Chetana’s Ramprasad Khandelwal Institute of

Management & Research

Bandra (East), Mumbai

A Study on market research and lead generation

Summer Internship Project
With
HINDUSTAN TIMES

Submitted in partial fulfillment of the requirements for

Master of Management Studies
(University of Mumbai)
Academic Year: 2020-2022

Submitted By
BHAVESH GHARAT
Roll No. 16
MMS-Batch: 2020-22
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 Declaration

I hereby declare that this project report titled “A Study on market research and lead
generation”,
submitted in partial fulfillment of the requirement of Master of Management Studies to
Chetana’s Ramprasad Khandelwal Institute of Management and Research, is my original work
and not submitted for award of any degree or diploma fellowship or for similar title or prize.
References of work and related sources of information have been duly acknowledged in the
report.

The project has been carried out under the guidance of Dr. Kavita Khadse.

I further declare that I have no objection and grant the rights to Chetana’s Ramprasad
Khandelwal Institute of Management and Research to publish any chapter/project or use it for
future reference if they deem fit.

Place : Mumbai
Date :
Name : Bhavesh Gharat
Class : (MMS Batch 2020-22)
Roll No. : A-16
Signature :

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 Certificate

This is to certify that the project titled “A STUDY ON MARKET RESEARCH AND LEAD
GENERATION” submitted by BHAVESH GHARAT to Chetana’s Ramprasad Khandelwal
Institute of Management & Research in partial fulfillment of the requirement of Master Of
Management Studies, has been done under the guidance of the undersigned during the period
May to June, 2021.

Date:

Place: Mumbai

Faculty Guide Director

Dr. Kavita Khadse Dr. Jayashree A. Bhakay

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 TABLE iOF iCONTENTS

CHAPTER NO. CONTENTS PAGE iNO.

Executive Summary 6

CHAPTER i1 Introduction 9

CHAPTER i2 Summer Internship Task Details 30

CHAPTER i3 Primary Data & Analysis/Interpretations 45

CHAPTER i4 Results & Findings, Conclusions &

Recommendations 57

ANNEXURES 60

Bibliography 62

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 ACKNOWLEDGEMENT

The success and final outcome of this research project required a lot of guidance and assistance
from many people and I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision and assistance and I would not forget
to thank them. i

I owe my deep gratitude to my project guide Dr. Kavita Khadse, who took keen interest on my
project work and guided me all along, till the completion of my project work providing all the
necessary information for developing a good system.
I am thankful to and fortunate enough to get constant encouragement, support and guidance from
the Director Dr. Jayashree Bhakey, all Teaching staffs of Marketing Department which helped
me in successfully completing my research work. Also, I would like to extend my sincere
esteems to all staffs in library, computer lab, and support staff for their timely support.

BHAVESH GHARAT

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 Executive Summary
Name and Address of Organization: HT Media ltd

Industry type: Print Media

Faculty guide: Dr. Kavita Khadse

Title of the project: Market research and lead generation

Objective: To increase the circulation of HT Mint business newspaper by doing cold

calling, generating leads and follow-ups. To inculcate reading habits among the primary
and secondary students. To create awareness of HT Next school edition newspaper
among the students and show them the importance of reading newspaper on daily basis.
To understand the distribution mechanism in Print Industry. To conduct readership
survey of Students studying in colleges.

Background: HT Media Pvt. Limited is private firm which deals in various aspects such
as print, radio, radio channel and online job portal. HT started its print industry in
Mumbai in year 2011. The press prints 4 newspapers i.e. HT cafe (supplement to main
edition), main edition, Mint (business edition), HT Next (student edition).

Methodology: Readership survey, cold calls, sales pitch, telephonic appointments. In

logistics, methodology which I used was inventory auditing, loading, route surveying.

Findings and recommendations: The Primary objective of study was to understand the
sales issues and scopes of improvement for HT Media and other sister edition in specific
areas of Mumbai. In the study the researcher’s intention was go through the retail network
of HT products, and to know Vendors views about supply chain and distribution and sales
issue and other complaints and to find the scope for additional sales of hot main edition,
mint and school edition.

1. Sales team should be called only one day in office in a week.

2. There should be a proper training session for interns and employee.
3. Student edition should be given to class from 3rd to 8th.
4. Company should give daily newspaper for class 9th-10th.
5. There should be mint edition for 11th and 12th std.

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 6. Whatsapp tracking system should be implemented.

Conclusion: This project helps me to understand the behavior of various schools

regarding their preference about the newspaper i.e. content and coverage.

The project revolves around the main objective of market research for the Hindustan times
media. Based on this study research the possible challenges, endeavours and opportunities can
also be ascertained. with the market research project also consist the selling of the newspaper
subscriptions.

Following was its objective

 To do research to find out the habits of the newspaper readers, market share of the
Hindustan times and mint.
 To do swot analysis of the various competitive newspapers

 To do swot analysis of the Hindustan times and mint newspaper

 Find the potential areas of the growth

 Market research to find new potential costumers

 Selling the subscriptions to the management students

The project was started with market research for to find out the habits of the newspaper readers
also to find out the market share of the Hindustan time newspaper and the mint. That research
was done by circulating the questionnaire among the target population and recording their
response. By analysing the data, we got the information about the actual habits of the newspaper
readers and market share of the Hindustan times and mint newspaper compared to the other
competitive newspapers. Primary and secondary tools are used for that purpose. The next task
was to do SWOT analysis of the Hindustan times, mint and competitive newspapers to find out
their strength and areas of the weakness. Nest step was comparing Hindustan times and mint
newspaper with the other newspaper. By comparing we get to know areas for the improvement in
Hindustan times as well as the mint business newspaper. By focusing on the weaknesses and
shifting them from weakness to strengths business of the HT media can be improved. Next step
was to do research for finding out the new areas where is potential for growth in newspaper
industry. By finding out these areas, new markets are discovered for the HT media. Those new
areas have the higher potential for the sales of the newspaper like various government, banking

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offices, political party offices, etc. Those are the areas where the newspapers are demanded in
the bulk.

Next part was finding the management Colleges, commerce colleges, commerce classes,
competitive classes in the suburban area of the Mumbai. Hindustan times have the special offers
for the management students, coaching classes and the commerce students. Those offers are
available for the Colleges and classes if they do subscribe in bulk. So, the firstly it was important
to find out the number of the management and commerce Colleges in Mumbai. Along with the
Colleges the list of the coaching classes was also obtained using the interment. After finding the
Colleges and classes, contacting them for appointment was also the task of the project. To book
for appointment cold calling was done. Some of them shows interest while some was not
interested. The last part of the project was selling the subscriptions of newspaper to the
management students. Hindustan times have the special offers for the management students. So
this project involves both the market research as well as the selling part.

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 Chapter 1

INTRODUCTION

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1.1 Introduction to the Task

Today print media industry is facing lot of troubles because of availability of the news content
over the internet. People now can read the news on the internet whenever they want and at any
place. So, from the perspective of the People's reading News over the internet is easy compared
to the reading the printed newspaper. As more and more readers shifted from the printed media
to the online media the revenue comes to the print media from the advertising is also reduced.
Decrease in the revenue from the advertisement is reason of the print media industry to be in
financial crisis. Also consider the country like India having the number of languages also have
the greater number of newspapers. In India more than the 10,000 newspaper brands are present
today. So, the competition in the print media industry is very huge.

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Ref: link
To survive in this condition newspaper industry have to attract more and more customers in
order to increase revenue from the readership also the revenue from the advertisement. So the
task of this project is to do market research to find out the potential Areas where the print media
industry can find new customers and tackling those customers in order to increase the number of
customers. In this project the primary task is to do market research in order to find the strength
and weakness of our product over the competitive product. Doing improvement in the product.
Then finding the new customers and convincing them purchase our subscriptions. This will help
to increase the revenue of the print media. As the number of readers are increased,
advertisements are attracted towards the print media, ultimately revenue from the advertisement
is increased.

1.2 Introduction to the Sector/Industry

The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and is
making high growth strides. Proving its resilience to the world, the Indian M and E industry is on
the cusp of a strong phase of growth, backed by rising consumer demand and improving
advertising revenues.

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The industry has been largely driven by increasing digitization and higher internet usage over the
last decade. Internet has almost become a mainstream media for entertainment for most of the
people. Newspaper industry is also one of the main part of the Media and Entertainment (M&E)
industry. In India today also lots of peoples read newspaper at morning before doing any work.

Newspaper industry works to inform the peoples what happening in surrounding world so people
get to know what is happening in world. The newspaper industry is comprised of a diverse group
of media companies. Most of these groups have strong history in media sectors. Today due to
digitalisation old traditional print-based newspaper industry is get modified into new online
digital newspaper industry. But still print media is attractive platform for image advertisers and
premium readers in market.

Indian economy is distinctive compared to the rest of the world for its diversity just like its
culture and languages. Print media is one of the main segments in media industry. In India Print
media shows growth of 5.6% in 2018 to Rs 22,121 crore, and it was about to Rs 22,424 crore in
2019. In the world today newspaper industry is slightly declining in revenue because of internet
availability. Due to internet peoples are more on side of read the news on online platforms. That
affect the growth of the print media industry in world. But in India the print media industry is
slightly on growth side because of the great circulation and availability in local languages.
Growth in technology and the importing of new printing equipment meant that it was becoming
commercially viable for newspapers to be printed in a variety of regional languages rather than
predominantly either in Hindi or English. Increasing availability of the Indian newspapers in
local languages helps to gain more and more readership in India. The availability of newspapers
in different languages has meant that India’s newspaper market appeals to millions of non-
English speakers. It is predicted that by 2017, the revenues for non-English papers will overtake
that of English newspapers for the first time ever. There is no doubt that other online platforms
are causing trouble to the print media industry but the certain characteristics of print media
industry like well research, in depth content, and authenticity makes print media more reliable
from readers perspective.

Increasing literacy rates in India causes the localisation of the newspaper which is made possible
by the change in technology. The increase in literacy rate causes the increase in the investment in
the sector, and result is the better circulation. Circulation of the newspaper has been increased in
areas with increasing literacy rates than the focusing on economic power. By reading the
newspaper, peoples who previously declined now started to participate in politics. For example
Kerala state, the average income is less than the average income of the country but the literacy
rate is higher among the country. In the Kerala average number of newspaper readers are more
than the same in country.

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Another factor behind the localisation of the newspaper is the newspaper advertising. The growth
in the advertising means the more investment in the sector. Among all the reasons one of the
biggest reason for growth of newspaper industry in India is the improved participation in politics.

The Asia Pacific region is largest for the newspaper industry. Same consist over the 30 % market
in the world. The reason behind this is the growth of the print and digital media in the India and
china. The main factors supporting the growth are the middle class population, development in
economy, education. As the population gets educated they are demanding more and more
newspaper which helps to the growth in the industry.

Revenue of the print industry in India from FY 2013 to FY 2019, by sector(in billion Indian
rupees)

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While the newspaper industry is facing the problems worldwide, India is one of the few countries
where print media is not only dominant, but also growing in all aspects including circulation,
readership and sales. Print newspapers in India have been seeing a significant surge in revenue,
making it the largest global market for the industry. 

Factors that drives the growth in Indian print media industry are follows:

Localization of newspaper language

Initially the newspapers available in only Hindi or English language. But today due to the
digitalization, newspapers are available in local languages. Due to the availability of the
newspapers in local languages the peoples who don't know the English and the Hindi now can
read the newspaper in their local language. Also the improvisation in the printing Technology is
helpful for the printing of the newspaper in the local languages. Which helps to gain more
readership across rural area.

Education

In India previously, literacy rate is very low. Very few peoples are able to read. Now due to the
various campaigns and the schemes of the government literacy rate in the India has been
increased to the greater extent. Due to the that the people who are friendly to the reading

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newspaper are increased. Increasing literacy rate has been significant factor in increasing the
growth of the newspaper industry in India. For example Kerala state in India have a good literacy
rate and the literacy rate in the Kerala is above the average literacy rate in the India . Also there
is average newspaper readership rate is more than the average newspaper readership rate in
India.

Business newspapers

Today India today is the one of the leading developing economy with great developing rate.
Peoples interested in doing business are increases with the day by day in India. There are now
increasing in number of business newspapers. The People's which are newly introduced to the
business sector are interested to getting know what happening in the surrounding business
environment. It is helpful for the growth of the sector.

Advertising

From the advertising perspective print media is one of the dominant players in in advertising
industry. As the numbers of advertisings and the revenue from the advertising increased. The
investment in the newspaper is industry is increased which is very helpful for the growth of the
newspaper industry in our country.

URL

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Online publication

The literacy rate in the country has been increased to greater extent. Peoples become friendlier to
the newer Technology. Print media industry is also become the digital. Now most of the
newspapers are today available in the print form as well as in the digital form. Peoples who have
access to the internet can now read the newspaper on online platform anywhere and whenever
they want. So, people who don't have access to the hard copy can read the online newspaper.

Distribution

As the investment in print media sector is increased there is the improvisation in the distribution
channels, now newspaper can reach to the rural area also where earlier reaching was not
possible. Due to the good distribution channels readership is increased by getting new readers in
the rural area.

Global scenario of the newspaper industry

Though the growth in the newspaper readership in Asia Pacific region but there is the slight
decline in the other areas of the world in the newspaper readership. Earlier newspaper was the
only medium for the news broadcasting. People get to know what happening in the surrounding
by reading the newspaper. But in today's Era subscribes have turned to the other news outlets
like internet, televisions. On the internet news are readily available at anytime, anywhere so from
the People's perspective it's easy to read the news via Internet
Also the growth of the newspaper industry is depends largely upon the revenue through the
advertisements. But today advertisements in the developed countries have inclination towards the
digital advertising medium rather than the printed medium. It also affects the Global Business of
the print media industry. Several companies were tried to boost their income by increasing the
subscription charges. But the difference in the decrease in the subscription’s numbers and the
increasing subscription charges is more and the companies were not able to gain whatever they
are earning in the previous periods

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To Face the same challenge newspaper industry is now moving towards the digitalization. Most
of the newspapers are available in the online platform you can reach easily to the readers.

Newspaper circulation in United States fail to the its lowest level since 1940 to 2008. According
to the data available total daily newspaper circulation was an estimated 28.6 million for weekday
31 million for the Sunday in 2018. This data shows that there is the fall of 8% and 9%
respectively from the previous year. Both figures are showing the lowest circulation in given
period. Also, the revenue of the newspaper industry from the advertisement sector is Falls from
38 billion in 2008 to the 14 billion in 2018. which shows the 62% decline in the United States.
Also, employment in the newspaper industry is decreased by the 47% from the 2008 to the 2018
from about the 71000 workers to the 38000 workers in the newspaper industry. which is the very
shoes decrease in the employment in any sector.

Future of the newspaper industry

There are lot of debates over the decrease in the readership or the revenue of the newspaper
industry in the Global market. This is because the availability of the news over the internet and
peoples are find it easy to read the news over the online platform. To regain the value in the
future, newspaper industry has to adapt new technology. New technology means the present of
the industry on the digital platform. It is no doubt that the printed newspaper is also required by
the many of the readers but with the printed newspaper there is also requirement for the online
newspaper.
Strategies used in the industry, Porter's generic strategies model. porter's five forces
model and analysis using it, clement of industry structure, porter's value chain model
analysis, swot analysis, concept of generic value chain, concept of growth share market
matrix,companyposition.
The pricing of ad space in newspapers has always been tricky. In India, the English
dailies are seen as premium and the ad space in these is sold to clients, that are into high end
products and hence the ad spaces in English dailies always sells at a premium. To
understand these factors which affect the pricing strategies of dailies and bundles of dailies
models were created during the course of the study based on rate cards of Indian
newspapers The model developed to identify pricing strategy of dailies used circulation,
size of the ad and the location of the ad on the newspaper as some of the key factors of
determination. The model was developed by regressing ad rates with the above mentioned
factors.
Brand image, duplication of readership and area of circulation were some of the
additional factors that were considered while developing a model for the pricing
ofbundled services. Since these variables were qualitative, dummy variables were assigned
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und regression of these multi variables was done using SPSS. The mode developed helped
in identifying the intensity of impact of each factor on ad rates and the discounts offered.
But on a practical case, the impact deduced was on smaller scale. It was found, through
interviews, that client relationship actually plays a key role than the above.

1.3 Introduction to the Organization

Hindustan Times was inaugurated by Mahatma Gandhi in 1924 as an Indian English language
daily newspaper. At that time Hindustan Times played an important role in the Indian
Independence movement as national independence and Congress daily newspaper. Hindustan
Times newspaper owned by Shobhana Bhartia. Hindustan times is the publication of HT media
and it is handled by the KK Birla family.

Sundar Singh lyallpuri who was the founder of the Hindustan Times newspaper. Newspaper was
founded in 1924 Sundar Singh is also known as the founder of Akali movement and also
Shiromani Akali Dal in Punjab. Managing committee of that time includes Madan Mohan
Malviya and Tara Singh. Master Sundar Singh was the managing Chairman and Chief patron. At
starting time the most of the funding for the newspaper came from the Canada but as the time
passes there were some economic issues in the funding of the newspaper. To Solve this problem

18
leaders of the Akali approach to interested buyers from the Nationalist movement. These leaders
were Motilal Nehru and Madan Mohan and ultimately Malviya owns the Hindustan Times. That
time Malviya took the loan of 40000 rupees with the help of Lala Lajpat Rai for providing
financial support to the newspaper. K M panikkar was chosen as New editor by Mahatma Gandhi
in 1928. As the time passes newspaper was running into the financial problems and Birla family
comes to support newspaper financially with the time ownership comes in the hand of GD Birla.
Son of the Mahatma Gandhi, Devdas Gandhi was included in to the editor panel then he
appointed as editor. The first issue in the newspaper was published by the the CF andrews and
reddy on the Naya Bazar.

Now this Delhi based newspaper Hindustan Times owned by KK Birla Group. Now this
newspaper is managed by Shobana Bhartiya who is Rajya Sabha member of Congress and the
daughter of Krishna Kumar Birla and granddaughter of GD Birla. Hindustan Times media is
subsidiary of Hindustan Times limited group. KK Birla group has 69% of shares in Hindustan
Times Group media of value worth 834 crore. Shobhana Bhartiya was the first woman chief
executive officer National Newspaper when she join the Hindustan Times in 1986 then she was
nominated as a Rajya Sabha member by congress party

By considering circulation of daily newspaper II HT Media Limited is India's second largest

print media company. Hindustan Times is well known and well-established brand of the HT
Media Limited. HT Media is one of the subsidies of Hindustan Times Limited. The company has
the following subsidiary company Hindustan media vebture Limited, HT music and
entertainment Company Limited, HT burda Media Limited, HT digital media Holdings Limited,
HT Global education, HT education Limited, ED world Private Limited.

HT Media Ltd was incorporated on December 3, 2002 as a going concern basis. With effect from
July 1, 2003, the media business comprising of the entire printing and publishing undertakings of
HTL expect the Printing Business at New Delhi was transferred to the HT Media Ltd. Due to this
transfer, Searchlight Publishing House Ltd became a subsidiary of HT Media Ltd. The printing
undertaking of HTL at New Delhi was subsequently acquired by the company through a separate
agreement on October 2, 2004.In Feb 2007, HT Media entered into an equal partner joint venture
with Bennett Coleman & Co Ltd for launching a daily tabloid named Metro Now targeted
towards the youth in the city of Delhi.

In 2007 February company entered into the business newspaper sector by launching its business
newspaper mint in Delhi and Mumbai with the association of The Wall Street Journal. With the
mint newspaper they also launch a website name as a livemint.com which is a fully integrated
financial portal offers business news, stock updates, stock alerts, platforms for Share Trading. By
19
launching the radio channel favour 104 FM in Association with virgin radio, UK based company,
they entered into the radio business. This radio channel was launch in Delhi in November 2006,
in Mumbai on January 2007, in Bangalore on March 2007 by one of the subsidiary company. HT
media won world young reader price in special mention category in the year 2006 and world
young reader prize in a public service category jury commendation for the year 2007 by the
world Association of newspaper France. Company acquired 2 printing machines Baker Perkins
and commissioned at Noida and Navi Mumbai in 2007 . The FM channel of the company fever
104 launch in in Kolkata in January 2008. From the March 2008 mint started circulation in Pune
and Chandigarh. The company's fully owned subsidiary Firefly C-Ventures Limited launched a
new job portal name as shine.com in April 2008. Company launch their Hindi daily newspaper
name as a Hindustan in Chandigarh Mohali and other parts of Punjab in April 2008. Then they
launch their newspaper in Aligarh in Uttar Pradesh in May 2008. From the year 2009 they started
the printing the Hindustan Times at Kanpur. They also started the state of the art printing facility
in Mumbai. HT mobile it is the joint venture between the HT digital and velti plc a company
from uk.

In May 25, 2009, the company launched Mint, the English Business newspaper in Kolkata and in
July 13, 2009, they launched Mint at Chennai. With this launch, Mint has a national footprint. In
October 10, 2009, the company commissioned the printing facilities at Bareilly and commenced
printing of their Hindi newspaper Hindustan. The company sold their Hindi business comprising
of Hindi daily newspaper, Hindustan including Ravivasriya Hindustan; magazines Nandan and
Kadambini; and internet portals of the said publications on a slump sale to Hindustan Media
Ventures Ltd, a subsidiary company with effect from December 1, 2009.In the year 2010, the
company Joint venture 50:50 with Bennett Coleman & Co., was printing and publishing 'hyper-
local' newspaper in Delhi & NCR. In recent years the company has added new business like
Radio, Online, Events and marketing solution. In the year 2011, the company restructuring
following the demerger of Hindustan Business undertaking into Hindustan Media Ventures
Limited (HMVL). The company focus on high growth areas of classified as automobiles, FMCG,
education and real estates. In the year 2012, the company 50:50 joint venture with Indian
Education Services Private Limited (IESPL), the company has, so far, invested Rs 1,500 Lacs in
the equity capital of IESPL. HT Media has grow into a diversified media company and plans to
consolidated grow on the back of a well balanced portfolio.

Product mix for the company

 Print

1. Hindustan Times

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Hindustan Times is one of India’s most respected and leading English dailies. It has been
pioneering trends in journalism, setting higher standards and breaking new grounds for about a
century now. Spurred by the leading faces of Indian journalism, Hindustan Times has evolved
with the times, reflecting the diverse and changing India. Today, Hindustan Times is the
preferred choice of over 34 lac Indian readers on the basis of Average Issue Readership (AIR).

2. Mint

Mint is a business paper from Hindustan Times published in association with The Wall
Street Journal. It was launched in 2007 with the premise of bringing “Clarity in Business
News” and is today the number 2 business daily with 2.2 lakh readers, as per the Indian
Readership Survey (IRS Q1, 2011). It is published across the 9-key business centers of
India.

3. Brunch Q
Hindustan Times’ supplements, HT City and Brunch, continued to gain popularity among
readers during the year. Research shows that about 75 percent of all Hindustan Times
readers read HT City, which offers them the best in Entertainment, City & Campus, Art
& Lifestyle. As part of its special focus on City & Campus, a special series on Women
Safety called ‘Safe in the City’ was launched in the wake of the tragic December 16
incident.
Brunch, HT’s weekly Sunday magazine, is the largest read English lifestyle magazine in
India with a weighted average per week circulation of 1.1 Million.

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 4. HT Next
HT school edition is a product of Hindustan Times that caters to students. Having made it
mark over the last 17 years in Delhi by covering over 1000 schools, HT school edition
has come to Mumbai.
It had started in 2011, had already reached out to student over 250 schools. It comes for 5
days in a week. Students have used the newspaper as part of their projects and it allows
them to share their views and showcase their achievement which in turn reflect the school
in good light. It also provides workshops for students
Print media in Hindi

1. Hindustan
A part of the HT Media Group, the Hindi newspaper Hindustan ranks as the second
largest-read daily in the country across all languages. Hindustan is published by HMVL
(Hindustan Media Ventures Limited, a subsidiary of HT Media Ltd) and has 19 editions
across the Hindi belt. These are Delhi, Patna, Muzaffarpur and Bhagalpur, Ranchi,
Jamshedpur, Dhanbad, Lucknow, Varanasi, Meerut, Agra and Kanpur, Allahabad,
Dehradun, Bareilly, Aligarh, Haldwani, Gorakhpur and Moradabad. Apart from these, the
paper is also available in key towns like Mathura and Saharanpur. Hindustan was
relaunched in April, 2011 on a completely new positioning of “Tarakki”. The new avatar
of Hindustan incorporates a vibrant color scheme, clutter-free layout for easy readability,
a wide assortment of unique supplements, and cutting-edge content.

2. Nandan

Nandan, HT Media’s monthly Children Magazine is more than 47 years old brand. The
magazine was started in November 1964 in the memory of Pandit Jawahar Lal Nehru,

22
with its first issue being dedicated to the late Prime Minister. Over the years it has
developed a strong bond with its readers and is extremely popular among children and
their families in India and abroad. Taking an edge over other children magazines, Nandan
provides a mix of traditional and modern stories, poems, interactive columns, interesting
facts and many educative columns, leading to wholesome development of our children.

 Radio

1. Fever FM

Fever is the no. 1 radio station in Delhi, Mumbai, Bangalore (non-Kannada) and No. 2 in
Kolkata. Over the years, it has expanded from 4 to 13 cities – Delhi, Mumbai, Bengaluru,
Kolkata, Chennai, Hyderabad, Lucknow, Kanpur, Agra, Gorakhpur, Allahabad, Aligarh and
Bareilly. With one station in each city, it has completely changed the radio listening
experience in India.

2. Radio Nasha

Radio Nasha is India’s leading retro station, which mainly plays Bollywood music from the
‘70s, ‘80s, and ‘90s. It is the first ever radio station packed with passion, fuelled by
Bollywood celebrities and driven by RJs with a style that is young, energetic, and classy.

3. Fever 104 FM
Today Fever 104 FM is the No.1 Radio station in Delhi, Baap of Bollywood in
Bangalore, Entertainment Ka Baap Mumbai and The Dada of Entertainment in Kolkata.

23
Fever 104 FM is one of the leading FM channels in the country today. Fever 104 FM
(radio operated by HT Media Ltd.) is available in Delhi (since October’06), Mumbai
(since January’07), Bangalore (since March’07) and Kolkata (January’08) with a vibrant,
youthful, creative and interactive programming, that just lets the music play! With the
best quality and most quantity of music on-air, constantly playing only the top
contemporary hits Fever 104 FM is synonymous with less talk, more music.

 Digital

1. Shine.com

Shine.com is the most innovative and second largest online job portal in India. It connects
the job seekers and recruiters by offering recruitment, up skilling and branding solutions.
It provides platform for businesses to hire right talent. It has a strong database of
candidates across industries and functional areas. Shine Learning advises candidates on
acquisition of newer skills to enhance their career growth. Shrine: Shine.com is the most
innovative and second largest online job portal in India, founded in 2008. The popularity
of the portal is evident from the fact that it has crossed the 2.5 crore candidate landmark
and has more than 3 lakh latest job vacancies from leading companies on the site. Shine
has launched Shine Learning- India’s largest career skills site for working professionals
with over 500+ courses & certifications. Shine works closely to bridge the gap between
talent & opportunities and offers end-to-end recruitment solutions. It has also started the
mobile app

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  Education

1. Studymate

Studymate is a chain of high-quality learning centers catering to CBSE classes. It offers

supplemental education for students of high school (Class 8th to 10th) and senior school (Class
11th and 12th). It endeavours to propel a successful career for students by building a strong
foundation for their board exams. At Studymate, the child benefits from a comprehensive
curriculum delivered by experienced and expert faculty through an interactive and blended
teaching pedagogy.

The diversification strategy kept the company in good stead. On a consolidated basis, Total
Revenue reached Rs 2,142 Crore in FY2013, driven Print Advertising Revenues at Rs 1,529
Crore, Circulation Revenues at Rs 223 Crore and Radio Revenues at Rs 78 Cr. Digital revenues
also contributed to revenue growth and reached Rs 54 Cr in FY2013. EBITDA improved to Rs
376 Crore in FY2013 and EBITDA margin improved to 18% from 17% in FY2012 mainly due
to strict cost control initiatives. The current fiscal year saw a sharp rise in newsprint price as a
fallout of China imposing a ban on import of paper waste, which made it a net importer of
newsprint leading to increase in demand. A depreciating rupee and advertising slowdown as
discussed above, also impacted the profitability of print industry players across the board. There
was also impact of mark-to-market losses on certain investments held by the company. As a
consequence, Operating EBITDA Margin reduced from 15.9% in FY’18 to -1.0% in FY’19 and
Net Profit Margin has reduced from 13.6% in FY’18 to -1.1% in FY’19. Return on Net Worth
reduced from 11.9% in FY’18 to -1.8% in FY’19.
Hindustan Times was started in the year 1924 as a daily newspaper of English language. It
was launched by Mahatma Gandhi to act as a voice against the British Raj. HT Media is a
public limited company of Indian origin and was founded in the year 1993. It occupies the
second position in print media sector in terms of circulation on daily basis. In the year 2003,
media mass holdings of this company were incorporated under one umbrella HT Media Ltd.
It faces competition from the following rival companies-

 Indian Express
 The Hindu
25
  Times of India

 PRODUCT

HT Media occupies a position as one of the best in media circuit and has holdings in
digital, electronic and print media.

It has several subsidiaries under its belts like HT Media Ltd, ED World Private Limited,
HT Digital Media Holding Limited, HT Burma Media Limited, HT Global Education,
HT Music and Entertainment Company Limited and Hindustan Media Venture Limited.
HT Media has a well- balanced product portfolio and some of its products are as follows-

 Kadambani was introduced on monthly basis in the year 1960. It was a literary
magazine
 Nandan was introduced as a children’s magazine in the year 1964 and was
published on monthly basis
 Hindustan is a Hindi language newspaper published on daily basis
 Its Digital business is handled by HT Mobile which has acquired Webtitude
 Firefly e-Ventures has launched Shine.com, a job portal
 In the year 2006 HT inaugurated Fever 104 FM by collaborating with Virgin Group
and thus entered radio segment

 Mint was launched in the year 2007 after a tie-up with Wall Street Journal in
Mumbai and Delhi. It was a business related paper published in English on a daily
basis
 Live mint .com was introduced in internet media as a finance portal and the
company also launched Hindustimes.com
 HT Campus.com is an education portal that guides students towards right study paths.

26
  PLACE

HT Media started its journey from its base in Delhi but in the year 2005, it shifted its
headquartered base to Mumbai, India. Its printing operations include nineteen facilities
located in several parts of India that have the capacity to publish 1.5 million units on an
hourly basis. Products related to HT Media are easily available in most parts of
India because of a wide-spread distribution channel adopted by the company.

Mint has a strong presence in Ahmedabad, Kolkata, Pune, Chandigarh, Bangalore,

Chennai, Mumbai and Delhi. Radio Channel Fever 104 is available in Kolkata,
Bangalore, Mumbai and Delhi. Its online portal Shine.com has more than 7 million
registered users. Hindustan Times has a vast readership that is spread over places like
Jharkhand, Maharashtra, Madhya Pradesh, Punjab, Uttar Pradesh, Rajasthan and West
Bengal.

 PRICE

HT Media declared its estimated revenues at 24.43 billion rupees at the end of the year
2015. The company has adopted a competitive pricing policy for its products. It faces
competition from several rival companies and hence has kept its pricing plan at par with
its competitors.

Moreover, it wants to make a mark in every nook and corner of India and hence has
undertaken penetration policy to maximize its reach amongst customers. Advertisements
are one of the main sources of revenues and HT Media offers competitive rates to
advertisers so that they can maintain the loyalty of its clients. The company has adopted

27
 economic pricing policy for its daily published newspaper so that it can increase its
reach.

 PROMOTION

HT Media has a strong marketing plan in place so that it can maintain and
create further brand awareness amongst its consumers. Its promotional plans include the
usage of electronic, social and print media to maximum advantage. Its official website
offers relevant information to interested customers. The company also has strategic tie-
ups with important companies and has taken part in several events as part of promotional
activities. Several well- known literary figures like Poonam Saxena and Karan Thapar
publish their columns in Hindustan Times.

1.4 Introduction to the Project

Basically, my project in the Hindustan Time is related to the business research, market research
and the selling part. The project started with market research to find out the habits of the readers
of the newspapers. Also, the other objectives for the research was to find out the market share of
the Hindustan times and mint newspaper. The next task was the SWOT analysis of the
competitive newspaper and the SWOT analysis of the Hindustan Times newspaper itself. Also,
the project involves the SWOT analysis of the competitive business newspaper and the SWOT
analysis of the Mint newspaper. After SWOT analysis each general newspaper is compared with
Hindustan Time newspaper to find out strength and weakness of the Hindustan Times newspaper
over the competitive newspapers. In similar way mint newspaper, which is the business
newspaper compared with other business newspapers like a business standard to find out
strengths and weakness Over the Other competitors. After doing SWOT analysis the main
objective was to find the areas for the improvement. To perform the SWOT analysis each
competitive newspaper is thoroughly analyzed. After successful completion of the swot analysis
final results are obtained. After that the next task was to find out areas where there is potential
for the growth of newspaper industry, the areas where newspaper industry can tackle the new
customers. Market research for those areas helped out to find required areas of the market where
chances for growth of print media industry are higher.

28
The revenues for India's newspaper market are generated from advertising and
circulation. The increasing use of Internet in the publishing world has brought a
revolution in the Printing Industry. Internet publications have opened a new horizon for
printing industry. The Publishing Companies are realizing that it is better to distribute
data through Internet in the first step and to print them in the second step.

Prices of Business Dailies Business Dailies:

29
 Chapter 2

SUMMER INTERNSHIP TASK DETAILS

30
2.1 Literature Review

1. Hampden H. Smith, III, Newspaper Readership as a Determinant of Political Knowledge and

Activity, January 1, 1986 

Using data from 1972, 1976 and 1980 national election surveys, the study supports previous
research showing newspaper readership relates strongly to both political knowledge and
activity. Although there is a strong relationship for newspaper readership, there is none for
viewing political news on television. Finally, the strong relationship between newspaper
readership and political participation remains at different levels of social class and education.

2. Wolfram Peiser, Cohort Replacement and the Downward Trend in Newspaper Readership First
Published March 1, 2000 

This research journal about the cohort replacement causes for the decline in the newspaper
readership in Germany and the United States. Cohort replacement means increase in the
number of youth who has very less interest in newspaper reading versus decreasing the
number of older people who have the interest in reading. Study shows that as the time passes
gap will be increases further and causes the more decline in the newspaper readership.

3. Tak Wing Chan and John H. Goldthorpe, Social Status and Newspaper Readership, January

2007, University of Oxford

In this article author discuss about the social status and its effect on the newspaper readership
by considering the relationship between the social lifestyle and the reading habits. author
finds the strong association between the reading habits and lifestyle. This association persists

31
 in a multinomial logistic regression model in which the authors take into account, among
other things, educational attainment which serves as a proxy for the respondent’s
information‐processing capacity. The social status of respondent’s father and best friend also
have significant and substantial effects on newspaper preference. Finally, the authors report
results that indicate that the effects of status on newspaper readership are generally more
important than those of class.

4. Carol Schlagheck, Newspaper Reading Choices by College Students First Published March 1,

1998 

Traditionally, young people could be depended upon to grow up, mature and become
newspaper readers. But, according to Leo Bogart, has therefore always been true that people
in the early years of adulthood read newspapers with less regularity than those in their 30s
and 40s. Today, the age at which young people form attachments with newspapers appears to
be moving upward.

5. Sandra Cortesi, Youth and Digital Media: From Credibility to Information Quality,
Berkman centre research publication no. 2012-1, 2012
This paper From an information-learning and educational standpoint, the literature reveals that youth
develop competences for personal goals that do not always transfer to school and are sometimes
inappropriate for school. Until now, the effectiveness of educational efforts aimed at teaching
youngsters about search, evaluation, or invention has been heavily reliant on local circumstances.

6. Lissitsa Sabina, Harnessing Digital Media in the Fight Against Prejudice,Journalism

and Mass Communication Quarterly; Thousand Oaks Vol. 96, Iss. 4, (Dec 2019): 1052-
1075
The current study examines the influence of both physical and virtual environments in promoting the
Jewish majority's subtle and overt bias against Israel's Arab minority. An online survey of 450 Jewish
students who use digital media on a daily basis was used to perform this study. There was a reduction
in virtual contact and exposure to unfavourable content about Arabs on digital media.

7. Cheng-Hao, Steve Chen, Digitally facilitated newspaper consumption and value co-
creation, The Bottom Line; Bradford Vol. 32, Iss. 1, (2019)
The goal of this research is to provide insights into value creation within a newspaper
consumption community, as well as to contribute to current information research by
illustrating how an atypical consumption community might co-create value in ways that are
not currently known. The disruption of the newspaper industry's business model and value
chain as a result of digitization has resulted in severe revenue reductions.

32
8. Bullard, Sue Burzynski, The Ethics of Emerging Media: Information, Social Norms and
New Media Technology, Journalism and Mass Communication Quarterly; Thousand
Oaks Vol. 89, Iss. 3,  (Sep 2012): 526-528.
Social media platforms have infiltrated the mechanics of daily life during the last decade,
altering people's casual relationships as well as institutional structures and professional
routines. Social media, far from being impartial venues for all, have altered the conditions
and regulations of social interaction. We investigate the complex relationship between social
media platforms, mass media, users, and social institutions in this article by focusing on the
social media logic—the norms, strategies, procedures, and economies—that underpins its
dynamics.

2.2 Research Objectives

Project was related to the market research as well as selling part. In first half the main focus on
the market research to find out the general habits of the newspaper readers and market share of
the Hindustan Times newspaper, Mint newspaper. Another objective of the research was to find
out new customer base for the products.

Following were the objectives-

 To study the habits of the newspaper readers.

 To study market share of the Hindustan Times and Mint newspaper

 To find out new customer base for the HT products.

33
2.3 Detailed Description of Task

Primary Research:

The primary objective of the primary research was to conduct a survey to know the general
habits of the newspaper readers, also the another objective of the primary research was to find
the preference of the readers towards the Hindustan Times newspaper and the Mint newspaper.
For the primary research a questionnaire was prepared and that was circulated to the sample and
target audience. The questionnaire was designed in such a way that it can explore the habits of
the newspaper readers also give the idea about the preference of the readers towards the
Hindustan Times and mint newspaper . The questions was circulated among the newspaper
readers through which the customer interaction was done.

Secondary Research:

The secondary research was carried out to find the new potential customer base for the HT and
the Mint newspaper. Research was carried out using the information available over the internet
and the information obtained by the references. After collecting the information over the internet
and by using the references, cold calling was done to do actual interaction with the new potential
customers in order to find contact information like concern person’s name, number, mail ID and
to find out their interest.

DATA COLLECTION INSTRUMENTS

Questionnaire:

34
A questionnaire is a set of systematically structured questions used by a researcher to get on from
respondents. Questionnaires have been termed differently including survey checklists, scales,
inventories, forms, inter alia. They are any written instruments that schedules, indexes/indicators,
profiles, studies, batteries, tests present respondents with a series of questions or statements to
which they are to react either by writing out their answers or selecting from among existing
answers.

SAMPLING PLAN:

Sampling Frame: Sampling frame comprises all the elements of a population with proper
identification that is available to us for selection at any stage of sampling. In this case, Mumbai
is the sampling frame

Sampling Methodology: Probabilistic Sampling.

In Probabilistic Sampling, simple random Sampling was chosen.

Sample Size:

A sample size of 50 was selected. The samples were selected by convenient sampling method.
Each one of them was asked to fill a questionnaire and the collected data was used for further
analysis.

Limitations of the Report

1) The project was taken as a part of Semester I program and hence only the limited number of
people were considered

2) As the study is done in the suburban area of Mumbai, these results cannot be generalized to
other parts of Mumbai

3) Simple random sampling has its own limitations

2.4 Research Methodology

This section consist the Research Methodology used in the project highlighting data collection
sources, data collection method, data collection instrument sampling plan, sampling, data
analysis technique, classification of data and most importantly processing and analysis of the
data.

Research Design

35
It is the overall strategy that will help you to logical arrangement of the various component of the
study so you can effectively address the research problem. It is the blueprint for the data
collection, measurement and analysis of the data. The research carried out was the exploratory
type of research that research help to explore the habits of the newspaper readers as well as to
find how much peoples prefers the Hindustan Times and mint newspaper. After deciding the
research objective, the next step was to decide the nature of the research which was the
exploratory research then questionnaire used as a tool to gather the information. Those question
was filled by the newspaper readers. The sample and population were decided in such a way that
they can give the best possible result within the given limitations.

Research objective Research design Nature of research

To study habits of Exploratory
newspaper readers and Research
find out market share of
HT and Mint

Data collection source Data collection tool Content and

Primary and secondary Questionnaire which is analysis and
close end interpretation

Research process flow

2.5 Applications of Classroom Learnings

One of the tasks of my project was to do SWOT analysis of the Hindustan Times newspaper,
mint newspaper and others competitive newspapers. The SWOT analysis concept was studied in
second semester in marketing management subject. In SWOT analysis we have to find strength,
weakness, opportunities and threats to a particular product. My task was to find SWOT analysis
of the Hindustan Times and mint newspaper and other competitive newspapers. After doing

36
SWOT analysis of all the newspapers all the newspapers are compared on the basis of strengths.
SWOT analysis of a particular product is necessary to find out its strengths over the competitors,
to find its weakness compared to the competitors and to find areas of the opportunities where
chances of growth and external threats to that product. By doing the SWOT analysis we can fix
our future strategy to do improvements in our weaknesses and convert them from weaknesses to
the strengths. Also, it will be helpful for find the areas of opportunities where we can tackle new
customers.

SWOT ANALYSIS OF HINDUSTAN TIMES

Strengths

 Brand legacy
Strong history and good connections with peoples and their sentiments.

 Reach across metropolitan cities

Newspaper has good circulation in New Delhi, Mumbai, Kolkata, Lucknow, Patna, Ranchi,
Bhopal Chandigarh, and Jaipur.

 Cost
HT offers some wonderful discounted offers on advance subscription.

 International news coverage

Newspaper has good international news coverage.

 Business news
HT has nice expert team which helps to provide best business news to the readers. Also, they
provide good analysis of the situation, Find the root causes of the problem. They provide helpful
news to the readers.

37
  Useful and entertaining supplements
 Has a good pool of supplements covering education, entertainment, Sunday lifestyle magazine.
 Content management
Balanced content management like international news, national news, fashion blogs, business
news, horoscope, HT cafe, spotlight which helps to engage all kinds of readers.

 Types and headline

Easy to locate and read: HT had colored headlines, bold types for the leads and over all visibility
and readability is good.

 Easy capture
HT used to give some important news to be noted as a concise note at the top in the front page.
This enabled the hurry office goer to get a quick glance easily.

 Presentation
font of HT is more youthful, new and classy. Better typography and readability. A much more
modern, youthful look. Proper use of the graphs, Charts and pictures makes it more attractive and
readable.

 Less advertisements compared to other newspapers.

Weakness
Less coverage of local news. Limited pan-India presence and penetration as compared to
market leaders
Tough language compared to competitors
Lack of sports news

Opportunities

 Being part of a large conglomerate means HT have resources to expand in other parts of
the country. It helps to gather local news. It will be helpful in generate new customer base
in parts other than big cities.
 As todays readers are mostly spent their time online, Maximise involvement of people
through online interaction and tie-ups with institutions and companies.

38
Threats
 Easy availability of online news on local sites.
 Increased competition from other dailies

MINT THE ECONOICS FINANCIAL BUSINESS LINE

TIME EXPRESS

 Complete  General  newspaper tries  Newspaper

business business to covers all with balanced
newspaper as newspaper general news. package of
the main where all main emphasis news form all
emphasis on areas on the general sectors.
the business covered. news related to
and political business and
news. politics.

 Contents of  contents are  News are  News from all

news are covered available with sectors are
deeply from wide expert opinion, presented in
studied and areas, but numbers. Both deep with
well news in local and detailed
analyzed by details are international reports for
the experts. not present. coverage same.
News are present.
presented
with

39
 complete
details,
background,
numbers and
expert
opinion for
that.

 View section  Opinion section  Think section

is very  Editorial is well balanced gives detailed
impressive, section is where various information
where the blending of famous persons about the
issues related information of various topics by the
economy, about sectors and uses experts.
politics, economy are expressing Topics are
agricultural, and politics. opinions related generally
business and The issues to different related to
others are deeply issues. politics,
sectors are discussed business or
presented by by the agriculture
the experts. experts. sector.
All the
content is
very well
studied and
illustrated in
great way.

 Data  Charts and  Quite often use  Balanced use

presentation graphs are of charts and of charts and
is impressive used to graphs. Data is graphs.
with contents illustrate supported with Overall
are presented information numbers. contents
with but the they presentation is
numbers, are not to well optimized
graphs and much with fresh
excellent helpful in layout.
graphite illustration.

40
 which is easy
to
understand.

 News  Overall  International  Detailed news

coverage on content news coverage coverage on
international coverage at is poor. national as
level is poor. national and well as
internationa international
l level is level.
good.

Major Competitors Profiles (business dailies):

 The Economic Times.

The economic times is published by Bennet, Coleman and co. ltd. It was started in 1961 and
most popular and widely read financial daily in India.

Their main focus is based on the Indian economy, international finance, share price, prices
of commodities as well as other matter relates to finance. It is characterized by salmon pink
paper.

Supplements:

Brand equity (weekly): a weekly supplement appears every Wednesday, which covers
marketing, advertising, media and market research.

Et travel: weekly supplement covers travel and

tourism. Et realty: weekly supplement covers real
estate.
• The Business Line.
The business line is published by Kasturi and son’s publisher of The Hindu newspaper
located in Chennai. The business line started publishing in 1994 and published in
broadsheet format. It has a circulation of more than 2, 50,000 copies.

41
 • The Financial Express.
The financial express is published by Indian express group 1961. The financial
express specializes in India and International business and financial news. The
newspaper has an exclusive tie-up with the financial times and the economist of
London to carry its articles all days of the week.

Major Competitors Profiles (main edition)

 The Times of India.
Times of India (TOI) is an Indian English-language daily newspaper owned by The
Times Group. It is the oldest English-language newspaper in India still in circulation
with its first edition published in 1838. It is owned and published by Bennett, Coleman
& Co. Ltd. first published twice weekly, the paper became a daily in 1851 and changed
its name to The Times of India in 1861.

 The Hindu.
The Hindu, started in 1878 as a weekly, became a daily in 1889 and from then on has
been steadily growing to the circulation of 15,58,379 copies (ABC: July-December 2012)
and a readership of about 22.58 lakhs. The Hindu uses modern facilities for news
gathering, page composition and printing. It is printed in seventeen centres including the
Main Edition at Chennai (Madras) where the Corporate Office is based.

 Indian express.
The Indian Express is an English-language Indian daily newspaper. It is published in
Mumbai by Indian Express Group. The group's founder Ramnath Goenka's death in 1991,
the group was split between the family members. The southern editions took the name
The New Indian Express, while the northern editions, based in Mumbai, retained the
original Indian Express name.

42
Major Competitors Profiles (school edition):

 Times NIE

Times Newspaper in Education (Times NIE) is a brainchild of The Times of India, the
world’s leading English newspapers. Times NIE nurtures progress and innovation. Times
Newspaper in Education program (Times NIE) was initiated in India in 1985. Their prime
focus is to increase the education with the help of newspaper.

 The Hindu in school

In school is the school edition newspaper of The Hindu. The Hindu In School, is an 8-
page newspaper curated exclusively for 11-17-year-old students. It is the fascinating
learning tool provides quality content by bridging classroom learning with the real world.

Eight Editions of The Hindu in School are available in digital form.

 Young explorer

43
Young Explorer, India's first and only career magazine for school students is here to help
children plan, pursue and realize their dreams. MET League of Colleges launched Young
Explorer, targeted at school children in January 2004.
Targeted at students from Std. V to Std. X, Young Explorer provides comprehensive
information on different subjects beyond the curriculum

44
 Chapter 3
Primary Data & Analysis/Interpretations

45
 1. Which age group do you belong?

18-25 years 26-30 years 30-40 years Above 40

167 31 14 77

Total Respondents - 289

Data inference

So, here we can state that the majority of the respondents read the newspaper daily. Out of the 51
respondents 27 respondents reads the newspaper daily.

2. How do you mostly access newspaper?

46
Hard Copy Online Newspaper
31 20

Total Respondents - 51

Data inference

From above data it is clear that most of the peoples still uses the hard copy of newspaper to read.
Out of the 51 responses 31 uses the hardcopy for read. So is indicates that peoples are still
prefers traditional method of newspaper for reading.

47
 3. Why do you choose to read newspaper over other media?

Data inference
Most of the peoples reads the newspaper because of the reason of more information, less
sensation. Out of the 51 responses 26 responses are for that reason. Second most preferred reason
for the reading newspaper is Credibility and reliability which shown by the 14 respondents.

48
 4. What do you think is the main reason behind the declining trend of newspaper
reading in general?

Data inference

Above data indicates that the main reason behind the declining trend of newspaper reading in
general is the popularity of internet specially social media. Out of the 51 respondents 35
respondents go for that reason. It means peoples are liking the information available on internet
and social media.

5. Do you think there are any benefits that the newspaper readers avail over the
others who don’t read newspaper?5
 

Yes No May Be
40 00 11

49
Data inference
Most of the respondents are agree to that the benefits of the newspaper reading over the peoples
who don’t read the newspaper. 40 out of 51 respondents stated that there is benefit of newspaper
reading. 11 respondents states may be some benefits of newspaper reading.

50
 6. Which general newspaper do you read?
 

Data inference
Most of the peoples read the Times Of India newspaper in general category as 32 out of 51
selected for same. Out of the 50 responses 24 peoples read the Hindustan Times newspaper
Which shows almost 48% share. Times Of India remains at top with 64% share. At third place
The Hindu with 22% share.

51
 7. which business newspaper do you read?

Data inference
In the business newspaper category Economics times tops with 58% share. Out of the 50
respondents 29 reads the Economics Times. Business standard is at second position with 38%
share. 11 respondents read the mint newspaper. Mint has the 22% share.

52
 8. If one of the options is digital, please share your favourite newspaper platform on digital media.

9. How much time do you spend reading newspaper?

Data inference

53
Above data states that the main reason behind not reading newspaper is no time to read as 15 out
of the 28 responded selected that option. Vendor doesn’t deliver is selected by the 8 peoples. 6
peoples find that the Subscription of the newspaper not affordable.

Sales calls Details

Total calls Received Not received

Management college 19 16 3

Commerce classes 32 26 6

Competitive classes 20 17 3

Number of people spoken

Total calls received spoken Denied to speak

Management college 16 13 3

Commerce classes 26 22 4

Competitive classes 17 13 4

54
Reasons of not speaking

call you back when I will become free 5

not interested 4
don’t have authority to speak 2

Conversion Rate

Total peoples Interested Not interested

interacted

55
 Management college 13 6 7

Commerce classes 22 12 10

Competitive classes 13 7 6

Reasons for not accepting offers

Not interested 12
Already have tie-up with another brand 11

56
 Chapter 4

Conclusions & Recommendations

57
4.1 Conclusions

1. Most of the peoples reads the Newspaper daily. According to survey 52% peoples reads
newspaper every day.

2. Still today majority of the peoples read the newspaper in the traditional printed format.
Peoples are slowly started towards reading newspaper at online platform.

3. More information and less sensation is the most important reason behind the reading of
newspaper. Credibility and Reliability is another reason for reading newspaper.

4. Most of the people thinks that the popularity of internet especially social media is the
main reason behind the decline in trend of newspaper reading.

5. Reading of newspaper has some benefits over the peoples who don’t read the newspaper.

6. Times of India is the most preferred general newspaper read by peoples with Hindustan
times is at second place. Among the business newspapers Economics times is most
preferred newspaper by readers with mint at third place.

7. No time to read is the main reason behind the peoples who don’t read the newspaper
followed by distribution problem. Also, some peoples founds that subscriptions are
costly.

58
Recommendations

1. Now peoples are in transition phase of shifting from the traditional printed newspaper
reading to the online reading. So providing good amount of efforts towards the online
content creations, promotion is very important. HT media have to focus on the online
readers.

2. Promotion of the product is necessary to make it familiar with the user. HT media have to
do some promotion for its online subscription offers to attract the new customer.

3. Peoples are looking for the news content which they can read anywhere and anytime
because the lack pf time is main problem behind the not reading newspaper. So HT media
have to develop its own application via which peoples can read the news anywhere at any
time.

4. Being part of a large conglomerate means HT have resources to expand in other parts of
the country. It helps to gather local news. It will be helpful in generate new customer base
in parts other than big cities.

4.3 Learnings Emerged

1. True Purpose - The importance of truly believing in what you do, the
mandatoryneed to define your core value. From an internal perspective, if you are
not willing to bet your money on the project, it is not going to fly. You want to
be financially and emotionally involved to increase your chances of
success.From an outside perspective, having a true purpose is really adding
value for consumers (or customers).

2. Personal Relationship - The importance of creating a 1-to-1 relationship

with the consumer/customer to truly understand who they are and what
they need.

3. Data Collection - Understood the true power of using data points to bring ideas
to the next level, and quickly understand when to pivot if something seemed
off. Data shows you what there opportunities to move forward are.

• Digital Learning - The importance of the digital learning experience and the
lean startup approach. Comparing to a regular innovation process, it is mind
blowing to see what tangible results and opportunity you can create in such

59
 short amount of time.

• Mentoring and Networking - Regular, unbiased outside views are really

helpful to challenge your own view and provide support for the next steps.
Having a good network of people working in the start-up environment and in
the innovation field help the individual and to nurture the lean approach, to
exchange and share ideas and best practices, to ‘feed the beast’ / be constantly
inspired with new creative ideas and solutions.

60
 ANNEXURES

Questionnaire

1. How often do you read newspaper?

2. How do you mostly access newspaper?

3. Why do you choose to read newspaper over other media?

4. What do you think is the main reason behind the declining trend of newspaper reading in general?

5. Do you think there are any benefits that the newspaper readers avail over the others who don’t
read newspaper?

6. Which general newspaper do you read?

7. which business newspaper do you read?

8. If you are not reading any newspaper at present, please provide reasons.

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Format used for data collection

NAME OF THE NEAREST RAILAY CONCERN

SR.NO ADDRESS
INSTITUTE STATION PERSON
         
         
         

         

DESIGNATION CONTACT NO. CELL NO EMAIL ID SEGMENT

         
         
         

         

CURENT
NESWPAPER THEY QUANTITY REMARKS
ARE GETTING
     
     
     

     

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 Bibliography

https://www.hindustantimes.com/

https://en.wikipedia.org/wiki/Hindustan_Times

http://www.htmedia.in/?page_id=7

http://www.htmedia.in/?page_id=59

https://www.statista.com/statistics/237749/value-of-the-global-entertainment-and-media-market/

http://www.htmedia.in/wp-content/uploads/2019/08/HTML_AR_2018-19.pdf

https://www.pewresearch.org/fact-tank/2020/02/14/fast-facts-about-the-newspaper-industrys-
financial-struggles/

https://www.longdom.org/open-access/is-print-readers-declining-a-survey-of-indian-online-
newspaper-readers-2471-8726-1000177.pdf

https://www.statista.com/topics/4726/newspaper-industry-in-india/

63