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Deccan Herald Project

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This Project Is "The Readers Perception Towards Deccan Herald, Bangalore".

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Deccan Herald Project

  1. 1. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 1 Table of Index Serial No. Contents Page No. 1 PART-A Chapter I Introduction 1.1. Industry Profile 1.2. Company Profile 1.2.1. Profile of the organisation 1.2.2. Origin of the organisation. 1.2.3. Vision, Mission & Quality Policy. 1.2.4 Growth and Development of the organisation. 1.2.5. Area of operation 1.2.6. Ownership pattern 1.2.7. Competitors information 1.2.8. Infrastructural facilities 1.2.9. Achievement / Award 1.2.10. Work flow model 1.2.11. Future growth and prospects 2 - 13 14 - 20 14 14 - 16 16 – 18 19 20 20 20 - 21 21 - 22 22 23 23 2 Chapter II Mckinney’s 7S frame work with special reference to organization under study 24 - 30 3 Chapter III SWOT analysis 31 4 Chapter IV Analysis of financial statement 32 - 34 5 Chapter V
  2. 2. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 2 Learning experience 35 PART-B INDEX Serial No. Contents Page No 1 Chapter VI Introduction 6.1. Statement of the problem 6.2. Objectives of the study 6.3. Scope of the study 6.4. Research Methodology 6.4.1. Sample universe 6.4.2. Sample technique 6.4.3. Data collection Method 6.4.4. Sampling size 6.5. Limitations of the study (Time, area, respondent’s biasness, organization/industry related 36 37 37 38 - 40 38 38 38 - 39 40 40 2 Chapter VII Analysis, observations and inferences 41 - 76 3 Chapter –VIII Findings, Suggestion, Recommendations and Conclusion 77 - 78 4 Annexure 5 Bibliography
  3. 3. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 3 List of Tables Sl No Contents Page No
  4. 4. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 4 7.1 Reading News Paper Regularly 42 7.2 Enjoying Reading News Paper 43 7.3 Sections Of Newspaper Are Most Important 44 7.4 News Presentation In Deccan Herald 47 7.5 Opinion About The News Section Of Deccan Herald In Accordance To Their View About Their Quality, Content And Presentation 48 7.6 Opinion About Deccan Herald Should Come Up With Color Photographs Throughout The Paper 51 7.7 Opinion About “Metro Life” Gives The Right Dosage Of Entertainment News 52 7.8 Proposals In Deccan Herald 53 7.9 Opinion About Sports News Presentation Is Good In Deccan Herald 54 7.10 Opinions About The Sport Statistics Are Like The Score Boards Are Clear And Distinct In Deccan Herald 56 7.11 opinion about the proposals in Deccan herald 57 7.12 Opinion About Deccan Herald Should Carry Exam Preparatory Tips 60 7.13 Opinion About The Editorial Section In Deccan Herald Is Enlightening And Appealing 61 7.14 Opinion About The Expert Opinion; Research Articles And Critics Views In Deccan Herald 62
  5. 5. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 5 7.15 Opinion About The Proposals In Deccan Herald 63 7.16 Opinion About Deccan Herald Should Have Better Promotion Itself 66 7.17 Opinion About Factor Which They Consider Is Most Important For Them To Choose News Paper 69 7.18 Opinion About The Service Of Deccan Herald 71 7.20 Opinion About The Benefits They Are Getting By Deccan Herald News Paper 74 7.21 Opinion About Which Section They Like The Most In Deccan Herald 71 7.23 Opinion About Which Media Usually Prefer To Get Information 78
  6. 6. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 6 List of Graphs Sl No Contents Page No
  7. 7. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 7 7.1 Reading News Paper Regularly 42 7.2 Enjoying Reading News Paper 43 7.3 Sections Of Newspaper Are Most Important 44 7.4 News Presentation In Deccan Herald 47 7.5 Opinion About The News Section Of Deccan Herald In Accordance To Their View About Their Quality, Content And Presentation 48 7.6 Opinion About Deccan Herald Should Come Up With Color Photographs Throughout The Paper 51 7.7 Opinion About “Metro Life” Gives The Right Dosage Of Entertainment News 52 7.8 Proposals In Deccan Herald 53 7.9 Opinion About Sports News Presentation Is Good In Deccan Herald 54 7.10 Opinions About The Sport Statistics Are Like The Score Boards Are Clear And Distinct In Deccan Herald 56 7.11 opinion about the proposals in Deccan herald 57 7.12 Opinion About Deccan Herald Should Carry Exam Preparatory Tips 60 7.13 Opinion About The Editorial Section In Deccan Herald Is Enlightening And Appealing 61 7.14 Opinion About The Expert Opinion; Research Articles And Critics Views In Deccan Herald 62
  8. 8. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 8 7.15 Opinion About The Proposals In Deccan Herald 63 7.16 Opinion About Deccan Herald Should Have Better Promotion Itself 66 7.17 Opinion About Factor Which They Consider Is Most Important For Them To Choose News Paper 69 7.18 Opinion About The Service Of Deccan Herald 71 7.20 Opinion About The Benefits They Are Getting By Deccan Herald News Paper 74 7.21 Opinion About Which Section They Like The Most In Deccan Herald 71 7.23 Opinion About Which Media Usually Prefer To Get Information 78
  9. 9. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 9 Executive summary Newspaper is a publication devoted chiefly to presenting and commenting on the news. Newspaper provides excellent means of keeping well informed on current issues and events. They also play a vital role in shaping the public opinions. There is no escaping from the mass media today. Whether it is television, or the oldest print media and the latest offerings from the internet, mass media, swamps our daily lives. We rely on them for news, information, entertainment, shopping and ultimately to make sense of the world that we live in. In India too, there has been a tremendous explosion in the mass media, with print and TV channels threatening to overwhelm us in our home. The media needs a continuous source of raw materials and since they do not have the resources to be everywhere, they concentrate on places where significant news occurs, where press conference are reliable, and there are regular, scheduled flows of information. The two main sources thus are the government and business corporations. News paper publishing and printing across the world are taking a new shape these days. The reasons being faster information dissemination, increased need for personalized contents has made newspaper publisher to assess the future trends and formulates strategies to fulfil the varying requirements of customers/readers. The Deccan herald is the English daily is a publication of The Mysore Printer’s limited Bangalore, who also publish “prajavani” kannada daily and mayura and sudha weekly magazine The success of news paper depends up on the publishers’ effort in satisfying the reader’s needs. Because a satisfied customer brings more customers to the organization.
  10. 10. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 10 The report focuses on the problems area of the study. The problem undertaken for the study is as follows “A study on Readers perception towards Deccan herald English daily in Bangalore city”. The important objectives of the study are, to study the readers perception towards the Deccan Herald, to study the readers expectations from the Deccan Herald to analyze the market with respect to other English dailies, to suggest the new strategies based on respondents opinions, to know and analyze the readers perception regarding the prevailing prices of English newspaper and to identified and analyses the supplements that are essential in newspaper and to come out with the conclusion and recommendations based on the analysis and interpretation of the data. CHAPTER – I INTRODUCTION 1.1 Marketing: Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." For business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.
  11. 11. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 11 The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new approaches." MARKETING Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. The process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behaviour and providing superior customer value. There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept. The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes, capturing marketing insights, connecting with customers, building strong brands, shaping the
  12. 12. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 12 market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans. There are two approaches in marketing 1. Earlier approaches 2. Contemporary approaches 1. EARLIER APPROACHES The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation. Orientation Profit driver Western European timeframe Description Production Production methods until the 1950s A firm focusing on a production orientation specializes in producing as much as possible of a given product or service. Thus, this signifies a firm exploiting economies of scale until the minimum efficient scale is reached. A production orientation may be deployed when a high demand for a product or service exists, coupled with a good certainty that consumer tastes will not rapidly alter (similar to the sales orientation). Product Quality of the product until the 1960s A firm employing a product orientation is chiefly concerned with the quality of its own product. A firm would also assume that as long as its product was of a high standard, people would buy and consume the product.
  13. 13. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 13 Selling Selling methods 1950s and 1960s A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not determining new consumer desires as such. Consequently, this entails simply selling an already existing product, and using promotion techniques to attain the highest sales possible. Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes that would diminish demand. Marketing Needs and wants of customers 1970s to the present day The 'marketing orientation' is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes. As an example, a firm would employ market research to gauge consumer desires, use R&D (research and development) to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists. Holistic Marketing[2] Everything matters in marketing 21st century The holistic marketing concept looks at marketing as a complex activity and acknowledges that everything matters in marketing - and that a broad and integrated perspective is necessary in developing, designing and implementing marketing programs and activities. The four components that characterize holistic marketing.
  14. 14. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 14 2. CONTEMPORARY APPROACHES Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society. New forms of marketing also use the internet and are therefore called internet marketing or more generally e- marketing, online marketing, "digital marketing", search engine marketing, or desktop advertising. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one- to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail, wireless media as well as driving audience from traditional marketing methods like radio and billboard to internet properties or landing page. Orientation Profit driver Western European timeframe Description Relationship marketing /Relationship management Building and keeping good customer relations 1960s to present day Emphasis is placed on the whole relationship between suppliers and customers. The aim is to provide the best possible customer service and build customer loyalty. Business marketing /Industrial marketing Building and keeping relationships between organizations 1980s to present day In this context, marketing takes place between businesses or organizations. The product focus lies on industrial goods or capital goods rather than consumer products or end products. Different forms of marketing activities, such as promotion, advertising and communication to the customer are
  15. 15. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 15 used. Societal marketing Benefit to society 1990s to present day Similar characteristics to marketing orientation but with the added proviso that there will be a curtailment of any harmful activities to society, in either product, production, or selling methods. Branding Brand value 1980s to present day In this context, "branding" refers to the main company philosophy and marketing is considered to be an instrument of branding philosophy. HERD BEHAVIOR OF MARKETING Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior. It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to get product popularity information to consumers are mentioned, including card technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Other recent studies on the "power of social influence" include an "artificial music market in which some 19,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers"
  16. 16. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 16 FURTHER ORIENTATIONS OF MARKETING  An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding.  Diffusion of innovations research explores how and why people adopt new products, services, and ideas.  With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing MARKETING RESEARCH Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information. A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research. THE MARKET The concept of market is very important in marketing. The American Marketing Association defines a market as the aggregate demand of the potential buyers for a product or services. P. Kotler defines a market as an area for potential exchanges. Thus a market is a group of buyers and sellers interested in negotiating the Terms of purchase or sale of goods or services. MARKETING:
  17. 17. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 17 Marketing is concerned with handling and transportation of goods from the point of production to the point of consumption. The American Marketing Association defines marketing as the performance of business activities that direct the flow of goods and services from producer to consumer. IMPORTANCE OF MARKETING A) Marketing is recognized as the most significant activity in our society. Our life styles are continuously affected by a wide range of marketing activities. Marketing alone can put goods and services we want and need at our doorsteps. B) Marketing has achieved social importance because it is entrusted with the task of creation and delivery of standard of living to society. C) Marketing is the vital connecting link between producers and consumers. Marketing is directly responsible to maintain the equilibrium between mass production and mass consumption. D) Marketing system plays a unique role in transforming the benefits of mass production in terms of rising living standards and life styles of all people through the best system of physical distribution. Marketing Definitions 1. According to the American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 2. Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” 3. Marketing is the messages and/or actions that cause messages and/or actions. Jay Baer – President, Convince & Convert. Author with Amber Naslund of The Now Revolution.
  18. 18. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 18 4. Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. However, since the emergence of digital media, in particular social media and technology innovations, it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services. The ever-increasingly fragmented world of media complicates marketers’ ability connect and, at the same, time presents incredible opportunity to forge new territory. Julie Barile – Vice President of eCommerce, Fairway Market. 5. Marketing includes research, targeting, communications (advertising and direct mail) and often public relations. Marketing is to sales as plowing is to planting for a farmer—it prepares an audience to receive a direct sales pitch. Mary Ellen Bianco – Director Marketing & Communications, Getzler Henrich & Associates LLC. Marketing Concepts (1) Production Concept (2) Product Concept (3) Selling Concept (4) Marketing Concept (5) Societal Marketing Concept 1. Production Concept Those companies who believe in this philosophy think that if the goods/services are cheap and they can be made available at many places, there cannot be any problem regarding sale. Keeping in mind the same philosophy these companies put in all their marketing efforts in reducing the cost of production and strengthening their distribution system. In order to reduce the cost of production and to bring it down to the minimum level, these companies indulge in large scale production.
  19. 19. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 19 This helps them in effecting the economics of the large scale production. Consequently, the cost of production per unit is reduced. The utility of this philosophy is apparent only when demand exceeds supply. Its greatest drawback is that it is not always necessary that the customer every time purchases the cheap and easily available goods or services. 2. Product Concept Those companies who believe in this philosophy are of the opinion that if the quality of goods or services is of good standard, the customers can be easily attracted. The basis of this thinking is that the customers get attracted towards the products of good quality. On the basis of this philosophy or idea these companies direct their marketing efforts to increasing the quality of their product. It is a firm belief of the followers of the product concept that the customers get attracted to the products of good quality. This is not the absolute truth because it is not the only basis of buying goods. The customers do take care of the price of the products, its availability, etc. A good quality product and high price can upset the budget of a customer. Therefore, it can be said that only the quality of the product is not the only way to the success of marketing. 3. Selling Concept Those companies who believe in this concept think that leaving alone the customers will not help. Instead there is a need to attract the customers towards them. They think that goods are not bought but they have to be sold. The basis of this thinking is that the customers can be attracted. Keeping in view this concept these companies concentrate their marketing efforts towards educating and attracting the customers. In such a case their main thinking is ‘selling what you have’. This concept offers the idea that by repeated efforts one can sell-anything to the customers. This may be right for some time, but you cannot do it for a long-time. If you succeed in enticing the customer once, he cannot be won over every time.
  20. 20. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 20 On the contrary, he will work for damaging your reputation. Therefore, it can be asserted that this philosophy offers only a short-term advantage and is not for long-term gains. 4. Marketing Concept Those companies who believe in this concept are of the opinion that success can be achieved only through consumer satisfaction. The basis of this thinking is that only those goods/service should be made available which the consumers want or desire and not the things which you can do. In other words, they do not sell what they can make but they make what they can sell. Keeping in mind this idea, these companies direct their marketing efforts to achieve consumer satisfaction. In short, it can be said that it is a modern concept and by adopting it profit can be earned on a long-term basis. The drawback of this concept is that no attention is paid to social welfare. 5. Societal Marketing Concept This concept stresses not only the customer satisfaction but also gives importance to Consumer Welfare/Societal Welfare. This concept is almost a step further than the marketing concept. Under this concept, it is believed that mere satisfaction of the consumers would not help and the welfare of the whole society has to be kept in mind. For example, if a company produces a vehicle which consumes less petrol but spreads pollution, it will result in only consumer satisfaction and not the social welfare. Primarily two elements are included under social welfare-high-level of human life and pollution free atmosphere. Therefore, the companies believing in this concept direct all their marketing efforts towards the achievement of consumer satisfaction and social welfare. In short, it can be said that this is the latest concept of marketing. The companies adopting this concept can achieve long-term profit. 1.3 Market Potential: MEANING OF MARKET POTENTIAL
  21. 21. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 21 Market analysis services from Mapping Analytics help you know the economic opportunity available to you in any geographic market. Whether you sell to consumers, to businesses, or both, market sizing provides intelligence you need to deploy sales and marketing resources effectively. Benefits of Market Potential Analysis  Understand market potential for a single store, network of stores or a new market  Deploy resources effectively by ranking markets in priority order  Forecast total opportunity in terms of number of customers and revenue potential  Estimate your market share Market Potential Analysis: Market potential analysis is a primary analytic service performed by Mapping Analytics. We have the people, experience, tools, and data required to perform sophisticated and accurate market sizing. A market potential analysis from Mapping Analytics may include:  A customer profile to understand where to find more like them  Market penetration and market share reports showing performance in existing markets and expected performance in new markets  Market ranking reports allowing you to prioritize resource deployment into new markets  A geographic view of market opportunity on detailed maps Market analysis services from Mapping Analytics will provide the key intelligence you need to rank and prioritize markets.  The top new geographic markets to target based on customer or revenue potential  Which markets where you currently do business have untapped potential
  22. 22. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 22 Gaining this market understanding is essential to growing and expanding your business. But it isn't enough on its own.  Steps are taking to gain market share where there is market potential Need to act upon our new found market understanding by deploying sales and marketing resources effectively. This is where Mapping Analytics separates from other firms that might offer you analytic services. We can help you choose higher-performing store or business locations, align your sales force more productively, and acquire prospect lists. All so you can tap into the market opportunity we've helped you identify. Market Potential Example Let's say you sell reverse mortgages and your ideal customer is 65 years of age or older and owns a home valued at $150,000 or higher. If you don't already know this about your customers, our customer profiling services can help you discover it. Mapping Analytics will then perform market potential analysis using market data, demographics and lifestyle clustering systems to find areas where high concentrations of your ideal customer live. From there, it's ranking the potential markets and deploying resources by selecting locations of branches or performing targeted direct marketing. What's the market potential for your products and services? Strategies for Sizing Markets What is a geographic market worth to your business? Mapping Analytics will help you find the answer. Market potential can be expressed as a function of:  The number of customers purchasing  Amount purchased  Frequency of purchase
  23. 23. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 23 In other words, market potential = (how many, how much, how often) Bottom Up or Top down Market Analysis It all depends on your specific needs. Mapping Analytics can advise you on the best approach to sizing any market. We employ various methodologies and data sets to get you the answers you need.  A bottom up approach to market sizing starts with your customers. How much and often do they buy? What is their profile? How many potential customers do you have in the market based on your customer profiles? How can you reach them?  A top down approach starts with market and industry data. It takes a close look at a geographic market area and profiles the consumers and/or businesses to let you know their propensity to buy your products and services.  Mapping Analytics has expertise in both these approaches to market sizing. We also have a wealth of data sources through partnerships with the best data providers in the industry. We can match the right data for market analysis to your business and market strategy. Cluster Analysis for Market Sizing We often use lifestyle clustering systems to size consumer markets. Clustering systems operate under the premise that "birds of a feather flock together." That means people with similar buying behaviours and demographic profiles tend to live close together. This helps you identify neighbourhoods or markets where your potential is highest.  Cluster analysis identifies key segments in the population that are more likely to purchase your products than the average consumer.  Knowing in which clusters people reside provides a reasonable means of understanding and predicting how they will behave.  Understanding which clusters are more likely than others to purchase allows better targeting.
  24. 24. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 24  Clusters are tied to geography, allowing you to identify and prioritize neighbourhoods, trade areas and markets. 1.2 ABOUT THE SPECIFIC AREA: Deccan Herald Newspaper Every day Deccan Herald touches the lives of the people of Karnataka. Today the daily shapes the opinions and directs their actions. Deccan herald was born 62 years ago when the first edition hit the streets on June 16, 1948. The news paper was a reflection of the optimism, and a voice of the aspirations of a newly independent nation. Deccan herald is Karnataka’s guide to the times we live in. Karnataka and bangle hold a special place in the news paper’s scheme of things, but its coverage of national and world happenings is equally comprehensive and analytical .The Deccan herald is also the voice of the poor and the underprivileged. On its agenda is a relentless campaign against corruption and advocacy of pro-environment economic development. The very analytical opinion/policy page presents a variety of views of national, state and international issues. Regular columnists and experts in perspective the well-written editorials are known for their unbiased and informed commentary on events and developments. The news paper’s human interest reports and profiles of interesting personalities give the reader not only news and views, but also the emotions and the drama behind the happenings. Special sections like miscellany, on the beat and around the city encapsulate effect happenings in a short and snappy manner. Current Trends in the Print Media This is the twenty-first century, and the much-vaunted Information Super Highway is a reality. Newspaper and magazine publishers and editors have to jockey for position to retain their status as the trusted news-providers, in this brave new world. It is clear that their ability to meet the challenging trends of this new age will be paramount to the success and, in some cases, to the survival of publications in the year ahead, and beyond. Success or failure will lead to their either joining the traffic on an exciting journey of discovery, or accepting the inevitability of decline and extinction - of the kind that saw the
  25. 25. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 25 magnificently handcrafted carriages of the turn of the nineteenth century relegated to transport museums around the globe. 1. A sense of community Relevance, relevance, relevance will be the watchword. Understanding the commonalities (and differences) that make up our reader interest groups will be crucial to the survival of titles. Local IS lekker. No medium can be all things to all people. But there is an irresistible latent force that binds a community and makes it one. The culture of a region is a great intangible that, as media people, we need to understand and learn to work with. Understanding and staying close to our audience will call for CRM strategies at a micro level. Research, reader advisory panels and even straw polls will become increasingly necessary tools in tracking reader interests on a day-to-day basis, to ensure that our content remains relevant to our target audience. The affinity that locals have for "their" paper is one of the intangibles that makes a regional paper a good buy for advertisers looking to "connect" with consumers. 2. Press freedom The so-called "Secrecy Bill" has attracted widespread opposition, and rightly so. The National Assembly's ad hoc committee introduced amendments in the hope the proposed legislation would become more palatable. Fortunately, the critics have viewed such obfuscation as window dressing that does little more than alter the tint of the glass. As things currently stand, the ANC is showing few signs of backing down, despite assurances from deputy president Kgalema Motlanthe that a compromise can be found. The National Council of Provinces phase of processing the bill looks increasingly unlikely to be the conduit hoped for meaningful change. Do not, therefore, be surprised to see a crescendo of opposition all the way to the Constitutional Court. The bill is a critical issue, not for the media alone, but to all freedom-loving South Africans who believe in transparency, accountability and realise
  26. 26. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 26 our future hinges on unfettered freedom to expose public sector corruption and ineptitude. 3. Global and domestic economy The fallout from Europe's stuttering economies is being accompanied by global fallout of extensive dimensions. Without wishing to be pessimistic, there appears to be every reason to expect the global economic recovery to stall in 2013. For media owners, that's bad news. Followers of the industry are well aware that, whenever economic recessions eventuate, advertising is one of the first budget items to be eliminated. This development will affect traditional media, including the paging of newspapers and the number of magazine titles on the racks, and will undoubtedly slow the growth of digital media. From all reports, the media and the advertising industry must brace itself for a rough year. 4. Digital o Social media has already become the major source of information for millions. While Twittering and tweeting is unlikely to ever replace well-written and researched journalism, social media will provide a growing number of consumers with a sense of "knowing what's going on" and hence of not needing to either go out and buy a newspaper or even download one for that matter. The challenge for news providers lies in being able to successfully harness the growing audiences represented by this media and redirect them to really good content and in- depth information. None of this will be entirely new to 2013, but the pace of change and polarisation in news media preferences for consumers will hot up significantly in the year ahead. o Internet/mobiles- the digital genie is out of the bottle. Thanks to the late Steve Jobs and other technological giants of our age, we're spoilt for choice when it comes to access to information. Now market forces will take us where they take us.
  27. 27. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 27 Our ability to keep up with the demands of this new digital age, serving our information to the platforms demanded by the consumer, will determine our success or failure in the year ahead. The ubiquitous mobile, and ultimately the tablet and who knows what variations on the theme, will become the message-bearers, while print with its concomitant high-delivery costs and impact on the environment will continue to decline. o The business model - the "free-to-air" model of the internet remains an albatross around our necks and finding ways of generating the kind of revenue that will pay for quality journalism remains the challenge. Advertisers will, however, always go where the audience is, and the key to the dilemma, as Google and FaceBook all know, is to grow your online audience to an irresistible quantum. In the meantime, many, many brand-loyal readers (bless them) are prepared to pay for a digital form of the newspaper and as iPads and tablets become more and more affordable to the masses, this trend will grow. News delivered on paper may decline, but the demand for up-to-date news and commentary by trusted sources will continue to grow. 5. Reader interactivity It is likely that QR codes - that enable readers to download additional content and even undertake "virtual tours" online, watch videos or browse catalogues, simply by photographing an icon on their cellphone - will become common features of print publications. Not only does this level of interactivity satisfy reader needs, but it also provides innovative new opportunities for marketers seeking to reach and influence increasingly sophisticated consumers. Some newspapers have already embraced them, but have yet to use them to their full potential. 6. Cut costs but not quality
  28. 28. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 28 "Giving the customer what he wants" has become a cliché and, sadly, often no more than a platitude for management intent on maximising every opportunity for profit, at the expense of the very ones they claim to serve. Content is still king, but in the face of increased economic pressures, the temptation to cut costs at the expense of quality can be almost irresistible. The challenge will be to maintain the standards of quality content and presentation - which readers have come to expect - while running a business that still delivers an acceptable return on investment for its shareholders. 7. Editorial opportunities in the year ahead Managing and an embattled South African president, the Olympic Games, and the US election are among the news events that lie ahead. With much in the way of headline domestic and international events scheduled for 2013, editors will be looking for new angles, quick reaction times and an intuitive awareness of what it is that their readers want. These events and others like them will present golden opportunities for interaction between editors and their audiences, whether on print or digital platforms or both. 8. Communication skills As in other areas, there is a greater need for skills development in our country in the arena of the written word. Sadly SMS and social networks, rather than raising the bar when it comes to the art of written communication, have been responsible for a sharp decline in good grammar and spelling. Publishers and editors have the responsibility as custodians of their language, be it English, Afrikaans or any of the vernacular languages, to protect and encourage written skills, and grow the pool of trained communicators in our country, ensuring good journalism will not only survive but thrive, into the next generation. Any newsroom that fails to invest in ongoing training is setting itself up for failure. 1.3 ABOUT THE TOPIC
  29. 29. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 29 This study is focused on the Deccan Herald Newspaper effectiveness of Bangalore. Now a day’s MBA is in fashion, become of that large number of students wants to go for MBA .Because in MBA they are having more opportunity. So in this types of competition Role of Newspaper is so important because colleges not only wants to increase their no of admission but student satisfaction. CHAPTER—2 Review of Literature & Research Design of the study
  30. 30. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 30 CHAPTER-2 2.1Review of literature and Research Design INTRODUCTION An effectiveness of Deccan Herald Newspaper reading strategies of Bangalore B-Schools with reference to Indian Print media Sector. This study is focused on the reading Deccan Herald Newspaper effectiveness of Bangalore. Now a day’s MBA is in fashion, become of that large number of students wants to go for MBA because in MBA they are having more opportunity. So in these types of competition Role of advertising is so important .Because colleges not only wants to increase their no of admission but student satisfaction. Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted as the art of selling products, but sales is only one part of marketing. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service to the customer. It is the non-personal communication of information usually paid for and usually persuasive in nature about product and service or ideas by identified sponsors through the deferent types of media. Review of literature:- . . .
  31. 31. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 31 Statement of the Problem:- It is rightly said that a problem clearly defined is half solved. Thus defining research problems properly is a step of highest importance. So, as we know there are of number of players in the newspaper industry. The foremost thing for any newspaper organization would like to achieve is a circulation/readership of highest order for its newspaper. This depends mainly on the reading habit of the readers of newspaper and their perception towards the different newspaper, which is the prime move of newspaper in newspaper selling. So, the publishers have to consider several points regarding making their paper, the main one being that of will be improve quality of newspaper. In the present competitive scenario the nee of information and knowledge is more. Hence the problem of present research had taken to improve “Deccan herald’s” performances. The problem of present research can then stated as below a study on Readers perception towards Deccan Herald English Newspaper daily in Bangalore city. Scope of the study The study is focused only in Bangalore. Sample size is 100. Respondents belong to Educational sector, Employees and other peoples. The important thing that to know feedback from their customers about the product, product quality, its price, and its distribution strategy and also about its promotional activities. Present study is one such effort in order to analyze readers opinion relating to English newspaper and analysis has be carried out. 1. Finding and conclusion of this project will help to understand reader’s perception towards “Deccan herald”. 2. It also helps company to modified existing strategies and adopts new strategies for publishing “Deccan herald”.
  32. 32. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 32 3. Suggestion/recommendation of this project will help the company to achieve its marketing objectives. 4. The scope of the study is limited to only Bangalore city to collect primary data from the readers of newspaper. 5. The study of this kind helps in analyses respondent’s opinions and their products and service. Such type of information is very much required for a newspaper like “Deccan herald” OBJECTIVES OF THE STUDY The setting of objective is the corner stone of a systematic study. The study will be fruitful one when the basis laid down is a concrete one they represent the desired solution to the problem and help in proper utilization of opportunities. This study is undertaken with the following specific objectives.  To study the effectiveness of reading Deccan Herald Newspaper of with reference to Indian Print Media Sector.  To analyze readers opinion and perception towards Deccan herald newspaper.  To study the overall performance of the Deccan herald  To study the readers expected news from Deccan herald.  To know whether the readers are satisfied with the present content of newspaper. METHOD OF RESEARCH The methodology is descriptive study under this study survey method is used to collect data. Survey method: A Survey is a complete operation, which requires some technical knowledge Survey methods are mostly personal in character. Surveys are best suited for getting primary data. The research obtains information from the respondents by interviewing them. Sampling: It is not always necessary to collect data from whole universe. A small representative sample may serve the purpose. A sample means a small group taken in a large
  33. 33. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 33 lot. This small group taken in a large lot .This small group should be emanative cross section and really “representative” in character. Sample size: Samples are devices for learning about large masses by observing a few individuals. The selected sample is 100. Sl. No. Place of sample Total sample size 1. Bangalore 100 Methods of Sampling Random sample method: The method adopted here is random sampling method. A Random sample is one where each item in the universe has as an equal chance of known opportunity of being selected. 6.4.3. DATA COLLECTION METHOD Research Instrument Questionnaire: A questionnaire is a carefully complied logical sequence of questr5ions directed to a define objective. It is the outline of what information is required and the framework on which the data is built upon. Questionnaire is commonly used in securing marker information that its preparation deserves utmost skill and care. Collection of data: One of the important tools for conduction market research is that availability of necessary and useful data. Date collection is more of an art than a science. The methods of marketing research are in a way the methods of data collection. The sources of information fall under two categories.
  34. 34. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 34 Secondary Data: The data, which is collected from the published sources i.e., not originally collected of the first rime is called secondary data. Here the secondary data is data collected from the students’ opinion Field work As stated earlier, the total sample size selected for the study is 100 respondents/readers of newspaper from Bangalore city. Researcher has to personally meet all the 100 respondents/readers of newspaper from Bangalore city and gathered primary data for the purpose of analysis and interpretation. 6.5. Limitation of the study Despite all possible efforts to make the analyses more comprehensive and scientific, a study of present kind is bound to have certain limitations. Since the objectives of the study may be this kind of analysis, no attempt has been made to provide comprehensive conceptual analysis. The following are some of the important limitations of the study:  Since analyses are based on opinion and perception, the result at best are near to truth may be biased.  Study is restricted to Bangalore city only  The sample taken for research was concerned only for 100 newspaper readers rather than millions of readers scattered around the world. Chapter scheme There are six chapters  Executive summary  General introduction
  35. 35. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 35  Analysis and Interpretation  Summary of findings  Suggestions  conclusion
  36. 36. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 36 CHAPTER—3 Profile of Industry
  37. 37. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 37 CHAPTER-3 3 NEWSPAPER INDUSTRY IN INDIA General introduction: The word ’NEWSPAPER’ would seem to mean a paper containing a news. We are provided with so much of news see easily, that we do not realize excitedly what it means to us. We expect newspapers to tell us about everything of importance that is happening AROUND us and around our world. A newspaper is a collection of information and entertainment printed on very cheap paper. In broad Sense, newspaper is an unbound publication issued at regular interval that seek to inform, analyze influence and entertain. The four letters of the word” NEWS” describes and represents four directions i.e. N-North E- East W-West S-South The news can come from any directions. So, this means that the news from all over the world or from extreme corner are collected and edited in a page called “NEWSPAPER”. Newspaper is regularly printed and distributed usually, daily or weekly containing the news, opinion, advertisement and other items of general interest. Most of the issues of News paper are out of date, as soon as next one is printed. Yet, the contents of News papers are never out of date, since they are continuing history of mankind. Most issues of news papers are out of date as soon as next one is printed. Yet, the contents of newspapers are never out of date, since they are continuing history of mankind. The main function of newspaper is to give timely, correct and accurate information to the readers. Most of the newspapers are not only containing news but also comment on news,
  38. 38. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 38 advertisement, advices, cartoons, stories, comic and entertainment. The large part of the income of the newspaper depends upon the payment received from commercial advertisements. News papers are printed on a course paper called ‘News print’. There are two major sizes of newspaper i.e. standard and tabloid. A standard size newspaper has paper that measured about 38 by 58 centimetres. The pages of tabloid are about half that size. Producing daily newspaper require great speed and efficiency. Reporters, editors and photograph Noels work under constant pressure of deadlines. A large daily employees and also other workers including advertising, sales people, artists, librarians, printing press operators and trucks drivers. James Augustus Hickey is considered as the "Father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the Bombay Courier next year (this newspaper was later amalgamated with the Times of India in 1861). The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue of this daily was published from the Serampore Mission Press on May 23, 1818. In the same year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali, the Bengal Gazette. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in 1854. Since then, the prominent Indian language in which papers have grown over the years are, Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali. The Indian language papers have taken over the English press as per the latest NRS survey of newspapers. The main reasons being the marketing strategy followed by the regional papers, beginning with Eenadu, a telegu daily started by Ramoji Rao. The second reason beings the growing literacy rate. Increase in the literacy rate has direct positive effect on the rise of circulation of the regional papers. The people are first educated in their mother tongue as per their state in which they live for e.g. students in Maharashtra are compulsory taught Marathi language and hence they are educated in their state language and the first thing a literate person does is read papers and
  39. 39. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 39 gain knowledge and hence higher the literacy rate in a state the sales of the dominating regional paper in that state rises. The next reason is localization of news. Indian regional papers have several editions for a particular State for complete localization of news for the reader to connect with the paper. Malayalam Manoramahas about 10 editions in Kerala itself and six others outside Kerala. Thus regional papers aim at providing localized news for their readers. Even Advertisers saw the huge potential of the regional paper market, partly due to their own research and more due to the efforts of the regional papers to make the advertisers aware of the huge market. a) Industrial Background of the study Press is the fourth estate the other three being the legislative and the judiciary. It owes its emergence following long struggle between the disputes and people for establishment of democracy and representative institutions. The press is supposed to play crucial role of a watchdog to see that, the foreside in situation functions fairly within the constitution of framework and serve the people of whose they were created. The moment press ceases to perform this function, it shows its credibility. The newspaper can initially be defined as a written means of conveying current information. This means that the first organized attempt to provide such a service occurred in ancient Rome, where newsletters conveyed what was going in the capital to the father reach of the Roman Empire. In Julius Caesar’s time there were also the ‘actadiurna’ daily announcements of Government and other activities that were posted in the capital public place. “World’s 100 largest news paper” According to the survey of “world association newspaper” “yomiorin shimbun” a Japan’s news paper stands in rank 1st the circulation is nearly about 1.4 crores. There are 15 Indian newspapers in the least. “Dainik jagran” is Indian newspaper which stands 1st in the circulation. The circulation is nearly about 19 lakhs and this is in 20th rank of “world’s 100 largest newspaper” “Times of India” a newspaper which stands in 24th rank. The circulation of this ewspaper is nearly 16 lakhs Totally there are 15 Indian newspapers stands in the rank least b) The Origins of Industry During the early stage of human civilization as man’s urge to communicate consolidate. He begins to research for appropriate media to express his ideas. He tired to
  40. 40. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 40 express his ideas through the signs of movements of his body. Then the different sticks are used as means of communication. Then the communication made through the mouth. In olden days, the news of public importance was made through different kinds of drummers. Then they wanted permanent means i.e. which is kept for future use. So, hand written news sheet posted in public places probably were first newspapers. The earliest daily newssheet was “ACTO DIURA” which means daily events it’s started in 59 B.C. The credit of printing first newspaper goes to Chinese. The first newspaper was “DIBAO”. Chinese began printing “DIBAO”. From carved wooden blocks during the 700’s. D.A. Even the first of paper was manufactured in china. The first book was printed by the Chinese in 868A.D. “The Chinese court of Gazette” was said to be the oldest newspaper published by printing. The knowledge of art of printing spread to the west from china. The Chinese have developed the movable types between 19th and 11th centuries, but it was not until 14th century, that the moving type was introduced in Europe. In 15th century John GUILENTERGE, a gold smith of main city in Germany developed a movable type. He also invented a suitable no ink for the metal types of which replace the wooden blocks in 1458 Gutenberg printed nearly 300 copies of the bible. After that the printing press was established in many other countries. Venice in Italy, become a flourishing centre of printing. In these days the governments and churches patronize the printing process. Even in the ancient and early medieval times bulletins news pamphlets and propaganda materials were used to paste on wall. The kings in ancient times used to get written reports from their departments, spies or agents. In ancient times they were also writers of new letter who sent news to the persons who were residing for away from the capital of Country. In India during the Moguls regimes news writing had become a much prevalent institution.
  41. 41. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 41 In the middle of 16th century, morning newspaper took shape in Europe. First of all, trading house published news books and their newsletters, generally, political and economic News for general interest was contained in this book. In 1560’s in some towns of Germany and Switzerland serial numbered news sheets started appearing. In the year 1603 two newssheets viz., “AVISA” from Germany and “RELATIONS”: from Itrosbourge stated oming our regularly. In 1618 weekly newspaper stated oming out in English, French, Dutch and German language from Amsterdam in Holland. By 1621, the English printers started their own newspapers. In 1621, single newspaper which was published twice a week. But first daily newspaper The Daily Current, this was regular newspaper which was printed regularly. In 1550, the Jesuits brought the first printing press to India. In the beginning only religion books were published in Portuguese, Tamil and Malayalam. In India, writing in the shape of news letter has become quite prevalent during the Mughal period. Although the menu script reports were meant exclusively for official use. Yet they were copied sometimes for wide use. The first attempt to start a news paper was in Calcutta. This newspaper consisted of two sheets only. It specialized in the exposure of the stories regarding the private lives of the servants of East India Company. Messink and Road started the next newspapers named as “India Gazette” They benefited much from the experience of the Hinchey. In 1784, another paper named “Calcutta Gazette” was started. Before that James Augustus Hickey stated his “Bengal Gazette” on January 23rd 1780 at sirampur. After this 1785, Richard Johansson started the “Madras Courier”, and then in 1783 the newspaper “Bombay Herald” was started in 1783. Generally, the first newspaper in India Company. Usually the circulation of these newspapers was very small and did not exceed one hundred or two hundred copies. In those days there was neither freedom of press nor any press laws in India. The authorities could use censorship of these newspapers. The printing of these newspapers was not very attractive. Generally, this newspaper printed such things sales forecast intense to the British residents in India. Some of the oldest newspapers in India are “Bombay Samachar” Published from Bombay in Gujrathi started in 1872.
  42. 42. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 42 “The Deccan Herald” in English in Bombay 1838, “Pioneer” in English Luck now 1885 and “Amrith Bazaar Patrika” in English in Calcutta 1868. Of course, compared with the teeming population of India, the number of newspapers and their circulation was very small. This is due to the fact that still a great majority of our country men are illiterate. In India literacy percent is only 29.45 as per the census of 1971. The Times of India was very oldest English Daily. The oldest periodical is “Calcutta Review”, published monthly in English from Calcutta started in 1844. There are mainly three kinds of news papers they are-  Daily newspaper  Weekly newspaper  Special interest newspaper Daily newspaper prints world, national, state, regional and local news. There is also editorials Opinions column, feature articles and entertainment articles. Many dailies are morning papers. Other are printed in afternoon and evening. Additional features and more advertising make Sunday newspaper much larger than the weekly editions. Weekly Newspaper in general, serves much smaller areas than daily newspapers and publishes news of a more personal nature. A fire or traffic accidents get front page coverage. Weeklies also report news of local business and politics. Most weekly newspapers do no carry national and world news. Special interest newspapers print news of concern to particular groups. Many large companies and trade union publish newspapers for their members. Newspaper printed in foreign languages serve foreign born residents in big cities. c) Importance of Newspaper Today, with the growing popularity of TV and expanding horizons of satellite based information an numerous quantity of various types of information’s are readily available to a common man. Yet, the role of newspapers in society will not be less important because common man does not have time to study the huge volume of information. The Journalist will sort-out those and caters, through the newspapers, to the common man. The relevant and
  43. 43. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 43 correct information in proper perspective, by analyze the background which will be beneficial to an individual as well as to the whole society. No doubt the TV and satellite channel cater news very quickly and nicely but that is one way communications. One glance through headlines or a major story in a newspaper, when it come. Rest if the paper can be read it, in the time of one’s choice. But in case of Radio & TV news bulletins are broad cast as fixed times and if one does not tune in, then one cannot listen to it. The advantage with TV & Radio is that they can be sport news earlier than newspapers. Normally, what one seen in the night TV bulletin is read in Newspapers in the morning, but, why does one read newspaper even after listening to the news in the night? Those who have TV set have not stopped buying newspaper! Hence, the popularity and the utility of newspaper is presumed that, it will not decline in India in the foreseeable future. d) Growth of Industry One of the earliest forms of written communication in India is traced back to the beginning of organized society. In ancient India, the ruler is known to have propagated his ideas to the people through edicts and proclamations. The rulers in those days created agencies to acquaint them of activities which were inimical to their authority. These agencies also spread out their proclamations of social and economic reform to its authority. Later on, machinery was developed to keep the rulers informed of the main currents of the life of the people. The agency that collected taxes, for example, provided information on conditions in
  44. 44. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 44 the prosperous and backward areas. It is known that organized attempts were made to relieve famine and distress by affording timely relief. The inference may be drawn that in the first stages such information was transmitted verbally by messengers who committed it to memory and in later stages it was reduced to writing. e) Print Media Advertising i) Concept of Print Media Throughout the history of mass communication, print was the only readily accessible means of storing information and retrieving it at will. Print is the keeper of records, great literature and accomplishments. It differs from broadcast media in several ways. For example, print media delivers messages that is one topic at a time and one thought at a time, whereas television and electronic media use a simultaneous approach, delivering a great deal of information in a rapid fire manner. Furthermore, print advertising has a history and credibility unmatched by broadcast advertising. These differences have important consequences for advertisers and media planner to consider. ii) Print Advertising The foundation of modern advertising message strategy and design lies in the early print formats. The earliest mass produced commercial messages either appeared in newspapers or as handbills. Thus many advertising guidelines originated with print and print techniques, such as headline writing, are still considered basic concepts. Many things have changed over the years. Television has had a tremendous impact on advertising. Visuals, which were limited in the early press to infrequent woodcuts, are now as important as worlds. Print advertising continues to be important, however and still serves as a foundation in that its techniques are the easiest to understand and analyze. f) The Future of Newspapers The future of newspapers is cloudy, with overall readership slowly declining in most developed countries due to increasing competition from television and the Internet. The 57th annual World Newspaper Congress, held in Istanbul in June 2004, reported circulation, with more than 85 million copies of papers sold every day, followed by India with 72 million – China and India are the two most populous countries in the world – followed by Japan with 70 Million and the United States with 55 million. The report said circulation declined by an average of 2.2 percent across 13 of the 15 countries that made up the European Union before May 1. The biggest declines were in Ireland, down 7.8 percent; Britain, down 4.7 percent;
  45. 45. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 45 and Portugal, where numbers fell by 4.0 percent. One growth areas is the distribution of free newspapers, which are not reflected in the above circulation data. They grew 16 percent in 2003. Another growth area is high-quality tabloids, particularly in the UK, where several of the major broadsheets are experimenting with the format. Smaller and easier to hold than broadsheets, but presenting real journalism rather than traditional tabloid fodder, they appear to have drawn some younger readers who are otherwise abandoning newspaper. Newspapers also face increased competition from the Internet for classified ads, especially for jobs, which have long been a key source of revenue. g) Present Status of the industry Compared with many other developing countries, the Indian press has flourished since independence and exercises a large degree of independence. In 2001, India had 45,974 newspapers, including 5364 daily newspapers published in over 100 languages. The largest number of newspapers were published in Hindi (20,589), followed by English (7,596), Marathi (2,943), Urdu (2,906), Bengali (2,741), Gujarati (2,215), Tamil (2,119), Kannada (1,816), Malayalam (1,505) and Telugu (1,289) The Hindi daily press has a circulation of over 23 million copies, followed by English with over 8 million copies. There are four major publishing groups in India; the Times of India Group, the India Express Group, the Hindustan Times Group, and the Anandabazar Patrika Group. India has more than forty domestic news agencies. The Express News Services, the Press Trust of India, and the United News of India are among the major news agencies. h) India, one of the World’s Greatest Media Markets Bazaar is an apt analogy for the country’s media melee, which with more than 55,000 newspapers and periodicals, 16 round – the –block news stations among its 100-odd television out an information soup as varied as it is vibrant. The newspaper- some have suave front type on thick white newsprint, some printed on paper so thin that the ink smudges on the fingers-are peddled in large swathes from the capital New Delhi to tiniest towns and hamlets. Even though its literacy rate is about 65 percent, its billion-strong population, its vibrant tradition free speech and its myriad tongues, coupled with constitutionally enshrined
  46. 46. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 46 democratic freedoms, make India home to perhaps the largest numbers of news papers and periodicals in the world. The capital alone sustains more than a dozen national dailies, with multiple editions and bureaus around the country unheard of in any world capital. In the beginning of this millennium, newspapers were published in as many as 101 languages and dialects besides English and 18 principal languages. Subsequently, the circulation of newspapers has shot up from 115 million in 2001/02 to 142 million in 2002/03- a whopping 24 percent increase. At last count, the total number of registered newspapers in India stood at 55,780 and the total circulation of newspapers was 142 million. Experts say India’s multitudinous media is gathering ever rising numbers of addicts who tune in and pore over its content, a growth that has been faster than the growth of literacy. Indian viewers have access to about 100 channels in various languages, including 16 round-the-clock channels broadcasting in English, the national language Hindi, or several regional languages. With viewer ship for news growing, a news channel has become an essential ingredient in any distribution bouquet for cable providers. Sensing the tremendous potential of the Indian media, leading players from the global industry are now flocking to the sub-continent-Financial Times, Business Week and The Wall Street Journal, to name a few. The floodgates opened after the government lifted a five-decade ban to allow foreign investors to buy up to 26 percent in the Indian print media. Newspaper owners saw the potential of roping in strategic investors who could improve the quality of their products and pump in fresh funds. Leading players  Deccan Herald  Times of India  Deccan Chronicle  The Hindu  DNA
  47. 47. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 47 3.1 DECCAN HERALD NEWSPAPER IN INDIA Profile of the Organization Every day Deccan Herald touches the lives of the people of Karnataka. Today the daily shapes the opinions and directs their actions. Deccan herald was born 62 years ago when the first edition hit the streets on June 16, 1948. The news paper was a reflection of the optimism, and a voice of the aspirations of a newly independent nation. Deccan herald is Karnataka’s guide to the times we live in. Karnataka and bangle hold a special place in the news paper’s scheme of things, but its coverage of national and world happenings is equally comprehensive and analytical .The Deccan herald is also the voice of the poor and the underprivileged. On its agenda is a relentless campaign against corruption and advocacy of pro-environment economic development. The very analytical opinion/policy page presents a variety of views of national, state and international issues. Regular columnists and experts in perspective the well-written editorials are known for their unbiased and informed commentary on events and developments. The news paper’s human interest reports and profiles of interesting personalities give the reader not only news and views, but also the emotions and the drama behind the happenings. Special sections like miscellany, on the beat and around the city encapsulate effect happenings in a short and snappy manner. Origin of the Organization TPMPL existence dates back since the day of independence. The year of Independence and the following year saw upsurge of nationalist movement in the arena of free enterprise. Many a countrymen embarked upon a dream entourage. Mr.K.N.Guruswamy was one such great visionary with futuristic foresight who laid the foundation of The Printers (Mysore) Private Limited during those beginning period, today has become voice of mass.
  48. 48. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 48 It was born when the country was liberated from the colonial command symbolizing the birth of a purely domestic (rather would like to call truly Indian) conglomerate which would be a part of the people’s daily life shaping the constructive thoughts and framing opinions. People would start their day with publications of the organization titled DECCAN HERALD & PRAJAVANI both of which were Published / Established in the year 1948. The organization would in the coming days become the voice of the people. A platform for the layman of the society to express himself/herself to the mass. Like any responsible citizen of the country, the corporate philosophy of TPMPL has played an active role in the development of the awareness and understanding of the issues/matters/subjects which have made difference over a period in the lives of the people of the society.
  49. 49. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 49 TPMPL expanded its portfolio of publications to the field of magazines too. Sudha was first published in the year 1965 followed by Mayura in the year 1968 which made the TPMPL, a complete publication house in every sense which earlier had only two dailies in its product sTable no. This was the turning point in the history which saw. TPMPL now targeting the specific section of the society which had earlier undergone a metamorphic change since the days of its incorporation in the immediate year following Independence. The literacy rate and standard of living in the Indian Society by the mid 60’s had considerably as well consistently improved which necessitated change in the corporate strategies from the MACRO (Mass) approach to MICRO (Customized and Personalized) approach of the TPMPL. This saw the birth of Sudha and Mayura which were specifically designed to suit the tastes of the family i.e. Micro body of the society. The strategy paid off well; there by enhancing the presence of the organization in every sphere of the society both Macro Level (Deccan Herald and Prajavani) and Micro level (Sudha - A kannada weekly and Mayura – a Kannada Monthly). This made the organization an undisputed and formidable leader in the respective domain. The 90’s saw the change in the arena of Media domain. Internet was the talk of the town, a new frontier where in lay the vast opportunities. It was in the year 1996 that TPMPL plunged into the internet domain with www.deccanherald.com (established on 15th April 1996) followed by www.prajavani.net (established on 4th July 1997) made the TPMPL presence felt at the national and international level. This was the time when the lines between the different mediums of communications were blurring and media was seemingly becoming boundary-less and border-less. This was further powered by the following E-papers and E-magazines. They have made all the physical formats available in virtual formats too. Vision, Mission and Quality Policy: The Printers (Mysore) Pvt. Ltd emphasizes on truth and impartiality in providing the news. The company is working as per the visions of the founder Mr. K.N Guruswamy.
  50. 50. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 50 Vision: To become an integrated media organization reaching out to every Indian creating awareness and promoting transparency. Mission: To craft a 360* media platform. Quality Policy: “We strive to maintain leading position by providing quality information, features, and services on time”. Technological superiority: When it started publication in 1948, Deccan Herald was produced on printing equipment that was comparable to the best in this part of the country at the time. From stereo rotary machines to linotype composing machines to fully computerized editing and page production systems and web offset color printing, it has been striding along the steady path of modernization. The automation extends today to counting, packaging and stripping of the printed copies rolling out of the rotary machines. Advances in newspaper concepts, content, design and layout have helped Deccan Herald keep pace with the rapidly expanding interests of its readers. Commitment to Quality-ISO 9002: As the fifty steps towards total quality, the Group has changed its quality control process from reactive to proactive. And a quality system ISO 9001:2000 model for quality assurance in production, installation and servicing. With this, the Group has become the first publishing house in the country to receive this prestigious certification for all its facilities. The functions covered in the quality system include advertisement, editorial, materials, production and training. Total Quality Management (TQM): The Group believes in Total Quality Management, which is an effective system of integrating quality improvement efforts so as to provide product that ensures customer satisfaction. Every section of the organization is therefore geared to face challenges. A common vision, a common mission and common goals bind together here. Not content with
  51. 51. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 51 streamlining its day-to-day functioning. The Group is constantly integrating quality in to its corporate strategic planning process. Every Deccan Herald touches the lives of the people of Karnataka. Today the daily shapes the opinions and directs their actions. Deccan Herald was born 62 years ago when the first edition hit the streets on 16, 1948. The newspaper is a reflection of optimism, and a voice of the aspirations of a newly independent nation. Proud of its regional moorings and responsive to global change, Deccan Herald is Karnataka and Bangalore hold a special place in the newspaper’s scheme of things, but its coverage of national and world happening is equally comprehensive and analytical. Deccan Herald is also the voice of the poor and underprivileged. On its agenda is a relentless campaign against corruption and advocacy of pro-environment economic development. The very analytical opinion/policy page presents a variety of views on national, state and international issues. Regular columnists and experts in various fields place the latest events in perspective. The well-written editorials are known for their unbiased and informed commentary on events and developments. The newspaper’s human-interest reports and profiles of interesting personalities give the reader not only news and views, but also the emotions and the drama behind the happenings in a short and snappy manner. Growth and Development of the organization: The organization has the dream to expand its market to other states such as Andhra Pradesh and Tamilnadu. So to expand its market it has taken various promotional activities such as,  Power Jacket Exercises.  Hand bills.  Stall Promotion.  Promotional free copies.  Road shows (bike rally, cycle rally)  Conducting various sports and cultural competitions for school children.
  52. 52. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 52 Present Status of the Organization: a. Product Portfolio Publication Editions Language Category Periodicity Deccan Herald Prajavani Entire Karnataka English Kannada News News Daily Daily Sudha Mayura Entire Karnataka Kannada Magazines Weekly Monthly Area of Operation: The head office of the Printers Mysore Ltd is situated in Bangalore and its operations are regional, it has its editions From Bangalore, Hubli, Mysore, Mangalore, Gulbarga and Davangere. DH has a number of sister publications, all published in Kannada. 1.2.7. Competitors Information In the recent years print media industry is facing competition not only from other types of media such as TV, Radio, and Internet but also within the journalism. Price is a sensitive part as for as the newspapers are concerned. Even a small hike of 50 paisa in the price reduces a lot of subscribers and vice versa. But, however, the habit of reading in people is the main reason for the survival of newspaper industry. Following are the competitors for the products of the company
  53. 53. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 53 l. No Product Type Belongs To Intensity Of Competition Area Of Operation Dominated Areas In Karnataka 1 The Hindu The Hindu Group High All Over India Popular In Cities 2 Indian Express The Indian Express Group Medium All Over India Popular In Cities 3 The Times Of India The Times Group Very High All Over India Strong In Karnataka The newspaper industry is facing the price war among the competitors. In 2000, Vijayananda Printers Ltd started price war using ‘Penetration Strategy’. It made all other newspapers to bring down their selling price to Rs 1.50. The Times of India also used the same strategy for gaining market share. Both succeeded in effective launching of the newspaper using this strategy. In fact, a strong network of VRL logistics also helped Vijayananda Printers Ltd to root deeply in the market Infrastructural Facilities The printer (Mysore) Pvt. Ltd has good infrastructural facilities. Following are the points, which explain the infrastructural superiority of the company.  The company has 6 plants in Karnataka. (Gulbarga plant yet to opened)  The total numbers of employees are 1,280.  The Printers (Mysore) Pvt. Ltd has the KBA printing machine (made in Germany) having a capacity to print 60,000 copies per hour.  It has a well-networked distribution channel all over Karnataka and out of state also.  Every plant is well equipped with 2 types of printing machines i.e. High Line and News Line.  Canteen facilities for workers in production Department and also garden has been maintained in the premises of every plant  Raw material maintenance is centralized is located at Bangalore.
  54. 54. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 54  All the activities are computerized. TCS has designed application software for the operation of The Printers (Mysore) Pvt. Ltd called as Integrated Information System. It has a separate machine for the purpose of recycling the wastages Deccan Herald’s several zonal editions serve to cover local news in greater detail and to highlight the developments in these areas, thus being in touch with readers in every region of Karnataka. Achievements/ Award of any  Central government’s award for prompt tax payment.  ISO certification for all the departments in the company.  Hubli plant has got award for best garden maintenance in its premises.  Deccan Herald has got “BEST PRINTING AWARD” for two times by IIFA.
  55. 55. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 55 CHAPTER—4 RESULTS, ANALYSES & DISCUSSIONS
  56. 56. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 56 ANALYSIS AND INTERPRETATION 7.1 Table title:-Respondents opinion about reading news paper regularly Yes No 91 9 Graph no 7.1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Yes No
  57. 57. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 57 Analysis Nearly 91 percent of respondents read news paper regularly. Inference Respondents are regular news paper readers. Respondents like to keep in touch with today developments in and around them respondents are aware of the importance of news paper. 7.2 Table title:-Respondents opinion about enjoying reading news paper Yes No 98 2 Graph no 7.2
  58. 58. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 58 Analysis:- Nearly 98 percent of respondents enjoy reading news paper. Inferences:- Respondents read newspaper as effective source of information, so they read it. 7.3 Table title:-Respondents opinions about sections of newspaper which they think are most important to them 0% 20% 40% 60% 80% 100% 120% Yes No Sections 1 2 3 4 5
  59. 59. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 59 Note: - 1:- Most Important, 2:- Important, 3:- Indifferent, 4:- Not Important, 5:- Not Important at All Graph no 7.3.1 Graph no 7.3.2 Graph no 7.3.3 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 SPORTS A) Politics 32 49 11 7 1 B) Sports 25 50 16 7 2 C) Entertainment 28 45 17 8 2 D) Crime 6 12 20 47 15 E) Other issues 24 47 20 7 2
  60. 60. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 60 Graph no 7.3.4 Graph no 7.3.5 Analysis 0% 10% 20% 30% 40% 50% 1 2 3 4 5 ENTERTAINMENT 0% 5% 10% 15% 20% 25% 30% 35% 1 2 3 4 5 CRIME 0% 10% 20% 30% 40% 50% 1 2 3 4 5 OTHER ISSUES
  61. 61. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 61 It is clear from the above Table no and Graph know that, 32 percent of respondents given most important to Politics, 49 percent gives important to Politics, 11 percent gives indifferent to Politics, 7 percent gives not important to Politics, 1 percent of respondents give not important at all to Politics. 25 percent of respondents give most important to sports, 50 percent gives important to sports, 16 percent gives indifferent to sports, 7 percent gives not important to sports, 2 percent gives not important at all to sports. 28 percent of respondents consider entertainment as their most important, 45 percent of respondents give important to entertainment, 17 percent of respondents give indifferent to entertainment, 8 percent of respondents give not important to entertainment, and 2 percent of respondents give not important at all to entertainment. 6 percent of respondents consider crime as their most important, 12 percent of respondents give important to crime, 20 percent of respondents give indifferent to crime, 47 percent of respondents give not important to crime, and 15 percent of respondents give not important at all to crime.. 24 percent of respondents consider other issues as their most important, 47 percent of respondents give important to other issues, 20 percent of respondents give indifferent to other issues, 7 percent of respondents give not important to other issues, and 2 percent of respondents give not important at all to other issues.
  62. 62. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 62 7.4 Table title: - Respondent’s opinion about the news presentation in Deccan Herald Graph no 7.4 0% 10% 20% 30% 40% 50% 60% 70% 80% Strongly Agree Agree Natural Disagree Strongly Disagree Strongly Agree Agree Natural Disagree Strongly Disagree 9 72 12 7 _
  63. 63. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 63 Analysis:- Nearly 81 percent of respondents think that news presentation in Deccan Herald is good. Inference:- Considerably large percents 81 percent of respondents find news presentation, language, approach of Deccan Herald good and efficient respondents tend to communicate that Deccan Herald is delivering news in a good fashion. 7.5 Table title:-Respondents opinion about the news section of Deccan Herald in accordance to their view about their quality, content and presentation Note: - 1:- Excellent, 2:- Good, 3:- Ok, 4:-Bad, 5:- Worst Graph no 7.5.1 News Section 1 2 3 4 5 A) Political Issues 24 51 24 1 _ B) Local Issues 30 52 18 _ _ C) National Issues 18 41 39 2 _ D) International Issues 7 32 50 6 5
  64. 64. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 64 Graph no 7.5.2 Graph no 7.5.3 Graph no7.5.4 0% 20% 40% 60% 1 2 3 4 5 POLITICAL ISSUES 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 LOCAL ISSUES 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 2 3 4 5 NATIONAL ISSUES
  65. 65. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 65 Analysis:- It is clear from the above Table no and Graph know that, 24 percent of respondents given excellent to Political issues, 51 percent of respondent of respondent ranks good to Political issues, 24 percent of respondent ranks ok to Political issues, 1 percent bad to Political issues. 30 percent of respondents rank excellent to local issues, 52 percent of respondent ranks good to local issues, and 18 percent of respondent ranks ok to local issues. 18 percent of respondents ranks excellent to national issues, 41 percent of respondents ranks good to national issues, 39 percent of respondents ranks ok to national issues, 2 percent of respondents ranks bad to national issues, and 2 percent of respondents ranks worst to national issues. 7 percent of respondents ranks the international issues as excellent, 32 percent of respondents ranks good to international issues, 50 percent of respondents ranks ok to international issues, 6 percent of respondents ranks bad to international issues, and 5 percent of respondents ranks worst to international issues. Inference:- A reasonable high percent of respondents are convinced that political issues in Deccan herald are well and has good quality, content and presentation. 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 INTERNATIONAL ISSUES
  66. 66. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 66 A considerably large percent of respondents feel local issues are dealt with very well in Deccan herald But few people think so in the case of national and international issues. So it is quite clear that respondents feel that national and international news coverage is insufficient and needs improvement. 7.6 Table title: - Respondents opinion about Deccan Herald should come up with colour photographs throughout the paper YES NO
  67. 67. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 67 76 24 Graph no 7.6 Analysis:- Nearly 76percent of respondents feel Deccan Herald should have colour photoGraph nos throughout the paper Inference:- Respondents give importance for photograph knows that support news articles. Most of respondents like colour photograph no, probably they find it more attractive and appealing most respondents seem to have an inclination for colour photograph no as it’s followed by some leading newspapers; it has almost become a standard today. 7.7 Table title: - Respondent’s opinion about “metro life” gives the right dosage of entertainment news 0% 10% 20% 30% 40% 50% 60% 70% 80% YES NO
  68. 68. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 68 Respondents Opinion No. Of Respondents Editorial 8 Presentation 16 Printing -- Quality of news & Print 60 Supplements 16 Total 100 Graph no 7.7 Analysis:- 0% 10% 20% 30% 40% 50% 60% 70% Strongly Agree Agree Natural Disagree Strongly Disagree Strongly Agree Agree Natural Disagree Strongly Disagree 12 61 16 9 2
  69. 69. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 69 Nearly 73 percent OF respondents think “Metro life “gives the right dosage of entertainment and About 16 percent of respondents are not sure and about 11 percent are in denial mode. Inference:- Although a considerable percent of respondents tend to think” Metro life” gives good entertainment news, but A significant chunk of respondents are either not sure or in state of disagreement “metro life “ seems to have convinced quite a considerable percent of respondents that it’s a good entertainment provider but still has a long in convincing many more. 7.8Table title :- Respondents opinion about the following proposals in Deccan herald Proposals Yes No A) should “metro life” carry more celebrity gossips? 40 60 B) Should “metro life” carry full size celebrity posters every week? 45 55 C) Should “metro life” carry more celebrity interviews? 90 10 D) Should “metro life” carry exclusive section for teenage issues regularly? 83 17 E) Should “metro life” carry exclusive section for beauty and health tips regularly? 71 29 F) Should “metro life” carry more of Hollywood and Hollywood news in its front page. 28 72 Graph no 7.8
  70. 70. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 70 Analysis:- About 40 percent of respondents feel “Metro life” should carry more celebrity gossips. Only about 45 percent of respondents feel “Metro life” should carry full size celebrity posters weekly. About 90 percent of respondents feel “Metro life” should carry more celebrity interviews. About 83 percent of respondents feel that “Metro life” should carry exclusive section for teenage issues regularly. About 71 percent of respondents feel that “Metro life” should carry exclusive section for teenage issues regularly. Only about 28 percent of respondents feel “Metro life” should carry more of Hollywood and Bollywood news in its front page. Inference:- More than 60 percent of respondents don’t seem to be interested in celebrity gossips. Only a small percent of respondents seem to expect celebrity posters every week in “Metro life” A very considerable percent of respondents seem to be interested in reading personal interviews of celebrities A very high percent of respondents seem to be beauty and health conscious, so they are asking for tips on the same regularly. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% statement1 statement2 statement3 statement4 statement5 statement6 YES NO
  71. 71. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 71 A considerable percent of respondents seem to be aware of teenage problems and so have asked for an exclusive section on the same on regular basis but not many respondents seem to be keen on giving Hollywood and Bollywood more importance. 7.9Table title: - Respondent’s opinion about sports news presentation is good in Deccan Herald Respondents Opinion No. Of Respondents Editorial 8 Presentation 16 Printing -- Quality of news & Print 60
  72. 72. The Readers Perception Towards Deccan Herald, Bangalore Sambhram Academy of Management Studies, Bangalore 72 Supplements 16 Total 100 Graph no 7.9 Analysis:- Strongly Agree Agree Natural Disagree Strongly Disagree 11 69 13 7 _ 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Strongly Agree Agree natural Disagree Strongly Disagree

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