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LOVELY PROFESSIONAL UNIVERSITY

DEPARTMENT OF MANAGEMENT

Report on Summer Training

TO STUDY ADVERTISER PREFERENCE TOWARDS

NEWSPAPER ADVERTISING

Submitted to Lovely Professional University and Hindustan times

In partial fulfillment of theRequirements for the award of Degree of

Master of Business Administration

Submitted by:

DEPARTMENT OF MANAGEMENT

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA

1



ACKNOWLEDGEMENT

The feeling of acknowledging something and expressing it in words are two different things

altogether. It is our weakness, but we honestly admit that when truly wish to express my warm

gratitude and indebtedness towards somebody concerned, we are always at a loss of words.

I gratefully take this opportunity to express my gratitude and indebtedness to our most able

guide MR.AMIT SHARMA (HEAD SALES) for his active interest, timely encouragement &

MR. VARDAN SHARMA, MANAGER (SALES),MR. SUMIT GUPTA for their valuablesuggestions and unceasing assistance and creative criticism at every stage of this project.

I would like to thank MR. LOKESH JASRAI, TRAINING COORDINATOR, LOVELY

PROFESSIONAL UNIVERSITY, JALANDHAR & MR. RAJBIR SETHI, PROJECT

GUIDE, and LOVELY PROFESSIONAL UNIVERSITY for giving me such a great

opportunity to undertake this project.

I would also like to thank all HT employees and my colleagues for their support and sincere

cooperation throughout the project.

SAURABH SHARMA

2



Table of Contents

• Executive summary………………………………………………………………4

• Introduction………………………………………………………………………5

• Indian print media……………………………………………………………….8

• Review of Literature…………………………………………………………….22

• Research Design and

Methodology………………………………………………………...25

• Analysis………………………………………………………………29

• Findigs ……………………………………………………………….33

• Recommendations ……………………………………………………34

• Conclusion …………………………………………………………….34

• References ……………………………………………………………..35

3



EXECUTIVE SUMMARY

Purpose of the study is to study the importance of newspaper advertising and to study the

advertisers’ needs from a newspaper. Project is done in Mohali and sample includes theadvertisers of Mohali only. Various articles are analyzed to study the importance of newspaper advertising in current times .Primary research based on questionnaire is made taking a sample of 75 advertisers such as retailers, coaching institutes and doctors. In findings most of the retailersof the sample advertise on classified page and are reluctant to go for regular advertising, theyneed fast results. Advertising agency play a major part in providing the business to newspaper and advertisers are more comfortable dealing and bargaining with them. Advertisers are alsovery concern about the placement of the advertisement on the page. Publisher charges differentlyfor different page, I recommend to charge differently on the same page according to the placement of the ad on the same page, they should charge a little high for top right position of the page.

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INTRODUCTION

Purpose of the Project

1. To study the importance of newspaper advertising.

2. To study about the advertisers needs from a newspaper.

Scope of the Project

The project will cover a lot of information about newspaper industry, how anewspaper publisher makes money and what is the importance of newspaper advertising in the eyes of customers. The majority of a newspaper's revenue comesfrom selling advertising space to local and national advertisers. The sale of classified advertisements also makes money for a newspaper, but not on the samescale as with the retail advertisement sales. Each advertisement is sold based uponword count, length of publication and special features such as highlighting and fontmanipulations (bold or italic type). The project was entirely based upon theadvertisers needs from a newspaper publisher and advertisement agency.

In the area terms, project is limited to Mohali region only.

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INTRODUCTION- HINDUSTAN TIMES

HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times wasinaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of

India's largest media companies.Produced by an editorial team known for its quality, innovation and integrity, Hindustan Times(English newspaper) and Hindustan (Hindi newspaper through a subsidiary Hindustan MediaVentures Limited), have a combined daily readership base of 12.7 million (based on round 2 of Indian Readership Survey 2009) to their credit. Both dailies enjoy a strong brand recognitionamong readers as well as advertisers.

To cater to the large readership base, HT Media operates 19 printing facilities across India withan installed capacity of 1.5 million copies per hour.In addition to Hindustan Times, HT Media also publishes a national business newspaper, Mint.

Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive agreementwith the Wall Street Journal to publish Journal-branded news and information in India. Mint istoday the second-largest business newspaper in India with presence in the key markets of Delhi,Mumbai, Chennai, Bengaluru, Chandigarh, Pune, Kolkata and now Ahmedabad too.HT Media has also made its foray into electronic media. Diversifying its ambit of operations, thecompany in a consulting partnership with Virgin Radio, has launched the FM radio channel -Fever 104. Currently available in Delhi, Mumbai, Bangalore and Kolkata, Fever 104 hasestablished a strong presence as being one of the most vibrant channels on air. In a short span,the channel's rise has been meteoric considering its position in Mumbai and Bengaluru at No. 1and in Delhi as the No. 2 station on the popularity charts.Amongst advertisers, the advertising volumes increased by 17%. Radio vertical outscored others

by posting a healthy revenue growth of 52%, taking its revenue to Rs. 43 crore. Riding on theimproved ad volumes and realizations, the Radio business turned EBITDA positive in the fourthquarter of FY 10.

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7



INDIAN PRINT MEDIA:

The Indian newspaper industry is intensely competitive, with multiple national and regional

players vying for a larger share of the readership, circulation and advertising market. A strong

national brand combined with multi-city operations and a high level of content and product

quality are emerging as the key differentiators, because it gives an opportunity to larger non-

retail advertisers to reach out to multiple markets and high quality audiences at a low cost,

while local advertisers can concentrate on city-specific advertising. Given these inherent

advantages associated with having multi-city, large scale operations, the industry has

begun to witness a phase of consolidation. We expect this process of consolidation to

continue.

The domestic industry at this time does not have foreign or multinational players operating,

although that could happen in the future if and when the Government of India changes its

foreign investment regulations and restrictions applicable to the print media segment.

In addition to intra-segment competition, the Indian newsprint industry is also faced with

the competition posed by other forms of media including television broadcasters, magazines,

radio broadcasters and websites. Trends indicate that unlike in the global markets, print-ad spend

is growing faster than electronic in India. In the calendar year 2005, print media ad- spend grew by 15% against 12% television as per Industry estimates. Contrary to global trends, both

readership and circulation of newspapers are also growing in India.

This strong growth trend for the Indian newspaper industry appears sustainable from

medium-term perspective. Continued economic growth and increasing literacy is expected to

enable players such as HT Media to be bigger beneficiaries in the event of any reversal

in newsprint price

trends.

Newspaper readership in 2005 was 190 million (Source: NRS 2005), up from 165 million in

2003 (Source: NRS 2003). We believe that daily newspapers are increasingly being bought for

their analysis of the news and current affairs and in this context, newspapers are gradually taking

on the role of a magazine, thereby adversely impacting the magazine segment.

8



Newspaper Industry & Leadership position

The Indian newspaper industry can be primarily segmented across three categories: English,

Hindi and vernacular newspapers. There are approximately 1,907 daily newspapers published in

India of which newspapers in the vernacular language comprise 49.0% of the total newspapers,

followed by Hindi (42.1%) and English (8.9%). (Source: RNI). Most of the Hindi and vernacular

newspapers have a regional focus. Historically, the English newspaper industry in India has been

fragmented with each newspaper having a regional focus such as the Deccan Chronicle in

Hyderabad, Hindustan Times in Delhi, The Times of India in Mumbai, Hindu in Chennai,

Telegraph and Statesman in Kolkata, Deccan Herald in Bangalore and Gujarat Samachar in

Ahmedabad. In recent times, however, the larger English language newspapers have been

expanding their geographical reach, and we believe the English language segment is moving

towards consolidation.

Six of the top ten newspapers by readership are Hindi, three are vernacular and one is English

(Source: NRS 2005). Vernacular newspapers have a multiple of circulation to readership of 7-8

times compared with English newspapers of 1-2 times. This is primarily due to the higher cover

price of non-English newspapers compared with English newspapers and the fact that the readers

of non-English newspapers are generally from a lower socio-economic segment than that of

English newspapers.

9



All Hindi dailies have a readership of 73.5 million (Source: NRS 2005) compared with 59.3

million readership. Set forth below is the top 10 Hindi newspapers in 2005 and their circulation,

their readership as per NRS 2003 and their circulation

As per NRS 2005, all English dailies have a readership of 21.9 million compared with readership

of 18.6 million in NRS 2003. Set forth below are the top 10 English newspapers ranked as per

NRS 2005 and their circulation as per ABC July-December 2004, their readership as per NRS

2003 and their circulation 2004.

10



According to a PricewaterhouseCoopers (PwC) report, "In 2007, the Indian print media industry

recorded a growth of 16% over the previous year. Newspaper publishing, which constitutes 87%

of the segment, grew at 17%, whereas magazine publishing, which contributes the remaining

13%, grew at a marginally lower rate of 15%. On an overall basis, the print media industry stood

at Rs. 149 billion [14,900 crore] in 2007, up from Rs. 128 billion [12,800 crore] in 2006." PwC

estimated the compound annual growth rate (CAGR) for 2008 through 2012 at 13% for

newspapers and 15% for magazines. The comparative estimated CAGR internationally (for 2007

through 2011) is 2.1% for newspapers and 3.1% for magazines.

Among the reasons for the PwC report's bullishness about India's newspapers and magazines:

• Low print media penetration. The reach of print media in India is 38%. Its reach in urban

areas is 58%, substantially higher than in rural areas, at 30%.

• Rising literacy rates. The number of potential readers is growing. Additionally, 359

million literate people in the country do not read any publication, which leaves further

scope for improvement in penetration levels.

Increasing spending on circulation. Penetration of print media is improving owing to growing

income levels and aggressive marketing. Subscription schemes have not only accelerated

penetration of dailies, but also have helped push multiple dailies into homes.

The Importance of Advertising

Given the low cover prices, advertising is the principal revenue stream. Magazine advertising

revenues are Rs. 1,400 crore, while circulation revenues are Rs. 500 crore. For newspapers, the

corresponding figures are Rs. 8,000 crore and Rs. 5,000 crore. PwC projects growth in magazine

advertising revenues over the next five years at 16%, compared with 10% growth for circulation

revenues. For newspapers, the numbers are further skewed, at 16% and 8%, respectively.

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12



Sources of Revenues The sources of revenue for newspaper companies include the sale of

advertising space in their publications and the sale of their publications. Advertising revenues are

important to profitability in the print media industry. English editions attract the highest

advertising revenues with approximately 50% of ad-spend, followed by vernacular and Hindi

newspapers with approximately 25% of ad spend each (Source: TAM India). Most of the large

budget advertisers channel their advertisements through English newspapers because the readers

of English newspapers are generally in a higher socio-economic bracket than the readers of Hindi

and vernacular newspapers. The cost of production of English newspapers is higher than the cost

of production of Hindi and vernacular newspapers due to greater page numbers and better quality

newsprint used in English newspapers. Due to competition for advertising revenue, the cover

prices for English newspapers are generally less than the cost of production. The cover prices for Hindi and vernacular newspapers are generally around the cost of production because unlike

English newspapers, the advertising revenue is not large enough to justify selling newspapers for

less than the cost of production.

13



VARIOUS BRANDS WORKING UNDER HT MEDIA LTD.

Hindustan Times:

14



Hindustan Times, the flagship publication from the group, was inaugurated by Mahatma Gandhi

in 1924 and has established its presence as a newspaper with editorial excellence and integrity.

Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing main

English newspaper in terms of readership. Hindustan Times, Delhi, is India's largest single-

edition daily. In July 2005, Hindustan Times made a successful entry into the commercial capital

of India – Mumbai. Hindustan Times is printed in nine centers including Bhopal, Chandigarh,

Delhi, Mumbai, Jaipur, Kolkata, Lucknow, Patna and Ranchi.

Hindustan Times believes in continuous improvement and

providing greater value to its readers and advertisers. It has set

many a standards for its competitors and will continue to do so in

the years to come. It is the first smart-age newspaper in India to

evolve into a new international size - sleeker and smarter - which

ensures enhanced ease of reading and convenient handling.

In its endeavor to provide its readers with greater value, Hindustan Times has revamped its

existing supplements and added new ones to its portfolio, offering a daily supplement catering to

specific target audience. Supplements like Brunch are the first of their kind.

The enlarged operations and enhanced look have also paid off with a substantial increase in

circulation across the country

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• Consolidating presence in existing businesses

Revenue growing > 30%

Aggressive expansion of readership base

• Rapid expansion in UP

Successful new launches in UP …..Meerut/Agra/Kanpur

• Encouraging consumer response to product

Future plans

• Transferring Hindi business into a subsidiary

• Aggressive expansion strategy to market leader through UP, Uttranchal, MP and Punjab

expansion

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HT NEXT:

HT NEXT has everything that the youth ever wanted in a newspaper: sports news (great stories

for English Premier League and Formula 1 nuts), nuggets on celebs (yes, even more colourful

than Laloo Yadav), global and local news - in other words, your world (which, incidentally, is

our version of the world too).

There is even a political digest - Day In Politics- for those

who want to go beyond the simpler, lighter matter, and seek

to know which way the times are moving. Delhi, India and

World are your dedicated pages for all the news that

matters.

Check out the daily science and nature section, Life, The

Universe and Everything, or JLT for what's in these days.

In case you are bitten by the writing bug, HT Next has the

space and readership. Participate in daily debates if you like to lock horns on current affairs, post

a message on Plug In if you wish to connect or simply dash off an original poem for My Space,

if you have it in you. There are quizzes for those bent upon winning fabulous prizes, on e-mail or

SMS! .For the youth of India, this is Where It's At.

Kadambini:

With a long and celebrated history since its inception in 1960, thismonthly Hindi magazine is a one-of-its-own-kind socio-cultural-literary journal. Kadambini is a monthly Hindi magazine published by HT Media Ltd. with a long and celebrated history of 44 years. Itis a one-of-its-own-kind socio-cultural-literary magazine, which has

survived the demise of many other Hindi magazines in the genre.

Its first Editor was Late Shri Balkrishna Rao, a prominent

Hindi writer. He was followed by Late Shri Ramanand Doshi, who

was also a well-known literary figure, and during whose tenure

Kadambini touched new heights.

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Its third Editor Shri Rajendra Awasthy was also a known literary figure. Mrs Mrinal

Pande took charge as Editor in February 2003. Mrs Pande is a well-known and respected

journalist and literary figure in Hindi, as well as English. Associate Editor Shri Vishnu Nagar is

also a well-known figure in Hindi journalism and literature. Under Mrs Pande's able guidance

and Associate Editor Shri Vishnu Nagar's leadership, Kadambini has scaled new heights of

quality, readability and scientific approach. It is the only Hindi magazine which covers a wide

range of subjects including literature, science, history, sociology, politics, films and sports with

sincerity and popular appeal. Its every issue becomes a special issue as it focuses in-depth on one

important and popular concern apart from its various regular features. It always prefers quality

and readability over cheap, popular taste. Its new approach is widely appreciated by common

readers as well as the enlightened sections of society. The magazine has created a new space for

itself while retaining its old base. It is the only Hindi magazine, which guarantees that it will not

compromise on family values. Kadambini is the only Hindi magazine which covers a wide range

of subjects including literature, science, history, sociology, politics, films and sports with

sincerity and popular appeal.

Nandan:

HT Media Ltd.'s children's magazine has a popular appeal both in India and abroad. Ever since

its inception in 1964, Nandan has published more than ten thousand stories, three thousand

poems, and thousands of other creative pieces during these 40 years. It has been very popular

among children and their families in India and abroad.

The magazine was started in November 1964 in the memory of Pandit Jawahar Lal

Nehru, with its first issue being dedicated to the late Prime

Minister.

Nandan triumphs over its contemporaries because its stories are

a combination of the best in both our traditional and modern

cultural ethos. Nandan believes in shaping the mind and

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behaviors of our children in a positive way, and to challenge their minds by exposing them to

new ideas for the world of science and technology.

From its very inception, Nandan has been privileged to publish the stories, memoirs,

excerpts, biographies and poems of many of the greats from the fields of literature and politics,

some of whom are Dr Rajendra Prasad, Indira Gandhi, Gyani Zail Singh, V P Singh, Atal Bihari

Vajpayee, A P J Abdul Kalam, Bhartendu Harishchandra, Premchand, Jaishankar Prasad, Bibhuti

Bhushan Bandhopadhyaya, Mohan Rakesh, Kamleshwar, Amritlal Nagar, Ramdhari Singh

Dinkar, Satyajit Ray, Bhishm Sahni, Ashapurna Devi, Vishnu Prabhakar, Harivansh Rai

Bacchan, Shivani, Rajendra Yadav, Khushwant Singh, Krishna Sobti, Manohar Shyam Joshi,

Mannu Bhandari, Mrinal pande, Mridula Garg, Taslima Nasrin, Jayant Vishnu Narlikar, Ramesh

Dutt Sharma and Kuldeep Sharma.Nandan has published more than ten thousand stories, threethousand poems, and thousands of other creative pieces during these 40 years. It includes more

than 400 world classics for children.Nandan has been conducting story-writing, painting, poetry

and crossword contests regularly, which has encouraged lot of interest among children and

helped to develop their creativity.Nandan gets more than 5000 responses monthly from all over

India and abroad, which is in itself a record.

Mint: A Business Daily From HT

The purpose behind mint was the robust growth of the Indian economy as is evident in the

growing stock market. This long-term segment growth opened up an opportunity for a high

quality daily newspaper. Although the business newspaper market was mainly dominated by

economic times however there was a huge untapped potential for a high quality daily. And this is

where HT, in collaboration with the Wall Street Journal, came out with HT Mint.

Our Promise

• International style

• Clarity : News to knowledge, knowledge to understanding

• Business of life

• Wall street Edge & world class editorial

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Exclusive column partners…Kellogg’s/Wharton/Jack Welch

LITERATURE REVIEW-

Article-1

Survey verifies importance of newspaper advertising

January 14,2008 by Larry Brownlee

When consumers need to make an informed choice for shopping, they rely on newspapers

nearly 3 times more than the nearest media option (Newspapers 44.3%, TV 18.9%).The survey

is done by Missouri press news in Missouri. Consumers by a wide margin (66%) depend on

newspapers, or inserts, to do their shopping. Over 1/3 of people who read a weekly newspaper,

keep it around for a week or more (dailies tend to be kept for four days). On average a weekly

reader will keep a paper for just over four days and the majority (62.6%) of papers are read by

more than one person in the household. The older a Missourian gets, the more likely they feel

like newspapers cover the community better.

Article-2

Facts About Newspaper Advertising

by Big Mike McDaniel

According to Daniel Despite declining circulation figures and increasing ad rates, newspapersstill reach large audiences, daily. Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers.three times advertisement in a weeek is quite enough. Most papers offer no competitive protection. Your ad can be placed side-by-side with your competition.

Article-3

Spread the Word: Newspaper Advertising Works

Dianne Newman, Director of Information, Business am, Scotland

Worldwide research into advertising effectiveness shows that newspapers are an effective

advertising medium, particularly when used in combination with other media. The researchshowed that television was best at creating attention to a product, but that newspapers were perfect for exploiting that attention to persuade the customer to buy.

22

http://mopressnews.wordpress.com/2008/01/14/survey-verifies-importance-of-newspaper-advertising/

http://mopressnews.wordpress.com/2008/01/14/survey-verifies-importance-of-newspaper-advertising/



Article-4

Proof newspaper ads work

The Newspaper Works launches an Australian first – a new effectiveness metric proving that

newspaper advertising works.

“Newspapers generate $1.2 billion of retail revenue annually, which represents almost 30 per cent of all newspaper advertising revenue. We need to improve the understanding of howadvertisers can use newspapers effectively and also to improve the standard of creative. For theRetail report, Ipsos tested a total of 36 retail ads among nearly 2,500 respondents acrossAustralia, with over 7,000 advertising observations collected and more than 100 observations for each ad recorded.

Article-5

Classified face a double threat

McGrath, Kristin Publisher: International Newspaper Marketing Association

The Internet is undoubtedly a serious threat to the classified advertising revenues and the

readership of newspapers. A MORI Research study, however, indicates that young adults

frequently read the classified ad section. These same people are also the most avid users of the

Internet. It would therefore, benefit publishers to establish excellent Internet World Wide Web

sites that feature easily searchable classified ads that are also printed on their newspapers.

Article-6

How Does a Newspaper Make Money?

By Deborah Waltenburg, eHow Contributing Writer

In this article Mr. Waltenburg describes that newspaper's revenue comes from selling advertisingspace to local and national advertisers Retail advertisement space is priced according to itslocation within the paper and on the page, and by the size of the advertisement itself. Eachadvertisement is sold based upon word count, length of publication and special features such ashighlighting and font manipulations (bold or italic type). Subscriptions and inserts are another

source of revenue for newspapers.

Article-7

Stand-By Space Offers in Newspaper Advertising

By Kate Pauly-SchlentzAccording to schlentz Because of the weak economic climate, newspapers are more willing tonegotiate on the price of ads. Writing offers to the newspapers for stand-by space is a great way

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http://www.ehow.com/members/ds_debora13715.html

http://ezinearticles.com/?expert=Kate_Pauly-Schlentz

http://www.ehow.com/members/ds_debora13715.html

http://ezinearticles.com/?expert=Kate_Pauly-Schlentz



to place ads for as much as 75% off newspapers' open rates. Stand-by space is space that is stillavailable very close to the newspapers' final deadline. Generally the newspaper will fill thesespots with in-house (or non-paid) advertisements. Obviously some revenue is better than none,so accepting stand-by offers is a way for the newspaper to gain some revenue from these left-over spots.

Article-8

Modern Advertising Methods 3: Magazine & Newspaper Advertising

by Linda in Advertising

If you target your advertising to newspaper readers and make an offer that requires a quick

response, you’ll find newspaper advertising effective. You can do this with inexpensive

classified advertising or more expensive display advertising. Some newspaper sales people

know more than others. So pick a sales person that knows the community, has been at the

newspaper long enough to know what advertising works best in the newspaper, and understands

what you are trying to accomplish with your modern advertising methods.

Article-9

Google Study Proves Print Advertising Works Well with Online Advertising: Russell

Davies, 29th October 2009

Webwindows, a leading media agency, believes that online companies can improve their

presence on the Internet through print media advertising. --About 47% people responded to newspaper ads and logged on to the internet to browse through the siteadvertised. --An impressive 72% of people who responded to a newspaper ad actually made the purchase.--50% of respondents admitted that their confidence in a product advertised on the Internet

greatly increased when they also saw it advertised in the newspaper. -- 26% of readers cut out an ad for future reference.

Article-10

Google Study Proves Print Advertising Works Well with Online Advertising:part-II

64% of people admitted that they paid more attention to print ads than those that appearedonline. It is precisely because of this they trust a product that is advertised in the print mediathan a product that is advertised online. newspapers give advertisers significant local reachand so they are the best mediums to advertise in for companies that wish to target a localaudience. In fact people all over the world read newspapers for relaxation and are more opento browsing through ads.

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http://www.strategicmarketsegmentation.com/modern-advertising-methods-3-magazine-newspaper-advertising/

http://www.strategicmarketsegmentation.com/author/strateh8/

http://www.strategicmarketsegmentation.com/category/advertising/

http://www.articlealley.com/author_1_197195.html


http://www.articlealley.com/



http://www.strategicmarketsegmentation.com/modern-advertising-methods-3-magazine-newspaper-advertising/

http://www.strategicmarketsegmentation.com/author/strateh8/

http://www.strategicmarketsegmentation.com/category/advertising/







RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and analysis of data in

manner that aims to combine relevance to the research purpose with economy in procedure.

Research design includes the following.

Descriptive studies and among the descriptive studies mainly survey method is used.

Two surveys are made.

1. To know the possible market and competition, informal interview of retailers, coaching

institute and doctors has been done with the help of questionnaire.

DATA COLLECTION

For carrying out the study, following two sources of data collection is used.

Primary data

Secondary data

Primary data are collected from the following sources

Questionnaire method

Interview method

Secondary data is collected from the following sources.

References

Readymade data

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Internet

Journals

SAMPLING AREA

The area where sampling was done is Mohali from phase-5 to phase-10.

SAMPLE SIZE

I took a sample size of 75 respondents including retailers, coaching institutes,

doctors .

Retailers-40

Coaching institutes-20

Doctors-10

Questionnaire

• Name…..

• Age in years-

o 15-24

o 25-34

o 35-44

o More than 45

• Profession -

o Retailer

o Coaching institute

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o Doctor

• Income(Rs. per month)

o Less than 10000

o 10000-19000

o 20000-29000

o 30000-39000

o More than 40000

• How often you advertise in a newspaper?

o Regularly

o Seasonally

o Very often

• Which newspaper you prefer to advertise in?

o Hindustan Times

o The Tribune

o Aaj samaj

o Any other specify……..

• Did you notice an increase in sales after the advertisement?

o Yes

o No

• If no, did you stop advertising after some time?

o Yes

o No

•

On which page do you advertise?o Front page

o Third page

o Inside page

o Classified page

o Back page

• Where do you like to place your advertisement on the page?

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o Top left

o Top right

o Bottom left

o Bottom right

• Do you consider circulation of newspaper before advertising?

o Yes

o No

• Do you advertise through advertising agency?

o Yes

o No

• If yes, than what influences you to advertise through advertising agency?

o Discount offers

o Credit purchase

o Convenience

o All of the above

o Any other specify….

• Do you find it easier to bargain with advertising agency rather than the publisher?

o Yes

o No

• Do you go for creative and designed display advertisement to make it more visible?

o Yes

o No

• After adopting which package you expect an increase in sales?

o 2+1

o 4+2

o 6+4

o 10+10

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o Any other specify

• Do you believe that regular advertisement is helpful in ultimately increasing the

sales?

o Yeso No

• Do you prefer advertising in a regional newspaper?

o Yes

o No

• Do you believe that local newspaper advertising increases more sales than that of

national newspaper?

o Yes

o No

• Do you think advertising in a newspaper that is published once in a week is more

fruitful?

o Yes

o No

•

If yes than why….

• Name a few newspapers whose advertising rates and discount offers

attracts you to advertise..………….

ANALYSIS

• Did you stop advertising after some time when no increase in sales was

observed?

Yes No

Retailer 35 5

CoachingInstitute

05 15

Doctors 5 5

29



0

5

10

15

20

25

30

35

Yes No

Retailer

Coaching InstituteDoctors

INTERPRETATION:

• 87.5% retailers of the sample stopped advertising after some time.• 75% coaching institutes kept giving advertisements.

• What influences you to advertise through advertising agency?

Discountoffer

Credit purchase

convenience All of above

Any other

Retailer 5 4 1

Coachinginstitute

6 5

Doctors 4 1

30



0

1

2

3

4

5

6

7

Discount

offer

convenience

Retailer

Coachinginstitute

Doctors

INTERPRETATION

• 35% advertisers moved to advertising agency to have discount offers andcredit purchase

• More than 50% coaching institutes move to ad agency for discount andcredit purchase.

• 50% doctors also move to advertising agency for the same reason.

• After adopting which package you expect an increase in sales?

2+1 4+2 6+4 10+10

Retailer 4 25 5 6

Coaching

institute

1 2 17

Doctors 2 3 5

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0

5

10

15

20

25

2+1 4+2 6+4 10+10

Retailer

Coaching institute

Doctors

INTERPRETATION

•

62.5% retailers expect an increase in sales after 6 advertisements.• 85% coaching institute believes in almost regular advertising to expect an

increase in sales.

• Where do you like to place your advertisement on the page?

o Top left

o Top right

o Bottom left

o

Bottom right

TL TR BL BR

Retailer 35 5

Coachinginstitute

20

Doctors 8 2

32



0

5

10

15

20

25

30

35

TL TR BL BR

Retailer

Coaching instituteDoctors

INTERPRETATION

• 44% of the advertisers want to advertise on the top right of the page for visibility.

• 100% of the coaching institute want to advertise on the top right of the page.• 87.5% of the retailers want to advertise on the top left of the page.

• Do you think advertising in a newspaper that is published once in a

week is more fruitful?o Yes

o No

Yes No

Retailer 27 13

Coaching institute 15 5

Doctors 4 6

33



0

5

10

15

20

25

30

Yes No

Retailer

Coachinginstitute

Doctors

INTERPRETATION

•

67.5% retailers agree that advertising in a newspaper published once in aweek can be more productive.• 75% coaching institute agree that advertising in a newspaper published once

in a week can be more productive.

FINDINGS

• Generally retailers needs fast results from the advertisement, they stopadvertising after some time and are not aware of long term benefit of regular

advertising.

• Advertising agency play a major part in providing the business to newspaper and advertisers are more comfortable dealing and bargaining with them.

• Most of the retailers of the sample advertise on classified page and they wanttheir ad to be placed on the top left and coaching institute want their ad to be

placed on the top right of the page due to visibility reason.

• Weekly newspaper have high chances of being read for more than two daysand there are more chances of catching the eyeballs that’s why more than 60

percent advertisers of the sample are in the favor of advertising in weeklynewspaper.

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RECOMMENDATIONS

• Retailers should be made aware of benefits of regular advertising.

•

Publisher should be more approachable for the advertiser than that of advertising agency this would build a trust in the mind of advertiser for publisher.

• Publisher charges differently for different page, I recommend to chargedifferently on the same page according to the placement of the ad on thesame page, they should charge a little high for top right position of the page.

• Local newspaper Mohali Live is admired by the readers so much but Mohali

Live needs to generate more and consistent revenue, HT should providemore attractive offers to retailers and small businesses to attract them.

CONCLUSION

Retailers of Mohali are not aware of the long term benefits of the regular advertising they are satisfied by just classified advertisements, most of the retailershave never advertised in any newspaper and running their family business from a

long time and don’t feel any need to advertise.advertising agencies are very soundhere and advertisers are more comfortable dealing with them.advertisers are moreconcerened about discounts and placement of the ad on the page.coaching instituteis still a great market for leading newspapers such as Hindustan times,there areinnumerable institutes and are not attracted to newspaper advertising they morerely on other medium of advertising.on the whole awareness about newspaper advertising in Punjab is very low.

35



REFERRENCES:

www.hindustantimes.comwww.thenewspaperworks.com

www.advertisementindia.comwww.articlealley.com

http://www.hindustantimes.com/

http://www.thenewspaperworks.com/

http://www.advertisementindia.com/


http://www.hindustantimes.com/

http://www.thenewspaperworks.com/

http://www.advertisementindia.com/


mohali live i

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