"Importance and Utility of Reading Newspaper by Various Target Groups"-Business Standard

A
Summer Internship Project Report
On
Business Standard Pvt. Ltd.
Title of
“Importance and Utility of Reading Newspaper by Various Target Groups”
SUBMITTED TO:
S. V. INSTITUTE OF MANAGEMENT, KADI
KADI SARVA VISHWAVIDYALAYA UNIVERSITY, GANDHINAGAR
Under the guidance of
Prof. Yuvaraj Vyas
Submitted by:
Mr. Bhavik Parmar Mr. Ghanshyam Sarasariya
Exam No: 47 Exam No: 105
Semester: II Semester: II
Submitted in The Partial Fulfilment for The
Requirement of The Award of the Degree Of
MASTER OF BUSINESS ADMINISTRATION (MBA)
(2016-2018)

I
INSTITUTE’S CERTIFICATE
This is certified that this Summer Internship Project titled “Importance and Utility of Reading
Newspaper by Various Target Groups” is the mutual work of Bhavik Parmar (47) and
Ghanshyam Sarasariya (105) who carried out the research under my supervision. We also certify
further, that to the best of my knowledge the work reported herein does not form part of any other
project report or dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.
Dr. Bhavin Pandya,
Professor & Head of department
S.V. Institute of Management, Kadi
Prof. Yuvaraj Vyas,
Project Guide,
Associate Professor,
S. V. Institute of Management, Kadi.

II
STUDENT’S DECLARATION
We, hereby, declare that the Summer Internship Project titled, “Importance and Utility of Reading
Newspaper by Various Target Groups” is original to the best of our knowledge and has not been
published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva Vishwavidyalaya
requirements for the award of the title of Master of Business Administration, only.
Students Name Signature
Bhavik Parmar _______________________
Ghanshyam Sarasariya _______________________

III
PREFACE
It is said that practice makes a man perfect. So professional study is incomplete without its practical
knowledge. In the field of business, theory provides the fundamental stone for the guidance of practice
but practice examines the element of truth lying in the theory therefore stand coordination between
theories and practice is very essential to make MBA perfect.
Each & every activity is started for the accomplishment of goals & for this purpose management is
required. As being student of MBA, a management stream, we have to go in different industrial units
for practical knowledge & practical training.
A project is a systematic and scientific study of market problem with application of management skill
and concepts. The present era is an era “brand marketing”. The business of brand marketing may be
compare to the game of chess it is too hard to service in the market because market is full of
competition of on it environment both internal and external. Every company has to recognize its
strength and weakness, opportunities and threat.
They assigned us a study of the application of “Importance and Utility of Reading Newspaper by
Various Target Groups” at BUSINESS STANDARD PVT LTD, AHMEDABAD
This report has been complied primary fulfillment of the requirement for MBA course. Secondary is
to share the practical knowledge and real experience in the industry The details mention in this report
is based on real situation and research.
I hope the report will be special interest to the marketing students who are on look for such real life
situation beyond their class room study.

IV
ACKNOWLEDGEMENT
It is matter of great privilege for us to be attached with “BUSINESS STANDARD PVT LTD.” and
do project which enhanced my practical knowledge. We do acknowledge that this project report is
outcome of constructive support and corporation of many individual.
First of all, we would like to express my deep scene of gratitude to Mr. Kunal Panchal, Group Officer-
Market Development department, BUSINESS STANDARD PVT LTD due to his guidance We are
able to do our project work in this organization.
Secondly, we are thankful to my internal guide Prof. Yuvaraj Vyas, Assistant Professor at SVIM,
KADI for him generous cooperation & guidance, which have made it possible to complete my work.
Thirdly, we thank Honorable Dr. Bhavin Pandya (Head of Department) for playing the ideal mentor
and being a constant source of inspiration throughout at SVIM
At last but not the least We would like to express my gratitude to Mr. Jogendra Gurjar, Group Officer-
Market Development Department, Ahmedabad, BUSINESS STANDARD PVT LTD. For taking me
his guidance and helping me during entire project work despite of his schedule in the company.
And warm thanks to our parents, close friends and respondents for their humble co-operation during
project completion.
Bhavik Parmar
Ghanshyam Sarasariya
SVIM

V
EXECUTIVE SUMMARY
Marketing is an all embracing function that links the business with customer needs and wants in order
to get the right product to the right place at the right time. Moreover, the marketer has to understand
customer needs and offer products and services better than the competition.
Working at business standard was a great learning opportunity. The duration for the summer project
was 22nd
May, 2017 to 6th
July, 2017. Business Standard is India’s one of the fastest growing
newspapers having growth rate of 300% in past five years. During the course of the summer training
various tasks were undertaken:
MAY 22ND –24RD – ORIENTATION
 Introduction with staff members
 Analyzing and understanding BUSINESS STANDARD newspaper as a product and its
content
 Comparison with other business dailies like ET, BL, FE, Mint etc.
 SWOT analysis from the Parameter Analysis
MAY 25th – 28th – PRINT MEDIA
 Explanation about print media
 Understanding different department of print media
 Identifying potential target audience
 Questionnaire development for research
MAY 29th MAY – 30th JUNE– FIELDWORK (KADI & MEHSANA)
 Market mapping and identifying potential target areas.
 Conduct survey to find the importance and utility of reading newspaper by various target
groups
JULY 1ST JULY – 6TH JULY - REPORT MAKING
We feel glad to present this report which is a comprehensive effort to describe our learning experience.
The project report can be summarized as follows:

VI
Research Design: We collected data through scheduled questionnaire which were transformed into
information which was used by us to know importance and utility of reading newspaper.
Findings: We found that in our research most preferred newspaper is ‘The Economics Times’ and
‘Times of India’ at Kadi and Mehsana area. The research work forming the part of the university
syllabus has provided an opportunity for probing into the marketing strategies and to understand the
policies of Business Standard. We have tried our best to collect the information required for the
organization study and market development strategies.

TABLE OF CONTENT
SR NO. PARTICULAR PAGE NO.
Institute’s Certificate I
Student Declaration II
Preface III
Acknowledgement IV
Executive summery V
Chapter 1 : Industry Analysis
1.1 Introduction of Print Media 1
1.2 History of Print Media 3
1.3 Evolution of Print Media in India 4
1.4 Challenges for the Print Media Industry 8
1.5 Trends In Newspaper Industry 9
1.6 Audit Bureau Of Circulations 12
Chapter 2 : Company Profile
2.1 Introduction about Business Standard 14
2.2 Vision and Mission 16
2.3 Parameters Analysis for Newspaper Industry 17
2.4 SWOT Analysis 19
2.5 Organizational Hierarchy 20
2.6 Departments of the Company 21

Chapter 3 : Research Methodology
3.1 Introduction About Title 28
3.2 Objectives of Research 28
3.3 Research Methodology 29
3.4 Limitation of Research 30
Chapter 4 : Literature Review
4.1 Literature Review 31
4.2 Research Gap 35
Chapter 5 : Data Analysis and Interpretation 36
Chapter 6 : Inferential Statistics 47
Chapter 7 : Findings and Observations 56
Chapter 8 : Conclusion 57
Bibliography 58
Annexure

CHAPTER #
1
INDUSTRY ANALYSIS
CHAPER CONTENT
1.1 Introduction of Print Media
1.2 History of Print Media
1.3 Evolution of Print Media in India
1.4 Challenges for the Print Media Industry
1.5 Trends In Newspaper Industry
1.6 Audit Bureau Of Circulations

S.V. INSTITUTE OF MANAGEMENT, KADI 1
What is the Print Media?
The print media is composed of newspapers, community newsletters, wire services, magazines, and
other publications. Within these publications, there are two main divisions of labour: reporting and
editing. Reporters are the newspaper writers who investigate newsworthy events and interesting
stories. Editors assign stories to reporters, edit story content, and decide which stories to print.
Why is the Print Media Important?
The print media is an effective way to alert the public to the Weatherization Assistance Program and
its work. Readers often bypass paid advertising, but a story from an independent journalist increases
public awareness and builds local credibility. The media reaches a broad audience of readers on a
daily basis. Reporters and editors are always looking for interesting, newsworthy stories. Attracting
media attention can help expand your influence and name recognition in target communities.1
Introduction
Media is an important and inseparable part of a democratic society. It is in fact called the fourth pillar
of democracy. Before the advent of electronic media, print media played an important role in
disseminating information to people. Over the years, a wide variety of media like the press, performing
arts, television, radio and films have been used for communication. Among these, print media
continues to play an important role. The Government uses print media to secure wide coverage of
messages through various newspapers and journals.
A newspaper is a regularly published print product containing information vital to the function of the
market it serves. Definitions become more important as traditional newspaper companies move from
single-product management (newspapers) to multiproduct management - often under the company's
brand, typically the title of the newspaper.
1
http://www.waptac.org/How-Do-I-Start-a-PIC003F/Print-Media.aspx
1.1 INTRODUCTION OF PRINT MEDIA

What newspaper companies are learning is that the value of what they produce is not the ink on paper,
but the content, depth, segmentation choices, credibility, and emotional attributes that are delivered in
any distribution channel they choose.
Over the year’s newspaper reading has become a daily early morning regime. What for decades was
a dull market place with limited number of newspapers is today a very diversified offering.
Print offerings have multiplied and cater to diverse needs like travel, sports, fashion etc. Newspapers
these days not just provide news and entertainment but also cater to niche audience. Financial
newspapers are such newspapers that target niche market comprising corporate, businessmen and
investors.
With the era of multi edition newspapers and therefore multi newspaper markets, has given greater
choice to readers and also resulted into a fierce fight for reader’s attention. But, the latest trend
observed is that one reader is not necessarily habituated to reading only a particular newspaper,
therefore even a small difference in price could sometimes bring about a change in the purchase
decision.
This has driven newspaper prices to a point where leading newspapers fetch virtually no circulation
revenue for their publishers. The little that is collected from the reader goes almost entirely to the
distributor or the hawker.
The growth of newspapers has been highly affected by growth in computer and internet connectivity,
mobile telephony which enables real time access to news, views and entertainment anytime anywhere!
Recent changes in regulations permitting FDI in print and broadcasting media has further heated up
the media market. With the entry of the foreign players, the Indian print media scene has changed
tremendously. On the other hand, the Indian print media now operates overseas as well and thus, it is
not confined to Indian audience only.
The newspaper plays an important role in contributing to social good, playing a critic and the watchdog
function, helping to foster debates on agendas for social transformation. The one that best fulfils these
roles will gain the maximum eyeball’s share.

With the growing literacy and income, particularly among the young, our media today is being forced
to respond to the demands of a new readership one which is discerning and demanding, impatient with
the old content and style and not bound by old codes of loyalty. This adds pressure on the newspaper
companies to seek creative solutions and explore new roles and meanings for it.2
James Augustus Hicky a rambunctious and irreverent Englishman gave India its first newspaper in
January 1780. The weekly Bengal Gazette, also known as Hicky’s Gazette, was a rag of sorts with
gossip about English society in Bengal, the centre of the British East India Company’s existence at
that time. More than a year later in June 1781 he was in jail for defamation. Undaunted, Hicky edited
his paper from jail and his audacious column continued to appear. After a second prosecution in 1782,
his press was confiscated and his career as an editor came to an end.
If that seems like an unpromising beginning for India’s publishing industry, it wasn’t. Here was an
Englishman with the impudence to question the governor general and chief justices that his own
country had appointed. Hicky symbolizes in many ways that essential element of a vibrant print
industry – freedom. Combine that with the other mark- that of government censorship and control.
Across the developed and
developing world, the history of press is littered with examples of governments trying to browbeat,
scare, cajole and bludgeon the freedom that the Hick’s of this world want to write what they think –
for the people who want to read it.
By the time the first newspaper was launched in India, printing was a booming industry elsewhere in
the world. After Hicky’s Gazette came a succession of newspapers and periodicals, many out of
Bengal and many created by Englishmen. There was the India Gazette, another weekly from B.
Messink Welby and Peter Reed in 1780, and the Calcutta Journal, a bi-weekly from James Silk
Buckingham in 1818. The first Indianowned, Indian language paper came, rather appropriately from
noted social reformer Raja Rammohan Roy in 1820. Sambad Kaumudi was a weekly Bengali
newspaper. Between 1780 and 1947 until India’s independence, more than 120 newspapers and
2
http://www.davp.nic.in/Newspaper_Final_Report.pdf
1.2 HISTORY OF PRINT MEDIA

periodicals were launched in almost every Indian language. Some were owned by Englishmen, others
by Indians and still others by missionaries. Almost all of them began with a cause – either to speak
out against British imperialism or to spread the message of Christianity among the natives. None of
them, it seems, had the intention of making money.
That is still the main reason why the newspaper industry in India remains small. It never got out of the
‘I am here to fight a battle not to make money’ mindset. At the time independence that was nothing
wrong with the notion. The trouble was that things continued that way for decades later. At that time,
India was a nation struggling to discover its identity and trying to get out of British clutches. The need
of the hour was to spread the message of independence. So newspapers sprouted up all over the place
– and equally quickly they shut down. In fact many of the editors of defunct newspapers usually
manage to get the funds to start another one. So, it appears that the aim for many of these newspaper
launches was never ever to make money. It was always a cause, revolt, a message, and a tool to counter
propaganda or spread some of their own. Many of the top publications today are the ones are the one
that have lived through the freedom struggle. The Times of India (TOI), Mumbai Samachar, Malayala
Manorama, Anand Bazar Patrika (ABP) and the
Hindu, among others are all veterans of the Indian Freedom Struggle. Ironically enough, across the
length and breadth of a largely illiterate country, there cropped up vehicles, which would play a huge
role in the bringing down of the British Empire. Most of these were financed by benevolent or patriotic
businessmen or through donations. Even after independence most had a cause, to see to the birth of a
nation and its growth. Wealthy businessmen continued to keep running these papers, most of them at
a loss, because of the influence and the power they brought them. They could afford to do it because
most had other successful businesses, like the Goenkas who owned Indian Express, also own real
estate.3
Print media was popularized in India by the British. The first newspaper to come up in India was
James Augustus Hickey’s Bengal Gazette. This newspaper reflected the positive traits of British rule
in India but also played a decisive role in paving way to journalism in India. The Bengal Gazette
3
https://en.wikipedia.org/wiki/Hicky%27s_Bengal_Gazette
1.3 EVOLUTION OF PRINT MEDIA IN INDIA

highlighted the activities of East India Company in India and acted as a channel for British publicity
and hegemony rather than providing accurate information.
The first language based newspaper was Kannada Samachar, which was published in Karnataka but
the paper was published by German missionaries. Udant Marthand (The Rising Sun) was the first
Hindi language newspaper published in India. Later on, Bombay Herald, Bombay Gazette, Amrita
Bazar Patrika and many other publications started springing up. This was indeed a good and effective
way of spreading knowledge and news faster. The distribution of newspapers in paper form made it
convenient and portable for the readers.
The freedom fighters as well as the social workers in India equally contributed and worked hard for
bringing up newspapers. Some freedom fighters even opened up their own press and started looking
up journalism much as a social service rather than a profession. Some of them were Bal Gangadhar
Tilak, Raja Ram Mohun Roy, Mahatma Gandhi and so on. Times of India, The Hindu and many other
newspapers sprung up and revealed the truth without any hesitation. Bombay Samachar still remains
as the oldest paper still existing in India. Young India and Harijan, the two newspapers launched by
Mahatma Gandhi were published and distributed based on social service aspect and were free of
advertisements and other publicities.
In early 70’s, when emergency was declared by Indira Gandhi, numerous unreasonable restrictions
were placed upon Indian print media and the country saw the curtailment of the precious freedom of
speech and expression. Emergency marked the first incident in post-independence India where speech
and expression were curtailed, though this happened in numerous incidents during British rule. Even
the existing magazines were facing the same situation. This ban was lifted up as soon as the emergency
state of India was withdrawn. The bringing out of Bofors scandal by Indian media also revealed the
truth that media can act as a weapon in the society when injustice is seen in the society which
ultimately rests after justice is being proved. Media can be thus called as a fourth pillar of the
democracy.
The magazines which existed in India also played an important role in educating the people of all
sections of the society, may it be rural or urban, the rich or the poor, the youth or the adult. Now, the
newspapers and Magazines become attractive and colourful while publishing political news or articles,
especially election related news. Attractive infographics and more information about the candidates
attract the readers. Even the cover pages of the magazines will be designed elegantly.

Most of the newspapers are introducing supplements targeting different audiences. Different
supplements of a single newspaper come out according to different days and different tastes of readers
who fall in different age groups. Some supplements target students or children and print attractive and
colourful articles and pictures which may be helpful for their assignments or projects. Magazines also
follow the same pattern. The magazine variety starts from Magic pot targeting kids; Reader’s Digest
targeting teenagers; Cosmopolitan targeting women and goes on which includes sports fans, film fans,
Beauty – conscious people. Even magazines regarding how to construct a good home, tips regarding
boosting confidence etc are available in the market today.
Newspapers are published in almost all the Indian languages. There are different varieties of
newspaper in the various Indian languages. Malayala Manorama, Vijay Karnataka, Udayavani are
some of them. Print media doesn’t merely include newspapers and magazines. Printing of Posters for
public awareness or to publicize a company or a product also comes under print.
Even before the printing press was invented, block letters were used to stamp on the papers. Then it
was replaced by monotype and linotype printing. A typewriter was used in order to print. But now
laser printing and offset printing replaced it. Block letters of different shapes and different sizes were
used to print newspapers, magazines and other printed publications. Even after the printing press was
invented, printing was a tedious and time –consuming task. But due to industrialization, more
advanced and sophisticated machineries started coming out which made printing a lot more easily
compared to the early times.
Privatization paved way to Globalization. Government of India took a decision in 1993 to introduce
liberalization, privatization and globalization in print media. Newspapers were used to spread political
agenda and politician’s ideologies. Sensationalizing of news articles became a common sight as a
result of privatization. More regional and national newspapers sprung up and privatizing the
newspapers changed the view and perspective of newspapers. Now we can see that different
newspapers look upon particular news in different ways according to the rules and guidelines of their
newspaper organization. Technology has intervened now but still along with e-mails, video chats,
Communication through social networking sites; Books, Newspapers and other periodicals are still
alive and print media is considered as official form of communication.

Magazines are also different and convey different types of ideas. The perspective, outlook and even
the design of the printed magazines vary. Privatization paved way for the rise of media conglomerates
in India. Media conglomerates can own any type of media, may it be print, broadcast or online or
everything altogether. These media forms may bring out similar kinds of news through different
mediums. The editorials, the investigative news reports and letters to the editor may vary depending
on the standard and style of reporting. One newspaper may not adopt the style of writing, reporting
and designing from the rival newspapers. Magazines too are adopting the same way. Some newspapers
use sting operation and take risks while most of the newspapers remain passive. This varies according
to the organization and the management of newspapers.
Printing is still a costly process. The ink and the paper required for the printing is very costly and most
of the print media which exist in India import quality papers and ink necessary for printing. Some
critics were of the opinion that when technology boom takes place, print media will diminish and
ultimately die off but in the case of India, it is wrong. Different forms of printing helps the common
man in different ways. People read magazines, newspapers, advertisement and even flux boards which
are used on roadsides, footpaths and malls still promote or popularize a company or a product. Some
people like to store cut-outs from the newspaper or other print magazines. Advantage of print media
is that the readers have an option to go back to the articles if they would like to cross check.
Reading the newspaper with a cup of coffee early in the morning was a daily routine of all the Indians
till late 90’s. May be due to the intervention of technology, the reading habits of youngsters is
decreasing day by day. Even though e- book readers and e- papers are available, only a few make use
of these apps. Still if we go to the Indian countryside, we can see that people sit together, read the
news and discuss it even if there are other electronic media. Still elderly people are in the habit of
reading newspapers every day.
Print media will not diminish from India soon because it has been a part of Indian culture for years
and will still remain the same. Reading habits of Indians, especially the printed magazines, is still on
the rise. Technology cannot replace certain habits of Indians and one among them is reading print
media, either newspapers, magazines or any other scriptures. 4
4
https://campusdiaries.com/stories/evolution-of-print-in-india-freedom-struggle-to-
privatization

The first challenge that the print industry has to address is to win over the future readers — the youth
of today in a big way. A survey done amongst today’s youth revealed that only 37 per cent of them
felt it important to read a newspaper every day and nearly half of them believed that newspapers do
not play an important role in their life. Publication owners need to figure out tactics on how to “catch
them young”.
The second challenge lies in defining the role of newspapers, given that the latest news is available on
numerous television channels. “Newspapers cannot be defined by the second word — paper. They’ve
got to be defined by the first word — news”, it holds true with the advent of the news channels and
the internet.
The third challenge lies in tackling the lack of time amongst today’s readers. Time spent reading has
hardly grown in the last five years. Despite this, we have numerous publications entering the market
and newspapers are flooding the readers with multiple supplements on the same day.
The fourth and final challenge lies in making the ad space more efficient and effective for the
advertisers. Compared with television, print still continues to be a cost inefficient medium for most
advertisers. Also, the print medium is not offering any unique innovations that could generate more
bangs for the buck for advertisers
The challenges in front of the print industry are best summed by the words ‘Whatever business you
are in; you cannot run in place for someone else will pass you by. It does not matter how many games
you have won’.
The print industry has managed to constantly run out of place to get to where it is today amidst tough
competition. Its future lies in finding an answer to “What is the new path they are going to run in
now?” 5
5
http://www.dnaindia.com/india/report-roar-of-the-paper-tigers-1021508
1.4 CHALLENGES FOR THE PRINT MEDIA INDUSTRY

The newspaper industry is passing through a transitional phase. The report all over the World indicates
that the circulation of newspaper in print form is continuously decreasing. However, the circulation of
Indian newspapers is increasing despite economic crisis and other problems. The newspaper industry
leads the charge to provide compelling proof that the Internet really is destroying traditional ink-on-
paper publishing. Online newspapers have become a matter of research in several ways. It has affected
Print Media. However, the Indian entertainment and media industry has out-performed the Indian
economy and is one of the fastest growing sectors in India. The report of FICCI 2011 gives a very
lucrative picture of Indian Entertainment and media industry. Newspapers is developing several new
trends to survive themselves in the market. Trend is one very wide concept. It covers several
dimensions. The content of newspaper is one of them. This is one of the basic element of trend among
all kinds of materials.
Print Media are adopting various new trends. For example- the new three dimensional technology
used in the film Avatar has spread to newspapers too. The advantage of the technology is that the
images look normal, even when a newspaper is read without 3D glasses. The old technology makes
the images look as if they have been printed incorrectly. The adoption of new trend in Mass Media is
a continuous process. Any new trend may continue either for a long time or for a short time. In case
of newspapers, new trends may be developed in-page designing, news writing, giving headlines,
choosing contents, presenting material in various formats, photos, technical application, collecting
news, distribution of news and likewise in many other such areas. New trend is required due to
competition among newspapers and the challenges they are facing from other new media. Newspapers
are trying to present all things in a new way in the newspapers to face all these challenges. Indian
newspapers have gone through a tremendous change. Similarly, several new trends have developed in
on-line journalism.
Global Trends in Newspapers-
Continuous proliferation of social and professional networking sites like 'Facebook' and 'LinkedIn'
with newspapers and journalists is a new trend of present journalism. Reporters are creating their own
profiles, applications and connecting with new audiences. Personalized web is another internet trend.
Despite sustained growth in other emerging markets, newspapers continued to suffer from the decline
1.5 TRENDS IN NEWSPAPER INDUSTRY

in print advertisement revenues and from dwindling circulation numbers. Throughout 2009, many
governments had to aid struggling newspapers, but the debate varies widely with geography. The
question of whether to charge for online content was high on the agenda of newspaper publisher across
the English-speaking world and elsewhere in 2009.
Almost all telecommunication operators in Indonesia are selling updated news through mobile
newspapers even without accessing the internet but merely by activating the MMS feature. Thus, many
people are now enjoying the feature which helps them to get any news easier. On the other hand, this
improvement is in fact may impact the existence of printed newspaper and there can be possibility the
printed newspaper to vanish forever.
But newsrooms everywhere are under extreme economic pressures and have been cutting core staff,
making it even more difficult for newspapers to conduct the type of investigative journalism their
communities need. It is not surprising if more non-profit (no dividends to shareholders), Internet based
(low operating costs) ventures spring up to fill the gaps.
The newspapers are also preparing themselves to face the challenge. Identifying trends for future of
newspapers, the World association of newspapers has asked leading newspapers to execute to identify
the current trends they believe will have an impact on the future of their business. Some are profound
and others are seemingly minor but all have the potential to shape the future of newspapers. It has
identified some following trends.
 Infotainment, with games, DVDs, tickets, samples and other non-traditional products are
becoming an increasingly important component of the media offering.
 Changing demographics, with more single households, older people and non-traditional
families.
 Growing choice, with an infinite number of options making it hard to decide what products
and services to buy.
 User-generated content that provides opportunities for self-expression and social interaction. -
Consumer power, where the customer is taking control over brands and information flows on
the internet.
 Mobile devices becoming faster, smaller and user-friendly.
 The growing importance of social networks.
 Multi-channel strategies and the diminishing differences between types of news media.

Now it is a fact that most newspapers in the world are declining in circulation especially in saturated
markets due to the remarkable competition from the Internet.
Indian Trends in Newspapers-
The corporatization, monopoly, malpractice and corruption, paid news, media trial and superiority of
advertising office are some important negative trends of Indian newspapers. Now maximum number
of big media is in the control of corporate houses. They are running them like commercial enterprises.
Earning of maximum revenues is the main objective of these newspapers.
The monopoly is another problem of modern Mass Media. A certain number of newspapers are
covering maximum number of cities of the country. Several kinds of malpractice have also developed
in Mass Media. Yellow journalism is one very common practice adopted by mainly medium size
newspapers. Similarly, blackmailing is also one big problem in Print Media. The distortion of
information is another important drawback. The practice of paid news is also causing a great threat to
healthy environment of Mass Media especially Print Media. This practice developed in the last general
election in 2009 in India. Today media including newspapers discuss those matters which are sub
juiced. Mass Media are often criticized for such practices. Though, it is very difficult to say about its
exact affect upon overall proceedings of any matter.
The office of editor was the most important point in the newspaper. They used to control not only the
content of newspapers but also the place and quantity of advertisement. But those days have gone.
Now the advertising office is superior to any other office in the newspaper. 6
6
http://www.shodh.net/index.php?option=com_phocadownload&view=category&download=2
44:1&id=43:vol5-issue-1&Itemid=124

Audit Bureau of Circulations (ABC) is one of the several organizations of the same name operating
in different parts of the world. The ABC founded in 1948 is a not for profit, voluntary organization
consisting of Publishers, Advertisers and Advertising Agencies. It has done pioneering work in
developing audit procedures to verify the circulation data published by those newspapers and
periodicals, which have earned the right to display its emblem. ABC as it is called and understood by
all, is a founder member of the International
Federation of Audit Bureau of Circulations. The main function of ABC is to evolve, lay down a
standard and uniform procedure by which a member publisher shall compute its net paid sales. The
circulation figure so arrived at is checked and certified by a firm of Chartered Accountants which are
approved by the Bureau. The Bureau issues ABC certificates every six months to those publishers
whose circulation figures confirm to the rules and regulations as set out by the Bureau.
From a modest beginning it has grown to remarkable proportions. ABC's membership today includes
411 Publishers of national and regional importance, 151 Advertising Agencies, 51 Advertisers & 20
New Agencies and Associations connected with print media and advertising. It covers most of the
major towns in India.
Facts and figures, which are checked and certified by an independent body, is a very important tool in
the hands of the advertising business community. The details of ABC certified circulation figures are
available online to all Members of the Bureau (http://www.auditbureau.org) at no extra cost.
An Advertiser would like to know the facts and figures before investing his money in advertising. An
Advertiser ought to know how many people buy a publication and in which area. The ABC gives all
these vital facts every six months. The ABC figures are not the outcome of opinions, claims or
guesswork, but they are the result of rigid, in-depth and impartial audits of paid circulations of member
publications by independent and leading firms of Chartered Accountants working in accordance with
the rules / procedures prescribed by the Bureau.
1.6 AUDIT BUREAU OF CIRCULATIONS

Publishers have to maintain the full record of subscribers with their address, name and signature.
There are two types of panels:
1. Auditors panel
2. Publishers panel
 Auditors will audit the circulation twice a year ending June & December
 The auditors to cover the outstanding dues provide two months’ credit period to publishers.
 If any distributors have more than 15000 subscriptions copies, then he also comes under the
audit for ABC certification.
Thus ABC plays a major role to stop the manipulation activity in the publication industry.7
7
https://en.wikipedia.org/wiki/Audit_Bureau_of_Circulations_(India)

CHAPTER #
2
COMPANY PROFILE OF
BUSINESS STANDARD
CHAPER CONTENT
2.1 Introduction about Business Standard
2.2 Vision and Mission
2.3 Parameter Analysis for Newspaper Industry
2.4 SWOT Analysis
2.5 Organizational Hierarchy
2.6 Department Of the company

Business Standard is the country's most respected
business daily, being the first choice of serious
business readers. Business Standard Ltd. (BSL) was
incorporated on 16th Dec. 1970 under the name of
“Desh Publications (p) Ltd.” This was changed to
“Business Standard (p) Ltd.” on 7th Sept. 1995 and
subsequently converted into “Business Standard Ltd”
on 23rd Nov. 1995 as a limited company.
The Head office is in Delhi. Several reputed investors own the company. Kotak Mahindra Finance
Limited has a stake of 47.30% and Great Eastern Shipping Company holds 31.87% while others hold
20.76%. The Financial Times of London has taken an equity stake of 13.85% in BSL.
Business-standard.com is the online property of Business Standard Private Limited, publisher of
India's leading business daily, Business Standard. The website attracts over 5 million unique visitors
every month, the highest such number for any standalone business newspaper website in India
The daily newspaper Business Standard (also available as an e-paper) is the preferred choice of serious
business readers. It is published from 12 centers - Mumbai, New Delhi, Kolkata, Bangalore, Chennai,
Ahmedabad, Hyderabad, Chandigarh, Lucknow, Pune, Kochi and Bhubaneswar.
A Hindi Business Standard is published from 8 centers across northern India: Mumbai, Delhi,
Kolkata, Patna, Lucknow, Bhopal, Chandigarh and Raipur. Its content can be accessed at bshindi.com.
Business Standard stands for reporting that stresses accuracy and credibility, comment that is
informed, independent and fair, and journalism that is rooted in ethical conduct and defined by a
sacrosanct bond with the reader. All Business Standard journalists sign on to a code of conduct that is
available on this website.
Business Standard has a 230-person editorial team that is led by Shyamal Mazumdar.
2.1 INTRODUCTION ABOUT BUSINESS STANDARD

Business Standard Contributors
Business Standard's stable of specialist contributors includes some of the sharpest minds writing on
economics and business. Among them: Shankar Acharya, former chief economic advisor, Government
of India; Deepak Lal, professor of economics, UCLA; Suman Bery, chief economist, Shell and former
director-general, National Council of Applied Economic Research; Ashok Lahiri, former chief
economic advisor, Government of India; Shyam Saran, chairman, National Security Advisory Board
and former foreign secretary, Government of India; Ajit Balakrishnan, chairman and CEO,
Rediff.com; Ajai Shukla, strategic affairs, defence and diplomacy expert and former army colonel;
Shekhar Gupta, Political analyst and former editor-in-chief of The Indian Express; Abheek Barua,
chief economist at HDFC Bank; Nitin Desai, former chief economic advisor and former under-
secretary general at the United Nations; Parthasarathi Shome, former advisor to Finance Minister;
Rathin Roy, director, National Institute for Public Finance and Policy; and Debashis Basu, editor,
Moneylife.
It offers syndicated columns from Martin Feldstein, Kenneth Rogoff, Daniel Gros and Andrew Sheng,
content from Breakingviews.com - with exclusivity in the Indian market.
In addition to two newspapers, the company also has a books division, which publishes books under
the BS Books imprint.
Business Standard Digital Assets
Business Standard's website properties include bshindi.com, smartinvestor.in. This last is a dedicated
information-cum-trading site for investors.
Business Standard Private Limited is run under the supervision of its board of directors, with TN
Ninan (a former editor of the newspaper and perhaps India's best known business journalist) as
chairman.
Get in touch
The editorial team at businessstandard.com is led by Niraj Bhatt, who can be contacted at
niraj.bhatt(at)bsmail.in. For business enquiries, please contact Shailendra Kalelkar at
shailendra.kalelkar(at)bsmail.in.

Vision and Mission of Business Standard described as below in details;
VISION
 Providing information that creates Wealth and enriches lives
MISSION
 A business information company with multimedia interests with a focus on electronic
distribution.
 A company which is fun to work with and develops future leaders
2.2 VISION AND MISSION

Particular Business
Standard
Economics Times Business Line Mint Financial
Express
Price Daily- Rs.6
Sat/Sun- Rs.9
Weekly- Rs.39
Monthly- Rs.156
Yearly- Rs.1872
Daily- Rs.3.50
Tuesday –Rs.3
Magazine- Rs.10
Weekly- Rs.30
Monthly- Rs.120
Yearly- Rs.1440
Daily- Rs.8
Weekly- Rs. 48
Monthly- Rs. 192
Yearly- Rs. 2304
Daily- Rs.6
Magazine- Rs.10
Weekly- Rs.40
Monthly- Rs.160
Yearly- Rs.1920
Daily-Rs.5
Saturday- Rs. 8
Sunday- Rs. 10
Weekly- Rs.43
Monthly- Rs.172
Yearly- Rs.2064
Supplementary Sat/Sun- 1 Wed-1
Thu-1
Sat-1 No supple No supple
Stock Pages Mon-
Tue-4
Wed-4
Thu-4
Fri-4
Sat-4
Sun-
Mon-
Tue-3
Wed-3
Thu-3
Fri-3
Sat-
Sun-
Mon-
Tue-4
Wed-4
Thu-4
Fri-4
Sat-4
Sun-
Mon-1
Tue-1
Wed-1
Thu-1
Fri-1
Sat-1
Sun-
Mon-
Tue-4
Wed-4
Thu-4
Fri-4
Sat-
Sun-
Total Pages Mon-18
Tue-18
Wed-18
Thu-20
Fri-18
Sat-20
Sun-
Average- 18
Mon-16
Tue-18
Wed-18
Thu-18
Fri-18
Sat-12
Sun-
Average-16
Mon-20
Tue-18
Wed-14
Thu-20
Fri-18
Sat-40
Sun-
Average-21
Mon-17
Tue-17
Wed-20
Thu-17
Fri-19
Sat-24
Sun-
Average-19
Mon-16
Tue-18
Wed-18
Thu-18
Fri-18
Sat-10
Sun-12
Average-16
Group Kotak Mahindra
Group
Bennet Coleman & Co.
Ltd.
Kasturi & Sons Ltd. Hindustan Times The Indian
Express Group
No. of Edition 12 12 17 9 11
Features COMMON:
-Companies
-Economy
-World
-Personal Finance
-Issue & Insights
-Opinion
-Strategies
-Brand World
-The Smart
-Investors/Stock
UNCOMMON:
-Private Equity
-Policy and Public
Affairs
-Strat up Corner
- Commodities
-Take Two
-Sat/Sun Market
COMMON:
-Pure Politics
-Economics
-Smart Investors
-Financial
Commodities
-Brand & Companies
-Around the world
-Companies
-Sports
UNCOMMON:
-Edit Page
-Corner
-Personal Technology
-Breaking Ideas
-Saturday Features
COMMON:
-News
-People
-Think
-Banking
-Variety
-Commodity wise
UNCOMMON:
-Your Money
-Firm calls
-Its mutual
-Beyond Stock
-Net worth
-Micro view
-Take 500
COMMON:
-Briefing
-Deals
-Mark to Market
-Corporate
-Views
-Policy
-Politics
-Personal Finance
-News
UNCOMMON:
-Special reports
-In depth
-Economic
express
-Books
-Culture
-Cover story
-Decision
-Style
-Taste
-Sports
-Saturday
Interview
COMMON:
-Economy
-Opinion
-Investor
-International
-Commodity
-Money &
markets
-Companies
UNCOMMON:
-Personal Finance
-Infrastructure
-Education
-Idea Exchange
-Spot lights
-Leisure
-Mind and games
Language Easy Average Average Hard Easy
2.3 PARAMETERS ANALYSIS FOR NEWSPAPER INDUSTRY

INTERPRETATION OF PARAMETERS ANALYSIS:
The above table prepared after the content analysis of various financial newspapers. From the
parameter analysis we came to know there are various difference between newspaper like Price, News,
Content, Appearance and Features etc. are the examples.
If we compare other financial daily with ‘Business Standard’ then it covers lot of articles with
reasonable price. But in terms of price ‘Economic Times’ is clean winner and which is most preferred
newspaper in this research. And ‘Mint’ also come in the race of financial daily.
If we compare financial daily in terms of features, then ‘Mint’ covers lot of features. And second
comes ‘Business Standard’ and then 3rd
one is ‘Financial Express’.

BUSINESS STANDARD
Strength:
 At competitor price level
 Higher stock pages
 Easy language
 Provides expert opinion for those who wants to invest in stock market
 More content
Weakness:
 Higher price than Economic times
 The sports and technology related news only availabe at the end of week
Opportunity:
 New market development at new area
 Can launch e-news paper for those who mostly working with computer and mobile
 New TV channel may expand their market
Threats:
 Economic times has cheaper rate than business standard so, may Economic times first choice
of customer.
 Technological use may decrease the reader of news paper
2.4 SWOT ANALYSIS

2.5 ORGANIZATIONAL HIERARCHY

A brief department detail to give an idea of where the things are placed in Business Standard is as
follows:
OVERVIEW:
1. EDITORIAL DEPARTMENT: -
As it is a unique feature of Business standard that it is an editorial driven paper. So this department is
most important for the company because all the major decisions to publish the various news are taken
by the editorial department.
Editorial department collects the news form the various sources and then edits the contents and then
send it to Mumbai or Delhi for the adjustment in the page. The department writes different stories on
IT, Banking, Insurance, Oil & Gas, Telecom and other special articles from the various sources.
After allocating space for the advertisement the department adjusts the remaining space for the articles.
The Group Managing Editor of Business Standard is Mr. A.K.Bhattacharya. The company has very
good editorial structure.
2.6 DEPARTMENTS OF THE COMPANY
Dispatch
Marktet
Developm
ent
System/IT
Productio
n
Schedulin
g
Advertise
ment sales
Editorial

Hierarchy of Editorial Department:
2. SCHEDULING DEPARTMENT: -
Scheduling department is responsible for the layout of the newspaper. The main function of this
department is to adjust the advertisement and editorials in the page that means this department makes
the schedule of the page.
Before printing any news or advertisement in the newspaper the department will take Tentative Ad
Dummy i.e. a layout of the actual paper on A4 size paper for each page every day. And then this
schedule is forwarded to the production department to work out the page accordingly.
For this function the department is used two types of software namely Quark Express and Flight Check
Software, the data are taken in the form of PDF file & EPS format. If any format goes out of its range
than the software will alert it & show the error. Scheduling department has to leave 0.5 cm above and
below in the newspaper, the above line is known as Date line and below line is known as Print line.
3. SYSTEM DEPARTMENT: -
System department is responsible for the communication network as well as all the technical related
problems in the company. All the seven branches of Business Standard are linked with V-SAT and
with the dedicated leased line along with the Head Office. The cost of V-SAT is approximately Rs.1
lakhs p.a.
The most important work of the system department is to connect all the telephone lines with EPBX
system and connect all the branches to the Head Office with Hot line, which helps to reduce STD cost
Special
Correspon
dence
Principle
Correspon
dence
Senior
Reporter
Editor
chief

for the company. The system department at Ahmedabad receives a facsimile copy of newspaper every
day and forwards its printout on the butter paper to the production department.
4. PRODUCTION DEPARTMENT: -
After receiving the facsimile copy on the butter paper from the System Department. This butter copy
is framed on the aluminium plate. This plate is then fixed in the printing machine and then as per the
printing orders the printing starts.
Machine, which is used, for the production is known as Film Processor, which costs approximately
Rs.2.5 lakh. The machine is divided in the four different units’ i.e.
Developer Unit
Fixed Unit
Wash Unit
Dryer Unit
Production department is used mainly four colours for the hard copy, which are Black, Yellow, Cyan
and Magenta. Same colours are used at the time of final printing of the newspaper at press. Row
Material for this department is paper and aluminium plate. Print is come in the form of reel. The cost
of the reel is Rs.10000.
5. DISPATCH DEPARTMENT: -
Dispatch department is responsible for the regular dispatch of total number of copies at various
destinations at the right time. It is also responsible for how many copies should be reach at each center
i.e. local or up country.

Dispatch at Night: -
Based on the print order the instructions are given to the press and accordingly the copies are printed.
Since the upcountry edition is printed first the dispatch executive arranges the set of labels according
to the order of the dispatch. Based on the timing on each of the challan the dispatch supervisor prepares
a report called the Night Report and mentions the timing against each route. He also makes a mention
of any special happenings like if there is any delay, the reason for the delay, any printing breaks, and
any short or extra copies and how the same have been accounted for, shortages in supplements etc.
Unsold Copies: -
Unsold are the copies supplied to the agent but not sold and returned by the agent. Different
publications follow different guidelines on unsold including acceptance and passing of credits. The
practice BS follows is:
 For a new agent at a new center for the initial first month all the unsold are accepted. After
that period when the supply is accordingly rationalized the unsold percentage is fixed at 5-
20% depending on the market.
 And in the third month it is brought down to 7-8% of the supply, which is basically to cover
the stall returns.
6. SPACE MARKETING DEPARTMENT
It plays a very important role to run a publication. It is the part and heart of the publication because it
is the only revenue generating department, so all expenses like salaries, production expenses are paid
from this department. For the company, the overall cost of one copy of BS newspaper is around Rs.
15, but they charge to the customers only Rs. 6 for the weekdays and Rs. 9 for the weekend and from
this they give 38.33% (Ahmedabad) to the vendors and 5% (Ahmedabad) to the distributor as the
commission and also there is a different price for different cities.
In Business Standard newspaper, the pages are predefined for the various types of advertisements.
There are advertisement agencies which provide the service of advertising in any newspaper. The
Space Marketing Department is connected with these agencies.

7. MARKET DEVELOPMENT DEPARTMENT: -
Market Development Department generally known as circulation department and responsible for the
circulation of the newspaper in the whole region, which comes under the preview of that addition of
the newspaper. Market Development Department is responsible for more than 40 routes for its regular
supply. Addition to that market development department has daily back-room operations, which
contains to give print order for the regular supply and for other copies like subscriptions,
complementary and sponsored copies
Functions of Market Development Department: -
MDD handles various functions like Print Order Generation, Regulation of Dispatch and to receive
the payment in mode of cash, cheque or DD against bill generated by it for the month. MDD also has
to maintain following ledgers /books.
 Indent Revision:
A book, which keeps a record of daily supplies to each agent, and the variation in the supplies
as per agent’s requirement of copies.
 Print Order Generation:
A slip, which is issued by MDD to production department for the printing of, copies which
contains the requirement of total number of copies to distribution for next day.
 Print Order Variance:
A transactional slip issued to Production Department, which is made by Dispatch Executive
showing last moment change in print order.
 Daily Supply Report:
A master record book in which records of daily supplies of BS copies sent to each agent are
kept.
 Yearly Supply Report: A master record book that records an average annual supply of BS
copies to each agent.

 Net Paid Sales:
A master record book, which contains the information about daily sale of BS on cover price.
The formula for calculating NPS is
NPS = Total Print Order – FRSN – Complimentary copies – Unsold copies
 Unsold Register:
A register which maintain a record of daily unsold. Local unsold is maintained on day to day
basis whereas up country unsold is maintained on monthly basis, which will be credited in
agents account as per the unsold norms
.
 Payment Receipt Book:
A transaction record, which shows the receipt of payment from the agents.
The role of Market Development Department goes beyond simply distributing the newspaper to
readers. Circulation department also sell and promotes the newspaper. They must identify what
reader’s want, when and at what price.
MDD also includes Dispatch Control Department, which plays the role of to send right number of
newspapers at right time, at right station to the right person. For the above purpose this department
generates Print Order and Rush Mails of Business Standard. Print Orders shows the required number
of newspapers to be printed for each station for the next day. The numbers of Rush Mails are generated
accordingly.
To manage the distribution channel properly is not the only task that the Market Development
Department has to perform. The department also has to take care for the necessary steps required to
tape the opportunities prevailing in the market.
Department tries to increase the readership base with various tactics like mass subscription, prepaid
card, sponsored copies etc.

Regular Supply
Regular circulation refers to the circulation of newspaper at the cover price that is Rs. 6 /- from
Monday to Friday and Rs. 9 for Saturday, Ahmedabad Edition. Business Standard has a regular
circulation of more than 150000 copies all over India with its seven editions. Regular copy of B.S is
supplied through the existing channel of hawkers and agents.
Mass Subscription
Mass subscription schemes are launched to acquire multiple subscriptions from a single place e.g.
corporate office, hotels and institutions. In organization point of view this offer can give marginal
increment to its daily circulation.
Sponsored Copies
This scheme is specially made for those corporate clients who want to advertise in the newspaper.
This turns out to be an economical form of promotion for the promoter. The promoter pays for the
number of copies to be circulated in the area of their preference. A sticker is also placed on such
sponsored copies.
This scheme is beneficial for both the Sponsor Company and B.S to promote the daily in an
economical way. The sponsored copies also increase the average circulation figure of the company.

CHAPTER #
3
RESEARCH METHODOLOGY
CHAPER CONTENT
3.1 Introduction about Title
3.2 Objectives of Research
3.3 Research Methodology
3.4 Limitation of Research

TITLE OF THE PROJECT
“Importance and utility of reading newspaper by various target groups”
The title of the project provided by the company to the know current scenario of market. And there
is involved some other object which is mention in this project. The title basically focuses on what
people read and what is the main benefit they get from reading newspaper daily bases.
PRIMARY OBJECTIVE:
 To know importance and utility of reading newspaper
SECONDARY OBJECTIVE:
 To Find out most preferred newspaper by customer
 To know which factor mostly affects while reading and purchasing newspaper
 To know what purpose people read newspaper
 To know customer wants to shift from existing newspaper to the Business Standard
3.1 INTRODUCTION ABOUT TITLE
3.2 OBJECTIVES OF RESEARCH

RESEARCH DESIGN:
In this research, we have used descriptive design. In this design we have used cross sectional design.
It involves the collection of information from any given samples of population elements only once.
Cross sectional design is further divided in two type’s single cross sectional and multiple cross
sectional. We have used multiple cross sectional design.
SOURCES OF DATA:
PRIMARY DATA:
The collection of primary data during the course of doing experiments in an experimental research but
in case we do research of the descriptive type and perform survey whether sample survey of census
survey. Then we obtain primary data either through a direct communication with respondent or
questionnaire.
SECONDARY DATA:
For this research secondary data was collected through various sources like, Websites, Journals,
Magazines, Articles, Books and Project reports are the main sources for secondary data in this
research.
DATA COLLECTION METHOD:
There are mainly two methods of primary data collection survey method and observation method. We
have used survey technique for data collection in our research.
POPULATION:
Population for this study is the target population like, Advocate, Bank Manager, Business man,
Professors, Mutual Funds, Agents, Stock Brokers, Commodity Brokers and Jewellers etc. from Kadi
and Mehsana area.
SAMPLING METHOD:
3.3 RESEARCH METHODOLOGY

In Nonprobability sampling technique the chances of selection of all elements of population are not
equal and Convenience Sampling Method means sample drawn at the convenience of the interviewer
people tend to makes the selection at familiar location and choose respondents who are like
themselves.
SAMPLING FRAME:
The sample for the research is taken only from Kadi and Mehsana city only.
SAMPLING SIZE:
The sample size of the survey is 213.
DATA COLLECTION INSTRUMENT:
For this research choose “Questionnaire” as a tool for primary data collection and “Internet access”
for the secondary data collection. It Include: Multiple Choice Questions, Open/Close Ended Question
and Nominal/ordinal/Likert Scale Question type of questions
ANALYSIS TOOLS:
The analysis tools used in this research is SPSS and Microsoft Excel 2016 software.
STATISTICAL TESTS:
These are the statistical test used in this research Descriptive statistics, Chi-square, T-test and
ANOVA.
 The research is only applicable to the Kadi and Mehsana area.
 The research is done on the basis of data provided by the respondents.
3.4 LIMITATIONS OF RESEARCH

CHAPTER #
4
LITERATURE REVIEW
CHAPER CONTENT
4.1 Literature Review
4.2 Research Gap

INTRODUCTION:
The newspaper is the most powerful of all the organs of expression of the news and views about men
and the things. Newspapers are regarded by economists as a necessity of modern life. With the growth
of literacy and the development of the means of communication they are playing a very important part
in society. There are many advantages of reading the newspapers. Newspapers help us in
disseminating good ideas. In newspapers we find reviews on newly published books. We read
accounts of discoveries and scientific research. There are useful articles on every topic. In short
newspaper play vital role in our life.
DETAIL STUDY:
Laureta Vavla (2009) did research on “Benefits of Using Newspapers, Magazines and Books in
Classroom” This research paper aims at giving an overall view of the outstanding advantages that the
usage of various mass media in the classroom is able to provide to students and teachers simultanously.
The mass media are the most pervasive features of modern life. They inform, amuse, startle, anger,
entertain, thrill, but very seldom leave anyone untouched``(Biagi, 1996). Newspapers, magazines,
books, Internet, records, radio and television, are all powerful and endless sources of information
that can be easily compared to a library or an encyclopedia; primarily because they give to the reader
the opportunity to extend knowledge and they facilitate self-education. Access to media is a crucial
thing from a pedagogical point of view: the variety of subjects and topics that they cover make mass
media interesting and motivating for the students to work with. This paper shows in general how print
media in particular help students and teachers to gather, contrast, analyze and classify information,
concepts and perspectives. The focus has been laid on the use of newspapers, magazines and books in
the classroom with the students and by the teachers.
Sunil Patel, Himanhu Barot and Keyur Darji (2013) they did research on “An Emperical Study of
Consumer Behavior on Financial Dailies” Financial Newspaper is a product which is required by all
the stakeholders who deals in the financial market. Delay in the distribution can cause many problems
to the readership figures. It is a product which loses its value as day goes on. It is a product without
which a day cannot be started for this specific crowd. Most of the financial daily newspapers are
published from Monday to Friday. It covers most of the sector and industry news in 10 to 12 pages. It
also covers few pages of very important news and tips regarding stock markets which are very much
4.1 LITERATURE REVIEW

helpful to the investors and stock brokers. A company needs to know the behaviour of their consumers
to know what they think about the product or service which they are offering. The study has been done
to understand the consumer behaviour on financial dailies. The comparison has been done between
various financial newspapers. There was comparison done on the basis of the time of reading the
newspaper by the readers and various features the readers wanted in a particular paper. The survey
has been done on the basis of various parameters by comparing the features of various newspapers.
Jigna Solanki (2013) has done their research on “People’s Experience Towards Divyabhaskar
Newspaper in Surat City” and found that on the basis of research it is found that people feels happy to
read Divya Bhaskar. It is admired by educated people; their overall experience with Divya Bhaskar is
satisfactory and also needs more value edition in terms of news. The new media has expanded the
horizons for news and information gatherers, but the focus of this study remains Newspaper. This
survey is designed to find out about divyabhaskar Newspapers liking. With reading news paper of
divyabhaskar people are satisfied or not and what they want from the Newspaper. As Newspapers
carry vital information that are not available on any other information sources, therefore in this paper
it will find out what are the people ‘s preference of getting news details Newspapers of other
information sources.
Dipika Majumder and Md.Mehedi Hasan (2013) did research on “Newspaper Reading Habits of
Private University Students” and found that students are the future of a nation and newspaper reading
can make them a good citizen who can contribute for themselves as well as for their county whenever
the necessity is. To make newspaper reading easy and affordable to the respondents the study likes to
recommend in the following way
Parents should provide a supporting environment to influence a habit of reading in children at the
young age. All the concerned parties should influence students to read and should provide well
cooperation to read newspaper. University library should provide adequate number of newspaper and
facilitate the service properly to read newspaper as many respondents as they can. A sense has to
develop to read English newspaper. In university premises internet facilities should be widen enough
to meet the need of the respondents.
Dr. Arvind Kumar Singh (2014) found in his study “Present Trends of Newspapers in India (A
qualitative study)” The study reveals many new things about the coverage of the newspapers. They
are adopting more professional approach and trying their best not only to attract audience but to

associate the readers. The overall approach of newspapers is market oriented. They are presenting the
material in some such manner so the attention of readers may easily be grabbed.
 The contents newspapers are covering maximum subjects from different areas of life.
 Local stories are given preference in comparison to news of geographically remote areas.
 The newspapers are adopting several new styles in writing the headlines.
 Headlines have become an important means of attraction.
 The newspapers are involving themselves in various social campaigns to associate various
section of the society.
 Photos and graphics have become a very important part of the newspapers.
 Use of English words has increased.
 Newspapers are playing several roles at the same time.
Jinal Parikh (2014) she did research on “Readers’ Perceptions of Leading Vernacular Dailies in
Ahmedabad, (Gujarat, India)” and she found that the vernacular Indian print Industry is growing at a
dynamic pace. With the readers today getting an array of options to choose from and the intensified
competition between the players in the vernacular print industry, catering to the tastes of the readers
has become not only difficult but also an imperative for the vernacular dailies. Further, competition
along with survival is becoming the order of the day for them. The present research paper is an attempt
to find out the key attributes considered by the readers while evaluating the vernacular newspapers in
Ahmedabad (Gujarat, India). Next, we attempt to map the readers’ perceptions of leading vernacular
dailies in Ahmedabad (Gujarat, India). In addition, through this paper an attempt to find out whether
there is an association between the importance attached to attributes and the demographics of the
readers surveyed for each of the leading vernacular dailies in Ahmedabad. The study is a combination
of exploratory and descriptive research which was carried out using both primary and secondary data.
The findings provide insights about the various attributes considered by the readers of the papers while
evaluating the vernacular newspapers. The results of attribute based perceptual mapping indicate each
newspaper’s unique position as perceived by its readers.
Dr. V. N. Nagashetti and Anand Y. Kenchakkanavar (2015) has their research on “News Paper
Reading Habits Among The Students of Muncipal Arts and Commerce College” Newspaper is a most
essential part of acquiring knowledge and the current affairs which are most required part of education.
The students can get easily present news and motivating things by reading a newspaper. The reading
of newspaper is extremely helpful for the students to increase their language skill and to know facts

of the world. The present study is adopted questionnaire based survey method; newspaper reading
habits of the under graduate students of Municipal Arts and Commerce College, Laxmeshwar, has
been studied. A total of 250 questionnaires were distributed among the students and 216 filled
questionnaires were received. The survey reveals that most of the under graduate students daily read
Kannada and English newspapers and this paper also show up that a most of the students preferred
library as place to read newspaper.
Prabha Basavaraj Swamy, Onkargouda Kakade and Namrata Raut (2015) they did their research on
“The Role of Small and Medium Newspaper in Development” Media works for the development of
country. Media throws light on weaker section of the society. In the rural area, small newspapers
bridge between the society and concerned government. Small newspapers commenced with an
intension to ignite the freedom fire in people mind in the pre-independence India. They are playing
momentous role in the development of nation in post independence India also. Small newspapers also
have equal responsibility and role to build the nation strongly. Because India is the country of the
villages. Development of rural area can drive the nation in the path of development in all the sectors.
welfare. It covers the development issues and tries to draw the attention of government. Local
problems like water, road, power cut, seeds for farmers, drainage, cheats in pesticides, municipality,
problems in local governments, and gives daily half page column in the paper. Newspapers can change
the world. This study shows that Suddimoola newspaper gives more coverage to the regional
development news.
NIELSEN (2015) has done their research on “The Decline Of Newspapers And The Rise Of Digital
Media” and found that local journalism today is changing in part because of the larger changes
underway in our media environments. This transformation puts the future of local journalism as we
have known it in question because the business models that have for more than a century supported
the profession are under tremendous pressure, and because the very social significance of categories
like ‘news’ and ‘journalism’ that we have taken for granted sometimes seem in flux. The digital media
environment undoubtedly represents considerable potential for inspiring new forms of local
journalism, but so far few have managed to realise that potential and establish sustainable forms of
born-digital local journalism. Both market and non-market forms of online-only local news production
have so far struggled to survive. It is possible that various forms of distributed information production,
sharing, and networked journalism in the future can provide many of the same kinds of things local
journalism and local news media organisations offer and have offered without having to build similar
kinds of organisations with all the costs associated with them. But so far that is largely hypothetical.

Meanwhile, newspapers continue to see their print circulation decline, readership decrease, revenues
erode, and often in turn cut their investment in local journalism.
There is no research has been caried out on the Importance and utility of reading newspaper at Gujarat
state of Kadi and Mehsana area. So, in order to fulfill this gap we had undertaken a research on
“Importance and utility of reading newspaper by various target groups” For this purpose research has
been caried out at Kadi and Mehsana area.
4.2 RESEARCH GAP

CHAPTER #
5
DATA ANALYSIS
AND
INTERPRETATION

1. Do you read newspaper?
TABLE 5.1
Particular Frequency %
Yes 213 100
Total 213 100
GRAPH 5.1
INTERPRETATION:
Here the above question is qualifying question. In this research all the respondents reads newspaper.
It might be possible have different answer on another research.
100%
Newspaper Reader
Yes

2. Which newspaper do you read?
TABLE 5.2
GRAPH 5.2
INTERPRETATION:
Above table and graph shows that most of people read ‘Gujarat Samachar’ and ‘Sandesh’. Because
this newspaper comes with native language so, obviously most of people from Gujarati background.
In English newspaper ‘Times of India’ comes first with 37 people reads in our research and in financial
daily ‘Economic Times’ holds first with 27 people reading in our survey.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13 17
39 37
0 2 1 2 1 0
14
87 83
61 63
100 98 99 98 99 100
86
Readers Non Readers
Particular Readers Non
Readers
Total Readers
%
Non
Readers
(%)
Total
%
Economics Times 27 186 213 13 87 100
Times of India 37 176 213 17 17 100
Gujarat Samachar 84 129 213 39 39 100
Sandesh 79 134 213 37 37 100
Financial Express 1 212 213 0 0 100
Business Standard 4 209 213 2 98 100
Indian Express 2 211 213 1 99 100
Rajasthan Patrika 4 209 213 2 98 100
The Hindu 3 210 213 1 99 100
Smart Investors 1 212 213 0 100 100
Divya Bhaskar 30 183 213 14 86 100

3.How much time do you spend in reading newspaper?
TABLE 5.3
GRAPH 5.3
INTERPRETATION:
In our research 44% people spend less than 30 minutes to read newspaper. Where 43% spend around
30-60 minutes to read newspaper. And only 11% people spend more than 60-90 minutes, where only
2% people gives more than 90 minute for reading newspaper. From this we can conclude that most of
people spend less than 30 minutes for reading newspaper.
<30 94 44
30-60 91 43
60-90 24 11
90> 4 2
Total 213 100
0
5
10
15
20
25
30
35
40
45
<30 30-60 60-90 90>
44 43
11
4
Frequency

4. What do you read in newspaper?
TABLE 5.4
Just go through headline 73 34
Supplements 30 14
Full Newspaper 71 33
Particular Features 39 18
Total 213 100
GRAPH 5.4
INTERPRETATION:
From the above graph and table through we can see that in our survey 34% people “Just go through
headline” while reading newspaper. 33% people read full newspaper and 14% people read
supplements only. And 18% people read only features. Like Brokers reads only commodities features,
Advocate reads notice and new laws etc.
34%
14%
34%
18%
Just go through headline
Supplements
Full Newspaper
Particular Features

5. Which is the main benefit you gain from reading newspaper?
TABLE 5.5
Particular Benefit Not
Respondent
Total Benefit
(%)
Not
Respondent
(%)
Total
(%)
Investment Decision 55 158 213 26 74 100
It helps in Decision
Making
59 154 213 28 72 100
Business Knowledge 127 86 213 60 40 100
Stock Information 62 151 213 29 71 100
It increases vocabulary 30 183 213 14 86 100
Gives entertainment 27 186 213 13 87 100
Others 28 185 213 13 87 100
GRAPH 5.5
INTERPRETATION:
Out of 213 people 127 thinks that they get benefit of ‘Business Knowledge’ and second most important
benefit they ‘Stock market information’ and third ‘It helps in decision making’ and rest they get
‘Investment decision’ and least (27) people think that the newspaper ‘Gives entertainment’, ‘It
increases vocabulary’ and other benefit they mention that it provides, ‘General knowledge’, ‘Increases
awareness’ etc.
INVE S T ME NT DE C IS ION
I T H E LP S IN DE C IS ION MA K ING
BUS INE S S K NOW LE DGE
S T OC K INF ORMA T ION
IT INC RE A S E S VOC A BULA RY
GIVE S E NT E RT A INME NT
OT H E RS
26
28
60
29
14
13
13
74
72
40
71
86
87
87
Benefit Not Respondent

6. What factor do you considered while reading newspaper?
TABLE 5.6
Particular Most
Important
Important Neutral Not
Important
Not at all
Important
Total Mean Standard
Deviation
Political 77 49 63 21 3 213 2.17 1.074
Mutual Fund &
Stock
70 95 39 5 4 213 1.96 0.881
Banking 98 61 34 17 3 213 1.90 1.030
Economics 87 75 34 11 6 213 1.94 1.015
Nation 74 86 36 14 3 213 2.00 0.954
World 59 74 63 10 7 213 2.21 1.008
Sports 73 61 47 28 4 213 2.20 1.107
Editorial Page 42 68 63 35 5 213 2.50 1.058
Brand World 32 76 71 26 8 213 2.54 1.012
Technology 56 82 52 19 4 213 2.22 0.995
Personal
Finance
75 74 41 17 6 213 2.08 1.056
Commodities 57 73 53 20 10 213 2.31 1.106
Education 66 80 45 17 5 213 2.13 1.019
Strategies 53 71 55 27 7 213 2.36 1.088
INTERPRETATION:
Less than 2 mean score is 1.90, 1.94 and 1.96 which is Banking, Economics and Mutual fund and
Stock news respectively most important news for readers. Where less than 2.40 mean score is 2.00,
2.08, 2.13, 2.17, 2.20, 2.21, 2.22, 2.31, and 2.36 which is Nation, Personal Finance, Education,
Political, Sports, World, Technology, Commodities and Strategies comes under Important news in
this research. Where more than 2.5 is 2.50 and 2.54 news is Editorial page and Brand world comes
under neutral that means news may important or may not be important for respondent.

7. What factor do you consider while purchasing newspaper?
TABLE 5.7
Particular Most
Important
Important Neutral Not
Important
Not at all
Important
Total Mean Standard
Deviation
Price 51 33 46 55 28 213 2.89 1.376
Language 72 93 35 11 2 213 1.96 0.892
Availability 68 96 38 10 1 213 1.97 0.854
Brand 67 75 40 26 5 213 2.19 1.083
Content 81 79 35 13 5 213 1.98 1.002
Appearance 47 89 36 35 6 213 2.36 1.084
INTERPRETATION:
There are three mean score comes under 2 which is Language, Availability and Content the mean
score for that is 1.96, 1.97 and 1.98 respectively which means these factors are most important while
purchasing newspaper. Where more than 2 is three mean score 2.19 and 2.36 is nearest to important
so, these factors affects while purchasing newspaper. Where the ‘Price’ mean score is 2.89, which is
nearest to neutral which means price is not important while purchasing newspaper.

8. Rank newspaper according to your preference? (1 to 5)
(1=Most preferred and 5=Least preferred)
TABLE 5.8
Particular 1 2 3 4 5 Total Mean Rank
Business
Standard
Frequency 23 24 58 43 65 213
3.48 4
Multiplied 23 48 174 172 325 742
Economics
Times
Frequency 82 67 31 14 19 213
2.16 1
Multiplied 82 134 93 56 95 460
Financial
Express
Frequency 10 34 55 73 41 213
3.47 3
Multiplied 10 68 165 292 205 740
Indian Express Frequency 16 28 47 57 65 213
3.60 5
Multiplied 16 56 141 228 325 766
Times of India Frequency 83 61 20 26 23 213
2.27 2
Multiplied 83 122 60 104 115 484
(Multiplied=Frequency*Rank)
(Less total of multiplied row taken as first priority)
INTERPRETATION:
The above question is asked to the respondent to know which newspaper most preferred by respondent.
In this research most of respondent gives 1st rank to ‘Economic Times’ and 2nd rank to the ‘Times of
India’ and 3rd, 4th and 5th rank given to the ‘Financial Express’, ‘Business Standard’ and ‘Indian
Express’ respectively.

9. Are you satisfied with current newspaper?
TABLE 5.9
Highly Satisfied 63 29.58
Satisfied 123 57.75
Average 26 12.21
Dissatisfied 1 0.47
Highly Dissatisfied 0 0.00
Total 213 100
GRAPH 5.9
INTERPRETATION:
The above question asked to the respondent to know satisfaction level with existing level. So in this
research out of 213 people 123 (57%) people are satisfied with their existing newspaper. Where 29%
people are highly satisfied with newspaper. Only 1 person dissatisfied with existing newspaper.
30%
58%
12% 0%0%
Highly Satsified
Satisfied
Average
Dissatisfied
Highly Dissatisfied

10. Do you want to shift from existing newspaper to Business Standard?
TABLE 5.10
Definitely 8 4
Probably 72 34
Not sure 90 42
Probably not 29 14
Definitely not 14 7
Total 213 100
GRAPH 5.10
INTERPRETATION:
The above question asked to the respondent to increase the subscription of ‘Business Standard’. In our
research 42% people are ‘Not sure’ about shifting to the Business Standard. Only 7% people are
‘Definitely not’ want to shift.
0 5 10 15 20 25 30 35 40 45
Definitely
Probably
Not sure
Probably not
Definitely not
4
34
42
14
7
Frequency

DEMOGRAPHIC DETAILS
TABLE 5.11
Serial No. Demographics Frequency %
1 Gender
Male 205 96
Female 8 4
Total 213 100
2 Age
21-30 82 38
31-40 83 39
41-50 37 17
51-60 10 5
61-70 1 0
Total 213 100
3 Occupation
Service 86 40
Business 16 8
General Manager 42 20
CA 9 4
Advocate 38 18
Jewellers 6 3
Brokers 16 8
Total 213 100

CHAPTER #
6
INFERENTIAL STATISTICS

6.1 DESCRIPTIVE ANALYSIS
TABLE 6.1
Descriptive Statistics
Particular N Mean Std.
Deviation
Skewness Kurtosis
Statistic Statistic Statistic Statistic Std.
Error
Statistic Std.
Error
Gender 213 1.04 .191 4.899 .167 22.210 .332
Age 213 1.90 .884 .783 .167 .104 .332
Occupation 213 2.90 1.977 .641 .167 -.836 .332
INTERPRETATION:
In our research the standard deviation is not equal to 1, Skewness is less than 3, Kurtosis is not
equal to 0, that means x̅ ≠ M ≠ Z; the data is not normally distributed and further test can be
applied.

6.2 CHI-SQUARE
TABLE 6.2
Hypothesis Significance Value Result
HO: Time spending on the newspaper and genders of the respondent
are independent each other
H1: Time spending on the newspaper and genders of the respondent
are dependent each other
.109 Accepted
HO: Time spending on the newspaper and age of the respondent are
independent each other
H1: Time spending on the newspaper and age of the respondent are
dependent each other
.928 Accepted
HO: Time spending on the newspaper and occupation of the
respondent are independent each other
H1: Time spending on the newspaper and occupation of the
respondent are dependent each other
.004 Rejected
HO: What they read and genders of the respondent are independent
each other
H1: What they read and genders of the respondent are dependent each
other
.564 Accepted
HO: What they read and age of the respondent are independent each
other
H1: What they read and age of the respondent are dependent each
other
.681 Accepted
HO: What they read and occupation of the respondent are
independent each other
H1: What they read and occupation of the respondent are dependent
each other
.503 Accepted

INTERPRETAION:
HO: Time spending on the newspaper and gender of the respondent are independent each other
Interpretation: Here the significance value is 0.109 which is greater than 0.05, so null hypothesis is
accepted, it means there is no significance difference between time spending on the newspaper and gender
of the respondent.
HO: Time spending on the newspaper and age of the respondent are independent each other
accepted, it means there is no significance difference between time spending on the newspaper and age of
the respondent.
HO: Time spending on the newspaper and occupation of the respondent are independent each other
Interpretation: Here the significance value is 0.004 which is less than 0.05, so null hypothesis is rejected,
hence there is significance difference regrading time spending on the newspaper and occupation of the
respondent.
HO: What they read and genders of the respondent are independent each other
accepted, it means there is no significance difference between what they read and genders of the respondent
HO: What they read and age of the respondent are independent each other
accepted, it means there is no significance difference between what they read and age of the respondent
HO: What they read and occupation of the respondent are independent each other
accepted, it means there is no significance difference between what they read and occupation of the
respondent

6.3 INDEPENDENT SAMPLE T-TEST
TABLE 6.3: Independent Sample T-Test with Factors Consider While Purchasing
Newspaper and Genders of respondent
HO:1 There is no difference between Price consider while
purchasing newspaper and Gender of the respondent
.134 Accepted
HO:2 There is no difference between Language consider while
.505 Accepted
HO:3 There is no difference between Availability consider while
.952 Accepted
HO:4 There is no difference between Brand consider while
.582 Accepted
HO:5 There is no difference between Content consider while
.975 Accepted
HO:6 There is no difference between Appearance consider while
.630 Accepted
TABLE 6.4: Independent Sample T-Test with Satisfaction Level with Current
Newspaper with Gender of the respondent
HO:1 There is no difference between Satisfaction level with current
newspaper and Gender of the respondent
.674 Accepted

INTERPRETAION: For Independent Sample T-Test with Factors Consider While
Purchasing Newspaper and Genders of respondent
HO:1-There is no difference between Price consider while purchasing newspaper and Gender of the
respondent
Interpretation: Here the significance value is 0.134 which is more than 0.05 so null hypothesis accepted
and alternative hypothesis rejected, it means that there is no difference between Price consider while
purchasing newspaper and Gender of the respondent.
HO:1-There is no difference between Language consider while purchasing newspaper and Gender of the
respondent
and alternative hypothesis rejected, it means that there is no difference between Language consider while
HO:1-There is no difference between Availability consider while purchasing newspaper and Gender of the
respondent
and alternative hypothesis rejected, it means that there is no difference between Availability consider while
HO:1-There is no difference between Brand consider while purchasing newspaper and Gender of the
respondent
and alternative hypothesis rejected, it means that there is no difference between Brand consider while
HO:1-There is no difference between Content consider while purchasing newspaper and Gender of the
respondent
and alternative hypothesis rejected, it means that there is no difference between Content consider while

HO:1-There is no difference between Appearance consider while purchasing newspaper and Gender of the
respondent
and alternative hypothesis rejected, it means that there is no difference between Appearance consider while
INTERPRETATION: For Independent Sample T-Test with Satisfaction Level with
Current Newspaper with Gender of the respondent
HO:1-There is no difference between Satisfaction level with current newspaper and Gender of the
respondent
and alternative hypothesis rejected, it means that there is no difference between Satisfaction level with
current newspaper and Gender of the respondent.

6.4 ONE-WAY ANOVA
 One Way ANOVA with Factors consider while purchasing newspaper and
Age of respondent
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Price
consider while purchasing newspaper and Age of the respondents. There was no significant
difference in Price consider while purchasing newspaper and Age of the respondents at the p>0.05
level for three conditions [F (4) = 1.862, p=0.118].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the language
difference in Language consider while purchasing newspaper and Age of the respondents at the
p>0.05 level for three conditions [F (4) = 0.643, p=0.632].
H0:3 A one-way ANOVA was conducted to compare the significance difference in the
Availability consider while purchasing newspaper and Age of the respondents. There was
significant difference in Availability consider while purchasing newspaper and Age of the
respondents at the p<0.05 level for three conditions [F (4) = 2.597, p=0.037].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Brand
difference in Brand consider while purchasing newspaper and Age of the respondents at the p>0.05
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Content
difference in Content consider while purchasing newspaper and Age of the respondents at the
p>0.05 level for three conditions [F (4) = 0.844, p=0.499].
Appearance consider while purchasing newspaper and Age of the respondents. There was
significant difference in Appearance consider while purchasing newspaper and Age of the

Satisfaction level of current newspaper and Age of the respondents. There was no significant
difference in Satisfaction level of current newspaper and Age of the respondents at the p>0.05
 One Way ANOVA with Factors consider while purchasing newspaper and
Occupation of the respondent
H0:1 A one-way ANOVA was conducted to compare the significance difference in the Price
consider while purchasing newspaper and Occupation of the respondents. There was significant
difference in Price consider while purchasing newspaper and Occupation of the respondents at the
p<0.05 level for three conditions [F (4) = 2.273, p=0.038].
H0:2 A one-way ANOVA was conducted to compare the significance difference in the Language
consider while purchasing newspaper and Occupation of the respondents. There was no significant
difference in Language consider while purchasing newspaper and Occupation of the respondents
at the p>0.05 level for three conditions [F (4) = 0.997, p=0.442].
Availability consider while purchasing newspaper and Occupation of the respondents. There was
no significant difference in Availability consider while purchasing newspaper and Occupation of
the respondents at the p>0.05 level for three conditions [F (4) = 1.601, p=0.148].
H0:4 A one-way ANOVA was conducted to compare the significance difference in the Brand
consider while purchasing newspaper and Occupation of the respondents. There was significant
difference in Brand consider while purchasing newspaper and Occupation of the respondents at
the p<0.05 level for three conditions [F (4) = 2.387, p=0.030].
H0:5 A one-way ANOVA was conducted to compare the significance difference in the Content
consider while purchasing newspaper and Occupation of the respondents. There was no significant
difference in Content consider while purchasing newspaper and Occupation of the respondents at
the p>0.05 level for three conditions [F (4) = 1.327, p=0.247].

Appearance consider while purchasing newspaper and Occupation of the respondents. There was
significant difference in Appearance consider while purchasing newspaper and Occupation of the
Satisfaction level of current newspaper and Occupation of the respondents. There was no
significant difference in Satisfaction level of current newspaper and Occupation of the respondents
at the p>0.05 level for three conditions [F (4) = 0.780, p=0.587].

CHAPTER #
7
FINDINGS AND
OBSERVATIONS

 In this research all the target respondent reads newspaper daily basis.
 As per research most of people gives first priority to the “Economic Times”.
 Second most preferred newspaper in this research in “Times of India”.
 But as per reader “Gujarat Samachar” is clean winner in our research. The main reason behind
is regional language and most of people from Gujarati background.
 “Sandesh” is second most reading newspaper in this research.
 In terms of English language, the most reading newspaper is “Time of India”.
 In terms of Financial newspaper, the most reading newspaper is “Economics Times”.
 From this research we found that most of people “Just go through headline” of newspaper.
 Most of people get “Business Knowledge” from reading newspaper.
 From this research we found that every news is important according to the occupation of
person.
 Just because of ‘Digital Era’ people interest towards newspaper becoming less day by day.
 During research while talking with respondents they advise us “Biased news” should not be
there.
 As per this research the people who are reading the same newspaper form the longer time and
suddenly they can’t change the newspaper. Because the newspaper is the habitual product, so
they are can’t change easily.
 The suggestions we got from respondent’s like,
 Should focus on digital news,
 Ink of newspaper should improve,
 Should launch new TV channel, so live update they can get,
 Should launch in regional language,
 During the research we found that the customers are also complaining about the
large proportion of the advertisement then the news given in the newspaper. So
sometime the customer is not interested to read the particular newspaper for longer
time.
7 FINDINGS AND OBSERVATIONS

We would like express deep regards to my college for giving us the opportunity to have a real life feel
as to how demanding the profession might be. We have learnt how different the work environment
can be from that of the cushioned life of the college. We've understood what "responsibility" happens
to be and how to manage it. We found that opportunity for business standard is too much because in
the market there are so many people who even do not know the BS. So we can say that awareness of
BS is too low, whereas The Economic Times is market leader.
The overall experience of doing Summer Internship with Business Standard was a great one, which
helped us enhance our knowledge about print media and business of financial daily. Recent concepts
such as Viral Marketing & Referral Marketing were also learnt by us. Another great achievement for
us at Business Standard. This really boosted our confidence as to our ability of communicating with
people. An enriching experience for which We would sincerely like to thank the Team at BS
Ahmedabad, espy Mr. Kunal Panchal & Mr. Jogendra Gurjar
Today in digital world news spread rapidly, the day is not far, where customers might stop to take
Business Standard or its reputation will go in vain. So now there is a big question mark in its service
and promotion. Because Promotion is the important part of 4 P’s.
8 CONCLUSION

"Importance and Utility of Reading Newspaper by Various Target Groups"-Business Standard

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