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PRINT MEDIA


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History of Print Media

1. The history newspaper in India began in 1780, with the publication of the Bengal Gazette from

Calcutta.2. James Augustus is considered the "father of Indian press" as he started the first Indian newspaper

from Calcutta, the `Bengal Gazette` or `Calcutta General Advertise` in January, 1780 which was a

weekly publication.

3. In 1789, the first newspaper from Bombay (now Mumbai), the `Bombay Herald` appeared, followed

by the `Bombay Courier` in the following year. Later, this newspaper merged with the Times of India

in 1861.

4. The first newspaper published in an Indian language was the Samachar Darpan in Bengali on May 23,1818.

5. The first Hindi newspaper, the Smachar Sudha Varshan started its circulation in 1854. Since then, the

prominent Indian languages in which newspapers had been published over the years are Hindi,

Marathi, Tamil, Malayalam, Telugu, Urdu and Bengali.

6. In 2005, the total number of newspapers and periodicals published in India was around 41705,

which include 4720 dailies and 14743 weeklies.7. India consumed 99 million newspaper copies as of 2008, making it the second largest market in the

world for newspapers.


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Distribution Process of Newspaper Industry

The newspaper sales involve distributing highly perishableproducts under severe time constraints.

The printed newspapers have to be dispatched to variousdistributors across the region.

The revenue of the newspaper distributor is based on acommission on the sale of every newspaper.

The circulation is normally through salesmen appointedand salaried by the distributors, who in turn pass it on tohawkers.

Hawkers, vendors and book stall owners are the last link ofthe supply chain before newspaper reaches readers.

Responsiveness and efficiency play an important role innewspaper distribution channel.


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Current scenario

Indian newspaper industry is slated to grow manifold, with growth rate

circling around 6%.

Market share is projected to grow from Rs 56,300 crore to Rs 92,900

crore by the end of 2013, as per the research done by the Pricewater

house cooper. Indian readership survey 2009 says that almost all of the English dailies

are losing readership at a rate much faster than the rate of their growth

including the biggies such as Times of India and HT.

Aren't these news feeds about the Indian newspaper

industry paradoxical w.r.t what has been predicted ??


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ADVERTISEMENT


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Prominent newspapers in India


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Daily Circulations Of Prominent players

Hindustan Times -1.14 m

Times of India -3.14 m

Don138k

Telegraph : 484971

Anand Bazar Patrika : 1.27 m Syandhan Dhyan Patrika : 60k

Denuik Jagran : 55.5 m

Hindu : 1.45m

Statesman - 180k Economics - 620K


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Marketing Strategy

Mission

The mission of Tribune is , to provide best and fast forward news to the people. togenerate sustained surpluses, always striving for excellence, within the framework

of law, and in nothing but the truth in which we base every action.

Marketing objectives

Financial objectives Target market(s)

Segmentation

Positioning


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Marketing Mix

Product- The tribune, Dainik tribune and Punjabi Tribune

Pricing-

Price if tribune is @ Rs 3 and Classified advertisements (Matrimonial, property, jobs,etc.) are published in the print edition of The Tribune @ Rs 600.00 per insertion upto50 words and Rs. 1200.00 from 51 to 100 words. If an advt. matter exceeds 100words limit, it will be chargeable @ Rs. 355per sq. cm.

Advertisements to be published in our language papers Dainik Tribune (Hindi) andPunjabi Tribune (Punjabi) along with The Tribune will be charged @ Rs 125.00 (forone language paper) and Rs 200.00 (for both language papers).

An additional sum of Rs 150is to be paid if an advertisement is to be put on theOnline Edition along with the print edition.

Advertisements required to be carried only in Online edition are charged @ Rs 375per insertion which is higher than its competitors

Promotion-Its promotion is widespread as it has good distribution channels and goodrecognition among the people.

Channels- The Company would offer its product to consumers in 450 cities through 33branch offices, 250 distributors, 3000 authorized dealers


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PRICE WARS IN NEWS PAPER SEGMENT


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Mumbai's media war: Who's the winner?

The Times of Indiavirtual monopoly in India'srichest city.

Entry Hindustan Timesand Daily News &Analysis

TOI share 80 % in Mumbai's Rs 1,500 crore.

Both HTand DNAare trying to capture theMumbai market through line sales, thesubscription route and news standsales.HToffers a year-long subscription for Rs398.

Executives in the DNAcamp claim that TOI'snews stand sale has dropped by 35,000 copies asa casual buyer prefers to pick up the Rs 2 paper

DNAAny vendor who can locate a potentialsubscriber gets Rs 6.

TOI"it actually takes back unsold copies now".

So, is Mumbai's print media marketovercrowded? "Confusing -- yes. Overcrowded --no,

Paper

Copies

Sold

Price

(Rs)

Commissio

n (Rs) Adv Rate

TOI 510,000 4 1.75

Rs 1300-1400 sq

cms

HT 100,000 2.5 1

Rs 800-840 sq

cms

DNA 295,000 2 1

Rs 800-840 sq

cms

0

1

2

3

4

5

Price (Rs)

TOI

HT

DNA


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DNA warfare rocks Mumbai

The campaign, in its first leg, consisted of hoardingsfeaturing people from various walks of life with grey tapes

covering their mouths

In the second phase of the campaign, the line "Speak up.

It's in your DNA" was added.Simultaneously, DNA

strands appeared in Mid-Day group-owned private radio

channel GO 92.5 FM, fuelling public curiosity

"Speak up. It's in your DNA - Maharashtra Times".

Advertisement threw up questions like

"What's BMC digging for? Gold? Oil? Fun?

Speak up. It's in your DNA

or

"Why can't pubs be open all night? Speak up.

It's in you DNA"


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Yearly Discounted Rates

Months Actual Offer Profit Profit %

6 474 275 199 41.98312236

9 711 400 311 43.74120956

12 961 525 436 45.36940687

24 1886 1000 896 47.50795334


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Paper Article

THE two big dailies are slugging it out once again.Both Times of India ToI and Hindustan Times(HT)have slashed the masthead prices to Rs 1.50 on

weekdays between Monday and Saturday forDelhi. And the price reduction was also extendedto the Sunday edition. HT brought down thecover price of its Sunday edition to Rs 2.75 from

the earlier Rs 3.50, while TOI cut the price fromRs 2.90 to Rs 2. -- The Hindu Jul 14, 2002


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MAGAZINES


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Prominent newspapers in India in the recent times


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Current Publishing Scenario

The Association of Indian Magazines has 85 magazines with a

circulation of:

Daily 31m Hindi 13m

weekly 8m English 10m

Fortnightly 3m Others 24m

Monthly 5m


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Segmentation

Magazines like Cosmopolitan, Femina were meant for people at the top of

the pyramid.

Womens era , Savvy targeted upper middle class women.

Grihshobha and Manorama were intended for women in tier-2/3 cities.

Storybooks like Tinkle, Chandamama and Champak were intended for kids.

Science reporter was meant for students who had scientific bent of

mind.

Magazine like Mens health was intended for the urban english speaking

youth.

Businesstoday , businessworld etc. are targeted for business savvy reader.

Magazines like CSR,Manorama Year book is aimed at students preparing

for competitive exams.


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Readership of magazines by type

Magazine Type Readership(in thousands)

General Interest 42,651

Sports 8,621

Business 2,135

Women 33,127

Men 595

Health 6704

Children 12,685

News 15,904

IT/computers 1520

Auto 748 Home Interiors 470

Travel 937

Lifestyle 803


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Major market players

India Today Group has got 67%of the total market share

India Today Group which has got magazines like IndiaToday,

Readers Digest, Business Today etc.

ITG has got very strong distribution network across India.key competitors-outlook, bussinessworld & the week.


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Marketing Strategy w.r.t Price

Prices were kept low so as to tap the customer from the bottom of the

Pyramid and middle class and lo.wer middle class are their target audience

Strong distribution network, emphasis was laid on tier 2 and tier 3 cities .

Outlook,The week started the price war in this space as their unit copy was sold at

Rs.10 against Rs 15 of India Today. Due to fierce competition from its competitor like outlook,The week India Today

Group had to offer supplements for its various magazines.

Segmented pricing i.e different offerings for different target audience.

Femina, Mens Health, Good house keeping, Travel Plus etc.

Mastering the pricing game by targeting the right target audience.

Managing resources for competitive advantage i.e strengthening its distribution

network.

Manage pricing proactively to influence expectations not in reaction to them.

Justify your prices in terms of customer economics not your economics.


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Pricing Strategy

Differential pricing strategy.

Promotional pricing strategy


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THANK YOU

http://www.rediff.com/money/2005/aug/24media.htm

http://www.dancewithshadows.com/media/dna-newspaper-mumbai.asp

http://www.hinduonnet.com/fline/fl2219/stories/20050923002509400.htm

Presented BY:

Ishaque Mulla

Gagan PareekChandan Priyadarshi

Shashank Singh
http://www.rediff.com/money/2005/aug/24media.htmhttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.dancewithshadows.com/media/dna-newspaper-mumbai.asphttp://www.rediff.com/money/2005/aug/24media.htm

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