OBJECTIVE

This project aims at developing a Marketing Mix for the launch of a

NEWS PAPER name MID-DAY, to be launched by the MID DAY
MULTIMEDIA Ltd. We did the market survey for the already existing
English dailies in Delhi & NCR for the purpose of knowing their
strategies and market share. We have studied consumer Response and
tried to inculcate the same in our strategies. The punch line of the Mid-
Day is:

“ Delhi on the move.”

1
COMPANY PROFILE

2
 How it all began
From a family - owned, one – paper company we have
grown into a full-fledged, multiple-media conglomerate
listed on the Bombay Stock Exchange and the National
Stock Exchange, one of the handful of Indian media
groups to go public.
Inquilab, our first paper in Urdu, was born in the fervour of
idealistic nationalism in 1938. In 1979, Mid Day, in English,
marked a new turning point in a city seizing its global
destiny. Over the years, we continued to reinforce our
slogan, 'Delivering Mumbai', not just in content but via a
range of media vehicles: print in English, Gujarati and Urdu,
on the Net, on FM radio, and through telephone information
services, as well as with our Outdoor business.
Powered by a custom-built convergent newsroom, we serve
the 'newser' in a 24/7 cycle of news, information, comment
and fun. Our daily audience of 1.2 million, through print and
Net alone is upwardly mobile, and predominantly in the age
group of 18 to 34. In creating the city's most exciting media,
we've also become the most exciting news group to work in,
empowering and enabling young professionals to become
truly multi-media journalists.

Mid-Day Multimedia Ltd.

3
Mid-Day Multimedia LTD was incorporated under the Companies Act,
1956 as Mid-Day Publications Private Limited on March 12, 1981 with
main object of printing and publishing of newspapers, magazines,
books, journals etc. The company is promoted by the Ansari family and
was converted into a Public Limited Company in May 2002 and the
name of the Company was changed to Mid-Day Multimedia Limited.

The Company is engaged in multimedia activities such as to carry on

the business as broadcasters, marketers or in any other manner of
audio programs, to carry on the business of television programs,
television films and television software, to carry on the business of
Advertising Agents, to provide on-line and/or interactive information
and news for business and general use, to deal in Internet commerce
and all Internet related activity.

In 1993 the first new media opportunity for the Company came in the
form of offering to private producers of slots on All India Radio's FM
Service in metro cities.

Khalid Ansari, Tarique Ansari are the Chairman and Managing Director
of the company.

• Mid-Day Multimedia Limited's News media Group owns coveted

mind space in Mumbai. 31% of English language newspaper
reading population in the city consumes Mid-Day and Sunday
Mid-Day.
• 8% of the Gujarati readers enjoy Gujarati Mid-Day.
• The oldest newspaper of Mid-Day, more than 65 yr., “Inquilab”
owns 71% of all the Urdu readers in Mumbai.

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 • “Metro”, the path breaking community newspaper, which caters
to 9 suburbs in the city of Mumbai, has significantly expanded
the penetration of the group.

The Subsidiary Company M/s Radio Mid-Day West (India) Private

Limited was one of the first private players to venture into this area
and in a short time had established GO 92.5 FM as the premium FM
Brand. GO 92.5 FM is the most distinctly positioned and most
interactive radio station in the city of Mumbai. Its music payout is a
50:50 mix between the biggest Bollywood chartbusters and the most
popular international songs. It presently has a time-banded strategy
and caters to the following audiences i.e. young professionals, young
adult and the young woman at home, at times when they are most
likely to be tuned in.

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Mid-Day Multimedia LTD derives its income mainly from circulation and
advertising. Other income consists of Jobwork Income and Income from
Mutual Fund Investment. The company has created an Employee
Welfare Trust vested with Mid-Day Exports Private Limited to
implement the Employee Stock Option Plan. Mid-Day Exports Private
Limited acts, as the trustee to implement the Employee Stock Option
Plan (ESOP).

Accordingly the company issued 2,89,113 shares to the Trust. Out of

these 16,200 shares have already been allotted to the employees
under ESOP-R. The second option of ESOP-P was implemented on July
1, 2001. Since then 45,405 shares were allotted under this option. Mid-
Day Multimedia LTD made news-based programmes like Mumbai FAST
for Zee News and now plan to leverage this skill with respect to core
competencies in Mumbai. It also launched an exciting new product,
'The Morning Quick' in the morning news segment.

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The company history sections lists out major

chronological events that happened to the company.

Mid-Day Multimedia was incorporated in Mar.'81 as Mid-Day

Publications Pvt Ltd. It has been promoted by Khalid Ansari and Tarique
Ansari. The company was formed with the object to take over the
newspaper publishing business of “Inquilab offset Printers Pvt Ltd”,
which too was controlled by the same promoter family.
Publications like, Daily Inquilab, Sportsweek, Mid-Day and Sunday
Mid-Day were transferred to the new company. Mid-Day Publications
was converted into a deemed public entity inJul.'89 and in May, 2000, it
was converted into a Public Ltd company. In June. 2000, its name was
changed to “Mid-Day Multimedia” to reflect the diversification of its
activities into other media fields and the changing nature of the
business.
Some of the other publications of the company include Mid-Day Good
Food Guide to Mumbai, Mid-Day Mumbai Shopping Guide, The
Mid-Day Millennium Horoscope, Mid-Day Good Food Guide to
Pune.
The company has subsidiaries namely AIIM Associates Pvt Ltd, Mid-
Day Outdoor Ltd, Radio Mid-Day West (India) Ltd, Mid-day
Broadcasting South (India) Pvt Ltd., Mid-Day Radio North
(India) Ltd.
The company launched Midday.com in 1999, to exploit the new media
of internet. The site has been relaunched as chalomumbai.com with
better contents and links. It was also the first private player to exploit

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Radio’s a media and in a very short span of time it established “Radio
Mid-Day” as a premium FM brand, programming and marketing radio
in Bombay, Panaji, Madras, Bangalore and Delhi.
Mid-Day Multimedia entered into the business of outdoor advertising
in1998. The business was run by Mid-Day Outdoor Ltd but with effect
fromApr.'2000, the operations has been taken over by Mid-Day
Multimedia Ltd. The main revenue is earned from advertising on bus
queue shelters, kiosks and in railway stations.
In Feb. 2001, the company came out with a Public Issue of Rs 50 cr
with an object to invest in the growth of the publishing business and
expand the outdoor business of the company. The total project cost is
estimated to be Rs 53.95 cr. Offset printing press at Trade has been
installed by the company during the year and the production of the
press has been commissioned during the September 2000, The
Company has bagged licenses for FM radio in Mumbai, Chennai and
Delhi.
The major achievement in 2001-02 is the launching of free
neighborhood newspaper-METRO, and the company is planning to
slowly roll out across additional neighborhoods. During 2004-2005, the
company acquired 40, 00,000 Equity shares @10 each of Radio Mid-
day West (India) Ltd, an existing 100% subsidiary of the company. The
company also acquired 9,430 Equity shares @10 each of Mid-Day
Radio North (India) Ltd and 9,430 Equity shares @Rs.10 each of Mid-
day Broadcasting South (India) Pvt Ltd. With this acquisition Mid-day
Broadcasting south (India) Pvt Ltd and Mid-Day Radio North (India) Pvt
Ltd became 100% subsidiary of the company.

8
During 2005-2006, the paid up equity capital of the company increased
from Rs.42,56,62,770/- to Rs.44,75,62,770/- on account of allotment of
21,90,000 equity shares of Rs.10/- each at a price of Rs.82/- per share
on a preferential basis to the T.Rowe Price International Discovery
Fund and T. Rowe Price New Asia Fund operated by T.Rowe Price
International Inc.. The company also acquired further 40,000 equity
shares @10 each of the companies subsidiary Mid-day Radio North
(India) Ltd. The company was also signed by BBC as a Joint Venture
partner in radio business.

Company News

9
Strategic Alliance between Times of India and Mid-
Day | Dec 11, 2006

Mid-Day Multimedia Limited, publishers of Mid-Day in

Mumbai and Bangalore and Bennett Coleman & Co. Ltd.,
publishers of the Times of India and Economic Times have
signed a business cooperation agreement. This alliance will
benefit both organizations through cooperation in printing,
circulation and advertising sales.

In order to support Mid-Day’s plans for growth in print and

FM radio in metro markets across the country, the
promoters of Mid-Day are enhancing their investment in the
company. In demonstration of commitment to the business
cooperation agreement, Bennett Coleman is undertaking to
subscribe to a preferential allotment of Mid-Day shares,
subject to shareholder and regulatory clearances. The
incremental investment by the promoters of Mid-Day is Rs
22.56 crores while the investment by Bennett Coleman Co.
Ltd. (Times Group) is Rs 21.11 crores at a share price of Rs
60 per share. After both rounds of investment, promoters
will own 51% of the shareholding of the company and
Bennett Coleman Co. Ltd. (Times Group) will own 6.65%.

Ravi Dhariwal, Executive Director of Bennett Coleman and

Tariq Ansari, Managing Director of Mid-Day Multimedia
made the following joint statement in Mumbai:

‘The Times of India, with its leadership position in the

morning broadsheet market and Mid-Day with a successful
formula for the middle-of-the day, are in fact

10
complementary plays. With this alliance we will endeavour
to garner a larger market share of both readers and
advertising in major metros of the country’.

Agreement with BBC | January 03, 2006

This is to inform you that 'BBC Worldwide Holdings B.V.', a
company incorporated under the laws of the Netherlands,
having its registered office at c/o Meespierson Intertrust,
Rokin 55, 1012 KK Amsterdam (BBCWW), has entered into
an agreement with Mid Day Multimedia Limited to invest Rs.
31.85 crores in the equity shares of Radio Mid Day West
(India) Private Limited.
This is as per the Regulatory Guidelines issued by Ministry
of Information and Broadcasting and the FIPB permission
received from Ministry of Finance.
We further wish to inform you that, 'Rare Enterprises' a
Partnership Firm having its office at 151, Nariman Bhavan,
Nariman Point, Mumbai - 400 021 and Mr. Rakesh
Jhunjhunwala, who is a Partner at Rare Enterprises, have
entered into an agreement with Mid Day Multimedia Limited
to invest a total of Rs. 10 crores in the equity shares of
Radio Mid Day West (India) Private Limited.

Radio Mid Day West (India) Private Limited is a subsidiary of

Mid Day Multimedia Limited.

These funds will be utilized by Radio Mid Day West (India)

Private Limited for bidding for licenses under Phase II of the
Private FM Radio Broadcasting Policy announced by the
Ministry of Information and Broadcasting.

11
Board approves FII Investment | August 24, 2005
The board of directors of the company at their meeting held
on August 24, 2005 has accorded their consent for the
following:
1. To issue and allot on a preferential basis 21,90,000 fully
paid up equity shares of Rs.10/- each of the Company for
cash at a price of Rs.82/- per share including a premium of
Rs.72/- per share aggregating to Rs.17, 95,80,000 to T.
ROWE PRICE INTERNATIONAL, INC in accordance with the
guidelines for Preferential Issue of SEBI (Disclosure and
Investor Protection) Guidelines, 2000 and the subsequent
amendments thereto.

2. To increase the Foreign Direct Investment limit upto 26%

and allow the investments by Foreign Corporate Body/Non-
Resident Indian/Persons of Indian Origin, Foreign
Institutional Investors.

3. To call EGM on Saturday, September 17, 2005 of the

company to obtain shareholders approval for the above
items.

Annual General Meeting | July 20, 2005

The AGM of the Company held on July 18, 2005 and all the
resolutions were passed unanimously.

Banhem Financial Investment | 21-06-2005

Banhem Financial Investment & Consultants Limited has
sold 36,39,330 shares aggregating to 8.55% of the share
capital of Mid-Day Multimedia Limited on June 16, 2005. The

12
mode of sale is through open market and the shareholding
of Banhem Financial Investment & Consultants Limited after
the said sale is 44,449 shares (along with PAC*) aggregating
to 0.1% of the share capital of Mid-Day Multimedia Limited.
PAC* - Dharamyug Investments Limited.

Board meeting held on April 29, 2005 | 30-04-2005

At the Board meeting held on April 29, 2005, the Board has
appointed Mr. Shekhar Gupta, representative of The Indian
Express Limited as a Nominee Director on the Board of the
Company.

BODs held on April 29, 2005 | 29-04-2005

At the meeting of the BODs held on April 29, 2005 :
1) The AGM will be held on July 18, 2005.
2) The Register of Members and Share Transfer Books will
remain closed from July 15, 2005 to July 18, 2005 (both
days inclusive).
3) The Directors did not recommend any dividend.
4) Subject to approval of the shareholders, the board has
recommended issue of 5 lacs equity shares to a trust for
implementation of ESOP.

Banhem Financial & Investment Consultants Limited |

11-04-2005
Banhem Financial & Investment Consultants Limited have
sold 15,76,504 shares aggregating to 3.70% of the share
capital of Mid-Day Multimedia Limited on April 07, 2005. The
mode of sale is open market. The shareholding of Banhem
Financial & Investment Consultants Limited along with their
PAC - Dharmayug Investments Limited after the said sale is

13
21,07,275 shares aggregating to 4.95% of the share capital
of Mid-Day Multimedia Limited.

Sale of shares: Ferari Investments and Trading

Company Pvt.Ltd.|11-03-2005
Regarding the sale of 37,50,000 shares of the Company by
Ferari Investments and Trading Company Pvt. Ltd. and sale
of 506,628 shares of the Company by Meridian Holding and
Leasing Company Pvt. Ltd. We had in our earlier disclosure
mentioned only two sellers, instead of three. While there is
no change in the total number of shares (42,56,628) sold to
The Indian Express Limited, the details of the revised
disclosure will now read as follows: 1) Ferari Investments
and Trading Company Pvt. Ltd. have sold 30,00,000 shares
aggregating 7.05% of the total paid up capital of Mid-Day
Multimedia Limited on March 03, 2005. The mode of sale is
MOU and the shareholding of Ferari Investments and
Trading Company Pvt. Ltd. after the said sale is 750,000
shares aggregating 1.76% of the total paid up capital of the
Company; 2) Meridian Holding and Leasing Company Pvt.
Ltd. has sold 658,628 shares

aggregating 1.55% of the total paid up capital of Mid-Day

Multimedia Limited on March 03, 2005. The mode of sale is
MOU and the shareholding of Meridian Holding and Leasing
Company Pvt. Ltd. after the said sale is 165,679 shares
aggregating 0.39% of the total paid up capital of the
Company; 3) Inquilab Offset Printers Private Limited has
sold 598,000 shares aggregating 1.41% of the total paid up
capital of Mid-Day Multimedia Limited on March 03, 2005.
The mode of sale is MOU and the shareholding of Inquilab

14
Offset Printers Private Limited after the said sale is 231,233
shares aggregating 0.54% of the total paid up capital of the
Company.

15
16
 MANAGEMENT OF THE COMPANY

• Board of Directors • Registrar & Transfer

Mr. Khalid A. H. Ansari - Chairman Agent
Mr. Tarique Ansari - Managing Intime Spectrum Registry Limited
Director C-13, Pannalal Silk Mills Compound,
Mr. Narayan Varma L.B.S. Marg, Bhandup-West,
Mr. Nana Chudasama Mumbai – 400 078.
Mr. Rakesh Jhunjhunwala Tel. No. 2596 3838
Mr. Nikhil Khattau Fax No. 2594 6969
Mr. Ravi Raheja Website: www.middaymultimedia.com
Mr. Adille Sumariwalla
Mr. Shekhar Gupta • Registered Office
• Company Secretary & Peninsula Centre, Dr. S. S. Rao Road,
Compliance Officer Opp. Mahatma Gandhi Hospital
Parel, Mumbai 400 012. India
Ms. Vidya Shembekar Tel.: 2419 7171, Fax :2415 0009
Website: www.middaymultimedia.com
email:investor@mid-day.com
• Auditors
M/s Haribhakti & Co. • Press
Chartered Accountants
Free Press House, Nariman Point, 1. Tardeo
Mumbai – 400 021. 156- D, J. Dadajee Road,
Tardeo, Mumbai-400 034.
• Bankers 2. Rabale
Plot No. R-847/3, T.T.C.
Bank of Baroda Industrial Area, Rabale
Tardeo, Mumbai- 400 034. Navi Mumbai.

• Solicitors & Legal

Advisors
Mulla & Mulla & Craigie Blunt & Caroe

17
 CODE OF CONDUCT FOR BOARD MEMBERS AND

SENIOR MANAGEMENT

1. Introduction

The Securities and Exchange Board of India (SEBI) vide its circular
dated October 29, 2004 has amended clause 49 of the listing
agreement. The revised clause 49 now make it mandatory for every
listed public company to lay down a Code of Conduct to be observed by
the Board members and senior management of a company.

All Board members and senior management personnel shall affirm

compliance with the code on an annual basis. The annual report of the
company shall contain a declaration to this effect signed by the CEO.

For this purpose, the term "senior management " shall mean
personnel of the company who are members of its core management
team excluding Board of Directors. Normally, this would comprise of all
members of management one level below the executive directors,
including all functional heads.

This document embodies the Company's Code of Conduct for the

Board members and senior management of the company and
encapsulates the restrictions, formats and the rules of conduct to be
followed by the Board members and senior management of the
company.

18
Board members and senior management should:

1. Ensure that private or personal financial interests never influence

their decisions and they never use their positions as members of the
Board or senior management for personal gain of any sort.

2. Disclose precisely any direct or indirect pecuniary interest or other

interest which is not pecuniary but which could influence judgement or
give the impression that the Board member/member of the senior
management was acting for personal motives.

3. Withdraw from any discussion at the board meeting or management

committee meeting during which the member could be regarded as
having an interest. If during a Board meeting an item arises in which a
member could be regarded as having an interest she/he should declare
an interest and withdraw from the Board meeting for the duration of
that item (unless requested by the Board to remain during that time)
and shall not participate in any discussion or vote.

4. If a Board member or member of the senior management considers

that another member of the Board/senior management has such an
interest, she/he has the duty to raise it in Board meeting / meeting of
the senior management.

5. Never accept gifts or accept or give entertainment in a

lavish/extravagant way. Extreme caution should be exercised where an
offer of gift, favour or hospitality is made personally to a Board
member/ member of the senior management by any vendor or
associate of the company and should be reported to the Chairman and
to be recorded in the Register.

19
6. Not gain any special advantage by virtue of being a member of the
Board/senior management if he/she uses the services of the
consultant, contractor, professional adviser or other individual or firm
that also works for the Company, such an arrangement should be
declared to the Chairman.

Equal Opportunities

Board members/members of the senior management should at all time

have regard to the company's equal opportunities policies and
practices. At all times act in the best interests of the Company and in
accordance with this Code of Conduct.

Use of Facilities

Board members / members of the senior management should never

use the facilities and services provided by the Company for personal
use or gain undue advantage by utilising contacts made by the
Company for private or own business use

Register of Interest

The Company Secretary shall maintain a Register of Declaration of

Interests of individual, Board members which disclose their
employment, positions of public responsibility, membership of various
committees, membership of various associations and any other such
financial interests they or their direct family/close relatives or close
associates may have, which relate to the work of the Company.

Conduct of Board meetings

20
Board members should arrive punctually, to enable the prompt
commencement of the meetings.

All Board papers should be read in advance of the meeting and

treated as strictly confidential. Where a Board member has an item
which he/she wishes to be raised during the meeting his/her request
must be submitted to the Chair, prior to commencement of the
meeting, or during the meeting, at the Chair's discretion.

The Board must approve the time agenda at the beginning of the
meeting and make an effort to adhere to it.

Where there are competing resolutions on the same subject matter,

the Chair of the meeting will decide what resolutions and in what order
they will be tabled.

All resolutions must have a proposer and a seconder.

Once a resolution has been voted on and passed or rejected by the

Board, no Board member can further pursue any debate on that
matter. She/he may request that his/her specific objections be
minuted. However, the matter may be tabled in the future as a
separate agenda item and dealt with in the same manner as any other
agenda item.

Any Board members wishing to speak on a particular topic must

indicate to the Chair, by way of a raised hand, that she/he requests an
opportunity to do so. The Chair must then indicate the order in which
various members will speak.

Notwithstanding the agreed time agenda, the Chair of the meeting

may, at his or her discretion, terminate or extend debate.

21
During Board proceedings, no Board member shall use threatening
behaviour, violence, obscene language or racist/sexist behaviour or
threats or otherwise disrupt meetings of the Board.

Confidentiality

Board members/ members of the senior management should:

Not disclose information, including addresses of Board members/

members of the senior management, without first obtaining the
individual's permission. The only exception to this is in response to
statutory duty or emergency request by the statutory authorities or in
circumstances which might be life threatening.

Neither make any contact nor divulge any information to external

organisations, including the media, without prior approval from the
Chair/Board and the Managing Director of the Company.

Not do or say anything, which might be construed as damaging the

credibility or integrity of the Board or the Company. Shall adhere to
any reasonable instructions or guidance approved by the Board for
Board members.

Breach of Code of Conduct

Where a Board member is in serious breach of any aspects of this

Code of conduct, he/she may be removed from office.

22
Any member in breach of the section on conduct at meetings under
this Code may be suspended from the meeting and from future
meetings.

If any member of senior management violates this Code of conduct,

he /she may be removed from office.

Note: The members of senior management to whom this Code of

conduct shall apply are as follows:

23
 Mid-Day Multimedia Ltd Address

Sn Address
o
1. 64 Sitaram Mills Compound,Lower Parel
Mumbai Maharashtra-400011
Tel: 91-022-23054545
Fax: 91-022-23054536
2. Peninsula Centre,S S Rao Road,Opp
Mahatma Gandhi Hospital
Mumbai Maharashtra-400012
Tel: 91-022-24197171
Fax: 91-022-24150009
3. Sector 4 B-1
2nd floor,noida
pin: 201301
Tel: 91-0120-4027943
Fax: 91-0120-4027950

Location
a) Mumbai
b) Bangalore
c) New Delhi

24
25
HISTORY & EVOLUTION OF NEWSPAPER

26
 I N T R OD U C T IO N

Earlier people neglected a lot of essential chores of duties. They never

bothered with what was going on around them. And even when they
tried to know, they had quite a limited access to the news.
But today the scenario has completely changed. Thanks to Media, the
greatest service provider of all times. It has brought the whole world
under one umbrella. Due to these significant changes, people all
around the globe are getting keen to know about what is happening in
the world.
Media can be classified into three broad categories:-

Print Media
Newspapers
Magazines
Trade Journals & Class Publications
Annual Reports
Leaflets
Circulars
Brochures
Other Direct Mail etc.

Outdoor Media
Posters
Banners
Hoardings
Kiosks
Vehicular Advertising
Neon Signs
Sky advertising

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Broad Cast Media
Television
Radio
Cinema
Internet
All the categories of media have an importance of its own. But we shall
be discussing the oldest and the most popular medium of news service
i.e. Newspapers.
There are three basic things that go into the manufacturing of a
newspaper

Printing – The newspapers is printed using specialized printing

mechanisms.

Newsprint – The paper on which newspaper is printed.

Information & News – The factor that distinguishes a newspaper

from its competitors.

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 WHAT IS A NEWSPAPER ?

A newspaper is a regularly published print product that contains

information vital to the function of the market it serves.
A newspaper is read once in a day. And that copy becomes useless for
the next day. So, therefore newspapers are the fastest moving
consumer goods in the market. But it is not so. This is because
newspaper is only a medium that carries information. It is not just the
ink on paper, but the content, depth, segmentation choices, credibility,
and emotional attributes that are delivered in any distribution channel
they choose. Hence it is a service provider.
Newspaper has been traditionally known as the companion of the
morning tea. A newspaper is a media that can be accessed quite easily.
All the vital information required by the reader can be accessed while
travelling in the local bus or while sitting in the back of the care while
going to work too.
A newspaper consists of sports news, national / international news,
cartoons, business news, horoscopes etc. Besides this it contains all the
information needed by the reader like from where and how a second
hand car can be bought, ads of brides and grooms, and information on
for investing in low risk assets. Besides that information on tutorials,
places to shop, whether forecasts etc all can be taken from a
newspaper.

29
 A BRIEF HISTORY OF NEWSPAPERS

The newspaper as we know it today is a product borne of necessity,

invention, the middle class, democracy, free enterprise, and
professional standards.
Pre-history “newspapers” were one-to-one in nature. The earliest
variation on a newspaper was a daily sheet published in 59BC in Rome
called Acta Diurna (Daily Events), which Julius Caesar ordered posted
throughout the city. The earliest known printed newspaper was in
Beijing in 748:
In 1451, Johannes Gutenberg uses a press to print an old German
poem, and two years later prints a 42-line Bible – the significance being
the mass production of print products. Ushering in an era of
newspapers, magazines, and books.
The rise of the middle class transformed newspapers in the 1800s. a
penny buys a New York newspaper in 1833, opening up the first mass
market for newspapers. In 1847, the telegraph is used as a business
tool , transforming far-away stories. In 1873, an illustrated daily
newspaper can be seen in New York. In 1878 the first full-pave
newspaper advertisements appear, and in 1880 the first photographs
are seen in newspapers, using halftones.
With the basic technical groundwork for the modern newspaper in
place by the late 19th century, the story of newspapers in the 20 th
century was about professional development and adaptation to
changing consumer and media markets. The story also involved an
evolving business model that rode an ever-growing wave of mass-
market advertising. Increased profitability and higher revenues
attracted publicly owned corporations interested in buying newspapers
from descendants of company founder, while simultaneously exposing
newspapers to the whims of cash and

30
profit hungry stock markets.
Nowadays, newspapers various functions to perform. They are:
Making of the news;
Gathering of Advertisements;
Balancing the wants of the marketplace with the company’s duty to
provide the needs of the marketplace;Practicing of various PR tools as
a social responsibility.

31
 KINDS OF NEWSPAPERS

There are two main sizes of newspapers – standard and Tabloid. A

Standard sized newspaper has pages that measure about 15 by 23
inches (38 by 58 centimeters). The pages of a Tabloid are about half
that size. The Standard and Tabloid are both used for all types of
newspapers.Newspapers on the basis of their periodicity can be
classified into:
• Daily newspapers
• Bi-weekly newspaper
• Weekly newspaper
• Monthly newspaper
• Annual newspaper etc.
Of the above mentioned kinds the daily newspapers are the largest
selling newspapers. The target audience for a daily is society as a
whole. Other newspapers target to specific segment of society.

32
ABOUT MID DAY NEWS PAPER

33
 ABOUT MID DAY NEWS PAPER

Our product is a news paper named “MID-DAY”, to be launched by

the
MID DAY MULTIMEDIA LTD.

MID-DAY MULTIMEDIA LTD. entered in the industry with the brand

called “MID-DAY” the newspaper in the most expensive –cum-
busy city of BOMBAY in 1980 (now what is called MUMBAI).

MID-DAY MULTIMEDIA LTD. came up with a brand new concept into the
print media. MID-DAY tried to focus only a specific part of the country.
MID-DAY focused on the youth and working professionals of the state,
what they called as the YUMPAI’s the YOUNG URBAN MOBILE
PROFESSIONALS ACROSS INDIA.

Apart from the above features also the product has been taken
an esteemed care in being taken to design our product. It has
been made cheap, compact and handy enough to be taken to
anywhere...

Moreover to worsen the entire print media thoughts MID-DAY came up

with FULLY COLOURED 32 PAGES “daily” (I prefer to make “daily” as in
small characters, as the newspaper doesn’t comes on SUNDAYS.

This product doesn’t cover any sort of bureaucratically or political

news in excess, but it does touch that part too.
MID-DAY tries to focus on the particular interests and tastes and
preferences.

34
It contains approximately 16 segments bifurcated into 2 pages on an
average.
Biggest of all the above is that it contains more actions than
words i.e. more briefings via photographs and snaps than words.

Well can be described as a complete news paper which has been

designed to cater every one’s need and taste…

YUMPAI’s FLAVOURED

The newspaper was made to the taste of the working professionals all
over the state. This was the only weapon which was enough to make
the brand in the market.
MID-DAY wished to make the most enthralled and enthusiastic part of
the market to be its target readers.

35
YOUNG i.e. Y means that part of the society which is getting matured
towards the coming generation.

URBAN i.e. U means mostly those people who live in the cities and
towns and not villagers.

MOBILE i.e. M means those personnel’s who really want to be on the

move and require every thing on the move.

PROFESSIONALS i.e. P means those persons who are working in

some or the other organizations across the state.

ACROSS i.e. A means those people who are residing across a targeted
area.

INDIA i.e. I mean the brand is confined to the boundaries of the nation
called INDIA.

Well that makes a very clear statement that the brand is confined only
to those people who are working in some or the other place and are
really busy and the most common thing is that they’re trend conscious

36
AIM AND OBJECTIVE

37
 AIM AND OBJECTIVE

The aim of this launch is to command and snatch the market

shares from the market leader and to lure away segments of
other brand’s markets by emphasizing on U.S.P. i.e. using the
credibility, esteem, reputation and positioning of the
MULTIMEDIA in order to change and shift brand loyalty in MID-
DAY favour.
Being a child of the MULTIMEDIA, the news paper enjoys the following:
High credibility
Name that sells (reputation)
Goodwill
Excellent Distribution Network
Funds available to counter teething problems
Funds for Advertising and Marketing

38
RESE ARCH F RA ME WORK

39
 R ES EAR C H F R AM EW OR K

The study that I have done is the In-depth Analysis of "MID DAY
MULTIMEDIA LTD", one of the leading publication of the country. The
type of research method used in making the project report is
Exploratory. This method is chosen because it emphasizes on
discovery of ideas and insights. it makes the analysts completely
familiar with the problem. It formulates a problem for more precise
investigation or developing hypotheses.
Exploratory research seeks to discover new relationships. The
research is undertaken to develop some specific hypothesis relative to
possible actions.
Hypotheses are tentative answers to questions that serve as guidelines
for most research projects. They are derived from previous studies or
drawn from new ideas. Exploratory research is therefore undertaken
to develop some specific hypotheses to possible answers.
This type research can be implemented in the following three ways :
• Study, of secondary data
• Survey of knowledgeable persons
• Case study
The Study conducted is completely based on secondary data and
survey of knowledgeable persons. The third method i.e. Case study,
was of limited use.

40
 METHODS USED UNDER THE STUDY

1. S t u d y of se c o n d a r y d a t a

The quickest and the most economical way for researchers to find
possible hypotheses is to take advantage of the work of others and
utilize their own earlier efforts. These sources are often maintained in
company, libraries, public libraries, newspapers and Government
documents. Here a researcher can scan a large volume of published
and even unpublished data in a relatively short period of time.
The secondary data collected for making the report were from various
sources. Those sources are as follows :-
1. Confederation of Indian Industry (CII).
Indian Newspaper society (INS).
Federation of Indian Chambers of Commerce & Industry (FICCI).
4. Internet
5. INMA
The advantage of using the secondary data is that it can be more
quickly obtained. And some secondary data sources provide
information that could not be obtained by the typical organization.
Besides secondary data individuals who have knowledge were being
interviewed. A proper questionnaire was prepared to collect
information. The persons contacted were top executives in their
companies. They provided necessary information regarding the
industry as well as the company in which they were employed.
Although secondary data did provide useful information but first hand

information gathered through interviews of individuals has its own

41
importance. This is because information is accurate. And the method
followed is versatile and cheaper than any other method.

2. S u r v e y o f k n o w l e d ge a b l e p e r s o n s

Individuals with ideas on the general subject of interest may be found

in widely diversified groups. Such individuals may include the top
executives and sales managers of the company and those of
companies making similar or related products; sales representatives,
wholesalers, and retailers who handle the product or related
products.The technique used is in-depth interview. A formal
questionnaire was used as a basis for the discussion. This helped in
knowing the facts, which would not have been known otherwise.

42
MID-DAY VIS-À-VIS COMPETITORS

43
 MID-DAY VIS-À-VIS COMPETITORS

Until February 1996 Mid-Day was sailing smoothly in the sea of English
news papers. The market share of Mid-Day was estimated to be
around 63% in the beginning of the year 1995. The corresponding
market shares for the other
Competitors were:

Mint - 13%
Metro - 12%
Aaj - 12%

MARKET SHARE OF DIFFERENT NEWS PAPERS

BEFORE LAUNCH OF MID DAY

MINT
13% METRO
12%

TOI
SUNDAY
TIMES 12%
63%

44
OPPORTUNITIES FOR MID DAY

45
 OPPORTUNITIES FOR MID DAY
A market research conducted in 1995 suggested a need for a daily
news paper that targeted relatively better educated, high income
reader in the metros. As a result a new news paper MID DAY was
launched in 2ND MAY 2007 and slowly & gradually it started emerging
as a brash young challenger for the market leader Mid-Day were left
far behind in the race with following conclusion.

MARKET SHARE OF DIFFERENT NEWS PAPERS

AFTER LAUNCH OF MID DAY

MINT
MID DAY
24%
48%

METRO
12%
AAJ TOI
6% 10%

The market share has been calculated on the basis of figures obtained
from this was done because Mid-Day was not disclosing its present
market share.

46
SWOT ANALYSIS OF MID-DAY

47
 SWOT ANALYSIS OF MID-DAY

We realise that if we are to attack the market leader then we must first
analyse its strengths and weakness and adapt our strategies
accordingly.

STRENGTHS
• Strong Brand Name
• Leader in daily News News paper in other parts of the country
• Operating since 27 years
• Good distribution network
• Experienced manpower

WEAKNESS
• Too much emphasis on bollywood gossip
• Diffused readership

OPPORTUNITIES
• Can cover other fields like business/world events, entertainment etc.
• Give more importance to promotion
• Resort to relationship network having a very strong Brand name.

THREAT
• Fierce competition from outlook and other weekly news paper.
• Living up to the expectations of the customers.

48
AREAS WHERE MID-DAY IS FOUND TO BE

LACKING

49
 AREAS WHERE MID-DAY IS FOUND TO BE LACKING

As Mid-Day is considered to be politically heavy therefore we realized

that there is a strong need to balance in other areas also. Hence it is
wise to balance the new news paper by laying emphasis on the
following subjects as well:
(a)World Events
(b)Entertainment
(c) Business
The above idea about the subjects that are sought after is supported
by the findings of the consumer’s survey mentioned in the table:

% of people % of people % of people

saying most having saying least
wanted mixed wanted
response
Politics 32.25% 19.35% 35.48%
World 35.4% 9.67% 35.4%
events
Entertainment 64.5% 30% 32.25%
Sports 45.16% 35.5% 32.25%

Business 51.6% 16.15% 32.25%

50
 PRICE AND DURATION OF THE LEADING NEWS PAPERS

NEWS PAPER PRICE (RS.) DURATION

MID-DAY 2 daily
Mint 2 daily
Metro 2 daily
Hindustan Times 2.5 daily
TOI 2 daily

51
MID-DAY’S POLICY AND CONSUMER PERCEPTION

OF CURRENT NEWS PAPERS

52
MID-DAY’S POLICY AND CONSUMER PERCEPTION OF CURRENT

NEWS PAPERS

The target market of Mid-Day is present is:

• English newspaper readers
• Upper class readers
• Upper class advertisers
In the recent exercise of redesigning, Mid-Day has made itself daily.
They have also changed their pricing strategy. They were earlier
changing Rs.2 per issue
Mid-Day is widely available at book shops and news paper stores. They
are also available through subscription at subsidized rate. A major
finding of survey is that subscription copies are always late. This
irritates the customer. The advertising of Mid-Day is done mainly
through newspapers, hoarding on road sides and through kiosk stands.
The perceptual map is drawn as a graph on the basis of 2 parameters,
price and quality from the response of consumers from this map it can
be

53
54
SUMMARIZED PERCEPTUAL MAP ON THE BASIS OF

CONSUMER SURVEY
(a)MID-DAY
(b)Mint
(c) Metro
(d)Sunday Times
It is clearly seen that MID-DAY and METRO are very closely placed.
Both are perceived as high quality and medium/low price news papers.
• Metro is perceived as high price – Medium quality news paper.
• Mint is perceived as low price low/medium quality.
• Aaj is perceived as medium/high price low/medium quality news
paper.
The consumer survey (sample size n=60) highlighted the fact that the
readers are satisfied with:
• Making Mid-Day a daily news paper.
When asked about making Mid-Day a daily is a good move?
Yes 72.19% No 21.58. %
• The price
The feeling of people about price of MID-DAY
Priced More 3.18%
Just Right 80.8%
Less 12.6%

55
POLICY CAN BE ADOPTED FOR NEW LAUNCH

56
 POLICY CAN BE ADOPTED FOR NEW LAUNCH

Going by the aforementioned data, the following options are available

for the new news paper:
• To maintain the same price and increase the value offered to the
reader
• To increase the price as well as the value offered to the reader
• To reduce the price and maintain the value offered to the reader
• By providing free complementary copy of newspaper in educational
institute,hospitals,office,shops,malls,Public libraries,etc
The first option seems to be the most promising one in the existing
scenario of stiff competition.

57
STATISTICS ANALYSIS

58
 STATISTICS ANALYSIS

Sample Size n = 60
1. % of Peoples reading news paper

News Regular Occasional Never

pa Rea Readers
pe der
r s
MID-DAY 56.6% 50% -
Mint 16.6% 40% 36.3%
Metro 6.66% 56.66% 33.3%
Hindustan 6.66% 33.33% 46.6%
Times
SUNDAY 16.66% 46.6% 33.3%
TIMES

59
2. % of People who gave importance to following areas:
% of people who % of people who
said Most said Least
Important Important
Coverage of events 36.6% 13.3%
Authenticity of 33.3% 3.33%
articles
Price 26.6% 10%
Easy Access 23.3% 13.33%

60
3. The news most wanted by people
% of people % of people % of people
saying most having saying least
wanted mixed wanted
response
Politics 45.16% 19.35% 35.48%
World events 64.5% 9.67% 32.25%
Entertainment 35.4% 30% 35.4%
Sports 32.25% 35.5% 32.25%
Business 51.6% 16.15% 32.25%

4. Mid-Day s meant for

Response
Old 0
Young 94.5%
All 5.5%

61
5. Quality of Articles and News in Mid-Day is

Response
Good 35.48%
Very Good 51.6%
Excellent 16.12%
Poor -

6. Quality of Printing and pages in Mid-Day is

Excellent 32.25%
Very Good 25.8%
Good 45.16%
Poor -

7. When asked Mid-Day offers in International News

Response
Yes 51.6%
No 41.9%

8. The feeling of people about price of MID-DAY

Priced More 3.22%
Just Right 80.6%
Less 12.9%

9. When asked about making Mid-Day a weekly is a good

move?

Yes 74.19%
No 22.58%

62
10. If a News Paper is launched, what would you hold
important in the news paper?
Most Mixed Least
Impor Important
tant
Quality of News 43.5 34.38% 21.87%
World Events 62.5 12.5% 25%
Printing 28.12 21.87% 50%
Pages 40.6 25% 35%
Advertisements 21.87 34.38% 43.75%

63
MARKETING MIX FOR MID-DAY

64
 MARKETING MIX FOR MID-DAY
The marketing mix is the name given to the main demand-influencing
variables that are available to an organisation. This is because, when a
customer makes a purchase or engages in an exchange, what they are
responding to is not just the product, but a whole range of variables
which constitute the offer. The classic description of the marketing mix
is ‘the four Ps’. The four Ps and the fundamental questions associated
with them are:

PRODUCT

In a narrow sense, a ‘product’ is a set of attributes assembled in an

identifiable form. But in a broader sense ‘ product’ indicates that the
consumers are not really buying a set of attributes, but rather benefits
that satisfy their needs. Thus ‘product’ in a very broader term includes
goods, services, places, persons, and ideas.
A product that provides benefits can be an intangible good. It can be a
‘service’ which provides the benefit of a conformable stay in a hotel. It
can be a ‘place; that provides relaxation, cross-cultural experience. A
product can be a ‘person’ (candidate) in a political campaign. A product
can be an ‘idea’ that provides an awareness.
So, what the consume purchases when he purchases a service is an
experience. There are many definitions of the term ‘service’. Here we
consider the proposition that services deliver a bundle of benefits to
the consumer through the experience that is created for that
consumer.

65
For understanding the nature of products a generic definition is
provided by Diff, Simkin, Pride and Farrell who define a ‘product’ as: ‘a
complexity of tangible and intangible attributes, including functional,
social and psychological utilities or benefits. A product can be an idea,
a service, a good or any combination of these three”.
Kotler recognised that significant differences occur between different
product offerings and proposed four categories of product offers. They
are:
• Pure tangibles.
• Tangibles goods with accompanying service.
• Major services with accompanying minor goods and service.
• Pure services.
Pure Service It is likes a commodity which can be seen, touched
perhaps smelled or worn. It is easy for the seller to demonstrate a
display and for buyers to sample, test or make a through evaluation
aids. Goods supplied by suppliers will look identical. These is no service
or intangibles associated with either of the goods.
Tangible goods with accompanying Service - In this case
the offer consists of a tangible good with service(s) associated with it.
Here an effort is made to distinguish the product from the competing
products based on service. For example, two brands of television, one
with two years f guarantee while other with 4 years, on this basis the
company is trying to differentiate the product.

Major Services with Accompanying Minor Goods and

Service – In this case the service provider is primarily offering a

66
service to the market and along with it minor goods or services may or
may not be associated. For example, a passenger bus is primary offer
of the passenger transportation service, but it may offer food and
entertainment as minor or secondary service offer.
.

Product Management At MID DAY

MID DAY is published 6 days a week and each day it has following

67
editions.
The editions are:
National
Delhi News
Life at Work
International
Cooking section
Entertainment & TV
Bollywood
Hollywood
Sports

68
 Mid Day Monday to Saturday

It is a thirty-two page newspaper with different stress bursting stuff

divided into different sections. The different sections are:

Lead News – These are the most important news that are carried in
the first page of the newspaper.

City Section – This section contains the news about Delhi and the
place surrounding it. This section is carried in the third page of the
newspaper.

Life at work Section – This was most important section of the

newspaper which contains things what a professional can try out to
reduce the stress of heavy work load.

National Section – This is a two page section which carries news from
various parts of the country.

International Section – News from around the world is carried in this

section.

Cookery Section – This section of the newspaper contains various

new recepies for ladies for try out new dishes at home.

Entertainment Section – This contains the various TV channels

layout of programme timings, what is on the new charts of movie halls
etc.

69
Sports Section – The sports news is all about National and
International Sports.

Hollywood & Bollywood Section: It contained every current news

about ongoings in Hollywood and bollywood film industry.

70
 PLACE

The place refers to contact between the service provider and who gets
the benefit of the service i.e, consumer. The entire discussion in
following paragraphs is made in the context of the meaning given.
‘Place’ is one of the important element in the marketing mix. This
element in the marketing mix leads to identification of a suitable
location. In traditional marketing, place was considered as a center of
interaction between buyer and seller. But due to the changes in the
market scene, the existence and non-existence of service firm largely
depends upon the different types of service. In case of hospitals,
existence is very essential, whereas in case of bank, the service are
rendered without the existence e.g., Citibank.
The two main issues considered regarding the decision of a place are
accessible and available of service to customers and potential
customers. The three ways of location decisions are :
Physical location decision: In this a service industry like hospital has to
decide where the place of location.
Appointing - intermediaries: Decision regarding the appointment of
intermediaries will 'lead to the service accessible to a consumer. E.g.
Tour operator works through travel agents.
Non-location: the services are offered to consumers without the
physical existence of service firm. This is possible through automation
e.g. Bank service through ATM.

Accessibility: It refers to the ease and convenience with which a

service can be purchased, used or received.

71
Availability: It refers to the extent to which services is obtainable
or capable of being, purchased, used or received.
To achieve a successful service and marketing both the above criteria
must be met.

The product MID-DAY will be available at the following places:

Through Vendors and Hawkers
• At Railway Stations
• At Bus Stops
• At Airports
• At Book Stalls in Market Places
• In Book Shops with a reputation
• Exhibited on racks in market lanes example C.P.
• In Stationary Shops
• In Daily needs corners.
• Aggressively sold at Traffic lights
• Sold on contract to public libraries.
• Sold to Clubs
• Sold to Universities (in order to target senior students who want
to be well versed with current affairs and issues).
• Sold on contract to Government Offices for circulation.
• Sold on Government contract for circulation to senior
Government Officials’ Houses.

• Specially Targeted in markets with a high concentration of

intellectuals in the respective areas.
• Sold to Corporate Offices.
• Sold to Building Complexes that house Offices and Institutions.

72
 • Sold to Five Star Hotels for Circulation among Guests as well as
Employees.
• Sold on Contract basis to Airlines.
• Sold via subscription through sales persons and advertised
addresses.
• Subscription ensures definite sales. This in effect helps in getting
advertisement and sponsors

PRICE

Meaning of Price
The amount we pay for a good or service or an idea is price. The

73
meaning of price is quite complicated. It newspapers be said that price
is the amount one pays for getting satisfaction of purchase. For
example, Salary for supervisor, rent for building, entrance fee for
cinema hall, tuition free for education, bus fare and hotel bill for launch
are some of the forms of price.
Pricing is equivalent to the total service offering. This includes the
brand name, a package, delivery other benefits and so on.
Pricing is the art of translating the qualitative offerings into
quantitative terms (rupees and paise).
Pricing beings with an understanding of the target markets,
organizational objectives and marketing objective.
The art of successful pricing is to establish a price level which is
sufficiently low, than an exchange represents good value to buyers, yet
it should be high enough to allow a service provider to achieve his
financial objectives.

Objective of Pricing
“Every marketing activity including pricing should be desired towards a
goal. Thus management should decide on its pricing objective before
determining the price itself”. The pricing objectives fall into major three
categories they are:
• Financial Objectives.
• Patronage or custom and objectives.
• Volume objectives.

Financial Objectives - the financial objectives may be profit

maximisation, resource mobilisation, price and profit stabilisation, cash
flow management and pre-determined profit level.

• Profit Maximisation: the oldest of all objectives for pricing

74
 is to maximise profits. Profit maximisation is generally a long-
term objective. The problem with this objective is that a built-in
profit determination may be hard to be achieve in the service or
hospitality industry. Profit means the difference between cost
and price which is direct in other kind of industries, but, in
service industry it is indirect, as the costs are generally indirect.

• Resource Mobilisation: This also refers to keeping pries

high but, not to maximise profit but to generate more surplus, for
the purpose of reinvestment in the same firm or other firms.

• Price and profit stabilisation: this should be a long term

objective. Price stabilisation helps in preventing price wars
amongst competitors. Fluctuation in price and profit margins are
desirable only within cretin safe limits without affecting the firms
economic health and status in the market place.

• Cash Flow m,anagement – The pricing objective here is to

return as much cash possible within a given period of time.

• Pre-Determined profit level - this objective expects a

considerable return on the capital employed by the service
organisations. Pricing for profit is thus the most common and
logical objective in all types of organisations.

Patronage Objective - It is also referred to as customer

objective. There are many ways to do this because it is the most visible

75
part of the presentation mix.

• To install confidence: To install confidence in the

customers by price stability.

• “Inducement to try”: Inducement to try is one of the

important objective of pricing in service industry, the hidden
objective in this is ‘enhancing the image’ by giving some special
offers so that customers try.

• “To desensitise” : to desensitise the customer to the price.

Eg. Package deals i.e., price inclusive of all breakfast, launch and
dinner, etc., or inclusive Of air fare.

Volume Objective – These objectives are particularly prevalent in

the hotel industry because it is such a highly volume – sensitive
business, that is fixed costs are high but variable costs are low. One
fixed costs have been surpassed, a small gain in volume supports a
large increase in profit, as with the airlines.

• Market Share: Price s one of the factors which helps in

improving a maintain market share. Service provides less the
prices
an input to enjoy a target market share. The target market share
means that portion of the industry sale which a company aspire
to attain.

• Customer base: Another volume objective is to build

business by increasing the customer base as occurred in airlines

76
 with this stragety, prices are usually lowered, either temporarily
or in special promotions, to attract more customers with the hope
that they will become permanent customers.

• Turnover : Another objective is to increase that turnover or

accompany in a hotel or seat turnover in airline by lowering the
price. Higher occupancy a seat turnover help to cover relatively
fixed labour costs and overheads. Again, for hotels it can mean
more customers in food and beverage outlets.

• New Market: At the beginning of the life of a service, pricing

is used mainly to enter into the market. For example a travel
agency at its initial stages may charge less on booking to enter
the market and guild up volume in the nw market.

• Contribution to fixed cost: A final volume objective is the

contribution to fixed costs that is made by any incremental
business. The higher fixed costs and volume sensitivity of hotels
name this objective even more viable.
After from the above mentioned tree objectives, sometimes, the
organisations objective could be ‘ Survival;’ or social
consideration.

• Survival - Sometimes, the idea of maximsing profit or market

share is a laxury to a service provides whose main objective is
simply to survive and avoid the possibility of going into
liquidation. In these circumstances, Prices may be set at a very
low level to set only sufficient earn to meet its short term
problems.

77
• Social consideration – In many public sector services, the
objective is not huge profit. Pricing decision is influenced by
social consideration like low price for education public sports
clubs which are often priced at much level than their normal
market value.
Newspaper have two markets :-
They sell themselves to the public and they sell space to
advertisers. They mainly earn by selling space is the advertiser
since there is no earning by selling themselves, still then the
newspaper priced. This is because of two main reasons :-
If they are not priced at all, many non buyer of advertise goods
would like away copies and use them for other purposes like
wrapping up of peanuts a price is necessary to keep the
production cost down and to restrict readership to the targeted
potential buyer’s.
Newspaper are carries of messages from an advertiser to a
potential buyer; if the newspaper is not priced then massages
would not be conveyed.
As a result of it the advertiser would loose confidence and
switched to other media.
At last if a reader may be prepared to pay for a newspaper and
of the interesting columns and greeting news it carries, it would
be stupid not to charge them if they are prepared to pay.

Since a newspaper is being sold to two markets –

• the advertisers
• the readers.
So it has two prices – Advertisement rates and the Masthead
price (actually, it has many ad rates and many prices, but we
will keep the case simple by having only two) and it has to
choose a combination, which maximize revenue. One price-
advertising rates vary positively with circulation: the more

78
 potential buyers on advertiser can reach through a newspaper,
the more he will be prepared to pay for an advertisement. The
other price_ the masthead price- can actually decline with
circulation, for the higher the circulation, the lower the
production costs. So in a normal newspaper with low ad rates
(although they too may have high ad rates if their price screens
buyers and enables advertisers to read a segment with high
incomes and purchasing power.

Promotion
Promotion actually has a very little meaning in marketing. It is used to
communicate information about goods and services to target market
customers facilitating the exchange process. It refers to things like
coupons, in-store games and other techniques to push sales.
Promotion plays an important role in informing, educating, persuading
and reminding customer. The role is very important in services. It is
given more importance because high degree of intangibility.

79
Promotion is used as there is no physical product or packaging to
attract the attention of the potential customers.
Promotion is used as a tool of communication informing customers
about services to target market audiences. It facilitates the exchange
process. Effective communications are needed to inform customers
about their role in the service delivery process. For example,
customers need to know ATM cash dispensers are located and how
they work or how to make reservations for a restaurant or a seat at the
theatre. The highly competitive market place for both commercial
services are increasing, hence, services in the non-profit and charitable
sectors have led to advertising. This is playing a major role in services
marketing today.
a. Coupons: Coupons usually take one of three forms: A
straight price out cut, a discount or fee waiver for one or
more patrons accompanying the original purchaser, or a
free a discounted augmentation of basic service (such as
free paint with each car washing). Coupons have been
printed in newspapers and magazines or sent by direct
mail.

b. Sign-up rebates: Sign-up rebates may be offered by

"membership" service organizations that charge a
preliminary sign-up fee for a applying, enrolling, or making
connections to a network.

c. Future discounts: Future discounts are widely used by

airlines hotels, and rental car firms in competitive markets
to stimulate brand loyalty among frequent travelers.
Another, more direct, example of discounting is provided

80
 by stores which mail discount cards.

d. Gift premiums: are frequently used to add a tangible

element to a service.

e. Prize promotions: Prize promotions introduce an

element of chance, like a lottery. They are generally
designed to encourage increase use of the service.

Objectives of Promotion

The objectives of promotion for services are:

1. Objectives targeted at customers:
Increase awareness of a new or existing service.
• Encourage trial of a service.
• Encourage nonusers to:
- Attend a demonstration of the service;
- Make trial use of an existing service;

81
 • -Apply to join to subscribe to a service in which admission,
acceptance or installation of technical hookups is a perquisite to
receiving the service.
• Persuade existing customers to :
- Continue purchasing the service and not terminate use
of the
service or switch to a competing alternative.
- Increase their purchase frequency of the service;
• Commit to purchasing the service for an extended time period
(thus taking the consumer out of the market for competing
alternatives).
• Change the timing of customer demand for the service.
• Communicate the distinctive benefits of the service.
• Reinforce advertising for the service and draw audience attention
to it.
• Obtain market research information about how, when. and where
the service is purchased and used.
• Promote the service as part of a broader product line (or link it
to sales of a complementary service marketed by another
organisation).

• Encourage customer to change the way in which they interact

with the service delivery systems, such as :
- Perform tasks themselves (self-service) :
- Use a new technology e.g,, the Web.

2. Objectives targeted at intermediaries:

* Persuade intermediaries to deliver a new relaunched service
* Persuade existing intermediaries to provide additional push
for the service, including point-of-sale merchandising.

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* Insulate intermediaries from consumer pi-ice negotiation at
the point of purchase.
* Insulate intermediaries from any temporary sales reduction
that might result.

3. Objectives tai , -acted at Competition:

Move offensively or defensively on a temporary basis against one or
more competitors.

ADVE RTIS IN G

Advertising is paid non-personal communication from an identified

sponsor using mass media to persuade or influence an audience.

Service Advertising

The advertising services are more complicated than products. This is

83
due to intangible nature. The services can often be unique to each
buyer, ill the case of most professional services. The service will be a
bundle of attributes. It will not be offered to every buyer at every
purchase occasioil.

Professional service like beauty parlour, automotive repairs, when

advertised play area greater emphasis on the institution offering. They
may talk about congenial environment, quickness and promptness of
service, exclusiveness, etc. Luxury hotels and airlines, when
advertising their service, a attach greater importance to service with
smile, courtesy, thoughtfulness etc. Banks advertising the services in
form of teller machines, personalised banking, computer banking etc.

Services like physical goods also use channels to make their output
available and accessible and accessible e.g. location of hospital to
attract customers of particular area. Advertising is used to take care of
service retailers who are growing at a faster rate than retailer.

ADVERTISING STRATEGY
OF THE MID DAY

" There is more mo ney wasted in

ad vertisin g by u nder spendin g ti tan by
o verspen din g. Under spen din g in
ad vertisin g is li ke bu yi ng a ti cket
half wvay to Eu ro pe. Yo u’ve spent you r
spen t you r mo ney bu t you never got
there. "

84
 - M or r i s H i te

The Mid Day has completely understood the above mentioned

statement and has adopted various media to advertise the publication.
They are -.-
(1) Outdoor media
(2) Print media and
(3) Broadcast media

(1) Outdoor Media

"The Mid Day Multimedia Ltd”. usually goes for outdoor advertising.
This include : -
Hoarding :
Banners.
Posters.
Kiosks;
Bus Shelters etc.

(2) Print Media – Mid DAY not only advertise through its own daily,
but also in other publications. In this case, the company adopts barter
system of advertising. Here, it inserts Ads of other publications in the
newspaper. In return, advertisements for Mid Day are inserted in those
publications free of cost. In this way the company gets chance to gain

85
popularity and to make a new customer in its advertisers' list.
The publications and magazines that have been loyal to the company
in this practice are A & M Business India, Business World, Jansatta, etc.

Broadcast Media – Mid Day completely observes its competitor’s

activity. On finding out that the other newspapers spend huge amount
of money on advertising.

86
 PUBLIC RELATIONS

Public relations is the deliberate, planned and sustained effort to

establish and maintain mutual understanding between an
organizations and its publics.

PUBLIC RELATIONS IN THE INDIAN CON'TEXT

Public relations today is still a very underdeveloped field. it is growing

its prominence and has started showing results in various sectors of
corporate India. More and more companies are making use of PR to
sole their problems and increase their overall corporate equity. Title
entire process needs a closer look.
To gauge the effectiveness PR in corporate India over the last decade it
is rice necessary to examine its function and overall areas of
applicability. These are discussed below-

(A) Social Responsibility, of Business

The need for PR arises also from the responsibility, that an organization
owes to the society, which nurtures it and enables it to function and
operate. No organization, leave aside a modern business organization,
can function in a vacuum. It flourishes only because a particular kind
of social environment exists. This environment is often taken for
granted but in times of social turmoil when normal conditions are
disrupted the dependence of the organization on the social
environment is brought home sharply. How often have we not seen
during periods of national

87
strife or serious political instability leading to a break downs of law and
order that business comes to a standstill. While these may be extreme
examples they illustrate the fact that without the right social
environment no business can exist. Thus every business organization
has a stake in the social environment and must contribute its might
towards its continued existence and improvement
A business organization's responsibilities to society cover a wide area.
They range from its responsibility to supply quality products at a
reasonable price. It ensures that the product reaches the consumer at
the right time and place to its responsibility to contribute to the
development of the infrastructure, to the realization of national
objectives and to the identification of its interest with the vast
population of the country in which it operates. Forward looking and fax
sighted business organizations, the world over are trying to make a
contribution to social causes apart from achieving their immediate and
ultimate ends of producing goods for sale and marketing them at a
profit. Such contributions can range from grants to universities,
scholarships of various kinds, aid to hospitals and charitable
institutions to actual involvement in projects of social significance. In
India Oil too there are business organizations which are aware of their
social responsibility. They have made an effort to discharge it in
accordance with their resources and the needs of the situation.
For example:
After the drastic earthquake in Gujarat Zee network took over the
responsibility of rehabilitation of one whole village while Shyam Aces
donated 90 odd satellite phones to assist communication in that areas.
Further studies on the extent of industrial pollution and ways and
means of combating it, involvement in faintly planning programs.
development of low cost nutritious food for the poorer sections of the
people, studies on

88
the causes of a State's decline and the steps needed to restore it to
health are some other examples of social responsibility, ill corporate
behaviour as practiced in India in recent years. But there is little
doubt that instances of such conduct are few indeed in relation to the
enormity of the problems facing a country as vast a s India with a
burgeoning population and a large part of it living below the poverty
line.

(B) Building Corporate Image

Corporate communications and public relations for building image is a

subject about which many professionals' hold firm views but know
surprisingly little about. Some see it as a menace, as an expensive
flag waging exercise, which their company can easily do without.
Others regard it as a myth, arguing that publicity by of virtue its
obvious nature, cannot hope to change perceived images in people's
minds. At the other extreme are those who view corporate
communications (particularly, advertising) as a magic formula and an
instant panacea for every corporate ill. In reality it is none of these
things. It is in fact, a management tool to influence the outside world-
the target group.
No doubt one would like a favorable image for- his business, or
company, Mio does riots The primary fact behind a good image is that
it has to be earned. One cannot go out and buy like he buys a new
shirt. Nor can he make an image overnight. Building corporate image
is concerned with building confidence and credibility by helping the
target group understand the company better. Familiarity in this case
normally, improves acceptability of the company/business and what it
does. Ignorance, oil the other hand, can lead to mistrust, or even
contempt in some situations.

89
Corporate image is built through more than one strategic means, and
often a combination of activities. For instance:
1. Advertising - corporate and even product
2. Public Relations - external and internal
3. Media Relations - especially the Press
4. Customer and Supplier Relations
5. Community Relations - good corporate citizenship
As India transits from a shortage-driven economy to a one propelled by
competition, a company's reputation and image will make difference
between whether it rules the market or merely relies it. Corporate
image is what enables Hindustan Lever to hold its own against rivals
like Proctor & Gamble, and Hero Honda, to keep its lead despite smart
and fleet-footed competitors In the biped race at the marketplace.
Good corporate image can be built if it is treated like one of the 'Ps' of
marketing - the fifth 'P' stands for 'Performance' - professional
corporate performance, doing it the right way the first time. Take for
example, the image built by WIPRO based on its massive performance
in IT sector a few months ago. Corporate image based on professional
performance can be achieved through the widely accepted concepts of
'Creativity' and 'Positioning' in the PR activities of the organization.
Creativity in PR means more than just pretty pictures and a good copy.
It is building image with activities, which generate all-round impact and
visibility for the company. 'What' and 'How' is the task

here. Creative corporate advertising, is one route. Gujarat Ambuja is

an example how a relatively unknown cement company built and
changed its image by creative advertising, Thomson master blaster is
an example of how a sports event (Cricket) was used to build a good
image for the company. There are many other such examples.

With respect to positioning, similarly, the image communications and

image building activity must be able to find a right niche in the minds

90
of the target group. The ‘quality' of the message, and activity, is vital
for this. Escorts TATA, BIRLA and Larsen & Toubro are some of the
corporate houses who have achieved a lot in terms of image through
positioning of their companies and image in their PR programs.
Companies which benefit most from corporate image are those who
take a long-term view and commitment towards communication and
the image of their organization through it.

(C) Handling a Crisis

In most every organization, crises do occur occasionally. Even if they

have not occurred, the possibility of a crisis is always there. Public
relations has a role to play when the crisis actually takes place. Even
more important is the task of being prepared and of preparing the
organization beforehand to cope with the crisis when it does occur. In
other words, a contingency plan to handle a crisis situation should be
in existence and different levels of employees must be trained
beforehand to meet the emergence, when it occurs.
It is very much like preparing an organization for dealings, sudden

outbreak of fire. One knows that such a possibility always exists,

but one knows also that the precise movement when it will break
out can never be knows, so what is done is to have a fire fighting drill
at occasional intervals to keep all the equipment in trim and to make
sure that everyone knows what his role will be in the case of such an
accident.
Planning to meet a crisis situation from the public relations angle
involves a number of steps

Preventive measures should be taken on a continuing basis to

minimise the possibility of an accident or a crisis of any kind
However, despite all precautions, an accident can occur or crisis

91
situation can develop in the best run organizations. Hence, all
the various steps that need to be taken must be worked out
beforehand and the role that each part of the organization and each
individual will have to play should also be clearly assign--d and
explained beforehand
From the point of view of public relations it is necessary to ensure that
all communications to the media and other outside public bodies
should emanate from one source. This should preferably be somebody
in the Public Relations Department who is familiar with and trained to
handle the media, but this spokesman will be able to perform his
function only if lie has a constant hot-line to the top management. This
will ensure that conflicting signals are not sent out and that the
organization's case is put across effectively and truthfully.
Examples of such crises are accidents which may sometimes be major
ones, such as, an aircrash or a major train accident. It could be
accidents with a factory leading to loss of lives of factory workers or a
mining disaster.

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DEPARTMENT IN MID DAY

93
 DEPARTMENT IN MID DAY

The marketing department of mid day is divided into two wings, the
Research and Market Development (RMD) and the Response. The
former looks into the activities related to the distribution and
promotion of the newspaper to the subscribers while the later looks
into the activities related to the selling of the space in the newspaper
for advertisements. A brief idea about the two wings is given below.

A. The Research & Market Development (RMD)

The main activities of the RMD are:-

Look into distributional activities by proper supervision of the
distributional channels.
Settlement of accounts with the agents at the end of the month.
Look into the promotional activities of the newspaper.

The Panchsheel of RMD:-

Timing – The delivery of the newspaper from the press to the agents
should be such that the hawkers do not have to wait for the
newspaper.

Ad Relevant Circulation – The consumers profile and the

circulation figure should be known as it assists the response
department in the generation of ad revenue
.

94
Competitive Advantage – Deals in building upon the company’s
strengths and also in keeping a track of the latest developments
adopted by the competitors.

Cost Effectiveness – The newspaper should be distributed at the

least possible expenditure.

Service – It deals with the promotional activities to present

consumers, prospects, hawkers, dealers and sub-dealers.

B. The Response

Response is another wing of the marketing department of The Times of

India. The basic function of this wing is to sell space in the newspaper
for advertisements.

The main activities of the Response are:

Selling of space for advertisements to the advertisers or

advertising agencies

Scheduling of the advertisements, i.e., look into printing of

the advertisements on the schedule date and space.

Settlement of accounts with the clients after the ad is published.

95
Distribution Of Newspapers

96
 Distribution Of Newspapers

The distribution of newspapers is a very funny business. Although all

the rules stated previously are followed but still owing to its very short
life span it is very different from other physical products. A
newspaper’s life span erodes within 24 hours. This is so because
nobody likes stale news and once news becomes

old, the utility of the newspaper is eroded. This typical character on

one hand removes two very important functions of newspaper, namely
warehousing and inventory management but on the other it compels
the newspaper company to have a very efficient distribution set-up so
as do enable the newspaper to reach its target audience as quickly as
possible.

The functions involved in distribution of a newspaper can be listed as:

• Planning the distribution system

• In plant warehousing
• Transportation
• Receiving
• Handling
• Secondary transportation
• Secondary handling & sub distribution
• Communication

The newspaper in this scenario has to use a combination of one and

two level marketing. The flow diagram of a newspaper’s physical
distribution is given on the next page.

Since the utility of the newspaper erodes within a time span of 24

97
hours, so its distribution needs to be extremely quick.
This typical characteristic immediately removes two very important
functions of distribution namely inventory management and
warehousing.
The component functions involved in the distribution of a newspaper
are:
• Planning the distribution network
• In-house warehousing (very short period)
• Transportation
• Receiving
• Handling
• Secondary Transportation
• Secondary Handling and Sub-distribution
• Communication

The newspaper is transported in a number of ways before it is finally

delivered to the doorsteps of every reader.
Within the city, distribution cycle is normally 5 hours. It is transported
by a lorry tempo.
Outside the city, the distribution cycle can be 5-10 hours. The
newspaper is transported by taxi. train or by air.
The main steps involved in developing the channel design for a
newspaper are:-
• Formulation of channel objectives.
• Identification of channel function
• Linking the channel design to the product
• Evaluation of distribution environment

• Evaluation of company resources and matching the channel

98
 design to the resources
• Development of alternative channel designs and selection of the
one that suits the company most. .

99
DISTRIBUTION OF MID DAY

100
 Distribution of Mid Day

Mid Day has one of the most advanced and well planned distribution
networks. For effective coverage throughout India, Mid Day is on date
published from Mumbai and from various other centers like Delhi,
Banglore, NCR region as regional edition. Furthermore each publishing
center has various printing press in its close proximity for effective
coverage in the region.The newspaper in this scenario has to use a
combination of one and two level marketing. The flow diagram of a
newspaper’s physical distribution is given on the next page.

101
Di stri buti on network of MID DAY .

Distribution network for City Edition

Printing at the Press

In-house Warehousing

Transportation

Salesman

Vendors/Hawkers

Readers

102
 SUBSCRIPTION

The MULTIMEDIA would aim at procuring more and more subscribers.

Subscribers provide security by ensuring sales of the news paper and
hence enabling advertisers and sponsors to be sure of advertising in
MID-DAY. This would enhance an improve credibility and brand
strength.
The subscribers would be given free gifts for example digital diaries,
brief cases, wrist watches, pocket calculators, office stationery,
medium to high quality pens, paper weights, pen stands, calendars and
year planners in accordance with the duration of the subscription i.e.
• 3 months
• 6 months
• 1 year
• 2 years
• 5 years and above.
The road side hoardings, banners shall be utilized for advertising in
high concentration areas of Metropolitan cities.
We shall undertake RELATIONSHIP MARKETING, by giving
questionnaires with free postage stamps in our issues to attain
customer response and feedback. We shall also have General
Knowledge and Current Affair based contest in our issues which will
have attractive prizes

103
CONCLUSION

104
 Conclusion
It can be concluded after closely analyzing the facts and reality that
the challenges of the companies are many that is in recruitment,
selection, training development of the employees but by adopting
some certain measures the company can overcome those hurdles. The
company is in introduction stage in Delhi region that is also one reason
for it, but even then the company is having glorious past from Mumbai.
So that also attracts the person to work for this company.
So it can be concluded that the company will grow by adopting latest
process and practices to hire and retain the employees.

105
QUESTIONNAIRE

106
 Questionnaire

The following questionnaire aims at asking the consumer in a subtle

manner questions regarding MID-DAY.

Without expressing our main objective which is to launch a new news

paper we aim to take advantage of the weaknesses of our main
competitor and incorporate the suggestion and improvements in our
news paper.

We aim at finding out the current likes, dislikes and perceptions of the
target audience and thus find out the potential for our launch. In short
the aim of this questionnaire is to know the consumer viewpoint
regarding competitor’s strategies and to take advantage of the
competitor’s weaknesses.

107
 CONSUMER SURVEY QUESTIONNAIRE

1. When you thing about current affairs, which current affairs News
Paper comes to you mind?

2. For the news paper mentioned below mark whether you read
them regularly, occasionally or never
Regularly Occasionally Never

a. Mid-Day __________ ___________ _______

b. Mint __________ ________ __________

c. Metro __________ ________ __________

d. Hindustan Times __________ _______ __________

3. Why do you read the above news paper regularly? Rate the
option given below on a scale of 1-5 (1-lowerst, 5-highest)
a. Coverage of events
b. Authenticity of articles
c. Price
d. Easy Access
e. Pages

108
4. What are the contents you would look for in a current affair news
paper? Rate the options on a scale of 1-5.
a. Bollywood
b. Sport
c. Diary
d. City News
e. Timeout
f. Nation News
g. Special Report
h. Wild West
i. Opinion
j. What’s On

5. a. Do you think Mid-Day is meant for old people/young

people/Masses?
b. The quality of articles and news published in Mid-Day are
Excellent / Very Good/Good/Poor
C.The quality of printing & pages in Mid-Day is
Excellent / Very Good/Good/Poor
D.Do you think Mid-Day offers you latest in the international news?
Yes/No.

6. Which of the following statements best describe your feelings about

price of Mid-Day?
a. Is priced more compared to what it offers in terms of quality?
b. Is priced just right compared to what it offers in terms of
quality?
c. Is priced less compared to what it offers in terms of quality?

7. Which area do you want to emphasize if changes are made in Mid-

Say (Rate 1- 5).

109
8. Quality of news

9. Do you thing the promotion & advertising of Mid-Day is

fair/good/excellent?

10. World events in or out

11. Printing

12. Pages increased or decreased

13. Advertisements

15. Do you like to purchase Mid-Day from magazine shops or want to

subscribe for it?

16. Do you think that making Mid-Day daily is a good move?

Yes/No

17. Considering 1=low & 5 = high. Please fill following table:

News paper Price (1-5) Quality (1-5)
Mid-Day
Sunday Times
Mint
Metro Now
Hindustan Times

110
FIELD EXPERIENCE

111
 FIELD EXPERIENCE

A project report of this magnitude will not be free from flaws and
limitations. Any human efforts to a study tend to be restricted and
constrained on the basis of various factors.
It is painful process to mention the constrains. But in order to make
the study a comprehensive on, everything should be crystal clear.
1worked as a summer trainee at "Mid day Multimedia Ltd.". Still then, I
faced certain limitations during the process of compiling this report.
They are:

1) Nature of Product

The newspaper is a service product carrying vital information

to its readers. There exist quite a minimal difference between
the marketing and advertising activities in general and the
marketing activities of Mid Day.

2) C o l l e c t i on o f I n f o rm at i on

The people working at Mid Day are very decent and

cooperative. But they lacked time to provide me the exact
information. The material at the Mid Day Library was riot
adequate enough to describe the strategies.
Since Mid Day was launching first time in northen region so there
were no data of the previous years pricing policies , so I did not
mention
the price war between Mid day and other English daliy

112
 3) Usage of New technologies
The newspapers industry is dynamic and highly versatile. And
Mid Day is one of the Leading newspaper in the Indian context.
The circulation figures were easily accessible. But as far as
readership figures were concerned, it was really a tough
business to find them. The data at INS was absolute.
When I approached the people in Mid Day to get the latest
readership figures, they taught me to run softwares developed
by NRS and IRS. And I only became fluent with NRS software
(i.e Sesmae). So all the readership figures and market share of
the company have been analyzed through NRS and not IRS.
Also there is a group of creative people who come out with
promotional schemes and they are implemented and launched
immediately. Since, the information gathering and study has
been as ongoing process for more than a month, there were
many instances in which data had to be charged and other
factual matter had to be incorporated affecting the eventual
analysis.
There might to many limitations to the project report but
efforts have been done to make it in a proper sense.

113
RECOMMENDATIONS

114
 Recommendations

This section is a point of view which can be a helping hand for the
entire organization…

LET ME HAVE MY WORDS…:

 Promotions
 Fm …you forgot...Na!
 Initial customers
 Check on vendors
 Publicity and sponsorship
 Schools/colleges/households .

 Promotions
With regard to the above subject I just want to say that
the company should fully work out on the promotion of
the product and consistently making the product much
more near to the customers.

 Fm …you forgot...Na!

RADIO ONE FM 94.3, one of the biggest tools of

spreading the awareness among the customers and
listeners.
The possible program is to make events much more
interactive with respect to the product.

 Initial customers

115
 We should go for some promotional drives for the initial
customers who have found some faith in the product in
just one attempt.
Those customers should be recalled periodically and
should be given some privilege like some invitations in
some gatherings or greetings can be sent on special
occasions.
This will really make a good customer contact and a
good rapport in the market.

 Check on vendors

That’s really necessary for the company.

It should check and re-check the entire supply chain of
the product movement and ensure the proper
availability of the product to the customers.
This will lead to real productivity.

 Publicity and sponsorship

That also becomes necessary in a city like DELHI, where

all are party stoppers and event makers, you can have
the entire or partial sponsor of the event.
This will lead to a much more direct contact with the
customers (readers).

116
 Schools/colleges/households .

Well you can’t forget the next nation builders, they are
the next generation people who can make or break the
nation.

We have to take into account their interest and

preferences too.
Delivering into households can yield into better results.

The most interesting part of the entire training module

was the ANNIVERSARRY ISSUE SALE.
In which we sold approximately 1.5 lakh copies of the
entire publication with no return backs

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