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MINT CORPORATE
READERSHIP
DRIVE
Submitted By:
Name: SagarShetty.
Class: PGDM.
Div: Marketing.
Roll No: 12088.
Company: HT Media LTD.
Department: Mint Corporate sales.
Designation: Team Leader
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Acknowledgement
My training period had been a great learning experience and it wouldn‘t have been
without the support of various people, who helped me to accomplish my project
successfully. I express my sincere thanks to all those who had guided me in one or
the other way.
I would like to thank Mr HARSHIT DESAI (Associate Manager-Marketing),
Hindustan Times-MINTfor giving me an opportunity to prove my worthiness in the
Marketing Department of the company and providing me with an insight into the
marketing world. He always proved as an excellent project guide & without his
guidance this training would not have been successful. I have seen in him an
exceptional leader and will try to follow and implement some of the techniques.
I would also like to thank all members of the Marketing Department and my team
members who at all times treated me as a part of the department and not outside
trainee. I am also thankful to the various heads of department and their assistants for
sharing their experiences and also for giving their valuable suggestions.
I would like to thank my course coordinator Prof V. V. Naikwho was there to guide
me throughout my project and helped in the completion of the final report.
And warm thanks to our parents, close friends and respondents for their humble co-
operation during project completion.


Date:
Place: Mumbai SagarShetty
Thank You.

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Table of Contents

Sr. No. CONTENT Pg. No.
1.
EXECUTIVE SUMMARY
3
2.
INTRODUCTION OF THE STUDY
4
3.
OBJECTIVE OF THE STUDY
5
4.
4 P,S OF MARKETING
6-7
5.
TASK ASSIGNED
8
6.
INDIAN NEWSPAPER INDUSTRY
9-16
7.
MEDIA INDUSTRY PROFILE
17-24
8.
ABOUT HT MEDIA LTD.
25-27
9.
HT PORTFOLIO
28-30
10.
ABOUT MINT NEWSPAPER
31
11.
MINT PORTFOLIO
32-34
12.
MINT & HT CORPORATE DRIVE IN MUMBAI
35
13.
MINT SUBSCRIPTIONN COST IN MUMBAI
36
14. MINT SUBSCRIPTION BUSINESS MODEL 37
15. TCS ACTIVITY FOR MINT AND HT 38-39
16. MINT DISTRIBUTION CHANNEL 40
17. PRICING CHART FOR MINT AND OTHER FIN. NEWSPAPER 41-42
18. RESEARCH METHODOLOGY 43-47
19. SURVEY & DATA INTERPRETATION 48-57
20. FINDINGS 58-59
21. LIMITATION 60
22. RECOMENDATION 61
23. LEARNINGS 62
24. REFERANCES 63
25. ANNEXURE AND CERTIFICATES 64

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EXECUTIVE SUMMARY
In my study I tried to increase the Readership of Mint Business daily and Hindustan
Times and tried to expand the Sales Territories, which the Hindustan times has
undergone, and find out how effective and successful the new brand image has been
in pulling the potential customer towards the brand and whether the brand occupies
a desired position.
My project contains the complete history and introduction of the newspaper
industry, also some problems faced by them. A complete background of HT
Media ltd. and al so a complete background of Mint newspaper which is a
part of HT Media ltd.
The project also has the complete portfolio of Mint and the subscription
drive that was carried out in my internship for two months from 2
nd
May to
2
nd
July, 2013.
This project report titled “Mint Corporate Readership Drive” has been prepared after
successful completion of project training at HT Media Ltd-Mumbai. I have tried to do
it honestly and sincerely and any weakness & shortcoming is unintentional.
I hope the report will be special interest to the marketing students who are on look
for such real life situation beyond their class room study.
The project deals with Finding MINT awareness and increase Sales Territories for
MINT. The survey was conducted through structured questionnaire among the
customers of MINT in Mumbai Corporate Areas to study their reading habits,
preference among the financial newspaper , factors influencing buying newspaper,
section read the most, customer satisfaction and to find the profile of the MINT
newspaper customers.

After analyzing the data conclusions were drawn related to various facets of
Positioning Strategy and hope that it will be helpful to MINT for further improving its
positioning and customer services. In this project I have tried my best to apply the
theoretical knowledge to the practical world so that we can understand the market in
most effective way. The details regarding the finding, recommendations, limitations
can be found in further sections of the report.
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Introduction of the Study
Study done for Sales & Research of Hindustan Times Newspaper & Mint Newspaper. I
visited more than 150 companies in Mumbai, mainly in the corporate areas such as
Chruchgate, BandraKurla Complex, and Andheri etc. Newspaper industry is very vast in
India almost there are 70000 newspaper in India. A little about Mint Newspaper and
Hindustan Times and its competition. Why it is important to increase its readership what and
how we did to increased readership by subscription over a period of time.
Data base management is an important tool in the marketing process while marketing process
is an organization‘s coping with its environment. Kotler defines it as ―the process
identifying, analyzing, choosing and exploiting marketing opportunities of fulfill the
company‘s mission objective. More specially it consist of identifying and analyzing
marketing opportunities, segmenting and selecting target markets, developing a competitive
marketing mixed strategy and designing marketing management system for planning and
control information and marketing personnel.
[Philip Kotler: Principles of Marketing P.232]
The marketing process beings with the organization are trying to identifying attractive
opportunity. This step is known as Market Opportunities Analysis.
The next step is Target Market Selection which means identifying the customer group, the
company process to serve. In this context it has to be realized that a market consists to
different groups, who may be classified according to certain special feature common to a
particular group. This brings us to the concept of Market segmentation.
[V.P Buell- Marketing Management]
The segment may be based on the ability of different groups of advertiser‘s long as it has a
relevance of any particular product. The segment chosen is called target market. The
company must examine the wants of that market and the position of the competitors. This is
the realm of market mix. The company can learn through marketing research, what
advertisers are primarily interests in.
The Further explanation has been done in the project report
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Objective of the Study

Each and every journey has its own destination. Without destination there is no
means of journey. Similarly, every research has some prefixed objectives. Every
steps taken by the researcher during research period is always directly or indirectly
towards the objectives.
Objective work is like a pivot around which the every steps of the research is moving.
So any research study must clearly state the issues being investigated. Therefore,
as far as my topic “ Mint Corporate Readership Drive” concern the major
research objective can be cited as follows:-


1.2.1.Primary objectives:

1) To analyze the segmentation, targeting and positioning of Mint Business
Daily Newspaper

2) A study of the factors affecting the purchasing decision of readers in
buying a

business daily.

3) To do the comparative analysis of various financial newspapers.

4) To study the Brand preference among Financial newspaper


1.2.2.Secondary objective:

1) To form a brand equity of Mint Business Daily Newspaperin the
market

2) To study company profile of Business Standard.

3) To study the customer satisfaction for Mint Business Daily
Newspaper

4) To create awareness among corporate world for the financial
newspaper.

5) To develop the market of Mint Business Daily Newspaperin PUNE
region




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Four Marketing P’s:
1. Price - The amount of money needed to buy products
The amount a customer pays for the product. The price is very important as it
determines the company's profit and hence, survival. Adjusting the price has a
profound impact on the marketing strategy, and depending on the price elasticity of
the product, often it will affect the demand and sales as well. The marketer should
set a price that complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived
value for the product. Three basic pricing strategies are: market skimming pricing,
market penetration pricing and neutral pricing. The 'reference value' (where the
consumer refers to the prices of competing products) and the 'differential value' (the
consumer's view of this product's attributes versus the attributes of other products)
must be taken into account.
The price of product is Rs.3/-
2. Product —The actual product
A product is seen as an item that satisfies what a consumer needs or wants. It is a
tangible good or an intangible service. Intangible products are service based like
the tourism industry, the hotel industry and the financial industry. Tangible products
are those that have an independent physical existence. Typical examples of mass-
produced, tangible objects are the motor car and the disposable razor.
Every product is subject to a life-cycle including a growth phase followed by a
maturity phase and finally an eventual period of decline as sales falls. Marketers
must do careful research on how long the life cycle of the product they are marketing
is likely to be and focus their attention on different challenges that arise as the
product move.
The marketer must also consider the product mix. Marketers can expand the current
product mix by increasing a certain product line's depth or by increasing the number
of product lines. Marketers should consider how to position the product, how to
exploit the brand, how to exploit the company's resources and how to configure the
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product mix so that each product complements the other. The marketer must also
consider product development strategies.
The Product is Mint Newspaper.

3. Promotion (advertising) - Getting the product known
All of the methods of communication that a marketer may use to provide information
to different parties about the product. Promotion comprises elements such
as: advertising, public relations, personal selling and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials,
radio and Internet advertisements through print media and billboards. Public
relations is where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and
events. Word-of-mouth is any apparently informal communication about the product
by ordinary individuals, satisfied customers or people specifically engaged to create
word of mouth momentum. Sales staff often plays an important role in word of mouth
and public relations (see 'product' above).
The promotion of this is product (mint newspaper) was done mouth to mouth
promotion, activity conducted in the corporates.

4. Place (Distribution) — Where the product is sold
Refers to providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution,
exclusive distribution and franchising can be used by the marketer to complement
the other aspects of the marketing mix.
The Distribution of product (mint newspaper) was done in corporate, residents.


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TASK ASSIGNED:

The Summer Internship project commenced on 2ndMay, 2013 and concluded on 2nd
July, 2013. During the project a research was conducted to study the MINT
Corporate Readership. Additional task was given to Increase Sales Territories of
MINT in MUMBAI‘s Corporate Companies. Also I was appointed as a Team Leader
of my team where I had to handle and control my team of 14 interns, look after their
attendance, performance, and resource management of my team, do daily gate
meetings and brief the team and motivate them and at the end of the day give daily
feedbacks and report to my manager.

The targets that I had been assigned by the company were:

1. To study MINT Readership in comparison to other financial newspapers
2. As a promoter to create awareness of MINT.
3. Expand the Sales territories
4. To search, plan and make sales call to prospect.
5. To convert maximum prospects into clients in a month for MINT&Hindustan Times
news paper.








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Indian newspaper industry


L o o k i n g B a c k … …In 1976, our country‘s population was 775 million, one copy
of a newspaper appeared forevery 80 people. A quarter century later, as the
population passé done billion, onenewspaper was available for every 20 Indians. By
mid2009, India had 68,000 newspapers,with more expected to emerge. They sell for
afew cents per edition. Unlike online, printdoes not require electricity andInternet
infrastructure. Power shortages still occur in someparts of India.Broadband
penetration in 2009 was about 4 present, and concentrated inmajor cities. It is
observed that rising literacy in India will mean an audience for printednewspapers
well into this century. In 1976, 35 present of Indians could read. By 2008 thefigure
was 70 present. Rising youth literacy, at 82 present in 2009, does suggestplenty
ofpotential readers. But those youngsters are more likely to seek their news
andinformation online, just as their counterparts do in other countries. As cheap
broadbandinevitably becomes available, newspaper circulations will decline. A July
2009 report fromForrester Research estimated that about 2.2 billion people
worldwide would be online by2013 – a global increase of 45 present. Almost half of
those new users would be in Asia,with 17 present in China alone. Mr Wilkinson, the
Executive Director of the Dallas,Texas-based International Newspaper Marketing
Association (INMA)commented on Indian Printmedia that the underlying trends
developing elsewhere in the world are there in India aswell, whether it is consuming
news via a mobile phone or computer-based Internet, butits potential is hidden by
the population and advertising growth that everyone is seeing.The short term you
can‘t see the trends, there is going to be more advertising, morereaders, more titles
than today – but what you have to see, though, is that the storm iscoming and that
storm is the Internet and the digital migration, reports The HinduBusiness Line
(2008).Newspapers vs. Radio, Television.Annual growth rate for the television
industry is projected to be 22% and for the radioindustry, the growth rate is projected
to be at the rate of 28% over the next five years. Atpresent, there are 110 million TV
households in India, out of which 70 million are cableand satellite homes and rest 40
million are served by the public broadcaster, i.e.Doordarshan (DD). Similarly, there
are 132 million radio sets in the country reportsMinistry ofInformation and
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Broadcasting (2009).Government has had completedomination over AM radio
broadcasting while private FM radio station ownership hasbeen sanctioned.
However, content authorization for the latter has been confined toentertainment and
education. Private satellite television networks put up stiffcompetition for the
government owned Doordarshan. Doordarshan was often at their ceiving end of
accusations from social commentators for manipulating news. Privatechannels have
also been criticized for promoting the political parties supported by theirowners.
Foreign media were allowed to function freely, other than in the radiobroadcasting
segment.
Newspapers and FDI…It was in June 2002 that the National Democratic
Alliance Government lifted the nearly50-year-old ban on foreign investment inthe
print media. At that time the Union Cabinetpermitted 26 per cent Foreign Direct
Investment (FDI) in news and current affairspublications and 74 per cent foreign
investment in the non-news and non-current affairsjournals, The Hindu (2009). The
government permitted country-specific editions publishedby a local company, with a
foreign partnership limit of 26 present, though local editions offoreign media were not
allowed. June 2008 witnessed the launch of The InternationalHerald Tribune as a
branded world business section inside the Financial Chronicle. DeccanChronicle
Holdings, renowned for Deccan Chronicle, India‘s fourth largest English
daily,launched the Financial Chronicle in April 2008. The newspaper is published five
days aweek from Hyderabad, Chennai and Bangalore. The IHT launch coincided
with that of theMumbai edition on June 20. September 19, 2008 bears significance in
Indian media historyas it was on that day that the Union Indian Cabinet approved
foreign news magazines toprint local editions of their publications. Earlier the license
was sanctioned to periodicalswhich covered scientific, technical and specialty based
topics.AdvertisingThe Indian media and entertainment industry is poised to touch Rs.
1,15,700 crore by2012, driven by increased advertising spend. The Indian media and
entertainmentindustry is growing at a pace of 19% per annum. It is expected to touch
Rs.1,157 billion by2012,reports Mint (2010) . The English media forms only 15% of
the total newspapermarket and has seven times lesser readership than its Hindi
counter parts. Despite thenumbers, it claims more than half the share of total
advertising pie of the print space,according to an industry estimate prepared by
brokerage firm, MotilalOswal print mediareport. The higher ad rates come into play in
the greater revenue generation witnessed inEnglish media. The perception that the
purchasing power of the English newspaper readeris much higher than that of their
Hindi newspaper counterparts is the reason for thehigher ad rates. A rise in the ad
rates of newspapers published in regional languages andHindi is expected as
advertisers are turning their attention to rural areas and small townsin search of
generating more demand for their products and services.The Indian print media
scene is comprised of 62,483 registered newspapers. According tothe report, Hindi
newspapers dominate the market with 40% stake while Englishnewspapers
constitute 15% of the market. Vernacular newspapers complete the equationwith
35% of the remaining space.The major share of the total newspaper advertising
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revenue is brought in by Englishnewspapers. Both vernacular and Hindi dailies may
have higher readership but it‘s theEnglish newspapers which contribute 53% of the
ad revenue. The advertising rates ofEnglish newspapers are nine times・ the rates
of Hindi and nearly 13 times the rates of vernacular newspapers.
PricewaterhouseCoopers states that the steep difference in theshare is partially due
to the fact that most of the business newspapers (in which the adrates are even
higher than general English newspapers) have been mostly in English
tillnow.PWC(2009) Siddharth Mukherjee of Adex agrees to this statement,most of
themarketers target the niche readers. Most of the high priced lifestyle products
getadvertisedin the English newspapers. Mukherjee also adds that the total ad pie
wasaround INR 63 billion in2006 when the entire media sector was taken into
consideration.Of this total sum, around 90% to 95% of advertiser‘s money
penetrated to 50% of the totalpopulation while the other 50% population largely
remained media dark. Industryanalysts are anticipating a change in the trend as ad
rates for vernacular newspapers haveincreased at a rate higher than that for the
English newspapers (partially because ad ratesin English newspapers are already
very high, broadening the base figures on which growthis calculated). The trend is
expected to gain momentum with time reports SomaDas(2008).Top Business
PublicationsThe Indian Readership Survey (IRS) 2008 Round 2 numbers suggest
that businesspublications show a mixed trend. English business publications
excluding Mint andEconomic Times show a general decline in readership. The data
pertaining to BusinessStandard, Financial Express and Business World was not
available at the time of filing thisreport. Mint‘s rose from 51,000 to 139,000 – an
outstanding increase by 88,000.Economic Times too exhibited progress but of a
lesser size – an improvement of 9,000which increased its readership from 743,000
to 752,000. The Hindu on the other hand wassubject to a drop from 91,000 to 77,000
in Round 2.Business Today went many steps downfrom 416,000 to 326,000 along
with Business India which dropped from 290,000 to240,000.Outlook followed the
pattern of the aforementioned publications with a declinefrom 220,000 to 204,000;
Outlook Money from 122,000 to 111,000; Business and Economyfrom 93,000 to
77,000.Capital Market and Dalal Street Investment Journal followed suitwith the
decline trend as Capital Market crashed from 48,000 to 37,000 and Dalal
StreetInvestmentJournal dropped to 37,000
from42,000,exchange4media.com(2008)wireless subscribers - GSM, CDMA & WLL
(fixed) base stood at250.93 million at the end of February 2008, reports Economic
Times(2008).According to CTIA web site (an association of wireless operators in
US), US at the time had 256 million subscribers and adds about two to three million
subscribers every month while China adds around six to seven million subscribers a
month. India on the other hand add sight to nine million a month wireless subscribers
every month making it the highest in the world. With this performance, India was to
surpass US in terms of wireless subscribers during the first half of April 2008 to
become the second largest wireless network in the world. India‘s total subscriber
base (wireless + wire line) also crossed300 million mark in April 2008.3.13.
Ownership a good number of publications and 80 present of television channels
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areprivately owned.In April 2008, infina Finance Private Ltd, an associate of the
Kotak Mahindra group,acquired 13.85% stake in Business Standard Ltd. from
Pearson, the owner of the FinancialTimes. Pearson was the first company to make a
major investment in an Indian businesstitle when it invested in Business Standard
four years back. The two newspapers hadworked closely with each other for more
than a decade before Pearson bought the stakein 2004, with Business Standard
featuring articles from the Financial Times on a regularbasis. The Indian tide
continued to use Financial Times content till end-2008. Pearsonwent on to publish
the Asian edition of the Financial Times in India and also runs itsPenguin book
publishing and Pearson Education businesses in the country. Pearson‘sstep to pull
out of Business Standard was powered by its decision to develop and
establishFinancial Times as a global brand. In February 2009, the Ministry of
Information andBroadcasting approved the distribution of the facsimile edition of The
Wall Street Journaland The Wall Street Journal Asia. A facsimile edition is an exact
replica of the internationaledition that meets certain conditions and cannot carry
separate advertisements aimed atIndian readers or locally generated content or
India-specific content, not published in theoriginal edition of the foreign newspaper.
In January 2009, the Foreign InvestmentPromotion Board had passed foreign direct
investment of INR 21,600,000 by Dow Jones &Co Inc in setting up the wholly owned
subsidiary named Wall Street Journal IndiaPublishing Pvt Ltd to bring out the
newspapers in India.Foreign Direct Investment (FDI) of up to 26 per cent is permitted
in print media. NewsCorp which owns Dow Jones, and the Star Network in India, is
believed to be interested inthe print market, but wants the current cap raised. Wall
Street Journal also has a contentsharing agreement with HT Media, which entitles
the latter with the right to publisharticles in its business daily, Mint. The
announcement made by the ministry of commerceand industry on Wednesday
allows 100% foreign direct investment (FDI) with priorgovernment approval for the
publication of the facsimile editions, provided theinvestment is made by the owner of
the original newspaper. The policy also specifies thatthe publication can be
undertaken only if the firm has set up its India office under theprovisions of the
Companies Act, 1956 reports Mint (2009).Printing & DistributionNewsprint
Consumption Industry estimates suggest that Indian print media consumedclose to
1.8 tonnes of newsprint in 2007.India has around 79 newsprint mills among
whichfour are in the public sector. Nepa Ltd, the Mysore Paper Mills Ltd, Hindustan
NewsprintLtd and Tamil Nadu Newsprint and Papers Ltd come under the ownership
of thegovernment Indian Newsprint Manufacturers Association (INMA), an industry
body saysthat the installed capacity of India‘s newsprint mills is close to 2mt.It also
made amention of the reason behind mills channelling their attention to paper
products.Newsprint manufacturing has been a loss-making- proposition in India,
reports Ajay Modi(2008). According to INMA, the paper mills in India produced
around 1mt of newsprint.The rest is imported from North America, Europe, Russia
and the Scandinavian countries.Large newspaper publishing establishments opt for
a mix of domestic and importednewsprint. English dailies use an 80:20 mix in favour
of imported newsprint, regionallanguage dailies employ the same ratio with priority
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assigned to Indian newsprint. Theglobal price volatility has its influence on the ratio
as well.Vending MachinesIn a first-of-its-kind step, Mid-Day has installed vending
machines in corporate offices andbuildings across Mumbai, Delhi and Bangalore.
The publication has editions in all threecities and plans to launch an edition soon in
Pune, whereupon vending machines will beset up there as well. Mid-Day has around
90 vending machines in Mumbai, Delhi andBangalore with 15- 18 of these being
owned exclusively by them. It has tied up with acompany called Grab bit, which owns
vending machines across the country to make theirpresence felt in the rest of the
locations. This distribution system has been adopted withthe intention to target
young mobile professionals across India (the YUMPls), who are thecore target group
for Mid-Day. The vending machines have also made their way to majorcorporate
offices such as 3G, Infosys, Network l S, Reuters, Deutsche Bank and incorporate
complexes such as Peninsula Corporate Park reports afaqs (2008).The Press
Council.The Press Council is a statutory body of journalists, publishers, academics,
and politicians,with a government-appointed chairman, that investigates what it
believes is irresponsiblejournalism and sets a code of conduct for publishers. This
code includes injunctionsagainst publishing stories that might incite caste or
communal violence. The council haspublicly criticized those it believed had broken
the code of conduct Print Media.
The newspaper industry sees no threat to its survival in the foreseeable future from
thedigital media contrary to the raging debate over the sustainability of the print
media dueto the advent of the digital newspapers and internet reports The Hindu
(2009). India hasthe second largest print market in the world with a readership base
of over 350 million.The influx of digital media penetration, market saturation and
changing mediaconsumption habits has led to decelerating circulation and
readership in the oncedeveloped international markets. The Indian market, however,
continues to stand due tothe low level of print media penetration. It is constantly
backed by the increasing overallmedia penetration and low levels of digital media
penetration. With more than 62,000newspapers printed, of which, approximately 92
present consists of Hindi and othervernacular languages; the structure of the Indian
print media industry is characterized bya high level of fragmentation and regional
diversity. The concentration of English newspaper‘s circulation is primarily focused
on the metro cities and urban areas, whereasHindi and other regional newspapers
primarily target the non-metro population. 92percent of the Indian print market
comprises of newspapers and magazines whichdemand a share of the balance 8
present. Newspapers are highly dependent onadvertisement revenues to
supplement the low cover prices thereby contributing around70 present of
newspaper revenues and the rest being circulation revenues. In the case
ofmagazines, circulation revenues add around 60 present of the total magazine
revenuesbecause of the higher cover prices of magazines.Expansion of the Media
Industry in IndiaRapid economic growth and FDI has resulted in huge growth of
media industry in India. Theindustry is benefited fromthe favourable laws and
liberation of the market. The growth of media market led to the highcompetition but
still thereis scope for new companies to enter and existing companies to expand.
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This is also creatingmany opportunities andscope for the consumers, investors and
related professionals. Read on…In post-independence era media had huge role to
play towards the development ofsociety in India. In 1947 when India attained
independence, the country was facing manysocio-political-economic challenges.
Therefore, at that time media‘s role towards societywas highly critical and
challenging. The main goals set by the government for media toperform were to
inform and educate the Indian population. During that period printmedia was
flourishing as it contributed a lot in the freedom struggle. However, the reachof this
medium was very limited because the literacy rate of India was very low. Asopposed
to this, boom came in broadcasting in 1980s when television made a grand entryto
the media market. The medium was controlled by the government body,
Doordarshan,unlike newspapers which have been owned by the private
organisations. Since then mediamarket has witnessed massive growth in its every
sector.
INDUSTRY SPECIFIC…On the basis of languages, media can be divided into
three broad categories: Englishlanguage media, Hindi language media and regional
language media. Recent years haveseen a big growth of regional language channels
and newspapers over English and Hindilanguages media. For example, especially in
South India local audience is serviced by localmedia produced by local companies,
like Sun TV, Manorama, etc.Features of Indian Media MarketBefore moving on to
the analysis of market growth in India let us see the characteristicsof Indian media
market.1. Competition effecting content of programmes:The kind of commercial
growth an Indian media market is experiencing is affecting thequality of the content.
Commercialisation is overpowering the content of theprogrammes. Many big
companies are competing for advertisers and audience attention.Therefore, media
market in India has become more price-oriented than content-oriented.It is also
affecting the overall taste of the audience.2. Private Ownership:Majority of media
organizations are owned by the private entrepreneurs. Majorcompanies and families
have invested in these media organisations. Although, recentyears have seen the
small investors investing in media, but their investments are limitedto subsidiaries
and these are not into the group holding companies.3. Cross Media Ownership:As
we know that for many decades‘ newspapers had strong hold onthe media market.
Therefore, when government monopoly broke down over broadcastingmedia and
many private entrepreneurs entered this sector, many of them were wellestablished
in print media sector. For example AajTak news channel belongs to IndiaToday
Group, a leading media company which publishes well known India Todaymagazine.
Similarly, Radio Mirchi is owned by the Entertainment Network India Ltd.(ENIL),
which is one of the subsidiaries of The Times Group. This represents the
relativelyyoung nature of the Indian media sector. However, we are likely to see
increasingspecialisation as competition intensifies and the media industry matures.
On the otherhand, Government is planning to restrict the cross media ownership as
part of theBroadcast Services Regulation Bill (which has been debated in
Parliament).4. Transparency in Media Regulation:Two main divisions of the
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Government, Ministry of Information & Broadcasting andTelecom Regulatory
Authority of India keep an eye on the media sector. In India, especially the editorial
enjoys the freedom of expression. The policies and regulation setby these regulatory
bodies can be challenged in court.5. Foreign Direct Investment:Many foreign
companies have been investing in media organisations as a joint venture oras
partnership or as a direct investment. In the era of preliberalisation, the role of
foreigninvestment in India was very limited. However, post-liberalisation the 1980s
onward andsoftness of Indian government on foreign investors drastically changed
the face of Indiamedia industry. Currently nearly 74% of FDI is allowed in
telecommunication whereas100% is allowed in the Internet. If we largely talk about
media market then newsprogrammes has 26%, in radio FM has 20% and similarly
DTH too has 20% of FDI and cablecan have around 49% of FDI.6. Transparent
regulatory policies:In India there are many policies which regulate the working of
media to make it moreresponsible towardssociety. Especially print media is bound by
regulations. Inbroadcasting sector, Doordarshan and All India Radio have to follow
broadcasting codesor guidelines which have been set by the Government.7.
Regional & cultural diversity in media:On the basis of languages, media can be
divided into three broad categories: Englishlanguage media, Hindi language media
and regional language media. Recent years haveseen a big growth of regional
language channels and newspapers over English and Hindilanguages media. For
example, especially in South India local audience is serviced by localmedia
produced by local companies, likeSun TV, Manorama, etc.These characteristics of
Indian media marketdistinguish it from rest of the world. The kind of investment being
put into the mediamarket is creating lots of possibilities and opportunities for further
growth. The upswingof the media market has resulted in new trends in media and
entertainmentsector. Someof these are as follows:(a) Expansion of mobile phones
as entertainmentchannel: Mobile manufacturing companies are incorporating many
entertainment modesin mobile set like radio, games, movie players, Internet, etc.
These features have made it amobile medium of communication. This has also led to
easy access to information by theconsumer. 1250 INDUSTRY SPECIFIC THE
CHARTERED ACCOUNTANT February 2012 119(b) Convergence:The expansion of
media industry has increased the consumer expectations. Theconvergence means
merging many mediums of mass communication into one.Communication
distributors like DTH (direct-to-home), CAS (Conditional Access System)and IPTV
(Internet Protocol television) have merged radio, TV and Internet into singlesignal.
Recent examples of convergent service include: Services delivered to TV sets via
system like Web TV, Email and World Wide Web access via digital TV decoders and
mobiletelephones and using Internet for voice telephony.The Share of Different
Media Sectors in India40Source: PwC Analysis and Industry EstimatesIndia‘s Place
in Global E&M MarketCountries 2005 2006 2007 2008 2009India 8,746 10,503
12,401 13,616 14,052China 41,297 47,245 57,496 69,166 75,815Japan 150,975
160,716 166,999 169,298 164,337Us 433,842 454,572 469,096 460,997 428,140All
figures are in USD millionsSource: PwC Global E&M outlook 2010The figures
indicate the position of Indian media market as compared to other countries.In
16

comparison to countries like China and Japan, the Indian market is quite
small.Advertisement as a percentage of the GDP in India is only 0.53% as compared
to 1.08% fordeveloped countries like US and 0.90% for Japan. These figures show
that there is still alot of scope for growth in Indian media industry.
The Growth of Media Industry in IndiaThe Indian Entertainment and Media market is
estimated to grow from estimated R 668.8billion in 2010 to reach R1040.8 billion in
2014. Let us see the sector wise projectedgrowth of various industries in media
markets.a. Television Industry: Television industry is the most dominated sector in
media industryand projected to continue to be the major contributor in the industry. It
has beenestimated that the television sector will grow at a healthy rate of 13.0%
cumulatively overthe next coming years, from an estimated R307 billion at a
Compound Annual Growth Rate(CAGR) of 15.6% in 2010. The overall television
sector is estimated to reach R488 billion by2014.b. The Indian Film Industry: The film
industry inIndia is estimated to grow at CAGR of 12.4%,reaching to R170.5 billion by
2014 from theR114.5 billion, at a CAGR of 20.5%. However, particularly this sector
has experienced thedownturn in 2009 due to the strike in multiplexes and economic
recession.c. Print Media Industry in India: The second most dominating sector in
media industry isprint media. The sector is projected to grow by 7.4% over the period
2010-2014, reachingto R230.5 billion in 2014.d. Indian Radio Industry: Though the
share of radio in media market is small as comparedto television, film and print
sector yet it has shown the good growth in the market. Theindustry is estimated to
grow at a CAGR of 12.2%, reaching R16 billion in 2014 from theestimated R10
billion in 2010. In advertisement share it is projected that radioadvertisement share
will grow from 4.2% to 4.3% in the coming years.e. The Animation and Gaming
Sector in India:It is worth noticing that many international production houses in the
field of animation1252 are dependent on Indian animation industry. This dependency
will help the Indiananimation sector to grow at a faster rate. The sector is estimated
to grow at a CAGR of25.2% reaching to R73.4 billion in 2014. The Gaming industry
will grow to an estimatedR19.4 billion by 2014 from R5.3 billion in 2009.f. OOH: Out
of Home advertisement was the worst hit industry in 2009 due to theeconomic
recession faced by the country. However, the industry has rebounded with theuse of
digital technologies and tools. The estimated size of OOH sector was R12.5 billion
in2009 and its projected growth is at a CAGR of 11.0%, reaching R21 billion in
2014.g. Music Industry: The predictions say that music industry is expected to be the
fastestgrowing segment in E&M industry. It has been estimated that Indian music
industry wouldgrow to R26.5 billion in 2014 with a 29% of CAGR. However, this
industry has been facinglots of challenges out of which piracy is the biggest threat to
the growth of the musicindustry. The other challenges are acquisition rights and the
cost of music royalty.


17

Media Industry Profile

An overview of Indian Media & Entertainment Industry:
The Indian media and entertainment (M&E) industry recorded revenues of $16.3
billion (Rs 81,500 crore) in 2010, and is expected to be in excess of $25 billion (Rs
1,25,000 crore ) in the next four years, states the latest report from Ernst & Young
(E&Y).
TABLE NO.1
Growth: Literacy and Media Consumption
Category

2011 Q3

2011 Q4

2012 Q1
% CAGR




(2011 Q3-2012


Q1)




Literacy 634883 639705 643321 2.7




Any Media 630514 636307 640396 3.2




Press 349889 350347 352115 1.3




TV 539868 549864 554651 5.6




C&S 448243 462343 475176 12.4




Radio 158284 156692 154941 -4.2




Cinema 76832 75768 75195 -4.2




Internet 30888 34409 37483 47.3




Source: Hansa Research, IRS 2012 Q

18


Broadcasting and cable television
The broadcasting and cable TV industry revenue for 2010 was estimated at $7.2
billion (Rs 36,000 crore), up 13.3 per cent from the previous year, mainly driven by a
19 per cent growth in advertising revenue. The industry is projected to grow at a
CAGR of 12 per cent to reach $11.4 billion (Rs 57,000 crore) by 2014. The
continued digitization of distribution infrastructure, the demand for regional and niche
content, and the possibility of growth in TV penetration will drive growth in this
segment.

Television distribution
India is the second-largest pay-TV market in the world, with 108 million subscribers
and 48 per cent reach to Indian households. The TV distribution industry is
dominated by analog cable, which is highly fragmented and includes about 60,000
LCOs, and 1,000 multi-system operators (MSOs). However, fierce competition
among DTH operators, as well as a recent government policy mandating digitization
of cable TV, has driven the growth of digital TV.

Publishing
The Indian publishing industry revenue for 2010 was estimated at $4.7 billion (Rs
23,500 crore), and is projected to grow at a CAGR of 11 per cent to reach $7.1 billion
(Rs 35,500 crore) by 2014. A low-readership penetration of 30 per cent compared
with a literacy rate of 74 per cent underscores the potential for further growth for
publishing in India.

Newspapers
While in a number of international markets, the newspaper industry is faced with a
declining readership because of digital media, the print industry in India continues to
grow, driven by an increase in advertising spends, a rise in literacy rates, and the
growth of regional-language and specialty newspapers. The Indian newspaper
industry is one of the largest in the world, with more than 74,000 newspapers in 22
languages, and a readership of 325 million. Fifty four newspapers are very popular
with advertisers in India, accounting for 42 per cent of all advertising spends, the
19

most for any medium.

Magazines
Magazines comprise around 19 per cent of the total publishing industry in India.
They are viewed as a luxury product, and rely heavily on newsstand sales rather
than subscription sales.

Films
The Indian film industry is the largest in the world, with more than 1,000 films
produced every year, in more than 20 languages. With 3.3 billion tickets sold
annually, India also has the highest number of theatre admissions. The Indian film
market derives almost 90 per cent of its revenue from non-English language movies,
largely dominated by Hindi films, followed by South Indian films and other regional
films. The Indian film industry is projected to grow from $3.2 billion (Rs 16,000 crore)
in 2010 to $5 billion (Rs 25,000 crore) by 2014 at a CAGR of 14.1 per cent.

Growth is expected from the expansion of multiplexes in smaller cities, investments
by foreign studios in domestic and regional productions, the growing popularity of
niche movies, and the emergence of digital and ancillary revenue streams.

Radio and music
The radio and music industries contribute just 2.4 per cent of the total Indian M&E
industry revenues. Both segments, however, provide highly popular forms of
entertainment; FM radio reaches out to 30 per cent Indians, while the Indian youth
are the second largest audience for paid digital music globally. The radio and music
industries together generate around $445 million in 2010, and are projected to grow
at a CAGR of 17.3 per cent to reach $844 million (Rs 4220 crore) by 2014.The third
phase of radio license auctions, which is expected soon, will see radio networks
expanding their reach to add around 700 radio stations across the country.

Sports
Cricket is the most popular spectator sport in India, and follows movies as the
second-biggest form of entertainment. The Indian Premier League (IPL) is already
20

one of the most valuable sporting brands in the world, currently valued at $3.7 billion
(Rs 18,500 crore).

TABLE NO 2








TABLE NO 3
Numbers of Newspaper registered in India is given in the table Below







TABLE NO4
Breakup of Total newspaper in India in different segments/categories

Break up of Total Newspaper in India


7%
25%




25%
Vernacular Dailies


English Dailies



47%

Hindi Dailies




Business dailies







21

TABLE NO 5

Top 10 Publications




Publication Langauge Periodicity 2011 Q4 2012 Q1

DainikJagran Hindi Daily 16410 16412

DainikBhaskar Hindi Daily 14602 14553

Hindustan Hindi Daily 12045 12157

Malayala Malyalam Daily 9937 9875
Manorama

Amar Ujala Hindi Daily 8842 8693

The Times Of English Daily 7616 7562
India

Lokmat Marathi Daily 7562 7485

Daily Thanthi Tamil Daily 7503 7477

Rajasthan Patrika Hindi Daily 6847 6807

Matrubhumi Malyalam Daily 6666 6600


Source: IRS 2012 Q1, HansaResearch,AIR Figures; All Figures in ‘000










22


TABLE NO 6
Top 10 English dailies


Publication 2011 Q4 2012 Q4

The Times of India 7616 7652

Hindustan Times 3791 3805

The Hindu 2240 2233

The Telegraph 1273 1292

Deccan Chronicle 1034 1027

DNA 897 909

The Economic Times 790 792

Mumbai Mirror 803 777

The New Indian Express 637 678

The Tribune 585 624

Source: IRS 2012 Q1, HansaResearch,AIR Figures; All Figures in ‘000

According to IRS Q1 2012, there is only one change in the pecking order while seven
out of the top dailies have registered growth.


23

India‘s largest English daily, The Times of India, has registered marginal growth in
the first quarter of IRS 2012. By adding 36,000 readers in the quarter, TOI has taken
its AIR to 76.52 lakh compared with 76.16 lakh in the previous quarter. TOI had
added 1.49 lakh readers in IRS Q4 2011 while it had lost 4,000 readers in IRS Q3
2011. The daily had added 29,000 readers in the second quarter and 18,000 readers
in the first quarter of IRS 2012.
The No. 2 English daily, Hindustan Times, has also added 14,000 readers this
quarter and recorded an AIR of 38.05 lakh in IRS Q1 2012. It had registered 1.55 per
cent of growth in the previous quarter with AIR of 37.91 lakh. HT had lost 4,000
readers in IRS Q3 2011 but added 45,000 readers in Q2 2011 and 1 lakh readers in
the first quarter of IRS 2011.

The No. 3 English daily, The Hindu, has seen a marginal decline and lost 7,000
readers in IRS Q1 2012. Its current AIR stands at 22.33 lakh compared with 22.40
lakh in the previous quarter. The daily had added 71,000 readers and registered
more than 3 per cent of growth in IRS Q4 2011. The paper had added 92,000
readers in IRS Q3 2011. It had lost 18,000 readers in Q2 2011 and 20,000 readers in
the first quarter of IRS 2011.

The Telegraph, from ABP Group, has recorded a marginal growth in its AIR over
the lastquarter. It has added 19,000 readers to take its AIR to 12.92 lakh in IRS Q1
2011 against 12.73 lakh in the previous quarter and 12.66 lakh in IRS Q3 2011 and
12.09 lakh in IRS Q2 2011. The daily had added 57,000 readers in Q3 2011 and
6,000 readers in IRS Q2 2011 while it lost 35,000 readers in the first quarter.

At No. 5 is Deccan Chronicle which has lost again but the loss is marginal in
comparison with the loss in the previous quarter when the daily had lost 5.5 per cent
readers. By losing 7,000 readers in IRS Q1 2012, Deccan Chronicle has registered
an AIR of 10.27 lakh compared with 10.34 in the previous quarter and 10.94 lakh in
IRS Q3 2011. The daily had added 6,000 readers in the third quarter and 53,000
readers in IRS Q2 2011 while it had lost 38,000 readers in Q1 2011.

DNA has also registered marginal growth by adding 12,000 readers in IRS Q1 2012
to takeits AIR at 9.09 lakh compared with 8.97 lakh in the previous quarter. The daily
24

had registered a growth of 4 per cent in the previous quarter. DNA had 8.63 lakh
readers in IRS Q3 2011 and 8.24 lakh readers in IRS Q2 2011. It had added 34,000
readers in IRS Q4 2011 and 39,000 readers in IRS Q3 2011.
The Economic Times has made a comeback at No. 7 position by adding 2,000
readers in IRSQ1 2012. ET had lost 22,000 readers in IRS Q4 2011 and slipped to
No. 8. Its current AIR stands at 7.92 lakh against 7.9 lakh in the previous quarter,
8.12 lakh in IRS Q3 2011, 7.85 lakh in IRS Q2 2011 and 7.69 lakh in IRS Q1 2011
losing 3.23 per cent readers in the first quarter of IRS Q1 2012, Mumbai Mirror has
slipped to No. 8. Its current AIR stands at 7.77 lakh compared with 8.03 lakh in the
previous quarter. The daily had added 43,000 readers and registered 5.65 per cent
growth in IRS Q4 2011 and 2,000 readers in IRS Q3 2011 but lost 22,000 readers in
IRS q2 2011. Mumbai Mirror had added 69,000 readers in IRS Q1 2011.

The New Indian Express continues to be the fastest growing English daily with 6.43
percent growth in the first quarter of IRS 2012. It had grown by 7.41 per cent in Q4
of IRS 2011. The daily has registered an AIR of 6.78 lakh in IRS Q1 2012 compared
with 6.37 lakh in the previous quarter. TNIE had 5.93 lakh readers in IRS Q3 2011
and 5.59 lakh in IRS Q2 2011.

After losing 14,000 readers in IRS Q4 2011, The Tribune has bounced back and
added39,000 readers in IRS Q1 2012. Its current AIR stands at 6.24 lakh
compared with 5.85 lakh in the previous quarter. The Tribune had 5.99 lakh
readers in IRS Q3 2011 and 5.67 lakh in IRS Q2 2011.

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
a matter of daily habit. Conventionally, media planners even calculate and compare
cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most
relevant to study readership trends as well in terms of AIR.
25





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 on
Indian Readership Survey (IRS) for the first quarter (Q1) of 2011. Both dailies enjoy
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 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
26

has received high appreciation from consumers and industry for its innovative design
and usability crossed 7 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.

Financially, the Company was ahead of the industry in more ways than one. On a
consolidated basis, its revenues grew by 25% to reach Rs. 1,815 Crore; EBITDA
grew by 26% to reach Rs. 365 Crore, net profit grew by 33% to reach Rs. 181 Crore.
Revenue growth was driven by a 22% increase in advertisement revenue within the
print segment, which reached Rs. 1,395 Crore from Rs. 1,141 Crore in the previous
fiscal and an impressive 63% increase in revenue from the Radio & Entertainment
segment from Rs. 43 Crore in FY 10 to Rs. 70 Crore this year. This robust revenue
growth has been partially offset by a significant increase in cost of raw material,
reaching Rs. 628 Crore in FY 11 from Rs. 476 Crore in the previous year, due to
higher circulation and newsprint prices.

History:
'Hindustan Times' was founded in 1924 by Master Sunder Singh Lyallpuri, founder-
father of the Akali movement and the ShiromaniAkali Dal inPunjab.
[4]
S Mangal
Singh Gill (Tesildar) and S. Chanchal Singh (Jandiala, Jalandhar) were made in
charge of the newspaper. PanditMadan 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
ShardaNandMarg). It contained writings and articles from C. F. Andrews, St. Nihal
Singh, Maulana Mohammad Ali, C. R. Reddy (Dr. CattamanchiRamalinga Reddy), T.
L. Vaswani, Ruchi Ram Sahni, Bernard Haton, HarinderNathChattopadhyaya, Dr
SaifuddinKichlu and RubiWaston etc.
"SadarPanikkar 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 PanditMadan Mohan
27

Malaviya stepped in to realise his vision of a newspaper in Delhi." - TJS George,
Lessons in Journalism, 2007, Viva Books, New Delhi.
Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times along with the
help of nationalist leaders LajpatRai 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 andKhushwant Singh.
SanjoyNarayan, has been appointed the editor in chief of the paper and was due to
take over in August 2008. Recentlythe 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.
HT Mumbai Edition:
HT Mumbai has an eight-page daily lifestyle supplement (in broadsheet format)
called HT Cafe. It has its education supplement called "HT Education" on
Wednesdays. The paper also comes with a magazine on Sundays called Brunch.
The Mumbai edition is managed by MohitAhuja, an alumnus of NMIMS, Bombay.
The resident editor in Mumbai is Soumya Bhattacharya.
Ownership:
The Delhi-based English daily Hindustan Times is part of the KK Birla group and
managed by ShobhanaBhartia, 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
ShobhanaBhartia joined Hindustan Times in 1986, she was the first woman chief
executive of a national newspaper. Shobhana has been nominated as a RajyaSabha
MP from Congress Party.
Along with Hindustan Times, HT Media owns Desimartini, Fever 104 FM, and Mint
(newspaper).

28

Hindustan Times Portfolio

HT City / HT Café
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.



Brunch
An exclusive lifestyle magazine, every Sunday

The readers of HT wake up to Brunch every Sunday morning,
which is one of best-loved 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 VirSanghvi (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.



29


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 re-launched 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.



30


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 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 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 on infrastructural development and
lifestyle centeredaroundneighborhoods. It offers a bag full of interesting local news
and local advertising which helps readers get immediate assistance on their
requirements.
Get a clear picture with HT Education.







31





Mint, a business paper from Hindustan Times in association with The Wall Street
Journal, was launched in 2007 with the premise of bringing ―Clarity in Business
News‖, a need strongly articulated by business news readers in the country.

Mint aims to demystify complex business issues and provide unmatched clarity and
depth in its coverage. Whether it is the refreshing new Berliner format, the design by
an internationally acclaimed designer, the unique weekend magazine Lounge or our
association with The Wall Street Journal, Mint has features that no other business
paper in the country has.

The numbers bear testimony to the high acceptability and strong bond that Mint has
with its readers. According to the Indian Readership Survey (IRS Q1, 2011), 222,000
readers make Mint a strong No. 2 player. Mint has a 27% readership share in the
key markets of Delhi, Mumbai, Bangalore and Kolkata. With editions in Chennai,
Hyderabad, Ahmedabad, Chandigarh and Pune as well, Mint reaches the who‘s who
of corporate India nationally.

Global praise and recognition has been forthcoming for Mint. According to Fortune
magazine, ―Mint…has raised India‘s standards of business journalism…and (has a)
mix of market news, corporate profiles, and lifestyle features.‖ Mint won Gold in the
special coverage category at the IFRA 9th Annual Asia Media Awards 2010. Mint
was also voted India‘s No. 1 Media Brand in 2009 by advertisers.


32

Mint Portfolio

Mint Lounge
Lounge is the weekend edition of Mint. Every Saturday, Lounge presents a visually
engaging look at the "Business of Life". With articles on Travel, Gadgets, Fashion,
Books, Culture, Parenting and Food, the editors and columnists of Lounge bring the
perfect work-life balance to the week.


Mint Money
Mint Money is a daily section on Markets & Personal Finance that comes inside Mint.
Through its researched and analysed content, Mint Money helps its readers develop
an understanding of how various financial products and markets work. It provides
clear and credible coverage across the entire gamut of investment products –
Equities, Mutual Funds, Commodities, Real Estate and Insurance, which helps its
readers become smart money managers.
Consumers are seeking to bridge the gap between information and understanding so
that they can take the right calls in today‘s changing market scenario. With its clear
and analysed content, Mint Money seeks to aid the consumer in bridging this gap.



33


Mint Indulge
Mint Indulge is the Luxury and Lifestyle quarterly publication.
A complimentary read for Mint‘s readers across India, Mint Indulge focuses on the
passions & indulgences of India's top business leaders and serve as their best
buying guide for the season. Mint Indulge showcases the most aspirational
international brands which look at India as a promising market to drive the next
growth wave for them.




'Mint' -- The Wall Street Journal's Exclusive Partner
Publication in India -
The Wall Street Journal Joins Forces With HT Media to Bring Global Business News
to Indian Readers and International Business Travellers.





34

Design of the Mint newspaper
The design of the Mint newspaper is geared towards presenting business and
financial information in a compact format. The newspaper was initially designed
by Mario Garcia, who has also been associated with the re-design of the Wall Street
Journal. Mint liberally uses info graphics to tell stories and present data when
compared with other dailies, publishing almost one a day and sometimes several.
It is India's first newspaper to be published in the Berliner format.
Culture and Content
Mint is the business daily from the stable of HT Media, which seeks to compete with
the Economic Times, Business Standard, Business Line andThe Financial Express
(India). Although it is a daily newspaper (except on Sundays), Mint doesn't think of
itself as a newspaper of record, choosing instead to focus on the bigger stories of the
day, served along with analysis and lifestyle pieces. Some media critics have called
Mint a 'daily magazine' because of this choice of presentation.
Structure
On the editorial side, Mint is organised into various teams based on reporting subject
matter. Topic editors usually decide on the composition of stories for the next day's
edition in a news conference held before the paper goes into the final stages of
production. There are also small teams that focus on strategy, marketing, advertising
and other aspects of publishing the paper and its ancillary offerings. Mint also
houses technicians who work exclusively on HT Media's digital media projects,
including apps for mobiles and tablets featuring Mint and other publications from HT
Media. The newsroom and management follows a relatively 'flat' structure, unlike in
other divisions of HT Media.

35

Mint and Hindustan Times Subscription
Corporate drive in Mumbai
About MINT - Refreshing Clarity in Business News:
MINT the Business Daily Paperfrom Hindustan Times Media Limited. A clear
breakaway from conventional reportage, Mint is the product of an exclusive
partnership between HT Media Ltd and The Wall Street Journal.
Post launch in 2007, MINT has quickly become the No 2 business daily in the
country. MINT prides itself on reaching the premier audience & plan to continue
doing the same with potential readers like you. Also, it‘s a proud moment for MINT,
having Launched Mint Asia in Singapore from April 2013.
Key Achievements:
 Pan-India publication with presence in 9 key markets of India - Mumbai, Delhi,
Bangalore, Chennai, Kolkata, Chandigarh, Pune, Ahmedabad and Hyderabad.
 28% readership share in key markets of Delhi, Mumbai, Bangalore, Kolkata &
Chennai.
 Fastest growing business paper with over 2,60,000+ readers & still growing (IRS
Reports).
 4 out of 5 Mint readers do not read another business paper, making Mint a
critical reach vehicle for the top end audience.
 Fortune magazine credits Mint with changing the way Journalism is done in
India.
MINT as your Business paper:
 The Berliner size, refreshing printing & easy language just adds to the pleasure
of reading financial news.
 Get yourself updated with the Current Affairs in the Financial & Political arena of
the country
 MINT Leisure section can be used a perfect weekend planner
 MINT Money – Provides deep insights on the Stock Market & other financial
products, from its News to its Performance.
 Get updated with the World financial news with ‗The Wall Street Journal‘ section
 MINT Lounge – the weekend magazine, gives information about Entertainment/
Travel/ Health/ Lifestyle/ Technology
 The strong MINT Editorial Team gives you a clear & unbiased view on the
current happenings of our Financial sector
 The investment expert gives you guidance on Money Management.
 MINT Indulge (separately subscribed)– that comes monthly/bi-monthly, gives
insights on the various Luxury Brands/ Products across the globe.
36

Mint Subscription Cost in Mumbai

Term
Cover
price
Paper
As per Cover
price
You Pay You Save Free Gift
1 Year Rs.3/day Mon- Sat Rs.936/- Rs.599/- Rs.337/- Worth Rs.499/-
2 years Rs.3/day Mon- Sat Rs.1872/- Rs.999/- Rs.873/- Worth Rs.499/-

(Payment accepted in the form of Cheque/DD only, Favouring 'HT Media Ltd' )

Special FREE Gift Option along with Subscription for
Mint & HT Newspaper


Case Subscription Year Cheque
FREE Gift Option 1
OR
FREE Gift
Option 2 OR
FREE Gift
Option 3
OR
FREE Gift
Option 4
C
Case
1 MINT 1 Year single Rs.599/-
ColourEssence
Lipstick - 1 pack OR
Soap Pack - 1
pack NA NA
Case
2 MINT 2 Years single Rs.999/-
ColourEssence
Lipstick - 1 pack OR
Soap Pack - 1
pack NA NA
Case
3 HT 1 Year single Rs.599/-
ColourEssence
Lipstick - 1 pack OR
Soap Pack - 1
pack NA NA
Case
4 HT 2 Years single Rs.999/-
ColourEssence
Lipstick - 1 pack OR
Soap Pack - 1
pack NA NA
Case
5
1 Mint + 1
HT 1 Year
2 Cheques,
Rs.599/- Each
Van Hussein Tie - 1
pack OR
ColourEssence
Lipstick - 2
packs OR
Soap Pack -
2 packs OR
1Lipstick AND
1 Soap
Case
6
1 Mint + 1
HT 2 Years
2 Cheques,
Rs.999/- Each
Van Hussein Tie - 1
pack OR
ColourEssence
Lipstick - 2
packs OR
Soap Pack -
2 packs OR
1
Lipstick AND
1 Soap
Case
7
MINT-1 Yr.&
HT- 2-Yrs
1, 2
year
2 Cheques,
Rs.599/- &
Rs.999/-
Van Hussein Tie - 1
pack OR
ColourEssence
Lipstick - 2
packs OR
Soap Pack -
2 packs OR
1
Lipstick AND
1 Soap
Case
8
MINT-2
Yrs.& HT- 1-
Yr
2, 1
year
2 Cheques,
Rs.999/- &
Rs.599/-
Van Hussein Tie - 1
pack OR
ColourEssence
Lipstick - 2
packs OR
Soap Pack -
2 packs OR
1
Lipstick AND
1 Soap

37

Subscription business model for Mint

The subscription business model is a business model where a customer must pay a
subscription price to have access to the product/service. The model was pioneered
by magazines andnewspapers, but is now used by many businesses and websites.
Rather than selling products individually, a subscription sells periodic (monthly or
yearly or seasonal) use or access to a product or service, a one-time sale of a
product can become a recurring sale and can build brand loyalty. It is used for
anything where a user is tracked in both a subscribed and unsubscribed status.

Types of Subscription for Mint

 Individual Subscription: A subscription for a fixed set of goods or services,
such as one copy of each issue for an individual of a newspaper or magazine for
a definite period of time. The payment given by the individual himself where only
cheque is accepted.

 Bulk Subscription:A bulk subscription of more than 20 copies of same
newspaper daily in a corporate office or any organisation for a definite period of
time. The payment given by the company or the organisation through cheque for
which the subscription has been booked.

 Multiple Subscriptions:Subscription of newspaper from 2 to 20 copies daily
in a company or any organisation for a definite period of time.The payment given
by the company or the organisation through cheque for which the subscription has
been booked. Also at the same time for multiple booking the company has to give
the names of the reader on the letterhead for whom the subscription has been
taken.

 Subscription through conducting an activity in the corporates: By
taking the permeation of the company the mint corporate sales team conducts an
activity in the common area of the offices and displays its products (newspapers)
in a small kiosk. Then the employees who are interested for the subscription will
take it individually by making the payment through cheque.


38

Activity conducted in TCS for Mint and
Hindustan Times Newspaper dirve:



Mint & HT Subscription Drive - June 2013
Location Mint & HT Contact Person Address
Gateway Park 4 June
2013 Mon
SruthiChandran /
VarshaKadam
GatewayPark Information Resource Centre Tata
Consultancy Services Akruti Business Port, Road No.
13, MIDC, Andheri East, Mumbai 400 096, India Phone:
677 96838 Mailto: gatewaypark.irc@tcs.com
ATC
3 June
2013 Tues
SadanandValanju
ATC Information Resource Centre Tata Consultancy
Services AkrutiTade Centre, 4th floor, 7th MIDC Road,
Andheri (East) Mumbai - -400093 Phone: 677 97339
Mail To :akrutitradecentre.irc@tcs.com
Banyanpark
5 June
2013 Wed
SruthiChandran
TCS Compound, Banyan Park, Suren Road, Andheri
East, Mumbai – 400093 || Mail to :
banyanpark.irc@tcs.com || Extn : 677 7700
ODC1
6 June
2013 Thu
Rupalikumbhar
ODC1 Information Resource Centre Tata Consultancy
Services Plot No.64 (ODC), Santacruz Electronic Export
Processing Zone, Andheri (East), Mumbai - 400 096,
Maharashtra, India Phone: 677 95618 Mailto:
odc1.irc@tcs.com
ODC2
7 June
2013 Fri
RuchitaChodankar
ODC2 Information Resource Centre, Plot No.54 (ODC),
Intersil Building, Santacruz Electronic Export Processing
Zone, Andheri (East), Mumbai - 400 096. Ph:- +91 22
6779 5663 Mailto : odc2.irc@tcs.com
Nesco
10 June
2013 Mon
ShewthaPatwardhan
NESCO Information Resource Centre, TCS E-Serve,
223, NESCO Compound, Off Western Exp Highway,
Goregaon ( East), Mumbai - 400063, Mailto:
nesco.irc@tcs.com, Phone: 67665021 Ext: 35021
NKP
11 June
2013 Tues
ShewthaPatwardhan
Tata Consultancy Services, B-3 Building, Nirlon
Knowledge Park, Near Hub Mall, Goregaon East,
Mumbai, - 400063, Mailto: nesco.irc@tcs.com, Phone:
67665021 Ext: 35021
Malad
12 June
2013 Wed
RashmiKoyande
Malad Information Resource Centre Tata Consultancy
Services Ground floor, Vidyasagar Building, Raheja
Township Near Sai Baba Mandir, Malad (E) Mumbai -
400 097 Phone: 677 98443 Mailto: malad.irc@tcs.com
Borivali1
13 June
2013 Thur
AbhimanyuHerlekar
/ ShivmohanKahar
Tata Consultancy Services Borivali1 Nortel Ericsson IRC
Parkwest II, Raheja Estate, Kulupwadi, Borivali (E),
Mumbai: 400 066 Phone: 677 99740 Mailto:
borivali1.irc@tcs.com
Borivali2
14 June
2013 Fri
HarishankarRai
GE-GDC BR Information Resource Centre Building No.
5,, Raheja Green, Green Acres, Village Kanheri, Borivali
(E), Mumbai - 400 066, Phone: 677 98772 Mailto:
borivali2.irc@tcs.com
Nerul
17 June
2013 Mon
Rucha T.
Nerul IRC , TCS , Om Sagar Bldg,D-222/2,
SHIRAVANE, T.T.C. INDUSTRIAL AREA, M.I.D.C.,
Navi Mumbai - 400 706 Mailto: nerul.irc@tcs.com Extn:
67798161
Yantra Park
18 & 19
June 2013
Tues &
Wednesday
Mahesh Panaskar /
Tanvi P.
YantraPark Information Resource Centre Tata
Consultancy Services, Yantra Park, Unit 6, Opp Voltas
HRD TrgCenter, Subhash Nagar, Pokhran Rd No. 2,
Thane (West) - 400 601 Tel: + 91 22 6778 2201/2594
Mailto: yantrapark.irc@tcs.com
39

Empireplaza
24 June
2013 Mon
Aparna Nair
Empireplaza Information Resource Centre 6th Floor, L.
B. S. Marg, Vikhroli (West), Mumbai - 400083 Mumbai.
Tel: 6778 6670 Mail to: empireplaza.irc@tcs.com
Wellspring
20 & 21
June 2013
Thur&
Friday
Namdev Kale
Wellspring IRC, TCS, Plant No. 12 Godrej & Boyce
Complex,LBSMargVikhroli (West),Mumbai - 400079,
Tel: + 91 22 6778 3233,Mailto: wellspring.irc@tcs.com
Kensington A
25 June
2013 Tues
Vishal Hawaldar
KensingtonA Information Resource Centre 8th to 10th
Floors, Kensington, Wing A,Hiranandani Builders
Special Economic Zone, Powai, Mumbai -
400076,Maharashtra, India Ph:- +91 22 6732 2010
Mailto: KensingtonA.IRC@tcs.com
Kensington B
26 June
2013 Wed
ChandrikaHegade /
Saurabh Prasad
KensingtonB Information Resource Centre 10th Floor,
B-Wing, Hiranandani Business Park, Hiranandani
Builders Special Economic Zone, Mumbai - 400076,
Maharashtra, Ext: 022 - 6732 4747 Mailto:
KensingtonB.IRC@tcs.com

The main part of my project was to increase the readership of Mint newspaper by
getting corporate tie-ups. During the course of my project I was able to get the
permeation of conducting an activity at 16 offices of TCS all over Mumbai. The
above was the time table for the same. I was able to complete the same with the
help of my team. As I was taking each one of my team mates along with me for a
activity in each offices. We were able to bring more than 50 subscriptions for the
company which had Mint and Hindustan Time for either one year or two years.



40


DISTRIBUTION CHANNEL OF MINT







41


Pricing Chart of MINT with other financial
newspaper:



Weekdays

Mon

Tue

Wed

Thur

Fri

Sat

Sun





Business

3.5Rs

3.5Rs

3.5Rs

3.5Rs

3.5Rs

6Rs

-




Standard




3Rs

Rs. 10



Economic

3Rs

3Rs








Times
3Rs 3Rs 3Rs




Financial

4Rs

4Rs

4Rs

4Rs

4Rs

6Rs

10Rs




Express



Business Line 4Rs 4Rs 4Rs 4Rs 4Rs 4Rs 3Rs



Mint

3Rs

3Rs

3Rs

3Rs

3Rs

3Rs

-





The annual cover Price of MINT is Rs. 937. It provide subscription scheme at Rs
599/- for 12 months.


42





Effects on Vendors

Businesses benefit because they are assured a predictable and constant revenue
stream from subscribed individuals for the duration of the subscriber's agreement.
Not only does this greatly reduce uncertainty and the riskiness of the enterprise,
but it often provides payment in advance (as with magazines, Newspapers), while
allowing customers to become greatly attached to using the service and,
therefore, more likely to extend by signing an agreement for the next period close
to when the current agreement expires.



Effects on the Reader

Consumers may find subscriptions convenient if they believe that they will buy a
product on a regular basis and that they might save money. For repeated delivery
of the product or service, the customer also saves time. Subscription pricing can
make it easier to pay for expensive items, since it can often be paid for over a
period of time and thus can make the product seem more affordable. On the other
hand, most newspaper and magazine-type subscriptions are paid upfront, and this
might actually prevent some customers from signing up.







43


Research Methodology

Research methodology is the process of the systematic gathering, recording and
analysis of data collected by various techniques to access the response and
accordingly prepare a report based on which reader opinion toward products can be
analyzed.

Following order of steps to be taken provide useful guidelines regarding the research
process.

Research Design
Sampling
Data Collection

Sampling:-
Sampling is one of the most fundamental concepts underlying any research work.
Most research studies attempt to make generalization or draw inference regarding
the population. Based on their study of a part of the population that is the sample.
The sample data enables the researchers to correctly estimate the population
parameters.
While doing sampling I considered Mumbai region.
Methods of Data collection:-

There are two methods of data collection
1) Primary data
2) Secondary data

44


Primary data:-
Primary data are those which are collected fresh and for the first time, thus happen
to be original character. Both questionnaire and scheduled method are used for
Primary data.
Data I collected was from Corporate Offices in MUMBAI Region.
Secondary data:-
Secondary data are those which have already been collected by somebody else and
which have already been passed through statistical process. For the research we
have taken secondary data for comparative study of MINT with other financial daily.
The literature survey and the references are taken from the official website business
standard.
Survey Process:
For the research, customers visited were Companies, Institutes, and C.A. were
asked questions which are short and specific and easily understandable. Data was
also collected data from official sites, Published articles, research works.
Steps Undertaken:
1. Information about the customers was collected from the company database,
from yellow pages, Just Dial and from the local vendors.
2. Before approaching the customers call was made to them to seek the
permission and sometimes cold Calling.
3. If the customer is not free that time ; some other date was asked and in the
mean time asked for the mail id and was send the MINT and Hindustan Times
subscription package and was informed the customer to go through it.
4. At the time of meeting respondents were first asked about the readership
habits of the towards business dailies and if it‘s there, then ask for the particular
newspaper.
45

5. After that question pertaining to project were asked, as to the content of the
news, preference of the newspaper any specific problems pertaining to the
availability, satisfaction level and such I requested them to fill up the questionnaire.
6. All the responses along with any recommendations given by the customer
was properly taken into consideration The customers were properly guided in
answering the questionnaires and were helped in giving a rational response then
analyzed the questionnaires and provided the results through pie charts and bar
graphs. In case of the corporate and the educational institutions I went for personal
interviews instead of getting questionnaires filled up.
7. The natures of the interviews were generally one to one and the types of
questions asked generally matched the one given in the questionnaire.
Research Approach:
Qualitative as well as Quantitative approach has been used for this research. But the
stress was basically on the quantitative approach.
Quantitative approach:
Quantitative data involves the generation of data in a quantitative form which can be
subjected to analysis in a formal and rigid fashion.
Qualitative approach:
It is concerned with subjective assessment of opinions and behavior.

Research Design:
This calls for developing the most efficient plan for gathering the necessary
information, design a research plan, decision on the data sources, research
approaches, research instruments, sampling plan and contact methods. A research
design is the specification of the method and procedure for acquiring the information
needed. According to my research design I have performed the following Steps in
the project.

46

Deciding objective and sub-objective of the research.
To determine the most suitable method of research.

Research designs are of following types:
1. DESCRIPTIVE 2. DIAGNOSTIC

3. CAUSAL 4. EXPERIMENTAL

5. EXPLORATORY 6. APPLIED

In this project, Applied type of research design has been used. This method was
used so that finding of research can be used for increasing MINT Readership and
Expanding Sales Territories.
Research Tool
A structured questionnaire was used as an instrument in gathering the required
information from the Corporate. It is a systematic compilation of questions. The
questions were well defined and mostly were closed ended question because of
which respondent don‘t have to stress their mind. The reason why the questionnaire
was preferred is due to following reasons,


a. Low cost b. Anonymity
c. Total coverage. d.

Avoid bias.

SAMPLING:
Sampling is one of the most fundamental concepts underlying any research work.
Most research studies attempt to make generalization or draw inference regarding
the population. Based on their study of a part of the population that is the sample.
The sample data enables the researchers to correctly estimate the population
parameters.
47

While doing sampling I considered Mumbai region area and then have taken help of
judgmental sampling.

Sampling Method & Technique
There are two types of sampling methods

1. PROBABILITY METHOD.

2. NON PROBABILITY METHOD.

In this research the non-probability sampling technique is used and in non-probability
sampling Judgmental sampling was used.

Judgmental sampling or Purposive sampling - The researcher chooses the
sample basedon who they think would be appropriate for the study. This is used
primarily when there are a limited number of people that have expertise in the area
being researched.
Sampling Population
All the existing clients like, Stock Brokers, working professionals, Hotels, Students
etc.
Sample Frame
The entire list that contains the sample unit is known as sample frame: in this case
my sample frame was Mumbai (subscribers of newspaper) region.








48


Survey and Data interpretation

Newspaper readership (general)
Newspaper read

70


60


50


40

Newspaper
read


30



20


10


0
Sakaal
Times of
India Lokmat Loksatta



Among the users of Mint Business Daily Newspaper Times of India Newspaper is the
most preferred newspaper followed by Sakaal. Lokmat and Loksatta both occupy the
third position.





49




Financial dailies ranking according to
preference / perception



Preference pattern


100
%
90% Business Line
80% Mint
70% Financial express

60% Economic Times

50% Mint Business Daily

40% Newspaper

30%

20%

10%

0%

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5



The respondents were asked to rank the Financial newspaper according to
perception / preference on the Scale of 1 to 5 (1 indicates higher rank and 5 the
lower). Economic Times was rated as no.1, 74 times; Mint Business Daily
Newspaper was ranked no.2, 63 times; Financial Express was ranked no.3, 48
times; Mint ranked no.4, 40 times and Business Line was ranked no.5, 48 times.
Thus from the above finding it can be concluded that Economic Times occupies the
no.1 position, Mint Business Daily Newspaper no.2, Financial Express no.3, Mint
no.4,Business Line no.5.


50




Factor influencing buying newspaper



Factor influencing buying decision

10
3
6

Content of Newspaper

9
Availability



Cost


72
Services offered










Brand name



This chart indicates that 72% of the respondents say that Content of the newspaper
influences the most in buying newspaper.10% are influenced by Brand Name; 9%
by Availability; 6% by cost; 3% by Service offered. So the users of the Mint
Business Daily Newspaper are least bothered about the cost of newspaper and are
less price sensitive.

Mint Business Daily Newspaper customers focus more on the contents of
newspaper rather than any other above mentioned factors.

Figure 4: Ranking of newspaper on below mentioned criteria


In order to find the positioning of Mint Business Daily Newspaper in comparison with
other financial daily the respondents were asked to rank financial dailies on
functional parameters.
51




Newspaper assistance in Decision making

Newspaper assistance in decision making

Always 100%

Most of the times 21-99.99%

Sometimes 0.01-20%

Not at all 0%









The users of Mint Business Daily Newspaper are mostly share brokers, policy
makers, business heads, students they need to take decision concerning
business, whether it may be strategic or tactical. Of the 100 respondents
evaluated 67% were of the opinion that Mint Business Daily Newspaper helps
them making decisions Most of the Times, 29% said sometimes and 4% said
always it is interesting t note nobody has given the response as Not at all.
Thus it can be interpreted that Mint Business Daily Newspaper acts as an
aide, guide and is very close to the decision makers.








52



Section read in Mint Business Daily
Newspaper & other financial dailies

Section read

35

30

25

20

15

Section
read






10

5

0
Corporate
& Economic and Editorial
Banking and Stock
Markets
Industry Policy Insurance



Of the various sections in the financial dailies Economic & Policy is the most
read section followed by a close competition from Corporate & Finance. Stock
market is 3 most read, banking and Insurance, Editorial are are at 4 & 5
position respectively. Since the readers of the Mint Business Daily
Newspaper are business heads, policy makers they have to keep them
abreast with happening in Corporate & Industry, Economic and policy related
news so those are the 2 most sought out sections of financial dailies.







53




People relate Mint Business Daily Newspaper
with

Quality


70


60


50 Quality


40


30


20


10

0
ReliabilitySophistication To the point Elegant



Mint Business Daily Newspaper positions itself as a newspaper which goes
straight to the point. In the survey it has been found that Mint Business Daily
Newspaper Walks the Talk, consumers has clearly given the verdict that one
quality that they can associate Mint Business Daily Newspaper is To the Point
content it offers to the consumers. Thus Mint Business Daily Newspaper is
positioned as a paper which is serious, respected, top-notch, non-frivolous,
which is found on the editorial principles of integrity accuracy and trust.


54



Would you suggest Mint Business Daily
Newspaper to your friend?

Suggestion

60
50
40
30 Series 1
20
10
0
Definitely Probably Not Sure Probably not
Definitely
not
Suggest suggest suggest


If a consumer is happy with the kind of service offered by a company, the
consumers pass on the good word of mouth publicity to other reference group
members. In my survey it has been found that 53 respondents will probably
suggest the Mint Business Daily Newspaper to other.33 respondents are so
much fascinated by the offering of Mint Business Daily Newspaper that they
will definitely suggest it to their friends. 9 respondents were Not Sure; they will
suggest it to other only on the future services offered to them. 3 and 2 said
that they will probably not suggest and definitely not suggest which indicates
that they were not satisfied. Thus Mint Business Daily Newspaper in a near
future will experience an increase in the market share, which will help Mint
Business Daily Newspaper to position as a premier newspaper in the minds of
the people.

55



Opinion regarding the supplement of
Mint Business Daily Newspaper


100%
90%
80%
70%
60% Fair
50% Good
40%V.Good
30% Excellent
20%
10%
0
The Smart Investor
The Strategist
The Weekend

There are three supplements that are offered by Mint Business Daily
Newspaper which are published on Monday- The Strategist (Mint Business
daily), Tuesday to Friday – The Smart Investor (Mint Business daily+ Mint
Market), Saturday – Weekend (Mint Lounge). Respondents were asked to rate
the supplements,





56





1. The Smart Investor: 11 rated it as Excellent, 29 Very Good, 60 Good, Fair
0,Poor 0

Thus this supplement is rated well by majority of the respondents. This
implies that there is a scope for improvement.

2. The Strategist: 16 rated it as Excellent, 42 Very Good, 40 Good, 2 Fair,
0 Poor. Thus this supplement is rated as Very Good by majority of
respondents. Some additional areas need to be covered in this
supplement.

3. The Weekend: 4 rated it as Excellent, 28 Very Good, 48 Good, 20 Fair, 0
Poor. Thus supplement is rated well by majority of respondents. Certain
areas need to, be addressed to make this supplement more interesting.















57



Are you satisfied with the service of Mint
Business Daily Newspaper?

Satisfaction level

Delighted Satisfied Not Satisfied

Satisfaction is a person‘s feeling of pleasure or disappointment that result
from comparing product‘s / service perceived performance (or outcomes) to
their expectations. If the performance falls short of expectations, the customer
is Dissatisfied. If performance matches the expectations the customer is
Satisfied, if performance exceeds expectations the customer is delighted. Of
the 100 respondents 7 customers are Delighted, 79 customers are Satisfied,
14 customers are Not satisfied. Thus 86 customer‘s Expectations of the
services are met. So Mint Business Daily Newspaper is able to create a
distinct place in the minds of people.
The satisfaction level of customers can be improved through proper vendor
tracking and maintaining good relation with them. Otherwise it can become
90


80


70


60


50

Satisfaction
level


40



30


20


10


0
58

lethal to Mint and hence will be very difficult to retain the reader base.

Findings

1. Mint Business Daily Newspaper Segment the market on geographic
criteria. The geographical area is divided on the basis of Tier-1, Tier-2,
and Tier-3 cities.

2. The target market of Mint Business Daily Newspaper is as follows:

Chartered Accountants I.T. Companies.

Hotels Share Brokers

Travel & Tourism Company. Real Estate.

Banking & Financial Institutions. Health & Beauty Clinics.

Educational Institutions Entrepreneurs

3. Positioning: Mint Business Daily Newspaper is positioned as a premium
product (Financial Newspaper) read by the Crème de la crème of
corporate India .It is perceived as no. 3 Financial daily by the customers.

4. Among the users of Mint Business Daily Newspaper; Times of India is the
most read newspaper in the general newspaper category.

5. According to the perception / preference of customers Mint Business
Daily Newspaper is positioned as no.4 financial newspaper

6. Content of the newspaper is the most influential factor in buying of the
newspaper and it is designed in very different way compared to other
financial paper. Less jargon is used and everything is presented in
graphical format which makes readers easy to read.

7. Mint Business Daily Newspaper is perceived as no.2 on the following
attribute ; Reliability of Information, Relevance to your studies/Business,
Organization of different sections in newspaper, Language and style,
Depth of Topic, Editorial content; whereas it is positioned as no.2 on
Usage of Figures and Tables and Appearance and Format.

59




.


8. Information in the Mint Business Daily Newspaper helps customers
in Decision making Most of the times.

9. Economy and Policy is the most section in newspaper followed by
Corporate and Industry.

10. The one quality that the customers of Mint Business Daily Newspaper
relate the newspaper with is

‗To the Point‘

11. 33% respondents would Definitely Suggest Mint Business Daily
Newspaper to their reference groups whereas 53% said that they
would probably suggest.

12. The Smart Investor and The Weekend supplements were rated as Good,
whereas

The Strategist was rated as Very Good by the customers.

13. Expectations of 86 % customers are either matched or exceeded.

14. Individual Investors and stock brokers are the majority users of Mint
Business Daily Newspaper.







60




Limitations



1. As Mint Business Daily Newspaper Limited has huge customer base
spread throughout the MUMBAI and country, so it was not possible to
survey each customer hence there was limitation on sample size.

2. The project was required complete within a certain time period and this
was another constraint for study.

3. Some customer was hesitant to share information, which they felt was
confidential. In their peak hours of work respondent may have given some
wrong information or incomplete information.








61




Recommendations

1. A supplement must be started giving insights into the real estate
business

2. A section regarding mutual funds must be introduced in The
Smart Investor Supplement

3. Mint Business Daily Newspaper must approach the headquarters of
each Institutions, Offices, Banks and Colleges so as to develop the
market

4. The gap between the ordering of Subscription by the customer and
issuance of subscription should be reduced. As of now a customer has
to wait maximum for 21 days, this should be reduced down to maximum
of 10 days.

5. Supply chain needs to be strengthened. 86% of the Mint Readers were
satisfied with Mint services and 14% of Mint Readers were not satisfied at
all.

6. Mint Business Daily Newspaper must start the Sunday Edition with a
price slightly lower than competitors.

7. Mint Business Daily Newspaper must focus on retaining the existing
customer base, acquiring new customer is costlier.

8. Mint Business Daily Newspaper must promote its offering during
Business functions , National Conferences, Trade Fair, Business
School Events, Induction Program, MBA coaching centers to catch the
62

target as early as possible in their life stage.

9. Mint Business Daily Newspaper must aggressively reinforce its
proposition of being ―Straight to the point

Learning

As we all know whatever we do – leads to certain learning‘s and experience
that adds value to us and supports future growth. From this project too I have
learnt a lot that has overall enhanced my knowledge and has also helped me
implement whatever I have studied into a real life situation. The first year was
all about marketing what it is all about but what I have learnt in these 2
months probably I wouldn‘t have learnt in my books. It was a real life
experience which helped me gain a clear cut understanding about sales.
Sales – is a business function that is integral to any business. No doubt we
have got to learn more about the newspaper industry and also about
newspapers specifically the Hindustan times and mint. We have also learnt
how the supply chain of the newspapers works. The form given to the
customers includes the executive copy, subscribers copy, address change
slip and the implementation card. The executive copy is our copy which is to
be handed over to the office. The executive copy consists of all the details
that is to be filled by the subscriber including their address, the offer that they
would like to subscribe for whether 1 or 2 years etc. the subscribers copy
consists of the copy that is to be handed over to the subscriber along with the
address change slip in case of change of address and the implementation
card which is to be handed over to the vendor. Once the implementation card
is handed over to the vendor, the vendor hands it over to Hindustan times and
subsequently the supply of the newspaper starts to the respective person or
the company after all the formalities are fulfilled.
Another thing that I have learned is that sales is not an easy job, it requires lot
of hardwork and skills.; it requires good knowledge about your product as well
as good communication skills to be in position to communicate the product
well to the opposite party so that they are happy with the product and are
willing to buy it.
Through the meetings that were conducted by our manager we also learnt
about the different zones west1, west2, south, central and the person in
charge of these zones and if the vendors of the particular subscriber are not
63

willing to supply the newspaper then to contact the respective zonal heads to
get in touch with their respective vendors to accomplish the task.
Overall it was an amazing learning experience and a task which involved lot of
travelling and also an experience which involved lot of communication with
different corporate and the places where I have not been before and probably
wouldn‘t have been if this job was not assigned to me.
64

REFERENCES


Philip Kotler, Kevin Keller, Abraham Koshy, MithileshwarJha ,‖ MARKETING
MANAGEMENT, A South Asian Perspective‖,13
th
Edition,2009,Published by
Dorling Kindersley India Pvt.Ltd. Licensee of Pearson Publication in South
Asia, New Delhi


C.R. Kothari, ―RESEARCH METHODOLOGY, Methods and Techniques‖,
New Revised

Edition,2004, New Age International Publishers, New Delhi 110002


Indian Readership Survey 2012 by Hansa Research


Ernst & Young Research




WEB


www.livemint.com

www.tribuneindia.com

www.allindianewspaper.com

www.economictimes.com

www.Thehindubusinessline.com

www.thefinancialexpress.com

www.livemint.com

Info@BestMediaInfo.com

www.htmedia.in/brandPage_hindustan.aspx?Page=Page-HTMedia-mint
www.slideshare.net/mdmangukiya/indian-newspaper-industry
www.htmedia.in/Section.aspx?Page=Page-HTMedia-AboutUs


65

ANNEXURE

Questionnaire



Name:………………………………………..

Occupation: …………………........................

Address: …………………………………….

Contact no:..…………………………………



Q 1. Which newspaper do you read (general)?

a) Times of India b) Lokmat c) Sakaal
d) Loksatta e) Other Specify ……………..................


Q 2. Rank financial dailies according to your preference/ perception? (Rank
from 1 to 5, 1 indicates higher rank 5 indicate lower rank)

i.Business Standard ii. Economic Times iii. Financial
Express

iv. Business Line Mint


Q 3. Which factor influences the most while buying newspaper?

a) Content of newspaper b) Availability c) Cost d)
Services offered

e) Brand name e) Other specify……………………











66

Q 4. Rank the Newspapers with respect to one another on the following
criteria? (1 –Higher rank, 5 –lower rank)


Business
Standard

Economic
Times

Mint

Financial
Express

Business Line

Reliability of
Information

















Relevance to
your
studies/Busines
s













Organization of
different
sections













Language and
Style










Usage of
Figures
and Tables













Depth of Topic
covered













Editorial content









Appearance and
Format














Q 5. Does the information in the newspaper help you in decision making?

a) Always b) Most of the times c) Sometimes d) Not at all

Q 6. Which section do you read the most in Business Standard / Other
financial dailies?

a) Corporate & Industry b) Economic and policy c) Stock Markets

d) Editorial e) Banking & Insurance

f) Other Specify………………………..

67



Q 7. With what you relate Business standard?

a) Reliability b) Sophistication c) To the point d) Elegant

e) Other specify……………………………………………


Q 8. Would you suggest Business Standard to your colleague/ friends?

a) Definitely b) Probably suggest c) Not Sure

d) Probably not suggest e) Definitely not suggest


Q 9. Give your opinion regarding the supplement (Tick the appropriate box)

a) The Smart Investor: Excellent Very good Good Fair Poor

b) The Strategist: Excellent Very good Good Fair Poor

c) The Weekend: Excellent Very good Good Fair Poor


Q 10. Are you satisfied with the Service of Business Standard?

a) Delighted b) Satisfied c) Not satisfied


Q 11. Any Suggestion to improve Business Standard services

…………………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
………………………………





Thank You



68

It provides a useful way of looking at the opputunities, and helps
analyze which segment of the business are in good position and which
ones aren’t that way one can decide on the most appropriate
investment strategy for the business in the future and where best to
allocate the resources , market share is the percentage of the total
market that is being serviced by the company measured either in
revenue terms or unit volume terms. The higher the market share the
higher proption of the market one can control. The boston matrix
assumes that if one enjoy a high market share they will have been in the
market long enough to have learned how to be profitable and will be
enjoying scale economies that give you an advantage.