Comparative Study Of Hindustan And Dainikjagran Hindi Daily Newspaper
INTRODUCTION
The importance of newspapers in all the eras is paramount. Earlieronly
print media was available from where people used to obtain information.
But now a day’s different forms of media are developed themost widely
used amongst them is television. One aspect of this project was to
understand the change in preferences given by people to different forms
of media and to find out what is the share of newspapers amongst them.
Another aspect was to find out the preferences given in terms of content,
price and brand name of different newspaper and to get a generalized
idea of the weightage given to Hindustan hindi in the market. And the
last aspect was to find out pros n cons in the current working pattern and
to give suggestions for improvement.Many newspapers have emerged in
recent times. Many new methods of advertising have been developed. So
it is very important to analyze current performance from time to time and
make improvements. At the current scenario newspaper industry is very
competitive. Every companies are expanding there business in all major
cities of the country. The topic “Comparative Study between Hindustan
Hindi and Dainik Jagran with special reference to Hindustan Hindi” is
chosen to know the readers perception about both the newspaper.
The main purpose of this project is to explain in depth awareness of
brand Hindustan Hindi to the various segments of the readers with
comparison to Dainik Jagran.
The study is carried out with intension to find out the readers view about
Hindustan Hindi and Dainik Jagran and do the comparison between both
newspapers. In this Study 100 people have taken for survey from
population.
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The project was divided in two parts:
1. The main aim of the project was to do a comparative study of two
newspaper brands Hindustan Hindi and Dainik Jagran was done. For that
purpose a survey on brand preference, paper quality, schemes and
facilities availability in Kanpur city was conducted.
2. Another task was to sell 20 percent subcriptions per month. This also
helped us in achieving a deeper understanding of the reasons that
compels a buyer to buy a newspaper.
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INDUSTRY PROFILE
PricewaterhouseCoopers in its “Indian entertainment and media outlook
2009" report has estimated that the Indian Entertainment & Media
industry will return to double digit growth in 2010 .
India’s E&M industry witnessed remarkable growth in recent years
having consistently outpaced growth in domestic GDP. While annual
average growth in nominal GDP was 14.48% over the period 2004-08,
overall E&M growth in 2008 slowed, reflecting weaker overall economic
conditions. This is expected to continue in 2009.
Timmy Kandhari, leader India Entertainment and Media practice,
PricewaterhouseCoopers said,
“The slowdown in growth requires the E&M industry to revisit their
short term business plans and strategies. However, double digit growth is
expected to return over the forecast period with India recording one of
the highest growths in the E&M industry as well as in advertising
spending in the world, along with China.”
After registering a growth of around 16.6% compounded annually over
the period 2004-08, growth in the E&M industry is set to decelerate to
8.0% in 2009. This has largely been influenced by a marked slowdown in
advertising spending, which is expected to touch 9.2% in 2009 after
having posting a CAGR of close to 17.3% during 2004-08.
Growth rates will increase in 2010 to 10.4% as economic conditions are
expected to gradually improve. For the remaining years of the forecast
period, the industry will continue to grow at increasing rates, resulting in
the overall compound annual growth rate for the period 2009-13 of
10.5%. Television industry is projected to continue to be the major
contributor to the overall industry revenue pie and is estimated to grow at
a stable rate of 11.4% cumulatively over the next five years, from an
estimated Rs. 244.7 billion in 2008. The overall television industry is
projected to reach Rs. 420.0 billion by 2013. In the Television pie,
television distribution is projected to garner a share of 60% in 2013. On
the other hand, television advertising industry is projected to command a
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share of 41.0% in 2013, having increased from a present share of 39.0%
in the total ad industry pie. The relative share of the television content
industry is expected to remain constant at 4%.
Film industry is projected to grow at a CAGR of 11.6% over the next five
years, reaching to Rs.185 billion in 2013 from the present Rs.107 billion
in 2008. The relative shares of the film industry are expected to shift
marginally from the traditional revenues to the new emerging revenues.
Print media industry is projected to grow by 5.6% over the period 200913, reaching to Rs.213 billion in 2013 from the present Rs. 162 billion in
2008. The relative shares of newspaper publishing and magazine
publishing are not expected to change significantly and are expected to
remain the same at around 87% in favour of newspaper publishing.
Magazine publishing is expected to grow at a higher rate of 6.5% as
compared with newspaper publishing which is expected to grow at 5.6%
for the next 5 years.
Radio advertising industry is projected to grow at a CAGR of 18% over
2009-13, reaching Rs.19 billion in 2013 from the present Rs. 8.3 billion
in 2008; more than double its present size.In terms of share of ad pie, it is
projected that the radio advertising industry will be able to increase its
share from 3.8% to 5.2% in the next five years.
Emerging segments ,the key growth driver for the music industry over
the next five years will be digital music, and its share is expected to move
from 16% in 2008 to 60% in 2013. Within digital music, mobile music
will continue to increase its share and maintain its dominance. Given the
trends of increased internet usage, internet advertising is projected to
grow by 32% over the next five years and reach an estimated Rs.20
billion in 2013 from the present Rs.5 billion in 2008. The share of the
online advertising too is projected to grow from 2.3% in 2008 to 5.5% in
2013 of the overall advertising pie.
The estimated size of Out of home (OOH) advertising spend is Rs15
billion in 2008, which is projected to become almost twice its current size
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in 2013 (i.e., Rs25 billion). Its share in the total ad pie is expected to go
down marginally to 6.8% in 2013 from a current level of 6.9% in 2008.
Animation, gaming and VFX industry will continue to maintain its
growth pace and is projected to grow at a CAGR of 22% to Rs.42.5
billion in 2013 from its current size of Rs.15.6 billion. In the animation
space, domestic demand will create the fillip in its growth, as well as
contribution from international co-productions, in the film and television
space.
Owing to the economic slowdown, the growth in advertising spending
has slowed after a period of robust growth. In 2008, overall advertising
spending recorded a growth of 11.3%, over the previous year which is
much lower than the growth rate of 20.7% in the earlier year. Overall
spending expected to increase from the present size of Rs.216 billion in
2008, to Rs.366 billion in 2013 (a cumulative growth of 11.1% on an
overall basis).
Timmy Kandhari added, “Against the backdrop of volatility in
advertising spending, we are also experiencing increased fragmentation
of media and its audiences. This will result in a structural change in the
advertising world with advertising becoming more targeted, interactive
and accountable.”
While on-line is currently the smallest component of total advertising
spend, it will experience the highest growth over the next five years,
growing at a compound rate of 32%. As a consequence its share of total
advertising spends will increase to 5.5% in 2013 from 2.3% in 2008. The
next highest growth over the period 2009-13 is expected by the radio
industry at 18% – estimated to reach Rs.19 billion in 2013, from Rs.8.3
billion in 2008. The share of the print advertising spend is expected to
decline from 47.9% to 41.5%. Television, the other large contributor in
the segment is expected to grow marginally from 39% to 41%.
Marcel Fenez, Global Entertainment
PricewaterhouseCoopers, concluded,
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“Though operating in challenging and fast-moving times, there has
never been such an exciting time for the industry The onset of
increased digitization will expose the industry to new business
models and dynamics. In order for each of the industry’s diverse
segments to participate fully in this growth, they will first need to
embrace the digital future. This is as true in India as in the other
important entertainment and media markets globally.”
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Major Players in Print Media

 Indian Readership Survey (IRS) has released its second quarter
results for 2010. The average issue readership (AIR) of top dailies
across country is more or less similar to the first quarter results.
 Average Issue Readership (AIR) of a publication is defined as the
number of readers of that publication who have claimed to have last
read it within its periodicity – i.e. last read a daily yesterday, a
weekly within the last week, a monthly within the last month, etc.
 This measure is considered to be a more relevant measure of ‘real’
or ‘regular’ readership, especially for newspapers, most of which
have been read / ‘consumed’ as matter of daily habit.
Conventionally, media planners even calculate & compare costbenefits of dailies based on the AIR figure. And hence it is perhaps
most relevant to study readership trends as well in terms of AIR.
 The second edition of IRS quarterly data on the Indian print media
industry shows that country’s No. 1 Hindi daily ‘Dainik Jagran’
has recorded loss of 4 lakh readers in the second quarter of 2010.
It’s average issue readership stands at 1.59 crore in current survey
which was 1.63 crore in Q1 2010.
 At second spot, Dainik Bhaskar has maintained the status quo and
its AIR in the second quarter is same as compared to IRS Q1 2010.
It has registered the AIR of 1.33 crore.
 Hindi daily Hindustan has recorded a growth in its AIR in 2nd
quarter of 2010 and added 2 lakh readers as compared to IRS Q1
2010. Its AIR now stands at 1.01 crore which was 99 lakh in the
previous quarter.
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 Malayalam daily Malayala Manorama has also registered growth
of 2.6 lakh readers in its AIR. Its current AIR stands at 98.41 lakh
as compared to 95.83 lakh in the last quarter.
 Despite performing well in Western Uttart Pradesh, Amar Ujala
has seen a marginal decline in its AIR in the current quarter. Its
current AIR stands at 84.17 lakh as compared to 84.91 lakh in IRS
Q1 2010.
 The Marathi daily Lokmat has added some readers in this quarter
and its current AIR stands at 74.02 lakh as compared to 73.61 lakh
in first quarter.
 At No. 7 is Tamil daily ‘Daily Thanthi’ which has also recorded
marginal growth in the 2nd quarter. It has registered an AIR of
74.02 lakh in IRS Q2 2010 as compared to 73.53 lakh in previous
quarter.
 India’s No.1 English daily ‘The Times of India’ remains at 8th
spot with marginal growth in its AIR in the second quarter. By
adding just 53,000 readers, its current AIR stands at 70.88 lakh as
compared to 70.35 lakh in the last quarter.
 At No.9 position, Hindi daily Rajasthan Patrika has registered
remarkable growth and added 2.15 lakh readers in the second
quarter of 2010. Its current AIR stands at 69 lakh as compared to
66.85 lakh in IRS Q1 2010.
 Malayalam daily Matrubhumi has lost 1.32 lakh readers in second
quarter of this year. It has recorded AIR of 65.66 lakh as compared
to 66.98 lakh in last quarter. Matrubhumi is at No.10 position
among all India top dailies.
Table 2a
The Economic Times 760,000.
Mint 158,000.
Business Standard 131,000
The Hindu Business Line 124,000
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Government support & policies
One of the important factor behind robust growth of Indian media
industry is adequate and supportive government policies. Some of the
recent undertakings by the government.

Up to 26% foreign equity for News & Current Affairs Both FDI and
Portfolio Investment by FII is allowed. Largest Indian shareholder should
hold at least 51% of Equity.

Up to 100% foreign equity for Special Interest Both FDI and Portfolio
Investment by FII is allowed.
Up to 100% foreign equity for Facsimile Editions. The Company
should be registered in India 3/4th of Directors and all key executives
and key editorial staff are resident Indians It shall not carry any
advertisements aimed at Indian Readers in any form No local content that
is not carried in foreign parent edition is allowed.

Syndication from Foreign Publications Upto 20% content can be
syndicated. Any relaxation of above can be allowed only by Ministry of
I&B.
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HINDUSTAN TIMES
Company Profile
Vision
"Providing information that creates wealth and enriches lives."
Mission
“To deliver superior value to our customers, shareholders, employees
and society at large. “
HT Media found its beginning in 1924 when its flagship newspaper,
Hindustan Times was inaugurated by Mahatma Gandhi. HT Media (BSE,
NSE) has today grown to become one of India's largest media companies.
Produced by an editorial team known for its quality, innovation and
integrity, Hindustan Times (English) and Hindustan (Hindi), have a
combined daily circulation of 2.25 million copies and a readership base
of 12.4 million readers to their credit. HT Media operates 19 printing
facilities across India with an installed capacity of 1.5 million copies per
hour.
In addition to Hindustan Times and Hindustan, HT Media also publishes
a national business newspaper, Mint. Mint is a one-of-its-kind newspaper
in the sense that the company has an exclusive agreement with the Wall
Street Journal to publish Journal-branded news and information in India.
Mint is today the second-largest business newspaper in India with
presence in the key markets of Delhi, Mumbai, Bengaluru, Chandigarh,
Pune and now Kolkata too.
HT Media has also made its foray into electronic media. Diversifying its
ambit of operations, the company in a consulting partnership with Virgin
Radio, has launched the FM radio channel - Fever 104. Currently
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available in Delhi, Mumbai, Bengaluru and Kolkata, Fever 104 has
established a strong presence as being one of the most vibrant channels
on air. In a short span, the channel's rise has been meteoric considering
its position in Mumbai and Bengaluru at No. 1 and in Delhi as the No. 2
station on the popularity charts.
Internet businesses of HT Media incorporated under Firefly e-ventures,
operate leading web portals Hindustantimes.com and livemint.com in the
general and business news categories respectively. The company's year
old job portal Shine.com which has received high appreciation from
consumers and industry for its innovative design and usability.
Desimartini.com - a social networking site was also launched recently.
Specialties
Media - News Paper, Radio, Online Properties
Less
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Company Information
Full name
Hindustan Times Ltd.
Legal Address
Hindustan Times House, 18-20, Kasturba Gandhi Marg, ; New Delhi;
New Delhi; 110001
Status: Non-Listed
Legal Form: Other non-liability limited
Operational Status: Operational
Financial Auditors: SR Batliboi & Co (2011)
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Corporate profile
India's foremost media conglomerate is home to the leading newspapers
in the country - Hindustan Times (the flagship English daily) and
Hindustan (Hindi newspaper). And it has a significant online presence
with HindustanTimes.com.
The Hindustan Times Ltd. plans to consolidate itself as a vibrant and
modern media powerhouse through strategic partnerships, everincreasing scope of operations and a consumer focussed approach.
The flagship publication of the Group has editions from Delhi, Lucknow,
Patna and Kolkata, thus, dominating the Northern, Eastern and Central
regions of the country. It is printed out of eleven centres including
Bhopal, Chandigarh, Delhi, Jaipur, Nagpur, Kolkata, Lucknow,
Bhagalpur, Patna, Ranchi and Raipur, reaching closer to the consumers.
Its New Delhi edition continues to be the single largest English daily
edition in the country with a circulation of over 9.2 lakhs, while
maintaining its leadership status in Delhi as the largest circulated English
daily at 5.5 lakhs.
Hindustan Times believes in continuous improvement and providing
greater value to its readers and advertisers. It has set many a standard for
its competitors and will continue to do so in the years to come. It is the
first smart-age newspaper in India to evolve into a new international size,
sleeker and smarter, which ensures enhanced ease of reading and
convenient handling.
In its endeavor to provide its readers with greater value, it has revamped
its existing supplements and added new ones to its portfolio, offering a
daily supplement catering to specific target audiences. Supplements like
HT Estates (on real estate and interiors) are the first of their kind in their
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respective categories. The enlarged operations and enhanced look have
also paid off with a substantial increase in circulation across the country.
In a major incentive for the advertisers as well as the readers, Hindustan
Times has entered into strategic alliances with The Indian Express,
Business Standard, Mid-Day and Deccan Chronicle. These alliances,
along with its strong presence in North India, make it one of the most of
the most formidable media players.
HindustanTimes.com, a news led media portal is today one of the most
popular port of call for news and infotainment content seekers on the
Web. Besides carrying stories from the newspaper, the site has exclusive
and in-depth coverage by its independent editorial staff. Its exclusive
properties include HTTabloid.com, which is Asia's first tabloid on the
Web; and HTCricket.com, a popular destination for cricketing bytes. The
site also provides sections written by popular columnists, along with indepth web exclusives on politics, business, new economy, entertainment,
fashion and lifestyle.
In another major achievement, HindustanTimes.com is the only Indian
media site featured amongst the top 10 international newspaper sites by
Forbes for the third time running, ranking above the likes of International
Herald Tribune.
The group's Hindi newspaper, Hindustan is the 9th largest read
newspaper in the country. (Source: National Readership Survey 2002).
The publication's readership has grown by an impressive 11% to 63.85
lakhs (NRS).
Hindustan has grown considerably from strength to strength and has
gained significantly across markets. It remains the Number 1 daily in
Bihar with a market share of more than 75% of the Hindi daily market. In
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Uttar Pradesh and Delhi, Hindustan has grown by 34%. Lucknow has
been a trailblazer, recording an unprecedented growth of 169%.
The popular Hindi daily has also featured innovative advertising
campaigns tailored to meet the specific needs of advertisers.
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History
Hindustan Times was founded in 1924 by Master Sunder Singh
Lyallpuri, founder-father of the Akali movement and the Shiromani
Akali Dal in Punjab. S Mangal Singh Gill (Tesildar) and S. Chanchal
Singh (Jandiala, Jullundur) were made in charge of the newspaper. Pandit
Madan Mohan Malaviya and Master Tara Singh were among the
members of the Managing Committee. The Managing Chairman and
Chief Patron was Master Sunder Singh Lyallpuri.
K. M. Panikkar was its first editor with Devdas Gandhi (son of Mahatma
Gandhi) on the editor's panel. The opening ceremony was performed by
Mahatma Gandhi on 26 September 1924. The first issue was published
from Naya Bazar, Delhi (now Swami Sharda Nand Marg). It contained
writings and articles from C. F. Andrews, St. Nihal Singh, Maulana
Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L.
Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath
Chattopadhyaya, Dr Saifuddin Kichlu and Rubi Waston etc.
"Sadar Panikkar launched the Hindustan Times as a serious nationalist
newspaper. As an Oxonian, historian, and litterateur, Panikkar must have
hoped to make his paper eventually more than an Akali sheet. He became
the editor and funds flowed freely from activist Akali patrons. He exerted
himself strenuously, but the paper made very little headway. In two years
Panikkar could not take the print order any higher than 3,000. By then the
Akali movement appeared to lose steam and funds dried up. The paper
was saved from an untimely demise when Pandit Madan Mohan
Malaviya stepped in to realise his vision of a newspaper in Delhi." - TJS
George, Lessons in Journalism, 2007, Viva Books, New Delhi.
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Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times along
with the help of nationalist leaders Lajpat Rai and M. R. Jayakar and
industrialist G. D. Birla, who paid most of the cash. Birla took full
control of the paper in 1933. The paper continues to be owned by the
Birla family.
It has its roots in the Indian independence movement of the first half of
the twentieth century and even faced the noted "Hindustan Times
Contempt Case (August–November, 1941)" at Allahabad High Court. It
was edited at times by many important people in India, including Devdas
Gandhi and Khushwant Singh. Sanjoy Narayan, has been appointed the
editor in chief of the paper and was due to take over in August
2008.Recently[when?] the editorial page has seen a major makeover and
has been named "comment" to bring in more flexibility and some-what
less seriousness to the page.
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Ownership
The Delhi-based English tabloid Hindustan Times is part of the KK Birla
group and managed by Shobhana Bhartia, daughter of the industrialist
KK Birla and granddaughter of GD Birla. It is owned by HT Media Ltd.
The KK Birla group owns a 69 per cent stake in HT Media, currently
valued at Rs 834 crore. When Shobhana Bhartia joined Hindustan Times
in 1986, she was the first woman chief executive of a national
newspaper. Shobhana has been nominated as a Rajya Sabha MP from
Congress Party.
Along with Hindustan Times, HT Media owns Desimartini, Fever 104
FM, and Mint (newspaper).
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Supplements
Brunch: An exclusive lifestyle magazine, every Sunday. The readers of
HT wake up to Brunch every Sunday morning, which is one of bestloved offerings from its stable. In a magazine format and clearly about
‘the good life’, it covers stories around food, fashion, shopping, travel,
health & wellness, books & movie reviews, celebrity talk, lifestyle etc.
One of the biggest draws of Brunch is the bouquet of columns by
prominent journalists like Vir Sanghvi (food & travel), Sanjoy Narayan
(music) and Rajiv Makhni (technology). This universally appealing brand
has the core target group vested in upwardly mobile young families,
looking for enhancing their lifestyle quotient.
HT City and HT Cafe: The entertainment & lifestyle supplement, every
day. The Hindustan Times reader wakes up to a bundle of fun, frolic,
entertainment and masala everyday called HT City (in Delhi) and HT
Café (in Mumbai). One of the strongest drivers of readership, the daily
entertainment supplement enjoys almost universal salience and
readership. The buzzy daily supplement has redefined lifestyle and
entertainment space in newspapers, packing a punch with daily dose of
Bollywood, Hollywood, Fashion, Relationship, City and Campus. The
supplement offers an array of daily sections catering to different tastes health & wellness, gadgets, travel, motoring and food. One of the biggest
draws of the supplement is the Weekend Planner on Fridays that the
young people of Delhi & Mumbai refer to as a guide to living it up in the
city.
HT Education: Education Supplement, every Wednesday (earlier known
as HT Horizons). HT Education offers the much needed guidance and
mentorship to the students, which really helps them in choosing the best
in education leading to a great career. HT Education is a supplement
dedicated to serving the needs of not only student community from 10th
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to post graduates, but also the parents who are concerned about their
child’s future. The supplement is a source of comprehensive info around
– career options, admission and scholarship information, college profiles,
guidance and expert counseling. It’s a one-stop guide to the students to
prepare for their most exciting phase in life.
HT Estates : Real Estate supplement, every Saturday. HT Estates as a
supplement partners and corroborates the readers with information that
helps them buy or sell their properties. This supplement comes with the
newspaper every Saturday. The supplement offers countless options on
property buying and selling. Along with that the supplement also
enlightens both the buyers and sellers on legal aspects of realty
transactions. Specifically for buyers the supplement offers array of
information on realty trends, loan rates, etc
Shine Jobs : Career supplement, every Tuesday. Shine Jobs, with its
unique relationship with Shine.com, is the only print career supplement
which offers both online and print recruitment under one umbrella and
one brand. This gives candidates and employers the opportunity to
effectively reach each other across both platforms. Shine Jobs was relaunched with a brand new look and promise of hundreds of jobs for its
readers. It now carries numerous jobs from top companies in the country,
along with the best jobs available on Shine.com, across managerial
levels, industries and cities. It also offers valuable information on overall
career development, interview tips, HR trends, hot hiring sectors and
many more useful career-related topics. Shine Jobs is a must-read for all
those on the look-out for the next best career opportunity.
HT Live : A ‘peek around the corner’ is what Live offers to its readers - a
supplement that caters to the readers’ quest for local news. This
supplement has dedicated 8 editions for 8 zones in Delhi and appears
once a week in every zone. The supplement highlights the hits and misses
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on infrastructural development and lifestyle centered around
neighbourhoods. It offers a bag full of interesting local news and local
advertising which helps readers get immediate assistance on their
requirements.
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Columnists
Vir Sanghvi: Vir Sanghvi is an editorial advisor for Hindustan Times. He
writes a column 'Rude Food' for 'Brunch', a weekly magazine.
Karan Thapar: Currently the president of Infotainment Television and
one of India's noted television commentators and interviewers, Karan
Thapar writes the weekly column "Sunday Sentiments".
Manas Chakravarty: Capital market analyst for Mint. Writes weekly
column "Loose Canon" on Sundays'.
Poonam Saxena: She is the editor of Brunch, the Hindustan Times
Sunday magazine. She does a weekly TV review column, "Small
Screen".
Indrajit Hazra: A novelist and a senior editor at Hindustan Times,
Hazra writes the weekly column "Red Herring".
Sonal Kalra: An author and editor of HT City, the daily entertainment
and lifestyle supplement of Hindustan Times, Writes the weekly column
"A Calmer You".
Khushwant Singh: An editorial writer whose column "With Malice
towards One and All" appears in the Saturday edition.
Barkha Dutt: Journalist and NDTV Group editor. Writes a fortnightly
column.
Samar Halarnkar: Editor-at-large, writes on a variety of issues and also
runs a food blog on the Hindustan Times website.
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About us
HT Media found its beginning in 1924 when its flagship newspaper,
Hindustan Times was inaugurated by Mahatma Gandhi. HT Media (BSE,
NSE) has today grown to become one of India's largest media companies.
Produced by an editorial team known for its quality, innovation and
integrity, Hindustan Times (English newspaper) and Hindustan (Hindi
newspaper through a subsidiary Hindustan Media Ventures
Limited),Hindustan Times is the choice for nearly 3.7 million readers
across India, who turn to it daily for news, information, analysis and
entertainment. Hindustan, the group's Hindi daily, continues to be the
second-largest daily in the country with a total readership of 36.6
million,(based 0n Indian Readership Survey (IRS) for the first quarter
(Q1) of 2011. Both dailies enjoy a strong brand recognition among
readers as well as advertisers.
In addition to Hindustan Times, HT Media also publishes a national
business newspaper, Mint. Mint is a one-of-its-kind newspaper in the
sense that the company has an exclusive agreement with the Wall Street
Journal to publish Journal-branded news and information in India. Mint
is today the second-largest business newspaper in India with presence in
the key markets of Delhi, Mumbai, Chennai, Bengaluru, Chandigarh,
Pune, Kolkata and now Ahmedabad too.
HT Media has also made its foray into electronic media. Diversifying its
ambit of operations, the company in a consulting partnership with Virgin
Radio, has launched the FM radio channel - Fever 104. Currently
available in Delhi, Mumbai, Bengaluru and Kolkata, Fever 104 has
established a strong presence as being one of the most vibrant channels
on air. In a short span, the channel's rise has been meteoric considering
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its position in Mumbai and Bengaluru at No. 1 and in Delhi as the No. 2
station on the popularity charts.
Internet businesses of HT Media incorporated under Firefly e-ventures,
operate leading web portals Hindustantimes.com and livemint.com in the
general and business news categories respectively. The company's job
portal Shine.com which has received high appreciation from consumers
and industry for its innovative design and usability crossed 5 million
registrations. Desimartini.com -a platform to discover and express
oneself on movies. The company also has an education portal
www.HTCampus.com aimed at students passing out of school and
college to help them take the right decision about their higher education.
HT Media reported FY 2010-11 total annual revenue growth by 23% in
total revenue during the first quarter ending June 30, 2011, at Rs 496.9
crore, while net profits recorded a 24% growth at Rs 51.5 crore. Traction
in advertising revenues and robust contribution from the radio business
has augmented profitability. There has been a 17% increase in
advertising revenues of print segment to Rs 384.4 crore. Revenues from
radio and entertainment segment grew by 75% to Rs 21.5 crore.
The company also recorded the highest ever earnings before interest,
depreciation and amortisation (EBIDTA) at Rs 104.9 crore, growing by
22% from the Rs85.7 carore.
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DAINIK JAGRAN
Jagran Prakashan Ltd (JPL)is India’s leading media and communications
group, with its main interests across Newspapers, Outdoor, Internet,
Magazines, Below the Line marketing solutions, and Mobile Value
Added Services.
In May 2006, Dainik Jagran was voted as the most credible source of
news within the print media by a BBC-Reuters study. The readership and
circulation numbers have grown exponentially over the last 6-7 years and
Dainik Jagran has marked India’s presence on the international media
map by becoming the largest read daily in the world.
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CORPORATE PROFILE
Advertisement Rates
DAINIK JAGRAN, as on today, is the highest read National Daily across
all languages (including English) in India with a phenomenal readership
of 19.2 million readers (As per IRS 2005 R2). An undisputed National
leader, Dainik Jagran has been more than just a newspaper to its readers.
It has been a friend, a philosopher, a harbinger of socio economic
reforms. In short, it has been the voice of India. A believer in the power
of truthful communication, this publication is currently running its 62nd
successful year. Communicating faith in the language of the nation,
Hindi, a media plan in the Northern belt minus Dainik Jagran is
considered to be incomplete.
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HISTORY
Established in 1942, Dainik Jagran was the brainchild of a revolutionary
Indian Freedom fighter, Late Shri Puran Chandra Gupta. The first Edition
launched was from Jhansi, Uttar Pradesh in 1942. In 1947, it shifted its
headquarters to Kanpur, Uttar Pradesh, and thus launched its second
edition – the Kanpur Edition. Its knack of giving its readers an objective,
intelligent and quick day-to-day account of the world, saw a sizeable
chunk of people swearing by it. Naturally growth followed
The Rewa Edition was launched in 1953 followed by the Bhopal Edition
in 1956. The Gorakhpur edition was launched in 1975 followed by
editions from Lucknow and Varanasi in 1979.
THE GLORIOUS EIGHTIES
The Eighties saw Dainik Jagran experiencing phenomenal growth. A
large number of editions were added to its impressive portfolio. Meerut
in 1984, Agra in 1986 and Barielly in 1989.
THE NOVEL NINETIES
In the year 1990, Dainik Jagran decided to move into the capital of India,
and launched its edition from New Delhi. Also, the Aligarh edition was
launched in 1993 followed by the Dehradun edition in 1997. After the
states of Uttar Pradesh and Delhi were gloriously covered, it was time to
fly higher. So Dainik Jagran stepped into the state of Punjab in 1999 with
its Jalandhar Edition.
THE MAGNIFICIENT MILLENIUM
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The Millenium commenced with the launch of the Allahabad Edition. It
also marked Dainik Jagran’s spectacular entry into the states of Bihar
(Patna) and Haryana (Hissar). 2001 saw the launch of the Moradabad
edition of Dainik Jagran.
STEPPING INTO JHARKHAND
On 12th February 2003, Dainik Jagran simultaneously launched three
editions in Jharkhand, namely Ranchi, Jamshedpur & Dhanbad.
September saw the launch of the Panipat and Bhagalpur editions, steering
the total number of editions to 23.
MOVING INTO 2004..
Yet another feather in Dainik Jagran’s cap, 18th of January, 2004
witnessed the launch of the Ludhiana Edition in Punjab. Dainik Jagran
thus became the First National Daily to have two editions from the state
of Punjab, creating history. A similar history was created in the state of
Uttaranchal with the launch of the Nainital Edition on the 3rd of May
2004.
Today, Dainik Jagran boasts of 25 Publishing Centres covering a vast
Geographical area comprising Uttar Pradesh, Uttaranchal, Delhi,
Haryana, Himachal Pradesh, Madhya Pradesh, Punjab, Bihar, Jharkhand,
parts of Chattisgarh, Jammu & Kashmir and Rajasthan.
Dainik Jagran connects to its readers not just through coverage of news,
but through coverage of various other areas like health, sports,
entertainment, travel, lifestyles etc. through its feature pages and colour
supplements… thus offering value addition to day to day lives, changing
lives.. changing lifestyles.
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The total ABC certified circulation of Dainik Jagran for the certified
period Jan - Jun 2011, is as follows: Circulation as per ABC Jan - Jun 2011
Editions Average Net Paid Sales
Agra Edition
99691
Aligarh Edition
44990
Varanasi Edition
141192
Allahabad Edition
53614
Bareilly Edition
58258
Moradabad Edition
39878
Bhopal Edition
52531
Deharadun Edition
80583
Haldwani Edition
36777
Gorakhpur Edition
103912
Jalandhar Edition
120169
Ludhiana Edition
60140
Jhansi Edition
35091
Kanpur Edition
262096
Lucknow Edition
189976
Meerut Edition
192458
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New Delhi Edition
324757
Hisar Edition
74799
Panipat Edition
66438
Patna Edition
140708
Bhagalpur Edition
76789
Muzaffapur Edition
23999
Ranchi Edition
34174
Dhanbad Edition
42000
Jamshedpur Edition
50754
Total
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Company Profile
Jagran Prakashan Limited (JPL), a publisher company was born in 18th
July of the year 1975 as a private limited under the name of Jagran
Prakashan Private Limited. JPL's birth was the pet project of the Indian
freedom fighter Late Shri Puran Chandra Gupta. The Company is
engaging in printing and publishing of newspapers, magazines, journals
and media related businesses. The Company had acquired the publication
rights of 'Dainik Jagran', Kanpur, 'Dainik Jagran', Gorakhpur, 'Daily
Action', Kanpur and a monthly magazine 'Kanchan Prabha', Kanpur. The
plant and machinery required for publication of newspapers and
magazines were also acquired by the way of a lease agreement in the year
1975. During the year 1979, JPL had launched the Lucknow edition of
Dainik Jagran and in the year 1986, launched the Agra edition of the
same. The name of the company was changed for the first time from
Jagran Prakashan Private Limited to Jagran Prakashan Limited with
effect from 1st April of the year 1989. For the various purpose, the
compan6y had launched its website under the name of www.jagran.com
in the year 1997. During March of the year 2000, the company had
executed the separate business purchase agreements with Jagran
Prakashan (Delhi) Private Limited (JPDPL), Jagran Prakashan (Varanasi)
Private Limited (JPVPL), Rohilkhand Publications Private Limited
(RPPL) and also in the same year acquired the entire undertakings
(including all the assets and liabilities) on a lock, stock and barrel basis
for publication of Dainik Jagran at various centres. In the year 2001, JPL
had launched the Aligarh edition of Dainik Jagran. During the year 2002,
by a scheme of amalgamation between JPDPL, JPVPL, RPPL and
company, sanctioned by the High Court of Allahabad, vide its order
dated 1st June of the year 2002, the whole of the undertakings of each of
JPDPL, JPVPL and RPPL were transferred to and vested in company.
Since JPDPL, JPVPL and RPPL were became wholly owned subsidiaries
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of the company. In the same year of 2002, Dainik Jagran declared as
India's largest read daily newspaper. JPL had launched the Ranchi,
Jamshedpur, Dhanbad, Panipat and Bhagalpur editions of Dainik Jagran
in the year 2003. Followed by, in the year 2004, again the company had
made its foot print in the Ludhiana and Haldwani by the way of new
editions of Dainik Jagran launched in the same places. Also in the same
year the company had started Jagran Solutions, division offering outdoor
advertising and event management services. The name of the company
was changed from Jagran Prakashan Limited to Jagran Prakashan Private
Limited with effect from 5th October of the year 2004. In fiscal 2005,
JPL had acquired the research business of Jagran Research Centre, a
partnership firm for consideration of Rs 1.53 million. For the purpose of
printing and publishing our newspaper Dainik Jagran' in Indore and,
subsequently, from other places in the states of Madhya Pradesh and
Chattisgarh, the company had incorporated Jagran Prakashan (MPC) in
September of the year 2005. Also the Jagran Prakashan (MPC) Pvt Ltd
had launched short code services (SMS and IVR/ASR). The Company
tested its e-paper. The Company's name was again reconverted from
Jagran Prakashan Private Limited to Jagran Prakashan Limited with
effect from 23rd November of the year 2005. Launched the Muzaffarpur,
Jammu and Dharamshala editions of Dainik Jagran in the identical year
of 2005. The Company had launched a new infotainment newspaper,
called City Plus' in September of the year 2006 and in December,
launched I-next', its compact daily. During the year 2007, the company
jointly with Yahoo India, launched the new co-branded Hindi news and
current affairs Internet property. In December of the same year 2007, JPL
made a 50:50 joint venture with Network18 for the business of print
space.
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Product Profile
Hindustan Hindi is the country's most respected Hindi daily, being the
first choice of serious hindi readers. The newspaper believes in free, fair
and independent journalism and strives to inculcate these values in its
editorial staff. The journalism practiced by Hindustan Hindi lays equal
stress on quality, credibility and accuracy.
Literature Review

Newspaper
A newspaper is a written publication containing news, information and
advertising, usually printed on low-cost paper called newsprint. Generalinterest newspapers often feature articles on political events, crime,
business, art/entertainment, society and sports. Most traditional papers
also feature an editorial page containing columns which express the
personal opinions of writers. Supplementary sections may contain
advertising, comics, coupons, and other printed media.
Newspapers are most often published on a daily or weekly basis.
particular geographic area where most of their readers live. Despite
recent setbacks in circulation sand profits newspapers are still the most
iconic outlet for news and other types of written journalism.

Categories
A daily newspaper is issued every day, sometimes with the exception of
Sundays and some national holidays. Saturday and, where they exist,
Sunday editions of daily newspapers tend to be larger, include more
specialized sections and advertising inserts and costs more. Typically, the
majority of these newspapers` staff work Monday to Friday, so the
Sunday and Monday editions largely depend upon content done in
advance or content that is syndicated. Most daily newspapers are
published in the morning. Afternoon or evening papers are aimed more at
commuters and office workers.
Weekly newspapers are common and tend to be smaller than daily
newspapers. In some cases, there are also newspapers that are published
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twice or three times a week. Most nations have at least one newspaper
that circulates throughout the whole country: a national newspaper, as
contrasted with a local newspaper serving a city or region.
While most newspapers are aimed at a broad spectrum of readers, usually
geographically defined, some focus on groups of readers defined more by
their interests than their location: for example, there are daily and weekly
hindi newspapers and sports newspapers. More specialists still are some
weekly newspapers, usually free and distributed within limited areas:
these may serve communities as specific as certain immigrant
populations, or the local gay community.
Newspapers often refine distribution of ads and news through zoning and
editioning. Zoning occurs when advertising and editorial content change
to reflect The location to which the product is delivered. The editorial
content often may change merely to reflect changes in advertising – the
quantity and layout of which affects the space available for editorial – or
may contain region – specific news. In rare instances, the advertising
may not 33 change from one zone to another, but there will be different
region – specific editorial content. As the content can vary widely, zoned
editions are often produced in parallel.
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INTRODUCTION TO PRINT MEDIA
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James Augustus Hickey is considered as the "father of Indian press" as he
started the first Indian newspaper from Calcutta, the Calcutta General
Advertise or the Bengal Gazette in January, 1780.
In 1789, the first newspaper from Bombay, the Bombay Herald appeared,
followed by the Bombay Courier next year (this newspaper was later
amalgamated with the Times of India in 1861).
The first newspaper in an Indian language was the Samachar Darpan in
Bengali. The first issue of this daily was published from the Serampore
Mission Press on May 23, 1818. Since then, the prominent Indian
languages in which papers have grown over the years are Hindi, Marathi,
Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali. The next reason
being localisation of news. Indian regional papers have several editions
for a particular State for complete localisation of news for the reader to
connect with the paper.
Malayala Manorama has about 10 editions in Kerala itself and six others
outside Kerala. Thus regional papers aim at providing localised news for
their readers. Even Advertisers saw the huge potential of the regional
paper market, partly due to their own research and more due to the efforts
of the regional papers to make the advertisers aware of the huge market.
The Indian language papers have taken over the English press as per the
latest NRS survey of newspapers. The main reasons being the marketing
strategy followed by the regional papers, beginning with Eenadu, a
Telugu daily started by Ramoji Rao. The second reason being the
growing literacy rate. Increase in the literacy rate has direct positive
effect on the rise of circulation of the regional papers. According to a
PricewaterhouseCoopers (PwC) report, in 2007, the Indian print media
industry recorded a growth of 16% over the previous year. Newspaper
publishing, which constitutes 87% of the segment, grew at 17%, on an
overall basis, the print media industry stood at Rs. 149 billion [14,900
crore] in 2007, up from Rs. 128 billion [12,800 crore] in 2006." PwC
estimated the compound annual growth rate (CAGR) for 2008 through
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2012 at 13% for newspapers. The comparative estimated CAGR
internationally (for 2007 through 2011) is 2.1% for Newspapers.
Among the reasons for the PwC report's bullishness about India's
newspapers:
Low print media penetration The reach of print media in India is 38%. Its
reach in urban areas is 58%, substantially higher than in rural areas, at
30%.
Rising literacy rates. The number of potential readers is growing.
Additionally, 359 million literate people in the country do not read any
publication, which leaves further scope for improvement in penetration
levels.
Increasing spending on circulation. Penetration of print media is
improving owing to growing income levels and aggressive marketing.
Subscription schemes have not only accelerated penetration of dailies,
but also have helped push multiple dailies into homes.
Such factors have made a lot of people gung-ho about the business.
Unlike in most parts of the world, readership is growing. The overall
globalization, the growing interest in India, and the sheer size of the India
market is driving the foreign media interest in India. This is no different
from players from any other industry. This is quite evident with the fact
that all the global publications are probably looking for is to get an
increasing mind share of the large Indian middle class, which is
becoming [more and more] global.
The Hindustan Times was the first such business daily launched in India
on 5th March 1961 in Mumbai, as a full fledged financial newspaper with
an objective of functioning as a platform to promote economic debate. It
had the legacy of The Times of India as it came form the same stable
BCCL or Bennett Coleman and Company Limited. The Hindustan Times
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that is today the largest selling as well as the largest read financial
newspaper in India. The masthead of print is going across to the
broadcasting domain with HT Now the television channel which
launched in June 2009. Historically from mid 90 HT had three
competitors in Business Standard (Published by The HT Group),
Business Line (The Hindu), Financial Express (The Indian
Express).Hindi news paper (DAINIK JAGRAN)
Clearly HT was way ahead of any competition was considered
business daily that had robust advertising revenues as its main
competition.
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DISTRIBUTION PROCESS OF NEWSPAPER INDUSTRY
The newspaper sales involve distributing highly perishable products
under severe time constraints.

The printed newspapers have to be dispatched to various distributors
across the region. Transportation is normally through private contract
carriers within local area, public transport in case of longer distances and
through couriers in other cases.

The newspaper distributor has the right to distribute the newspaper in
his area. The revenue of the newspaper distributor is based on a
commission on the sale of every newspaper. The circulation is normally
through salesmen appointed and salaried by the distributors, who in turn
pass it on to the hawkers.

Hawkers, vendors and book stall owners are the last link of the supply
chain before the newspaper finally reaches the readers. The hawkers’
remuneration is also based on a commission system and is generally the
highest in the entire supply chain.

Degree of responsiveness and efficiency play an important role in
newspaper distribution channel. Responsiveness includes supply chain’s
ability to respond to a wide range of quantity demanded and meeting
short lead times. On the other hand efficiency is the cost of making and
delivering the newspaper to the readers.
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The Selling Process of newspapers in India involves the
following 8 steps:
1. Prospecting and Evaluation
2. Pre-approach
3. Approach
4. Need Assessment
5. Presentation
6. Meeting Objection
7. Gaining Commitment
8. Follow up
1. Prospecting
In this stage potential customers are found and evaluated. Potential
customers are identified on the basis of their willingness, ability and
authority to buy the product. In case of newspapers, the potential
customers consist of Financial Institutions, Chartered Accountants,
Banks, MBA students, Tax consultants, Hotels, Airlines and other
educational institutions and knowledge firms.
In case of direct sales, the first milestone or hurdle that we as a
salesperson face, while approaching any of the firms are the security
guards, though they don’t hold interest and authority to buy the paper,
but they pose a challenge to the ultimate sales from happening.
Leads can be identified through –
 Referrals from customers
 Referrals from internal company sources
 Referrals from external agencies
 Published directories
 Networking by the salesperson
 Cold Canvassing
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2. Pre approach: Planning the sales
This stage involves deciding on the approach establishing objectives of
the sales call and preparing for the presentation. This involves thorough
analysis of the product, its features and benefits that it gives to the
prospective clients. It is essential to be thorough and well versed with our
sales pitch and also bring across the important features that attract the
customer’s interest and focus on those during the presentation.
3. Approach
This stage involves getting in initial contact with the customer either by
phone or by personally meeting them and then generating interest
amongst customer’s for the product. A good approach makes a favorable
impression and establishes some degree of rapport between the
salesperson and the buyer. All that a salesperson needs to focus on is
developing a good eye contact during the conversation and sounding
confident, which comes with efficient pre-approach/ planning of sales.
The customers need to be made aware of the characteristics of the paper,
the discounts and the magazines that are on offer.
While selling to Financial Institutions, sales representatives focus on
presenting the various business magazines that the customer will get if he
subscribes, whereas while pitching to younger customers, salesperson
focuses on the monthly magazines which are enticing to them. While
making presentations to corporate the focus is on the operational
efficiency and convince the facilities manager that the newspaper will be
starting in 2 weeks time from when the employees start signing up for the
subscription.
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4. Need Assessment
This is the stage in which the salesperson must discover, clarify, and
understand the buyer’s needs. The best way to uncover and understand
needs is by asking questions.
It is very important to understand the customer’s requirements. A
salesperson should not present his/her product until the need in clear. It is
crucial to ask questions to customers in order to:

Understand the customers’ need
Gather general information
Build a rapport
Give customer the time to think about the offer being presented The
questioning technique being used in the project, while selling
subscriptions included closeended questions and open-ended questions.

Close-ended questions- are more limited, that restrict customers
response to ‘yes’ or ‘no’.
Close-ended questions can be used for clarifying facts, verifying
information already given or simply controlling a conversation.
Example: 1. Question: Do you subscribe for Hindustan newspaper?
Answer: No
2. Question: Which newspaper do you subscribe for newspaper?
Answer: Hindustan

Open-ended questions- encourage the customer to speak freely. They
help us gather information, qualify sales opportunities, and establish
rapport, trust and
credibility. Considering myself as a thorough sales professional, to own a
repertoire of powerful open-ended questions, that are answered by more
than a simple yes or no, questions where the prospect/ customer gets
directly involved in the sales discussion.
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Example: Question: What are the important factors that you look for in
your Hindi newspaper?
Answer: Yes
5. Presentation
This step is undoubtedly the main body of the sale which provides an
opportunity to the salesman to personally meet the customer and present
his/ or her product physically before the potential buyers. I found this
step to be one of the most crucial and significant phase in the entire
selling process right from generating leads over the phone call to finally
closing the sale. It is much easier to generate a lead and take an
appointment over the phone, but personally meeting and presenting
before the prospective client involves a lot of skills and off course
desired smartness. Many a times, customers compare various articles and
their respective features before they actually buy the product. And
therefore, presentation provides them an opportunity to compare and
choose the best product that suits their specific need.
Following are the various essential features that I felt important and had
personally incorporated
my presentations:

Arousing interest
It is very important in the beginning, for a salesman to arouse interest
amongst the customer. For example, while selling the newspaper
subscription, I emphasized on the Special features and the benefits that
the subscription provided i.e. in-depth analysis of Daily news, annual
magazines such as HH 1000, Banking Annual, Fund Manager and the
monthly subscription of HH Motoring. Also drew emphasis on the
features of the daily Hindustan Hindi newspaper, its content and
supplements such as Smart Investors, Strategist and Weekend issues, and
explained about the benefits and saving that the customers, if they
subscribed for the annual subscription.

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
Promptness in Presentation
It is very important as a salesman to be prompt in presenting the product
to the customers; this indicates our willingness and eagerness to serve.
Such an attitude creates a favorable impression in the minds of the
customers and their response becomes spontaneous and positive. And
this is only possible, if we have a perfect product knowledge, like the
exact price, how our product is different from the competitors and what’s
in it for the customer, as in how much would they save, them a rough
calculation and list down clearly the benefits that come along with our
subscription, only then would a prospective client think about taking/ or
may go for the subscription being offered.

Clarity in Presentation
It is important that the presentation is clear and complete in every respect
so as to win the confidence of the customers. This helps in removing all
sorts of doubts about the product from the prospects mind. If customers
are interested and ask about, comparing their product with that of the
competitors, then salesman should try and explain the advantages and
specialties of his product as compared to those of competitors. For
example, while pitching in for my subscription, I always put across the
strong points of Business Standard and tried to highlight the weak points
in other financial daily newspapers like Business Line, Economic Times
or Mint.

Demonstration
And finally it is important in case of some products to demonstrate and
show the features of the product to the customer, which attract the
interest and arouse the desire amongst them. Demonstration provides an
opportunity of proving as to what the salesman is claiming about the
product. Thus, conviction of the prospective buyers is secured more
readily by demonstration.
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6. Objection Handling
It is but natural that at any stage of the sales process, the salesman is
confronted by objections.
There are a number of reasons behind the objections raised by the
prospects, this includes:
1. People have a tendency of natural aversion to new and unfamiliar ideas
and products.
2. Some prospects raise objects because they are not fully convinced
about the product or service offered for sale or because of lack of product
knowledge.
3. Often prospects also raise objections, to simply test the salesmen’s
knowledge and patience.
4. Sometimes objections are raised because of unconvinced
presentations, and are not convinced about the possible benefits and
services of the proposed purchase.
5. And, many a time’s objections get raised because of pre-conceived
notions in the minds of customers, or some kind of prejudice or ego or
indecisive nature.
Handling Objection
Objections are nothing but merely an invitation to the salesmen to
explain more clearly and describe in details, removing all possible doubts
arising in the minds of the prospects regarding the benefits and
advantages of a product or service.
Overcoming objections is one of the most crucial and delicate stages in
the selling process. The success of a salesman in fact depends to a great
extent on the successful handling of objections raised by prospects.
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The most common objection which is encountered during newspaper
subscription selling is that customers who are regular readers of other
newspapers are loyal towards those and are mostly unwilling to make a
change. This is the time when clearly distinguishing features of the
products need to be highlighted. For example, Hindustan highlights its
discrete sections such as good newspaper.
Some customers are worried about the implementation time, as in how
long or from when would the subscription start and this is where
salesperson needs to assure and make him convince about the newspaper
to begin almost after a 20 days from the date of picking the cheque, since
it takes time to collectively get the cheques processed and thereafter
deliver them the subscription coupons. It is important to ensure the
customers that they would get a regular supply of Hindustan by
interacting with their vendors.
7. Closing
At this stage the customer is more or less aware of the product and has
made up his mind to either go ahead with the sale or not. If the
subscription are attractively priced most customers prefer to go for the
plan offered and want to first get a look at the service being provided.
Thus, most people will either back out at the middle of the presentation,
while some others show interest or try to see what they are getting for
their money. Successful closing provides tangible results of a sales
proposition.
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Objective & Scope
Of
Study
OBJECTIVES:PRIMARY OBJECTIVE
1) To compare the qualitative service of Hindustan & Dainik Jagran.
2) To study in details the reading habits of Readers.
3) To find out the attributes which influences the buying decisions of
consumers
SECONDARY OBJECTIVE
1) To know what is the level of penetration of Hindustan newspaper in
KANPUR.
2) To compare the brand preference among the Daily newspaper.
IMPORTANCE OF STUDY
This project will help the Hindustan Ltd. to implement necessary steps to
improve the market share especially in Kanpur. It will also help to
Hindustan to find out weak points compare to Dainik Jagran.
The study is about Comparative Analysis between Hindustan and Dainik
Jagran. The main competitor of Hindustan is Dainik Jagran therefore this
study will help to Hindustan Ltd. to know the readers view about both the
newspapers and what Consumer wants from Hindustan newspaper.
SCOPE OF THE OBECTIVE
This project will help us in understanding the areas from where the
Hindustan is influenced by its biggest competitor Dainik Jagran in
Kanpur. It will also help us to understand the consumer behavior and
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perception towards the Hindustan & Dainik Jagran among the target
segment. The project also helps us in dealing and acknowledging the
possible areas where these two news paper are leading and require
improvement. This research will also help us in gaining the information
which will influence the sales of the Hindustan. This research will also
serve as a reference material for those researchers who are going to
conduct studies in the related field.
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Research Methodology
“A careful critical inquiry or examination in seeking facts or principles;
diligent investigation in order to ascertain something”
-The Webster’s International Dictionary
Research Methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is
done scientifically. That plays a key role in project work. It consists of
series of action or steps.
The study of research methodology gives student the necessary training
in gathering materials & arranging or card indexing them, participating in
field work when required, & also training in techniques for the collection
of data appropriate to particular problem, in the use of statistics,
questionnaires & interpreting the knowledge of research methodology is
helpful in various fields.
Research methodology plays a key role in project work.
PROBLEM STATEMENT:What is the level of penetration of Hindustan newspaper through Direct
Subscriptions?
Research Design:“Research design is a catalogue of the various phases and facts related
to the formulation of a research effort. It is the arrangement of conditions
for collection and analysis of data in a manner that aims to combine
relevance to the research purpose with economy in procedure. ”
-Holt Rinehart
Without a research design, research work becomes unfocussed and
aimless; an empirical wandering. The researcher would find it difficult,
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laborious and time consuming to make adequate discrimination in the
complex interplay of factors before him; he may not be able to decide
what is relevant and what is not, and may get lost in a welter of
irrelevancies. The use of a research design prevents this kind of a blind
search and indiscriminate data gathering and acts as a guide for
proceeding in right direction.
Type of Research Design Used:Descriptive Research:Descriptive research design means research design in case of descriptive
studies which is concerned with describing the characteristics of a
particular individual or of a group. Descriptive study is a fact-finding
investigation with adequate interpretation. It is the simplest type of
research. It is more specific than an exploratory study, as it focuses on
particular aspects or dimensions of the problem being studied. It is
designed to gather descriptive information and provides information for
formulating more sophisticated studies. Data are collected by using one
or more appropriate methods like: observation, interviewing and mail
questionnaire. Census surveys are examples of such research. This type
of research is also called Expost facto research.
Our project is descriptive because it involves fact finding investigations
with adequate interpretations. It is designed to gather descriptive
information and provides information which may be helpful for
implementing various marketing strategies.
Sampling Design:“Sampling is the selection of a certain percentage of a group of items
according to a predetermined plan” BOGRDUS
Meaning
A definite plan for obtaining a sample from a given population is called
as Sample Design. It is a technique of selecting items for the sample. It
lays down the number of items to be included in the sample. Sampling
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design refers to the technique or the procedure the researcher would
adopt in selecting the sample. It is nothing but a definite plan for
obtaining a sample from a given population.
Sampling design is determined before data are collected. There are many
sample design from which a researcher can choose.
a) Sample Universe:Population refers to the total items about which information is desired.
The attributes that are the objects of study are called the characteristics
and the units that are used to process the attributes are called the
elementary units. The aggregate of such units is the population. These
two terms are used interchangeably but the researchers should define
these terms precisely.
Population refers to the elements about which we wish to make some
inferences.
Sample universe for this project is People reading newspaper in
MUMBAI .
b) Sample Frame:It is also known as “source list”. It contains the names of all the items of
a universe. Items for a sample are selected or collected from this source
list.
In other words the sample frame is a list of elements in the population
from which the sample is actually drawn .If the population is finite and
the time frame is in the present or past, then it is possible for the frame to
be identical with the population .But in most of the cases, it is not
identical as it is not possible to have an identical population. So, this
frame is constructed by the researcher for the purpose of his study and
may contain some existing list of population.
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Sample Frame for this project is people reading Business newspapers
in Mumbai.
c) Sample Unit:A decision has to be taken concerning a sampling unit before selecting a
sample. Sampling units are usually of the following types
a) Geographical units –such as state,districts,town etc
b) Construction units-such as house flats etc
c) Social units-such as family club schools etc.
Sample units for this project are Industrial samples like stock
brokers, mutual fund
distributors, IRDA agents.
d) Technique of Sampling:Mainly there are two techniques, Probability and Non Probability
sampling.
a. Probability Sampling- Probability is a mathematical term .Random
means that every element in the total population has equal chance or
probability of being chosen for the sample and that each of these
elements is independent of the others
b. Non Probability Sampling-Are those samples which are based on the
choice
of
the
researchers.(Accidental
sampling.
Quota
sampling,Convinience sampling)
Sampling technique used for this project is Non-Probability
sampling ( DELIBERATE).
e) Sample Size:-By size of the sample, we mean the number of items
that need to be selected from the universe to constitute a sample. The size
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of the sample should not be excessively big nor to small-it should be
optimum.
Sample size for this project is 70.
Sources of Data:PRIMARY DATA
The primary data are those which are collected fresh and for the first time
and thus happen to be original in character. Primary data for this project
was
1. 100 fill up questionnaire
2. Telephonic interview.
SECONDARY DATA
Secondary data means data that are already available i.e. they refer to the
data which have already been collected and segregated by someone else.
The researcher has to determine the various sources of obtaining
secondary data. Secondary data may be published or unpublished in
nature. Published data are available in ;

Publications of central, state and local newspapers.
Publication of foreign government.
Technical or trade journals.
Books, magazines and newspapers and internet.
Public record and statistics, historical documents and sources
public information.
Data Collection.
Data used for the project was the secondary and primary data.
Methods of Data Collection
Personal Interview
Telephonic Interview
Questionnaires
Analysis of Data
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Analysis of data can be of two types
Quantitative analysis
Qualitative analysis.
Limitations:There were quite some limitations that we faced when we actually went
about selling.
They were as follows:
1) Market Share:
Market Share of Dainik Jagran is very high. It is the first choice of many
people because it’s a paper by The Jagran Group, a very old and trusted
brand. It is considered as the king of hindi newspaper in India
2) Cost competition:
As mentioned earlier, the cost of hindustan newspaper is Rs720/- for a
yearly subscription. This figure is quite high compared to other
newspapers. This was a major constraint in the way of buying decisions
of consumer.
3) Entry in apartments:
The target customer for an Hindi Daily newspaper is all class people. But
entry in those apartments was quite a burdensome task.
4) Distribution network
Customers were reluctant to take yearly subscription because they did not
completely trust the distribution network. They felt that they may not
receive paper after some months and some even had bad experience
regarding this. So making them believe that something like this won’t
happen to them was quite difficult.
Data analysis
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&
Interpretation
Q1) Which is the most easily available mode of getting news
information?
Interpretation:According to the research it was found that the most easily available
mode of information is newspaper, out of the 100 respondents a total of
57% rating was for newspaper because it is the cheapest available source
and one can read it anywhere and anytime. Next to it is 17% respondents
who found Television to be the second most available source of news
information.
INTERPRETATION:- From the above data collected, we came to know
that since past one year HINDUSTAN is preferred more than DAINIK
JAGRAN.
Q2) From where do you get your daily copy of newspaper?
Interpretation:From the above graph we can see that most of the people get their daily
copy from vendors (43%) and the remaining majority buy it from railway
stations (32%) followed by some who buy it from book stalls (11%).
Q3) HINDI NEWSPAPER PREFER SINCE
HINDUSTAN, DAINIK JAGRAN
Less Than 6 Months 9% 6% More Than 6 Months But Less Than
1 Year 18% 10% More Than 1 Year 73% 84%
INTERPRETATION:- From the above data collected, we came to know
that since past one year HINDUSTAN is preferred more than DAINIK
JAGRAN
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Q4) How much money do you spend daily on the newspaper?Rs 2-3
More than 3
Interpretation:Out of 100 respondents that were interviewed 5% said that they spend
less than 2 rupees, and 65% said that they spend between 2-3, followed
by 30% which spend more than 3 Rs.
Q6) Where do you usually read hindi newspaper?
Interpretation:Of the 100 respondents that were interviewed, majority of them i.e 57%
people read their newspaper at Office, followed by 31% people which
read at Home, 5% of the total sample prefer reading while travelling.
FACTORS INFLUENCING SALES
60 No. of Consumers
Contents 65%
Availabilty 15%
Cost 10%
Services 7%
Others 3%
INTERPRETATION:- From the above study, we came to know that
sale of newspaper is influenced by content by 65%, availability by
15%,cost by 10%, services by 7%, and others by 3%.
Please rate the following attributes for the hindi newspaper you read,
Rate this on a scale of 1 to 5, (1 – Excellent, 2 – Good, 3 – Average, 4 –
Bad, 5 – Worse).
DAINIK JAGRAN
HINDUSTAN
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As far as these features are concerned Dainik Jagran is the leader
followed by Hindustan.
COMPARISON BETWEEN
HINDUSTAN AND DAINIK JAGRAN
HINDUSTAN DAINIK JAGRAN
Very Good 40% 30%
Good 30% 35%
Average 30% 35%
INTERPRETATION :From the above comparison, we came to know that HINDUSTAN
has upper hand in the market as compared to DAINIK JAGRAN.
Stock & commodity market news Hindustan Dainik jagran
VeryGood 50% 45%
Good
30% 30%
Average 20% 25%
INTERPRETATION:From the above data collected, we came to know that Hindustan has
the upper hand in Stock & Commodity market news , as compared
to Dainik Jagran.
International Trade News ratings
Hindustan Dainik Jagran
Very Good 20% 35%
Good
36% 30%
Average
44% 35%
INTERPRETATION:From the above study, we came to know that the International
Trade News is better in DAINIK JAGRAN than HINDUSTAN.
Hindustan Dainik Jagran Editorial Section ratings
Hindustan Dainik Jagran
Very Good 38% 31%
Good
36% 26%
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Average
26% 43%
INTERPRETATION:From the above study, we came to know that the Editorial Section in
Hindustan is better as compared to Dainik Jagran. Supplements ratings
Hindustan Dainik Jagran
Very Good 29% 36%
Good
34% 25%
Average 37% 39%
INTERPRETATION:From the above data collected, we came to know that Supplements
are better for DAINIK JAGRAN.
Would you like to subscribe to Hindustan for a year or two?
Interpretation:When this question was raised to the respondents 19% gave a positive
response and the remaining refused to subscribe for the paper,
competition was the major reason for the refusal because there were
many cheaper subscription plans offered by the competitors.
Observations & Findings
FINDINGS:MBA 3rd SEM
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After analysis of the data found through research we got following major
findings1) As far as Hindi newspapers are concerned Dainik Jagran is ahead of
all its competitors.
2) Compared to Dainik Jagran, brand awareness of Hindustan is less.
3) Majority of the people feel that newspapers are the most easily
available mode of getting news information.
4) Content is the most important factor that make people read a Hindi
newspaper.
5) A good content in all news and a wide coverage of headlines are two
important features of a hindi newspaper that are looked for by readers.
6) During the survey the data shows that Hindustan is having excellent
quality and content as compare to any other news paper.
7) Hindustan is lacking brand awareness in some area and lacking in
service in some areas.
8) Individual office and home are the majority users of Hindustan
among all the respondents.
9) Dainik Jagran has the benefit of Jagran distribution channel because of
which it is able to save more distribution expenses.
10)Most of the hindi daily readers are reading it from more than 1 year.
11) It is found that Hindustan’s editorial part is better than any other
hindi daily.
12) Hindustan’s daily supplements influence most to Individual home/
student to purchase it.
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13)Most of the readers are also want Hindustan daily because they like to
read newspaper daily and this is only hindi daily which is not having
subscription in Kanpur.
SWOT ANALYSIS:This analysis is done to understand the strength, weaknesses,
opportunities and threat of HINDUSTAN. This analysis gives an
opportunity to the company to understand there market rating and adopt
strategies accordingly. It also involves identifying the internal and
external factors that are favorable and unfavorable to achieve the desired
objectives.
 Strengths: Attributes of the person or company those are helpful to
achieving the objectives.
 Weaknesses: Attributes of the person or company those are harmful
in achieving the objectives.
 Opportunities: External conditions those are helpful to achieving
the objectives.
 Threats: External conditions which could do damage to the
objectives.
Strengths:
 Providing in-depth analysis and wide corporate and market
coverage
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 The only paper to give HH 200 wherein top 200 companies are
evaluated across 22 key parameters. This is a big attraction for
investment savvy readers.
 Gives 6 dedicated pages on stock markets
 Only paper to give detailed analysis on money markets
 Topics such as STUDENT, Brand World, Careers are look forward
by the readers
Weaknesses:
 Price is slightly higher, and thus less attractive to customers
compared to market leader (DAINIK JAGRAN).
 Fewer offerings available for distributors.
 Low advertising over TV and newspapers
 Comparatively less brand recall among corporate
 Low customers’ retention
 Information System of the Company Needs Improvement.
 Distribution Channel should be improved.
 Low visibility in market.
 Lack of co-ordination between Customer care and customers
Opportunities:
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 Increasing number of share broking firms and investors
 Increasing number of management educational institutes and
students
Threats:
 Threat from new rivals such as Mint
 Different types of attractive discount offerings given by
competitors.
 Changing customer taste
 Dainik Jagran is a big rival of Hindustan.
Conclusion
After going through painstaking research and data analysis following
conclusions were driven.
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1) Price is slightly higher, and thus less attractive to customers compared
to market leader (Dainik Jagran).
2) Fewer offerings available for distributors.
3) Low advertising over TV and newspapers
4) Comparatively less brand recall among corporate.
5) Threat from new rivals such as Mint
6) Different types of attractive discount offerings given by competitors.
7) In most of the students the demand of Hindustan is high because of its
content and articles on Marketing, HR, Daily news etc.Not only in the
field of education but also for business purposes its been preffered by the
people of Kanpur more.
8) Quality of service is very important in this industry to get success. In
this, Hindustan is lacking behind when compared to other hindi dailies.
9) The market value of Hindustan has been arise in last one year Because
of some of its new features and content taken up by the team for making
it a better newspaper.
10) Hindustan’s content, quality and supplements are very good and was
liked by Hindi daily customers. The company should follow the
saying…..“If you are not updated, than you are outdated”
Suggestions
1) Achieve visibility: carry on promotions
a) Carry on promotional activities for college students, investors etc.
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b) Organize the events like Mock Stock, Business Quizzes and TV
Interviews.
2) Give the attractive offers to the distributors
Give non-monitory as well as monitory benefits like corporate gifts,
holiday passes and more margins to distributors. Distributors and vendors
should be provided credit benefits.
3) Make the changes in product
a) Include more colorful pages, and improve on the appearance to make
the paper look more attractive.
b) Include topics on career and household so that the newspaper can cater
to a large audience.
4) It can target the management students by organizing some brain
storming events and by giving discounted subscription offers.
5) It can target a much wider population by dropping free issues for the
whole month in banks and other financial institutions, so that people
know about the newspaper.
6) The company should focus on retention of customers because getting a
new customer is more costly.
7) hindustan should start its Sunday edition with some better strategies
than its competitors who is charging more on the Sunday edition.
8) The Stock Market analysis in Business Standard is excellent and
considered to be the best among all the papers. So must use this strength
in marketing.
References
1) IRS report 2010 & 2009
2) Wikipedia
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3) www.auditbureau.org/
4) http://www.indialib.com/news_media/newspapers_financial.htm
5)http://www.ibef.org/artdisplay.aspx?cat_id=60&art_id=14741&re
er=n18
6) Business Standard Ltd.
7) www.business-standard.com
8) www.timesofindia.com
ANNEXURE:-1
Questionnaire:MBA 3rd SEM
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1. What is your profession:
Students & Professor
2. Which financial news paper you are reading daily:
Hindustan
Dainik Jagran
Dainik Bhasker
Amar Ujala
3. Which is the most easily available mode of getting news information?
Newspaper ____ Radio____
Internet____ Television____ Friends____
4. From where do you get your daily copy of newspaper?
Vendor____ Book Stall____ Railway Station____ Others____
5. For how long you are reading this paper?
Less than 6 months
6 to 12 months
Above 12 months
6. How much money do you spend daily on the newspaper?
Less than 2____ Rs 2-3____ More than 3____
7. Where do you usually read hindi newspaper?
Office____ Home____ Travelling____ Library____ Others____
8. Which of these factors influence the sale of newspaper?
Contents
Availability
Cost
Services
Others
9. Please rate the following attributes for the business newspaper you
read, Rate this on a scale of 1 to 5, (1 – Excellent, 2 – Good, 3 – Average,
4 – Bad, 5 – Worse).
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Dainik Jagran Hindustan
Content and relevance
Word of mouth
Breadth of coverage
Analysis and conclusions
Stocks guidance
Other(specify)
10. According to you which newspaper is better?
Hindustan Dainik Jagran
Very Good Very Good
Good Good
Average Average
11. How do you rate Hindustan and Dainik Jagran over Stock &
commodity market Hindustan Dainik Jagran
Very Good Very Good
Good Good
Average Average
12. How do you rate Hindustan and Dainik Jagran over International
Trade News Hindustan Dainik Jagran
Very Good Very Good
Good Good
Average Average
13. How do you rate Hindustan and Dainik Jagran
Section?
Very Good Very Good
Good Good
Average Average
over Editorial
14. How do you rate Hindustan v/s Dainik Jagran over Supplements?
Very Good Very Good
Good Good
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Comparative Study Of Hindustan And Dainikjagran Hindi Daily Newspaper
Average Average
15. What are the extra additions you would like to include in the
newspaper?
16. Would you like to subscribe to Hindustan for a year or two?
Yes____ No_____
MBA 3rd SEM
107257022
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