“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
EXECUTIVE SUMMARY TITLE OF THE PROJECT & MEANING OF THE TITLE: “IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Need of the research is to find out the importance of local news in daily news papers in order to increase the readership And giving the necessary suggestions & recommendations to improve the sales .
RESEARCH OBJECTIVES:
1. To identify the role of local news in the daily newspapers 2. To find the perception of readers about local news 3. To study the importance of local news in promoting the sales or readership 4. To know the expectations of the readers about local news 5. To study the satisfaction level of readers.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
SAMPLING AREA: Sampling area consisted of few selected areas in Hubli.
SAMPLING TOOL: 1. Personal interview 2. Questionnaire 3. Observation PLAN FOR DATA ANALYSIS: Primary data was collected through pre-designed questionnaires and also by the interview method. The data that was gathered was later processed and percentages were calculated and are represented graphically in the later part of this report. FINDINGS: •
There Only 7.3% of female readers.
•
There are Only 8.7% readers who are below the age group of 20.
•
Most of the readers were of the opinion that local news is most important to them.
•
Most of the readers buy newspapers because of local news.
•
Some readers feel that local news should be published in more depth
•
Most of the readers prefer all kind of local news like political, sports ads except tender notices which is most preferred by businessman
•
51% of Prajavani readers opined that local entertainment news and local events coverage is just average
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Recommendations •
Even though there are some considerable numbers of female readers, they are more hesitant and unwilling to provide information. Hence there is a need to concentrate more on articles for women.
•
Local news should be pulished in more depth .
•
Newspapers should publish more about local events like schedules of important trains and airport timings.
•
Newspapers should try to promote local talent.
INTRODUCTION: THIS PROJECT IS UNDERTAKEN AS PER THE REQUIREMENT OF MY MBA COURSE. I HAVE CHOSEN THIS MARKET RESEARCH ON “IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” IN HUBLI
This project emphasizes on finding the perception of the readers about local news in their respective newspapers. It finds out why an individual chooses one particular newspaper among others and how he differentiates between them. Mainly this study provides information to the company about what actions should be taken to improve their sales and quality of their newspaper. And the survey of other readers to check the satisfaction level.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� INDUSTRY PROFILE The media industry is a distinct type of industry based on services. In fact, this industry stands on providing both news as well as entertainment. Media is a powerful tool for mass communication. The role of media in any country's development is very vital. The voice of public can be upheld with the effectiveness of the media. The very interacting media industry comprises of newspapers, magazines, books, radio, internet and TV. The media industry basically stands on three different markets viz. 1.The content market 2.The advertisement market. 3.The consumer market. In the content market the company / firm purchases the contents to be marketed in the consumer market. These contents may be in the form of news, music, manuscripts, screenplays, etc., and converted into end-product such as CD’s, newspapers, books, TV shows, etc. The converted content are sold in the consumer market for value. The taste and preference of the people plays vital role in consumer market. Of course, the media industry is one of the major factors for setting up of trends in a country or a region. The advertisement market is an inseparable segment of media industry. Media is an effective tool for communication; both the consumer and sellers get connected by means, of advertisement in the media. It is also true that advertisements are the major source of revenue for media industry. The growth of media industry walks hand in hand with the new terms of communicative based technology. Of course, the media industry has an added advantage of the needs of the consumers in the modern era'. Technologies like internet, video conferencing, launching of new satellites are helping the media industry to provide the consumers best of the entertainment and news. Still there is a need to reach consumers out of their expectations and hence it becomes the matter of survival for all the firms operating in the industry.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Role of Media in Society •
In general, we can list out the following roles of the media industry in the society
•
Media industry plays important role in a country’s development process as it’s a powerful device of public voice
•
Media is the means to smoothen the information flow between the government and the public.
•
Media has an important rle in setting up trends in a country or society.
•
Media, being a service industry, has an a prominent role in revenue generation, for example, entertainment activities and music industry.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Company Profile
The Printers (Mysore) Pvt. Ltd is one of the leading publishers in the Indian print media industry. Operating in it’s 60th year, The Printers (Mysore) Pvt. Ltd is well known for it’s products containing refreshing and reliable news. Following are the different dimensions which clearly explain about The Printers (Mysore) Pvt. Ltd. Background and Inception of The Printers (Mysore) Pvt. Ltd It was late Mr. Guruswamy who had a broad vision and aspiration to give trustworthy news to the public at large. Being the founder of The Printers (Mysore) Pvt. Ltd. , Mr. K. N. Guruswamy dedicated his life to truth and impartiality in providing news. The company is now headed by Mr K. N. Tilak Kumar, Mr. K. N. Shanth Kumar, Mr. Praful Shah. The time line of the company’s publications is given below. 1948 - Deccan Herald
-
English Daily Journal.
1948 - Prajavani
-
Kannada Daily Jounal
1965 - Sudha
-
Kannada Weekly Magazine.
1968 - Mayura
-
Kannada Monthly Magazine.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Nature of the Business Carried The Printers (Mysore) Pvt. Ltd. Operates in media industry. The nature of business is “publishing”. The company has mainly 4 products Deccan Herald, Prajavani, Sudha, Mayura. As said earlier, publishing activity takes place through 3 different markets viz. Content Market, Advertisement Market and consumer Market. The Printers (mysore) Pvt. Ltd has a good command over all the three markets. We can list out the following unique features of publishing activity as for as other type of business in the media industries are concerned 1. The product is tangible, in the sense, every published work can stored and the consumer feels that he has purchased some material which he can touch, sense, and store. 2. The basic end product will be the news or other writing works which aims at delivering the literature and information in and around the world. 3. In case of newspapers, the product will be the same but content changes everyday. 4. The new forms of publishing is through internet i.e., e-papers. 5. Publishing includes the stages of the development, acquisition, production, marketing and distribution aspects. Further, following are the nature of the publishing business which is almost common to other business operating in the media industry.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” The success of business highly depends on the quality of contents as well as the consumer’s tastes and preferences. The information flow should be so quick that news reaches people as and when it occurs. There will be great responsibility on the media as it has been considered as reliable source of information. In other words, every published works should be authentic. Media has the power to influence on the culture of a country.
Vision, Mission and Quality Policy The Printers (Mysore) Pvt. Ltd emphasizes on truth and impartiality in providing the news. The company is working as per the visions of the founder late Mr. K. N. Guruswamy. VISION “Doing right first time, every time is our guiding principle” MISSION Achieving 50% market share by means of quality
QUALITY POLICY
“We strive to maintain leading position by providing quality information, features, and services on time”.
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Mr K N Guruswamy had a dream. The year was 1948. The heady days just after the nation's independence. Mr. Guruswamy had dedicated his life to truth and impartiality and he would not rest till his vision took concrete form. The result was The Printers (Mysore) Private Limited and its publications - Deccan Herald, Prajavani, Sudha and Mayura. An institution that is about to complete 60 glorious years of chronicling the joys and sorrows of the people of Karnataka, India and
the
world.
Over the years, the group has not forgotten what provides value to readers. Therefore, along
with
core
competency,
it
satisfies
the
aesthetic
needs
of
its
readers with innovative layout and design in all its publications. Its well-designed publications achieve high communication impact by helping the reader cut through all the information clutter. The Group's strong identity is, therefore, the starting point, and not the
residue,
of
any
effort
to
win
and
keep
readers.
While cementing its traditional strengths, the Group is also geared to face new challenges
and
enhance
emotional
contact
with
its
readers.
As the Group believes that 'change is the only constant', it treats critical thinking as a dynamic process and keeps pace with the rapid change in the newspaper and magazine publishing industry.
COMPUTERISATION From manual operations to computerized systems, the Group focuses on Electronic News Transmission and processing. Hence its facility at Bangalore is completely computerized, right from front end up to billing. It was the first Indian publication to provide notebook computers to all its State correspondents. Moreover, all district correspondents have desktops and modems and are connected over I-Net. Since November 1989, Hubli has been a facsimile office - the latest in news publishing the world over. The Printers (Mysore) Private Limited was the first Indian publication group to introduce color in the main issue. Deccan Herald and Prajavani evolved to color in 1987 with color Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� supplements. Today both newspapers have special sections on every single day of the week and color on all days of the week. Both magazines also offer high quality color forms for both editorial as well as advertisements. As Karnataka prepares to be the business nucleus of the 21st century, The Printers (Mysore) Private Limited is also preparing to keep pace with a sophisticated expansion and integration programmed designed to make each of its publications reflect the true Essence of the new Karnataka. With this objective, the Group is now focusing on making its publications superior, not just in terms of the reading material but also in technology and quality.
Technological Superiority When it started publication in 1948, Deccan Herald was produced on printing equipment that was comparable to the best in this part of the country at the time. From stereo rotary machines to linotype composing machines to fully computerized editing and page production systems and web offset color printing, it has been striding along the steady path of modernization. The automation extends today to counting, packaging and strapping of the printed copies rolling out of the rotary machines. Side by side. advances in newspaper concepts, content, design and layout have helped Deccan Herald keep pace with the rapidly expanding interests of its readers.
Welfare The blueprint for rapid growth is appreciation, excellent infrastructure and a healthy and safe work environment that ensures job satisfaction. The Group cares for its people. So it has several comprehensive programs designed to change attitude and behavior and sharpen strategic decision making and problem solving skills.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� Encouragement received from the Group has helped the DHPV Lalitha Kala Sangha's troupes to win many major awards and shields in cultural contests at the State level. The Group's sports squads too have fared well in sports meets and tournaments organized for the media. A unique feature is the counseling service offered to employees facing crises of diverse kinds. Redefining Excellence Sixty spectacular years of growth, multi-faceted and on target. Sixty years of active interaction with Karnataka. its people, their aspirations, and the history they have made. Today, the Group is poised to stand tall among the newspaper giants of the country.
Commitment to Quality-ISO 9002 As the first step towards total quality, the Group changed its quality control processes from 'reactive' to 'proactive'. And installed a quality system ISO 9001:2000 - model for quality assurance in production, installation and servicing. With this, the Group has become the first publishing house in the country to receive this prestigious certification for all its facilities. The functions covered in the quality system include advertisement, editorial, materials, production and training. Total Quality Management (TQM) The Group believes in Total Quality Management (TQM) which is an effective system of integrating quality improvement efforts so as to provide a product that ensures customer satisfaction. Every section of the organisation is therefore geared to face challenges. A common vision, a common mission and common goals bind people together here. Not content with streamlining its day-to-day functioning, the Group is constantly integrating quality into its corporate strategic planning process.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� Every day Deccan Herald touches the lives of the people of Karnataka. Today the daily shapes the opinions and directs their actions. Deccan Herald was born 60 years ago when the first edition hit the streets on June 16, 1948. The newspaper was a reflection of the optimism, and a voice of the aspirations of a newly independent nation. Proud of its regional moorings and responsive to global changes, Deccan Herald is Karnataka's guide to the times we live in. Karnataka and Bangalore hold a special place in the newspaper's scheme of things, but its coverage of national and world happenings is equally comprehensive and analytical. Deccan Herald is also the voice of the poor and the underprivileged. On its agenda is a relentless campaign against corruption and advocacy of pro-environment economic development. The very analytical opinion/policy page presents a variety of views on national, state and international issues. Regular columnists and experts in various fields place the latest events in perspective. The well-written editorials are known for their unbiased and informed commentary on events and developments. The newspaper's human-interest reports and profiles of interesting personalities give the reader not only news and views, but also the emotions and the drama behind the happenings. Special sections like Miscellany, On the Beat and Around the City encapsulate offbeat happenings in a short and snappy manner.
PRODUCT PROFILE The Printers (Mysore) Pvt. Ltd has following products offered to the Public. 1. DECCAN HERALD DH is an English daily newspaper having circulation through out Karnataka and other parts of the country also. Being the English daily in Karnataka DH is satisfying the needs of the readers by providing supplements on several topics such as sports, career, culture, and so on. The following are the supplements
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� SPECIAL SUPPLEMENTS To each his own - that is the rationale behind Deccan Herald's multi-faceted special supplements. Each Sunday morning the reader finds three special colour sections waiting on his doorstep. Sunday Herald Is a supplement with strong thought-provoking and mainstream concerns, as well as regular features on consumer issues, green subjects, animal welfare, gardening, bridge, crossword and offbeat travelogues. The Entertainment section of the Sunday magazine tells the reader about all that's hot and happening in showbiz. Articulation Is devoted to literature and art, with in-depth interviews, quality fiction and book reviews. Articulations also include debates on education. Economy and Business Is the weekly round-up of the country's industry, trade and commerce? Using interview based articles and features on international developments from foreign publications; it also brings in a global perspective on money matters. The COMMENT column analyses issues like policy decisions, mergers, takeovers and other corporate events. Spectrum Carries a wide range of articles on the people of Karnataka. Profiles of personalities and development stories from the districts are also included. Avenues Is a weekly supplement that focuses on careers, personnel and corporate management issues? In-depth features on aspects of human resource development and organizational behavior by management veterans are the section's highlights. Also included here are appointment advertisements. Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
Science and Technology Carries articles on science, industry, agriculture, development, health, information technology, ecology and research & development. Articles are written by experts for the specialist as well as the lay person. Sport scene Reviews and previews the sporting action of the week past and the week ahead. It covers sports personalities, keeps track of developments in sports and profiles regional talent. The supplement unravels controversies and at regular intervals brings to light malpractices and corruption in the sporting arena. Sportscene also has the OPINION column which comments on sports related issues. The RESPONSE section gives readers an opportunity to express their opinions on sports matters. Metro life Your bond with Bangalore was started on November 28, 2002. This eight page tabloid size supplement captures the happenings in and around Bangalore and contains lively articles on civic issues in the city, eating out, weekend getaways around Bangalore, shopping, fashion, real estate and crime file. Living Concentrates on the home and family with a look at contemporary life and forays into the realms of nostalgia. It features changes in lifestyle. Dress codes, home decor, gardening, child rearing, relationships, attitudes, table manners and home remedies. Open sesame Is a fun-filled eight page tabloid for kids packed with some of the the best children's writing from India, do-it-yourself columns, nature notes, riddles, serial stories that are specially commissioned, everyday science, reflections of school teachers and the occasional comic strip. And of course the reader-friendly page of letters from the young readers responding to the messages and queries of Sesame Seed, the section's mascot. Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
THE WORLD WIDE WEB On April 15, 1996, Deccan Herald launched its Internet edition. Today Deccan Herald reaches out to the world and its innovative and easy to navigate web site is a big hit with netizens. DH School Edition Deccan Herald has introduced school edition for children which covers paintings by children, poems, stories and so on. This product targets the kids segment by providing opportunity to enhance their knowledge.
2. PRAJAVANI Prajavani is a kannada daily newspaper circulated in Karnataka. Prajavani also contains several supplements everyday which matches the taste and preferences of the readers. The supplements are Uttara Kannada Puravani Monday’s supplement is covering specialties of north Karnataka region. Kreeda puravani Tuesday’s supplement especially for the sports issues. Vanijya Wednesday’s supplement for business news. Karnataka Darshna Thursday’s supplement is covering specialties of Karnataka. Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Cinema Ranjane Friday’s supplement which covers film related issues. Bhumika Saturday’s supplement for ladies. Metro A special supplement for covering additional issues in big cities like Bangalore, Mysore, Mangalore and Hubli and circulated in the respective cities. Saptahika Puravani Sunday’s supplement covering literature and science issues.
3. SUDHA Sudha is a weekly magazine having circulation all over Karnataka and neighbor states. Sudha includes articles on the burning issues from well known writers, short stories, cartoons, filmy issues and other entertainment chats.
4. MAYURA Mayura is a monthly magazine targeted at the literature liking readers segment. Mayura includes novels, short stories, long stories, cartoons and other literature works.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� ZONED EDITIONS Deccan Herald's several zoned editions serve to cover local news in greater detail and to highlight the developments in these areas, thus being in touch with readers in every region of Karnataka.
HUBLI PRINTING
Karnataka, the land of culture, also happens to be the land of distances. With the increase in technological sophistication, The Printers (Mysore) Private Limited has found a solution to this problem. The facsimile edition of Deccan Herald and Prajavani was launched on November 1, 1989. Edited in Bangalore, the news is sent through high speed telecommunication lines to Hubli-Dharwad where the paper is printed and distributed. By using the cutting-edge of technology, like total digital workflow, to its advantage, The Printers (Mysore) Private Limited has made sure that its publications reach readers in this region on time. The Group challenged basic assumptions like the problem of distance and came up with specific strategies to tap resources using technology as a tool. Three 64 KB lines enable quick transmission of data. Offset printers like Newsline 45 and Coroset which run on state-of-the-art technology can print up to 40,000 copies per hour. As a result, circulation has increased and the Group is constantly expanding its market in this region. Readers in the districts of Dharwad, Karwar, Shimoga, Davangere, Bijapur, Bellary and Belgaum welcome the day with Deccan Herald and Prajavani.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
HYDERABAD-KARNATAKA EDITION
In addition to Bangalore and Hubli printing, Deccan Herald and Prajavani started printing a separate Hyderabad-Karnataka edition in Hyderabad on June 15, 1999 to facilitate the readers of the northern Karnataka districts of Gulbarga, Bidar and Raichur getting their papers well in time. The printing was shifted to Gulbarga on March 11, 2001. MANGALORE EDITION To serve the interests of the readers in coastal Karnataka and to ensure that they get their favorite newspaper at the crack of dawn, the Group set up a printing plant at Mangalore and started printing a separate edition on August 25, 2000. The number of editions, districts served and copies printed from these centre’s are as follows Belur
Plant
Four editions. Serves districts of Bellary, Koppal, Raichur, Bijapur (part), Bagalkot, Davangere, Shimoga (part), Uttara Kannada, Belgaum, Haveri, Gadag and Dharwad. Mangalore Plant Two editions Serves the districts of Chikmagalur, Shimoga (part), Kodagu, Udupi and Dakshina Kannda besides Kasargod.
Gulbarga Plant Two editions Serves the districts of Raichur, Bidar, Bijapur (part) and Gulbarga.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
Areas of operation The Printers (Mysore) Pvt. Ltd has its area of operation through out Karnataka and also some selected parts of the country and abroad. The major market for newspaper and magazines published by the company is in Karnataka. The company has a wide range of well organized network even to the remote parts of the state. The segmentation of markets has been divided into six major parts in Karnataka viz. 1. Bangalore Region 2. Hubli-Dharwad Region 3. Davangere Region 4. Mangalore Region 5. Mysore Region 6. Gulbarga Region Apart from this, DH targets school going children by issuing special edition for them under the program of Deccan Herald in Education (DHiE). The company has its senior correspondents in major cities in Karnataka and also has regional correspondents, stringers in local areas. Correspondents have also been deployed in and across the country for the purpose of the news coverage. Some of the important locations where the correspondents have been deployed are Chennai, Delhi, Kolkata, Ahmadabad, Agartala, Jaipur, Lucknow, Colombo, Cyprus, Switzerland, Washington, Katmandu, etc.
The main raw materials i.e., paper is purchased from Chapelle Darblay
-
France
Huatai
-
China
MPM
- Bhadravati (India)
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� The region wise organization has been made by the company in order to have a good network. The areas covered under each region are shown below
The Printers (Mysore) Pvt. Ltd
Bangalore
Hubli
Mangalore
Mysore
Gulbarga
Davangere
Division
Division
Division
Division
Division
Division
1.Bangalore
1.Bellary
1. Mangalore
1. Mysore
1. Gulbarga 1. Davanager
2. Tumkur
2.Bagalkot
2. Kasargoodu
2.Mandya
2.Bijapur
3. Kolar
3.Dharwar
3. Chikamaglur 3. Chamrajnagar 3.Bidar
4. Tiptur
4.Gadag
4.Madikeri
5. Chanaraya Patna 6. Hosur
5.Haveri
5. Udupi
4. Nanjanagudu
2. shimoga 3.chitradurga
4. Koppal 4.Sagar 5.Raichur 5 Sorab
6. Karwar 7. Belgaum
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
Infrastructural Facilities The Printers (Mysore) Pvt. Ltd has got good infrastructural facilities. Following are the points which explain the infrastructural superiority of the company. 1. The co. has 6 plants in Karnataka. 2. The Printers (Mysore) Pvt. Has printing machines imported from other countries which have a capacity of printing more than 60000 copies per hour. 3. It has a well networked distribution channel all over Karnataka and some parts of neighboring states. 4. Canteen facilities for workers in production and also garden has been maintained in the premises of every plant. 5. All the activities are computerized. TCS has designed application software for the operation of The Printers (Mysore) Pvt. Ltd called as Integrated Information System.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� Editorial Department The role of editorial department is vital as it forms the real goodwill and value for the newspaper. The content in the newspaper are varying in nature. The editorial department looks after all aspects relating to collection of information to sending soft copy of edited pages to the production department is organized in the following manner.
Chief Editor
Associate Editor
News/Assistant Editors
Chief Reporter
Chief Sub-Editor
Sr. Reporter
Sr. Sub-Editor
Reporter
Sub-Editor
Editorial department is time bounded and any delay in formation of soft copy of edited pages will result in delay of all the further activities like production and distribution. Further, editorial department is also responsible for authenticity of the printed issue. Thus, reader which ultimately results in formation of goodwill to the company.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Functioning of Editorial Department
•
News or content will advertisementsbe collected from various sources such as press meets, correspondents, PTI, government circulations , stringers, reporters etc.. Here, the trustworthiness and relevancy of news are considered for the purpose of selecting a publishable news/content. Approximately 350 employees are working in connection to editorial department around the globe.
•
So received contents are then selected and arranged as local news, state news, national news, and international news based on relevancy.
•
The advertisement to be published will be on pages. International standard of column width will be considered for such arrangements. It is also followed that advertisements should not consume more than 40% of the total space
•
The edited are then sent for proof reading where the mistakes(if any) will be checked and corrected.
•
Edited pages after proof reading will be sent to electronics departments(a sub section production department ) for the process under computer to plate technology.
Managerial Aspect The printed issue/ contents reflects the opinion of the public. These issue are more sensitivity as news paper are consider as reliable source of information. Thus, providing true news is a greater responsibility on the shoulders of the editorial department. Further, competition is increasing in the market and news paper are required to give more then what the readers expect. So keeping attractiveness in presentation of contents has also become a big challenge. The department thus required balancing between attractiveness as well as reliability of contents. Following are the managerial aspects of editorial department in the company •
To keep the human resource of the department fresh and updated for the current generations expectation. The department organizes workshop and seminars for the
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” purpose. Department also arranges to participate in international seminars conducted by British foundation and Thomson foundation. •
The emphasis will be on publishing the news without bias
•
The controversial issues are managed by verifying the authenticity of the content/news.
•
News will be obtained only from reliable sources.
•
Journalism ethics are strictly followed.
Advertising Department This department is mainly responsible for management of advertisements to be published in the products of the company. The hierarchical structure of the department is as follows.
Vice Precedent
AGM1
AGM 2
AGM 3
Sr. Manager
Sr.Manager Manager Asst. Manager Executives Sales Representative
Functional Aspects
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” The department drafts schedules for prices of different kinds of advertisements. The variation in prices of ads will have a direct relationship with the circulation volume. Different prices will be set for different pages in the news papers.
•
Ads will be collected from individuals/firms/ad agencies. There will be a prescribed format for accepting the ads such as standard sizes and standard form(e.g. pdf format).
•
Negotiation takes place between the department and the agency/individuals/firms. The discount rates, prices etc will be negotiated. Finance department does not interfere in flexible of ad prices.
•
The collected ads will be sent to the editorial department a day before the publishing date of ads.
•
The published ads will be kept for the period of one month for further reference.
Managerial Aspect the space-marketing department is the main source of revenue for the company. Approximately 60% of the revenue comes from advertisements. Thus, in order to maintain good revenue inflow, the department follows the managerial practices as shown below. •
Preference will be given to ads through ad agencies, so that negotiation become easy and quality of ads will also be good.
•
Fixation of standard sizes for different kinds of ads having different format (color or black and white )
•
Cancellation of ads will be accepted at least 3 days before the publishing date(exception is there in case of contingencies).
•
Proof reading will be done in order to avoid mistakes
Production Department
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” The printers (Mysore) Pvt. ltd has 6 production plants (Bangalore, Hubli, Mangalore, Davangere, Gulbarga, and Mysore) in Karnataka. The main responsibilities of the department are to print within the time limit and to ensure high quality in printing.
The hierarchical structure of the department is as follows.
GM (Marketing)
DGM Production
DGM Maintenance
DGM Electrical
AGM
AGM
AGM
Sr. Manager
Sr. Manager
Sr. Manager
Manager
Executives
Tech Staffs
Executives
Functional Aspects •
Electronics Department receives soft copy of edited pages via secured online network. The soft copy will be in pdf format and then the image of edited pages
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” will be developed on aluminium sheets using Computer To Plate (CTP) technology. •
The image sheets are further processed and then used for printing purpose.
•
The color combination takes place using 4 colors viz. Yellow, Blue, Black, and Pink. Quality of print depends on the color combination. Quality is checked in every printing process and fine-tuned wherever necessary.
•
Newspapers are printed in two machines viz. NEWS LINE and HIGH LINE having a capacity to print 30000 copies per hour. Bangalore plant has got another high technology machinery called as KBA machine having a capacity to print approximately 60000 copies per hour.
•
The main raw materials i.e., paper roles and paints are purchased on bulk by the Bangalore unit and it will be supplied to all the plants of the company.
•
The printed papers are bundled using a software, depending upon the requirement of agents and packed carefully.
•
During the printing activity, 3% to 4% normal wastage occurs; such scraps are then used for re-cycling.
Managerial Aspect •
Material purchase is centralized in order to gain benefits of bulk purchase. The paper roles are purchased from France and china.
•
The printers(Mysore) Pvt. Ltd believes in Total Quality Management(TQM), which is an effective system of integrating quality improvement efforts so as to provide a product that ensure customer satisfaction.
•
Alternative bundling machinery will always be there in case of emergency/technical failures.
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” •
Canteen facility for workers is given in the plants itself.
•
Indent ledger sent by circular department gives the exact no. of copies to be produced every day.
•
Production time schedule will be drafted based on the distance to be traveled to reach ultimate readers at different locations. For example, it takes 5 hours to transport from Hubli plant to Bellary destination. Thus, Bellary edition-printing ends by 12:30 am if the company wants to reach Bellary market at 5.30am.
Circulation Department This department has the responsibility with respect to distribution and promotional activities. The department is required to ensure a well-organized network in order to reach the reader on time. The hierarchical structure of the department is as follows.
GM(Marketing)
DGM 1
DGM 2
AGM
AGM
Executives
Executives
AGM
Functional Aspects
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” •
The department should ensure all the activities relating to distributing aspect such as channel design, channel maintenance, agents’ appointments, conflict handling etc.
•
an indent ledger is to be maintained daily based on the requirement of copies placed by the agents, hawkers etc.(including promotional copies).
•
Promotional activities to be carried out in order to improve the circulation figures.
•
Record maintenance and data collection regarding readers to a routine function of this department.
•
Implementing employee motivational programs designed by HR department is also a sub-function of the department.
RESEARCH METHODOLOGY Marketing Research is a systematic design, collection, analysis and interpretation of the data and findings relevant to a specific marketing situation faced by the firm.
BASIC OBJECTIVE: The basic objective is to find out the importance of local news in daily newspaper. And giving the necessary suggestions & recommendations to improve the sales and quality of content in their newspaper
RESEARCH OBJECTIVES:
6. To identify the role of local news in the daily newspapers 7. To find the perception of readers about local news 8. To study the importance of local news in promoting the sales or readership 9. To know the expectations of the readers about local news 10. To study the satisfaction level of readers. Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
SAMPLING SIZE: 150 randomly selected readers of any kannada daily newspapers in Hubli city. SAMPLING AREA: Sampling area consisted of few selected areas in Hubli city. SAMPLING TOOL: 1. Personal interview 2. Questionnaire 3. Observations
RESEARCH DESIGN: After designing the research problem and setting out the objectives, a plan specifying the sources of selection of data and the analysis of the needed information was formalized. SOURCES OF DATA: 1. SECONDARY DATA: Secondary data required for this study was collected from the information brochures provided by The Printers (Mysore) Pvt. Ltd. and also from the company’s website www.deccanherald.com 2. PRIMARY DATA: Primary data was mainly collected from pre designed questionnaire And also in personal discussion with Circulation Managers and with chief editor of Prajavani. PLAN FOR DATA ANALYSIS: Babasabpatilfreepptmba.com
Page 30
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� Primary data was collected through pre-designed questionnaires and also by the interview method. The data that was gathered was later processed and percentages were calculated and are represented graphically in the later part of this report NEED OF THE RESEARCH: This study is undertaken to understand the impact of the quality of local news content on readers. PROBLEM OF THE STUDY: Local news content published in daily newspapers and their impact on readers is an important area of study. This study understands the impact of local news on readers.
SCOPE OF THE STUDY: This study is confined to readers in Hubli city. The study would consider readers of any daily newspapers.
SAMPLE PLAN: Sampling Unit
: Individual Reader
Sampling Method
: Convenient sampling
Sample size
: 150 readers
Sampling Plan
:
Questionnaire, personal interview and observations.
LIMITATIONS OF THE RESEARCH: 1.Time was the one of the major limitation in this research because I could not get sufficient time to go on the field. 3. The sample size was very low as I experienced people more hesitant to provide information. Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
ANALYSIS AND GRAPHICAL REPRESENTATION
1. Gender Frequency
Percent
Valid Cumulative Percent Percent
male
139
92.7
92.7
92.7
female
11
7.3
7.3
100.0
Total
150
100.0
100.0
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
gender female
male
Interpretation From the survey done it is found that there are less no of female readers. Even though there are some considerable number of female readers, they are more hesitant and unwilling to provide information.
2. Age of the readers
below 20 20-29 30-39 40-49 50-59 above 59 Total
Frequency
Percent
Cumulative Percent
13 72 41 17 5 2 150
8.7 48.0 27.3 11.3 3.3 1.3 100.0
8.7 56.7 84.0 95.3 98.7 100.0
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Age of the readers above 59 50-59
below 20
40-49
30-39 20-29
Interpretation 48% of the readers belongs among the age group of 20-29, 27% belong among 30-39 and 11% among 40-49.
3. Which daily newspaper do you read? Frequency
Percent
Cumulative Percent
33
22.0
22.0
60
40.0
62.0
Vijaya Karnataka
48
32.0
94.0
Kannada Prabha
6
4.0
98.0
Others
3
2.0
100.0
Total
150
100.0
Prajavani Samyuktha Karnataka
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
subscruber of daily newspaper others 2.0% kannada prabha 4.0% vijaya karnataka 32.0% prajavani 22.0%
samyuktha karnataka 40.0%
Interpretation Here 40% people subscribe Samyuktha Karnataka, 32% people subscribe Vijaya Karnataka followed by 20% with Prajavani.
4. How do you rate the importance of local news in daily newspapers? Frequency
Percent
very important
102
68.0
Cumulative Percent 68.0
just important
42
28.0
96.0
neutral not important
4 2
2.7 1.3
98.7 100.0
Total
150
100.0
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
how do you rate the importance of local news in daily newspapers not important 1.3% neutral 2.7% just important 28.0%
very important 68.0%
Interpretation Here 68% of the the readers think local news as a very important part of a daily newspaper. And 28% of the readers feel it’s just important for a daily newspaper.
5. Do you think newspapers create awareness about local issues? Frequency
Percent
Cumulative Percent
yes
122
81.3
81.3
no
28
18.7
100.0
Total
150
100.0
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
do you think local newspapers create awareness about local issues? no 18.7%
yes 81.3%
Interpretation Here 81.3% of the readers opined that news papers create awareness about local issues and 18.7% said that newspapers wont create awareness about local issues
6. Do you purchase Newspaper because of local news content?
Frequency
Percent
Cumulative Percent
yes
94
62.7
62.7
no
56
37.3
100.0
Total
150
100.0
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Do you purchase newspaper because of local news content no 37.3%
yes 62.7%
Interpretation Here 62.7% of the readers said that they purchase news papers because of local news and remaining 37.3% said they don’t purchase just because of local news.
7. Do you think newspapers promote local talent? Frequency
Percent
Cumulative Percent
yes
66
44.0
44.0
no
84
56.0
100.0
Total
150
100.0
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
do you think newpapers promote local talent?
yes 44.0%
no 56.0%
Interpretation Here 56% of the readers said that news papers don’t promote local talent and only 44% readers think that newspapers promote local talent.
8. Rank the following according to which is most important in daily newspaper Descriptive Statistics of PV
local news state news
N
Mean
33 33
1.55 1.61
Babasabpatilfreepptmba.com
Std. Deviation .87 .61
Page 39
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� national news
33
2.21
.78
international
33
3.30
1.38
news sports news
33
2.27
1.07
Interpretation
Here lower mean indicates that among 33 Prajavani readers 23 readers said that local news is highly important for them. And the ones with higher mean value indicates that international news and sports news are not so important for them. Descriptive Statistics of SK N
Mean
Std. Deviation
local news state news national news
60 60 60
1.75 1.72 2.12
.95 .58 .78
international news sports news
60
3.30
1.36
60
2.33
1.08
Interpretation
Here lower mean indicates that among 60 Samyuktha Karnataka readers 55% readers said that local news is highly important for them. And the ones with higher mean value indicates that international news and sports news are not so important for them.
Descriptive Statistics of VK N
Mean
Std. Deviation
local news state news national news
48 48 48
1.83 2.04 1.71
.88 .90 .74
international news sports news
48
2.83
1.43
48
1.79
.97
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
Interpretation
Here lower mean indicates that among 48 Vijaya Karnataka readers 58% readers said that Sports news is highly important for them. And the ones with higher mean value indicates that international news and State news are not so important for them. This is because most of the Vijaya Karnataka readers belong to students category who are more interested in sports compared to businessman and employees.
Descriptive Statistics of KP N
Mean
Std. Deviation
local news state news national news
6 6 6
1.00 2.33 1.83
.00 .52 .75
international news
6
3.67
1.21
sports news
6
2.33
.82
Interpretation Kannada Prabha readers almost prefer to give high importance to local and state news and equal importance to state and sports news. Here also the least preferred news is international news.
Descriptive Statistics of others
local news state news national news
N
Mean
3 3 3
1.00 2.33 2.33
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Std. Deviation .00 .58 .58
Page 41
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� international news sports news
3
3.00
1.00
3
2.67
.58
Interpretation The readers of other newspapers like udayvani, sanjevani, etc too gave high importance to local news and equal importance to both state and national news. Here too the least preferred news is international news.
9. Do you read local politics news?
Yes No Occasionally Total
Prajavani
Samyuktha karnataka
Vijaya Karnataka
Kannada prabha
others
Tot al
16 (48.5%) 12 (36.4%) 5 (15.2%) 33 (100%)
30 (50.0%) 20 (33.3%) 10 (16.7%) 60 (100%)
26 (54.2%) 14 (29.2%) 8 (16.6%) 48 (100%)
4(66.7%) 0 (0%) 2 (33.3%) 6 (100%)
3 (100%) 0 (0%) 0 (0%) 3 (100%)
79 46 25 150
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
do you read local political news occasionally 16.7%
yes 52.7% no 30.7%
Interpretation Here 52.7% prefer to read local political news, and 30.7% people don’t read local political news and 16.6% people said that they read local political news occasionally.
10. Do you read local sports news? prajavani
Samyuktha karnataka
Vijaya karnataka
Kannada prabha
others
Total
yes
8 (24.3%)
5 (8.3%)
15 (31.3%)
0 (0%)
0 (0%)
28
No
20 (60.6%)
52 (86.7%)
27 (56.3%)
4 (66.7%)
105
occasionally
5 (15.1%)
3 (5%)
6 (12.4%)
2 (33.3%)
2 (66.7%) 1 (33.3%)
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Total
33 (100%)
60 (100%)
48 (100%)
6(100%)
3 (100%) 150
do you read local sports news occasionally yes
11.3%
18.7%
no 70.0%
Interpretation Here 18.7% prefer to read local sports news , and 70% people don’t read local sports news and 11.3% people said that they read local sports news occasionally. Here most of the readers who prefer to read local sports news are students.
11. Do you read local advertisements? Prajavani yes
18(54.5%)
Samyuktha karnataka 29(48.3%)
No occasionally Total
7 (36.3%) 8 (15.2) 33 (100%)
17(28.4%) 14(23.3%) 60(100%)
Babasabpatilfreepptmba.com
Vijaya karnataka 28(58.3%)
Kannada prabha 6(100%)
17(35.4%) 3(6.3%) 48(100%)
0 0 6(100%)
others
Total
3(100% ) 0 0 3(100%
84 41 25 150 Page 44
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” )
)
readers of local advertisements occasionally 16.7%
yes
no
56.7%
26.7%
Interpretation Here 56.7% prefer to read local advertisements, and 26.7% people don’t read local advertisements and 16.7% people said that they read local advertisements occasionally.
12. Do you read tender notices?
yes No
Prajavani
Samyuktha Vijaya karnataka karnataka
Kannada others prabha
Total
9(27.3%) 21(63.6% )
14(30.0%) 41(63.3%)
0 0 6(100%) 3(100% )
31 108
Babasabpatilfreepptmba.com
4(8.3%) 40(83.4% )
Page 45
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” occasionally 3(9.1%) Total 33(100%)
5(6.7%) 60(100%)
4(8.3%) 48(100%)
0 0 6(100%) 3(100% )
11 150
readers of tender notices occasionally yes
7.3%
20.7%
no 72.0%
Interpretation Here 72% prefer to read tender notices, and 70% people don’t read tender notices and 11.3% people said that they read only occasionally. Here most of the readers who prefer to read tender notices are businessman.
13. Do you read supplements? prajavani yes
20(60.6% )
Samyuktha Vijaya karnataka karnataka 37(61.7%) 37(77.1% )
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Kannada prabha 3(50.0% )
others
Total
1(33.3% )
98
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” No
6(18.2%)
13(21.7%)
5(10.4%)
occasionally 7(22.2%)
10(16.6%)
6(12.5%)
Total
60(100%)
48(100%)
33(100%)
1(16.7% ) 2(33.3% ) 5(100%)
1(33.3% ) 1(33.3% ) 3(100%)
26 26 150
readers of supplements occasionally 17.3%
no 17.3% yes 65.3%
Interpretation Here 65.3% prefer to read supplements, and 17.3% people don’t read supplements and 16.7% people said that they read supplements occasionally.
14. How is your newspapers local news coverage?
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Prajavani V. good Good Average Poor V Poor Total
7(21.2%) 19 (57.6%) 7 (22.2%) 0 0 33 (100%)
Samyuktha Karnataka 16 (26.7%) 34 (56.7%) 10 (16.6%) 0 60 (100%)
Vijaya Karnataka 12 (25%) 30 (62.5%) 5 (10.5% 1 (2%) 0 48 (100%)
Kannada Prabha 0 4 (66.7%) 2 (33.3%) 0 0 6 (100%)
Others
Total
0 1 (33.3%) 2 (66.7%) 0 0 3 (100%)
35 88 26 1 0 150
how is your newspapers local news coverage poor .7% average 17.3%
very good 23.3%
good 58.7%
Interpretation Here 23.3 % people said that their newspapers local news coverage is very good. 58.7% said only good and 17.3 % said it’s average in their newspaper.
15. Do you think your newspaper fairly publishes the local news?
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Prajavani Samyuktha Karnataa yes 29 53 no 4 7 Total 33 60
Vijaya Karnataka 47 1 48
Kannada Prabha 6 0 6
Others Total 3 0 3
138 12 150
perception of readers about fairness in publishing wrt their newspaper no
yes
Intrpretation Here 92% readers were of the opinion that their newspaper fairly publishes the local news. Only 8% said that their newspaper doesn’t publish local news.
16. Select the following by using (√) mark according to the coverage in your newspaper
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Prajavani Local Political News Frequency
Percent
Cumulative Percent
6 21 6 33
18.2 63.6 18.2 100.0
18.2 81.8 100.0
very good good average Total
local political news average 18.2%
very good 18.2%
good 63.6%
Interpretation Here 63.6% of Prajavani readers said that their news papers local political news coverage is good and 18.2 % said it’s very good.
Local Advertisements Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
very good good average poor very poor Total
Frequency
Percent
Cumulative Percent
5 10 12 3 3 33
15.2 30.3 36.4 9.1 9.1 100.0
15.2 45.5 81.8 90.9 100.0
local advertisements very poor 9.1% poor
very good 15.2%
9.1%
good 30.3% average 36.4%
Interpretation Here 30.3% of Prajavani readers said that their news papers local ads coverage is good and 15% said it’s very good.
Local Sports News Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Frequency
Percent
Cumulative Percent
good average
10 22
30.3 66.7
30.3 97.0
poor Total
1 33
3.0 100.0
100.0
local sports news poor 3.0% good 30.3%
average 66.7%
Interpretation Here 30% of Prajavani readers said that their news papers local sports news coverage is good and 67% said it’s average.
Local Entertainment News Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Frequency
Percent
13 17 3 33
39.4 51.5 9.1 100.0
good average poor Total
Cumulative Percent 39.4 90.9 100.0
local entertainment news poor 9.1%
good 39.4%
average 51.5%
Interpretation Here 40% of Prajavani readers said that their news papers local entertainment news coverage is good and 51.5% said it’s average.
Other Local Events
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Frequency
Percent
12 21 33
36.4 63.6 100.0
good average Total
Valid Percent Cumulative Percent 36.4 36.4 63.6 100.0 100.0
other local events
good 36.4%
average 63.6%
Interpretation Here 36% of Prajavani readers said that their news papers local events coverage is good and 64% said it’s average.
17. Readers opinion about coverage w.r.t. Samyuktha Karnataka, Vijaya Karnataka, Kannada Prabha and other newapapers Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Local News Coverage Frequency
Percent
Cumulative Percent
24 69 22 1 1 117
20.5 59.0 18.8 .9 .9 100.0
20.5 79.5 98.3 99.1 100.0
very good good average poor very poor Total
Local Political News Coverage very poor .9% poor .9% average 18.8%
very good 20.5%
good 59.0%
Interpretation Here 59% of readers said that their news papers local political news coverage is good and 20.5% said it’s very good.
Local Sports News Coverage
Babasabpatilfreepptmba.com
Page 55
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Frequency
Percent
Cumulative Percent
very good
1
.9
.9
good
42
35.9
36.8
average
67
57.3
94.0
poor
6
5.1
99.1
very poor
1
.9
100.0
Total
117
100.0
Local Sports News Coverage very poor .9% poor
very good
5.1%
.9% good 35.9%
average 57.3%
Interpretation Here 36% of readers said that their news papers local sports news coverage is good and 57.3% said it’s very good.
Local Advertisements Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Frequency
Percent
Cumulative Percent
very good
9
7.7
7.7
good average poor
44 43 9
37.6 36.8 7.7
45.3 82.1 89.7
very poor Total
12 117
10.3 100.0
100.0
Local Advertisements very poor 10.3%
very good 7.7%
poor 7.7%
good 37.6%
average 36.8%
Interpretation Here 36.7% of readers said that their news papers local ads coverage is good and 36.8% said it’s very good.
Local Entertainment News Coverage Babasabpatilfreepptmba.com
Page 57
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Frequency
Percent
Cumulative Percent
very good
6
5.1
5.1
good
56
47.9
53.0
average
49
41.9
94.9
poor
6
5.1
100.0
Total
117
100.0
Local Entertainment News Coverage poor
very good
5.1%
5.1%
average 41.9%
good 47.9%
Interpretation Here 47.9% of readers said that their news papers local entertainment news coverage is good and 41.9% said it’s very good.
Other Local events Coverage
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
very good good average poor very poor Total
Frequency
Percent
Cumulative Percent
4 51 60 1 1 117
3.4 43.6 51.3 .9 .9 100.0
3.4 47.0 98.3 99.1 100.0
Other Local events Coverage very poor .9% poor
very good
.9%
3.4%
average 51.3%
good 43.6%
Interpretation Here 43% of readers said that their news papers local events coverage is good and 51.3% said it’s average.
18. In the newspaper you read are you satisfied with the following? Prajavani Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER� Yes Local Political 27(81.8% News ) Local Sports 24(72.7% ) Local 21(63.6% Advertisements ) Local 21(63.6% Entertainment ) News Other Local 31(93.9% Events )
No 6(18.2%)
Total 33
9(27.3%)
33
12(36.4% ) 12(36.4% )
33
2(6.1%)
33
33
Interpretation Here 81.8% of readers said that they are satisfied with their news papers local political news coverage 72.7% with local sports news, 63.6% with local ads, where as 94% of readers are unsatisfied with other local events coverage. Samyuktha Karnataka Yes Local Political 53(88.3% News ) Local Sports 51(85%) Local 40(66.7% Advertisements ) Local 49(81.7% Entertainment ) News Other Local 56(93.3% Events )
No 7(11.7%)
Total 60
9(15%) 20(33.3)
60 60
11(18.3% )
60
4(6.7%)
60
Interpretation Here 88.3% of readers said that they are satisfied with their news papers local political news coverage 85% with local sports news, 81.7% with local ads, where as 94% of readers are unsatisfied with other local events coverage.
Vijaya Karnataka
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER�
Local Political News Local Sports
Yes 42(87.5% ) 35(72.9% ) 38(79.2%
Local Advertisements Local 31(64.6% Entertainment ) News Other Local 36(75%) Events
No 6(12.5%)
Total 48
13(21.1% ) 10(20.8% ) 17(35.4% )
48
12(25%)
48
48 48
Interpretation Here 87.5% of readers said that they are satisfied with their news papers local political news coverage, 72.9% with local sports news, 79.2% with local ads, 64.6% and 75% with loal entertainment and other local events respectively. Kannada Prabha Yes 4(66.6%)
No 2(33.4%)
Total 6
Local Sports Local Advertisements
6(100%) 6(100%)
0 0
6 6
Local Entertainment News
3(50%)
3(50%)
6
Other Local Events
2(33.4%)
4(66.6%)
6
Local Political News
Interpretation Here 66.6% of readers said that they are satisfied with their news papers local political news coverage, 100% with local sports news, 100% with local ads, 50% with local entertainment where as 66.6% readers are unsatisfied with their newspapers other local events coverage.
Research Findings Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
•
There Only 7.3% of female readers.
•
There are Only 8.7% readers who are below the age group of 20.
•
Most of the readers were of the opinion that local news is most important to them.
•
Most of the readers buy newspapers because of local news.
•
Some readers feel that local news should be published in more depth
•
Most of the readers prefer all kind of local news like political, sports ads except tender notices which is most preferred by businessman
•
51% of Prajavani readers opined that local entertainment news and local events coverage is just average
Recommendations
Babasabpatilfreepptmba.com
Page 62
“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” •
Even though there are some considerable numbers of female readers, they are more hesitant and unwilling to provide information.Hence there is a need to concentrate more on articles for women.
•
Local news should be published in more depth.
•
Newspapers should publish more about local events like schedules of important trains and airport timings.
•
More attention should be given to entertainment news to attract young readers.
•
Newspapers should try to promote local talent.
QUESTIONNAIRE Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” Dear Sir/Madam, 1. Name: 2. Ph no: 3. Sex:
Male:
□
Female:
□
4. Age: Below 20 40-49:
□
□ 50-59: □ 20-29:
□
30-39:
□ □
above 59:
5. Occupation: Businessman: Employee:
□
Student:
□
□
Housewife:
□
others(specify):
6. Annual income:(in rs) 0-50,000
□
Up to 2 lakhs
upto1 lakh
□
□
more than 2lakhs
□
7. Which daily newspaper do you read? Prajavani
□
Vijaya Karnataka
Samyukta karnataka
□
Kannada prabha
□
□
Others:
8. How do you rate the importance of local news in daily newspapers?
□ Not important □ Very important
Important
□
Not at all important
Neutral
□
□
9. Do you think newspapers create awareness about local issues? Yes
□
□
No
10. Do you buy newspaper because of local news? Yes
□
□
No
11. Do you think newspapers promote local talent? Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
□
Yes
□
No
12. Rank the following according to which is most important in daily newspaper, by using 1,2,3,4,5 (1-high, 3-neutral, 5-low) 1
2
3
4
5
Local news State news National news International news Sports news 13. Do you read local political news? Yes
□
□
No
Occasionally
□
Occasionally
□
14. Do you read local sports news? Yes
□
□
No
15. Do you read local advertisements? Yes
□
□
No
Occasionally
□
Occasionally
□
16. Do you read tender notices? Yes
□
No
□
17. Do you read supplements? Yes
□
No
□
Occasionally
□
18. How is your newspaper’s local news coverage? Very good
□
□
□ Very bad □ Good
Average
□
Bad 19. Do you think your newspaper fairly publishes the local news? Yes
□
No
□
20. Select the following by using the (√)mark according to the coverage in your newspaper V.Good Good Average poor V.poor Local political news Local sports news Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER”
Local advertisements Local entertainment news Other local events
21. In the daily newspapers which you read, are you satisfied with the following? Local political news
Yes:
Local sports news
Yes
Local advertisements
Yes
Local entertainment news
Yes
□ □ □ □ □
□ No: □ No: □ No: □ N0: □ No:
Other local events Yes And specify which newspaper has the best coverage by using (√)mark prajavan i
Samyuktha Karnataka
Vijay karnataka
Kannada prabha
others
Local political news Local sports news Local advertisements Local entertainment news Other local events
a. Any suggestions:
Thankyou
Signature
Bibliography: •
Marketing Research by Tull & Hawkins
Babasabpatilfreepptmba.com
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“IMPORTANCE OF LOCAL NEWS IN DAILY NEWSPAPER” •
www.prajavani.com
Babasabpatilfreepptmba.com
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