Deccan Herald Project

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

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

List of Tables
Sl No Contents Page No

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

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

List of Graphs
Sl No Contents Page No

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

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

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.

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.

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

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.

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.

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

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"

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:

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.

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.

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.

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

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

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

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.

 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

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

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.

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

"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

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

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:-
.
.
.

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”.

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

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.

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

 Analysis and Interpretation
 Summary of findings
 Suggestions
 conclusion

CHAPTER—3
Profile of Industry

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,

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

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

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.

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.

“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

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

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;

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

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

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.

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.

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.

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

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.

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

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.

 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.

CHAPTER—4
RESULTS, ANALYSES &
DISCUSSIONS

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

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

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

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

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

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.

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 _

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

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

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

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

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

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

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

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

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

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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