Project Report On "HT Media Limited". by ANUPAM KUMAR

A Brief Study of Advertisers Perception about Hyperlocal with Special Reference to HT Mohali Live, along with Hindustan times,
Mohali (Chandigarh)
Project Report
Submitted to:Lovely Professional University, Phagwara (Punjab)
In partial fulfilment of the Requirement for the Degree
Master of Business Administration

{MBA}
2010-2012
Under the Guidance of: Mr. Rajan Girdhar
(Lecturer) LSB
Submitted By:Anupam Kumar

MBA (Marketing) Reg. No. 11005012, Roll No. B41, Section: - Q2004
Lovely Professional University

Delhi Jalandhar GT-Road, (NH-1) Phagwara (Punjab)
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Dedicated
With regard to my
Parents

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DECLARATION
I, Anupam Kumar hereby declare that the project report on A Brief Study of Advertisers Perception About Hyperlocal with special reference to HT Mohali live along with Hindustan times, Mohali (Chandigarh) for a partial fulfilment of Master of Business Administration degree from Lovely Professional University, Jalandhar is original work conducted by me and the study is authentic to the best of my knowledge.
[Anupam Kumar]

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AKNOWLEDGEMENT
Every individual in professional life is keenly aware of his/ her sense of indebt to many people who have stimulated and influenced his/her intellectual development ordinarily. This feeling is formally expressed in customer gestures of acknowledgment. There for it seems only to acknowledge our gratitude with sense of veneration to the Almighty God and various people who helped us during the course of our project during the course of our project in a systematic and smooth manner. I have been placed in the Indias one of the most popular news paper Hindustan times at Mohali Chandigarh. I shared the real marketing skills and knowledge from their experienced enthusiastic and cordial executives without whom I would have not been able to achieve the desired result. First I would like to express my thanks to Mr. Sumit Gupta (Assistant Manager, marketing & sales, Hindustan times) for permitting me to do the summer training, sharing valuable experience and suggestions regarding preparation of project report. I would like to express my sincere reverence to my faculty project guide Mr. Rajan Girdhar (Lecturer, Lovely Professional University, and Jalandhar Punjab) and the entire faculty member for giving insight of the concept, which is perfect blend of theoretical understanding and practical aspects at regular interval. Lastly I would like to express my sincere gratitude to all the staff member, library, and lab member for helping me to complete my project report. Last but not the least I cannot forget to express my great-fullness to my parents for providing me moral support. I have also consulted the works of many author and all of them have been listed in the bibliography. I express my immense debt of gratitude to all of them who supported me.
[Anupam Kumar]

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PREFACE
Project is an integral part of the MBA curriculum and the students of the management have to undergo a training session in a business organization for six weeks to gain some valuable practical knowledge in their area of specialization to gain some working experience and to have better interaction between industry and academics. Marketing is an important activity of a business and today it has become a necessity for survival of business. It includes the flow of goods and services from production to consumption. The success of any business firm is largely determined by its sale and production. In order to have a continuous production, there must be continuous marketing only then the standard of the business can be sustained. Today factors like MIS, MR, marketing analysis, advertising and branding have become vital component of marketing and among these branding has become lifeblood of any business. Branding is basically communication with given audience with an objective of building a certain impression of product or service. The sense of branding lies in conveying the target audience want satisfying qualities of a product or services. In fact, it offers a quick and effective way for any marketer to tell people about product and offers. In my study I tried to implement the change of brand, which the Hindustan times has undergone, and find out how effective and successful the new brand image has been in pulling the potential customer towards the brand and whether the brand occupies a desired position. This project report titled A brief study of advertisers perception about hyper local with special reference to HT Mohali live Mohali, Chandigarh has been prepared after successful completion of project training at Hindustan times Mohali, Chandigarh. I have tried to do it honestly and sincerely and any weakness & shortcoming is unintentional.
[Anupam Kumar]

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CONTENT
Page No.
Executive summery Chapter- I : Introduction of the study (a) Objective of the Study (b) Scope and needs of the Study (c) Literature Review (d) Research Methodology to be used (e) Limitations Chapter II : Introduction of the Organization (a) History of the organization (b) Group Profile of the Organization (c) Mission & Vision (c) Market Status of the Organization (e) Organizational Structure Chapter III : Industry overview (a) News paper Market (b) Advertisers' Media Selection in Small Newspaper Markets.
10 11-23
24-36
37-43

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(c) Major Players in the Region [Chandigarh] (d) Role of Indian Newspaper (e) Recent Issues In newspaper Industry Chapter IV : A Conceptual and Theoretical Aspect of Advertisement Chapter V : Data analysis and Interpretation 56-66 44-55
Chapter VI
: Findings, Conclusion & Suggestions Questionnaires
67-71 72-73
References
74-75

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EXECUTIVE SUMMERY
The project report titled A brief study on advertisers perception about hyper local with special reference to HT Mohali live (a weekly supplement) along with Hindustan times This research is done in order to study the brand image created by HT Mohali live, a weekly supplement along with Hindustan times, In this project report the introduction covers tells about the advertisers perception. The study was done by personal interview and questionnaire method with a sample of 100 advertising of Mohali. The population is chosen on volume of advertisement basis. The total volume of advertisements for four month period is 10287 column centimetre. HT Mohali live is a fully passionate lifestyle supplement for the Mohali market. The finding of the study reveals that advertisers perceive the product as an attracting product that depicts the new trend wave of Mohali market. There are few limitations in the study. The suggestion given to the company is to increase the circulation of the product. Paid-circulation newspapers are a popular advertising medium for most local businesses. They are the oldest forms of mass media, and they continue to be one of the largest, as measured by volume of advertising dollars. Industry giants, as well as the local convenience stores, use newspapers to advertise. Every community has its own newspaper. There are over 5000 paid-circulation daily newspapers in India and several thousand additional local weekly papers as well. Every advertising medium has characteristics that give it natural advantages and limitations Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations could be added to advertising, and colour was also an option. An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realized that they needed to be more aggressive about pushing their products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today.

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Chapter- I
: Introduction of the study

(a) Objective of the Study (b) Scope and needs of the Study (c) Literature Review (d) Research Methodology to be used (e) Limitations
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Introduction of the study

This study is about the advertisers perceptions about the hyper local in small city like Mohali (Punjab) Perception is our sensory experience of the world around us and involves both the recognition of environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about properties and elements of the environment that are critical to our survival. Perception not only creates our experience of the world around us; it allows us to act within our environment. Perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. Perception in humans describes the process whereby sensory stimulation is translated into organized experience. The perceptual process is a sequence of steps that begins with the environment and leads to our perception of a stimulus and an action in response to the stimulus. Data base management is an important tool in the marketing process while marketing process is an organizations coping with its environment. Kotler defines it as the process identifying, analysing, choosing and exploiting marketing opportunities of fulfil the companys mission objective. More specially it consist of identifying and analysing marketing opportunities, segmenting and selecting target markets, developing a competitive marketing mixed strategy and designing marketing management system for planning and control information and marketing personnel.
[Philip Kotler: Principles of Marketing P.232]
The marketing process beings with the organization are trying to identifying attractive opportunity. This step is known as Market Opportunities Analysis. The next step is Target Market Selection which means identifying the customer group, the company process to serve. In this context it has to be realised that a market consists to

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different groups, who may be classified according to certain special feature common to a particular group. This brings us to the concept of Market segmentation. [V.P Buell- Marketing Management] The segment may be based on the ability of different groups of advertisers long as it has a relevance of any particular product. The segment chosen is called target market. The company must examine the wants of that market and the position of the competitors. This is the realm of market mix. The company can learn through marketing research, what advertisers are primarily interests in. The advertisement market consist of all organizations and business outlay who provides goods and services to the general people [Philip Kotler: Principles of Marketing] Advertisers vary widely in their age, sex, Income of the organization and size of their organization & abilities etc....... Hence the advertising agencies treat the market to consist of different segment based on their income and size of the organization and what size of advertisement they generally required. But this does not mean that advertisers will always respond in the way that marketer would have them do. Advertises go through elaborate decision processes, involving several decision one after other until they give advertisement in news paper. Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a market situation facing the company. This required some kind of survey which immediately demands who is to be surveyed? The survey provides data. But data must be distinguished from information. Data are facts and figures that are not currently used in a decision process and usually take the form of records which may be intended to be used for decision making later on. Information consists of data that have been retrieved, processed or otherwise used for inference purpose or as a basis for forecasting or decision making.

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(a) Objective of the Study

Each and every journey has its own destination. Without destination there is no means of journey. Similarly, every research has some prefixed objectives. Every steps taken by the researcher during research period is always directly or indirectly towards the objectives. Objective work is like a pivot around which the every steps of the research is moving So any research study must be clearly state the issues being investigated. Therefore, as far as my topic A brief study of Advertisers Perception about Hyper local with Special reference to HT Mohali live (a weekly supplement ) along with Hindustan times is concern the major research objective can be cited as follows: To study the brand image created by the Hindustan times among the advertisers. To find out the scope of hyperlocal in newspaper industry To study on advertisers perception about Mohali live (a weekly supplement) along with Hindustan times.
Hypothesis: - On the basis of objective of the study we can formulate the following
hypothesis-
H 1o- Advertisement in hyper local is beneficial for advertisers in local city like Mohali. H 1A- Advertisement in hyper local is not beneficial for advertisers in local city like Mohali. H2 0 Advertisers are aware about HT Mohali live and they want to give their advertisement
In this HT weekly supplement in Mohali (Chandigarh).
H 2A Advertisers are not aware about HT Mohali live and they do not want to give their
advertisement in HT Mohali live.

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(b) Scope of the study

In the globalize scenario it is very important to understand, what the advertisers want, How they make various decisions or what are their source of information and influence process etc. This study undertaken for Hindustan times aims to study and identify the potential advertisers. This has been done by preparing a questionnaire which contains questions put forth to the respondents which would help to analyzing the willingness level of advertisers in advertising in HT Mohali live a weekly supplement along with the Hindustan times This study would help in identifying the reason for advertisers advertising in HT Mohali live a weekly supplement along with the Hindustan times. All this would help in giving suggestion to the Hindustan times in improving HT Mohali live thereby satisfying their corporate and retail clients. As a researcher, during this training period I had co-related my theoretical aspects into practical one. After knowing the actual problem, now I am able to solve it in effective and efficient manner.
Need of the study

News paper industry gets major part of their revenue through advertising. This study is about advertisers perception on advertising in Mohali live. These studies to know the impact of HT Mohali live advertising and the brand image created by the Mohali live among advertisers. Findings of the study helps the Hindustan times to know whether they will get repeated advertising from their existing advertiser client and to know their satisfaction level.

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(c) Review of Literature

Advertiser Perceptions: Cross Media Builds Purchase Intent BY: research firm advertising Perceptions 2010. The study found consumers expressed a stronger intent to buy a particular product after they had been exposed to ads for it on more than one medium. That finding could lend strong support to media buyers looking to justify cross-media ad spend, especially since "intent to buy" is considered an important way to measure a campaign's success. In the study of Advertiser perception of the internet as marketing Communication vehicle: Case study By Khalid Alrawi and Walid Alrawi African Journal of Marketing Management (2009) The overriding finding of the study is that the scope of Internet usage as a media is affected by managements' perceptions of the effectiveness of their websites as marketing tools. The researchers recommendation in this context is that firms should develop and evaluate a web-based methodology for evaluating the effectiveness of promotional websites. The publics perception of advertising in todays Society by Sally Ford-Hutchinson and Annie Roth well The Thinking Shop 9 Kenneth Crescent London NW2 4PS 2009. The main findings of this study is that -Advertising is everything with a name on it, Life without advertising would be dull, Advertising is an indicator of business health Clever advertising is good advertising is all -embracing :The all embracing concept of advertising was a widely held one although the older respondents (age 25+) Moose pile (2008), Print media is certainly entering a new phase, but the death knell hasn't sounded yet, and this is an old topic. The "print" side of it, i.e. putting their wares onto a physical medium, is changing, but it doesn't affect the core of what print media is. Don't forget that "print media" is words, Images, etc put onto a paper medium - but the medium is merely the vehicle. It's the Print media that is moving to the "display media", but nothing else is changing. The Words and images that print media produces come via another medium now, but it's the same. You can't call print media dead or dying because people don't want to read on Paper anymore - the content doesn't need paper as a medium to be relevant.

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Brand Perception & Brand Equity of Baby Accessory Products in Working Moms Perspective By: Phusit Wonglorsaichon* and Paitoon Sathainrapabayut source International Review of Business Research Papers Vol. 4 No.1 January 2008 Pp.385395. The findings of this study are, working moms who were using differences brand would be perceived their brand with difference ways. Working mom who was using Pigeon perceived that Pigeon was innovating, Avnet was modernizing and Chico was safety for their babies. These results were based on marketing communication programs that have been implementing from each brand in order to create their brand characteristic and brand differentiation from other players. Childrens Perception on TV Advertising A Case Study Of 3RD Graders in SBY: Maria
Errson Ulrika Kobin SOURCE: Lulea University of technology Bachelor thesis Marketing Department of business administration and social sciences Division of indusial marketing and e-commerce (2007). The findings of this study reveal that children are affected by tv advertisements and more they watch the more they are affected. They are highly influenced by peers. Furthermore, their behaviour towards parents and pester more are also affected by their viewing of advertisements. The most memorable commercial advertisements for the children appear to be the ones using humours and celebrities. Corporate brand image: Antecedent, Mediating Role and Impact on Stakeholder Expectation by Prathab oburai YLR moorthi Chew kok wail Michael j baker Source: INDIAN INSTITUTE OF MANAGEMENT, AHMEDABAD. According to this study, Corporate brand image is impacted most by the brand awareness construct general expectation construct have less impact. Corporate brand image on its own is a significant predictor of specific expectations. Corporate brand image mediates the best of brand awareness.Australian and Taiwanese Advertiser's Perceptions of Internet Marketing Source: University of New South Wales. With the Internet being a relatively new communication medium, the perceptions of advertising agencies on the use and future of Internet marketing has important implications for companies using these agencies to develop their advertising strategies. This research investigates the perception of
advertisers towards the use of the Internet as a communication medium. Newspapers and Their Online Editions: Factors that Influence Successful Integration by: Bonnie Bressers and Robert Meeds (2006). The findings of the study is that Because of the inherent cultural differences between traditional newspaper staff and online staff, industry

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analysts have suggested that online workers struggle for respect from their newsroom counterparts. The perception of the relative equality of status between the print and online staffs was not a significant predictor of levels of integration, but it was positively associated with managers reports that objectives have been met; suggesting that policies and practices aimed at equalizing perceived levels of status between the two groups would be desirable. Selling Newspaper Advertising on the web: A Case Study of the Newspaper Advertising Website in A Chinese Press Group by Qiping Hu,M.A Master Student School of Journalism. The finding of this study is the original idea of developing a newspaper advertising website is to provide access to the latest, most relevant multimedia sales presentation and additionally, interactivity based on the website between the sellers and buyers is also projected. Despite differences between the business models between China and America, the two studies have found some common values of the NAW. Advertisers' Media Selection in Small Newspaper Markets By Ken Smith; Newspaper Research Journal, Vol. 19, 1998 Journal Article Excerpt. When a salesperson comes to understand the factors that influence the advertiser, "the skills of that person are enhanced." The same could be said about the relationship between advertising representatives at smaller newspapers and their clients. Raymond, Mary A., Lim, Jong W. (2002), this paper provides a case study comparing the international advertising strategy that Hyundai Motor Company, Korea, utilized when they introduced the Hyundai Santa Fe in Korea and in the United States. Based on Hyundai's understanding of factors affecting standardization and adaptation decisions and possible negative country-of-origin effects, the case illustrates how Hyundai created a positive brand image with a local adaptation advertising strategy. A framework illustrating factors affecting the local adaptation decision, the advertising decisions that Hyundai made, and the effectiveness of those decisions is presented. in the United States. Fernandez, Leela (2000), the article intervenes in the debate over the effects of globalization on the nation-state by exploring the ways in which meanings of the global are produced through the nationalist imagination in India. Globalization in India has unfolded in the context of the `new economic policies' of liberalization initiated in the 1990s. Both television and print media images increasingly contribute to the reproduction of a hegemonic political culture, one that has discarded the remnants of a state-dominated planned economy. An analysis of this process calls into question the post-national thesis of the globalization paradigm

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(d) Research Methodology to be used

Marketing research is the systematic and objective, identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problem During the course of conducting the study the information were gathered mainly through the sources. Conducting field survey by talking to the advertisers who giving their advertisement in HT Mohali live and other hyper local. The methodology used in the survey is personal observation and interviewing with the advertisers with the help of questionnaire.
Defining the problem

The research objective state that what information is needed to solve the problem. Here the objective of the research is customer preference towards choosing a newspaper as a medium of advertising and scope of hyper-local newspaper in print media.
Research Design
Research design is a framework or blueprint of conducting the marketing Research project. It detailed the procedure necessary for obtaining the information needed to structure and/or to solve marketing research problem. The two general types of research are: 1. Exploratory 2. Conclusive The objective of exploratory research is to provide insights into and understanding of the problem confronting the researcher, the objective of conclusive research is to test specific hypothesis and examine specific relationship. There are two general type of conclusive research: 1. Descriptive 2. Causal
The objective of descriptive research design is to describe something usually market characteristics or function.

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Once the problem is defined, the next step is to prepare a plan for getting the information needed for the research. The present study will adopt descriptive and casual approaches, where in there is a need to gather a large amount of information before making a conclusion if required.
VAGUE PROBLEM
EXPLORATORY RESEARCH
NEWIDEAS CONCLUSIVE RESEARCH
HYPOTHESIS
DECISION
Sources of data:

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Data requires for the research work can be made available from the different sources, they classified in two groups. (a) Primary Source: Includes living person, in my survey primary sources constituted of the advertisers who giving the advertisement in HT Mohali live and other hyper local. (b) Secondary Sources: Includes already collected data whether published unpublished, such as official database, magazines and journals.
Sampling:
When a small group is taken as the representative of the whole, the study is called sampling study. Sampling allows us to concentrate our attention upon a relatively smaller number of items and hence, to devote more energy to ensure that the information collected from them is accurate. When the whole area or population of person contacted the method is known as census method. In my survey it was census method because I was a assigned a job to do survey in Mohali area and take feedback of all those advertisers who giving their advertisement in print media industry.
Sampling Plan:
Sampling technique Sample size : Random sampling : Sample size chosen here for this study Were 100 as suggested by the company? Sample unit : Advertisers in Mohali market : Period on 6th June 2011 to 18 July 2011
Time Dimension Sample Size

My sample size is of 100 samples
Sampling Unit

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Sampling unit is that of who is to be surveyed. The survey is on local commercial advertisers of Mohali, Chandigarh.
Data collection tools

The collection of data required through (a). Questionnaire (b). Personal Interview (c) Observation
Questionnaire
It is a piece of paper with a set to questions related to the purpose to research, which is presented to the respondent. The questionnaire used in my project had close-ended and liker scale questions. (a) Close- ended (b) Open- ended
Personal Interview
It is a process of communications or interaction in which generally two persons are involved and it was a face to face interaction. In my survey the questionnaire was presented before the respondent and response was thus collected and it was face to face interaction.
Observation Method
When we look at the phenomenon with some objective it is called observation. It is the important technique of data collection. This method was also accompanying survey, to Know the exact position of responses of the respondents.
Time Span of the field Work The field work carried out in a span of 6 weeks.

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(e) Limitations of the Study

Since every study is subjected to some limitations. The market researcher has to face certain problems while doing research work, knowing the limitations beforehand. Some are controllable and conducted in a very systematic manner various limitations exist which cant be over looked. In my study is also not free from limitations because-
TO ERR IS HUMAN
Although, I tried my best to control the extraneous variables is my research process them also I was subjected to certain limitations of this project are The sample size is very small in compression to actual advertisers. Since I was hard pressed against time. I had to keep sample size small. This study was concentrated in Mohali so finding is generalized for Mohali along (local market) The data for the project was conducted from the opinion of advertisers in market. Any bias in the opinion of false will impact on the findings of the study. Some of the answer given by the respondents may be biases. Few respondents were reluctant while answering the question due to their busy schedule Time is a constraint because duration of project is 6 weeks. Some of the advertisers were hesitating to give whole- hearted opinions due to fear.

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Chapter II: Introduction of the Organization

(a) History of the organization (b) Group Profile of the Organization (c) Mission & Vision (d) Market Status of the Organization
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Introduction to the Organization
Hindustan Times (HT) is an Indian English-language daily newspaper founded in 1924 with roots in the Indian independence movement of the period ("Hindustan" being a historical name for Northern India).[2] Hindustan Times is the flagship publication of HT Media Ltd. In 2008 the newspaper reported its circulation as being over 1.14 million according to the Audit Bureau of Circulations (India), ranking it as the third largest daily English newspaper in India. The Indian Readership Survey (IRS) 2010 revealed that HT has a readership of (34.67 lakhs), placing it as the third most widely read English Newspaper in India after The Times of India.[3] It has a wide reach in northern India, with simultaneous editions from New Delhi, Mumbai, Kolkata, Lucknow, Patna, Ranchi, Bhopal and Chandigarh. The print location of Jaipur was discontinued from June 2006. HT launched a youth daily, HT Next, in 2004. The Mumbai edition was launched on 14 July 2005 and the Kolkata edition was launched on early 2000. HT today has become a leading newspaper in India. Because of the authenticity of its news, the newspaper has become a market leader for English papers in north India. The newspaper has been working non- stop since the Indian independence movement. Prominent faces like

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Devdas Gandhi and Khushwant Singh have at times edited the paper. Hindustan Times has proved its nationwide reach in India. Leadership through quality and innovation is the hallmark of the Hindustan Times Limited. Other sister publications of Hindustan Times are Mint (English business daily), Hindustan (Hindi Daily), Nandan (monthly children's magazine) and Kadambani (monthly literary magazine). The media group owns a radio channel, Fever, and organises an annual Luxury Conference which has featured speakers like designer Diane von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand. Hindustan Times is owned by the KK Birla branch of the Birla family Over seven decades the organization has been a major force in the print media. The Hindustan Times Ltd. plans to consolidate itself as a vibrant and modern media powerhouse through strategic partnerships, ever-increasing scope of operations and a consumer focussed approach.
(a) History of the Organization

Hindustan Times was founded in 1924 by Master Sunder Singh Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab. S Mangal Singh Gill (Tesildar) and S. Chanchal Singh (Jandiala, Jullundur) were made in charge of the newspaper. Pandit Madan Mohan Malaviya and Master Tara Singh were among the members of the Managing Committee. The Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri. K. M. Panikkar was its first editor with Devdas Gandhi (son of Mahatma Gandhi) on the editor's panel. The opening ceremony was performed by Mahatma Gandhi on 15 September 1924. The first issue was published from Naya Bazar, Delhi (now Swami Sharda Nand Marg). It contained writings and articles from C. F. Andrews, St. Nihal Singh, Maulana Mohammad Ali, C. R. Reddy (Dr. Cattamanchi Ramalinga Reddy), T. L. Vaswani, Ruchi Ram Sahni, Bernard Hatton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and Rubi Watson etc."Sadar Panikkar launched the Hindustan Times as a serious nationalist newspaper. As an Oxonian, historian, and litterateur, Panikkar must have hoped to make his paper eventually more than an Akali sheet. He became the editor and funds flowed freely from activist Akali patrons. He exerted himself strenuously, but the paper made very little headway. In two years Panikkar could not take the print order any higher than 3,000? By then the Akali movement appeared to lose steam and funds dried up.

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The paper was saved from an untimely demise when Pandit Madan Mohan Malaviya stepped in to realise his vision of a newspaper in Delhi." - TJS George, Lessons in Journalism, 2007, Viva Books, New Delhi.Malaviya raised Rs. 50,000 rupees to acquire the Hindustan Times along with the help of nationalist leaders Lajpat Rai and M. R. Jaywalker and industrialist G. D. Birla, who paid most of the cash. Birla took full control of the paper in 1933. The paper continues to be owned by the Birla family.It has its roots in the Indian independence movement of the first half of the twentieth century and even faced the noted "Hindustan Times Contempt Case (AugustNovember, 1941)" at Allahabad High Court.[4] It was edited at times by many important people in India, including Devdas Gandhi and Khushwant Singh. Sanjoy Narayan has been appointed the editor in chief of the paper and was due to take over in August 2008.[5] Recently [when?] the editorial page has seen a major makeover and has been named "comment" to bring in more flexibility and some-what less seriousness to the page.

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(b) Group Profile of the Company

Ownership of Hindustan Times
Owned by HT Media Ltd., Hindustan Times is part of the India's famous KK Birla group and currently managed by Shobhana Bhartia, granddaughter of GD Birla. At present the KK Birla group owns 69 per cent stake in HT Media Ltd, currently valued at Rs 834 crore. Shobhana Bhartia joined Hindustan Times in the year 1986. At the time of joining HT, she was the first woman chief executive of a national newspaper.
Board Committees of HT Media The Board of Directors of HT Media has formed

six sub-Committees, which have been delegated requisite powers to discharge their respective functions. These committees are:
(i) Audit Committee - The Audit Committee of the Board has been constituted in
accordance with the requirements prescribed under Section 292A of the Companies Act, 1956 and Clause 49. The composition of the Audit Committee is as follows: Name of the Director Shri K.N. Memani Shri N.K. Singh Shri Y.C.Deveshwar Shri Shamit Bhartia Position in the Committee Chairman Member Member Member
(ii) Investors Grievance Committee -The Investors Grievance Committee of the

Board has been constituted in accordance with Clause 49, to primarily supervise and look into the redressed of investor requests/ complaints pertaining to transfer / transmission / Demat / remat / split of shares, non-receipt of balance sheet, non-receipt of declared dividends etc. The composition of the Investors Grievance Committee is as follows Name of the Director Shri N.K.Singh Shri Priyavrat Bhartia Shri Shamit Bhartia Position in the Committee Chairman Member Member

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(iii) Committee of the Board of Directors, formed in pursuance of Clause 41

Pursuant to the amended provisions of Clause 41 of the Listing Agreement, the Un-audited Financial Results of a Company can be approved by either the Board of Directors, or by a committee thereof, other than the Audit Committee. In accordance with the same, the Board of Directors of the Company, at their meeting held on 31st July, 2007, had formed a Committee of the Board of Directors, to primarily approve and take on record the Un-audited Financial Results of the Company from time to time. The composition of the said Committee is as follows: Name of the Director Smt. Shobhana Bhartia Shri K.N. Memani Shri N.K. Singh Shri Roger Greville Shri Shamit Bhartia Position in the Committee Chairman Member Member Member Member
(iv) Compensation Committee -The Compensation Committee of the Board is

responsible for administration and superintendence of the HTML Employee Stock Option Scheme. The composition of the Compensation Committee is as under:
Name of the Director Smt. Shobhana Bhartia Shri K.N. Memani Shri N.K. Singh
Position in the Committee Chairperson Member Member
(v) Banking and Finance Committee

The Banking and Finance Committee of the Board has been entrusted with miscellaneous functions relating to banking, finance and investment matters of the Company. The composition of the Committee is as follows:

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Name of the Member Smt. Shobhana Bhartia Shri N.K. Singh Shri Shamit Bhartia
Position in the Committee Chairperson Member Member
The Company Secretary acts as the Secretary to the Committee.
(vi) Investment Committee

The Investment Committee was constituted by the Board of Directors at its meeting held on 31st July, 2007, to (i) consider and approve proposals of investment in moveable/ immovable property (ies) owned/developed/manufactured by other body corporate and (ii) consider and recommend to the Board for approval, proposals of investment in equity capital of other body corporate. The composition of the Investment Committee is as follows:
Name of the Member Smt. Shobhana Bhartia Shri N.K.Singh Shri Priyavrat Bhartia Shri Shamit Bhartia
Position in the Committee Chairperson Member Member Member

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Popular Columnist of Hindustan Times
Shobhana Bhartia Vice-Chairperson and Editorial Director
Rajiv Verma CEO HT Media Ltd
Chaitanya Kalbag Editor-in-Chief
Vir Sanghvi Advisory Editorial Director
Mrinal Pandey Group Editor

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(c) Mission & Vision

HT Media strives to be a visionary organization and not an organization with a vision. In our Endeavour to have a shared understanding, alignment and commitment, we have derived our companys vision that sets the course and empowers people to take action.
(d) Market Status of the Organization Hindustan times Supplement

HT Brunch: HT Brunch is a 28 page magazine containing stories and snippets from lifestyle to travel. It comes every Sunday. HT Power job: This supplement is dedicated to careers with information on everything from job listings to career counselling. It comes every Tuesday. HT Premiere: HT Premiere comes every Thursday containing items on entertainment covering Hollywood and Bollywood. HT Horizon: A career related supplement, HT Horizon comes every Wednesday. HT Estates: HT Estates contains real estate and property related features and circulated on Saturdays. HT Mumbai Edition: Launched on 14th July 2005, HT Mumbai is one of the leading newspapers of the city. The Mumbai HT is managed by Mohit Ahuja, an alumnus of NMIMS, Mumbai. HT Mumbai comprises of 22 - 24 pages and carries other supplements every day. The Mumbai edition carries a lifestyle supplement called HT Cafe (32 pages in

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tabloid format). Circulated six days a week, HT Cafe devotes 8 pages to subjects like automobiles, travel, health, comics, gizmos and weekend. On Wednesdays, HT Mumbai has an education supplement called HT Horizons. HT Delhi Edition: Delhi's leading newspaper, HT Delhi Edition usually contains 22 - 24 pages main newspaper including a daily lifestyle called HT City and other supplements on weekdays. On Fridays a special Weekend edition of HT City is circulated called HT City WE. On Tuesday HT Delhi carries a jobs supplement called 'Power Jobs' and an education supplement on Wednesdays. Real Estates section called HT Estates and Luxury supplement called HT Splurge are circulated on Saturdays. Every Sunday HT Delhi carries a special magazine called Brunch, which carries articles on lifestyle, entertainment, food, travel, fashion. HT Lucknow, Patna and Chandigarh Editions: Lucknow, Patna and Chandigarh Editions of HT contain only the main newspaper carrying only one or two supplements weekly. On Sundays, these editions have a special four to eight pages Sunday Magazine. HT Circulation: Based on the readership survey of 14.49 million readers, HT has a combined circulation of 2.25 million copies everyday including Hindustan Times (English) and Hindustan (Hindi). Due to huge circulation, HT enjoys strong brand recognition among the readers and advertisers as well. Awards and Recognitions: Over the years Hindustan Times has won several national awards and earned certificates of recognitions. Hindustan Times has a good track record at the IFRA and has won several awards this year as well. HT Group in Electronic Media: HT Media Ltd has ventured into electronic media through its subsidiary HT Music and Entertainment Company Ltd... The company has entered into the FM radio market in major Indian cities through a consulting partnership with Virgin Radio. The radio channel, Fever 104 is currently available in the cities of Delhi and Mumbai. HT Events: HT Media group annually organizes a Luxury Conference and also a Leadership Summit in Delhi. The Luxury conference had been attended by featured speakers like designer Diane Von Furstenberg, shoemaker Christian Louboutin, Gucci CEO Robert Polet and Cartier MD Patrick Normand.

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HT weekly Supplement in Chandigarh Region

(Exclusive for Mohali - Chandigarh- Panchkula)
(1)
Every Thursday only in Mohali

(2)
(3)
Every Friday Only in Panchkula

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HT Mohali live (a weekly supplement)

Mohali live is a supplement paper of Hindustan time which is running with Hindustan time. Mohali live is a first hyper local which was started by HT Media ltd. Mohali on 2009. Its a hyper local newspaper for Mohali. The main Motive to start a Mohali live hyper local in Motives are to provide more space for the news of Mohali region it is not possible in HT main So to short out this problem. HT start Mohali live hyper local in Mohali region. The one another main motive to start Panchkula live was to generate more and more revenue for HT through advertisement. The Mohali city is near Chandigarh, so grasp more and more market on the point of advertisement. One main motto behind starting Mohali live is to attract local market business. Because they cannot advertise in national newspaper Last but not least one another reason was to increase the circulation of HT in Mohali city by generating a emotional appeal on the mind of the Mohali people by starting a local news paper only for Mohali. And the punch line for Mohali live also show a emotional appeal Mohali live publish on every Thursday and attached with HT free of cost and the commercial houses where HT is not issuing there only Mohali live delivered free of cost. When Mohali live is on starting stage its selling is door to door but in present it inserted with Hindustan time.. At present the circulation Mohali is about 10,000 in house hold and 3000 commercial. Its circulation is better than other local newspaper in Mohali Because of brand name. Most of advertise want to advertise in Mohali live. Mohali live is running in profit. Most of the news, articles, editorial content and advertisement also came into Mohali live are belongs to particular Mohali and its near places which are close to the Mohali region. The Mohali live is managed by the management of HT main paper. And it published from HT Mohali press. It has total 12 papers which include different 7 verticals like:- -News - Our community - Education - Life style Fashion -Your stars Wellness When we talk about cost of advertisement in mohair live is very low compare to other national newspaper-
The revenue of Mohali live is to 50000 Rs per issue .Because its published only in Thursday It is running very good into the Mohali market. It is the best newspaper compare to all other advertising media in Mohali market.

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HT Mohali live Advertisement Rates (Size-1cm X 1cm)
1 2 3 4
1st Page 3rd Page Others Page Back page
Rs. 55 Rs. 45 Rs. 35 RS. 50
Special offers
Weeks 1. 2. 3. 4. 4 7 15 26
Free weeks 2 4 10 26

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Chapter III
: Industry overview
(a) News paper Market (b) Advertisers' Media Selection in Small Newspaper Markets. (c) Major Players in the Region [Chandigarh] (d) Role of Indian Newspaper (e) Recent Issues In newspaper Industry
33-39

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(a)News paper market

Survey results find that traditional journalistic values remain important at market-oriented newspapers, though senior editors tend to report more interaction with departments outside the newsroom - including the advertising department. In a market-oriented business, the customer is unquestionably king. The successful market-oriented firm identifies a potential market opportunity, selects a group of customers that it wants to serve and develops a strategy for efficiently meeting the wants and needs of those customers. The central business assumption is that long-run success depends on a strong, organization-wide focus on customer wants and needs. During the last decade, as the business environment has become more challenging for daily newspapers,2 many of them have adopted a stronger market orientation. They have concentrated both on learning what their two customer groups advertisers and readers - say they want and need from a newspaper, and on finding ways to meet those wants and needs. In newsrooms, this has brought changes to the news-making process. Rather than relying strictly on journalists' expert judgment to decide what to publish in the newspaper, newsroom managers have encouraged reporters and editors to pay more attention to perceived reader interests. They also have asked reporters and editors to shape content to more closely conform to those reader interests.3 this practice has drawn praise and criticism. Supporters have argued that it will help save daily newspapers from irrelevance and, perhaps, extinction.4 Critics have disparaged it. 5 They have charged that market-oriented news organizations: De-emphasize serious content in favour of frivolous, entertaining information. Undermine the ethical fire wall between an organization's news and business operations. Fail to live up to social obligations to disseminate the kind of public-affairs information essential to a democracy. This article examines those assertions as it explores what it means for a news organization to be market oriented by asking these questions: The answers to these questions are based on a 1996 national survey of 406 senior editors at 182 general-circulation U.S. daily newspapers. This survey differs from earlier quantitative research on market-oriented journalism in that the sample is larger and the questionnaire more comprehensive than most other studies of this subject. In addition, the national sample allows the findings to be generalized to all U.S. general-circulation dailies, whereas much of the earlier research has had a state-wide or regional focus.

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(b) Advertisers' Media Selection in Small Newspaper Markets.
-As the market becomes continually more competitive for advertising dollars, newspapers
need to develop more sophisticated sales strategies. (1) Yet, due to personnel limitations and other economic considerations, smaller newspapers may find compiling data and developing sales strategies to be daunting tasks. Some relief is granted by the typical advertisers in small communities -- local merchants. They may not demand data that is as sophisticated as that required in larger markets because the vast majority of advertisers in smaller markets are not very knowledgeable about market conditions. (2) This does not absolve newspaper sales personnel from knowing their advertisers. In writing about the relationship between national advertisers and a sample comprised mostly of larger dailies, Daniel Stout concluded that when a salesperson comes to understand the factors that influence the advertiser, "the skills of that person are enhanced." (3) The same could be said about the relationship between advertising representatives at smaller newspapers and their clients. Even in those markets, as salespeople develop better skills, they may increase the ad revenues that will help fund an improved news product.
(c) Major Players in the Region

Dainik Bhaskar it is the first Hindi newspaper launched in this region. Amar Ujala a good and established brand established from 8 years Punjab Kesri a very old player in this region. The Tribune local newspaper for this region. The Times of India which has a nationwide recognition. Indian Express Tricity a local newspaper particular for advertisement. Shoppers next local advertisement magazine Adman local advertisement magazine

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(d) Role of Indian Newspaper

Newspapers and newspaper advertising has been the most important tool in shaping the growth and development of any society in the modern world. More than anything, they have been very instrumental in bridging the communication gap between people that contributes to the air of awareness in a society. Since the very first day that the oldest newspaper in the world had made its appearance, there have been seen progressive changes that have catapulted the Status of every society to new levels of evolution from time to time. The newspaper industry in every country stands out as an influential body contributing to the development of the modern society by acting as one of the most potential platform for exchange of thoughts and opinions. Moreover, by covering a wide arrange of topics that are relevant to the daily lives of the people in a society, it promulgates the identity of the society, and acts as the dispenser of public opinions. One of the most crucial tasks of the newspaper industry is its contribution towards the economic and industrial development of a country The Indian newspaper industry has passed various stages of evolution to reach the status that it enjoys today that of a leading press arena in the world. There are hundreds of newspapers that reach out to the people of this vast country in enormous numbers every morning. A typical Indian daily newspaper is the staple diet for a typical Indian, bringing him/her news from all over the globe. Since daily newspapers succeed in attracting more readerships, an Indian daily newspaper is the order of the morning for eager news hungry readers across the country. By garnering an increasing number of subscribers in the form of readers, newspapers clearly reflect the individuality of a reader and the country as well. The growth in the circulation of newspapers in the country results in the overall economic prosperity of the country, elevating it to higher levels. An Indian daily newspaper strikingly plays a significant role in the structural shaping of the countrys economical development. In fact, the newspaper industry of any country for that matter spreads knowledge and awareness amongst the people by propagating itself as a medium for a wide area of topics such as politics, sports, social issues, medicine, entertainment, advertising and marketing and so on. These factions gel between each other on paper to rope in prosperity for a country by cashing in economic prosperity.

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(e) Newspaper Industry in India

Newspapers shape the nation and it holds true for India as well. Even before India got independence, newspapers played a major role in spreading the issue of independence. Today, India has over 300 big newspapers, besides hundreds of medium and small-sized ones. And the number is increasing almost every day as existing newspapers bring out new editions apart from new players joining the bandwagon. More recently, Metro International, Sweden is in talks with ABP group to launch their daily Metro in India. The negotiations are on and very soon the deal would be done. Similarly, UK based Associated Newspapers and India Today Group has entered into a joint venture to launch the Daily Mail in India. With such international newspapers foraying into the Indian market, the future of the newspaper industry at large looks promising. There was a time when select group of newspapers were ruling a particular region and they all were self-contained and did not wish to foray into other regions. For example, Hindustan Times was confined to Delhi region, The Hindu in Chennai region, while Tribune was dedicated to Ambala (later Chandigarh), Anandabazar Patrika was confined in West Bengal and Bhaskar in Gujarat and so on The Indian Express group launched its Marathi daily Loksatta in Bangalore and Hyderabad. Deccan Chronicle Holdings Ltd launched the Chennai edition of Deccan Chronicle and they are now planning to bring out a Bangalore edition as well. HT Media Ltd launched a new edition in Kolkata and lately in Mumbai. They also re-launched HT Next, targeted at students of age group 12 to 16 years with its new campaign I am next. Business newspapers have also branched into new editions in newer territories. Financial Express, the business daily, launched its Pune edition while Business Standard launched its Bhubaneswar edition. Another business newspaper (20 pages colour and 4 pages black-and white) launched was Mint from the Hindustan Times group in Delhi and Mumbai. After these two cities, HT Media plans to launch Mint in Kolkata and Chandigarh, giving competition to Economic Times from Times of India group. DNA Money launched its Ahmadabad edition for the Gujarati businessmen and also a stand-alone Mumbai edition, even though it continues to be available as a supplement along with the main paper DNA in Mumbai. DNA Money is planning to bring out its Jaipur edition as well. The Times Group has launched a Gujarati language edition of The Economic Times. Its really surprising that how fierce competitors join hands to form new strategies - first it

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was in collective marketing campaigns and now a joint newspaper as well. As a new marketing alliance, Business Standard has tied up with Desh Parades Ni AajKaal, a Gujarati evening newspaper, for advertising combination. This step has been taken to grow the circulation of Business Standard in Saurashtra and Kutch regions.
(f) Recent Issues in Newspaper Industry

Indian Newspaper Society has advised its member-publications to reduce their newsprint consumption by 20% To tide over the crisis, INS members are pressing for a 30% increase in government advertising rates Newspapers may see a 10% drop in ad volume The print media industry is saying it is not as bullish as it was last year Print media industry increased their advertisement rates. Hindustan Times and Times of India jointly launched a newspaper Metro Now, a morning tabloid targeted at the age group of 18-30 years. Metro Now is published by Metropolitan Media; a 50:50 joint venture between HT Media and The Times of India group. Even though the tabloids have not been very successful in the past, especially in Delhi, but this market is now set to experience world-class changes as three major tabloids are lined up for Delhi region alone - first it was Metro Now and recently Mid Day group has re-launched its afternoon tabloid Mid Day Delhi on the same content lines as Mid Day Mumbai. Both the newspapers are targeted at the young readers who are regularly on the move. Besides, the Times of India group is set to launch Bangalore Mirror, another tabloid for the IT city Bangalore. In terms of adopting new technologies, the newspapers have realized that customer is the king and amidst so many choices, readers would go for newspapers that are more reader-specific, content-rich and give value for money. The black & white technology is becoming pass whether it is a mobile phone or a newspaper. Today, readers prefer allcolour editions and more and more newspapers have come out with all-colour editions. This has necessitated the newspaper publishers to opt for CtP technology, which by default has improved the print quality and reduced the waste percentage. Besides, the newspapers are also going in for makeover of their publications, in terms of layout, font and sometimes even masthead. For this, they are spending substantial money and are even taking help of international designers. The cut-off size 546 mm is preferred over 578 mm, which has resulted in savings in newsprint cost. The price of the newspapers also dwindled and some

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newspapers even went to the extent of offering their newspaper at Re 1 only. Top newspapers in India are now opting for high-speed web presses like that of Goss, MAN Roland, Mitsubishi and mailroom systems from Fergal and Muller Martini. However, the majority of newspapers are continuing their production on indigenously produced equipment. With this impressive growth in the industry, it is high time that the high-end manufacturers from developed countries may enter into India either in collaboration with local manufacturers or independently to tap the growing demand. Infact, a little bird has informed that a leading foreign manufacturer is in talks with a local web press manufacturer to jointly set up a new manufacturing facility in India. It would indeed be a major step in this industry and the effect would be for all of us to see. Quality has become an important factor in the industry and Indian newspapers are continuously investing in quality control equipments. The demand for automatic registration control systems has increased to the extent that leading manufacturer QI Press Controls is planning to come up with manufacturing activities in India.

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Chapter IV: A Conceptual and Theoretical Aspect of Advertisement 41-51

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ADVERTISMENT
Doing business without advertising is like winking at a girl in the dark, you know what you
are doing, but nobody else does Stewart H.Britt
The word Advertising has its origin from a Latin word Advertise which means to turn to. It may be interpreted as to turn the attention of the people concerned to a specific thing which has been announced by the advertiser publicity in order to information and influence them with the ideas which the advertisement caries. In business world, the term is mainly used with references to selling the product of the concern. When a firm has developed a product to satisfy the market demand after thoroughly analyzing the market, there is a need for establishing contact with the target market to eventually sell the product. Moreover,, this has to be a mass contact,, which means that the marketer is interested in reacting a large number of people so that product may receive
optimum exposure. Naturally, the best way to reach this target market is through advertising is one of the means to publicity, sales promotion and public relation. To a lay man, advertising is nothing more than the use of bright idea stunts slogans, to popularize goods which appeal to the great body or ordinary consumers. But this is not the full description of advertising. Adverting is an extremely versatile tool of sales promotion. It consists of non-personal form communication conduct through paid media under clear sponsorship. There is some specific definition of advertising. (I) According to American Marketing Association Advertising is any paid form of nonpersonnel presentation and promotion of ideas, goods or services by an identifies sponsor (II) Prof. Albert Fray defines Advertising as the presentation of visual and oral message and their dissemination through paid media for the purpose of marketing people aware of and favourable inclined towards a product, brand services institution,, idea or point of view. This is clear from the above definition that in the modern sense, advertising is a mass selling technique. It is not only a commercial device through the use of which business gets people to buy its product, it is informative and educational force that aids the consumer to form judgement on what to buy. Thus it is an extension of personal salesmanship from that which

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is directed to an individual or small group of people to that which is directed to reach thousands of people over the network of media.
Objective or Purpose of Advertising

The main objective of the advertising is communication. It long term objective is the profit maximization of the firm. Through the basic purpose of advertising is to bring the advertised product as well as the feature and use of the notice of the consumer. Its serve a number of other. Allied purpose also which are as follows: (I) Help to salesman. (II) Certainty of new demand. (III) Removal of doubt about product and services. (IV) Maintenance of scale demand. (V) Creation of image and goodwill of the advertising firm. (VI) Explaining the various use off goods to the consumers. (VII) Reduction in production and distribution costs. (VIII) Increase the sales and ultimately in the profit of the firm.
Selection of a suitable medium of advertising is an important decision. There are numerous media of advertising available to the modern advertisers. Novelty in this field is a misnomer. In fact there is nothing novel in this area because with the passage of time? The advertisers and advertising agencies have thought of new way and means of approaching the prospect. But for the sake of description one can continently divide the basic types of advertising media in the following manners.

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Advertising Media
Press advt. (a) News papers: 1. Daily papers
Mural Advt. 1. Poster
Mail Advt.
Other Media 1. Direct Advertising Outdoor Advertising Advertising Novelties Exhibits Trade shops Screen Advertising Directories Packages and
2. Advertising Board 3. Wall Advt. 4. Bus, train etc...
2. Sunday News papers 3. Weekly Supplement 4. Weekly News papers (b) Magazine: 1. Weekly Gift 2. Fort Nightly 3. Monthly Gifts (c) Journals 1. Trade Journals 2. Technical Journals
Inserts Calendar and
ADVERTISERS PERCEPTION Lovely Professional University

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Advertiser Perceptions provides media company executives with essential insight necessary for increasing ad sales, market share and competitive advantage.
Newspaper Advertising - Advantages & Disadvantages Advantages of Newspaper Advertising

There are a number of characteristics of paid-circulation newspapers that make them especially appealing to advertisers: Most paid-circulation papers, both daily and weekly, reach the majority of homes in their primary city or town. Almost every home in the India receives a newspaper, either at the newsstand or by home delivery
Newspapers permit an advertiser to reach a large number of people within a specified geographical area. The printed advertising message has both permanence and desired obsolescence. A reader can refer back to, or even clip and save, a particular ad, yet tomorrows edition is new and fresh and as eagerly sought by the same reader. The newspaper offers a predictable frequency of publication: once, twice or up to seven times a week.21 Newspapers have immediacy. You can place an ad on Monday and be getting Results before the week are over. Short deadlines permit quick responses to changing market conditions. People expect to find advertising in their newspapers. In fact, many people buy newspapers just to read the ads from the restaurants, movies and discount stores. Reading the newspaper has become a habit for most families. It has something for everyone. You can reach certain segments of your market by placing your ads in different Sections of the paper such as: sports, comics, crosswords, news, classifieds, etc. An advertiser has flexibility in terms of ad size and placement. Production changes can be made quickly, if necessary, a new insert can be added on short notice. Advertisements can be examined at leisure. Exposure is not limited, so readers can take their time reading the messages.

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It offers a great variety of ad sizes. If you dont have a large budget, you can still run a series of small ads. Many options are available. Copy alone; copy with graphics; black and white; or full colour. Newspaper supplements often feature certain subjects that readers pull out and Save.
Disadvantages of Newspaper Advertising

Advertising in the newspaper is not without a few inherent disadvantages, such as: Any given advertising message must compete for the readers attention. The paper may contain hundreds of ads, as well as dozens of articles and features for the reader to wade through. If the total time spent scanning a newspaper is only 20 minutes, your ad may not be noticed by a significant number of people. You have no assurance that every person who receives the newspaper will read your ad. They may not read the section you advertised in, or they may simply have skipped the page because it contained little or nothing else of interest. It has a relatively short life span (newspapers are typically read once, then discarded), thus requiring multiple insertions.
LITERATURE SURVEY Advertising Perception Survey Experts

Definition: Advertising Perception Survey - In the context of litigation, an advertising perception survey is a study commissioned by a challenger seeking to show that a competitor's advertising contains implied messages that are false or misleading.
What Advertisers Think?

The largest multi-client study of media decision makers in the world, The Advertiser Intelligence Reports (AIR) provides media executives with the plans and opinions of more than 1,500 advertising decision-makers (agency and marketer), by media decision making responsibility, across twelve major advertising categories, about more than 300 leading online, print and television media brands.

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Key Measures and Trends by leading Online Media Brands, Magazines, National Newspapers and Television Networks include:

Advertising Consideration Advertising Plans Media Selection Criteria Perceptions of Media Brands by Selection Criteria Perceptions of Marketing Effectiveness Perceptions of Sales Coverage Perceptions of Salespeople Advertiser Satisfaction Plans to Increase, Decrease and Maintain Ad Spending
Measured Advertising Categories Include:

Entertainment Finance Home Furnishings and Appliances Liquor, Beer and Wine Pharmaceuticals and Health Care Retail Technology and Consumer Electronics Toiletries and Cosmetics (Beauty)
Advertiser Perceptions: Optimism down for 2008

The forecasts predicting an upswing in online advertising and an increase in budgets may have been a bit off, at least for the first six months of 2008. According to the most recent Advertiser Perceptions survey, advertising executives have doubts about the online spend increasing at high rates this year. The survey found that 76% of advertising executives not feel that online ad budgets will increase; a decrease of 3% over the last survey. About 21% of executives feel budgets will stay the same. Online budgets aren't the only ones to suffer. According to the survey 16% of advertising executives and media buyers expect the share of radio advertising to increase; in the spring of 2007 26% of marketers expected radio's ad budget to increase. Broadcast television has also seen a decrease. Only 22% of executives

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expect budgets to increase in the broadcast arena compared to 29% in spring '07. Magazines and newspaper budgets are also expecting a decline (24% and 37% respectively). Outdoor advertising budgets could see a 22% decline. Meanwhile mobile is also expected to slide a bit, from 55% expecting an increase to 48%.
Perception
Fred luthans opines Perception is an important meditating cognitive process through which person make interpretations of the stimulus or situation they are faced with. Stephen. P. Robbins defines perception as a process by which individuals organize and interpret their sensory impressions in order to give meaning to the environment. Perception is the process through which information from the outside environment is selected, received, organized, and interpreted to make it meaningful to you. Perception refers to interpretation of sensory. In other works sensation involves understanding what the stimulus means.
Characteristics of the perceiver

The characteristics of the perceiver include such factors such as needs, values, experience and attitudes. A persons needs, habits, impacts of past experience ethics and personality all influence the perceptual process.
Characteristics of the perceived

It may defy logic and objectivity but perception about others are influenced by their physical characteristics such as appearance, facial expression, age, gender, manner of communication as well as personality traits and other forms of behaviour. E.g. when we see persons to be assertive and confident we assume him to be an executive or leader.
Perceptual Selectivity
Perceptual selectivity refers to the tendency to select certain objects from the environment for attention such that these objects are consistent with our existing beliefs, values and needs.

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Advertisers
Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. Advertiser means a person, firm or company whose products, goods or services are the subject matter of the Advertisement. The manufacturer, Service Company, retailer, or supplier who advertises their products or service. The advertiser is commonly interpreted as a commercial organization which has the paramount objective of making profits out of its business activities. Profits are usually generated through marketing or trading activity, apart case, marketing has a role to play as the yield for investments in other companies and assets will, in turn depend on the marketing activity of the latter. The communication logic will, however, also apply to the types of advertisers which may have a societal or political objective. Advertising for family planning, road safety and the like, and election campaigns are no different in this respect.
Newspaper Advertising
The bulk of newspapers' revenue comes from advertising - the contribution from sales is small by comparison. On average, a newspaper generates 80% of its revenue from advertising and 20% from sales. The portion of the newspaper that is not advertising is called editorial content, editorial matter, or simply editorial, although the last term is also used to refer specifically to those articles in which the newspaper and its guest writers express their opinions. Newspapers have been hurt by the decline of many traditional advertisers. Department stores and supermarkets could be relied upon in the past to buy pages of newspaper advertisements, but due to industry consolidation are much less likely to do so now. [Additionally, newspapers are seeing traditional advertisers shift to new media platforms. The classified category is shifting to sites including Craig list, employment websites, and auto sites. National advertisers are shifting to many types of digital content including websites, rich media platforms, and mobile.

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In recent years, the advertorial emerged. Advertorials are most commonly recognized as an opposite-editorial which third-parties pay a fee to have included in the paper. Advertorials commonly advertise new products or techniques.
Newspaper trends
Newspaper flourished for decades in the face of radio, television, and the internet. However, advances in web syndication and news aggregation online are placing serious pressures on the current model of newspaper distribution and ad placement.
Need for Advertising

The question often asked is: why does a developing country like India need advertising advertising is a way of communicating information to the consumer information which enables him or her to compare and choose from the products and services available. Advertising enables consumers to exercise their right of free choice. Advertising being a necessary means of communication is an inseparable part of free speech. Any restriction on the right to recommend legitimate goods, services r ideas in public will diminish the fundamental right of the freedom of speech. Advertising is the promotion of a product or service and is extremely pervasive in contemporary society. To maximize sales, companies will pay a premium for wide exposure through the mass media. Advertising space is common, but not restricted to these realms; billboards, public transportation, movies (product placement), schools, clothing, even bathroom stalls carry ads.
Newspaper Advertising
The newspaper is a product born of necessity, invention, the middle class, democracy, free enterprise, and professional standards. Pre-history "newspapers" were one-to-one in nature. The earliest variation on a newspaper was a daily sheet published in 59 BC in Rome called Acta Diurna (Daily Events), which Julius Caesar ordered posted throughout the city. The earliest known printed newspaper was in Beijing in 748.

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In 1451, Johannes Gutenberg uses a press to print an old German poem, and two years later prints a 42-line Bible -- the significance being the mass production of print products, ushering in an era of newspapers, magazines, and books. By 1500, the genesis of a postal system can be seen in France, while book publishing becomes popular throughout Europe and the first paper mill can be found (England). The rise of the middle class transformed newspapers in the 1800s. A penny (US$0.01) buys a New York newspaper in 1833, opening up the first mass market for newspapers. In 1847, the telegraph is used as a business tool, transforming far-away stories. In 1873, an illustrated daily newspaper can be seen in New York. In 1878 the first full-page newspaper advertisements appear, and in 1880 the first photographs are seen in newspapers, using halftones. With the basic technical groundwork for the modern newspaper in place by the late 19th century, the story of newspapers in the 20th century was about professional development and adaptation to changing consumer and media markets. The story also involved an evolving business model that rode an ever-growing wave of mass-market advertising. Increased profitability and higher revenues attracted publicly owned corporations interested in buying newspapers from descendants of company founders, while simultaneously exposing newspapers to the whims of cash- and profit-hungry stock markets.
By 2000, newspapers were juggling priorities: fragmentation of news consumption, fragmentation of advertising investments, the advantages and disadvantages of being a mass medium, balancing the wants of the marketplace with the company's duty to provide the needs of the marketplace, a journalistic backlash against industry changes, the sheer physicality of ink-on-paper production and distribution versus digital distribution, increasing profit pressure surrounding the core print product, and extension of the company's core brand into other profit centres. Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.

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Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards and mail or post. Advertising is often placed by an advertising agency on behalf of a company or other organization. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as announcements. Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently utilizes psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.
Advertising in India
Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags, billboards and mail or post. Advertising is often placed by an advertising agency on behalf of a company or other organization.

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Chapter V: Data analysis and Interpretation
53-66

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DATA ANALYSIS AND INTERPRETATION

Awareness about HT Mohali live
YES 96 NO 4
Interpretation - In this study out of 100 respondent 96 are ware about HT Mohali live
whichs means most of the advertisers are aware about HT Mohali live.

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Have you ever given an advertisement in HT Mohali Live?

Yes 62 No 38
Interpretation- In my survey out of 100 advertisers 62 was given their advertisement at

least one or more times in HT Mohali lives.

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Response got by the advertisers after given their advertisement in HT Mohali live.
Excellent 3.23 % Very Good 22.58 % Good 38.71% Marginal 32.26 % No Response 3.23 %
Interpretation In point of view response got by the advertisers after giving there
advertisement in HT Mohali live, most of the advertisers satisfy with the response they got from their customers. Out of 62, 3.23% advertisers got excellent response, 22.58% got very good, and 38.71% has got good, 32.26% has got marginal and 3.23 % has got no response from their customers.

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About look and content of HT Mohali live.

Strongly agree Agree Cant say Disagree Strongly disagree 10% 76% 12 % 2% 0%
Interpretation 76% advertisers agree with that look and content of HT Mohali live are
appropriate and 10% are strongly agree but 12 % are not able to say that look and content of HT Mohali live are appropriate or not and 2% are disagree with this statement.

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Which important factor needs to improve in HT Mohali live?

Content 18.75% layout 29.17% Paper quality 52.08% Others 0%
Interpretation - Approximately 52 % advertisers feel that paper quality of HT Mohali

live are not good so it need to be improve for better attraction of the customer. 29.17 % are not satisfied with the layout and 18.75% are not satisfied with content of the HT Mohali live. Which means HT Mohali live has needed to improve in their content, layout and paper quality. But more focus should be to improve their paper quality because most of the respondents are not satisfied with the paper quality of the HT Mohali live.

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Ability to improve the brand equity of the advertisers.

Strongly agree Agree Cant say Disagree Strongly disagree 16% 38% 30% 14 % 2%
Interpretation- 16 % advertisers strongly agree and 38 % agree that that HT Mohali live
able to improve the brand equity of their business. But 30% are not able to say anything about it. 14% are disagreeing and 2 % are strongly disagreeing.

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Advertisers perception about hyper local regarding the promotion of their business.
Strongly agree Agree Cant say Disagree Strongly disagree 56% 36% 2% 6% 4%
Interpretation- 56% respondent are strongly agree and 36 % agree that advertising in
hyper local are helps to promote their business. Only 6 % are disagreeing and 4 % are strongly disagreeing regarding this. And 2% are not able to say. It means there is huge scope of hyper local in the print media industry.

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Brand perception of advertisers about Hindustan time for advertisement.

Strongly agree Agree Cant say Disagree Strongly disagree 6% 56% 24% 14% 0%
Interpretation- 56% respondents are think that Hindustan times are the most preferable
brand in Mohali and 6 % are strongly agree with this statement. 24% are not able say regarding this statement and 14 % think that Hindustan times are not the most preferable brand for advertisement.

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Would you like to advertise in HT Mohali live in future?

Responses Yes Respondents 53 47 TOTAL 100 Percentage 53% 47% 100 %
Interpretation: - From the above table it is found that 47% of advertisers are not willing
to advertise in HT Mohali live; only 53% are willing to advertise. It means there is 50-50 chance for ht Mohali live in local advertisement market in Mohali.

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Chapter VI: Results & Findings, Conclusion and Suggestions 64-67

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Resulta & Findings

Hyper local in print media are the very good medium of advertisement in local market for advertisers. Most of the advertisers think that advertisement in hyper local newspaper is helps to promote their business. They are strongly agreed with this statement. Hindustan times and its weekly supplement HT Mohali live is the preferable brands for local advertisers. The findings of this project work can be point out as follows Most of the advertisers are aware about HT Mohali live. Finding figure
suggest that out of 100 respondent 96 are aware about the weekly hyper local of Hindustan times (HT Mohali live) in Mohali. Most of the advertisers are given their advertisement in HT Mohali live at least one or more times. Those advertisers given their advertisement in HT Mohali live most of them got positive response from their customer point of view and revenue. Out of 100, 60% got good response and rest of them has got marginal or no response. Approx 80% respondent agree with that look and content of HT Mohali live are appropriate. But some of them are also disagree with this statement, But there is need to some improvement in HT Mohali live also. Because 18.75 % respondent think that there is need to improvement in content of HT Mohali live and approx 30 % suggest that there is need to improve the layout and 52 % are supported to improve the paper quality of HT Mohali live. The advertisers of the Mohali those who have given their advertisement in HT Mohali live approx 50% think that HT Mohali live able to increase their brand equity of their business. Approx 85 % of respondent think that advertising in hyper local newspaper are able to help their business to increase their revenue. Approx 60% respondent think that HT is the most preferable brand for advertisers but rests of them are does not think so. 53 % respondents are willing to give advertisement in HT Mohali live.

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Conclusion
Advertisers perception towards hyper local is very important for Newspaper Company. Because advertisement are the main source of revenue generation in print media industry. Therefore newspaper agencies try to capture maximum no. of advertisers and maximize their revenue. On the basis of analysis of the data collected through the help of questionnaire in Mohali, most of them think that advertising in hyper local is helps to increase their business. Thats means most of the advertisers are giving and want to give their ad in hyper local there for we can accept the null hypothesis of this study (H0A)- advertising in hyper local is beneficial for advertisers in city like Mohali. It means there is huge scope of hyper local newspaper (supplements) in the try city like (Mohali, Panchkula, and Chandigarh...etc.) Advertisers perceptions about the HT Mohali live are average some of the advertisers think that advertising in HT Mohali live is very beneficial for their business but some advertisers are not agree with that. 96 % respondents are aware about HT Mohali live and Approx 50 % respondent are willing to give their advertisement in HT Mohali live. There for we can accept the hypothesis (H1A) - advertisers are aware about HT Mohali live and they want to give their advertisement in this HT supplements. But creating the perfect brand image for advertisement in the mind of local advertisers HT has needs to be lots of improvements. The informative and interesting analysis of Advertisers perception about HT Mohali live in The Hindustan times Mohali , advertisers perception provides media company executives insight necessary for increasing ad sales, market position and competitive advantage. And it helps to make more benefits to advertisers. To give advertising to advertisers for which one is highly expected. It is concluded that advertisers perception are the basic things, which could helpful to the company. Some suggestions are given in this project, where the company could look into the grey areas and try to rectify them, so that advertisers could be highly satisfied.

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Suggestions
On the basis of findings of this study I am suggesting some points which can helps to the company to maximize their revenue and profit by attracting advertisers. In this study observed that half and above of the respondents are mentioned that the improvement have to be made in paper quality of Mohali, so the company can take effort to improve the paper quality. An advertiser feels that news spread can be increased in the HT Mohali so that much information can be seen. Availability of the product is scarce, so the company can improve its circulation. Company can reduce the cost of advertisement so that they can attract the large no. Of advertisers and maximize their profit. Company should give the information regarding their any changes in advertisement plan and offers directly to the advertisers. There should be no bargaining in the price of advertisement in hyper local newspaper because it creates doubts in the mind of advertisers. So advertising rate should be open and fixed for advertisers. Circulation of HT Mohali live should be proper and it should be provided on each and every business layout of Mohali markets. There is need to some modification in layout of HT Mohali live, which can attract the large no. Of advertisers. HT can mention the new classified page in HT Mohali live which will helps to the local advertisers and consumers to give their ad in low cost and will also beneficial to the company to grab the huge no. Of advertisers for HT Mohali live. It will help to Increase revenue of the company. We can provide free subscription of HT to the regular advertisers of HT Mohali live for particular period of time to retain the advertisers. One page in HT Mohali live should be exclusive for career development in every week. This page definitely attracts the educational institutes and learning centres for advertisement in HT Mohali live.

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Some gifts and offers should be given by the company for their regular advertisers. There are needs more active sales executives for convincing the advertisers for advertising in HT Mohali live. Hindustan times can create new brand image of HT Mohali live by converting it in weekly magazine for Mohali and other cities. Company can take price for that. Company can mention some local articles and news in this new magazine. In this new weekly magazine company can offers lucky draw coupons time to time for their consumers. Company can organise some events and subscription offers for consumers. Once the brand image creates then definitely it will attract the large no. Of local advertisers for advertisement and company can maximize their revenue.
These are the some suggestions, it will definitely help to the Hindustan times to increase their brand image & awareness and maximize their profit in the field of print media. HT Mohali live is the weekly supplement of HT in Mohali, these suggestions will helps to attract large no of advertisers in Mohali for advertisement in HT Mohali Live

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Questionnaires
68-69
References
70-71

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Questionnaire
1. Are you aware about HT Mohali live? Yes No
2. Have you ever given advertisement in HT Mohali live? Yes No
3. If yes, then what was the response you got? (a) Excellent (b) Very good (c) Good (d) No response
4. Look and content of HT Mohali live is appropriate. Strongly agree Strongly disagree 5. According to you which important factor is need to be improve in HT Mohali live? (a) Content (b) Layout (c) Paper Quality (d) Others, Agree cant say Disagree
If others, please specify............................................................................................................... 6. HT Mohali live is able to increase brand equity of your business. Strongly agree Strongly disagree 7. Do you think advertising in Local news papers helps to promote your business? Strongly agree Strongly disagree 8. Do you think a Hindustan time is the most preferable brand for advertisers? Strongly agree Strongly disagree Agree Cant say Disagree Agree cant say Disagree Agree Cant say Disagree

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9. Any suggestion, if you want to give......................................................................................... ...................................................................................................................................................... .................................................................................. Name Age Sex : : : Male Female 2-3 lakh 3-5 lakh More than 5 lakh
Income : Less than 2 lakh Name & address of business layout:
...................................................................................................................................................... ..................................................................................................................................................

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References
Khalid Alrawi and Walid Alrawi Advertiser perception of the internet as a marketing Communication vehicle: Case study African Journal of Marketing Management Vol. 1(2) pp. 062-069 May, 2009 Available online
http://www.academicjournals.org/ajmm 2009 Academic Journals. Phusit Wonglorsaichon and Paitoon Sathainrapabayut, Brand Perception & Brand Equity of Baby Accessory Products in Working Moms Perspective International Review of Business Research Papers Vol. 4 No.1 January 2008 Pp.385-395. Sally Ford-Hutchinson and Annie Roth well The publics perception of advertising in todays Society, Source: The Thinking Shop 9 Kenneth Crescent London NW2 4PS, January, 2008. Prathab oburai YLR moorthi Chew kok wail Michael j baker CORPORATE BRAND IMAGE: ANTECEDENTS, MEDIATING ROLE AND IMPACT ON STAKEHOLDERS EXPECTATION INDIAN INSTITUTE OF
MANAGEMENT, AHMEDABAD. 2008 Claw, Kenneth E. et al (2006), The relationship of the visual element of an advertisement to service quality expectations and source credibility, journal of Service marketing, volume 20, issue. Gabriel, Helen et al (2006), Advertising planning, ad-agency use of advertising models, and the academic practitioner divide, Marketing Intelligence & Planning Volume: 24 Issue: 5. Kambitsis, Chris et al (2002), Sports advertising in print media: the case of 2000 Olympic Games, Corporate Communications: An International Journal Volume: 7 Ken Smith;-Advertisers' Media Selection in Small Newspaper Markets Newspaper Research Journal Vol. 19, 1998. Rotfed, Harbert J., Misplaced marketing The real reason for the real badadvertising, Journal of Consumer Marketing Volume: 19 Issue: 4. Gabriel, Helen et al (2006), Advertising planning, ad-agency use of advertising models, and the academic practitioner divide, Marketing Intelligence & Planning Volume: 24 Issue: .

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http://www.ehow.com/list_6311916_effects-print-mediasociety.html#ixzz0u7aefqfe
Degraffenreid, Scott (2006), Beyond advertising: why people are the new media, Handbook of Business Strategy, Volume: 7, Issue: 1.

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Project Report On "HT Media Limited". by ANUPAM KUMAR

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A Brief Study of Advertisers Perception about Hyperlocal with Special Reference to HT Mohali Live, along with Hindustan times,

Master of Business Administration

Submitted By:Anupam Kumar

Lovely Professional University

Lovely Professional University

Lovely Professional University

Lovely Professional University

Lovely Professional University

Lovely Professional University

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: Findings, Conclusion & Suggestions Questionnaires

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: Introduction of the study

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Introduction of the study

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(a) Objective of the Study

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(b) Scope of the study

Need of the study

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(c) Review of Literature

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(d) Research Methodology to be used

Defining the problem

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NEWIDEAS CONCLUSIVE RESEARCH

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Time Dimension Sample Size

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Data collection tools

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(e) Limitations of the Study

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Chapter II: Introduction of the Organization

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Introduction to the Organization

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(a) History of the Organization

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(b) Group Profile of the Company

Board Committees of HT Media The Board of Directors of HT Media has formed

(ii) Investors Grievance Committee -The Investors Grievance Committee of the

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(iii) Committee of the Board of Directors, formed in pursuance of Clause 41

(iv) Compensation Committee -The Compensation Committee of the Board is

Position in the Committee Chairperson Member Member

(v) Banking and Finance Committee

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Position in the Committee Chairperson Member Member

The Company Secretary acts as the Secretary to the Committee.

(vi) Investment Committee

Position in the Committee Chairperson Member Member Member