Topic- Print Media Subject- Advertising in Contemporary Society Presented byDrashti Gosalia Khooshali Kalyani Urvisha Parmar Sneha

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Introduction to Media:History of communication

It is noted that human beings started to speak about 60,000 years ago and started to write some 5,000 years ago. If we do not take into account all the attempts of publishing by relief method in China, then people started to publish some 600 years ago. Radio was invented some 110 years ago, television about 80 years ago. Internet was born about 45 years ago, and mobile phone, the way we use it now, was given patent right some 30 years ago. It is clear that new technology is coming into play more frequently now. This plays a significant role both in the content and form of communication. Before we discuss that, lets take another quick look at the brief history of print media in India.

Definition of Print Media

The industry associated with the printing and distribution of news through newspapers and magazines. It is a written means of circulation of information in respective languages through which public is provided with day to day updates.

Print media
History
Indian print media is one of the largest print media in the world. The history of it started in 1780, with the publication of the Bengal Gazette from Calcutta. James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the Bombay Courier next year (this newspaper was later amalgamated with the Times of India in 1861). The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue of this daily was published from the Serampore Mission Press on May 23, 1818. In the same year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali, the Bengal Gazetti. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still existent. The first Hindi newspaper, the Oodunt Marthand began in 1826. Since then, the prominent Indian languages in which papers have grown over the years are Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Oriya, Assamese, Urdu and Bengali.

Metrics
Newspapers in India are measured on two parameters, circulation and readership.

Circulation
Circulation is certified by the Audit Bureau of Circulations which is an industry body. It audits the paid-for circulation of the member newspaper companies.

Readership
Readership is estimated by two different surveys, The Indian Readership Survey (IRS) and the National Readership Survey (NRS).

There is a list of the top 12 newspapers in India by daily circulation. Newspaper 1 2 3 4 5 6 Dainik Bhaskar Lokmat The Times of India The Hindu Eenadu Langu age Hindi Marathi English English City, State Various cities and states IRS 2009 R2 (Lakhs) 128.8 IRS 2010 Q3 (Lakhs) 134.88 78.09 72.54 21.05 61.61 10.78

Marathi, Mahar 71.04 ashtra Mumbai and other cities[4] Chennai & other cities 71.42 21.69

Various cities in Telugu AP & few other 62.24 cities English Hyderabad Kolkata, West Bengal 11.52

Deccan Chronicle Ananda Bazar Patrika

Bengali

64.74

62.77

Sakshi

Various cities in Telugu AP & major 54.56 cities in India Various cities Kannad in Karnatakaand 32.73 a major cities in India 33.47 Various cities Malaya in Kerala and a 66.78 lam few other cities Gujarat Ahmedabad, i Gujarat 52.09

56.16

9 10 11 12

Vijaya Karnataka

34.30 35.17 66.78 52.49

Hindustan Times English New Delhi Mathrubhumi

Gujarat Samachar

Regional Distribution
The Indian language papers have taken over the English press as per the latest NRS survey of newspapers, this is one of the reasons that people get to read the news in regional language and its easy for them to understand it. The second reason being the marketing strategy followed by the regional papers, beginning with Eenadu, a telugu daily started by Ramoji Rao who pumped in so much money into his media empire. Third reason being the growing literacy rate. Increase in the literacy rate has direct positive effect on the rise of circulation of the regional papers. The people are first educated in their mother tongue as per their state in which they live for e.g. students in Maharashtra are compulsory taught Marathi language and hence they are educated in their state language and the first thing a literate person does is read papers and gain knowledge and hence higher the literacy rate in a state the sales of the dominating regional paper in that state rises. The next reason being localization of news. Indian regional papers have several editions for a particular State for complete localization of news for the reader to connect with the paper. Malayala Manorama has about 10 editions in Kerala itself and 5 outside Kerala and 2 abroad. Even Advertisers saw the huge potential of the regional paper market, partly due to their own research and more due to the

efforts of the regional papers to make the advertisers aware of the huge market. The modern advertising techniques make use of many ways to convey messages to the consumers. Print media however, is one of the oldest forms of advertising methods. Print media also remains to be one of the most popular forms of advertising because it can reach a wider target audience. There are various different types of print media, which help advertisers to target a particular segment of people. Heres a quick look at some of the various types of print media.

Types of Print Media:Newspapers: Newspapers are the most popular forms of print media. The advertiser in this case can choose from a daily newspaper to a weekly tabloid. Different types of newspaper cater to various audiences and one can select the particular category accordingly. Advertisers then design press advertisements where in the size is decided as per the budget of the client. Magazines: Magazines also offer advertisers an opportunity to incorporate various new techniques and ideas. Magazines are one such form of print media that give a more specific target group to the client. The client can make a choice of the particular magazine as per the product. Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give information on the product. Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Apart from these media, direct mail marketing, flyers, handbills/leaflets, banner advertising, billboard advertising, press releases etc are all the various types of print media

Advantages & Disadvantages of Print Media

Advantages:

Disadvantages:

Different types of print media have a loyal readership. This can be very useful for advertisers as compared to advertising on the Internet. If one is targeting a particular geographical area, it can be done with ease through print media. You can choose the size of the advertisement space. This will help you to plan the budget of the expenses to be incurred while advertising. Certain forms of print media have loyal readers. This would guarantee you added readership. Magazines and newspapers are always in the eye amongst public.

The cost incurred can sometimes be expensive considering the medium you choose. The shelf life of any particular print medium is limited. Newspapers for example, are amongst the public eye only for a day. This medium may not always give you a wide reach. Internet, on the other hand, can target a global audience. There is a limitation in terms of the kind of people who may actually read your message. The particular newspaper may not actually be accessible every time to your target group. You may have to plan months in advance to advertise in print media.

How to increase readership:

There are some basic matters like the writing must be good; attractive lay-out; printing in high quality. Today when people have more choices a sloppy product has no chance of independent survival. More important than that is the way content is represented in print media, especially in newspapers and news magazines. As A.K.Bhattacharya, Chief Editor of Business Standard says, Journalists should set agenda for the readers. Readers should feel, ah! This is what I wanted to know. Journalists should provide the meaning and understanding to the readers. They should take the initiative. If they do not do that then the initiative is usurped by vested interests. Print media has the potential to provide understanding to the readers. Journalists must utilize this opportunity. Print media can provide the meaning and context in short understanding of any event or issue better than all other media. That is the strength of print media, which can be utilized. What is increasingly been told and shown by radio and television? Print media should attempt to tell why and what next. It should provide a platform for informed level headed debate. Print media has to be utility oriented. There should be what is called value for money.

There should be more productive interaction with the readers in several forms to know what his/her information need is. What does he/she wants and needs from the newspaper/periodicals. In contrast, Indian Newspaper Ad sales have been growing constantly over last 5 years.

Reading v/s Visualizations

How do we cope with the change?
First, we have to know the strong points and scope for growth. There is significant scope for growth for print media in India. According to NRS 2006, 359 million people who can read and understand any language do not read any publication. It is not just affordability that is a constraint, since 20 million of these literate non-readers belong to the upscale segments. Reputation of newspapers for credibility is impeccable. It is good once in a while to listen to a blogger. But when it comes to credibility there is none to beat an established newspaper. Reading has always been better than watching. Print media provide the kind of optical and tactile pleasure that no other media can match. It is functionally convenient too. It is also easier to print than to shoot the same things. Even if the world comes to the best discovery for conveying the news to public, news paper will be the most convenient way.
Print media Vs Electronic media

30

36

32

56

Problems with Print Media

The most dangerous problems faced by print media in India are that some groups are reading less. We may term it as rise of illiteracy. It refers to someone who, although to be able to read, is uninterested in reading and uninterested in literature. Newspapers are losing readers in 15-25 age categories due to television and internet. It is one of the biggest threats to the future of print media. This fact is vindicated by NRS 2006 findings, which says time spent in reading has remained the same: 39 min daily on an average per day over last year. Although total circulation of newspapers and periodicals has increased, per paper readership is falling. Print media has to build on its strength and discover new areas of influence and revenue generation. It has to learn the new language of local and global.

Is print media dying??

Ever since the first murmurs of electronic media, print media has always felt an undue threat, first from the radio and then from television. And now the Internet is seemingly up against the vast and widely spread print media. When the radio came in the early 1930s, everybody felt that newspapers would become obsolete. When television came in the 1950s, people and even experts felt that nobody would get the time for or feel the attraction of the written word. But everyone was wrong. Each media has managed to create its own time and space across cultures and around the world. However, the print media too, be it the newspapers or books, has been able to hold its own. Consider this the circulation figures of major newspapers around the world have only increased over the years; publishers too come up with a deluge of books and new magazine titles pop up from nowhere everyday. Alternatively, there are thousands of TV channels, even more radio stations, and the infinite Internet. In this deluge of information, where every media is fighting for attention, who wins? Nobody actually. Thanks to the distinct features, the ease of use and the reach of every media, they all have managed to create a specific target audience or readership for themselves. There is a little bit of appeal for everyone in every media.

Information, knowledge, entertainment, fun, and serious business all these things can be found in every media now. Now it is only left to the audience to choose what suits them. There lies the competition, which nobody has won yet. And nobody might ever win it completely ever. Its true we are bombarded by images and sounds from various electronic media, which has shortened our attention spans. This quick deluge of information suits many of people who are hard pressed for time and because of this very few people get the time to read. Everyone wants content in a flash. The Internet has proved to be the most effective media here, where knowledge is literally at your fingertips. You type in what you want, and you get the results in milliseconds in whatever form you want. There are now online editions of most standard newspapers. This is also the reason you have ebooks now. But how many people have access to the Internet? 10 percent of the population in India and just 8 percent over the world. Where do the rest of the 90 percent go? They turn to newspapers, the TV or radio. But, it is only a matter of time till the fast-spreading Internet is accessible to the rest of the people and a majority will look to it for most of their needs. So in such a scenario, is it just the print media that is dying? Is it not TV and radio too? Although, it is the print media which seems endangered, it is a fact that the success of any media tells upon another media. It is only a tug of war going among these, where the centre gets oscillated between the ends.

Each has been devising ways to deal with the plus points of the other. TV is getting interactive, radio is getting gripping, newspapers and books are trying to get more attractive with the incorporation of visuals and graphics and interactivity to some extent, and all of them together are going online. Adaptability is crucial for existence. The bottom-line is if the print media continues to adapt to the changing media habits of people and corner its target readers well, it will survive. And it ought to do that for its good. Somehow, there is a feeling that even if it fails in that, the power of the written word will always be supreme.

Introduction to Hindustan times

Hindustan times stands 16th in the top 31 newspaper in India`s circulation HT Media found its beginning in 1924 when its flagship newspaper, Hindustan Times was inaugurated by Mahatma Gandhi. HT Media has today grown to become one of India's largest media companies. Produced by an editorial team known for its quality, innovation and integrity, Hindustan Times and Hindustan have a combined daily readership base of 12.7 million to their credit. Both dailies enjoy strong brand recognition among readers as well as advertisers. To cater to the large readership base, HT Media operates 19 printing facilities across India with an installed capacity of 1.5 million copies per hour.

History
September 26, 1924 Hindustan Times got inaugurated by the father of the nation Mahatma Gandhi Ji. Its a daily newspaper being a broadsheet as its format. K. M. Panikkar was its first editor with Devdas Gandhi on the editor's panel. The opening ceremony was performed by Mahatma Gandhi on 15 September 1924. The first issue was published from Naya Bazar, Delhi. It contained writings and articles from C. F. Andrews, St. Nihal Singh, Maulana Mohammad Ali, C. R. Reddy, T. L. Vaswani, Ruchi Ram Sahni, Bernard Haton, Harinder Nath Chattopadhyaya, Dr Saifuddin Kichlu and Rubi Wasto,n etc. It has its roots in the Indian independence movement of the first half of the twentieth century and even faced the noted "Hindustan Times Contempt Case which took place from August till November, 1941" at Allahabad High Court. It was edited at times by many important people in India, including Devdas Gandhi and Khushwant Singh. Sanjoy Narayan, has been appointed the editor in chief of the paper and was due to take over in August 2008. Recently the editorial page has seen a major makeover and has been named "comment" to bring in more flexibility and somewhat less seriousness to the page.

Supplements

HT Caf
HT Caf offers a bouquet of interesting articles, stories and read-through. The gamut consists of In-depth coverage on daily Lead story, Gossip, Bollywood, Page 3 parties, Television, Relationship, Fashion, Food, Hollywood & Celebrity Scan. Both males and females have strong brand affinity for HT Caf. The core TARGET GROUP is 16 to 29 years. CAF PULLOUTS addresses to various different reader palettes. It has contents ranging from Plug & Play, Body & Soul, Cars & Bikes, Away & Beyond, 48 Hours to Fun & Games. There are 32 pages of entertainment package on a Daily basis Mon-Sat, with 8 pages of pull-outs. On Sunday the number of pages are 24.

Brunch
The readers of HT wake up to Brunch every Sunday morning. It comes in a unique magazine format. It is defined as an offering that caters to everyone from a child to an adult; the supplement has lots to offer. It covers stories spanning across topics like food, fashion, shopping, travel, health and wellness, books & movie reviews, celebrity talk, lifestyle etc. This universally appealing brand has the core target group vested amongst Males & Females, 22 to 40 years; SEC A. Brunch comes every Sunday in a unique magazine format

HT Horizons
HT Horizons offers the much needed guidance and mentorship to the students, which really helps them in the wake of intensifying competition. Horizons is a supplement dedicated to serving the needs of not only student community from 10th to post graduates, but also the parents who are ever entangled in the cobweb of their childs future. The supplement is a source of comprehensive info around Career options, admission alerts, Campus decisions/policies, scholarships, tech talk, Mock exams, Exam Tips, hostel life Its a one-stop guide to the students to prepare for their most exciting phase in life

Splurge
True to its name, Splurge has become a household name when it comes to celebrating luxury. This weekly glossy supplement covers lifestyle of the Rich and Famous. The magazine unearths trends around luxury in India. It features information around premium brands not only in India but around the world and equips reader with knowledge of various luxury events and happenings. Splurge cuts across gender and is well appreciated by males and females alike. The core target group for this supplement is 22 to 40 years.