The document presents a case study on the criteria for selecting print media for advertising. It discusses various print media options like newspapers, magazines, and billboards. Primary research was conducted through a survey of 80 urban youth in Kolkata to understand their media consumption habits and preferences. Key findings include newspapers and magazines having high readership, with The Times of India and Outlook being most popular. Front pages and sports sections in newspapers and business magazines are most read. Billboards at traffic signals are also effective. The study provides recommendations on utilizing different print media for advertising campaigns based on the research findings.

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Presented by -
Prateek Sancheti
Criterion for Selection of
Print Media: A Case Study
Roll No. : 163
Room No. : 13
Internal Guide : Dr. Sumana Guha
External Guide : Mr. Vijay Sancheti

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• Print media advertising is a form of advertising that uses physically printed media, such as magazines
and newspapers, to reach consumers, business customers and prospects.
• For about 600 years printing has been the basic tool of mass communication for storing and
dissemination of information and knowledge. From about the second half of the last century
electronic media has somewhat taken over the mass media world by a storm but print media has not
lost its sheen and its social relevance
• Despite important changes in media consumption in recent years, consumers continue to have most
trust in advertising in magazines and newspapers. It seems the power of the printed word still rings
true and has great value when evaluating advertising.
Introduction

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• Sancheti Graphitech is a leading player in offset printing and packaging in Kolkata. The enterprise
was established in 1982 by Mr. Subh Karan Sancheti as ‘Packaging Systems Pvt. Ltd.’ and later
renamed as ‘Sancheti Graphitech Services Pvt. Ltd.’.
• The operations are now headed by Mr. Vijay Sancheti, the Managing Director.
• It was initially involved in the production of photo-albums, envelops, letter heads, packaging boxes,
and visiting cards. In 2005 the focus shifted to printing on materials like ‘Tyvek’, ‘Non-woven fabric’,
jute, and canvas, instead of just duplex boards.
• SGSPL mainly does print jobs on a wholesale basis, capitalizing on its economies of scale. It has done
printing jobs for Tesco, ITC Classmate, TATA tea, Kohinoor rice to name a few big brands
• The company is now looking to venture into print media advertising by buying media space.
• It also plans to build a data base of target audience for its clients to help in strategic brand
management.
Company Profile

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• Print media has stood up the test of time, and place and is still being adorned by many. The future of
print media is still bright. Its only time that will put it on test ( Indu Bal Krishna Upadhyay, 2014).
• Printed forms of advertising have been shown to have an impact on the self-reported shopping
behavior of consumers and on the self-reported business outcomes of direct advertisers (Patricia
Sorce and Adam Dewitz , 2007).
• Though marketers have identified various latest advertising media options to reach out to target
audience; the traditional means of print advertising is still a significant element of an organization’s
promotional and media mix in India with several advantages. In contrast to the West, the Indian
newspaper industry will grow strongly for another decade and a half due to mounting literacy.
Newspaper is local and hence a tangible means of individual’s empowerment (Prateek Maheshwari,
and Nitin Seth,2014).
Literature Review

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• To analyse the perception of urban educated youth towards print media.
• To study interaction of youth with different print mediums– consumption & usage trend.
• To identify opportunity zones to advertise for youth.
• To be familiar with various characteristics of media.
• To determine the best matching of media to the target market according to budget and other
constraints of clients.
Objective of the Study

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• Primary Data – Primary data, is data collected by investigator conducting the research. Common sources
include questionnaires, interviews, etc.
• Secondary Data – Secondary data, is data collected by someone other than the user. Common sources of
secondary data include censuses, organizational records and data collected through qualitative methodology
or research.
Data and Methodology
Methodology
• A sample of 40 males and 40 females (N= 80) respondents was selected to be included in the study.
• They were based in Kolkata and had various backgrounds, i.e., on basis of age, location of residence etc.
• An questionnaire was devised consisting of various items pertaining to the objectives of the study.
• Method of sampling was convenience sampling.
• Primary Data was used.

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Interpretation
The above pie chart shows percentage distribution of attitude towards advertising among the urban youth. Out
of the four options i.e., informative, entertaining, irritating and not credible, majority of respondents find
advertisements irritating. Around 18% respondents find advertisements as not credible source of information,
24% find it informative, 26% find it entertaining and 32% find it irritating.
Data Analysis
Source : Primary Data, 2015
24%
26%32%
18%
Chart 1. Percentage Distribution of Attitude
Towards Advertising in General
Informative = 19 Entertaining = 21 Irritating = 26 Not Credible = 14

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Interpretation
The pie chart shows the preference of urban youth with respect to advertising media. It was observed that youth mostly
prefer web or internet. 43% of respondents prefer web, 22% prefer print as medium, 19% prefer broadcast media i.e., TV
and radio and 16% prefer outdoor media. It can be inferred that young population mostly prefer the internet as they are
tech savvy. Print media consisting of newspapers and magazines is also popular.
Source : Primary Data, 2015
22%
19%
16%
43%
Chart 2. Percentage Distribution of Preferred
Advertising Media of Urban Youth
Print = 18 Broadcast = 15 Outdoor = 13 Web = 34
Contd.

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Interpretation
The bar chart shows the print media inclination of urban youth. Out of 80 respondents 33 chose newspaper, 21
chose magazine and 26 chose billboards. Around 41% of respondents favor newspapers for advertisements,
around 33% prefer billboards and around 26% prefer magazines. It can be inferred that high percentage of youth
in Kolkata read newspaper. Billboards also gets the attention of respondents.
33
21
26
0 5 10 15 20 25 30 35
Chart 3. Print Media inclination of Urban Respondents
Billboards Magazine Newspaper
Source : Primary Data, 2015
No. of Respondents
PrintMedia
33%
26%
41%
Contd.

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Interpretation
• Chart 4.1 shows the percentage of respondents reading newspaper. 85% of respondents read newspaper
and 15% don’t. This shows majority read newspaper and it is a popular media.
• Chart 4.1 shows the Percentage distribution of men and women reading newspaper. Out of the 68
respondents reading newspaper 35 are female and 33 are male. There is no major difference in reading
habits of men and women.
Yes
85%
No
15%
Chart 4. Percentage of Respondents
Reading Newspaper
Yes = 68 No = 12
Contd.
Male
49%
Female
51%
Chart 4.2 Percentage Distribution of
Men and Women Reading Newspaper
Male = 33 Female = 35

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Interpretation
The column chart shows how frequently the respondents read newspapers on an average. It was found that around
8% of respondents read newspapers on a daily basis, 9% read it six days a week, 11% read it five days a week, 11%
read 4 days a week, 15% read 3 days a week, 19% read two days a week and 13% read it once week. It is evident that
high number of respondents read newspapers more than 4 days a week.
Source : Primary Data, 2015
PercentageofRespondents
15%
13%
19%
15%
11% 11%
9%
8%
0%
5%
10%
15%
20%
Frequency
Chart 5. Frequency of Reading Newspaper
Never = 12 One Day a Week = 10 Two Days a Week = 15 Three Days a Week = 12
Four Days a Week = 9 Five Days a Week = 9 Six Days a Week = 7 Daily = 6
Contd.

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Interpretation
The above pie chart shows the respondents choice of newspaper among leading English and regional dailies. It
was found that The Times of India was most read newspaper with 26% share. The Telegraph was second with
23% where as 11%respondents chose The Economic times. Among the regional newspapers Ananda Bazar
Patrika (Bengali) has 16% share and Sanmarg (Hindi) has 15% share.
Source : Primary Data, 2015
26%
23%
11%
16%
15%
9%
Chart 6. Respondents Choice of Newspaper
The Times of India The Telegraph The Economic Times Ananda Bazar Patrika Sanmarg Others
Contd.

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Interpretation
The column chart shows the most read section of newspaper. It was found that front page was the most read
section of newspaper among youth of Kolkata with 29% followed by sports and supplements which has 15%
each. 10% respondents chose City, 12% chose national, 7% chose editorial, and 12% chose business. They
generally skip editorial section.
Source : Primary Data, 2015
20
7
8
5
8
10 10
0
5
10
15
20
25
Front City National Editorial Business Sports Supplements
Chart 7. Most Read Section of the Newspaper
No.ofRespondents
Section
29%
10%
12%
7%
12%
15% 15%
Contd.

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Interpretation
• Chart 8.1 shows percentage distribution of respondents reading magazines. If was found that 64 respondents
i.e., 80% respondents read magazines.
• Chart 8.2 shows the distribution of men and women reading newspapers. It was seen that out of the 64
respondents reading magazines, 30 are female and 34 are male.
Yes
80%
No
20%
Chart 8.1 : Percentage of Respondents
reading magazines
Yes = 64 No = 16
Male
53%
Female
47%
Chart 8.2 : Percentage of Men and Women
of the Respondents Reading Magazines
Male = 34 Female = 30
Source : Primary Data, 2015
Contd.

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Interpretation
The pie chart above shows the choice of magazines of young urban respondents of Kolkata among major
magazines. The share of Outlook was the highest with 20% followed by Business Today with 16% share. 14%
respondent read Careers 360, 13% read Sportstar, 12% read Vouge, 11% read Reader’s Digest, and 6% read
Femina.
Source : Primary Data, 2015
Contd.
20%
16%
11%
6%
12%
14%
13%
8%
Chart 9. Choice of Magazine of Respondents
Outlook = 13 Business Today = 10 Reader's Digest = 7 Femina = 4
Vogue = 8 Careers 360 = 9 Sportstar = 8 Others = 5

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Interpretation
The column chart shows the genres of magazines and their popularity among men and women in Kolkata. The
readership of Business, News, and Technology is higher among males and Health and Entertainment has more
female readers.
7
9
3
4
6
5
6
5
6 6
4
3
0
1
2
3
4
5
6
7
8
9
10
Business News Health/Fitness Entertainment Sports Technology
Genre
Chart 10. Choice of Genre of Magazine among Males
and Females
Male = 34 Female = 30
No.ofRespondents(64)
Source : Primary Data, 2015
Contd.
20%
26%
9%
12%
18%
15%
20% 20% 20%
13%
10%
17%

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Interpretation
The pie chart shows the most preferred location of billboards in the city among traffic signals, flyovers, buildings,
metro railway and other locations. 34% respondents prefer to see bill boards in traffic signals, 26% prefer
buildings, 19% prefer flyovers, and 16% prefer metro railway.
Contd.
34%
19%
26%
16%
5%
Chart 11. Most Preferred Location of Billboards in the City
Traffic Signals = 27 Flyovers = 15 Buildings = 21 Metro Railway = 13 Others = 4

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Tag Line
39%
Pictures
42%
Logo
19%
Chart 12. Most Attractive Component in a Billboard
Tag Line = 31 Pictures = 34 Logo = 15
Contd.
Interpretation
The pie chart shows the component of a billboard which attracts the youth of Kolkata the most. 42%
respondents are attracted to billboards by pictures, 39% by Tag Lines and 19% by Logo.
Source : Primary Data, 2015

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• Newspaper is the most preferred print media and majority of respondents read newspapers,
however only few respondents read it regularly, most read it occasionally.
• The Times of India enjoys highest readership among English newspapers followed by The Telegraph.
In Bengali and Hindi the most read newspapers are Ananda Bazar Patrika and Sanmarg, respectively.
• Front page of any newspaper has the most impact on its readers. Respondents also read the sports
page and supplements in high numbers.
• Magazines have good readership among the respondents. Business and News are most popular
genres, with Outlook having highest readership.
• The readership of Business, Technology is higher among males and Health and Entertainment have
more female readers.
• Billboards on traffic signal have better engagement. Tag lines and pictures are major components
that attract respondents to look at the bill boards.
Inference of the Study

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• The time duration was short, so a proper study couldn‘t be done.
• The sample size taken is small.
• Area covered is small due to time shortage as mentioned above.
• The respondents covered are mainly of similar age groups
• Many of the respondents were not willing to fill the questionnaire
• Some people were not willing to respond and few of them who responded were in a hurry, hence
active participation was lacking.
• The respondents were hesitating to give information about their views.
• Lack of former data with the organization to form a base for research.
Limitations of the Study

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The recommendations in this study are mainly focused on the choice of print media for advertising.
Advertising is an undeniably powerful tool. But we should not simply ask it to do too much. We need to
shift our focus to drive this industry forward. The following are some actionable recommendations
which will be helpful not only for Sancheti Graphitech, but advertising agencies as a whole:
• Media strategy must be designed to supplement and support the overall marketing and
communications objectives.
• For repetitive advertising campaigns, newspaper and billboards should be used so that the campaign
has long lasting effect on the prospect.
• More space should be purchased in front page and supplement
• Billboard advertisements should be designed to catch a person's attention and create a memorable
impression very quickly.
• Billboards have to be readable in a very short time thus there are usually only a few words, in large
print, and a humorous or arresting image in brilliant color.
Recommendations

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It is evident that the engagement with print media advertisement is still strong and used as a major
tool for communication. The study gave an insight regarding the perceptions of urban respondents on
different categories like newspapers, magazines and billboards. Magazines and newspapers, the two
major forms of print media, play an important role in the media plans and strategy of many advertisers.
Billboards are certainly one of the more pervasive communication forms, particularly in urban or
suburban areas. The study also dealt with different choices of these mediums. An in-depth study of
difference in perception of male and female respondents has also been done. The impact factor of
print media may not be totally ignored. Print media has stood up the test of time, and place and is still
being adorned by many. The future of print media is still bright. Its only time that will put it on test.
Conclusion

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