0601018 survey of small & medium ad agencies

A
PROJECT REPORT
ON
To study the Media consumption habit of small and medium
advertisement agencies and gain an insight into factors
affecting their consumption pattern
FOR
HINDUSTAN TIMES
BY
GAURAV
Under the guidance of
Dr. Vandana Gote
Submitted to
“University of Pune”
In partial fulfillment of the requirement for the award of the
degree of Master of Marketing Management
Through:
VISHWAKARMA INSTIUTE OF MANAGEMENT
PUNE-48
1

ACKNOWLEDGEMENT
No one is indispensable, but there are certain mortals without whom the quality of work
suffers. This guidance becomes indispensable in acquiring quality result.
I would like to thank Mr. Girish Dutta, Asst. Vice President (Media Marketing) for
his valuable support and for giving me the opportunity to do summer training with HT
Media Limited. I would also like to thank Mr. Humayun Said, General Manager
(Media Marketing) and Mr. Sumit Singh, Sr. Manager (Media Marketing), for their
guidance and support, valuable guidance, encouragement and cooperation, this project
could not have been possible.
At the outset, I also express my hearty gratitude to Dr. Vandana Gote, Dr. S.L.Joshi,
for their support and direction in completing the project. Above all I would like to thank
HT Media limited, the organization as a whole to have provided me with an opportunity
to gain insight of the corporate world and media sector. My stay at HT Media limited
helped in developing my potential and my two months of work has really thrilled me.
During this project whatever specialized knowledge I acquired could not have been
possible without the support and guidance of these respected people.
GAURAV
2

PREFACE
A professional course, Business Management, is incomplete unless the theoretical
knowledge acquired in the classroom is backed by practical exposures, as theories alone
do not give perfection to any discipline.
The gap between theory and practical is bridged by the summer training, which has been
made an integral part of the syllabus.
During the M.B.A. program it is compulsory to undergo summer training in any business
organization with the objectives stated below: -
• To get better understanding of business environment under the guidance of
practicing managers.
• To apply the practical knowledge gained from the business organization
concerned along with the theoretical knowledge learnt during the management
program at the business school, to take stock of real life business situation after
completion of the M.B.A. degree.
• To carry out an in-depth study of the functioning of the particular departments in
the business organization where training is imparted.
3

In order to fulfill the above stated objectives, I was sent to Hindustan Times (Media
Marketing), HT media Ltd. 18-20, Kasturba Gandhi Marg, New Delhi for summer
training.
I was assigned with the topic “To study the Media consumption habit of small and
medium ad agencies and gain an insight into factors affecting their consumption pattern”
The Eight-Week training in “HINDUSTAN TIMES” offered me an opportunity to
develop my skills as well as understand the working system of the Media Marketing
Department and also to know how the various other departments are knitted together
for better performance and productivity.
4

TITTLE INDEX
S. NO. TOPIC PAGE NO.
1. Executive Summary 1-2
2. Company Profile 3-10
3. Objectives of the report 11-11
4. Problem 12-12
5. Synopsis 13-13
6. Research Methodology
&
SWOT
14-19
7. Theoretical Background 20-31
8. Analysis 32-44
9. Conclusions 45-45
10. Recommendation 46-46
11. Limitation 47-47
12. Bibliography 48-48
5

EXECUTIVE SUMMARY
HT Media Limited is a major player in the print media in India. It has a leadership
position in the English newspaper market in North India and the second position in
the Hindi newspaper market in the North and East. It is the No. 1 read and circulated
English Daily in Delhi and NCR.(Source : IRS 2006 R1 & ABC J-D’05)
The group now intends to consolidate itself as a vibrant and modern media
powerhouse through strategic partnerships, ever-increasing scope of operations and a
consumer focused approach.
Hindustan Times, the flagship publication from the group, was inaugurated by
Mahatma Gandhi in 1924 and has established its presence as a newspaper with
editorial excellence and integrity.
Today, Hindustan Times has a circulation of over 1.2 million and is the fastest
growing mainline English newspaper in terms of readership. Hindustan Times, Delhi,
is India’s largest single-edition daily. In July 2005, Hindustan Times made a
successful entry into the commercial capital of India – Mumbai
6

Hindustan, the Hindi daily from HT Media Limited, is one of the leading Hindi
dailies in the country with a readership in excess of 10 million. This makes it the
fourth largest read daily in India.
Hindustan Times has continuously evolved itself to meet the needs of the global
Indian consumer. Changing with the times, it introduced the compact web-width
format that has now become a norm in the industry. It has recently undertaken a
complete redesign to sport a new, international look.
The group's news portal HindustanTimes.com, with over four million unique visitors
and 90 million page views per month, is one of the largest news portals in the
country. It has consistently been ranked amongst the top 10 news sites in the world by
Forbes and offers in-depth coverage and analyses to its users.
The group recently entered into an MOU with Virgin Asia to enter the emerging radio
space in the country
7

COMPANY PROFILE
The Hindustan Times is a leading newspaper in India. It is the market leader for English
papers in North India. It has its roots in the independence movement of the first half of
the twentieth century. It was edited at times by many important people in India, including
Devdas Gandhi (the son of Mahatma Gandhi) and Khushwant Singh. Hindustan Times
(or HT as it is popularly known as) was founded in 1924 by Master Sunder Singh
Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab,
with the contributions from USA, Canada and locals mostly from Lyallpur District
Sheikhupura (now in Pakistan). S Mangal Singh Gill (Tesildar) and S. Chanchal Singh
(Jandiala, Jullundur) were made in charge of the newspaper. Pt Madan Moham Malayia
and Master Tara Singh were among the members of the Managing Committee. The
Managing Chairman and Chief Patron was Master Sunder Singh Lyallpuri himself. K. M.
Panikkar was its first Editor with Devdas Gandhi (son of Mahatma Gandhi) also on the
editor's panel. The opening ceremony was performed by Mahatma Gandhi on September
15, 1924. The first issue was published from Naya Bazar, Delhi (Now: Swami Sharda
Nand Marg) and 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 Haton, Harinder Nath Chattopadhyaya, Dr Kichlu
and Rubi Waston etc.
8

The Hindustan Times is a leading newspaper in India. It is the market leader for English
papers in North India. It has its roots in the independence movement of the first half of
the twentieth century. It was edited at times by many important people in India, including
Devdas Gandhi (the son of Mahatma Gandhi) and Khushwant Singh. Hindustan Times
(or HT as it is popularly known as) was founded in 1924 by Master Sunder Singh
Lyallpuri, founder-father of the Akali Movement and the Shiromani Akali Dal in Punjab.
K. M. Panikkar was its first Editor with Devdas Gandhi (son of Mahatma Gandhi) also on
the editor's panel. The opening ceremony was performed by Mahatma Gandhi on
September 15, 1924.
Hindustan Times is the flagship publication of HT Media Ltd. It has a nation wide reach
in India (barring Southern India), with simultaneous editions from New Delhi, Mumbai,
Lucknow, Patna and Kolkata. It is also printed from Bhopal, Chandigarh, Jaipur and
Ranchi. HT has also launched India's first youth daily HT Next in 2004. The Mumbai
edition was launched on 14th July 2005.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 also owns a
radio channel Fever 104, and organizes 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.
Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing
mainline English newspaper in terms of readership. Hindustan Times, Delhi, is India’s
largest single-edition daily. In July 2005, Hindustan Times made a successful entry into
9

the commercial capital of India – Mumbai. Hindustan, the Hindi daily from HT Media, is
one of the leading Hindi dailies in the country with a readership in excess of 10 million.
This makes it the fourth largest read daily in India.
The group's news portal HindustanTimes.com, with over 2 million unique visitors and 50
million page views per month, is one of the largest news portals in the country. It has
consistently been ranked amongst the top 10 news sites in the world by Forbes and offers
in-depth coverage and analyses to its users.
Hindustan Times is the flagship publication of HT Media Ltd. It has a nation wide reach
in India (barring Southern India), with simultaneous editions from New Delhi, Mumbai,
Lucknow, Patna and Kolkata. It is also printed from Bhopal, Chandigarh, Jaipur and
Ranchi. HT has also launched India's first youth daily HT Next in 2004. The Mumbai
edition was launched on 14th July 2005.
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 also owns a radio channel Fever, on FM 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, the flagship publication from the group, was inaugurated by Mahatma
Gandhi in 1924 and has established its presence as a newspaper with editorial excellence
and integrity. Today, Hindustan Times has a circulation of over 1.2 million and is the
10

fastest growing mainline English newspaper in terms of readership. Hindustan Times,
Delhi, is India’s largest single-edition daily. In July 2005, Hindustan Times made a
successful entry into the commercial capital of India – Mumbai.
Hindustan, the Hindi daily from HT Media, is one of the leading Hindi dailies in the
country with a readership in excess of 10 million. This makes it the fourth largest read
daily in India.
The group's news portal HindustanTimes.com, with over 2 million unique visitors and 50
million page views per month, is one of the largest news portals in the country. It has
As part of its expansion into electronic media, HT Media, through its subsidiary HT
Music and Entertainment Company Ltd., has entered the FM radio market in key Indian
cities through a consulting partnership with Virgin Radio.
HT Media also plans to launch a national business newspaper, with an exclusive
agreement with Wall Street Journal to publish Journal-branded news and information in
India.
•HT Media Limited is a major player in the print media in India. It has a leadership
position in the English newspaper market in North India and the second position in the
Hindi newspaper market in the North and East. It is the No. 1 read and circulated English
Daily in Delhi and NCR.(Source : IRS 2006 R1 & ABC J-D’05)
11

The group now intends to consolidate itself as a vibrant and modern media powerhouse
through strategic partnerships, ever-increasing scope of operations and a consumer
focused approach.
•Hindustan Times, the flagship publication from the group, was inaugurated by Mahatma
Gandhi in 1924 and has established its presence as a newspaper with editorial excellence
and integrity.
•Today, Hindustan Times has a circulation of over 1.2 million and is the fastest growing
mainline English newspaper in terms of readership. Hindustan Times, Delhi, is India’s
largest single-edition daily. In July 2005, Hindustan Times made a successful entry into
the commercial capital of India – Mumbai
•Hindustan, the Hindi daily from HT Media Limited, is one of the leading Hindi dailies
in the country with a readership in excess of 10 million. This makes it the fourth largest
read daily in India.
•Hindustan Times has continuously evolved itself to meet the needs of the global Indian
consumer. Changing with the times, it introduced the compact web-width format that has
now become a norm in the industry. It has recently undertaken a complete redesign to
sport a new, international look.
•The group's news portal HindustanTimes.com, with over four million unique visitors and
90 million page views per month, is one of the largest news portals in the country. It has
12

•The group recently entered into an MOU with Virgin Asia to enter the emerging radio
space in the country
SOURCE OF INCOME
The biggest source of income to a newspaper company is Advertisement. Almost
everyone reads newspaper and the best way to reach the masses is print media and in
print media newspaper is the best way of communicate the message.
Top Newspaper Publishing Houses – Ad Revenue
13

PUBLISHING HOUSE
2004
(Rs. Cr.)
2005
(Rs. Cr.)
2006*
(Rs. Cr.)
BENNETT COLEMAN & CO. LTD. 1,850 2,300 2,600
THE HINDUSTAN TIMES LTD. 490 565 610
DAINIK BHASKAR GROUP OF PUBS. 375 525 550
JAGARAN PRAKSHAN LTD. 423 472 529
ABP PVT. LTD. 375 400 451
KASTURI & SONS LTD. 301 330 396
INDIAN EXPRESS NEWSPAPERS (BOM) 200 220 250
USHODAYA ENTERPRISES 153 157 228
GUAJRAT SAMACHAR 173 188 220
THE MALAYALAM MANORAMA CO. LTD. 153 167 192
LOKMAT GROUP OF PUBLICATIONS 125 155 178
DECCAN CHRONICLE GROUP OF PUBS 122 168 150
AMAR UJALA PRAKASHAN LTD. 98 110 140
THE THANTHI TRUST 110 125 140
RAJASTHAN PATRIKA PVT. LTD. 92 105 115
TOP ADVERTISERS IN PRINT MEDIA
• MARUTI UDYOG LTD.
• GEN-DISPALYENTERTAINMENT
• HEWLETT PACKARD INDIA LTD.
• GEN-DISPLAY SHOPS
• PANTALOONS RETAIL INDIA LTD.
• HERO HONDA MOTORS LTD.
• BAJAJ AUTO
• GEN-DISPLAY OBITUARY
14

• LG ELECTRONICS INDIA LTD
• TATA MOTORSKTD
ORGANISATION STRUCTURE
• Chairman- Dr. K. K. Birla.
• Vice Chairperson & Editorial Director - Mrs. Shobhana Bhartia.
• Chief Executive Officer - Mr. Rajiv Verma.
• Business Head (Media Marketing) - Mr. Benoy Roy Chowdhury.
• A.V.P (Media Marketing) - Mr. Girish Dutta.
• General Manager (Media Marketing) - Mr. Humayun Said.
15

OBJECTIVE
• Identification of Small and Medium ad agencies (defined by way of their Media
billings).
• Establishing Contact with Small and Medium advertisement agencies.
• Understanding their Media Consumption habits.
Identifying the factors, which impact their business dealings with Media houses
16

PROBLEM
The starting point of any process to find a solution is correct identification of the Problem
and consequent Objectives.
• The Media scenario is very dynamic where there is constant re-alignment of
business portfolios of clients with ad agencies. This coupled with the fact that
there is a steady mushrooming of new ad agencies generating new advertisers,
which expand the marketplace, further compounds the nature of the market.
17

• As such, it becomes difficult to keep a tab on all the happenings in the market and
consequently understand the decision-making process of these small and medium
size ad agencies.
• Though there is a steady business stream from these ad agencies but it is
important at the same time to understand the composition of it’s business portfolio
and it’s leanings towards various Media and Media Vehicles.
• It is with this background that we set out to have a better insight into their
business dealings and leanings.
SYNOPSIS OF THE PROJECT
The project in Hindustan Times involves a clear understanding of advertising market,
what all categories and sub categories are there under classified advertising in newspaper,
for instance, “Business Category”, under this, there are sub categories like machinery and
tools, astrology, electronic equipments etc. and then comes various clients and agencies,
which fall under these sub-categories, which give advertisements in the newspaper. The
need for understanding this market becomes important because the main revenue of
newspaper come from advertisement only.
18

The project here involves to do qualitative and quantitative analysis of Hindustan Times
and to find out strength and weakness of Hindustan Times with its competitive
newspapers in these categories in a market and on the basis of which they need to find
out what all opportunities are there for coming up with new product i.e. new supplements
and to see if there is any need for sprucing of existing product. The job also requires
checking what all in-house advertising is published in various newspapers to find out
what kind of promotional schemes are followed by competitors.
SWOT ANALYSIS OF THE HINDUSTAN TIMES
Strengths:
• Hindustan Times is the number one newspaper in Delhi region in terms of
circulation.
• It is a part of the Rs.3000 crore K.k.Birla group.
• HT is one of the only two newspapers that carry classified ads. The other being
Times of India. Though in recent times the Hindu has started carrying classified
ads.
19

• Competitive classified rates and display advertising rates.
• A circulation of about 717,000 newspapers in the Delhi & NCR region.
• A circulation of about 180,000 newspapers in the Chandigarh.
• HT has got a very strong Editorial Team and has such people as Vir Sanghvi and
Soni Sangwan with it.
• HT is in Mumbai too with a Rs. 125 crore investments.
• 20% stake of HT media, a 100% subsidiary of Hindustan Times, in owned by an
Australian financial services company called AMP Group Holdings.
• There are also talks of a tie-up with Star News.
• HT also come up with a newspaper” Metro” a joint venture of Times of India and
Hindustan Times.
• Also come up with a F.M. radio “Fever 104”
Weaknesses:
• HT is not a National paper like the Times of India and hence its reach is limited.
• It is present in many major Indian Metropolitan cities. And the ones where it is
present, it does not enjoy the number one slot.
Opportunities:
20

• There are still many untapped areas where HT can set up nodal agencies.
• It can develop aggressive marketing strategies to foray into new markets and carry
on a geographical expansion to increase its circulation and readership.
• It should focus on new age information technology and online media like HT
Broadband and its news web sites. And also develop more informative online
databanks in the form of websites.
• Diversifying its business under the Hindustan times banner would greatly help it
to build a bigger image. For e.g.come up with its own FM radio station or its own
news channel. The broadcasting industry has seen a phenomenal growth with the
last decade and especially after the 1991 economic liberalization.
Threats:
• The Times of India is the biggest threat to HT.
• Television and the broadcasting industry is a competitor as they all fight for the
same thing which is: people’s time and advertiser’s money.
21

• The internet is another major threat to revenue. With the coming up of online
trading/auction sites and other portals like dating and matrimonial, the classified
section in print media and especially HT is under immense threat of losing
revenue.
RESEARCH METHODOLOGY
Marketing Research is the backbone of marketing. The objective of my research is to
study consumer behavior of ad agencies that give little business to HT and explore the
reasons for not utilizing HT as a media vehicle for ads.
The nature of my research is exploratory research. Its goal is to shed light on the real
nature of the problem and to suggest possible solutions and it involves number of steps.
22

1. Define the problem and research Objective
It is said that defining a problem correctly is half the solution to the problem and the
objective of my research is to study the decision making process of ad agencies who
advertise in HT sparingly.
2. Develop the Research Plan
The second stage of marketing research is to develop the most efficient plan for gathering
the information needed. Designing the research plan calls for decision on the data
sources, Research approaches, Research instrumental, Sampling plans & Contact
methods.
a) Data source
I have collected data from secondary as well as primary sources from targeted random
sample survey.
Secondary Data: Internet, newspapers.
Primary Data: For the achievement of the above stated objectives primary data
collection was done. The steps taken for collection of primary data were as follows:
23

Appointments were taken from the decision makers and they were asked to fill the
questionnaire by personally visiting them, as per their convenience.
The questions asked were aimed at determining “the factors affecting their media
consumption pattern”.
b) Sampling Plan
Type: Targeted Random sample – Predefined advertisement agencies selected randomly
from the agency list which give ads to HT as well as other newspapers. The list of such
respondents was supplied by HT Media Limited.
Sample Mix: The same questions were asked from the owners, concerned persons and
the decision makers of different ad agencies.
Sample Size: 150
Number Of respondents: 100
3. Analysis of Data.
The primary data collected has been analysed using graphical interpretations of numerical
data and drawing conclusions from the same. Wherever necessitated, the conclusions
from the data have been drawn using inference from multiple questions, which were part
of the questionnaire.
24

THEORITICAL BACKGROUND
Classified advertising is a form of advertising which is particularly common in
newspapers, online and other periodicals, e.g. free ads papers or Pennysavers. Classified
advertising differs from standard advertising or business models in that it allows private
individuals (not simply companies or corporate entities) to solicit sales for products and
services.
25

Classified advertising is usually textually based and can consist of as little as the type of
item being sold and a telephone number to call for more information. It can also have
much more detail, such as name to contact, address to contact or visit, a detailed
description of the product or products ("pants and sweaters, size 10" as opposed to
"clothing", "red 1996 Pontiac Grand Prix" as opposed to "automobile"). There are
generally no pictures or other graphics within the advertisement, although sometimes a
logo may be used. Classified advertising is called such because it is generally grouped
within the publication under headings classifying the product or service being offered
(headings such as Accounting, Automobiles, Clothing, Farm Produce, For Sale, For Rent,
etc.) and is grouped entirely in a distinct section of the periodical, which makes it distinct
from display advertising, which often contains graphics or other art work and which is
more typically distributed throughout a publication adjacent to editorial content. A hybrid
of the two forms — classified display advertising — may often be found, in which
categorized advertisements with larger amounts of graphical detail can be found among
the text listings of a classified advertising section in a publication. Business opportunities
often use classifieds to sell their services, usually employing 1-800 numbers. Classified
ads are also among the tools used by many companies in recruitment for available job
opportunities.
In recent years the term "classified advertising" or "classified ads" has expanded from
merely the sense of print advertisements in periodicals to include similar types of
advertising on computer services, radio, and even television, particularly cable television
but occasionally broadcast television as well, with the latter occurring typically very early
in the morning hours.
26

Like most forms of printed media, the classified ad has found its way to the Internet.
Printed classified ads are typically just a few column lines in length, and they often filled
with abbreviations to save space and money. Internet classified ads do not typically use
per-line pricing models, so they tend to be longer. They are also more readily searchable
unlike their offline brethren, tend to be local, and may foster a greater sense of urgency as
a result of their daily structure and wider scope for audiences. Because of their self-
policing nature and low cost structures, some companies offer free classifieds such as
Craigslist in the US, as well as Kijiji and Gumtree internationally. Other companies focus
mainly on their local hometown region, while others blanket urban areas by using zip
codes. Craigslist.org was one of the first online classified sites, and has grown to become
the largest classified source, bringing in over 14 million unique visitors a month
according to comScore Media Metrix. A number of online services called Aggregators
crawl and aggregate classifieds from sources such as blogs and RSS feeds, as opposed to
relying on manually submitted listings. Examples include Oodle, Vast and Edgeio.
In 2003, the market for classified ads in the United States was $15.9 billion (newspapers),
$14.1 billion (online) according to market researcher Classified Intelligence. The
worldwide market for classified ads in 2003 was estimated at over $100 billion. Perhaps
due to a lack of reporting solidarity Market Statistics vary concerning the total market for
internet classified ads. The Kelsey Research Group lists online classified ads as being
worth $13.3 billion, while Jupiter Research provides a conservative appraisal of $2.6
billion (2005) and the Interactive Advertising Bureau lists the net worth of online
classified revenue at $2.1 billion (April 2006).
27

Newspapers have continued their downward trend in classifieds revenue as internet
classifieds grow. Classified advertising at some of the larger newspaper chains has
dropped 14% to 20% in 2007 while traffic to classified sites has grown 23%.[1]
As the online classified advertising sector develops, there is an increasing emphasis
toward specialization. Vertical markets for classifieds are developing quickly along with
the general marketplace for classifieds websites. Like search engines, classified websites
are often vertical in nature with sites providing advertising platforms for niche markets of
buyers of sellers.
Types of classifieds offered by HT
• Miscellaneous
• Real state
• Recruitment
• Automobile
• Matrimonial
COMPARISON BETWEEN HT AND TOI
IRS continues to crown HT as the un-disputed ‘LEADER’ in Delhi State
28
2126
1691
0
500
1000
1500
2000
2500
HT TOI
2006 R1

While HT grows by 17%, TOI declines by 6%
In fact, HT’s lead further increases when you add NCR readership to Delhi
29
1823
2126
1793
1691
0
500
1000
1500
2000
2500
HT TOI
2005 R1 2006 R1
2378
1921
0
500
1000
1500
2000
2500
HT TOI
2006 R1

HT further augments its superiority in Delhi/NCR against TOI, and grows
by 20%
HT leads across all regional pockets of Delhi/NCR, such as North, East
Delhi as well as Faridabad
30
1982
2378
1969
1921
0
500
1000
1500
2000
2500
HT TOI
2005 R1 2006 R1
439
445
446
417
400
405
410
415
420
425
430
435
440
445
450
HT TOI
2005 R1 2006 R1

31
354
430
363 366
0
50
100
150
200
250
300
350
400
450
HT TOI
2005 R1 2006 R1
74
91
52
71
0
10
20
30
40
50
60
70
80
90
100
HT TOI
2005 R1 2006 R1

The most impressive lead is in the prime affluent pockets of South, West
Delhi & Gurgaon
32
607
740
567
517
0
100
200
300
400
500
600
700
800
HT TOI
2005 R1 2006 R1
43 % LEAD
4 2 3
512
4 1 7
390
0
100
200
300
400
500
600
HT TOI
2005 R1 2006 R1

HT even has better quality of readers across Delhi/NCR
Reach of Hindustan Times in key demographic segments
SEC of the Respondent
33
13
25
15
17
0
5
10
15
20
25
HT TOI
2005 R1 2006 R1
2473
1690
1286
851
508 462
0
500
1000
1500
2000
2500
SEC A SEC B
AED HT TOI

• HT alone reaches 68% of English newspaper readers in SEC A
segment.
• 60% of English daily readers who are SEC B read HT.
Age Group of the Respondent
34
250
176
115
1026
653 565
1484
944
781 880
606
461
0
200
400
600
800
1000
1200
1400
1600
'12-14 15-24 25-44 45+
AED HT TOI

• 64% of youth ( 15-24 yrs) reading English Dailies read HT.
• 64% of the decision makers (25-44 yrs) exposed to English dailies
read HT.
MHI of the Respondent
35
510
312
266
1105
690 583
2025
1377
1073
0
500
1000
1500
2000
2500
Rs 2000-6000 Rs.6001-10K Rs.10K+
AED HT TOI

• 68% English Daily readers whose MHI is Rs 10,000 & above read
Hindustan Times
Education of the Respondent
36
2248
1460
1234
0
500
1000
1500
2000
2500
Graduat es & Above
AED HT TOI

• About Two-third of English daily readers who are Graduates+ read
HT
ANALYSIS AND CONCLUSION
1. What are the media which you use for advertisement campaign?
37

COMPARISON OF MEDIA VEHICLE
MEDIA
VEHICLE RESPONDENTS
Other 1
Radio 12
Internet 12
Electronic 14
Outdoor 27
Print 100
TOTAL 100
38
1
12
12
14
27
100
100
0 20 40 60 80 100 120
OTHER
RADIO
INTERNET
ELECTRONIC
OUTDOOR
PRINT
TOTAL
MEDIAVEHICLE
NO. OF RESPONDENTS

•Among all the media vehicles print media covers the maximum.
•Less percentage of people goes for ads in outdoors, electronic, internet and radio.
2. Which print media you prefer?
PRINT MEDIA RESPONDENTS
Journals 11
Magazines 37
Newspaper 100
Total 100
COMPARISON OF DIFFERENT PRINT MEDIA FOR ADS
•Among all the print media newspaper occupies the first position, followed by
magazines.
•Journals are sparingly used for advertisements
3. Which language newspaper do you prefer for advertisement?
LANGUAGES RESPONDENTS
OTHERS 1
HINDI 99
ENGLISH 100
TOTAL 100
COMPARISON OF LANGUAGES
39

• English and Hindi language newspapers are mostly used among all language
newspapers.
4. In which English or Hindi newspaper do you advertise?
NEWSPAPERS RESPONDENTS
OTHERS 12
SNT 72
P.KESARI 80
ET 84
AU 86
DJ 90
HH 91
NBT 93
HT 100
TOI 100
TOTAL 100
40
1
99
100
100
0 20 40 60 80 100 120
OTHERS
HINDI
ENGLISH
TOTAL
LANGUAGES
NO. OF RESPONDENTS

COMPARISON OF NEWSPAPERS
• HT and TOI occupy the first position in advertisements in English daily.
• NBT, HH, DJ, AU and PUN. KESARI are commonly used newspaper for ads in
HINDI Dailies.
• SnT is also used for ads in evening tabloid.
41
12
72
80
84
86
90
91
93
100
100
100
0 20 40 60 80 100 120
OTHERS
SnT
P.KESARI
ET
AU
DJ
HH
NBT
HT
TOI
TOTAL
Publications
No. of Respondents

5. What are various categories of advertisement you release?
CATEGORIES
OF ADS RESPONDENTS
OTHERS 5
FINANCIAL 37
OBITUARY 49
TENDERS 53
DISPLAY 78
CLASSIFIED 100
TOTAL 100
42

COMPARISON OF DIFFERENT CATEGORIES
•Among all ad categories, Classifieds section is the most heavily advertised in followed
by Display ad section and Tenders and Obituary ads also cover some portion.
6. You said you advertise in classifieds, which type of ads you advertise?
TYPES OF ADS RESPONDENTS
RUN ON DISPLAY 39
RUN ON LINE 93
CLASSIFIED
DISPLAY 98
TOTAL 100
43
5
37
49
53
78
100
100
0 20 40 60 80 100 120
OTHERS
FINANCIAL
OBITUARY
TENDERS
DISPLAY
CLASSIFIED
TOTAL
CLASSIFIEDCATEGORIES
RESPONDENTS

COMPARISON OF DIFFERENT TYPE OF ADS
• Amongst Classifieds ad category, CD ads constitute the maximum ads volume followed
by run on line (ROL’s).
• Run on display has the least ad volume amongst the Classifieds ads category.
7. What categories of classified ads you advertise?
44
39
93
98
100
0 20 40 60 80 100 120
RUN ON DISPLAY
RUN ON LINE
CLASSIFIED DISPLAY
TOTAL
TYPEOFADS
NO.OF RESPONDENTS

CLASSIFICATIO
N OF ADS RESPONDENTS
MOTOR VEHICLE 47
RETAIL 51
COMPUTER 54
EDUCATION 63
MATRIMONIAL 64
BUSINESS 73
PROPERTY 73
SV 82
TOTAL 100
45

COMPARISON OF CLASSIFIED CATEGORIES
•Among all the categories, S.V gives the maximum output, followed by Property and
Business alike.
•Matrimonial and Education also covers the major portion.
•Ads in Computer, Retail and Motor Vehicle are least.
46
47
51
54
63
64
73
73
82
100
0 20 40 60 80 100 120
MOTOR VEHICLE
RETAIL
COMPUTER
EDUCATION
MATRIMONIAL
BUSINESS
PROPERTY
SV
TOTALCLASSIFIEDCATEGORIES
NO.OF RESONDENTS

8. You said you advertise in HT classified section?
A) Are you updated with rates regularly? YES NO
REGULARLY UPDATING OF RATES
47
43
57
100
0 20 40 60 80 100 120
NO
YES
TOTAL
RESPONSE
HT ADVERTISERS

•A sizeable number of respondents are not properly updated.
9. How do you get service by sales team?
a) Personally b) Phone c) E mail
d) Mailers e) HT ads f) Others_____
MODES OF UPDATING
48

2
14
36
58
59
61
100
0 20 40 60 80 100 120
OTHERS
MAILERS
PERSONALLY
PHONE
HT ADS
E-MAIL
TOTAL AGREED
MEANSOFUPDATING
RESPONDENTS WHO SAID YES
•Majority of agencies are updated via e-mails, followed by self-ads of HT detailing the
rates and phone.
•Nearly one-third numbers of agencies are served personally.
11. Are there any business issue? YES NO
49

BUSINESS ISSUES
•Majority of respondents have business issues.
VARIOUS BUSINESS ISSUES
50
42
58
100
0 20 40 60 80 100 120
NO
YES
TOTAL
BUSINESSISSUES
RESPONDENTS

17
25
33
100
0 20 40 60 80 100 120
OTHERS
BILLING
INCENTIVES
TOTAL
BUSINESSISSUES
RESPONDENTS
• Major issues are regarding incentives, like delay, not getting proper incentives.
• Nearly One-fourth agencies have billing problems as well, like accounting, delay
in billing.
• Couple of agencies have some other problems like Advertisement booking system
(ABS) and regarding time consumption in getting CD’s linked / misplaced at HT
and requirement to provide fresh material every time even for repeat insertions.
51
Others:
ABS :10
CD : 7

CONCLUSION
• All the ad agencies (surveyed) are using HT for advertisements.
• A lot of new ad agencies have cropped up and they are giving business but
sparingly.
• There are certain factors linked to sales, incentives, booking and billing process
because of which ad agencies do not advertise regularly in HT.
• There is some communication gap between ad agencies and HT, which needs to
be bridged.
52

RECOMMENDATION
• Company should invite people from advertisement agencies for some parties; get
together, so that communication gap should be removed.
• Regular contact should be made through phones so that their problems get solved
instantly.
• The incentive plan for advertisement agencies should be regularly updated to
them by the company.
• Non-monetary benefits should also be given to advertisement agencies, like
display boards, business cards.
• Sales team should visit the advertisement agencies to know the problems which
advertisement agencies are facing and also give solutions for their problems.
• Company can introduce a direct feedback system through e-mails, which allow
advertisement agencies to raise grievances, give suggestions and stay in touch
with HT Media Limited.
53

LIMITATIONS
• Findings are representative of sample size and composition.
• Since the sample size was small but representative, care should still be taken
while generalizing the findings. (Sample size was 150).
• Data collected from small and medium ad agencies.
• Results likely to vary if either of two (composition or sample size) changes.
54

BIBLIOGRAPHY
 www.hindustantimes.com.
 HT Connections (Hindustan Times Intranet Site).
 Research Methodology, C.R. kothari.
 www.google.com.
55

QUESTIONNAIRE
1. What are the media which you use for advertisement campaign?
a) Electronic b) Print c) Radio
d) Outdoor e) Internet f) Others_______
2. Which print media you prefer?
a) Magazines b) Journals c) Newspaper
d) Others _______
3. In which English or Hindi newspaper do you advertise?
a) TOI b) HT c) ET
56

d) HH e) A U f) SNT
g) PUN. KES h) NBT i) DJ
4. Which language newspaper do you prefer for advertisement?
a) English b) Hindi c) Others_______
5. What are various categories of advertisement you release?
a) Display b) Tenders c) Obituary
d) Financial e) Classified f) Others____
6. You said you advertise in classifieds, which type of ads you advertise?
a) ROL b) ROD c) C.D
d) Others _______
57

7. Please rank these categories in accordance to your business volume?
a) ROL b) ROD c) C.D
d) Others ________
8. What categories of classified ads you advertise?
a) Business b) S.V c) Property
d) Education e) Computers f) M.V.
g) Retail h) Matrimonial i) Others____
9. How you rank all these categories?
a) Business b) S.V c) Property
d) Education e) Computers f) M.V.
g) Retail h) Matrimonial i) Others____
10. You said you advertise in HT classified section?
58

A) Are you updated with rates regularly? YES NO
B) Are you serviced on regular basis by sales team? YES NO
C) How do you get service by sales team?
a) Personally b) Phone c) E mail
d) Mailers e) HT ads f) Others_____
11. Are there any business issue? YES NO
If, Yes..
a) Incentive b) Billing c) Others_____
12. Personal details :
a) Name :
59

b) Agency Name :
c) Agency add. :
d) Phone No.
e) Fax No. :
f) E- mail ID :
60

0601018 survey of small & medium ad agencies

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