, mutual support and resources sharing are possible and efficient. Only when this condition is met can a cost cut be realized, otherwise the so-called diseconomies of scope will appear. Therefore, a

media product innovation should be carried out on the basis of a media organizations core resources and center on competence strengthening. The overall goal of the

innovation is to realize media expansion at a low cost. Fourthly, the media product innovation encompasses independent innovation, emulation innovation and cooperative innovation, with each of them having a different cost-saving ability. Among the three, independent innovation is most expensive, while the latter two are more cost-efficient, imitative innovation in particular. So, cost-centered media product innovation tends to adopt the imitative innovation approach or even a complete imitation in order to reform the media product line. In this approach, to be cost-saving, the core product a media organization offers should be uniform with that of its competitors, but can be very innovative in its outer appearance and other benefits it offers. Using this approach, the consumer cost is transferred, and as whole the product life cycle cost is reduced, and its value increased. In summary, efforts in the four aspects discussed above can, through reorganizing its production elements, help a media organization obtain higher production efficiency and cut media product unit cost, thus obtaining a sustainable competition advantage. An examination of the newspaper competition in Nanjing in 1999 shows the cost innovation by some of the competing newspapers in the city was still on the first aspect, and few were on the second aspect. Therefore, thinking about media competition as merely a competition of burning money, to cut the media users cost while ignoring media product innovation is too naive and detrimental both to a medias growth and the nurture of its all-around ability.

GROWTH OF THE INDUSTRY

Rate of growth, pattern of growth, growth determinants
The Indian Media and entertainment industry stood at Rs584 bn in 2008, a growth of 12.4% over the previous year. Over the next five years, the industry is projected to grow at a CAGR (compound annual growth rate) of 12.5% to reach the size of Rs1052 bn by 2013, says a FICCI & KPMG report on the sector release. The report however,

highlights that the market environment has become increasingly challenging for the sector, on the back of economic slowdown and the consequent slowdown in advertising revenues, especially in the last quarter of 2008. Sectors like TV, Print, Radio and Outdoor which depend on advertising revenues were largely affected and this is estimated to continue into the current year too. Advertising spends grew at CAGR of 17.1% in the past three years. Going forward, it is expected to exhibit a robust growth rate at CAGR of 12.4% over the next five years. Potential upsides could take this higher. Growing acceptance of the digital TV distribution technology, entry of DTH players the success of many small budget movies, and the rising competition in the regional market were some of the key highlights of the previous year. Rajesh Jain, Head Information, Communication & Entertainment, KPMG India said, Media companies are under pressure to change, innovate and re-examine their existing business models. Players need to draw upon new capabilities to survive in this environment. In the immediate future, media corporate is likely to focus more on operating margins, and assess opportunities for consolidation, while building on core strengths. The projected 12.5% growth for the sector will be driven on the back of factors like favorable demographics, strong long term fundamentals of the Indian economy, expected rise in advertising to GDP ratio compared to developed economies and increasing media penetration. The focus of industry players too is changing; with a strong emphasis on profitable growth in the current scenario. Hence, media companies are increasingly concentrating on strengthening existing operations and assessing options for growth through consolidation, while continuing to innovate. Factors like Narrowcasting, Regionalization, Internationalization, Organized Funding, Digitization and Deregulation have become the buzzwords in the industry. The Indian Print

Media industry is estimated to have grown by 7.6% in 2008 and reaching around INR 172.6 billion in size. The industry is projected to grow at a CAGR of 9% over the next five years and reach around INR 266 billion in size by 2013. Growth in the Print media industry is achievable through sustained growth in advertisement revenues due to increased advertising spends from emerging sectors such as Education, Organized Retail and Telecom, improving literacy levels in the country, optimization of cover prices leading to improved penetration and growth in sales volume, more launches in the niche

segment, like newspaper supplements and specialty magazines, by players. The industry needs to invest in quality improvements, especially in regional media to attract advertisers; collective negotiations and bulk purchase of newsprint, constitute forums to encourage and promote regular reading habits among youth, adopting innovative practices like trading media space in publication platforms in return for equity and improve organizational ability to attract and retain talent.

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

As per PwC report, the print industry is expected to grow from Rs 128 bn in 2006 to Rs 232 bn by 2011, at 12.6% CAGR. While the newspaper industry is estimated at Rs 112 bn, the magazine segment is valued at Rs 16 bn. Growth drivers Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared to 69.9% in 2005. While rural literacy is at 64.8%, urban literacy touched 85.3%. Currently Indian print media is estimated to reach over 220 m people, and has immense growth potential since close to 370 m literate Indians are believed to not be served by any publication. Also, the reach of newspapers is only 27%, as compared to the global average of 50%.

Lower cover prices: Earlier, due to strong hold over a region, the newspaper had higher cover charges. However, with increasing competition and venture into newer regions the companies have reduced the cover prices to augment more sales. Many English dailies are sold for as low as Re 1 or Rs 2. The initial subscription offers of DNA and Hindustan Times (HT) in Mumbai, during their launch period, further reduced the cost of the newspaper to around 50 paise for an average issue Higher ad spends: Print media accounts for 48% of the total Rs 137.5 bn advertising spend in the country. However, the ad spend in India is just 0.4% of GDP as against 0.5% in China, 1.3% in the US and a world average of nearly 1.0%. With rising consumerism and growing interest from domestic and global brands in Indian market, the growth in ad segment is expected to be strong. As per the registrar of newspapers, there were approximately 6,529 daily newspapers as of March 2005. No single newspaper had a national circulation. In 2006, India had the second largest circulation of newspapers with 88.9 m copies per day; second only to China with 98.7 m copies a day.

Urban & Rural Urban Base Population (m) Any Publication Any Daily Any Hindi Daily 184 170 62.9 % 23.6 21.9 8.1 2.2 7.6 (m) %

Rural (m) %

99.9 42.2 84.3 15.6 93.8 39.6 76.6 14.2 35.6 15 27.3 5.1

Any English Daily 17.4 Any Magazine 58.9

15.9 6.7 1.6 0.3 33.8 14.3 25.1 4.6

Newspaper

Place of strong hold

Jagran Prakashan Uttar Pradesh and Uttaranchal Times of India HT Media Mumbai Delhi, Bihar, Jharkhand

Deccan Chronicle Andhra Pradesh The Hindu The Telegraph Deccan Herald Punjab kesari Chennai Kolkatta Bangalore Punjab

Fragmented industry

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

Attracting foreign investment

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

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

Benefits of print media advertising.

Super Bowl Sized Audience : The 2011 Super Bowl had a record setting 111 million viewer audience .On average, 152 million adults read newspapers weekly.105 million adults read the newspaper on Sunday. Reality You can reach a Super Bowl sized audience, every Sunday. Core Audience Strength : Middle/high income coverage remains STRONG. 71.7% of individuals with a household income read the newspaper this past week .52.6% read the Sunday newspaper .68.3% of individuals with a household income read the newspaper this past week .47.9% read the newspaper Sunday . Trusted Source for News/Information : Newspapers and newspaper websites rank 1 as a trusted, credible source for local news and information . In a December 2010, newspapers scored higher than all other media with: Connecting people to the community Connecting people to businesses Knowing what stories are most relevant to the people in their community

 Providing the most complete news source for their community -myths/ 11

Proven Web Synergy/Halo Effect: 7-in-10 (73%) newspaper readers visited a website, used online search, or made an online purchase following up on advertising they saw in the newspaper. Weekly Reader Involvement : 65.1% of all adults read a printed newspaper within the past seven days 25% of adults visited a newspaper website within the past seven days Stickiness/Time Spent with Medium : Time spent reading Sunday print paper Over 60 minutes: 45% 30 to 60 minutes: 32% Time spent reading daily print paper: Over 30 minutes: 45% 16 to 30 minutes:34%

Readers Read Ads : 84% of adult newspaper readers within the past month look for both print ads (ROP) and preprints . 63% of these readers look at ads while paging through the paper .21% of these readers planning to shop actively search ads within the newspaper. Readers Take Action : 8-in-10 (79%) adults respond to newspaper advertising and have taken some type of action as a result of seeing printed ads . 48% made a purchase as a direct result of newspaper advertising . Proven Link to Retail : Newspapers continue to 40% lead as the destination for 35% checking ads on items to 30% buy 25% . 35% of adults actively 20% choose to read the 15% 10% newspaper and

purposefully 5% check for advertisements 0% and promotional messages .28% choose the Internet 9% choose television .

New Customer Acquisition : Recent studies prove ROP ads/coupons are effective in generating trials, getting people to trade up/switch brands . 69% of adults use coupons and newspapers are their preferred coupon source .

RESEARCH METHODOLOGY
Research- Research comprises defining and redefining problems ,formulating hypothesis or suggested solutions, collecting,

organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. -clifford woody
Research methodology has many dimensions. It includes not only research methods but also consists the logic behind the methods used in the context of the study and explains why only a particular method of technique had been used so that search lend themselves to proper evaluation. Thus in a way it is a written game plan for concluding research. Therefore in order to solve our research problem, it is necessary to design a research methodology for the problem as the same may differ from problem to problem.

RESEARCH DESIGN- Research design is the conceptual structure within which the research is conducted. Its function is to provide for the collection of relevant evidence with minimum expenditure of effort, time and money. But how this can be achieved depends on the research purpose,

Research design is of mainly three types1. Exploratory research 2. Descriptive research 3. Experimental research

Exploratory Research- It focuses on the discovery of ideas and is generally based

on primary data. It is preliminary investigation which does not have a rigid design. This is because a researcher engaged in exploratory study may have to focus as a result of new ideas and relationship among the variables.

Descriptive Research- This kind of research is concerned with describing the

characteristics of a particular individual or of a group. In this kind of research primary and secondary both type of data is used.

Experimental research- This is also called hypothesis-testing research. In it the

researcher tests the hypothesis of causal relationship between variables.

Research methodology

Data Analysis And Interpretation

1. Are you doing advertise your business? (a) Yes (b) No

10 9 8 7 6 5 4 3 2 1 0 Dainik Bhaskar Rajasthan Patrika Advertise Yes Advertise No

Interpretation
From the above graph we can see that both the newspaper Dainik Bhaskar and Rajasthan Patrika do 100% advertising to promote there product.

2. Would you say that your business is profitable? (a) Yes (b) No

8 7 6 5 4 3 2 1 0 Dainik Bhaskar Rajasthan Patrika Profitable Yes Profitable No

Interpretation
Out of 20 employees of both Dainik Bhaskar and Rajasthan Patrika 15 employees says that there business is profitable and 5 employees says its average profitabable.

3. How do you advertise your product? (a) Through media (television, radio) (b) Through internet (c) Through word of mouth

6 5 4 3 2 1 0 Through media Through internet Through word of mouth Dainik Bhaskar Rajasthan Patrika

Interpertation
Out of the 20 employees 11 employees says that they advertise there newspaper through the media and 7 employees says through the internet.

4. Where is your product available? (a) Door to door (b) Online (c) Books stores

8 7 6 5 4 3 2 1 0 Door to door Online Book store Dainik Bhaskar Rajasthan Patrika

Interpretation
Out of the 20 employees 15 employees says that they have a door to door service to get the product and 3 employees says they have a online service also.

5. Do you think that current marketing strategy has been able to generate high sales volume? (a) Yes (b) No

8 7 6 5 4 3 2 1 0 Yes No Dainik Bhaskar Rajasthan Patrika

Interpretation
From the above graph out of 20 employees 7 employees of Dainik Bhaskar says that there current marketing strategy generate high sales and 3 employees says no and 8 employees of Rajasthan Patrika says that there current marketing strategy generate high sales and 2 employees says no.

6. Is your current marketing strategy of the organization is stable and strong? (a) Agree (b) Disagree (c) Neutral

8 7 6 5 4 3 2 1 0 Agree Disagree Neutral Dainik Bhaskar Rajasthan Patrika

Interpretation
Out of 20 employees 7 employees of Dainik Bhaskar are agree that there marketing strategy is stable and strong and 2 employees are neutral and 8 employees of Rajasthan Patrika are agree that there marketing strategy is stable and strong and 2 employees are disagree.

7. Does your current marketing strategy focuses on consumer awareness? (a) Yes (b) No

No Rajasthan Patrika Dainik Bhaskar Yes

Interpretation
From the above graph out of 20 employees 15 employees of both the newspaper are focusing on the comsumer awareness.

8. Are you aware of various scheme of newspaper? (a) Yes (b) No

9 8 7 6 5 4 3 2 1 0 Yes No Dainik Bhaskar Rajasthan Patrika

Interpretation
Out of 20 employees of both the newspaper 9 employees of Dainik Bhaskar says that they are aware about the newspaper schemes and 8 employees of Rajasthan Patrika are aware about the newspaper scheme.

9. Which newspaper among readers gain the highest publicity in rural and urban area? (a) Dainik Bhaskar (b) Rajasthan Patrika (c) Others

Publicity
9 8 7 6 5 4 3 2 1 0 Dainik Bhaskar Rajasthan Patrika Others

Publicity

Interpretation

SWOT Analysis
STRENGTH

High degree of market coverage. Service and flexibility. Revenue increases with increase in number of advertisements. Products can easily be recycled.

WEAKNESS

Skilled labor Short life span of the product. Circulation.

OPPORTUNITY.

Innovation Growing mass media Value adding Online newspapers Digital space technology

THREAT

Economic downturn. Consumer migration to TV media

QUESTIONNAIRE
NAME: NAME OF THE COMPANY: DESIGNATION IN THE COMPANY: CONTACT NO: 1. Are you doing advertise your business? (a) Yes (b) No

2. Would you say that your business is profitable? (a) Yes (b) No

3. How do you advertise your product? (a) Through media (television, radio) (b) Through internet (c) Through word of mouth

4. Where is your product available? (a) Door to door (b) Online (c) Books stores

5. Do you think that current marketing strategy has been able to generate high sales volume? (a) Yes (b) No

6. Is your current marketing strategy of the organization is stable and strong? (a) Agree (b) Disagree (c) Neutral

7. Does the current marketing plan involve any of the people? (a) Retailers (b) Wholesalers (c) Sales staff (d) Marketing staff (e) Advertising agency

7. Does your current marketing strategy focuses on consumer awareness? (a) Yes (b) No

8. Are you aware of various scheme of newspaper? (a) Yes (b) No 9. Which newspaper among readers gain the highest publicity in rural and urban area? (a) Dainik Bhaskar (b) Rajasthan Patrika (c) Others 11. What is the best feature about your newspaper that makes it different from others? (a) Paper quality (b) Supplements (c) Service offerings to consumer (d) News content 12. Does offers made with newspaper like discount coupons and lucky draw affect the sales? (a) Yes (b) No 13. Different features like matrimonial columns, classifieds or game corners, etc help to enhance the sales? (a) Yes (b) No

14. How many outlets do you have for your business and these are enough for your organization to sell your service? ..

15. Which feature of your newspaper you consider your USP?