0601018 survey of small & medium ad agencies

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0601018 survey of small & medium ad agencies

  1. 1. 1 A PROJECT REPORT ON To study the Media consumption habit of small and medium advertisement agencies and gain an insight into factors affecting their consumption pattern FOR HINDUSTAN TIMES BY GAURAV Under the guidance of Dr. Vandana Gote Submitted to “University of Pune” In partial fulfillment of the requirement for the award of the degree of Master of Marketing Management Through: VISHWAKARMA INSTIUTE OF MANAGEMENT PUNE-48
  2. 2. 2 ACKNOWLEDGEMENT No one is indispensable, but there are certain mortals without whom the quality of work suffers. This guidance becomes indispensable in acquiring quality result. I would like to thank Mr. Girish Dutta, Asst. Vice President (Media Marketing) for his valuable support and for giving me the opportunity to do summer training with HT Media Limited. I would also like to thank Mr. Humayun Said, General Manager (Media Marketing) and Mr. Sumit Singh, Sr. Manager (Media Marketing), for their guidance and support, valuable guidance, encouragement and cooperation, this project could not have been possible. At the outset, I also express my hearty gratitude to Dr. Vandana Gote, Dr. S.L.Joshi, for their support and direction in completing the project. Above all I would like to thank HT Media limited, the organization as a whole to have provided me with an opportunity to gain insight of the corporate world and media sector. My stay at HT Media limited helped in developing my potential and my two months of work has really thrilled me. During this project whatever specialized knowledge I acquired could not have been possible without the support and guidance of these respected people. GAURAV
  3. 3. 3 PREFACE A professional course, Business Management, is incomplete unless the theoretical knowledge acquired in the classroom is backed by practical exposures, as theories alone do not give perfection to any discipline. The gap between theory and practical is bridged by the summer training, which has been made an integral part of the syllabus. During the M.B.A. program it is compulsory to undergo summer training in any business organization with the objectives stated below: - • To get better understanding of business environment under the guidance of practicing managers. • To apply the practical knowledge gained from the business organization concerned along with the theoretical knowledge learnt during the management program at the business school, to take stock of real life business situation after completion of the M.B.A. degree. • To carry out an in-depth study of the functioning of the particular departments in the business organization where training is imparted.
  4. 4. 4 In order to fulfill the above stated objectives, I was sent to Hindustan Times (Media Marketing), HT media Ltd. 18-20, Kasturba Gandhi Marg, New Delhi for summer training. I was assigned with the topic “To study the Media consumption habit of small and medium ad agencies and gain an insight into factors affecting their consumption pattern” The Eight-Week training in “HINDUSTAN TIMES” offered me an opportunity to develop my skills as well as understand the working system of the Media Marketing Department and also to know how the various other departments are knitted together for better performance and productivity.
  5. 5. 5 TITTLE INDEX S. NO. TOPIC PAGE NO. 1. Executive Summary 1-2 2. Company Profile 3-10 3. Objectives of the report 11-11 4. Problem 12-12 5. Synopsis 13-13 6. Research Methodology & SWOT 14-19 7. Theoretical Background 20-31 8. Analysis 32-44 9. Conclusions 45-45 10. Recommendation 46-46 11. Limitation 47-47 12. Bibliography 48-48
  6. 6. 6 EXECUTIVE SUMMARY HT Media Limited is a major player in the print media in India. It has a leadership position in the English newspaper market in North India and the second position in the Hindi newspaper market in the North and East. It is the No. 1 read and circulated English Daily in Delhi and NCR.(Source : IRS 2006 R1 & ABC J-D’05) The group now intends to consolidate itself as a vibrant and modern media powerhouse through strategic partnerships, ever-increasing scope of operations and a consumer focused approach. Hindustan Times, the flagship publication from the group, was inaugurated by Mahatma Gandhi in 1924 and has established its presence as a newspaper with editorial excellence and integrity. Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing mainline English newspaper in terms of readership. Hindustan Times, Delhi, is India’s largest single-edition daily. In July 2005, Hindustan Times made a successful entry into the commercial capital of India – Mumbai
  7. 7. 7 Hindustan, the Hindi daily from HT Media Limited, is one of the leading Hindi dailies in the country with a readership in excess of 10 million. This makes it the fourth largest read daily in India. Hindustan Times has continuously evolved itself to meet the needs of the global Indian consumer. Changing with the times, it introduced the compact web-width format that has now become a norm in the industry. It has recently undertaken a complete redesign to sport a new, international look. The group's news portal HindustanTimes.com, with over four million unique visitors and 90 million page views per month, is one of the largest news portals in the country. It has consistently been ranked amongst the top 10 news sites in the world by Forbes and offers in-depth coverage and analyses to its users. The group recently entered into an MOU with Virgin Asia to enter the emerging radio space in the country
  8. 8. 8 COMPANY PROFILE The Hindustan Times is a leading newspaper in India. It is the market leader for English papers in North India. It has its roots in the independence movement of the first half of the twentieth century. It was edited at times by many important people in India, including Devdas Gandhi (the son of Mahatma Gandhi) and Khushwant Singh. Hindustan Times (or HT as it is popularly known as) was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab, with the contributions from USA, Canada and locals mostly from Lyallpur District Sheikhupura (now in Pakistan). S Mangal Singh Gill (Tesildar) and S. Chanchal Singh (Jandiala, Jullundur) were made in charge of the newspaper. Pt Madan Moham Malayia and Master Tara Singh were among the members of the Managing Committee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri himself. K. M. Panikkar was its first Editor with Devdas Gandhi (son of Mahatma Gandhi) also on the editor's panel. The opening ceremony was performed by Mahatma Gandhi on September 15, 1924. The first issue was published from Naya Bazar, Delhi (Now: Swami Sharda Nand Marg) and contained writings and articles from C. F. Andrews, St. Nihal Singh, Maulana Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy) , T. L. Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath Chattopadhyaya, Dr Kichlu and Rubi Waston etc.
  9. 9. 9 The Hindustan Times is a leading newspaper in India. It is the market leader for English papers in North India. It has its roots in the independence movement of the first half of the twentieth century. It was edited at times by many important people in India, including Devdas Gandhi (the son of Mahatma Gandhi) and Khushwant Singh. Hindustan Times (or HT as it is popularly known as) was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab. K. M. Panikkar was its first Editor with Devdas Gandhi (son of Mahatma Gandhi) also on the editor's panel. The opening ceremony was performed by Mahatma Gandhi on September 15, 1924. Hindustan Times is the flagship publication of HT Media Ltd. It has a nation wide reach in India (barring Southern India), with simultaneous editions from New Delhi, Mumbai, Lucknow, Patna and Kolkata. It is also printed from Bhopal, Chandigarh, Jaipur and Ranchi. HT has also launched India's first youth daily HT Next in 2004. The Mumbai edition was launched on 14th July 2005.Other sister publications of Hindustan Times are Mint (English business daily) Hindustan (Hindi Daily), Nandan (Monthly children's magazine) and Kadambani (Monthly literary magazine). The media group also owns a radio channel Fever 104, and organizes an annual Luxury Conference which has featured speakers like designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing mainline English newspaper in terms of readership. Hindustan Times, Delhi, is India’s largest single-edition daily. In July 2005, Hindustan Times made a successful entry into
  10. 10. 10 the commercial capital of India – Mumbai. Hindustan, the Hindi daily from HT Media, is one of the leading Hindi dailies in the country with a readership in excess of 10 million. This makes it the fourth largest read daily in India. The group's news portal HindustanTimes.com, with over 2 million unique visitors and 50 million page views per month, is one of the largest news portals in the country. It has consistently been ranked amongst the top 10 news sites in the world by Forbes and offers in-depth coverage and analyses to its users. Hindustan Times is the flagship publication of HT Media Ltd. It has a nation wide reach in India (barring Southern India), with simultaneous editions from New Delhi, Mumbai, Lucknow, Patna and Kolkata. It is also printed from Bhopal, Chandigarh, Jaipur and Ranchi. HT has also launched India's first youth daily HT Next in 2004. The Mumbai edition was launched on 14th July 2005. Other sister publications of Hindustan Times are Mint (English business daily) Hindustan (Hindi Daily), Nandan (Monthly children's magazine) and Kadambani (Monthly literary magazine). The media group also owns a radio channel Fever, on FM and organises an annual Luxury Conference which has featured speakers like designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Hindustan Times, the flagship publication from the group, was inaugurated by Mahatma Gandhi in 1924 and has established its presence as a newspaper with editorial excellence and integrity. Today, Hindustan Times has a circulation of over 1.2 million and is the
  11. 11. 11 fastest growing mainline English newspaper in terms of readership. Hindustan Times, Delhi, is India’s largest single-edition daily. In July 2005, Hindustan Times made a successful entry into the commercial capital of India – Mumbai. Hindustan, the Hindi daily from HT Media, is one of the leading Hindi dailies in the country with a readership in excess of 10 million. This makes it the fourth largest read daily in India. The group's news portal HindustanTimes.com, with over 2 million unique visitors and 50 million page views per month, is one of the largest news portals in the country. It has consistently been ranked amongst the top 10 news sites in the world by Forbes and offers in-depth coverage and analyses to its users. As part of its expansion into electronic media, HT Media, through its subsidiary HT Music and Entertainment Company Ltd., has entered the FM radio market in key Indian cities through a consulting partnership with Virgin Radio. HT Media also plans to launch a national business newspaper, with an exclusive agreement with Wall Street Journal to publish Journal-branded news and information in India. •HT Media Limited is a major player in the print media in India. It has a leadership position in the English newspaper market in North India and the second position in the Hindi newspaper market in the North and East. It is the No. 1 read and circulated English Daily in Delhi and NCR.(Source : IRS 2006 R1 & ABC J-D’05)
  12. 12. 12 The group now intends to consolidate itself as a vibrant and modern media powerhouse through strategic partnerships, ever-increasing scope of operations and a consumer focused approach. •Hindustan Times, the flagship publication from the group, was inaugurated by Mahatma Gandhi in 1924 and has established its presence as a newspaper with editorial excellence and integrity. •Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing mainline English newspaper in terms of readership. Hindustan Times, Delhi, is India’s largest single-edition daily. In July 2005, Hindustan Times made a successful entry into the commercial capital of India – Mumbai •Hindustan, the Hindi daily from HT Media Limited, is one of the leading Hindi dailies in the country with a readership in excess of 10 million. This makes it the fourth largest read daily in India. •Hindustan Times has continuously evolved itself to meet the needs of the global Indian consumer. Changing with the times, it introduced the compact web-width format that has now become a norm in the industry. It has recently undertaken a complete redesign to sport a new, international look. •The group's news portal HindustanTimes.com, with over four million unique visitors and 90 million page views per month, is one of the largest news portals in the country. It has
  13. 13. 13 consistently been ranked amongst the top 10 news sites in the world by Forbes and offers in-depth coverage and analyses to its users. •The group recently entered into an MOU with Virgin Asia to enter the emerging radio space in the country SOURCE OF INCOME The biggest source of income to a newspaper company is Advertisement. Almost everyone reads newspaper and the best way to reach the masses is print media and in print media newspaper is the best way of communicate the message. Top Newspaper Publishing Houses – Ad Revenue
  14. 14. 14 TOP ADVERTISERS IN PRINT MEDIA • MARUTI UDYOG LTD. • GEN-DISPALYENTERTAINMENT • HEWLETT PACKARD INDIA LTD. • GEN-DISPLAY SHOPS • PANTALOONS RETAIL INDIA LTD. • HERO HONDA MOTORS LTD. • BAJAJ AUTO • GEN-DISPLAY OBITUARY PUBLISHING HOUSE 2004 (Rs. Cr.) 2005 (Rs. Cr.) 2006* (Rs. Cr.) BENNETT COLEMAN & CO. LTD. 1,850 2,300 2,600 THE HINDUSTAN TIMES LTD. 490 565 610 DAINIK BHASKAR GROUP OF PUBS. 375 525 550 JAGARAN PRAKSHAN LTD. 423 472 529 ABP PVT. LTD. 375 400 451 KASTURI & SONS LTD. 301 330 396 INDIAN EXPRESS NEWSPAPERS (BOM) 200 220 250 USHODAYA ENTERPRISES 153 157 228 GUAJRAT SAMACHAR 173 188 220 THE MALAYALAM MANORAMA CO. LTD. 153 167 192 LOKMAT GROUP OF PUBLICATIONS 125 155 178 DECCAN CHRONICLE GROUP OF PUBS 122 168 150 AMAR UJALA PRAKASHAN LTD. 98 110 140 THE THANTHI TRUST 110 125 140 RAJASTHAN PATRIKA PVT. LTD. 92 105 115
  15. 15. 15 • LG ELECTRONICS INDIA LTD • TATA MOTORSKTD ORGANISATION STRUCTURE • Chairman- Dr. K. K. Birla. • Vice Chairperson & Editorial Director - Mrs. Shobhana Bhartia. • Chief Executive Officer - Mr. Rajiv Verma. • Business Head (Media Marketing) - Mr. Benoy Roy Chowdhury. • A.V.P (Media Marketing) - Mr. Girish Dutta. • General Manager (Media Marketing) - Mr. Humayun Said.
  16. 16. 16 OBJECTIVE • Identification of Small and Medium ad agencies (defined by way of their Media billings). • Establishing Contact with Small and Medium advertisement agencies. • Understanding their Media Consumption habits. Identifying the factors, which impact their business dealings with Media houses
  17. 17. 17 PROBLEM The starting point of any process to find a solution is correct identification of the Problem and consequent Objectives. • The Media scenario is very dynamic where there is constant re-alignment of business portfolios of clients with ad agencies. This coupled with the fact that there is a steady mushrooming of new ad agencies generating new advertisers, which expand the marketplace, further compounds the nature of the market.
  18. 18. 18 • As such, it becomes difficult to keep a tab on all the happenings in the market and consequently understand the decision-making process of these small and medium size ad agencies. • Though there is a steady business stream from these ad agencies but it is important at the same time to understand the composition of it’s business portfolio and it’s leanings towards various Media and Media Vehicles. • It is with this background that we set out to have a better insight into their business dealings and leanings. SYNOPSIS OF THE PROJECT The project in Hindustan Times involves a clear understanding of advertising market, what all categories and sub categories are there under classified advertising in newspaper, for instance, “Business Category”, under this, there are sub categories like machinery and tools, astrology, electronic equipments etc. and then comes various clients and agencies, which fall under these sub-categories, which give advertisements in the newspaper. The need for understanding this market becomes important because the main revenue of newspaper come from advertisement only.
  19. 19. 19 The project here involves to do qualitative and quantitative analysis of Hindustan Times and to find out strength and weakness of Hindustan Times with its competitive newspapers in these categories in a market and on the basis of which they need to find out what all opportunities are there for coming up with new product i.e. new supplements and to see if there is any need for sprucing of existing product. The job also requires checking what all in-house advertising is published in various newspapers to find out what kind of promotional schemes are followed by competitors. SWOT ANALYSIS OF THE HINDUSTAN TIMES Strengths: • Hindustan Times is the number one newspaper in Delhi region in terms of circulation. • It is a part of the Rs.3000 crore K.k.Birla group. • HT is one of the only two newspapers that carry classified ads. The other being Times of India. Though in recent times the Hindu has started carrying classified ads.
  20. 20. 20 • Competitive classified rates and display advertising rates. • A circulation of about 717,000 newspapers in the Delhi & NCR region. • A circulation of about 180,000 newspapers in the Chandigarh. • HT has got a very strong Editorial Team and has such people as Vir Sanghvi and Soni Sangwan with it. • HT is in Mumbai too with a Rs. 125 crore investments. • 20% stake of HT media, a 100% subsidiary of Hindustan Times, in owned by an Australian financial services company called AMP Group Holdings. • There are also talks of a tie-up with Star News. • HT also come up with a newspaper” Metro” a joint venture of Times of India and Hindustan Times. • Also come up with a F.M. radio “Fever 104” Weaknesses: • HT is not a National paper like the Times of India and hence its reach is limited. • It is present in many major Indian Metropolitan cities. And the ones where it is present, it does not enjoy the number one slot. Opportunities:
  21. 21. 21 • There are still many untapped areas where HT can set up nodal agencies. • It can develop aggressive marketing strategies to foray into new markets and carry on a geographical expansion to increase its circulation and readership. • It should focus on new age information technology and online media like HT Broadband and its news web sites. And also develop more informative online databanks in the form of websites. • Diversifying its business under the Hindustan times banner would greatly help it to build a bigger image. For e.g.come up with its own FM radio station or its own news channel. The broadcasting industry has seen a phenomenal growth with the last decade and especially after the 1991 economic liberalization. Threats: • The Times of India is the biggest threat to HT. • Television and the broadcasting industry is a competitor as they all fight for the same thing which is: people’s time and advertiser’s money. • The internet is another major threat to revenue. With the coming up of online trading/auction sites and other portals like dating and matrimonial, the classified
  22. 22. 22 section in print media and especially HT is under immense threat of losing revenue. RESEARCH METHODOLOGY Marketing Research is the backbone of marketing. The objective of my research is to study consumer behavior of ad agencies that give little business to HT and explore the reasons for not utilizing HT as a media vehicle for ads. The nature of my research is exploratory research. Its goal is to shed light on the real nature of the problem and to suggest possible solutions and it involves number of steps. 1. Define the problem and research Objective
  23. 23. 23 It is said that defining a problem correctly is half the solution to the problem and the objective of my research is to study the decision making process of ad agencies who advertise in HT sparingly. 2. Develop the Research Plan The second stage of marketing research is to develop the most efficient plan for gathering the information needed. Designing the research plan calls for decision on the data sources, Research approaches, Research instrumental, Sampling plans & Contact methods. a) Data source I have collected data from secondary as well as primary sources from targeted random sample survey. Secondary Data: Internet, newspapers. Primary Data: For the achievement of the above stated objectives primary data collection was done. The steps taken for collection of primary data were as follows: Appointments were taken from the decision makers and they were asked to fill the questionnaire by personally visiting them, as per their convenience.
  24. 24. 24 The questions asked were aimed at determining “the factors affecting their media consumption pattern”. b) Sampling Plan Type: Targeted Random sample – Predefined advertisement agencies selected randomly from the agency list which give ads to HT as well as other newspapers. The list of such respondents was supplied by HT Media Limited. Sample Mix: The same questions were asked from the owners, concerned persons and the decision makers of different ad agencies. Sample Size: 150 Number Of respondents: 100 3. Analysis of Data. The primary data collected has been analysed using graphical interpretations of numerical data and drawing conclusions from the same. Wherever necessitated, the conclusions from the data have been drawn using inference from multiple questions, which were part of the questionnaire.
  25. 25. 25 THEORITICAL BACKGROUND Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals, e.g. free ads papers or Pennysavers. Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services.
  26. 26. 26 Classified advertising is usually textually based and can consist of as little as the type of item being sold and a telephone number to call for more information. It can also have much more detail, such as name to contact, address to contact or visit, a detailed description of the product or products ("pants and sweaters, size 10" as opposed to "clothing", "red 1996 Pontiac Grand Prix" as opposed to "automobile"). There are generally no pictures or other graphics within the advertisement, although sometimes a logo may be used. Classified advertising is called such because it is generally grouped within the publication under headings classifying the product or service being offered (headings such as Accounting, Automobiles, Clothing, Farm Produce, For Sale, For Rent, etc.) and is grouped entirely in a distinct section of the periodical, which makes it distinct from display advertising, which often contains graphics or other art work and which is more typically distributed throughout a publication adjacent to editorial content. A hybrid of the two forms — classified display advertising — may often be found, in which categorized advertisements with larger amounts of graphical detail can be found among the text listings of a classified advertising section in a publication. Business opportunities often use classifieds to sell their services, usually employing 1-800 numbers. Classified ads are also among the tools used by many companies in recruitment for available job opportunities. In recent years the term "classified advertising" or "classified ads" has expanded from merely the sense of print advertisements in periodicals to include similar types of advertising on computer services, radio, and even television, particularly cable television but occasionally broadcast television as well, with the latter occurring typically very early in the morning hours.
  27. 27. 27 Like most forms of printed media, the classified ad has found its way to the Internet. Printed classified ads are typically just a few column lines in length, and they often filled with abbreviations to save space and money. Internet classified ads do not typically use per-line pricing models, so they tend to be longer. They are also more readily searchable unlike their offline brethren, tend to be local, and may foster a greater sense of urgency as a result of their daily structure and wider scope for audiences. Because of their self- policing nature and low cost structures, some companies offer free classifieds such as Craigslist in the US, as well as Kijiji and Gumtree internationally. Other companies focus mainly on their local hometown region, while others blanket urban areas by using zip codes. Craigslist.org was one of the first online classified sites, and has grown to become the largest classified source, bringing in over 14 million unique visitors a month according to comScore Media Metrix. A number of online services called Aggregators crawl and aggregate classifieds from sources such as blogs and RSS feeds, as opposed to relying on manually submitted listings. Examples include Oodle, Vast and Edgeio. In 2003, the market for classified ads in the United States was $15.9 billion (newspapers), $14.1 billion (online) according to market researcher Classified Intelligence. The worldwide market for classified ads in 2003 was estimated at over $100 billion. Perhaps due to a lack of reporting solidarity Market Statistics vary concerning the total market for internet classified ads. The Kelsey Research Group lists online classified ads as being worth $13.3 billion, while Jupiter Research provides a conservative appraisal of $2.6 billion (2005) and the Interactive Advertising Bureau lists the net worth of online classified revenue at $2.1 billion (April 2006).
  28. 28. 28 Newspapers have continued their downward trend in classifieds revenue as internet classifieds grow. Classified advertising at some of the larger newspaper chains has dropped 14% to 20% in 2007 while traffic to classified sites has grown 23%.[1] As the online classified advertising sector develops, there is an increasing emphasis toward specialization. Vertical markets for classifieds are developing quickly along with the general marketplace for classifieds websites. Like search engines, classified websites are often vertical in nature with sites providing advertising platforms for niche markets of buyers of sellers. Types of classifieds offered by HT • Miscellaneous • Real state • Recruitment • Automobile • Matrimonial COMPARISON BETWEEN HT AND TOI IRS continues to crown HT as the un-disputed ‘LEADER’ in Delhi State 2126 1691 0 500 1000 1500 2000 2500
  29. 29. 29 While HT grows by 17%, TOI declines by 6% In fact, HT’s lead further increases when you add NCR readership to Delhi 1823 2126 1793 1691 0 500 1000 1500 2000 2500 HT TOI 2005 R1 2006 R1 2378 1921 0 500 1000 1500 2000 2500 HT TOI 2006 R1
  30. 30. 30 HT further augments its superiority in Delhi/NCR against TOI, and grows by 20% HT leads across all regional pockets of Delhi/NCR, such as North, East Delhi as well as Faridabad 1982 2378 1969 1921 0 500 1000 1500 2000 2500 HT TOI 2005 R1 2006 R1 439 445 446 417 400 405 410 415 420 425 430 435 440 445 450 HT TOI 2005 R1 2006 R1
  31. 31. 31 354 430 363 366 0 50 100 150 200 250 300 350 400 450 HT TOI 2005 R1 2006 R1 74 91 52 71 0 10 20 30 40 50 60 70 80 90 100 HT TOI 2005 R1 2006 R1
  32. 32. 32 The most impressive lead is in the prime affluent pockets of South, West Delhi & Gurgaon 607 740 567 517 0 100 200 300 400 500 600 700 800 HT TOI 2005 R1 2006 R1 43 % LEAD 4 2 3 512 4 1 7 390 0 100 200 300 400 500 600 HT TOI
  33. 33. 33 HT even has better quality of readers across Delhi/NCR Reach of Hindustan Times in key demographic segments SEC of the Respondent 13 25 15 17 0 5 10 15 20 25 HT TOI 2005 R1 2006 R1 2473 16901000 1500 2000 2500
  34. 34. 34 • HT alone reaches 68% of English newspaper readers in SEC A segment. • 60% of English daily readers who are SEC B read HT. Age Group of the Respondent 250 176 115 1026 653 565 1484 944 781 880 606 461 0 200 400 600 800 1000 1200 1400 1600 '12-14 15-24 25-44 45+
  35. 35. 35 • 64% of youth ( 15-24 yrs) reading English Dailies read HT. • 64% of the decision makers (25-44 yrs) exposed to English dailies read HT. MHI of the Respondent 510 312 266 1105 690 583 2025 1377 1073 0 500 1000 1500 2000 2500 Rs 2000-6000 Rs.6001-10K Rs.10K+ AED HT TOI
  36. 36. 36 • 68% English Daily readers whose MHI is Rs 10,000 & above read Hindustan Times Education of the Respondent 2248 1460 1234 0 500 1000 1500 2000 2500 Graduates & Above
  37. 37. 37 • About Two-third of English daily readers who are Graduates+ read HT ANALYSIS AND CONCLUSION 1. What are the media which you use for advertisement campaign?
  38. 38. 38 COMPARISON OF MEDIA VEHICLE •Among all the media vehicles print media covers the maximum. •Less percentage of people goes for ads in outdoors, electronic, internet and radio. 2. Which print media you prefer? PRINT MEDIA RESPONDENTS MEDIA VEHICLE RESPONDENTS Other 1 Radio 12 Internet 12 Electronic 14 Outdoor 27 Print 100 TOTAL 100 1 12 12 14 27 100 100 0 20 40 60 80 100 120 OTHER RADIO INTERNET ELECTRONIC OUTDOOR PRINT TOTAL MEDIAVEHICLE NO. OF RESPONDENTS
  39. 39. 39 Journals 11 Magazines 37 Newspaper 100 Total 100 COMPARISON OF DIFFERENT PRINT MEDIA FOR ADS •Among all the print media newspaper occupies the first position, followed by magazines. •Journals are sparingly used for advertisements 3. Which language newspaper do you prefer for advertisement? 11 37 100 100 0 20 40 60 80 100 120 JOURNALS MAGAZINES NEWSPAPER Total PRINTMEDIA NO.OF RESPONDENTS
  40. 40. 40 LANGUAGES RESPONDENTS OTHERS 1 HINDI 99 ENGLISH 100 TOTAL 100 COMPARISON OF LANGUAGES • English and Hindi language newspapers are mostly used among all language newspapers. 4. In which English or Hindi newspaper do you advertise? 1 99 100 100 0 20 40 60 80 100 120 OTHERS HINDI ENGLISH TOTAL LANGUAGES NO. OF RESPONDENTS
  41. 41. 41 NEWSPAPERS RESPONDENTS OTHERS 12 SNT 72 P.KESARI 80 ET 84 AU 86 DJ 90 HH 91 NBT 93 HT 100 TOI 100 TOTAL 100 COMPARISON OF NEWSPAPERS • HT and TOI occupy the first position in advertisements in English daily. 12 72 80 84 86 90 91 93 100 100 100 0 20 40 60 80 100 120 OTHERS SnT P.KESARI ET AU DJ HH NBT HT TOI TOTAL Publications No. of Respondents
  42. 42. 42 • NBT, HH, DJ, AU and PUN. KESARI are commonly used newspaper for ads in HINDI Dailies. • SnT is also used for ads in evening tabloid. 5. What are various categories of advertisement you release?
  43. 43. 43 CATEGORIES OF ADS RESPONDENTS OTHERS 5 FINANCIAL 37 OBITUARY 49 TENDERS 53 DISPLAY 78 CLASSIFIED 100 TOTAL 100 COMPARISON OF DIFFERENT CATEGORIES •Among all ad categories, Classifieds section is the most heavily advertised in followed by Display ad section and Tenders and Obituary ads also cover some portion. 6. You said you advertise in classifieds, which type of ads you advertise? 5 37 49 53 78 100 100 0 20 40 60 80 100 120 OTHERS FINANCIAL OBITUARY TENDERS DISPLAY CLASSIFIED TOTAL CLASSIFIEDCATEGORIES RESPONDENTS
  44. 44. 44 TYPES OF ADS RESPONDENTS RUN ON DISPLAY 39 RUN ON LINE 93 CLASSIFIED DISPLAY 98 TOTAL 100 COMPARISON OF DIFFERENT TYPE OF ADS • Amongst Classifieds ad category, CD ads constitute the maximum ads volume followed by run on line (ROL’s). • Run on display has the least ad volume amongst the Classifieds ads category. 7. What categories of classified ads you advertise? 39 93 98 100 0 20 40 60 80 100 120 RUN ON DISPLAY RUN ON LINE CLASSIFIED DISPLAY TOTAL TYPEOFADS NO.OF RESPONDENTS
  45. 45. 45 COMPARISON OF CLASSIFIED CATEGORIES CLASSIFICATION OF ADS RESPONDENTS MOTOR VEHICLE 47 RETAIL 51 COMPUTER 54 EDUCATION 63 MATRIMONIAL 64 BUSINESS 73 PROPERTY 73 SV 82 TOTAL 100 47 51 54 63 64 73 73 82 100 0 20 40 60 80 100 120 MOTOR VEHICLE RETAIL COMPUTER EDUCATION MATRIMONIAL BUSINESS PROPERTY SV TOTAL CLASSIFIEDCATEGORIES NO.OF RESONDENTS
  46. 46. 46 •Among all the categories, S.V gives the maximum output, followed by Property and Business alike. •Matrimonial and Education also covers the major portion. •Ads in Computer, Retail and Motor Vehicle are least.
  47. 47. 47 8. You said you advertise in HT classified section? A) Are you updated with rates regularly? YES NO REGULARLY UPDATING OF RATES •A sizeable number of respondents are not properly updated. 43 57 100 0 20 40 60 80 100 120 NO YES TOTAL RESPONSE HT ADVERTISERS
  48. 48. 48 9. How do you get service by sales team? a) Personally b) Phone c) E mail d) Mailers e) HT ads f) Others____________________ MODES OF UPDATING 2 14 36 58 59 61 100 0 20 40 60 80 100 120 OTHERS MAILERS PERSONALLY PHONE HT ADS E-MAIL TOTAL AGREED MEANSOFUPDATING RESPONDENTS WHO SAID YES •Majority of agencies are updated via e-mails, followed by self-ads of HT detailing the rates and phone. •Nearly one-third numbers of agencies are served personally.
  49. 49. 49 11. Are there any business issue? YES NO BUSINESS ISSUES •Majority of respondents have business issues. 42 58 100 0 20 40 60 80 100 120 NO YES TOTAL BUSINESSISSUES RESPONDENTS
  50. 50. 50 VARIOUS BUSINESS ISSUES 17 25 33 100 0 20 40 60 80 100 120 OTHERS BILLING INCENTIVES TOTAL BUSINESSISSUES RESPONDENTS • Major issues are regarding incentives, like delay, not getting proper incentives. • Nearly One-fourth agencies have billing problems as well, like accounting, delay in billing. • Couple of agencies have some other problems like Advertisement booking system (ABS) and regarding time consumption in getting CD’s linked / misplaced at HT and requirement to provide fresh material every time even for repeat insertions. Others: ABS :10 CD : 7
  51. 51. 51 CONCLUSION • All the ad agencies (surveyed) are using HT for advertisements. • A lot of new ad agencies have cropped up and they are giving business but sparingly. • There are certain factors linked to sales, incentives, booking and billing process because of which ad agencies do not advertise regularly in HT. • There is some communication gap between ad agencies and HT, which needs to be bridged.
  52. 52. 52 RECOMMENDATION • Company should invite people from advertisement agencies for some parties; get together, so that communication gap should be removed. • Regular contact should be made through phones so that their problems get solved instantly. • The incentive plan for advertisement agencies should be regularly updated to them by the company. • Non-monetary benefits should also be given to advertisement agencies, like display boards, business cards. • Sales team should visit the advertisement agencies to know the problems which advertisement agencies are facing and also give solutions for their problems. • Company can introduce a direct feedback system through e-mails, which allow advertisement agencies to raise grievances, give suggestions and stay in touch with HT Media Limited.
  53. 53. 53 LIMITATIONS • Findings are representative of sample size and composition. • Since the sample size was small but representative, care should still be taken while generalizing the findings. (Sample size was 150). • Data collected from small and medium ad agencies. • Results likely to vary if either of two (composition or sample size) changes.
  54. 54. 54 BIBLIOGRAPHY www.hindustantimes.com. HT Connections (Hindustan Times Intranet Site). Research Methodology, C.R. kothari. www.google.com.
  55. 55. 55 QUESTIONNAIRE 1. What are the media which you use for advertisement campaign? a) Electronic b) Print c) Radio d) Outdoor e) Internet f) Others____________________________ 2. Which print media you prefer? a) Magazines b) Journals c) Newspaper d) Others ____________________________ 3. In which English or Hindi newspaper do you advertise? a) TOI b) HT c) ET d) HH e) A U f) SNT g) PUN. KES h) NBT i) DJ
  56. 56. 56 4. Which language newspaper do you prefer for advertisement? a) English b) Hindi c) Others____________________________ 5. What are various categories of advertisement you release? a) Display b) Tenders c) Obituary d) Financial e) Classified f) Others________________ 6. You said you advertise in classifieds, which type of ads you advertise? a) ROL b) ROD c) C.D d) Others ____________________________ 7. Please rank these categories in accordance to your business volume? a) ROL b) ROD c) C.D d) Others ________________________________
  57. 57. 57 8. What categories of classified ads you advertise? a) Business b) S.V c) Property d) Education e) Computers f) M.V. g) Retail h) Matrimonial i) Others________________ 9. How you rank all these categories? a) Business b) S.V c) Property d) Education e) Computers f) M.V. g) Retail h) Matrimonial i) Others________________ 10. You said you advertise in HT classified section? A) Are you updated with rates regularly? YES NO B) Are you serviced on regular basis by sales team? YES NO
  58. 58. 58 C) How do you get service by sales team? a) Personally b) Phone c) E mail d) Mailers e) HT ads f) Others____________________ 11. Are there any business issue? YES NO If, Yes.. a) Incentive b) Billing c) Others____________________ 12. Personal details : a) Name : b) Agency Name : c) Agency add. : d) Phone No. e) Fax No. : f) E- mail ID :
  59. 59. 59

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