LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT

Report on Summer Training

TO STUDY ADVERTISER PREFERENCE TOWARDS NEWSPAPER ADVERTISING

Submitted to Lovely Professional University and Hindustan times

In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration

Submitted by: DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA

ACKNOWLEDGEMENT

The feeling of acknowledging something and expressing it in words are two different things altogether. It is our weakness, but we honestly admit that when truly wish to express my warm gratitude and indebtedness towards somebody concerned, we are always at a loss of words. I gratefully take this opportunity to express my gratitude and indebtedness to our most able guide MR.AMIT SHARMA (HEAD SALES) for his active interest, timely encouragement & MR. VARDAN SHARMA, MANAGER (SALES),MR. SUMIT GUPTA for their valuable suggestions and unceasing assistance and creative criticism at every stage of this project. I would like to thank MR. LOKESH JASRAI, TRAINING COORDINATOR, LOVELY PROFESSIONAL UNIVERSITY, JALANDHAR & MR. RAJBIR SETHI, PROJECT GUIDE, and LOVELY PROFESSIONAL UNIVERSITY for giving me such a great opportunity to undertake this project. I would also like to thank all HT employees and my colleagues for their support and sincere cooperation throughout the project. SAURABH SHARMA

Table of Contents

Executive summary4 Introduction5 Indian print media.8 Review of Literature.22

Research Design and Methodology...25

Analysis29

Findigs .33

Recommendations 34

Conclusion .34

References ..35

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

INTRODUCTION
Purpose of the Project
1. 2.

To study the importance of newspaper advertising. To study about the advertisers needs from a newspaper.

Scope of the Project

The project will cover a lot of information about newspaper industry, how a newspaper publisher makes money and what is the importance of newspaper advertising in the eyes of customers. The majority of a newspaper's revenue comes from selling advertising space to local and national advertisers. The sale of classified advertisements also makes money for a newspaper, but not on the same scale as with the retail advertisement sales. Each advertisement is sold based upon word count, length of publication and special features such as highlighting and font manipulations (bold or italic type). The project was entirely based upon the advertisers needs from a newspaper publisher and advertisement agency. In the area terms, project is limited to Mohali region only.

INTRODUCTION- HINDUSTAN TIMES

HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of India's largest media companies. Produced by an editorial team known for its quality, innovation and integrity, Hindustan Times (English newspaper) and Hindustan (Hindi newspaper through a subsidiary Hindustan Media Ventures Limited), have a combined daily readership base of 12.7 million (based on round 2 of Indian Readership Survey 2009) to their credit. Both dailies enjoy a strong brand recognition among readers as well as advertisers. To cater to the large readership base, HT Media operates 19 printing facilities across India with an installed capacity of 1.5 million copies per hour. In addition to Hindustan Times, HT Media also publishes a national business newspaper, Mint. Mint is a one-of-its-kind newspaper in the sense that the company has an exclusive agreement with the Wall Street Journal to publish Journal-branded news and information in India. Mint is today the second-largest business newspaper in India with presence in the key markets of Delhi, Mumbai, Chennai, Bengaluru, Chandigarh, Pune, Kolkata and now Ahmedabad too. HT Media has also made its foray into electronic media. Diversifying its ambit of operations, the company in a consulting partnership with Virgin Radio, has launched the FM radio channel Fever 104. Currently available in Delhi, Mumbai, Bangalore and Kolkata, Fever 104 has established a strong presence as being one of the most vibrant channels on air. In a short span, the channel's rise has been meteoric considering its position in Mumbai and Bengaluru at No. 1 and in Delhi as the No. 2 station on the popularity charts. Amongst advertisers, the advertising volumes increased by 17%. Radio vertical outscored others by posting a healthy revenue growth of 52%, taking its revenue to Rs. 43 crore. Riding on the improved ad volumes and realizations, the Radio business turned EBITDA positive in the fourth quarter of FY 10.

INDIAN PRINT MEDIA:

The Indian newspaper industry is intensely competitive, with multiple national and regional players vying for a larger share of the readership, circulation and advertising market. A strong national brand combined with multi-city operations and a high level of content and product quality are emerging as the key differentiators, because it gives an opportunity to larger nonretail advertisers to reach out to multiple markets and high quality audiences at a low cost, while local advertisers can concentrate on city-specific advertising. Given these inherent advantages associated with having multi-city, large scale operations, the industry has begun continue. The domestic industry at this time does not have foreign or multinational players operating, although that could happen in the future if and when the Government of India changes its foreign investment regulations and restrictions applicable to the print media segment. In addition to intra-segment competition, the Indian newsprint industry is also faced with the competition posed by other forms of media including television broadcasters, magazines, radio broadcasters and websites. Trends indicate that unlike in the global markets, print-ad spend is growing faster than electronic in India. In the calendar year 2005, print media ad- spend grew by 15% against 12% television as per Industry estimates. Contrary to global trends, both readership and circulation of newspapers are also growing in India. This strong growth trend for the Indian newspaper industry appears sustainable from medium-term perspective. Continued economic growth and increasing literacy is expected to enable players such as HT Media to be bigger beneficiaries in the event of any reversal in newsprint price trends. Newspaper readership in 2005 was 190 million (Source: NRS 2005), up from 165 million in 2003 (Source: NRS 2003). We believe that daily newspapers are increasingly being bought for their analysis of the news and current affairs and in this context, newspapers are gradually taking on the role of a magazine, thereby adversely impacting the magazine segment. 8 to witness a phase of consolidation. We expect this process of consolidation to

Newspaper Industry & Leadership position

The Indian newspaper industry can be primarily segmented across three categories: English, Hindi and vernacular newspapers. There are approximately 1,907 daily newspapers published in India of which newspapers in the vernacular language comprise 49.0% of the total newspapers, followed by Hindi (42.1%) and English (8.9%). (Source: RNI). Most of the Hindi and vernacular newspapers have a regional focus. Historically, the English newspaper industry in India has been fragmented with each newspaper having a regional focus such as the Deccan Chronicle in Hyderabad, Hindustan Times in Delhi, The Times of India in Mumbai, Hindu in Chennai, Telegraph and Statesman in Kolkata, Deccan Herald in Bangalore and Gujarat Samachar in Ahmedabad. In recent times, however, the larger English language newspapers have been expanding their geographical reach, and we believe the English language segment is moving towards consolidation. Six of the top ten newspapers by readership are Hindi, three are vernacular and one is English (Source: NRS 2005). Vernacular newspapers have a multiple of circulation to readership of 7-8 times compared with English newspapers of 1-2 times. This is primarily due to the higher cover price of non-English newspapers compared with English newspapers and the fact that the readers of non-English newspapers are generally from a lower socio-economic segment than that of English newspapers.

All Hindi dailies have a readership of 73.5 million (Source: NRS 2005) compared with 59.3 million readership. Set forth below is the top 10 Hindi newspapers in 2005 and their circulation, their readership as per NRS 2003 and their circulation

As per NRS 2005, all English dailies have a readership of 21.9 million compared with readership of 18.6 million in NRS 2003. Set forth below are the top 10 English newspapers ranked as per NRS 2005 and their circulation as per ABC July-December 2004, their readership as per NRS 2003 and their circulation 2004.

10

According to a PricewaterhouseCoopers (PwC) report, "In 2007, the Indian print media industry recorded a growth of 16% over the previous year. Newspaper publishing, which constitutes 87% of the segment, grew at 17%, whereas magazine publishing, which contributes the remaining 13%, grew at a marginally lower rate of 15%. On an overall basis, the print media industry stood at Rs. 149 billion [14,900 crore] in 2007, up from Rs. 128 billion [12,800 crore] in 2006." PwC estimated the compound annual growth rate (CAGR) for 2008 through 2012 at 13% for newspapers and 15% for magazines. The comparative estimated CAGR internationally (for 2007 through 2011) is 2.1% for newspapers and 3.1% for magazines. Among the reasons for the PwC report's bullishness about India's newspapers and magazines:

Low print media penetration. The reach of print media in India is 38%. Its reach in urban areas is 58%, substantially higher than in rural areas, at 30%.

Rising literacy rates. The number of potential readers is growing. Additionally, 359 million literate people in the country do not read any publication, which leaves further scope for improvement in penetration levels.

Increasing spending on circulation. Penetration of print media is improving owing to growing income levels and aggressive marketing. Subscription schemes have not only accelerated penetration of dailies, but also have helped push multiple dailies into homes. The Importance of Advertising Given the low cover prices, advertising is the principal revenue stream. Magazine advertising revenues are Rs. 1,400 crore, while circulation revenues are Rs. 500 crore. For newspapers, the corresponding figures are Rs. 8,000 crore and Rs. 5,000 crore. PwC projects growth in magazine advertising revenues over the next five years at 16%, compared with 10% growth for circulation revenues. For newspapers, the numbers are further skewed, at 16% and 8%, respectively.

11

12

Sources of Revenues The sources of revenue for newspaper companies include the sale of advertising space in their publications and the sale of their publications. Advertising revenues are important to profitability in the print media industry. English editions attract the highest advertising revenues with approximately 50% of ad-spend, followed by vernacular and Hindi newspapers with approximately 25% of ad spend each (Source: TAM India). Most of the large budget advertisers channel their advertisements through English newspapers because the readers of English newspapers are generally in a higher socio-economic bracket than the readers of Hindi and vernacular newspapers. The cost of production of English newspapers is higher than the cost of production of Hindi and vernacular newspapers due to greater page numbers and better quality newsprint used in English newspapers. Due to competition for advertising revenue, the cover prices for English newspapers are generally less than the cost of production. The cover prices for Hindi and vernacular newspapers are generally around the cost of production because unlike English newspapers, the advertising revenue is not large enough to justify selling newspapers for less than the cost of production.

13

VARIOUS BRANDS WORKING UNDER HT MEDIA LTD.

Hindustan Times:

14

Hindustan Times, the flagship publication from the group, was inaugurated by Mahatma Gandhi in 1924 and has established its presence as a newspaper with editorial excellence and integrity. Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing main English newspaper in terms of readership. Hindustan Times, Delhi, is India's largest singleedition daily. In July 2005, Hindustan Times made a successful entry into the commercial capital of India Mumbai. Hindustan Times is printed in nine centers including Bhopal, Chandigarh, Delhi, Mumbai, Jaipur, Kolkata, Lucknow, Patna and Ranchi.

Hindustan Times believes in continuous improvement and providing greater value to its readers and advertisers. It has set many a standards for its competitors and will continue to do so in the years to come. It is the first smart-age newspaper in India to evolve into a new international size - sleeker and smarter - which ensures enhanced ease of reading and convenient handling. In its endeavor to provide its readers with greater value, Hindustan Times has revamped its existing supplements and added new ones to its portfolio, offering a daily supplement catering to specific target audience. Supplements like Brunch are the first of their kind. The enlarged operations and enhanced look have also paid off with a substantial increase in circulation across the country

15

16

Hindustan: Started in 1936 and with a readership of over 10.5 million, HT Media Ltd.'s Hindi daily, Hindustan, ranks as the 3rd most-read Hindi newspaper all over India. Edited by Ms Mrinal Pande, a noted journalist, academician and writer, Hindustan is known for its fair, unbiased and secular news reporting and analyses. The width and depth of Hindustan's editorial, including the newspaper's acclaimed supplements, is quite unparalleled in the Hindi language newspaper market. Hindustan is also the first and only vernacular newspaper to go all-colour in Delhi and other key markets. This has given Hindustan an un-paralleled edge over competition. The newspaper has four editions namely Delhi, Lucknow, Patna and Ranchi and nine print locations namely, Delhi, Lucknow, Varanasi, Patna, Muzzaffarpur, Bhagalpur, Ranchi, Dhanbad and Jamshedpur catering to the reading habits of a cross- section of audiences in varying age groups. Hindustan is expanding rapidly in the state of Uttar Pradesh, which is the largest Hindi newspaper market, and where Hindustan was already the fastest growing Hindi daily. Three new editions have been launched (in Meerut, Agra, and Kanpur) in 2006, giving a further boost to its growth and reach within the state. Hindustan dominates in Bihar with an undisputed readership of over 6 million. Its reader base is twice the size of its nearest competitor in the Hindi daily market of Bihar and Jharkhand (NRS 2003 vs. 2005). With some very exciting expansion plans already underway, Hindustan is all set to become the leading Hindi newspaper in the country. Currently, the Delhi edition of Hindustan is also available online in epaper format.

17

Consolidating presence in existing businesses Revenue growing > 30% Aggressive expansion of readership base

Rapid expansion in UP Successful new launches in UP ..Meerut/Agra/Kanpur

Encouraging consumer response to product

Future plans Transferring Hindi business into a subsidiary Aggressive expansion strategy to market leader through UP, Uttranchal, MP and Punjab expansion

18

HT NEXT: HT NEXT has everything that the youth ever wanted in a newspaper: sports news (great stories for English Premier League and Formula 1 nuts), nuggets on celebs (yes, even more colourful than Laloo Yadav), global and local news - in other words, your world (which, incidentally, is our version of the world too). There is even a political digest - Day In Politics- for those who want to go beyond the simpler, lighter matter, and seek to know which way the times are moving. Delhi, India and World are your dedicated pages for all the news that matters. Check out the daily science and nature section, Life, The Universe and Everything, or JLT for what's in these days. In case you are bitten by the writing bug, HT Next has the space and readership. Participate in daily debates if you like to lock horns on current affairs, post a message on Plug In if you wish to connect or simply dash off an original poem for My Space, if you have it in you. There are quizzes for those bent upon winning fabulous prizes, on e-mail or SMS! .For the youth of India, this is Where It's At. Kadambini: With a long and celebrated history since its inception in 1960, this monthly Hindi magazine is a one-of-its-own-kind socio-culturalliterary journal. Kadambini is a monthly Hindi magazine published by HT Media Ltd. with a long and celebrated history of 44 years. It is a one-of-its-own-kind socio-cultural-literary magazine, which has survived the demise of many other Hindi magazines in the genre. Its first Editor was Late Shri Balkrishna Rao, a prominent Hindi writer. He was followed by Late Shri Ramanand Doshi, who was also a well-known literary figure, and during whose tenure Kadambini touched new heights.

19

Its third Editor Shri Rajendra Awasthy was also a known literary figure. Mrs Mrinal Pande took charge as Editor in February 2003. Mrs Pande is a well-known and respected journalist and literary figure in Hindi, as well as English. Associate Editor Shri Vishnu Nagar is also a well-known figure in Hindi journalism and literature. Under Mrs Pande's able guidance and Associate Editor Shri Vishnu Nagar's leadership, Kadambini has scaled new heights of quality, readability and scientific approach. It is the only Hindi magazine which covers a wide range of subjects including literature, science, history, sociology, politics, films and sports with sincerity and popular appeal. Its every issue becomes a special issue as it focuses in-depth on one important and popular concern apart from its various regular features. It always prefers quality and readability over cheap, popular taste. Its new approach is widely appreciated by common readers as well as the enlightened sections of society. The magazine has created a new space for itself while retaining its old base. It is the only Hindi magazine, which guarantees that it will not compromise on family values. Kadambini is the only Hindi magazine which covers a wide range of subjects including literature, science, history, sociology, politics, films and sports with sincerity and popular appeal.

Nandan: HT Media Ltd.'s children's magazine has a popular appeal both in India and abroad. Ever since its inception in 1964, Nandan has published more than ten thousand stories, three thousand poems, and thousands of other creative pieces during these 40 years. It has been very popular among children and their families in India and abroad. The magazine was started in November 1964 in the memory of Pandit Jawahar Lal Nehru, with its first issue being dedicated to the late Prime Minister. Nandan triumphs over its contemporaries because its stories are a combination of the best in both our traditional and modern cultural ethos. Nandan believes in shaping the mind and

20

behaviors of our children in a positive way, and to challenge their minds by exposing them to new ideas for the world of science and technology. From its very inception, Nandan has been privileged to publish the stories, memoirs, excerpts, biographies and poems of many of the greats from the fields of literature and politics, some of whom are Dr Rajendra Prasad, Indira Gandhi, Gyani Zail Singh, V P Singh, Atal Bihari Vajpayee, A P J Abdul Kalam, Bhartendu Harishchandra, Premchand, Jaishankar Prasad, Bibhuti Bhushan Bandhopadhyaya, Mohan Rakesh, Kamleshwar, Amritlal Nagar, Ramdhari Singh Dinkar, Satyajit Ray, Bhishm Sahni, Ashapurna Devi, Vishnu Prabhakar, Harivansh Rai Bacchan, Shivani, Rajendra Yadav, Khushwant Singh, Krishna Sobti, Manohar Shyam Joshi, Mannu Bhandari, Mrinal pande, Mridula Garg, Taslima Nasrin, Jayant Vishnu Narlikar, Ramesh Dutt Sharma and Kuldeep Sharma.Nandan has published more than ten thousand stories, three thousand poems, and thousands of other creative pieces during these 40 years. It includes more than 400 world classics for children.Nandan has been conducting story-writing, painting, poetry and crossword contests regularly, which has encouraged lot of interest among children and helped to develop their creativity.Nandan gets more than 5000 responses monthly from all over India and abroad, which is in itself a record. Mint: A Business Daily From HT The purpose behind mint was the robust growth of the Indian economy as is evident in the growing stock market. This long-term segment growth opened up an opportunity for a high quality daily newspaper. Although the business newspaper market was mainly dominated by economic times however there was a huge untapped potential for a high quality daily. And this is where HT, in collaboration with the Wall Street Journal, came out with HT Mint. Our Promise International style Clarity : News to knowledge, knowledge to understanding Business of life Wall street Edge & world class editorial

21

Exclusive column partnersKelloggs/Wharton/Jack Welch

LITERATURE REVIEWArticle-1 Survey verifies importance of newspaper advertising January 14,2008 by Larry Brownlee When consumers need to make an informed choice for shopping, they rely on newspapers nearly 3 times more than the nearest media option (Newspapers 44.3%, TV 18.9%).The survey is done by Missouri press news in Missouri. Consumers by a wide margin (66%) depend on newspapers, or inserts, to do their shopping. Over 1/3 of people who read a weekly newspaper, keep it around for a week or more (dailies tend to be kept for four days). On average a weekly reader will keep a paper for just over four days and the majority (62.6%) of papers are read by more than one person in the household. The older a Missourian gets, the more likely they feel like newspapers cover the community better. Article-2 Facts About Newspaper Advertising by Big Mike McDaniel According to Daniel Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily. Newspapers are considered the PRIMARY advertising medium by 99.4% of all retailers.three times advertisement in a weeek is quite enough. Most papers offer no competitive protection. Your ad can be placed side-by-side with your competition. Article-3 Spread the Word: Newspaper Advertising Works Dianne Newman, Director of Information, Business am, Scotland Worldwide research into advertising effectiveness shows that newspapers are an effective advertising medium, particularly when used in combination with other media. The research showed that television was best at creating attention to a product, but that newspapers were perfect for exploiting that attention to persuade the customer to buy.

22

Article-4 Proof newspaper ads work The Newspaper Works launches an Australian first a new effectiveness metric proving that newspaper advertising works. Newspapers generate $1.2 billion of retail revenue annually, which represents almost 30 per cent of all newspaper advertising revenue. We need to improve the understanding of how advertisers can use newspapers effectively and also to improve the standard of creative. For the Retail report, Ipsos tested a total of 36 retail ads among nearly 2,500 respondents across Australia, with over 7,000 advertising observations collected and more than 100 observations for each ad recorded. Article-5 Classified face a double threat McGrath, Kristin Publisher: International Newspaper Marketing Association The Internet is undoubtedly a serious threat to the classified advertising revenues and the readership of newspapers. A MORI Research study, however, indicates that young adults frequently read the classified ad section. These same people are also the most avid users of the Internet. It would therefore, benefit publishers to establish excellent Internet World Wide Web sites that feature easily searchable classified ads that are also printed on their newspapers. Article-6 How Does a Newspaper Make Money? By Deborah Waltenburg, eHow Contributing Writer In this article Mr. Waltenburg describes that newspaper's revenue comes from selling advertising space to local and national advertisers Retail advertisement space is priced according to its location within the paper and on the page, and by the size of the advertisement itself. Each advertisement is sold based upon word count, length of publication and special features such as highlighting and font manipulations (bold or italic type). Subscriptions and inserts are another source of revenue for newspapers. Article-7 Stand-By Space Offers in Newspaper Advertising By Kate Pauly-Schlentz According to schlentz Because of the weak economic climate, newspapers are more willing to negotiate on the price of ads. Writing offers to the newspapers for stand-by space is a great way 23

to place ads for as much as 75% off newspapers' open rates. Stand-by space is space that is still available very close to the newspapers' final deadline. Generally the newspaper will fill these spots with in-house (or non-paid) advertisements. Obviously some revenue is better than none, so accepting stand-by offers is a way for the newspaper to gain some revenue from these leftover spots. Article-8 Modern Advertising Methods 3: Magazine & Newspaper Advertising by Linda in Advertising If you target your advertising to newspaper readers and make an offer that requires a quick response, youll find newspaper advertising effective. You can do this with inexpensive classified advertising or more expensive display advertising. Some newspaper sales people know more than others. So pick a sales person that knows the community, has been at the newspaper long enough to know what advertising works best in the newspaper, and understands what you are trying to accomplish with your modern advertising methods. Article-9 Google Study Proves Print Advertising Works Well with Online Advertising: Russell Davies, 29th October 2009 Webwindows, a leading media agency, believes that online companies can improve their presence on the Internet through print media advertising. --About 47% people responded to newspaper ads and logged on to the internet to browse through the site advertised. --An impressive 72% of people who responded to a newspaper ad actually made the purchase. --50% of respondents admitted that their confidence in a product advertised on the Internet greatly increased when they also saw it advertised in the newspaper. -- 26% of readers cut out an ad for future reference. Article-10 Google Study Proves Print Advertising Works Well with Online Advertising:part-II 64% of people admitted that they paid more attention to print ads than those that appeared online. It is precisely because of this they trust a product that is advertised in the print media than a product that is advertised online. newspapers give advertisers significant local reach and so they are the best mediums to advertise in for companies that wish to target a local audience. In fact people all over the world read newspapers for relaxation and are more open to browsing through ads.

24

RESEARCH DESIGN

A Research design is the arrangement of conditions for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. Research design includes the following. Descriptive studies and among the descriptive studies mainly survey method is used. Two surveys are made. 1. To know the possible market and competition, informal interview of retailers, coaching

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

For carrying out the study, following two sources of data collection is used. Primary data Secondary data Primary data are collected from the following sources Questionnaire method Interview method

Secondary data is collected from the following sources. References Readymade data
25


SAMPLING AREA

Internet Journals

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

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

doctors . Retailers-40 Coaching institutes-20 Doctors-10 Questionnaire o o o o Name.. Age in years15-24 25-34 35-44 More than 45

Profession -

o Retailer o Coaching institute 26

o Doctor

Income(Rs. per month)

o Less than 10000 o 10000-19000 o 20000-29000

o 30000-39000
o

More than 40000

How often you advertise in a newspaper?

o Regularly o Seasonally o Very often o o o o Which newspaper you prefer to advertise in? Hindustan Times The Tribune Aaj samaj Any other specify.. Did you notice an increase in sales after the advertisement?

o Yes o No If no, did you stop advertising after some time? o Yes o No o o o o o On which page do you advertise? Front page Third page Inside page Classified page Back page Where do you like to place your advertisement on the page? 27

o o o o

Top left Top right Bottom left Bottom right

Do you consider circulation of newspaper before advertising? o Yes o No

Do you advertise through advertising agency?

o Yes o No o o o o o If yes, than what influences you to advertise through advertising agency? Discount offers Credit purchase Convenience All of the above Any other specify. Do you find it easier to bargain with advertising agency rather than the publisher?

o Yes o No Do you go for creative and designed display advertisement to make it more visible?

o Yes o No o o o o After adopting which package you expect an increase in sales? 2+1 4+2 6+4 10+10 28

o Any other specify Do you believe that regular advertisement is helpful in ultimately increasing the sales? o Yes o No Do you prefer advertising in a regional newspaper? o Yes o No

Do you believe that local newspaper advertising increases more sales than that of national newspaper? o Yes o No Do you think advertising in a newspaper that is published once in a week is more fruitful?

o Yes o No

If yes than why. Name a few newspapers whose advertising rates and discount offers attracts you to advertise...

ANALYSIS Did you stop advertising after some time when no increase in sales was observed? Yes Retailer Coaching Institute Doctors 35 05 5 No 5 15 5

29

35 30 25 20 15 10 5 0 Y es No R etailer C oachingIns titute D octors

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

What influences you to advertise through advertising agency? Discount offer 5 6 4 Credit purchase 4 convenience All of above 1 5 1 Any other

Retailer Coaching institute Doctors

30

7 6 5 4 3 2 1 0 D count is offer convenience R etailer C oaching ins titute D octors

INTERPRETATION 35% advertisers moved to advertising agency to have discount offers and credit purchase More than 50% coaching institutes move to ad agency for discount and credit purchase. 50% doctors also move to advertising agency for the same reason.

After adopting which package you expect an increase in sales? Retailer Coaching institute Doctors 2+1 4 4+2 25 1 2 6+4 5 2 3 10+10 6 17 5

31

25 20 15 10 5 0 2+ 1 4+ 2 6+ 4 10+ 10 R iler eta C chingins oa titute D tors oc

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

Where do you like to place your advertisement on the page? o o o o Top left Top right Bottom left Bottom right TL 35 TR 5 20 8 BL BR

Retailer Coaching institute Doctors

32

35 30 25 20 15 10 5 0 TL TR B L BR R etailer C oaching ins titute D octors

INTERPRETATION 44% of the advertisers want to advertise on the top right of the page for visibility. 100% of the coaching institute want to advertise on the top right of the page. 87.5% of the retailers want to advertise on the top left of the page. Do you think advertising in a newspaper that is published once in a week is more fruitful? o Yes o No Yes 27 15 4 No 13 5 6

Retailer Coaching institute Doctors

33

30 25 20 15 10 5 0 Yes No R iler eta C c oa hingins titute D tors oc

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

FINDINGS Generally retailers needs fast results from the advertisement, they stop advertising after some time and are not aware of long term benefit of regular advertising. Advertising agency play a major part in providing the business to newspaper and advertisers are more comfortable dealing and bargaining with them.

Most of the retailers of the sample advertise on classified page and they want their ad to be placed on the top left and coaching institute want their ad to be placed on the top right of the page due to visibility reason.

Weekly newspaper have high chances of being read for more than two days and there are more chances of catching the eyeballs thats why more than 60 percent advertisers of the sample are in the favor of advertising in weekly newspaper.

34

RECOMMENDATIONS Retailers should be made aware of benefits of regular advertising. Publisher should be more approachable for the advertiser than that of advertising agency this would build a trust in the mind of advertiser for publisher.

Publisher charges differently for different page, I recommend to charge differently on the same page according to the placement of the ad on the same page, they should charge a little high for top right position of the page. Local newspaper Mohali Live is admired by the readers so much but Mohali Live needs to generate more and consistent revenue, HT should provide more attractive offers to retailers and small businesses to attract them.

CONCLUSION Retailers of Mohali are not aware of the long term benefits of the regular advertising they are satisfied by just classified advertisements, most of the retailers have never advertised in any newspaper and running their family business from a long time and dont feel any need to advertise.advertising agencies are very sound here and advertisers are more comfortable dealing with them.advertisers are more concerened about discounts and placement of the ad on the page.coaching institute is still a great market for leading newspapers such as Hindustan times,there are innumerable institutes and are not attracted to newspaper advertising they more rely on other medium of advertising.on the whole awareness about newspaper advertising in Punjab is very low.

35

REFERRENCES: www.hindustantimes.com www.thenewspaperworks.com www.advertisementindia.com www.articlealley.com

36