Heralding a New generation of News paper: Page 3

1. HERALDING A NEW GENERATION
OF NEWSPAPER READERS: PAGE3
Ms. Manasa Gowda
Asst.professor
St.Claret college
Bangalore

2. INTORDUCTION
 The concept of Page 3 is one of unholiness in the Indian context
since the origin of this came from the west. As a matter of the fact,
Page 3 carried a nude photograph of a girl.
 However, in the Indian context page3 assumed a rather glamorous
outfit by carrying news pertaining to parties, fashion shows, cine
promotions, and audio releases.
 Page 3 came as a catalyst to woo the younger generation to the
newspapers.

3. CONTINUED
 The teens and the young adults who were born after the advent of
Television had been attracted to the audio visual media thereby
keeping away from the print media.
 The Television medium was providing what they desired and what
they wanted. However, print being the oldest and the traditional
media it could not let go major part of the population from its fold.
 The Times of India pioneered in introducing the page3 concept by
bringing lots of photographs of parties, fashion shows etc. that
carried VVIPs and celebrities.

4. OBJECTIVES OF THE STUDY
 To study the readership habits among college going
students.
 Which aspect of newspaper the younger generation
likes
 Extent of awareness about p3
 Impact of p3 on young generation

5.  Data was collected by administering the questionnaire to
the students in Acharya college.
 The sample of 100 students was selected at random from
different disciplines like BA, BBM, BCA and B.Com
TOOLS USED

6. DISCIPLINE WISE DISTRIBUTION
The sample consisted of Commerce students in more proportion
than others. Students doing their BCA figured next to B.Com
followed by BA Journalism and others.
0
5
10
15
20
25
30
35
B.A.(Jou) B.Com BCA BBM BA (MKT)

7. AGE WISE DISTRIBUTION
18-20 21-22 23-24 25-26 27 and
above
46%
33%
13%
8%
3%
Nearly half(46%)
were between 18-20
years followed by
33% in 21-22yrs age
group. About 3% of
the respondents were
27 years and above.
It is evident that
maximum
respondents were
either teens or young
adults.

8. FATHER’S OCCUPATION
0%
27%
21%
32%
7%
0%
13%
Father’s Occupation
Govt Employee
Professionals
Business
Farmers
Others
A glance at the table
reveals that relatively
more fathers were
businessmen 32%
followed by
government
employees 27% and
professionals 21%.
About 7 % were
farmers and the rest
were doing other
occupations.

9. EDUCATION WISE DISTRIBUTION
 As can be seen comparatively
B.Com students read the
newspapers in more numbers
than others. This could be
perhaps attributed to the
business and commerce page
which contains information
that these students would be
interested in. However BCA
and BA Marketing students
also don’t lag behind much. It
is surprising that BA
Journalism students use
newspapers (88%) less than
others except BBM where it is
64%.
0
5
10
15
20
25
30
35
PERCENTAGE
NO
PERCENTAGE
YES

10. READERSHIP
 Only 17% regularly
read Newspapers and
18% frequently. The
maximum are
occasional readers (38)
the rest are rare and
never readers.
FREQUENCY
Regularly
Frequently
Occasionally
Rarely
Never
TOTAL

11. TYPES OF NEWSPAPERS THAT THE
RESPONDENTS READ
 Among the newspapers
read Times of India
occupies the first place.
As many as 61% read
The Times of India. As
regards other
Newspapers Deccan
Herald tops the list with
23% as against 5% by
Deccan Chronicle.0
10
20
30
40
50
60
70
1 2 3 4 5 6 7 8
Series4
Series3
Series2
Series1

12. WHAT IS GENERALLY READ IN NEWSPAPER.
 Among the various
contents in the
Newspapers, Page3
with 51% is the most
read. This is followed by
Crime, Politics,
International news,
Local news, National
news and Cartoons.
Editorial was mentioned
by 7% while Special
articles by13%.
0
10
20
30
40
50
60
27
25-26
23-24
21-22
18-20

13. FATHER’S OCCUPATION WISE DISTRIBUTION
 The Father’s occupation
did not seem to have
much impact on page3
consumption. However
the children of
professionals were more
interested in Crime than
Page3.Similarly children
in other categories also
showed more interest in
crime than Page3. On the
whole, occupation of the
parents did not make a
significant impact on p3
readership.
0
5
10
15
20
25
30
35
40
45
50
1 2 3 4 5 6 7 8 9 10 11 12 13
Series7
Series6
Series5
Series4
Series3
Series2
Series1

14. AWARENESS ABOUT PAGE 3 CONCEPT
 It is found that 58% of
the students are aware
of the Page3 concept
though Its importance
is not known. The
awareness was cent
per cent among the
students of BA
Journalism. The same
in other disciplines
varied from 36%-60%.
Yes
B.A
(Jou)
B.A.
(Mkt)
B.com
BBM
BCA

15. PAGE 3 AND DISCIPLINE
 Actual percentage of
readers of Page3 varies
from 30% to 80%. The
maximum readership
was found among the
students of BA
Journalism and the
least was among the
students of BA
Marketing.
0
10
20
30
40
50
60
70
80
90
100
PERCENTAGE
NO
PERCENTAGE
YES

16. ADVENT OF PAGE 3 & YOUTH
 About 62% of the
respondents opined
that they were drawn to
the Newspaper by
Page3. In fact 71% of
the BBM students
subscribed to this view
followed by 66%
studying journalism,
65%BCA, 60% studying
BA Marketing and 54%
B com.
0
5
10
15
20
25
30
35
B.A
(Jou)
B.A.
(Mkt)
B.com BBM BCA
PERCENTAGE
NO
PERCENTAGE
YES

17. ASSESSMENT
 When the respondents
were asked to give their
assessment of page3
maximum respondents
could not form an
opinion (65%) while
31% clearly mentioned
that it is not good.
0
10
20
30
40
50
60
70
BCA
BBM
B.com
B.A. (Mkt)
B.A (Jou)

18. IN SHORT
 This modest attempt has brought out that page3 certainly offered
something concrete to the newspapers in drawing the young
readers and also in widening their readership base.
 Like FM to Radio,page3 to newspapers, can certainly offer
tangible benefits to the newspaper houses to understand the
psyche of the younger generation and suitably tailor its content.
 The popular belief that ‘content is the king’ in any medium is an
all-time truth.
 At the same time media should not forget their social
responsibility.

19. THANK YOU