Your SlideShare is downloading. ×
A PROJECT REPORT ON THE WISE MARKETING CONCEPTS (PHILOSOPHY IN BUSINESS): SECONDARY RESEARCH ON COMMUNICATION, NEWS, MEDIA, NEWSPAPER AND THE TIMES OF INDIA
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

A PROJECT REPORT ON THE WISE MARKETING CONCEPTS (PHILOSOPHY IN BUSINESS): SECONDARY RESEARCH ON COMMUNICATION, NEWS, MEDIA, NEWSPAPER AND THE TIMES OF INDIA

1,437
views

Published on

“THE WISE MARKETING CONCEPTOPEDIA FOR BUSINESS AND MEDIA AT THE TIMES OF INDIA" A compendium holding an extensive secondary research and summary of information from the invention, evolution & …

“THE WISE MARKETING CONCEPTOPEDIA FOR BUSINESS AND MEDIA AT THE TIMES OF INDIA" A compendium holding an extensive secondary research and summary of information from the invention, evolution & progression of newspapers, Advertising, communication and news, some jaw dropping facts & stats to my central thesis and dissection of news & its media.

This project especially deals with philosophy in business and to make marketing and business concepts wisest. It dissects the news and sheds light upon the anatomy and ecology of news, content and its media. Theories and model like solar content model that could be the key success mantra for any media industry.

The Goal of this project is to catalyse the essence of philosophy in business and in everybody’s life. Project contains my central thesis, which is Solar Content Model, philosophy in business and life which emphasis on making ‘The Marketing Concepts Wise’ and an NPD idea that works for any business and media. Hence, The Wise marketing Concepts!

Published in: News & Politics, Business

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,437
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. A"PROJECT"REPORT" ON" ! “THE"WISE"MARKETING" CONCEPTOPEDIA"FOR"ANY" BUSINESS"AND"MEDIA8" ! AT" " BENNETT,"COLEMAN"&"CO."LTD." " BY" " RAJ"BHAMBHANI" PGDM"(2012A2014)" " IN"PARTIAL"FULFILMENT"OF"POST"GRADUATED" DIPLOMA"IN"MANAGEMENT(PGDM)" " VIVEKANAND"EDUCATION"SOCIETY’s" INSTITUTE"OF" MANEGMENT"STUDIES"AND" RESEARCH(AICTE)" THE WISE MARKETING CONCEPTS FOR ANY BUSINESS AND MEDIA - RAJ BHAMBHANI!"
  • 2. “THE!WISE!MARKETING! CONCEPTOPEDIA!FOR!ANY!BUSINESS! AND!MEDIA7! ! AT" " BENNETT,"COLEMAN"&"CO."LTD." Dr."D.N."Road,"MUMBAI" " IN"PARTIAL"FULFILMENT"OF"POST"GRADUATED"DIPLOMA" IN"MANAGEMENT(PGDM)" " BY" " RAJ!BHAMBHANI! PGDM!9!MARKETING!(201292014)! " " " " VIVEKANAND"EDUCATION"SOCIETY’s"INSTITUTE"OF" MANEGMENT"STUDIES"AND"RESEARCH(AICTE)" MUMBAI" " "
  • 3. PREFACE" " What"It"Is"All"About?" " “THE"WISE"MARKETING"CONCEPTOPEDIA"FOR"BUSINESS"AND"MEDIA" AT"THE"TIMES"OF"INDIA8"A"compendium"holding"an"extensive"secondary" research" and" summary" of" information" from" the" invention," evolution" &" progression"of"newspapers,"Advertising,"communication"and"news,"some"jaw" dropping"facts"&"stats"to"my"central"thesis"and"dissection"of"news"&"its"media."" " This" project" especially" deals" with" philosophy" in" business" and" to" make" marketing"and"business"concepts"wisest."It"dissects"the"news"and"sheds"light" upon"the"anatomy"and"ecology"of"news,"content"and"its"media."Theories"and" model"like"solar"content"model"that"could"be"the"key"success"mantra"for"any" media"industry." " The"Goal"of"this"project"is"to"catalyse"the"essence"of"philosophy"in"business" and" in" everybody’s" life." Project" contains" my" central" thesis," which" is" Solar" Content"Model,"philosophy"in"business"and"life"which"emphasis"on"making" ‘The"Marketing"Concepts"Wise’"and"an"NPD"idea"that"works"for"any"business" and"media."Hence,"The"Wise"marketing"Concepts!" " " " " ! ! ! ! ! ! ! !
  • 4. DECLARATION" " I" wish" to" state" the" work" embodied" in" this" project" titled" “THE! WISE! MARKETING! CONCEPTOPEDIA! FOR! ANY! BUSINESS! AND! MEDIA! AT! THE! TIMES! OF! INDIA7! Submitted" to" Vivekanand" Education" Society’s" Institute" of" Management" Studies" and" Research" College," Chembur," Mumbai" during" the" academic" year" 2012" –" 2014" forms" my" own" contribution" to" management." Wherever" reference" have" been" made" to" intellectual" properties" of" any" individual/" institution/" government/" private/" public" bodies/" universities," research" paper," text" books," reference" books," research" monographs" and" any" other" source" of" intellectual" properties" viz." speeches,"quotations,"conference"proceedings,"extracts"from"website,"working" paper," seminal" work" et" al," have" been" clearly" indicated," duly" acknowledged" and"included"in"the"bibliography." Raj Bhambhani Roll no. - 63 PGDM (Marketing) " " "
  • 5. THE"WISE" MARKETING" CONCEPTOPEDI A"FOR"ANY" BUSINESS"AND" MEDIA" " THE"STORY"OF"PHILOSOPHY"IN" BUSINESS"FOR"THE"WISE"MARKETING" Concepts,"SOLAR"CONTENT"MODEL" AND"AN"NPD"CONCEPT"THAT"WORKS" FOR"ANY"BUSINESS"AND"MEDIA"" " RAJ"BHAMBHANI"
  • 6. FOR"MY"FAMILY" " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " " "
  • 7. ACKNOWLEDGEMENT" " This"project"bears"the"imprint"of"many"people."The"satiation"and"euphoria"that" accompany" the" successful" completion" of" the" project" would" be" incomplete" without" the" mention" of" the" people" who" made" it" possible" A" To" every" single" person"in"my"life,"every"single"thing"in"my"life"that"influenced"me"to"be"what" I’m"today"and"to"inspire"me"to"expand"my"abilities"to"develop"a"project"that" I’m"going"to"turn"in."I"would"like"to"thank"my"sister"and"parents"for"inspiring" me" to" show" an" ability" I" never" really" envisaged." Without" their" blessing," carrying"out"this"research"would"have"been"rather"difficult." " For"being"able"to"complete"this"project"successfully,"I"am"thankful"to"all"the" employees"of"TIMES"OF"INDIA"for"their"guidance"and"constant"supervision" as"well"as"for"providing"necessary"information"required"for"the"project"and" also"for"their"support"in"completing"the"project."I"consider"myself"very"lucky" and" honored" to" have" so" many" wonderful" people" lead" me" through" in" completion"of"this"project."" " Prof.! Raina! &! Prof.! Iyer! their" patience" I" have" probably" tested" to" the" limit." They" were" always" so" involved" in" the" entire" process," shared" his/her" knowledge,"and"encouraged"me"to"think."Thank"you,"Dear"Sir/Ma’am."" " I"hope"that"I"can"build"upon"the"experience"and"knowledge"that"I"have"gained" and"make"a"valuable"contribution"towards"this"industry"in"coming"future." " " " " " ! ! ! ! ! ! ! ! ! !
  • 8. TABLE&OF&CONTENTS" " ! ! ! ! ! " S.NO.! TITLE! 1! The!Anatomy!Of!Media! 2.! New!Ecology!Of!News! 3.! The!Dissection!of!Newspaper! 4.! NPD!Idea!for!print!media! 5.! SOLAR!CONTENT!MODEL! 6.! The!progression!of!communication!and! news! 7.! The!classification!of!news!media! 8.! Understanding!Newspaper! 9.! Advertising! 10! The!Times!Group!Profile! 11! Deeper!insights!at!The!TOI! 12! THE! STORY! OF! PHILOSOPHY! IN! BUSINESS! 13! Bibliography!
  • 9. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 1! ! The$Anatomy$Of$Media! ! ! ! Welcome! to! a! new! era! of! media! landscape! and! its! transition,! a! time! of! transition!to!a!new!opportunity.!I!believe!every!problem!and!every!challenge! is! an! opportunity!! Perhaps,! the! rapid! change! in! technology! and! problems! faced!is!an!opportunity!to!learn!and!make!it!bigger,!better!and!new.!Now!as! far!as!media!is!concerned!we!got!to!make!sure!that!we!keep!it!NEW!and!that’s! where! NEWS! derived! its! name.! Actually! all! media! faces! economic! and! technology! challenges! but! we! keep! forgetting! that! almost! every! possible!thing!in!the!world!demands! to!be!new!and!to!keep!up!with!what! we! call! ‘Today’!! But! then! again! it! really! doesn’t! matter! as! long! as! it! keeps! the! audience! interested.! Now! wait!a!second!with!the!imposed!and!forcible!intentions!to!keep!up!with!the! new!or!to!keep!the!audience!interested!even!if!it!kills!us!would!do!no!good! either.!As!a!matter!of!the!fact!it!could!turn!out!a!disaster!if!not!done!smartly.! The!more!we!strive!hard!to!make!it!perfect!the!more!harder!it!gets!moreover,! the!more!we!exaggerate!and!spice!the!things!up!and!we!eventually!end!up! making!a!blunder!and!nobody!likes!madeGups!and!putGups.!As!Carl!Bernstein! once!said!“The!greatest!felony!in!the!news!business!today!is!to!be!behind,!or!
  • 10. 2$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! to! miss! a! big! story.! So! speed! and! quantity! substitute! for! thoroughness! and! quality,!for!accuracy!and!context.!The!pressure!to!compete,!the!fear!somebody! else! will! make! the! splash! first,! creates! a! frenzied! environment! in! which! a! blizzard!of!information!is!presented!and!serious!questions!may!not!be!raised.! It’s!as!bad!as!like!keep!thinking!‘Think!out!of!the!box’!turns!out!we!can!think! nothing!or!worse!think!some!terrible!things.!Get!rid!of!the!box!instead!and! keep! it! natural! it’d! be! more! fun! and! interesting! then.! Perhaps,! A! smaller! change!is!all!we!need!!In!fact!what!we!are!afraid!of!could!be!our!opportunity! to!make!it!BIG!! ! ! opportunity
  • 11. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 3! ! Is#that#so?# ! ! ! Appreciation! or! criticism! is! the! secondary! thing.! I! believe! that! trust! and! quality!not!quantity!are!the!most!essential!things!and!are!actually!the!essence! of!any!content!and!as!Voltaire!once!doubted,!“In!the!case!of!news,!we!should! always! wait! for! the! sacrament! of! confirmation.”! I’m! sure! the! philosopher! must!have!been!talking!about!rat!race!in!news!media.!Better!off!focus!on!your! doing! your! job! with! integrity! and! then! you! don’t! need! to! be! afraid! of! not! being!noticed!and!if!the!product!is!really!good!it!itself!is!marketed.!That!has! one!big!advantage!it!saves!unnecessary!exaggeration.# And#lest#we#forget#“A#good#newspaper#is#a#nation#talking#to#itself.“#7#Arthur& Miller,&American&writer,&191542005! Audience First
  • 12. 4$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! Media!(singular!medium)!are!the!storage!and!transmission!channels!or!tools! used! to! store! and! deliver! information! or! data.! It! is! often! referred! to! as! synonymous! with! mass! media! or! news! media,! but! may! refer! to! a! single! medium!used!to!communicate!any!data!for!any!purpose.!! • Advertising!media,!various!media,!content,!buying!and!placement!for! advertising! • Broadcast! media,! communications! delivered! over! mass! electronic! communication!networks! • Digital! media,! electronic! media! used! to! store,! transmit,! and! receive! digitized!information! • Electronic! media,! communications! delivered! via! electronic! or!
  • 13. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 5! ! electromechanical!energy! • Hypermedia,!media!with!hyperlinks! • Mass!media,!all!means!of!mass!communications! • Multimedia,! communications! that! incorporate! multiple! forms! of! information!content!and!processing! • New! media,! a! broad! term! encompassing! the! amalgamation! of! traditional! media! with! the! interactive! power! of! computer! and! communications!technology! • News!media,!mass!media!focused!on!communicating!news! • News! media! (United! States),! the! news! media! of! the! United! States! of! America! • Print!media,!communications!delivered!via!paper!or!canvas! • Published!media,!any!media!made!available!to!the!public! • Recording!medium,!devices!used!to!store!information! • Social!media,!media!disseminated!through!social!interactions! ! The! news! media! are! those! elements! of! the! mass! media! that! focus! on! delivering!news!to!the!general!public!or!a!target!public.!These!include!print! media!(newspapers,!newsmagazines),!broadcast!news!(radio!and!television),! and! more! recently! the! Internet! (online! newspapers,! news! blogs,! etc.).! New! media! refers! to! onGdemand! access! to! content! any! time,! anywhere,! on! any! digital! device,! as! well! as! interactive! user! feedback,! creative! participation.! Another!aspect!of!new!media!is!the!realGtime!generation!of!new,!unregulated! content.! # #
  • 14. 6$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Most! technologies! described! as! Wnew! mediaW! are! digital,! often! having! characteristics!of!being!manipulated,!networkable,!dense,!compressible,!and! interactive.! Some! examples! may! be! the! Internet,! websites,! computer! multimedia,! video! games,! CDGROMS,! and! DVDs.! New! media! does! not! include!television!programs,!feature!films,!magazines,!books,!or!paperGbased! publications! –! unless! they! contain! technologies! that! enable! digital! interactivity.! Wikipedia,! an! online! encyclopedia,! is! an! example,! combining! Internet! accessible! digital! text,! images! and! video! with! webGlinks,! creative! participation!of!contributors,!interactive!feedback!of!users!and!formation!of!a! participant! community! of! editors! and! donors! for! the! benefit! of! nonG community! readers.! Facebook! is! an! example! of! the! social! media! model,! in! which!most!users!are!also!participants.! ! New$Ecology$Of$News! # # ! What!comes!to!your!mind!when!I!say!news?!Let!me!guess!a!newspaper,!or! today’s!headlines!or!maybe!a!really!busy!schedule!that!you!almost!forgot!to! read,!listen!or!watch.!We!must!remind!ourselves!that!going!through!news!is! neither!an!adGhoc!skunkwork!nor!it’s!compulsory!just!for!the!sake!of!looking! aware!and!informed.!News!is!educating!and!interesting!that!keep!one!abreast! of!the!current!affairs!knowing!what’s!going!on!in!North,!East,!West!and!South! parts!of!the!world!that!altogether!which!could!be!anything!noteworthy!and! informative! especially! related! to! recent! and! important! events! that! together! make!a!NEWS!! ! Well,!news!is!a!piece!of!information,!an!opinion,!a!deal,!an!idea!that!relates!to! what]s!happening!in!the!nation,!what]s!happening!around!the!world!and!the!
  • 15. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 7! ! current! situations! that! would! be! of! interest! to! your! audience.! News! is! the! communication!of!selected!information!on!current!events,!which!is!presented! by! print,! broadcast,! Internet,! or! word! of! mouth! to! a! thirdGparty! or! mass! audience.!The!English!word!WnewsW!developed!in!the!14th!century!as!a!special! use!of!the!plural!form!of!WnewW.!! ! We! should! be! enlightened! to! the! fact! that! reading! news! is! becoming! a! traditional! media! source! and! a! rather! diminished! activity;! not! that! people! aren’t! keen! about! it! anymore! but! because! one! of! the! most! possible! reasons! especially! I! feel! is! we! are! flooded! with! unnecessary! news,! editorial,! articles,! games,! soGcalled! WquackW! advertisements! and! lack! of! realGtime! or! what! I! would! call! dynamic! news! which! you! can! get! on! one! click! today!but!then!again!that’s! how! we! define! a! newspaper.! As! G.K.! Chesterton!once!said!Journalism!largely!consists!in!saying!Lord!Jones!died!to! people!who!never!knew!Lord!Jones!was!alive.!!! ! Michael!Schudson,!professor!at!the!Columbia!University!Graduate!School!of! Journalism,! has! said! that! “[e]verything! we! thought! we! once! knew! about! journalism!needs!to!be!rethought!in!the!Digital!Age.”! ! Today!the!work!of!journalism!can!be!done!from!anywhere!and!done!well.!It! requires! no! more! than! a! reporter! and! a! laptop.! In! that! way,! journalistic! authority!seems!to!have!become!more!individualG!and!less!institutionGbased.! But!does!the!individual!reporter!always!have!to!be!an!actual!journalist?!Or! can! journalistic! work! be! done! from! anywhere! and! by! anyone?! These! are! questions! that! refer! to! the! core! of! journalistic! practice! and! the! definition! of! “news”!itself.!As!Schudson!has!given!emphasis!to,!the!answer!is!not!easily! found;!“the!ground!journalists!walk!upon!is!shaking,!and!the!experience!for! both! those! who! work! in! the! field! and! those! on! the! outside! studying! it! is! dizzying”.!
  • 16. 8$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! Schudson!has!identified!the!following!six!specific!areas!where!the!ecology!of! news!in!his!opinion!has!changed:! ! 1.!The!line!between!the!reader!and!writer!has!blurred! 2.!The!distinction!among!tweet,!blog!post,!newspaper!story,!magazine!article,! and!book!has!blurred! 3.!The!line!between!professionals!and!amateurs!has!blurred,!and!a!variety!of! “proGam”!relationships!have!emerged! 4.! The! boundaries! delineating! forGprofit,! public,! and! nonGprofit! media! have! blurred,!and!the!cooperation!across!these!models!of!financing!has!developed! 5.! Within! commercial! news! organizations,! the! line! between! the! newsroom! and!the!business!office!has!blurred! 6.!The!line!between!old!media!and!new!media!has!blurred,!practically!beyond! recognition! ! These! alterations! inevitably! have! fundamental! ramifications! for! the! contemporary!ecology!of!news.!“The!boundaries!of!journalism,!which!just!a! few! years! ago! seemed! relatively! clear,! and! permanent,! have! become! less! distinct,!and!this!blurring,!while!potentially!the!foundation!of!progress!even! as!it!is!the!source!of!risk,!has!given!rise!to!a!new!set!of!journalistic!principles! and!practices”,!Schudson!puts!it.!It!is!indeed!complex,!but!it!seems!to!be!the! future.! ! The$Dissection$Of"The$Newspaper! If!you!really!dissect,!cut!open!a!newspaper!and!read!between!the!lines!all!it! demands!is!to!be!fresh,!interesting,!concise,!relevant,!precise!and!universal.! But!who!is!going!to!decide!what!is!fresh,!interesting,!concise,!relevant,!precise! and!universal?!It’s!us!but!the!day!you!write!to!please!everyone!you!no!longer! are!in!journalism.!You!are!in!show!business!plus!what!interest!someone!might! not!interest!someone!else.!So!how!to!go!about!making!tomorrow’s!news?!The! best!way!is!to!provide!what’s!real!and!wise!and!not!icing!on!a!cake!or!your! biased!opinions!and!realpolitik!!As!Thomas!Sowell!once!said!“If!people!in!the! media!cannot!decide!whether!they!are!in!the!business!of!reporting!news!or! manufacturing! propaganda,! it! is! all! the! more! important! that! the! public! understand!that!difference,!and!choose!their!news!sources!accordingly.”! For!ex.!The!Infamous!Newspaper!Blunder! !
  • 17. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 9! ! ! This! is! probably! the! world’s! most! famous! newspaper! error!! President! Elect! Harry!Truman!was!expected!to!lose!the!presidential!elections!in!1948.!Here,! he!is!seen!holding!a!copy!of!the!‘Tribune’,!with!its!bold!headlines!–!‘Dewey! Defeats! Truman’.! This! image! is! a! grim! reminder! to! journalists,! of! the! importance!of!verifying!information!on!breaking!news!stories.!The!‘Tribune’! is!believed!to!have!adopted!an!antiGTruman!attitude!during!the!elections.# ! Prime! purpose! of! any! newspaper! or! magazine! is! to! provide! with! the! information/news!but!it!isn’t!a!piece!of!cake!to!produce!a!newspaper.!Right! from! journalist! collecting! the! data,! editing,! processing,! printing! to! home! delivery!there!are!lot!of!activities!going!on!altogether!to!produce!a!tomorrows! newspaper! but! then! it! still! is! easy! on! the! pocket.! How! come?! Would! you! believe!all!this!cost!a!lot!more!than!5!bucks!you!spent!on!your!daily?!Now!the! question!is!why!would!a!company!sell!the!product!for!lesser!price!than!what! they’ve! been! charged?! It! sells! the! newspaper! for! lesser! price! because! the! company! is! concerned! with! increasing! their! circulation! and! readership! so! they!can!make!money!out!of!advertisements!and!not!the!readers.!And!it’s!a! rule! in! advertising! that! higher! the! readership/viewership/Noticeability! the! more!it!reaches!to!the!broader!audience!!In!simple!terms!company!focus!on!
  • 18. 10$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! increasing! the! readership! and! capturing! the! market! so! they! can! attract! advertisement! and! as! far! as! money! is! concerned! the! company! has! already! take!in!before!even!they!produce!your!tomorrow’s!newspaper.!Hunky!Dory!! Isn’t!it?!Well,!let’s!see!! ! Newspaper#Industry#Revenue# ! ! ! Though!newspapers!were!once!the!dominant!means!of!communicating!world! events,!newspapers!have!declined!in!readership!since!the!rise!of!TV!and!the! Internet! but! we! are! living! in! the! age! of! technology,! communication! and! information!explosion.!The!news!media!Radio,!Television,!press!and!Internet! are!working!twentyGfour!hours!to!keep!the!world!in!the!know!of!important! events!and!affairs.!The!easy,!cheap!and!quick!means!of!communication!have! brought!the!distant!corners!of!the!world!closer.!We!can!say!that!world!has! shrunk;! developing! countries! are! in! constant! contact! with! the! developed! world.!They!are!benefiting!from!their!experiences.! ! With! newspapers,! it]s! impossible! to! communicate! events! in! realGtime.! Since! newspapers!must!go!through!the!process!of!producing!content,!printing,!and! distributing!the!finished!paper,!articles!that!were!written!the!night!before!may! be!out!of!date!by!the!time!they!reach!your!front!porch.!Newspapers!can!also! be!biased,!depending!on!what!kind!of!corporation!or!group!they!are!owned! by.!The!process!of!producing!newspapers!could!also!be!considered!a!waste!of! paper!and!energy!resources.!! ! !
  • 19. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 11! ! Today,!the!term!Wbreaking!newsW!has!become!trite!as!commercial!broadcasting! United!States!cable!news!services!that!are!available!24Ghours!a!day!use!live! satellite! technology! to! bring! current! events! into! consumers]! homes! as! the! event! occurs.! Events! that! used! to! take! hours! or! days! to! become! common! knowledge!in!towns!or!in!nations!are!fed!instantaneously!to!consumers!via! radio,! television,! mobile! phone,! and! the! Internet.! OPPORTUNITY!! Isn’t! it?! Totally!! ! So!how!about!staying!ahead!of!time!and!grab!this!opportunity.!Newspapers! are! transforming.! Fueled! by! creative! and! fresh! ideas,! positive! changes! are! afoot!in!the!industry.!The!latest!research!shows!that!not!only!do!newspaper! media!reach!a!huge!audience;!they!also!reach!an!engaged!audience!Best!Way:! Strengthen! your! consumer! engagement! out! of! best! practices! because! as! Edward!R.!Murrow!said,!“We!cannot!make!good!news!out!of!bad!practice.”! ! ! Volume & Diversity
  • 20. 12$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! New$ Product$ Development$ Idea! That%Will%Work%For%Print%Media! Newspaper! reading! is! generally! considered! as! boring! as! regular! morning! exercise!because!we!have!faster!media!quite!ahead!of!newspapers!these!days! that!can!fetch!you!anything!of!your!interest!on!just!one!click.!You!can!search! whatever!you!want!and!read!it!or!watch!it.!But!with!newspapers!you!have!to! read!whatever!there!is!even!if!it’s!old!and!stale.!By!the!time!it!reaches!to!us!in! the!morning,!lot!of!other!things!might!have!already!happened.!So!we!need!to! develop! something,! which! makes! newspaper! reading! friendlier,! easier,! interesting!and!more!specifically!dynamic!that!is!realGtime!news!! ! 1.! We! need! to! build! an! application,! which! scans! the! entire! newspaper! and! simplifies!&!summarizes!the!most!likely!stories!for!you.!This!application!will! make!the!stories!you!care!about!dynamic!for!you.!It!stores!the!news!for!you!as! a!podcast!and!translate!it!to!any!language!so!that!more!local!language!readers! could!be!attracted!too.!This!app!not!only!gives!you!that!days!important!stories! but!it!also!analyses!the!pattern!of!the!kind!of!news!you!are!usually!keen!about! and!then!it!customizes!the!stories!for!you.! ! 2.! Second! thing! we! can! do! is! to! increase! the! readers’! engagement! by! increasing!the!readers’!interactivity!with!the!paper.!In!order!to!achieve!this! introduce!a!section!that!is!entirely!dedicated!to!the!readers!which!really!sheds! light! upon! readers! opinion,! their! success,! social! causes! and! a! family! like! connection!between!them.!This!section!has!got!to!be!interactive!so!that!readers! get!a!chance!to!be!featured.!! ! ! ! ! ! ! ! !
  • 21. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 13! ! SOLAR&CONTENT&MODEL! There! are! lots! of! things! going! on! around! the! world! right! now! while! I’m! typing!my!thoughts!into!these!words!that!waits!to!be!covered,!noticed,!read,! seen,! appreciated,! acknowledged,! reviewed,! analyzed,! criticized,! loved,! hated,!thought!over,!realized,!improved,!learned,!spread!and!so!forth.!Public! opinions,!government!and!national!decisions,!society!and!culture!influence,! inflation!and!great!depression!to!world!and!universe!perspectives,!there’s!a! different! universe! out! there!! Somebody! would! be! being! born,! somebody! would’ve! just! died,! somebody! is! set! for! life,! for! somebody! it! would! be! the! biggest! moment! in! their! entire! life,! from! Mount! Iwo! Jima,! Man! on! moon,! Martin! Luther! king! Jr.! ‘I! have! a! dream’! speech! to! Hiroshima! Bomb! and! Hurricane!Katrina!where!do!we!get!to!know!all!that?!The!answer!definitely!is! NEWS!! !
  • 22. 14$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! If!you!really!go!to!see!in!a!news!media!what’s!the!only!thing!that’s!valuable!is! the! CONTENT!! Content! is! shared,! broadcasted,! posted,! tweeted,! discussed! and!not!only!it!defines!the!agenda!of!a!newspaper!but!it!also!represents!its! readers!and!the!entire!nation!as!A!good!newspaper!is!a!mirror!to!its!nation! and!reflects!the!exact!image!of!the!situations!of!that!nation.! ! Imagine!a!solar!system!where!content!is!the!sun!and!the!news!media!revolves! around!this!content.!Now!the!news!media!which!is!closer!to!the!content!and! the!audience!that!is!which!reaches!maximal!audience!and!which!is!wise,!fast,! reliable,!accurate,!unbiased,!relevant!and!uncluttered!as!there!are!lots!of!other! nonGstellar! objects! in! between! would! be! the! best! possible! way! of! communicating! that! content.! This! media! should! fill! the! gap! between! the! audience!and!content.!Our!key!success!mantra!should!be!all!about!focusing! on!narrowing!the!gap!between!that!actual!content!and!mass!as!simple!as!that.! And!if!a!media!has!to!do!that!the!only!one!thing!need!is!to!broaden!things!up! till!it!fills!the!gap!between!the!people!and!the!news.! ! ! ! Let’s!suppose!if!there!are!two!media!together!competing!and!both!fills!the!gap! between!audience!and!content!the!one!which!is!closer!to!the!audience!that!is! which!has!captured!more!audience!loses!and!the!one!which!is!closer!to!the! content!that!is!which!is!wise,!fast,!reliable,!accurate,!unbiased,!relevant!and! uncluttered!WINS!!The!idea!here!is!not!to!focus!only!on!winning!hearts!and! capturing! huge! audience! but! to! win! yourself,! be! wise! and! do! things! with! righteousness!and!moral!soundness!!
  • 23. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 15! ! ! I’d! like! to! highlight! David! Hume’s! saying,! “Accuracy! is,! in! every! case,! advantageous! to! beauty,! and! just! reasoning! to! delicate! sentiment.! In! vain! would!we!exalt!the!one!by!depreciating!the!other.!Besides,!we!may!observe,!in! every!art!or!profession,!even!those!which!most!concern!life!or!action,!that!a! spirit! of! accuracy,! however! acquired,! carries! all! of! them! nearer! their! perfection,!and!renders!them!more!subservient!to!the!interests!of!society.!And! though! the! philosopher! may! live! remote! from! business,! the! genius! of! philosophy,! if! carefully! cultivated! by! several,! must! gradually! diffuse! itself! throughout!the!whole!society,!and!bestow!a!similar!correctness!on!every!art! and!calling.!The!politician!will!acquire!greater!foresight!and!subtlety,!in!the! subdividing! and! balancing! of! power;! the! lawyer! more! method! and! finer! principles! in! his! reasoning;! and! the! general! public! more! regularity! in! his! discipline,!and!more!caution!in!his!plans!and!operations.”! ! For!example!there!are!two!newspapers!X!and!Y,!they’re!competing!their!way! to!make!it!the!best!newspaper!in!the!town.!The!X!focuses!on!providing!real! and!accurate!content!but!is!still!lesser!preferred!in!comparison!to!newspaper! Y! which! focuses! on! providing! interesting,! spicy! and! all! dolled! up! content! which!would!please!the!audience.!If!we!see!newspaper!Y!has!more!readership! and! consumer! engagement,! which! states! newspaper! Y! is! the! best! way! to! communicate! the! news.! Is! that! so?! NOT! REALLY!! See! the! Idea! here! is! to! provide! what’s! right! and! not! what’s! likeable.! Not! to! mention! although! newspaper!x!has!less!readers!but!is!the!best!way!to!communicate!the!news.!In! simple! terms! what]s! going! on! in! the! news! business! is! a! lot! like! what]s! happening!with!music!and!Bollywood!today.! ! ! Few!images!we!have!seen,!or!will!ever!see,!can!have!this!much!impact!!Photographed!on!the! lunar! surface,! this! image! depicts! astronaut! Buzz! Aldrin,! standing! next! to! the! flag! of! the! United!States,!in!July!1969.!
  • 24. 16$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! One!of!the!most!popular!news!images!of!all!time!–!US!Marines!from!the!28th!Regiment!5th! Div,! raise! the! flag! of! the! United! States! on! Mount! Iwo! Jima,! 1945.! This! was! following! the! famous!Battle!of!Iwo!Jima!which!has!been!written!and!spoken!about!more!than!most!other! battles!of!WW2.!Following!this,!the!United!States!occupied!the!island!of!Iwo!Jima!until!1968!! ! ! Martin!Luther!King!Jr.!giving!his!famous!‘I!Have!a!Dream’!speech.!This!17Gminute!speech! called!for!an!end!to!racism,!and!a!beginning!to!equality.!The!speech!was!given!on!the!steps!of! the! Lincoln! Memorial! on! Aug! 28,! 1963.! It! is! remembered! to! this! day! as! one! of! the! most! effective!speeches!ever.!
  • 25. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 17! ! ! Hurricane!Katrina!was!one!of!the!most!catastrophic!natural!disasters!the!United!States!has! ever! witnessed.! Here! we! see! the! garden! district! at! New! Orleans! being! victimized! by! vandalism!after!the!hurricane.!Sept!4,!2005.# ! The! infamous! mushroom! cloud,! an! after! effect! of! an! atomic! explosion! over! land…! This! was! the! first! time! the! atom! bomb! was! used! in! warfare.! The! bomb! over! Hiroshima! more! or!less!put!an!end! to! the! Second! World!War.!Here,! the! mushroom! cloud!as!seen!over! Hiroshima!Aug!6,! 1945.!The!image!is! remembered! even! today,! as! a! terrifying! beauty! that! the! world! never!wants!to!see! again.! # # # # #
  • 26. 18$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The$Progression$Of$ Communication*And#News! # # ! Communication!is!the!need!of!life.!We!first!develop!the!information,!make!the! sense! out! of! it! and! second! there’s! a! need! to! communicate,! propogate,! disseminate! that! substantial! information! to! the! world.! The! fastest! the! communication!the!better!it!is!but!there!was!a!time!when!this!fast!used!to!be! hours!and!days!sometimes!and!at!the!end!of!the!day!it’s!just!how!technology! and!we!define!it.!There!was!a!time!when!news!travelled!at!a!pace!that!was!so! slow!that!when!one!country!heard!of!an!event!taking!place!in!another!country! the!news!was!literally!hour’s!old!or!even!in!some!cases!days!old!but!the!way! it! has! progressed! today! is! just! phenomenal!! Take! a! look! at! what! it! was! 2! million!years!back!and!how!it!progressed!to!what!it!is!today!!
  • 27. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 19! !
  • 28. 20$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! In#the#beginning…# ! Humans! are! believed! to! have! started! using! a! primitive! form! of! language! around!two!million!years!ago.!For!a!very!long!time,!our!human!voice!was!the! main!way!to!communicate,!until!Aboriginals!started!to!paint!on!rocks!some! 60.000! years! ago.! Another! ancient! way! of! expression! has! been! music.! The! oldest!musical!instrument!ever!found!is!a!43.000!year!old!flute.! ! ! ! The! earliest! form! of! writing! is! thought! to! be! Jiahu,! followed! by! cuneiform! script!like!Egyptian!hieroglyphs,!that!later!became!mobile!when!painted!on! clay!tablets!and!papyrus!scrolls.!The!Latin!alphabet!didn’t!exist!until!700!BC,! and!the!codex!(book)!was!introduced!in!200!AD.!Monks!would!handGwrite! them,! until! Gutenberg! invented! the! printing! press! in! 1440,! marking! the! beginning!of!the!Printing!Revolution.!
  • 29. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 21! ! Ancient#cultures! ! It!is!likely!that!nonverbal!communication!and!forms!of!sign!language!have! always!existed,!but!the!oldest!reference!to!hand!signs!dates!from!500!BC.!In! ancient!China,!smoke!signs!were!used!by!soldiers!stationed!along!the!Great! Wall.! But! in! 150! BC,! Greek! historian! Polybius! came! up! with! a! true! smoke! alphabet,!best!known!to!be!used!by!Indians.!Julius!Caesar!was!among!the!first! to!use!encryption!to!exchange!secret!messages!with!his!generals.! ! ! ! ! For!a!long!time,!foot!messengers!were!sent!to!deliver!important!news.!Greek! soldier!Pheidippides!is!probably!the!best!known!of!all,!dying!from!exhaustion! during!the!Battle!of!Marathon.!There!are!indications!that!Egyptians,!Romans! and! Persians! started! to! train! homing! pigeons! to! carry! messages! over! fast! distances,!but!they!may!not!have!been!used!effectively!until!the!12th!century.! This!early!form!of!airmail!remained!the!world]s!fastest!communication!system! for!centuries,!until!Samuel!Morse!invented!the!telegraph!in!1844.! ! The#printing#age# # Although!the!Romans!already!created!news!sheets,!it!wasn’t!until!1605!before! regular! and! dated! issues! on! a! variety! of! subjects! marked! the! birth! of! the! newspaper.! In! 1714,! Henry! Mill! was! the! first! to! patent! a! typewriter.! Mass! printing! took! off! during! the! Industrial! Revolution,! when! steam! power! and! rotating!cylinders!replaced!the!traditional!screw!press.! #
  • 30. 22$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! ! ! The! first! image! to! be! permanently! captured! was! in! 1826,! when! Joseph! Nicéphore! Niépce! invented! the! photo! camera.! The! motion! picture! camera! followed!in!the!1880s,!and!in!1925!John!Logie!Baird!invented!the!television.! These!developments!truly!changed!the!way!we!communicate,!by!adding!real! life!pictures!to!a!story.! !
  • 31. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 23! ! Long#distance#communication# # ! The!first!device!that!could!record!sounds!was!the!phonautograph,!developed! in! 1857.! In! 1876,! Alexander! Graham! Bell! patented! the! first! electronic! telephone,!yet!another!device!to!have!a!major!impact!on!communications.!The! first!mobile!phone!call!was!made!in!1946.!The!first!mobile!phone!call!from!a! handheld!device!was!made!in!1973,!by!Martin!Cooper.! ! Guglielmo! Marconi! invented! the! radio! in! 1895,! but! the! first! audio! radio! broadcast! took! place! in! 1906.! In! 1843,! Alexander! Bain! invented! the! fax! machine.! It! only! became! popular! in! the! 1980s,! when! smaller! and! cheaper! models!became!available.!Scientists!had!been!experimenting!with!eGmail!since! the!1960s,!and!in!1971!Ray!Tomlinson!introduced!the!@!sign!to!separate!user! names!from!domain!names.! ! The#digital#age# ! Computers!as!we!know!them!had!been!under!development!for!almost!half!a! century,!but!the!introduction!of!the!personal!computer!by!IBM!in!1981!meant! the! greatest! breakthrough! since! the! Industrial! Revolution.! Ten! years! later,! Tim! BernersGLee! combined! the! internet! protocol,! hypertext! and! domain! names!to!invent!the!World!Wide!Web.!Things!would!never!be!the!same!again.! ! SixDegrees.com! is! generally! recognized! as! the! world’s! first! social! media! network,! which! allowed! user! profiles,! friends! listing! and! user! generated! content.!Cloud!computing!entered!the!scene!in!1999.!
  • 32. 24$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! We’ve!come!a!long!way!since!our!first!conversations!two!million!years!ago! and!technology!has!made!enormous!changes!to!our!lives,!the!way!we!live,! the!way!we!work,!the!way!we!think!and!the!way!we!learn!and!share.!There! was!a!key!breakthrough!in!the!way!in!which!news!was!delivered!to!one! place! from! another! by! the! introduction! of! the! telephone.! The! telephone! transformed!the!way!in!which!we!communicate!and!played!a!vital!role!in! the!evolution!of!the!newspaper!as!a!way!of!distributing!news.! Hot!news!became!a!necessity!for!people!all!over!the!world!from!the!larger! cities! to! the! smaller! ones.! Dedicated! news! agencies! began! to! come! into! being!around!this!time!as!the!demand!for!the!latest!news!increased.!These! news!agencies!changed!the!variety!and!scale!of!news!and!the!importance!of! it!in!the!everyday!lives!of!people!across!the!globe.! ! Television!gave!the!next!major!change!in!the!way!that!news!was!dispersed.! This! visual! medium! gave! people! images! to! see! that! related! to! the! news! article!making!the!news!more!real.!This!way!of!imparting!local!and!world! news!was!readily!accepted!and!sought!after!by!people!in!a!way!that!was! never! imagined.! Next! came! the!24!hours,!7!days!a!week! news! channels! that! dedicated! themselves! to! delivering! news! from! all! over! the! world.! As! events! happened! live! visuals! were! aired! straight! into! people’s! homes,! which! began! the! concept! of! ‘Breaking! News’.! Breaking!news!was!the!most! sought! after! kind! of! news! that! all! news! agencies! wanted!to!be!the!first!to!broadcast!and!inform!the!world!about.!Any!news! that!was!more!than!5!minutes!old!became!old!news.!The!haste!to!become! the!first!to!catch!a!news!story!and!be!the!first!to!deliver!it!became!the!prime! concern!and!superseded!all!other!considerations.! Internet# Then,!there!came!the!Internet!and!the!rest!is!history!!Who!knew!Internet! was! considered! as! a! black! swan! could! turn! out! to! be! today’s! necessities.! This!revolution!changed!our!lives!and!information!that!was!available!at!the! click!of!a!button!and!everything!seem!to!be!connected!! !
  • 33. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 25! ! ! ! Our!idea!on!what!is!hot!and!new!is!constantly!changing!and!has!assisted!in! the! decline! of! newspapers,! as! the! news! they! offer! is! now! considered! old! and! stale.! Even! though! television! news! was! able! to! broadcast! news! as! it! happened,!it!still!had!geographical!limitations.!The!Internet!news!does!not! have!these!limitations!or!restrictions.!If!you!are!connected!to!the!Internet! you!can!access!news!from!anywhere!in!the!world.!These!news!stories!are! more!often!than!not!accompanied!with!videos!and!analysis!and!some!even! have!additional!in!depth!features.! What!makes!the!latest!news!on!the!Internet!so!appealing!to!us?!!The!main! reason!and!probably!the!most!important!to!many!people!is!that!it!is!free.! The!only!thing!that!you!require!is!an!Internet!connection!to!enable!you!to! access!the!content!that!is!available.!It!basically!means!that!there!is!one!less! bill!to!pay!within!a!household.!Another!reason!is!that!the!user!is!able!to! pick! and! choose! exactly! what! it! is! they! are! going! to! read.! There! are! no! restrictions!as!to!which!news!story!you!can!read.!With!television!news!and! newspapers!the!only!option!was!to!read!or!watch!what!was!being!offered! by! that! particular! television! channel! or! newspaper.! With! the! constant! increase!in!which!the!speed!of!the!Internet!is!delivered!to!us!we!can!be!sure! that!breaking!news!via!the!Internet!is!the!way!forward.! ! !
  • 34. 26$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The$Classification$Of"News"Media! ! ! ! Broadcasting# ! Broadcasting! is! the! distribution! of! audio! and! video! signals! (programs)! to! a! number!of!recipients!(WlistenersW!or!WviewersW)!that!belong!to!a!large!group.! Television!and!radio!programs!are!distributed!through!radio!broadcasting!or! cable,!often!both!simultaneously.!When!broadcasting!is!done!via!the!Internet! the!term!webcasting!is!often!used.! ! Television# # In!television!or!broadcast!journalism,!news!analysts!(also!called!newsGcasters! or! news! anchors)! examine,! interpret,! and! broadcast! news! received! from! various! sources! of! information.! Anchors! present! this! as! news,! either! videotaped!or!live,!through!transmissions!from!onGtheGscene!reporters!(news! correspondents).! ! Newspapers# ! A!newspaper!in!simple!terms!is!a!paper!that!contains!news!and!is!one!of!the! most!common!ways!to!receive!the!latest!news.!It!is!a!periodical!publication! containing! news! regarding! current! events,! informative! articles,! diverse! features,! editorials,! and! advertising.! It! usually! is! printed! on! relatively! inexpensive,! lowGgrade! paper! such! as! newsprint.! By! 2007,! there! were! 6,580! daily!newspapers!in!the!world!selling!395!million!copies!a!day.! The!newspaper!is!typically!funded!by!paid!subscriptions!and!advertising.!It!is! a! lightweight! and! disposable! publication! (more! specifically,! a! periodical),! usually! printed! on! lowGcost! paper! called! newsprint.! It! may! be! general! or! special! interest,! and! may! be! published! daily,! weekly,! biweekly,! monthly,! bimonthly,!or!quarterly.! !
  • 35. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 27! !
  • 36. 28$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! GeneralGinterest!newspapers!are!usually!journals!of!current!news!on!a!variety! of! topics.! Those! can! include! political! events,! crime,! business,! sports,! and! opinions!(either!editorials,!columns,!or!political!cartoons).!Many!also!include! weather! news! and! forecasts.! Newspapers! increasingly! use! photographs! to! illustrate!stories;!they!also!often!include!comic!strips!and!other!entertainment,! such!as!crosswords.! ! Definition# # Newspapers!typically!meet!four!criteria! •! Publicity:!Its!contents!are!reasonably!accessible!to!the!public.! •! Periodicity:!It!is!published!at!regular!intervals.! •! Currency:!Its!information!is!up!to!date.! •! Universality:!It!covers!a!range!of!topics.! ! ! Most!large!cities!in!the!United!States!historically!had!morning!and!afternoon! newspapers.!As!the!media!evolved!and!news!outlets!increased!to!the!point!of! near!overGsaturation,!most!afternoon!newspapers!were!shut!down.!Morning! newspapers! have! been! gradually! losing! circulation,! according! to! reports! advanced!by!the!papers!themselves.!! ! Commonly,! news! content! should! contain! the! WFive! WsW! (who,! what,! when,! where,! why,! and! also! how)! of! an! event.! There! should! be! no! questions! remaining.!Newspapers!normally!place!hard!news!stories!on!the!first!pages,! so!the!most!important!information!is!at!the!beginning.!Busy!readers!can!read! as! little! or! as! much! as! they! desire.! Local! stations! and! networks! with! a! set! format!must!take!news!stories!and!break!them!down!into!the!most!important! aspects!due!to!time!constraints.!! ! News!organizations!are!often!expected!to!aim!for!objectivity;!reporters!claim! to!try!to!cover!all!sides!of!an!issue!without!bias,!as!compared!to!commentators! or! analysts,! who! provide! opinion! or! personal! pointGofGview.! The! result! is! a! laying!out!of!facts!in!a!sterile,!noncommittal!manner,!and!then!standing!back! to!Wlet!the!reader!decideW!which!view!is!true.! ! ! ! ! ! ! ! ! !
  • 37. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 29! ! Reporting# ! ! ! Print#journalism# ! Journalism! as! practiced! in! newspapers! and! magazines.! A! story! is! a! single! article,!news!item!or!feature,!usually!concerning!a!single!event,!issue,!theme,! or!profile!of!a!person.!! ! Newsmagazines# ! Cover!of!2512,!a!monthly!newsmagazine!published!in!Réunion.! A! newsmagazine,! sometimes! called! news! magazine,! is! a! usually! weekly! magazine!featuring!articles!on!current!events.!News!magazines!generally!go!a! little!more!inGdepth!into!stories!than!newspapers,!trying!to!give!the!reader!an! understanding!of!the!context!surrounding!important!events,!rather!than!just! the!facts.!
  • 38. 30$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! ! ! Newsreels! A! newsreel! was! a! documentary! film! common! in! the! first! half! of! the! 20th! century,! that! regularly! released! in! a! public! presentation! place! containing! filmed!news!stories.! ! Online!journalism! Online!journalism!is!reporting!and!other!journalism!produced!or!distributed! via!the!Internet.!The!Internet!has!allowed!the!formal!and!informal!publication! of!news!stories!through!mainstream!media!outlets!as!well!as!blogs!and!other! selfGpublished!news!stories.! The!Internet!challenges!traditional!news!organizations!in!several!ways.!They! may!be!losing!classified!ads!to!Web!sites,!which!are!often!targeted!by!interest! instead! of! geography.! The! advertising! on! news! web! sites! is! sometimes! insufficient!to!support!the!investment.! ! ! ! ! ! ! ! ! !
  • 39. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 31! ! Understanding+Newspaper! # # Newspapers! are! powerful! means! of! communication! a! main! organ! of! communication! and! markedly! easy! on! the! pocket,! easily! available! and! portable.!In!contrast!to!some!Internet!resources,!most!newspaper!articles!have! been!wellGresearched,!written!with!reliable!sources!and!edited!for!accuracy.!In!
  • 40. 32$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! general,!newspapers!are!also!more!widely!available,!most!convenience!stores! carry!several!papers,!and!local!papers!are!easily!found!in!vending!machines! on! any! city! block.! Some! larger! metropolitan! areas! even! have! free! regional! weekly! publications,! with! more! opinionGbased! articles! and! lists! of! local! events.!Newspaper!is!considered!to!be!undoubtedly!the!most!trusted!form!of! news!available!out!there.! Newspapers! mirror! the! public! views.! It! contains! both! news! and! views! on! matters! of! public! and! national! importance.! It! nowadays! stands! for! mass! communication! it! plays! a! versatile! role! in! national! life! and! in! promoting! international!understanding!and!friendship.!Newspapers!cater!to!the!needs!of! various! sections! of! society! and! have! great! influence! on! society.! It! shapes! public! opinion! and! influences! government! policies! and! decisions.! In! a! democratic! society,! they! play! the! role! of! the! guardian! of! the! rights! of! the! people.!They!serve!as!a!link!between!the!government!and!the!people.!They! express!views!on!various!matters!like!social,!political,!economic,!educational,! recreational! and! even! religious.! Thus! they! create! guide,! educate! and! shape! public! opinion.! By! raising! their! power! full! voice! against! any! attempted! invasion! on! people’s! rights! and! liberties! they! act! as! the! over! watchful! guardian!of!people.! !
  • 41. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 33! ! Newspapers!not!only!educate!and!enlighten!public!opinion!but!they!also!pay! a!role!of!educator!by!publishing!comments,!criticism!and!review!on!various! branches! of! knowledge.! The! readers! become! conversant! with! the! thought! current! of! the! world! and! it! creates! curiosity! for! knowledge! and! love! of! learning.! Every! thing! is! possible! by! knowledge! and! learning.! The! huge! circulation! of! daily! newspaper! proves! what! immense! responsibilities! the! newspapers!have!and!brings!out!their!versatile!role!in!national!life.! !
  • 42. 34$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The$Invention$And$The$Journey$Of$ Newspapers! Toda y!is!World!Press!Freedom!Day.!Nowhere!is!the!press!more!important!than!the!UK! Before! the! invention! of! newspapers! in! the! early! 17th! century,! official! government!bulletins!and!edicts!were!circulated!at!times!in!some!centralized! empires.!
  • 43. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 35! ! ! The!earliest!variation!on!a!newspaper!was!a!daily!sheet!published!in!59!BC!in! Rome!called!Acta!Diurna!(Daily!Events),!which!Julius!Caesar!ordered!posted! throughout! the! city.! These! were! daily! Roman! Official! Notices.! They! were! carved!on!stone!or!Metal!and!presented!on!message!boards!in!Public!places! like!the!Forum!of!Rome.!The!earliest!known!printed!newspaper!was!in!Beijing! in!748! .! !
  • 44. 36$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! In!1451,!Johannes!Gütenberg!used!a!press!to!print!an!old!German!poem,!and! two! years! later! printed! a! 42Gline! Bible! over! a! total! of! 1282! pages,! the! significance!being!the!mass!production!of!print!products,!ushering!in!an!era! of!newspapers,!magazines!and!books.!1457:!First!color!printing!by!Fust!and! Schoeffer.!
  • 45. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 37! ! In!the!second!and!third!centuries,!the!Chinese!circulated!news!sheets!among! court!officials.! By!1500,!the!genesis!of!a!postal!system!was!to!be!seen!in!France,!while!book! publishing!became!popular!throughout!Europe!and!the!first!paper!mill!came! to!be!founded!in!England.!Zeitung!(newspaper)!was!a!news!report!published! in! Germany! in! 1502,! while! Trewe! Encountre! became! the! earliest! known! EnglishG!language!news!sheet!in!1513.! 1556:!First!monthly!newspaper!Notizie!Scritte(written!notices)!!published!in! Venice.! The! price! of! Notizie! scritte! was! one! Venetian! coin! called! a! gazetta,! which!is!why!the!word!‘gazette’!later!came!to!mean!a!newspaper.! ! 1605:!First!printed!newspaper!published!weekly!in!Antwerp!called!Relation.! Germany]s! Avisa! Relation! oder! Zeitung,! in! 1609,! was! the! first! regularly! published!newspaper!in!Europe.!It!is!an!estimate!that!approximately!40!years! after! the! first! newspaper! in! England,! the! Oxford! Gazette! was! published,! utilising!double!columns!for!the!first!time;!the!Oxford/London!Gazette!was! considered! the! first! true! newspaper.! The! first! North! American! newspaper,! Publick!Occurrences!Both!Foreign!and!Domestick,!was!published!in!1690!in! Boston.!The!first!reference!to!“News!Papers”!in!English!was!in!1667!and!the! earliest!citation!in!the!Oxford!English!Dictionary!of!it!spelled!as!one!word!is! from!1688.!
  • 46. 38$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! News !
  • 47. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 39! ! around!since!59BC! # ! The! first! daily! newspaper! was! The! Daily! Courant! in! London,! 1702.! 1704:! Daniel!Defoe!best!known!for!his!novels,!Robinson!Crusoe!and!Moll!Flanders! is! considered! the! world’s! first! journalist,! he! published! the! Review.! In! 1754,! The!Daily!Advertiser!in!London!used!the!first!fourGcolumn!format.!!! ! On! June! 10,! 1780,! the! Pennsylvania! Packet! became! the! first! United! States! daily.! In! 1814,! the! Times! of! London! acquired! a! Printing! Press! capable! of! Printing!1100!impressions!per!minute.!This!and!the!capability!to!print!on!both! side! of! paper! was! responsible! for! making! newspapers! cheaper! and! more! openly!available!to!the!Public.!Under!a!1789!Act!of!George!III,!it!was!illegal! “for!any!hawker!of!any!newspaper”!to!“let!out!any!newspaper!for!hire!to!any! person!or!persons”.!The!rise!of!the!middle!class!transformed!newspapers!in! the!1800s.!A!penny!bought!a!New!York!newspaper!in!1833,!opening!up!the! first!mass!market!for!newspapers.!! In! 1847,! the! telegraph! was! used! as! a! business! tool,! transforming! farG away!stories.!In!the!1880! the! first! photographs! were! seen! in! newspapers,! using! halftones.!
  • 48. 40$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! In! 1870s! a! fullGpage! advert! was! run! by! coca! cola.! In! 1879! a! fullGpage! newspaper! advertisement! was! run! by! an! American! Departmental! Store! –! “John! Wanamaker”.! Wanamaker! used! a! great! deal! of! advertising! to! gain! customers.!He!ran!ads!and!columns!in!newspapers,!advertising!not!only!the! goods!he!had!for!sale,!but!what!could!be!done!with!these!goods!and!telling! stories!about!where!they!came!from.!
  • 49. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 41! ! ! In!the!1800s!,!primarily!as!a!result!of!the!Industrial!Revolution,!a!vast!culture! of!consumption!emerged.!This!was!fueled!by!advertising!and!an!abundance! of!commodities!established!its!foundations.!This!was!the!birth!of!Advertising.!
  • 50. 42$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! !
  • 51. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 43! ! ! !
  • 52. 44$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! By! 2000,! newspapers! were! juggling! priorities:! Fragmentation! of! news! consumption,!Fragmentation!of!advertising!investments,!The!advantages!and! disadvantages! of! being! a! mass! medium,! balancing! the! wants! of! the! marketplace! with! the! company]s! duty! to! provide! the! needs! of! the! marketplace.! Facts&And&Statistics%About% Newspaper! Are!you!tired!of!listening!to!the!same!speeches!about!the!news!and!media!and! you!need!some!hard!data!to!relate!to!what!exactly!it!is!all!about.!Well,!here! are!some!jaw!dropping!facts!and!statistics!about!newspaper.! ! 1. More!than!24!billion!newspapers!are!published!every!year!! ! 2. In!China,!early!governmentGproduced!newssheets,!called!TIPAO,! circulated!among!court!officials!during!the!late!Han!dynasty!(second! and!third!centuries!AD).! ! 3. The!first!modern!newspapers!were!products!of!western!European! countries!like!Germany!(publishing!Relation!in!1605),!France!(Gazette! in!1631),!Belgium!(Nieuwe!Tijdingen!in!1616)!and!England!(the! London!Gazette,!founded!in!1665.! ! 4. If!all!our!newspaper!was!recycled,!we!could!save!about!250,000,000! trees!each!year!!!! ! 5. To!produce!each!week’s!Sunday!newspapers,!500,000!trees!must!be!cut! down.! ! 6. In!India,!The!Times!of!India!is!the!largest!English!newspaper,!with!a! readership!of!7.615!million!copies!daily.! ! ! # # # # # #
  • 53. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 45! !
  • 54. 46$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Newspapers! are! recycled! into! a! number! of! products.! One! of! the! most! common! is! new! newsprint.! According! to! the! Newspaper! Association! of! America!(NAA),# • Average!newspaper!contains!30!percent!recycled!fiber!content.! • In!2006,!the!recycling!at!a!rate!for!newspapers!in!the!U.S.!reached!88! percent.! • According!to!the!Guinness!Book!of!Records,!the!daily!circulation!of!the! Soviet!newspaper!Trud!exceeded!21,500,000!in!1990,!while!the!Soviet! weekly!Argumenty!i!Fakty!boasted!the!circulation!of!33,500,000!in! 1991.! • The!future!of!newspapers!has!been!widely!debated!as!the!industry!has! faced!down!soaring!newsprint!prices,!slumping!ad!sales,!the!loss!of! much!classified!advertising!and!precipitous!drops!in!circulation.! • In!the!U.S.,!the!Wall!Street!Journal!has!a!daily!circulation!of! approximately!2.01!million,!making!it!the!most!widely!distributed! paper!in!the!country.! • The!bar!codes!of!all!newspapers!and!magazines!anywhere!in!the!world! begin!with!the!digits!977.! • The!first!crossword!in!a!British!newspaper!was!published!in!the! Sunday!Express!on!November!2,!1924.!! ! The#Connection#with#Newspaper#Media# ! How! do! you! connect! with! newspaper! media?! No! matter! how! people! receive!their!newspapers!–!in!print!or!online,!on!smartphones!or!tablets!–! they!rely!on!newspaper!media!for!their!local!news,!advertising!and!other! information.! ! Maybe!you’re!not!a!print!subscriber,!but!did!you!know!that!36!percent!of! adults!who!claim!they!did!not!read!a!newspaper!in!the!past!week!actually! did! use! one?! In! a! typical! month,! 28! million! adults! access! newspaper! content!on!their!smartphones!or!tablets.!And!in!the!past!month,!79!percent! of!adults!said!they!took!action!on!a!newspaper!ad.!Similarly,!66!percent!of! newspaper! users! reported! acting! on! a! newspaper! digital! ad.! Last! year,! NAA! surveyed! thousands! of! newspaper! readers! about! their! connection/bond!with!their!local!newspaper.!See!what!some!of!them!had! to!say!about!Wmy!newspaper.W! ! What!connects!you!to!your!local!paper?!Maybe!you!read!the!newspaper!to! keep!up!with!local,!national!or!world!news.!Or!perhaps!you!like!to!peruse! the!ads!to!find!the!best!deals!around!town,!or!discover!what!events!are! taking! place! in! your! community.! Regardless! of! what! brings! you! to! the! newspaper,!one!thing!is!always!true:!Newspapers!deliver!throughout!the! day!in!multiple!locations!and!on!multiple!platforms.!!
  • 55. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 47! ! #
  • 56. 48$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Facts%and%Statistics%About%Local% Media! • Local!newspapers!are!more#than#twice!as!trusted!as!any!other!media! channel.!Source:#IPA!Touchpoints!4!2012! ! • 30.9#million!people!read!a!local#newspaper!every!week,!making!it!the! most!widely!read!print!medium!in!Britain.!Source:#BMRB/TGI!2012! ! • There!are!1,100!local#newspapers!and!1,600#associated#websites!in!the! UK.!Source:#NS!Database! ! • Local!media!websites!attract!62#million#unique!users!each!month.! Source:#Newspaper!Society! ! • 11.5#million#people!read!a!local!newspaper!but!do#not#read!a!national! newspaper.!Source:#BMRB/TGI!2012! ! • 61%#of!adults!read!a!local#newspaper.!Source:#BMRB/TGI!2012! ! • Over#60%#of!people!act!on!the!ads!in!local#newspapers.!Source:# CrowdDNA/Loving!Local! ! • Advertising!on!local#newspaper#websites!is!77%#more#likely#to!be! believed!and!relied!upon!than!advertising!on!other!websites.!Source:# the!wanted!ads!III! ! • 11.3#million!more!UK!adults!read!a!local#newspaper#(30.9!million)! than!listen!to!commercial!radio!(19.6!million).!Source:#BMRB/TGI!2012.! ! • Local#press#is!the!most!effective!media!channel!for!generating!word!of! mouth!conversations.!Source:#IPA!Touchpoints!4!2012! ! ! ! ! ! ! ! !
  • 57. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 49! ! Terminologies+Of"Newspaper! ! Complimentary#and#substitutes#products# ! Complimentary!good!for!print!media!is!advertisements!as!it!gives!high! revenues!whereas,!Substitutes!for!print!media!are!radio,!television,!eGpapers,! online!newspaper,!door!to!door!campaigns,!exhibition,!and!pamphlet! distribution.!! ! Newsworthiness# # Newsworthiness! is! defined! as! a! subject! having! sufficient! relevance! to! the! public!or!a!special!audience!to!warrant!press!attention!or!coverage.! ! Technology# ! Soldiers!in!an!East!German!tank!unit!reading!about!the!erection!of!the!Berlin!Wall!in!1961!in! the!newspaper!Neues!Deutschland! ! Print# ! For!centuries!newspapers!were!printed!on!paper!and!distributed!physically!to! readers.! ! Online#newspaper# ! Virtually!all!printed!newspapers!have!online!editions!distributed!over!the! Internet.!An!online!newspaper,!also!known!as!a!web!newspaper,!which!exists!
  • 58. 50$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! on!the!World!Wide!Web!or!Internet,!either!separately!or!as!an!online!version! of!a!printed!periodical.! ! Custom# # A!new!trend!in!newspaper!publishing!is!the!introduction!of!personalization! through!onGdemand!printing!technologies.!Customized!newspapers!allow!the! reader!to!create!their!individual!newspaper!through!the!selection!of! individual!pages!from!multiple!publications.!This!WBest!ofW!approach!allows! reviving!the!printGbased!model!and!opens!up!a!new!distribution!channel!to! increase!coverage!beneath!the!usual!boundaries!of!distribution.!MyYahoo,!IG Google,!CRAYON,!ICurrent.com,!Kibboko.com,!Twitter.times!and!many! others!have!offered!customized!newspapers!online.! ! Circulation#and#readership# # The!number!of!copies!distributed,!either!on!an!average!day!or!on!particular! days!(typically!Sunday),!is!called!the!newspaper]s!circulation!and!is!one!of!the! principal!factors!used!to!set!advertising!rates.! Circulation!is!not!necessarily!the!same!as!copies!sold,!since!some!copies!or! newspapers!are!distributed!without!cost.!Readership!figures!may!be!higher! than!circulation!figures!because!many!copies!are!read!by!more!than!one! person,!although!this!is!offset!by!the!number!of!copies!distributed!but!not! read!(especially!for!those!distributed!free).!In!the!United!States,!the!Audit! Bureau!of!Circulation!maintains!historical!and!current!data!on!average! circulation!of!daily!and!weekly!newspapers!and!other!periodicals.! In!India,!The!Times!of!India!is!the!largestGcirculation!English!newspaper,!with! 3.14!million!copies!daily.!According!to!the!2009!Indian!Readership!Survey,!the! Dainik!Jagran!is!the!mostGread,!localGlanguage!(Hindi)!newspaper,!with!55.7! million!readers.! ! ! ! ! ! !
  • 59. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 51! ! List%of%newspapers%in%the%world%by% circulation! ! This! is! a! list! of! the! daily# newspapers# in# the# world! by! average! circulation.! Figures! are! compiled! by! the! International! Federation! of! Audit! Bureaux! of! Circulations!and!World!Association!of!Newspapers!and!News!Publishers.! Top!100!Paid!newspapers! ! Rank# Newspaper# Country# 2011# Circulatio n#(‘000)# Change# 2010# Circulation# (‘000)# 2009# Circulatio n(‘000)# 2008# Circulati on(‘000)# 1! Yomiuri!Shimbun! Japan! 9,969! !G0.5%! 10,019! 10,018! 10,021! 2! Asahi!Shimbun! Japan! 7,750! !G2.3%! 7,930! 8,025! 8,038! 3# The#Times#of#India# India# 4,090# #20.5%# 3,396# 3,327# 2,951# 4! Mainichi!Shimbun! Japan! 3,438! !G3.2%! 3,551! 3,771! 3,857! 5! Nihon! Keizai! Shimbun! Japan! 3,020! !G0.1%! 3,024! 3,052! 3,056! G! Bild! Germany! N/A! G! 2,990! 3,300! 3,142! 6! The!Sun! United! Kingdom! 2,770! !G6.2%! 2,954! 3,030! 3,096! G! News!of!the!World! United! Kingdom! N/A! G! 2,869! 3,016! 3,184! G! Chunichi!Shimbun! Japan! N/A! G! N/A! 2,728! 2,761! 7! Dainik!Jagran! India! 2,662! !G4.8%! 2,796! 2,384! 2,523! 8! Reference!News! China! 2,450! !G5.4%! 2,591! 2,701! 2,751! G! The!Chosun!Ilbo! South! Korea! N/A! G! N/A! 2,300! 2,300! G! JoongAng!Ilbo! South! Korea! N/A! G! N/A! 2,200! 2,200! G! Tokyo!Sports! Japan! N/A! G! N/A! 2,119! N/A! 9! The! Wall! Street! Journal! United! States! 2,107! !1.4%! 2,077! 2,053! 2,041! 10! People]s!Daily! China! 2,106! !G9.1%! 2,316! 2,329! 2,315! G! The!DongGa!Ilbo! South! Korea! N/A! G! N/A! 2,100! 2,100!
  • 60. 52$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! List%of%newspapers%in%India%by# readership! ! This! is! a! list! of! the! newspapers#in#India#by#readership! in! the! threeGmonth! period! ended! December! 31,! 2012.! These! figures! are! compiled! by! Media! Research!Users!Council!in!the!Indian!Readership!Survey!(IRS)!2012!Q4.! !! This! data! is! based! on! sample! survey! and! is! modelled! on! internationally! accepted!annual!sample!spread.!The!IRS!is!the!largest!continuous!readership! research!study!in!the!world!with!an!annual!sample!size!exceeding!2.56!lakh! respondents.! ! # Newspaper# Language# Daily# Readership#(in# million)# Owner# 1! Dainik!Jagran! ! Hindi! 16.370! Owned!by!Jagaran!Prakashan!Ltd.! 2! Dainik!Bhaskar! ! Hindi! 14.416! Owned!by!D!B!Corp!Ltd.! 3! Hindustan! Times! Hindi! 12.246! Owned! by! Hindustan! Media! Ventures! Ltd.! which!is!owned!by!HT!Media!Ltd! 4! Malayala! Manorama! മലയാള! മനോരമ! Malayala m! 9.760! Owned! by! Malayala! Manorama! Company! Ltd.! 5! Amar!Ujala! !! Hindi! 8.434! Owned!by!Amar!Ujala!Publications!Ltd.! 6# Times&of&India# English# 7.615# Owned#by#Bennett,#Coleman#and#Co.#Ltd.# 7! Daily!Thanthi! தினத்தந்தி! Tamil! 7.334! Founded!by!S.!P.!Adithanar! 8! Lokmat! Marathi! 7.313! Owned!by!Lokmat!Media!Limited! 9! Rajasthan! Patrika! Hindi! 6.837! Owned!by!Rajasthan!Patrika!Pvt.!Ltd.! 10! Mathrubhumi! മാതൃഭൂമി! Malayala m! 6.334! Owned!by!The!Mathrubhumi!Group!
  • 61. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 53! ! ! ! IRS 2012 Q3 Top 10 English Dailies !Publication ! The Times Of India ! Hindustan Times ! The Hindu ! The Telegraph ! Deccan Chronicle ! DNA ! Mumbai Mirror ! The Economic Times ! The New Indian Express ! The Tribune 2012 Q2 ! !7643 ! !3767 ! !2208 ! !1275 ! !1038 ! !!930 ! !!795 ! !!789 ! !!667 ! !!640 !2012 Q3 ! ! !7653 ! ! !3786 ! ! !2258 ! ! !1254 ! ! !1051 ! ! !!962 ! ! !!807 ! ! !!753 ! ! !!664 ! ! !!653 ! ! ! ! ! ! (AIR numbers;All figures in ‘000) IRS 2012 Q3 Top 10 English Magazines (AIR numbers;All figures in ‘000) !Publication ! India Today ! General Knowledge Today ! Readers Digest ! Competition Success Review ! Outlook ! The Week ! Stardust ! Pratiyogita Darpan ! Business Today ! Wisdom Periodicity ! !W ! !!M ! !!M ! !!M ! !W ! !W ! !!M ! !!M ! !!!F ! !!M 2012 Q2 ! !1554 ! !1087 ! !1009 ! !!719 ! !!483 ! !!397 ! !!416 ! !!431 ! !!408 ! !!353 2012 Q3 ! !1526 ! !1047 ! !1016 ! !!703 ! !!474 ! !!424 ! !!420 ! !!417 ! !!406 ! !!346
  • 62. 54$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Advertising! ! 1938!Dutch!newspaper!advertisement!for! women]s!clothing!sold!at!C&A!stores! ! Advertising!or!advertising!!is!a!form!of! communication!for!marketing!and!used!to! encourage,!persuade,!or!manipulate!an! audience!(viewers,!readers!or!listeners;! sometimes!a!specific!group)!to!continue!or! take!some!new!action.!Advertising!as!a! discrete!form!is!generally!agreed!to!have! begun!with!newspapers,!in!the!seventeenth! century,!which!included!line!or!classified! advertising.!Simple!descriptions,!plus!prices,! of!products!served!their!purpose!until!the!late! nineteenth!century,!when!technological! advances!meant!that!illustrations!could!be!added!to!advertising,!and!color! was!also!an!option.!An!early!advertising!success!story!is!that!of!Pears!Soap.! Thomas!Barratt!married!into!the!famous!soap!making!family!and!realized! that!they!needed!to!be!more!aggressive!about!pushing!their!products!if!they! were!to!survive.!He!launched!the!series!of!ads!featuring!cherubic!children! which!firmly!welded!the!brand!to!the!values!it!still!holds!today.!he!took! images!considered!as!Wfine!artW!and!used!them!to!connote!his!brand]s!quality,! purity!(i.e.!untainted!by!commercialism)!and!simplicity!(cherubic!children).! He!is!often!referred!to!as!the!father!of!modern!advertising.
  • 63. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 55! ! A!newspaper!typically!generates!70–80%!of!its!revenue!from!advertising,!and! the!remainder!from!sales!and!subscriptions.!The!portion!of!the!newspaper! that!is!not!advertising!is!called!editorial!content,!editorial!matter,!or!simply! editorial,!although!the!last!term!is!also!used!to!refer!specifically!to!those! articles!in!which!the!newspaper!and!its!guest!writers!express!their!opinions.! ! ! US!Newspaper!Advertising!Revenue! Newspaper!Association!of!America!published!data!! Impact!of!television!and!Internet! Facts&about&newspaper&advertising! The$ manner$ in$ which$ consumers$ read! a" newspaper" varies" from" print" and" online&to&tablets&and&smartphones.!!Take%note%of%the%compelling%newspaper% advertising+ benefits+ and+ statistics+ below+ and+ you4ll+ see+ that+ newspapers,+ in+ any$ format,$ are$ an$ important$ vehicle$ to$ reach$ an$ audience$ that$ is$ highly# desirable)to)advertisers.! • !According)to)Nielsen)study)newspaper)print!ads$gets$noticed$more$than$all$ other&media.! • Newspaper(print(ads(drive(the(highest(purchase(intent.! • Americans* think* local* newspapers* are* the* best* place* to* go* for* the* black* Friday'shopping$information.! • Newspaper(media(and(their(website(have(a(higher(level(of(Ad(engagement( than%all%other%media.!
  • 64. 56$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! • 101# million# American# adults# read# a# newspaper,# either# in# print# or# online,# each%weekday.! • 110#million#unique#visitors#viewed#newspaper#websites#in#August%2012.! • 28#million#adults#access#newspaper#content#on#their#smartphones#or#tablets# in#a#typical#month.! • 54%$ of$ newspaper$ consumers$ use$ two$ or$ more$ platforms$ to$ access$ their$ newspaper(content.! ! SHARE&OF&ADVERTISEMENT&IN& DIFFERENT(MEDIUM:# ! MEDIUM!! 2008! TV! 40.7! PRESS! 46.9! RADIO! 3.2! CINEMA! 0.7! OUTDOOR!6.8! INTERNET!1.7! !
  • 65. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 57! ! !! GROWTH# RATE# OF# ADVERTISEMENT# REVENUE# IN# DIFFERENT# MEDIUM:! ! ! ! ! ! ! ! ! The$Benefits(of(Newspaper( Advertising! At!a!time!when!TV!and!radio!audiences!are!fragmented!and!direct!mail!costs! are!rising,!nothing!beats!a!daily!newspaper!for!reach,!affordability,!flexibility! and!impact.! Reach# ! Newspapers!offer!the!broadest!reach!of!any!mass!medium:! • Broad!reach,!mass!medium!An!average!issue!of!a!daily!or!Sunday! newspaper!reaches!more!adults!than!an!average!halfGhour!of!primeG time!television.! • In!central!NH,!the!Monitor]s!daily!and!Sunday!readership!is!more!than! three!times!the!number!of!people!who!listen!to!the!region]s!mostG popular!radio!station.! • You!can!hit!every!household!with!direct!mail,!but!is!anyone!paying! attention?!Research!indicates!anywhere!from!half!to!threeGquarters!of! all!direct!mail!goes!straight!to!the!trash,!unopened!and!unread.!But! newspaper!ads!and!circulars!are!sought!out!by!consumers.! Medium! Year!of!growth!in!2008(%)! TV! 22! Press! 18! Radio! 40! Cinema! 50! Outdoor!! 14! Internet!! 45! Total!! 20!
  • 66. 58$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! • Nearly!7!out!of!10!adults!have!read!a!newspaper!in!the!past!week!–! that’s!147!million!Americans!!! • No#other#medium#has#the#in#depth#community#coverage#that# newspapers(offer.!!Over%twoGthirds'of'the'dollars'spent'in'newspaper' advertising+is+from+local+advertisers.!!This%is%one%of%the%newspaper( advertising%advantages!that$advertisers$looking$to$target$local$ communities*should*pay*attention*to.! ! ! Affordability# # • Newspaper!advertising!costs!less!per!thousand!readers!than!TV,!direct! mail!and!radio!advertising.! ! Flexibility#&#timeliness# ! • Newspapers!offer!enormous!flexibility!in!content,!design,!placement! and!frequency.!Plus,!newspapers!are!a!“rapid!response”!medium!–!you! can!refine!your!message!or!change!your!whole!campaign!in!just!two! days.! ! Impact#and#Effectiveness# # • Newspaper!advertising!has!proven!its!effectiveness!over!time.! • Readers!look!for!and!forward!to!ads!in!newspapers,!whereas!they!often! resent!advertising!in!other!media.! • Readers!rely!on!newspapers!for!shopping!information!more!than!other! media.! • Combining!text!and!visuals,!wellGdesigned!newspaper!ads!engage! your!customers!on!many!levels!–!emotional!and!intellectual.! • Newspaper!ad!design!is!versatile.!You!can!use!blockbuster!spreads!to! command!attention.! • Newspaper!ads!have!the!ability!to!communicate!lengthy,!complex!or! detailed!information!and!descriptions.! • Regular!weekly!sections!offer!opportunities!to!target!likeGminded! readers!in!an!environment!that!supports!your!message.!Occasional! special!publications!reach!even!more!likeGminded!readers.! • Readers'are'highly'engaged'with'newspapers'in'print,'online,# smartphones+and+tablets+because+they+value+the+news,+advertising+and+ local%feature%coverage.!!79%$of$newspaper$users$took$action$on$a$ newspaper(ad(in(the(past(month!(Readers(are(highly(engaged(with( newspapers(in(print,(online,(smartphones(and(tablets(because&they& value&the&news,&advertising&and&local&feature&coverage.!!79%$of$ newspaper(users(took(action(on(a(newspaper(ad(in(the(past(month!!
  • 67. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 59! ! • Newspaper!advertising!is!more!trusted!than!many!other!forms!of! advertising.! ! Disadvantages! ! •!Decreasing!market!penetration!–!many!newspaper!achieve!less!than!50%! penetration! •!Generally!declining!readership! •!Not!very!costCeffective! •!Low!usage:!browsers,!not!readers!–!spending!less!time!reading!newspaper;! readers!not!reading!every!section! •!Number!of!younger!readers!(18!to!35)!declining,!spending!less!time!reading! •!Readers!don’t!see!ads!–!most!ad!recall!studies!show!less!than!50%!of! newspaper!readers!recall!fullCpage!ads;!research!shows!that!1/4!page!ads! generate!scores!almost!equal!to!fullCpage!ads! •!Little!targeting!–!difficult!to!accommodate!selective!market!targeting;!zoned! editions!often!too!large!to!match!desired!target! •Coupon!redemption!declining! •!Clutter!–!profitable!newspapers!are!60C75%!advertising.!No!exclusivity!or! separation!guaranteed! •!Losing!exclusive!status!with!classified!advertisement!in!recruitment,! automotive!and!real!estate;!competition!from!Internet!and!other!media! •!Variety!of!volume!discounts,!rate!cards,!zones,!market!sizes!cost!effectiveness! comparisons!difficult!Combine! ! ! ! The$newspaper!ups$and$downs$in$ history! The! newspaper! industry! has! always! been! cyclical,! and! the! industry! has! weathered! previous! troughs.! But! while! television]s! arrival! in! the! 1950s! presaged! the! decline! of! newspapers]! importance! as! most! people]s! source! of! daily!news,!the!explosion!of!the!internet!in!the!1990s!and!the!first!decade!of! the! 21st! century! increased! the! panoply! of! media! choices! available! to! the! average! reader! while! further! cutting! into! newspapers]! hegemony! as! the! source!of!news.! Both!television!and!the!Internet!bring!news!to!the!consumer!faster!and!in!a! more!visual!style!than!newspapers,!which!are!constrained!by!their!physical! form! and! the! need! to! be! physically! manufactured! and! distributed.! The! competing! mediums! also! offer! advertisers! the! opportunity! to! use! moving! images! and! sound.! And! the! Internet]s! search! function! allows! advertisers! to! tailor! their! pitch! to! readers! who! have! revealed! what! information! they]re! seeking!–!an!enormous!advantage.!
  • 68. 60$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The! Internet! has! also! gone! a! step! further! than! television! in! eroding! the! advertising!income!of!newspapers,!as!–!unlike!broadcast!media!–!it!proves!a! convenient!vehicle!for!classified!advertising,!particularly!in!categories!such!as! jobs,!vehicles,!and!real!estate.!! Press! baron! Rupert! Murdoch! once! described! the! profits! flowing! from! his! stable! of! newspapers! as! Wrivers! of! gold.W! But,! said! Murdoch! several! years! later,! Wsometimes! rivers! dry! up.W! WSimply! put,W! wrote! Buffalo! News! owner! Warren!Buffett,!Wif!cable!and!satellite!broadcasting,!as!well!as!the!internet,!had! come!along!first,!newspapers!as!we!know!them!probably!would!never!have! existed.W! As! their! revenues! have! been! squeezed,! newspapers! have! also! been! increasingly!assailed!by!other!media!taking!away!not!only!their!readers,!but! their!principal!sources!of!profit.!Many!of!these!]new!media]!are!not!saddled! with!expensive!union!contracts,!printing!presses,!delivery!fleets!and!overhead! built! over! decades.! Many! of! these! competitors! are! simply! ]aggregators]! of! news,! often! derived! from! print! sources,! but! without! print! media]s! capitalG intensive! overhead.! Some! estimates! put! the! percentage! of! online! news! derived!from!newspapers!at!80%.! WNewspapers! are! doing! the! reporting! in! this! country,W! observed! John! S.! Carroll,! editor! of! The! Los! Angeles! Times! for! five! years.! WGoogle! and! Yahoo! aren]t! those! people! putting! reporters! on! the! street! in! any! number.! Blogs! cannot!afford!it.W!(Editor!Carroll!resigned!from!The!Times!in!2005!in!the!face!of! parent!Tribune!Company]s!demands!that!he!slash!newsroom!staff.)! ! Sayings:! Put! it! before! them! briefly! so! they! will! read! it,! clearly! so! they! will! appreciate!it,!picturesquely!so!they!will!remember!it!and,!above!all,!accurately! so!they!will!be!guided!by!its!light.!Joseph!Pulitzer,!American!publisher,!1847G 1911! ! People!may!expect!too!much!of!journalism.!Not!only!do!they!expect!it!to!be! entertaining,!they!expect!it!to!be!true.!!Lewis!H.!Lapham,!American!publisher! and!editor,!b.!1935! ! Literature!is!the!art!of!writing!something!that!will!be!read!twice;!journalism! what!will!be!grasped!at!once.!Cyril!Connolly,!British!editor,!1903G1974! ! ! # # # # # #
  • 69. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 61! ! # # # # # # # # # # # The$Evolution$and$Journey$of$ Indian&Newspaper! # # ! !
  • 70. 62$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! • The! first! newspaper! in! India! was! James! Augustus! Hickey’s! Bengal! Gazette!or!Calcutta!General!Advertiser!published!in!1780!in!Calcutta.! • James!Augustus!Hickey!is!considered!as!the!“father!of!Indian!press”.! • The!largest!number!of!newspapers!are!published!in!the!State!of!Uttar! Pradesh! and! the! language! in! which! the! maximum! number! of! newspapers!are!published!is!Hindi.! • On!July!1,!1822!the!first!Gujarati!newspaper!the!Bombay!Samachar!was! published!from!Bombay.! • The!oldest!existing!newspaper!in!India!is!Bombay!Samachar!published! in!1822!in!Gujarati.! • The!first!newspaper!in!an!Indian!language!was!the!Samachar!Darpan! in!Bengali.! • The!first!Hindi!newspaper,!the!Oodunt!Marthand!began!in!1826.! • The!oldest!existing!English!daily!is!the!Times!of!India!(1838).! • Malayala! Manorama! enjoys! the! distinction! of! being! the! newspaper! with!the!highest!circulation!and!the!Times!of!India!is!the!largest!selling! English!daily.! • The!first!Tamil!newspaper,!Swadesamitran,!was!launched!in!the!year! 1899.! • The!Press!Trust!of!India!(PTI)!was!the!first!news!agency!in!India.! • Hindustan!Times!(HT)!is!an!Indian!EnglishGlanguage!daily!newspaper! founded!in!1924.! • The!Hindu!is!an!Indian!EnglishGlanguage!daily!newspaper!founded!in! 1878.! • Malayala!Manorama!was!founded!in!the!year!1888!and!first!published! as!a!weekly!on!14!March!1890.! • Audit! Bureau! of! Circulations! (India)! (ABC)! certifies! and! audits! the! circulations! of! major! publications,! including! newspapers! and! magazines!in!India.!Audit!Bureau!of!Circulations!(India)!was!founded! in!the!year!1948.! ! The!Indian!language!papers!have!taken!over!the!English!press!as!per!the! latest!NRS!survey!of!newspapers.!The!main!reason!is!the!marketing!strategy! followed!by!the!regional!papers,!beginning!with!Eenadu,!a!Telugu!daily! started!by!Ramoji!Rao.!The!second!reason!is!the!growing!literacy!rate.! Increase!in!the!literacy!rate!has!direct!positive!effect!on!the!rise!of!circulation! of!the!regional!papers.!The!people!are!first!educated!in!their!mother!tongue!as! per!their!state!in!which!they!live!for!e.g.!students!in!Maharashtra!are! compulsory!taught!Marathi!language!and!hence!they!are!educated!in!their! state!language!and!the!first!thing!a!literate!person!does!is!read!papers!and! gain!knowledge!and!hence!higher!the!literacy!rate!in!a!state!the!sales!of!the! dominating!regional!paper!in!that!state!rises.!!The!next!reason!is!localization! of!news.!Indian!regional!papers!have!several!editions!for!a!particular!State!for!
  • 71. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 63! ! complete!localization!of!news!for!the!reader!to!connect!with!the!paper.! Malayala!Manorama!has!about!10!editions!in!Kerala!itself!and!six!others! outside!Kerala.!Thus!regional!papers!aim!at!providing!localised!news!for!their! readers.!Even!Advertisers!saw!the!huge!potential!of!the!regional!paper! market,!partly!due!to!their!own!research!and!more!due!to!the!efforts!of!the! regional!papers!to!make!the!advertisers!aware!of!the!huge!market.! ! !!!!!!!!The!Indian!Newspaper!industry!is!one!of!the!largest!in!the!world.!It! publishes!the!largest!number!of!paidGfor!titles!in!the!world.!In!1997,!the!total! number!of!newspapers!and!periodicals!published!was!41705,!which!include! 4720!dailies!and!14743!weeklies.!The!highest!numbers!of!newspapers!was! published!in!Hindi,!16864.!Newspapers!in!India!are!measured!on!two! parameters,!circulation!and!readership.!!Circulation!is!certified!by!the!Audit! Bureau!of!Circulations!which!is!an!industry!body.!Readership!is!estimated!by! two!different!surveys,!The!Indian!Readership!Survey!(IRS)!and!the!National! Readership!Survey!(NRS).! ! Categorization*Of*Players*In*The* Industry! Category!! Players!! Dailies!! Deccan! Chronicle,! The! Times! of! India,! The! Hindu,! Aaj! Tak,! India!Abroad,!Deepika!Global,!Asian!Age! Business! dailies!! The! Economic! Times,! The! Financial! Express,! Business! Line,! Business!Standard! Weeklies! and! Monthlies! The! Week,! Outlook,! India! Today,! Asha! kiran,! Panchjanya! weekly! Regional!! ! Andhra! Pradesh:! Deccan! Chronicle,! Andhra! Bhoomi,! Hindi! Milap! Delhi:!Hindustan!Times,!Pioneer! Maharashtra:! Bombay! MidGday,! Lokmat! Times,! Sakaal! ,! Loksatta! West!Bengal:!The!Telegraph,!The!Statesman!!
  • 72. 64$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Film!related! ! Filmfare,!Screen,!Planet!Bollywood,!Indian!Express!Bollywood! Scoop,! Apun! Ka! Choice,! Indian! Television,! RedifIndia,! Film! Trip,!Star!Dust!! Computer! related!! PC!Quest,!Cyber!India,!Data!Quest,!Voice!&!Data,!Computers! Today,!Express!Computer,!Silicon!India! Others! The! Onion,! India! Today! Plus,! Des! Pardes,! India! Together,! Teens!Today,!Andhra!Jyothi!in!telugu,!Wow!Hyderabad,!Zee! Premiere,!Showtime,!Arcade,!JAM,!India!Talkies! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • 73. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 65! ! The$Times$Group! # # # The# Times# Group! (also! referred! as! Bennett,# Coleman# and# Co.# Ltd.)! is! the! largest!mass!media!company!in!India.!The!company!remains!a!familyGowned! business! as! the! descendants! of! Sahu! Jain! family! controls! majority! stake! in! Times! Group.! The! Times! Group! has! over! 11,000! employees! and! revenue! exceeding!$1.5!billion.! ! !
  • 74. 66$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The!company!has!sixteen!publishing!centres,!fifteen!printing!centres,!fiftyGfive! sales!offices,!Over!11,000!employees,!five!dailies,!including!two!of!the!largest! in! the! country! with! approx! 4.3! million,! copies! circulated! daily,! two! lead! magazines,! twentyGnine! niche! magazines! reaching! 2468! cities! and! towns,! thirtyGtwo! Radio! Stations.! The! Times! Group! is! India’s! largest! media! conglomerate! with! its! flagship! Bennett,! Coleman! and! Company! Limited! (BCCL)! being! the! largest! publishing! company! in! India! and! SouthGAsia.! Starting! off! with! The! Times! of! India! –! which! is! now! the! largest! English! publication!in!the!world,!BCCL!and!its!subsidiaries!(called!The!Times!of!India! Group),! are! present! in! every! existing! media! platform! –! Newspapers,! Magazines,!Books,!TV,!Radio,!Internet,!Event!Management,!Outdoor!Display,! Music,! Movies! and! more.! With! a! turnover! exceeding! a! billion! dollars,! the! group! has! the! support! of! over! 25,000! advertisers,! 11,000! employees! and! an! audience!spanning!across!all!continents.! ! Bennett,#Coleman’s#holdings#include:# • The& Times& of& India! –! Their! flagship! product! and! the! world’s! largest! English! broadsheet! daily,! with! a! circulation! of! 2.2! million! copies! nationwide!daily!and!readership!of!4!million.! • The&Economic&Times!–!India’s!most!widely!read!financial!paper!and!the! second!largest!English!business!daily!newspaper!with!a!circulation!of! 400,000.! • Femina!–!Magazine!for!the!modern!Indian!woman.!!Femina!organizes! the!Miss!India!pageants,!the!national!feeder!for!Miss!Universe.! • Filmfare!–!Magazine!about!the!Indian!film!and!entertainment!industry! (Bollywood).! • Navbharat& Times/Sandhya& Times! –! The! nation’s! leading! Hindi! daily! newspapers.! • Times#FM!–!The!largest!FM!broadcaster!in!five!Indian!cities,!with!an! audience!of!over!7!million!people.! • Internet#–!Websites!of!their!publications!as!well!as!a!media!portal.# • Planet#M#Retail#–#Music!and!entertainment!store.# • Times#Music#Label#–#Indian!and!International!music.# #
  • 75. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 67! ! Key#Businesses:# • Publishing! • Largest! publishing! co! in! India:! 13! newspapers,! 18! magazines,! 11! publishing!centers,!26!printing!centers! • Largest!English!newspaper!in!India!by!circulation!(and!the!world)! • Largest! Business! newspaper! in! India! by! circulation! (2nd! largest! English!Business!daily!in!the!world,!behind!WSJ)! • Largest! NonGEnglish! newspapers! in! Mumbai,! Delhi,! Bangalore! by! circulation!(India’s!three!largest!cities)! • Television! • Largest!English!News!TV!Channel,!No.!2!English!Business!News!TV! Channel! • Largest! Bollywood! News! and! Lifestyle! TV! Channel,! No.! 2! English! Movies!TV!Channel! • Digital! • Largest!Indian!network!based!on!traffic!and!revenue!(behind!Google,! Facebook,!Yahoo)! • Operates! 30+! digital! businesses,! most! of! which! are! Top! 3! in! their! competitive!segment! • Most!popular!B2C!mobile!short!code!in!India,!across!SMS,!voice,!WAP,! and!USSD!Radio! • Largest! radio! network! in! India! by! revenue! and! listenership,! with! 32! stations! • Operates!the!largest!rock!radio!station!in!the!UK! • Out7of7home! • Largest!OutGofGhome!advertising!business!in!India!with!presence!in!all! major!metros! • Owns!advertising!contracts!in!most!major!airports!in!India.! • Other#Activities! • Music! • Movies! • Syndication! • Education! • Financial!Services! • Event!Management! • Specialised!publications!G!including!books!and!multimedia! & ! ! ! !
  • 76. 68$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Once%upon%a%time…%The%Story%of% Times&Of"India"and"some"rare"facts!
  • 77. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 69! ! 1834!–!East!India!Co.!lost!its!monopoly!when!its!Trade!Charter!was!abolished.! Mumbai,! when! Cotton! was! King! and! the! Chamber! of! Commerce! ruled! Supreme!•!1836!G!Bombay!Chamber!of!Commerce!founded,!Bank!of!Bombay! set!up!and!a!steamship!service!started.!This!marked!a!shift!in!importance!for! Mumbai! Harbour! view! around! 1880,! at! Calcutta! as! a! trading! hub! the! spot! where! there! is! a! pavalion! –! today! we! have! the! Gateway! of! India! towards! Bombay.! ! Recognizing!that!Mercantile!was!vital!to!the!powering!of!the!Trade!engine,!a! British!syndicate!Sir!Jamsetjee!Jeejeebhoy!Ballard!Estate!&20!Century.!at!the! start!of!the!Ballard!Pier!th!of!11!firms,!2!barristers!and!a!Doctor!founded!the! Bombay! Times! &! Journal! of! Commerce.! There! was! also! a! native! merchant! Prince!–!Jamsetjee!Jeejeebhoy.!In!its!First!Avatar,!The!Times!of!India!was!the! Bombay!Times!&!The!First!Editor!of!the!Newspaper!and!also!the!Journal!if! Commerce.!Most!of!its!News!was!Shipping!Secretary!of!the!Bombay!Chamber! of!Commerce!Intelligence!was!Dr.J.E.Brennan.! The! newspaper! experienced! proprietary! changes! in! 1846.! Under! Editor! Dr.George! Buist! the! paper! was! amalgamated! with! Bombay! Standard! and! turned!into!a!„Daily‟!Bombay!Times!&!Standard.!•!1850!was!also!the!year!in! which!the!shareholders!decided!to!increase!the!share!capital!of!the!company! to!turn!it!into!a!daily.!
  • 78. 70$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! 1855! G! Telegraph! Services! opens! up! in! India! shortly! afterwards,! the! paper! signs! an! agreement! with! Reuters! for! raising! news! coverage! and! lowering! subscription!rates.!•!1861!–!Under!Editor!Robert!Knight,!the!Newspaper!was! reGchristened!as!„The!Times!Of!India‟!(an!amalgamation!of!„Bombay!Times‟,! „Bombay!Standard‟!and!„Bombay!Telegraph!and!Courier.! By! this! time! Bombay! had! become! the! commercial! capital! of! India! and! The! Times!of!India!began!to!be!recognized!as!a!National!Newspaper,!circulation! now!not!being!confined!only!to!Bombay.!•!1880!–!The!Times!of!India!Weekly! Edition!launched,!to!meet!the!need!for!a!weekend!newspaper.!This!later!came! to!be!known!as!The!Illustrated!Weekly!of!India.! Nostalgia!The!first!issue!of!The!Times!of!India!Weekly!edition!on!January!3,! 1880!created!waves!in!Indian!journalism.!It!was!first!merely!a!concentrate!of! the!week]s!news!and!leading!articles.!But!it!wasn]t!long!before!of!it!broke!free! of!this!modest!format.!The!Illustrated!Weekly!of!India!as!It!finally!came!to!be! reincarnated! in! 1929,! had! many! illustrious! editors! .! The! Weekly! ceased! on! November!13,!1993.! !
  • 79. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 71! ! 1890!–!Editor!Henry!Curwen!bought!The!Times!of!India!in!partnership!with! Charles!Kane.!•!1892!–!T.J.Bennett!–!Editor!of!The!Times!of!India!becomes!the! Sole!Proprietor!of!the!Newspaper!and!invited!F.W.Coleman,!a!Master!Printer! with!experience!in!Newspaper!Production!to!enter!into!a!partnership.! This!was!the!formation!of!“Bennett,!Coleman!&!Co.Ltd.”!By!1907!The!Times! of! India! had! become! an! Opinion! forming! Instrument.! •! 1907! –Under! the! Editorship!of!Sir!Stanley!Reed!the!first!form!of!Price!Cuts!came!into!being!–! Price!cut!from!4!annas!to!1!anna.!He!was!one!of!the!longest!serving!Editors! from!1907G1923.!•!He!also!revolutionised!news!production!by!extending!the! deadline!to!midnight.!Until!then!any!news!that!came!in!after!5pm!was!held! over!for!the!next!day.! ! In!1951,!during!the!Indian!National!Congress‟s!57th!Special!Annual!Session!at! Satyawati! Nagar,! New! Delhi,! The! Times! of! India! was! present! with! a! small! stall!showcasing!the!Newspaper.! !
  • 80. 72$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! The! Times! of! India! building! when! the! office! shifted! in! 1902! to! its! present! locations,!on!what!is!now!Dadabhoy!Naoroji!Road,!Mumbai!1913!–!Formation! of!Joint!Stock!Company!–!BCCL!In!1923!the!newspaper!came!under!Indian! Ownership!of!Ramakrishna!Dalmia.! 1961:!The!Economic!Times!is!launched.! ! India]s!first!evening!newspaper!was!launched!on!November!5,!1923.!After!64! eventful!years!this!tabloid!was!discontinued!on!May15,!1987.! In!1940!on!new!Year]s!day!for!the!first!time!news!appeared!on!the!front!page.! Sir!Francis!Lowe!was!the!editor.! 1947,!India!awoke!to!Freedom,!The!Times!of!India!to!an!enhanced!role!in!the! Country‟s!development.!1948!G!Sahu!Jain!Group!became!the!Owners!of!the! Company!under!Chairmanship!of!Shanti!Prasad!Jain.! Bombay,! a! world! within! a! city,! needed! a! newspaper! all! to! itself.! When! globalization! was! still! the! prerogative! of! colonialism,! a! newspaper! was! established!to!address!precisely!this!demand.!Started!on!October!21,!1994!it! provided!individualized!attention!to!the!unique!needs!of!the!megapolis.!With! it! The! Times! of! India! becomes! an! even! more! complete! newspaper.! Bachi! Karkaria!as!its!first!Editor.! !
  • 81. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 73! ! ! ! ! 1988:!The!Times!of!India!celebrates!150!years.!Celebration!is!continued!for!2! more!years!due!to!its!immense!success!in!catalyzing!art,!music!and!fashion! industries!in!India.Times!of!India!organised!debates!rage!around!the!country! on! role! of! media,advertising,cinema,journalism,! print! production! and! mass! communication,!and!become!the!precursor!of!India]s!economic!liberalization.! 1976!–!Under!the!Leadership!of!Late!Ashok!Jain,!Chairman,!Bennett,!Coleman! &! Co.Ltd.,! The! Times! Group! became! one! of! the! Country‟s! largest! Media! Groups!and!has!now!been!around!for!over!170!years.! The! Independent! was! positioned! to! serve! the! intellectual! and! the! affluent! community!of!the!city.!It!promised!to!give!a!balanced!view!of!both!sides!of! the!coin.!Vinod!Mehta!was!its!first!Editor.!The!Independent!closed!down!on! October!14,!1994! The! Independent! On! Saturday! emerged! in! an! even! more! energetic! and! innovative! avatar,! it! became! The! Metropolis! On! Saturday! from! February! 6,1993!as!a!weekend!newspaper.!Later!it!focused!more!sharply!on!the!local! needs! of! this! metropolis! retaining! its! position! as! the! cutting! edge! of! newspaper!publishing!right!through!its!existence.!This!publication!ceased!on! June!14,!1997.!
  • 82. 74$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! 1998:!BCCL!enters!into!music!market!with!Times!Music.! 1999:! Indiatimes! webportal! launched;! BCCL! enters! music! retailing! business! with!Planet!M.! 2000:!The!Times!of!India!crosses!the!2!million!mark!in!circulation.! 2004:! • Launch!of!the!Jobs!portal!Times!Jobs.! • Television! Business! launched! with! the! launch! of! a! lifestyle! and! entertainment!channel!called!z00m.! 2012! • Launch! of! The! Times! of! India,! Kerala,! Visakhapatnam! and! Raipur(Chhattisgarh)!Edition! • Launch! of! WAlive! App! *! Alive! app! W! in! partnership! with! Adstuck! Consulting!an!Augmented!Reality!App! # 2013:! Times! of! India! group! celebrated! 175! years! of! journey! and! India’s! journey!to!a!global!superpower.!The!Times!of!India!has!been!a!chronicler!of! the! India! story,! documenting! every! twist! and! turn! of! this! great! country]s! journey!from!bondage!to!freedom!for!the!past!175!years,!mainstreaming,!even! in!its!early!days,!distant!areas!of!the!country,!bringing!alive!the!story!of!the! common!man.! # # # # # # # # # # # # # # # # #
  • 83. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 75! ! ! !
  • 84. 76$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! #
  • 85. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 77! ! Professional+Management! ! They!have!an!executive!management!team!that!has!a!blend!of!media!industry! experience!and!professional!expertise!drawn!across!different!industries.!They! have!attracted!individuals!who!previously!held!senior!management!position! in!other!leading!India!and!international!companies.!Their!board!of!directors! consists! of! eminent! personalities! with! diverse! backgrounds,! who! take! a! leadership!role!in!driving!their!business!growth!strategy.! !
  • 86. 78$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! & In!the!175!years!since,!The!Times!of!India!has!become!the!unofficial!masthead! of!India,!chronicling!every!momentous!milestone!in!its!history:! !
  • 87. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 79! ! MOVING&WITH&THE&TIMES:&Nehru!and!Indira!pore!over!a!copy!of!The!Times!of! India.! Over! the! years,! this! paper! has! shifted! its! sights! from! simply! chronicling! to! interpreting! and! forecasting—and! on! certain! issues,! actively! participating! in! the! conversations!that!animate!our!communities!and!cities.! ! !
  • 88. 80$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The! Times! of! India! has! lived! through! floods! and! famine,! plagues! and! earthquakes! to! tell! the! story! of! every! proud! first! for! India:! first! train! (from! Bombay! to! Thane,! 1853),! first! women]s! college! (Bethune! in! Calcutta,! 1849),! first! film! show! (in! Bombay,! 1896),! first! nonGEuropean! Nobel! laureate! for! Literature!(Rabindranath!Tagore,!1913),!first!Indian!Miss!World!(Reita!Faria,! 1966),!and!first!Indian!satellite!in!space!(Aryabhatta,!1975).! ! A! leading! American! publisher! famously! described! newspapers! as! the! Wfirst! rough!draft!of!historyW.!Nowhere!is!that!sense!of!history!in!the!making!more! palpable!than!in!The!Times!of!India]s!treasure!trove!of!a!library!in!Mumbai.! It]s!possible!to!spend!weeks!and!months!trawling!the!pages!of!TOI!without! once!being!bored.!As!with!any!first!rough!draft,!mistakes!and!missteps!are! but!inevitable;!every!morning!when!the!warm!sun!shines!on!cold!print,!one!is! confronted!with!the!lessGthanGperfect!editorial!judgments!made!the!previous! night!under!a!ticking!clock.! ! The!fact!that!this!paper!has!grown!from!a!single!edition!of!a!few!thousand! copies! to! some! 50! editions! with! a! circulation! of! close! to! five! million! —! the! largest!in!the!world!for!any!English!newspaper!by!a!long!margin!—!speaks!of! its!ability!to!divine!the!everGchanging!mood!of!this!chaotic,!contradictory!and! creative! superpowerGinGwaiting,! which! lives! in! many! centuries! all! at! once.! Which!big!brand!in!India!(and!how!many!globally)!can!claim!to!have!been! around! 175! years! ago! and! grown! the! way! The! Times! of! India! has?! We! are! often! asked,! how! do! you! do! it?! The! secret,! we! believe,! lies! in! being! contemporary!and!relevant!—!the!WOld!Lady!of!BoribunderW!remains!young!at! heart,!nimble!on!her!feet,!and!razorGsharp!up!there.!Incredibly!proud!though! we!are!of!our!heritage,!we!don]t!sail!solely!on!it,!but!work!continually!to!leave! behind!a!legacy!even!more!iconic!than!the!one!we]ve!inherited.! ! Our! heartbeat! quickens! and! our! adrenaline! rushes! on! big! banner! headline! days! when! we! commandeer! every! resource! at! our! disposal! to! bring! our! readers!W360Gdegree!saturation!coverageW,!leaving!little!for!the!magazines!to! report!or!analyse.!But!the!bigger!challenge!is!to!keep!our!readers!engaged!on! days!when!a!huge!scam!isn]t!being!unearthed!or!a!world!cup!isn]t!being!won.! !
  • 89. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 81! !
  • 90. 82$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! At!its!core,!The!Times!of!India!is!about!society!in!transition,!it!is!about!the! hopes! and! dreams! of! individuals,! communities! and! nations.! India! is! transforming!—!for!better!and!for!worse!—!in!ways!many!of!us!cannot!even! begin!to!fathom.!These!changes!are!both!invigorating!and!unsettling.!We!at! The!Times!of!India!want!to!help!you!tread!this!churn!by!providing!context,! analysis,!insight!and!perspective.!In!the!breathless!and!often!confusing!world! of!Wbreaking!newsW,!we!believe!it!is!our!duty!to!separate!the!signal!from!the! noise! by! giving! you! the! WwhyW! and! Wwhat! nowW! instead! of! just! the! Wwhen,! where,!what!and!howW.!For!our!informed!and!sophisticated!readers,!concerns! about!the!longerGterm!implications!of!a!decision!or!development!are!likely!to! rise! above! the! heat! and! dust! of! the! hereGandGnow.! It! is! our! constant! endeavour!to!add!value!in!a!manner!that!allows!you!to!move!seamlessly!from! information!to!intelligence!to!knowledge!to!understanding!and!ultimately,!to! a!higher!state!of!consciousness.! ! This! paper! is! as! much! about! ideas! as! it! is! about! events.! We! are! passionate! about!tracking!and!anticipating!trends!so!that!you!can!fashion!them!to!your! advantage.!And!we!are!committed!to!partnering!you!in!becoming!better!than! you!thought!you!could!be.! ! Our! lives,! and! yours,! are! being! reshaped! at! numerous! intersections! —! of! culture!and!society,!malls!and!chawls,!technology!and!law,!urban!and!rural,! politics!and!business,!global!and!local,!class!and!caste,!talent!and!enterprise,! sports! and! entertainment! —! and! most! worryingly,! pelf! and! poverty,! aspiration!and!frustration.! ! We!are!at!a!critical!crossroads,!and!many!of!us!are!not!quite!sure!if!red,!green,! amber!still!mean!stop,!go,!wait!(or!should!we!jump!the!red!and!be!wary!of!the! green?)!Truth!is,!we!have!no!masters!and!no!hidden!agendas.!Our!dharma!is! to!serve!our!readers.!Which!is!why!we!take!constructive!criticism!seriously! and!listen!when!you!speak.!Political!parties!go!to!the!people!once!every!five! years;!we!seek!your!mandate!every!day!of!the!year.!The!relationship!between! The!Times!of!India!and!its!readers!is!a!nuanced!one.!There!exists!an!invisible! line!of!tension!between!what!the!editor!thinks!the!reader!should!be!interested! in,! and! what! the! reader! thinks! the! editor! should! offer! him! or! her.! It! is! the! editor]s!job!to!strike!that!delicate!balance.!What!appears!in!the!paper!is!often! the! product! of! hours! of! intense! debate! and! introspection! over! content! and! tone.!In!the!last!few!months,!for!instance,!we!have!asked!ourselves!countless! times,! should! we! be! carrying! so! many! stories! of! rape! on! the! front! page?! If! there!is!indeed!a!right!answer,!we!still!haven]t!found!it.!We!are!told!by!those! whose! opinion! we! value,! WWe! find! these! stories! very! disturbing.! Can]t! you! play!them!down?W!But!there!is!an!equal!and!opposite!view,!again!from!people! we! respect,! saying,! WPlease! don]t! bury! these! stories,! you! need! to! keep! the! pressure!on.W!
  • 91. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 83! ! ! Reader!interaction!has!always!been!central!to!The!Times!of!India]s!way!of!life.! Our!WLetters!to!the!EditorW!column!has!been!graced!by!unpaid!correspondents! such! as! M! K! Gandhi,! Nehru,! Ambedkar,! Jinnah,! Churchill,! Bal! Gangadhar! Tilak,!C!Rajagopalachari,!Indira!Gandhi,!Jayaprakash!Narayan,!Ram!Manohar! Lohia,! Charan! Singh,! Bertrand! Russell,! Baden! Powell,! Nirad! C! Chaudhuri,! Vijay!Merchant,!Malcolm!Muggeridge!and!David!Sassoon.! ! Much!as!we!respect!—!and!seek!to!reflect!—!the!sentiments!of!our!readers,!we! choose! sometimes! to! swim! against! the! tide! of! popular! opinion.! On! Section! 377,! for! instance,! we! ignored! dire! warnings! that! our! campaign! to! decriminalize! homosexuality! would! alienate! our! conservative! readers.! We! went!with!our!conviction!that!homosexuality!must!not!constitute!criminality.! ! Lord! Curzon,! who! ran! India! as! Viceroy! at! the! turn! of! the! last! century,! described! The! Times! of! India! as! Wthe! leading! paper! in! AsiaW.! Later,! TOI]s! account!of!Prince!George]s!visit!in!1921!was!considered!accurate!enough!to!be! incorporated!as!semiGofficial!royal!record.!We!are!extremely!conscious!of!our! responsibility!to!be!reliable!and!credible,!but!official!stamps!of!approval,!then! or!now,!don]t!float!our!boat.!The!support!and!trust!of!our!readers!mean!much! more! to! us! —! in! large! part! because! we! truly! and! sincerely! believe! in! the! primacy!of!the!individual!over!the!state.!We!have!over!the!years!shifted!our! sights! from! simply! chronicling! to! interpreting! and! forecasting! —! and! on! certain! issues,! actively! participating! in! the! conversations! that! animate! our! communities! and! cities.! The! introduction! of! WTimes! ViewW! across! the! news! pages!of!the!paper,!including!the!front!page,!was!aimed!at!shaping!opinion! and! driving! change.! It! would! be! immodest! of! us! to! recount! the! number! of! times! when! a! WTimes! ViewW! has! impacted! policy,! led! to! new! thinking,! and! triggered!changes!in!law.!Courts,!governments!and!legislatures!have!time!and! again!taken!cognizance!of!our!views!and!acted!on!them.!We!don]t!seek!power! or!influence,!but!if!we!can!use!the!columns!of!this!paper!to!do!good,!it!makes! what!we!do!so!much!more!worthwhile.! ! It!is!this!spirit!of!making!a!difference!that!has!prompted!us!to!launch!such! initiatives! as! The! Times! Of! India! Social! Impact! Awards,! Teach! India,! Lead! India,!Aman!ki!Asha,!Times!Scholars,!City!of!Angels!and!Know!Your!Rights,! as!well!as!editionGspecific!campaigns!for!women,!children!and!the!elderly.!We! stand! for! good! governance! and! greater! accountability! from! our! elected! servants,! for! gender! equality,! for! stronger! civil! and! civic! rights,! for! liberal! values,!and!for!a!world!where!the!mind!is!without!fear.! ! ! ! !
  • 92. 84$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Subsidiaries! ! The!Times!Group!subsidiary!companies!include:! ! ENIL7#Entertainment#Network#India#Limited#&## TMIL7#Times#Innovation#Media#Limited.## ! That!together!control! •!360!degrees!Events! •!Times!Outdoors! •!Mirchi!Movies!Limited!Film!Entertainment,!producers!of!BEING!CYRUS.! ! Times#Internet#Limited# # Times!Internet!Limited!is!one!of!the!largest!internet!companies!of!India.!It!has! interest!in!online!news,!online!business!news,!Hindi,!Marathi,!Bengali!news,! mobile,! EGCommerce,! music,! video,! and! communities.! Some! of! the! larger! properties!of!TIL!includes:! •!Indiatimes!shopping!! Straddling Multi Media Spaces NEW MEDIA !PRINT ! ! The Times Of India The Economic Times !Times Infoline Mumbai Mirror Navbharat Times ! Maharashtra Times Sandhya Times Bangalore Mirror Vijaya Karnataka ENIL Radio Mirchi 360 Degree Times OOH Media Times Internet Ltd (TIL) Indiatimes.com 8888 Timesofmoney.com Dailies Timesmatri.com Timesjobs.com TV Zoom TIMES NOW ! ! ! !Optimal !!Media The Times Of India Kannada ! Epaper Solutions (JV with !BBC) Femina Filmfare Top Gear Allure Time n Style Magazines Times Entertainment Times Music Times Retail Times Multimedia
  • 93. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 85! ! •!Indiatimes! •!Timescity.com!! •!Timesjobs.com! •!Gaana.com! •!BoxTV.com! •!timesDeal! •!MensXP.com! ! TimesofMoney# # Times!of!Money!operates!financial!remittance!services!for!Indians!abroad!to! send!money!back!to!India.!Their!product!remit2India!is!a!standalone!product,! while!also!powering!the!remittance!services!of!banks!globally.! ! Times#Global#Broadcasting#Limited# ! Television!division.!It!is!also!called!Times!Television!Network.!Times!Now!A! general! interest! news! channel! Smart! Hire! A! consulting! Division! –! Recruitments! ET! Now! a! business! news! channel! Zoom! A! 24x7! Bollywood!! entertainment! and! gossip! channel! Movies! Now! A! 24x7! Hollywood! Movies! channel!in!High!Definition!(India’s!first).!!! ! Times#Business#Solution# ! •!TBSL!corporate!website!of!TBSL.! •!TimesJobs,!A!jobs!portal.! •!Techgig,!a!professional!networking!site!for!Technology!Peoples.! •!SimplyMarry,!a!matrimonial!portal! •!Magic!Brics,!A!real!estate!portal.! •!Yolist,!free!classified!portal.! •!Ads2Book,!online!classifieds!booking!system!for!print!publications.! •!PeerPower,!a!SeniorGLevel!professional!networking!portal.! ! World#Wide#Media# ! World! Wide! Media! started! off! as! a! 50:50! magazine! joint! venture! between! BCCL! and! BCC! magazines.! In! August! 2011,! it! announced! that! Bennett,! Coleman!&!Co.!.!bought!out!the!remaining!50!per!cent!shares!of!Worldwide! Media! from! BBC! Worldwide! thereby! making! World! Wide! Media! a! fully! owned!subsidiary!of!BCCL.! •!Filmfare! •!Filmfare!Awards,!an!awards!show!
  • 94. 86$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! •!Femina! •!Femina!Miss!India,!a!Beauty!Paegent! •!Top!Gear!Magazine!India! •!BBC!Good!Homes! •!Femina!Hindi! •!Grazia! •!What!to!Wear! # Mobile#application# TOI!launched!their!mobile!application!on!30!May,!and!they!were!the!one!of! the!first!to!do!so.!The!app!is!available!in!iPad,!iPhone,!Blackberry,!Android,! Symbian!and!Windows!operating!systems.! Times#Group#Network# Zigwheels:! ZigWheels! brings! to! its! visitors! reviews,! road! tests,! technology,! tools!and!tips,!as!well!as!special!features!on!cars!and!bikes.!It!features!easyGtoG use! widgets! such! as! the! new! car! &! bike! prices,! Resale! value! of! used! cars,! information!on!dealerships!across!cities!and!best!deals.!It!has!emerged!as!a! hassle!free!platform!for!buyers!as!well!as!car!and!bike!enthusiasts!looking!for! new! car! search! as! per! budget! or! make,! latest! news! in! the! industry! or! hot! launches,!and!exclusive!previews!and!videos.! Speaking!Tree:!Speaking!Tree.in!is!the!India]s!largest!online!spiritual!network! that!offers!one!on!one!interaction!between!spiritual!masters!and!seekers.!With! over!100!acclaimed!masters!including!Deepak!Chopra,!Jaggi!Vasudev!and!Sri! Sri! Ravi! Shankar! the! site! encourages! spiritual! conversations! among! users! across!multiple!forums.! Healthmeup.com:!HealthMeUp!covers!modern!day!health!concerns!like!diet! and!fitness,!workouts,!weight!loss!advice,!healthy!living!tips,!and!even!lowG fat,!quick!and!easy!recipes.! !
  • 95. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 87! ! ! ! Awards!and!Recognition.! ! On!May!7,!2008,!the!73rd!Annual!INMA!awards!for!the!world]s!best! newspaper!marketing!campaigns!were!presented!at!the!INMA!World! Congress!in!Beverly!Hills,!California.!! ! The!Times!of!India]s!(TOI)!]Lead!India]!Campaign!bagged!the!]Best!of! Show]!award!for!community!service!and!also!picked!up!the!first!prize! in! the! ]Brand! Awareness! Across! Platforms],! the! ]New! Brand! /! Production/! Audience! Development],! and! ]Public! Relations! and! Community!services]!categories.! !
  • 96. 88$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The$Times$of$India! ! ! " The! Times! of! India! is! synonymous! in! being! the! QMasthead! of! IndiaQ,! an! opinionRforming!instrument!for!India!and!Indians.!! " The!Times!Of!India!is!not!only!India’s!largest!selling!English!general!daily! but!also!the!leading!English!general!daily!in!the!world.!! " It!is!the!largest!selling!English!daily!between!Tokyo!and!Paris!! ! The& Times& of& India! (TOI)! is! an! Indian! EnglishGlanguage! daily! newspaper.! According! to! Audit! Bureau! of! Circulations,! it! has! the! largest! circulation! among! all! EnglishGlanguage! newspapers! in! the! world,! across! all! formats! (broadsheet,! tabloid,! compact,! Berliner! and! online).! In! 2008,! the! newspaper! reported!that!(with!a!circulation!of!over!3.14!million)!it!was!certified!by!the! Audit! Bureau! of! Circulations! (India)! as! the! world]s! largest! selling! EnglishG language! daily,! ranking! it! as! the! 3rd! largest! selling! newspaper! in! any! language! in! the! world.! and! World! Association! of! Newspapers! and! News! Publishers.!According!to!the!Indian!Readership!Survey!(IRS)!2012,!the!Times! of!India!is!the!most!widely!read!English!newspaper!in!India!with!a!readership! of!76.43!lakhs!(7.643!million).!This!ranks!the!Times!of!India!as!the!top!English! daily!in!India!by!readership.!It!is!owned!and!published!by!Bennett,!Coleman! &!Co.!Ltd.!which!is!owned!by!the!Sahu!Jain!family.! # #
  • 97. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 89! ! Other#regular#supplements#include:# " Times#Wellness#(Saturdays)#–#Times#Wellness#focuses#on#solutions# to#health#issues#and#guidance#to#better#living! " Education# Times# (Mondays)# –# Education# Times# caters# to# the# ever7 expanding# student# community# and# learning# experience,# as# a# career# guidance,#counsellor#and#adviser.! " Times#Ascent#(Wednesdays)#–#Editorial#of#Times#Ascent#centers#on# human# resource# development,# and# the# impact# and# implications# on# business#and#society.! " ZIG#WHEELS#–#ZigWheels.com#is#an#automotive#website#reviewing,# discussing,#features#and#interviews#on#Indian#vehicles.! " Whatis# Hot# (Fridays)# –# Focus# on# latest# happenings/events.# Special# pages#created#for#channels#and#details#of#programmes.#! " Rouge#(Saturdays)#–#Concentrates#on#womenis#interest#areas.! " Others.! ! Growth#Of#Print#Media#Industry:# ! ! ! ! The!above!figure!shows!the!rate!of!growth!of!print!media!industry!in!India.! # In!the!year!2010,!the!print!media!industry!registered!a!growth!of!11%! over!2009&!touched!Rs!652!billion,!according!to!the!KPMG!report.! # Backed! by! positive! industry! sentiment! &! growing! media! consumption,!the!industry!achieved!a!growth!of!13%!in!2011! # Overall!the!industry!is!expected!to!register!a!CAGR!of!14%!!to!touch! Rs!1275!billion!by!2015.! # Regional!print!expected!to!grow!at!a!higher!rate!of!12%! !
  • 98. 90$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Product(Profile! ! Femina#(English)# # Femina! is! India’s! largest! selling! magazine! with! highest! readership! preferred! by! elite! class! and! higher!income!group!of!the!society.!It!has!almost! 50!years!of!experience!in!nurturing!the!thoughts! of! the! Modern! Women! of! Substance.! It! is! very! close!to!women’s!heart!&!it!is!read!&!appreciated! by! all! the! members! of! the! family! for! its! high! quality!features!and!articles.!! ! ! ! Competitors:!! ! Cosmopolitan:!Cosmopolitan!is!an!international!magazine!for!women.!It!was! first!published!in!1886!in!the!United!States!as!a!family!magazine,!was!later! transformed! into! a!literary! magazine!and! eventually! became! a! women]s! magazine!in!the!late!1960s.! ! Women’s!era:!Woman’s&Era!is!a!magazine!which!mainly!describes!the!desire! of!the!modern!Indian!women.!The!Magazine!was!launched!in!1973!in!English! language! and! is! published! by! Delhi! Press! Group.! The! distribution! and! publication!of!the!magazine!is!fortnightly!i.e.,!twice!in!a!month.! ! New!Society:&New&Society!was!a!weekly!magazine!of!social!inquiry!and!social! and!cultural!comment,!published!in!the!United!Kingdom!from!1962!to!1988.!It! drew! on! the! disciplines! of! sociology,! anthropology,! psychology,! human! geography,! social! history! and! social! policy,! and! it! published! wideGranging! social!reportage! ! Femina#(Hindi)# # Femina! Hindi! aims! to! cater! the! needs! of! Hindi! readers! has! now! become! one! of! the! largest! selling! Hindi! magazine! across! India! it! has! gained! trust! among! housewives! &! working! women! it! is! well! accepted! by! all! age! group! of! people! because! of! its! both!Desi!&!Modern!India.! !
  • 99. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 91! ! Filmfare# Film!fare!is!the!largest!selling!film!magazine!with!the!readership!of!23!lakhs.! It! is! India’s! third! largest! read! English! magazine! it! is! the! most! trusted! and! respected!film!magazine!brand!in!India.!It!covers!stars!personal!space!with! photo!shoots!covering!Star!Homes!&!Lifestyle.## !! Competitors:!! ! OK:&OK!!Is!a!British!weekly!magazine!specialising! in!celebrity!news.! ! Vogue! India:! Vogue!is! the! Indian! edition! of! the! monthly!fashion!and!called!Vogue.! ! Maxima:! Maxim! is! an! international!men]s! magazine!targeted!at!heterosexual!adult!males!and! based! in! the! United! Kingdom,! and! prominent! for! its!cheesecake! pictorials!of! actresses,! singers,! and! female! models! whose! careers!are!at!its!current!peak.! ! FILM! STREET! JOURNAL:! FILM& STREET& JOURNAL& is! a! smart! monthly! magazine!which!brings!celebrity!gossips!for!the!reader.! ! Stardust:! Stardust! is! one! of! India’s! widely! read! film! magazines.! It! ask! questions!that!other!publications!don]t!and!has!news,!gossip,!scoops,!features! and!inGdepth!interviews!with!stars.! # Grazia## We!are!living!in!fast!times.!We!all!want!to!keep!up!with!this!changing!world,! but!we!want!it!made!easy!and!we!want!it!now!this!magazine!gives!the!taste!of! latest!trends!and!fashion!and!news!in!easy!biteGsize!pieces.! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Competitors:!! ! ! Heat:& Heat!is! a!British!entertainment! magazine! published! by! German! company!Bauer! Media! Group.! As! of! 2004!it! is! one! of! the! biggest! selling! magazines! in! the! UK,! with! a! regular! circulation! over! half! a! million.! Its! mix! of! celebrity! news,! gossip,! beauty! advice! and! fashion! is! primarily! aimed! at! women,! although! not! as! directly! as! in! other!women]s!magazines! # Competitors:!! !OK:&OK!!!
  • 100. 92$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Hello## # Hello!! India! is! a! celebrity! magazine! weaving! Indian! celebrities! with! the! International! celebrities.! It! gently! intrude! into! the! life! of! a! personality! and! peek!in!to!spaces!which!would!be!of!great!interest!and!intrigue!to!the!masses.! # Competitors:# People!(originally! called!People& Weekly)! is! a! weekly! American! magazine!of! celebrity!and!human!interest!stories,!published!by!Timeinc.!With!a!readership! of! 46.6! million! adults,!People!has! the! largest! audience! of! any! American! magazine# # BBC#Knowledge# ###BBC#Knowledge#magazine,#BBC’s#international#publication#is#for#everyone# who#is#curious#about#the#world#we#all#share#–#The#Natural#life#that#inhibits# it,#The#History#that#shaped#our#lives,#The#Science#Propelling#us#onwards# into#the#21st #century,#etc.# #
  • 101. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 93! ! # # # # # #
  • 102. 94$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Home#TRENDS## # TRENDS! is! the! most! widely! read! Architecture! &! Design! magazine! in! the! world.! Currently! in! 11! countries.! The! magazine! is! poised! to! meet! the! demands!of!world!class!source!of!reference!on!Architecture!and!Design.!! ! #
  • 103. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 95! ! Top#gear#magazine# # ! ! ! The#Economist#magazine# ! The& Economist!is! EnglishGlanguage! weekly! news! and! international! affairs!publication! owned! by! The! Economist! Newspaper! Ltd.! and! edited! in! offices! in!London.!Continuous! publication! began! under! founder!James! Wilson!in!September!1843.!For!historical!reasons!The!Economist!refers!to!itself! as! a! newspaper,! but! each! print! edition! appears! on! small! glossy! paper! like! a!news!magazine,!and!its!YouTube!channel!is!called!Economist!Magazine.!In! 2006,!its!average!weekly!circulation!was!reported!to!be!1.5!million,!about!half! of!which!were!sold!in!the!United!States.! !
  • 104. 96$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! ! ! Competitor:!! Forbes:! Forbes!is! an! American!business!magazine! owned! by! Forbes,! Inc.! Published! biweekly,! it! features! original! articles! on! finance,! industry,! investing,!and!marketing!topics! ! Business! today:& Business& Today!is! an! Indian! fortnightly! business! magazine! published!by!Living!Media!India!Limited,!in!publication!since!1992.!It!had!a! second! quarter! 2010! readership! of! 338,000! per! issue,! ninth! among! English! language!magazines!surveyed! ! Fortune:! Fortune!is! a!global!business! magazine! published! by!Time! Inc.!and! founded! by!Henry! Luce!in! 1930.! The! publishing! business,! consisting! of!Time,!Life,!Fortune,!and!Sports!Illustrated,!grew!to!become!Time!Warner! Comparative!Readership:!Women’s!Magazines!(National!Readership!Survey!G! All!India)! !
  • 105. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 97! ! ! ! ! Source:!National!Readership!Survey,!2005.! ! The!National!Readership!Survey!is!conducted!by!A.C.!Nielsen! ! !
  • 106. 98$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! ! consumption analysis FansFlybys Occasionals Regulars Loyals Once a !Month ! ! !2.2 ! ! ! !2.2 2-3 times a !month ! ! !8.0 ! ! ! !3.5 1-2 times a !week ! ! !20.1 ! ! ! !!3.8 3-5 times a !week ! !!52.6 ! ! !!!4.1 !More than 5 times a week ! ! !158.8 ! ! ! ! !4.8 Frequency of Visit ! ! !!with number of !days visited in a calendar month ! ! !Pageviews per ! !user !Pageviews per ! !!visit METRO AEP (000s) Ahmedabad 152 Bangalore 991 KKolkatalk 1211 Delhi 3714 Hyderabad 1015 Chennai 1019 Mumbai 2649 Pune 331 Print: Reach in Key Consumption Metros 100% 100% 74% 59% DELHI AHMEDABAD 100% 100% 34% 100% 56% PUNEMUMBAI HYDERABAD KOLKATA 66% 100% 29% BANGALORE CHENNAI 100% 57% 100% 9% ! !AEP !The Times Group Readership The Times Group shows extremely good presence in the key consumption states ! ! ! !Source: IRS 07 R1
  • 107. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 99! ! & The$Times$of$India:$Strategies! ! ! ! ! ! The!Times!of!India!as!a!newspaper!offers!a!buffet!of!contents!spread!over!a! diverse!range!of!interesting.!From!hard,!political!analysis!to!soft!trend!related! news!reports,!to!spiritual!and!metaphysical!stories.!News!in!developed!and! interpreted! with! a! more! local! focus! and! an! equally! strong! global! context.! There!is!a!strong!emphasis!on!encapsulating!news!in!lucid!info!graphs!and! illustrations.!Cartoons!and!caricatures!are!used!to!create!humour!and!cheer! them! for! the! day! ahead.! News! stories! are! kept! short! and! crisp! to! save! the! reader’s!time.!A!typical!paper!runs!into!anywhere!between!24!and!32!pages! and!carries!daily!city!centric!life!style!and!other!supplements!such!as!Delhi! Times,!Bombay!Times,!Kolkata!Times!and!related!supplements!like!Education! Times! (Education),! Ascent! (Careers)! and! Times! Property! (Real! Estate).! The! supplements! recognize! the! reader’s! widening! scope! of! interests.! Across! the! main! newspaper! and! the! supplements,! there! is! a! strong! emphasis! on! local! content.! Individual! editions! reflect! the! local! character! of! their! geographic! region!while!being!true!to!the!brand!philosophy!to!the!core.!In!May!2002,!TOI! came! out! with! a! slicker! launch! in! International! standards.! In! 1992,! with! an! invitational! price! offer,! the! cover! price! was! halved! and! the! content! in! the! newspaper!was!dramatically!increased.!Primed!up!local!coverage,!additional! pages! for! sports,! business! and! entertainment! with! color,! graphics,! cartoons!
  • 108. 100$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! became!the!key!elements!of!Times!of!India!new!editions.!In!June!2003,!The! TOI! offered! its! hindi! newspaper! Navbharat! Times! (NT)! with! the! English! newspaper! at! a! special! price! of! Rs! 75! per! month.! It! was! a! great! scheme! as! existing!readers!of!Navbharat!Times!got!an!opportunity!to!read!the!English! newspaper!for!only!a!small!amount.!Moreover,!people!could!buy!a!package! for! their! family.! Both! the! newspapers! have! different! editorial! feel! and! frequently!varying!viewpoints.!So!the!reader!got!a!chance!to!have!different! perspective!of!exposure.!In!less!than!30!days,!The!TOIGNT!combo!could!move! 200,000! orders.! In! July! 2003,! TOI! offered! its! second! combo! offer! TOI! with! Economic!Times!at!the!same!attractive!price!of!Rs!75!and!the!response!was! overwhelming.!In!early!2003,!TOI!in!Delhi!became!the!first!newspaper!to!go! full!colour.!This!was!in!line!with!company’s!urge!to!innovate!and!the!reader’s! sensitivity! to! style! and! penetration.! TOI! embraced! technology! in! earnest! in! the! whole! value! chain.! From! receipts! of! advertising! to! production! of! the! newspaper,! the! company! makes! extensive! use! of! technology,! allowing! the! newspaper! to! interact! with! customers! and! advertisers! on! real! time! basis,! coordinate!the!scheduling!and!page!making!functions!and!print!and!volume! smoothly!on!a!sustained!basis.! The!advertising!campaigns!can!be!classified!as!a!set!of!unified!and!well! planned!programs!in!which!the!finger!is!on!the!pulse!of!the!audience.!The! advertising!campaign!of!TOI!tries!to!touch!every!Indian’s!life.!They!have! moved!from!functional,!circulation!based!advertising!claims!to!establish!an! emotional!chord!with!readers.!They!have!used!a!set!of!emotions!from!hard! realty!to!humour,!from!slice!of!life!creative!to!those!celebrate!a!day!in!an! average!Indian’s!life.!The!common!thread!has!been!a!distinct!‘true!to!India’! style,!which!has!led!to!appreciations!from!readers!and!a!host!of!awards!in! various!advertising!functions.!The!campaigns!represent!the!period!in!which! we!live.!The!50!years!of!freedom!campaign!launched!in!1997!subtly!brought! out!the!various!facets!of!life!in!India.!The!advertisements!have!highlighted!the! ‘IndianGness’!in!all!the!campaigns!and!reflected!how!TOI!is!a!part!of!this!great! journey!of!IndianGness.!Now!they!need!to!move!ahead!and!develop!a! campaign!which!can!highlight!their!success!and!also!build!similar!brand! values!across!all!the!newspapers!and!supplements.! ! ! ! ! !
  • 109. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 101! ! PROMOTIONAL*MIX! # Advertisement# • TOI!previous!advertisement!emphasized!functionality!of!newspaper! • While!now!emotional!platform!where!the!newspaper!is!being!projected! as!something!that!of!chronicle!aspirations!of!Indians(ATL)! – Eg.100!rupee!advertisement,!hockey!advertisement,!Go!India!ad! etc! Internet#marketing# • Own!their!own!web!portals!to!advertise!their!products!through!banner! ads! Sales#promotion# • TOI! has! come! up! at! present! with! a! subscription! rate! of! 250! per! year(price!cut)! • Personnel!selling! • DoorGtoGdoor! marketing! making! people! join! as! ]founder! members]! of! the!chennai!editon!at!subscribtion!rates!lower!than!Re.1!(Rs.169!for!6! months!&!Rs.299!for!1!yr).!So!their!target!is!the!household!subscribers! who!read!Hindu! • Sponsorship! • TOI! &The! Economic! Times! presents! Mega! Trade! Fair! on! Corporate! Gifts,!Stationery!&!Writing!Instruments!from!5th !to!8th !august!2011! • Public!Relation! • They!have!their!own!website!and!videos!featured!in!television!medias! through!which!image!in!marketing!being!maintained! ! ! ! !
  • 110. 102$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! PROMOTIONAL#MIX#IN#MADURAI! • Viral!marketing! • Through! word! of! mouth! the! information! about! price! cuts! for! 1! year! subscription!has!spread!out!well! • Out!of!home!promotion! • They!have!covered!most!of!consumer!touch!points!in!the!city!starting! from!convenience!shop,!tea!stalls,!cycle!spare!repairing!shops! • Billboards!in!buses,!road!dividers/medians!! ! ! STRATEGIES# • The! advertisements! have! highlighted! the! ‘IndianGness’! in! all! the! campaigns! and! reflected! how! TOI! is! a! part! of! this! great! journey! of! IndianGness.! • The!Times!Group!constantly!keeps!things!exciting!–!not!just!through! their!contents,!but!also!through!their!designs!and!innovations.! • Everything!that!they!do!is!also!always!greatly!marketed!and!backed!up! by!perhaps!one!of!India’s!best!sales!teams,!which!is!always!equipped! with!the!best!tools!and!researches.! • In! their! campaigns! –! rather! than! talk! about! the! newspaper,! they! try! and! be! the! platform! or! the! presenter! of! ideas! that! come! from! the! readers’!own!lives,!reflect!their!hopes,!aspirations.! • TOI! ! recently! announced! the! launch! of! an! allGcolour! newspaper! of! colour!in!Indian!life!as!seen!on!our!streets!and!our!cinema!and!linked!it! back!to!the!product!subtly,!rather!than!a!narrow!campaign!focusing!on! the!product!itself.!! • The! newness! of! the! masthead! on! occasions! like! Diwali,! Holi,! Christmas,!New!Year,!Budget!Day,!etc.,!acts!as!a!refreshing!innovation! and!helps!forge!an!emotive!link!with!the!reader!segment.! • They!don’t!have!their!PR!agency.!!So!they!communicate!through!their! own!media!channels.!
  • 111. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 103! ! ! ! • Move!first,!Move!fast!! • Multiple!ties!! • Continuous!innovation!!! • Where!ideas!live!!! • SmartGsensing!the!future!!! • Globalization!to!hyperGlocalization! • Value! for! money:! beefed! up! local! coverage,! additional! sports! and! business!pages,!metro!supplements! • Maximizing!value!generation!through!optimal!audience!deliveries! • Constant!innovations!with!both!the!product!and!the!pricing!! • Relevant!brand!building:!from!niceGtoGknow!to!needGtoGknow!news! ! MARKETING#STRATEGY# # • The!company!has!followed!a!world!war–II!strategy!called!pincer! movement!strategy! – Editorial!value!addition!eg.!The!Times!of!India!on!mobile! – Audacious!pricingG!lion!in!price!war!this!is!because!of!the! – ! The!pincer#movement!or!double#envelopment!is!a!military!maneuver.!The! flanks!of!the!opponent!are!attacked!simultaneously!in!a!pinching!motion!after! the!opponent!has!advanced!towards!the!center!of!an!army!which!is! responding!by!moving!its!outside!forces!to!the!enemy]s!flanks,!in!order!to! surround!it.!At!the!same!time,!a!second!layer!of!pincers!attacks!on!the!more! extreme!flanks,!so!as!to!prevent!any!attempts!to!reinforce!the!target!unit.! ! !
  • 112. 104$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! Advertising+Strategies+of+Times+of+ India! # Promotion!(P)!–!Creating!awareness!among!the!people,!promoting!as!brand! with!functional!elements!like’!largest!circulated’!English!newspaper,!most! upmarket!newspaper.!The!company!has!worked!effectively!in!building!TOI! as!a!Nation!Brand.! ! It!has!concentrated!on!promoting!TOI!as!a!brand!with!functional!elements! like! •!Largest!circulated’!English!newspaper!! •!Most!upmarket!newspaper!! •!The!newspaper!with!a!grip!on!future.! 2)!Exposure!to!readers!to!different!perspectives!–!knowledge!regarding! various!sectors! 3)!Adoption!of!world!war–II!strategy!called!pincer!! !! Movement#strategy# # 4)!The!Advertising!Strategy!of!Times!of!India!touched!every!Indian’s!life.! They!have!moved!from!functional,!circulation!based!advertising!claims!to! establish!an!emotional!chord!with!readers.!They!have!used!a!set!of!emotions! from!hard!realty!to!humor,!from!slice!of!life!creative!to!those!celebrate!a!day! in!an!average!Indian’s!life! 5)!They!have!shifted!to!emotional!platform!where!the!newspaper!is!being! projected!as!something!that!chronicles!the!aspirations!of!Indians.!It!reflects! struggle,!turbulence,!success!and!failure!in!an!Indian’s!life.! 6)!This!campaign!helped!in!changing!the!outlook!of!people!towards!the! newspaper.! 7)!Buffet!of!content!with!diverse!range!of!interesting!news!covering:! • Political!analysis! • Metaphysical!Stories! • Local!&!Global!Coverage,!! • Use!of!Graphs!and!illustrations,!Cartoons!&!Caricatures! • Short!&!Crisp!News.! 8)!Pricing!Factor!as!compared!to!competitors!–!they!come!with!combo!offer!to! provide!more!content!of!news!to!people!at!lesser!price.! 9)!More!readers!chose!times!of!India!because!it!give!them!more!for!less! 10)!New!Editions!of!newspapers!with!more!content!and!exposure!to!sports,! education,!Business,!Entertainment!etc.!
  • 113. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 105! ! SWOT%ANALYSIS! The#Times#of#India! Parent#Company! The#Times#Group!(also!referred!as!Bennett,#Coleman#and#Co.#Ltd.)! Category! Newspapers! Sector! Media!&!Entertainment! Tagline/#Slogan! Let!the!Truth!Prevail! USP! World’s!Largest!Selling!English!Language!Daily! STP! Segment! General!News!Segment! Target#Group! English!speaking/reading!audience!in!India! Positioning! Most!widely!circulated!newspaper! SWOT#Analysis! Strength! 1.!Widely!available!daily!present!across!many!regions!with!a!circulation! average!of!over!3.5!million!per!day!2.!Can!leverage!Parent!Company’s! presence!in!Television,!Radio!etc.!to!reach!out!to!a!wider!audience! especially!for!a!Sustained!Campaign!on!a!particular!issue!for!eg.!Campaign! against!corruption!etc.!3.!Easy!Brand!Recall!useful!in!a!competitive!markets! with!numerous!dailies;!high!brand!loyalty!4.!Bombay!Times,!Delhi!Times! etc!has!a!glamorous!daily!that!is!useful!for!news!about!movies,!glamour,! fashion!etc.! 5.!Weekly!paper!called!Ascent!is!widely!regarded!as!excellent!platform!and! also!a!must!read!for!potential!recruiters!and!job!seekers.!6.!Has!got!a!cityG wise!edition!publication!for!major!Indian!cities!7.!Campaigns!like!Teach! India!and!other!events/initiatives!are!beneficial!for!the!brand! " Big#Brand,#good#reputation#in#the#minds#of#customer.! " 1st#rank#in#circulation#in#India#&#8th #in#world.! " #Launches#good#campaign.! " Daily#English#newspaper#with#rich#supplements.! " Good#support#from#Times#group#companies.! " World#class#printing#machine7Geoman,#Goss! " 110,000#copies#per#hour! " High!degree!of!market!coverage! " Supply!creates!own!demand! " Revenue!increases!with!increase!in!the!number!of!advertisement! " Products!can!be!easily!recycled! ! # # # # # 1. Some!people!have!the!perception!that!TOI!publishing!more! celebrity/entertainment!news!2.!Tough!competition!means!limited! scope!for!increasing!market!share! 2. Old#news! 3. Less#information#about#stock#market!
  • 114. 106$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! CHALLENGES# • The!early!1990s!saw!HT!and!ToI!engaged!in!a!bitter!battle!for! supremacy!in!Delhi,!which!is!perceived!to!be!the!most!important! market!in!India.! • In!1991,!ToI!had!a!circulation!of!around!70,000!in!Delhi!as!against!0.35! million!for!HT.!! • In!1994,!ToI!slashed!its!price!from!Rs.2.30!to!Rs.1.50.!By!1998,!the! difference!in!circulation!figures!narrowed!down!to!a!few!thousand! copies.!Since!1991,!ToIVs!circulation!has!increased!in!percentage!terms! more!than!HT! • The!Times!of!India!group!has!not!only!challenged,!but!also!sought! damages!worth!Rs!100!crore!(about!US!$!22!million)!from!Indian! Express!Newspapers!(Bombay)!Limited!for!making!false!readership! claims.! • To!gain!a!bigger!share,!Hindustan!Times]!vice!chairperson!Shobhana! Bhartia!chalked!out!a!restructuring!plan!with!an!investment!of!Rs.4! billion.! • TOI!followed!the!marketing!style!of!blitzkrieg:!events,!promotions!and! ad!campaigns...! • The!Times!Group!also!places!equal!focus!and!importance!to!every! department!and!function!G!which!has!made!it!a!professional!entity!and! ensured!its!place!as!the!most!profitable!newspaper!in!the!country.! • The!present!management!of!The!Times!Group!has!been!instrumental!in! changing!the!outlook!of!Indian!journalism.! # # Weakness! 4. Offensive#Pictures! 5. #Late#circulation#in#small#cities! 6. #Lack#in#covering#useful#news#for#competitive#students! 1. Short!shelf!life!of!the!product! ! Opportunity! 1. Has!a!limited!presence!in!Southern!India!as!compared!to!the!rest!of! India!2.!Huge!opportunity!in!Regional!Languages!space!3.!Better! usage!and!interaction!with!online!and!mobile!mediums! 1. Digital!space!media! 2. online!news!papers! 3. value!addition! 4. ! Threats! 1.Increased!competition!from!other!dailies!2.!On!line!news!medium!means! reduced!circulation! • consumer!migrate!towards!Telivision!&!radio! ! Competition! Competitors! 1.!Hindutan!Times!2.!The!Hindu!3.!Indian!Express!
  • 115. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 107! ! • The!Editor!of!a!newspaper!has!traditionally!been!considered!as!the! most!notable!position!in!a!newspaper!set!up.!The!Times!of!India,! however,!changed!this!in!the!early!1990s,!in!keeping!with!the! management!policy!of!treating!the!newspaper!as!just!another!brand!in! the!market! ! How#did#they#grow#and#sustain?# # • On!January!22,!2004,!TOI!signed!a!joint!operating!agreement!with!Dow! Jones!&!Co.!to!publish!the!Wall!Street!Journal!for!India.!!The!Journal!would! be!published!5!days!a!week,!with!Dow!Jones!owning!26%!–!the!maximum! allowed!by!foreign!ownership!laws!–!and!the!Times!of!India,!owning!74%! of!the!new!venture.!!The!content!would!focus!on!Indian!readers!and!tap! into!the!global!resources!of!the!Wall!Street!Journal.! • PPI!Media!integrated!with!the!SAP!software,!provided!TOI!with! significant!competitive!advantage!in!terms!of!speed,!efficiency!and! turnaround!time.! • Over!the!years!since!the!implementation,!TOI!have!had!a!whole!lot!of! changes!with!respect!to!business!policies!and!configuration.! • In!June,!2003,!When!TOI!went!live,!the!newspaper!changed!the!width!of! its!paper.!Moreover,!in!September,!the!Group!changed!its!entire!pricing# policy,!which!had!not!changed!in!about!10!years.!In!May!2004,!the!Group! changed!its!units#of#measurement! • Conglomeration#of#Times#of#India#with#TV#medium:G! o Times!of!India!made!its!appearance!a!hit,!by!the!launch!of!Zoom!TV,!a! entertainment!channel,!viewing!Page!3!gossip!and!Indian!and!Western! cinema.! • GMOVIES!NOW,!This!too!was!a!worked!strategic,!as!Indians!are!curios! about!the!happenings!in!cinema!and!the!world!around!it,!the!channel! making!its!hit.! • GTIMES!NOW!is!a!Leading!24Ghour!English!News!channel! • GET!Now,!the!latest!addition!to!business!news!channels!!! ! ! ! ! ! ! !
  • 116. 108$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Distribution*Channel*&"PROCESS' OF#CIRCULATION! ! There#are#three#ways#to#sell#the#“TOI”! 1.!CASH!SALES:!! Take!newspaper!from!betel!shop!or!any!shop!in!cash.! 2.!SUBSCRIPTION!SALES:!! Pay!money!in!advance!and!read!“TOI”! 3.!LINE!SALES:!! Maximum!%!of!sales!comes!from!this!method.!Money! collection!works!in!reverse!order.! ! • The# newspaper# has# the# widest# circulation# among# all# English7 language#with#about#2.6#million#daily#paid#copies.! • #In#the#year#2005,#the#newspaper#reported#that#it#was#certified#by#the# Audit# Bureau# of# Circulations# as# the# worldis# largest# selling# English# broadsheet#newspaper.! • #TOI# group# has# 45# dailies# and# periodicals# in# 3# languages# and# 108# editions#from#9#centres#across#the#country.! • The! printed! newspapers! have! to! be! dispatched! to! various! distributors! across! the! region.! Transportation! is! normally! through! private!contract!carriers!within!local!area,!public! transport!in!case!of!longer!distances!and!through! couriers!in!other!cases.! • Hawkers,!vendors!and!book!stall!owners! are! the! last! link! of! the! supply! chain! before! newspaper! reaches! readers.! The! hawkers]! remuneration! is! also! normally! based! on! the! commission! system! and! is! generally! the! highest! in! the! entire! supply! chain.! FansFlybys Regulars
  • 117. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 109! ! • Distribution! • Magazines!can!be!distributed!through!the!mail,!sales!by!news!stand,! book! store,! or! other! vendors,! or! through! free! distribution! at! selected! pick! up! location! sales! models! for! distribution! fall! into! three! main! categories.! ! • Paid!Circulation! • In!this!model!the!magazine!is!sold!to!readers!for!a!price!either!on!a!perG issue!basis!or!by!subscription!where!an!annual!fee!or!monthly!price!is! paid!in!the!form!of!annual!subscription!and!the!issues!are!sent!by!post! to!readers.! ! • Non!Paid!Circulation! • This!means!that!there!is!no!cover!price!and!issues!are!given!away,!for! examples! street! dispensers,! airlines! in! flight! or! included! with! other! product! or! publication! as! a! complimentary! for! the! purpose! of! promotion.!an!example!for!that!could!be!ROOPSANGAM!a!women’s! apparel!store!gives!its!customer!femina!magazine!as!a!complimentary! gift!on!their!sale!of!five!thousand!or!more.! ! • Controlled!Circulation! • This! is! the! model! used! by! Winsider! magazineW! or! industryGbased! publication! distributed! only! to! qualifying! readers,! often! for! free! and! determined!by!some!form!of!survey.!This!later!model!was!widely!used! before!the!rise!of!World!Wide!Web.! ! Thoughts(for(the(Future! # ! Partnerships#with#top#global#media#companies# ! Wall&Street&Journal# ! BBC# ! NO#plans#to#rest#on#its#laurels.# ! CRM#solution#for#their#clients#and#agencies.# # (Extensive#use#of#new#media)# ! ! !
  • 118. 110$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! The$Story$Of!Philosophy)In) Business!For$The$Wisest#Business# Tool$and!Marketing*Concept! ! ! ! I! being! a! marketing! professional! myself! believe! that! a! business! is! not! marketing!driven!organization!only.!We!need!to!look!beyond!it!and!look!not! only! from! a! marketer! perspective! but! from! a! SupremeGSelf’s! perspective.! It! requires!a!lot!broader!and!universal!concept,!A!concept!which!wisdom!can! relate!to,!A!business!that!is!philosophy!driven.!The!word!WphilosophyW!comes! from!the!Ancient!Greek!φιλοσοφÖα!(philosophia),!which!literally!means!Wlove! of! wisdomW.! The! introduction! of! the! terms! WphilosopherW! and! WphilosophyW! has!been!ascribed!to!the!Greek!thinker!Pythagoras.!Philosophy!is!pure!and!It’s! your!silver!lining!when!you!need!it!the!most!and!when!you!don’t!have!the! answers! for! certain! things! in! life! such! as! those! connected! with! reality,! existence,! knowledge,! values,! reason,! mind,! and! language,! deep! down! in! your! mind! philosophy! answers! and! untangles! the! puzzle!! Philosophy! not! only!motivates!you!but!also!gives!meaning!and!essence!to!our!life!!Philosophy! is! that! window! to! your! cosmic! mind! that! leads! you! to! selfGactualization.! Philosophy! is! that! understanding! when! you’ve! done! all! your! mathematical! computations,! logical! and! technical! reasoning! but! you! still! cannot! decide! which!way!to!go.!! !
  • 119. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 111! ! Every! company! can! have! different! ideas! or! philosophy.! For! example,! a! particular!company!can!have!its!idea!or!philosophy!that!if!the!production!is! done!on!a!large!scale,!the!cost!would!be!less!and!the!product!would!be!sold! automatically.! In! this! way,! such! a! company! will! concentrate! mainly! on! the! largeGscale!production!of!goods.!Similarly,!some!other!company!can!have!a! different! idea.! It! may! have! an! idea! that! if! the! quality! of! the! product! is! improved,!there!will!be!no!difficulty!in!selling!the!product.! ! The!purpose!of!marketing!is!to!gain!a!balance!between!creating!more!value# for! customers! against! making! profits! for! the! organization.! Actually! for! any! great!marketing!mix!those!7!P’s!are!just!enough!but!if!you!got!to!keep!things! in!perspective!and!look!at!it!in!different!perspective!there’s!something!more! essential! than! its! purpose! itself.! It’s! like! living! in! a! dish! and! following! the! same!routine!everyday!all!we!need!is!to!broaden!our!horizon.! ! This! is! not! an! extension! to! 4! P’s! but! a! drizzle! of! Philosophy! over! every! business!concept,!every!marketing!mix,!every!P!and!every!mind!would!make! a!big!difference!at!least!which!satisfies!us!and!at!the!end!of!the!day!a!good! night! sleep! is! the! best! accomplishment! after! all.! Philosophy! is! the! highest! form! of! life,! father! of! all! creation! and! question! to! your! answers.! It’s! been! decades!since!4!P’s!i.e.!‘Product’,!‘Price,!‘Place’!and!‘Promotion’!was!proposed! as!an!essential!marketing!mix!and!a!business!tool!for!any!organization!by!E.! Jerome!McCarthy.!Since!then!the!expansion!of!4!P’s!is!perpetual!and!we!then! had!7!P’s!which!included!‘Physical!evidence],!]People],!and!]Process].!If!I!were! to!expand!4!P’s!I!wouldn’t!have!added!a!P!just!for!the!sake!of!expanding!to! complicate.!If!your!faculties!could!understand!only!this!Philosophy!you!don’t! need!to!worry!about!all!other!P’s!I!bet!it’d!all!be!the!way!it!should!be,!Set!For! Life!!! ! ‘If! there! is! a! God,! I! would! describe! him! as! Purity! of! One]s! Own! Self! that’s! what! I! believe.’! Just! ask! yourself! two! simple! questions! and! you’ll! have! everything!figured!out!for!you!! Is!that!what!I!really!want!to!do!to!it?! Is!that!what!I!really!want!it!to!do!to!me?! The!Golden!Rule!or!ethic!of!reciprocity!is!the!best!way!to!figure!out!just!in! case.! As! Master! Confucius! beautifully! said,! WNever! impose! on! others! what! you!would!not!choose!for!yourself.W!Pythagoras!said!WThe!most!momentous! thing! in! human! life! is! the! art! of! winning! the! soul! to! good! or! evil.W! And! Aristotle!said!“Knowing!yourself!is!the!beginning!of!all!wisdom.”!So!let!your! wisdom!and!conscience!decide!what!wrong!and!what’s!right!! !
  • 120. 112$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! The! sum! and! substance! is! Philosophy! is! needed! everywhere,! wherever! life! exists.! Philosophy! is! the! field! for! life! and! it’s! entire! meaning!! It! could! fit! anywhere!and!everywhere!like!the!mellifluent,!scintillating!and!symphonious! classical!music!from!Vivaldi,!Mozart,!Beethoven,!Chopin!and!Debussy.!Now! as!one!can!get!that!I!am!the!strong!believer!of!philosophy!and!if!one!could!feel! the! bliss! of! it! too! one! would! feel! this! beauty! and! become! a! part! of! it.! And! more!specifically!one!can!realize!and!expand!the!abilities!to!such!a!beautiful! extend!that!one!never!knew!he!had.!I’ve!been!into!philosophy!for!a!while!now! to!understand!what!a!philosopher!meant!you!just!got!to!set!yourself!free!first,! understand!what!life!meant,!understand!what!being!a!typical!human!is!and! then! be! wise! and! rise! above! it.! Now! I! could! actually! get! what! Confucius! meant!by!saying,!“Everything!has!beauty!but!not!everyone!sees!it!! ! Here#are#some#of#the#famous#quotes#by#philosopher:# ! Do!unto!others!as!you!would!have!them!do!unto!you.!–!The!Golden!Rule! ! I!think!therefore!I!am.!–!René!Descartes! ! “The!unexamined!life!is!not!worth!living”!–!Socrates!(470R399!BCE)! ! “To!know!what!people!really!think,!pay!regard!to!what!they!do,!rather!than!what!they! say.”!R!Descartes!
  • 121. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 113! ! ! Entities!should!not!be!multiplied!unnecessarily.!R!William!of!Ockham! ! Man!is!born!free!and!is!everywhere!in!chains.!R!Rousseau! ! ‘Man!is!the!measure!of!all!things;!of!things!that!are!that!they!are,!and!of!things!that! are!not!that!they!are!not.’!Protagoras’! ! “All!that!we!are!is!the!result!of!what!we!have!thought.!The!mind!is!everything.!What! we!think!we!become.”!–!Buddha! ! “The!energy!of!the!mind!is!the!essence!of!life.”!–!Aristotle! ! “Peace!comes!from!within.!Do!not!seek!it!without.”!–!Buddha! ! “Happiness!is!the!highest!good”!–!Aristotle! ! “Happiness! does! not! depend! on! outward! things,! but! on! the! way! we! see! them.”! – Tolstoy! ! “The!superior!man!is!modest!in!his!speech,!but!exceeds!in!his!actions.”!–Confucius! ! “Science!is!organized!knowledge.!!Wisdom!is!organized!life.”!RImmanuel!Kant! ! !“Life! must! be! understood! backward.! But! it! must! be! lived! forward! ”! –! Søren! Kierkegaard! ! You!must!have!chaos!within!you!to!give!birth!to!a!dancing!star.”!RFriedrich!Nietzsche! Accuracy! is,! in! every! case,! advantageous! to! beauty,! and! just! reasoning! to! delicate! sentiment.!In!vain!would!we!exalt!the!one!by!depreciating!the!other.!Besides,!we!may! observe,!in!every!art!or!profession,!even!those!which!most!concern!life!or!action,!that!a! spirit!of!accuracy,!however!acquired,!carries!all!of!them!nearer!their!perfection,!and! renders!them!more!subservient!to!the!interests!of!society.!And!though!the!philosopher! may! live! remote! from! business,! the! genius! of! philosophy,! if! carefully! cultivated! by! several,! must! gradually! diffuse! itself! throughout! the! whole! society,! and! bestow! a! similar! correctness! on! every! art! and! calling.! The! politician! will! acquire! greater! foresight!and!subtlety,!in!the!subdividing!and!balancing!of!power;!the!lawyer!more! method!and!finer!principles!in!his!reasoning;!and!the!general!public!more!regularity! in!his!discipline,!and!more!caution!in!his!plans!and!operations.!(David&Hume,!1737)! ! The!life!of!theoretical!philosophy!is!the!best!and!happiest!a!man!can!lead.!Few!men!are! capable!of!it!(and!then!only!intermittently).!For!the!rest!there!is!a!secondRbest!way!of! life,!that!of!moral!virtue!and!practical!wisdom.!(Aristotle,!Metaphysics)! !
  • 122. 114$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! Q!Opinion!is!the!medium!between!knowledge!and!ignorance.!Q!R!Plato! ! To!be!a!philosopher!is!not!merely!to!have!subtle!thoughts,!Nor!even!to!found!a!school,! But! so! to! love! wisdom! as! to! live! according! to! its! dictates,! A! life! of! simplicity,! independence,!magnanimity,!and!trust.!R!Henry!David!Thoreau! ! Integrity!is!not!a!conditional!word.!It!doesnVt!blow!in!the!wind!or!change!with!the! weather.!It!is!your!inner!image!of!yourself,!and!if!you!look!in!there!and!see!a!man!who! wonVt!cheat,!then!you!know!he!never!will.!R!John!D.!MacDonald! ! With!coarse!rice!to!eat,!with!water!to!drink,!and!my!bended!arm!for!a!pillow,!I!have! still!joy!in!the!midst!of!these!things.!Riches!and!honors!acquired!by!unrighteousness! are!to!me!as!a!floating!cloud.!–!Confucius! ! If!I!am!walking!with!two!other!men,!each!of!them!will!serve!as!my!teacher.!I!will!pick! out!the!good!points!of!the!one!and!imitate!them,!and!the!bad!points!of!the!other!and! correct!them!in!myself.!–!Confucius! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • 123. THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI$ 115! ! ! ! BIBLIOGRAPHY! • Kotler!,!P,!Marketing!Management! • Lindstorm,!BuyGology! • Ogilvy!,!Ogilvy!on!Advertising!! • McCarthy,!J.!(1975)!Basic!Marketing! • Seth!Godin!Blog! • Guy!Kawasaki!Blog! • http://timesofindia.indiatimes.com! • http://www.masscomedia.com/pdfforms/IRS.pdf! • http://wikipedia.org!! • www.newspaperindustry.com! • http://www.w3newspapers.com/magazines/business/! • http://www.hansaresearch.com/dload/Output.pdf! • www.mydailyfix.com! • And!so!forth! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • 124. 116$ [THE$WISE$MARKETING$CONCEPTS:$RAJ$BHAMBHANI! ! ! ! Ending!Note! & Although!the!project!seems!to!be!over!and!I’m!nearing!to!end!of!this!quest!but!I’ll! make!sure,!the!learning!doesnVt!end!here!!There’s!another!quest!waiting!to!be! explored!!Stay!inspired!and!inspire!others!! ! !

×