bs report rishi khemka
TRANSCRIPT
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SECTION - I
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INTRODUCTION
Print media is generally associated with news and views and analysis. Its territory of
information and coverage is wide so as to reach out to the people. It serves as a link between
the actual world and the readers world.
At the current scenario business newspaper industry is very competitive. Every
companies are expending there business in all major cities of the country. The topic
Comparative Study between Business Standard and Economic Times with special reference to
Business Standard is chosen to know the readers perception about both the newspaper. The
main purpose of this project is to explain in depth awareness of brand Business Standard to the
various segments of the readers and the success of its various marketing strategies like
discounted prepaid subscription plan. The study is carried out with intension to find out the
readers view about Business Standard and Economic Times and do the comparison between
both newspapers. In this Study 30 people have taken for survey from population.
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SCOPE OF THE STUDY
The scope of this study extends into all the different area as of marketing
i.e. the 4Ps of marketing:-
Product
Price
Promotion
Place
So the scope includes:-
1. PRODUCT AWARENESS2. PRICE OF THE PRODUCT3. ADVERTISING EFFECTIVENESS.4. STUDY OF MARKET (Current & Upcoming)5. ADVANTAGES & DISVANTAGES OF RESPONSE FEATURES.
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Limitation
The study have been completed in 45 days, this is not sufficient time to do a survey in the
twin city Bhubaneswar and Cuttack.
The sample size chosen is limited to 50 respondents; the study may not be applicable to the
total market. Hence the data collected may not be a representation of the entire population.
There is a possibility of biased answer from the respondents; hence the information
collected might not be an accurate one.
The study has been done in certain areas in twin cities in Bhubaneswar and Cuttack. The
findings are regional and do not represent the state or country.
As the market being very huge it was not possible to cover each and every area. The
Bhubaneswar Business Standard edition is not having Sunday edition but other business dailies
like Economic Times and Financial Express are having Sunday edition it is also effecting on the
Business Standards sales.
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Research Methodology
The objective of the present study could have accomplished by conducting a systematic
market research to know the promotional strategies and services of Business Standard Ltd.
Market research consist of the systematic collection, recording, analysis, Interpretation and
reporting of information about various facts of a phenomenon under study. It plays a truly
analytical approach to decision that will be take.
Source of Data
There are two types of data which have used in this study:
Primary Data Annexure 1.
Secondary Data
Sampling Method:
Simple random sampling: It refers where each and every item in the population has an equal
chance of inclusion in the sample and each one of the possible samples, in case of finite
universe, has the same probability of being selected.
Sample Unit:
The sample unit is corporate professionals, Chartered Accountant, Investors (Stock brokers),
Agents (AMCs, Insurance companies etc.)
Sample Size:
The sample size for the survey is 30 chosen from the large population of 50.
Methods of data collection:
Observations
Interview based on a pre-planned set of questions.
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SECTION - II
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ABOUT THE NEWSPAPER INDUSTRY
In todays jet age, the electronic media is giving the print media a heck of competition. While
the growth was about 40% in (1994-96), in the year 1998 it has climbed down to some 8%.This
decreasing growth line indicates towards the recession period now going on in the print media
industry.
Day-by-day electronic media is capturing and conquering even newer market segments and
their present share is going up positively and very sharply. With arrival of internet on line and
fresh news with all visuals and audio effects is available to the urban folks with just a touch of a
buttons. So people are already loosing interest to sit down and give time to read a newspaper.
And even with the news print cost growing higher than earlier, publishers and facing a tough
time printing their papers. And thus has begun this mad retrace to gain more readers by defining
all possible logic and ethics of the industry. Because they all know the more their readers, they
can hike up their ad rates generate revenue even more their readers, they can hike up their ad
rates and generate revenue even more. Every industry has got their own norms and guidelines
to follow. And form this regulatory aspect, this newspaper industries not an exception.
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Corporate India s Media Perception
1 63% believe what media writes has direct impact on their reputation.2 28% think that media has improved marginally in its understanding ofbusinesses and accuracy of reporting.
3 9% feel that media coverage has no impact on their business.4 Ranking of Indias top 10 Business Media Organizations.
1 Business Standard
2 The Economic Times
3 The Financial Express
4 Business India
5 CNBC
6
The Hindu
Businessline
7 Business Today
8 Business World
9 NDTV Profit
10 Zee Business
Source: Media-Business Interface Survey
Conducted in February 2006 by Orion PR among 150 corporate spokesmenin Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad.
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About Company
Business Standard is a financial daily from Business Standard Ltd (BSL). It is published in
two languages (English and Hindi) from 14 centers in India. The main English edition comes
out from 12 centers - Mumbai, New Delhi, Kolkata, Bangalore, Chennai, Ahmedabad,Hyderabad, Chandigarh, Pune, Lucknow, Bhubaneswar, and Kochi - and reaches readers
in over 1,000 towns and cities across the country.
Started in 1975 by the Ananda Bazar 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, after which it began a phase of rapid expansion with the launch of
new editions.
T.N. Ninan was the editor from 1993 to 2009, after he moved over from the editorship of The
Economic Times. In January 2010, he was succeeded as the editor by Sanjaya Baru. Ninanbecame the chairman and editorial director of the company.
Business Standard sells 144,000 copies daily in English, mostly to the business and policy-
making elite. Its Hindi edition sells 53,000 copies. AC Nielsen's survey of the upper middle and
rich market in India places Business Standard next to The Economic Times in total readership.
The paper has a reputation for reliable reporting and responsible journalism, as well as for its
stimulating page of analysis and editorial comment. It has pioneered the ranking of the
wealthiest Indians in the Billionaire Club, and offers along with the paper a free monthly
magazine on motoring, BS Motoring. In 2006, the paper started its Sunday edition, which isnow published from three centers Mumbai, Delhi, Kolkata.
The Hindi paper was first launched in February 2008, it comes out from seven centers
Mumbai, Delhi, Chandigarh, Lucknow, Bhopal, Patna and Kolkata.
The newspaper's website is www.business-standard.com, through which visitors can also
access the Business Standard e-paper, with a choice of editions. BSL also publishes periodicals,
including BS Motoring, Indian Management and the Asian Management Review.
In January 2010, it launched smartinvestor.in, an information-cum-trading
website for those interested in the stock market.
There is a sun that glitters in the sky, but another sun rose in east, on 22nd January 2007, vowing
not to set forever.
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http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1http://www.smartinvestor.in/http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Chandigarhhttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Kochi_(India)http://en.wikipedia.org/w/index.php?title=T.N._Ninan&action=edit&redlink=1http://www.smartinvestor.in/ -
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On 22nd January, Business Standard Ltd established its centre in the
temple city, Bhubaneswar to fill the darkness at ignorance in agriculture dominated state like
Orissa, with intense radiations of knowledge, information and guidance.
Business Standard is positioned as a Serious, Respected, top-notch, Non-Frivolous, business
daily which is founded on the editorial principles of integrity.
1 A Paper that does not compromise on editorial values.
2 That conducts its business within an ethical framework.
3 That stands for excellence, fairness, impartiality and authority on the subject.
4 That represents India reaching out to the world: the first paper to be associated with a
global publishing brand.
5 Business Standard is positioned as a premium financial daily.
6 Reinforced by the higher cover price compared to the market leader.
7 That represents growth and opportunity A 32 % growth in circulation in Jul-Dec 06
over Jul-Dec 05.
Business Standard believes in
Providing information that creates wealth & enriches lives
Our shareholders:
1 Kotak Mahindra 53.00%2 Great Eastern Shipping Corporation 27.76%
3 Financial Times 14.85 %
4 Others 4.39%
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Business Standard providing best pan India coverage
Business standard has a circulation of over an 180,000 copies and is published from top 12
locations reaching more than 800 locations in the country.
Mumbai
New Delhi
Kolkata
Chennai
Bangalore
Ahmedabad
Hyderabad
Pune
Lucknow
Chandigarh
Kochi
Bhubaneswar
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Business Standard: First Business Newspaper
in Hindi
Business Standard Hindi has 7 editions:
1 Mumbai2 Delhi3 Kolkata4 Patna5 Bhopal6 Lucknow
7 Chandigarh
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Editorial Overview
BS is published Monday to Saturday in all locations.
On Sundays, the paper is published from Mumbai, Delhi and Kolkata.
Additionally, BS offers its readers dedicated, topical magazines, inserted into thenewspaper
CONTENT EDITORIAL PROPERTY FREQUENCY
International News Financial Times Page Daily
Lifestyle, Luxury & Gizmos Business Life Daily
Corporate news Companies Daily
Policy & Analysis Issues & Insights Daily
Regional news Accent Daily
Corporate Social Responsibility Social Enterprises Every Monday
Transportation Business & Logistics Logistics Every Monday
Management Education & Training AvenuesInitiatives By Business Schools
Business Education Every Mon & Thurs
IT, Telecom & Entertainment ICE World Every Tuesday
SME Business SME World Every Wed
Human resources Power Zone Every Wed
Real Estate - Market Scenario & Opportunities Real Estate Every Friday
Automobile & Ancillary Segment BS Motoring Every Saturday
1 Money market
Providing in-depth analysis & wide corporate and market coverage.
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2 The Compass
Unique feature to Business Standard.
BS experts exclusive take on more than 12 markets and corporate
developments every week.
Most important financial news.
Widest coverage across sectors and functions.
3 Commodities
Most exhaustive coverage on the commodities space.
Regarded as a key strength of BSs coverage.
4 Money & currency
5 Stock Analysis
Expert view on stocks performance.
In-depth analysis on all performance metrics.
6 dedicated pages on stock market.
Only paper to cover the Global stock market.
6 BS 200
Unique feature to Business Standard. Top 200 companies are evaluated across
22 key parameters.An in-depth analysis & tools for tracking the top performing
200 listed stocks that contributes to 90-95% of volume and value of total trade
in the Stock Market
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Only with Business Standard
Value add-ons for readers
Daily Supplements
Smart Investor - serves as a comprehensive investment guide.
Money Market - Providing in-depth analysis & wide corporate and market
coverage.
Weekly supplements
Strategist (Monday) covers issues around management & marketing.
Weekend (Saturday) A weekend read covers Art, leisure, lifestyle.
Annual Supplements
The Fund Manger (December) Covers the high points and performances of
Mutual Funds.
The Billionaire Club (December) Listing of Indias richest business men and
executives.
Banking Annual (February) Performance of banking sectors.
BS 1000 (February) A guide to Indias top 1000 companies.
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Business Standard Editorial Quality
BS has some of the countrys best economic journalists and columnists working for it.
The Editor and Publisher of BS is Mr. Sanjaya Baru, Indias best-known and most
respected business journalist.
Mr.A.K.Bhattacharya, Group Managing Editor is a former editor of The Pioneer and
associate editor of Economic Times.
Regular columnists include many reputed names such as:
A V Rajwade - FOREX expert
T Thomas - Ex Chairman, HLL
G.N Bajpai - Ex Chairman SEBI
Shankar Acharya - Former chief economic Advisor, GOI
Suman Berry - Director General,NCAER
Deepak Lal - Prof. of Economics, UCLA
M Govinda Rao - Director, National Inst of Public Fin.
Ravi Mohan - Managing Director, CRISIL
Surjit Bhalla- Managing Director, Oxus Research
Arvind Singhal - Managing Director, Technopak
Arun Balakrishnan- Managing Director, Rediff.com
A G Krishnamurthy - Ex Managing Director, Mudra
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Competitors
Economic Times
The Economic Times is an English-language Indian daily newspaper published by
the Bennett, Coleman & Co. Ltd., (This company along with its other group companies is
more popularly known as The Times Group).The Economic Times, started in 1961, is
India's largest and among the world's top 3 English Business dailies with a daily
circulation of over 620,000 copies. The Economic Times is published simultaneously
from 10 Metropoliton Cities-Mumbai, Delhi, Bangalore, Chennai, Kolkata, Lucknow
Hyderabad, Ahemedabad, and Chandigarh & Pune. The Economic Times has its
offices in Mumbai outside Chatrapati Shivaji Terminus railway station. Its main content
is based on the Indian economy, share prices, prices of commodities as well as other
matters related to finance. The Founder / Editor of the paper when it was launched in
1961 was P.S. Hariharan. The current Executive Editor of The Economic Times is RahulJoshi.
The Economic Times is characterised by its salmon-pink paper, which it copied from the
better-known Financial Times. It is sold in all major cities in India. In June 2009, it also
launched a television channel called ET Now . The channel is also headed by Rahul
Joshi.
Supplements with Economic Times :-
Brand Equity (Weekly) - this is a weekly color supplement that appears everyWednesday, which covers marketing, advertising, media and market research.
Corporate Dossier is a supplement that appears every Friday, along with The
Economic Times aimed at the CEOs of corporate India, with a special focus on
management and strategy.
ET Travelis a weekly all-color supplement which covers travel and tourism aimed at
the burgeoning band of Indians who want to see and know about their country and the
rest of the world -- through Indian eyes.
ZigWheels is a weekly all-color supplement covering all aspects from the auto
industry from new launches and trends to ancillaries and personalities.
"ET Realty"
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http://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett,_Coleman_%26_Co._Ltd.http://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Chatrapati_Shivaji_Terminushttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/ET_Nowhttp://en.wikipedia.org/wiki/Corporate_Dossierhttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Bennett,_Coleman_%26_Co._Ltd.http://en.wikipedia.org/wiki/The_Times_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Chatrapati_Shivaji_Terminushttp://en.wikipedia.org/wiki/Economy_of_Indiahttp://en.wikipedia.org/wiki/ET_Nowhttp://en.wikipedia.org/wiki/Corporate_Dossier -
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Business Line
Business Line started publishing in 1994. Published as a broadsheet, it has a circulation
of around 130,000 copies. Circulation of Business Line on Sunday is higher than other
days. Business Line is published from 14 locations: Bangalore, Chennai, Coimbatore,
Delhi, Hyderabad, Kochi, Kolkata, Madurai, Mangalore, Mumbai,
Thiruvananthapuram, Tiruchirapalli, Vijayawada and Visakhapatnam. Its Editor-
in-Chief is Mr. N. Ram and the Joint Editor is Mr. K. Venugopal. Mohan
Padmanabhan writes many of the articles. Its staff consists of reporters and researchers. It
is the only paper having a research bureau. From Tuesday to Saturday, Business Line's
main section has 20 to 24 pages. Page headings include Corporate, Information
Technology, Marketing, Editorial & Opinion (2 pages), Commodities & Agribusiness,
Economy, International Business, Stock Market news, Stocks and Mutual Fund quotes (5
pages), States Variety, Logistics and Market Watch. On Sundays, Business Line's mainsection has 18 pages. Page headings include Economy, Commodities, Corporate,
International, Variety, Young Investor and Investment World-from page 8 to page 17,
Incisive advice on stocks, mutual funds and deposits. On Mondays, Business Line's main
section has 16 pages. Page headings include Market Mood, economy, and Information
technology, Agribusiness, Transport, Commodities and Investment. BUSINESSLINE
Online has been on the World Wide Web since June 1995.It is priced at Indian Rupees 4
on weekdays and Saturdays and Indian Rupees 3 on Sundays. While other newspapers
like The Economic Times and The Financial Express price their Saturday and Sunday
editions at Rs.7 to Rs.10, Business Line has traditionally priced the paper same
throughout the week. Other Business newspapers like Mint and Business Standard don't
publish on Sundays.
Supplements with Business Line:
eWORLD on Monday
Smart buy on Wednesday
Brand Line on Thursday
Life on Friday
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The Financial Express
The Financial Express is a daily newspaper published by the Indian Express group
since 1961.Launched in 1961, Indias oldest financial daily, The Financial Express, is
today one of the leading newspapers in the country. Part of The Indian Express
Group, the newspaper publishes eleven editions in English from leading cities --
Ahmedabad, Bangalore, Chandigarh, Chennai, Delhi, Hyderabad, Kochi
Kolkata, Lucknow, Mumbai and Pune. It also has an edition in Gujarati, published
from Ahmedabad. The newspaper has offices across the country and is headquartered
in Delhi. he Financial Express has supported the eventual breakdown of the arbitrary
control-based system that characterised the Indian economy to its emergence as a free
market enterprise with accent on merit. The paper espouses the same position in its
coverage of international developments. The position is based on a careful
observation of the way economies have evolved in the past few decades. This is also
known as a championing of the free market position. The FE columns and editorialsarticulate this opinion succinctly. The FE edit page columns are therefore the most
widely read pieces among all business publications in India. Besides, the newspaper
has an exclusive tie-up with The Economist of London to carry its articles all days of
the week on the op-ed page, except on Saturday and Sunday. A number of Indian and
global economic experts pen their columns for The Financial Express. These
include Ajay Shah, Bibek Debroy, Lord Meghnad Desai, Avinash Persaud, Vijay
Mahajan, Manish Sabharwal, Rajesh Chakrabarti, Amitendu Palit, Ila
Patnaik, Mahesh Vyas, Paul Kattuman, Michael Walton and Raj Majumder. FEs
news coverage is known for comprehensive sweep of economic policy making,
corporate developments and market trends. For Indias fast expanding middle class of
over 300 million, as per latest NSS data, plus the CEOs and government officials, the
insights into the Indian growth story are particularly edifying. On weekdays there are
a number of special pages titled FE Insight and FE Special, which carry reports and
analyses on crucial areas of the economy -- automobiles, infrastructure, entertainment,
capital markets, workspace, small and medium enterprises, infrastructure, real estate,
green businesses and BRIC Plus. The Financial Express on Sunday focuses on the
weekend reading for corporate executives. The newspaper has weekly supplements --eFE, a four-page pullout on Mondays that tracks the latest in the knowledge
economy; Brandwagon, a four-page supplement every Tuesday on advertising and
marketing, and India Inc, a four-page section every Thursday on corporate strategy.
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http://en.wikipedia.org/wiki/Indian_Expresshttp://www.mayin.org/ajayshahhttp://www.basixindia.com/http://www.basixindia.com/http://openlib.org/home/ilahttp://openlib.org/home/ilahttp://www.cmie.com/http://en.wikipedia.org/wiki/Indian_Expresshttp://www.mayin.org/ajayshahhttp://www.basixindia.com/http://www.basixindia.com/http://openlib.org/home/ilahttp://openlib.org/home/ilahttp://www.cmie.com/ -
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Besides, a four-page pullout, FE Investor, on investment
and personal finance, is published on Sundays.
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Business Standard: what the readers say
1. I have been a loyal reader of Business Standard for the last 3 decades a. Shri Man Mohan Singh, Prime Minister of India
2. I do not have a choice but to read Business Standard first, every morninga. Mr. P.Chidambaram, Finance Minister
3. It exemplifies exacting standards in enterprise and economic reportinga. Mr. Mukesh Ambani, CMD Reliance Industries
4. The FT identifies with and sees Business Standard as its natural growth partner...a. Sir David Bell, Chairman, FT group
5. Rated the No 1 professional business media to deal witha. Orion PR06
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The ORGANISATIONAL STRUCTURE OF
BUSINESS STANDARD
With respect to Business Standard Bhubaneswar Branch.
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BUSINESS STANDARD
Bhubaneswar Branch
Mr.Dilip Kumar
Satpathy
Bureau Chief
Mr. MrutyunjayaTripathy
Manager Market
Development
Mr. Pramod Das
Asst manger Advt
Mr. Dilip Paricha
Production In
charge
Mr. Debdatta Pati
In charge
Admin/Acct/HR
Mr. Jayajit Das
Sr. Correspondent
Mr. Anant Rajesh
Patanik
Officer
Mr. Manoj Kr
Mahapatra
Officer
Mr. SambhurajPanda
Officer
Ms. Sangeeta
Pattanaik
Officer
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EDITORIAL
The editorial department of a news paper has two important jobs to do, firstly the collection of
report and then the editing of report. And this is no different in Business Standard.
The Bhubaneswar branch of business standard does only one out of the two jobs, i.e., the
collection of information from various sources. These sources include reporters, press releases
from a company, a NGO etc., press conferences, general people, etc.
Sometimes competitors become the source of information for the doings and non doings of a
firm. Student unions and employee unions take help of newspaper to fight their wars, which in
turn serves as information for the newspaper.
After collection of information from the various sources mentioned above, the stories are
written by the reporters and submitted to the editorial team. This team then analyses the storyfor typographical errors, language errors, factual errors, loose points of the story etc.
This edited news is then sent to Kolkata office for setting of layout of the news in the limited
available space in the paper. This needs to be taken care keeping many things in mind, like
number of stories available, number of advertisements for that edition, importance of the story
to be published, readers preference etc.
After the layout design is over, the master print is then sent to the production and printing
department where the further process takes place.
ADVERTISING
Advertising department is one of the main departments of a news paper industry. The
main function of the department is to look after the publishing of the advertisements of the
newspaper. This department is the main revenue earning department of a newspaper company.
As we all know the cost of printing a single copy of newspaper is around Rs. 10 but they are
sold for only at around Rs. 3 Rs. 4. So basically printing and selling of newspaper is a loss
making business for a newspaper company. Now the revenue they earn through publishing the
advertisements of the various companies is the main source of revenue for the companies.
There are basically two types of advertisements, DISPLAY & FINANCE and TENDERS.
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Now with context to Business Standard the advertisement department
works by acquiring various advertisements from various customers through the different
advertisement agencies. Then the Bhubaneswar office arranges the various advertisements
according to their importance, space booked for and according to the date and edition when it
has to be published. Then the Bhubaneswar office forward it to the scheduling department in
Kolkata where they are then arranged according to the requirements and the various terms andconditions that were fixed with the advertiser and then they are sent to the printing department
for printing.
The advertisement department has various terms and conditions and various parameters on
which various charges are applicable for publishing of any advertisement, tenders and notices
etc. The various rates are given in the Rate card (Annexure 2).
MARKETING
It is another most important department of a newspaper company. The main function of
this department is to look after the sales and circulation of the newspaper. This department is
responsible for regulating sales of the newspaper and also increasing the sales and circulation. It
is the job of this department to ensure proper and hassle free distribution of newspaper to the
customers. They also take care and resolve any kind of dispute in the delivery of the newspaper
The marketing department always has an important function of increasing the circulation and
readership of the newspaper. The marketing department carries out various types of activities
like sponsoring various shows, road shows, organizing canopies etc for increasing the sales of
Business Standard. This department also chalks out various business plans to increase the sales
of the newspaper. Like in Business Standard one of the main policies undertaken by the
marketing department for the purpose of increasing the sales is PRE-PAID subscription offer,
where the news paper is sold to the customers on pre-paid basis. This scheme is done for
several time periods of 3 months to 24 months. Customers availing this scheme are also given
huge discount on the cover price. The details of the schemes are given in Annexure-3. The
main reason for doing such kind of activities is to increase the circulation as the quantity of
advertisement which the news-paper will get to publish is directly related to the readership and
circulation of the newspaper.
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PRINTING/PRODUCTION:
After the editorial team does its job by selecting the news, and finalizing the layout, the master
print comes for printing. The job of printing department is to print the various pages to be
included in the news-paper as a whole, then arrange it, fold the paper, and cut the paper as it isprinted in a continuous roll of paper. There after the printed papers are bundled as per the
number of copies to be sent to various distributors at different places. These bundles have a
leaflet attached to it, which contains the address and name of the distributor and also the
number of copies the bundle has. This leaflet is called RUSHMAIL, in Business Standard.
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SECTION III
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PROJECT DEFINITION
Pre-Paid Subscription as an efficient tool for increasing readers of
Business Standard, in Bhubaneswar.
Importance of Study
This project will help the Business Standard Ltd. to know about one of its very effective
strategies, which is helping them to increase their market share in comparison with its other
competitors.
The study is showing the success of Pre-Paid Subscription as an effective marketing tool for
Business Standard. The main competitor of Business Standard is Economic Times therefore this
study will help to Business Standard Ltd. to know its superiority over Economic Times and its
other competitors.
Need of Study
The need for conducting the research arrived because of:
To compare the promotional strategies of Business Standard and other competitors.
To compare all newspaper on different aspects like, reader profile etc.
Objectives
The main objective of the study is:
To find out the time duration of using particular business daily.
To find out the attributes which influence the consumer to purchase business daily.
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SECTION - IV
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FINDINGS AND ANALYSIS
Business Standards cost advantage ;
Some Facts
ET, with over 33% of its copies circulated with TOI as part of a combo offer
results in wastage.
Essentially you pay twice to reach the same audience.
Effective CPT for ET will be 8.7 compared to BSs 4.2
Stretch your advertising budget and get 30% more for the same value.
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Business Standard (English) readers profile
Designation of the reader
Business Standard is read by the decision makers & policy makers.
A premium product read by the Crme de la crme of corporate India. The reader is upscale, influential and mobile
Personal Income:
Business Standard 80% with over 10 lacs pa
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VP/GM, 59%
Chairman/CEO/MD,
14%
President, Executive
Director, Other
Directors, 8%
CFO, CIO, CMO, CTO
etc. 20%
Chairman/CEO /MD President, Executive Director, Other Directors
CFO,CIO,CMO,CTO etc. VP/GM
Upto Rs.5 lakhs Rs. 5 - 10 lakhs Rs. 11 - 20 lakhs
Rs. 21 - 30 lakhs Rs. 31 - 40 lakhs Rs. 41 - 50 lakhs
Rs. 51 - 75 lakhs Rs.76 - 1 cr. Above Rs. 1 cr.
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Business Standard (Hindi) readers profile
Profession:
Business Standard Hindi is read by small scale industry owners, traders.
56% of the readers are businessmen running small and medium enterprises. Add another
10% of readers who are self-employed, and we have a medium that cannot be ignored bybusinesses that target the SME segment.
The employed class constitutes 30% of the readers.
Type of Business
While 58% of Business Standard Hindi readers are into trading, there is a fair number of
readers who run businesses in the manufacturing & service industry.
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Employed Service
30%
Business
56%
Student
3%
Others
1%
Self employed
professional
10%
Business Employed Service Others Self employed professional Student
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Business Standard for them is the window that provides them
with all info that will help them grow their business.
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Services
22%
Trading
58%
Manufac turing & Trading
5%
Agriculture or Dairy
2%Manufacturing
13%
Agriculture or Da iry Manufacturing Services Trading Manufacturing & Trading
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Age :
58% of the audience is between 19 -35 yrs old.
81% of the audience is between 26-50 yrs old
Reinforcement of our belief that Young India is hungry for quality information thatis authentic.
For an advertiser, the medium offers a ready platform to reach out to an audience
that is widely regarded as the consuming class.
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19 - 25 years
13%
Less than 18 years
0%
51 - 65 years
6%
66 years and above
0%
36 - 50 years
35%
26 - 35 years
46%
Less than 18 years 19 - 25 years 26 - 35 years
36 - 50 years 51 - 65 years 66 years and above
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Education :
30% of the audience is a post graduate while another 51% is a graduate.
Business Standard Hindi is read by an educated class.
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Post Graduation
15%
Post Graduation
Professional
15%
Under Graduate
18%
Graduate
51%
Technical
1%
Graduate Technical
Post Graduation Post Graduation Professional
Under Graduate
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Industry Break up :
Business Standard has a very versatile reader base which includes almost
all types of financial institutes along with readers from different sectors.
INDUSTRYTYPESUBSCRIPTIONBREAK-UP
23%
3%
47%
3%7%
17%
ASSETMANAGEMENT
FIRM
GENERAL INSURANCE
BANK
ASSETMANAGEMENT
FIRM/ SHARE BROKING
LIFE INSURANCE
FMRADIO
Interest Area :
Business Standard readers prefers the newspaper as a whole.
Then the most preferred part of Business Standard is its Market analysis, i.e. the
money market and stocks. SEBI rated Business Standard 9.9 for its Marketanalysis where as Economic Times was rated 6.7.
INTEREST AREA OF SUBCRIBERS
54%
3%3%
40% MARKET ANALYSIS
MONEY MARKET
ADVERTISEMENTS
NOTHING SPECIFIC
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Previous subscription scenario:
Earlier the market was dominated by Economic Times, and we also
find many people who are not reading any kind of newspaper.
PREVIOUS SUBSCRIPTION
ECONOMIC
TIMES
57%BUSINESS
STANDARD
13%
TOI & IE
3%
NONE
27%
ECONOMICTIMES
BUSINESS STANDARD
TOI & IE
NONE
Current Subscription Scenario:
The current subscription scenario shows that Business Standard is
leading the market, but still there are some people who do not prefer
to read news paper.
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CURRENT SUBSCRIPTION
ECONOMIC TIMES
20%
BUSINESS
STANDARD
70%
NONE
10%
ECONOMIC TIMES
BUSINESS STANDARD
NONE
Subscription type:
We can see that maximum readers are going for a prepaid
subscription, as it is cheap and reduces the tension of paying every
month end.
TYPEOFSUBSCRIPTION
53%
27%
17%
3%
PREPAID
POSTPAID
NONE
POSTPAID/PREPAID
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Findings:
In my survey I came to know that most of the business daily readers are reading
Economic Times because of the bundle offer with Times of India (Rs5.50 daily for both
newspapers). Investors are the majority users of Business Standard among all the respondents,
47 % of Investors would like to read Business Standard because Business Standard is an only
business daily which provides 200 companies share market (Sensex, Nifty) knowledge of
previous business day which is BS 200.
Economic Times is providing good sales promotion offers compare to Business Standard
to its consumer. Economic Times is also having the benefit of Times of Indias distribution
channel because of this distribution channel Economic Times is able to save more distribution
expenses. Most of the business daily readers are reading it from more than 1 year.
The distribution channel of Business Standard is also not very much efficient due to
which there is a delivery problem in the circulation. For this some of the customers are not
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receiving their newspaper on a regular basis like IndusInd Bank, 78
Janpath, Kharavela Nagar, Bhubaneswar.
Readers of financial daily, do not compromise on quality. And as the market analysis of
Business Standard is rated higher than its biggest competitor Economic Times, readers look
forward for availing the discount. As they get quality at a lesser price.
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Suggestions :
At the current time Business Standard is not having Sunday edition Orissa but another
business dailies like Economic Times and Financial Express are having Sunday edition
and the customers of the Business Standard are unhappy with this policy of the
organization so that Business Standard should start its edition on Sunday with somebetter strategies than its competitors who is charging more on Sunday edition.
Business Standard provides only 4 annual magazines to its subscribers which are Fund
Manger, BS 1000, Billionaire Club and Annual Banking but Financial Express provides
13 magazines in a year so Business Standard should think about increasing the magazines
or they should provide these 4 magazines more frequently.
Business Standard must try to tie up with some daily newspaper like The Telegraph to
attract customers with better offers and thus increase its sales.
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SWOT ANALYSIS:
STRENGTH:
1. 9.9 rating in market analysis by SEBI.
2. Local publication from Bhubaneswar.
3. Inclusion of accent east.
WEAKNESS:
1. Business Standard is not having any general category newspaper in its group.
OPPORTUNITIES:
1. Can go for a combo offer with Telegraph.
2. Orissa has large number of industries, tie-ups with these corporate houses.
THREATS:
1. Its biggest competitor has a combo pack of Economic Times with Times of India.
2. Almost all of its competitors are having Sunday edition, which Business Standard is nothaving.
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APPENDICES:
Annexure 1:
SL
NO. NAME INDUSTRY TYPEPREVIOUSLY
SUBSCRIBED
CURRENTLY
SUBSCRIBING
TYPE OF
SUBSCRIPTION INTEREST AREA
1
JITENDRA
NARAYAN DAS
ASSET
MANAGEMENT
FIRM ET BS POST PAID MARKET ANALYSIS
2 SANDEEP ROY
GENERAL
INSURANCE NONE BS NONE
NOTHING
SPECIFIC
3 BIKASH SAHOO
ASSET
MANAGEMENT
FIRM ET ET POST PAID MARKET ANALYSIS
4 S. K. PANDA BANK BS BS PRE PAID
NOTHING
SPECIFIC
5 NIRANJAN PATRA BANK NONE NONE NONE
NOTHING
SPECIFIC
6 SUJIT KR. NEGI BANK BS BS PRE PAID
NOTHING
SPECIFIC
7
TANMAY KR.
BISWAL
ASSET
MANAGEMENT
FIRM/
SHARE
BROKING NONE BS NONE
NOTHING
SPECIFIC
8 ABHISEK MITRA
ASSET
MANAGEMENT
FIRM/
SHARE
BROKING ET ET POST PAID MARKET ANALYSIS
9
RAJENDRA
NARAYAN JENA BANK NONE BS PRE PAID MONEY MARKET
10
DURGA MADHAB
DASH
ASSET
MANAGEMENT
FIRM/SHARE
BROKING BS BS POST PAID MARKET ANALYSIS
11
ASHOK
MAHAPATRA
LIFE
INSURANCE ET ET POST PAID
NOTHING
SPECIFIC
12 V. A. NARASIMHAM BANK BS BS PRE PAID NOTHING
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SPECIFIC
13 DEEPA KASHYAP BANK ET ET POST PAID
NOTHING
SPECIFIC
14
CHITTARANJAN
NAYAK
ASSET
MANAGEMENT
FIRM NONE NONE NONE
NOTHING
SPECIFIC
15 SWAGATIKA DASH
ASSET
MANAGEMENT
FIRM NONE BS PRE PAID MARKET ANALYSIS
16
RAVIKANT
VIJAYWARGIYA BANK ET ET POST PAID
NOTHING
SPECIFIC
17
RASBIHARI
PATTANAYAK
LIFE
INSURANCE NONE NONE NONE
NOTHING
SPECIFIC
18
MANAS RANJAN
BEHERA
ASSET
MANAGEMENT
FIRM/
SHARE
BROKING ET ET POST PAID
NOTHING
SPECIFIC
19
BIKASH
SRIVASTAVA
ASSET
MANAGEMENT
FIRM/
SHARE
BROKING NONE BS PRE PAID MARKET ANALYSIS
20
RELIANCE MEDIA
LTD. FM RADIO TOI & IE BS
POST
PAID/PRE
PAID ADVERTISEMENTS
21
SASHI BHUSHAN
DASH
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
22 SUBHAM CAPITAL
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
23
BISWAJIT
MOHANTY
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
24 PR FINANCE
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
25 SERVICES 1 UP ASSET
MANAGEMENTET BS PRE PAID MARKET ANALYSIS
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FIRM
26
MOHAMMED
ERFAN
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
27 SUCHISMITA JENA
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
28
PRASANTA KUMAR
PATRA
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
29
SANTOSH KUMAR
MALLA
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
30 SUREKA & CO.
ASSET
MANAGEMENT
FIRM ET BS PRE PAID MARKET ANALYSIS
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Annexure 2.
Business StandardA D V E R T I S I N G R A T E S
Effective April 2, 2010
(Rates in Rupees per square centimeter)
DISPLAY & FINANCE-SINGLE EDITION RATES
NORTH EAST
B&W Color B&W Color
Delhi + Lucknow 255 388 Kolkata 115 175
Chandigarh 65 99 Bhubaneswar 60 91
WEST SOUTH
Mumbai + Pune 240 366
Chennai +
Kochi 73 111
Ahmadabad 80 122 Bangalore 85 129
Hyderabad 67 102
DISPLAY & FINANCE-PACKAGE RATES
B & W Color
Regions
Any
One
Any
Tw
o
Any
Three
All
Editions
Any
One
Any
Two
Any
Three
All
Editions
NORTH 296 280 240 451 426 366
EAST 162 153 131 247 233 200
WEST 296 280 240 451 426 366
SOUTH 208 197 169 317 300 257
ALL
EDITIONS 650 990
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TENDERS-SINGLE EDITION RATES
NORTH EAST
B&W Color B&W Color
Delhi + Lucknow 321 488 Kolkata 165 252
Chandigarh 65 99 Bhubaneswar 83 126
WEST SOUTH
Mumbai + Pune 302 460
Chennai +
Kochi 92 140
Ahmadabad 101 153 Bangalore 107 163
Hyderabad 84 128
TENDERS-PACKAGE RATES
B & W Color
Regions
Any
One
Any
Tw
o
Any
Three
All
Editions
Any
One
Any
Two
Any
Three
All
Editions
NORTH 372 352 302 567 536 460
EAST 229 217 186 349 330 283
WEST 372 352 302 567 536 460
SOUTH 262 248 212 399 377 323
ALL
EDITIONS 835 1270
Other categories of advertising
Appointment advertising : Only 50% of the applicable display rates will be charged.
Company audited and unaudited financialresults
: Only 75% of the applicable finance rateswill be charged. Page 3 of Section I : 35%
Position Premiums
Front page souls of Section I : 100%
Back page of Section I : 35%
Section II - front page (min 100cc) : 25%
Guaranteed Page : 25%
Guaranteed Position : 25%
Notes:1. For a combination of a single edition and a regional package, the applicable rate will be the regional
package rate
+ The single edition rate. For example, B&W display ad in North, West & Chennai will be Rs. 633 psc
(280+280+73)2.Regions Defined: North: Delhi+Chandigarh+Lucknow;
East: Kolkata+Bhubaneswar;West: Mumbai+Pune+Ahmedabad;
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South: Bangalore+Chennai+Kochi+Hyderabad.
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ANNXEURE 3 :
Subscription proposal letter:
Business Standard Limited10th Floor, IDCO Tower, Janapath, Bhubaneswar 751007
Visit us at www.business-standard.com
Tel-0674-2545801, Fax-0674-2545804
To, Date:
Sub:- Prepaid Subscription offer.
Dear Sir,
Business Standard is being published Monday to Saturday and offers its readers dedicated, topical magazines. It
positioned as a serious, respected, top-notch, non-frivolous business daily. It believes in providing informationthat creates wealth and enriches lives.
Business Standard is having special Editorial property on management education and training avenuesinitiatives by Business Schools. It also comes with international news, lifestyle, luxury- gizmos, corporate news
policy & analysis, corporate social responsibility, transport business & logistics, IT telecoms and entertainmentSME Business, human resources, real-estate market scenario and opportunities, automobile & ancillary segment.
Supplementing the above, it also providing information about:
Money market: Covers commodities, stock analysis.
Smart investor: A comprehensive investment guide.
Strategist: Covers issues around management & marketing.
Weekend: Cover art, leisure & life style.
In this occasion we are pleased to introduce our self in your esteem organization and offering a lucrative schemefor subscription of Business Standard likewise:-
Prepaid Subscription
PERIOD @COVER PRICE @ OFFER PRICE @DISCOUNT
06 Months Rs 540.00 Rs325.00 39.81%
12 Months Rs 1080.00 Rs 625.00 42.13%
24 Months Rs 2160.00 Rs1200.00 44.44%
Terms & Conditions
Copies will be delivered at your desired place by our own net work. Payment must be made by way of DD/Pay order /Cheque, favoring Business Standard Limited, payable
at Bhubaneswar.
With regards
Sambhuraj Panda
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Officer-market Development
For more Information Please Contact: Mr.AbhishekBag M-9778203067/ Mr.Rishi Khemka
M-9040320517
E-Mail- [email protected] /[email protected]
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ANNEXURE 4.
QUESTIONNAIRE
1. Name :-
2. Occupation:-
3. Are you currently reading any financial newspaper?
a. Yes b. No
4. What is your area of interest in the paper?
5. What financial newspaper are you currently subscribing?
a. Business Standard
b. Business Line
c. Economic Times
d. Financial Express
6. Are you aware of Business Standard?
a. Yes b. No
7. Have you read Business Standard?
a. Yes b. No
8. Did you like Business Standard?
a. Yes b. No
If you have answered a for question 5 then please answer the following questions below.
9. Are you satisfied with Business Standard?
a. Yes b. No
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10. What do you like most about Business Standard?
11. Any changes you want to see in the newspaper?
12. Any suggestions or complains?
13. How are you currently subscribing Business Standard?
a. Prepaid b. Postpaid
14.Are you aware of the Prepaid scheme?
a. Yes b. No
15.Do you like the scheme?
a. Yes b. No
16.Would you like to subscribe Business Standard on prepaid scheme?
a. Yes b. No
17.For what tenure would you like to subscribe?
a. 6 Months
b. 12Months
c. 24Months
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BIBILOGRAPHY
TITLE OF THE BOOK AUTHORS
PRINCIPLE OF THE MARKETING MANAGEMENT Philip Kotler
RESEARCH METHODOLOGY Cooper and Schilnder
BUSINESS TODAY
BUSINESS STANDARD LTD
NAME OF THE WEBSITES
1. www.google.com2. www.business-standard.com3. www.wikipedia.com
http://www.google.com/http://www.business-standard.com/http://www.wikipedia.com/http://www.google.com/http://www.business-standard.com/http://www.wikipedia.com/