9/24/2010

PRINT MEDIA

SACHIN B.SAHU
ROSHAN SHETTY
SAKSHI AWASTHI
CONSUMER BEHAVIOR
SURVI TAPARIA
ZAHEB ANJUM
INTRODUCTION

India is the world's largest democracy. Its mass media culture, a system that has evolved over
centuries, is comprised of a complex framework. Modernization has transformed this into a
communications network that sustains the pulse of a democracy of about 1.1 billion people.
India's newspaper evolution is nearly unmatched in world press history. India's newspaper
industry and its Westernization—or mondialisation as French would call it—go hand in hand.
India's press is a metaphor for its advancement in the globalized world.

The printing press preceded the advent of printed news in India by about 100 years. It was in
1674 that the first printing apparatus was established in Bombay followed by Madras in 1772.
India's first newspaper, Calcutta General Advertise, also known as the Hicky's Bengal
Gazette was established in January 1780, and the first Hindi daily, Samachar Sudha Varshan ,
began in 1854. The evolution of the Indian media since has been fraught with developmental
difficulties; illiteracy, colonial constraints and repression, poverty, and apathy thwart interest in
news and media.

At a time when circulation of newspapers in the USA, Europe and other developed countries,
Making some media expert declare that newspapers are dying? (Greenslade 2009), the Indian
print media industry has been bucking the trend in the past decade. According to the World
Association of Newspapers’ report Indian newspaper sales increased by 35.51 per cent in the
five year period between 2004 and 2009. The Indian Media and Entertainment sector is said
to be twice as profitable as its global counterparts, according to an analysis of 37 publicly
traded Indian companies whose gross profits grew by 31 per cent between 2004 and 2009
(Press Council of India 2009). Overall, in 2009, about 100 million copies of newspapers were
sold in India (WAN 2008), whereas according to National Readership Survey as many as 222
million readers read an Indian newspaper in 2008 (Press Council of India 2009)
Growth in Print Media

In 2009, the print media industry stood at US$ 3.85 billion and showed a moderate growth of 2
%. The industry is projected to grow at a CAGR of 9 per cent and reach around US$ 5.90 billion
by 2014.

The regime of foreign investment in Indian entities publishing newspapers and periodicals is as
follows: -

Foreign investment (including FDI) upto 74% in Indian entities publishing scientific/technical
and specialty magazines/periodicals/journals, where only Indian editions of foreign
scientific/technical/specialty journals etc. are being published with no foreign investment
(including FDI) being made, the Ministry of Information and Broadcasting will give approvals on
a case by case basis subject to prescribed conditions.

FDI upto 26% in Indian entities publishing newspapers and periodicals dealing in news and
current affairs with suitable safeguards like verification of antecedents of foreign investor,
keeping editorial and management control in the hands of resident Indians and ensuring
against dispersal of Indian equity.

Recent Developments

 During the year 2008-09, 15 proposals for FDI in Indian entities in the news and current
affairs sector have been approved. Further, permission has been given for publication of
189 Indian editions of foreign specialty, technical and scientific magazines. Permission
has also been given for publication of 106 specialties, technical and scientific magazines
by Indian entities, who have taken FDI.

 As a further measure of policy liberalization, Government has allowed Indian edition of

foreign news magazines for facilitating wider readership at affordable prices. Also,
Government has recently announced facsimile edition of international newspapers.

 Government has reviewed the print advertisement policy and brought about changes to
support small and medium newspapers. As per the policy, advertisement support has
been increased from 10% to 15% for small newspapers and from 30% to 35% for
medium newspapers, in money terms. Minimum publication period requirement
drastically reduced from 36 months to 6 months for regional languages newspapers.
PLAYERS IN PRINT MEDIA

Newspapers Magazines Outdoor & Direct Mail

Advertising
The Times of India Vanitha (Malayalam) Ogilvy & Mather
Dainik Jagran Saras Salil (Hindi) J Walter Thompson
Malayala Manorama India Today (English) Mudra Communications
The Hindu Pratiyogita Darpan FCB Ulka
(Hindi)
Eenadu Malayala Manorama Rediffusion- DY&R
Deccan Chronicle Balarama McCann-Erickson India
Ananda Bazar Patrika India Today (Hindi) RK Swamy/BBDO
Advertising Ltd.
Sakshi Kumudam (Tamil) Grey Worldwide Pvt.Ltd
Amar Ujala Readers Digest (English) Leo Burnett India Pvt.Ltd
Hindustan Times Meri Saheli (Hindi) Contract Advertising India
Ltd.
Hindustan
Mathrubhumi

Gujarat Samachar
Punjab Kesari
Sakaal
The Economic Times
The Telegraph
DNA
The New Indian Express
The Hindu Business Line
Business Standard
CUSTOMER EXPECTATIONS & POINTS OF SATISFACTION

Pre-Purchase

 Brand Image – Customers in this industry are more inclined towards brand image of the
company
 Past Performance – Customers compare past performance of the company before
purchasing
 Circulation – Customers are interested to find out the reach of media
 Price – Customers prefer services or products according to their purchasing power

During-Purchase

 Availability – Products or Services should be available easily

 Discounts Slots – Slots which are available at discounted prices
 Quality Of Material – Material used for creation of particular Newspaper, Magazine &
leaflet
 Print & Design – Most important factor during the purchase Print quality & attractive
design

Post-Purchase

 Effectiveness
 Feedback
 Revenue
 Comparative Analysis
Perceptual Mapping Based On Price & Circulation

Perceptual Mapping Based On Price & Effectiveness

ATTRIBUTES & CHARACTERSTICS

 Effectiveness
 Circulation
 Price
 Quality of Advertisement

COMPARISION OF EXPECTIONS & CHARACTERSTICS PRINT MEDIA

Newspaper

Newspaper is one of the most common ways for people to stay informed about current events,
technology and other special interests. Relative to other forms of print media news paper is
relatively cheap and enjoy 22% share total print media sector.

Magazine
A periodic publication containing pictures and stories and articles of interest for information on
Current affairs, Fashion, Health. It’s a very important part of businesses and households.

Outdoor & Direct mail Advertising

This form of advertisement in India plays a major role in print media. Outdoor & Direct mail
includes Posters, Billboards, Handbills, Hoardings, Stickers, Sales letters, catalogue.
SOME INNOVATIVE PRINT ADVERTISEMENTS…!!!