TECHNICAL PAPER- ROLL NO 10-750

ECONOMIC TIMES IN CAMPUS

Economic Times is the highest circulated English business daily in Asia . ET is also 5 times the size of its nearest competitor in terms of readership. Economic Times in Campus is a brain child of ET. To meet the need of todays management students to gain a critical edge, ETiC was launched. ETiC is an interactive platform between Corporate India and Management students. The objective of ETiC is to help students gain holistic business understanding, during their education period of two years, for the same it provided its members with following benefits, to help them gain an unfair advantage:  Subscription to The Economic Times  ET in Campus Quiz  ET Leadership Lecture Series  Subscription to ET Intelligence  ET Associations (BMA: Bombay Management Association) \  ET Associations (The Advertising Club Bombay)  Subscription to The Economist, Lonely Planet and Top Gear It is imperative to understand the customer and his specific requirements. This understanding triggers a need to develop a product to meet the ever changing diversified interests of the customer. Keeping this is mind, a year after the launch of ETiC an extensive online and offline research was carried out on the members of the ETiC program, in order to enhance and add value to the specifics of each program/activities offered by ETiC as well as introduce new path b reaking innovations to help students gain critical edge.
Present scenario of the Industry

 Indian newspaper industry is slated to grow manifold.  Market share has been growing in last few years.  Indian readership survey 2011 says that almost all of the English dailies are losing readership at a rate much faster than the rate of their growth including the biggies such as Times of India (TOI), Hindustan Times (HT) and Daily News and Analysis (DNA). But still the print media is able to hold its place in market

That the internet has dented the profitability of the print media is old news. Readers increasingly want their news free, causing loss of circulation and through it, of ad revenues. The pessimist thus saw in the internet a media that will kill others and thus got busy either opposing or denying it. The optimist on the other hand saw an opportunity for convergence, to enhance their reach and potential to increase both its reach and power, as well its profitability. While in the west the optimist has won over, in India, it is the pessimist that has had a field day and the print media continues to stay inside its own shell. Today a newspaper in India sees the internet only as an archive, or to give an epaper edition of their existing print paper. That is faulty thinking. Technology has changed the balance of power between producer and consumer of news. It is hence important for you to work out what you can do to differentiate yourself in a world of multiple media, Mr. Lionel Barber, Editor, Financial Times (FT), had said addressing a gathering of Indian media owners organ ized by CII a few months back. Globally, convergence in print is happening out of necessity rather than strategy. In India there is hardly any focus on convergence as of today. However, the time is not far when even for the Indian print media it would become a matter of necessity. The ones who begin now would be the ones who would benefit sooner and longer.  The discounted subscription to ET predo minantly is the deciding/ influencing factor for the customers to be a member of ETiC & hence even though this factor should be given higher weightage, it is imperative to market and brand the other programs of the ETiC for diversifying and gaining a long term advantage.  ETiC has been successful in maintaining a hassle free model and implementation of the ETiC subscription.  ETiC has been successful in customer satisfaction and customer relationship management.  ETiC has been triumphant in establishing trust, credibility & satisfaction amongst its customers.  ETiC has been successful in maintaining the standard of the events/activities and the customers appreciate the overall quality of the events/activities offered by ETiC.  The customers predominantly want pro grams and activities which focuses on business on and international and global level. Hence, new programs/activities directed at global business should be aimed at.