1. Introduction ...02
 Objective of Study  Scope of Study  Executive summary …03 …05 …07

2. Company Profile …11 3. Product Profile …17 4. Research Methodology …39
 Research Design  Information & sources

5. Limitation of Study …45 6. Finding & Observation …46 7. Conclusion …59 8. Bibliography 63

Annexure 65




“COMPARITIVE STUDY OF HINDUSTAN TIMES AND TIMES OF INDIA” is a project report that throws light on the competition that Times of India today has to face, courtesy the new entrants in the market namely DNA and Hindustan Times.

Times of India no wonder is the Queen, enjoying a lion’s share in the market. However things changed once the King of North India, Hindustan Times entered the battlefield, Mumbai to claim the throne.

.TOI, which had so long enjoyed the monopoly in Mumbai, which had been formulating marketing strategies, resting back on their throne now has sat up and are formulating defensive strategies to meet the competition.

 This project reveals that it is very hard to overthrow TOI from the minds of Mumbai readers but definitely not impossible. The survey conducted throws


would be a surprise package for one and all.  The survey conducted reveals consumers are the real winners. The winner is Times of India. so will the quality and eagerness to please the readers. for the time has come when you can choose YOUR paper!!! 4 . True. as expected.  One would think why conduct a survey to find out the winner between HT and TOI. as per the survey. Public opting for the new entrant newspapers itself is a competition to TOI. as they have choice today.light on the fact that HT is not even near TOI’s readership but its coverage and quality of news. But the competition to TOI given by HT. So readers rejoice. As competition grows. editorial skills and prices has been welcomed and appreciated too.

newspapers are still the most iconic outlet for news and other types of written journalism. information.Newspapers are most often published on a daily or weekly basis. comics. 5 . General-interest newspapers often feature articles on political events. society and sports. and coupons. Newspapers are a major force in forming public opinion and affecting national and international efforts towards economic progress and global understanding. art/entertainment. Despite recent setbacks in circulation and profits. Supplementary sections may contain advertising. crime. The circulation of newspapers in the world has increased strongly last year. and advertising. business. and they usually focus on one particular geographic area where most of their readers live. Most traditional papers also feature an editorial page containing columns that express the personal opinions of writers. according to the World Association of Newspapers. At the same time newspaper advertising revenues made significant gains.SCOPE OF STUDY A newspaper is a publication containing news.

1 million copies daily.5 million copies sold daily India. Over the last five years circulation growth in Asia has been more than enough to offset the slow decline in circulation which is taking place in the developed countries.4 million copies daily United States.     The newspaper industry in Asia remains unaffected by the problems of a stagnating market and declining circulation that have been plaguing the newspaper industry in the West. with 93. the world’s largest association for newspaper and media publishing.8 million copies daily Japan. with 78. In fact. with 55. with 70. especially in India and China. the industry is expected to grow in the next 5-10 years. 6 . according to a report of Ifra. The report pointed out that newspaper circulation is growing in the developing countries not only because the population is expanding quickly but also because more people can read newspapers and can afford to buy them. with 22.6 million copies daily Germany.The five largest markets for newspapers are:  China.

Print media was facing a squeeze due to the increasing popularity of television-initially color television and then satellite television. are all veterans of the Indian freedom struggle. The industry witnessed tough competition both regionally and nationally. The companies started aggressive marketing and promotional strategies to increase circulation and readership. in the late 1980s. In 1999. Many of the top publications today are the ones that have lived the freedom struggle – The Times of India. The ad market worth 7 . Mumbai Samachar.EXCEUTIVE SUMMARY Newspaper companies in India came to be projected as public service institutions after independence. There was fierce competition for the advertising rupee. they became just another fast moving consumer commodity. economic collapse. Malayalam Manorama. electronic media like television had made a dent into the print media revenues. Ananda Bazaar Patrika. social destruction etc. The Hindu. However. the top 10 newspapers accounted for about 90% of the readership and the top two made 90% of the profits. Newspaper industry has survived everything – wars. By late 1990s.

which is already flooded with a variety of newspapers because. For long even the advertisers had no choice than to pay exorbitant price to reach Mumbai’s up market consumers. There is room for a strong number 2 or 3 and we are keen on capitalizing on these positions. “Mumbai offers potential for growth. who have a potential to become leaders. when the new entrants came into the field.90 billion slowed down and newspapers saw a steady decline in advertising share .” Mumbai offers the country’s largest advertisement revenue of Rs 1000 crores which only one player – TOI had and still has the lions share. But this was only and only till 2005. And one such grand entry was made by The King of Northern India. fondly known as HT.about Rs. Hindustan Times. But with new entrants. Mumbai has a 16% share of the country’s $1. TOI’s advertising rates are the highest in the country.1 billion annual market for print advertisement. Traditionally Mumbai witnessed a monopoly of the Queen of Newspapers – The Times of India.from about 75% in 1995 to almost 50% in 2000. All these threat posing factors still didn’t stop the industry from flourishing. with whole lot of new entrants in the Mumbai market. The King chose to enter Mumbai. advertisers are smiling! 8 .

let alone Mumbai. TOP 10 ENGLISH DAILIES 9 . There are so many on the stands that it’s difficult to rate and find out who is the leader. according to the Indian Readership Survey (IRS) 2009 Round 1 released recently by the Media Research Users Council (MRUC). is plagued with a variety of newspaper. Following are the top ten English daily newspapers in India.Today the whole of India.

Rank 1 2 3 4 5 6 7 8 9 Newspaper The Times of India Hindustan Times The Hindu The Telegraph Deccan Chronicle The Economic Times Mid-Day The New Indian Express Mumbai Mirror 10 Daily News & Analysis 10 .

2. COMPANY PROFILE Hindustan Times Vice-Chairperson and Editorial Director: Shobhana Bhatia 11 .

Master Sunder Sigh Lyallpuri started the newspaper with contributions from USA.Advisory Editorial Director: Vir Sanghvi Editor-in-Chief: Chaitanya Kalbag CEO HT Media Ltd: Rajiv Verma Group Editor: Mrinal Pande Hindustan Times commonly called as "HT" was founded in 1924 by Master Sunder Singh Lyallpuri. 12 . the founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab. Canada and locals from the Lyallpur District.

Chandigarh. Recently HT has launched a national business newspaper called Mint. the print location of Jaipur HT was discontinued from June 2006. HT has also come up with India's first youth daily called as HT Next in 2004. Patna and Kolkata. Lucknow. plans to consolidate itself as a vibrant and modern media 13 . with an agreement with Wall Street Journal to publish Journal branded news and information in India. Hindustan Times has proved its nation wide reach in India. The Mumbai HT edition was launched on 14th July 2005. The newspaper has been working non. Jaipur and Ranchi.stop since the Indian independence movement. Over seven decades the organization has been a major force in the print media. Leadership through quality and innovation is the hallmark of the Hindustan Times Limited. It is also printed from Bhopal. The paper issues simultaneous editions from New Delhi. However.HT today has become a leading newspaper in India. the newspaper has become a market leader for English papers in north India. Prominent faces like Devdas Gandhi and Khushwant Singh have at times edited the paper. The Hindustan Times Ltd. Because of the authenticity of its news. Mumbai.

Parigi Director: Sumir Chadha Managing Director & Chief Executive Officer: Dinesh Wadhawan Chairman: Vineet Jain 14 . The Times of India Director: A. ever-increasing scope of operations and a consumer focused approach. P.powerhouse through strategic partnerships.

TOI group has 45 dailies and periodicals in 3 languages and 108 editions from 9 centers across the country and a combined readership of over 40 million. the Times of India also known as TOI is one of India's leading English daily newspapers.Chief Editor: Rajesh Karla Owned and managed by Bennett. 15 . Ltd.. Coleman & Co. Coleman & Co. the paper has earned credentials for its authentic and up to date news publications. Ltd. India's largest media group. Started 170 years ago. Bennett.

16 .along with this newspaper also publishes “Economic Times". "Mumbai Mirror". Ahmadabad. Recently Times group has launched a controversial new business initiative. Pune. Bangalore and Mangalore. Lucknow." It offers to take an equity stake in a company in exchange for advertising. In January 2007. Kolkata. Mumbai. The Times of India has its daily editions from New Delhi. Nagpur. the "Navbharat Times" and "Maharashtra Times". Patna. called "Private Treaties. the Kannada edition of the paper was launched in Karnataka's capital Bangalore. Chandigarh. Hyderabad.

Dr Kichlu. PRODUCT PROFILE THEORETICAL STUDY Mahatma Gandhi performed the inaugural ceremony of the newspaper on September 15. Rubi Watson and many other prominent writers of that time. L. Ruchi Ram Sahni. Bernard Haton. Vaswani. Andrews. Reddy. Dr. Maulana Mohammad Ali. T. F. 1924. Delhi which carried write-ups of C. St. C. Nihal Singh.3. R. 17 . First issue of the newspaper was published from Naya Bazaar. Harinder Nath Chattopadhyaya.

K.. Shobana Bhatia joined Hindustan Times in the year 1986. M. currently valued at Rs 834 crore. Chanchal Singh (Jandiala. Ownership of Hindustan Times Owned by HT Media Ltd. Hindustan Times is part of the India's famous KK Birla group and currently managed by Shobhana Bhatia. Panikkar was the first Editor of the newspaper. At the time of joining HT. while Devdas Gandhi (son of Mahatma Gandhi) was also on the panel of editors. she was the first woman chief executive of a national newspaper. Jullundur) and S Mangal Singh Gill (Tesildar) were appointed as in charge of the newspaper. 18 . Pandit Madan Mohan Malayia and Master Tara Singh were some of the prominent members of the Managing Committee. Hindustan Times Supplements  HT Brunch: HT Brunch is a 28 page magazine containing stories and snippets from lifestyle to travel. It comes every Sunday.Master Sunder Singh Lyallpuri was the Managing Chairman and Chief Patron of the newspaper himself. At present the KK Birla group owns 69 per cent stake in HT Media Ltd. granddaughter of GD Birla.

 HT Horizon: A career related supplement.  HT Estates: Contains real estate and property related features and circulated on Saturdays.a Hindi Daily published from Delhi.Monthly literary magazine    HT Circulation 19 . HT Power jobs: This supplement is dedicated to careers with information on everything from job listings to career counseling. It comes every Tuesday.Monthly Children's magazine Kadambani . HT Horizon comes every Wednesday.  HT Premiere: HT Premiere comes every Thursday containing items on entertainment covering Hollywood and Bollywood. Lucknow and Patna.An English Business Daily Hindustan . Nandan .  HT Sister Publications  Mint.

HT Group in Electronic Media HT Media Ltd has ventured into electronic media through its subsidiary HT Music and Entertainment Company Ltd. Fever 104 is currently available in the cities of Delhi and Mumbai. HT enjoys strong brand recognition among readers and advertisers as well. Hindustan Times has a good track record at the IFRA and has won several awards this year as well. HT Events 20 . HT has a combined circulation of 2. Awards and Recognitions Over the years Hindustan Times has won several national awards and earned certificates of recognitions.25 million copies everyday including Hindustan Times (English) and Hindustan (Hindi).49 million readers. The radio channel. Due to huge circulation.Based on the readership survey of 14. The company has entered into the FM radio market in major Indian cities through a consulting partnership with Virgin Radio.

is primarily a news website with 2 million unique visitors and 100 million page views per month. the media group reported a 13% increase in revenue to $82 million and a 10% increase of profit after tax (PAT) to $9 million from the year-ago quarter. HT Media Ltd Annual Revenue In 2007 HT Media group reported annual revenue of $245 million.HT Media group annually organizes a Luxury Conference and also a Leadership Summit in Delhi. 2007. Hindustan Times in Internet HT's Internet business. MARKETING STRATEGY OF HT 21 . shoemaker Christian Louboutin. prominent leaders of the country and foreign countries participate. with a significant number of visitors coming from outside India. Gucci CEO Robert Polet and Cartier MD Patrick Normand. The Luxury conference had been attended by featured speakers like designer Diane Von Furstenberg. For the fiscal third quarter ended December 31. under the portal. While in Leadership Summit.

they were able to determine if any changes were required before the launch of HT. The campaign saved a lot of time. 22 . HT took to this campaign in Delhi for the last ten years and is still continuing. money and resources of the company. The MREs went door to door and checked whether the product is acceptable by the customer or it required changes. Personal Contact Campaign (PCC) or Direct Marketing: It also referred to as direct marketing because the Marketing Research Executives (MRE) of HT directly approached the customer by making a visit at a place convenient to the latter. even by the TIMES. Since they took up this PCC pre launch of HT. carrying along with them a questionnaire consisting a set of questions with multiple answers to take the customers opinion. This campaign was widely accepted by people of Mumbai. usually they’re home. followed by DNA and then. Hindustan Times was the only player in the history of Mumbai industry to come up with such campaign.

HT Took To Direct Marketing due to the following reasons: • To ensure HT reaches its right customers faster than its competitors. HT took up indirect marketing because: • Customers are well known to the medium.  Indirect Marketing: HT along with direct marketing also gave emphasis on indirect marketing. • Vendors couldn’t be relied upon completely when it came to promoting the product effectively. 23 . • The right way to get to customer was through a trained team. • There’re focus was to establish themselves in the identified market quickly and effortlessly. • What HT wanted to portray was directly communicated to the masses.

it was difficult to reach each and every customer. However it was for limited period. • Promotion is done through a medium. HT marketed themselves INDIRECTLY in the following ways: • VENDORS Vendor’s say is given great importance as he is one of the reliable sources for the customer. • NICHE MARKETING 24 . • Saves time.e.• Customers quite often purchase on the basis of Word-of-mouth i. • CITIBANK OFFER Citibank credit card holders can avail HT at a much lower price. • Customer may not like MREs approaching them directly. from a reliable source. • In direct marketing. money and resources.

A-1 denotes the uppermost socio-economic class. which are more price sensitive.HT caters to small segment of the market called SEC A -1 in Mumbai. Such a target where only a small segment is targeted is referred to as Niche marketing. The plan was to initially target the upper class till the mass became aware of the product & later move to other segments. PRICING OF HT 25 .

their competitor TIMES. TIMES .1 AT YOUR DOOR STEP” And so with the grand price. They priced their paper in such a way that other paper could only dream of. The offer was: “HINDUSTAN TIMES AT LESS THAN Re.HT’s pricing strategy was a unique and mind blowing one. above all by their competitors. The answers were 50 % -----------> RS 4 45% ------------= RS 4 5% -------------< RS 4 HT took this as a base and boiled down to a price which stunned the nation and above all. HT MINT (WALL STREET JOURNAL NOW WITH HT) 26 . 14th 2005!!!! Their entry was noted world wide. It was their price that made many TIMES customers switch to HT.TIMES felt threatened and they indeed had to wake up from their relaxing chairs so as to retain their numero – uno position. launch and opening the king made its entry in Mumbai market on July. HT initially carried out a research to find out what prices customers would pay for English daily.

being available in different formatsprints and web.1 per day AND A 30 day free subscription to WSJ. the world’s largest business newspaper. 311copies for 1 year at less than Re. 27 . • Designed to compliment your lifestyle. RS 299 i. • HT’s partnership with Wall Mart journal enables the paper to tap 1800 news to bring international news to its customer. HT is offering this new paper under a subscription of 1 year.HT Media LTD has associated themselves with Wall Street There are 5 reasons as to why one must read this paper: • Reading no longer is a chore • Translate news to knowledge and knowledge to understanding in a succinct and insightful manner. so that you are in control.e.

Initially the paper served only the 28 . crisp and relevant information at your desktop History of TOI The Times of India came into being on November 3.• Backed by an outstanding editorial team. 1838 and was known as "The Bombay Times and Journal of Commerce". whose vast experience ensures you get clear.

Ivor S. who left the editorship in 1950. the newspaper reported 29 .British residents of western India. The Times of India was originally British-owned and controlled. After India's Independence in 1947. Published twice a week on every Saturday and Wednesday. From the year 1850 the daily editions of the paper were started and the newspaper got its present name in 1861. the company employed over 800 people and had a good circulation in India and Europe. In the 19th century. Jehu was its last British editor. the ownership of the paper was passed on to the industrial family of Dalmiyas and later it was over by Sahu Shanti Prasad Jain of the Sahu Jain group from Bijnore of Uttar Pradesh.continent and was circulated between India and Europe via regular steamships. TOI Circulation The newspaper has the widest circulation among all English-language broadsheets with about 2. The Bombay Times and Journal of Commerce contained news from Europe.6 million daily paid copies. America and the sub. In the year 2005.

Morning newspaper from Mumbai Femina . 30 . and Bangalore Times etc. Bombay Times. gossips. Lucknow Times.English Film Magazine published in association with BBC TOI Supplements The Times of India comes with several city-specific supplements. These city supplements carry entertainment news.Marathi Daily Newspaper Mumbai Mirror . such as Delhi Times.Women's magazine published in association with BBC Film fare . TOI Sister Publications       Economic Times .4 million) it was certified by the Audit Bureau of Circulations as the world's largest selling English broadsheet newspaper. page3 party news. photographs and other lifestyle related happenings in metros and big cities.that (with a daily circulation of more than 2.A Financial daily Navhbharat Times .Hindi Daily Newspaper Maharashtra Times .

 Education Times: Weekly supplement focused towards students and acts as a counselor and advisor for student community. Times Life: Once in week carrying news about life of personalities and famous people.  Times Classifieds: Carries advertisements regarding jobs. it seeks to introduce more understanding of Human Resources and corporate life related stories.Times Group in Merchandise Planet M: Times Retail with Planet M outlets offer merchandise from music to designer Other major supplements of TOI include:  Times Wellness: Carries health related news and provides solution of your grievances by experts. buy and sell of items etc.   Times Property: The weekly supplement has real estate and property news. 31 .  Times Matrimonial: Feature marriage advertisement of boys and girls looking for match. Also carries the advertisements of various kinds of jobs in India and abroad.  Times Ascent: A weekly supplement.  Times Drive: A supplement related to auto-mobiles and latest development in the industry.

TIMES NOW has been started couple of years back by a joint venture between Reuters and the Times Group.Times Group Events The Times group organizes a number of fairs and exhibitions time-to-time all over the country. the Times Foundation. .Radio Mirchi. Mumbai and other important cities of India. The group also organizes The Economic Times Awards for Corporate Excellence or the Brand Equity Quiz. The Times Group sponsors Miss World and Miss Universe events and played host to a galaxy of stars at the Film fare Awards.  Rouge: A weekly supplement Times en Vogue: A weekly supplement TOI in Electronic Media A 24 hour English news channel. institutions & others organizations all over India. a good platform to converge and address the country's developmental needs. The company also owns a lifestyle TV channel .Radio Mirchi is available in Delhi. 32 . One of India's leading radio channel . Times Ascent Job Fairs and Education Events are the fair and exhibitions organized by the Times group. Times Group in Social Services The philanthropic arm of the Times group. Times Utsav Consumer fairs.Zoom and a radio channel . offers Non Government Organizations.

TIME'S MAJOR BRANDS   The Times of India-India's (and the world's) largest broadsheet daily The Economic Times-India's largest financial daily. knowledge events to telecom and integrated marketing. The site is visited by millions of users from India and other countries of the world. and world's second largest after The Wall Street Journal   Navbharat Times-The largest Hindi Daily in Delhi and Mumbai Maharashtra Times-The largest Marathi Daily in Mumbai 33 .TOI in Internet Times Group offers Internet services worldwide that covers everything from art to airlines.

Move fast India times were founded with a simple belief. devotional/spiritual music   Times Jobs-One of the fastest growing e-recruitment portals in India Radio Mirchi-A radio venture which mixes fun with social commitment while providing entertainment  Times Television-The group's latest venture has an entertainment channel called Zoom and a news channel named Times News. Pop music. Time’s STRATEGIES  Move first.     Mumbai Mirror-India's largest circulating compact newspaper Femina-A women's magazine Film fare-A film magazine Planet M-A music retailing brand Times Music-Music publishing including Hindi.  Multiple ties 34 .to create world class media product and services. Their mission stems from the belief that consumer experience is critical to their service.

think disruption and reinvest themselves every week  Continuous innovation Being in a dramatically changing business-the internet. they generously give every idea enough gestation-time even if it means forking out time from their daily work. So. India time’s customers are just joining the digital revolution.  Smart-sensing the future 35 .amounts to: act granular. To do that India times commanders and strategists wear simple hats. They are not subsumed by it.  Where Ideas live At India times ideas rarely die. the company acts on its anticipation of its customers through meticulous work. because they vehemently believe in the freedom to disagree. The company believes in keeping the floodgates of ideation open at all times. think big. continuous innovation and consistency in quality.Team India times strives to create multiple relationships with global India.

creates community value. Now for Rs 5. called Mumbai Mirror. The Times of India went on to a defensive mode and started a new “compact” newspaper. But it did not sell much. so ToI started distributing it free with the main newspaper. delights the smart shopper. provides cutting-edge solutions to the advertiser and believes in the magic of the idea. ToI reader gets more than 100 pages. TOI’s Defensive Strategies Months before Hindustan Times was launched in Mumbai. 36 .India times seeks to be a media mega mart that infotains the customer.

They beefed up their coverage. 37 .a tabloid. ToI also launched Rouge and Culture Currie The ToI readers are suddenly seeing a lot more news in a paper that once gave news a back seat to fluff. mopping up manpower and making it more expensive for their competitors to recruit. a daily tabloid. Their strategy was “a normal reader spends 20-25 minutes on newspapers. went on massive recruitment of journalists & media executives at high salaries. The Mirror is a newspaper for the new generation. It is essentially a “blockading strategy”. By including Mumbai Mirror with ToI. and so we started an alternative to broadsheets.“We always knew that there was space for a 2nd newspaper in Mumbai. You flood the reader with so much that he/she doesn’t feel the need for another newspaper. Do you think he/she will spend more time reading just because there are new newspapers?” Apart from Mumbai Mirror. It’s for the supersonic age where people want to scan news without going into too much depth. executive president of The Times of India Group. who want new-on-the-go like McD. we are improving the price performance ratio of of our brand”. says Bhaskar Das.

38 .

designs the method for collection information manages and implements the data collection process. generates refine marketing action. and improve understanding of marketing as a process. customer and public to the marketers through information used to identify and define marketing. RESEARCH METHODOLOGY RESEARCH METHOLOGY Marketing research is the function which links the consumer. 39 . monitor marketing performance. analysis the results and communication the findings and their implication. Marketing research specifies the information required to address these issues. opportunities and problems.4.

Research Problem 40 . Type of research used for this project My research is basically of descriptive type Descriptive research aims at fact-finding and more is based on surveys. RESEARCH METHOLOGY 1.” Research always starts with questions or problems. 2. Relevance of the Study The research is been conducted to survey the comparison between Times of India and Hindustan Times. It may be understood as a science of studying how research is done scientifically. Its purpose is to find answers to the question through the application of the scientific method.Meaning of Research Methodology Research Methodology is a way to systematically solve the research problems. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies. Research definition: “Research is careful inquiry or examination to discover new information and relationship and to expand and to verify existing knowledge.

An explanatory study is generally based on the secondary data that are available. It does not have to change his focus of direction. Explanatory research is carried out to define problems and development hypothesis to test later. Exploratory B. depending on the availability of new ideas and relationship among variables. Descriptive C. 41 . In this research problem I would like to understand and analyze about the comparison of Times of India and Hindustan Times. Research Design: “Research design is the conceptual structure within which the research would take place. The presentation of such a design facilitates research to be as efficient as possible yielding maximum information.” From definition it is evident that research design is more or less a blueprint of research.Every research has their own problem and limitation but good has to overcome that problem by their skill. There is no single perfect design. 3. It may be noted that there are several ways of studying and tackling a problem. Casual Explanatory research is focus on the discovery of ideas. The research design can be classified into true broad categories: A.

The present study seeks to find out the consumers attitude towards preperence of Times of India and Hindustan Times. I have done a very extensive research right from a generalized view like what are the common newspapers circulating in the market. For this in depth study and research I have visited various newspaper web-sites to know the history and various marketing strategies they adopt. I have done a thorough study of the newspaper price with the type of content the newspaper provides. apart from the general news what all supplementary news does a popular newspaper provide which makes it the best. Casual research helps in determined cause and effect relationship between two or more variables. I also went through the Wikipedia which helped me get the actual figures 42 . what makes one newspaper take an over-edge and boost its sales with respect to other newspapers.Descriptive studies are undertaken in many circumstances. Also. Descriptive studies can be complex. Information & data sources: For this newspaper marketing project. determining a high degree of scientific skill on the part of the researcher.

personal interactions with my friends who are employed with various media marketing and business to business marketing domain nurtured my knowledge for the completion of this project.  QUESTIONNAIRE was the major basis on which the research was conducted was also formulated to gather quantitative data regarding the choice of an ad. The reason for this is that the liking of an ad depends upon the personal characteristics to an extent. SAMPLE DESIGN – 43 . differentiating the newspaper trend in Indian market.  Websites were also accessed for getting the latest trends in the ad world.thus. SECONDARY SOURCES –  Books and articles were consulted for theoretical knowledge. Last but not the least. PRIMARY SOURCES – The primary data was collected through questionnaire and interviews with the managers and the staff.  PERSONAL INTERVIEW was the major basis on which the research was conducted.

 SAMPLE SIZE: 30 respondents as that was sufficient to get reliable information. where research was done in Residents. as these two newspapers are the mostly read newspapers in India according to the IRS (Indian Readership Survey). LIMITATIONS OF THE STUDY While doing my study and research for this project. The research is done taking into consideration The times of India and Hindustan Times exclusively. A general overview is presented for the various other newspapers like Mid-day. 2. and general public place. Telegraph. which again contradicts the fact there can be a possibility of maximum sales in a particular state for a particular newspaper depending on the origin. 44 . For example: The Telegraph is the mostly read newspaper in Kolkata beating TOI and HT. I had encountered some very stiff obstacles which I would definitely like to mention: 1.  SAMPLE UNIT: Service class and public place.SAMPLE AREA: Mumbai. The Hindu etc.

general knowledge Wikipedia books and constant personal interactions were involved for the proper completion of the project with actual facts and details. DATA ANALYSIS & INTERPRETATION 45 .3. 5. thus extending the time-span of the project deadline as multiple websites. Lack of availability of the newspaper case studies and research material in the websites.

Which newspaper do you read? (can choose multiple) a) Times of India b) Hindustan Times c) DNA d) Mid-day e) Others (please specify) ________________________ Respondents reading only: 46 .DATA ANALYSIS & INTERPRETATION 1.

2.Amongst the 30 surveyed. Agony aunt column. horoscopes f) Local news g) Advertisements h) Appointments Respondents’ preferential requirements in newspapers 47 .  9 ONLY reads Times  7 ONLY reads Hindustan Times  1 ONLY reads DNA  1 ONLY reads Mid-Day  1 ONLY reads Others (regional dailies). What do you look for in a newspaper? a) Overall general news b) Business c) International news d) Sports e) Jokes.

Local news scored 15%.    Jokes.  Business scored 20%. that one looks for in a newspaper.Respondentsrequirem ents 60% 40% 20% 0% Respondents requirements As per the survey conducted  Overall general news scores 40%. agony aunt. advertisement and appointments scored the least with 5%. sports ……category scored 10% International news. in terms of % preference. 48 .


Rate the following newspaper between 1-4 (1-Excellent: 2-Good: 3- Average: 4- Poor)

a. Times of India

b. Hindustan Times

c. DNA

d. HT Mint

e. Mid-day

f. Economic Times

g. Indian Express

h. Any other (please specify)____________________

Ratings for Times of India

 

60% (i.e. 18) of the respondents rated Times of India Excellent 40% (i.e. 12) of the respondents rated Times of India Good

 The above readings only prove once again, that Times is too old & well established to be overthrown.


Ratings for Hindustan Times

Amongst the 30 surveyed,  23% (i.e. 7) rated HT as Excellent  60% (i.e. 18) rated HT as Good

e. HT must pull up its socks and try not to get a rating of “Average”. one can easily conclude that HT still has a very long way to go to get an “Excellent” rating by its readers. 23 ) of the respondents stated that price did not affect their buying decision for the newspaper they read 52 . Has pricing scheme of newspapers affected your buying decision? a) Yes How? ______________________________________________ b) No Affect of price on buying decision  77% (i. 17% (i. In fact.e. 4. 5) rated HT as Average From the above figures.

e 1 respondent have not read HT 53 . 5.  97% i.e 29 respondents. Have you read HT? a) Yes Views please________________________________________ ___________________________________________________ b) No Respondents who have read HT Amongst the respondents surveyed.e.have read HT  3% i. 23% ( i. 7) stated price did affect the newspaper they read.

Excellent b. 6. As far as local news is concerned rate HT. a. Average 54 . The mass is aware of HT’s presence in the market and have even checked it out. Good c. which means HT can be a threat to Times.The above results portray the product awareness and even usage of the product by the masses.

As far as local news is concerned rate ToI.e. 6) of the respondents rated local news of HT as Excellent. 3) of the respondents rated local news of HT as Average. 20% (i. Average 55 . 70% (i. 21) of the respondents rated local news of HT as GOOD. a.e. Good c.e. 10% (i.   7. Excellent b.

Do you think newspaper is a means to promote local creative writing talent? a) Yes 56 .e. 15% (i. 18) of the respondents rated local news of ToI as GOOD. 25% (i.e. 5) of the respondents rated local news of ToI as Average.e. 7) of the respondents rated local news of ToI as Excellent.   8. 60% (i.

Which newspaper local advertisement is better? a.b) No  55 %( i. 45% (i.e. Times of India b. Hindustan times 57 .   9.e. 14) of the respondents believe that news papers are not the means to promote local creative writing talent. 16) of the respondents believe that news papers are means to promote local creative writing talent.

Mid.c. 3) 10.e. Hindustan times 58 .  40% (i. 6) rated HT as Average  10% (i.e.  30% (i. 10) rated HT as Good  20% (i. 12) believe that Times of India promotes local advertisement better.Which newspaper covers job opportunities better? Local Advertisement 30% 40% Tim of India es Hindustan Times DNA Mid-Day 20% 10% Amongst the 30 surveyed. DNA d. Times of India b.

DNA d. 59 .

6. The Times of India is too old and established to be overthrown in 60 . CONCLUSION CONCLUSIONS  Both DNA & HT are essentially competing for the #2 slot in the Mumbai market.

rather than the editorial. Rs. it was the Economic Times (1.  HT’s ad rates are almost half of ToI’s i. it is quite evident that the demand for newspapers is extremely price sensitive. the competition is taking place on the marketing and sales front.40 lakh) that trailed in the 2nd place after ToI. like the Indian Express (58. 2006. So it had high cover price and didn’t push for greater sales. In fact.000). Even though readers want better content.  Most of the stories in all of the newspapers are the same. it was far ahead of earlier competitors too. Until now.47 lakh) and Mid-Day (1. since they milked all the ad revenue.  From the survey conducted. ToI hiked its rate to Rs. On the contrary. But is it merely a Hoax’s choice? What choice does the reader really have? It’s more in terms of price.the short term. They didn’t need to increase circulation. 800-840/sq cm. 1500 sq cm besides 61 . as that would increase their costs (since the cost of producing a newspaper is much greater than its market price). With a circulation of 6 lakh. ‘The Times of India’ was way ahead of competition. on August 15. unfortunately.e.

Both DNA & HT are offering Re. newspaper vendors & ad agents finally have a choice. 1 commission while ToI is offering Rs 1.  The companies are battling it out on the distribution front amidst much mudslinging.  HT’s circulation in Mumbai is indeed small as compared to ToI. HT’s strategy behind offering an annual subscription for Rs 398 (which is barely a rupee per copy) is readers would be locked for a year and a base circulation too is ensured.75 to vendors. the subscription route and news stand sales. Any vendor who can locate a potential subscriber gets Rs 6. 62 .  After years of depending upon ToI.making it mandatory for those buying a national package to buy its tabloid Mumbai Mirror. HT is definitely trying to capture the Mumbai market through line sales. Charges of buying out vendors to ensure they do not pick up rival newspapers are flying out in all directions. at an additional Rs 100/sq cm. Some have bagged contracts from HT to sell at traffic signals while others are getting incentives from DNA to source subscriptions. However.

63 .


by 65 . Resrearch Methodology -Author -Edition -Year of publication -Publisher KOTHARI CR 2nd REVISED EDITION 2004 NEW AGE INTERNATIONAL(P) LTD.agencyfaqs. Mahesh A.hindustantimes.BIBLIOGRAPHY Book Referred- 1.timesofindia. Research Methodolgy And www.     www. Kulkarni www.

Annexure 66 .

Hindustan Times c. Times of India b. Others (please specify) ________________________ 2. Agony aunt column. DNA d. Mid-day e. What do you look for in a newspaper? i) Overall general news j) Business k) International news l) Sports m) Jokes. horoscopes 67 .QUESTIONAIRE Name: Age: ________________________________ ________________________________ Occupation: ________________________________ 1. Which newspaper do you read? (can choose multiple) a.

Average: 4. How long have you been reading this paper? a) Less than a year b) More than a year c) Since last 4 years d) More than 4 years If option is either a. Times of India b. Hindustan Times 68 .Poor) 4. b or c. a. which was the previous newspaper? Why did you change? __________________________________________________________________ __________________ Rate the following newspaper between 1-4 (1-Excellent: 2-Good: 3.n) Local news o) Advertisements p) Appointments 3.

Have you read HT? a. Yes 69 . HT Mint e. Mid-day f.c. Yes How? ______________________________________________ b. Has pricing scheme of newspapers affected your buying decision? a. DNA d. Indian Express h. Economic Times g. No 6. Any other (please specify)____________________ 5.

Do you think newspapers are a means to promote local creative writing talent? a. a.Views please________________________________________ ___________________________________________________ b.Average 4. 1-Excellent 2-Good 3.Poor 8. Average d. As far as the local news is concern rate ToI. No 7. Good c. Poor 9. Excellent b. Yes 70 . As far as the local news is concern rate HT.

Hindustan Times c. Which newspaper local advertisement is better? a. Hindustan Times c. DNA d. DNA d. Mid-day 11. No 10.b. Times of India b. Which newspaper covers job opportunities better? a. Times of India b. Mid-day 71 .

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