Analytical study of marketing and distribution strategies of Haymarket magazines

PROJECT REPORT ON
“ANALYTICAL STUDY ON MARKETING AND DISTRIBUTION
OF MAGAZINES (HAYMARKET PVT LTD)”
BACHELOR OF MANAGEMENT STUDIES
SEMESTER V
2013-2014
SUBMITTED
IN PARTIAL FULLFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE
OF BACHELOR OF MANAGEMENT STUDIES
BY:
AMMAR ZAKIR
ROLL NO – 55
PROJECT GUIDE
Prof. CHETAN JIWANI
K.J.SOMAIYA COLLEGE OF SCIENCE & COMMERCE
(Autonomous)
Reaccredited by NAAC with Grade A
VIDYANAGARI, VIDYAVIHAR (E).
UNIVERSITY OF MUMBAI
2013 – 2014
PROJECT REPORT ON

“ANALYTICAL STUDY ON MARKETING AND DISTRIBUTION OF
MAGAZINES (HAYMARKET PVT LTD)”
SEMESTER V
2013-2014
SUBMITTED
IN PARTIAL FULLFILLMENT OF REQUIREMENT FOR THE AWARD OF DEGREE
OF BACHELOR OF MANAGEMENT STUDIES
BY:
AMMAR ZAKIR
ROLL NO – 55
PROJECT GUIDE
Prof. CHETAN JIWANI
K.J.SOMAIYA COLLEGE OF SCIENCE & COMMERCE
(Autonomous)
VIDYANAGARI, VIDYAVIHAR (E).
UNIVERSITY OF MUMBAI
2013 – 2014
K.J.SOMAIYA COLLEGE OF SCIENCE AND COMMERCE

(Autonomous)
(VIDYANAGAR, VIDYAVIHAR, MUMBAI – 400 077)
(Affiliated by University of Mumbai)
CERTIFICATE
This is to certify that Mr. AMMAR ZAKIR, Roll No. 55 has satisfactorily carried out the project
work on the topic “ANALYTICAL STUDY ON MARKETING AND DISTRIBUTION OF
MAGAZINES (HAYMARKET PVT LTD)”, for the V Semester of T.Y.B.M.S., in the academic
year 2013-2014.
Place:-Vidyavihar (Mumbai)
Date:-________
________________ _______________
Signature of Examiner BMS Coordinator
ACKNOWLEDGEMENT

I hereby express my heartiest thanks to all sources who have contributed to the making of this
project. I oblige thanks to all those who have supported, provided their valuable guidance and
helped for the accomplishment of this project. I also extent my hearty thanks to my family, friends,
our coordinator Mr. JAYANT UNDIRWADKAR college teachers and all the well wishers.
I also would like to thanks my project guide Prof. CHETAN JIWANI for his guidance and timely
suggestion and the information provided by him on this particular topic.
It is matter of outmost pleasure to express my indebt and deep sense of gratitude to various person
who extended their maximum help to supply the necessary information for the present thesis, which
became available on account of the most selfless cooperation.
Above all its sincere thanks to the UNIVERSITY OF MUMBAI for which this project is given
consideration and was done with outmost seriousness.

EXECUTIVE SUMMARY
I have great pleasure in presenting my project to the Mumbai University, as my topic is
ANALYTICAL STUDY ON MARKETING AND DISTRIBUTION OF MAGAZINES
(HAYMARKET PVT LTD). I have made sincere efforts to make this project informative and I am
sure it would justify the same.
As the title of the project suggest the main aim of project lies in studying the marketing and
distribution of magazines in Indian market.
The project gives an introduction to the concept of magazines followed by origin, history in the
world and in India and then discuss market scenario. Further project gives introduction of
Haymarket company ltd. and various project it has offering to the public.
A survey was conducted, which includes a questionnaire related to the marketing and distribution of
magazines, and need to analyze the statistics of people reading magazines and are interested in
advertising their products in the magazines.

Table of Contents
Sr. no. Topics Page No.
1. Introduction
1.1. Introduction of Marketing and Distribution 1
1.2. Overview of Magazines Market 5
1.3. Introduction of Haymarket 6
2. Business of Haymarket
2.1. Types of Products/Magazines 18
2.2. Corporate Governance 23
2.3. Corporate Social Responsibility 26
2.4. Vision-Mission of the Company 30
3. Distribution And Marketing of Magazines
3.1. Publishing and Circulations 31
3.2. Marketing Strategies 33
3.3. Competitor Analysis 34
3.4. Subscription Plans 36
4. Practical Analysis
4.1. Questionnaire and Data Analysis 38
4.2. Suggestions and Recommendations 54
4.3. Conclusion 55
4.4. Annexure 56

Table of Figures
Sr. no. Topics Page No.
1. Introduction
1.1. Meaning Of Marketing 1
1.2. Definition Of Marketing 2
1.3. Meaning Of Distribution 3
1.4. Definition Of Distribution 4
1.5. Haymarket Company (UK) 6
1.6. Company Profile 9
1.7. Location Of Haymarket 11
1.8. Hormazd Sorabjee, Editor in Chief 12
1.9. Nicolas Bogs, Director 13
1.10. Jane Macken, Director 14
1.11. Bob McDowell, Director 15
1.12. Kevin Costello, Chief Executive 16
1.13. Brian Freeman, Chief Operating Officer 17
2. Business Of Haymarket
2.1. Types Of Magazines 18
2.2. PrintWeek India Magazines 19
2.3. Campaign India Magazines 20
2.4. Autocar India Magazines 21
2.5. Stuff India Magazines 22
2.6. Corporate Governance 23
2.7. Principles Of Corporate Governance 24
2.8. Corporate Social Responsibility 26
2.9. Vision- Mission Of the Company 30
3. Distribution and Marketing of Magazines
3.1. Circulations Of Magazines 32
3.2. Competitors Analysis 34
4. Practical Analysis
4.1. Questionnaire and Data Analysis 38

INDEX OF TABLES
Sr. No. List Of Tables Page No.
Table 1 Cost of PrintWeek India Magazine
Error:
Reference
source not
found
Table 2 Cost of Campaign India Magazines 36
Table 3 Cost of Autocar India 37
Table 4 Cost of Stuff India Magazines 37
Table 5 Survey on type of Magazines 39
Table 6 Survey on duration of Magazines 40
Table 7 Survey on Language of Magazines 41
Table 8 Survey on subscription of Magazines 42
Table 9 Survey on cost 43
Table 10 Survey on source of communication 44
Table 11 Survey on Benefits of Magazines 45
Table 12 Survey on Advertising 46
Table 13 Survey on Availability of Magazines 47
Table 14 Survey on advertising the business 48
Table 15 Survey on growth and development 49
Table 16 Survey on maximization of Profits 50
Table 17 Survey on impact on youth 51
Table 18 Survey on Investment in Magazines 52
Table 19 Survey on becoming a member of Library 53

INDEX OF GRAPHS
Sr. No. List Of Graphs Page No.
Graph 1 Survey on type of Magazines 39
Graph 2 Survey on duration of Magazines 40
Graph 3 Survey on Language of Magazines 41
Graph 4 Survey on subscription of Magazines 42
Graph 5 Survey on cost 43
Graph 6 Survey on source of communication 44
Graph 7 Survey on Benefits of Magazines 45
Graph 8 Survey on Advertising 46
Graph 9 Survey on Availability of Magazines 47
Graph 10 Survey on advertising the business 48
Graph 11 Survey on growth and development 49
Graph 12 Survey on maximization of Profits 50
Graph 13 Survey on impact on youth 51
Graph 14 Survey on Investment in Magazines 52
Graph 15 Survey on becoming a member of Library 53

Objectives
1. To study the business and marketing strategies of the company.
2. To study the Indian Market of magazines.
3. To study the different magazines and other products offered by the company.
4. To study the corporate social responsibilities and corporate governance of the company.
5. To study current & prospective scenario of Magazines.

RESEARCH METHODOLOGY
Research design:
This study refers to Descriptive research design for which survey of 50 respondents was
conducted.
Research was conducted in Mumbra, K.J. Somaiya campus, and few respondents from
Haymarket.
Data Design:
Primary data:
My primary data was collected through questionnaire, face to face communication and
email responses from the employee of the company.
I visited to Ms. Sapna Mhapankar a Senior Officer-Sales Support of Haymarket Pvt Ltd.
Secondary data:
My secondary data was collected from the Internet, Magazines and Books.
Duration:
 June, 2013 to September, 2013
 Data computation: 40 hours (typing, editing, alignment, etc.)
 Presentation and collecting primary data: 35 hours (survey, collection of data)

Chapter One:
Introduction
1.1. Introduction of Marketing and Distribution
Meaning of Marketing

A market is a place which allows the purchaser and the seller to invent and gather
information and lets them carry out exchange of various products and services. Marketing is the
process of interesting potential customers and clients in the product and/or services. The key word
in this marketing definition is ‘process’; marketing involves researching, promoting, selling and
distributing the products and services. It’s a huge topic, which is why there are tomes written on
marketing, and why you can take a four year degree in marketing. But essentially marketing
involves in getting the potential customers and the products or servicing together.
Marketing is the process of communicating the value of the product or service to
customers, for the purpose of selling the product or service. It is a critical business function for
attracting the customers. From a social point of view, marketing is the link between society’s
material requirements and its economic patterns of response. Marketing satisfies these needs and
wants through exchange processes and building long term relationships. It is the process of
communicating the value of product or service through positioning to customers. Marketing can be
located at as an organisational function and asset of processes for creating delivery and
communicating valued customers, and managing customer relationships in ways that also benefits
the organisation and its shareholders. Marketing is the science of choosing target market through
market analysis and market segmentation, as well as understanding consumer buying behaviour and
providing superior customer values.

Definitions of Marketing
According to American Marketing Association (AMA) marketing is defined as,
“Marketing is the activity, set of institutions, and processes for creating; communications,
delivering and exchanging offering that have value for customers, clients, partners and society at
large.”
According to Business dictionary marketing can be defines as, “The management process
through which goods and services move from concept to the customer.”
Meaning of Distribution
The movement of goods and services from the source through a distribution channel, right
up to the final customer, consumer, or user, and the movement of payment in the opposite direction,

right up to the original producer or supplier. Payments or principal, interest or dividend, by the
issuer or a security to the security holders, on a regular (monthly or quarterly) basis.
An order or pattern formed by the tendency of a sufficiently large number of observations to
group themselves around a central value. The family bell-shaped curve is an example of normal
distribution in which the largest numbers of observations are distributed in the centre, with
progressively fewer observations falling evenly on the either side of the centre (average) line.
Distribution of products takes place by means of channels. Channels are sets of
interdependent organisations called as intermediaries involved in making the product available for
consumption. Merchants are intermediaries that action behalf on the producer but do not take title of
products.
Definitions of Distribution
According to American Marketing Association (AMA), distribution is defined as, “the
action of sharing something out among a number of recipients.”

According to Oxford Dictionary, distribution is defined as, “the way in which something is
shared out among a group or spread over an area.”
1.2. Overview of Magazines Market
Introduction

Print Media in India is more than a century old and a well-established industry. The print
industry mainly comprises of newspaper and magazine publishing. Book publishing is smaller but
significant in terms of revenue. Even though it's a mature industry, new magazines are being
launched every year. India has been one of the fastest growing world economies since the past three
years. Robust consumption and rising income levels have helped the growth of print media. New
titles that focus on niche topics continue to launch in the market. The revenue sources for a
magazine are subscription, single copy sales and advertisement. Approximately 73 percent of
revenue comes from advertising and 27 percent from circulation.
Challenging Terms
The magazine industry is going through a tough phase in India just like in other countries.
Newspapers have added supplements to their main issue and infringed on the content covered by
magazines earlier. Television channels have launched in different genres that didn't exist a few
years back. And with the increased penetration and adoption of the Internet in the country, more
people are now consuming news and stories on different topics on the web and mobile. There is still
a demand for high quality print content and magazines need to deliver on that need to avoid losing
market share to other mediums. In addition, they also need to explore and distribute their content on
the web and mobile platforms to give choice to their subscribers to consume content from anywhere
and at any time.
India has 49,000 publications, but annual revenues total just $1.1 billion. Most lack
technology, marketing, and capital to grow which has resulted in a handful of publications
dominating the market with the Times of India Group being the market leader. Distribution is
critical for a magazine since it has to be readily available and marketed to consumers. Big
publications have strong distribution network set up.
1.3. Introduction of Haymarket
History

Haymarket was established in the year 1957. Michael Heseltine and Hazell Watson was the founder
of Haymarket Company. The term “Haymarket” was derived from joining two words Hazell &
Cornmarket which leads to the name of the company Haymarket, followed by acquisition of MIMS
and GP. Labovitch leaves, with cornmarket press Management Today launches; Cornmarket Press
(Clive Labovitch & Michael Heseltine) publishes first hardback Directory of opportunities for
graduates acquire the quarterly magazine Man About Town. First Cornmarket controlled issue. The
first quarterly magazine launched by Haymarket was Man About Town. Hazell Watson & Viney
invested in the publisher and launching of this magazine. Michael Heseltine becomes the Managing
Director of this magazine.
After the successful launch of Man about Town magazine, Haymarket launches few more
new magazines which included weekly Autosport and monthly Lithoprinter (now known as
PrintWeek), Gardener's Chronicle (GC). In the initial year itself they have started making the
publicity in the international market. Small scale Business organisations and Medium scale
Business organisations started investing and advertising their products and other business related
activities.
In 1968-69, Haymarket launched The Campaign Magazine. Acquire Horticultural Trades
Journal, merge with Gardener's Chronicle (GC) to form what later became Horticulture Week.

Michael Heseltine becomes a minister, Lindsay Masters becomes chairman and Simon Tindall
becomes Managing Director.
In 1975, Haymarket company launches the new magazines on automobiles names as
“Whatcar?”, It was a one of the successful magazines in the field of automobiles. There was a boom
in advertising the automobiles in this magazine. In the initial years Whatcar magazine was not so
popular in western countries, but slowly and gradually it took a growth in the magazine market and
became one of the most selling magazines in the United Kingdom.
In 1976, Haymarket enters in medical domains and started introducing and publishing the
related to medical domains. In a very short span of time it became highly popular and profitable in
international market. After a successful launch of magazine in medical domain, in 1977, Haymarket
launched another magazine named as ‘What Hi-Fi’ which includes the information on all the
electronic devices.
In 1981, Haymarket started its first continental joint venture with Spanish publisher
Doyma. Haymarket acquired their magazines named as Old Motor, Eric Verdon-Roe works on its
transformation into Classic & Sports Car magazines.
In 1985-95, the company started its first weekly Autocar magazine from Reed, and host
first awards ceremony, signifying the first venture into brand extensions. New York launches MPR
(US MIMS). They launched this magazine as a joint venture. During these launches of new
magazines, the PrintWeek magazines has came to a poor state of repair and needed attention to
improve its sales and circulations in the market. In this period they also launched their first joint
venture with France and Italy and also came up with the Haymarket exhibition division.
In 1996-06, Haymarket launched a few more new magazines on automobiles named as F1
Racing and Motoring News (later re-launched as Motorsport News) acquired with LAT
photographic agency. A new magazine was launched named as ‘Revolution’ as a monthly
magazine, due to which the internet usage begins to pick up the pace. McLaren automobile was
advertise in the magazine named as ‘Racing Line’ and started publishing among the customers.
After a successful publishing of PrintWeek magazine in United Kingdom, they started the overseas
launching of this magazine in United States and other countries. Michael Heseltine becomes the
chairman of these overseas distributions of the magazines. During this period, Haymarket has also
launched a world’s best-known classical music magazine named a ‘Gramophone’, which was very

successful in the market of UK and then spread all over the world. Revolution was launched in the
market of United States (US) followed by Racer in California.
After few years, Haymarket had become a very reputed company in the field of making
business, automobiles, and sports etc magazines in United Kingdom (UK) as well as other overseas
countries. They launched their first magazine on Army in United States (US). Autocar and Stuff
magazines where the first magazines of Haymarket which were launched in China. This was the
time when Mr. Rupert Heseltine was appointed as Deputy Chairman of the company. Haymarket
Network wins contract with Sky Sports.
In 2007, Campaign India and Stuff India was launched, and in the following year
PrintWeek India was also launched successfully in India. Michael Heseltine opens the first Carbon
show in the year of 2009, and Kevin Costello becomes the Chief Executive Officer (CEO), and
Rupert Heseltine becomes Chairman from Deputy Chairman. Autosport celebrates its 60th
anniversary in 2010. And on its anniversary, Autosport launches the iPhone and android
applications for its magazines.
In 2011, Jane Macken was appointed as the Managing Director of Haymarket Business
Media and Lee Maniscalco appointed as CEO of Haymarket. Classic & Sports Car magazines
celebrates its 30th
anniversary. Stuff magazine releases the iPad edition applications. Haymarket
Media Group started the venture with Google Inc.
Company profile
In 1957, Michael Heseltine and Hazell Watson founded Haymarket, which is now one of
the largest independent magazine companies in the country with extensive interests overseas.

Haymarket Pvt Ltd is a Multi-national company which was established in 1957 in United Kingdom
(UK). It was basically a company for publishing the business related magazines. In its initial year of
the company, the core business was generated by publishing the business related magazines and all
the businessman was keen on advertising their business in these type of business magazines.
Haymarket was not having any tough competitions in the publishing of magazines. It was not a
multi-national company until they started launching the magazines in United States and other
European countries.
Haymarket Media understands how to communicate with specialist audiences. That’s
why their brands are market leaders. It's an ability they first learned as makers of carefully-
targeted magazines. Now it's also serving them powerfully as they expand online, around the
world and in new business areas.
Every Haymarket division follows a founding principle, “know what you’re talking
about, create something great, and it will attract a strong following. And that will bring revenues.
It's a wonderful virtuous circle: the better the job we do for our audiences, the greater the rewards.”

Not surprisingly, their success is built on the quality of the people and the
opportunities they enjoy. Haymarket spend heavily on recruitment and training. They want the
people who work for Haymarket to realise their ambitions. The happier the employees are, the more
creative they become, and the better solutions they produce for their audiences and partners.
Haymarket work to the highest standards, whatever the medium. Their news is sharp and
insightful. Their reviews are thorough and entertaining. Their stories are well told, and their visuals
set standards. Their events are pace-setters. Most of all, they are avowedly independent. You can
trust that anything written in a Haymarket publication or website is well-researched and puts the
needs of its audience first. That’s why they keep coming back.
Key factors of the company:
 Founder of the Company- Michael Heseltine
 Type of Company- Private Limited Company
 Key Products- PrintWeek India, Campaign India, Gramophone etc magazines
 Total circulation of magazines- 127 magazines in 29 languages
 Area of distribution- 80 publishers in 42 territories worldwide
 Scale of Business- Large scale business, multinational Company
 Why are Haymarket so effective? Because their creative, sales and management teams are
passionate about their subjects and the industries they work within.
 Philosophy- dedicated to producing magazines, websites and events that are the best.

Location of the company:
Haymarket private limited, a global media company is a multinational company and
making business all over the world. It has their offices at different countries like
Australia, Germany, India, Singapore, Hong Kong, United Kingdom (UK), United States
of America (USA).
In India, there are four main headquarters of Haymarket. They are in Mumbai, Bangalore,
Chennai and New Delhi. All the four branches of the company follow the same cost and
same news for magazines and same circulation process all over the Indian market.

Chairman
Hormazd Sorabjee, Founder and Editor in Chief
Hormazd Sorabjee has been a key member of Haymarket India since its formation in
1999, and is responsible for the successful launches of Autocar India, Autocar
Professional and What Hi-Fi? Sound & Vision India. He was associate editor of Indian Auto from
1987 to 1991, and associate editor then editor of Auto India until 1999, after which he joined
Haymarket.
He is a member of the Guild of Motoring Writers, CNBC’s auto expert, and many of his
articles have been printed by leading publications in India and around the world. Hormazd is a keen
family man and photographer.

Board of Directors
Nicolas Bogs, Director of Haymarket
Nic Bogs joined Haymarket in 2000 as managing director of the German operation. The
company has now 15 titles, more than 100 staff and a turnover of more than 15 million Euros. He
holds a diploma from an American and a German high school. After graduating from the University
of Hamburg (economics) he wrote his PhD thesis on Advertising Agencies in the Media Market.
Before joining Haymarket, he spent more than 10 years in business media with major
German media groups, starting as advertising sales manager. Nic also worked as a radio business
journalist for more than five years. Nic is a passionate skier, a long-distance runner and an active
member of the Rotary Club Hamburg. Together with his wife and his daughter he lives in Hamburg,
Germany.

Jane Macken, Director of Haymarket
Jane Macken joined Haymarket in 1988 as a sales executive on Campaign magazine. In
1992, she became advertisement manager of Management Today, before re-joining Campaign as
sales director in 1996. From there, she became publishing director and later managing director of
Campaign publications and a Haymarket Business Media (HBM) board director.
Jane became managing director of Haymarket Business Solutions, a division of HBM, in
2003. The division comprises all HBM non-magazine and brand extension activity including events,
circulation, directories, online, and Brand Republic. In 2007 she set up a new division of the
business to pull together all the non print publishing activities to drive new revenue streams, grow
specialist skills and put an infrastructure in place to support the business. This included Haymarket
Events (awards, forums, conferences) HBI (digital delivery), Data Operations (subscriptions,
circulation, directories data and Haymarket Direct).
In July 2011, Jane was promoted to managing director of HBM, responsible for the
division's market leading portfolio of specialist magazines, web brands, data and information
businesses, conferences and events including Campaign, Windpower Monthly, ENDS, Brand
Republic and Media 360.

Bob McDowell, Director of Haymarket
Bob McDowell has been a member of the Haymarket family since he was employed as an
Autocar classified sales executive in 1988. Bob was swiftly promoted to group ad manager,
publisher and then publishing director across Autocar and What Car? In 2003, he became
publishing director for Haymarket Consumer Media (HCM), shortly followed by his appointment as
HCM’s circulation director.
Bob became Consumer Media’s strategy and planning director in January 2007. In this
role, he is responsible for the marketing strategies of Stuff, Stuff.tv, What Hi-Fi? Sound & Vision,
Classic & Sports Car, Practical Caravan, Practical Motorhome, caravan-sitefinder.co.uk,
Gramophone, Car & Accessory Trader and Four Four Two, as well as having strategic input to all
Haymarket Consumer Media’s brands.
He also heads Haymarket’s Business Intelligence Unit. In December 2011, Bob was
promoted to Director of strategy, planning and change. In this newly created role, McDowell now
focuses on the company’s planning and development activities throughout the UK, Europe and the
USA.

Chief Executive Officers
Kevin Costello, Chief Executive of Haymarket Media Group
Kevin Costello is chief executive of Haymarket Media Group. After graduating in 1987,
Kevin joined Reed Business Publishing as a sales executive. He moved to Bartlett Advertising in
1990, where he spent four years in a range of roles including media buying, planning and new
business development. He joined Haymarket in January 1994 as business development manager in
its business division. After a period running the sales operation across a portfolio of weekly trade
titles, he moved into Haymarket’s consumer division.
He then became managing director and chairman of Haymarket Consumer Media, with a
portfolio of market-leading consumer brands in sectors as diverse as sport, classical music and
technology. Kevin has overseen the growth of Haymarket Network, which is now one of the top
five customer publishing agencies in the UK. In January 2010, Kevin was promoted to chief
executive of Haymarket Media Group, responsible for the UK as well the Australian, German,
Indian, Hong Kong and US divisions.
Additionally, he is chairman of Frontline, the UK’s market-leading sales and marketing
magazine distribution company and a non-executive director of Wanderlust Ltd.

Brian Freeman, Chief Operating Officer (COO) of Haymarket
Brian Freeman, FCMA, joined Haymarket as a management accountant in 1989, having
worked at KPMG after graduating from Exeter University. He became head of management
accounts for Haymarket Consumer Media, joining the boards of subsidiary groups in 1994 and
became a director of Haymarket Consumer Media in 1995.
He joined the board of Haymarket Media Group in 2000. He has played a key role in
setting up Haymarket’s overseas operations, and now sits as a director on the boards of most of the
company’s overseas subsidiaries.

Chapter Two:
Business of the Haymarket
2.1. Types of Products/Magazines

Haymarket has 127 different magazine and website licenses in more than 29 different
languages. We work with more than 80 publishers in 42 territories worldwide. At Haymarket they
are focused on working together with their licence partners to build successful businesses from their
market-leading brands.
Haymarket is one of the leading licensors and syndicators of its international magazine
brands and content in Asia with over 30 editions of Haymarket’s magazines published in the region
and a growing portfolio of online and digital editions.
Haymarket’s Asia licensing operation is managed from its Hong Kong offices, meaning
we can operate in real time with our partners and have a better understanding of their market’s
challenges and opportunities.
Some Magazines of Haymarket

PrintWeek India Magazine
PrintWeek India magazine has a print run of 11,000+ which is delivered to print
professionals in more than 350 cities across India. Every month PrintWeek India gives its readers
new insights into today's printing topics ranging from commercial printing, sheetfed, web offset,
digital, and inkjet and outdoor. In addition to the above PrintWeek India features practical Buyer's
Guide and Product Portfolios that help its readers improve their purchase decisions. Added to this
mix is an eclectic collection of original and thought-provoking features spanning topics from fine
art production to print's most colourful characters along with profiles of industries and key print
cities, and individuals who have had a profound effect on the Indian print community.
Printing is one of India’s largest industries, and PrintWeek India is the first truly
nationwide title to cover its issues and news. Modelled on Haymarket’s essential UK print trade
weekly, PrintWeek, the magazine is written, produced and printed in India and includes dedicated
specialist sections to cater for pre-media, digital, press, post-press, paper and print buying sectors.
At its launch in 2008, PrintWeek India’s target distribution was 12,000 print professionals in 200
cities.
Vital statistics
Launched 2008
Circulation 10,500

Frequency Monthly
Campaign India Magazine
One of the best sources for news and analysis on advertising, media and marketing.
Each fortnight, Campaign India brings readers a wrap up of the news in the fortnight gone past. In
addition, there is a high level of debate by professionals on the most important issues of the
moment, through features such as Live Issue and Double Standards. High performers are profiled in
detail each fortnight.
The back of the book brings to the reader illustrated news of the latest creative to have
broken, including detailed credits of those who created the communication. Private View sees these
creatives discussed and debated by two professionals each fortnight. Finally, the editorial and the
opinion pieces discuss industry issues and happenings, seeking to raise awareness and find industry-
wide consensus on the issues.
Vital statistics
Launched 2007
Frequency Fortnightly

Circulation 7,500 copies (per issue)
Autocar India magazine
Autocar India is the country’s leading authority for car and motorbike buyers. Having
pioneered road testing in India, its road test verdicts are the last word on new cars and bikes. Its
monthly content of exclusive news, features and riveting stories continues to be unrivalled. Autocar
India pioneered the concept of advertorials in India, conceptualised and created by the in-house
Special Projects team. The magazine also has the biggest and liveliest classified services section of
any monthly motoring magazine.
Autocar India Magazine was launched in 2000 and quickly became the nation's leading
automotive website. With an exciting, easy-to-use interface, it is growing in popularity thanks to its
mix of daily news, regularly updated features and in-depth guide to every car on the Indian market.
Full details of all road tests are available on it, as is the latest from the world of motorsport,
including Formula 1, MotoGP, WRC, A1GP and the domestic scene.

Vital Statistics
Frequency Monthly
Launched 1999
Circulation 249,000
Stuff India Magazines
Stuff India is the best-selling gadget magazine in India. Covering the very latest gadgets,
computers, mobiles, accessories, peripherals, cars and fashion, the magazine is read by over 85,000
people every month, all keen to find out about the latest gear. The key to its phenomenal success is
the expertise of its editorial team and creativity of its designers. By entertaining and informing its
tech-savvy readers, Stuff India ensures it remains one of the country’s most successful magazines.
Stuff India is the best-selling gadget magazine in India. Covering the very latest gadgets,
computers, mobiles, accessories, peripherals, cars and fashion, the magazine is read by over 85,000
people every month, all keen to find out about the latest gear. The key to its phenomenal success is
the expertise of its editorial team and creativity of its designers. By entertaining and informing its
tech-savvy readers, Stuff India ensures it remains one of the country’s most successful magazines.

Stuff India is the cutting-edge guide to the latest technology across the world. Inspirational,
witty and friendly, it has become one of the best-selling gadget magazines on the planet.Stuff India
is the cutting-edge guide to the latest technology across the world. Inspirational, witty and friendly,
it has become one of the best-selling gadget magazines on the planet.
Vital Statistics
Launched 2008
Circulation 85,000
Frequency Monthly
2.2 Corporate Governance
Corporate governance refers to the system by which corporations are directed and
controlled. The governance structure specifies the distribution of rights and responsibilities among
different participants in the corporation (such as the board of directors, managers, shareholders,
creditors, auditors, regulators, and other stakeholders) and specifies the rules and procedures for
making decisions in corporate affairs. Governance provides the structure through which
corporations set and pursue their objectives, while reflecting the context of the social, regulatory
and market environment. Governance is a mechanism for monitoring the actions, policies and
decisions of corporations. Governance involves the alignment of interests among the stakeholders.
There has been renewed interest in the corporate governance practices of modern
corporations, particularly in relation to accountability, since the high-profile collapses of a number
of large corporations during 2001–2002, most of which involved accounting fraud. Corporate
scandals of various forms have maintained public and political interest in the regulation of corporate
governance.

Principles of Corporate Governance
• Rights and equitable treatment of shareholders: Organizations should respect the rights
of shareholders and help shareholders to exercise those rights. They can help shareholders
exercise their rights by openly and effectively communicating information and by encouraging
shareholders to participate in general meetings.
• Interests of other stakeholders: Organizations should recognize that they have legal,
contractual, social, and market driven obligations to non-shareholder stakeholders, including
employees, investors, creditors, suppliers, local communities, customers, and policy makers.
• Role and responsibilities of the board: The board needs sufficient relevant skills and
understanding to review and challenge management performance. It also needs adequate size
and appropriate levels of independence and commitment
• Integrity and ethical behaviour: Integrity should be a fundamental requirement in
choosing corporate officers and board members. Organizations should develop a code of

conduct for their directors and executives that promotes ethical and responsible decision
making.
• Disclosure and transparency: Organizations should clarify and make publicly known the
roles and responsibilities of board and management to provide stakeholders with a level of
accountability. They should also implement procedures to independently verify and safeguard
the integrity of the company's financial reporting.
Corporate governance Model
Haymarket Company follows Indian Model of corporate governance for carrying out its
activity in Indian magazines market. India's SEBI Committee on Corporate Governance defines
corporate governance as the "acceptance by management of the inalienable rights of shareholders as
the true owners of the corporation and of their own role as trustees on behalf of the shareholders. It
is about commitment to values, about ethical business conduct and about making a distinction
between personal & corporate funds in the management of a company. It has been suggested that
the Indian approach is drawn from the Gandhian principle of trusteeship and the Directive
Principles of the Indian Constitution, but this conceptualization of corporate objectives is also
prevalent in Anglo-American and most other jurisdictions.
The Indian model of corporate governance followed by Haymarket Company is a mix of
Anglo-American and German Models. This is because, in India, there are three types of

corporations that are private companies, public companies and public sector undertakings. Each of
these corporations has a distinct pattern of shareholding. In case of private companies, the promoter
and his family have almost complete control over the company. They depend less on outside equity
capital. On the other hand, in case of public company, shareholding is distributed among a diverse
group consisting of retail shareholders, institutional shareholders, etc. Shareholders appoint the
Board of directors and the company has to adhere to the provisions of Companies Act, 1956.
2.3. Corporate Social Responsibility
Corporate social responsibility (CSR, also called corporate conscience, corporate
citizenship, social performance, or sustainable responsible business/ Responsible Business) is a
form of corporate self-regulation integrated into a business model. CSR policy functions as a built-
in, self-regulating mechanism whereby a business monitors and ensures its active compliance with
the spirit of the law, ethical standards, and international norms.

At Haymarket they take their responsibilities very seriously to their people, their
community and their environment. Haymarket is an entrepreneurial company with an
outlook that stems from being privately owned. They are a family business and will remain
so. And that gives them the luxury of long-term thinking. Because they take the long view,
they know that it’s not just the quality of their products that sets them apart. It’s also the way
they go about their business.
Responsibility towards the sustainable publishing
 Working towards sustainable publishing: The resources they have used to make
magazines are limited. But they are changing the way they go about their publishing because
they are serious about the future.
 Using paper from sustainable forests: From summer 2008, all UK Haymarket publications
will be printed on certified paper from sustainable forests. In 2008, many Haymarket

publications will carry the logos of the Forest Stewardship Council– the scheme recognised
by the World Wildlife Fund and Greenpeace – and the Programme for the Endorsement of
Forest Certification. And because Haymarket has Chain of Custody certification from those
organisations, readers and advertisers can be sure that where Haymarket magazines use
certified paper it can be traced to its timber source at every step.
 Reducing paper wastes: Paper is spoiled each time a printing press is prepared for a new
job – the ‘make-ready’ process. Haymarket reduced ‘make-ready’ waste by 20 per cent in
2005. We have also marginally reduced copies spoiled in the printing process – or ‘running
waste’. We are exploring cutting waste further by printing our magazines back-to-back,
using standardised trim sizes and paper grades. Our news trade distributor, Frontline, is
waging its own ‘War on Waste’ and has set a target to halve waste in unsold copies by 2010.
 Using biodegradable wrappers: Haymarket switched from polythene to biodegradable
wrappers in 2008. We use recycled paper on titles such as the ENDS Report and Motorsport
News. While our primary commitment is to use certified paper from sustainable forests for
all UK titles from summer 2008, we will also increase recycled paper content over time
where appropriate and where that will genuinely reduce our greenhouse gas emissions.
Responsibility towards Sustainable Workplaces
 Setting goals and getting results: Haymarket began measuring its consumption of
energy, water and waste sent to landfill in 2004. The impact of monitoring these things
and taking simple steps to reduce their impact has resulted in significant changes. Each
year we have achieved reductions, the only exception being a small rise in both water
and energy use between 2005 and 2006. However, we still saw this as a good result
given that the floor space occupied by Haymarket in Teddington grew by 40 per cent

when Teddington Studios opened at the end of 2005, and our UK staff had swelled from
912 in 2004 to 1536 in 2007.
 Reducing Water use: Technology used to fit out Teddington Studios saved more than
2.9 million litres of water in 2006. And so achieving further cuts in water use felt like a
tough task. However, we took what we had learned in Teddington and applied it to our
Hammersmith buildings and saved a further 3,734,000 litres in 2007 – just shy of two
Olympic swimming pools. In 2008 we continued to make improvements at all our
London sites and further reduced water use by 5,170,000 litres compared to 2007. Since
2005, despite growth in staff numbers and floor space, we have managed to cut our
annual water use by 11.7 million litres – a 63 per cent cut on 2005 levels.
 Reducing Energy use: To save energy, we have improved equipment maintenance and
our understanding of our heating and cooling systems. We have even employed in-house
engineering specialists. While some may see this as an unnecessary expense, it’s meant
huge efficiency savings and improved staff comfort. Staff ‘switched off’ when our
campaign asked them to turn off lights, monitors and PCs when not in use, and LED
lighting technology has been introduced where appropriate. During 2008, we reduced
our electricity use by 249,444 kilowatt-hours and gas use by another 194,738 kilowatt-
hours. Combined, this reduced our carbon emissions by 170 tonnes.
 Recycling: Waste reduction is a top priority for Haymarket. Where we can’t eliminate
the creation of waste we aim to recycle, leaving as little as possible to go to landfill. We
have recycling processes in place for more than 15 different types of waste, including
plastics, tin cans, aluminium cans, paper and cardboard, electrical equipment, batteries
and toner cartridges.
 Using less office Papers: We have created central printing areas to reduce the number of
printers in our offices and discourage people from wasteful printing. We have also made
more double-sided printers available. Combined with staff ‘thinking before they print’
these measures meant that our company used 1751 fewer reams of A4 paper in 2008.
 Making good Travel choices: Since 2006, Haymarket has followed a green travel plan
to encourage staff to use public transport, cycle and walk or car share where convenient.
We opened up availability to our pool car fleet to save staff bringing a vehicle into work
for business trips during the day.

 Getting Staff involved: While tangible results are important for measuring the
company’s environmental performance, staff perceptions are equally important. For this
reason we include the following statement within the annual staff survey: “Haymarket
takes action to minimise the environmental impact of its activities.” When asked to
indicate whether they strongly disagree, disagree, agree or strongly agree with this
statement, 92 per cent of staff either agreed or strongly agreed. This question solicited
the highest favourability score within the Culture and Values section of the survey.
Community Thinking
Issues that affect our employees and their families, our local communities and our
industry drive a culture of charitable giving by Haymarket and its staff. As a company, we give to
local, UK and international charities and support staff giving with our award-winning Payroll
Giving plan. By the end of 2007, more than one in five Haymarket staff was giving to one or more
charities directly from their gross pay.
For each £2 donated by staff, Haymarket donates an additional £1. With tax relief, this
can mean that an employee donation of £5 becomes nearly £10 by the time the charity receives it.
We launched Payroll Giving with fundraiser Workplace Giving UK in February 2006 and
achieved the UK government’s Payroll Giving Gold Award in 2007. Staff generosity also helped
Haymarket win Best Launch of a New Scheme at the government’s National Payroll Giving
Awards as well as a ‘Thank you for giving’ award from Workplace Giving UK in 2007.
2.4. Vision-Mission of the Company
The Vision
Magazines are vital in many ways. What is in ‘black & white’ is really authentic. It would
be great boon to society and the corporate world if easy reach to them was made available.
Haymarket should spare no efforts to harness the strengths of every magazine in print.

The Mission
Magazines lovers and those seeking information about specifics in various walks of life
had a hard time going from shop to shop and library looking for their desired literature. Publishers
too found it difficult to reach genuine readers. Very rarely people were satisfied with what they
could lay their hands on and magazines that really mattered were not even noticed. With the
founding of Haymarket Private Limited, begins what will soon be referred to as a revolutionary
concept. It is our endeavour to provide single window solutions to subscribers, content writers,
entrepreneurs, researchers, libraries, advertisers & advertising agencies, and publishers. The mission
for the success of Haymarket has begun.

Chapter Three:
Distribution and Marketing of Magazines
3.1 Publishing and Circulation
Publishing
Publishing is the process of production and dissemination of literature, music, or
information. The activity of making information available to the general public. In some cases,
authors may be their own publishers, it means, originators and developers of content also provide
media to deliver and display the content for the same. Also, the word publisher can refer to the
individual who leads a publishing company or imprint or to a person who owns a magazine.

According to Webster’s Dictionary, publishing is termed as, “the business or profession
of the commercial production and issuance of literature, information, musical scores or sometimes
recordings, or art.”
Haymarket has its heart and soul in publishing and media. Since they founded the
company half a century ago, Haymarket has always prided itself on being a highly creative
business, with an unrelenting focus on the quality of their products and their people. Their
philosophy has always been quite simple, only by having the highest quality individuals you can
produce the highest quality products, combining the best in content, design, production and
customer services.
Globalisation is opening up the world further, and providing many opportunities for them
to continue to grow. Haymarket serves a broad spread of markets, from sport to medicine, from
technology to town planning. They are in consumer, business and customer media, along with
exhibitions and live events. Predicting the shape of their business in three, five or 10 years is almost
impossible; and the unpredictability is a part of the appeal. Haymarket aim to be the perfect
company to work with or for, they have the processes and attitude that ensure quality and
consistency, and an entrepreneurial spirit that makes every day rewarding.
Circulation
Circulation is a process of dissemination of copies of magazines or newspapers,
A magazine's circulation is the number of copies it usually distributes for each issue. It is one of the
main factors used to determine how much money they will charge businesses to advertise in the
magazine. Circulation is not always the same as copies sold, which is usually called paid
circulation, because many magazines are distributed to readers without making them pay anything.
This is more true for magazines dealing with business and professional topics. When determining
readership figures, which are how many people read an issue, the number is usually considered to

be higher than the circulation figures because of the assumption that most copies of the magazine
are read by more than one person. In many countries, circulation figures are checked by companies
that do not work for the magazine, such as the Audit Bureau of Circulations, to make sure that the
numbers a publisher gives to advertisers is accurate.
Haymarket circulates thousands of magazines all over the world. In India, Haymarket
circulates the magazines through book-post. The major mode of circulating the magazines to its
reader is through book-post. In certain circumstances if the customer doesn’t receive the copy of
magazines, the company then sends the magazine through courier to that person. In India,
Haymarket has around 10,000 readers of PrintWeek India, and 7000 readers of Campaign India.
3.2. Marketing Strategies
Haymarket’s commercial marketing solutions team has a wealth of knowledge, and it’s at
the disposal of any new client. The team is on hand to offer advice on the best use of individual
marketing resources across our entire portfolio. The team are also there to share their experience of
the most effective response mechanisms, learnt from prior experiences.
The marketing solutions department covers a huge variety of audiences, catering for
specific needs of individual markets with special projects that draw on the power of our consumer
and business brands.

Haymarket understands the specific needs of specialist audiences. They use this
understanding to create special projects for clients that draw on the power of our consumer and
business brands. They know how to grab peoples’ attention, and how to engage them in long-
standing relationships.
This understanding comes as a result of the enthusiasm and expertise of the creative,
commercial and publishing teams who work closely together. As a unit, these teams understand
how individual markets work, and the media that will function most effectively within each sector.
Haymarket’s consumer and business brands are at the very centre of their specific
markets. They help clients get their message over to receptive audiences in a powerful way. They
have a strong, vested interest in ensuring that all associated marketing is effective, if it isn’t, they
won’t see the business again.
3.3. Competitor analysis
A competitor analysis is an assessment of the strengths and weaknesses of your businesses’
competitors. This in-depth analysis of your industry competitors can help you to identify
opportunities for improvement within your own business. A comprehensive analysis of your
competitors will allow you to track how your business compares in terms of Financial resources,
Staff, Products, services, Market Share, Pricing, Customers, Financial Data, Brand recognition,
Location, Marketing Tactics, Logistics.

Haymarket Private Limited is a multi-national company in the field of publishing and
circulating the magazines all over the world. It is in this business from more than 50 years. So
Haymarket has created a very good reputation in the market of magazines.
In India, there are lots of magazines distributed in different languages all over. There is a
lot of competition in any business sector and even in terms of magazines. Therefore even
Haymarket faces a very tough competition in Indian market.
Competitors of Haymarket
1. Mangalam Weekly: the Company founded by late M.C. Varghese in 1969, as a monthly journal,
with a meagre circulation of 250 copies, later became a weekly. Mangalam weekly magazine
publishes from Kottayam , kerala by mangalam Publication. It is the largest circulated magazine in
India with Circulation of 1. 5 Million.

2. India Today: India Today changes the panorama of Indian Readership. V.V. Purie The owner of
Thompson Press published its first issue in 1975. His daughter Madhu Trehan were its Editor and
Aroon Purie was its publisher. Today its Circulation is 1,600,000, Publisher – Living Media
3. Readers Digest: Formerly based in Chappaqua, New York, its headquarters is now in New York
City. Now the Publisher is Living Media. Circulation is 600,000, Publisher.
.
4. Business Today: Business today, is the largest-circulated business fortnightly in India. Ever
since its inception in 1992, it has set one benchmark after another in business reporting. Circulation
is 185,000,
5. Tehelka: Big name of in Investigating Reporting Tehlaka enjoys its credibility. Various sting
operations conducted by Tehalka. In 2012, former BJP President Bhangaru Laxman was sentenced
to imprisonment after the court found Tehelka sting was valid and Laxman had taken a bribe. It is
published byTarun tejpal. Started as a news portal—tehelka.com in 2000, it transitioned through a
printed newspaper format until it became a magazine in 2007 Circulation is 110,000.
3.4. Subscription Plans
PrintWeek India Magazine
YEARS YOU PAY DISCOUNT
3 YEARS ( 36 ISSUES) 3900 40% DISCOUNT
1 YEAR ( 12 ISSUES) 1300 33% DISCOUNT

6 ISSUES 600 30% DISCOUNT
Campaign India Magazines
TERMS ISSUES
YOU
PAY
DISCOUNT
1 YEAR
26
ISSUES
2,600 30% CASH DISCOUNT
2 YEAR
52
ISSUES
3 YEAR
78
ISSUES
Autocar India Magazine
TERMS ISSUES
YOU
PAY
DISCOUNT
1 YEAR
12 ISSUES 1260.00 30% CASH DISCOUNT
12 ISSUES 1800.00
1:24 LAMBORGHINI AVENTADOR
ROADSTER
2 YEAR
24 ISSUES 3600.00
1:24 CORVETTE STING RAY +
EMERGENCY CAR LIGHT

3 YEAR
36 ISSUES 5400.00
1:18 F1 RED BULL RACING TEAM 2013
RC + TYRE SHAPED TOOL KIT
Stuff India Magazine
TERMS ISSUES
YOU
PAY
DISCOUNT
1 YEAR
12 ISSUES
1200.0
0
YUBZ TRAVEL LIGHT
2 YEAR
24 ISSUES
1560.0
0
35% CASH DISCOUNT
24 ISSUES
2400.0
0
YUBZ RETRO HANDSET
3 YEAR
36 ISSUES
1980.0
0
45% CASH DISCOUNT
36 ISSUES
3600.0
0
EDIFIER IPOD DOCK

Chapter Four:
Practical Analysis
4.1 Questionnaire and data analysis
A survey was conducted for analysing the market of magazines. From this survey we can
come to know that what type of magazines people prefer the most to read. Also in which language
people prefer to read the magazines.
From this questionnaire we can analyse who are the major people who are reading
magazines. What is the thinking of the people in India regarding the investment in the business of
magazines? Also, whether the magazines can help in the growth of economy.

1. What type of magazines do you like to read?

Magazines No. of Respondents
Business 13
Automobiles 16
Sport 14
Others 7
0
2
4
6
8
10
12
14
16
Number of Respondents
Business
Automobiles
Sport
Others
Data Interpretation:
From this question we can clearly understand that 32% of the people in India like to
read magazines on automobiles, followed by the 28% of sports magazines and 26% business
magazines. And 14% of the people like to read other magazines.
2. How often do you read magazines?

Duration No. of Respondents
Daily 10
Weekly 17
Monthly 14
Quarterly 9
0
2
4
6
8
10
12
14
16
18
Number of Respondents
Daily
Weekly
Monthly
Quarterly
In this question we can see that people in India, 34% read magazines on a weekly basis,
even monthly magazine readers graph is 28%. The least option is quarterly; there are 18% of
people in India who reads magazines on a quarterly basis.
3. In which language do you prefer to read the magazines?

Language No. of Respondents
English 27
Hindi 12
Marathi 6
Others 5
0
5
10
15
20
25
30
No. of Respondents
English
Hindi
Marathi
Others
In the survey conducted, it was found that 54% of people prefer to read magazines in
English language. There are only 10% of people found who reads magazines in other languages
(Urdu, Gujarati, etc.). There are 24% and 12% of people in India who use to read magazines in
Hindi and Marathi languages.
4. Do you currently have any subscription of any magazines?

Options No. of Respondents
Yes 12
No 38
0
5
10
15
20
25
30
35
40
No. of Respondents
Yes
No
In the survey conducted, it was found that only 24% of people were having an active
subscription of magazines. 76% of the people in India don’t have an active subscription of
magazines.

5. Do you feel that the magazines are cost effective?
Yes 21
No 29
0
5
10
15
20
25
30
No. of Respondents
Yes
No
From the above table and graph, we can analyse that 58% of the people think that
magazines are not so cost effective, and 42% people thinks that magazines are very costly.

6. Do you think that magazines are the best way of communication among
the business firms and society?
Yes 15
No 35
0
5
10
15
20
25
30
35
No. of Respondents
Yes
No
In the above graph, the numbers of people who think that magazines are not one of the best
ways of communication is 70%, and the number of respondents who thinks that magazines are the
best way of communications only 30%.

7. Do you find the magazines are beneficial for you?
Yes 42
No 8
0
5
10
15
20
25
30
35
40
45
No. of Respondents
Yes
No
In the survey conducted, it was clearly specified that 84% of the people thinks that
magazines are beneficial for them; compare to that only 16% people thinks that magazines are not
at all beneficial for them.
8. Do you think that magazines are one of the best ways for advertising?

Yes 30
No 20
0
5
10
15
20
25
30
No. of Respondents
Yes
No
As per the above graph, it is been clearly specified that 60% of people think that
advertising through magazines are beneficial for their business or can help in growth and expansion
of the business. On the other hand, only 40% of people think that advertising in magazines is not
beneficial for their business.

9. Do you think that all information related magazines are available in the
market?
Yes 5
No 45
0
5
10
15
20
25
30
35
40
45
No. of Respondents
Yes
No
From the survey conducted, it is been clearly specified that 90% of people think that all the
information related magazines are not available in Indian market of magazines, perhaps 10% of
people find all the information are available in magazines.

10. Would you like to advertise your business in magazines?
Yes 38
No 12
0
5
10
15
20
25
30
35
40
No. of Respondents
Yes
No
According to the survey conducted, it was found that 76% of people were interested in
advertising their business products and services in the magazines, while 24% of the people were not
interested in advertisement in magazines.

11. Do you think the circulations of magazines can help in the growth and
development of economy?
Yes 18
No 32
0
5
10
15
20
25
30
35
No. of Respondents
Yes
No
From the above graph, we can analyse that 64% of people think that circulations of
magazines will not help in the growth and development of the economy, while 46% of people think
vice-a-versa.

12. Do you think advertising in the magazines is helpful for the business
organizations to maximize their profits?
Yes 40
No 10
0
5
10
15
20
25
30
35
40
No. of Respondents
Yes
No
From the survey conducted, it was found that 80% of people think that advertising in the
magazines will help the business organisations to maximise the profits, while only 20% of people
think that it is not helpful.
13. Do you think the magazines have a positive impact on today’s youth?

Yes 13
No 37
0
5
10
15
20
25
30
35
40
No. of Respondents
Yes
No
From the above table and graph, we can analyse that only 13% of people think that the
magazines have a positive impact on today’s Youth, while another 87% of people think that there is
no positive impact of magazines n today’s Youth.
14. If given a chance, would you invest in the business of magazines?

Yes 17
No 33
0
5
10
15
20
25
30
35
No. of Respondents
Yes
No
In the survey conducted, it was found that only 34% of people in India were interested in
investing in the business of magazines, while other 66% of people were not interested in investing
in the business of magazines.
15. Would you like to become a member of a library?

Yes 43
No 7
0
5
10
15
20
25
30
35
40
45
No. of Respondents
Yes
No
According to the survey conducted, it was found that 84% of people were interested in
becoming a member of library, while the remaining 14% of the people were not interested.
4.2. Recommendations

4.2. Recommendations
 Haymarket do not have any magazines in Indian vernacular languages (Hind, Marathi, etc.),
is Haymarket starts publishing magazines in Indian vernacular languages; it may increase
the business of the company in India.
 The costs of magazines are very high; company should reduce the cost of magazines.
 There are only monthly and fortnightly magazines are produced by the company,
Haymarket should launch some weekly magazines, it may help the company to increase
their business in a short run.
 As per the survey conducted on magazines, it was found that mostly business people were
interested in advertising in magazines; hence, Haymarket should make some new
discounting schemes for advertising in their magazines to attract their company.
 The company should involve in some social activities which may help the company to
create a good reputation in the market.

4.3. Conclusion
 The project report was conducted to study the marketing and distribution of magazines of
Haymarket Pvt Ltd Company.
 Indian model of corporate governance is followed by Haymarket Pvt Ltd.
 Haymarket has 127 different magazine and website licenses in more than 29 different
languages.
 Haymarket also follows some social responsibilities towards publishing and workplaces.
 The mission of the company is to become world’s largest selling and publishing of
magazines.
 Haymarket Pvt Ltd has its offices all over the world that is in Australia, Germany, India,
Singapore, Hong Kong, United Kingdom (UK), United States of America (USA).
 In India, Haymarket has its four major offices which are in Mumbai, New Delhi, Chennai
and Bangalore.

4.4. Annexure
Bibliography:
India Today Magazines
Marketing Management
Business Magazines
PrintWeek India Magazines
Campaign India Magazines
Autocar India magazines
Stuff India Magazines
Webliography:
www.haymarket.com
www.haymarket.co.uk
www.bms.co.in
www.printweekindia.com
www.campaignindia.com
www.autocarindia.com
www.stuffindia.com

Questionnaire
Dear Sir/Madam,
I am the student of K.J Somaiya College of Science & Commerce,
Vidhyavihar, studying in Bachelor of Management Studies (SEM V) and presently
doing a project on “Analytical study on Marketing and Distribution of Magazines
(Haymarket Pvt Ltd)”. I request you to kindly fill the questionnaire below and assure
you that the data generated shall be kept confidential.
Name:-___________________________________
Gender:-[ ]Male [ ]Female Age:-_____
Occupation:-_______________________
Contact no:-_______________ Email ID:-__________________________
1. What type of magazines do you like to read?
[ ]Business [ ]Automobiles [ ]Sports [ ]Other
2. How often do you read magazines?
[ ]Daily [ ]Weekly [ ]Monthly [ ]Quarterly
3. In which language do you prefer to read the magazines?
[ ]English [ ]Hindi [ ]Marathi [ ]Other
4. Do you currently have any subscription of any magazines?
[ ]Yes [ ]No
5. Do you feel that the magazines are cost effective?
[ ]Yes [ ]No
6. Do you think that magazines are the best way of communication among the
business firms and society?
[ ]Yes [ ]No
7. Do you find the magazines are beneficial for you?
[ ]Yes [ ]No

8. Do you think that magazines are one of the best way for advertising?
[ ]Yes [ ]No
9. Do you think that all information related magazines are available in the
market?
[ ]Yes [ ]No
10.Would you like to advertise your business in magazines?
[ ]Yes [ ]No
11.Do you think the circulations of magazines can help in the growth and
development of economy?
[ ]Yes [ ]No
12.Do you think advertising in the magazines is helpful for the business
organizations to maximize their profits?
[ ]Yes [ ]No
13.Do you think the magazines have a positive impact on today’s youth?
[ ]Yes [ ]No
14.If given a chance, would you invest in the business of magazines?
[ ]Yes [ ]No
15.Would you like to become a member of a library?
[ ]Yes [ ]No

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