Anuj HT Media Project

Scope of hyper-local as a product in Emerging market
(Mohali live is the weekly supplement of Hindustan times exclusive for Mohali
Project Report
Submitted to: Lovely Professional university Phagwara, Jalandhar
In partial fulfilment of the Requirement for the Degree
Master of Business Administration
2010-2012
Lovely Professional University, Jalandhar (Punjab)

(Under 2(f) UGC Act 1956, AIU and DEC recognized)
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Under the Guidance of: -
Submitted By:
Mr. Lokesh Jasrai Anuj Kumar
MB A (Marketing) Reg. No. 11007572 Rol l No. A27 Section-R1003
PREFACE
Project work is something that every Management student should carry out seriously at any organization irrespective of their topic they choose to do. This is a part of complete management study and carrying out such a project work is required by the examination and evaluation Department of different Universities necessary for the partial fulfilment of M.B.A. course. Carrying and completing such a project work is not an easy task. One must be careful before gathering the data required otherwise the very essence of the project will get lost in the midway and the real and correct idea will remain unexposed before the reader. I took my project in Marketing on Scope of hyper-local newspaper in print mediaHindustan Times, Mohali. I had tried to compile the clear picture regarding its scope which will tell about its reach. The project has played a significant role in my life in gaining knowledge in marketing field.

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Dedicate With regarded to My Parents

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DECLARATION
I Anuj Kumar do hereby declare that the project report entitled customer preferences towards choosing a newspaper as a medium of advertising and scope of hyper-local newspaper in print media being submitted to LOVELY PROFESSIONAL UNIVERSITY, PHAGWARA is my own piece of work and it has not been submitted to any other institute or published at any time before.

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(Anuj Kumar)
ACKNOWLEDGEME NT
Preservation, inspiration and motivation have always played a key role in the success of any venture. In the present world of competition and success, training is like a bridge between theoretical and practical working; willingly I prepared this particular Project. First of all I would like to thank the supreme power, the almighty god, who is the one who has always

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guided me to work on the right path of my life. I would like to thank Mr. Sumit Gupta (Ass. Manager, Marketing & Sales) for granting me permission to undertake the training in their esteemed organization. I also thanks to Mr.Baljindra, and Mr. Manish (Team Leader Mohali Live) and Mr. Sumit Gupta of Hindustan Times for their time-to-time guidance and support in completing the project. I also thank the other staff of Hindustan Times, Panchkula who devoted their valuable time by helping me to complete my project. I express my sincere thanks to Mr.Lokesh Jasrai (Faculty Guide), for the valuable suggestion and making this project a real successful. Last but not least, my sincere thanks to My Parents and Friends who directly or indirectly helped me to bring this project into the final shape.
(Anuj Kumar)
CONTENT
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Executive summery 07-20 Lovely Professional University, Jalandhar (Punjab)

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Chapter- I
Introduction of the study (a) Objective of the Study (b) Scope of the Study (c) Research Methodology to be
used (d) Limitations Chapter II : Introduction of the Organization 21-29
(a) History of the organization (b) Group Profile of the Organization (c) Market Status of the Organization (d) Competitors of the Organization (e) Organizational Structure Chapter III 30-41 Chapter IV Interpretation Chapter V : Recommendation : : News paper Industry Review
Data analysis and 42-50 Findings, Conclusion & 51-55
Questionnaires 56-58

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References 59-60
EXECUTIVE SUMMARY
Paid-circulation newspapers are a popular advertising medium for most local businesses. They are the oldest forms of mass media, and they continue to be one of the largest, as measured by volume of advertising dollars. Industry giants, as well as the local convenience stores, use newspapers to advertise. Every community has its own newspaper. There are over 5000 paid-circulation daily newspapers in India and several thousand additional local weekly papers as well. Every advertising medium has characteristics that give it natural advantages and limitations. As you scan your local newspaper(s), you will notice a number of businesses that advertise on a regular basis. Observe who they are, and how they advertise their products and services. More than likely, if the advertisements are repeated, the ads are working. Consider this media if you are selling to a general market, because newspapers are generally bought by all segments of the population. Even though the newspaper no longer enjoys its former role as the almost exclusive source of news, they still remain a strong factor in their specific sphere of influence. According to the recent survey every Indian loves to read a newspaper and seeing Indias population we can say that newspaper advertising in India is the most lucrative option. This means at one go you can easily showcase your company and products to the entire India. The biggest advantage of newspaper advertising in India is that there are various newspapers in various languages. This means you can easily saturate your target audience and can advertise according to that. By doing this you can easily reach and target your audience, moreover it is also the sure shot way to disseminate your message. It has been seen that majority big

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companies prefer to propagate their message via newspaper advertising in India as it is not only cheap but also very successful.
INTRODUCTION
This project report is all about the customers preferences towards choosing a newspaper as a medium of advertising and the scope of hyper-local newspaper in print media at Panchkula region. Our main focus on these factors which have given more preferences by customer while selecting a hyper-local newspaper as an advertising medium. Newspaper is the biggest and best medium to know whats happening around you. Every morning everyone wants to read a newspaper so that they can kick start their day. Being the biggest and popular medium, it is also the best source of advertising. Nowadays there is a stiff competition in this field as there are various newspapers available in Indian market. Majority newspapers are of big brands and it means more newspaper advertising opportunities. Newspaper advertising in India is the best way to get maximum exposure. Herein by a simple advertisement you can capture maximum Indian market and reach large population. According to the recent survey every Indian loves to read a newspaper and seeing Indias population we can say that newspaper advertising in India is the most lucrative option. This means at one go you can easily showcase your company and products to the entire India. The biggest advantage of newspaper advertising in India is that there are various newspapers in various languages. This means you can easily saturate your target audience and can advertise according to that. By doing this you can easily reach and target your audience, moreover it is also the sure shot way to disseminate your message. It has been seen that majority big companies prefer to propagate their message via newspaper advertising in India as it is not

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only cheap but also very successful. If you are new to this world and dont know where to begin with then Pitch on Net is the best place. Pitch on Net is one of the biggest providers of Indian English newspaper, marketing public relations and Indian advertising agency. It is the one stop shop for all your advertising and marketing needs. Being Indias one of the biggest advertising agencies, Pitch on Net surely knows the ways to cater your needs and requirements. Being innovative in ideas Pitch on Net provides you with the full-fledged information and news in how to approach newspaper advertising in India. Thus it wont be wrong to say if you want to outshine your competitors then taking help of Pitch on Net is the best way. To provide you more guidance Pitch on Net also carries an articles section, wherein you can find various write-ups written by expert market analysts. Browsing them will surely show you the way and you can take full advantage of newspaper advertising in India. 'Media' is the medium of carrying information, education and entertainment to the masses. It is an easier and efficient means of communication which plays a key role in the overall development of an economy. In an era where knowledge and facts are the tools for economic, political and cultural exchange, presence of the strong and constructive media in a country is important for catering to the diverse needs of individuals, society as a whole, small and large business and production houses, various research organizations, private sectors as well as the public sectors. Media is a conscience-keeper of the nation and has many tasks to perform in our day-to-day lives. It helps the Government to achieve various socioeconomic and political goals; educate urban and rural masses; instill a sense of responsibility among the people; as well as provide justice to the needy. It largely consists of print media like newspapers, magazines, journals and other publications, etc. as well as electronic media like radio, television, internet, etc. With the changing scenario of the world, it has acquired the status of an industry. In India, the media and entertainment industry is undergoing remarkable change and is one of the fastest growing sectors. The main factors responsible for this are rising per capita/ national income, high economic growth and strong macro-economic fundamentals, democratic set up; good governance as well as law and order position in the country.

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Specifically, spectacular growth of the television industry, new formats for film production and distribution, privatization and growth of radio, gradually liberalizing attitude of Government towards the sector, easier access to and for international companies as well as advent of digital communication and its technological innovations are the other attributes of the growth of the sector. The media industry plays an important role in creating people's awareness about national policies and programmes by providing information and education, besides creating healthy business environment in the country. Thus, it helps people to be active partners in the nation-building endeavor.
Hyper-Local The term hyper-local can be used as a noun in isolation or as a modifier of some other term (e.g. news). When used in isolation it refers to the emergent ecology of data (including textual content), aggregators, publication mechanism and user interactions and behaviors which centre on a resident of a location and the business of being a resident. Hyper-local content, often referred to as hyper-local news, is characterized by three major elements. Firstly, it refers to entities and events that are located within a well defined, community scale area. Secondly, it is intended primarily for consumption by residents of that area. Thirdly, it is created by a resident of the location (but this last point is discussed because for example a photo can be hyper-local but not locally produced). This type of content should be contrasted with local news which tends to be less geographically constrained. There are other types of data which have local or hyper-local relevance, or be of interest to residents - e.g. a government statistic on crime rates in your neighborhood. Such data, while relevant to residents are of a qualitatively different type.

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Media Structure, While there are various ways in which hyper-local content is being created and published, blogs have become a key part of the hyper-local ecology. Their basic roles evident in the space include individual blogs, blog networks, and aggregators.
OBJECTIVES OF THE STUDY

1. To know the customer preference for choosing a medium of advertising in Mohali region in aspect of advertisement in HT Mohali live. 2. To know the consumer preference toward advertisement in HT Mohali live. 3. To know the factor which affect the advertiser during choosing advertising medium? 4. Find out the scope of HT Mohali live.

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LITERATURE REVIEW
Advertiser Perceptions: Cross Media Builds Purchase Intent BY: research firm Advertising Perceptions 2010:- The study found consumers expressed a stronger intent to buy a particular product after they had been exposed to ads for it on more than one medium. That finding could lend strong support to media buyers looking to justify cross-media ad spend, especially since "intent to buy" is considered an important way to measure a campaign's success. Anon (2008), Advertisements are lifeline of companies. It persuades customers to buy their product. Everyone can use advertisements but they must obey the law. There are many types of advertisement that can influence consumers attitude to buy a product. The researchers think that TV ad is the most influential type of advertisement because most people watch TV

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and unlike other advertisements TV ad has the ability to convey your message with sight, sound, and motion. They more accurate to influence consumers because they can easily reach target audiences.
Anon (2008), this research paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. An open and democratic society depends on the quality of its newspapers. Whether youre local newspaper is a big-city title like the New York Times or just a little down-home local like the any town Gazette, newspapers function almost as a public service. They report local events, interpret what is happening in the nation or the world and provide a voice for their readers in the letters column. The research paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Clow, Kenneth E. et al (2006), The results of the study indicate that both source credibility and service quality evaluations have a definite impact on attitude towards the ad and purchase intentions of a service and the type of visual element used is important in the ad evaluation process. The findings of this research are important for creatives in designing service ads. If a model or spokesperson is used in the print ad, then source credibility is an important factor. Further, it is important to embed service quality cues in the ad to increase viewers' expectations of the service, thus enhancing purchase intentions media. Dearden, James A., Lilien, Gary L. (2001), We develop a competitive advertising model, where a firm's advertising spending can be divided into two parts. One part, which we call generic advertising, affects only total market demand. The second component of that spending, brand advertising, affects market share directly, but may also have an effect on total market demand. We investigate how the profit margins of the firms, the advertising elasticitys, the base market shares of the firms, and the market demand effect of brand

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advertising interact to determine the total amount of advertising spending in the market, who pays and how they pay (the ratio of generic to brand advertising). We also show that, in general, a market where generic advertising expenditures are set cooperatively will see higher expenditures of generic advertising than will a purely competitive market. Degraffenreid, Scott (2006), Traditional media advertising has lost significant impact at an accelerating rate over the past 20 years and will continue to do so for the foreseeable future. Referrals are the primary viable alternative for reaching customers and can be used to reinvigorate traditional marketing. Organizations that ignore the importance of referral marketing will find markets increasingly expensive and difficult to access and will lose competitive advantage with organizations that do understand and manage the value of wordof-mouth marketing. Foster, Jinnene (2009), Print media, though recognized for all the good they can do, are also occasionally criticized for slanting information. Communities and individuals have a responsibility to choose their media sources wisely. Nonetheless, society needs print media to stay informed.
Fernandes, Leela (2000), The article intervenes in the debate over the effects of globalization on the nation-state by exploring the ways in which meanings of the global are produced through the nationalist imagination in India. Globalization in India has unfolded in the context of the `new economic policies' of liberalization initiated in the 1990s. Both television and print media images increasingly contribute to the reproduction of a hegemonic political culture, one that has discarded the remnants of a state-dominated planned economy. An analysis of this process calls into question the post-national thesis of the globalization paradigm. First, the imagined form of the `global' is produced through cultural signs that rest on the deployment of nationalist narrative. Second, media representations depict India's relationship with the world economy through images of a hybrid relation between the

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national and the global. Finally, globalization in India has led to a form of re-territorialisation which polices the boundaries of gendered social codes. Gabriel, Helen et al (2006), There was considerable ignorance of formal models of advertising effect. Agencies using them typically favoured the hierarchy-of-effects variants. Although more than a third of the sample eschewed models, there was little evidence of animosity towards advertising theory of itself. Non-adoption was significantly explained by constructs drawn from the academic literature of knowledge dissemination. The study emphasizes the pressing need to harmonies formal models of how advertising works with conceptual frameworks used by advertising agencies in practice (if any), for the improvement of campaign planning and evaluation. Kambitsis, Chris et al (2000), this research attempted to investigate why sport themes are used in advertisements, and the motives that lead companies and advertisers to use sport celebrities and sport concepts in advertisements. The detailed examination of the fieldwork took place in Sydney, prior to and during the 2000 Olympic Games. Printed media were observed for a period of five to six months. Many parameters were taken into consideration comparing three monthly magazines and two daily newspapers in order to gain knowledge and provide answers to the fundamental questions. In addition, two famous athletes, a sport manager and an advertising executive were interviewed. Furthermore the outcome of the research showed that Olympic Games did not play a catalyst role in sport advertisement issues in the particular print media. It also concluded that the selection procedures that advertising companies followed, in order to select athletes, were not based only on their achievements but mostly were related to their personalities. Moose pile (2008), Print media is certainly entering a new phase, but the death knell hasn't sounded yet, and this is an old topic. The "print" side of it, i.e. putting their wares onto a physical medium, is changing, but it doesn't affect the core of what print media is. Don't forget that "print media" is words, images, etc put onto a paper medium - but the medium is merely the vehicle. It's the print media that is moving to the "display media", but nothing else is changing. The words and images that print media produces come via another medium now,

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but it's the same. You can't call print media dead or dying because people don't want to read on paper anymore - the content doesn't need paper as a medium to be relevant. The content has another medium now in electronics, and it can carry on as strong as ever. Compare that to radio.
Panwar, J.S., Agnihotri, Milan (2006), It was found that children's ability to decode and process advertising messages and to understand their intents is influenced not only by their cognitive abilities at different age strata but also by their social and personal environments. Social norms related to acceptability and appropriateness of gender behavior also influence the processing of ad messages by the children of both sexes. Other elements like likeability of the model, character or endorser, story line, slogan and the music will create liking or disliking for a particular advertisement and hence decoding of its message.
Pelsmacker, Patrick De et al (2002), An emotional and a rational advertising message for a new brand of juice are tested in a positive and negative newspaper context in a sample of 100 young consumers. The positive context leads to more positive attitudes and to better ad content recall. The rational advertising message results in significantly more positive attitudes, in a higher purchase intention, and in better ad content recall. The attitude towards an emotional ad and ad content recall are significantly more positive in a positive context. Purchase intention and content recall as a result of rational ads are higher in a negative context.
Rotfeld, Herbert J. (2002), Focuses on bad advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is often because advertising creators fail to focus on potential end customers, and what they need to see and hear.

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Raymond, Mary A., Lim, Jong W. (2002), This paper provides a case study comparing the international advertising strategy that Hyundai Motor Company, Korea, utilized when they introduced the Hyundai Santa Fe in Korea and in the United States. Based on Hyundai's understanding of factors affecting standardization and adaptation decisions and possible negative country-of-origin effects, the case illustrates how Hyundai created a positive brand image with a local adaptation advertising strategy. A framework illustrating factors affecting the local adaptation decision, the advertising decisions that Hyundai made, and the effectiveness of those decisions is presented. Given the success of Hyundai's local adaptation advertising strategy and the Santa Fe, Hyundai announced plans to build a production facility in the United States. Smart, Graham and Smart, Alison, (2010), The internet has led to falling advertising revenues and dwindling circulations. The companies reacted to this by developing online news services, which do not have the distribution costs of a physical product, enable the customization of editorial and advertising content, and facilitate the co-creation of news content with consumers. Moving online has, however, not fully compensated for the losses in revenues. Readers were reluctant to pay for online content, the income from of the sale of web-based advertising space was significantly lower than for the printed form, and journalists resisted co-creation. Regional newspapers face problems developing an effective online news service to enable them to remain relevant in the communities they serve. The findings suggest that, although newspapers have adopted multimedia, and now have some user generated content, there is a reluctance to consider greater usage of additional forms of news production and e-tools.
Sterling, John, (2002), A respected Wisconsin metro newspaper, confronting significant market change and eroding profit opportunities, gathered a broad cross-section of its management team together a little more than a year ago to take a fresh look at its business strategy. The resulting strategic plan strikes a balance between focusing on key operational

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targets and creating distinctive editorial products that ensures the paper remains the indispensable source of news and information in its markets. This case study examines how The Milwaukee Journal Sentinel used strategic planning to craft a strategy that keeps profits flowing despite in an increasingly competitive market environment. This case demonstrates that even when a company is pushed to improve operational performance it still cannot ignore the need to create a distinctive strategic position in its market. And, even when a company enjoys a leading market position, it cannot afford to relax its commitment to operational excellence.
RESEARCH METHODOLOGY
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The objective of the present study can be accomplished by conducting a systematic market survey. Market Research is a systematic design, collection, analysis and reporting of data and finding that are relevant to different market situation facing by the company. The marketing research processes that will be adopted in the present study consist of the following stages: Defining the problem and research objective: The research objective state that what information is needed to solve the problem. Here the objective of the research is customer preference towards choosing a newspaper as a medium of advertising and scope of hyper-local newspaper in print media. Developing research plan: Once the problem is defined, the next step is to prepare a plan for getting the information needed for the research. The present study will adopt descriptive and casual approaches, where in there is a need to gather a large amount of information before making a conclusion if required. Universe:We are conducting a research entitled customer preferences towards choosing a newspaper as a medium of advertising and scope of hyper-local newspaper in print media. There are 1500 clients in panchkula region for advertisement and it is too huge, so for research purpose the population will be all retailers, education institutes, service providers etc. Target population: - our target population is 100 customers, who like to advertise their business.
Research Approaches:-

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It is a kind of descriptive research because the data will be collected from different retailers and advertisers. Defining the results, it is necessary to know about customers opinion, beliefs, preferences and satisfaction. Primary data can be collected through observation, questionnaire but I approached survey research, which is, most conventional method for getting more reliable information. Sampling size: - 100 For this research study I have set 100 respondents as sampling size because of time and cost constraint. Research Instruments:I framed a questionnaire in which having open end an close and both type questions. Preparing this questionnaire, I kept in my mind to objectives because object related questions are always most helpful to finding the research purpose. Hypothesis Formulation Null (H0) There is huge scope of hyper local in immerging market. Alternative (H1) There is no scope of hyper local in immerging market

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LIMITATIONS OF STUDY
As only Mohali city dealt in survey so it does not represent the view of the total Indian market.
Size of the research may not be substantial. There was lack of time on the part of respondents. The survey was carried through questionnaire and the questions were based on perception.
There may be biasness in information by market participant. Complete data was not available due to company privacy and secrecy. Customer dissatisfied with the services. People assume that HT Mohali Live is a local newspaper and they do not suppose HT Mohali Live is a part of Hindustan Times Private, so they do not advertise with Mohali live.
Advertising means wastage of money for many people in Mohali. Lacks of motivation as false commitments were made to customer by the company.

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Chapter II
Introduction of the Company

(a) History of the organization (b) Group Profile of the Organization (c) Mission and Vision (d) Competitors of the Organization (e) Highlights of the company Lovely Professional University, Jalandhar (Punjab)
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(f) Product of the Company

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INTRODUCTION TO COMPANY
HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times was inaugurated 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 Media Ventures 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 strong brand recognition among readers as well as advertisers. To cater to the large readership base, HT Media operates 19 printing facilities across India with an 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 agreement with the Wall Street Journal to publish Journal-branded news and information in India. Mint is today the second-largest business newspaper in India with presence in the key markets of Delhi, Mumbai, Bangalore, Chandigarh, Pune and now Kolkata too. HT Media has also made its foray into electronic media. Diversifying its ambit of operations, the company 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 has established 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 Bangalore at No. 1 and in Delhi as the No. 2 station on the popularity charts. Internet businesses of HT Media incorporated under Firefly e-ventures; operate leading web

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portals Hindustantimes.com and livemint.com in the general and business news categories respectively. The company's year old job portal Shine.com which has received high appreciation from consumers and industry for its innovative design and usability crossed 2.2 million registrations. Desimartini.com - a social networking site was also launched recently. HT Media reported FY 2010 total annual revenue grew by 5% to reach Rs. 1,454 crore. The circulation revenue posted a robust growth of 19% on account of improved cover price realization and increased circulation. The advertisement revenue recorded a modest growth of 1%. Reflecting an increased acceptance 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 the improved ad volumes and realizations, the Radio business turned EBITDA positive in the fourth quarter of FY 10. HT Circulation- Based on the readership survey of 14.49 million readers, HT has a combined circulation of 2.25 million copies everyday including Hindustan Times (English) and Hindustan (Hindi). Due to huge circulation, HT enjoys strong brand recognition among readers and advertisers as well. HT Group in Electronic Media HT Media Ltd has ventured into electronic media through its subsidiary HT Music and Entertainment Company Ltd.. The company has entered into the FM radio market in major Indian cities through a consulting partnership with Virgin Radio. The radio channel, Fever 104 is currently available in the cities of Delhi and Mumbai. HT Events HT Media group annually organizes a Luxury Conference and also a Leadership Summit in Delhi. The Luxury conference had been attended by featured speakers like designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. While in Leadership Summit, prominent leaders of the country and foreign countries participate. Values

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HT Media A rich heritage to live up to! Organizational values are the foundation stones on which the organizations image is built. These help the company realize its organizational goals and in turn transform lives. These values are intended to infuse an infectious energy, professionalism and a sense of true empowerment to the workplace. The solid edifice on which HT Media stands tall today was built on high ideals and values. The company has its roots in the independence movement in the first half of the twentieth century, a cause to empower the nation. We are adaptive to the changing times, while remaining steadfast to the values rooted in our culture. Our values drive us towards our goals of expansion, diversification and excellence. These values define our philosophy of operations, guide our important decisions and determine our commitment and achievement. Courage: - To encourage the ability that meets opposition with skill, competence and fortitude. Responsibility Be accountable for results in line with the companys objectives, strategies and values. Empowerment Support our people and give them the freedom to perform and to provide our readers with information to influence their environment. Continuous Self Renewal Determination to constantly re-examine and re-invent ourselves for further innovation and creativity. People Centric

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People are our greatest asset. We invest in them expect a lot and know that the rest will follow. Vision HT Media strives to be a visionary organization and not an organization with a vision. In our Endeavour to have a shared understanding, alignment and commitment, we have derived our companys vision that sets the course and empowers people to take action.
Competitors in Chandigarh
o
Dainik Bhaskar It is the first Hindi newspaper launched in this region.

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o o o o
Amar Ujala a good and established brand established from 8 years Punjab Kesri a very old player in this region. The Tribune local newspaper for this region. The Times of India which has a nationwide recognition. Indian Express Tricity a local newspaper particular for advertisement. Shapers next local detriment magazine Admag local detriment magazine
o
o o o
o Aajsamaj
Highlights of company
September 26, 1924 This date marked the august beginnings of Hindustan Times with Mahatma Gandhi, the Father of the Nation inaugurating the newspaper. 1927 Hindustan Times was reborn as Hindustan Times Ltd., a limited liability company. 1936 The Hindi daily Hindustan was launched, which remains the dominant newspaper in the core Hindi belt of northern India. 1937 Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the managing editor till his death in 1957.

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1942 The Hindustan Times was one of the few newspapers that stopped publishing the newspaper for four and a half months as it refused to accept the British imposition of censorship on all newspapers. 1947 The year India gained its freedom was also the year Hindustan Times attained the status of being the dominant newspaper in Delhi. 1957 The newspaper circulation grew from 58,693 copies to 144,287 in 1970 after KK Birla took over the mantle from GD Birla. 1960 The Hindi literary magazine Kadambini was launched. 1964 The group started actively targeting the youth of India and launched the Nandan magazine. 1991 At the start of liberalization of India, Hindustan Times moved to becoming an autonomous power center in a mature democracy. 1999 The Hindustan Times celebrated its platinum anniversary. 2000 With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and Jaipur were launched.

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2003 The media business of was de-merged and incorporated under HT Media Ltd. 2004 HT Media Ltd was listed as a public company and attracted external funding. 2005 Hindustan Times successfully entered the Mumbai market with a refreshingly new product and content mix. 2006 Fever 104 FM is launched, in technical collaboration with the Virgin Group. Hindustan was re-launched re-establishing the company's prominent presence in the regional news space. 2007 Mint, the business paper in partnership with the Wall Street Journal was launched in Delhi and Mumbai. In the internet space, Hindustantimes.com was relaunched and Livemint.com was introduced. 2008 Firefly e-Ventures, an HT Media Company launched its first portal for job seekers, Shine.com; and a social networking website Desimartini.com. HT Media also entered the Mobile space with 54242 in partnership with velti.com
PRODUCT OF THE COMPANY

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ENGLISH PRINT Hindustan Times- Hindustan Times is one of Indias most respected and
leading English dailies. The flagship newspaper of HT Media, the Hindustan Times was inaugurated by Mahatma Gandhi in the year 1924. Hindustan Times has been pioneering trends in journalism, setting standards and breaking new ground for the last 80 years. Spurred by the leading faces of Indian journalism, Hindustan Times has evolved with the times, reflecting the changing India and is today the newspaper of choice of over 3.3 million Indians.
MINT- A business daily from HT Media in collaboration with Wall Street Journal.
HT NEXT- A youth oriented complete newspaper for the generation next.
METRO NEWS- A easy-to-carry, easy-to-read newspaper targeted at young delhi-
ites.
HINDI PRINT HINDUSTAN- A Hindi daily newspaper for all type of Indian reader.
NANDAN- A Hindi magazine for kids.
KADAMBINI-
INTERNET
www.hindustantimes.com

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www.livemint.com www.shine.com www.desimartini.com
RADIO Fever 104 FM.

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Chapter III
News paper Industry Review
Indian News paper industry:The newspaper is defined as Any printed periodical work, containing public news or comments on public events Press and Registration Book Act 1987. Media in India, experience newspaper media, are undergoing significant changes in the current liberalized environment. Newspaper a publication that appears regularly and frequently carries news about a wide variety of current events. The newspaper publishes have a news operations.

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The press is the Guardian Angel of Democracy. A forceful and over all control by its business and prosperous press is the guarantor of popular rights. The press flight by itself alone, but not for itself by alone. To most people The press means the daily newspaper, but although re-eminent in influence and importance, daily newspapers are only a small part of the press the farm newspaper is usually applied to the publications devoted mainly for recording current events and the term periodicals to magazines, reviews to journals. In reality the press is a private industry and a public service. No other force in public life operates so persistently and so extensively in its range of appeal. The scope of this subject of appeal and matter as so does the press. Newspapers have a unique dimension of social responsibility, which means the newspaper industry different from every other industry. But business success is as vital to this industry as to any other. According to the recorded facts the first newspaper of the world was published in China around 1000 years ago. It meant News of the Capital. The second newspaper of the world was the Acto Divra which meant, Daily happening in Greek. There are the oldest two newspapers in the pre-recorded history. The first newspaper of the world was the Morning Post which was started in London in the year 1772 followed by this another newspaper The London Times started in publications. The Origin of the Indian Newspaper The first newspaper in Indian appeared on 29th January 1780, which James Augustris Hicky started the Bengal Gazette or Calcutta General Advertises This was a weekly political and commercial paper open to all parties but influenced by none. Journalism started in India as a mission to expose the malpractices of East India Company Rule and Administration for his criticisms Hicky was fined a large amount and later on imprisoned. Simultaneously a number of Journals emerged under the sponsorship of company officials for defending themselves against the criticism made by Hicky and his followers. The second one came up in November 1780. The third one up in February 1784. The Calcutta Gazette this was followed by Bengat Chronicle in 1785 from them onwards the news and newspaper have flooded throughout India, Indian press the present Scenario. The Indian press consists of more than 20000

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newspaper magazines and periodicals published in 20 different languages with a combined circulation of more than 55 million. The number of the major newspaper, magazines with membership in Indian Newspaper Society (INS) is given 53.4%. It has a combined circulation of 34 million out of these there and 150 English with circulation of 7 millions and there are 38 in Indian languages with a circulation of 27 million. News Agencies There are 4 main news agencies in India. 1. Press Trust of India (PTI) 2. United News of India (UNI) 3. Sam char Bharathi (SB) 4. Hindustan Sam char (HS) While the Press Trust of India is supplying news in English, the other two are operating through the medium of Hindi and other Indian languages. Since May 1982, the United News of India has also launched a new service in Hindi and the credit line of UNIVARTA. Similarly Press Trust of India has started in 1986 a Hindi language news service called Press Trust of India BHASHA. Role of Newspapers to the Consumers The power of the press is felt on our activities. It controls the rise and face of ceings, cabinets and presidents. Once an editor said I care not who governs the country so long as I can govern the press. The press has rightly been called the Fourth Estate. Such an influential organ has to shoulder great responsibilities the power, unless used with great care will cause server damage. The first and foremost duty of the press is to furnish uncolored news, but at the same time, it should furnish news on all fields such as science, economic, politics etc. The news should not suppressed undue emphasis be laid. Some sensational newspaper now a days print unimportant and trivial news in the front pages, while worldwide important news are not given place in the first page. Another great responsibility of the press is to represent public opinion without fear or favors. As the press is called the eyes and ear of the world, it has to keep an eye on what happens and reflects views of the people on those happenings. The press is a medium not only to give news to the public but also to express the public opinion. The

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letters of the consumers published under Letters to the Editors Yours Views etc. Initiate debates on controversial issues. It will help definitely to bring out the best of it. Thus the press is not only a mirror of what the people thinks, but it is also a school of Instruction, a source of guidance to the common people. CONSUMERS VALUE Consumers delivered value is the difference between total consumers value and total consumers cost. Total consumers value is the bundle of benefits consumers expect to incur in evaluating, obtaining, using and disposing of the product or service. CONSUMERS STATISFACTION Satisfaction is a persons feelings of Pleasure of disappointment resulting from comparing products perceived performance (or outcome) in relation to his or her expectations. At this definition makes clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the consumers are dissatisfied. If the performance matches the expectations, the consumers are satisfied. If the performance exceeds expectations, the consumers are highly satisfied or delighted. Many companies are aiming for high satisfaction because consumers who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less to switch. High satisfaction or delight creates an emotional bond with the brand, not just, a rational preference. The result is high consumers loyalty. From past buying experience, friends and associates advice, and marketers and competitors information and promises. The key to generating high consumers loyalty is to deliver high consumers value According to Michael Lanning, in hi delivering profitable value; a company must develop a competitively superior value proposition and a superior value delivery system. A companys value proposition is much more than its positioning on a single attribute; it is a statement about the resulting experience consumers will have from the offering and their relationship with the supplier. The brand must represent a promise about the total resulting experience that consumers can expect. Whether the promise is kept depends upon the companys ability to manage its value - delivery system includes all the communications and channel experiences the consumers will have on the way to obtaining the offering. While the Press Trust of India is supplying news in English, the other two are operating through the medium of Hindi and other Indian languages. Since May 1982, the United News

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of India has also launched a new service in Hindi and the credit line of UNIVARTA. Similarly Press Trust of India has started in 1986 a Hindi language news service called Press Trust of India BHASHA. Role of Newspapers to the Consumers. The power of the press is felt on our activities. It controls the rise and face of ceings, Cabinets and presidents. Once an editor said I care not who governs the country so Long as I can govern the press . The press has rightly been called the Fourth Estate. Such an influential organ has to shoulder great responsibilities the power, unless used with great care will cause server damage. The first and foremost duty of the press is to furnish uncolored news, but at the same time, it should furnish news on all fields such as science, economic, politics etc. The news should not suppressed undue emphasis be laid. Some sensational newspaper now a days print unimportant and trivial news in the front pages, while worldwide important news are not given place in the first page. Another great responsibility of the press is to represent public opinion without fear or favors. As the press is called the eyes and ear of the world, it has to keep an eye on what happens and reflects views of the people on those happenings. The press is a medium not only to give news to the public but also to express the public opinion. The letters of the consumers published under Letters to the Editors Yours Views etc. Initiate debates on controversial issues. It will help definitely to bring out the best of it. Thus the press is not only a mirror of what the people thinks, but it is also a school Instruction, a source of guidance to the common people. CONSUMERS VALUE Consumers delivered value is the difference between total consumers value and total consumers cost. Total consumers value is the bundle of benefits consumers expect to incur in evaluating, obtaining, using and disposing of the product or service. CONSUMERS STATISFACTION Satisfaction is a persons feelings of Pleasure of disappointment resulting from comparing products perceived performance (or outcome) in relation to his or her expectations. At this definition makes clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of expectations, the consumers are dissatisfied. If the performance matches the expectations, the consumers are satisfied. If the performance exceeds expectations, the consumers are highly satisfied or delighted. Many companies are aiming for high

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Satisfaction because consumers who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less to switch. High satisfaction or delight creates an emotional bond with the brand, not just, a rational preference. The result is high consumers loyalty. From past buying experience, friends and associates advice, and marketers and competitors information and promises. The key to generating high consumers loyalty is to deliver high consumers value According to Michael Lanning, in hi delivering profitable value; a company must develop a competitively superior value proposition and a superior value delivery system. A companys value proposition is much more than its positioning on a single attribute; it is a statement about the resulting experience consumers will have from the offering and their relationship with the supplier. The brand must represent a promise about the total resulting experience that consumers can expect. Whether the promise is kept depends upon the companys ability to manage its value delivery system includes all the communications and channel experiences the consumers will have on the way to obtaining the offering.
The Indian Newspaper industry can be primarily segmented across two categories viz English Newspapers and Regional / Vernacular Newspapers. The English medium dominates the industry in terms of advertisement revenues, though vernacular newspapers outperform the English newspapers in circulation. English newspaper industry in India has been fragmented with the players having a regional focus such as the Deccan Chronicle in Hyderabad, Hindustan Times in Delhi, Times of India in Mumbai, Hindu in Chennai, Telegraph and Statesman in Kolkata, Deccan Herald in Bangalore, Gujarat Samachar in Ahmadabad. However, the industry is witnessing a trend whereby players are looking beyond their home territories viz. Times of Indias and Business Standards entry into certain newer territories and Deccan Chronicle and Hindustan Times also doing the same.

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The competitive landscape has now drastically changed with major publishers trying to expand to other geographic regions, initiating price wars and marketing campaigns to win readers. The competitive intensity, which was quite mild until few years ago, also reached a higher level with the launch of DNA and Hindustan Times in the Mumbai market. A booming economy and the opportunity to raise funds from a well-developed financial market have also contributed to the growth of the newspaper industry in India. Indian newspaper industry had a turnover of Rs 13,500 crore in 2006. It is expected to touch Rs 15,500 crore. The size of media industry in India as a portion of the GDP is estimated at 0.7%, which is lower than most of the developed and developing nations. Thus it offers a scope of high growth in this industry moving forward. Advertising expenditure to GDP reveals that advertisement expenditure to GDP ratio in India is 0.4%. With rising income and education level in India, readership is expected to rise and with favorable demographics, advertising revenues will increase as advertisers start spending more to attract higher quality audience with more purchasing power. Newspaper publication is usually issued on a daily or weekly basis, the main function of which is to report news. Many newspapers also furnish special information to readers, such as weather reports, television schedules, and listings of stock prices. They provide commentary on politics, economics, and arts and culture, and sometimes include entertainment features, such as comics and crossword puzzles. In nearly all cases and in varying degrees, newspapers depend on commercial advertising for their income. Present scenario is that by the time, they see a newspaper, most people have already learned about breaking news stories on television or radio. Readers rely on newspapers to provide detailed background information and analysis, which television and radio newscasts rarely offer. Newspapers not only inform readers that an event happened but also help readers understand what led up to the event and how it will affect the world around them. Page designers assemble articles, photos, illustrations, advertisements, and eye-catching headlines into page layouts, and then rush their work to the printer. Newspapers as known today are

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complete with advertising and a mixture of political, economic, and social news and commentary
Competitors of the organization

Newspaper Language City, State
1 The Times of India English Various cities and states 2 Dainik Bhaskar Hindi Various cities and Hindi states Various cities and Malayalam states Various cities in Kerala and a few other 5 The Hindu English cities Various cities and states 1.360 1.514 2.168 Jagaran Prakashan Ltd. Owned by Malayala Manorama Group Founded in 1878, owned by Kasturi & Sons Ltd., exposed the Bofors 6 Eenadu Telugu Various 1.350 scandal Founded in 2.547
Daily Circulation(in Millions

3.146
Owner
Owned by Bennett, Coleman and Co. Ltd. DB Crop Ltd.

3 Dainik Jagran

4 Malayala Manorama

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cities in Andhra Pradesh and few other cities Various cities and states
1974, owned by Ramoji Group.,
Deccan Chronicle
English
1.349
Owns Deccan Chargers franchise of the Indian Premier League Owned by Ananda Publishers Mainly prominent in the Hindi heartland Owned by HT Media Ltd
Ananda Bazar Patrika
Bengali
Kolkata, West Bengal
1.277

9 Amar Ujala Hindi
Various cities and states
1.230

10 Hindustan Times English
Various cities and states Various cities and states
1.143
11 Hindustan
Hindi
1.142
Hindi extension of the Hindustan Times Established in 2008, owned by Y.S. Jagan Mohan Reddy, Also runs the Sakshi news channel Owned by
12 Sakshi Telugu
Various cities in Andhra Pradesh and major cities in India
1.256
13 Mathrubhumi
Malayalam
Various
1.077

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cities in Kerala and a few other cities Ahmadabad, Gujarat
The Mathrubhumi Group 1.051 Owned by Lok Prakashan Ltd. Founder Jagat Narain was assassinated by Sikh militants on September 9, 1981 Bought out by SUN TV group in 2005
14 Gujarat Samachar
Gujarati

15 Punjab Kesari Hindi
States of Punjab, Haryana
.902
16 Dinakaran
Tamil
Various cities in Tamil Nadu and a few other cities Various cities in Maharashtra
.901
17 Sakaal
Marathi
.879
Launched English version Sakaal Times in 2008 Founded by S. P. Adithanar
18 Dina Thanthi
Tamil
Various cities in Tamil Nadu and a few other cities Ahmadabad, Gujarat
.854
19 Divya Bhaskar
Gujarati
.840
Gujarati version of the Dainik Bhaskar

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20 Aaj
Hindi
Varanasi, Uttar Pradesh Various cities and states
.748
21 The Economic Times English
.651
Owned by Bennett, Coleman and Co. Ltd. Owned by Ananda Publishers Owned by Diligent Media Corporation Owned by The Printers (Mysore) Private Limited Owned by Express Publications Ltd. Owned by The Printers (Mysore) Private Limited Owned by Udayavani Owned by The Statesman Ltd. Owned by
22 The Telegraph
English
Various cities and states Various cities and states
.465
23 DNA
English
.400
24 Prajavani
Kannada
Karnataka
.364
25 The New Indian Express
English
.309
26 Deccan Herald
English
.214
27 Udayavani 28 The Statesman
Kannada English
Karnataka Various cities and states
.185 .172
29 The Hindu Business Line
English
Various
.163

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cities and 30 Business Standard English states Various cities and states .144
Kasturi & Sons Ltd. Owned by Business Standard Ltd. (BSL)

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Chapter IV
DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

HYPOTHESIS OF FACTOR ANALYSIS TEST:
In this research we have total 12 variables so we have two types of hypothesis formation the first one is NULL and the second is ALTERNATE hypothesis; NULL HYPOTHESIS (H0)
H0 -That, these factors like (Low price, Newspaper Content, Good service, Free of cost
distribution, Discounts, Circulation, Availability, Specific target area, Schemes, Compact Size, Brand name, Response etc.) are not affect the customer preference towards choosing a newspaper as a medium of advertising.
ALTERNATE HYPOTHESIS (H1): H1- that, these factors like (Low price, Newspaper Content, Good service, Free of cost
distribution, Discounts, Circulation, Availability, Specific target area, Schemes, Compact Size, Brand name, Response etc.) are affect the customer preference towards choosing a newspaper as a medium of advertising.

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Do you know about HT Mohali live?

yes 90 No 10
Interpretation -
Mohali live hyper local of HT is a supplement newspaper of HT
and distributed free of cost. Most of the respondents of Mohali region are aware about the hyper local. From my research work 90% respondents say yes they are aware about the Mohali live hyper local. And only 10 % respondents are not aware about the Mohali live.

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Do you advertise for your business?

Yes 80 No 20
Interpretation 80% respondent advertise for their business only 20 % respondent not
advertise for their business.

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According to which is the best medium to advertise to a smaller region like Mohali
Television Radio News paper 24% 21% 55% 00% Fliers Billboard s 00% Word of mouth 00% Leaf lets 00% Door to door 00% Via teleph one 00% Any Other 00%

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Interpretation
-- 55% respondents says they use newspaper as a advertisement medium
to advertise their business. 24% says they use TV, 21% respondents say they use radio, no other choice for advertisers.
How often do you advertise...? Once 00% Weekly 24% Monthly 50% Quarterly 12% Yearly 10% When needed 02%

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Interpretation- approx 50% respondent advertises monthly, 24 % advertise weekly, 12%

advertise quarterly, 10% respondent advertises yearly 2% advertise when needed.
Do you advertise with HT Mohali Live?

Yes 40.82% No 59.18%

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Interpretation
59.18 %respondent are advertise in HT Mohali live and 40.82 % are
advertise their business through other sources.
Which factors influence you to advertise in Mohali live?

Low price Newspaper content Good service Free of cost distribution Disco Circul unt ation Availa bility Specifi Schem c target 10% 2.50% 32.50% 2.50% 25% 2.50% 7.50% area 2.50% 7.50% es

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Interpretationfactors which influence the advertisers are different for different

advertisers. 25% are influence by discount, 32.50% are influence by good service, and 15% are influence by schemes, 10% influence by low price and the other factors are influence marginally.
Do you think advertising with HT Mohali live is beneficial for your business?
Yes 64% No 36%

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Interpretation 97 % advertisers think that HT Mohali live is beneficial for their

business, only 3 % are disagree.

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Chapter V
Findings, Conclusion &Recommendation
FINDINGS OF RESEARCH
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The findings of this research are indicating that the five factors which are mainly affect the customers (advertisers). So we can say that the customers mainly focused on these factors like High Return of money and customer, Responsiveness, Good distribution with attractive schemes, Affordability & Convenient, Space availability. The findings of this research indicates that a customer (advertiser) choose HT Mohali Live for advertising because of its low advertisement cost, high circulation, space availability and discount & schemes. The first finding of this research is our null hypothesis is rejected, our null hypothesis says that the variables have no effect on customer perception towards choosing a newspaper as a medium of advertising. Mainly customers (advertiser) consider first, the rates of advertisement, circulation and brand image of the paper. Second finding we find that customers are directly affected by these factors, Factors like High Return of money and customer, Responsiveness, Good distribution with attractive schemes, Affordability & Convenient and Space availability are effect customers preference towards advertising. On the basis of this study we can say that the future of hyper-local newspaper (HT Mohali Live) is very bright because peoples are really interested in advertisement with hyper-local newspaper (Mohali Live). According to this study most of the Mohali people like to advertise with newspaper. 68 According to this study most of the Mohali people read Hindustan Times. According to this study most of the Mohali people think advertise with Mohali live is beneficial for them. So we can say after this research these factors mainly considered by customer because the communality of these factors are 77.757% and rest of 22.243% is not more considered by students.
Recommendation
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The recommendation of this research is: According to our study respondents mostly influenced by the rates of advertisement and circulation of Mohali Live, so I would suggest that lowers the advertisement rates and increase the circulation of Mohali Live. The second suggestion to Mohali Live Team give better customer support because most of the customer influenced by good service.
According to this study many people are advertised once in a year, so I would suggest to HT Mohali Live team pitch this customer and make regular customer. According to the study many peoples are not advertise with Mohali live, so I Would like to suggest HT Mohali live team to give them special packages, Schemes and special offers to start advertised with Mohali live. Advertisement cost in Mohali live is high for local advertisers, so it should be affordable to local advertisers it will helps to attract large no. of advertisers and with that company can maintain their profit.
Some news and articles should be related to Mohali it can create interest in the mind of customer for HT Mohali live.
Create awareness about HT Mohali live amongst customers and advertisers.
There is need to improve in content of HT Mohali live.

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The company should give some gift and offers for their regular advertisers to retain them. Advertising in local news paper are always beneficial for advertisers and this area is very competitive so company should always take care of their advertisers as well as customers by taking feedback of them. Paper quality of hyper local should very good, in HT Mohali live also there is need to improve in paper quality.
The advertisement of HT Mohali live and its advertisement rates should be advertise in HT front page at least once in a week.
Some special events should be organized for HT Mohali live. Advertisers. Distribution of HT Mohali live should be on each and every business layout in the markets of Mohali.

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CONCLUSION
The expectations of the customers are regularly increasing because of the increasing competition and emergence of global market. In such conditions it becomes very necessary for a company to fulfil all the expectations of the customers and give them a delightful experience. HT Mohali live aims to provide better services by consistently improvement. The study concluded: - HT Panchkula live has lower advertisement rates, good Management, good services Than other newspapers. HT Mohali live keeps its process more transparent. HT Mohali live is giving more services to its clients like free designing of Advertisement. HT Mohali live charges are less than other newspaper and local magazines. Advertisers are looking for those advertising medium options where they get maximum returns with less costs. Market is becoming more complex & competition will increase rapidly in the market, so advertiser knows the value of advertisement. People are less aware about the Services provided by HT Mohali live.

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Questionnaire
Dear Respondent I am conducting a research on customer preferences towards choosing a newspaper as a medium of advertising and scope of hyper-local newspaper in print media. So, Please spare some valuable time of yours to fill it correctly to make my study complete. 1. Which newspaper/s do you read daily? ............................... 2. Out of the following categorize your business came into? Retail Education Eating outlets Any other pls. specify 3. Do you know about HT Mohali Live? Fitness and beauty Services Real estate

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Yes 4. Do you advertise for your business? Yes
No
No
5. according to you, which is the best medium to advertise to a smaller region Like Mohali. Television: Newspaper: Billboards: Leaflets: Via telephone: Radio Fliers Word of mouth: Door to door Any other
6. How often do you advertise?
Once Monthly Yearly
Weekly Quarter When needed

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7. Do you advertise with HT Mohali Live? Yes No
8. What factors influence you to advertise with Mohali Live?
Low price Good service Discounts Availability Schemes
Newspaper Content Free of cost distribution Circulation Specific target area
9. Do you think advertising with HT Mohali Live is beneficial for your business? Yes No
10. Any suggestion..

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Name: .... Age: Sex: . Address: .. .
Thank you
*******
REFERENCES
Belch G.E. and Belch, M.A. (1999), advertising and promotion an integrated Marketing communications perspective, McGraw-Hill, Bostan, MA. Kambitsis, Chris et al (2002), Sports advertising in print media: the case of 2000 Olympic Games, Corporate Communications: An International Journal Volume: 7 Issue: 3. Anon (2008), API discovers good enough is better than best: Christensen Shows newspapers how to fight web media challengers, Strategic Direction Volume: 24 Issue: 9. Clow, Kenneth E. et al (2006), The relationship of the visual element of an Advertisement to service quality expectations and source credibility, journal of Service marketing, volume 20, issue 6. Lovely Professional University, Jalandhar (Punjab)
Page 64
Panwar J.S. and Agnihotri, Milan (2006), Advertising message processing Amongst urban children: An Indian experience with special reference to TV Advertising, Asia Pacific Journal of Marketing and Logistics, volume 18, issue 4. Rotfed, Harbert J., Misplaced marketing the real reason for the real bad Advertising, Journal of Consumer Marketing Volume: 19 Issue: 4. Gabriel, Helen et al (2006), Advertising planning, ad-agency use of advertising Models, and the academic practitioner divide, Marketing Intelligence & Planning Volume: 24 Issue: 5.
http://www.ehow.com/list_6311916_effects-print-media society.html#ixzz0u7aefqfe Degraffenreid, Scott (2006), beyond advertising: why people are the new media, Handbook of Business Strategy, Volume: 7, Issue: 1. www.hindustimes.com/about-us/management 72 Raymond, Mary A. and Lim, Jong W. (2002), Creating a positive brand image with a local adaptation advertising strategy: The Hyundai Santa F, Advances in International Marketing, Volume: 12,

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Scope of hyper-local as a product in Emerging market

In partial fulfilment of the Requirement for the Degree

Master of Business Administration

Lovely Professional University, Jalandhar (Punjab)

Under the Guidance of: -

Lovely Professional University, Jalandhar (Punjab)

Dedicate With regarded to My Parents

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Executive summery 07-20 Lovely Professional University, Jalandhar (Punjab)

used (d) Limitations Chapter II : Introduction of the Organization 21-29

Data analysis and 42-50 Findings, Conclusion & 51-55

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

OBJECTIVES OF THE STUDY

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Introduction of the Company

(f) Product of the Company

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Dainik Bhaskar It is the first Hindi newspaper launched in this region.

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

PRODUCT OF THE COMPANY

Lovely Professional University, Jalandhar (Punjab)

HT NEXT- A youth oriented complete newspaper for the generation next.

METRO NEWS- A easy-to-carry, easy-to-read newspaper targeted at young delhi-

NANDAN- A Hindi magazine for kids.

Lovely Professional University, Jalandhar (Punjab)

www.livemint.com www.shine.com www.desimartini.com

RADIO Fever 104 FM.

Lovely Professional University, Jalandhar (Punjab)

News paper Industry Review

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Lovely Professional University, Jalandhar (Punjab)

Competitors of the organization

Daily Circulation(in Millions

Owned by Bennett, Coleman and Co. Ltd. DB Crop Ltd.

Lovely Professional University, Jalandhar (Punjab)

1974, owned by Ramoji Group.,

Ananda Bazar Patrika

Kolkata, West Bengal