“A STUDY OF BUSINESS MODEL”

NAME OF ORGANIZATION’S:
1. DAINIK JAGRAN
2. NAV DUNIA.
3. PATRIKA.

SUBMITTED TO:
PROF. A S KHALSA

SUBMITTED BY:
GOVINDA KHANDELWAL
PEERZADA M. MUSADIQ
PRATIBHA SINGH
(SECTION-B)

TABLE OF CONTENT
Introduction To Newspaper..................................................................................................4
Introduction to Dainik Jagran..............................................................................................6
Dainik Jagran Bhopal Edition..........................................................................................6
Overview..........................................................................................................................6
Management Organisation Structure...............................................................................8
Their Competitive Strengths............................................................................................9
Their Strategy.................................................................................................................12
Readership and Circulation Drivers...............................................................................13
Sales and Circulation.....................................................................................................14
The Newspaper Publication Process..............................................................................16
Thematic flow chart of Dainik Jagran...........................................................................18
SWOT Analysis ............................................................................................................19
Introduction To Naidunia...................................................................................................23
Marketing Department ..................................................................................................27
Revenue Generation.......................................................................................................28
Distribution Channel......................................................................................................30
........................................................................................................................................31
........................................................................................................................................31
Thematic Flow Chart of Navdunia................................................................................31
Introduction To Patrika......................................................................................................33
Patrika Motto.................................................................................................................35
Group companies...........................................................................................................36
The selling process ........................................................................................................40
Distribution Process of Patrika .....................................................................................42
Revenues Generation.....................................................................................................42
Comparison between Patrika And Bhaskar Advertisements..........................................44
Thematic flow chart of Patrika .....................................................................................45
Annexure............................................................................................................................47
 INTRODUCTION TO NEWSPAPER
Newspaper is the most powerful tool of distributing news on various subjects to the
world through the most descriptive of manners. Since the time that the world’s first
newspaper was born, there has been much progress in the way they presented their
news to the readers. Newspapers are the most popular choice when it comes to
grasping news simply because newspapers cater to readers of all ages and
communities. Moreover, the newspaper industry in India achieves greater milestone
because of the existence of newspapers of various regional languages. The Indian
newspaper industry witnesses the flourishing of newspapers in English, Hindi, and
other regional languages, which cater to people speaking different languages. This
multilingualism in newspapers increases the hits of newspaper reading in the
country. Indian Hindi newspaper, for instance, has the largest number of circulation
since Hindi is the national language of India and is spoken in most parts of the
country. Ever since newspapers in the country have innovated their approach in
targeting more readers by using colored pages, better paper materials, etc, the
scope of growth in newspaper advertising and marketing has also become more
possible. Newspapers serve as perfect platform for advertisers and advertising
agencies to promote their products in print in the most creative manner possible.
Keeping in mind the popularity of newspapers and their readability, advertisers are
targeting popular newspapers more and more. An Indian Hindi newspaper, being a
very popular choice because of reaching out to the masses at all levels has become
an option that has caught the attention of advertisers and marketing companies.
Moreover, advertisers and marketing agencies have the opportunity to showcase
their concepts and ideas in the most constructive and creative manner in print. The
scope for a commendable progress in newspaper advertising and marketing makes
major popular Indian newspapers, including an Indian Hindi newspaper, a strong
contender as an impressive platform for advertisements and marketing concepts.
The Indian advertising and marketing scenario has witnessed a steep increase
because of the application of such platforms as newspapers, magazines, television,
Internet advertising, and so on. However, the conventionalism and undying
popularity of newspapers makes them the favored choice for advertisers to promote
their products
 INTRODUCTION TO DAINIK JAGRAN
DAINIK JAGRAN is a Hindi daily newspaper. It is principally published in Northern
India. As of October 2008, "Dainik Jagran" has 32 editions and the only daily to print
over 200 sub-editions, each one customized in content to the needs of the readers in
different geographical areas.

Today, Dainik Jagran has 29 Printing Centers in 10 States, with over 200 sub-
editions. It is published from Uttar Pradesh, Uttarakhand, Bihar, Jharkhand, Punjab,
Haryana, Madhya Pradesh, Delhi, Jammu and Kashmir, Himachal Pradesh.Dainik
Jagran located in Bhopal comes under the Brand Name of Dainik Jagran but has
independent in its work.

DAINIK JAGRAN BHOPAL EDITION

Dainik Jagran has started in Bhopal approx 50 years back and it is now one of the
well known newspaper of the city. It Rank no 2nd newspaper of Bhopal city after
Dainik Bhaskar and Ranked first in the Country/ The total volume of dainik jagran is
around 1 lacs copies per day. Dainik Jagran has a good marketing Advertisement
and editing team

OVERVIEW
They publish India’s largest read and highest circulated daily newspaper, Dainik
Jagran. (Sources: IRS 2005, Round 2 and ABC certified figures for January-June
2005.) Dainik Jagran, a Hindi daily newspaper, has a total readership of
approximately 19.2 million readers per day as per IRS 2005, which we believe is the
highest readership of any publication in the history of IRS, and a total readership of
21.2 million per day as per NRS 2005. Net paid sales of Dainik Jagran were
approximately 2.4 million copies per day for January-June 2005 as per ABC certified
figures. Dainik Jagran, then known as Jagran, was first published in 1942. It is now
published in 28 editions across 10 states. They publish Dainik Jagran in 25 editions,
one of their associated companies publishes two editions of Dainik Jagran and an
unrelated firm publishes one edition of Dainik Jagran.

They also publish Sakhi, a monthly magazine targeted at women, Jagran Varshiki,
an annual general knowledge digest, and various national and state statistical
compilations.They print from 25 facilities with a total installed capacity of
approximately 1.28 million copies per hour. They distribute our newspapers through
a multi-tiered network of agents and vendors.

Their business has grown rapidly since January 1, 2000:

 They acquired four businesses that published a total of eight editions of

Dainik Jagran in 2000.
 They launched 13 new editions of Dainik Jagran.
 Readership of Dainik Jagran increased by 120.8% from 9.6 million as per
NRS 2000 to 21.2 million as per NRS 2005 and by 104.3% from 9.4
million as per IRS 2000, Round 2 to 19.2 million as per IRS 2005, Round
2. This increase in readership was more than combined growth of
readership in the next four of the top five newspapers. The readership of
Dainik Jagran grew by 9.8 million readers as against 8.1 million for the
next four of the top five newspapers. This increase was more than three
times the growth in readership of the top six English daily newspapers
combined, which grew by 2.9 million readers. (Sources: IRS 2000, Round 2
and IRS 2005, Round 2.)
 Circulation of Dainik Jagran increased at 20.35% from 1.2 million net paid
sales per day as per ABC certified figures for January-June 2001 to
2.4 million net paid sales per day as per ABC certified figures for January-
June 2005.
 They have added nearly 50% of our total current printing capacity.
 Their total revenue increased by a CAGR of 21.02% from Rs. 1,635.71 million
for the 12 months ended December 31, 2000 to Rs. 3,774.72 million
for the 12 months ended March 31, 2005.
  As of September 30, 2005, their total assets were Rs. 3,914.96 million. For
the six months ended September 30, 2005 and fiscal 2005, their total
revenues were Rs. 2,282.55 million and Rs. 3,774.72 million,
respectively, and our net profit was Rs. 119.79 million and Rs. 15.27
million, respectively

MANAGEMENT ORGANISATION STRUCTURE

THEIR COMPETITIVE STRENGTHS
They believe that the following are the principal competitive strengths, which
differentiate them from other Indian print media companies:
 Dainik Jagran is the Number One Newspaper in India in terms of both Total
Circulation and Readership.
 Dainik Jagran is the number one newspaper in India in terms of circulation
(Source: ABC certified figures for January-June 2005).
 Dainik Jagran is the number one newspaper in India in terms of total
readership (Sources: NRS 2005 and IRS 2005, Round 2) and has been
number one for five successive IRS rounds in a row. With a readership of
21.2 million as per NRS 2005, Dainik Jagran was the first publication in India
to cross the 20 million reader threshold.
Approximately every third Hindi daily newspaper reader in India reads Dainik Jagran
and every ninth reader of any daily newspaper in India reads Dainik Jagran. In
addition, Dainik Jagran’s readership is greater than the readership of all English
Daily newspapers combined. (Source: IRS 2005, Round 2.)

Dainik Jagran is one of the Fastest Growing Daily Newspapers in

India
They have launched 13 new editions of Dainik Jagran since the beginning of fiscal
2000. Readership of Dainik Jagran increased by 120.8% from 9.6 million as per NRS
2000 to 21.2 million as per NRS 2005 and by 104.3% from 9.4 million as per IRS
2000, Round 2 to 19.2 million as per IRS 2005, Round 2. This increase in readership
was more than the combined growth of readership in the next four of the top five
newspapers and was more than three times the growth in readership of the top six
English daily newspapers combined. (Source: IRS 2000, Round 2 and IRS 2005,
Round 2.)

Strong National Brand

The Dainik Jagran brand is nearly 60 years old. They believe that the Dainik Jagran
brand commands respect and credibility and offers us a competitive advantage when
entering new markets. They continue to invest in building the Dainik Jagran brand
through various promotional activities, including advertising in leading trade and
general interest magazines, advertising on television, advertising on approximately
1,000 outdoor sites throughout their markets and direct mailing advertising
throughout our markets on a regular basis.

Editorial Excellence
With nearly 60 years of history, They believe that Dainik Jagran is recognized for its
superior editorial content and for its unbiased and independent reporting. They
believe that Dainik Jagran is the first newspaper in India to have two editorials in
each edition. Jagran journalists and editorial teams have won numerous media
industry awards and are well known for their excellence.
Localized and timely news – Their large network of district offices and large
number of on the ground reporters enables us to gather information whenever and
wherever newsworthy events occur in their footprint, including small towns and
villages that may be overlooked by other newspapers. They` believe that the Hindi
dialect in India changes approximately every 25 kilometers. By publishing over 200
sub editions, they are able to use the dialect in each market and customize the
content of the newspaper to reflect the interests of readers in each market.
Increased ability to attract advertisement revenue – They have 30
business offices which give them the ability to leverage their advertising relationships
across geographies and to leverage these relationships when expanding into new
markets and new businesses.
Economies of scale – Due to the large size of their print media business, they
are able to benefit from economies of scale, which includes:
 the nationwide coverage of their marketing team;
 favorable newsprint supply contracts; and
 A scalable IT infrastructure.

Ability to manage growth of existing businesses and to manage

diversification into other businesses – Except for the hiring of six new
professionals in Delhi, they have been able to utilize their existing staff and facilities
to help grow their event management business and they plan to continue to leverage
of their existing operations to expand their business.
Independent News & Media PLC, a Leading International Media
and Communications Group, is their Strategic Partner through
its Wholly-Owned Subsidiary INMIL
Independent News & Media PLC, a company based in Ireland and listed on both the
London and Dublin Stock Exchanges, through its wholly owned subsidiary INMIL,
holds 26% of our pre-Issue Equity Shares and is their strategic partner.
Experience in Successfully Launching Newspapers in New
Markets
Since January 1, 2000, they have successfully launched Dainik Jagran in 13 new
cities, out of which 10 cities were in states in which Dainik Jagran was not published
before January 2000, quickly gaining strong market shares in these areas
Strong Growth Potential in our Areas of Operation
According to the 2001 Census, the literacy rate in India was 65.2%. However, in four
of the 10 states where they publish a total of 18 editions of Dainik Jagran, the literacy
rate was significantly below the national average.
Market Innovator
They do not rest on their success and they are constantly looking at ways to
increase Dainik Jagran’s circulation and readership by increasing its appeal to
readers. They believe that Dainik Jagran pioneered a number of firsts in the Indian
newspaper industry, including the following:
 first to use color on a regular basis in the main part of the newspaper; and
First to introduce a daily feature on a different topic for each day of the week
in the main part of the newspaper.

Ability to manage growth of existing businesses and to manage

diversification into other businesses – Except for the hiring of six new
professionals in Delhi, we have been able to utilize our existing staff and facilities to
help grow our event management business and we plan to continue to leverage of
our existing operations to expand this business.

THEIR STRATEGY

Following the acquisition in 2000 of four businesses that published a total of eight
editions of Dainik Jagran, their strategy has been to expand Dainik Jagran’s footprint
so as to increase its circulation and readership and to establish a dominant position
in the Hindi newspaper segment. They have successfully implemented this strategy,
launching 13 new editions and more than doubling Dainik Jagran’s readership, whilst
increasing Dainik Jagran’s lead as the most read newspaper in India in each of the
last five IRS surveys.
Having established Dainik Jagran’s dominant position, their goals are to:
 consolidate Dainik Jagran’s position as the most read and most widely
circulated newspaper in India and for Dainik Jagran to become the market
leader in all of its current markets;
 increase their advertising revenue from Dainik Jagran;
 acquire and invest in other newspapers, magazines, journals and other media
related businesses in India to expand our business and improve their
competitive position;
  increase their printing capacity, particularly color printing capacity; and
 Modernize and upgrade our existing printing centers, which will reduce
operating costs by increasing productivity, reducing staff costs for mailroom,
handling and other allied operations and decreasing newsprint waste.

READERSHIP AND CIRCULATION DRIVERS

They believe that the following are drivers of readership and circulation:
 Quality of content. The belief of the reader in the independence and
integrity of the reporting and analysis is an important factor in readership
and circulation.
 Width and breadth of content. Readers look for what they view as
an appropriate mix of national, regional and local news. We believe that
effective coverage of local and regional events fosters within the reader a
feeling of importance and closeness to the newspaper, encouraging them to
read the paper.
 Targeted content. Supplements or other “add-ons” within the main
newspaper may target particular demographic or geographic groups of
readers, such as women, youths or young children.
 Quality of product. The design, layout of the newspaper and quality of
newsprint and printing may attract customers and enhance the reading
experience.
 Level of advertising. The nature and level of advertising will also drive
readership.They believe that classified, tenders, cinema and local
advertising are particular drivers.
 Pricing and incentives. Circulation can be influenced by the price of a
newspaper and incentive and promotional schemes/ campaigns.
  Brand pull. Brand recognition and brand loyalty, often based on a family
history of reading the same newspaper, also drive readership.
 Capability of distribution network. The availability of a particular
newspaper in a timely fashion may also influence readership.

 Relationship with vendors.

SALES AND CIRCULATION

They earn revenues mainly from selling Dainik Jagran and from selling advertising
space in Dainik Jagran. The circulation of Dainik Jagran was approximately 2.4
million copies as per ABC certified figures for January to June 2005.
The cover prices for our editions of Dainik Jagran do not cover our newsprint costs
but we take into account the cost of newsprint in setting our cover prices. However,
the cover prices of our editions of Dainik Jagran are largely driven by competition.
Newspaper buyers in India are price sensitive and cover price is a significant factor
in their purchasing decision. In looking at increasing cover prices, in addition to
newsprint prices and competition, we also look at Dainik Jagran’s positioning in a
particular market and readers’ sensitivity to the price in that area. The cover prices
we charge for our editions of Dainik Jagran depend on the location and on the point
of sale. Customers often pay prices below the cover price when purchasing by
subscription.
The sale of our newspapers can be classified as follows:
 Regular sales through trade and vendors;
 Subscription sales;
 Institutional sales, such as to airlines and hotels; and
 Sales to young readers through schools.

Advertisements
In order to maintain readership and the quality of our newspaper, we constantly
maintain the balance between advertisements and editorial content. There are three
broad categories of advertisements in the main section of our newspapers:

 Display Advertisements – These advertisements usually relate to

product/corporate promotional campaigns and education. For the purpose of
revenue segmentation, display advertisements are further divided into:
1. Colour display advertisements; and
2. Black & white display advertisements.
 Government – These are advertisements for publicising: (i) schemes and
achievements of various Government departments; (ii) contracts; and (iii)
tenders that various government and public sector enterprises publish for
their procurements and sales.
 Classifieds – These are classified advertisements published in respect of
matrimonial, obituaries, real estate, automobiles situations vacant, tenders,
social awareness notices and entertainment
THE NEWSPAPER PUBLICATION PROCESS

Their editorial staff, comprising a network of reporters, stringers and journalists at

different level of states, districts and villages, writes news and articles and submit the
same to their respective units. The desk editor, after checking, circulates the relevant
News to our printing centres through our dedicated leased line network. We
subscribe to the major English and Hindi news agencies in India including PTI,
Bhasha, Reuters and Vaarta. They also subscribe to various wire agencies for
photographs and pictures, including AP and AFP. These picture service agencies
transmit pictures via satellite into their picture server. They have developed their own
in-house editorial software. Their editorial software is comprehensive and covers the
entire news gathering process, from procurement to pagination, in a stable and
customizable manner. The system is comprised of various modules including the
following:
 Editor – handles the editing and writing of news.
 Wire – handles news from wired agencies.
 Track – handles production management. The desk editor selects the news
and transfers the same to another user who will edit it. Once the news has
been edited, it will again go to the desk editor who places the edited news on
a page.
 Photo Management – the selected pictures are sent to our process
department where they are improved and made with the help of BINUSCAN,
which is a software used for graphics.
 Pagination – once the different news items are placed on their respective
pages, the person in charge of pagination opens the template wherein he can
see the news on that particular page. He will paginate the page as per the
priority list with the help of a subordinate editor. All pagination is done through
Quark Express software.
 Electronic Dummy – advertisements are placed on the electronic
dummy and then the sub editor and the person in charge of pagination place
the news on the remaining area of a page. After the complete page has been
made, it will be passed by the desk editor so that the database entry can be
made in the server. Simultaneously, their editorial software checks for
repetition and other errors on the page. Once all the pages of all editions are
finalized, each page is outputted through the image setter or laser printer and
then that output is given to the process department for making plates for final
printing. Simultaneously, the ‘e-paper’ on their website is also updated using
their editorial software. The newspapers are then printed, stacked and
wrapped, ready for distribution.
THEMATIC FLOW CHART OF DAINIK JAGRAN
SWOT ANALYSIS
Strength
Dainik Jagran is the one of the national daily in terms of readership and circulation.
A fact that speaks for itself given the excellent reach and impact of the newspaper.

The Hindi newspaper has an image of being the newspaper of the masses that is the
ones that are meant for the actual readers. Hindi newspaper dailies are low in terms
of fun and beatification part and high in terms of news coverage and content based.
Regular local supplements of each and every part they are covering give them a
definite edge over other newspapers. These newspapers bank heavily on the local
news coverage that they provide daily.

The readership of this newspaper was built up on the shoulders of people who
wanted the real news with less fanfare and those, which spoke to the point about the
subject.

In terms of reach the Newspapers were excellent as they had circulation base in
even remotest of corners. Being in the language of the masses i.e. Hindi these
newspapers provide a huge read up audience.

Being the newspaper of the masses the newspapers scored high with the advertisers
looking for good reach and high impact.

 Dainik Jagran has high favorable in terms of readership in the old city
area.
 The most popular media vehicle for advertising was newspaper as it was
cost effective, spontaneous and provides excellent reach. A close favorite
were the local cable channels, which scored high interims of combining
audio and visual, effects and had good reach as well.
 Dainik Jagran again came out as majority holder for newspaper people
like most to advertise into, primarily due to its superb reach; closely
following was times of India and Amar Ujala as well.
 Newspaper’s reach is the major driving force in selection of a particular
newspaper to advertise into. Other parameters being the impact created
and budget allocated.
Weakness

 The established and old outlets like jewelers, clothing go in for daily
advertisements as an image building and regular reminder
advertisements. But the majority of advertisers were seasonal advertisers
that went in for advertising for sales promotion or other occasions as
required.

 English won as the most favored language for advertising as it provided

more style and mage to the advertisement. A blend of English and Hindi
was also favored for advertising.
 A large chunk of local advertisers depended on the newspaper creations
to have advertisements designed, advertising agencies being less popular
and some going in for own designs as well.

Opportunities

 Dainik Jagran, although being one of the best Newspaper should work on
its image, of being a Newspaper of locals to being a Newspaper of
national importance.
 Dainik Jagran should also improve the paper and picture quality, although
it may mean putting a few extra efforts and budget; it will certainly give
returns in terms of facing competition from English dailies.
 The looks and feel of the Newspaper should be changed from time to time
to keep up with taste of readers.
 It is high time that Dainik Jagran started a advertising campaign for itself,
being a super brand as well as the number one newspaper daily in India,
way ahead of any English Newspaper, it should work more in getting
these facts to the masses.
 With the changing trend it would be extremely beneficial to incorporate
some English or bilingual features regularly in the Newspaper.

Threats
HINDI DAILIES:

1. Dainik Bhaskar
2. Raj Express

Banking on their image of being the newspaper of the people with class, these
newspapers scored high on terms on good looks, language a better advertising
quality.

The readership generally comprised of young people who looked fro fun and frolic
part in the newspaper than hard core news items only.

English newspaper dailies rely heavily on image building and periodically make it a
point to change their looks and style of presentation to keep up the level of interest of
the readers.

Having close competition from leading Hindi newspaper dailies like Dainik Bhaskar,
the newspapers go in foe weekly local supplements as well.

However it was this image building that provided these papers a little edge in the
new areas. People here are looking for class products and that is what these
newspapers deliver. Also their good paper quality and creative presentation style
provided them that extra point.
INTRODUCTION TO NAIDUNIA
NaiDunia Media Pvt. Ltd.
(Leading Media House and publisher of Hindi Dailies- NaiDunia & NavDunia)

Nava Bharat is the most circulated Hindi language newspaper of Bhopal. News
items based on local entertainment industry, politics, sports, crimes and society are
generally published in the pages of Nava Bharat. Bhopal is one of the prime cities of
India. Nava Bharat as an efficient and prompt newspaper keeps a tag on all the
ongoing happenings of Bhopal and prints them in the daily versions.

Nava Bharat newspaper of Bhopal comprises of different departments each of which

deals with specific current affairs. The editorial department of Nava Bharat basically
prints the opinions and experiences of famous personalities from the social and
political field. Whereas the front page of Nava Bharat contains the lead stories that
attracts the attention of the readers within seconds. The inside pages of Nava Bharat
are commonly related to the entertainment, business and social events of Bhopal.

The reporters and correspondents of Nava Bharat newspaper in Bhopal strive to

collect the best of authentic issues from the day-to-day affairs of the city. The
editorial team which includes the chief editor, assistant editor, desk editor and many
others boasts of such personnel who are veterans having a strong news sense.

The entire look of Nava Bharat newspaper of Bhopal is quite appealing and the
quality of print is of international standard. The page textures are also of fine quality.

As a whole Nava Bharat is an exceptionally well performing newspaper which is

also an integral part of the media in Bhopal.

“In Bhopal City, NavDunia has 20 pages daily with 16 color pages including four
pages pull-out ‘Bhopal City’. NavDunia is also circulating in nearby Vidisha, Sagar,
Raisen, Sehore, Hoshangabad, Harda, Betul districts of Madhya Pradesh. NavDunia
has introduce two fortnightly magazines- ‘Spectrum’ for kids and ‘Sehat’ for the
health conscious, which are already popular in NaiDunia circulation area, apart from
weekly supplements like Nayika, Glamour Dunia and Tarang. Priced reasonably at
Rs.1.50/- daily, NavDunia is eyeing for No.2 slot from day one”.
Plans are to promote NavDunia through a multimedia campaign. “With a heavy
promotion strategy, NavDunia is expected to catch the eye of readers at Bhopal
soon. We are targeting a circulation of 1, 50,000 copies in first quarter after the
launch”
NaiDunia presently has five editions across Madhya Pradesh & Chhattisgarh at
Indore, Gwalior, Jabalpur, Raipur and Bilaspur. The 60 years old publication house
has re-evolved in past two years and is one the fastest expanding Media houses of
the country. NaiDunia and NavDunia will soon venture out in other states of the Hindi
belt.
Legacy
NaiDunia represents Hindi print media fraternity as one of the oldest, most reputed
and pioneer of Hindi dailies. Established on 5th June 1947, just before independence
by Freedom Fighters Babu Labhchand Chhajlani & Shri Basantilal Sethia, NaiDunia
has traversed across the independent era of modern day India. Over the years even
though NaiDunia’s geographical boundaries were limited to central India, NaiDunia
made its mark on national press scene because of its quality journalism & technical
excellence. Through its 60 years journey NaiDunia has successfully instituted norms
of credibility and truthfulness for an ideal print medium. It has set itself apart in the
society by its issue based, unbiased and non-prejudiced reporting. NaiDunia is also
recognized as school of Hindi Journalism where most of the top editors and reporters
of India graduated. Every Hindi Newspaper of India can be claimed to have someone
who began his or her Journalistic career at NaiDunia.

The First Movers

NaiDunia has many ‘Firsts’ to its credit- First Tele-printer machine in Indore was
installed at NaiDunia, First Offset Rotary Machine in India was installed by
NaiDunia, it was First vernacular daily of India to launch an Internet edition, it was
first Hindi daily of India to use Photo Typesetting technology, it was first to introduce
a full page on Local Trading Market, NaiDunia was first Hindi Daily to introduce
column ‘Letter to Editor’. In year 2006 NaiDunia became first newspaper of India to
adopt an Anthem sung by Kailash Kher. In 2007 NaiDunia launched first ever Job
Supplement in Hindi- Avsar and became the only newspaper in India to introduce the
concept of ‘Positive Monday’ (named ‘Sakaratmak Somvaar’ in Hindi) where front
page of NaiDunia carries only Positive News on Mondays, so that its readers start
their week on a positive note. As a company, named NaiDunia News & Network Pvt.
Ltd., first Hindi sports weekly named Khel Halchal was launched by NaiDunia and
also the first to have launched a Hindi business newspaper ‘Bhav-Tav’.

Technical Excellence
Technically NaiDunia has always been ahead of trends in the industry. For its quality
printing and technical expertise NaiDunia has been thrice awarded First prize and
twice awarded Second prize by Govt. of India and also won the Birla Matushri
Award. NaiDunia now has state-of-the-art machines and CTP processing technique
being used at all print locations.

Roadmap to Excel
NaiDunia has made significant strides in recent. In April ’08, NaiDunia News &
Network Pvt. Ltd. transformed into an Integrated Media Company with change in
name to ‘NaiDunia Media Pvt. Ltd.’ with plans to diversify in various other forms of
media. NaiDunia Media Pvt. Ltd. has recently launched another Hindi daily in
Madhya Pradesh Capital- Bhopal in name of ‘NavDunia’ with a circulation of 1.3 lac
copies. With this launch NaiDunia & NavDunia have a combined circulation of more
than 6 lac copies across Madhya Pradesh and Chhattisgarh states, with an equal
spread from metropolis Indore- the industrial and commercial capital of the state to
political city Bhopal and developing cities like Gwalior, Raipur, Bilaspur and Jabalpur.
NaiDunia Media has recently ventured into New Delhi- NCR with NaiDunia. Other
than it, a weekly Hindi Newspaper and Magazine ‘Sunday NaiDunia’ is being
launched at 9 state capitals- Lucknow, Patna, Ranchi, Dehradun, Chandigarh,
Jaipur, Mumbai, Bhopal and Raipur.

MARKETING DEPARTMENT
Marketing Department, in any organization, (so as in navdunia) plays a vital and
important role. In the print media, marketing department will play very crucial role as
regards collecting local advertisement of local advertisers, combined advertisements
in case of multiple editions, mini metro and metro market advertisement,
Government clients are also very huge advertisers and hence marketing department
also does public relation work with the client of private market as well as with the
government department of central/M.P. State. Henceforth, the responsibility of the
marketing department becomes quite sensitive and important.
Bhopal being the capital of M.P., business potential is seen from the govt.
department as well as from the local market where clients like Big Showrooms,
Durable Companies, F.M.C.G. Companies, T.V., Automobiles, Builders, Education,
etc. Apart from Bhopal, clients like Indore, Gwalior, Jabalpur and neighbour State
capital Raipur, will also be adding strength in the business. Regional market (Up-
country market) will also contribute substantially; hence catering of Up-Country
market also becomes very important.
Marketing Team
Navdunia marketing team will be very-very composite, experienced in print media
and shall be fully capable of handling clients, agencies and servicing in terms of
relation building with the clients.
Print media working would be through advertisement agencies recognized by INS,
which will ensure the payments. An experienced print media person who has been in
leading newspapers for five years is heading the marketing team. Other members
also have substantial print media experience and are fully competent of dealing with
any segment in and outside Bhopal. Modus operandi of the NaiDunia marketing
would build sound and well-established relationship with the government clients as
well as with the agencies. We will ensure satisfied client based services for a long-
term business association. As regards up country market the team of well
experienced persons will ensure the total coverage of All Major districts is also
capable of handling regional market in total.
Plan of Marketing
Navdunia marketing team is monitoring each and every advertiser who is having
funds for advertisement of any kind as all those are considered to be our
competitors, to ensure, maximum close monitoring is being done on competitors'
activities for encountering any situation well in time. Daily MIS is being prepared of
competitor's newspaper.
Though a different event, Navdunia will ensure proper branding, maximizing
advertisement revenue and will create hype in the entire state of Madhya Pradesh
step by step.

REVENUE GENERATION
The revenue generated from consumers or circulation revenue is not enough to
cover the cost of newsprint used. It is because cost of one copy of NaiDunia is much
more than the price that is charged from the customer. The main source of revenue
for print is advertising. The revenue that is generated from circulation is 15-20% of
total revenue and the rest from advertising. But the interesting thing is even being
priced so low vis-à-vis global standards; it is the pricing that drives circulation. Hence
if the pricing increases by a rupee, there is direct effect on the circulation numbers
which will decrease. The extent of advertising a particular media house receives is
dependent on extent of readership or viewership depth it has.

There are different organizations that measure the readership and viewership reach
in naidunia. In this business it’s the winner that takes away the lion’s share of
business. It is because newspaper that has been rated higher on the
readership/audience by the rating agencies will attract more business. As far as the
ratings are concerned.

Print media have different parameters that are used as a base for deciding cost of
space and time for advertising. The unit for measuring space in case of print media
is sq cm while for magazines it is half page or full page etc. The navdunia rate for
advertising in Bhopal edition is Rs 1970 per sq cm for the column on the first page.
The space set for allowing advertisement in navdunia is defined in terms of edit ratio.
It is the ratio of news space and advertisement space for a given newspaper or
magazine. The edit ratio at which navdunia operates is 45: 55.

Another medium of generating revenues utilized by publications are creating events

that also serve the purpose differentiating them, creating noise to capture mindspace
for advertisers and consumers. The event makes as much money annually as
advertising revenue does.

Thus we can see the extent of uncertainties involved in media business. In order to
diversify the risk media businesses have moved to TV from print or vice versa or
other businesses. There are few non media businesses which make an attempt to be
in media not for the reason of just being in media.

Advertising

Most newspapers make a majority of their income from advertising; the income from
the customer’s payment at the news-stand is small in comparison. The portion of the
newspaper that is not advertising is called editorial content, editorial matter, or simply
editorial, although the last term is also used to refer specifically to those articles in
which the newspaper and its guest writers express their opinions.

Newspapers have been hurt by the decline of many traditional advertisers.

Department stores and supermarkets could be relied upon in the past to buy pages
of newspaper advertisements, but due to industry consolidation are much less likely
to do so now.

In recent years, the advertorial emerged. Advertorials are most commonly

recognized as an opposite-editorial which third-parties pay a fee to have included in
the paper. Advertorials commonly advertise new products or techniques, such as a
new design for golf equipment, a new form of laser surgery, or weight-loss drugs.
The tone is usually closer to that of a press release than of an objective news story.
DISTRIBUTION CHANNEL
The newspaper production/distribution problem is an example of a perishable-good
production and distribution problem. A perishable good is one that either loses
significant value if stored or a good that will cause economic loss if delivered late.

There are three main categories of perishable goods: Goods that are perishable only
when considered by the customer; Goods that are perishable only to the
manufacturer; and Goods that are perishable to both the manufacturer and the
customer. Newspapers fall into this later category. Newspaper companies cannot
print the news sections of the newspaper in advance because of the requirement
that news be timely. Additionally, with the increase in commuting times, especially in
the large, metropolitan markets, late delivery is also not entertained. Therefore,
newspaper production/distribution is the problem of distributing highly perishable
products under severe time constraints.

The distribution channel consists of stages involved in fulfilling consumer

requirements. The channel includes manufactures, suppliers, transporters, vendors
and customers.

The distribution channel of a typical newspaper can be represented through the

following flow diagram:

Printing
 Loading of
Newspaper in
private carrier for
distribution

Distributor

Agents

Sub- Agents

Hawkers

THEMATIC FLOW CHART OF NAVDUNIA

Consumers
 INTRODUCTION TO PATRIKA
Rajasthan Patrika is a Hindi language daily newspaper published from Jaipur,
Jodhpur, Udaipur, Kota and other cities of Rajasthan and from major Indian cities
such as Bangalore, Surat, Ahmedabad, Chennai, Kolkata and Bhopal. Late Shri
Karpoor Chandra Kulish founded Rajasthan Patrika on 7 March 1956. It is one of the
leading newspapers of Rajasthan, highly trusted, and known for the use of excellent
Hindi, featuring famous writers such as Shri Gulab Kothari.

Recently Rajasthan Patrika instituted the Karpoor Chandra Kulish International

Journalism Award in the hallowed memory of late Karpoor Chand Kulish, the
founder editor. This annual international award carries prize money of US $ 11000
and a trophy. The award aimed at recognizing efforts of thought leaders in media,
journalist's outstanding contributions to upholding professional values as well as
protecting and promoting ethics and morality, right and freedom of the people for
better quality of life. Dawn Pakistan and Hindustan Times Delhi were jointly awarded
with the inaugural Karpoor Chandra Kulish International Award-2007 in New Delhi on
12th March 2008. Former President of India Dr. A.P.J. Abdul Kalam bestowed the
prizes to the winners. The function was chaired by Lok Sabha Speaker Somnath
Chatterjee

Rajasthan Patrika, a 52-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 Shri. Karpoor
Chandra Kulish laid the foundation of Rajasthan Patrika, which is now the 5th largest
Hindi daily in India (IRS 08). 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 sixteen-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, Gujarat, Karnataka and Tamil
Nadu. (IRS 08). In Rajasthan alone more than 1 Crore 32 lakh 90 thousand readers
(IRS 08 TR) read Rajasthan Patrika. The readership of Rajasthan Patrika alone is
more than the combined readership of rest of all newspapers in Rajasthan, put
together (IRS 08).

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 2000 correspondents, reporters and stringers spread all
across the country. The company has a vast network of 3,500 agents and 12,000
Hawkers. A motivated workforce of 4000 personnel is associated with the company.

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.

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.

PATRIKA MOTTO
GROUP COMPANIES
The Patrika Conglomerate

Patrika group enjoys a strong presence in various media and also in several other
fields. Let’s have a brief look at some of major group companies from The Patrika
Conglomerate.

• Daily News:

It is Yet Another Popular daily newspaper from the group. It is targeted

towards youth, designed with content, presentations and concepts to catch
the ‘fancy new segment’. Today it is the No. 3 Newspaper in Jaipur.

• News Today:

An evening daily catering to the growing demand of quality evening update, it

has been declared the No.1 evening newspaper in Rajasthan with readership
base of 4.12 lakh readers (IRS 08).

• Radio Tadka:
 Enjoying a multi state presence, a FM station known for its distinct play list
and contents. Rightly Declared No.1 FM channel in Jaipur, leading with 1 lac
70 thousand more listeners than nearest competitor (IRS 08)

• Patrika Online (The Web Division):

The web division of Rajasthan Patrika that proudly represents its 2 unique
Hindi language News portals; www.rajasthanpatrika.com & the very recent
www.patrika.com . Patrika.com is first of its kind portal with extensive
coverage of over 54 cities across India and is responsible for 24 hours news
publishing on the Internet, with around 3 millions page views per month.

Patrika Events:

For below the line solutions, hosts events that enjoy footfalls as high as 18 lac
which have been recognized thrice in Limca Book of record. National Book
Fair, Property Fair, Health and Wellness Fair, Career Fair, Mega Trade Fair,
Food Festival, Indian Festival at Dubai etc are some of our popular event
properties.

• Planet Outdoors:

It is the 2nd largest outdoor Promotion Company of Rajasthan giving Out-of-

Home media solutions to advertisers.

• Patrika Mobile (56969):

Value added SMS services provider with an enormous base of 15 lac

customers, also providing a National reach to its clients through personalized
solutions to mobiles across the country.

• Cable Networks:
 Local Cable Network spread across the important cities in state. Channel 24,
Aaradhana, My Music, and Sky Movies are some of the popular cable
channels of the company.

• Patrika-in-education (PIE):

An event company that specializes in producing education models and

communication programs focused at the youth. It is the NiE (Newspaper in
Education) wing of Rajasthan Patrika Group based on some very popular NiE
Programs of Global standards approved by major academicians around the
state.

• Find it:

Find it Yellow pages are available not only in print but also on web and CD,
supported by 24 hours online phone services and are available in the states
major cities. Largest Yellow pages of the state of Rajasthan. We are now
expanding in M.P. and Gujarat.

• Patrika TV:

An audio-visual unit involved in production of programmers, Local News & TV

commercials. It has a good coverage among the city.

• Patrika Prints:

Produces project based mass prints jobs with expertise.

• Patrika Junctions:

Touch points that provide unique selling, showcasing and advertising

avenues.

• Mind Pool School of Management:

 A Leading institute providing professional education in Management, Retail
Management & Journalism Management.

• Year Book:

A comprehensive General Knowledge yearbook available in 3 languages with

more than 1.5 lac copies published passing year.

• Patrika Publications:

Has over 200 titles published in over 12 Languages. Patrika yearbook sold
around 1,50,000 copies last year, will now be published in Gujarati and
English, as well.

• Jan Mangal Trust:

A public charitable trust started by Patrika Group, to serve the society. The
trust mainly focuses on supporting the relief work during any epidemics.
Also supports Prime Minister Relief Fund through monetary help during any
national emergencies. The trust promotes Public Awareness programs
related to various social issues. The JMT provides services to the Society,
which is not confined to any Caste, Community and Religion.
THE SELLING PROCESS
The selling process of Patrika in India involves various steps like:

1. Prospecting and Evaluation:

This is the stage where potential customers are found and evaluated. It is first
necessary to identify that the potential customer has the willingness, ability and
authority to buy the product. This would involve first generating sales leads. In the
case of newspapers customers could be Financial Institutions, IT employees,
students preparing for their CAT examination MBA students and other institutions like
Hotels, Airlines etc. Most of the times when a company or offices are approached
with subscription offer the gatekeepers are encountered who are actually the
receptionists and security guards and they don't have the authority to buy the paper
but pose a challenge to the final sale from happening.

2. Pre approach:

In this stage the process of approaching the client is decided. This involves deciding
on the approach establishing objectives of the sales call and preparing for a
presentation. We need to analyze what are the newspaper features in which the
customer will be interested and focus on those during the presentation.

This stage involves deciding whether it will be enough to do a simple cold call or to
set up an appointment which is needed in case we want to set up a stall. Like in the
case of setting up stalls in IT companies where a larger section of our targeted
population can be met it becomes essential that we first fix up an appointment with
the facilities manager asking his permission to set up the stall.

3. Approach:
This stage involves getting in initial contact with the customer by meeting him and
generating interest in the product. Once the salesmen we are with the customer they
would make a presentation making him aware of the characteristics of the paper, the
discount 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. While
pitching to younger customer salesmen focuses on the monthly magazines which
are more enticing to them. While making presentations to corporate the focus is on
the operational efficiency and convince the Facilities Manager that the
implementation will be starting in 2 weeks time from when the employees start
signing up for the subscription.

4. Handling Objection:

The most common objection which is encountered during the selling is the fact that
most customers who are regular readers of others newspapers are very loyal and
are unwilling to change. This is the time when distinguishing features of the products
need to be highlighted. And of course the magazines which are offered are another
reason why most of these customers get ready to buy the subscription. Also the
supplements like Brand Line, Life by Business Line, and The Smart Investor by
Business Standard are highlighted to entice the consumers to purchase the
subscription.

5. 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 others stick around to try and see what they are getting for their
money. By the time salesman pops the final question whether the customer wants to
pay by cash or cheque the customer usually has made up his mind.
DISTRIBUTION PROCESS OF PATRIKA
 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 rights 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 hawkers.
 Hawkers, vendors and book stall owners are the last link of the supply
chain before newspaper reaches readers. The hawkers' remuneration is
also normally based on the commission system and is generally the
highest in the entire supply chain.
 Responsiveness and efficiency play an important role in newspaper
distribution channel. Responsiveness includes supply chain's ability to
respond to wide a range of quantity demanded (due to demand
fluctuations) and meet short lead times. On the other hand efficiency is
the cost of making and delivering the newspaper to the readers.

REVENUES GENERATION
COMPARISON BETWEEN PATRIKA AND BHASKAR ADVERTISEMENTS
THEMATIC FLOW CHART OF PATRIKA
 ANNEXURE
Short term Project on “Business Model”

Name of organisation: _________________________________________________

Name of the Branch Head:

Address: _________________________________________________

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Telephone No.
Sector: __________________________________________

Names of group members:

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Section: ____________________
 Institute of Professional Education and Research, Bhopal

November 2008

1 What are the niche business areas and competence/capabilities of the

organisation?
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2 What are the components in the overall supply chain?

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3 Who are the corporate partners/suppliers of the company?

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4 How is the cost model framed?
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5 What is the Value Proposition and added niches of the company’s products /
services?
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6 How are the customer relationships handled ?

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7 Who are the core customers and what are the customer segments?
(macro/micro ; broad market / niche)?
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8 How are their revenues generated ? Elaborate. (e.g.Upstream (eg. advertisers) or

downstream (consumers/business)?
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9 What type of distribution channel is the company following? Describe in a flow

chart.(Centralised or distributed)
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10. Based on your observations, draw/prepare a thematic flow-chart for the
company – describing the overall Corporate Business Model