FUTURE OF PRINT MEDIA IN INDIA

By: J.Prateek Kundu2K12A26

INTRODUCTION ▪ Mr. Rajan Raheja is the owner of OUTLOOK group

▪ Date of Establishment: October 1995

▪ Branches : Mumbai, Kolkata, Chennai, Bangalore and Hyderabad.

▪ Outlook have also specialized in different magazine outlook traveler, outlook money etc.

ABOUT OUTLOOK GROUP▪ It is a part of RAJAN RAHEJA

group which made its beginning in the construction business and after building a huge presence in the realty market the group diversified laterally into manufacturing, financial services and media.

▪ Recently taken over the sales and marketing of geo. And international knowledge magazine and Marie Clare an international woman's magazine.

P.V.R Cinemas

Premium Hotels

Hotels

Corporate Office

Coaching Centers

Market Segmentatio

n

MAGAZINES AT OUTLOOK

OUTLOOK MAGAZINE OUTLOOK

MONEY

OUTLOOK

OUTLOOK BUSINESS

GEO

CARREER 360 OUTLOOK

TRAVELEROUTLOOK

HINDIMARIE CLARE

PEOPLE

KNOWLEDGE JOCKEY

SO WITH THIS STUDY, IT IS INTENDED TO FIND

RESEARCH METHODOLOGY

DATA ANALYSIS.▪ TYPES OF MAGAZINES READ MOST OFTEN

31 %of the regular readers read general current affairs magazine that covers the current affairs and recent socio-economic issues. However an encouraging 23 percent of the regular readers do read business related magazines which is still a very healthy signs considering the recent slowdown in economy across the world. It can be said the future still looks better for the business magazine market with such high percentage of usage among the magazine readers.

CONTD…▪ FREQUENCY OF USAGE

30 % of the total respondents claimed that they read magazines once a week and 21 percent disclosed that they read magazines 2-3 times a week and 14 percent read daily. Total 89 percent of the readers read magazine at least once every month. Interestingly only 3 % of the respondents read less frequently.

RELATIVE IMPORTANCE OF BENEFITS OF BUSINESS MAGAZINES

▪Here the respondents were asked to rank the benefits of reading a business magazine from 1 to 7 with 1 being the most important benefit and 7 being the least important one. The idea behind it was to find the relative importance of the benefits of reading a business magazine. The frequency distributions of the seven benefits are tabulated below. Here for the purpose of establishing a relative preference among all the benefits based on all the responses, only frequency associated with the first rank is considered.

INFLUENCE OF BUDGET ON THE SELECTION OF BUSINESS MAGAZINETo test whether the respondents were concerned for budget allocated for business magazines while selecting a business magazine, one sample t-test is applied. The statistics were summarized below.Total responses for influence of budget on the selection of business magazine

STRONGLY AGREE AGREENEITHER AGREE NOR

DISAGREEDISAGREE STRONGLY DISAGREE TOTAL RESPONSES

5 5 30 50 10 100

READERSHIP OF BUSINESS MAGAZINE

▪Outlook Business had the highest readership base with total 26 % of the respondents read Outlook Business last month. Business world was second with 24 % of the readership. Business Today was third with 20 % vote.

CONCLUSION