Deccan Herald Project

The Readers Perception Towards Deccan Herald, Bangalore

Table of Index

Serial No.

Contents

Page

No.

1

PART-A

Chapter I

Introduction

1.1. Industry Profile

1.2. Company Profile

1.2.1. Profile of the organisation

1.2.2. Origin of the organisation.

1.2.3. Vision, Mission & Quality Policy.

1.2.4 Growth and Development of the organisation.

1.2.5. Area of operation

1.2.6. Ownership pattern

1.2.7. Competitors information

1.2.8. Infrastructural facilities

1.2.9. Achievement / Award

1.2.10. Work flow model

1.2.11. Future growth and prospects

2 - 13

14 - 20

14

14 - 16

16 – 18

19

20

20

20 - 21

21 - 22

22

23

23

2 Chapter II

Mckinney’s 7S frame work with special reference to organization

under study

24 - 30

3 Chapter III

SWOT analysis 31

4

Chapter IV

Analysis of financial statement 32 - 34

5 Chapter V

Learning experience 35

Sambhram Academy of Management Studies, Bangalore 1


PART-B

INDEX

Serial No. Contents Page

No

1 Chapter VI

Introduction

6.1. Statement of the problem

6.2. Objectives of the study

6.3. Scope of the study

6.4. Research Methodology

6.4.1. Sample universe

6.4.2. Sample technique

6.4.3. Data collection Method

6.4.4. Sampling size

6.5. Limitations of the study (Time, area, respondent’s biasness,

organization/industry related

36

37

37

38 - 40

38

38

38 - 39

40

40

2 Chapter VII

Analysis, observations and inferences

41 - 76

3 Chapter –VIII

Findings, Suggestion, Recommendations and Conclusion

77 - 78

4 Annexure

5 Bibliography



List of Tables

Sl No Contents Page No

7.1 Reading News Paper Regularly

42

7.2 Enjoying Reading News Paper

43

7.3 Sections Of Newspaper Are Most Important

44

7.4News Presentation In Deccan Herald

47

7.5

Opinion About The News Section Of Deccan Herald In

Accordance To Their View About Their Quality,

Content And Presentation

48

7.6

Opinion About Deccan Herald Should Come Up With

Color Photographs Throughout The Paper

51

7.7

Opinion About “Metro Life” Gives The Right Dosage

Of Entertainment News

52

7.8Proposals In Deccan Herald

53

7.9 Opinion About Sports News Presentation Is Good In

Deccan Herald

54

Opinions About The Sport Statistics Are Like The



7.10 Score Boards Are Clear And Distinct In Deccan Herald 56

7.11 opinion about the proposals in Deccan herald

57

7.12 Opinion About Deccan Herald Should Carry Exam

Preparatory Tips

60

7.13

Opinion About The Editorial Section In Deccan Herald

Is Enlightening And Appealing

61

7.14

Opinion About The Expert Opinion; Research Articles

And Critics Views In Deccan Herald

62

7.15 Opinion About The Proposals In Deccan Herald

63

7.16 Opinion About Deccan Herald Should Have Better

Promotion Itself

66

7.17 Opinion About Factor Which They Consider Is Most

Important For Them To Choose News Paper

69

7.18 Opinion About The Service Of Deccan Herald

71

7.20

Opinion About The Benefits They Are Getting By

Deccan Herald News Paper

74

7.21 Opinion About Which Section They Like The Most In

Deccan Herald

71

7.23 Opinion About Which Media Usually Prefer To Get

Information

78



List of Graphs

Sl No Contents Page No

7.1 Reading News Paper Regularly

42

7.2 Enjoying Reading News Paper

43

7.3 Sections Of Newspaper Are Most Important

44

7.4News Presentation In Deccan Herald

47

7.5

Opinion About The News Section Of Deccan Herald In

Accordance To Their View About Their Quality,

Content And Presentation

48

7.6

Opinion About Deccan Herald Should Come Up With

Color Photographs Throughout The Paper

51

7.7

Opinion About “Metro Life” Gives The Right Dosage

Of Entertainment News

52

7.8

53



Proposals In Deccan Herald

7.9 Opinion About Sports News Presentation Is Good In

Deccan Herald

54

7.10

Opinions About The Sport Statistics Are Like The

Score Boards Are Clear And Distinct In Deccan Herald

56

7.11 opinion about the proposals in Deccan herald

57

7.12 Opinion About Deccan Herald Should Carry Exam

Preparatory Tips

60

7.13

Opinion About The Editorial Section In Deccan Herald

Is Enlightening And Appealing

61

7.14

Opinion About The Expert Opinion; Research Articles

And Critics Views In Deccan Herald

62

7.15 Opinion About The Proposals In Deccan Herald

63

7.16 Opinion About Deccan Herald Should Have Better

Promotion Itself

66

7.17 Opinion About Factor Which They Consider Is Most

Important For Them To Choose News Paper

69

7.18 Opinion About The Service Of Deccan Herald

71

7.20

Opinion About The Benefits They Are Getting By

Deccan Herald News Paper

74

7.21 Opinion About Which Section They Like The Most In

Deccan Herald

71

7.23 Opinion About Which Media Usually Prefer To Get

Information

78



Executive summary

Newspaper is a publication devoted chiefly to presenting and commenting on the

news. Newspaper provides excellent means of keeping well informed on current issues and

events. They also play a vital role in shaping the public opinions.

There is no escaping from the mass media today. Whether it is television, or the oldest

print media and the latest offerings from the internet, mass media, swamps our daily lives.

We rely on them for news, information, entertainment, shopping and ultimately to make

sense of the world that we live in. In India too, there has been a tremendous explosion in the

mass media, with print and TV channels threatening to overwhelm us in our home. The



media needs a continuous source of raw materials and since they do not have the resources to

be everywhere, they concentrate on places where significant news occurs, where press

conference are reliable, and there are regular, scheduled flows of information. The two main

sources thus are the government and business corporations. News paper publishing and

printing across the world are taking a new shape these days. The reasons being faster

information dissemination, increased need for personalized contents has made newspaper

publisher to assess the future trends and formulates strategies to fulfil the varying

requirements of customers/readers.

The Deccan herald is the English daily is a publication of The Mysore Printer’s

limited Bangalore, who also publish “prajavani” kannada daily and mayura and sudha weekly

magazine

The success of news paper depends up on the publishers’ effort in satisfying the

reader’s needs. Because a satisfied customer brings more customers to the organization.

The report focuses on the problems area of the study. The problem undertaken for the study is

as follows “A study on Readers perception towards Deccan herald English daily in Bangalore

city”. The important objectives of the study are, to study the readers perception towards the

Deccan Herald, to study the readers expectations from the Deccan Herald to analyze the

market with respect to other English dailies, to suggest the new strategies based on

respondents opinions, to know and analyze the readers perception regarding the prevailing

prices of English newspaper and to identified and analyses the supplements that are essential

in newspaper and to come out with the conclusion and recommendations based on the

analysis and interpretation of the data.

CHAPTER – I

INTRODUCTION

1.1 Marketing:

Marketing is "the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large."



For business to consumer marketing it is "the process by which companies create

value for customers and build strong customer relationships, in order to capture value from

customers in return". For business to business marketing it is creating value, solutions, and

relationships either short term or long term with a company or brand. It generates the strategy

that underlies sales techniques, business communication, and business developments. It is an

integrated process through which companies build strong customer relationships and create

value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the

customer. With the customer as the focus of its activities, marketing management is one of

the major components of business management. Marketing evolved to meet the stasis in

developing new markets caused by mature markets and overcapacities in the last 2-3

centuries. The adoption of marketing strategies requires businesses to shift their focus from

production to the perceived needs and wants of their customers as the means of staying

profitable.

The term marketing concept holds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions. It

proposes that in order to satisfy its organizational objectives, an organization should

anticipate the needs and wants of consumers and satisfy these more effectively than

competitors.

The term developed from an original meaning which referred literally to going to a

market to buy or sell goods or services. Seen from a systems point of view, sales process

engineering marketing is "a set of processes that are interconnected and interdependent with

other functions, whose methods can be improved using a variety of relatively new

approaches."

MARKETING

Marketing is the process of communicating the value of a product or service

to customers. Marketing might sometimes be interpreted as the art of selling products,

but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it

is the overall strategy and function of promoting a product or service to the customer.



From a societal point of view, marketing is the link between a society’s material

requirements and its economic patterns of response. Marketing satisfies these needs and

wants through exchange processes and building long term relationships. The process of

communicating the value of a product or service through positioning to customers. Marketing

can be looked at as an organizational function and a set of processes for creating, delivering

and communicating value to customers, and managing customer relationships in ways that

benefit the organization and its shareholders. Marketing is the science of choosing target

markets through market analysis and market segmentation, as well as understanding

consumer buying behaviour and providing superior customer value.

There are five competing concepts under which organizations can choose to operate their

business; the production concept, the product concept, the selling concept, the marketing

concept, and the holistic marketing concept. The four components of holistic marketing are

relationship marketing, internal marketing, integrated marketing, and socially responsive

marketing. The set of engagements necessary for successful marketing management includes,

capturing marketing insights, connecting with customers, building strong brands, shaping the

market offerings, delivering and communicating value, creating long-term growth, and

developing marketing strategies and plans.

There are two approaches in marketing

1. Earlier approaches

2. Contemporary approaches

1. EARLIER APPROACHES

The marketing orientation evolved from earlier orientations, namely, the production

orientation, the product orientation and the selling orientation.

OrientationProfit

driver

Western

European

timeframe

Description



ProductionProduction

methods

until the

1950s

A firm focusing on a production orientation

specializes in producing as much as possible of a

given product or service. Thus, this signifies a firm

exploiting economies of scale until the minimum

efficient scale is reached. A production orientation

may be deployed when a high demand for a product

or service exists, coupled with a good certainty that

consumer tastes will not rapidly alter (similar to the

sales orientation).

ProductQuality of

the product

until the

1960s

A firm employing a product orientation is chiefly

concerned with the quality of its own product. A firm

would also assume that as long as its product was of

a high standard, people would buy and consume the

product.

SellingSelling

methods

1950s and

1960s

A firm using a sales orientation focuses primarily on

the selling/promotion of a particular product, and not

determining new consumer desires as such.

Consequently, this entails simply selling an already

existing product, and using promotion techniques to

attain the highest sales possible.

Such an orientation may suit scenarios in which a

firm holds dead stock, or otherwise sells a product

that is in high demand, with little likelihood of

changes in consumer tastes that would diminish

demand.

Marketing Needs and

wants of

customers

1970s to the

present day

The 'marketing orientation' is perhaps the most

common orientation used in contemporary

marketing. It involves a firm essentially basing its

marketing plans around the marketing concept, and



thus supplying products to suit new consumer tastes.

As an example, a firm would employ market research

to gauge consumer desires, use R&D (research and

development) to develop a product attuned to the

revealed information, and then utilize promotion

techniques to ensure persons know the product exists.

Holistic

Marketing[2]

Everything

matters in

marketing

21st century

The holistic marketing concept looks at marketing as

a complex activity and acknowledges that everything

matters in marketing - and that a broad and integrated

perspective is necessary in developing, designing and

implementing marketing programs and activities. The

four components that characterize holistic marketing.

2. CONTEMPORARY APPROACHES

Recent approaches in marketing include relationship marketing with focus on the

customer, business marketing or industrial marketing with focus on an organization or

institution and social marketing with focus on benefits to society. New forms of marketing

also use the internet and are therefore called internet marketing or more generally e-

marketing, online marketing, "digital marketing", search engine marketing, or desktop

advertising. It attempts to perfect the segmentation strategy used in traditional marketing. It

targets its audience more precisely, and is sometimes called personalized marketing or one-

to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it

not only refers to marketing on the Internet, but also includes marketing done via e-mail,

wireless media as well as driving audience from traditional marketing methods like radio and

billboard to internet properties or landing page.

Orientation Profit driver

Western

European

timeframe

Description

Relationship Building and 1960s to Emphasis is placed on the whole



marketing /Relationship

management

keeping good

customer

relations

present

day

relationship between suppliers and

customers. The aim is to provide the

best possible customer service and

build customer loyalty.

Business

marketing /Industrial

marketing

Building and

keeping

relationships

between

organizations

1980s to

present

day

In this context, marketing takes place

between businesses or organizations.

The product focus lies on industrial

goods or capital goods rather than

consumer products or end products.

Different forms of marketing activities,

such as promotion, advertising and

communication to the customer are

used.

Societal marketingBenefit to

society

1990s to

present

day

Similar characteristics to marketing

orientation but with the added proviso

that there will be a curtailment of any

harmful activities to society, in either

product, production, or selling

methods.

Branding Brand value

1980s to

present

day

In this context, "branding" refers to the

main company philosophy and

marketing is considered to be an

instrument of branding philosophy.

HERD BEHAVIOR OF MARKETING

Herd behavior in marketing is used to explain the dependencies of customers' mutual

behavior. The Economist reported a recent conference in Rome on the subject of the



simulation of adaptive human behavior. It shared mechanisms to increase impulse buying and

get people "to buy more by playing on the herd instinct." The basic idea is that people will

buy more of products that are seen to be popular, and several feedback mechanisms to get

product popularity information to consumers are mentioned, including card technology and

the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was

introduced by a Florida Institute of Technology researcher, which is appealing to

supermarkets because it can "increase sales without the need to give people discounts." Other

recent studies on the "power of social influence" include an "artificial music market in which

some 19,000 people downloaded previously unknown songs" (Columbia University, New

York); a Japanese chain of convenience stores which orders its products based on "sales data

from department stores and research companies;" a Massachusetts company exploiting

knowledge of social networking to improve sales; and online retailers who are increasingly

informing consumers about "which products are popular with like-minded consumers"

FURTHER ORIENTATIONS OF MARKETING

An emerging area of study and practice concerns internal marketing, or how employees

are trained and managed to deliver the brand in a way that positively impacts the

acquisition and retention of customers, see also employer branding.

Diffusion of innovations research explores how and why people adopt new products,

services, and ideas.

With consumers' eroding attention span and willingness to give time to advertising

messages, marketers are turning to forms of permission marketing such as branded

content, custom media and reality marketing

MARKETING RESEARCH

Marketing research involves conducting research to support marketing activities, and

the statistical interpretation of data into information. This information is then used by

managers to plan marketing activities, gauge the nature of a firm's marketing environment

and attain information from suppliers. The marketing research process spans a number of

stages, including the definition of a problem, development of a research plan, collection and

interpretation of data and disseminating information formally in the form of a report. The task



of marketing research is to provide management with relevant, accurate, reliable, valid, and

current information.

A distinction should be made between marketing research and market research. Market

research pertains to research in a given market. As an example, a firm may conduct research

in a target market, after selecting a suitable market segment. In contrast, marketing research

relates to all research conducted within marketing. Thus, market research is a subset of

marketing research.

THE MARKET

The concept of market is very important in marketing. The American Marketing

Association defines a market as the aggregate demand of the potential buyers for a product or

services.

P. Kotler defines a market as an area for potential exchanges. Thus a market is a group of

buyers and sellers interested in negotiating the Terms of purchase or sale of goods or services.

MARKETING:

Marketing is concerned with handling and transportation of goods from the point of

production to the point of consumption. The American Marketing Association defines

marketing as the performance of business activities that direct the flow of goods and

services from producer to consumer.

IMPORTANCE OF MARKETING

A) Marketing is recognized as the most significant activity in our society. Our life styles are

continuously affected by a wide range of marketing activities. Marketing alone can put goods

and services we want and need at our doorsteps.

B) Marketing has achieved social importance because it is entrusted with the task of creation

and delivery of standard of living to society.

C) Marketing is the vital connecting link between producers and consumers. Marketing is

directly responsible to maintain the equilibrium between mass production and mass

consumption.

D) Marketing system plays a unique role in transforming the benefits of mass production in

terms of rising living standards and life styles of all people through the best system of

physical distribution.



Marketing Definitions

1. According to the American Marketing Association (AMA) Board of Directors,

Marketing is the activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners, and

society at large.

2. Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and

delivering value to satisfy the needs of a target market at a profit. Marketing identifies

unfulfilled needs and desires. It defines, measures and quantifies the size of the identified

market and the profit potential. It pinpoints which segments the company is capable of

serving best and it designs and promotes the appropriate products and services.”

3. Marketing is the messages and/or actions that cause messages and/or actions. Jay Baer –

President, Convince & Convert. Author with Amber Naslund of The Now Revolution.

4. Marketing is traditionally the means by which an organization communicates to, connects

with, and engages its target audience to convey the value of and ultimately sell its products

and services. However, since the emergence of digital media, in particular social media

and technology innovations, it has increasingly become more about companies building

deeper, more meaningful and lasting relationships with the people that they want to buy

their products and services. The ever-increasingly fragmented world of media complicates

marketers’ ability connect and, at the same, time presents incredible opportunity to forge

new territory. Julie Barile – Vice President of eCommerce, Fairway Market.

5. Marketing includes research, targeting, communications (advertising and direct mail) and

often public relations. Marketing is to sales as plowing is to planting for a farmer—it

prepares an audience to receive a direct sales pitch. Mary Ellen Bianco – Director

Marketing & Communications, Getzler Henrich & Associates LLC.

Marketing Concepts

(1) Production Concept

(2) Product Concept



(3) Selling Concept

(4) Marketing Concept

(5) Societal Marketing Concept

1. Production Concept

Those companies who believe in this philosophy think that if the goods/services are

cheap and they can be made available at many places, there cannot be any problem regarding

sale.

Keeping in mind the same philosophy these companies put in all their marketing

efforts in reducing the cost of production and strengthening their distribution system. In order

to reduce the cost of production and to bring it down to the minimum level, these companies

indulge in large scale production.

This helps them in effecting the economics of the large scale production. Consequently, the

cost of production per unit is reduced.

The utility of this philosophy is apparent only when demand exceeds supply. Its greatest

drawback is that it is not always necessary that the customer every time purchases the cheap

and easily available goods or services.

2. Product Concept

Those companies who believe in this philosophy are of the opinion that if the quality

of goods or services is of good standard, the customers can be easily attracted. The basis of

this thinking is that the customers get attracted towards the products of good quality. On the

basis of this philosophy or idea these companies direct their marketing efforts to increasing

the quality of their product.

It is a firm belief of the followers of the product concept that the customers get attracted to

the products of good quality. This is not the absolute truth because it is not the only basis of

buying goods.



The customers do take care of the price of the products, its availability, etc. A good quality

product and high price can upset the budget of a customer. Therefore, it can be said that only

the quality of the product is not the only way to the success of marketing.

3. Selling Concept

Those companies who believe in this concept think that leaving alone the customers

will not help. Instead there is a need to attract the customers towards them. They think that

goods are not bought but they have to be sold.

The basis of this thinking is that the customers can be attracted. Keeping in view this concept

these companies concentrate their marketing efforts towards educating and attracting the

customers. In such a case their main thinking is ‘selling what you have’.

This concept offers the idea that by repeated efforts one can sell-anything to the

customers. This may be right for some time, but you cannot do it for a long-time. If you

succeed in enticing the customer once, he cannot be won over every time.

On the contrary, he will work for damaging your reputation. Therefore, it can be asserted that

this philosophy offers only a short-term advantage and is not for long-term gains.

4. Marketing Concept

Those companies who believe in this concept are of the opinion that success can be

achieved only through consumer satisfaction. The basis of this thinking is that only those

goods/service should be made available which the consumers want or desire and not the

things which you can do.

In other words, they do not sell what they can make but they make what they can sell.

Keeping in mind this idea, these companies direct their marketing efforts to achieve

consumer satisfaction.

In short, it can be said that it is a modern concept and by adopting it profit can be earned on a

long-term basis. The drawback of this concept is that no attention is paid to social welfare.

5. Societal Marketing Concept



This concept stresses not only the customer satisfaction but also gives importance to

Consumer Welfare/Societal Welfare. This concept is almost a step further than the marketing

concept. Under this concept, it is believed that mere satisfaction of the consumers would not

help and the welfare of the whole society has to be kept in mind.

For example, if a company produces a vehicle which consumes less petrol but spreads

pollution, it will result in only consumer satisfaction and not the social welfare.

Primarily two elements are included under social welfare-high-level of human life and

pollution free atmosphere. Therefore, the companies believing in this concept direct all their

marketing efforts towards the achievement of consumer satisfaction and social welfare.

In short, it can be said that this is the latest concept of marketing. The companies adopting

this concept can achieve long-term profit.

1.3 Market Potential:

MEANING OF MARKET POTENTIAL

Market analysis services from Mapping Analytics help you know the economic

opportunity available to you in any geographic market. Whether you sell to

consumers, to businesses, or both, market sizing provides intelligence you need to

deploy sales and marketing resources effectively.

Benefits of Market Potential Analysis

Understand market potential for a single store, network of stores or a new

market

Deploy resources effectively by ranking markets in priority order

Forecast total opportunity in terms of number of customers and revenue

potential

Estimate your market share

Market Potential Analysis:



Market potential analysis is a primary analytic service performed by Mapping

Analytics. We have the people, experience, tools, and data required to perform

sophisticated and accurate market sizing.

A market potential analysis from Mapping Analytics may include:

A customer profile to understand where to find more like them

Market penetration and market share reports showing performance in existing

markets and expected performance in new markets

Market ranking reports allowing you to prioritize resource deployment into

new markets

A geographic view of market opportunity on detailed maps

Market analysis services from Mapping Analytics will provide the key intelligence you

need to rank and prioritize markets.

The top new geographic markets to target based on customer or revenue

potential

Which markets where you currently do business have untapped potential

Gaining this market understanding is essential to growing and expanding your

business. But it isn't enough on its own.

Steps are taking to gain market share where there is market

potential

Need to act upon our new found market understanding by deploying sales and

marketing resources effectively.

This is where Mapping Analytics separates from other firms that might offer you

analytic services. We can help you choose higher-performing store or business

locations, align your sales force more productively, and acquire prospect lists. All so

you can tap into the market opportunity we've helped you identify.

Market Potential Example



Let's say you sell reverse mortgages and your ideal customer is 65 years of age or

older and owns a home valued at $150,000 or higher. If you don't already know this

about your customers, our customer profiling services can help you discover it.

Mapping Analytics will then perform market potential analysis using market data,

demographics and lifestyle clustering systems to find areas where high concentrations

of your ideal customer live.

From there, it's ranking the potential markets and deploying resources by selecting

locations of branches or performing targeted direct marketing.

What's the market potential for your products and services?

Strategies for Sizing Markets

What is a geographic market worth to your business? Mapping Analytics will help you

find the answer. Market potential can be expressed as a function of:

The number of customers purchasing

Amount purchased

Frequency of purchase

In other words, market potential = (how many, how much, how often)

Bottom Up or Top down Market Analysis

It all depends on your specific needs. Mapping Analytics can advise you on the best

approach to sizing any market. We employ various methodologies and data sets to get

you the answers you need.

A bottom up approach to market sizing starts with your customers. How

much and often do they buy? What is their profile? How many potential

customers do you have in the market based on your customer profiles? How

can you reach them?

A top down approach starts with market and industry data. It takes a close

look at a geographic market area and profiles the consumers and/or

businesses to let you know their propensity to buy your products and

services.



Mapping Analytics has expertise in both these approaches to market sizing.

We also have a wealth of data sources through partnerships with the best

data providers in the industry. We can match the right data for market

analysis to your business and market strategy.

Cluster Analysis for Market Sizing

We often use lifestyle clustering systems to size consumer markets. Clustering

systems operate under the premise that "birds of a feather flock together." That means

people with similar buying behaviours and demographic profiles tend to live close

together. This helps you identify neighbourhoods or markets where your potential is

highest.

Cluster analysis identifies key segments in the population that are more likely

to purchase your products than the average consumer.

Knowing in which clusters people reside provides a reasonable means of

understanding and predicting how they will behave.

Understanding which clusters are more likely than others to purchase allows

better targeting.

Clusters are tied to geography, allowing you to identify and prioritize

neighbourhoods, trade areas and markets.

1.2 ABOUT THE SPECIFIC AREA: Deccan Herald Newspaper

Every day Deccan Herald touches the lives of the people of Karnataka. Today the

daily shapes the opinions and directs their actions. Deccan herald was born 62 years ago

when the first edition hit the streets on June 16, 1948. The news paper was a reflection of the

optimism, and a voice of the aspirations of a newly independent nation.

Deccan herald is Karnataka’s guide to the times we live in. Karnataka and bangle hold

a special place in the news paper’s scheme of things, but its coverage of national and world

happenings is equally comprehensive and analytical .The Deccan herald is also the voice of

the poor and the underprivileged. On its agenda is a relentless campaign against corruption

and advocacy of pro-environment economic development.



The very analytical opinion/policy page presents a variety of views of national, state

and international issues. Regular columnists and experts in perspective the well-written

editorials are known for their unbiased and informed commentary on events and

developments. The news paper’s human interest reports and profiles of interesting

personalities give the reader not only news and views, but also the emotions and the drama

behind the happenings. Special sections like miscellany, on the beat and around the city

encapsulate effect happenings in a short and snappy manner.

Current Trends in the Print Media

This is the twenty-first century, and the much-vaunted Information Super Highway is

a reality. Newspaper and magazine publishers and editors have to jockey for position to retain

their status as the trusted news-providers, in this brave new world.

It is clear that their ability to meet the challenging trends of this new age will be paramount to

the success and, in some cases, to the survival of publications in the year ahead, and beyond.

Success or failure will lead to their either joining the traffic on an exciting journey of

discovery, or accepting the inevitability of decline and extinction - of the kind that saw the

magnificently handcrafted carriages of the turn of the nineteenth century relegated to

transport museums around the globe.

1. A sense of community

Relevance, relevance, relevance will be the watchword. Understanding the

commonalities (and differences) that make up our reader interest groups will be crucial

to the survival of titles. Local IS lekker.

No medium can be all things to all people. But there is an irresistible latent force that

binds a community and makes it one. The culture of a region is a great intangible that,

as media people, we need to understand and learn to work with.

Understanding and staying close to our audience will call for CRM strategies at a micro

level. Research, reader advisory panels and even straw polls will become increasingly

necessary tools in tracking reader interests on a day-to-day basis, to ensure that our

content remains relevant to our target audience.



The affinity that locals have for "their" paper is one of the intangibles that makes a

regional paper a good buy for advertisers looking to "connect" with consumers.

2. Press freedom

The so-called "Secrecy Bill" has attracted widespread opposition, and rightly so. The

National Assembly's ad hoc committee introduced amendments in the hope the

proposed legislation would become more palatable. Fortunately, the critics have

viewed such obfuscation as window dressing that does little more than alter the tint of

the glass.

As things currently stand, the ANC is showing few signs of backing down, despite

assurances from deputy president Kgalema Motlanthe that a compromise can be found.

The National Council of Provinces phase of processing the bill looks increasingly

unlikely to be the conduit hoped for meaningful change.

Do not, therefore, be surprised to see a crescendo of opposition all the way to the

Constitutional Court. The bill is a critical issue, not for the media alone, but to all

freedom-loving South Africans who believe in transparency, accountability and realise

our future hinges on unfettered freedom to expose public sector corruption and

ineptitude.

3. Global and domestic economy

The fallout from Europe's stuttering economies is being accompanied by global fallout

of extensive dimensions. Without wishing to be pessimistic, there appears to be every

reason to expect the global economic recovery to stall in 2013.

For media owners, that's bad news. Followers of the industry are well aware that,

whenever economic recessions eventuate, advertising is one of the first budget items to

be eliminated. This development will affect traditional media, including the paging of

newspapers and the number of magazine titles on the racks, and will undoubtedly slow

the growth of digital media.

From all reports, the media and the advertising industry must brace itself for a rough

year.



4. Digital

o Social media has already become the major source of information for millions. While

Twittering and tweeting is unlikely to ever replace well-written and researched

journalism, social media will provide a growing number of consumers with a sense of

"knowing what's going on" and hence of not needing to either go out and buy a

newspaper or even download one for that matter.

The challenge for news providers lies in being able to successfully harness the growing

audiences represented by this media and redirect them to really good content and in-

depth information. None of this will be entirely new to 2013, but the pace of change

and polarisation in news media preferences for consumers will hot up significantly in

the year ahead.

o Internet/mobiles- the digital genie is out of the bottle. Thanks to the late Steve Jobs

and other technological giants of our age, we're spoilt for choice when it comes to

access to information. Now market forces will take us where they take us.

Our ability to keep up with the demands of this new digital age, serving our

information to the platforms demanded by the consumer, will determine our success or

failure in the year ahead. The ubiquitous mobile, and ultimately the tablet and who

knows what variations on the theme, will become the message-bearers, while print

with its concomitant high-delivery costs and impact on the environment will continue

to decline.

o The business model - the "free-to-air" model of the internet remains an albatross

around our necks and finding ways of generating the kind of revenue that will pay for

quality journalism remains the challenge. Advertisers will, however, always go where

the audience is, and the key to the dilemma, as Google and FaceBook all know, is to

grow your online audience to an irresistible quantum.

In the meantime, many, many brand-loyal readers (bless them) are prepared to pay for

a digital form of the newspaper and as iPads and tablets become more and more

affordable to the masses, this trend will grow. News delivered on paper may decline,



but the demand for up-to-date news and commentary by trusted sources will continue

to grow.

5. Reader interactivity

It is likely that QR codes - that enable readers to download additional content and even

undertake "virtual tours" online, watch videos or browse catalogues, simply by

photographing an icon on their cellphone - will become common features of print

publications.

Not only does this level of interactivity satisfy reader needs, but it also provides

innovative new opportunities for marketers seeking to reach and influence increasingly

sophisticated consumers.

Some newspapers have already embraced them, but have yet to use them to their full

potential.

6. Cut costs but not quality

"Giving the customer what he wants" has become a cliché and, sadly, often no more

than a platitude for management intent on maximising every opportunity for profit, at

the expense of the very ones they claim to serve.

Content is still king, but in the face of increased economic pressures, the temptation to

cut costs at the expense of quality can be almost irresistible. The challenge will be to

maintain the standards of quality content and presentation - which readers have come

to expect - while running a business that still delivers an acceptable return on

investment for its shareholders.

7. Editorial opportunities in the year ahead

Managing and an embattled South African president, the Olympic Games, and the US

election are among the news events that lie ahead. With much in the way of headline

domestic and international events scheduled for 2013, editors will be looking for new

angles, quick reaction times and an intuitive awareness of what it is that their readers

want.



These events and others like them will present golden opportunities for interaction

between editors and their audiences, whether on print or digital platforms or both.

8. Communication skills

As in other areas, there is a greater need for skills development in our country in the

arena of the written word. Sadly SMS and social networks, rather than raising the bar

when it comes to the art of written communication, have been responsible for a sharp

decline in good grammar and spelling.

Publishers and editors have the responsibility as custodians of their language, be it

English, Afrikaans or any of the vernacular languages, to protect and encourage written

skills, and grow the pool of trained communicators in our country, ensuring good

journalism will not only survive but thrive, into the next generation. Any newsroom

that fails to invest in ongoing training is setting itself up for failure.

1.3 ABOUT THE TOPIC

This study is focused on the Deccan Herald Newspaper effectiveness of Bangalore.

Now a day’s MBA is in fashion, become of that large number of students wants to go for

MBA .Because in MBA they are having more opportunity.

So in this types of competition Role of Newspaper is so important because colleges not only

wants to increase their no of admission but student satisfaction.

CHAPTER—2



Review of Literature &

Research Design of the

study

CHAPTER-2

2.1Review of literature and Research Design

INTRODUCTION

An effectiveness of Deccan Herald Newspaper reading strategies of Bangalore B-Schools

with reference to Indian Print media Sector. This study is focused on the reading Deccan

Herald Newspaper effectiveness of Bangalore. Now a day’s MBA is in fashion, become of

that large number of students wants to go for MBA because in MBA they are having more

opportunity.



So in these types of competition Role of advertising is so important .Because colleges not

only wants to increase their no of admission but student satisfaction.

Marketing is the process of communicating the value of a product or service

to customers. Marketing might sometimes be interpreted as the art of selling products,

but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it

is the overall strategy and function of promoting a product or service to the customer.

It is the non-personal communication of information usually paid for and usually persuasive

in nature about product and service or ideas by identified sponsors through the deferent types

of media.

Review of literature:-

.

.

.

Statement of the Problem:-

It is rightly said that a problem clearly defined is half solved. Thus defining research

problems properly is a step of highest importance. So, as we know there are of number of

players in the newspaper industry. The foremost thing for any newspaper organization would

like to achieve is a circulation/readership of highest order for its newspaper. This depends

mainly on the reading habit of the readers of newspaper and their perception towards the

different newspaper, which is the prime move of newspaper in newspaper selling.

So, the publishers have to consider several points regarding making their paper, the main one

being that of will be improve quality of newspaper. In the present competitive scenario the

nee of information and knowledge is more.



Hence the problem of present research had taken to improve “Deccan herald’s”

performances. The problem of present research can then stated as below a study on Readers

perception towards Deccan Herald English Newspaper daily in Bangalore city.

Scope of the study

The study is focused only in Bangalore. Sample size is 100. Respondents belong to

Educational sector, Employees and other peoples.

The important thing that to know feedback from their customers about the product,

product quality, its price, and its distribution strategy and also about its promotional

activities. Present study is one such effort in order to analyze readers opinion relating to

English newspaper and analysis has be carried out.

1. Finding and conclusion of this project will help to understand reader’s perception

towards “Deccan herald”.

2. It also helps company to modified existing strategies and adopts new strategies for

publishing “Deccan herald”.

3. Suggestion/recommendation of this project will help the company to achieve its

marketing objectives.

4. The scope of the study is limited to only Bangalore city to collect primary data

from the readers of newspaper.

5. The study of this kind helps in analyses respondent’s opinions and their products

and service. Such type of information is very much required for a newspaper like

“Deccan herald”

OBJECTIVES OF THE STUDY

The setting of objective is the corner stone of a systematic study. The study will be

fruitful one when the basis laid down is a concrete one they represent the desired solution to

the problem and help in proper utilization of opportunities.

This study is undertaken with the following specific objectives.

To study the effectiveness of reading Deccan Herald Newspaper of with reference to

Indian Print Media Sector.

To analyze readers opinion and perception towards Deccan herald newspaper.

To study the overall performance of the Deccan herald



To study the readers expected news from Deccan herald.

To know whether the readers are satisfied with the present content of newspaper.

METHOD OF RESEARCH

The methodology is descriptive study under this study survey method is used to collect data.

Survey method:

A Survey is a complete operation, which requires some technical knowledge Survey

methods are mostly personal in character. Surveys are best suited for getting primary data.

The research obtains information from the respondents by interviewing them.

Sampling: It is not always necessary to collect data from whole universe. A small

representative sample may serve the purpose. A sample means a small group taken in a large

lot. This small group taken in a large lot .This small group should be emanative cross section

and really “representative” in character.

Sample size: Samples are devices for learning about large masses by observing a few

individuals. The selected sample is 100.

Sl. No. Place of sample Total sample size

1. Bangalore 100

Methods of Sampling

Random sample method:

The method adopted here is random sampling method. A Random sample is one where each

item in the universe has as an equal chance of known opportunity of being selected.



6.4.3. DATA COLLECTION METHOD

Research Instrument

Questionnaire:

A questionnaire is a carefully complied logical sequence of questr5ions directed to a define

objective. It is the outline of what information is required and the framework on which the

data is built upon. Questionnaire is commonly used in securing marker information that its

preparation deserves utmost skill and care.

Collection of data:

One of the important tools for conduction market research is that availability of necessary and

useful data. Date collection is more of an art than a science. The methods of marketing

research are in a way the methods of data collection. The sources of information fall under

two categories.

Secondary Data:

The data, which is collected from the published sources i.e., not originally collected of the

first rime is called secondary data.

Here the secondary data is data collected from the students’ opinion

Field work

As stated earlier, the total sample size selected for the study is 100

respondents/readers of newspaper from Bangalore city. Researcher has to personally meet all

the 100 respondents/readers of newspaper from Bangalore city and gathered primary data for

the purpose of analysis and interpretation.

6.5. Limitation of the study

Despite all possible efforts to make the analyses more comprehensive and scientific, a

study of present kind is bound to have certain limitations. Since the objectives of the study



may be this kind of analysis, no attempt has been made to provide comprehensive conceptual

analysis.

The following are some of the important limitations of the study:

Since analyses are based on opinion and perception, the result at best are near to truth

may be biased.

Study is restricted to Bangalore city only

The sample taken for research was concerned only for 100 newspaper readers rather than

millions of readers scattered around the world.

Chapter scheme

There are six chapters

Executive summary

General introduction

Analysis and Interpretation

Summary of findings

Suggestions

conclusion



CHAPTER—3

Profile of Industry



CHAPTER-3

3 NEWSPAPER INDUSTRY IN INDIA

General introduction:

The word ’NEWSPAPER’ would seem to mean a paper containing a news. We are

provided with so much of news see easily, that we do not realize excitedly what it means to

us. We expect newspapers to tell us about everything of importance that is happening

AROUND us and around our world.

A newspaper is a collection of information and entertainment printed on very cheap

paper. In broad Sense, newspaper is an unbound publication issued at regular interval that

seek to inform, analyze influence and entertain.

The four letters of the word” NEWS” describes and represents four directions i.e.

N-North

E- East



W-West

S-South

The news can come from any directions. So, this means that the news from all over

the world or from extreme corner are collected and edited in a page called “NEWSPAPER”.

Newspaper is regularly printed and distributed usually, daily or weekly containing the

news, opinion, advertisement and other items of general interest. Most of the issues of News

paper are out of date, as soon as next one is printed. Yet, the contents of News papers are

never out of date, since they are continuing history of mankind.

Most issues of news papers are out of date as soon as next one is printed. Yet, the

contents of newspapers are never out of date, since they are continuing history of mankind.

The main function of newspaper is to give timely, correct and accurate information to the

readers. Most of the newspapers are not only containing news but also comment on news,

advertisement, advices, cartoons, stories, comic and entertainment. The large part of the

income of the newspaper depends upon the payment received from commercial

advertisements.

News papers are printed on a course paper called ‘News print’. There are two major

sizes of newspaper i.e. standard and tabloid. A standard size newspaper has paper that

measured about 38 by 58 centimetres. The pages of tabloid are about half that size.

Producing daily newspaper require great speed and efficiency. Reporters, editors and

photograph Noels work under constant pressure of deadlines. A large daily employees and

also other workers including advertising, sales people, artists, librarians, printing press

operators and trucks drivers.

James Augustus Hickey is considered as the "Father of Indian press" as he started the

first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in

January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appeared,

followed by the Bombay Courier next year (this newspaper was later amalgamated with

the Times of India in 1861).

The first newspaper in an Indian language was the Samachar Darpan in Bengali. The

first issue of this daily was published from the Serampore Mission Press on May 23, 1818. In


http://en.wikipedia.org/wiki/Bengali_language

http://en.wikipedia.org/wiki/Times_of_India

http://en.wikipedia.org/wiki/Bombay

http://en.wikipedia.org/wiki/Hickey's_Bengal_Gazette

http://en.wikipedia.org/wiki/Calcutta


the same year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali,

the Bengal Gazette. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was

published from Bombay, which is still extant. The first Hindi newspaper, the Samachar

Sudha Varshan began in 1854. Since then, the prominent Indian language in which papers

have grown over the years are, Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu

and Bengali.

The Indian language papers have taken over the English press as per the latest NRS

survey of newspapers. The main reasons being the marketing strategy followed by the

regional papers, beginning with Eenadu, a telegu daily started by Ramoji Rao. The second

reason beings the growing literacy rate. Increase in the literacy rate has direct positive effect

on the rise of circulation of the regional papers.

The people are first educated in their mother tongue as per their state in which they

live for e.g. students in Maharashtra are compulsory taught Marathi language and hence they

are educated in their state language and the first thing a literate person does is read papers and

gain knowledge and hence higher the literacy rate in a state the sales of the dominating

regional paper in that state rises.

The next reason is localization of news. Indian regional papers have several editions for a

particular State for complete localization of news for the reader to connect with the

paper. Malayalam Manoramahas about 10 editions in Kerala itself and six others outside

Kerala. Thus regional papers aim at providing localized news for their readers. Even

Advertisers saw the huge potential of the regional paper market, partly due to their own

research and more due to the efforts of the regional papers to make the advertisers aware of

the huge market.

a) Industrial Background of the study

Press is the fourth estate the other three being the legislative and the judiciary. It

owes its emergence following long struggle between the disputes and people for

establishment of democracy and representative institutions. The press is supposed to play

crucial role of a watchdog to see that, the foreside in situation functions fairly within the

constitution of framework and serve the people of whose they were created. The moment

press ceases to perform this function, it shows its credibility. The newspaper can initially be

defined as a written means of conveying current information. This means that the first

organized attempt to provide such a service occurred in ancient Rome, where newsletters


http://en.wikipedia.org/wiki/Hindi_language

http://en.wikipedia.org/wiki/Bombay

http://en.wikipedia.org/wiki/Bombay_Samachar

http://en.wikipedia.org/wiki/Gujarati_language

http://en.wikipedia.org/wiki/Bengali_language

http://en.wikipedia.org/wiki/Ganga_Kishore_Bhattacharya


conveyed what was going in the capital to the father reach of the Roman Empire. In Julius

Caesar’s time there were also the ‘actadiurna’ daily announcements of Government and

other activities that were posted in the capital public place.

“World’s 100 largest news paper” According to the survey of “world association

newspaper” “yomiorin shimbun” a Japan’s news paper stands in rank 1st the circulation is

nearly about 1.4 crores. There are 15 Indian newspapers in the least. “Dainik jagran” is Indian

newspaper which stands 1st in the circulation. The circulation is nearly about 19 lakhs and this

is in 20th rank of “world’s 100 largest newspaper” “Times of India” a newspaper which

stands in 24th rank. The circulation of this ewspaper is nearly 16 lakhs Totally there are 15

Indian newspapers stands in the rank least

b) The Origins of Industry

During the early stage of human civilization as man’s urge to communicate

consolidate. He begins to research for appropriate media to express his ideas. He tired to

express his ideas through the signs of movements of his body. Then the different sticks are

used as means of communication. Then the communication made through the mouth.

In olden days, the news of public importance was made through different kinds of

drummers. Then they wanted permanent means i.e. which is kept for future use.

So, hand written news sheet posted in public places probably were first newspapers.

The earliest daily newssheet was “ACTO DIURA” which means daily events it’s started in

59 B.C.

The credit of printing first newspaper goes to Chinese. The first newspaper was

“DIBAO”. Chinese began printing “DIBAO”. From carved wooden blocks during the 700’s.

D.A. Even the first of paper was manufactured in china. The first book was printed by the

Chinese in 868A.D. “The Chinese court of Gazette” was said to be the oldest newspaper

published by printing.

The knowledge of art of printing spread to the west from china. The Chinese have

developed the movable types between 19th and 11th centuries, but it was not until 14th century,

that the moving type was introduced in Europe. In 15th century John GUILENTERGE, a gold

smith of main city in Germany developed a movable type.



He also invented a suitable no ink for the metal types of which replace the wooden

blocks in 1458 Gutenberg printed nearly 300 copies of the bible.

After that the printing press was established in many other countries. Venice in Italy,

become a flourishing centre of printing. In these days the governments and churches

patronize the printing process.

Even in the ancient and early medieval times bulletins news pamphlets and

propaganda materials were used to paste on wall. The kings in ancient times used to get

written reports from their departments, spies or agents. In ancient times they were also

writers of new letter who sent news to the persons who were residing for away from the

capital of Country. In India during the Moguls regimes news writing had become a much

prevalent institution.

In the middle of 16th century, morning newspaper took shape in Europe. First of all,

trading house published news books and their newsletters, generally, political and economic

News for general interest was contained in this book. In 1560’s in some towns of

Germany and Switzerland serial numbered news sheets started appearing. In the year 1603

two newssheets viz., “AVISA” from Germany and “RELATIONS”: from Itrosbourge stated

oming our regularly. In 1618 weekly newspaper stated oming out in English, French, Dutch

and German language from Amsterdam in Holland.

By 1621, the English printers started their own newspapers. In 1621, single

newspaper which was published twice a week. But first daily newspaper The Daily Current,

this was regular newspaper which was printed regularly.

In 1550, the Jesuits brought the first printing press to India. In the beginning only

religion books were published in Portuguese, Tamil and Malayalam. In India, writing in the

shape of news letter has become quite prevalent during the Mughal period. Although the

menu script reports were meant exclusively for official use. Yet they were copied

sometimes for wide use. The first attempt to start a news paper was in Calcutta. This

newspaper consisted of two sheets only. It specialized in the exposure of the stories

regarding the private lives of the servants of East India Company. Messink and Road started

the next newspapers named as “India Gazette” They benefited much from the experience of



the Hinchey. In 1784, another paper named “Calcutta Gazette” was started. Before that

James Augustus Hickey stated his “Bengal Gazette” on January 23rd 1780 at sirampur. After

this 1785, Richard Johansson started the “Madras Courier”, and then in 1783 the newspaper

“Bombay Herald” was started in 1783. Generally, the first newspaper in India Company.

Usually the circulation of these newspapers was very small and did not exceed one hundred

or two hundred copies.

In those days there was neither freedom of press nor any press laws in India. The

authorities could use censorship of these newspapers. The printing of these newspapers was

not very attractive.

Generally, this newspaper printed such things sales forecast intense to the British

residents in India. Some of the oldest newspapers in India are “Bombay Samachar”

Published from Bombay in Gujrathi started in 1872.

“The Deccan Herald” in English in Bombay 1838, “Pioneer” in English Luck now

1885 and “Amrith Bazaar Patrika” in English in Calcutta 1868. Of course, compared with

the teeming population of India, the number of newspapers and their circulation was very

small. This is due to the fact that still a great majority of our country men are illiterate. In

India literacy percent is only 29.45 as per the census of 1971. The Times of India was very

oldest English Daily. The oldest periodical is “Calcutta Review”, published monthly in

English from Calcutta started in 1844.

There are mainly three kinds of news papers they are-

Daily newspaper

Weekly newspaper

Special interest newspaper

Daily newspaper prints world, national, state, regional and local news. There is also

editorials Opinions column, feature articles and entertainment articles. Many dailies are

morning papers. Other are printed in afternoon and evening. Additional features and more

advertising make Sunday newspaper much larger than the weekly editions.

Weekly Newspaper in general, serves much smaller areas than daily newspapers and

publishes news of a more personal nature. A fire or traffic accidents get front page coverage.



Weeklies also report news of local business and politics. Most weekly newspapers do no

carry national and world news.

Special interest newspapers print news of concern to particular groups. Many large

companies and trade union publish newspapers for their members. Newspaper printed in

foreign languages serve foreign born residents in big cities.

c) Importance of Newspaper

Today, with the growing popularity of TV and expanding horizons of satellite based

information an numerous quantity of various types of information’s are readily available to a

common man. Yet, the role of newspapers in society will not be less important because

common man does not have time to study the huge volume of information. The Journalist

will sort-out those and caters, through the newspapers, to the common man. The relevant and

correct information in proper perspective, by analyze the background which will be beneficial

to an individual as well as to the whole society.

No doubt the TV and satellite channel cater news very quickly and nicely but that is

one way communications.

One glance through headlines or a major story in a newspaper, when it come. Rest if

the paper can be read it, in the time of one’s choice. But in case of Radio & TV news

bulletins are broad cast as fixed times and if one does not tune in, then one cannot listen to it.

The advantage with TV & Radio is that they can be sport news earlier than

newspapers. Normally, what one seen in the night TV bulletin is read in Newspapers in the

morning, but, why does one read newspaper even after listening to the news in the night?

Those who have TV set have not stopped buying newspaper! Hence, the popularity and the

utility of newspaper is presumed that, it will not decline in India in the foreseeable future.

d) Growth of Industry



One of the earliest forms of written communication in India is traced back to the

beginning of organized society. In ancient India, the ruler is known to have propagated his

ideas to the people through edicts and proclamations. The rulers in those days created

agencies to acquaint them of activities which were inimical to their authority. These agencies

also spread out their proclamations of social and economic reform to its authority. Later on,

machinery was developed to keep the rulers informed of the main currents of the life of the

people. The agency that collected taxes, for example, provided information on conditions in

the prosperous and backward areas. It is known that organized attempts were made to relieve

famine and distress by affording timely relief. The inference may be drawn that in the first

stages such information was transmitted verbally by messengers who committed it to memory

and in later stages it was reduced to writing.

e) Print Media Advertising

i) Concept of Print Media

Throughout the history of mass communication, print was the only readily accessible

means of storing information and retrieving it at will. Print is the keeper of records, great

literature and accomplishments. It differs from broadcast media in several ways. For

example, print media delivers messages that is one topic at a time and one thought at a time,

whereas television and electronic media use a simultaneous approach, delivering a great deal

of information in a rapid fire manner. Furthermore, print advertising has a history and

credibility unmatched by broadcast advertising. These differences have important

consequences for advertisers and media planner to consider.



ii) Print Advertising

The foundation of modern advertising message strategy and design lies in the early

print formats. The earliest mass produced commercial messages either appeared in

newspapers or as handbills. Thus many advertising guidelines originated with print and print

techniques, such as headline writing, are still considered basic concepts. Many things have

changed over the years. Television has had a tremendous impact on advertising. Visuals,

which were limited in the early press to infrequent woodcuts, are now as important as worlds.

Print advertising continues to be important, however and still serves as a foundation in that its

techniques are the easiest to understand and analyze.

f) The Future of Newspapers

The future of newspapers is cloudy, with overall readership slowly declining in most

developed countries due to increasing competition from television and the Internet. The 57 th

annual World Newspaper Congress, held in Istanbul in June 2004, reported circulation, with

more than 85 million copies of papers sold every day, followed by India with 72 million –

China and India are the two most populous countries in the world – followed by Japan with

70 Million and the United States with 55 million. The report said circulation declined by an

average of 2.2 percent across 13 of the 15 countries that made up the European Union before

May 1. The biggest declines were in Ireland, down 7.8 percent; Britain, down 4.7 percent;

and Portugal, where numbers fell by 4.0 percent. One growth areas is the distribution of free

newspapers, which are not reflected in the above circulation data. They grew 16 percent in

2003.

Another growth area is high-quality tabloids, particularly in the UK, where several of the

major broadsheets are experimenting with the format. Smaller and easier to hold than

broadsheets, but presenting real journalism rather than traditional tabloid fodder, they appear

to have drawn some younger readers who are otherwise abandoning newspaper.

Newspapers also face increased competition from the Internet for classified ads, especially

for jobs, which have long been a key source of revenue.

g) Present Status of the industry

Compared with many other developing countries, the Indian press has flourished since

independence and exercises a large degree of independence. In 2001, India had 45,974

newspapers, including 5364 daily newspapers published in over 100 languages. The largest

number of newspapers were published in Hindi (20,589), followed by English (7,596),



Marathi (2,943), Urdu (2,906), Bengali (2,741), Gujarati (2,215), Tamil (2,119), Kannada

(1,816), Malayalam (1,505) and Telugu (1,289)

The Hindi daily press has a circulation of over 23 million copies, followed by English

with over 8 million copies. There are four major publishing groups in India; the Times of

India Group, the India Express Group, the Hindustan Times Group, and the Anandabazar

Patrika Group. India has more than forty domestic news agencies. The Express News

Services, the Press Trust of India, and the United News of India are among the major news

agencies.

h) India, one of the World’s Greatest Media Markets

Bazaar is an apt analogy for the country’s media melee, which with more than 55,000

newspapers and periodicals, 16 round – the –block news stations among its 100-odd

television out an information soup as varied as it is vibrant. The newspaper- some have

suave front type on thick white newsprint, some printed on paper so thin that the ink smudges

on the fingers-are peddled in large swathes from the capital New Delhi to tiniest towns and

hamlets.

Even though its literacy rate is about 65 percent, its billion-strong population, its

vibrant tradition free speech and its myriad tongues, coupled with constitutionally enshrined

democratic freedoms, make India home to perhaps the largest numbers of news papers and

periodicals in the world.

The capital alone sustains more than a dozen national dailies, with multiple editions

and bureaus around the country unheard of in any world capital. In the beginning of this

millennium, newspapers were published in as many as 101 languages and dialects besides

English and 18 principal languages.

Subsequently, the circulation of newspapers has shot up from 115 million in 2001/02

to 142 million in 2002/03- a whopping 24 percent increase. At last count, the total number of

registered newspapers in India stood at 55,780 and the total circulation of newspapers was

142 million. Experts say India’s multitudinous media is gathering ever rising numbers of

addicts who tune in and pore over its content, a growth that has been faster than the growth of

literacy. Indian viewers have access to about 100 channels in various languages, including 16

round-the-clock channels broadcasting in English, the national language Hindi, or several

regional languages. With viewer ship for news growing, a news channel has become an



essential ingredient in any distribution bouquet for cable providers. Sensing the tremendous

potential of the Indian media, leading players from the global industry are now flocking to the

sub-continent-Financial Times, Business Week and The Wall Street Journal, to name a few.

The floodgates opened after the government lifted a five-decade ban to allow foreign

investors to buy up to 26 percent in the Indian print media. Newspaper owners saw the

potential of roping in strategic investors who could improve the quality of their products and

pump in fresh funds.

Leading players

Deccan Herald

Times of India

Deccan Chronicle

The Hindu

DNA

3.1 DECCAN HERALD NEWSPAPER IN INDIA

Profile of the Organization

Every day Deccan Herald touches the lives of the people of Karnataka. Today the

daily shapes the opinions and directs their actions. Deccan herald was born 62 years ago

when the first edition hit the streets on June 16, 1948. The news paper was a reflection of the

optimism, and a voice of the aspirations of a newly independent nation.

Deccan herald is Karnataka’s guide to the times we live in. Karnataka and bangle hold

a special place in the news paper’s scheme of things, but its coverage of national and world

happenings is equally comprehensive and analytical .The Deccan herald is also the voice of



the poor and the underprivileged. On its agenda is a relentless campaign against corruption

and advocacy of pro-environment economic development.

The very analytical opinion/policy page presents a variety of views of national, state

and international issues. Regular columnists and experts in perspective the well-written

editorials are known for their unbiased and informed commentary on events and

developments. The news paper’s human interest reports and profiles of interesting

personalities give the reader not only news and views, but also the emotions and the drama

behind the happenings. Special sections like miscellany, on the beat and around the city

encapsulate effect happenings in a short and snappy manner.

Origin of the Organization

TPMPL existence dates back since the day of independence. The year of

Independence and the following year saw upsurge of nationalist movement in the arena of

free enterprise. Many a countrymen embarked upon a dream entourage.

Mr.K.N.Guruswamy was one such great visionary with futuristic foresight who laid the

foundation of The Printers (Mysore) Private Limited during those beginning period, today

has become voice of mass.



It was born when the country was liberated from the colonial command symbolizing the birth

of a purely domestic (rather would like to call truly Indian) conglomerate which would be a

part of the people’s daily life shaping the constructive thoughts and framing opinions. People

would start their day with publications of the organization titled DECCAN HERALD &

PRAJAVANI both of which were Published / Established in the year 1948. The organization

would in the coming days become the voice of the people. A platform for the layman of the

society to express himself/herself to the mass. Like any responsible citizen of the country, the

corporate philosophy of TPMPL has played an active role in the development of the

awareness and understanding of the issues/matters/subjects which have made difference over

a period in the lives of the people of the society.

TPMPL expanded its portfolio of publications to the field of magazines too. Sudha was first

published in the year 1965 followed by Mayura in the year 1968 which made the TPMPL, a

complete publication house in every sense which earlier had only two dailies in its product

sTable no. This was the turning point in the history which saw. TPMPL now targeting the

specific section of the society which had earlier undergone a metamorphic change since the

days of its incorporation in the immediate year following Independence.

The literacy rate and standard of living in the Indian Society by the mid 60’s

had considerably as well consistently improved which necessitated change in the corporate

strategies from the MACRO (Mass) approach to MICRO (Customized and Personalized)



approach of the TPMPL. This saw the birth of Sudha and Mayura which were specifically

designed to suit the tastes of the family i.e. Micro body of the society.

The strategy paid off well; there by enhancing the presence of the organization in every

sphere of the society both Macro Level (Deccan Herald and Prajavani) and Micro level

(Sudha - A kannada weekly and Mayura – a Kannada Monthly). This made the organization

an undisputed and formidable leader in the respective domain.

The 90’s saw the change in the arena of Media domain. Internet was the talk

of the town, a new frontier where in lay the vast opportunities. It was in the year 1996 that

TPMPL plunged into the internet domain with www.deccanherald.com (established on 15th

April 1996) followed by www.prajavani.net (established on 4th July 1997) made the TPMPL

presence felt at the national and international level. This was the time when the lines between

the different mediums of communications were blurring and media was seemingly becoming

boundary-less and border-less.

This was further powered by the following E-papers and E-magazines. They have

made all the physical formats available in virtual formats too.

Vision, Mission and Quality Policy:

The Printers (Mysore) Pvt. Ltd emphasizes on truth and impartiality in providing the

news. The company is working as per the visions of the founder Mr. K.N Guruswamy.

Vision: To become an integrated media organization reaching out to every Indian creating

awareness and promoting transparency.

Mission: To craft a 360* media platform.

Quality Policy:

“We strive to maintain leading position by providing quality information, features,

and services on time”.

Technological superiority:



When it started publication in 1948, Deccan Herald was produced on printing

equipment that was comparable to the best in this part of the country at the time. From stereo

rotary machines to linotype composing machines to fully computerized editing and page

production systems and web offset color printing, it has been striding along the steady path of

modernization. The automation extends today to counting, packaging and stripping of the

printed copies rolling out of the rotary machines. Advances in newspaper concepts, content,

design and layout have helped Deccan Herald keep pace with the rapidly expanding interests

of its readers.

Commitment to Quality-ISO 9002:

As the fifty steps towards total quality, the Group has changed its quality control

process from reactive to proactive. And a quality system ISO 9001:2000 model for quality

assurance in production, installation and servicing. With this, the Group has become the first

publishing house in the country to receive this prestigious certification for all its facilities.

The functions covered in the quality system include advertisement, editorial, materials,

production and training.

Total Quality Management (TQM):

The Group believes in Total Quality Management, which is an effective system of

integrating quality improvement efforts so as to provide product that ensures customer

satisfaction. Every section of the organization is therefore geared to face challenges. A

common vision, a common mission and common goals bind together here. Not content with

streamlining its day-to-day functioning. The Group is constantly integrating quality in to its

corporate strategic planning process.

Every Deccan Herald touches the lives of the people of Karnataka. Today the daily

shapes the opinions and directs their actions. Deccan Herald was born 62 years ago when the

first edition hit the streets on 16, 1948. The newspaper is a reflection of optimism, and a voice

of the aspirations of a newly independent nation.

Proud of its regional moorings and responsive to global change, Deccan Herald is

Karnataka and Bangalore hold a special place in the newspaper’s scheme of things, but its

coverage of national and world happening is equally comprehensive and analytical. Deccan



Herald is also the voice of the poor and underprivileged. On its agenda is a relentless campaign

against corruption and advocacy of pro-environment economic development.

The very analytical opinion/policy page presents a variety of views on national, state

and international issues. Regular columnists and experts in various fields place the latest events

in perspective. The well-written editorials are known for their unbiased and informed

commentary on events and developments. The newspaper’s human-interest reports and profiles

of interesting personalities give the reader not only news and views, but also the emotions and

the drama behind the happenings in a short and snappy manner.

Growth and Development of the organization:

The organization has the dream to expand its market to other states such as Andhra

Pradesh and Tamilnadu. So to expand its market it has taken various promotional activities

such as,

Power Jacket Exercises.

Hand bills.

Stall Promotion.

Promotional free copies.

Road shows (bike rally, cycle rally)

Conducting various sports and cultural competitions for school children.

Present Status of the Organization:

a. Product Portfolio

Publication Editions Language Category Periodicity

Deccan Herald

Prajavani

Entire

Karnataka

English

Kannada

News

News

Daily

Daily



Sudha

Mayura

Entire

Karnataka Kannada

Magazines

Weekly

Monthly

Area of Operation:

The head office of the Printers Mysore Ltd is situated in Bangalore and its operations are

regional, it has its editions From Bangalore, Hubli, Mysore, Mangalore, Gulbarga and

Davangere. DH has a number of sister publications, all published in Kannada.

1.2.7. Competitors Information

In the recent years print media industry is facing competition not only from other types of

media such as TV, Radio, and Internet but also within the journalism. Price is a sensitive part

as for as the newspapers are concerned. Even a small hike of 50 paisa in the price reduces a

lot of subscribers and vice versa. But, however, the habit of reading in people is the main

reason for the survival of newspaper industry. Following are the competitors for the products

of the company

l.

No

Product

Type

Belongs To Intensity Of

Competition

Area Of

Operation

Dominated

Areas In

Karnataka

1 The Hindu The Hindu

Group

High All Over

India

Popular In

Cities

2 Indian

Express

The Indian

Express

Group

Medium All Over

India

Popular In

Cities

3 The Times

Of India

The Times

Group

Very High All Over

India

Strong In

Karnataka



The newspaper industry is facing the price war among the competitors. In 2000,

Vijayananda Printers Ltd started price war using ‘Penetration Strategy’. It made all other

newspapers to bring down their selling price to Rs 1.50. The Times of India also used the

same strategy for gaining market share. Both succeeded in effective launching of the

newspaper using this strategy. In fact, a strong network of VRL logistics also helped

Vijayananda Printers Ltd to root deeply in the market

Infrastructural Facilities

The printer (Mysore) Pvt. Ltd has good infrastructural facilities. Following are the

points, which explain the infrastructural superiority of the company.

The company has 6 plants in Karnataka. (Gulbarga plant yet to opened)

The total numbers of employees are 1,280.

The Printers (Mysore) Pvt. Ltd has the KBA printing machine (made in Germany)

having a capacity to print 60,000 copies per hour.

It has a well-networked distribution channel all over Karnataka and out of state

also.

Every plant is well equipped with 2 types of printing machines i.e. High Line and

News Line.

Canteen facilities for workers in production Department and also garden has been

maintained in the premises of every plant

Raw material maintenance is centralized is located at Bangalore.

All the activities are computerized. TCS has designed application software for the

operation of The Printers (Mysore) Pvt. Ltd called as Integrated Information

System.

It has a separate machine for the purpose of recycling the wastages

Deccan Herald’s several zonal editions serve to cover local news in greater detail and

to highlight the developments in these areas, thus being in touch with readers in every region

of Karnataka.

Achievements/ Award of any

Central government’s award for prompt tax payment.



ISO certification for all the departments in the company.

Hubli plant has got award for best garden maintenance in its premises.

Deccan Herald has got “BEST PRINTING AWARD” for two times by IIFA.



CHAPTER—4

RESULTS, ANALYSES &

DISCUSSIONS

ANALYSIS AND INTERPRETATION



7.1 Table title:-Respondents opinion about reading news paper

regularly

Yes

No

91 9

Graph no 7.1

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Analysis

Nearly 91 percent of respondents read news paper regularly.

Inference

Respondents are regular news paper readers.

Respondents like to keep in touch with today developments in and around them

respondents are aware of the importance of news paper.



7.2 Table title:-Respondents opinion about enjoying reading news paper

Yes No

98 2

Graph no 7.2

Yes No0%

20%

40%

60%

80%

100%

120%

Analysis:-

Nearly 98 percent of respondents enjoy reading news paper.

Inferences:-

Respondents read newspaper as effective source of information, so they read it.



7.3 Table title:-Respondents opinions about sections of newspaper which

they think are most important to them

Sections 1 2 3 4 5

A) Politics 32 49 11 7 1

B) Sports 25 50 16 7 2

C) Entertainment 28 45 17 8 2

D) Crime 6 12 20 47 15

E) Other issues 24 47 20 7 2

Note: - 1:- Most Important, 2:- Important, 3:- Indifferent, 4:- Not Important,

5:- Not Important at All

Graph no 7.3.1

1 2 3 4 5

0%

10%

20%

30%

40%

50%

60%

Graph no 7.3.2



1 2 3 4 50%

10%

20%

30%

40%

50%

60%

SPORTS

Graph no 7.3.3

1 2 3 4 50%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Chart Title

Graph no 7.3.4

1 2 3 4 50%

5%

10%

15%

20%

25%

30%

35%

Chart Title

Graph no 7.3.5



1 2 3 4 50%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Chart Title

Analysis

It is clear from the above Table no and Graph know that, 32 percent of respondents

given most important to Politics, 49 percent gives important to Politics, 11 percent gives

indifferent to Politics, 7 percent gives not important to Politics, 1 percent of respondents give

not important at all to Politics.

25 percent of respondents give most important to sports, 50 percent gives important to

sports, 16 percent gives indifferent to sports, 7 percent gives not important to sports, 2

percent gives not important at all to sports.

28 percent of respondents consider entertainment as their most important, 45 percent

of respondents give important to entertainment, 17 percent of respondents give indifferent to

entertainment, 8 percent of respondents give not important to entertainment, and 2 percent of

respondents give not important at all to entertainment.

6 percent of respondents consider crime as their most important, 12 percent of

respondents give important to crime, 20 percent of respondents give indifferent to crime, 47

percent of respondents give not important to crime, and 15 percent of respondents give not

important at all to crime..

24 percent of respondents consider other issues as their most important, 47 percent of

respondents give important to other issues, 20 percent of respondents give indifferent to other

issues, 7 percent of respondents give not important to other issues, and 2 percent of

respondents give not important at all to other issues.



7.4 Table title: - Respondent’s opinion about the news presentation in

Deccan Herald

Graph no 7.4


Strongly

Agree

Agree Natural Disagree Strongly Disagree

9 72 12 7 _


Strongly Agree Agree Natural Disagree Strongly Disagree0%

10%

20%

30%

40%

50%

60%

70%

80%

Analysis:-

Nearly 81 percent of respondents think that news presentation in Deccan Herald is good.

Inference:-

Considerably large percents 81 percent of respondents find news presentation, language,

approach of Deccan Herald good and efficient respondents tend to communicate that Deccan

Herald is delivering news in a good fashion.

7.5 Table title:-Respondents opinion about the news section of Deccan

Herald in accordance to their view about their quality, content and

presentation

Note: - 1:- Excellent, 2:- Good, 3:- Ok, 4:-Bad, 5:- Worst



Graph no 7.5.1

1 2 3 4 50%

10%

20%

30%

40%

50%

60%

Chart Title

Graph no 7.5.2

1 2 3 4 50%

10%

20%

30%

40%

50%

60%

LOCAL ISSUES

Graph no 7.5.3


News Section 1 2 3 4 5

A) Political Issues

24 51 24 1 _

B) Local Issues

30 52 18 _ _

C) National Issues

18 41 39 2 _

D) International Issues

7 32 50 6 5


1 2 3 4 50%

5%

10%

15%

20%

25%

30%

35%

40%

45%

NATIONAL ISSUES

Graph no7.5.4

1 2 3 4 50%

10%

20%

30%

40%

50%

60%

INTERNATIONAL ISSUES

Analysis:-


given excellent to Political issues, 51 percent of respondent of respondent ranks good to

Political issues, 24 percent of respondent ranks ok to Political issues, 1 percent bad to

Political issues.

30 percent of respondents rank excellent to local issues, 52 percent of respondent

ranks good to local issues, and 18 percent of respondent ranks ok to local issues.



18 percent of respondents ranks excellent to national issues, 41 percent of respondents

ranks good to national issues, 39 percent of respondents ranks ok to national issues, 2 percent

of respondents ranks bad to national issues, and 2 percent of respondents ranks worst to

national issues.

7 percent of respondents ranks the international issues as excellent, 32 percent of

respondents ranks good to international issues, 50 percent of respondents ranks ok to

international issues, 6 percent of respondents ranks bad to international issues, and 5 percent

of respondents ranks worst to international issues.

Inference:-

A reasonable high percent of respondents are convinced that political issues in Deccan herald

are well and has good quality, content and presentation.

A considerably large percent of respondents feel local issues are dealt with very well in

Deccan herald But few people think so in the case of national and international issues.

So it is quite clear that respondents feel that national and international news coverage is

insufficient and needs improvement.



7.6 Table title: - Respondents opinion about Deccan Herald should come up

with colour photographs throughout the paper

YES

NO

76 24

Graph no 7.6

YES NO0%

10%

20%

30%

40%

50%

60%

70%

80%

Analysis:-

Nearly 76percent of respondents feel Deccan Herald should have colour photoGraph nos

throughout the paper

Inference:-

Respondents give importance for photograph knows that support news articles.



Most of respondents like colour photograph no, probably they find it more attractive and

appealing most respondents seem to have an inclination for colour photograph no as it’s

followed by some leading newspapers; it has almost become a standard today.

7.7 Table title: - Respondent’s opinion about “metro life” gives the right

dosage of entertainment news

Respondents Opinion No. Of Respondents

Editorial 8

Presentation 16

Printing --

Quality of news & Print 60

Supplements 16

Total 100

Graph no 7.7


Strongly

Agree

Agree Natural Disagree Strongly

Disagree

12 61 16 9 2



10%

20%

30%

40%

50%

60%

70%

Analysis:-

Nearly 73 percent OF respondents think “Metro life “gives the right dosage of entertainment

and About 16 percent of respondents are not sure and about 11 percent are in denial mode.

Inference:-

Although a considerable percent of respondents tend to think” Metro life” gives good

entertainment news, but A significant chunk of respondents are either not sure or in state of

disagreement “metro life “ seems to have convinced quite a considerable percent of

respondents that it’s a good entertainment provider but still has a long in convincing many

more.

7.8Table title :- Respondents opinion about the following proposals in

Deccan herald

Proposals Yes No

A) should “metro life” carry more celebrity

gossips?

40 60

B) Should “metro life” carry full size celebrity

posters every week?

45 55

C) Should “metro life” carry more celebrity

interviews?

90 10

D) Should “metro life” carry exclusive section

for teenage issues regularly?

83 17



E) Should “metro life” carry exclusive section

for beauty and health tips regularly?

71 29

F) Should “metro life” carry more of

Hollywood and Hollywood news in its front

page.

28 72

Graph no 7.8

statement1 statement2 statement3 statement4 statement5 statement60%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

YES

NO

Analysis:-

About 40 percent of respondents feel “Metro life” should carry more celebrity gossips.

Only about 45 percent of respondents feel “Metro life” should carry full size celebrity posters

weekly.

About 90 percent of respondents feel “Metro life” should carry more celebrity interviews.

About 83 percent of respondents feel that “Metro life” should carry exclusive section for

teenage issues regularly.

About 71 percent of respondents feel that “Metro life” should carry exclusive section for

teenage issues regularly.

Only about 28 percent of respondents feel “Metro life” should carry more of Hollywood and

Bollywood news in its front page.

Inference:-



More than 60 percent of respondents don’t seem to be interested in celebrity gossips.

Only a small percent of respondents seem to expect celebrity posters every week in “Metro

life”

A very considerable percent of respondents seem to be interested in reading personal

interviews of celebrities

A very high percent of respondents seem to be beauty and health conscious, so they are

asking for tips on the same regularly.

A considerable percent of respondents seem to be aware of teenage problems and so have

asked for an exclusive section on the same on regular basis but not many respondents seem to

be keen on giving Hollywood and Bollywood more importance.



7.9Table title: - Respondent’s opinion about sports news presentation is

good in Deccan Herald


Editorial 8

Presentation 16

Printing --


Supplements 16

Total 100

Graph no 7.9


Strongly Agree Agree natural Disagree Strongly Disagree

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Strongly

Agree


Disagree

11 69 13 7 _


Analysis:-

About 80 percent of respondents tend to agree that sports news presentation in

Deccan Herald is good.

Inference:-

A considerable percent of respondents tend to have been convinced with sports news

presentation of Deccan Herald.

Most respondents tend to think that Deccan Herald is giving good sports coverage

and they tend to suggest Deccan herald is giving sports its due importance.

7.10 Table title:-Respondent’s opinions about the sport statistics are like

the score boards are clear and distinct in Deccan Herald


Strongly Agree 25

Agree 67

Natural 7

Disagree 1

Strongly Disagree --

Total 100


Strongly

Agree


Disagree

12 44 33 11 _


Graph no 7.10


5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Analysis:-

About 56 percent of respondents tend to think that sports statistics like scoreboard

Deccan herald are clear and distinct.

Inference:-

A reasonably high percent of respondents think Deccan herald is representing sports well in

numbers.

People seem to think Deccan herald is doing good statically coverage of sports.

Table No 7.11:-Respondent’s opinion about the proposals in Deccan herald.

Proposals Strongly

Agree


Disagree

A) A more



comprehensive weekly

supplement for

employment news

33 58 5 4 _

B) An exclusive weekly

supplement for latest

electronic gadgets and

accessories.

10 49 34 6 1

C) An exclusive weekly

supplement for religion,

mythology and

philosophy.

8 21 44 20 7

D) An exclusive weekly

supplement for latest

sports and fashion

accessories.

24 52 16 8 _

Chart No 7.11:- Showing respondents opinion about the proposals in

Deccan herald.

Analysis:-


P1 P2 P3 P4 P50

0.1

0.2

0.3

0.4

0.5

0.6

Series1 Series2 Series3 Series4 Series5

per

cen

tage

of

resp

ond

ents



strongly agree the proposal of to introduce the more comprehensive weekly supplement for

employment news. 58 percent respondents agree the proposal of to introduce the a more

comprehensive weekly supplement for employment news, 5 percent of respondents can’t say

about the proposal of to introduce the a more comprehensive weekly supplement for

employment news, 4 percent of respondents disagree the proposal of to introduce the a more

comprehensive weekly supplement for employment news.

10 percent of respondents strongly agree the proposal of to introduce the exclusive

weekly supplement for latest electronic gadgets and accessories. 49 percent respondents agree

the proposal of to introduce an exclusive weekly supplement for latest electronic gadgets and

accessories. 34 percent of respondents can’t say about the proposal of to introduce an

exclusive weekly supplement for latest electronic gadgets and accessories, 6 percent of

respondents disagree the proposal of to introduce the An exclusive weekly supplement for

latest electronic gadgets and accessories, 1 percent of respondents strongly disagree to

introduce An exclusive weekly supplement for latest electronic gadgets and accessories.

8 percent of respondents strongly agree the proposal of to introduce the An exclusive

weekly supplement for religion, mythology and philosophy. 21 percent respondents agree the

proposal of to introduce An exclusive weekly supplement for religion, mythology and

philosophy. 44 percent of respondents can’t say about the proposal of to introduce an

exclusive weekly supplement for religion, mythology and philosophy, 20percent of

respondents disagree the proposal of to introduce the An exclusive weekly supplement for

religion, mythology and philosophy, 7 percent of respondents strongly disagree to introduce

An exclusive weekly supplement for religion, mythology and philosophy.

24 percent of respondents strongly agree the proposal of to introduce an exclusive

weekly supplement for latest sports and fashion accessories. 52 percent respondents agree the

proposal of to introduce An exclusive weekly supplement for latest sports and fashion

accessories. 16 percent of respondents can’t say about the proposal of to introduce an

exclusive weekly supplement for latest sports and fashion accessories. 8 percent of

respondents disagree the proposal of to introduce the an exclusive weekly supplement for

latest sports and fashion accessories.

Inference:-



A very high percent of respondents feel employment is most important issues. So they

strongly recommend for a more comprehensive employment news supplement.

A relatively small percent of people they recommend for a religion, mythology and

philosophy supplement.

And quiet a high percent of respondents seem to be sports and fashion crazy and hence have

recommended for latest sports and fashion accessories.

Table No 7.12:-Respondent’s opinion about Deccan Herald should carry

exam preparatory tips from experts during months of March, April and

may weekly.


Strongly Agree 25

Agree 67

Natural 7

Disagree 1

Strongly Disagree --

Total 100

Chart No 7.12:- showing Respondent’s opinion about Deccan Herald

should carry exam preparatory tips from experts during months of March,

April and may weekly.




10%

20%

30%

40%

50%

60%

70%

Interpretation:-

As per the above chart it can be interpret that most of the respondents are thinks that Deccan

Herald should carry exam preparatory tips from experts during the months of March, April

and May.

Table No 7.13:-Respondent’s opinion about the editorial section in Deccan

Herald is enlightening and appealing.


Strongly Agree 8

Agree 74

Natural 13

Disagree 4

Strongly Disagree 1

Total 100

Chart No 7.13:- Showing respondent’s opinion about the editorial section

in Deccan Herald is enlightening and appealing.



Interpretation:-

As per the above chart it can be interpret that most of the respondents are thinks that editorial

section in Deccan Herald is enlightening and appealing.

Table No 7.14:-Respondent’s opinion about the expert opinion; research

articles and critics views in Deccan herald.


Strongly Agree 6

Agree 62

Natural 12

Disagree 18

Strongly Disagree 2

Total 100

Chart no 7.14 Showing respondents opinions about the expert opinion,

research articles and others.


Srtongly Agree Agree Natural Disagree Strongly Disagree0%

10%

20%

30%

40%

50%

60%

70%

80%


Strongly Agree Agree Natural Disagree Strongly Disgree0%

10%

20%

30%

40%

50%

60%

70%

Interpretation:-

As per the above chart it can be interpret that most of the respondents are agree with the

expert opinion, research articles and critic views in Deccan Herald newspapers.

Table No 7.15:-Respondent’s opinion about the following proposals.

Particulars Strongly

Agree


Disagree

A) A special weekly section for

Indian culture & history to

educate the youngsters.

32 48 10 10 _

B) A special weekly section for

relationship and crisis

management.

39 52 6 3 _

C) A special weekly section

containing tips from prominent

personalities in different

professions.

31 53 13 3 _

D) A special weekly section for

art and literature.

8 32 51 8 1



E) A full size festivals greetings

during important festivals.

9 24 52 14 1

Chart No 7.16:- Showing respondents opinion about the above following

proposals.

Interpretation:-

As per the above chart it can be interpret that most of the respondents are strongly agree with

the Deccan Herald newspaper.

Total No 7.16:-Respondent’s opinion about Deccan Herald should have

better promotion itself.

Respondent Opinion No of Respondent

Yes 90

No 10

Total 100

Chart No 7.16:- Showing respondent’s opinion about Deccan Herald should

have better promotion itself.


P1 P2 P3 P4 P50

0.1

0.2

0.3

0.4

0.5

0.6


per

cen

tag

e of

resp

on

den

ts


Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

If yes, through which means

Interpretation:-

As per the above chart it can be interpret that most of the respondents are thinks that the

Deccan Herald should have better promotion of itself.

Table No 7.17:-Respondent’s opinion about which they consider is most

important for them to choose news paper.

Note: - 1:- Most Important, 2:- Important, 3:- Indifferent, 4:- Not Important, 5:- Not

Important at All


Statement 1 Statement2 Statement3 Statement4 Statement50%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Chart Title

Having a popular celebrity brand ambassador 2

Having promotional advertisements in national entertainment and

news channels

8

Having promotional advertisements in prominent magazines like

India today, the week and others.

3

Having huge hoardings in prominent places of various parts of

cities

44

All above 33

Total 100


Particulars 1 2 3 4 5

Brand 36 41 18 4 1

News quality and content 76 21 3

Early availability in morning 61 32 6 1

Incentives and loyalty programmes 9 22 29 30 10

Price 29 46 15 8 2

Number of supplements 20 46 23 8 3

Language and presentation 70 23 5 2

Entertainment 38 52 8 1 1

Chart No 7.17:- Showing respondents opinion about which they

consider is most important for them to choose news paper.

Analysis & Interpretation:-


deciding of the newspaper is very simple.


Brand

News q

uality

and c

onten

t

Early a

vaila

bility

in m

orning

Incen

tives

and l

oyalt

y prog

r... Price

Numbe

r of s

upple

ments

Langu

age a

nd pr

esenta

tion

Enterta

inmen

t0

0.10.20.30.40.50.60.70.8


Titl

e


It is clear from the above Table no and Graph no that, 36percent of respondents

ranked the brand as most important, 41percent ranked the brand as important, 18percent of

respondents ranked the brand is indifferent to them, 4percent of respondent ranked the brand

not important to them , 1percent of respondents ranks the brand is not important at all to

them.

76 percent of respondent’s ranked news the quality and content as most important,

21percent ranked the news quality and content as important, 3percent of respondents ranked

news quality and content is indifferent to them.

61 percent of respondents ranked the early availability in morning as most important,

32percent of respondents ranked early availability in morning as important , 6percent of

respondents ranked early availability in morning is indifferent to them, 1percent of

respondent ranked early availability in morning not important to them .

9 percent of respondents ranked the Incentives and loyalty programmes as most

important, 22percent ranked Incentives and loyalty programmes as important, 29percent of

respondents ranked Incentives and loyalty programmes is indifferent to them, 30percent of

respondent ranked the Incentives and loyalty programmes not important to them, 10percent

of respondents ranked the Incentives and loyalty programmes is not important at all to them.

29 percent of respondents ranked the Price as most important, 46percent ranked

Price as important , 15percent of respondents ranked Price is indifferent to them, 8percent

of respondent ranked the Price not important to them , 2percent of respondents ranked the

Price is not important at all to them.

70 percent of respondents ranked the Language and presentation as most

important, 23percent ranked Language and presentation as important, 5percent of respondents

ranked is Language and presentation indifferent to them, 2percent of respondent ranked the

Language and presentation not important to them.

38 percent of respondents ranked the Entertainment as most important,

52percent ranked Entertainment as important , 8percent of respondents ranked

Entertainment is indifferent to them, 1percent of respondent ranked the Entertainment not



important to them , 1percent of respondents ranked the Entertainment is not important at all

to them.

7.18 Table title:-Respondent’s opinion about the service of Deccan Herald


Poor 2

Average 10

Good 33

Very Good 49

Excellent 6

Total 100

Chart No 7.18:- Showing respondents opinion about the service of Deccan

Herald.

Interpretation:-


service of Deccan Herald is very good.

7.19 Respondent’s opinion about the price, keeping the benefits in view


2%

10%

33%48%

6%

Poor

Average

Good

Verygood

Execellent


Most of the respondents believe the price is very reasonable considering the quality of the

wide spectrum of news covered by Deccan herald. The introduction of colour photos adds a

touch of attractiveness.

Though the quality of the news remained undisputed, few of the respondents were of the

opinion that for the given price, there was a definite need for improvement as far as the layout

of the paper was concerned.

Table No.7.20:-Respondents opinion about the benefits they are getting

from Deccan Herald news paper.


Corporate Knowledge 5

Political News 15

Advertising 10

Business Trade Information 14

All the above 56

Total 100

Chart No 7.20:- Showing respondents opinion about the benefits they are

getting from Deccan Herald news paper.

5%

15%

10%

14%

56%

Corporate Knowledge

Political News

Advertizeing

Business Trade Information

All the above

Interpretation:-



As per the above chart it can be interpret that most of the respondents are thinks that they are

getting all the benefits that includes political news, corporate knowledge, business trade

information and corporate knowledge by reading the Deccan herald news paper.

Table No.7.21:- Respondents opinion about which section they like the most

in Deccan Herald.


Editorial 8

Presentation 16

Printing --


Supplements 16

Total 100

Chart No 21:- Showing Respondents opinion about which section they like

the most in Deccan Herald.

Interpretation:-


8%

16%

60%

16%

Editorial

Presentation

Printing

Quality of news

Suppliments


As per the above chart it can be interpret that most of the respondents are like the quality of

news and printing of Deccan Harald newspaper.

7.22 Respondents suggestion to make ideal daily news paper

Most of the respondents are suggested that they have to give more importance to national

and international issues; some of the respondents are suggested that layout of the paper

should be changed; some respondents are wanted to keep the price low and Some respondents

are unhappy with coverage of international news and they should cover more international

news and sports also.

Table No:-7.23 Respondents opinion about which media usually prefers to

get information.


Internet 14

Newspaper 40

Television 43

Radio 3

Others --

Total 100

Chart 7.23 Showing Respondents opinion about which media usually they

prefers to get information.


14%

40%

43%

3%

Internet

Newspaper

Telivision

Radio

Others


Interpretation:-

As per the above chart it can be interpret that most of the respondents got information from

newspapers.

CHAPTER—5

FINDINGS, CONCLUSION

AND SUGGESTIONS



CHAPTER - 5

3. SWOT Analysis of the Printer (Mysore) Pvt. Ltd.

SWOT is the short form for strength, weakness, opportunities, and threats. The

strength and weakness are internal in nature and they are controllable, where as the

opportunities and threats are external in nature and they are uncontrollable. SWOT analysis is

an important aspect in the company because by this the company can come to know what are

our strengths, weakness, opportunities and threats and do company overcome our strength

and opportunities.

STRENGTHS:

Oldest news papers.

Good Brand, good reputation in the minds the minds of customers.

Invitation prices.

Launches good promotion.

Technological innovations like color printing, Quality papers used are complementing

the ongoing revolution and the growth of the sector.

World class printing machine adopted.



WEAKNESSES:

Less information about the stock market and Business information.

Grammar and vocabulary mistake.

Late circulation in the small cities.

Less numbers of printing centers in Karnataka.

OPPORTUNITIES:

Literacy rate increases day by day.

People focus more on career, education etc.

English is international language. Everyone wants to learn it.

Life style being hi-fi.

THREATS:

With technological innovations taking place so rapidly in the media.

Day by day readership of “The Times of India” and “The Hindu” increases very fast.

People are getting knowledge form Internet, T.V., Radio etc.

8. SUMMARY OF FINDINGS & SUGGESTION

Summary of Findings

1) From the survey it is clear that 91percent of the respondents have the habit of reading

newspaper.

2) From the above survey 98 percent of the respondents enjoy the reading of news paper.

3) From the survey we find that nearly high of the respondents feel political section is high

important for them and some respondents also give opinion that sports and entertainment

section also important for them.

4) From the survey it’s clear that large percent (81 percent) of respondents feels that the news

presentation in Deccan herald is good and efficient.

5) A reasonably high percent of respondents are think that the quality and contents in

presentation of political issues is sound and a large percent of respondents think that local

issues and national issues content and presentation is sound.



6) From the survey we get to know high percent of respondents wants the Deccan herald

should have the coloured photograph no throughout the paper.

7) A large percent of respondents are agreed that “metro life gives right dosage of

entertainment.

8) From the survey we get to know that more respondents do not interest in the celebrity

gossips and posters of celebrity in every week and a large percent of respondents seem to be

interested in reading personal interviews of celebrities and they want to get the tips of beauty

and health regularly.

9) From the survey it’s clear that large percents of respondents are convenience with the

sports news presentation of Deccan Herald.

10) From the survey it’s clear that large number of respondents think that Deccan herald is

good in statistical coverage of sports.

11) High percent of respondents strongly recommended the employment and electronic

gadgets supplements.

12) Large number of respondents is high concern about the student community and they want

the exam preparatory tips from the experts.

13) A large percent of respondents interested in Indian comics alongside foreign comics in

the comic section and also interested in knowing about words prominent personalities.

14) A large number of respondents think that editorial section in Deccan herald is

enlightening and appealing.

15) A large number of respondents have convenience with the quality of expert opinion and

research articles and critic views.

16) A large number of respondents recommended that a special weekly section of educating

youngsters about culture and history and relationship and crisis management and tips from

prominent personalities from various professions.

17) The large percent of respondents think that Deccan herald had better promotion itself.

18) The large number of respondents are gave opinion that the brand news quality content

early availability presentation does not seem to be important in selection of news paper the



respondents place the factors like price and number of supplements and loyalty program is

important in selecting a news paper.

19) The most respondents gave opinion that the quality of news and print is liked most.

20) The most of the respondents given the opinion that the service of Deccan herald is good.

21) Now a day’s also most of the respondents relay on news paper for to get the information

and television also the grabbed the decent percent choice of respondents.

RECOMMENDATIONS

The researcher would here by like to put forth the following recommendations to the

company based on observation, analysis and interpretation of the collected data from the

respondents.

1) The respondents want the more coverage of national and international news and need

for improvement in this section.

2) Respondents want that metro life should carry more celebrity interviews and beauty

tips and exclusive section for teenage issues regularly.

3) The respondents want the weekly supplement for employment news and electronic

gadgets and fashion accessories.

4) The respondents want the exam preparatory tips from the experts during the month of

March, April and May weekly.

5) The respondents likes to see more Indian comics with the foreign comics in the comic

section and the brief stories about worlds prominent personalities and tips for self

defence for women.

6) The respondents like the special weekly section for Indian culture and history,

relationship and crisis management.

7) The respondent likes to have the colored photograph no throughout the paper.



QUESTIONNAIRE

Dear Sir/Madam,

I am pleased do my project, in The Mysore printers limited, Bangalore

as a part of our academic curriculum; I am doing my project on the topic “Readers’

Perception towards “Deccan herald” – English Daily in Bangalore City”. I request you

to spare some time with me and give your helping hand in completing this questionnaire. I

assure you that information collected will be kept confidential and will be used only for

academic purpose.

Group - A

Personal information

1. Gender :

2. Age :



3. Qualification :

4. Occupation :

5. Monthly Income :

Group – B

1. Do you read news paper regularly?

a) Yes b) No

2. Do you enjoy reading news paper?

a) Yes b) No

3. Rank the following sections of newspaper which you think are most important to you?


Important at all

Sections 1 2 3 4 5

A. Politics

B. Sports

C. Entertainment

D. Crime

E. Other issues

4. Do you think the news presentation in Deccan Herald is good?

A) Strongly Agree B) Agree C) Natural D) Disagree E) Strongly Disagree

5. Rank the following news section of Deccan Herald in accordance to your view about their

quality, content and presentation?

Note: - 1:- Excellent, 2:- Good, 3:- Ok, 4:- Bad, 5:- Worst

News Section 1 2 3 4 5



A. Political Issues

B. Local Issues

C. National Issues

D. International Issues

6. Do you find Deccan Herald contain more advertisement than news?

A) Yes b) No

7. Do you think “metro life” gives the right dosage of entertainment news?


8. State your opinion about the following proposals in Deccan Herald?

Proposals Yes No

A. should “metro life” carry more celebrity

gossips

B. Should “metro life” carry a full size

celebrity posters every week

C. Should “metro life” carry more celebrity

interviews

D. Should “metro life” carry exclusive section

for teenage issues regularly

E. Should “metro life” carry exclusive section

for beauty and health tips regularly

F. Should “metro life” carry more of

Hollywood and Hollywood news in its front

page

9. Do you think sports news presentation is good in Deccan Herald?




10. Do you think Deccan Herald prevent more realistic and quality news compare to its

competitors?


11. State your opinion about the proposals in Deccan herald?

Proposals Strongly

Agree


Disagree

A) A more comprehensive weekly

supplement for employment news.

B) An exclusive weekly supplement for

latest electronic gadgets and accessories.

C) An exclusive weekly supplement for

religion, mythology and philosophy.

D) An exclusive weekly supplement for

latest sports and fashion accessories.

12. Do you think Deccan herald should carry exam preparatory tips from experts during

months of March, April and may weekly?


13. State your opinion about the following proposals in Deccan herald?

Proposals Strongly

Agree


Disagree

A) Would you like to see more of

Indian comics with foreign comics in

the comic section?

B) Would you like to see regular

updates of international fashion

shows?

C) Would you like to see regular

updates of international film festivals

D) Would you like to see brief stories



of world’s most prominent

personalities weekly?

E) Would you like to see tips about

self defence for women?

14. Do you think the editorial section in Deccan herald is enlightening and appealing?


15. Do you think the expert opinion; research articles and critics views are good in Deccan

herald?


16. State your opinion about the following proposals

Particulars Strongl

y Agree


Disagree

A) A special weekly section for

Indian culture & history to educate

the youngsters.

B) A special weekly section for

relationship and crisis management.

C) A special weekly section

containing tips from prominent

personalities in different

professions.

D) A special weekly section for art

and literature

E) A full size festivals greetings

during important festivals

17. Do you think Deccan herald should have better promotion itself?

a) Yes b) No



If yes, through which means

Having a popular celebrity brand ambassador

Having promotional advertisements in national entertainment and news channels

Having promotional advertisements in prominent magazines like India today , the

week and others

Having huge hoardings in prominent places of various parts of cities

All above

18. Rank the factor which you consider is most important for you to choose news paper?


Important at all

Particulars 1 2 3 4 5

Brand

News quality and content

Early availability in morning

Incentives and loyalty programmes

Price

Number of supplements

Language and presentation

Entertainment

19. How was the service of Deccan herald according to you ?

a) Poor b) Average c) Good d) Very Good e) Excellent

20. What is your opinion on the price, keeping in benefits in view?

___________________________________________________________________________

___________________________________________________________________________

______________

21. What are the benefits you are getting by Deccan Herald news paper?

a) Corporate Knowledge ( )



b) Political News ( )

c) Advertising ( )

d) Business Trade Information ( )

e) All the above ( )

22. Which section of Deccan herald you like most?

a) Editorial ( )

b) Presentation ( )

c) Printing ( )

d) Quality of news & print ( )

e) Supplements ( )

23. Would you like to give some suggestion to make ideal daily news paper?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

_____________________

24. For to get information which media usually prefer?

a) Internet

b) News paper

c) Television

d) Radio

e) Others

BIBILOGRAPHY

PHILIP KOTLER, MARKETING MANAGEMENT, 2005

WWW.RESEARCHANDMARKET.COM

WWW.DECCANHERALD.COM

WWW.GOOGLE.COM


http://WWW.GOOGLE.COM/

http://WWW.DECCANHERALD.COM/

http://WWW.RESEARCHANDMARKET.COM/


WWW.PRAJAVANI.NET.COM

WWW.HISTORICPAGES.COM

WWW.PRESSPREFERENCE.COM

WWW.en.wikipedia.org/wiki/Media_of_ India

www. newspaper next.org


http://www.newspapernext.org/

http://WWW.en.wikipedia.org/wiki/Media_of_India

http://WWW.PRESSPREFERENCE.COM/

http://WWW.HISTORICPAGES.COM/

http://WWW.PRAJAVANI.NET.COM/