This document provides a summer internship project report on the importance and utility of reading newspapers by various target groups. It includes an introduction to print media and a SWOT analysis of Business Standard newspaper. The research methodology section outlines a descriptive research design using a questionnaire to collect primary data from 213 respondents through convenience sampling in Kadi and Mehsana. The data analysis section finds that respondents' most preferred newspapers are Gujarat Samachar, Sandesh, and Times of India. Respondents primarily read just headlines and want business knowledge from newspapers. Key findings show reduced newspaper reading due to digital media and a desire for unbiased news and improved quality. The conclusion expresses gratitude for the learning experience and opportunities to promote

1. A
Summer Internship Project Report
On
“Importance and Utility of Reading Newspaper by Various Target Groups”
Under the guidance of
Prof. Yuvaraj Vyas
Project Guide
Assistant Professor
S.V. Institute of Management - Kadi
Presented To:
Honorable Jury Members
Presented By:
Bhavik Parmar Ghanshyam Sarasariya
Exam No:- 47 Exam No:-105
S.V. INSTITUTE OF MANAGEMENT, KADI.

2. Flow of Presentation
 Introduction about Print Media
 SWOT analysis
 Introduction about Business Standard
 Research Methodology
 Data Analysis and Interpretation
 Findings and Observation’s
 Conclusion
2

3. Introduction About Print Media
What is Print Media?
3
Print
Media
Newspaper
Magazines
Billboard
Other
Publication

4. Conti…
Division of Print Media
4
Main Parts of
Print Media
Reporting
Editing

5. Conti….
Growth of Print Media in India
5

6. Conti….
Overall Industry Size
6
Overall Industry size
(INR billion)
Calendar Year Growth Rate
(2016-2017)
2016 2017
TV 588.3 651 14.70%
Print Media 303.3 325 7.30%
Films 142.3 155 7.70%
Digital Advertising 76.9 101.5 30.80%
Source: KPMG India’s analysis

7. Conti…
7
AUDIT BUREAU OF CIRCULATIONS
 The ABC founded in 1948 is a not for profit, voluntary organization consisting of
Publishers, Advertisers and Advertising Agencies.
 It has done pioneering work in developing audit procedures to verify the circulation
data published by those newspapers and periodicals, which have earned the right to
display its emblem. ABC as it is called and understood by all, is a founder member of
the International
ABC

8. 8
 Strength:
 At competitor price level
 Higher stock pages
 Easy language
 Provides expert opinion for those who wants to invest in stock market
 More content
SWOT Analysis for Business
Standard
 Weakness:
 Higher price than Economic times
The sports and technology related news only available at the end of week

9. 9
 Opportunity:
 New market development at new area
Can launch e-news paper for those who mostly working with computer and mobile
New TV channel may expand their market
Conti…
 Threats:
 Economic times has cheaper rate than business standard so, may Economic times first
choice of customer.
Technological use may decrease the reader of news paper

10. Introduction About Business
Standard• Incorporated on 16th Dec. 1970 under the name of “Desh Publications (p) Ltd.”
• This was changed to “Business Standard (p) Ltd.” on 7th Sept. 1995 and
subsequently converted into “Business Standard Ltd” on 23rd Nov. 1995 as a
limited company.
• Language:- English and Hindi
• Centre's; - English-12
Hindi-8 (Hindi Business Standard)
10

11. Conti…
• Business Standard has a 230-person editorial team that is led by Mr. Shyamal
Mazumdar.
• Group:- Kotak Mahindra Group
• Website attracts over 5 million unique visitors every month
• Digital Assets
• bshindi.com
• smartinvestor.in
• businessstandard.com
11

12. Research Methodology
 Research Design
 Descriptive Research Design
 Single cross sectional design
 Sources of Data
 Primary Data
 Questionnaire
 Secondary Data
 Website
 Journals
 Articles
 Magazines
12

13. Conti…
13
 Data Collection Method
Questionnaire
 Sampling Method
Convenience Sampling Method
 Sampling Frame
Kadi
Mehsana
 Sample Size
213 Respondents
 Sampling Unit
Advocate, Bank Manager, Business man, Professors, Mutual Funds, Agents, Stock Brokers, Commodity Brokers
and Jewellers etc. from Kadi and Mehsana area.

14. Title and Objectives of Research
 TITLE OF THE PROJECT
“ Importance and Utility of Reading Newspaper by Various Target Groups”
 PRIMARY OBJECTIVE:
 To know importance and utility of reading newspaper
 SECONDARY OBJECTIVE:
 To Find out most preferred newspaper To know which factor mostly affects while
reading and purchasing newspaper
 To know what purpose people read newspaper
 To know readers want to switch from existing newspaper to the Business Standard
14

15. Current newspaper readership
15
Data analysis and Interpretation

16. Time spending on reading newspaper
16
0
5
10
15
20
25
30
35
40
45
<30 30-60 60-90 90>
44 43
11
4
Frequency

17. What they read in newspaper
17
Just go through
headline
34%
Supplements
14%
Full Newspaper
34%
Particular Features
18%

18. What benefit they get from reading newspaper
18
26
28
60
29
14
13
13
74
72
40
71
86
87
87
Benefit Not Respondent

19. Factors consider while reading newspaper
19

20. Factors consider while purchasing newspaper
20

21. Ranking to the newspaper (1 to 5)
(1=Most preferred and 5=Least preferred)
21

22. Satisfaction level towards current newspaper
22
30%
58%
12%
0%0%
Highly Satsified
Satisfied
Average
Dissatisfied
Highly Dissatisfied

23. Weather they want to switch from existing newspaper to Business
Standard
23
0 5 10 15 20 25 30 35 40 45
Definitely
Probably
Not sure
Probably not
Definitely not
4
34
42
14
7

24. Chi-Square
24
Hypothesis Significance
Value
Result
HO:1 Time spending on the newspaper and genders of the respondent are
independent each other
.109 Accepted
HO:2 Time spending on the newspaper and age of the respondent are independent
each other
.928 Accepted
HO:3 Time spending on the newspaper and occupation of the respondent are
independent each other
.004 Rejected
HO:4 What they read and genders of the respondent are independent each other .564 Accepted
HO:5 What they read and age of the respondent are independent each other .681 Accepted
HO:6 What they read and occupation of the respondent are independent each other .503 Accepted

25. Independent sample T-test
25
Hypothesis Significance
Value
Result
HO:1 There is no difference between Price consider while purchasing newspaper and
Gender of the respondent
.134 Accepted
HO:2 There is no difference between Language consider while purchasing newspaper
and Gender of the respondent
.505 Accepted
HO:3 There is no difference between Availability consider while purchasing newspaper
and Gender of the respondent
.952 Accepted
HO:4 There is no difference between Brand consider while purchasing newspaper and
Gender of the respondent
.582 Accepted
HO:5 There is no difference between Content consider while purchasing newspaper and
Gender of the respondent
.975 Accepted
HO:6 There is no difference between Appearance consider while purchasing newspaper
and Gender of the respondent
.630 Accepted

26. Finding’s and Observation’s
26
• As per research most of people gives first priority to the “Economic Times”.
• Second most preferred newspaper in this research in “Times of India”.
• But as per reader “Gujarat Samachar” is clean winner in our research.
• The main reason behind is regional language and most of people from Gujarati background.
• “Sandesh” is second most reading newspaper in this research.
• In terms of English language, the most reading newspaper is “Time of India”.
• In terms of Financial newspaper, the most reading newspaper is “Economics Times”.
• From this research we found that most of people “Just go through headline” of newspaper.
• Most of people get “Business Knowledge” from reading newspaper.

27. Finding’s and Observation’s
27
Continue….
 Just because of ‘Digital Era’ people interest towards newspaper becoming less day by day.
During research while talking with respondents they advise us “Biased news” should not be there.
The suggestions we got from respondent’s like,
Should focus on digital news,
Ink of newspaper should improve,
 Should launch new TV channel, so live update they can get,
Should launch in regional language,
During the research we found that the customers are also complaining about the large proportion of the
advertisement then the news given in the newspaper. So sometime the customer is not interested to read
the particular newspaper for longer time.

28. Conclusion
28
We would like express deep regards to my college for giving us the opportunity to have a real life
feel as to how demanding the profession might be. We have learnt how different the work
environment can be from that of the cushioned life of the college. We've understood what
"responsibility" happens to be and how to manage it. We found that opportunity for business
standard is too much because in the market there are so many people who even do not know the
BS. So we can say that awareness of BS is too low, whereas The Economic Times is market leader.
The overall experience of doing Summer Internship with Business Standard was a great one,
which helped us enhance our knowledge about print media and business of financial daily. Recent
concepts such as Viral Marketing & Referral Marketing were also learnt by us. Another great
achievement for us at Business Standard. This really boosted our confidence as to our ability of
communicating with people. An enriching experience for which We would sincerely like to thank
the Team at BS Ahmedabad, espy Mr. Kunal Panchal & Mr. Jogendra Gurjar

29. Thank You ..