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A PROJECT STUDY REPORT ON Titled “Consumer Preference in Newspapers: Special Reference to Rajasthan Patrika” In Partial fulfillment of For the Award of degree of Master of business administration 2011-13 SUBMITTED TO: SUBMITTED BY : Ms. Jaya Kundnani Mangi Lal MBA IV SEM 1

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Page 1: Rajasthan Patrika MANGILAL

A

PROJECT STUDY REPORT

ON

Titled

“Consumer Preference in Newspapers: Special Reference to Rajasthan Patrika”

In Partial fulfillment of

For the Award of degree of

Master of business administration

2011-13

SUBMITTED TO: SUBMITTED BY:Ms. Jaya Kundnani Mangi Lal

MBA IV SEM

APEX INSTITUTE OF MANAGEMENT & SCIENCE, JAIPUR

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PREFACE

It is a pleasure indeed to have this opportunity to release the feeling of gratitude

imprisoned in my heart to a number of helping hands who not only helped me in

shaping up this project work but making it a successful, who were always there with me

during the hard fieldwork in summers.

I would certainly miss out if I do not mention the support, moral and financial; from my

family which was so important during the duration of the project.

I thank my friends and my roommates for bearing me and supporting me throughout the

research. They were the source of inspiration whenever I needed. Above all I thank my

family, for their constant motivation and support. It was just because of their divine love

and support that made me work properly and complete my objectives in a splendid

manner.

Last but not the least my thanks to all my colleagues and the staff of rural relation Jaipur

for their inspiration and support.

Mangi Lal MBA IV SEM

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ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Mr. Yakub Khan (Head-Projects

Rajasthan), for guiding me right from the inception till the successful completion of the

project. I sincerely acknowledge him for extending their valuable guidance, support for

literature, critical reviews of project and the report and above all the moral support he

had provide to me with all stages of this project.

I would also like to thank the supporting staff MBA Department, for their help and

cooperation throughout our project.

Mangi Lal MBA IV SEM

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EXECUTIVE SUMMARY

Prior to the eighties and nineties, national media system was typified by domestically

owned radio, television and newspaper industries. There was major import markets for

films, TV shows, music and books, and these markets tended to be dominated by U.S.

based firms. But local commercial interests, sometimes combined with a state-affiliated

broad- casting service, predominated within the media system. All of this is changing

rapidly .Whereas previously media system was primarily national, in the past few years

a global commercial-media market has emerged.

The commercialization of the electronic media was given a boost as globalization hit

India, bringing about the transformation on Indian television in the early 1990s,

accelerated by the combined impact of new communication technologies and the

opening up of global markets. Economic liberalization, deregulation and privatization

contributed to the expansion of Indian media corporations, facilitated by joint ventures

with international media conglomerates.

According to a recent survey made by MPA an ITV, India is the third largest News paper

market in the world with 109 million television homes and 61 million cable TV homes. It

is also the fastest growing cable News paper market in Asia with industry turnover

growing at an average annual rate of 18n per cent to approach $3 billion in 2004.

According to a detail opening presentation made by MPA and ITV, India is the third

largest News paper market in the world with 109 million television homes and 61 million

cable TV homes. It is also the fastest growing cable News paper market in Asia with

industry turnover growing at an average annual rate of 18n per cent to approach $3

billion in 2004.

A newspaper plays a crucial role in society. Besides providing information to its readers,

a newspaper aims at educating and leading the public at large and protecting rights and

freedom of the people. Giving right perspective to the facts, providing a forum for debate

and discussion, inspiring people for cooperation, love and unity, improving quality of life

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and entertainment are some of its other goals. A newspaper is, therefore, an instrument

of social change. It must uphold moral and ethical values in society, provide a truthful,

comprehensive and intelligent account of events, and give meaning to them.

Undoubtedly, a newspaper must act with responsibility, be fair and independent, and

neutral and objective. Therefore, a newspaper must follow the tenets of journalism.

In this project I more concern only on the social activity and customer loyalty for

generating brand awareness.

Rajasthan Patrika is a Hindi language daily newspaper published from Jaipur and other

major cities in Indian state of Rajasthan and also from Banglore, Surat, Ahmadebad and

Chennai. Rajasthan Patrika was established in 1956. And founder of the company is

Karpoor Chandra Kulish. And the head Department of the company is situated in the

Sun City (Jodhpur), Manji Ka Hatha Poata. Opposite ICFAI national college. Company

publish his news paper not only Rajasthan, other parts of country. Company has its own

news channel on local cable network, and relay some serials .who give report on public

awareness and crime report of the week, and also give report on, What happened in all

over Rajasthan in per week .for his readers company have different policies like gift

system and participate in social activity like as for saving water (AMRTAM JALM) and

student is Patrika in Education program in summer vacation

Rajasthan Patrika’s Patrika in education (PIE) is the educational wing of the Rajasthan

Patrika. It has been organizing activates for the masses for the student and youth.

Major strength of the company his previous record and quality of printing and paper

truth ness of the all news that is written in the news paper and some facilities, which is

differentiate to his competitor like, its “Granted gift program” in end of every month and

“Patrika in education” in every summer vacation for all type of student and “Amrtam

Jalm” for public awareness and increasing customer strength in every year or

RAJASTHAN PATRIKA already have leading share in the market. And involvement of

Rajasthan Patrika in social activity and connection with many charitable trust. it

Company have many features in their product, if we see news paper of Rajasthan

Patrika, there are many additional colour paper for his reader. And they have a separate

paper for all reader. For youth news paper has Bollywood and Patrika Ravivariya and

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for ladies Patrika has Parivar .and for child, Patrika has a magazine called “chottu

mottu”. This news paper always gives updated news not copied by other .its Editorial

paper is one of the major strength of his. It is very special paper .because in this paper

a critical matter is given that is related to political and social. Rajasthan Patrika news

paper always has little for the advertisement that is so the news paper has more news

then other news paper .now days Rajasthan Patrika has its own news channel and

music channel. It means if any person not have time for reading news paper then he

/she can watch these news on Patrika news channel. And its news channels telecast

viewer. Its viewer can see song on his or her choice .Patrika is started a new program

called “Patrika in Education” .it is totally no profit no loss program for Patrika .but this

program always increase goodwill of the company. On news channel Patrika telecast

only news and much discussion and criticize relevant topic. As we know that Patrika

also telecast some serial on national network. These serial gives more news related to

only own state and many awareness program for people of Rajasthan. And also give

information about our culture and our great history. The price of paper is less then to his

competitor .so it is also one major strength for its company. Patrika has 17 th edition in all

over India. And its customer figure and its edition so popularity in all over India .Patrika

get all type of award related to media industry it is big strength of company.

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TABLE OF CONTENT

S.No. Index Pg. No.

1. Introduction to the industry

1.1 Automotive Industry

8-20

2. Introduction to the Organization 21-50

3. Research Methodology

3.1.Title Of the Study

3.2.Duration of Project

3.3.Objective of Study

3.4.Sample size and Method of selecting

Sample

3.5. Scope of Study

3.6. Limitation of Study

51-52

4. Analysis and Interpretation 53-63

5. Facts And Findings 64

6. Conclusion 65-66

7. SWOT 67

8. Recommendation & Suggestions 68-71

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9. Appendix 72-73

10. Bibliography 74

1. INTRODUCTION TO THE INDUSTRY

The Global Media System

Prior to the eighties and nineties, national media system was typified by domestically

owned radio, television and newspaper industries. There was major import markets for

films, TV shows, music and books, and these markets tended to be dominated by U.S.

based firms .but local commercial interests, sometimes combined with a state-affiliated

broad- casting service, predominated within the media system. All of this is changing

rapidly .Whereas previously media system was primarily national, in the past few years

a global commercial-media market has emerged. To grasp media today and in the

future, one must start with understanding the global system and then factor in

differences at the national and local levels .Today media industries is regarded as one

of the most oligopolistic in the world.

This global oligopoly has two distinct but related facets. First, it means the dominant

firms-nearly all U.S. based –are moving across the planet at breakneck speed. The

point is to capitalize on the potential for growth abroad-and not get outflanked by

competitors –since the U.S. market is well developed and only permits incremental

expansion. The dominant media firms increasingly view themselves as global entities.

Second, convergence and consolidation are the order of the day. Specific media

industries are becoming more concentrated, and the dominant players in each media

industries are becoming more and more concentrated and the dominant players in each

media industry increasingly are subsidiaries of huge global media conglomerates. For

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one small example, the U.S. market for educational publishing is now controlled by four

firms, whereas it had two dozen viable players as recently as 1980. The level of

mergers and acquisitions is breathtaking. In the first half of 2000, the volume of merger

deals in global media, Internet, and telecommunication totaled $ 300 billion triple the

figure for the first six months of 1999, and exponentially higher than the figure from ten

years earlier. The logic guiding media firms in all of this is clear: get very big very

quickly, or get swallowed up by someone else. This is similar to trends taking place in

many other industries.

But in few industries has the level of concentration been as stunning as in media. In the

short order, the global media market has come to be dominated by seven multinational

corporations: Disney, AOL-Time Warner, Sony, News Corporation, Viacom, vivendi and

Bertelsmann. None of these companies as recently as fifteen years ago; today nearly all

of them will rank among the largest 300 non-financial firms in the world for 2001. Of the

seven, only three are truly U.S. firms, through all of them have core operation there.

Between them, these seven companies own the major U.S. film studios; all but one of

the U.S. television networks; the few companies that control 80-85 percent of the global

music market; the preponderance of satellite broadcasting worldwide; a significant

percentage of book publishing and commercial magazine publishing; all or part of most

of the commercial cable TV channels in the U.S. and worldwide; a significant portion of

European terrestrial ( traditional over-the- air) television; and on and on and on.

By nearly all accounts, the level of concentration is only going to increase in the near

future. Rupert Murdoch’s News Corporation may be the most aggressive global

trailblazer, although cases could be made for Sony, Bertelsmann, or AOL-Time Warner.

Murdoch has satellite TV services that run from Asia to Europe to Latin America. His

Star TV dominates in Asia with thirty channels in seven languages. News Corporation’s

TV service for China, phoenix TV, in which it has a 45 percent stake, now reaches forty-

five million homes there and has had an 80 percent increase in advertising revenues in

the past year. And this barely begins to describe News Corporation’s entire portfolio of

assets: twentieth Century Fox films, Fox TV network, HarperCollins publishers, TV

station, cable TV channels, magazines over 130 newspaper, and professional sport

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teams. Why has this taken place? The conventional explanation is technology; i.e.

radical improvement in communication technology makes global media empires feasible

and lucrative in a manner unthinkable in the past. This is similar to the technological

explanation for globalization writ large. But this is only a partial explanation, at best. The

real motor force has been the incessant pursuit for profit that marks capitalism, which

has applied pressure for a shift to neoliberal deregulation.

Once the national deregulation of the media began in major nations like the united state

and Britain, it was followed by global measures like the North America Free Trade

Agreement and the formation of the World Trade Organization, all designed to clear the

ground for investment and sales by multinational corporation in regional and global

market .this has lay foundation for the creation of the media system, dominated by the

aforementioned conglomerates. Now in place, the system has its own logic. Firms must

become larger and diversified to reduce risk and enhance profit making opportunities,

and they must straddle the globe so as to never be outflanked by competitors .this is a

market that some anticipate having trillions of dollars in annual revenues within a

decade. if that is to be the case ,those companies that sit atop the field may someday

rank among the two or three dozen largest in the world .The development of the global

media system has not been unopposed. While media conglomerates press for policies

to facilities their domination of the markets throughout the world, strong traditions of

protection for domestic media and cultural industries persist. Nations ranging from

Norway, Denmark and Spain to Mexico, South Korea keep their small domestic firm

production industries alive with government subsidies. In the summer of 1998, culture

ministries from 20th nations, including Brazil, Mexico, Sweden, Italy, and Ivory Coast,

meet in Ottawa to discuss how they could “build some ground rules” to protect their

cultural fare from “the Hollywood juggernaut”. Their main recommendation was to keep

culture out of the control of the WTO. A similar 1998 gathering sponsored by the United

Nation in Stockholm, recommended that culture be granted special exemptions in the

global trade deals. Nevertheless, the trend is clearly in the direction of the opening

markets.

Proponents of the neoliberlisem in every country argue cultural trade barriers and

regulation harm consumers, and that subsidies inhibits the ability of the nations to

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devolve their own competitive media firms. There are often strong commercial media

lobbies within nations that perceive they have more to gain by opening up their borders

than by maintaining trade barriers.

If the WTO is explicitly a pro-commercial organization, the international

telecommunication union(ITU),the global regulatory body for telecommunication, has

only become one after a long march from it traditional commitment to public service

values. The European Commission (EC), the executive arm of the European Union,

also finds itself in the middle of what controversy exists concerning media policy, and it

has considerably more power than ITU. On the one hand, the EC is committed to

building powerful pan-European media giants that can go toe-to-toe with the U.S. based

giants. On the other hand, it is committed to maintaining some semblance of

competitive markets, so it occasionally rejects proposed media mergers as being anti-

competitive. Yet, as a quasi democratic institution, the EU is subject to some popular

pressure that is unsympathetic to commercial interests. As Sweden assumed the

rotating chair of the EU in 2001, the Swedes began pushing to have their domestic ban

on TV advertising to children made into the law for all EU nations. If this occurs it will be

the most radical attempt yet to limit the prerogatives of the corporate media giants that

dominate commercial children’s television. Perhaps the way to understand, how closely

the global . Commercial media system is linked to the neoliberal global capitalist

economy is to consider the role of advertising. Advertising is a business expense

incurred by the largest firms in the economy. The commercial media system is the

necessary transmission belt for business to market their wares across the world; indeed

globalization as we know it could not exist without it. A whopping three quarters of

global spending on advertising ends up in the pockets of a more twenty media

companies. Ad spending has grown by leaps and bounds in the past decade, as TV has

been opened to commercial exploitation, and is growing at more than twice the rate of

GDP growth. Latin American ad spending, for example, is expected to increase by

nearly by 8 percent in both 2000 and 2001. The coordinators of this $350 billion industry

are five or six super ad agency owning companies that have emerged in the past

decade to dominate totally the global trade. The consolidation in the global advertising

industry is just as pronounced as that in global media, and the two related. “Mega-

agencies are in a wonderful position to handle the business of the mega clients,” one ad

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executive notes. It is “absolutely necessary for agencies to consolidate. Big is the

mantra. So big it must be,” another executive stated.

There are a few other points to make to put the global media system in proper

perspective. The global media market is rounded out by a second tier of six or seven

dozen firms that are national or regional powerhouses, or that control niche market, like

business or trade publishing. Between one third and rest are from western Europe and

Japan. Many national and regional conglomerates have been established on the backs

of publishing or television empires.

Together, the seventy or eighty first and second tier giant controls much of the world’s

media: book magazine and newspaper publishing; music recording; TV production; and

motion picture theaters. The end result of all activities by second tier media firms may

well be the eventual creation of one or two more giant, and it almost certainly means the

number of viable media players in the system will continues to plummet, some new

second tier firms will probably be further upheaval among the ranks of the first tier

media giant.

The global media system is only partially competitive in any meaningful economics

sense of the term. When Varity compiled its list of the fifty largest global media firms for

1997, it observed that “merger mania” and cross-ownership had “resulted in a complex

web of interrelationship” that will “make you dizzy”.

This point cannot be overemphasized. in the competitive market, in theory, numerous

producers work their tails off largely oblivious to each as they sell what they produce at

the market price, over which they have no control. At a certain level, it is true these firms

compete vigorously in an oligopolistic manner. But they all struggle to minimize the

effect of competition. Today’s media firms are called “co respective’ competitors typical

of situations with high level of monopolization rather than classical competitors in an

anonymous dog-eat-dog world as assumed in much of economics theory. The leading

CEOs are all on a first name basis and they regularly converse. Even those on

unfriendly terms, like

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Murdoch and AOL-Time Warner’s Ted Turner understand they have to work together for

the “greater good.’’ As the head of Venezuela’s huge Cisneros group, which is

locked in combat over Latin American satellite TV with News Corporation, explains

about Murdoch, “we’re friends. We’re always talking.’’ Moreover, all the first and second

tier media firms are connected through their Reliance upon a few investment banks like

Morgan Stanley and Goldman Sachs that quarterback most of the huge media mergers.

Those two banks alone put together fifty two media and telecom deals valued at $433

billion in the first quarter of 2000, and 138 deals worth $433 billion in all of 1999.

The internet is increasingly becoming a part of our media and telecommunication

systems, and a genuine technological convergence is taking place. Accordingly, there

has been a wave of Mergers between traditional media and telecom firms, and by each

of these with internet and computer firms. Already companies like Microsoft, AOL, AT&T

and Telefonica have become media player in their own right. It is possible that the

globel media system is in the process of conversing with the telecommunications and

computer industries to form an integrated global communication system, where

anywhere from a six to a dozen super companies will rule the roost. The nation that the

internet would “set us free”, and permit anyone to communicate effectively, hence

undermining the monopoly power of the corporate media giant, has not transpired.

Although the internet offers extraordinary promise in many regards, it alone cannot slay

the power of the media giants. Indeed, no commercially viable media contact site has

been launched on the internet, and it would be difficult to find an investor willing to

bankroll any additional attempts. To the extent the internet becomes part of the

commercially viable media system, it looks to be under the thumbs of the usual

corporate

Indian media in the age of globalization:

The commercialization of the electronic media was given a boost as globalization hit

India, bringing about the transformation on Indian television in the early 1990s,

accelerated by the combined impact of new communication technologies and the

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opening up of global markets. Economic liberalization, deregulation and privatization

contributed to the expansion of Indian media corporations, facilitated by joint ventures

with international media conglomerates. Such developments revolutionized

broadcasting in what used to be a heavily protected media market, certainly the most

regulated among the world’s democracies. Gradual deregulation and privatization of

television has transformed the media landscape, evident in the exponential growth in

the number of television channels- from Doordarshan the sole state-controlled channel

in 1991 to more then 70 in 2000.out of these, in 19 are in Hindi or English and therefore

national in reach, while others cater to regional audiences in their own languages.

The privatization of broadcasting made many western transnational media players enter

the ‘emerging market’ of India-potentially one of the world’s biggest English-language

television market. With a huge middle class-estimated between 200-300 million-with

aspiration to a western life style and a well developed national satellite network linking

the vast country, their task does not appear to be too demanding. Sectors of the

economy, such as information technology, have demonstrated exceptional growth in the

past decade.

This has stimulated change in the broadcasting industry, benefiting also from a fast-

growing advertising sector, making the Indian television market attractive for

transnational broadcasters.

The entry of global media conglomerates into India opened up a new visual world for

Indian audiences, first through the live coverage of the 1990-91 gulf crises by the cable

news network and later through Hong Kong based Star (satellite television Asian

Region) TV, part of Rupert Murdoch’s news corporation. Star’s five-channels satellite

service in English (Plus, Prime Sports, Channel V, the BBC World and Movie),

originated in 1991, become a major hit with the English-fluent urban elite and the

advertisers, who saw in these channels a way to reach India’s affluent middle class.

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Buoyed by advertising revenues, cable and satellite television increased substantially

from 1992, when only 1.2 million homes received it. By 1999, India had 24 million cable

TV homes, receiving programmers from major transnational players- notably CNN,

Disney, CNBC, MTV, Star, Sony Entertainment television and BBC-and from scores oft

Indian channels. After an initial infatuation with western English-language programming,

noted for its liberal attitudes to sexual subjects, hitherto a taboo on Indain airways. It

became apparent that the Indian audience preferd television in their own languages,

promoting global media companies to adapt their programming strategies to suit the

local marketers. Star strted the process of hybridization when realized that it’s mainly

US-originated programming was being viewed by small unit of urban elite. It therefore

started adding Hindi sub-title to Holly wood films and dubbing popular US soaps into

Hindi. In 1996, Star India specific channel, Star Plus, began locally made programmers

in English and Hindi.

The sheer logic of market pressure- localizing the products to reach a wider consumer

base and increase advertising revenues, was at the heart of this localization strategy.

Western-owned or inspired tele vision encouraged mixing of English and Hindi and the

evolution of a hybrid media language-“Hinglish”. The emergence of a mixed media

idiom, characterized by the growth of Hinglish, has dominated by the burgeoned mass

media as the language of the youth of a ‘libersied’ and ‘modern’ India. While a form of

Hinglish had been in existence in urban north India for decades, it was popularized by

Zee TV, India’s first domestic, Hindi language private television, lunched I 1992.

Globalization of Indian Media:

The emergence of network such as Zee raises interesting question. It is indisputable

that the proliferation of satellite and cable television channels, made possible with digital

technology and growing availability of communication satellites, has contributed to the

increasing diversity of the global cultural landscape. The role of television in the

constriction of social and cultural identities is more problematic in the age of

globalization than in the area of a single national broadcaster and a shared public

space, such as characterized television in most countries in the post-war years. Though

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national broadcaster continue to be important in most countries and still receive the

highest audience shares, the availability of a multiplicity of television era, a viewer can

have simulators access to a verity of local, regional, national and international channels,

thus being able to engage in different levels of mediated discourses.

A clear analysis of the complex process of international cultural flow reveals that the

traffic is not just one way, from north to south, even though it is overly weighed in the

favors of the former. Evidence show that new transborder television network are

appearing, with some flow from the periphery to the metropolitan centers of the media

and communication corporations. The extension of satellite footprints and the growth of

DTH broadcasting have enabled network such as Zee to operate in an increasingly

global environment , feeding into and developing what has been called as he emergent

‘diasporas public spheres’.(Appadurai,1996)

The deregulation of broadcasting, which has been a catalyst for the extension of private

television networks, has also made it possible for private satellite broadcasters to aim

beyond the borders of the country where they are based- unlike state broadcaster who

have traditionally seen their role in terms of the nation state. Apart from the major

powers, whose broadcasting has had an international dimension, most public

broadcasters, particularly in the south, saw their audience as a domestic one. By

contrast the private channels, primarily interested in markets and advertising revenues,

had a more liberal media agenda. This basic difference between state-centric and

market-oriented broadcasters into the lucrative northern markets, conglomerates has

given them the technical and managerial support to operate as a transnational channel.

Globalization and the advent of satellite television ensured that the migrant communities

of South Asians in the middle East, Europe and North America became a new target as

audiences and consumers .(Jacka and Ray,1996) Zee was among the first to recognize

the potential of overseas markets for its programming. In its zeal to rope in pan-India

audiences scattered through the world, Zee developed a new idiom which by virtue of

sheer reach of the medium contributed to making Indian television available

internationally. After Star TV purchased 50 per cent of Asia Today (the Hong Kong

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based broadcaster of the Zee TV) in 1993, it became Zee’s partner in India and beyond.

Facilitating their 1992 launch in the Middle East, Zee TV entered the lucrative British

market in 1995, when it bought TV Asia, already established in the UK. By 2000, Zee

was available on the sky network and claimed to have one million subscribers in the UK

continental Europe. It became one of the Hindi and four channels to go digital in the UK,

offering programming in Hindi, Urdu, Gujarati and Punjabi. Having acquired a base in

the UK, Zee expanded into mainland Europe and is also very popular in Africa –based

platforms operators, multi choice.

Today, Zee claims to be the world’s largest Asian television network, covering Asia,

Europe, US and Africa and catering to the Indian Diaspora. In Asia where it boasts a

total viewer ship of 180 million, the networking spans morethan4 countries and offers

round-the-clock programming on four channels-Zees TV, Zee cinema, Zee India and

Music Asia. Having reached more than 23 million homes in the Indian sub continent and

United Arab Emirates, Zee strategy is to expand its operations in the lucrative north

America market.

In recent years India has witnessed extraordinary growth and overseas success in

computer software and cinema exports, making it a global force to be reckoned with.

(Power and mazumdar, 2000) A recent report on the Indian entertainment business

prepared for the federation of Indian entertainment industry, currently valued at Rs. 154

billion ,will grow to nearly Rs. 600 billon by 2005.according to the report, Indian films

exports, worth Rs. 4.5 billon in 1999, are estimated to rise to nearly Rs. 120 billion by

2005 ; the Indian music market, currently pegged at Rs. 12.5 billon, is projects to touch

Rs. 22 billon, and TV software revenues are expected to soar from the present Rs. 12

billon to Rs. 90 billion in 2005.(Shedde,2000)

The unprecedented expansion of television in the 1990s has also been a boost for the

movie industry, as many first dedicate film-based pay-channels haves emerged. In June

2000, the first first international Indian film awards, billed as the “Bollwood Oscars”

ceremony from London’s millennium done, was broadcast millennium Dome, was

broadcast to more than 122 countries reaching 600 million viewers. It brought together

along with Indian film and music stars US Oscar winner Angelina Joile, Chinse star

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Jackie Chan and Australian pop singer Kylie Minoge. (The times of India, 2000)

However, the increasingly international orientation of television seems to have excluded

the majority of Indian people (the poor, especially those living in the countryside) who

are remarkably absent from programmers on channels such as Zee. According to a

1998survey, less than two per cent of Zee viewers live in rural areas. (Satellite &Cable

TV, 1999) a socially relevant television agenda, therefore, does not fit well with the

private television networks, which appear to be interested only in the demographically

desirable urban middle class or the NRI’s with the disposable income to purchase the

products advertised on such channels.

Given these constraints a development-oriented television remains largely under-

explored, primarily because it does not interest advertisers. It is ironic that the country

that pioneered the use of space technology for education, with the satellite instructional

television Experimental (SITE) of 1975-76, which brought TV to the poorest villages the

most inaccessible area, and where 40 per cent of the population is still illiterate-

according to the United Nation, 30 per cent of all Indian children aged six to 14 years,

about 59 million children, do not attend school-has ignored the educational potential of

television.

Though Doordarshan receives substantial support from the government, which

extended its reach and added new channels (in 2000. it had 21 channels), it is under

pressure to provide entertainment as well as education. One result of such competition

is the ideological shift in television cultural from public service to profit oriented

programming. The growing commoditization of information and the trend towards

western inspired entertainment can affect the public service role of television, whose

egalitarians potential remains hugely under-explored in India.

As television ids driven by the rating wars and advertising demand for consumers, and

given that visual can be a powerful instrument for propagating dominant ideology, the

electronic media can play a key role in creation of a marketplace in which their

corporate clients can consolidate and expand. Rather then toeing the government line

as used to be the case with state broadcasters, are networks such as Zee instead

promoting a corporate worldview?

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Internationally, despite a counter flow of cultural products, as exemplified by networks

such as Zee, US –led western media domination has not diminished. There is a

temptation to valorize such a flow, suggesting it may have the potential to develop

counter-hegemonic channels at a global level. Indeed, as seen in the case of Zee the

network has been modeled after transnational corporation as a market-driven

organization for whom the most important consideration is to make a profit. Therefore, it

can be safely said that the emergence of regional players contributing to a ‘decent red’

media and cultural imperialisms is not likely to have a significant impact on western

hegemony within global media cultures.

Current Scenario: According to a recent survey made by MPA an ITV, India is the third largest News

paper market in the world with 109 million television homes and 61 million cable TV

homes. It is also the fastest growing cable News paper market in Asia with industry

turnover growing at an average annual rate of 18n per cent to approach $3 billion in

2004. According to a detail opening presentation made by MPA and ITV, India is the

third largest News paper market in the world with 109 million television homes and 61

million cable TV homes. It is also the fastest growing cable News paper market in Asia

with industry turnover growing at an average annual rate of 18n per cent to approach $3

billion in 2004.

Yet, while consumptions of programming (both niche and mass ) remain robust, the

television –driven media economy has room for much greater expansion with TV

industry turnover representing only 0.46 per cent of national GDP while TV advertising

spend represents only 0.17 per cent of GDP, trailing major regional consumer media

markets such as China (0.23 per cent) and Korea(0.34). Content providers are scaling

up well in terms of turn over worth the latest annualized fiscals showing the “Big Three”

(Zee, Star, and Sony), With aggregated consolidated turnover in excess of $830 million

(Zee leading with $309million, a narrowly followed by Star with 302 million), though

China’s leading broadcaster CCTV outstrips this alone with its FY 2004 turnover coming

in just below $970 million. The concern is the lack of major cash generative and

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consolidated distribution company – average turnover for Indian multi system operators

(Siti cable, Hathway, in cable runs at about $30 million per annum while Korean and

Chinese multi system operators with comparable ARUPs typically average $100 million

to $200 million per annum’s profit leakage in the distribution chain remains rife and

Indian MSOs are hurting bad-broadcasters are keeping things at bay with $270 million

in fees per annum while LCOs retain a hefty $1.5 billion a year.

Critical to the future is both regulation- gradually progressive in certain areas (DTH

licensing FDI and FII norms) and potentially harmful in others (anti-siphoning, content

censorship, rate regulation and must provide) and competition, which will increase as

the distribution of TV channels over cable, satellite and broadband networks be gain to

accelerate, driven by continued investment programming and greater investment in

delivery infrastructure.

Such a process will help unlock value for all industry stakeholders and push the market

towards digital led addressability. while programming investment continue apace to the

approximately $350 million -$450 million per annum, the first wave of investment in

digtal pay TV distribution has begun with $500 million being invested into the

distribution of pay TV channels and interactive service over DTH satellite ; cable and

telephone infrastructure ,led by major group such as Zee Teleflims , Tatas ,News Corp.,

Reliance , Sun Media,Prasar Bharti , Atlas , the Rahejes and Hindujas TM.

The current market capitalization of media companies is around $3-$3.5 billion and

could scale up to $20 billion by 2010. Profits in the TV industry, currently running at

$350 million, in aggregate, could also scale up exponentially-current cash flow is

growing at about 17 per cent annum.

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2. INTRODUCTION TO THE INDUSTRY

Rajasthan Patrika a leading newspaper of Rajasthan was launched on 7 th March, 1956

in Jaipur. The rise of “Rajasthan Patrika” from a local quarter size single sheet evening

daily to a full-fledged, sixteen page morning newspaper with supplements all days of

week, commanding a state wide circulation is a saga of the trails, travails and

tribulations faced by its founders, proprietor and editor, Mr. Kapoor Chand Kulish, and

his team of editors and managers. From its modest beginning, it has during its 50 years

of publication grown into a stable institution.

The journey spanning nearly 5 decades has seen the development of publication from

sixteen more centers, viz. Jodhpur, Udaipur, Kota, Bikaner, Sikar, SriGanganagar,

Bhilwara, Alwar and Banglore, Pali, Banswara, Surat, Chennai, New Delhi, Kolkata also.

It pioneering adoption of the latest technology has been rewarded in the form of

National Awards for printing and designing. It has various national and international

news agencies.

The growth of Rajasthan Patrika is a result of unstinting commitment of Patrika towards

its readers and society as a whole. This has also been made possible by a large fleet of

taxies, newspaper agents and hawkers, fully equipped to reach every nook and corner

of the state.

Philosophy: Management of Rajasthan Patrika thinks in terms of capital and manpower

but it puts a great emphasis on Indian culture, ideas and ethics. Rajasthan Patrika has

an open mind in the sense that it derives inspiration from the west so far as training and

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technologies are concerned. The best of the west is blended with Indian traditions,

values and wisdom in the affairs of Patrika.

History: The Newspaper, at the time of its launch, was a five-column eveningwear. It

was in 1964 that its morning edition was started.

THE FOUNDER- ‘Mr. Karpoor Chandra Kulish’

The Visionary - Karpoor Chandra “Kulish”, the man who started Rajasthan Patrika as a

small evening newspaper in the fifties and took it to the heights of glory, was a visionary

par excellence. A splendid genius who has lived the ideal as embodied in the oft-quoted

Puranic aphorism “charaiveti charaiveti” (move on and on, rest not) and, above all, a

man of extraordinary versatility, as reflected in his voluminous books on the Vedas.

He was acclaimed as a brilliant journalist, a scholar of the Vedas, a thinker, a

philosopher and a poet. His search for knowledge remains endless, despite his

advanced age. He kept abreast of the latest developments at national and international

levels and shares his perception of the local, national and international problems with

lakhs of readers of Patrika every day, through his four-lined poetic _expression entitled

‘‘Polampol”. It is said that brevity is the soul of wit and, verily, his daily comment that

Kulishji contributes everyday epitomizes the best form of creativity. It was his humble

endeavour to keep the youths, fascinated by the dazzling modern world, familiar with

the fragrance of their mother tongue. It also conveys the message to the young

generation that they should not forget their roots. With a meager capital of just five

hundred rupees, Kulishji embarked on a difficult road of journalism, by launching an

evening daily.

Kulishji’s journey continued uninterrupted, despite tumultuous tempests and hailstorms

that hampered his path. His indomitable will and indefatigable courage stood him in

good stead. The sapling he planted in 1956 has now grown too a mighty Banyan tree.

Its branches are not confined to the frontiers of Rajasthan but they have percolated into

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the territories of Gujarat and South India. With fifteen editions and ten million readers,

this newspaper is synonymous with Kulishji’s personality and work.

The man who strode across the land and dreamt of touching the sky had a humble

beginning in a relatively unknown village. Born on March 20, 1926, in a village called

Soda, which was a part of the erstwhile State of Diggi Kalyan and Lawa, Karpoor

Chandra Kothari was metamorphosed into an internationally acclaimed personality, i.e.,

Karpoor Chandra “Kulish”. The seeds of greatness were sown in his emotional plane

when he experienced a phase of uncertainty after passing his matriculation exam from

the Punjab University.

He pledged to tread the path of struggle for survival. He accepted the job of a clerk, to

begin with, in the State of Malpura, which fetched him just Rs.33 per month. It was a

temporary job, which he soon lost. Destiny brought him to Jaipur to try his luck. In the

meantime, he also got married. Now, he was not alone in the zigzag, barren and thorn-

strewn path of life. In addition, he also kept himself busy in writing and reading religious

and philosophical treatises. He also made his presence felt in the literary world.

Kulishji carved out the vision of vastness and took the plunge, though initially he did not

hesitate to accept petty jobs. In 1951, he joined Rashtradoot, a Hindi Daily of Jaipur.

Since he disdained restraints and curbs, he left Rashtradoot too.

A plan to start a daily paper was formulated, developed an executed in a meticulous

manner. The result is well known - Rajasthan Patrika was born on 7th March 1956 and

grew in size and stature and engulfed the entire desert, it has made its mark as one of

the leading ten papers of

The country. It has been growing since birth and it continues to grow. Steps move on

the ground, but the sky is the limit in eyes.

When Kulishji attained the age of sixty on March 20, 1986, he decided to

relinquish his position as the editor of the paper, by writing a lead article on the front

page entitled “NAMASKAR” (Bidding Farewell). The people inferred that Kulishji was

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following the tradition of government employees, who have to retire at the age of sixty,

but, in fact, his decision was motivated by his desire to undertake an in-depth study of

the Vedas - the treasure of ancient wisdom. He wanted to be fully immersed in it, which

was the ultimate mission of his life.

The identity, reputation and prestige of an organization depend not only on its

professional success but also on the way it maintains values, preserves ideals and

contributes to social development. Tested by this touchstone for exemplary work

Rajasthan Patrika has proved its worth beyond doubt and has even excelled itself. Soon

after Mr. Karpoor Chandra Kulish launched the newspaper he made it clear to his

colleagues that he would also use the paper as an instrument for social change and for

the alleviation of social problems. He expressed his resolve to work relentlessly towards

the accomplishment of this goal. It was on account of this resolve of the founder that

Rajasthan Patrika has not only fulfilled its social responsibilities but it has set an

example for emulation by others.

Patrika has played an important role in enriching values and ideals which society always

yearns for. It has continued to publish books on varying aspects of our glorious cultural

heritage and universal values even since it saw the light of the day. The Patrika Group

has looked after this materialistic aspect very well. It has been in the forefront of the

humanitarian work. It explored various strategies to rush humanitarian aid to the largest

number of the victims of natural calamities or the people languishing in poverty. The

establishment of Jan Mangal Public Charitable Trust in 1984 was a milestone in this

direction. Patrika made a great endeavour to rush help to the people of Maharashtra

and Gujarat when the most disastrous earthquakes in Indian history hit them. It didn't

lag behind when the entire state of Orissa was invaded by the cyclonic destruction. The

sight of the wailing uprooted inhabitants of this unfortunate state melted even stony

hearts. Patrika mobilized support for the people of this state and rendered yeoman

service. It came to the rescue of the war widows whose husbands died in the Kargil war.

Patrika itself contributed a large amount and campaigned for public awareness who

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responded generously. As a result the afflicted families were saved from another

disaster that loomed large in their minds after the death of their members.

Most notable among its crusades against suffering was its campaign for the donation of

a handful of grain (muthibhar anaaj) by every citizen when the continuous spell of

drought in Rajasthan pushed millions of its people to the brink of starvation. Patrika

called upon students to bring handfuls of grain to its office. The campaign electrified the

student community and the general masses in the entire state that flocked to Patrika

Offices in various cities and created heaps of grain. Patrika sent trucks loaded with the

bags of grain to the areas where people were dying. It was a new value Patrika

inculcated and showed the people the way to help the needy. What generated the

tremendous enthusiasm was its slogan 'bacha bacha Bhamashah' i.e. every child is

Bhamashah, the legendry philanthropist of Mewar who donated every penny to his

people. Thus, Patrika rose above the narrow familial boundaries and considered the

entire humanity as its own.

Besides organizing sports events, social and cultural festivals, Patrika also undertook

the challenging task of publishing important books and that of helping the educational

institutions or enriching libraries. It organized many adventures or helped NGOs who

initiated such projects as inculcated the spirit of courage among kids or youths. It was

never motivated by considerations of fickle fame but thinking that social concerns and

human values deserve utmost attention, it fulfilled its obligations to society in the spirit of

selfless dedication. When the Indian Army was sent to the borders to face the threat of

war from Pakistan, Patrika sent adventurous youths on motorcycles to the snowy

valleys to ' boost the soldiers' morale with auspicious messages of good wishes and

greetings. When Patrika realized that common ordinary citizens encounter great

difficulties in getting their legitimate problems solved everyday on account of

bureaucratic redtapism, it started a helpline and called upon the people of the state to

write to Patrika about their problems and grievances. Patrika fought for their cause by

taking the issues to the departments concerned and saw that their grievances were

redressed.

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Hundreds of retired Govt. employees or ordinary citizens have benefited from this

initiative. Not only had this Patrika come forward to help the people of a particular region

to get their problems solved. The response was overwhelming and the bonds of love for

Patrika grew stronger. Everyone in India had heard that Vedas had in them an ocean of

wisdom but since they were written in Sanskrit ordinary people remained ignorant about

them, Patrika's founder editor Mr. K.C. Kulish began to study them, wrote a series of

books in simple language, and thus brought the Vedic wisdom within the reach of the

ordinary people.

The voluminous book entitled SHABD VED, which Mr. Kulish compiled after years of

hard work, is a living testimony to Patrika's contribution to enrichment of values and

preservation of our cherished ideals.

‘Mr. Karpoor Chandra Kulish’, the founder of Rajasthan Patrika, throughout his life as a

journalist, tried to fulfill social commitments largely and till date Patrika is following his

footsteps. Rajasthan Patrika has always worked for the betterment of society. It showed

kindness towards birds and animals, it encouraged talented people from every field and

worked hard to bring the hidden talent to limelight. Jan Mangal Kalyan Charitable Trust

was set up which played a very important role in encouraging the people from the field

of sports and social work. It either helped them from its own resources or raised

donations for the budding talents. Rajasthan Patrika has left a noticeable mark in the

field of publication. It has worked hard to make people more knowledgeable.

Patrika has always been ahead for public service and in this field; it has organized many

Learning License camps for the common people. Patrika has always showed its keen

interest in the field of public health and in this direction, it has organized several Blood

Donation Camps, which has turned out to be a huge success. Being a newspaper

Rajasthan Patrika has always fulfilled its duty to make the people of Rajasthan aware of

their rights. In this regard, Patrika did a campaign in which the reporters traveled all over

Rajasthan and tried their level best to make the people aware of their right to vote. The

people appreciated this gesture and gave their full corporation. Patrika has even

organized many cultural events. Patrika every year organize a Book Fair in public

interest. This fair is organized in a large scale where people can find books on all

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subjects and beside that, people also enjoyed the cultural programm. Recent addition to

the list is the Health Fair organized by Rajasthan Patrika. This fare got a lot of

appreciation from the masses and people from far, near participated in the fair, and

satisfied their quarries related to health. Rajasthan Patrika not only plays the role of a

newspaper but also the role of a social reformer.

RAJASTHAN PATRIKA – DISTINCTIVE FEATURES :

50 YEARS OF LEADERSHIP

The only newspaper in Asia to have won – IFRA ASIA gold award for excellence

in printing & society of publishers in Asia (SOPA) award for excellence in reporting in

the same year.

The only Hindi newspaper in India to have an English supplement, which delivers

to the entire market potential. The largest Hindi daily in Rajasthan, Gujarat, Karnataka &

Tamilnadu.

Provides latest news in the reader’s vicinity, with its maximum number of editions

and reporters.

Available in 50 countries, including India, on same day via p.e.p.c., press point

vending machines. Introduction of glazed newsprint for weekly supplements.

Rajasthan Patrika group today has forayed in all popular media.

Patrika online is the web division of Patrika, is responsible for publications on net,

and is the most comprehensive info packed portal of Rajasthan.

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Rajasthan Patrika gives us additional on ground support as a vehicle for our

message through its various events like ‘National Book Fair’, ‘International Education &

Career Fair’ and ‘Jodhpur Festival & Industrial Fair’.

So, I can say that,

“Rajasthan Patrika” Is

‘People’s Voice By

People’s Choice’.

MAJOR EVENTS : RAJASTHAN PATRIKA

1965 -Number of columns were increased to eight.

1972 -Rotary Press printing was started.

Membership of Audit Bureau of Circulation.

1973 -Launch of Itwari Patrika.

1979 -Jodhpur Edition was started.

1981 -Udaipur Edition was started.

1985 -English publication was launched.

-Patrika Advertising Awards were constituted.

1986 -Balhans was launched.

1987 -Bikaner Edition was launched.

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1993 -Patrika TV an indoor shooting studio, was started

1996 -Banglore Edition was launched.

1998 -Rajasthan Patrika started its Internet Edition- rajasthanpatrika.com

1999 -Independent web portal was started-patrikaonline.com

-Eleven different Dak-Editions were started

2000 -Sikar, SriGanganagar and Bhilwara Editions started

Turning Point, Bal-Patrika was started.

2001 -Alwar Editions was launched.

2002 -Ajmer Edition was launched

2003 -Pali Edition was launched

2004 -Amrtan Jalm

2005 -Banswara Edition was launched.

2006 -Golden Voice

2007 Summer School (from last 4 year)

Finally, it becomes the No.1 leading newspaper, with 50 years’ of leadership, 12

editions all over Rajasthan and 17 total in India.

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Rajasthan Patrika – For All in the World(Splendid Supplements)

Rajasthan Patrika has developed customized segment based products that cater to the

specific needs and produce contents relevant to reader’s choice & preference. The

below supplements details outlines various target groups, a specific mention is called

for city pulse the metro edition of Rajasthan Patrika that serves north, south, east &

west zones. It facilitates sharper geographical segmentation within jaipur city.

Rajasthan Patrika carriers supplements for all the seven days, which are follows:

(1) Day & Frequency: Monday weekly, Special Focus: Localized Readership,

Sub Brand: City Pulse, Contents: Detailed news items and articles based on topics of

interest to the zone, Size: Broadsheet, Edition: Jaipur City.

(2) Day & Frequency: Wednesday weekly, Special Focus: Women, Sub Brand: Parivar,

Contents: Mainly topics of feminine interests such as family care, recipes, health,

fashion, achievement, general awareness, etc. Size: Tabloid, Edition: All editions.

(3) Day & Frequency: Friday Fortnightly, Special Focus: Children teenagers, Sub Brand:

Chhotu-Motu, Contents: It is a new feature, which is added every fortnight in quarter

size. It covers topics of interest to children like stories, comics, cartoon strips,

brainteasers, information, and receipts for kids, sports & personalities, etc., Size:

Stapled Booklet, Edition: All editions.

(4) Day & Frequency: Friday Monthly, Sub Brand: Patrika Digest, Contents: Patrika

Digest covers topics of special interest like career, health, counseling, etc ., Size:

Stapled Booklet, Edition: All editions.

(5) Day & Frequency: Saturday Weekly, Special Focus: Mass appeal, Sub Brand:

Bollywood, Contents: A complete entertainment feature magazine on television, Indian

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films, film stars, their life styles, and other interesting write-ups on international films ,

Size: Broadsheet Glazed, Editions: All.

(6) Day & Frequency: Sunday Weekly, Special Focus: Family, Sub Brand: Ravivariya,

Contents: An interesting colorful magazine featuring topics of general interest such

as current issues, articles about personalities & celebrities, astrology, health besides art

& culture., Size: Broadsheet, Editions: All editions.

(7) Day & Frequency: Thursday weekly, Special Focus: Youth, Sub Brand: Patrika Mag,

Contents: An out & out youth magazine filled with fun & entertainment, featuring articles

for light reading on music, pop stars, fashion, sports, love & friendship etc. , Size:

Broadsheet, Edition: Jaipur City & Ajmer.

(8) Day & Frequency: Thursday weekly, Special Focus: English Reading Teenagers

Youth, Sub Brand: Turning Point, Contents: An English supplement covering special

interest of teenagers & youth having informative articles, it coverage, puzzles, brain

teasers & youth watch, Size: Broadsheet, Editions: Jaipur City & Ajmer.

(9) Day & Frequency: Saturday & Wednesday, Special Focus: Youth, Young

Professional Ambitious Executive, Sub Brand: Jobs & Career, Contents: The

appointment pages, Size: Broadsheet, Editions: All Editions.

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THE BRANCH HIERARCHYOF‘RAJASTHAN PATRIKA

The jobs functions of the employees in the organization are divided amongst them and

combined in logical ways. Employees with related functions usually share a common

work area and constitute a work unit. Departments are therefore constituted.

Departmentation:The job functions of the employees in the organization are divided amongst them and

combined in logical ways. Employees with related functions usually share a common

work area and constitute a work unit. Departments are therefore constituted.

MARKE-TINGDEPT.

ADVT.DEPT.

PRINTINGDEPT.

COMPUTERDEPT.

MACHINEDEPT.

STOREDEPT.

ACCOUN-TINGDEPT.

CIRCULAT-ION

DEPT.

EDITOR-IAL

DEPT.

BRANCH HEAD

OFFICE

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EDITORIAL DEPARTMENT

The editorial department, headed by editor, is responsible for:-

1. Collection of news

2. Selection of news and features

3. Editing of news and features

4. Interpretation of areas.

ADVERTISING DEPARTMENT

Its main functions include collection of advertisements. The ads collected are usually

hand written. A schedule register is maintained by the department, which contains the

name of advertiser, name of agency, size of advertisement, agency code number, date

of release, preferred position etc. Handwritten matters are sent for composing. On the

basis of register, a dummy of ads is prepared which also contains printing instructions

along with the material. This dummy is sent to the processing department. They place

the ads according to dummy instructions. After pasting the news they prepare a zinc

plate and sent to printing department.

PRINTING AND PROCESSING (MACHINE) DEPARTMENT

This department looks after all work of printing including installation of machines, plant

layout, composing, processing, loading, maintenance of machines etc.

Division of printing department, where offset machines are used:

1. Composing division.

2. Camera division

3. Pasting or page make-up division

4. Plate making division

5. Printing division, and

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6. Maintenance division.

The main responsibilities of this department are:

1. Selling the newspaper

2. Delivering it, and

3. Collection of funds.

FINANCE DEPARTEMNT:The foremost function of the finance department is financial forecasting and planning, it

involves forecasting for short term and long-term funds. Predication of short term and

long term is done through funds flow analysis. The other function is of investment

alternatives, which is done through funds flow analysis or payback period.

It involves:

a) Determination of financial objectives

b) Determination of financial policies such as those regarding working capital

management, capitalization, capital structure, fixed assets management, etc.

c) Determination of financial procedures.

ACCOUNTING DEPARTMENT:A newspaper’s accounting department performs the following functions.

a) General accounting work

b) Departmental record keeping

c) Cost finding

d) Budgeting

STORES AND CLERICAL DEPARTMENT :A newspaper store usually deals with storing newsprint, ink, chemicals, films, tools,

equipment and machines, furniture, office supplies and general materials used by the

various departments. The responsibilities of store and warehouse are to receive

materials, to protect while in storage from damage or unauthorized removal, to issue the

materials in the right quantities at the right time to the right place and to provide these

services promptly and at least cost.

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The main divisions of stores with clerical works are:

a) Receiving section

b) Store section

c) Accounting section

d) Issuing section

e) Time Keeping

f) Salary and wage administration

g) Provision of incentives

h) Maintenance of records

i) Human engineering- man- machine relationship.

CIRCULATION DEPARTMENT

It involves the controlling of circulation of newspapers within printed district and its sub

divisions. It also controls the supply in appropriated manner so that they will reach on

time, by proper way of means.

In addition, it continuing surveying of the market and its customers for improvement and

reached the targeted goal always. Survey includes questionnaires and queries from its

regular, non-regular and non-user customers to know at what area they have to develop

themselves and needs of the market.

COMPUTER DEPARTMENT

It converts all organizational hard work into computerization, means placed the news

and ads in proper place and finalize the editing works up to pressing the newspaper and

send to Printing and Machine Department.

It first collects the dummy of the specified pages from the Advertisement Department

and than it places the actual news and advertisements in such a way that it will look like

better and attractive way.

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Ad Agencies RoleWhile training in “Rajasthan Patrika” I had learned that advertising agency plays a vital

role in the publication line. Advertising agency works as a business associates for the

newspaper to get the business from the market. Along with this, they provide services to

their clients on behalf of the newspaper.

Marketing: An Overview

“Society can only exist when a large number of people want something a few people

have. It is necessary for both groups to be mutually aware of this need.”

Oskar Handlin

Any time one tries to persuade somebody to do something – to buy his product, donate

for some charitable purpose, or vote for some candidate, or attend a dramatic show, or

accept a social date with him - both of them are said to engage in marketing.

Essentially, marketing exists in any type of economic system and in any stage of

economic development except the most primitive situation where the individuals are

economically self-sufficient and trade or exchange does not exist. Marketing is all-

pervasive in the present day world.

An analysis of marketing literature reveals that marketing is variously described as a

‘function’, ‘an orientation’, ‘an approach’ and ‘aptitude’, ‘a philosophy of businesses and

‘a management system or technique’. In fact, marketing conveys all of these and often

more. Marketing did not always have a place of importance in the firm. Only in recent

few years have, marketing functions received much attention. The modern marketing

concept is evolved through various stages. Marketing concept means the philosophy,

which guides the marketing effort. Philip Kotler says, “Marketing activities should be

carried out under a well-thought-out philosophy of effective and socially responsible

marketing.” & “a human activity directed at satisfying needs and wants.”

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STAGES IN MANAGEMENT OF MARKETING

Marketing Hierarchy:

Marketing Manager

38

Branch Manager

TeamIncharge

TeamIncharge

TeamIncharge

TeamIncharge

Marketing Executives

Marketing Executives

Marketing Executives

Marketing Executives

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Role of Marketing Dept.

The main function of this department is to develop a strong PR (Public Relation) with its

advertisers and advertising agency, basically the sole responsibility of this department is

space selling. Beside this, marketing department carries out the following activities:

Collection of information relating to other newspapers/competitors, their circulation,

advertising rates, advertising business effectiveness, agencies mode, people’s reply or

needs, people’s choices etc.

Others:-

(a) Analysis of advertising Business of the newspaper.

(b) Keeping a close watch on the development of the industry, trade etc.

(c) Finding out advertising needs of merchants as well as readers.

(d) Encouraging businessmen and traders to earmark appropriate & definite amount for

advertising.

(e)Providing information to advertisers.

Importance of Management in a Newspaper Organization:

Management plays a pivotal role in a newspaper organization. The success of a

newspaper organization is determined by the effectiveness of its management in terms

of its competence; integrity and performance. Management makes the human efforts in

a newspaper organization more productive. The inputs of labor, capital and raw material

do not by themselves ensure growth of a newspaper establishment. It requires the

catalyst of Management to maximize the results. It is rightly said that management is

the mover and development is the consequence. The managerial functions of planning,

organization, coordination, motivation and control must be performed effectively and

purposefully in the newspaper organization. If the management of a newspaper is not

functioning properly, the publication may be unsuccessful even though the journalistic

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product may be creditable and the relations of the paper with its public may be rated

relatively high. Thus, management is the most vital and strategic factor in a newspaper

organization. In the ultimate analysis, the success of an enterprise will depend on the

quality of its management.

Concerned Communicator Award:

Patrika Group, a complete media conglomerate with an illustrious history of over 5

decades, is well known for its CSR initiatives and social partnering for a better world.

Aptly known as ‘newspaper with a soul, the heart rules its corporate philosophy.

Instituted by Patrika group in 1997, the Concerned Communicator Award is one of the

most awaited and prestigious social advertising awards based on philanthropic issues.

CCA invites agencies, ad professionals and freelancers in advertising field to make print

ads on any social / philanthropic issue that one feels strongly for. The legible entries can

be colored or black & white and within 500 sq.cms size.

The concept has received appreciation across the world with many like-minded

organizations coming up to associate with this esteemed award.

The Prize

The winner is awarded a cash prize of US $ 11,000 in addition to the main award, CCA

– UNICEF Award, Best International Entry Award and 12- Special mention awards are

also given. These winning entries for the year are also published in a book “raise a

voice, start a revolution" and distributed widely amongst the corporate, to encourage

them to support any social cause.

A Decade of Service Over a decade of successful campaigns and overwhelming participation, CCA stands

as the longest and most celebrated social advertising awards from India acknowledged

at the global level.

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International participation in the 11th CCA:

11th International CCA received more than 3000 Indian entries and 85 international

entries from 18 countries. The Countries that participated in 11th CCA includes Bosnia

& Herzegovina, Brazil, Croatia, Ecuador, Ethiopia, Indonesia, Japan, Kuwait, Oman,

Pakistan, Peru, Qatar, Saudi Arabia, Slovenia, Sri Lanka, Turkey, UAE and UK.

Our Esteemed Associates…

IAA (International Advertising Association), AAAI (Advertising Agencies Association of

India), The Advertising Club Bombay, Agencyfaqs, Cinemax, Bright Advertising &

Visage Images.

 History

Rajasthan Patrika was started as an evening newspaper with a borrowed capital of Rs.

500 in 1956. Late Shri Karpoor Chandra Kulish founded Rajasthan Patrika on 7 March

1956. Before that he was working for Rashtradoot, a prominent newspaper of that time.

The other two Hindi dailies dominated the readership of Rajasthan due to their better

resources and wide coverage of news were Lokvani and a Navayug, during that time

Delhi based newspapers.

In 1964, it became a morninger. Patrika launched its first Jodhpur Edition in 1981 and

with the starting of Udaipur Edition a new milestone was achieved. Kota Edition in

March 1986 and Bikaner Edition in August 1987 were added to the newspaper. In the

year 2000 the new editions at Bhilwara, Sikar, Sri Ganganagar were started. On 11

August 2002 Ahmedabad Edition and on 28 October Ajmer Edition and in the year 2003

Surat Edition were added in the list.

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Now it has grown as a media house and is among the fastest growing multi media

conglomerates in India. Rajasthan Patrika is no.1 Hindi newspaper in Rajasthan,

Gujarat, Karnataka, West Bengal and Tamil Nadu. (IRS 09 R1).

It is one of the leading newspapers of Rajasthan and Madhya Pradesh highly trusted,

and known for the use of excellent Hindi, featuring famous writers such as Gulab

Kothari. The newspaper has shown social responsibility also with some programs like

"Amritam Jalam", “Vote for Vote”, "Save the vulture" etc.

Concerned Communicator Award

The Concerned Communicator Awards were started by Patrika group in 1997 to reward

outstanding press advertisements that have a social issue as their central theme. [citation

needed] The first prize winner is getting a trophy, a certificate and US $ 11000. In addition

there are some more awards in CCA: UNICEF Winner, International winner and Special

Mention (Best 12). All these ads with Best 50 entries are published in Rajasthan Patrika

newspaper and website.[1] The entry can be in Hindi or English only. [2] Some of the

earlier winners are FCB Ulka, Leo Burnett, JWT, O&M, Rediffusion DY&R, Trikaya,

Mudra, and Ambience D'Arcy.[citation needed]

Some of the themes in which the awarded has been given are: Save the Tiger, Gender

in Education, Against Corruption, Donate Eyes, Road Safety, Communicate in Hindi,

Help Street Children, Donate for Jaipur Foot, Save Trees, Save Girl Child etc. [citation needed]

The concept has won accolades across the world with many like-minded organizations

coming up to associate with this esteemed award.[citation needed]

The 11th Concerned Communicator Award is won by Ajeet Shukla from Euro RSCG,

Mumbai for his ad of "Dadima Ke Nuskhey"

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Karpoor Chandra Kulish International Journalism Award

In 2007, Rajasthan Patrika instituted the Karpoor Chandra Kulish International

Journalism Award in the memory of late Karpoor Chand Kulish, the founder editor. This

annual international award carries prize money of US $ 11000 and a trophy. The award

is aimed at recognizing efforts of thought leaders in media, journalist's outstanding

contributions to upholding professional values as well as protecting and promoting

ethics and morality, right and freedom of the people for better quality of life. Dawn

Pakistan and Hindustan Times Delhi were jointly awarded with the inaugural award in

New Delhi on 12 March 2008. Former President of India Dr. A.P.J. Abdul Kalam

bestowed the prizes to the winners. The function was chaired by Lok Sabha speaker

Somnath Chatterjee.

The second Karpoor Chandra Kulish International Journalism Award was awarded to

journalist Harinder Baweja and his team on 27 July 2009 on the theme "Terror and

Society".

Jaipur, also popularly known as the Pink City, is the capital and largest city of the

Indian state of Rajasthan. During the British rule in India, Jaipur was the capital of the

princely state of Jaipur. Founded on 18 November 1727 by Maharaja Sawai Jai Singh II,

the ruler of Amber, the city today has a population of more than 3.5 million.

India is a vast country with a puzzle board of 28 states. Each state has its own different

language. So, it is an essential part of our life to get knowledge and information on

different places. There are many modes through which the information is conveyed. Out

of them, the newspaper is the cheapest means to convey valuable information and

advertisement to a huge mob of people. It is the easiest way to convey the socio-

political knowledge to the common people.  In India, Hindi is the mother tongue of the

whole nation. Moreover, Hindi is the language that is spoken in each and every corners

of India. That is why; the Hindi newspaper is the most popular newspaper in India.

Mostly, all the publishers used to publish newspaper, daily. 

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The "Rajasthan Patrika" is the top daily newspaper of Rajasthan. Mr.Karpoor Chandra,

who is one of the renowned pioneering figures in the world of journalism, is the

mastermind behind the inception of this Hindi newspaper, "Rajasthan Patrika". The first

edition of this newspaper get started in the year 1956. Since then, the "Rajasthan

Patrika" went on to stay in a leading edge of Rajasthani journalism. The main reason

behind the success of the newspaper is that it has always jotted the real socio-political

realities of the times. Also, the journalists are very aware of the needs of the common

man. The "Rajasthan Patrika" has always reflected the real socio- political condition of

the times.  You can find burning news in the front page of the "Rajasthan Patrika" during

your Rajasthan tour. You can get information of every events going on in India through

"Rajasthan Patrika" during your Rajasthan tour. 

The "Rajasthan Patrika" began to spread and extend its circulation throughout

the entire state. During the Rajasthan tour, the travelers can acquire the burning news

of India through the "Rajasthan Patrika". Keeping in view the popularity of the

newspaper, the circulation of the newspaper was raised and soon it reaches to very far-

flung areas of the state.  Soon, the subsequent editions of the "Rajasthan Patrika" for

Kota, Bikaner, Bhilwara, Sriganganagar, Ajmer, and Surat were started. Also the Kota

and the Bikaner edition were started in the year 1986 and 1987 respectively. Statistics

reveals the success and popularity of the newspaper, which boasts of an enviable track

record. The "Rajasthan Patrika" has been in the track of success, since time immortal.

The "Rajasthan Patrika" has championed the attention of the common peoples due to

many public causes. The key to its success and stature is because of the fearless

reporting by the efficient reporters coupled with fair articles that are penned down by the

editor. Due to its splendid quality, the edition of the "Rajasthan Patrika" got its popularity

through out the various districts of Rajasthan. 

Now-a- days, with the advent of internet, the "Rajasthan Patrika" has their online

editions. This has been more advantageous because it had enabled to frequently

update the latest happening or the latest news. Such online editions of the newspaper

have really infused new energy and life in the Indian newspapers. Peoples who cannot

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go through the newspaper in the early morning can simply get the information just by

going through the online edition.

Rajasthan Patrika, the top of the line Rajasthan daily, is the brainchild of Mr. Karpoor

Chandra, a pioneering figure in the world of journalism. Instituted in the year 1956, it

went on to become the vanguard of Rajasthani journalism.

Formerly a journalist with the Rashtradoot, Mr. Chandra’s vision aspired to cater to the

needs of the common man. Since its early days, this newspaper giant has endeavored

to mirror the socio- political reality of the times. Statistics serve as the yardstick of

success and failure in this world of cut-throat competition and Rajasthan Patrika boasts

of an enviable track record. The fifty year old institution of intrepid journalism, with a

lion's share of the readership pie, has won several accolades over the years.

The post emergency period saw the shifting of bases to Kesargarh. It scaled newer

heights with its circulation reaching one lakh. The year 1981 served as the launch pad

of the edition for Jodhpur region. In the coming years, subsequent editions for Udaipur,

Kota, Bikaner, Bhilwara, Sikar, Sriganganagar, Ahmedabad, Ajmer, Surat were

instituted. The National Readership Survey, conducted in 1995, pegged the readership

percentage of the Rajasthan Patrika at ushered and with the starting of Udaipur Edition

a new milestone was achieved. All the three editions got the national awards for printing

and designing. In March 1986 Kota Edition and in August 1987 Bikaner Edition were

added to the newspaper. Patrika's grand success continued and increased day by day.

In 1995 National Readership Survey, showed that a staggering 84.68%.

In keeping with the times, Rajasthan Patrika has also floated its online version.

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Year 1956 – 1967: Milestones

7th March

1956

Sh. Karpoor Chandra Kulish laid the foundation of the Group with a

borrowed sum of Rs. 500 only. Rajasthan Patrika published its first copy

as an evening newspaper

Year 1960 Patrika established its own Printing Press

Year 1964 Rajasthan Patrika became a morning newspaper, now competing with

Delhi based newspapers from big media houses

Year 1965 Printing on automated chassis machine started

Year 1967 Elections saw an accurate analysis and right approach from the

newspaper that made Rajasthan Patrika “the” newspaper for all

Year 1971 – 1981: Milestones

Year 1971 Rajasthan Patrika became the first newspaper to get ABC certification

in the state

Year 1972 State’s first stereo press installed in Rajasthan Patrika

Year 1975

Rajasthan Patrika opposed vehemently the imposition of emergency in

India though its very existence was at stake. With such dedicated and

ethical journalism, Patrika became the lifeline of masses.

Year 1979 - 81

Offset printing from indigenous machines started. Editions launched in

Jodhpur and Udaipur. Upgraded technology to photo-typesetting

machine imported to Jaipur.

Year 1967 Elections saw an accurate analysis and right approach from the

newspaper that made Rajasthan Patrika “the” newspaper for all

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Year 1984 – 1993: Milestones

Year

1984

Rajasthan Patrika was selected as one of the best five community newspapers

of Asia (UNESCO study). Indigenous four-color printing machine installed,

color page on Sunday.

Year

1985

Appointed correspondents in America, England, Canada , Japan, Gulf and

Bangladesh

Year

1986

Coroset color web offset machine imported from Germany. Launched Balhans

a colorful, Hindi fortnightly magazine for children

Year

1990 Rajasthan Patrika emerged as one of the top ten newspapers of India

Year

1991 Started Patrika TV

1993 Started offices in Bangalore and Chennai.

Year 1994 – 2004: Milestones

Year 1994 In House training for trainee journalist began

Year 1995 Telecast of 'Geet Govind' on Doordarshan, a Patrika TV production

Year 1997 Rajasthan Patrika initiated first ever Inter-ward cricket tournament,

identifying the talents of Rajasthan

Year 1999 Rajasthan Patrika, became the first ever newspaper to go online.

Year 2000 Sikar, Ganganagar and Bhilwara editions started

Year 2001 Established its Newspaper in Education wing – Patrika in Education

Year 2002 Ifra Award - 2002 was awarded to Rajasthan Patrika for best Printing in

the Asia region. Renowned Sopa Award – 2002 was also bagged by

Rajasthan Patrika for reliable and effective News at Asia level.

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Became the first Indian newspaper to have won both IFRA Asia, for

excellence in printing and SOPA for best reporting in the same year.

Ahmedabad & Ajmer Editions started

Year 2003

Hosted "Ad-Asia 2003" in Jaipur, advertising fraternity’s largest Asian

conference. Surat Edition started. Organised a mega Summer School

educational program, now an annual feature. Organised International

Education and Career Fair –2003, now an annual feature. Organized

National Book Fair –2003, now an annual feature.

Year 2004

Started it's Chennai and Pali Editions

Launched Find It – interactive yellow pages.

IRS 04 R2 announced 84.14 Lakh readers of Rajasthan Patrika.

Year 2005 onwards: Milestones

Year 2005

Started its Kolkatta and Banswara Editions.

Donated Rs. 2.56 crore, collected from the readers to Prime Minster Manmohan Singh for Sunami Relief.

Organized International Peace Walk, in which 800 Men & Women from 91 countries participated.

Year 2006

Rajasthan Patrika won the Ifra Asia Gold award for News Photography; for the photographic entry "Bawander" shot by Mr. Aziz Bhutta.

FM Radio "Tadka" Launched on 15 August by Ms. Vasundhara Raje; Independence Speech by our first Prime Minister Late. Jawahar Lal Nehru was the first program, followed by Patriotic songs.

Year 2007 Organized India Festival in Dubai’s World Trade Center.95 FM tadka launched in Udaipur.

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Sales Overview

1. Introduction

Life is sales.

You are either bringing them in or chasing them away. Unfortunately, it is often difficult

to know the difference. However, some key factors can make a big difference.

At the most basic level, sales is just a conversation. Nevertheless, to close on a sales

opportunity, it has to be an effective conversation. The foundation for providing any

service or product is to have a strong basis from which to build an effective conversation

that can address the customer’s needs.

What are the key factors that can make or break a successful sales presentation?

The first key is knowledge. A strong knowledge base provides a means of accelerating

the sales process. Having the ability to provide the appropriate information in the most

efficient manner eliminates or reduces the time needed to complete the sales process.

Knowledge is Power“I don’t know, but I’ll find out and get back to you” is always better than “I don’t know.”

But it’s never as good as having the answer on the spot.

Not knowing often stops the sales process like a pause button.

Know Your Product

You must be the expert on the product or service that you sell. At the least, know the

sources of expertise and build a relationship with them so you can get information in a

timely manner. Product knowledge is where features and benefits come into play. The

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ability to address the strengths and weaknesses of your products enables you to move

through a conversation to the sales opportunity.

Know Your Company and Theirs

Have a working understanding of your company. Where it has been? Where it is

going? What is its focus and core competencies? Make an impression and know what

your customer is doing. This knowledge highlights the best approach for a sales

presentation and helps determine what to present first. If you can identify potential

needs based on the customer’s business model and current circumstances, you can

bring forward a more focused approach for sales.

Know Your CustomerFind out more about whom you will be addressing and as much about their current

projects and circumstances as possible. By having a sense of what they are striving to

accomplish, you can present your products and services in a way that will seem more

relevant.

Know Your Competition

More often than not, customers are looking at multiple solutions. Ultimately, they will

have to choose what they perceive to be the best solution to address their needs. Help

them with this chore by being the one to distinguish what you provide from the other

products or services on the market. Go through the decision point-by-point. By helping

a customer work through the decision, you also give them the ammunition they need to

justify their decision to themselves, or their managers.

Knowledge can be a Weakness

Sales professionals must have knowledge to succeed, but an over-reliance on your own

knowledge often proves to be a weakness. No matter how much of an industry expert

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you become, your customer always knows more about his own business and

circumstances. Nobody likes a know-it-all anyway.

Listen Don’t Speak

In the sales conversation, the most powerful tool is being able to listen more than you

speak. The ultimate best source of information is the customer. By asking probing

questions and listening to the answers, you achieve two objectives. The first is to

determine the customer’s need, which leads to how you can help. The second is to

enable the customer to discover for himself that you are presenting the appropriate

solution.

Questions Not Answers

Questions bring people together, and answers take them apart.

In the sales process, well-intended questions can be effective in forwarding

conversations.

For example, you might want to ask a customer to give you a more in-depth view of his

industry. Even better, ask a customer to tell you what their customers want. This

enables you to support the customer’s ultimate goals.

Uncover the Problems, Don’t Cover ItCustomers are often bombarded with a sales approach that says, “What you have is

wrong,” followed by “what you really need, I have.” Then the salesman launches into a

long, generic presentation.

Get potential customers to talk about their company problems in detail. Use questions

and examples to enable the customer to discover how to accomplish their objectives

with your products and services. They will fight for that solution if they can claim credit

for it.

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RESEARCH METHDOLOGY

Title of the Study “Consumer Preference in Newspapers: Special Reference to Rajasthan Patrika”Duration of ProjectDuration of the study is 15 Days

Objective of StudyThe Project Report for “Rajasthan Patrika” is submitted in partial fulfillment of

the requirement Project Report Work which include 15 days study report under MBA (pursuing) degree from AIMS, Jaipur. The purpose of the study was to analysis

Social Marketing activities and generating brand awareness and brand loyalty its media

sources in Jodhpur the marketing statement, and to evaluate the marketing condition

and performance of the company. Apart from this, mainly, my keen interest in Media

and its marketing, as I want to build my future in this. So, I think non other than the

progressive and developing Company like Rajasthan Patrika Pvt. Ltd., which is the

topmost leading Newspaper Company* in Rajasthan, and everyone knows about it, but

struggle and compete to develop its image at National Level with 17 publishing centers

overall in India and its starts to get it by placing itself in Top 15 Newspapers of India.

Sample size and Method of selecting SamplePrimary Data Source: Questionnaire

SAMPLE SELECTION:

In a total of 100 clients were taken as sample size, which were taken up from 5

areas of Jaipur

Sodala

Malviya Nagar

Vidyadhar Nagar

Mansarovar

Mahesh Nagar

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Demographic Sample: Men – 30

Women- 30

Students- 40

Scope of StudyThe scope of the study extends from lower hierarchical level (workers), middle

hierarchical level (supervisors) to upper hierarchical level (Managers) of the company,

so it is a comprehensive study.

Significance of the study:The significance of the study is that it concludes what creates interest of

people to read the newspaper.

Limitation of Study As the communication media is becoming more popular, the attraction of

print media is slightly decreased. Reading habit of people is going down as compare to

old times.

So the main problem is to provide the readers with such a content that

creates interest in reading newspaper.

The study is also subjected to certain limitations such as, sample is

limited to 30, 40, 30 findings and conclusions are based on knowledge and experience

of the respondents sometime may subject to personal biasness and research study was

being done in the year June 2010, with required data analysis and interpretation, the

data needs to be updated at times when it comes to have further usage of this research

study report.

Despite the above limitations I tried my best through the entire study to provide a

comprehensive, complete and detailed report, so that it can help the organization to

take appropriate decisions for the welfare and satisfaction of its employee while giving

due consideration to its goals and objectives.

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4. ANALYSIS AND INTREPRETATION

1. Do you like to watch TV or you prefer reading?

Watch TV 42

Reading 26

Both 32

Interpretation of the data:From the sample size of 100 people, about 42 people like to watch TV in leisure time,

26 prefer reading and 32 people like both reading and watching TV.

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2. Do you read magazines?

Yes 71

No 29

Interpretation of the data:From the sample size of 100 people, 71 said that they read at least one magazine, and

29 said that they don’t read any kind of magazine.

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3. Which magazine do you read? Hindi

English

Both

HINDI 25

ENGLISH 18

BOTH 28

Interpretation of the data:From the 71 people, who reads magazines, 25 people reads Hindi magazines, 18 reads

only English magazines and 28 read magazines in both Hindi and English.

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4. Which content do you like the most in the magazine?

HOME TIPS 18

BUSINESS 14

GENERAL AWARENESS 31

ENTERTAINMENT 15

STORIES 12

Interpretation of the data:From the sample size of 100 people, 18 people recommended Home tips, 14 demanded

business related news, 31 people for general awareness news,15 choose entertainment

news and 12 prefer real life stories in the weekend edition.

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5. Which newspaper do you read more? National Newspaper

Regional Newspaper

Both

NATIONAL NEWSPAPER 14

REGIONAL NEWSPAPER 65

BOTH 21

Interpretation of the data:From the sample size of 100 people, 14 read only national newspaper, 65 read only

regional newspaper and 21 read both.

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6. How much time do you devote for regional newspaper?

0-15 min 30

15-30 min 39

30 min – 1hr 25

Above 1 hr 6

Interpretation of the data:From the sample size of 65 people, about 30% people read newspaper for maximum 15

min., 39% people read newspaper for 15-30 min., 25% read for 30-60 min., and only 6%

people read more than 1 hour.

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7. How much time do you give to main and supplement newspaper?

0-10 min 56

10-20 min 35

Above 20 min 9

Interpretation of the data:From the sample size of 100 people, 44 people read main paper for maximum 10 min.,

28 people for 10-20 min., only 6 people read it for more than 20 min. For supplement

paper, 56% people read it for maximum 10 min., 35% people read it for 10-20. min, and

9% read it for more than 20 min.

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8. Why do you prefer this newspaper? Brand loyalty

Content

Visual effects

Brand Loyalty 28

Content 57

Visual effects 15

Interpretation of the data:From the sample size of 100 people, about 28 people, prefer newspaper due to brand

loyalty, 57 choose newspaper because of its content, and 15 due to its visual effects.

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9. Would you like to have a feedback column in which you can respond to news?

Yes 68

No 32

Interpretation of the data:From the sample size of 100 people, about 68 people said that they will like to give their

feedback, opinion about the news in case it will not charge them much. And about 32

people said that they will not like to respond.

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10. If we add spiritual, health, employment etc. news from our side which one would you like the most?

Spiritual 20

Health 43

Employment 37

Interpretation of the data:From the sample size of 100 people, 43 choose health related topic, 37 choose

employment news, 20 choose spiritual topic to be included in the Just Jaipur.

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11. Would you like to have a personal touch wherein you can share your personal photos or

achievement stories?

Yes 65

No 35

Interpretation of the data:From the sample size of 100 people, 65 people were agreed to share their personal

photos and achievement stories and 35 were not agreed.

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FACTS AND FINDINGS

The paper has a liberal outlook, and supports reformists in Jaipur and across the

Rajasthan. Through news, views, analysis and interactivity, Rajasthan Patrika

provides readers with a composite picture of India and the world.

The paper is broken up into sections. The main section includes an interactive

Speak Up page, and City, Nation and World news pages. There is also an

editorial page, and a technology page.

The other sections include Money, Sports and After Hours. Money is a section on

business and the economy. Bollywood is a 4-page section with news from

Bollywood, art and fashion, and other such topics.

In the Jaipur edition there are three region-specific supplements for Jaipur, Tonk

and Sikar.

Two magazines — a women's magazine called Parivar and a children's

magazine called Chhotu Motu — complete the need of family

The company starts another newspaper from the name Daily News which have

some other feature but look and news was in both news paper.

Some of the themes in which the awarded has been given are: Save the Tiger,

Gender in Education, Against Corruption, Donate Eyes, Road Safety,

Communicate in Hindi, Help Street Children, Donate for Jaipur Foot, Save Trees,

Save Girl Child etc. The concept has won accolades across the world with many

like-minded organizations coming up to associate with this esteemed award.

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CONCLUSION

The Rajasthan Patrika Leadership Summit is a platform for eminent leaders to interact,

share their opinions and views on important issues of concern and arrive at solutions.

The conference aims to understand the world’s views on social, economic and

political issues. It tries to gain insights on India’s role in the world and its importance in

the global growth scenario. The Hindustan Leadership Summit invites international

business leaders, strategists along with renowned personalities from India and abroad.

Rajasthan Patrika launched the Leadership Summit – an annual conference that

seeks to enhance the level of discussion on pressing issues, encourage interaction

among leaders in various areas and present international quality thought platforms, as

part of its mission to contribute to thought leadership and evolve action plans for a

secure and better future.

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SWOT ANALYSIS

Strength:

The flagship publication of the Group has editions from Delhi, Lucknow, Patna

and Kolkata, thus, dominating the Northern, Eastern and Central regions of the

country.

Its Jaipur edition continues to be the largest hindi daily edition in the state with a

circulation.

Rajasthan patrika has set many a standard for its competitors. It is the first smart-

age newspaper in India to evolve into a new international size, sleeker and

smarter, which ensures enhanced ease of reading and convenient handling.

In its endeavor to provide its readers with greater value, it has revamped its

existing supplements and added new ones to its portfolio, offering a daily

supplement catering to specific target audiences.

In a major incentive for the advertisers as well as the readers, Rajasthan Patrika

has entered into strategic alliances with The Indian Express, Business Standard,

Mid-Day and Deccan Chronicle. These alliances, along with its strong presence

in North India, make it one of the most formidable media players.

Weakness:

Lucknow edition of Rajasthan Patrika will suck most of the company’s

investments and profitability for the next two years will be adversely affected.

The Lucknow edition is expected to incur losses for a couple of years.

In Bhopal, RP faces immense competition from the established The Times of

India and Dainik Bhaskar, which also have greater financial resources. In

addition, other competitors entering the Bhopal market will further extend

RP’s timeframe to make money.

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Opportunity:

Newspapers only reach 35% of the adult population, of which 65% is literate,

there is significant room for growth.

The sheer number of publications has created fierce competition which has kept

prices low which in turn has caused publishers to depend more on advertising

revenues.

Advertising revenues in 2006 are predicted to see a 15 to 20% spike. In 2005,

48% of India's total advertising market went to newspapers, 7% more than went

to television.

Circulation could rise by a whopping 14% riding the back of the advertising

boom.

Threat

In Jaipur, Rajasthan Patrika faces immense competition from the established Dainik

Bhaskar and Dainik Navjyoti. In addition, other competitors have entered the Jaipur

market like Times of India.

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RECOMMENDATION AND SUGGESTION

"Great ideas are born humble". Entrepreneur of the week

Invite entrepreneurs to take part in the Young adults section, to be a part of it

by sharing their experiences with all the readers. This will be an initiative to

showcase entrepreneurs with businesses in all new sectors like – tech.,

social, non-tech., women, green entrepreneur, etc. Except that an article

about “LOCAL ENTREPRENEURSHIP” can make a big change in readers

reading time and can help us to get some new readers. For example: “CNBC Young Turks” invites entrepreneurs to be with them and share

experience.

So we also can invite people to share their entrepreneurship, like:-If you are

an entrepreneur below the age of 40, send in your entries with a brief write up

about your venture to “E-Mail ID”. If you know an entrepreneur who qualifies,

write to the above mentioned address and nominate them.

Information about SMEs so that people could be aware to local businesses

and can think of investing in those businesses.

There must be some information about self-employment so that people can

start doing business at home.

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Brand Mascot of Just Jaipur

There should be a brand mascot of Just Jaipur which represent it and make a

different identity for product. Social news can be forwarded through the

belongingness of this mascot.

We suggest the name of Just Jaipur brand mascot – Hum Tum & Me next. The

mascot could be a boy or a girl which can make its special identity in public.

For e.g.: zoo-zoos of Vodafone, Gattu for Asian paints,

Soochna ka Adhikar

There must be analysis of a govt. policy at every weekend. So that each and every

citizen can get to know about that policy that how much money was allotted, how it

was used, how it worked and all the negative and positive point of that policy.

That can be a knowledgeable and interesting topic for reading. For example: -

Akshay kalewa, NAREGA, etc.

We can include- Expenses on politicians, how much money they spend for

themselves, Expenses on different campaign, etc.

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SUGGESTIONS

There should be a short interview column of any foreigner, so that public can

get to know that what is there thinking and experience about Jaipur “THE PINK

CITY”.

Short column for dates and time-table of competition exams like: bank PO,

clerk, etc.

We should invite public suggestions to save natural resources like water, gas,

petrol, etc. and can tell them more about these things.

We can also make a contest related to best environmental work or any other

work.

Movie analysis not review, should be given, which shows impact of movie on

the society and what can be learned from them.

Health related articles:Should focus on health related topics such as exercises and

awareness about diseases like heart attack, sugar, weight loose

etc.

Mythological Articles:Such articles can be included in the weekends for the people to

know about the rich culture and history of our nation.

It will benefit in two ways, firstly, it creates knowledge among

people and secondly, mythological stories are always interesting to

read.

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Beauty tips:As the most important focus of this study are women,

Articles related to beauty will create a great interest to them as they

mostly get time on weekends only.

Food related articles:

Such articles are also given good preference by the women.

Besides these, some articles can also be included that are associated with the feelings of a person.

Such kind of articles is not only liked by the youth but also, by these

kinds of articles, family members come to know the feelings of each

other. Thus, are liked by every member of the family and these

articles also serve as a base for the solution of problems of people.

Like the “FEELING BLUE” article in Hindustan Times.

Fashion tips:A column at weekends, that makes people aware of the latest trend in the

fashion industry.

It should also organize some kind of events like seminars, workshops on social awareness especially in colleges, institutions. By this, on one hand,

they will be fulfilling their social responsibility and on the other hand, it will create

publicity of the newspaper.

Like, Rajasthan Patrika has organized Tobacco awareness program in IIIM.

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Appendix

QUESTIONNAIREPersonal details:Name:Age:Occupation:Phone no.:Address: 1. Do you like to watch TV or you prefer reading?

Watch TV

Reading

Both

2. Do you read magazines?(a) Yes (b) No

3. Which magazine do you read? Hindi

English

Both

4. Which content do you like the most in the magazine? HOME TIPS

BUSINESS

GENERAL AWARENESS

ENTERTAINMENT

STORIES

5. Which newspaper do you read more? National Newspaper

Regional Newspaper

Both

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6. How much time do you devote for regional newspaper? 0-15 min

15-30 min

30 min – 1hr

Above 1 hr

7. How much time do you give to main and supplement newspaper? 0-10 min

10-20 min

Above 20 min

8. Why do you prefer this newspaper? Brand loyalty

Content

Visual effects

9. Would you like to have a feedback column in which you can respond to news?

(a) Yes (b) No

10. If we add spiritual, health, employment etc. news from our side which one would you like the most?

Spiritual

Health

Employment

11.Would you like to have a personal touch wherein you can share your personal photos or achievement stories?(a) Yes (b) No

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BIBLIOGRAPHY

1. Sh. Gulab Kothari NEWSPAPER MANAGEMENT IN INDIA:

2. Tony Dakin Sales Promotion:

3. Indian News Paper Society (INS) 2003 – 05

4. Newspaper Readership Survey (NRS) 2003 – 05

5. ABC (Audit Bureau Circulation) 2003 – 05

6. G.S. Sudha & Mamoria, Suri. Functional & Marketing Management:

7. Magazines: Business World

Business Today

Brand Equity

Advertising & Marketing

India Today

8. Patrika website: www.rajasthanpatrika.com.

WEBLIOGRAPHY www.rajasthanpatrika.com

www.wikipedia.org/wiki/e_eng

www.bw.businessworld.in/pdf_upload/hrspecial_survey.pdf

www.workforce.com/section/09/article/23/53/40

www.isrinsight.com

www.employment_studies.co.uk/news/129theme

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