Professional Documents
Culture Documents
1. Introduction
...02
Objective of Study …03
2. Company Profile
…11
3. Product Profile
…17
4. Research Methodology
…39
Research Design
5. Limitation of Study
…45
7. Conclusion
…59
8. Bibliography …
63
1
Annexure …
65
1. INTRODUCTION
2
OBJECTIVE OF STUDY
INDIA” is a project report that throws light on the competition that Times of
India today has to face, courtesy the new entrants in the market namely DNA
Times of India no wonder is the Queen, enjoying a lion’s share in the market.
However things changed once the King of North India, Hindustan Times
.TOI, which had so long enjoyed the monopoly in Mumbai, which had been
formulating marketing strategies, resting back on their throne now has sat up
This project reveals that it is very hard to overthrow TOI from the minds of
Mumbai readers but definitely not impossible. The survey conducted throws
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light on the fact that HT is not even near TOI’s readership but its coverage and
quality of news, editorial skills and prices has been welcomed and appreciated
too.
One would think why conduct a survey to find out the winner between HT and
TOI. True. The winner is Times of India, as expected. But the competition to
TOI given by HT, as per the survey, would be a surprise package for one and
all.
The survey conducted reveals consumers are the real winners, as they have
choice today. Public opting for the new entrant newspapers itself is a
to please the readers. So readers rejoice, for the time has come when you can
4
SCOPE OF STUDY
business, art/entertainment, society and sports. Most traditional papers also feature
an editorial page containing columns that express the personal opinions of writers.
are most often published on a daily or weekly basis, and they usually focus on one
particular geographic area where most of their readers live. Despite recent setbacks
in circulation and profits, newspapers are still the most iconic outlet for news and
Newspapers are a major force in forming public opinion and affecting national and
The circulation of newspapers in the world has increased strongly last year,
5
The five largest markets for newspapers are:
market and declining circulation that have been plaguing the newspaper industry in
the West. In fact, the industry is expected to grow in the next 5-10 years, according
to a report of Ifra, the world’s largest association for newspaper and media
publishing.
The report pointed out that newspaper circulation is growing in the developing
countries not only because the population is expanding quickly but also because
more people can read newspapers and can afford to buy them, especially in India and
China. Over the last five years circulation growth in Asia has been more than enough
to offset the slow decline in circulation which is taking place in the developed
countries.
6
EXCEUTIVE SUMMARY
Newspaper companies in India came to be projected as public service institutions
after independence.
However, in the late 1980s, they became just another fast moving consumer
both regionally and nationally. Newspaper industry has survived everything – wars,
economic collapse, social destruction etc. Many of the top publications today are the
ones that have lived the freedom struggle – The Times of India, The Hindu, Mumbai
Samachar, Malayalam Manorama, Ananda Bazaar Patrika, are all veterans of the
In 1999, the top 10 newspapers accounted for about 90% of the readership and the
top two made 90% of the profits. There was fierce competition for the advertising
rupee. By late 1990s, electronic media like television had made a dent into the print
media revenues. Print media was facing a squeeze due to the increasing popularity of
television-initially color television and then satellite television. The ad market worth
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about Rs.90 billion slowed down and newspapers saw a steady decline in advertising
All these threat posing factors still didn’t stop the industry from flourishing, with
whole lot of new entrants in the Mumbai market. Traditionally Mumbai witnessed a
monopoly of the Queen of Newspapers – The Times of India. But this was only and
only till 2005, when the new entrants came into the field. And one such grand entry
was made by The King of Northern India, Hindustan Times, fondly known as HT.
The King chose to enter Mumbai, which is already flooded with a variety of
newspapers because,
“Mumbai offers potential for growth. There is room for a strong number 2 or 3
Mumbai offers the country’s largest advertisement revenue of Rs 1000 crores which
only one player – TOI had and still has the lions share. Mumbai has a 16% share of
the country’s $1.1 billion annual market for print advertisement. TOI’s advertising
rates are the highest in the country. For long even the advertisers had no choice than
to pay exorbitant price to reach Mumbai’s up market consumers. But with new
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Today the whole of India, let alone Mumbai, is plagued with a variety of newspaper.
There are so many on the stands that it’s difficult to rate and find out who is the
leader.
Following are the top ten English daily newspapers in India, according to the Indian Readership Survey (IRS) 2009
Rank Newspaper
9
1 The Times of India
2 Hindustan Times
3 The Hindu
4 The Telegraph
5 Deccan Chronicle
7 Mid-Day
9 Mumbai Mirror
10
2. COMPANY PROFILE
Hindustan Times
Vice-Chairperson and Editorial Director: Shobhana Bhatia
11
Advisory Editorial Director: Vir Sanghvi
Hindustan Times commonly called as "HT" was founded in 1924 by Master Sunder
Singh Lyallpuri, the founder-father of the Akali Movement and the Shiromani Akali
Dal in Punjab. Master Sunder Sigh Lyallpuri started the newspaper with
contributions from USA, Canada and locals from the Lyallpur District.
12
HT today has become a leading newspaper in India. Because of the authenticity of
its news, the newspaper has become a market leader for English papers in north
India. The newspaper has been working non- stop since the Indian independence
movement. Prominent faces like Devdas Gandhi and Khushwant Singh have at times
Hindustan Times has proved its nation wide reach in India. Leadership through
quality and innovation is the hallmark of the Hindustan Times Limited. The paper
issues simultaneous editions from New Delhi, Mumbai, Lucknow, Patna and
Kolkata. It is also printed from Bhopal, Chandigarh, Jaipur and Ranchi. HT has also
come up with India's first youth daily called as HT Next in 2004. The Mumbai HT
edition was launched on 14th July 2005. However, the print location of Jaipur HT
was discontinued from June 2006. Recently HT has launched a national business
newspaper called Mint, with an agreement with Wall Street Journal to publish
Over seven decades the organization has been a major force in the print media. The
Hindustan Times Ltd. plans to consolidate itself as a vibrant and modern media
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powerhouse through strategic partnerships, ever-increasing scope of operations and a
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Chief Editor: Rajesh Karla
Owned and managed by Bennett, Coleman & Co. Ltd., the Times of India also
known as TOI is one of India's leading English daily newspapers. TOI group has 45
dailies and periodicals in 3 languages and 108 editions from 9 centers across the
country and a combined readership of over 40 million.
15
Started 170 years ago, the paper has earned credentials for its authentic and up to
date news publications. India's largest media group, Bennett, Coleman & Co. Ltd,
along with this newspaper also publishes “Economic Times", "Mumbai Mirror", the
"Navbharat Times" and "Maharashtra Times". In January 2007, the Kannada edition
of the paper was launched in Karnataka's capital Bangalore. The Times of India has
its daily editions from New Delhi, Mumbai, Kolkata, Lucknow, Ahmadabad, Pune,
Recently Times group has launched a controversial new business initiative, called
advertising.
16
3. PRODUCT PROFILE
THEORETICAL STUDY
Mahatma Gandhi performed the inaugural ceremony of the newspaper on September
15, 1924. First issue of the newspaper was published from Naya Bazaar, Delhi which
carried write-ups of C. F. Andrews, St. Nihal Singh, Maulana Mohammad Ali, Dr. C.
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R. Reddy, T. L. Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath
Chattopadhyaya, Dr Kichlu, Rubi Watson and many other prominent writers of that
time.
Master Sunder Singh Lyallpuri was the Managing Chairman and Chief Patron of the
newspaper himself. K. M. Panikkar was the first Editor of the newspaper, while
Devdas Gandhi (son of Mahatma Gandhi) was also on the panel of editors. Chanchal
Singh (Jandiala, Jullundur) and S Mangal Singh Gill (Tesildar) were appointed as in
charge of the newspaper. Pandit Madan Mohan Malayia and Master Tara Singh were
Owned by HT Media Ltd., Hindustan Times is part of the India's famous KK Birla
present the KK Birla group owns 69 per cent stake in HT Media Ltd, currently
valued at Rs 834 crore. Shobana Bhatia joined Hindustan Times in the year 1986. At
the time of joining HT, she was the first woman chief executive of a national
newspaper.
18
HT Brunch: HT Brunch is a 28 page magazine containing stories and
Wednesday.
HT Estates: Contains real estate and property related features and circulated
on Saturdays.
HT Sister Publications
19
HT Circulation
circulation of 2.25 million copies everyday including Hindustan Times (English) and
Over the years Hindustan Times has won several national awards and earned
certificates of recognitions. Hindustan Times has a good track record at the IFRA
HT Media Ltd has ventured into electronic media through its subsidiary HT Music
and Entertainment Company Ltd. The company has entered into the FM radio
market in major Indian cities through a consulting partnership with Virgin Radio.
The radio channel, Fever 104 is currently available in the cities of Delhi and
Mumbai.
20
HT Events
Summit in Delhi. The Luxury conference had been attended by featured speakers
like designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci CEO
In 2007 HT Media group reported annual revenue of $245 million. For the fiscal
third quarter ended December 31, 2007, the media group reported a 13% increase in
revenue to $82 million and a 10% increase of profit after tax (PAT) to $9 million
website with 2 million unique visitors and 100 million page views per month, with a
21
MARKETING STRATEGY OF HT
convenient to the latter; usually they’re home, carrying along with them a
customers opinion.
The MREs went door to door and checked whether the product is acceptable by the
customer or it required changes. The campaign saved a lot of time, money and
resources of the company. Since they took up this PCC pre launch of HT, they were
able to determine if any changes were required before the launch of HT.
Hindustan Times was the only player in the history of Mumbai industry to come up
with such campaign, followed by DNA and then, even by the TIMES. This campaign
was widely accepted by people of Mumbai. HT took to this campaign in Delhi for
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Vendors couldn’t be relied upon completely when it came to promoting the
product effectively.
There’re focus was to establish themselves in the identified market quickly
and effortlessly.
The right way to get to customer was through a trained team.
Indirect Marketing:
HT along with direct marketing also gave emphasis on indirect marketing. HT took
reliable source.
Promotion is done through a medium.
Saves time, money and resources.
In direct marketing, it was difficult to reach each and every customer.
Customer may not like MREs approaching them directly.
HT marketed themselves INDIRECTLY in the following ways:
VENDORS
Vendor’s say is given great importance as he is one of the reliable sources for the
customer.
CITIBANK OFFER
Citibank credit card holders can avail HT at a much lower price. However it was for
limited period.
NICHE MARKETING
HT caters to small segment of the market called SEC A -1 in Mumbai. A-1 denotes
the uppermost socio-economic class. Such a target where only a small segment is
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The plan was to initially target the upper class till the mass became aware of the
product & later move to other segments, which are more price sensitive.
PRICING OF HT
HT’s pricing strategy was a unique and mind blowing one. It was their price that
made many TIMES customers switch to HT. They priced their paper in such a way
that other paper could only dream of. HT initially carried out a research to find out
what prices customers would pay for English daily. The answers were
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50 % -----------> RS 4
45% ------------= RS 4
5% -------------< RS 4
HT took this as a base and boiled down to a price which stunned the nation and
And so with the grand price, launch and opening the king made its entry in Mumbai
market on July, 14th 2005!!!! Their entry was noted world wide, above all by their
competitors, TIMES .TIMES felt threatened and they indeed had to wake up from
HT Media LTD has associated themselves with Wall Street Journal, the world’s
1 year, RS 299
25
i.e. 311copies for 1 year at less than Re.1 per day
AND
HT’s partnership with Wall Mart journal enables the paper to tap 1800 news to
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History of TOI
The Times of India came into being on November 3, 1838 and was known as "The
Bombay Times and Journal of Commerce". Initially the paper served only the British
Wednesday, The Bombay Times and Journal of Commerce contained news from
Europe, America and the sub- continent and was circulated between India and
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Europe via regular steamships. From the year 1850 the daily editions of the paper
were started and the newspaper got its present name in 1861.
In the 19th century, the company employed over 800 people and had a good
circulation in India and Europe. The Times of India was originally British-owned
and controlled. Ivor S. Jehu was its last British editor, who left the editorship in
1950. After India's Independence in 1947, the ownership of the paper was passed on
to the industrial family of Dalmiyas and later it was over by Sahu Shanti Prasad Jain
TOI Circulation
The newspaper has the widest circulation among all English-language broadsheets
with about 2.6 million daily paid copies. In the year 2005, the newspaper reported
that (with a daily circulation of more than 2.4 million) it was certified by the Audit
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TOI Sister Publications
TOI Supplements
The Times of India comes with several city-specific supplements, such as Delhi
Times, Bombay Times, Lucknow Times, and Bangalore Times etc. These city
supplements carry entertainment news, gossips, page3 party news, photographs and
other lifestyle related happenings in metros and big cities.
29
Planet M: Times Retail with Planet M outlets offer merchandise from music to
designer Other major supplements of TOI include:
Times Wellness: Carries health related news and provides solution of your
grievances by experts.
Times Property: The weekly supplement has real estate and property news.
Times Life: Once in week carrying news about life of personalities and
famous people.
30
TOI in Electronic Media
A 24 hour English news channel, TIMES NOW has been started couple of years
back by a joint venture between Reuters and the Times Group. The company also
owns a lifestyle TV channel - Zoom and a radio channel - Radio Mirchi. One of
India's leading radio channel - Radio Mirchi is available in Delhi, Mumbai and other
important cities of India.
The Times group organizes a number of fairs and exhibitions time-to-time all over
the country. Times Utsav Consumer fairs, Times Ascent Job Fairs and Education
Events are the fair and exhibitions organized by the Times group. The Times Group
sponsors Miss World and Miss Universe events and played host to a galaxy of stars
at the Film fare Awards. The group also organizes The Economic Times Awards for
Corporate Excellence or the Brand Equity Quiz.
The philanthropic arm of the Times group, the Times Foundation, offers Non
Government Organizations, institutions & others organizations all over India, a good
platform to converge and address the country's developmental needs.
TOI in Internet
31
Times Group offers Internet services worldwide that covers everything from art to
airlines, knowledge events to telecom and integrated marketing. The site is visited
by millions of users from India and other countries of the world.
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Film fare-A film magazine
Radio Mirchi-A radio venture which mixes fun with social commitment
while providing entertainment
Time’s STRATEGIES
India times were founded with a simple belief- to create world class media product
and services. Their mission stems from the belief that consumer experience is critical
to their service.
Multiple ties
33
Team India times strives to create multiple relationships with global India. To do that
India times commanders and strategists wear simple hats, think disruption and
Continuous innovation
think big. India time’s customers are just joining the digital revolution. So, the
At India times ideas rarely die, because they vehemently believe in the freedom to
disagree. The company believes in keeping the floodgates of ideation open at all
times. They are not subsumed by it, they generously give every idea enough
gestation-time even if it means forking out time from their daily work.
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India times seeks to be a media mega mart that infotains the customer, creates
community value, delights the smart shopper, provides cutting-edge solutions to the
Months before Hindustan Times was launched in Mumbai, The Times of India went
Mirror. But it did not sell much, so ToI started distributing it free with the main
newspaper. Now for Rs 5, ToI reader gets more than 100 pages.
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“We always knew that there was space for a 2nd newspaper in Mumbai, and so we
ToI, we are improving the price performance ratio of of our brand”, says Bhaskar
Das, executive president of The Times of India Group. The Mirror is a newspaper for
the new generation, who want new-on-the-go like McD. It’s for the supersonic age
where people want to scan news without going into too much depth.
It is essentially a “blockading strategy”. You flood the reader with so much that
he/she doesn’t feel the need for another newspaper. Their strategy was “a normal
reader spends 20-25 minutes on newspapers. Do you think he/she will spend more
time reading just because there are new newspapers?” Apart from Mumbai Mirror, a
The ToI readers are suddenly seeing a lot more news in a paper that once gave news
a back seat to fluff. They beefed up their coverage, went on massive recruitment of
journalists & media executives at high salaries, mopping up manpower and making
36
37
4. RESEARCH
METHODOLOGY
RESEARCH METHOLOGY
38
the data collection process; analysis the results and communication the findings and
their implication.
Research definition:
RESEARCH METHOLOGY
39
2. Research Problem
Every research has their own problem and limitation but good has to
overcome that problem by their skill. In this research problem I would like to
understand and analyze about the comparison of Times of India and Hindustan
Times.
3. Research Design:
“Research design is the conceptual structure within which the research would
take place. The presentation of such a design facilitates research to be as
efficient as possible yielding maximum information.”
It may be noted that there are several ways of studying and tackling a
problem. There is no single perfect design. The research design can be classified into
true broad categories:
A. Exploratory
B. Descriptive
C. Casual
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Descriptive studies are undertaken in many circumstances. Descriptive studies
can be complex, determining a high degree of scientific skill on the part of the
researcher.
Casual research helps in determined cause and effect relationship between two
or more variables.
The present study seeks to find out the consumers attitude towards preperence
of Times of India and Hindustan Times.
For this newspaper marketing project, I have done a very extensive research right
from a generalized view like what are the common newspapers circulating in the
market, what makes one newspaper take an over-edge and boost its sales with
respect to other newspapers, apart from the general news what all supplementary
Also, I have done a thorough study of the newspaper price with the type of content
the newspaper provides. For this in depth study and research I have visited various
newspaper web-sites to know the history and various marketing strategies they
adopt. I also went through the Wikipedia which helped me get the actual figures
41
thus, differentiating the newspaper trend in Indian market. Last but not the least,
personal interactions with my friends who are employed with various media
PRIMARY SOURCES –
The primary data was collected through questionnaire and interviews with the
PERSONAL INTERVIEW was the major basis on which the research was
conducted. The reason for this is that the liking of an ad depends upon the
QUESTIONNAIRE was the major basis on which the research was conducted
was also formulated to gather quantitative data regarding the choice of an ad.
SECONDARY SOURCES –
Websites were also accessed for getting the latest trends in the ad world.
SAMPLE DESIGN –
42
SAMPLE AREA: Mumbai, where research was done in Residents, and general
public place.
information.
While doing my study and research for this project, I had encountered some very
1. The research is done taking into consideration The times of India and
Hindustan Times exclusively, as these two newspapers are the mostly read
Mid-day, Telegraph, The Hindu etc. which again contradicts the fact there
43
newspaper depending on the origin. For example: The Telegraph is the
44
DATA ANALYSIS & INTERPRETATION
45
Amongst the 30 surveyed,
46
As per the survey conducted
Overall general news scores 40%, in terms of % preference, that one looks for
in a newspaper.
Business scored 20%.
Jokes, agony aunt, sports ……category scored 10%
International news, advertisement and appointments scored the least with 5%.
Local news scored 15%.
47
3. Rate the following newspaper between 1-4
a. Times of India
b. Hindustan Times
c. DNA
d. HT Mint
e. Mid-day
f. Economic Times
g. Indian Express
48
60% (i.e. 18) of the respondents rated Times of India Excellent
The above readings only prove once again, that Times is too old & well
established to be overthrown.
49
Amongst the 30 surveyed,
From the above figures, one can easily conclude that HT still has a very long way
to go to get an “Excellent” rating by its readers. In fact, HT must pull up its socks
and try not to get a rating of “Average”.
a) Yes
50
How? ______________________________________________
b) No
77% (i.e. 23 ) of the respondents stated that price did not affect their buying
decision for the newspaper they read
23% ( i.e. 7) stated price did affect the newspaper they read.
a) Yes
Views please________________________________________
51
___________________________________________________
b) No
The above results portray the product awareness and even usage of the product by
the masses. The mass is aware of HT’s presence in the market and have even
checked it out, which means HT can be a threat to Times.
a. Excellent
b. Good
c. Average
52
70% (i.e. 21) of the respondents rated local news of HT as GOOD.
20% (i.e. 6) of the respondents rated local news of HT as Excellent.
10% (i.e. 3) of the respondents rated local news of HT as Average.
a. Excellent
b. Good
c. Average
53
60% (i.e. 18) of the respondents rated local news of ToI as GOOD.
25% (i.e. 7) of the respondents rated local news of ToI as Excellent.
15% (i.e. 5) of the respondents rated local news of ToI as Average.
a) Yes
b) No
54
55 %( i.e. 16) of the respondents believe that news papers are means to
promote local creative writing talent.
45% (i.e. 14) of the respondents believe that news papers are not the
means to promote local creative writing talent.
a. Times of India
b. Hindustan times
c. DNA
d. Mid- day
55
Amongst the 30 surveyed,
40% (i.e. 12) believe that Times of India promotes local advertisement
better.
10% (i.e. 3)
a. Times of India
b. Hindustan times
c. DNA
d. Mid- day
56
57
6. CONCLUSION
CONCLUSIONS
Both DNA & HT are essentially competing for the #2 slot in the Mumbai
market. The Times of India is too old and established to be overthrown in the
58
competitors too, like the Indian Express (58,000). In fact, it was the
Economic Times (1.47 lakh) and Mid-Day (1.40 lakh) that trailed in the 2nd
From the survey conducted, it is quite evident that the demand for
newspapers is extremely price sensitive. Until now, ‘The Times of India’ was
way ahead of competition. So it had high cover price and didn’t push for
greater sales, as that would increase their costs (since the cost of producing a
newspaper is much greater than its market price). They didn’t need to
increase circulation, since they milked all the ad revenue. But is it merely a
Hoax’s choice? What choice does the reader really have? It’s more in terms
of price.
Most of the stories in all of the newspapers are the same. Even though
HT’s ad rates are almost half of ToI’s i.e. Rs. 800-840/sq cm. On the
contrary, on August 15, 2006, ToI hiked its rate to Rs. 1500 sq cm besides
making it mandatory for those buying a national package to buy its tabloid
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HT’s circulation in Mumbai is indeed small as compared to ToI. However,
HT is definitely trying to capture the Mumbai market through line sales, the
subscription route and news stand sales. HT’s strategy behind offering an
annual subscription for Rs 398 (which is barely a rupee per copy) is readers
The companies are battling it out on the distribution front amidst much
rival newspapers are flying out in all directions. Both DNA & HT are
After years of depending upon ToI, newspaper vendors & ad agents finally
have a choice. Some have bagged contracts from HT to sell at traffic signals
while others are getting incentives from DNA to source subscriptions. Any
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7. BIBLOGRAPHY
61
BIBLIOGRAPHY
Book Referred-
2. Resrearch Methodology
-Author KOTHARI CR
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www.hindustantimes.com
www.timesofindia.com
www.agencyfaqs.com
www.wikipedia.com
Annexure
63
QUESTIONAIRE
Name: ________________________________
Age: ________________________________
Occupation: ________________________________
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a) Less than a year
b) More than a year
c) Since last 4 years
d) More than 4 years
If option is either a, b or c, which was the previous newspaper? Why did you
change?
__________________________________________________________________
__________________
a. Times of India
b. Hindustan Times
c. DNA
d. HT Mint
e. Mid-day
f. Economic Times
g. Indian Express
a. Yes
How? ______________________________________________
65
b. No
a. Yes
Views please________________________________________
___________________________________________________
b. No
a. Excellent
b. Good
c. Average
d. Poor
9. Do you think newspapers are a means to promote local creative writing
talent?
a. Yes
b. No
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11.Which newspaper covers job opportunities better?
a. Times of India
b. Hindustan Times
c. DNA
d. Mid-day
67