INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT IILM GRADUATE SCHOOL OF MANAGEMENT PGDM GENERAL 2010-2012 SECTION A PROJECT REPORT MARKET SURVEY FOR LAUNCHING A NEWSPAPER Submitted to: Professor Ajit Shrama Submitted by: Amit Sharma Amrita Paramanik Anuraag Shrivastava Radhika Bhardwaj Sabyasachi Panda Vishal Goyal
Were it left to me to decide whether we should have a government without newspapers, or newspapers without a government, I should not hesitate a moment to prefer the latter. –
Thomas Jefferson, 1787
Literature Review
Origin of Newspaper: The first printed forerunners of the newspaper appeared in Germany in the late 1400's in the form of news pamphlets or broadsides, often highly sensationalized in content. In the English-speaking world, the earliest predecessors of the newspaper were corantos, small news pamphlets produced only when some event worthy of notice occurred. The first successively published title was The Weekly Newes of 1622. It was followed in the 1640's and 1650's by a plethora of different titles in the similar newsbook format. The first true newspaper in English was the London Gazette of 1666. For a generation it was the only officially sanctioned newspaper, though many periodical titles were in print by the century's end.
Newspaper History in India: The history of newspapers in India is equally interesting. The introduction of newspapers in India was hastened by the spreading sense globalization amongst the countrymen who wished to be informed about the recent events in the world. It was during the same time that the first newspaper of the country was introduced in Calcutta (Kolkata). The newspaper titled Calcutta General Advertise or Hickey’s Bengal Gazette was introduced by an eccentric Irishman called James Augustus Hickey during the 1780’s. In the years to come India was the
establishment of another newspaper daily in the form of Bombay Herald followed closely by Bombay Courier
History and Evolution of Indian Newspapers: Although there was a flurry of English broadsheets during the eighteenth century, newspapers in regional languages made its way much later during the second half of the nineteenth century. First on the list were two Bengali newspapers called Samachar Darpan and Bengal Gazette while the first Hindi newspaper was Samachar Sudha Varshan. The Hindu newspaper which was launched as a competitor of Madras Mail became the first national newspaper of the country. Soon it became the voice of the nation during the establishment period
Role of newspaper “Pen is mightier than sword” Newspaper is primary source of information. Newspapers are more than just a sheet of paper lined with ink. Newspaper is a medium through which the facts and figures of the events going on around the world reach even to the places where there is no electricity. Their Productions hold a much greater significance than providing profit for the company. Newspapers give us a medium to get information about news regarding employment, matrimony, gadgets, real estate, sports and the list goes on... The daily newspapers express the interests and understanding of the public. As a result, the entire conservative community -- from researchers to managers to educators -- watches the press carefully. Apart from this, newspaper industry gives employment to millions of people across the globe.
Some facts and figures:-
• Very affordable source of information available @ Rs. 2.50 • Number of company such as Amarujala takes 70% revenue from advertiser and 30% from consumers. • 242 millions newspapers are circulated daily • 6542 different newspapers are printed daily. * according to survey 2007
Research objective Our objective is to design a newspaper according to the taste and preferences of the consumers. Launching of the newspaper will be based on a survey conducted to find out the demographic and geographic segment which is to be targeted. Segmenting and positioning the newspaper correctly in the market will maximize the revenue and add to the value of the product.
Research methodology
We followed two methods to get the data. 1) Primary Data 2) Secondary Data Primary data constitutes of the following ingredients. 1) Questionnaire pamphlets
2) Online surveys 3) One to one conversation with newspaper company such as Amarujala, Agra Secondary data has been taken from some reliable resources. The questionnaire were filled by people at different places such as Delhi, Greater Noida, Gaziabad, Agra and different Age group, profession, gender so that we can get more precise and accurate data. We also published our questionnaire on survey websites to get the response from various segments of consumers. This gave us the primary data to work upon during our analysis.
Questionnaire The pattern followed for the questionnaire is as follows • No of question 15 • Close ended question - Dichotomous - Multiple • Open ended - Unstructured question
Sampling Plan As the newspaper that we are planning to launch is in the northern area of the country. Hence forth the sample included the NCR region like Noida, G. Noida, Gaziabad, Delhi and Agra. We all together had a 300 pamphlets questionnaire which were to be filled by people of different regions, social groups, age and gender to overall generate and analysis which could give us some inputs in order to how we could design the paper for the best output and mutual benefit to the company and the society The surveys work carried out in the forms pahamplets and online surveys.
Sample of the society that was chosen to give the best and the varied was
Students Office goers House wives Shopkeeper Hawkers Children Teachers Auto driver Businessmen
These gave us varied outputs as per the different mentality and choices of the sample picked up
Data analysis
Data analysis was done on the basis of the information obtain from the questionnaires. We have drawn four graphs which captures the entire analysis.
Prefence of Various sections in newspapers 80
% of people liking
70
Genral
60
Business
50
Education Technology
40
Ent.
30
Editorial
20
Sports Supplemetary
10
En t Ed . ito ria l Sp Su or pp ts le m et ar y
tio Te n ch no lo gy
ss
ca
in e
Ed u
Bu s
G
en
ra l
0
Newspaper Section
The first graph is plotted between the preference given by the people to various sections of the newspapers to the percentage of people liking it. General news, education, and entertainment sections were given the maximum preference followed by business and editorial sections.
Others Factors 90 80
% of prefence
70 60
Price
50
Delivery
40
Paper Quality
30
Colour
20 10 0 Price
Delivery
Paper Quality
Colour
Factors
The next bar graph is about psychographic factors like price, delivery, paper quality and colour. Majority of the people (85%) were particular about the delivery of the paper and a very few were concerned about the colour. Since there are many papers available in the market the people or consumers have many options, so price does matter to about 80% of the people.
14 12 10
Agra
8
Delhi Gaziabad
6
Greater Noida
4
Noida
2 0 TOI
ET
The Hindu
Amar Ujala
Hindustan Times
Now to launch a successful newspaper in North region we have taken up five very popular papers in regions like Agra, Delhi, Gaziabad, Greater Noida, Noida. Basically the above graph deals with the geographical factors. For example in Agra , Amarujala is most popular. Economics times, times of India are preferred in Delhi. In Gaziabad and Greater Noida Times Of India is voraciously read.
Other sources to get news
Internet Television Radio
Last but not the least in Data analysis section , the other sources of like Internet, television and radio we taken up. From the PIE chart we can make out that internet ( the electronic media) is widely used by the people followed by television and Radio
Recommendation The front page should be simple and margin should be a little more to minimize congestion. Gists of important news are to be given on the front page with page numbers for easy excess to the reader. Weather and market update are to be given on the bottom of the front page. Continuity of the newspaper should be maintained. More emphasis should be given to the information rather than gossips. Equal priority should be given to the updates about all over India rather than stressing more on metro cities. News should not be too lengthy to read
In sports section the photograph of players while they are in action looks attractive so its should be the general practice
Conclusion Finally we have reached to a conclusion that: By considering the various aspects and parameters mention in the questionnaire and the data analysis section we have design our newspaper.
Bibliography http://blog.releasemyad.com/2010/07/newspaperhistory-the-origin-of-newspapers-in-india-and-the-world/ www.historicpages.com/nprhist.htm http://en.wikipedia.org/wiki/Newspaper
