Shri Ramswaroop Memorial University

Lucknow-Deva Road, Uttar Pradesh

Research Dissertation

on

Content Analysis of the Coverage of Front Page News of two Hindi Dailies
of Uttar Pradesh (with special reference to Amar Ujala and Hindustan)

Submitted

In partial fulfilment of requirement for the award of degree of

Master of Arts (Journalism and Mass Communication)

to

Institute of Media Studies,Shri Ramswaroop Memorial University

2020-21

Under Guidance of: Submitted by:

Prof.(Dr.) Neeraj Khattri Ms. Samreen Khan
Director MA(JMC) Final Year
Institute of Media Studies R.N.201910401020007

1
 Index

Index

Serial number Chapter Page Number

1 Introduction- 1-14
1.1 Need of the study
1.2 Significance
1.3 Objective
1.4 Limitations
1.5. Terminology

2 Review of Literature 15-18

3 Research Design 19-21
4 Research finding and data analysis 22-31

5 Conclusion 32
6 Suggestions 33
7 Recommendation 34
8 References 35-36
9 Summary 37-38
10 Annexure 39-42

2
 Acknowledgement

I am thankful to my supervisor and guide Dr. Neeraj Khattri, Director

of Institute of Media Studies, Shri Ramswaroop Memorial University
who helped me throughout the tenure of my dissertation. His guidance
and constant encouragement helped me to make my dissertation worthy
of presentation.

Samreen Khan
M.A (JMC) Final Year
Roll No. - 201910401020007

3
 Certificate of Originality

I, Samreen Khan Roll No. 201910401020007, a fulltime bonafide student

Master of Arts (Journalism and Mass Communication) second year, Institute of

Media Studies, Shri Ramswaroop Memorial University (SRMU). I hereby

certify that this research work carried out by me at SRMU. The dissertation

submitted in partial fulfilment of the requirements for the programme is an

original work of mine carried out under the guidance of Prof. (Dr.) Neeraj

Khattri. This work is not based or reproduced from existing work of any other

person or on any earlier work undertaken at some previous time and has not

been submitted anywhere else at any time to the best of my knowledge.

Samreen Khan
M.A(JMC) Final Year
Roll No.- 201910401020007

4
 Institute of Media Studies

Certificate

This is to certify that the research dissertation titled Content Analysis of the

Coverage of Front Page News of two Hindi Dailies of Uttar Pradesh (with

special reference to Amar Ujala and Hindustan) submitted by Ms. Samreen

Khan Roll No. 20191040102007 and in partial fulfilment of requirement for the

award of degree of Master of Arts( Journalism and Mass Communication) in

Institute of Media Studies, Shri Ramswaroop Memorial University to the best of

my knowledge. It is a record of students own work carried out under my

guidance. This dissertation is the result of original work and the content do not

form the basis for the award of any other degree to the candidate or to anybody

else.

Prof.(Dr.) Neeraj Khattri

Director
Institute of Media Studies

5
 Chapter 1: Introduction

Mass media strategies have been used in health promotion and community-
based participatory research to educate and advocate for opinion and
behavioural changes at individual, social and community levels. Media
advocacy, as one mass media strategy, may also influence policy changes and
thus, public health campaigns often include media advocacy efforts to influence
media content including: gaining access to the media, having regular contact
with the media, framing issues and placing media content.

Newspapers are one form of media that present issues to the public and may
help garner, as well as reflect, community support for an issue. Monitoring of
local newspapers has been recommended because they are close to the local
context of a community and can serve as a forum for public and community
leaders .Several factors have been reported in the literature to be related to
increased public awareness of an issue.

The frequency of issue coverage influences awareness and imparts a sense of

importance about the issue. Prominence of articles concerns the placement and
presentation of articles, which attract the reader’s attention. Factors related to
prominence include placement of the article in the main section of the
newspaper, placement on the front page of a section, placement on the top of the
page, headline font size, article length and presence of pictures or other visuals.
Localization of stories in addition to providing information about, for, or by the
community, may also enhance the relevance of the message. Framing of the
issue and the type of article (news, feature, opinion, etc.) can influence how the
issue is defined, the scope and depth of coverage and calls to action.

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Content analysis of newspapers as part of an evaluation may be a valuable
method to help assess community opinions, advocacy and change. Information
gained through the content analysis may also inform and enhance ongoing
media advocacy efforts .Media content analysis related to physical activity has
either focused on assessing coverage in general or has been conducted in the
context of community-based programs where physical activity was one
component of a larger program focused on cardiovascular disease or diabetes.

Amar Ujala: Amar Ujala, a leading Hindi regional daily newspaper in India,
was founded in 1948 in Agra and now distributed in Punjab, Chandigarh,
Haryana, Jammu and Kashmir, Himachal Pradesh, Uttar Pradesh, Uttarakhand
and New Delhi. The foundation of Amar Ujala was laid down by Late Shri Dori
Lal Agarwal and Late Shri Murari Lal Maheshwari with a purpose of
encouraging social stirring and bringing in a sense of accountability among the
people of a newly sovereign India.

Hindustan: Published by Hindustan Media Ventures Ltd., Hindustan expanded

its Hindi business into a different company from HT Media Ltd. in December
2009. Hindustan has 19 editions across the Hindi belt in Delhi, Bihar,
Jharkhand, Uttar Pradesh and Uttarakhand. Along with highclass reportage,
Hindustan also wishes to become a collaborator to its readers in their search for
triumph. The objective for the brand is to grow to be the partner of growth for
the youth in the Hindi region.

Rationale: I want to do this research to see the difference in content of front

page of two Hindi dailies of UP i.e. Amar Ujala and Hindustan. The data which
I'll collect will be helpful with the aim of offering knowledge, new insights, an
illustration of facts and a realistic guide to action. Experts suggested that
circulation/readership should be the basis of selection of newspapsrs. They were
also of the opinion that India is a country full of diverse population, a country

7
where more than 70,000 newspapers published in a day so according to this
people read different newspapers according their taste but they can't analyse the
difference the content between two newspapers in terms of content, fonts,
headlines and advertisement.

Front page of two Hindi dailies of UP were analysed for content analysis from
the period 1 September-30September. The front page of a newspaper is a part
of the newspaper where we can find the main news of the day. The front page
marks as the face page of any newspaper. Any front page constitutes the entire
important elements that are present within a newspaper. From the most
expensive advertisement to any burning issue, it contains it all. This page is
usually made attractive as it usually grabs the attention of the readers.

This study conducted a newspaper front page content analysis as part of an

evaluation of a community based participatory research project focused on two
hindi dailies front page content which includes
advertisement,fonts,headlines,illustration,etc.The study demonstrates that media
content analysis can be valuable component in evaluating community based
interventions.

Problem of the study

 To analyse the front page content of Amar Ujala and Hindustan addition
of Uttar Pradesh.
 To identify the advertisement and news stories ratio of two Hindi dailies
of Uttar Pradesh.
 To study the comparative analysis of fonts usage for the content of front
page of two Hindi dailies.

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Need of the study

The need of this research is:

 To find out the news headlines covered throughout the month of August.
 To get an idea of variety of news being displayed on front page.
 To compare the news coverage and its relevance to its audience.

Objective of the study

 To study the total number of news in the front page of two Hindi
Dailies
 To identify and study the various themes and fonts has emphasized on.
 To analyze the difference in content of both the newspaper.

Limitations of the study

 Content analysis suffers from several disadvantages both theoretical and

procedural.
 Can be extremely time consuming
 Is subject to increased error, particularly when relational analysis is used
to attain a higher level of interpretation
 Is often devoid of theoretical base, or attempts too liberally to draw
meaningful inferences about the relationships and impacts implied in a
study
 Is inherently reductive, particularly when dealing with complex texts
 Tends too often to simply consist of word counts
 Often disregards the context that produced the text, as well as the state of
things after the text is produced
 Can be difficult to automate or computerize.

9
 Significance of the study

 The front page of the newspaper is the most important page of the
publication and highlights the day's most critical stories.
 It is generally considered to function as a way to “attract readers, inform
them and set the reader's agenda”.
 The first aspect of each front page that I noticed was the layout, and it is
obvious that the Post takes a drastically different course than the other
two.
 Their arrangement has one story with a very large color picture and even
larger white lettering than the picture.
 There are no links to any other stories elsewhere in the paper except the
feature story however on the first page in there is a more traditional front
page layout. But there is also a reason that this front page should be
visible on the outside and it relates to the aim of the paper.
 Front pages prioritize main stories that highlight conflicts (foreign wars
and domestic disputes), or people and events of note. The front page can
represent a microcosm of one day in history; readers can
search newspaper database.

Definition of Terminology
Content analysis: content analysis is the study of document and
communication artifacts, which might be texts of various formats, pictures,
audio or video. Social scientists use content analysis to examine patterns in
communication in a replicable and systematic manner. One of the key
advantages of using content analysis to analyse social phenomena is its non-
invasive nature, in contrast to simulating social experiences or collecting survey
answers.

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Practices and philosophies of content analysis vary between academic
disciplines. They all involve systematic reading or observation of texts or
artifacts which are assigned labels (sometimes called codes) to indicate the
presence of interesting, meaningful pieces of content. By systematically
labeling the content of a set of texts, researchers can analyse patterns of
content quantitatively using statistical methods, or use qualitative methods to
analyse meanings of content within texts.
Computers are increasingly used in content analysis to automate the labeling (or
coding) of documents. Simple computational techniques can provide descriptive
data such as word frequencies and document lengths. Machine
learning classifiers can greatly increase the number of texts that can be labeled,
but the scientific utility of doing so is a matter of debate. Further, numerous
computer-aided text analysis (CATA) computer programs are available that
analyze text for pre-determined linguistic, semantic, and psychological
characteristics.

Advertisement: An advertisement (often shortened to advert or ad) is the

promotion of a product, brand or service to a viewership in order to attract
interest, engagement and sales. Advertisements come in many forms, from copy
to interactive video, and have evolved to become a crucial feature of the app
marketplace.An advertisement is different from other types of marketing
because it is paid for, and because the creator of an advert has total control over
the content and message.

Mass Media: Mass media means technology that is intended to reach a mass
audience. It is the primary means of communication used to reach the vast
majority of the general public. The most common platforms for mass media are
newspapers, magazines, radio, television, and the Internet. The general public
typically relies on the mass media to provide information regarding political
issues, social issues, entertainment, and news in pop culture.

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Publication: To publish is to make content available to the general
public. While specific use of the term may vary among countries, it is usually
applied to text, images, or other audio-visual content, including paper
(newspapers, magazines, catalogs, etc.). The word publication means the act
of publishing, and also refers to any printed copies.

Research design: Research design is the framework of research methods and

techniques chosen by a researcher. The design allows researchers to hone in on
research methods that are suitable for the subject matter and set up their studies
up for success.
The design of a research topic explains the type of research
(experimental, survey, correlational, semi-experimental, review) and also its
sub-type (experimental design, research problem, descriptive case-study).
There are three main types of research design: Data collection, measurement,
and analysis.
The type of research problem an organization is facing will determine the
research design and not vice-versa. The design phase of a study determines
which tools to use and how they are used.
An impactful research design usually creates a minimum bias in data and
increases trust in the accuracy of collected data. A design that produces the least
margin of error in experimental research is generally considered the desired
outcome.

Methodology: The methods section describes actions to be taken to

investigate a research problem and the rationale for the application of
specific procedures or techniques used to identify, select, process, and
analyze information applied to understanding the problem, thereby, allowing
the reader to critically evaluate a study’s overall validity and reliability. The
methodology section of a research paper answers two main questions: How

12
was the data collected or generated? And, how was it analyzed? The writing
should be direct and precise and always written in the past tense.

Survey: A survey is a research method used for collecting data from a

predefined group of respondents to gain information and insights into various
topics of interest. They can have multiple purposes, and researchers can conduct
it in many ways depending on the methodology chosen and the study’s goal. In
the year 2020, research is of extreme importance, and hence it’s essential for us
to understand the benefits of social research for a target population using the
right survey tool.

The data is usually obtained through the use of standardized procedures to

ensure that each respondent can answer the questions at a level playing field to
avoid biased opinions that could influence the outcome of the research or study.
The process involves asking people for information through a questionnaire,
which can be either online or offline. However, with the arrival of new
technologies, it is common to distribute them using digital media such as social
networks, email, QR codes, or URLs.

Research paper: that provides analysis, interpretation, and argument based on

in-depth independent research.Writing a research paper requires you to
demonstrate a strong knowledge of your topic, engage with a variety of sources,
and make an original contribution to the debate. Research papers are intended to
demonstrate a student’s academic knowledge of a subject. A proposal is a
persuasive piece meant to convince its audience of the value of a research
project. Think of the proposal as the pitch and the paper as the finished product.

Print media: Print Media is a means of mass communication in the form of

printed publications. It comprises of magazines, newspapers, books, circulars,
journals, pamphlets, and periodicals. Print Media is an incredibly important part

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of the marketing mix and can help businesses to engage their target audiences
and extend their reach to potential customers by investing in it.

Research: Research is a process of systematic inquiry that entails collection of

data; documentation of critical information; and analysis and interpretation of
that data/information, in accordance with suitable methodologies set by specific
professional fields and academic disciplines.

Research is conducted to evaluate the validity of a hypothesis or an interpretive

framework; to assemble a body of substantive knowledge and findings for
sharing them in appropriate manners; and to generate questions for further
inquiries.

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 Chapter 2: Review of literature
1. Content analysis has been defined as a systematic, replicable technique
for compressing many words of text into fewer content categories based
on explicit rules of coding. (A. Ahuvia (2001)
2. Offers a broad definition of content analysis as, "any technique.
(Matthew Reason, Beatríz García)

3. For making inferences by objectively and systematically identifying

specified characteristics of messages". Under definition, the technique of
content analysis is not restricted to the domain of textual analysis, but
may be applied to other areas such as coding student drawings. (B.
Berelson,) (1952)
4. In order to allow for replication, however, the technique can only be
applied to data that are durable in nature. Content analysis enables
researchers to sift through large volumes of data with relative ease in a
systematic fashion.
5. It also allows inferences to be made which can then be corroborated using
other methods of data collection.He notes that "much content analysis
research is motivated by the search for techniques to infer from symbolic
data what would be either too costly, no longer possible, or too obtrusive
by the use of other techniques" . The term content analysis as a research
methodology is nearly a century old but it may rightly be acknowledged
that its history dates back to human history itself, to the beginning of
human use of symbols and language. As of now content analysis is no
longer characterised by its traditional application of understanding
meaning of messages. It, has, over the years, expanded into a
methodology in its own right and permits the researcher to plan,
communicate, and critically evaluate a research design independently of
its results. presents a brief history of content analysis and distinguishes it

15
 from other methods and exemplifies its domain of practical application.
(A. Bryman,)(2001)
6. Content analysis as “a procedure designed to facilitate the objective
analysis of the appearance of words, phrases, concepts, themes,
characters, or even sentences and paragraphs contained in printed or
audiovisual materials.” Similarly, Busha and Harter (1980) warn that
unless categories of analysis are clearly and accurately defined and the
classification and measurement of data are undertaken with objectivity,
exactness and rigor, a so-called content analysis can produce loosely knit
or meaningless data.(A. Bryman, and R. G. Burgess) (1994)
7. Content analysis, as told by derived from social sciences, is “a research
technique for the objective, systematic, and quantitative description of
manifest content of communication” (Dr.Ageila Ali Elabbar)
8. Who analysed the use of content analysis in Library and Information
Science literature found that, definitions of this investigative approach are
diffuse and imprecise and point out that “there is considerable ambiguity
(not to say confusion) about the meaning of the term ‘content analysis’ in
library and information science”. They distinguish between
“classification analysis,” a method which “assigns documents (or other
means of communication) to classes or categories to quantify one or more
of their characteristics”, and “elemental analysis,” which is based on the
recording of word or word group frequencies from these documents.
Content analysis is a qualitative method and has its strengths and
weaknesses. Developing an appropriate content classification scheme is
an important step and researchers must be aware that “the categories
chosen should be exhaustive, mutually exclusive, clearly defined, and
conceptually valid in relation to the research question”. As a research
method, content analysis uses a set of categorization procedures for
making valid and replicable inferences from data (text, voices or images)

16
 to their context. Inferences may be about the messages within the text, the
writer, the audience, and even the culture and time of which these are a
part. Texts can be defined broadly as books, book chapters, essays,
interviews, discussions, newspaper headlines and articles, photographs,
historical documents, speeches, conversations, advertising, theatre,
informal conversation, or any occurrence of communicative language.
Since it can be applied to examine any piece of writing or occurrence of
recorded communication, content analysis today is used in a variety of
fields, ranging from marketing and media studies, to literature and
rhetoric, ethnographic and cultural studies, gender and age issues,
sociology and political science, psychology and cognitive science.(Allen
and Reser )(1990)
9. Suggest seven criteria for defining a text, which is the more common
form of data for content analysis: cohesion, coherence, intentionality,
acceptability, informativity, situationality, and intertextuality. In other
words, text appropriate for content analysis is composed of linguistic
elements arranged in a linear sequence that follows rules of grammar and
dependencies and uses devices such as recurrence, anaphora and
cataphora, ellipsis, and conjunctions to cause the elements to "hang
together" to create a message (cohesion). The text has meaning, often
established through relationships that may not be linguistically evident,
and draws on frameworks within the recipient for understanding
(coherence). The writer or speaker of the text intends for it to convey
meaning related to his attitude and purpose (intentionality). Conversely,
recipients of the message understand the text as a message; they expect it
to be useful or relevant (acceptability). The text may contain new or
expected information, allowing for judgments about its quality of
informing (informativity). The situation surrounding the text affects its
production and determines what is appropriate for the situation and the

17
 culture (situationality). The text is often related to what precedes and
follows it, as in a conversation (one interpretation of intertextuality), or is
related to other similar texts, for example, others within a genre, such as
transcripts of chat sessions (another meaning of intertextuality).
(Beaugrande and Dressler )(1981)
10. Some job advertisement analyses have concentrated on a specific
segment of the profession. For instance, examined advertisements for
access (Mason, J. Librarians)
11. Analysis advertisements for various cataloging librarian positions ranging
from serials cataloging, to general academic library cataloging, to head of
cataloging services positions.(Matthew Reason, Beatríz García)

12. ‘: Analyse advertisements from 1974 to 1994 for trends in computer-

related skills. (O. Holsti (1981)
13. A method of analyzing written, spoken or illustrative communication
messages. Content analysis was earlier used as a method for analyzing
hymns, newspapers and magazines. It is potentially one of the most
important research techniques in social sciences that seek to analyze data
within a specific context.( J. Potter and M. Wetherell )(1994)
14. “Content analysis will not tell us whether a work is superior literature; it
will tell us whether the style is varied. It will not tell us whether a paper is
subversive; it will tell us if the contents change with party line”. Not only
covert content but content analysis may also inspect noticeable
content.(Lasswell et al) (1952):
15. It is seen as a nonreactive process because it takes the influence of the
researcher out of the interpretation because of the objective and
systematic counting process used to produce the descriptive data.( R. P.
Weber,) (1985)

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 Chapter 3: Research Design

This chapter is devoted to the methods and techniques for the research work
done. Research Design has been categorized under following sections:

 Methodology

 Duration

 Sampling

 Data collection and analysis

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Methodology

I want to do research through content analysis methodology. Content analysis is

a methodology in which I’ll analyse the content of a front page of two Hindi
dailies of UP- Amar Ujala and Hindustan.

I use content analysis methodology in my research to find about the difference

in content of two newspapers. With the help of this methodology I can also
make inferences about the producers and audience of the texts they analyze.

The study is a simple descriptive and analytical content analysis, though

quantitative estimates of the first page contents were carried out to find out the
differences among the two Hindi news dailies- Amar Ujala and Hindustan based
on the count of maximum number of ‘recording units’ (news items, photos,
advertisements) falling under each of the six defined content categories
proportionately representing first page priorities in order to support the findings.

In other words, the study analyzed the first page coverage of all the ‘recording
units’ (reported news items, photos and advertisements) which were counted per
page and were put under different content categories. The categories under
which the first page news items have been counted and segregated are political,
crime, legal, Investigative, social, and economic. The operational definitions of
these terms were also explained.

Content analysis of newspapers as part of an evaluation may be a valuable

method to help assess community opinions, advocacy and change.

Information gained through the content analysis may also inform and enhance
ongoing media advocacy efforts. Media content analysis related to physical
activity has either focused on assessing coverage in general.

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Duration

This research was carried out in a span of six months. As per academic course,
time was not sufficient for a deep analysis, but in these Six months a
satisfactory research with results was obtained. As for completing the research,
all efforts have been made with determination and credibility.

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 Chapter 4: Data collection and analysis

The data were collected for the study of front page content analysis through
manual data analysis method . The collected data was compiled in a tables
discussed below. The analysis was done as per data collected. Since this was an
exploratory study, emphasis was on qualitative data and quantitative data.

Amar Ujala:

Amar Ujala is a Hindi-language daily newspaper published in India. It has 21

editions in six states and two union territories covering 179 districts.[citation
needed] It has a circulation of around two million copies. The 2017 Indian
Readership Survey reported that with 46.094 million it had the 4th-largest daily
readership amongst newspapers in Indishar. It has a circulation of 26.75 lakh
copies daily as per the latest ABC Survey. Amar Ujala was founded in Agra in
1948.[citation needed] In 1994, Amar Ujala, along with another Hindi daily,
shared nearly 70 per cent of the Hindi newspaper readership in the state of
Uttar Pradesh. Amar Ujala sold 4.5 lakh copies through its five editions.]Amar
Ujala publishes a daily 16- to 18-page issue, as well as supplements focusing
on matters such as careers, lifestyle, entertainment and women.

Hindustan
Hindustan Dainik or ''Hindustan'' is an Indian Hindi-language daily newspaper.
According to Audit Bureau of Circulations, it is ranked 13th in the world by
circulation and 6th in India.Madan Mohan Malaviya launched it in 1936.] It is
published by Hindustan Media Ventures Limited. Earlier it was part of HT
Media Ltd group, which spun off its Hindi business into a separate company
named Hindustan Media Ventures Limited in December 2009. It ranks as the
second largest-read daily in the country. Hindustan has 21 editions across the

22
Hindi belt. They are spread across Delhi, Haryana (Faridabad), Bihar (Patna,
Muzaffarpur, Gaya, Bhagalpur and Purnea), Jharkhand (Ranchi, Jamshedpur
and Dhanbad), Uttar Pradesh (Lucknow, Varanasi, Meerut, Agra, Allahabad,
Gorakhpur, Bareilly, Moradabad, Aligarh, and Kanpur) and Uttarakhand
(Dehradun, Haridwar, Haldwani). Apart from these, the paper is also available
in key towns like Mathura, Saharanpur, Faizabad. The major editions of
Hindustan are available online in epaper format.

23
Table 1: Its shows the total number of news in front of Amar Ujala and
Hindustan

Hindustan

S.No. Date/Month News Advertisement

1 01-Sep 4 1
2 02-Sep 10 2
3 03-Sep 10 1
4 04-Sep 13 1
5 05-Sep 0 1
6 06-Sep 11 1
7 07-Sep 4 2
8 08-Sep 0 1
9 09-Sep 4 4
10 10-Sep 0 1
11 11-Sep 0 1
12 12-Sep 0 1
13 13-Sep 0 1
14 14-Sep 0 1
15 15-Sep 0 3
16 16-Sep 0 1
17 17-Sep 0 1
18 18-Sep 0 1
19 19-Sep 0 1
20 20-Sep 0 1
21 21-Sep 0 1
22 22-Sep 0 1
23 23-Sep 7 1
24 24-Sep 0 3
25 25-Sep 6 4
26 26-Sep 5 1
27 27-Sep 0 1
28 28-Sep 9 3
29 29-Sep 3 4
30 30-Sep 10 1
Total-76 Total-36

24
.

25
 Amar Ujala

Table 2: It shows the total number of news and advertisements of Amar Ujala.

Amar Ujala

S.No. Date/Month News Advertisement

1 01-Sep 4 1
2 02-Sep 10 2
3 03-Sep 10 1
4 04-Sep 13 1
5 05-Sep 0 1
6 06-Sep 11 1
7 07-Sep 4 2
8 08-Sep 0 1
9 09-Sep 4 4
10 10-Sep 0 1
11 11-Sep 0 1
12 12-Sep 0 1
13 13-Sep 0 1
14 14-Sep 0 1
15 15-Sep 0 3
16 16-Sep 0 1
17 17-Sep 0 1
18 18-Sep 0 1
19 19-Sep 0 1
20 20-Sep 0 1
21 21-Sep 0 1
22 22-Sep 0 1
23 23-Sep 7 1
24 24-Sep 0 3
25 25-Sep 6 4
26 26-Sep 5 1
27 27-Sep 0 1
28 28-Sep 9 3
29 29-Sep 3 4
30 30-Sep 10 1
Total 96 47

26
27
Amar Ujala

Table 3: it shows the total number of advertisements and news of one month in
Amar ujala and Hindustan

Name of the Total No. Of

S. No. Duration Total No. of News
News Paper Advertisements
1 Amar Ujala 1-Sep-30Sep 96 47
2 Histustan 1-Sep-30Sep 76 36

This graph shows the total number of advertisements and news of one month of
Amar ujala and Hindustan.

28
This table shows the various themes and fonts of amar ujala and Hindustanhas

Name of the newspaper Font style/ size Headlines font size

Amar ujala Chankya, Pramod- 27.5kB 37.1KB

Hindustan Mangal and kriti dev- 54.1KB

29.7kB
emphasized on

Basic font is Chankya. Amar Ujala use tailor made fonts which are slightly
tweaked Chankya. This change is aimed to individual appeal or feel to the
readers.
One can notice that Chankya is the only Hindi font with lines and curves in
letters similar to hand writing. That’s why it is more pleasing to eyes in
comparison to other fonts which look more geometrical. In heading, this is the
same but Amar Ujala use Pramod also. Hindi newspapers Hindustan use
Mangal and kriti dev for their newspaper with the font size of 29.7kB.

29
Difference in content of both the newspaper:

Amar Ujala Content

Amar Ujala is India’s 4th largest newspaper with a total readership of

4.70 crore readers as per the latest Indian Readership Survey (IRS). Amar
Ujala has 21 editions, in 6 states and 2 Union Territories covering 179
districts. With a total daily readership of 4.70crore readers (Source:
IRS2019Q2,TR), making it one of the most widely read broadsheet
newspaper in India circulation base of 26.75 lakh copies (1.79 lakh copies
of variant included) (Source: ABC January-June 2019) (RNI figures for
Lucknow and Kanpur included), it covers Uttarakhand, Himachal Pradesh
,Jammu and Kashmir, Haryana, Chandigarh, Punjab, Delhi NCR and
Uttar Pradesh.

AmarAmar Ujala publishes an 18-24 page daily issue with colorful and
vibrant pages in every edition. In addition to the mainline newspaper and
the city centric pull outs, Amar Ujala publishes several niche supplements
focusing on topics like jobs and career, entertainment, women and many
more.

Amar Ujala's 'Manoranjan' is a 4-page weekly dose of entertainment that

comes out every Sunday across all its editions.

'Rupayan', a 16-page weekly magazine is published every Friday. The

supplement carries women-centric content including stories on food,
fashion, beauty, home and interiors and many more across all 19 editions.

Amar Ujala also publishes 'Udaan', a 16-page weekly magazine centering

around education and career opportunities, published every Wednesday
across all editions.

30
Hindustan content

Hindustan is a Hindi language newspaper published by the HT Media

Ltd. With 52.39 million readers, it is the second most read Hindi
newspaper in India. The Hindustan newspaper is published by Hindustan
Media Ventures Limited which is a subsidiary of HT Media Limited. The
newspaper has 21 editions across the Hindi belt. Hindustan newspaper
comes with supplements like Nayi Dishayen - an educational supplement,
Tan-Man a lifestyle supplement, Anokhi a Magazine on health, family
and Women and Movie Magic, a Bollywood news supplement.

31
 Chapter 5: Conclusion
The overall analysis shows that the proportion of advertisements and news
covered by Amar Ujala is almost same in the given period while the proportion
of news was least as compared to the other newspapers Hindustan concentrate
more on advertisements it focuses more on advertisements as compared to
news. Hindustan gives maximum importance to advertisement as compared to
Amar Ujala.

This research will help the leading newspaper companies enhance their
competencies to survive the market competition, in terms of benchmarking
themselves against their competitors. It will also enable the newspaper industry
to understand the need of the readers and to cater to them accordingly. The
study will also give insights into the media industry, with better understanding
of media evaluation or media analysis.

This study will be of great utility to media students, who can use it as a research
paper for their own studies on the subject in the future. It will benefit research
companies who can use the research paper for secondary research on the
subject. It will also benefit advertising agencies, since they would know which
newspaper or magazine provides content suited for their research.

32
 Chapter 6: Suggestions
 Newspaper content should be more informative.
 Newspaper should cover more news than advertisements

 Newspaper should be based on news agenda, not the entertainment

agenda
 Newspaper should tell news in an interesting way that people read it
without a miss.
 Newspaper should first focus on most important news which published on
front page then advertisements.
 The size of the Newspaper font should be easy for users to read because
font reflects the character of newspaper.
 Advertising should not block the user from his/her reading, therefore the
reader is reflected towards in advertisement then news.

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 Chapter 7: Recommendations

 I’ll first recommend this to the editor of both the newspaper that they
should focus more on news than advertisements.
 After that I recommend to content writer of both the newspaper is that the
content of the newspaper should be more informative and objective
based.
 Both the newspapers should be based on quality of news not quantity of
advertisements.
 Newspapers should be a way of social, economic, and political justice not
for advertisements.

34
 Chapter 8: References
Ahuvia, A. (2001) ‘Traditional, Interpretive, and Reception Based Content
Analyses: Improving the Ability of Content Analysis to Address Issues of
Pragmatic and Theoretical Concern’, Social Indicators Research 54(2): 139-172.

Berelson, B. (1952) Content Analysis in Communication Research. Glencoe,

IL: Free Press.

Bryman, A. (2001) Social Research Methods, Oxford: Oxford University Press.

Bryman, A. and R. G. Burgess (1994) ‘Reflections on Qualitative Data

Analysis’, pp. 216-226 in A. Bryman and R. G. Burgess (eds) Analyzing
Qualitative Data. London: Routlege.

Holsti, O. (1981) ‘Content Analysis: An Introduction’, pp. 219-229 M.

Janowitz and P. M. Hirsch (eds) Reader in Public Opinion and Mass
Communication. London: Collier Macmillan.

Mason, J. (1994) ‘Linking Qualitative and Quantitative Data Analysis’, pp. 89-
110 in A. Bryman and R. G. Burgess (eds) Analyzing Qualitative Data. London:
Routledge.

Potter, J. and M. Wetherell (1994) ‘Analyzing Discourse’, pp. 47-66 in A.

Bryman and R. G. Burgess (eds) Analyzing Qualitative Data. London:
Routledge.

Weber, R. P. (1985) Basic Content Analysis. SAGE University Paper Series on

Quantitative Applications in the Social Sciences (no. 49). London: Sage.

Harold D. Lasswell's Contribution to Content Analysis

The Public Opinion Quarterly

Vol. 32, No. 4 (Winter, 1968-1969), pp. 646-653 (8 pages)

Published By: Oxford University Press

35
Matthew Reason, Beatríz García

First Published March 1, 2007 Research Article

https://doi.org/10.1177/0163443707074261

Lasswell et al. (1952)

A Content Analysis of the Journal of Counseling &

Development and Counselor Education and Supervision 1981–2011

17 September 2013

A 21-Year Content Analysis to Inform Research and Practice, Journal of Mental

Health Counseling, 10.17744/mehc.41.2.05, 41, 2, (158-172), (2019).

Allen, B., and Reser .D. (1990). Content analysis in library and information
science research. Library & Information Science Research 12(3), 251-260.
American Journal of Educational Research. 2017, Vol. 5 No. 10, 1044-1057.
Ageila Ali Elabbar Dr. National Libyan Public Education Reform: Entire
Transformative Strategies, 2020-2026. American Journal of Educational
Research 2017; 5(10):1044-1057. doi: 10.12691/education-5-10-6.
White, Marilyn Domas, and Emily E. Marsh. "Content analysis: a flexible
methodology." Library Trends, vol. 55, no. 1, Summer 2006, p. 22+. Gale
Academic OneFile, . Accesseducation-5

De Beaugrande, R., & Dressler, W. (1981). Introduction to text linguistics.

London & New York: Longman. Textual; Intertextual; Analysis

Open Journal of Modern Linguistics, Vol.2 No.3, September 25, 2012

36
 Chapter 9: Summary

Today, newspapers are an integral link of advertising research, creative

advertising, and journalism. The print media and particularly the newspapers are
trying hard to survive because of the proliferation of the electronic media. A
plethora of TV channels and the inter-intra-media competition along with tough
competition between brands are also trying to capture a fast expanding market.
Despite recent setbacks and fluctuations in circulation, readership and profits,
print media, particularly newspapers are still the most iconic outlets for news
and other types of written journalism. Hence, there is a need to know the trends
and the transitions that has taken place over a period of time in terms of content.

Newspapers can cover a wide variety of fields such as politics, business, sports
and art, and often include materials such as opinion columns, weather forecasts,
reviews of local services, obituaries, birth notices, crosswords, editorial
cartoons, comic strips, and advice columns. Newspapers are an integral link of
advertising research, creative advertising, and Journalism.

The print media and particularly the newspapers are trying hard to survive
because of the proliferation of the electronic media. A plethora of TV channels
and the inter-intra-media competition along with tough competition between
brands are also trying to capture a fast expanding market. Despite recent
setbacks and fluctuations in circulation, readership and profits, print media,
particularly newspapers are still the most iconic outlets for news and other types
of written journalism. Hence, there is a need to know the trends and the
transitions that has taken place over a period of time in terms of content.

In contrast, a newspaper operates on non-negotiable production deadlines that

limit the freshness of its content. This reduced ability to provide current news,
plus readers’ tendency to view only certain newspaper sections, has helped

37
drive a decline in overall newspaper circulation. From a distance, newspaper
circulation looks impressive: 31 million on weekdays and 24 million on
Sundays in 2017. But these numbers were down double digits from the year
before as newspapers continued to compete with myriad online mediums.

The research study aims to consider various aspects of newspapers, like the
external appearance, internal aspects, the biases and prejudices involved and
thereby predict the trend of growth for newspapers of contemporary time.

The news is there just to create an audience for the advertisements.

Ever since visual and online media gained momentum, the newspaper
companies were forced to reduce the advertisement charges. As the charges
went low they had make sure that they got more advertisers. We are forcing
them to reduce the space given for news. Newspaper companies can no longer
sustain on the subscription fee or the price the public pays. They cannot increase
the prices simply because no will buy them, so they went the other way.

38
 Chapter 10: Annexure

These are some sample of advertisements and news of Amar Ujala and
Hindustan e- paper:

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