C 09 Shubh Kothari Blackbook

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 SR. No. CHAPTER Pg. No. 1 Chapter 1: Introduction 1 1 1.1 Executive Summary 2 1.2 History of Print Media Industry in India 5 1.3 6 1.4 Growth of the Industry 6 1.5 Objectives of the Study 6 1.6 7 1.7 Scope of the Study 8 1.8 Limitations of the Study 9 1.9 Growth of Print Media in India 13 The Challenges faced by Print Media in India 2 15 PESTLE Analysis 3 Future of Print Media in India 17 3.1 17 3.2 Chapter 2: Literature Overview 22 3.3 27 3.4 Chapter 3: Conceptual Framework 32 3.5 Introduction to Times of India 34 Corporate Social Responsibility 4 General Analysis 39 4.1 39 4.2 The Times of India Business Strategies 40 Marketing Mix 5 52 Chapter 4: Research Methodology 6 Tools for Data Collection 57 6.1 Tools for Data Analysis 57 6.2 59 6.3 Chapter 5: Data Interpretation 60 6.4 61 6.5 Chapter 6: Recommendations and Suggestions 62 Case Study Bibliography Findings Conclusions Annexure 0

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 CHAPTER 1 EXECUTIVE SUMMARY This report will focus solely on the Indian Print Media Industry, highlighting the leader, “The Times of India”, its strategies, marketing mix, brand mix, circulation tactics etc. Print media industry today can be called the backbone of our country. It can influence the make or the break of the governments. It can influence the drop and rise of various industries like Fast Moving Consumer Goods (FMCG), financial sector, consumer durable, E-commerce, auto travel, tourism, and travel. Print media industry is the oldest media industry and has grown year over year. The leader in this industry is The Times of India group and from last 178 years has been no.1 brand in the country. In vast spread geographically and large circulation with its super editorial content, newspaper quality, latest printing technology and planned strategies on distribution and circulation. Its dedicated editorial team members, reporters and journalists have really, carved niche in the print media industry. Its daring and bold news has always been at its best. The brand connection on festivals and other big occasions has always stroked the emotional cord of the readers. The Times of India group has expanded times to time and successfully launched the Economic Rimes, Mumbai Mirror, Maharashtra Times, and Navbaharat Times and as per the modern requirement expanded itself into T.V industry, radio industry, and outdoor industry. In terms of profitability, the print behemoth has not only beaten its competitors but also several blue-chip companies. BCCL’s net profit was Rs 1,186.24 crore, almost 44 percent more than Rs 821.1 crore in the previous financial year. The print segment earned the lion’s share of the revenue at Rs 5,910.9 crore, “The Company performed well on its objectives of driving the business both in English and Metro business and sustaining the momentum in languages, “the company mentioned in the directors report”. 1

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Introduction to The Print Media Industry Print media industry is generally referred to the industry associated with the printing and distribution of news through newspapers and magazines. Print media is one of the oldest forms of information distribution. It remains one of the most popular forms of advertising due to its ability to reach a wide audience. Print media is found in many different forms, from newspapers (the most popular form) and magazines to newsletters, brochures, and posters. Other forms of print media, including direct mail, flyers, handbills, banners, billboards, and press releases are less popular, but they’re still used by industry professionals. 1.1 History of Print Media Industry in India Printing process is reproducing text and images, typically with ink on paper using a printing press. It is often carried out on a large-scale industrial process and is an essential part of publishing and transaction printing. 1. The history newspaper in India began in 1780, with the publication of the Bengal Gazette from Calcutta. 2. James Augustus is considered the ‘Father of Indian Press’ as he started the first Indian newspaper from Calcutta, the ‘Bengal Gazette’ or ‘Calcutta General Advertise’ in January 1780 which was a weekly publication. 3. In 1789, the first newspaper from Bombay (now Mumbai), the ‘Bombay Herald’ appeared, followed by the ‘Bombay Courier’ in the following year. Later, this newspaper merged with the Times of India in 1861. 4. The first newspaper published in an Indian language was the “Samachar Darpan” in Bengali on May 23, 1818. 5. The first Hindi newspaper, the Samachar Sudha Varshan started its circulation in 1854. Since then, the prominent Indian languages in which newspaper had been published over the years for Marathi, Tamil, Malayalam, Urdu and Bengali. 6. In 2005, the total number of newspapers and periodicals published in India was around 41705, which include 4720 dailies and 14743 weeklies. 2

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 7. India consumed 99 million newspaper copies as of 2008, making it the second largest market in the world for newspapers. The Indian Newspaper industry is one of the largest in the world. It publishes the largest number of paid-for-titles in the world. Newspaper in India is measured on two parameters Circulation and Readership. Circulation is certified by the Audit Bureau of Circulation which is an industry body. It audits the paid for circulation of the member newspapers companies. Readership is estimated by two different surveys. The Indian Readership Survey (IRS) and the National Readership Survey (NRS). List of Players in the Industry: ➢ The Times of India ➢ The Hindu ➢ Hindustan Times ➢ Dainik Jagran ➢ The Economic Times ➢ Amar Ujala ➢ Deccan Chronicle ➢ Malayala Manorama ➢ The Telegraph ➢ Deccan Herald ➢ Ananda Bazar Patrika ➢ Amar Ujala ➢ Dainik Bhaskar ➢ Eenadu 3

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Category Players Dailies Deccan Chronicle, The Times of India, The Hindu, Aaj Tak, India Abroad, Deepika Global, Asian Age. Business Dailies The Economic Times, The Financial Express, Business Line, Business Standards. Weeklies and The Week, Outlook, India Today, Asha Kiran, Panchjanya, Weekly. Monthlies Regional Andhra Pradesh: Deccan Chronicle, Andhra Bhoomi, Hindi Milap. Delhi: Hindustan Time, Pioneer. Maharashtra: Bombay Mid-Day, Sakaal, Lokmat Times, Loksatta. West Bengal: The Telegraph, The Statement. Film Related Filmfare, Screen, Planet Bollywood, Indian Express Bollywood Scoop, Apun ka Choice, Indian Television, Rediff India, Filmtrip, Stardust Computer Related PC Quest, Cyber India, Data Quest, Voice & Data, Computers Today, Express Computers, Silicon India. Others The Onion, India Today Plus, Des Pardes, India Together. Teens Today, Andhra Jyoti in Telegu, Wow Hyderabad, Zee Premier, Showtime, JAM, India Talkies Categories of Players 4

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1.2 Growth of the Industry The structure of Indian Press Media is highly fragmented with the importance of regional dominance. The Indian Print Media Segment primarily comprises newspaper and magazines publishing. With several International magazines expanding operations in India, the market is expected to continue growing, in the spite of growth of digital, mobile, and social media. *2020 estimates have been created prior to the advent of the coronavirus and will be updated once FICCI are able to quantify its impact. 5

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1.3 Objectives of the study: 1. To highlight the importance of the overall media industry. 2. To study the promotional strategies of THE TIMES OF INDIA. 3. To find the extent of readers loyalty towards company. 4. To study about the brand image of THE TIMES OF INDIA. 5. To understand various marketing strategies adopted by THE TIMES OF INDIA. 6. To know and analysis in detail the conceptual framework of TOI. 1.4 Scope of the study: In the proposed study, we will try understand the strategies and analysis the strength, weaknesses, opportunities and threats, and also political, environment, social and technological factors affecting the print media industry. A survey was conducted and analysed regarding consumer preference towards THE TIMES OF INDIA. 1.5 Limitations of the Study: 1. In a rapidly changing industry, analysis in one segment can change very quickly. 2. The environment changes are vital to be considered in order to stimulate the findings 3. Communication gap between the researcher and the respondents may affect the results of the study 4. The availability of time to conduct a proper study to the project was limited 5. Because of certain polices of the company it was difficult to interview the Digital Marketing YouTube Content Manager of THE TIMES OF INDIA. 6. The data collected is current and subject to change. 6

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1.6 Growth of Print Media in India: The growth of this sector attributes to the two main reasons, first is the spread of the education according to the 2001 census report literacy growth in India touched nearly 66 percent. This amazing growth in literacy together with rising educational levels and rapidly processing trade and industry in India make the current situation a happy note. Literacy rate is growing; increase in the literacy rate has direct positive effect on rise of circulation of the regional papers. The people are first educated in their mother tongue as per their state in which they live e.g., students in Maharashtra are compulsory taught Marathi language and hence they are educated in their state language and the first thing a literate person does is read the dominating regional paper in the state rises. There’s a doubt about the Indians market potential in print media. Higher the literacy rates in state the sales of dominating regional paper in that state rises. According to a national survey, 248 million literate adults still don’t read any publications. But Readership of newspaper and magazines is up by 15% since 1998 to 180 million. It’s a reflection of a younger, more education population, especially in small town India, feels experts, India has 49,000 publications, but annual revenues total just $1.1 billion. While they can be vibrant and gutsy, most are starved for technology, marketing and capital expand. So handful publications dominate. With the growth in literacy, the Indian print media industry is expected to grow at CAGR of 5.7% for the period 200913 to reach 213.6 billion from Rs 161.8 billion in 2008. Newspaper publicizing, which contributes around 87% for segment 2017, is expected to grow to Rs. 208.8 billion in 2020 at a CAGR of 6.5% The Indian Print Industry has undergone through a revolutionary change in last 15 years. In 1990, India initiated a process if reforms aimed at shedding protectionism and embracing liberalization of the country. Privatization was initiated with the aim of integrating the Indian economy with the world economy. This change opened the doors for the doors the Indian Print Industry to modernize, by investing in the latest of technology and machinery. The average compound annual growth rate has been higher than 12% over the last 15 years. Our packaging industry is currently growing rate has been higher 16% a year. Prior to 1990, most printers found it easy to invest in East German and Czechoslovakian machines. Post 1990, the trend has been to acquire the latest and the best equipment and machines. The progressive 7

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 printers of today are equipped with the latest computer-controlled printing machines and flow lines for binding while state of the art digital technologies are being used in pre-press. Leading print companies have optimized the use of information technology are being used and every area of their business. These printers are today equipped at par with the best print production facilities in the world. Today, India is fast becoming one the major print producer and manufacture of printed paper products for the world markets. The quality standards have improved dramatically, and immense production capacities have been created. Some printers have won recognition by winning prizes at international competition for excellence in printing. The current annual turnover of all the components in the Indian printing industry is more than Rs.50, 000 crores. That is in the region of USD 11 Billion. Indian books, journals, and printing jobs etc are being exported to over 120 countries of the world both developed and developing. Indian exports of books, printed pamphlets, newspapers and periodically, job printing. 1.7 The Challenges Faced by Print Media in India 1. Digital Media fast eating into Print media ad-spend. ➢ Emergence of digital media would materially harm the print media industry in the medium to long term and the English print media is at higher risk compared to the regional print. 2. Rise in the paper prices, shrink the profit. ➢ The newspaper printer doesn’t have control over the price of the papers in the country which shrinks the profit of the print media players. 3. Availability of cost-effective sources of collecting information. ➢ Technology up graduation and rising internet penetration has made the availability of news information on cost effective platforms, attracting regular newspaper customer towards it. 8

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1.8 PESTLE Analysis A PESTEL analysis or PESTLE analysis (formerly known as PEST analysis) is a framework or tool used to analyse and monitor the macro-environmental factors that may have a profound impact on an organization’s performance. This tool is especially useful when starting a new business or entering a foreign market. This tool is especially useful when starting a new business or entering a foreign market. PESTEL is an acronym that stands for Political, Economic, Social, Technological, Environmental and Legal factors. However, throughout the years people have expanded the framework with factors such as Demographics, Intercultural, Ethical and Ecological resulting in variants such as STEEPLED, DESTEP and SLEPIT. In this article, we will stick simply to PESTEL since it encompasses the most relevant factors in general business. 9

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 PESTLE: Political Factors: These factors are all about how and to what degree a government intervenes in the economy or a certain industry. Basically, all the influences that a government has on your business could be classified here. This can include government policy, political stability or instability, corruption, foreign trade policy, tax policy, labour law, environmental law, and trade restrictions. Furthermore, the government may have a profound impact on a nation’s education system, infrastructure, and health regulations. These are all factors that need to be considered when assessing the attractiveness of a potential market. Economic Factors: Economic factors are determinants of a certain economy’s performance. Factors include economic growth, exchange rates, inflation rates, interest rates, disposable income of consumers and unemployment rates. These factors may have a direct or indirect long-term impact on a company since it affects the purchasing power of consumers and could possibly change demand/supply models in the economy. Consequently, it also affects the way companies’ price their products and services. Social Factors: This dimension of the general environment represents the demographic characteristics, norms, customs and values of the population within which the organization operates. This includes population trends such as the population growth rate, age distribution, income distribution, career attitudes, safety emphasis, health consciousness, lifestyle attitudes and cultural barriers. These factors are especially important for marketers when targeting certain customers. In addition, it also says something about the local workforce and its willingness to work under certain conditions. Technological Factors: These factors pertain to innovations in technology that may affect the operations of the industry and the market favourably or unfavourably. This refers to technology incentives, the level of innovation, automation, research, and development (R&D) activity, technological change, and the amount of technological awareness that a market possesses. These factors may influence decisions to enter or not enter certain industries, to launch or not launch certain products or to outsource production activities abroad. By knowing what is going on technology-wise, you may be able to prevent your company from spending a lot of money on 10

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 developing a technology that would become obsolete very soon due to disruptive technological changes elsewhere. Environmental Factors: Environmental factors have come to the forefront only relatively recently. They have become important due to the increasing scarcity of raw materials, pollution targets and carbon footprint targets set by governments. These factors include ecological and environmental aspects such as weather, climate, environmental offsets and climate change which may especially affect industries such as tourism, farming, agriculture and insurance. Furthermore, growing awareness of the potential impacts of climate change is affecting how companies operate and the products they offer. This has led to many companies getting more and more involved in practices such as corporate social responsibility (CSR) and sustainability. Legal Factors: Although these factors may have some overlap with the political factors, they include more specific laws such as discrimination laws, antitrust laws, employment laws, consumer protection laws, copyright and patent laws, and health and safety laws. It is clear that companies need to know what is and what is not legal to trade successfully and ethically. If an organization trades globally this becomes especially tricky since each country has its own set of rules and regulations. In addition, you want to be aware of any potential changes in legislation and the impact it may have on your business in the future. Recommended is to have a legal advisor or attorney to help you with these kinds of things. PEST Analysis of The Print Media Industry in India: Political Factors: How the government treats the print media industry affects the development of the news media industry in a big way. The decisions taken by the ruling parties on various factors which involves the news print import exports duties, the printing ink charges variations and most importantly the huge machines and latest technology is all determined by the governmental and political environment. Last but not the least the land given up for the setting up the entire machinery, printing press and other related things also play a major role in this scene. Transport rules and regulations feels or has a negative impact on overall picture. 11

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Economic Factors: It all depends on the economic environment how the print media company surges ahead. The revenues of a print media industry will show a positive or negative growth depending on the economy of the country. Corporate and non-corporate fluctuations and confidence play a major role in this. Certainly, and uncertain of the economy is directly linked to the print media industry. The financial, banking, insurance, and many other economic drivers play a key role for print media industry. Anything written positive can have an upsurge on the economy. Social Factors: The print media industry in any country is largely affected by its social and cultural behaviour. Any society which has a rich social adoption of education will always be a positive sign for the print media industry. Social factors like understanding the importance of news by various societies has also become very important in today’s fast moving social life. Technological Factors: The print media industry is also affected by technology. The more modernization takes place technically, the more hi-fi the print media becomes. Especially in the young generation technology plays a vital role. Everybody wants innovative products, something new, something fresh every time. Print media also signifies the latest technological development which takes place, for e.g., Colour newspaper, perfumed and scented newspaper, E-paper, etc... The superfast printing technology, binding technology, paper folding technique etc… all different facets of the on-time delivery and the largely circulated print media industry which is to be backed up by ultra-modern technology. 12

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1.9 Future of Print Media in India: According to the Audit Bureau of Circulation (ABC) report in May 2017, print circulation has grown from 39.1 million copies in 2006 to 62.8 million in 2016 -- a growth of 60% in 10 years. This, while print media is struggling in every major economy across the world. 1. Education and awareness: In a democracy, the role of media has prime responsibility to educate, inform, guide and make society aware of the issues. India the largest democracy in the world, and as such, the constant, continuous and ever-evolving media has always played a lead role in propagating the most important and imperative issues of society in general, besides educating people, which is more than 1.2 billion. 2. Globalization and Liberalization: Because of liberalization and globalization in all fields of media and introduction of new medium of communications with speed which can carry visuals and printed word with equal speed and clarity, this new technology and all the time competition from electronic media has driven newspapers and even news magazines to adapt new technologies with enhanced professional outlook and sensitivity to the present-day market forces. 3. Local Reach: The enduring strength of newspapers is their local coverage, from local news to financial to sports and to entertainment. The reality is that metro city newspapers have more “feet on the ground” than any of the competing news web sites. Of late, the smartest newspaper managers are translating their local strength onto their websites as well. Recently, an enthusiastic journalist conducted a survey in metro cities of India. In an interaction, with him he told me that he had circulated a questionnaire to more than 2,000 readers as under: ➢ What is the main reason you subscribe to local newspaper of your choice? These were the responses he received. • National and international news: 14% • Columnists: 4% Habit: 14% • Job openings: 6% 13

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 • Obituaries/ local news, etc: 4% • Matrimonial: 5% • Other: 4% 4. Technology support to Print Media: In the last five years’ time, there is a total change of scenario in technology and means of communication for the transmission of texts and visuals due to highly advanced mobile phones with audio-video recorders. In nutshell, a journalist's job has become exact and at cost-effective price. So, the newspapers are creating new methods of disseminating the news and other materials through new and latest electronic channels of communication like TV stations, websites, and radio station to reach their target audience with latest update information, as it happens, whenever they want at a very cost-effective price 24x7. Instant acceptance and adaptation of this information technology by print media has resulted in better and detailed coverage with greater speed at affordable cost which converted in the growth of readership. Statistics also show that people prefer their regional language newspapers and that is the reason regional language newspaper publishers are venturing out to bring editions from other cities and even towns where there is sizeable population of the language. 14

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 CHAPTER 2 LITERATURE OVERVIEW “Research paper” published in International Journal of Science and Research Publications, Volume 4, Issue 7, July 2014 ISSN 2250-3153 INFORMATION IMBALANCE: A RESEARCH PAPER OJ PRINT MEDIA IN INDIA Anamika Ray, Ankuran Datta Department of Communication ad Journalism, Gauhati University, Gawahati, India Commonwealth Education Media Centre for Asia (CEMCA), New Delhi, India 1. The study is basically on 09 newspapers and periodicals, which were selected on the regional and national basis only for three days. The analysis is based on the quantitative content analysis. 2. Three regional papers were selected- Anand Bazar Patrika, Dainik Jagran, The Assam Tribune. Three national English papers were also selected- The Times of India, The Hindustan Times, The Hindu. Also, The Week, the Outlook were the magazines selected for the study. 3. These studies contain content analysis, the news agencies in Asia, The Net flow etc… 4. The article also mentions that the turnover of THE TIMES OF INDIA is much more than The Hindustan Times and The Hindu 5. It also says that article that one of the reasons that India is independent on western agencies for international news is due to lack of infrastructure and non- affordability. 15

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 6. Government should have regulations on using of international information in national or regional media. There should be strong regulations to gate keep one way of communication. It should instigate the free flow of information 7. The print media industry in India is highly supported by the international news agencies; to change this scene the media organization should try to strengthen the activities of news network of Asia. 16

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 CHAPTER 3 CONCEPTUAL FRAMEWORK 3.1 Introduction to Times of India: Name- The Times of India Meaning of the Logo- Two Elephants- Strength Crown- Royalty Slogan- LET THE TRUTH REVAIL The Times of India issued its first edition on 3 November 1838 as The Bombay Times and Journal of Commerce. The paper published Wednesdays and Saturdays under the direction 17

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 of Raobahadur Narayan Dinanath Velkar, a Maharashtrian Reformist, and contained news from Britain and the world, as well as the Indian Subcontinent. J.E. Brennan was its first editor. In 1850, it began to publish daily editions. In 1860, editor Robert Knight (1825–1892) bought the Indian shareholders' interests, merged with rival Bombay Standard, and started India's first news agency. It wired Times dispatches to papers across the country and became the Indian agent for Reuter’s news service. In 1861, he changed the name from the Bombay Times and Standard to The Times of India. Knight fought for a press free of prior restraint or intimidation, frequently resisting the attempts by governments, business interests, and cultural spokesmen and led the paper to national prominence. In the 19th century, this newspaper company employed more than 800 people and had a sizeable circulation in India and Europe. Bennett and Coleman ownership. Subsequently, The Times of India saw its ownership change several times until 1892 when an English journalist named Thomas Jewell Bennett along with Frank Morris Coleman (who later drowned in the 1915 sinking of the SS Persia) acquired the newspaper through their new joint stock company, Bennett, Coleman & Co. Ltd. 1838: The first edition appears on 3 November 1838, as the BOMBAY TIMES and the JOURNAL OF COMMERECE as a semi- weekly edition by Raobahadur Narayan Dinanath Velkar, Maharashtrian Reformist. The newspaper was published twice a week (Saturday and Wednesday) under Editor J.E Brennan. It is basically a city paper reflecting the interest of Bombay’s business community. 1840-1857: The newspaper changes hands and George Buist becomes the editor of the Times of India from 1840-1857. 1850: Shareholders decide to increase the share capital and the paper is converted into a daily. 18

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1859: Bombay Standard and Chronicle of Western India merges into The Bombay Times and Journal of Commerce to form Bombay Times & Standard. 1861: Editor Robert Knight amalgamates the Bombay Times & Standard and Bombay Illustrated Weekly and finally to The Illustrated Weekly of India in 1923. 1890: Editor Henry Curwen buys THE TIMES OF INDIA in partnership with Charles Kane. 1892: Following Curwen’s death, Thomas Jewell Bennett becomes the editor and enters into a partnership with Franck Morris Coleman to form a joint stock company- Bennett, Coleman & Co. Ltd (BCCL) 1907: In the newspaper’s first price war under editor Stanley Reed, the price is cut from 4 annas to 1 anna, and circulation rises 5 times. 1946: For the first time, the paper transfer to Indian ownership. Ram Krishna Dalmia buys out Bennett, Coleman & Co. Ltd for Rs 2 crores. 1948: Sahu Jai group becomes the owners of the company after Dalmia sells the firm to recover Rs.2.5 crores he needs to pay back to an insurance company. Sahu Shanti Prasad Jain, son-in-law of Ram Krishna Dalmia, becomes the first chairman of the group. 1950: Delhi edition is launched with K. Gopalswami as the first Indian editor. 1952: Filmfare launched and started by J.C Jain, the first Indian to be the GM of the TOI. 1962: Sahu Ramesh Chandra Jain joins BCCL. 1961: The Economics Times is launched 1962: The Maharashtra Times is launched 1982: Samir Jain joins BCCL 1984: Times of India, Bombay sets modernized newsroom (including new look classified pages) 1985: Times of India, Delhi sets modernized newsroom (including new look classified pages) 1985: Nandita Jain joins BCCL and started Saturday Times 19

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1986: Vineet Jain joins BCCL. He’s not back in Delhi because finishing his education in Switzerland. All Times of India Group marketing, advertising and promotional material is sent to him for his brand orientation. The Economic Times celebrates its Silver Jubilee. Et Crosses circulation of 100,000 copies for the first time in its publishing history. The paper is printed on white newspaper and becomes “pink” 5 years later. 1986: “MASTERMIND”, the Times of India Group consolidated and interlinked newspaper rate card is launched. Causes stir in media circles because it’s the country’s five ever price positing exercise. Times of India and Navbaharat Times, Patna edition started. 1987: “Saturday Times” is launched in colour in February at the first ever TIMES OF INDIA group Management conference in Goa. “MASTERMIND” is run in colour. The Times Group brand building activity starts in earnest. Printing of The Times of India from Kandivli Press. 1988: The Times of India celebrates 150 years. Celebration is continued for 2 years due to immense success in catalysing art, music and fashion industry in India. TOI debates rage around the country on role of media, advertising, cinema, journalism and become the precursor of India’s economic liberalization. 1991: BBC features The Times of India among the world’s size great newspaper. The Economic Times is launched on “salmon pink’’ newspaper distinguishes it from the business paper published on white newspaper. Cover price of ET is dropped to Rs.2 only. Circulation of The Economic Times surges exponentially under the offer line, “Why beg or borrow when you can steal? At Rs.2 the Economic Times is a steal!!!” 1993: The BCCL starts production of television software. Prestigious, but money losing magazine such as Dharmyug and Illustrated weekly of India ceased publication. 1996: The Times of India crosses 1 million mark in circulation 1998: BCCL enters into music market with Times Music. 1999: India times web portal launched, BCCL enters music relating business with Planet M. 2000: The Times of India crosses the 2million mark in circulation. 2000: Timesofmoney- Joint venture with Citibank. 2001: Radio Mirchi- Nationwide private FM broadcasting 20

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 2003: Times classified- classified site catering to web audience, the group audience and also publications from other countries like Sri Lanka. 2004: Launch of the Jobs portal Times Job. Television business launched with the launch of a lifestyle and entertainment channel called “ZOOM” 2005: Launch of a Matrimonial website TimesMatri. Launch of compact newspaper Mumbai Mirror. 2009: Launch of ET Now- A business news channel. 2010: Launch of Vijayanext Kannada Weekly magazine 2012: Launch of the Times of India, Kerala, Vishakhapatnam and Raipur Edition. Launch of “ALIVE APP” in partnership with Adstuck Consulting reality app. 21

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 3.2 Corporate Social Responsibility: Corporate social responsibility is a broad concept that can take many forms depending on the company and industry. Through CSR programs, philanthropy, and volunteer efforts, businesses can benefit society while boosting their brands. As important as CSR is for the community, it is equally valuable for a company. CSR activities can help forge a stronger bond between employees and corporations; boost morale; and help both employees and employers feel more connected with the world around them. For a company to be socially responsible, it first needs to be accountable to itself and its shareholders. Often, companies that adopt CSR programs have grown their business to the point where they can give back to society. Thus, CSR is primarily a strategy of large corporations. Also, the more visible and successful a corporation is, the more responsibility it has to set standards of ethical behaviour for its peers, competition, and industry. KEY TAKEAWAYS • Corporate social responsibility is important to both consumers and companies. • Starbucks is a leader in creating corporate social responsibility programs in many aspects of its business. 22

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 • Corporate responsibility programs are a great way to raise morale in the workplace. CSR Campaigns of THE TIMES OF INDIA: “The Times of India's CSR initiative helping underprivileged gain skills to get jobs” NEW DELHI: At an NGO in Delhi, about 20 students are learning English on Saturday morning with their trainer. The trainer at A Giggles Welfare Organisation goes through some simple assignments with the young adults from underprivileged backgrounds. Priti Patel, minister of state for employment in the UK, is visiting the classroom to see and speak to the students who are part of Teach India programme, a corporate social responsibility (CSR) initiative of The Times of India with the British Council. Indian-origin Patel told ET the UK is looking for ways in which it can support and add value in terms of investing in human capital. \"If you look at India's status right now in the world, everyone is speaking about it,\" she said. “And, we are looking for ways by which we can support more bilateral English-language partnerships, focus on the skill-development sector in particular and also reach underprivileged adults who don't necessarily have access to such schemes.” The event was aimed at giving an insight into the Teach India classroom and how the initiative is benefitting the youth of slums in gaining employment. The initiative works with close to 50 companies to help get them jobs. Sanjiv Kaura, who heads the CSR division at Times of India publisher Bennett, Coleman & Co. Ltd, told ET that the UK's employment minister was keen to learn more about employability programmes. 23

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 “GIFTING WARMTH”: ReNew Power and The Times of India have partnered together on “Gifting Warmth” -a campaign to enwrap the less-privileged fellow citizens of Delhi in the warmth of kindness and giving. Gifting Warmth is a drive where concerned citizens can donate blankets and shawls (new or in usable condition). These will be collected and distributed to the needy populace who are facing the brunt of the cold wave with no or limited protection. The increasing carbon emissions and accompanied global warming have led to increased fluctuations in weather patterns with summers becoming hotter and winters colder. In this scenario, those from the under-privileged sections have become even more vulnerable to extremities of natural weather. This drive will not only collect the blankets and shawls from concerned Delhiites but ensure proper distribution of the same through a network of partner NGOs. Whether concerned individuals or RWAs, corporates or schools we appeal to all to contribute generously. 24

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Essar Foundation, TOI-ET CSR hold joint roundtable on India's soaring drug abuse problem: Drug Abuse: Global Facts: ► Even though 1 out of 3 drug users is a woman, only one out of five drug users are receiving treatment. ► There is no reporting to UNODC from India on drug use ► HIV prevalence among Injecting Drug Users has gone up to almost 7.2% Most CSR organizations have public health as a major area of intervention. Public health in India is a massive area requiring sustained resources, improved service delivery and integrated action. There are several issues concerning public health and the role of corporates in the space. Therefore, there was a felt need to hold a series of interactions to see how CSR is contributing to the solution, how the outcomes can be improved further and what could be the opportunities for collaboration in the arena. 25

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 A series of roundtables titled 'Improving Public Health in India: The Power of Partnerships' was initiated by Essar Foundation to examine in depth the most prominent issues and to drive opportunities of collaboration. The first in the series was held in association with Jon Snow Inc, a leading international organization in the public health space. The latest roundtable, held by Essar Foundation on 24th June 2016, in association with Times of India and Economic Times CSR, is on the topic of drug abuse. Marking the International Day against Drug Abuse and Illicit Trafficking, this topic was consciously chosen to get CSR to vocalize and deliberate action on this growing issue. This conclave is first of the many initiatives that TOI/ ET CSR will be engaged in towards fighting the problem of drug abuse in India. 26

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 3.3 General Analysis: SWOT Analysis: SWOT Analysis is a simple but useful framework for analysing your organization's strengths, weaknesses, opportunities, and threats. It helps you to build on what you do well, to address what you're lacking, to minimize risks, and to take the greatest possible advantage of chances for success. A SWOT analysis is an incredibly simple, yet powerful tool to help you develop your business strategy, whether you’re building a start-up or guiding an existing company. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths and weaknesses are internal to your company—things that you have some control over and can change. Examples include who is on your team, your patents and intellectual property, and your location. Opportunities and threats are external—things that are going on outside your company, in the larger market. You can take advantage of opportunities and protect against threats, but you can’t change them. Examples include competitors, prices of raw materials, and customer shopping trends How To Use The Tool: • First introduced by Albert Humphrey in 1960’s it has stood the test of time and still effective as it was in 60’s and 70’s. • Its simplicity allows anyone to participate without prior knowledge of the methods and encourages participation. • It can be used to assess places, competitors, businesses and even to do self- assessments. • Clearly differentiates between internal (strength/weaknesses) and external (opportunities/threats) factors to help decision making. Different Uses of SWOT Diagrams: 27

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 SWOT can be used to cater to hundreds of scenarios. Here’s a look at some common situations where SWOT analysis becomes very useful. I personally feel personal SWOT analysis is underutilized. It’s a great way to prepare for an interview. Especially if it’s an internal interview for a promotion and you know who you’re up against. This enables you to focus on your strengths and how those strengths align with opportunities for the company. And it helps to stay clear or talk less about your weaknesses. Another area where SWOT analysis is heavily used is marketing. Marketing is all about getting ahead of your competitors and knowing their strengths and weaknesses helps to focus your message and highlight the strong points. For example, in our case we’re the only diagramming software that offers an online solution and an offline desktop solution that syncs with each other. This is obviously useful for frequent travellers who want access to their diagram from anywhere in the world. And we make sure to highlight this in conferences and meet-ups. Check out this article about using SWOT in marketing to see how you can apply them to your marketing plan. SWOT Analysis of The Times of India with USP, Competition, STP (Segmentation, Targeting, Positioning) – Marketing Analysis 28

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 THE TIMES OF INDIA: Parents Company THE TIMES GROUP (also referred to as BENNETT COLEMAN & CO. Ltd) Category Newspaper Sector Media and Entertainment Tag-Line/ Slogan Let Truth Prevail USP World’s largest selling English Language daily STP: General News Segment Segment English Speaking/ Reading Audience in India Target Group Most Widely Circulated Newspaper Positioning The Hindustan Times, The Hindu, The Indian Express Competitors 29

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 The Times of India SWOT Analysis Strengths 1. Widely available daily present across many regions with a Weaknesses circulation average of over 3.5 million per day 2. Can leverage Parent Company’s presence in Television, Radio etc. to reach out to a wider audience especially for a Sustained Campaign on a particular issue for e.g., Campaign against corruption etc. 3. Easy Brand Recall useful in a competitive market with numerous dailies; high brand loyalty 4. Bombay Times, Delhi Times etc has a glamorous daily that is useful for news about movies, glamour, fashion etc. 5. Weekly paper called Ascent is widely regarded as excellent platform and also a must read for potential recruiters and job seekers. 6. Has got a city-wise edition publication for major Indian cities 7. Campaigns like Teach India and other events/initiatives are beneficial for the brand Here are the weaknesses in the Times of India SWOT Analysis: 1. Some people have the perception that TOI publishing more celebrity/entertainment news 2. Tough competition means limited scope for increasing market share 30

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Opportunities Following are the Opportunities in The Times of India SWOT Analysis: 1. Has a limited presence in Southern India as compared to the rest of India 2. Huge opportunity in Regional Languages space 3. Better usage and interaction with online and mobile mediums Threats The threats in the SWOT Analysis of The Times of India are as mentioned: 1. Increased competition from other dailies 2. On line news medium means reduced circulation 31

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 3.4 THE TIMES OF INDIA BUSINESS STRATERGIES: The big idea: In recent decades, significant technological advances have deeply affected the news industry. Advertising revenue shifted as consumers moved to digital or mobile news access and the business changed to reach them. Many newspapers sought to replace lost print revenue with new digital revenue, but that wasn’t the approach for the world’s top-selling English newspaper — the Times of India. The scenario: The Times of India’s print edition reached a daily circulation of over 4.5 million in 2008. Despite the paper’s long-standing history and popularity, the enterprise suffered when the global recession hit. Declining profitability had business-side executives thinking about its future growth. Although they had added staff in advertising sales to target digital advertising, the Times’s digital revenue was small compared to its print-circulation revenue. Yet by 2008, many readers were changing the channels they used to get news. The resolution: The Times was not giving up on the potential expansion of print news. Rahul Kansal, executive president at Bennett, Coleman and Co. — the publisher of the New Delhi-based paper — believed print news was key to a new industry model. The Times wanted to focus on the pleasure of home delivery and the habit of reading the daily paper. In contrast to newspapers in other countries that increased newspaper prices, the Times were 32

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 headed toward offering its paper for almost free. Executives wanted the customer to make a conscious decision to buy the newspaper. The paper expanded its highly reliable system of free, on-time delivery into cities of 50,000 to 1 million residents. The paper also changed the way it covered stories — moving from passive to active voice — and gave a nod to digital content by building Web and mobile- application platforms. The Times’ decision to lower its cover price to blunt the appeal of free mobile and digital news worked. The lesson: Some may be surprised how little money is earned from newspaper circulation. Economists would describe the Times as having a two-sided market (or network), with two types of users: those who depend on the paper to be informed and those who use it to advertise their own products and services. The Times ties these subscribers and advertisers together, allowing them to interact. There are two costs and revenues for the newspaper, one from subscribers and another from advertisers. In this case, the pricing structure is skewed because one group pays a much higher cost than the other. And any decision Kansal and his team make will affect both sides — and not necessarily in the same manner. 33

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 3.5 Marketing Mix: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements. PRICE: Price is either a tangible good or an intangible service that is seem to meet a specific customer need or demand. All products follow a logical product life cycle and it is vital for marketers to understand and plan for the various stages and their unique challenges. It is keys to understand those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied. In addition, the potential buyers of the product need to be identified and understood. Product: Product the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product on offer. If a product is priced higher or lower than its perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what you are selling. There is a positive customer value, then a product may be successfully priced higher than its objective monetary 34

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 value. Conversely, if a product has little value in the eyes of the consumer, then it may need to be under-priced to sell. Price may also be affected by distribution plans, value chain costs and markups and how competitors price a rival product. Promotion The marketing communication strategies and techniques all fall under the promotion heading. These may include advertising, sales promotions, special offers and public relations. Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to. It is important to differentiate between marketing and promotion. Promotion is just the communication aspect of the entire marketing function. Place Place or placement has to do with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. How a product is accessed by the end user also needs to compliment the rest of the product strategy. Importance of Marketing Mix: 1) It helps in a clean mix creation Your marketing mix should have all the P’s compatible with each other. The price should be compatible with the placement of the product. The product should be compatible with the promotions. In general, all the P’s are intrinsically linked to each other. As a result, when you are making a marketing mix, it becomes a chain of strong bonds. And these bonds then guide you forward in making the chain longer. Whenever you are considering adding a new feature or changing existing things, you have to look at the overall picture, which helps in creating a clean marketing mix for the product. 2) Marketing mix helps in new product development While designing an existing product, there are any numbers of ideas which can come up for a related product that can be designed by the company. The pricing, place and promotions might be different for such a product. Nonetheless, it can be classified as a new product and 35

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 hence while designing the marketing mix, the company can come up with good ideas for NPD as well. 3) Marketing mix helps increase the product portfolio Whenever you want to increase the product depth or product line and length, you have to make minor changes to the product. In essence, you are making minor changes in the marketing mix itself. You are making changes to the product features, to its pricing and possible to its promotions. As a result, by altering the marketing mix and certain features within it, you can end up with an enlarged product portfolio. 5) It helps in differentiation When you analyse the marketing mix of Competitors, there are many different ways that you can differentiate yourself from the competitor. The competitor might have poor promotions and by analysing them, you can create better promotions of your own product. The competitor might have poor placement of products or he might have the wrong process or the wrong people in place. All this can be improved upon giving you a better marketing mix and therefore a competitive advantage in the market. 6) Finally, it helps you in being dynamic A company which is well prepared is also prepared when disaster strikes. During recession or during a poor business environment, a company should be ready to respond. At such times, the company needs to be dynamic in nature. Such a company needs to understand its product, processes, people, promotions and all other P’s better. If it understands them, it will respond with a better agility. Thus, there are many ways that marketing mix may be important to an organization. The best part is, analysing and understanding the marketing mix is not a lengthy procedure and the ROI on the time spent is much higher. Marketing Mix of the Times Group: Pricing Strategies: Monday, Tuesday, Friday- Rs.2 Wednesday, Thursday, Saturday- Rs.2.5 36

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Sunday (Sunday Times) Rs. 5 Pricing according to life cycle- Till 12pm- Rs.2.5 From 12pm- 3pm: Rs.2 From 3pm- 6pm: Rs.1.5 TOI charges advertising article per square cm between Rs.250 to Rs.350 Times group gives only 1% on unsold newspaper and 10% on unsold magazines to distributor agencies Times Group provides 50 days credit policies on distribution agencies Product Strategies: The Times group gives free sachets of shampoo, conditioners etc. They also came with scented newspaper Place: The Times group has its printing press in Kandivali, Airoli It has an efficient distribution system to distribute newspaper. Promotion Strategies: The Advertising strategies: Circulation based advertising claims to establish an emotional chord with its readers. They have used a set of emotions. They come up with combo offers to provide more content of news to people at lesser price like selling newspaper for Rs75 per month Supplements such as Delhi Times, Bombay Times, Kolkata Times and relating like Education Times, Ascent and times property runs between 24 and 32 pages. 37

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Different Campaigns: 1. Lead India 2. A Day in the life of India 3. Touch India 4. Incredible 5. Power of joke 38

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 CHAPTER 4 RESEARCH METHODOLOGY The first step to the research process is to define the research objective. After formulating the objectives, the researcher should design the research. This determines the way of collecting the data i.e., either through primary or secondary sources. Sampling is the next step in research design; “A sample is a subset from larger population” Finding information about the characteristic of a population is an important objective for most types of research. Information about the population could be achieved by taking a sample. Proper and good sampling has the same characteristic of the population as whole. The next step is data collection; during this stage, the researcher collects data. It may be obtained by human observation or a survey questionnaire or through internet, books, journals etc. After gathering the data, the information must be converted into language which is understandable for a wider audience. At this stage, the first step is editing and coding. The researcher checks the data for any minor mistakes and then “codes” the data. Coding means recording, categorizing, and interpreting the data. The second step in this process is to analyze the data. The final stage in the research process is reporting and drawing a conclusion. A research report consists of a description and an interpretation of the research results, a conclusion and also an appropriate recommendation. 4.1 TOOLS FOR DATA COLLECTION PRIMARY DATA Primary Data is first hand data which is collected by researcher by its own observation to solve any problem or to take decision. Primary data helps researcher to solve those problems which are new in nature. The main sources of collection of primary data are interview, filling questioners, observation etc. Survey Method Surveys are used to gather information from a sample of individuals and are probably the best method available in social sciences because it allows for data collection from a large population. Surveys may be used in either descriptive 39

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 or exploratory research. The researcher extracts information using either a written set of questions or an interview. The answers are than summarized in a quantifiable form and generalizations are made to the larger population. The advantages of survey research include economy and ease of collecting large amounts of data and the standardization of the collected data. SECONDARY DATA Secondary data is data that has already been collected and collated by somebody for some reason other than the current study. It can be used to get a new perspective on the current study, to supplement or compare the work or to use parts of it, as another study may prove costly and time consuming e.g., the census. Secondary data can further be divided into two parts. Qualitative data includes biographies, personal letters, diaries, records, documents, published material, computer database, policy statements, etc. Quantitative data would have market research, census, and Economic documents, planning documents or specimens. Since the data has been collected for another purpose by somebody else, it may not be fully useful, the context could have changed or data could have been doctored. The various sources of secondary data collected by the researcher are: • Journals • Internet, websites • Local Reports & etc. The research was carried based on ONLY secondary data such as balance sheet and profit and loss statements of the companies and using the different financial ratios to compare the performance of the companies. 4.2 TOOLS FOR DATA ANALYSIS After the collection of the data the next step is analysis of data this involved reducing the accumulated data to a manageable size, developing summaries, looking for the patterns which will help the objectives of the study and applying of statistical techniques. Data collected from the field was carefully and systematically processed in order to highlight the key characteristics of the data, facilitate comparisons and prepare it for further statistical analysis and 40

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 interpretations. After the collection of data, coding sheet was prepared to classify the data. The various tools which used to for presentation and testing of hypothesis are: A ) EDITING & CLASSIFICATION DATA Editing & Classification Data from the field was closely scrutinized to make the data error free and reliable, bringing uniformity in the data and completing the information needed for coding & tabulation. Researcher has ensured that the data collected through different instruments is correct, complete & consistent. Transcripts were prepared for the recorded data. The data from the field was arranged into sequences and groups according to their common characteristics and was categorized in different but related portions. This classification helped in using the varied mass of data productively. B) TABULATION, ANALYSIS & INTERPRETATION Researcher has tabulated the collected data into varied tables so as to ease the process of analysis, interpretation & discussion. The tables developed relate to and present information on various areas covered under different tools. The tables have been discussed in detail in Chapter 5 Discussion of Results MS Excel was used for data entry, computerized analysis and generation of tables. Transcript analysis was done manually to extract relevant information for the purpose of the study. Researcher used statistical calculations for analyzing the data and drawing inferences. Tables, graphs and charts have been used to present the interpretations and findings of the study in Chapter 5. 41

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 CHAPTER 5 DATA INTERPRETATION Survey Analysis A survey was conducted of the colleagues and friends on Social Media about their views, perspective, reading habits and preference of newspaper using Google Forms. This survey was also conducted to know the loyal customer and impact of TOI on different age groups. Survey also consists of the choice, news coverage, quality of news and improvement/ feedback for Times of India. Also reading habit of newspaper, the readership number was analysed in the survey. Survey was collected, Data was analysed and then Interpreted for better understanding. Total 118 respondents shared their valuable response. All the questions were marked compulsory and attended. 42

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 1) What is your age group? Data Analysis: Percentage No. of Respondents Options 16.9% 20 74.6% 88 16-18 years 6.8% 8 19-22 years 1.7% 2 23-27 years 28 and above Data Interpretation: 16.9% of the respondents were of the age group 16-18 years. The teenagers have different preference and usually follow the trends and are the explorer. Hence a different point of view can be learnt by this age group. Majority of the respondent falls in the group of 19-22. That is 88 respondents, forming 74.6% of all the respondents. The earning or doing the post studies are in the group of 23-27 age groups. They are the one who do a lot of research and has broad perspective regarding the surrounding. They are particular about the best news channel and medium and hence forms important part of the survey respondents. The last one is 28 and above forming 1.7% of total respondents and the number of respondents is 2. In all 118 respondents gave their participation in the survey. 43

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 2. Which Newspaper do you read in specific? Data Analysis: Percentage No. of Respondents Options 70.3% 83 14.4% 17 The Times of India 0% 0 Mumbai Mirror 13.6% 16 Navbharat Times 1.7% 2 Economic Times Maharashtra Times Data Interpretation: Majority of the respondents read Times of India in specific forming 70.3% out of all. Mumbai Mirror stands second of all the respondents asked about the newspaper they read that is 14.4% of the total. The survey was taken in Mumbai and hence it could be a reason for second highest voted newspaper readership of Mumbai Mirror. The third newspaper is Economic Times with 13.6% of the total newspaper read in specific. Navbharat Times surprisingly has 0 votes in this survey. Maharashtra Times has very less readers that is 1.7% These were the preference of specific newspapers, the respondents read on a daily basis. 44

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 3) How long have you been reading Times Of India newspaper? Data Analysis: Percentage No. of Respondents Options 29.7% 35 34.7% 41 I am a beginner 22.9% 27 2-5 years 12.7% 15 More than 5 years I don’t read TOI newspaper Data Interpretation: This question was basically for the respondents voted for TOI as their preferred newspaper. To know, the duration of the readership of Times of India Among the respondents, 29.7% were the beginner at reading the TOI that is 35 respondents. 34.7% were the one reading TOI newspaper from last 2- 5 years. 22.9% are the loyal readers of TIMES OF INDIA, reading the same newspaper for over 5 years. The one who don’t read TOI were 12.7% that is 15 respondents. 45

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 4) How will you rate the effectiveness of the newspaper- TOI, in terms of news coverage? Data Analysis: Percentage No. of Respondents Options 20.3% 24 Excellent 60.2% 71 Good 17.8% 21 Fair 1.7% 2 Poor Data Interpretation: Newspaper is meant to create a strong impression and generate effectiveness. Thus, the main motto of any newspaper should be creating effectiveness. The question focuses on how effective is TOI on the readers. 20.3% of all said that it’s Excellent and has great effect on everyone. Majority voted for good effectiveness of the newspaper Times of India forming 71 respondents in all. 17.8% believe that TOI is moderately effective in terms of news coverage, with 21 respondents. 1.7% voted that Times of India newspaper isn’t effective. 46

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 5) Do you read any other newspaper? If yes, which are they? Data Analysis: Percentage No. of Respondents Options 56.8% 67 20.3% 24 The Hindustan Times 11% 13 Mid-Day 1.7% 2 DNA 1.7% 2 0.8% 1 Bombay Times 0.8% 1 Mumbai Mirror 0.8% 1 Gujarat Samachar 0.8% 1 Divya Bhaskar 0.8% 1 Mint 0.8% 1 Maharashtra Times 1.7% 2 प्रत्यक्ष (Marathi newspaper) ET None Data Interpretation: Respondents when asked if they read any other newspaper and if yes then which, they voted the highest to the Competition of TOI that is The Hindustan Times- 56.8%. Other highest vote was for Mid-Day newspaper with 20.3% votes. DNA newspaper had 11% and beside the above mentioned the other newspapers got 11.9%. 47

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 6) On a Sunday, do you read longer than any other day? Data Analysis: Percentage No. of Respondents Options 20.3% 24 Yes 31.4% 37 No 48.3% 57 Sometimes Data Interpretation: The advertisement on newspapers is expensive on Sundays because it is believed that the Readership is very high on Sundays as they get free time to read with undivided attention on Sundays. Hence this question plays vital role in the survey. Often Businessman, Workers or Service provider, even the students get time to read newspaper better on Sundays hence the response to the ads can be more effective on Sundays. When asked that do the respondents read newspaper more on Sundays the answer was as follows: 20.3% respondents say that they do read newspaper more on Sundays. 31.4% voted that they don’t read newspapers more on Sundays. 48.3% gave their opinion saying they read more sometimes on Sundays. This question was put in the survey to know the frequency of readership on Sunday comparison to other days. 48

TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 7) Do you think that Digital Media is the biggest competition to Print Media? Data Analysis: Percentage No. of Respondents Options 76.3% 90 Yes 8.5% 10 No 15.3% 18 Maybe Data Interpretation: We are born in the Digital Era. Where, everything is in the tip of our finger. Digital Media has touched every part of our life and no one can deny that it has made our life faster and easier. Digital media is always considered to be a competition to print media. Thus, knowing the respondent’s opinion on this was a must. Majority of respondents as expected said yes that is Digital Media is a threat to print media forming total of 76.3%. While 8.5% said No digital media isn’t a threat to print media. Note: India is the only country where Print media still dominates. Moreover, India has major rural part where digital media is still a new concept there print media plays an important role to connect rural media with happenings of world. 49