Apurba Final Project

CHAPTR – 1
INTRODUCTION
1.1 INTRODUCTORY VIEW
Newspapers have been the most important tool in shaping the

growth and development of any society in the modern world. More
than anything, they have been bridging the communication gap
between people in a society. Since the very first day that the oldest
newspaper in the world had made its appearance, there have been
seen progressive changes. The newspaper industry in every
country stands out as a potential platform for exchange of thoughts
and opinions. Moreover, by covering a wide range of topics that are
relevant to the daily lives of the people in a society, it reflects the
identity of the society. One of the most crucial tasks of the
newspaper industry is its contribution towards the economic and
industrial development of a country through reflection of people’s
voice. The newspaper industry of any country spreads knowledge
and awareness among the people by making itself as a medium for
a wide area of topics such as regional, national and international,
politics, sports, social issues, entertainment, advertising and
marketing and so on.
1.2 OVERVIEW OF INDIAN NEWSPAPER INDUSTRY
The Indian newspaper industry has passed various stages of

evolution to reach the status that it enjoy today, that of a leading
printing media in the world. There are several newspapers that
reach out to the people of this vast country every morning. A
typical Indian daily newspaper is the staple diet for a typical Indian,
bringing him/her news from all over the globe. An Indian daily
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newspaper plays a significant role in the structural shaping of the
country’s economical development.
1.2.1. SOME FACTS ABOUT INDIAN PRINT MEDIA

 Current Size: US $ 3.6 billion.
 Projected Size by 2001: US $ 5.8 billion.
 Compound annual growth rate: 13%
 It reaches to 222 million people throughout the country.
 There is a vast potential to grow market, about 369
million literate people in India are still not tapped by
any publication.
 More than 130000 printing presses in active operation
all over the country.
 Drive factors:
• Booming Indian economy
• Government initiatives opening the sector to
Foreign Direct Investment (FDI).
• Higher number of newspaper/magazine
readers both in rural and urban areas.
1.2.2. SOME FACTS ABOUT INDIAN NEWSPAPER INDUSTRY

 The Indian newspaper industry is the fastest
growing newspaper economy in the Asia pacific
region.
 More than 150 million people read a newspaper
every day.
 Newspaper circulation has increased by 33% from
2001 to 2005 (59.1 million to 78.6 million).
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1.2.3. OPPORTUNITIES FOR FOREIGN DIRECT INVESTMENT
 100 % FDI is now allowed in print media segment

for non-news publications.
 26 % FDI is allowed for news publications.
1.2.4. Industry Growth
Indian newspaper industry is the fastest growing newspaper

economy in the Asia pacific Region. Newspaper circulation has
increased by over 40% within the last five years. This growth is
forcing to increase the number copies to be published for every
newspaper. Thus the industry provides a stable platform for every
newspaper.
1.2.5. THREATS FROM NEW AGE MEDIA
Recent development in electronic media surely threatens the old

newspaper industry. The internet and television are definitely
catching hold a distinctive portion of the viewers. The ‘Breaking
news’ concept by the electronic media is causing the toughest
challenge for the traditional newspaper industry.
Despite of these, in Indian scenario, the newspaper is
still holding majority of market share. This is primarily because of
less awareness about new age media among general public. Even
in the major metro cities like Delhi, Mumbai, Chennai, and Kolkata
only a small portion of the population can afford to have high speed
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internet access in their home. Now a day’s countless news
channels are promoting ‘Breaking News’ in every minute with
exciting visuals. But they are engaged more in competition
regarding ‘who does it first’ with each other which is gradually
decreasing their creditability.
The challenges from internet, mobile news

alert, direct to home (DTH), FM radio channels are forcing
innovation to the conventional news industry. Competition is
always good for any industry. The print media is also trying to find
new models and new markets. Thus the new electronic media is not
only challenging the industry but also making them more valuable.
1.3. OVERVIEW OF THE TIMES OF INDIA
The Times of India emerged as the most widely circulated English

daily in the world. Enjoying 1st position among the top daily english
newspaper in the country. Its distinctive focus on the every aspect
of the national & international environment to make it favorite
among the readers. The Times of India has positioned itself as a
serious, respected, top-notch daily which is founded on the editorial
principles of integrity.
The Times of India (TOI) is published by India’s largest media group

Bennett Coleman & Co. Ltd. The newspaper was founded on
November 3, 1838, in Mumbai and headquarter is situated in New
Delhi. The key persons of the firm are Indu Jain, Samir Jain and
Vineet Jain.
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TOI is published from top 11 locations and has 15 Printing centers,
55 sales office to reaching 2468 cities and towns in the country.
More than 7000 employees are worked in the organization. The
newspaper is published from the following locations:- Mumbai, New
Delhi, Kolkata, Chennai, Bangalore, Ahmadabad, Hyderabad, Pune,
Lucknow, Chandigarh and Kochi.
Times Group are published 5 dailies including 2 of the largest in the

country with approx 4.3 million copies circulated daily. It’s also
published 2 lead magazines and 29 niche magazines. It has 32
radio station, 1 television news channel and 1 television lifestyle
channel.
1.3.1. A BRIEF HISTORY OF THE TIMES
1838: The first edition appears on November 3, 1838, known as

The Bombay Times and Journal of Commerce. The newspaper is
published twice a week under editor J.E.Brennan. It is basically a
city paper reflecting the interest of Bombay’s business community.
1846: The newspaper changes hands and Dr.George Buist is

appointed editor.
1850: Shareholders decide to increase the share capital and the

paper is converted into a daily.
1859: Bombay Standard and Chronicle of Western India merges

into Bombay Telegraph and Courier to form Bombay times and
Standard.
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1861: Editor Robert Knight amalgamates The Bombay Times &
Standard and Bombay Telegraph & Courier to form The Times of
India and gives it a national character.
1890: Editor Henry Curwen buys The Times of India in partnership

with Charles Kane.
1892: Following the death of Henry Curwen, T.J.Bennett becomes

the editor and enters into a partnership with F.M.Coleman to form a
joint stock company – Bennett, Coleman & Co. Ltd. (BCCL).
1946: For the first time, the paper transfers to Indian ownership.
Ram Krishna Dalmia buys out Bennett, Coleman & Co. Ltd for Rs.2
crores. Partly, the takeover is funded by illegal money transfer from
other companies, and Ram Krishna was imprisoned after the matter
was raised in parliament by Feroze Gandhi in 1955.
1948: Sahu Jain Group becomes the owners of the company after
Dalmia sells the firm to recover 2.5 crores he needs to pay back to
an insurance company. Santi Prasad Jain, son-in-low of Ram Krishna
Dalmia, becomes the first chairman of the group.
1950: Delhi edition is launched with K.Gopalswami as the first

Indian editor.
1960: Sahu Ramesh Chandra Jain joins BCCL.
1961: The Economic Times is launched.
1984: Samir Jain and Vineet Jain join BCCL.
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1991: BBC features The Times of India among the world’s six great
newspapers.
1996: The Times of India crosses 1 million marks in circulation.
1998: BCCL enters into music market with Times Music.
1999: Indiatimes web portal launched; BCCL enters music retailing

business with Planet M.
2000: The Times of India crosses the 2 million mark in circulation
2001: Radio Mirchi – Nationwide private FM Broadcasting;

360 Degrees – Event Management Arm launched.
2002: Times Outdoor – Outdoor Advertising & Billboard Marketing.
2004: Launch of the Jobs portal Times Jobs.

Television Business launched with the launch of a lifestyle
and entertainment channel called zOOm.
2005: Launch of a matrimonials website TimesMatri.
2006: Launch of a television News Channel called Times Now in

collaboration with Returns.
Launch a Property service portal Magic Bricks.
TimesMatri is rebranded as Simply Marry.
2008: Launch of SimplyMarryZine.com.

Acquisition of Virgin Radio (now known as Absolute Radio) in
the UK.
2009: Launch of ET Now – A business news channel.
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1.3.2. The Times Group Product Mix
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1.4 OVERVIEW OF COMPETITORS
Indian English newspaper industry is concentrated mainly in five

major players The Times of India, Hindustan Times, The Hindu, The
Telegraph and The Statesman. The Times of India is capture the
largest market share in the country.
Following are the top ten English daily newspapers in India,

according to the Indian Readership Survey (IRS) 2009 Round 1
released recently by the Media Research Users Council (MRUC).
The survey was conducted by Hansa Research.
Note: These are all readership figures (in lakhs) and not circulation
numbers
TOP 10 ENGLISH DAILIES
Table - 1
Rank Newspaper IRS 2008 ROUND IRS 2009 ROUND

1 2
1 The Times of India 136.41 133.32
2 Hindustan Times 63.46 63.47
3 The Hindu 55.51 52.76
4 The Telegraph 30.38 29.70
5 Deccan Chronicle 30.28 28.23
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6 The Economics Times 21.11 20.06
7 Mid-day 17.64 15.83
8 TheNewIndianExpres 19.77 15.66

s
9 15.51 15.57
Mumbai mirror
10 13.11 14.89
Daily News &
Analysis
. Source: Indian Readership Survey; 2009 Round 1.
1.4.1THE TELEGRAPH:
The Telegraph the largest circulated English daily in Eastern India.

The Telegraph was launched on the 7th July, 1982, published by
the ABP group of publications. The Telegraph in its short life span of
26 years has become the largest circulated English daily in the
eastern region published from Calcutta. The Telegraph is the only
English newspaper launched in post independent India which has
overtaken the established market leader in the region.
The reason for this success can be attributed to constant value

addition to the product.
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In keeping with this philosophy The Telegraph has introduced a
eight-page colour section called Metro devoted solely to Calcutta
and its people. This appears from Monday to Sunday. Apart from
local news the Metro also reports on the social and cultural events
in the city.
The Telegraph is also published from Guwahati (to cater to the

entire northeast), Siliguri ( for North Bengal and Sikkim),
Jamshedpur, and Ranchi ( for Jharkhand).
The Telegraph today offers, in addition to its extensive national,

international, and business news a wide variety of reading material
on special interests.
• Monday: Knowhow — a two-page section on science,

computers and health.
• Tuesday: Jobs — a tabloid on jobs available, on how to

approach interviews with interviews on those succeeded and
those who take interviews.
• Wednesday: Telekids — an exciting eight-page colour tabloid

for children.
• Thursday: CareerGraph — a special four-page colour guide for

students and graduates on the lookout for jobs and career
opportunities.
• Friday: Proper TT — a one-page section with information

related to property and real estate.
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• Saturday: Personal TT — four pages of entertaining weekend
reading in colour.
• Sunday: Graphiti — a thirty-two page colour magazine. In

addition there is a seven-page section called 7days and four
pages of The Telegraph Classifieds in colour.
1.4.2 THE STATESMAN:
The Statesman is one of India's oldest English newspapers. It was

founded in Kolkata in 1875 and is directly descended from The
Friend of India (founded 1818). The Englishman (founded 1821)
was merged with The Statesman in 1934. The Delhi edition
of The Statesman began publication in 1931. The Statesman
Weekly is a compendium of news and views from the Kolkata and
Delhi editions. Printed on airmail paper, it is popular with readers
outside India. The Statesman(average weekday circulation
approximately 180,000) is a leading English newspaper in West
Bengal. The Sunday Statesman has a circulation of 230,000.
The Statesman has distinguished itself through objective

coverage of events, its value as an honest purveyor of news
emphasised at times of crisis such as the Bengal Famine of 1943
and the infamous internal Emergency of the mid-1970s. It is
forthright in the expression of its views. Its pursuit of the truth has
been relentless and often at considerable cost to itself, as when the
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government of Indira Gandhi, in gross abuse of power, attempted
to suppress its voice and when the government of Rajiv Gandhi
interfered with the grant of statutory clearances to its
modernisation plans unless the paper changed its editorial stance.
The Statesman prevailed, as the truth must prevail, and remains

a favourite of readers in Kolkata and other parts of India.
The Statesman passed another milestone on 18 June 1998.

Readers in North Bengal, Lower Assam, Sikkim and some hills in
the North-east are now serviced by an edition printed in Siliguri
where The Statesman has its premises, staff and press. It is an
affirmation of The Statesman's commitment to Bengal, where it
has had its home for over 100 years.
On 23 September 2002, The Statesman launched an edition from

Bhubaneswar, the capital of Orissa. This edition addresses the long-
felt needs of readers in the coastal state, providing them authentic
news and objective views. The Statesman is the first English
newspaper to invest in plant and machinery in the state.
The Statesman is a founding member of Asia News Network, a

grouping of 15 Asian newspapers that have joined hands to for
coverage of Asian events through Asian eyes.
The Job & Commercial Printing department of The

Statesman takes up high quality sheet and web offset printing
jobs on behalf of various clients, and including newspapers.
Newspapers such as The Hindustan Times, Asian Age, Ananda
Bazar Patrika, Prabhat Khabar, Bartaman, Aajkaal and Today have
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been printed in the past from our presses in Kolkata, Siliguri and
New Delhi.
A 100 per cent subsidiary of the company, Nachiketa Publications

Limited, is engaged in the publication of books and has brought out
several successful titles.
The Statesman is committed to the cause of the environment and

supports the use of recycled newsprint.
1.4.3. Hindustan Times:
Hindustan Times (HT) is one of India's leading newspapers,

published since 1924 with roots in the independence
movement. Hindustan Times is the flagship publication of HT Media
Ltd. In 2008, the newspaper reported that with a (circulation of
over 1.14 million) it was certified by the Audit Bureau of
Circulations ranking them as the third largest circulatory daily
English Newspaper in India. Indian Readership Survey (IRS) 2008,
revealed that HT has a readership of (6.6 million) placing them as
the second most-widely read English Newspaper
in India after Times of India. It has a wide reach in northern India
(barring Southern India), with simultaneous editions from
NewDelhi, Mumbai, Lucknow, Patna, Ranchi and Kolkata. It is
also printed from Bhopal and Chandigarh. The print location
of Jaipur was discontinued from June 2006. HT has also launched a
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youth daily HT Next in 2004. The Mumbai edition was launched on
14 July 2005.
Other sister publications of Hindustan Times are Mint (English

business daily), Hindustan (Hindi Daily), Nandan (monthly children's
magazine) and Kadambani (monthly literary magazine). The media
group also owns a radio channel Fever and organizes an annual
Luxury Conference which has featured speakers like designer Diane
von Fürstenberg, shoemaker Christian Louboutin, Gucci CEO Robert
Polet and Cartier MD Patrick Normand. Hindustan Times is owned
by the KK Birla branch of the Birla family.
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1.5 Printing and Distribution System of The Times of India
for West Bengal (Durgapur) edition:
The Times of India for West Bengal (Durgapur) edition is printed at

Salt Lake. I had got the opportunity to visit the printing press
during the internship period.
The contents of the newspaper are finished by 8:30 PM and printing

process are starts by 10:30 PM. It is printed in two editions UP
COUNTORY and LATE COUNTRY edition. The up country edition is
for West Bengal except Kolkata, Eastern and North-Eastern regions.
This edition is printed first as it takes longer time to dispatch the
newspapers in this areas. The late country edition is for the Kolkata
and its nearby places. After completion the newspaper printing for
up country edition, the printing process of late country edition
starts.
There is no difference between the main news of those editions.

Some of the local news or the news for Kolkata city is not included
in up country edition. The news which comes after the printing of
the up country edition is also included in the late country edition.
The supplements are remain same for both the editions.
The printing and distribution process go on simultaneously. The

printed newspapers are counted and bundled according to the
requirement of various regions. The up country edition newspapers
are carried to the Howra railway station by the company’s van from
which the newspapers are sent to the distant areas. To distribute
the late country edition news-papers within the Kolkata city and its
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nearby areas, first the newspapers are dispatched at different
distribution points or dumps located various part of the city.
The most vital portion in the distribution process is proper

maintenance of the newspapers at the delivery time. As the
distribution process has to be completed within a few hours, it
requires utmost punctuality in the delivery process.
1.5.1. DISTRIBUTION & SELLING PATTERN OF NEWSPAPER
A newspaper industry consists of five major functional areas. These

include editorial, advertising, production, and circulation. The key
area of sales of the product is dealt by circulation, hence the
importance of distribution pattern in the newspaper industry.
With such huge number of newspapers and such enormous

circulation, the supply chain model for the newspaper industry is a
challenge it self. Moreover, due to the perishable nature of the
product, its distribution needs utmost importance.
Newspaper companies can not print the news section of the

newspaper in advance because of the requirement of that news be
timely. Additionally, with the increase in commuting times,
especially in the large, metropolitan markets, late delivery is also
not welcomed. Therefore, newspaper production/distribution is the
problem of distributing highly perishable products under severe
time constraints.
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The distribution channel consists of stages involved in fulfilling
consumer requirements. The channel includes manufacturers,
suppliers, transporters, vendors and customers.
The distribution pattern of the newspaper can be followed the

following sequence:
Raw material for the newspaper industry is news, supplied by

the editorial, which is a functional area in the newspaper office
itself. The editorial is fed with news from various places by
reporters, correspondents and news agencies. The final news is
sent to the printing facility where the newspaper is printed.
The printed newspaper is dispatched to various distributors across

the country through transportation. Transportation is normally
through private contract carriers within the local area, public
transport in case of longer distances and through couriers in train
and in flight.
As mentioned before, newspapers are printed in two editions EARLY
EDITION and LATE EDITION.
Early Edition:
Supply outstation (Up country) such as Durgapur,
Asansol, Burdwan etc.
Late Edition:
Supply Kolkata city and it’s near by areas.
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We can represent the distribution channel through following
diagram:
Input from Editorial (Raw Materials)
Printing Press
Transportation through privet

and public carrier
Agents
Readers
1.5.2. SELLING PATTERN
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The newspaper industry is becoming very competitive now-a-days.
To survive in the competition every newspaper industry follows
some selling tactics to increase their own newspaper sales. The
various selling techniques are as described below:
1.5.2.1 Conventional Method
This is the most traditional and widely selling pattern of a

newspaper. Large volumes of newspaper are delivered to the
customers through it. Newspapers are distributed through the
following supply chains —
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Newspaper from Printing Press
Transportation through privet carrier to

Howra Railway station
Transportation through train to Durgapur

Railway station
Agents
Local Hawkers
Readers
In this technique both agents and hawkers are gain profit. Among
all the selling tactics these method is given the first priority.
1.5.2.2 Non-Conventional Method:
This is the new pattern to the newspapers. Its increase the

availability of the newspaper in the market and also increases
impels purchasing. Graphical representation of the supply chain –
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Transportation through privet carrier to

Howra Railway station
Transportation through train to Durgapur

Railway station
Agents
Feeder boy
Make available the Make

newspapers to Non- available the
conventional shops newspapers to
like medicine, grocery, the Book
mobile shop etc Stalls
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1.5.2.3 Subscription
This is another method which is followed by the newspaper

industries to increase the volume of their respective newspapers.
Basically it’s a short time process in which some special
subscriptions are offered to the readers by any particular
newspaper so that it can change its competitor’s customers to its
own customers. In this process every newspaper industry chooses
some persons who only dealt with the subscription matter. These
people go to different areas and meet the local hawkers there.
From the local hawkers they take the leads. They receive the
household address of those who are the usual readers of their
competitor’s newspapers and visit them and try to convince them
to subscribe their newspaper. This method is followed to increase
the future of the newspaper.
1.5.2.4 Institutional selling
This part of selling generally targets the area like Airlines, Hotels,
Clubs, Hospitals, Corporate and Institutes. It is done by corporate
tie up through the top level managers. Large volumes of
newspapers are delivered to the above areas at a discounted rate.
The supply chain in this process follows the following mechanism:
Carried through company’s personal van or public carrier

To the respective areas (such as to the airport, hospitals, hotels,
educational institutes etc.)
1.6 OBJECTIVES OF THE STUDY
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The general objectives of the study are as follows:
 To develop cognizance about print media industry.
 To measure the Performance of The Times of India in the

Durgapur market.
 To gain the knowledge about the company and the

competitors.
 To identify the factors which influence the readership

behavior of a newspaper.
 To explore the contribution of the occupation of readers on

the overall readership behavior.
SCOPE OF THE STUDY
This study covers not only industry profile but also company profile,
research design and methodology used for research, description of
Research, methodological assumption and limitations. It covers the
data sources, primary as well as secondary, sampling procedure,
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detailed analysis and interpretation of data, methods used in data
analysis.
It covers limitations of study like time, sample size taken, sampling,

technique and nature of respondents.
After limitations, the findings of analysis and its conclusion, given

to the company. In the last it covers appendix.
1.8 LIMITATIONS OF THE STUDY
Though the study aims to achieve the objective on full earnest and
accuracy, it has certain limitations. Some of the limitations of this
study may be summarized as follows:
 TIME CONSTRANT: Since the time given for carrying out

the survey is only 2 months, extensive work would
not be possible.
 GEOGRAPHICAL BARRIER: The survey is limited to the

geographical limit of Durgapur city. So more number of
respondents could not be met.
 RESPONDENT REFUSAL OF BIAS: The responses given by

the respondents may not be relied upon completely.
 SAMPLE LIMITATIONS: The numbers of respondents were

just 50 couldn’t represent the entire population.
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CHAPTER –
2
DEVELOPMENT OF HYPOTHESIS
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2. DEVELOPMENT OF HYPOTHESIS
2.1 Thousands of people live at Durgapur. They belong from

different culture, society and community. Their language, life-style,
test and preference, needs etc. are different from each other. Their
requirement of newspaper and news is also different. Some people
prefer to read regional dailies, few persons like to read English
dailies, some of them like to read business dailies. Liking of
newspaper and news is also differ according to their profession. For
example — businessmen are prefer more business news, students
are like to read more education & career news, women are like life-
style news etc. There are so many English dailies are available at
Durgapur, like The Times of India, The Telegraph, Statesman,
Hindustan Times etc. Regional dailies like Ananda Bazerpatrika,
Bartaman, Pratidin, Sanbad, Dailik Jagaran, Pravatkhabar etc. are
also available.
On the basis of above observation we developed the hypothesis
that-
H1: There is a need to study the preference for the different

competitive brands available at the Durgapur market.
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2.2 During my project study it has been observed that the
readership preferences vary with contents of the newspaper. An
effort has been made to explore components of the content that
impose and impact on the overall readership behavior. After
discussion with some of regular newspaper readers, company
people, vendor and other concerned parties we discovered the
following important contents which influence the readership
behavior in big way. The identified components of the contents are
described here under:
2.2.1 Regional news
Regional news is very important as an aspect of a newspaper.

Through the regional news an individual can aware what is
happening to his/her surrounding. Peoples are always eager to
know the local news and also like to read about himself / herself for
ex- If we look back a few days ago the incidents like NANDIGRAM,
SINGUR were at the top of every newspaper and snatched a great
rate of interest from the people and the recent LALGAR issue is also
a burning prove of this fact. Regional news related games like
football between EASTBENGAL vs MOHONBAGAN almost at the top
of every local news paper. It helps those newspapers to be sold. So
most of the time it is seen that this type of news becomes an
issue .On the time of my Interview I am experienced of this fact
that people display a good amount of interest on this and they
want regional news so much . My survey report is the justification
of this statement. Regional language base newspapers like
Anandabazer Patrika, Bartaman, Pratidin etc. highlighted more
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news related to the locality and has made their popularity .So
regional news has its effect on a newspaper and helps it to be sold
by fulfilling the demand of the people. For this purpose every
newspaper covers the regional news.
On the basis of the above observation we developed the hypothesis
that
H2: Coverage of regional news creates an impact on
readership
behavior.
2.2.2 Business News:
Business news helps a person to know about the present market

scenario, corporate deals, economical condition of a country. There
are so many persons who are always interest to know which new
products (like mobile phones, cars, bike etc.) launch in the market,
which latest technologies are used in these products, what new
feathers are included with it. And some of them always ready to
grab the product. Business news provide various information about
the different policies, schemes, interest rates on investment plans
of the banks from which people can easily take decision that which
policy or scheme will be securer and benefited for him or her. This
is provided a clear view of share market, how the prices of the
shares go ups and down, which companies share is in boom. This
information’s help investors to take correct decision on investment.
It shows corporate tie-up, mergers, take-off of the companies. It is
also show the present status of inflation rate, price of gold,
currency exchange rate, various ideas to set-up a new business.
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For the above reasons peoples interested in business news.
Therefore every newspaper emphasis on business news.
that —
H3: Coverage of Business News creates an impact on

readership
behavior.
2.2.3 National & International News:
The world of today is changing fast. India is no exception.

Especially after the opening up of the economy, the pace of change
that India and its people are experiencing in their socio cultural
milieu is mind-boggling. Now market is globalize, everyone want to
know what is happening, not only within the nation but also in the
world most importantly in political grounds. Issues like election
news, stipulation between countries, terrorism, global warming,
natural disaster etc., always creates queries in people’s mind. As a
result they are very much excited to get the news. Few months
back when election was going on in America to get new president,
every one ardor to cognize that, who will be the President of
America. And this was hot news for every newspaper. In 2009,
when parliament election was conducted in India, this was the
focus point for each and every newspaper, and people are very
much interested to know the news. When Benazir Bhutto (one of
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the strongest prospect for the Prime-minister’s sit in Pakistan) was
killed by the terrorist, then not only Pakistan but also the whole
world was excited to know how she is died, who are responsible to
killed her. Few months ago when terrorists were attack Taj hotel in
Mumbai, it was the front page news for every daily. bout the
political movements, various government policies, deals with
foreign countries etc. People are very eager about the national and
international news.
that —
H4: Coverage of National & International news creates an
impact
on readership behavior.
2.2.4 Sports News:
Sports like cricket, football are very popular games in our country.
When the world cup or some tournaments goes on, we see most of
the persons are watching and at the moment at the moment each
and every company are telecasting their advertisements. This
shows that how the games are popular in our country the
popularity of sportsmen as Sachin Tendulkar, M.S.Dhoni is also
prove of this fact. Now people are not bind themselves only in
cricket and football. Indian players are performing well in other
national and international level games like Olympic, tennis, chess,
rassling etc. which turn attention of the people on sports and
sportsmen or sportswomen (like Biswanathan Annand, Sania Mirza,
The Grate Khalli etc.). Peoples are crazy to know about them.
Sometime it is observed that news paper or magazines are sold
34
due to that reason that they offer photos of some renowned sports
man/woman or they publish exclusive interview with them and this
makes the popularity of news papers. When the People are very
much interested to know sports news or news related to
sportsmen/sportswomen. Above all the competitors of the Times of
India like Telegraph, Statesman, Hindustan Times etc. are offering
the sports news through their daily. They have a separate page for
the sports news.
that —
H5: Coverage of Sports news creates an impact on
readership
behavior.
2.2.5 Health News:
Now-a-days people are very much concerned about their fitness.

They are always tried to keep himself / herself fit and fine. Health
news is helpful for all segments. People are worried for few
diseases (like AIDS, Swine-flue, bird- flue etc.), because they could
not get proper information about these diseases. As a result they
misguide by the others and take wrong decision. Through this news
people are get proper information about different diseases, and
also get various ways to protect himself or herself which reduced
misjudgment of the disease. Doctors are shared their views and
suggest valuable advice for the readers in the newspaper, which
helps them a lot. Therefore people are always interested to get the
35
suggestions. And it is also help to increase the sales volume.
Through the health news firms are perform their business as well as
social responsibility. For this reason coverage of health news plays
an important role on newspaper readership behavior.
On the above observation we have developed the hypothesis that—
H6: Coverage of Health news creates an impact on

readership
behavior.
2.2.6 Education & Career guidance News:
Now-a-days people are very much concerned about their career,

mainly students. Parents are also always worried about their
children’s education and career. Education and career guidance
news provide them various information regarding to choose correct
career path. It is also work as a guide. This news provides different
information about the educational institutes and different career
prospect. For these reasons newspapers covers education and
career guidance news. It is observed that some Newspapers also
provides special pages for Madhyamik or Higher secondary
students .For example SAMBAD, PRATIDIN publish a special guide
for madhyamik students on Wednesday and Sunday with their
daily .It has helped to increase their sales.
On the above observation we have developed the hypothesis that –
36
H7: Coverage of Education & Career guidance News creates
an
impact readership behavior.
2.3 A newspaper is carries various news like regional, lifestyle,

business, since & technology, national & international, sports,
health, education and career news etc. It is not possible for every
one to give equal important in all the content. Liking of news is
vary from person to person according to their requirement. This
requirement of news is depend on their occupation. A businessmen
or investor give much more importance on business news (like
share market, investment schemes, policies, interest rate, product
details, new innovative business ideas etc.), students emphasis on
education and career guidance news for choose correct career path
to fulfill their career goal, women are give more attention on
lifestyle news etc.
On the basis of above observation we developed the hypothesis
that—
H8: Establish the relationship between perception towards
the
Regional news with the occupation categories.

the
Business news with the occupation categories.
37
the
National & International news with the occupation
categories.

the
Sports news with the occupation categories.

the
Health news with the occupation categories.

the
Education & career guidance news with the occupation
categories.
2.4 During my project study it has been observed that the

readership behavior vary with the newspaper’s performance. The
news which is covered by the newspaper, quality of write-up,
38
availability of a newspaper in the market, paper quality, service
provided by the firm etc. play an important role to judge the
performance of newspaper. If, newspaper covers the news which
are attract the customers, write up of a newspaper is in easy
language, newspaper is widely available in the market, paper
quality is good etc. then these will be create positive impact on
readership behavior. Therefore it is needed to measure of a
newspaper.
that—
H14: Need to measure the performance of The Times of
India at
Durgapur city.
39
CHAPTER –
3
RESEARCH METHODOLOGY
40
3.1 Research Methodology
The objective of the study can be accomplished by conducting a

systematic market research to know the Readership Behavior for
newspaper. Market Research is the systematic design, collection,
and analysis and reporting of data and finding that are relevant to
different marketing situation faced by the company. The marketing
research process that is adopted in the study consists of following
stages.
3.1.1 Defining the problem and the research object

The research objective states what information is needed to solve
the problem? The objective of the research to derive the opinion of
the readers and opinion of the potential customers.
3.1.2 Developing the research
Once the problem is identified, the next step is to prepare a plan

for getting the information needed for the research. The present
study will adopt the explanatory approach where in there is a need
to gather large amount of information before making a conclusion.
3.1.3 Location:
41
I have done my project work from The Times of India at Durgapur.
We have collected samples from different locations of Durgapur
City like City Center, Benachity, Bidhan Nagar, Rajbandh, Durgapur
Station etc.
3.1.4 Sampling Technique
We used stratified random sampling method to collect the sample.

We employed this sampling method for fair representation of
population. According to our study there are 5 categories which
represent the population properly. The identified categories are
Student, Service holder, Businessmen, Housewife and retired
person which have different readership behavior. We have
collected samples in our own estimation which consist of 50
respondents, 10 respondents for each group.
3.1.5 Design of scale
We used Nominal scale for question no.1 to 4 and likert rating

scale. The likert scale comprises 27 items. The respondents rate
each items as 1, 2,3,4,5 depending on their likings and perception
towards the items. 1 is denoted Poor / Not at all liking, 2 is denoted
Fair / Not very liking, 3 stands for Good / Somewhat liking,4 means
Very good / Very liking and 5 stands for Excellent / Extremely
liking.
3.1.6 Structure of Questionnaires:
42
To collect the data regarding readership behavior one
questionnaires of 3 pages has been developed. The questionnaire
consists of 6 questions. In first part of the questioner is related to
the demography profile of the respondent such as name, address,
contact number and profession. And in the second part of the
questionnaires introduced the questions related to the readership
behavior.
Question 1. is developed to test hypothesis H 1. This question is

helping us to know which newspaper is most liked by the readers at
Durgapur. We formed the question in nominal scale and applied the
test statistic — Chi-square test (Goodness of feet) to test the
hypothesis.
Question 2. is developed to know the timing when the readers

read newspaper. This information helps the firm to delivered
newspaper in proper time to the customers. This question is
developed in nominal scale. We built a pie chart to show the result.
Question 3. is developed to know how the customers get their

newspaper. This study helps us to know the buying habit of
customers. It is also help us to increase the number of subscription
for the firm. This question is established on nominal scale. We
prepared a pie chart to show the result.
Question 4. is developed to know how long a customer have been

reading newspaper. This question is made on nominal scale. We
formed a pie chart to show the result.
43
Question 5. is developed to test the hypothesis H 2 to H 7. This
question is providing information about the liking of customers.
Which contents he or she like most in the newspaper? This study
helps the firm to furnish their newspaper according to the
customer’s requirement. We developed the question in 5 point
rating likert scale where 5 for extremely liking and 1 for not at all
liking. We applied the test statistic — Z test (two tail) to test the
hypothesis.
Question 6. is developed to test the hypothesis H 8 to H 14. This

question helps us to establish the relationship between perception
towards the various content (like regional news, business news,
national and international news, sports news, health news and
education & career guidance news) with the occupational
categories. This question is also helps us to measure the
performance of The Times of India and its competitors at Durgapur
market. It aid us to evaluate that how the customers perceived the
competitors newspaper and the news which are covered by them,
availability of their newspapers at the Durgapur market, quality of
paper which are use in newspaper.
We developed the question in 5 point likert rating scale where 5
for excellent and 1 denote poor. We applied the test statistic —
Anova to test the hypothesis H8 to H13 and Z – test to test the
hypothesis H14. and also developed a bar chart to measure the
performance of The Times of India and its competitors at Durgapur
city.
44
3.1.7 Instrument and mode of data collection
Primary data:
We have been performed survey to collect the primary data from
the respondents. The primary data is collected with direct
interaction with customers through questionnaire and personal
interview at their home or work place.
Secondary data:
The secondary data like table, company profile and industry profile
are collected from the company data and websites.
CHAPTER-4
ANALYSIS OF HYPOTHESIS
45
&
DATA INTERPETATION
ANALYSIS OF HYPOTHESIS & DATA INTERPETATION
4.1 H1: THERE IS A NEED TO STUDY THE PREFERENCE FOR

THE DIFFERENT COMPETITIVE BRANDS OF THE NEWSPAPER
AVAILABLE IN THE MARKET.
To test this hypothesis, question no.1 was developed question no.1
on nominal scale. The CHI-SQUAR test (Goodness of fit) was
performed at 5% level.
H0: All the newspapers are equally liked by the customers.
H1: All the newspapers are not equally liked by the customers.
Calculation table
46
Newspapers The Times of The The Others
India Telegraph Statesman
Observed 14 23 5 8
frequency(f
o)
Expected 13 13 13 11
frequency(f
e)
(fo - fe )2 1 100 64 9
X
2
] observed = ∑ (fo - fe )2 / (fe)
X
2
] observed = (1/13 + 100/13 + 64/13 + 9/11) = 13.51
There are four types, so Degree of Freedom = (4-1) = 3

Inference: Since, the observed value of chi-square (X2) [i.e. 13.51]
is more than the tabulated value 7.81 at 5% level for 3 d.f, we
reject the null hypothesis at 5 % level. And conclude, all the
newspapers are not equally liked by the customers.
So, the order of preference is as follows:
1. The Telegraph ----------- 46 %
2. The Times of India ------ 28 %
3. Others -------------------- 16 %
4. The Statesman ---------- 10 %
47
4.2 (Q.2) PREFERED TIME FOR READING NEWSPAPER
Time(s) No. of Respondents % age
Morning 38 76
Afternoon 6 12
Evening 6 12
Interpretation: The above table indicates that 76% of the readers

read newspaper in morning, 12% of the readers read newspaper in
afternoon and 12% of the readers read newspaper in the evening.
48
PREFERED TIME FOR READING NEWSPAPER
Evening 12%
Af ternoon 12%
Morning 76%
Morning Af ternoon Evening

(Chart: 2)
49
4.3 (Q.3) NEWSPAPER OBTAIN BY THE CUSTOMERS
CALCULATION TABLE
Place No. of %age

Respondents
Delivered to my home 43 86
Delivered to my work place 6 12
Purchase at stores or 1 2
someone selling on the
street
Interpretation: The above table indicates that 86% of the

customers obtain newspaper at their home, 12% of the customers
obtain news paper at their work place and 2% of the customers
purchase newspaper at stores or someone selling on the street.
50
NEWSPAPER OBTAIN BY THE CUSTOMERS
2%
12%
86%
D e live re d to m y h o m e
D e live re d to m y w o rk p la c e
P u rc h a s e a t s to re s o r s o m e o n e s e llin g o n th e s tre e t
51
4.4 (Q.4) HOW LONG HAVE THE CUSTOMER BEEN READING
NEWSPAPER?
CALCULATION TABLE
Time period No. of respondents %age
Less than 6 months 2 4
6 months to 1 year 4 8
1 year to 2 years 5 10
2 years to 3 years 10 20
3 years or more 29 58
Inference: The above table indicates that only 4% of the

customers have been reading newspaper from less than 6 months,
only 8% of the customers have been reading newspaper from last 6
months to 1 year, only 10% of the customers have been reading
newspaper from last 1 year to 2 years, 20% of the customers have
been reading newspaper from last 2 years to 3 years, and 58% of
the customers have been reading newspaper from 3 years or more.
52
4%
8%
10%
58%
20%
L e s s t h a n 6 m o n6t hms o n t h s t o 1 y 1e ayre a r t o 2 y e a2rsy e a rs t o 3 y e 3a rsy e a rs o r m o re
53
4.5 H2: COVERAGE OF REGIONAL NEWS CREATES AN IMPECT
ON READERSHIP BEHAVIOR
To test this hypothesis, question no.5 was developed on a 5 point

likert rating scale. The population mean for testing was considered
as “3” which indicates that customers are uncertain about the
importance of the regional news as a major factor which creates an
impact on readership behavior. The Z-test (two tail) was performed
at 95% confidence level to test the significance of the sample
mean.
HO: µ = 3 (Coverage of regional news creates insignificant impact

on
readership behavior)
H1: µ ≠ 3 (Coverage of regional news creates significant impact on
Z OBSERVED = (Sample mean – Population mean)/Stander Error of

Sample
mean
Z OBSERVED = (4.44 – 3)/.095 = 15.16
At, 95 % confident level—
Z CRITICAL ]  = 0.05 = ± 1.96
Z OBSERVED > Z CRITICAL (So, we reject the null hypothesis)
54
Inference: The statement that the coverage of regional news
creates an impact on readership behavior is statically significant at
95 % confident level.
4.6 H3: COVERAGE OF BUSINESS NEWS CREATES AN IMPECT
ON READERSHIP BEHAVIOR.

importance of the business news as a major factor which creates
an impact on readership behavior. The Z-test (two tail) was
performed at 95% confidence level to test the significance of the
sample mean.
HO: µ = 3 (Coverage of business news creates insignificant impact

on
H1: µ ≠ 3 (Coverage of business news creates significant impact on

Sample
mean
Z OBSERVED = (4.10 – 3)/.13 = 8.46
Z CRITICAL ]  = 0.05 = ± 1.96
55
Inference: The statement that the coverage of business news
4.7 H4: COVERAGE OF NATIONAL & INTERNATIONAL NEWS
CREATES AN IMPECT ON READERSHIP BEHAVIOR.

importance of the national & international news as a major factor
which creates an impact on readership behavior. The Z-test (two
tail) was performed at 95% confidence level to test the significance
of the sample mean.
HO: µ = 3 (Coverage of national & international news creates

insignificant impact on readership behavior)
H1: µ ≠ 3 (Coverage of national & international news creates
significant impact on readership behavior)

Sample
mean
Z OBSERVED = (4.56 – 3)/.076 = 20.53
Z CRITICAL ]  = 0.05 = ± 1.96
56
Inference: The statement that the coverage of national &
international news creates an impact on readership behavior is
statically significant at 95 % confident level.
4.8 H5: COVERAGE OF SPORTS NEWS CREATES AN IMPECT

importance of the sports news as a major factor which creates an
mean.
HO: µ = 3 (Coverage of sports news creates insignificant impact on

H1: µ ≠ 3 (Coverage of sports news creates significant impact on

Sample
mean
Z OBSERVED = (4.04 – 3)/.12 = 8.67
Z CRITICAL ]  = 0.05 = ± 1.96
Z OBSERVED > Z CRITICAL (So, we rejected the null hypothesis)
57
Inference: The statement that the coverage of sports news
4.9 H6: COVERAGE OF HEALTH NEWS CREATES AN IMPECT

importance of the health news as a major factor which creates an
mean.
HO: µ = 3 (Coverage of health news creates insignificant impact on

H1: µ ≠ 3 (Coverage of health news creates significant impact on

Sample
mean
Z OBSERVED = (4.16 – 3)/.10 = 11.6
Z CRITICAL ]  = 0.05 = ± 1.96
58
Inference: The statement that the coverage of health news
4.10 H7: COVERAGE OF EDUCATION & CAREER GUIDENCE
NEWS CREATES AN IMPECT ON READERSHIP BEHAVIOR.
importance of the education & career guidance news as a major
factor which creates an impact on readership behavior. The Z-test
(two tail) was performed at 95% confidence level to test the
significance of the sample mean.
HO: µ = 3 (Coverage of education & career guidance news creates

insignificant impact on readership behavior)
H1: µ ≠ 3 (Coverage of education & career guidance news creates
significant impact on readership behavior)

Sample
mean
Z OBSERVED = (3.98 – 3)/.13 = 7.54
Z CRITICAL ]  = 0.05 = ± 1.96
59
Inference: The statement that the coverage of education & career
guidance news creates an impact on readership behavior is
statically significant at 95 % confident level.
NOTE: Details of the mathematical calculations (4.5 to 4.10) is
appended in the Table No. 1
4.11 H8: ESTABLISH THE RELATIONSHIP BETWEEN
PERCEPTION TOWARDS THE REGIONAL NEWS WITH THE
OCCUPATION CATEGORIES.
likert rating scale. The ‘Anova’ (one way) was performed at 5%
level to test the relationship between perception towards the
regional news with the occupation categories.
HO: Perception towards the regional news with the occupation
categories are same.
H1: Perception towards the regional news with the occupation
categories are different.
The variance of sum of square (SS) along with the Degree of
Freedom (DF) are shown in the table below –
Source of SS DF Mean F value
square Observe Critical
variance
d at 5 %
Between the 1.52 4 1.52/4
0.38/0.46 2.37
column = 0.38
Within the 20.8 45 20.8/45 = 0.83
column (Error) = 0.46
FOBSERVED < FCRITICAL (So, we accepted the null hypothesis)
60
Inference: Since, the observed value of F (vie 0.83) is less than
the 5% tabulated value (vie 2.37) corresponding to d.f (4,45), we
accepted the null hypothesis and conclude that the Relationship
does not exists between perception towards the regional news with
the occupation categories is statically significant at 5% level.
4.12 H9: ESTABLISH THE RELATIONSHIP BETWEEN
PERCEPTION TOWARDS THE BUSINESS NEWS WITH THE
business news with the occupation categories.
HO: Relationship does not exist between perception towards the
business news with the occupation categories.
H1: Relationship exists between perception towards the business
news with the occupation categories.
variance
d at 5%
column = 6.6 6.6/0.63 2.37
Within the 28.3 45 28.3/45
= 10.48
FOBSERVED > FCRITICAL (So, we rejected the null hypothesis)
61
Inference: Since, the observed value of F (vie 10.48) is higher
than the 5% tabulated value (vie 2.37) corresponding to d.f (4,45),
we rejected the null hypothesis and conclude that the Relationship
exists between perception towards the business news with the
occupation categories is statically significant at 5% level.
4.13 H10: ESTABLISH THE RELATIONSHIP
BETWEPERCEPTION TOWARDS THE NATIONAL &
INTERNATIONAL NEWS WITH THE OCCUPATION CATEGORIES
national & international news with the occupation categories.
national & international news with the occupation categories.
H1: Relationship exists between perception towards the national &
international news with the occupation categories.
variance
d at 5%
column = 0.93 0.93/0.24 2.37
Within the 10.6 45 10.6/45
= 3.86
62
Inference: Since, the observed value of F (vie 3.86) is higher than
rejected the null hypothesis and conclude that the Relationship
exists between perception towards the national & international
news with the occupation categories is statically significant at 5%
level.
BETWEPERCEPTION TOWARDS THE SPORTS NEWS WITH THE
level to test the relationship between perception towards the sports
sports news with the occupation categories.
H1: Relationship exists between perception towards the sports
variance
d at 5%
Between the 14.9 4 14.92/4
column 2 = 3.73 3.73/0.42 2.37
= 8.88
Within the 19 45 19/45
63
exists between perception towards the sports news with the
BETWEPERCEPTION TOWARDS THE HEALTH NEWS WITH THE
health news with the occupation categories.
health news with the occupation categories.
H1: Relationship exists between perception towards the health
variance
d at 5%
column = 1.53 6.12/0.41 2.37
Within the 18.6 45 18.6/45
= 3.73
64
exists between perception towards the health news with the
BETWEPERCEPTION TOWARDS THE EDUCATION & CAREER
GUIDANCE NEWS WITH THE OCCUPATION CATEGORIES.
education & career guidance news with the occupation categories.
education & career guidance news with the occupation categories.
H1: Relationship exists between perception towards the education
& career guidance news with the occupation categories.
variance
d at 5%
column = 2.17 2.17/0.72 2.37
Within the 32.3 45 32.3/45
= 3.01
65
Inference: Relationship is exists between perception towards the
education & career guidance news with the occupation categories
is statically significant at 5% level.
NOTE: Details of the mathematical calculations (4.11 to 4.15) is
appended in the Table No. 2 & 3
4.16 H14: NEED TO MEASURE THE PERFORMANCE OF THE
TIMES OF INDIA AT DURGAPUR CITY.

as “3” which indicates that customers are satisfied with the
performance of The Times of India. The Z-test (left tail) was
performed at 95% confidence level to test the significance of the
sample mean.
HO: µ = 3 (Performance is satisfactory)

H1: µ < 3 (Performance is not satisfactory)

Sample
mean
Z OBSERVED = (3.59 – 3)/0.14 = 4.21
Z CRITICAL ]  = 0.05 = -1.654
Z OBSERVED > Z CRITICAL (So, we accept the null hypothesis)
66
Inference: The customers are satisfied with the performance of
The Times of India statically significant at 95 % confident level.
NOTE: Details of the mathematical calculations (4.16) is

appended in the Table No. 4
67
4.17 (Q.6) COMPARATIVE ANALYSES OF NEWSPAPER
BRANDS.
CALCULATION TABLE
Attributes Times of The The Others*
India* Telegraph* Statesman*
Content 3.51 3.73 3 3.06
Language 4.1 4 3.14 3.50
Service 3.96 4.10 3.16 4
Availability 3.78 4.48 2.78 3.80
Paper Quality 3.68 4.20 2.16 3.46
Supplementar 3.14 3.60 2.74 2.94

y
(Mean Value*)
Interpretation: Above table shows the comparative analysis of

The Times of India and its competitors. Its also depict the
performance of newspapers on the above mention attributes at
Durgapur city.
68
4.5
3.5
2.5
69
CHAPTER-5
CONCLUSION
&
RECOMMENDATION
5.1 CONCLUSION
70
The impact study on the newspaper readership towards The Times
of India helps to evaluate the performance and standing in the
English daily Newspaper market at Durgapur city.
During the course of my project work, it has been found that “The
Telegraph” holds a leading position and “The Times of India”
captures the 2ND position in English daily newspaper on the
readership dimension at Durgapur city. The customers are satisfied
with the performance of The Times of India. The components that
create a positive impact on the readership behavior include
Regional new; Business news; National & International news; Sports
news; Health news and Education news. In the study, it has been
found that readers irrespective of occupations they engage in,
prefer to read regional news with vigorous attention. Thus, it has
been concluded that more the regional news are covered, the
greater impact it produces on the readership behavior.
5.2 RECOMMENDATIONS
 The Times of India need to pay more attention on Regional

News; Business news; Health news and Education and Career
guidance news.
 The Times of India needs to pay more attention on
supplementary page.
 The Times of India needs to pay more attention on availability
of the newspaper at Durgapur city.
71
APPENDIX-1
1. CONTENT ANALYSIS - “SIGNIFICANCE TEST” A

SYMMETRIC 2 TAIL
72
TABLE NO. - 1
Attributes Sampl Sampl Test Z CRITIAL Hypothesis Remark
pertaining e e statisti At 95% Status s
to the Mean S.D c Confiden
content of Z test t (Null
the (2 tail) level Hypothesis
newspape Zobserved )
r
Regional 4.44 0.67 15.16 ±1.96 Rejected Positive

News impact
Business 4.10 0.91 8.46 ±1.96 Rejected Positive

News impact
National 4.56 0.54 20.53 ±1.96 Rejected Positive

& impact
internatio-
nal news
Sports 4.04 0.83 8.67 ±1.96 Rejected Positive

News impact
Health 4.16 0.71 11.60 ±1.96 Rejected Positive

News impact
Education 3.96 0.91 7.54 ±1.96 Rejected Positive

& career impact
Guidance
73
2. ANALYSIS OF SAMPLE MEAN FOR OCCUPATION
CATEGORIES
TABLE – 2
Attributes Studen Servic House Retired Business- Grand
t e - Person men Mean
Holder wife s
Regional 4.20 4.50 4.30 4.70 4.50 4.44
news
Business 3.50 4.60 3 4.5 4.90 4.10
News
National 4.40 4.70 4.10 4.80 4.80 4.56

&
Internatio
-nal news
Sports 4.50 4.40 3 4 4.30 4.04
news
Health 3.60 4.5o 4.40 4.40 3.90 4.16
news
Education 4.70 3.70 4.20 3.60 3.70 3.98
& career
guidance
3. ANALYSIS OF VARIANCE TABLE

TABLE NO.- 3
Attributes Betwee Within FOBSERVED FCRITICAL Hypoth- Remarks
n Column At 5% esis
Column varianc level Status
varianc e (Ho)
e
Regional 0.38 0.46 0.83 2.37 Accept Relationship
news e doesn’t
exists
Business 6.6 0.63 10.48 2.37 Rejecte Relationship
News d Exists
National 0.93 .024 3.86 2.37 Rejecte Relationship
& d Exists
Internatio
-nal news
Sports 3.73 0.42 8.88 2.37 Rejecte Relationship
74
news d Exists
Health 1.53 0.41 3.73 2.37 Rejecte Relationship
news d Exists
Education 2.17 0.72 3.01 2.37 Rejecte Relationship
& career d Exists
4. ANALYSIS OF MEAN FOR DIFFERENT ATTRIBUTES.
TABLE NO.-4
Attributes Conten Languag Servic Availabilit Paper Supplem-

t e e y Quality entary
Newspaper
The Times of 3.51 4.10 3.96 3.78 3.68 3.13
India
75
APPENDIX-2
76
SURVEY REPORT
“IMPACT STUDY OF NEWSPPER READERSHIP –
A STUDY ON THE TIMES OF INDIA AT
DURGAPUR”
Name:………………………………………………
Address:…………………………………………….
…………………………………………..
Contact No.: (M)………………… (R)…………………….
Profession:…………………………………………………..
1. Which newspaper do you read?
The Times of India, Telegraph, The Statesman,
Others …………………………
2. What time(s) of the day do you read newspaper?

Morning, Afternoon, Evening
3. How do you get the newspaper?

Delivered to my home,
Delivered to my work place,
Purchase at a store or someone selling on the street,
77
Any other please specify ……………………………
4. How long have you been reading newspaper?
Less than 6 months, 6 months to 1year,
1year to 2years, 2 years to 3 years,
3 years or more
5. Please tick (√) your likings for the following contents:
Extre Ver Some Note Not at

Contents m-ely y what very all
Liking Liki- Liking Liki- Liking
ng ng
i. Regional news
ii. Life style news
iii. Business news
iv. Science, technology and

environment
v. National and international news
vi. Sports news
vii. Health news
viii. Education & Career guidance
ix. Employment news
x. Travel news
78
xi. Movies &Entertainment
6. Please rate the following parameter. To answer use 5 point

rating scale for which 1 means poor and 5 means excellent.
Brands The Telegrap The Others

Time h Statesma
Attributes s of n
India
i. Content
a. Regional news
b. Life style news
c. Business
d. Science, technology and

personal
e. National and International
politics
f. Sports News
g. Health news
h. Education and career

guidance
i. Employment news
ii. Language
iii. Service
iv. Availability
v. Paper quality
vi. Supplementary
79
80

Apurba Final Project

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CHAPTR – 1

Newspapers have been the most important tool in shaping the

1.2 OVERVIEW OF INDIAN NEWSPAPER INDUSTRY

The Indian newspaper industry has passed various stages of

1.2.1. SOME FACTS ABOUT INDIAN PRINT MEDIA

1.2.2. SOME FACTS ABOUT INDIAN NEWSPAPER INDUSTRY

 100 % FDI is now allowed in print media segment

1.2.4. Industry Growth

Indian newspaper industry is the fastest growing newspaper

1.2.5. THREATS FROM NEW AGE MEDIA

Recent development in electronic media surely threatens the old

The challenges from internet, mobile news

1.3. OVERVIEW OF THE TIMES OF INDIA

The Times of India emerged as the most widely circulated English

The Times of India (TOI) is published by India’s largest media group

Times Group are published 5 dailies including 2 of the largest in the

1.3.1. A BRIEF HISTORY OF THE TIMES

1838: The first edition appears on November 3, 1838, known as

1846: The newspaper changes hands and Dr.George Buist is

1850: Shareholders decide to increase the share capital and the

1859: Bombay Standard and Chronicle of Western India merges

1890: Editor Henry Curwen buys The Times of India in partnership

1892: Following the death of Henry Curwen, T.J.Bennett becomes

1950: Delhi edition is launched with K.Gopalswami as the first

1960: Sahu Ramesh Chandra Jain joins BCCL.

1961: The Economic Times is launched.

1984: Samir Jain and Vineet Jain join BCCL.

1996: The Times of India crosses 1 million marks in circulation.

1998: BCCL enters into music market with Times Music.

1999: Indiatimes web portal launched; BCCL enters music retailing

2000: The Times of India crosses the 2 million mark in circulation

2001: Radio Mirchi – Nationwide private FM Broadcasting;

2002: Times Outdoor – Outdoor Advertising & Billboard Marketing.

2004: Launch of the Jobs portal Times Jobs.

2005: Launch of a matrimonials website TimesMatri.

2006: Launch of a television News Channel called Times Now in

2008: Launch of SimplyMarryZine.com.

2009: Launch of ET Now – A business news channel.

Indian English newspaper industry is concentrated mainly in five

Following are the top ten English daily newspapers in India,

TOP 10 ENGLISH DAILIES

Rank Newspaper IRS 2008 ROUND IRS 2009 ROUND

1 The Times of India 136.41 133.32

2 Hindustan Times 63.46 63.47

3 The Hindu 55.51 52.76

4 The Telegraph 30.38 29.70

5 Deccan Chronicle 30.28 28.23

7 Mid-day 17.64 15.83

8 TheNewIndianExpres 19.77 15.66

. Source: Indian Readership Survey; 2009 Round 1.

The Telegraph the largest circulated English daily in Eastern India.

The reason for this success can be attributed to constant value

The Telegraph is also published from Guwahati (to cater to the

The Telegraph today offers, in addition to its extensive national,

• Monday: Knowhow — a two-page section on science,

• Tuesday: Jobs — a tabloid on jobs available, on how to

• Wednesday: Telekids — an exciting eight-page colour tabloid

• Thursday: CareerGraph — a special four-page colour guide for

• Friday: Proper TT — a one-page section with information

• Sunday: Graphiti — a thirty-two page colour magazine. In

1.4.2 THE STATESMAN:

The Statesman is one of India's oldest English newspapers. It was