India's Newspaper Industry - Increasing literacy rate is one of the key factor of upward growth rate of newspaper industry of India. News papers are the key factors due to which people involve themselves in civic and political participation. The cost of newspaper in India are less compared to other nations as newspapers in India are made of recycle newsprint.
The average cost of newspapers in India is less a cup of average cup of Tea - thanks to the subsidy by government. It started emerging post 1991 (Globalization Phase). India being one of the biggest democratic nation where number of regional languages are more is another factor as in rural areas mostly people prefer newspapers.
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| Project and Presentation |
Media and more specifically press is considered to be the
fourth pillar of democracy and it is very heartening to note that Indian print
media is one of the most influential and independent in the world. The NRS
(National Readership Survey) has brought in to light the (act that although
magazine have slipped the growth pattern the readership for dailies is still
growing at an impressive double digit growth.
Over the years various alternative media forms have evolved
and threatened the existence of the print media. These include satellite and
cable television, internal etc. but the print media has stood on its own and
not only emerged stronger. Newspaper specifically the regional press is
continuously expanding and vying for greater market share. Continuously market
research to study customer attitude & preferences arc conducted to know the
reader in a better way.
The Times of India is the world's largest selling broadsheet
daily with over 2.2 million readers.
It is a clear leader in the English press segment and is
published by India's largest media company- Bennett, Coleman & Co. Ltd. The
company publishes other popular titles like The Economic Times, Navbharat times, Sandhya Times,
Maharashtra Times, Filmfare, Femina etc and owns properties like Radio Mirchi,
Planet M, Indiatimes etc. However although it is a market leader in key markets
like Mumbai, Delhi, Pune etc but still has to make its mark in smaller towns.
This research project was undertaken to study readership orientation towards
the paper so that various patterns can be drawn out regarding the reader
expectations and expressions.
It also carries important disclosures made by the National Readership Survey 2003, which was made public after a long drawn court battle. The survey was carried out at a national level by reputed agencies and gives a comprehensive picture of The Times of India with respect to its competitors. I sincerely hope that the study brings out important patterns regarding reader's preferences regarding the paper and will prove to be conclusive.
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