A PRESENTATION OF PROJECT ON

“COMPETITORS’ ANALYSIS OF READERSHIP OF FINANCIAL NEWSPAPERS

TO BENCHMARK AND THUS ENHANCE

THE PERFORMANCE OF BUSINESS STANDARD”

BY: Nitesh Bhardwaj

Contents

• INTRODUCTION TO THE STUDY• INDUSTRY PROFILE• INTRODUCTION OF THE ORGANIZATION• MARKET SURVEY• DATA ANALYSIS AND INTERPRETATION• CONCLUSIONS AND SUGGESTIONS

INTRODUCTION

• The growth in the fourth estate has been much beyond global trend and higher than the overall growth of economy of the country. The Indian print media industry according to Price Water House Coopers, recorded a growth of 16 % in 2009 to reach an estimated 18000 crores. This enticed me to understand the fourth pillar of democracy and what best than a reputed business newspaper like Business Standard

Newspapers typically meet four criteria:Publicity: Its contents are reasonably

accessible to the public.Periodicity: It is published at regular

intervals.Currency: Its information is up to date.Universality: It covers a range of topics.

Indian Newspaper Industry

• The Indian Newspaper Industry can be primarily segmented across two categories viz. English Newspapers and Regional/ Vernacular Newspapers

• According to IRS 2010, About 6 dailies are introduced in the Indian Market In an year

• Business newspapers are re-inventing themselves to protect their turf in a fiercely competitive multi-media environment.

Major Newspapers in India are TOI, HT, The Hindu, Deccan Chronicle, The Indian

Express.

Business Newspapers Include Economic Times, Business Standard, Financial Times, Business Line, Mint and Financial Chronicle

Company Profile

• Business Standard is a financial daily from Business Standard Limited (BSL).

• Published in 3 languages viz. English, Hindi & Guajarati

• Published from 14 cities throughout the country• Started in 1975 by the Ananda Bazaar Group in what

was then Calcutta, the paper was hived off as a separate company in 1996, and then bought by Mumbai-based financial investors led by the Kotak Mahindra Bank

The newspaper believes in free, fair and independent journalism

Chief Editor- Sanjay Baru

The newspapers website is business-standard.com, through which visitors can also access the Business Standard e-paper, with a

choice of editions

Product Profile

• Daily Business Newspaper in English, Hindi & Gujarati

• Periodicals Published by BS• BS Motoring• Indian Management• BS Billionaire Club• BS 1000• Fund Manager

STRENGTH Companies Age and reputation Quality of analysis Honest and in-depth reporting

WEAKNESS High Price Less no. of pages Less add on supplements Financial Investment is less

OPPORTUNITIES Foreign tie-up with Financial Times, London Potential readers

increasing

THREATS Market downfall Competitors strategy New Players like Mint

and DNA in market

OBJECTIVES OF THE STUDY• • To find out the attributes which are considered important

by the customers while purchasing a business newspaper?

• To study the growth of Business newspapers.

• To increase the sales of Business Standard newspaper.

• To find the awareness level of business newspapers among the respondents.

• To find out the perception of customers towards various Business newspapers they are reading.

• To find out the attributes which they like in Business standard newspaper

Research Methodology

• Exploratory Research: Qualitative and Quantitative

• Research Approach: Survey method• Research Instrument: Questionnaire• Types of Questionnaire: Structured• Questionnaire was prepared on the basis of

Likert scale• Data Used: Primary & Secondary

Sample Size : 150 Readers of different professions like

1) Bank employees2) Insurance companies employees

3) IT professionals4) Business men

5) Chartered accountants6) B- school students

Findings

• Modern Middle Class Indian are willing to read Business Newspapers.

• People purchase newspapers based on PRICE & BRAND NAME

• CONTENT & QUALITY is secondary• ET has captured large market share• BS provides minute details of Business• Sale of BS increases on Monday due to good

Supplement

Suggestions

• Strengthen its Distribution Channel• Indian Market is still unsaturated so promotion

should be total• Increase the circulation• Lower the price to have competition based

pricing• Promoting in B- Schools• Citizen Journalism & Guest editors to be invited

Few questions Thrown to readers…

• Which Newspaper they read/ like?• What do they like best in a Business

Newspaper?• Impact of E media on the Newspaper

Industry?• Desirable things required in a Business

Newspaper. Etc…