TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 8) Why would one prefer print media over digital media? Data Analysis: Percentage No. of Respondents Options 22% 26 33.9% 40 Prefer holding a physical book 24.6% 29 Trust printed source information 18.6% 22 Feels more permanent and richer 0.8% 1 Better for the eyes I won’t Data Interpretation: Most respondents (33.9%) prefer print media over digital media because they trust printed source of information over news on digital platforms. 22% prefer print media because they prefer holding a physical book while 24.6% feel print media feels more permanent and richer than online mediums. 18.6% of the respondents use print media because they believe that print media is better for the eyes. Only one respondent prefers digital media over print media. 50
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 9) What changes do you think should be made in Times Of India? 51
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TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 Data Interpretation: Feedback helps any brand to perform better and work on their flaws. No brand is flawless. Same way to conclude my survey the last question was about their opinions, feedback and suggestions regarding Times of India. Here the respondents gave variety of suggestions. Some said they don’t have any suggestion but others gave their valued opinion as follow. ➢ Times of India should increase the Editor’s content. ➢ Readership of TOI is going down. ➢ Less advertisement and more of news content. ➢ Focus more on Delhi/Mumbai news coverage as its India’s newspaper. ➢ Ask more questions on establishments. ➢ Should reduce advertisements. ➢ Incline towards digital mediums. ➢ Improve the paper’s physical quality. ➢ Increase accessibility in rural areas. 55
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 10. How likely would you recommend your colleagues to read Times of India? Data Analysis: Percentage No. of Respondents Options 32.2% 38 Highly 66.1% 78 Neutral 1.7% 2 Wouldn’t recommend Data Interpretation: When asked if the respondents would recommend their colleagues to read the Times of India, majority of the votes were neutral with 66.1% (78 votes). 38 respondents would highly recommend their peers to read Times of India. Only 2 respondents disagreed to recommend Times of India to their colleagues. 56
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 CHAPTER 6 RECOMMENDATIONS AND SUGGESTIONS 6.1 Case Study: Strategy: Case Study- The Times of India- Readers react to star appeal For a newspaper to be highly respected and trusted by its reader it needs to engage its audience on personal level and encourage interaction with its subjects covers. The Times of India not only wanted to interact with the readers, but wanted to actively participate in politics of India, thereby becoming a part of news it covers. Brand: Times of India Client: Times of India Brief: To encourage and facilitate the social change and political awareness. Target audience: Readers between-24 to 45 years Budget: Undisclosed Client: JWT India Challenge: Rahul Kansal, The Times of India, brand director says, “Our main aim was to evolve the newspapers relation with its readers from being a mere disseminator of news to actively empowering readers” Strategy: The newspaper launched Lead India- a hunt for political leaders to encourage the youth to take action using The Times of India as platform. “We chose this particular subject because the young Indians have very little faith in the level of sincerity and commitment of our political class.” says Kansal, “Lead India was an attempt to re-courage Indian youth in the idea of India of the country government. And showcase new bright new candidates who could be future leaders. The newspaper began engaging the audience a couple of years before, by launching various activist and campaigns and a People’s Manifesto to present newly-formed government. 57
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 The lead India campaign sprung from these early ideas. It was important for the newspaper to surround its audience for both the media that motivated and inspired such as TV, thematic press and radio, as well as media aimed at individual such as internet and ground activity and tactical press. Given budget constraint, the strategy was run the campaign was run in short bursts, three bursts in two three weeks at a time. Execution: The article started with the first page on Times of India on 1st January 2007. It called youth to participate in political say rather than standing at a side. A DRTV act followed by the star, Amitabh Bachchan, who volunteered to do short film with no cost. It was shared on National Television, Radio and on social media through YouTube and various blogs. Kansal says: “To mobilize a large number of bodies in Indian youth across 8 largest cities in India, we needed a push past in their indifference. This means that we need high level of decibel levels, even if its sort bursts of time” The next step was to carry another front-page ad on Indian Independence Day, 15th August. It called for people to “do” and featured Bollywood actor Shahrukh Khan. Many more celebrities volunteered to help raise the campaigns profile. After 37,000 responses, a prime-time TV show was launched to find a winner who would be supported to contest a constituency of their choice. Eight finalized were questioned and challenged over 10 weeks by a panel of high-profile politics and social figure. Devang Nanavati, a lawyer from Gujarat, won the support of Times of India, and will support campaign in upcoming elections. 58
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 6.2 Bibliography: ➢ www.bing.com ➢ www.google.com ➢ https:///en.wikipedia.org/wiki/SWOT_analysis ➢ https://www.businessdictionary.com/definition/print-media.html ➢ http://econmictimes.indiatimes.com/definition/marketing-mix ➢ http://www.ibef.org/blogs/in-fine-print ➢ http;///www.campaignlive.co.uk/article/831561/strategy-case-study--times--india- readersreact-star-appeal ➢ http://www.governancenow.com/views/interview/indian-print-media- will-become- history-35-years-gerd-leonhard 59
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 6.3 Findings: • In the survey we found out that majority of the people prefer Times of India over other newspapers. • The survey was conducted for the people of the age group 16-40 years of age which includes young as well as old generations. For the young generation the TOI newspaper is fresh and bold and old generations are the loyal customers of the TOI newspapers. • When the survey was conducted many people were inclined towards the brand TOI as a trustworthy source of information. Even in regional newspaper, people prefer to read newspapers under the umbrella company Bennet and Coleman Co. • It is found that The Hindustan Times is the toughest competition to the Times of India among the people who read English newspaper. • Also, the company the ability to face the challenges from the T.V, Radio and Digital industry. • According to the SWOT analysis, the company has more strengths than weaknesses and has ability to identify the threats and work on them . • Through PESTLE, it can be said that there are various factors affecting the flow of company and the company recognizes it and tries to steer clear from it. 60
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 6.4 Conclusions: • The Times of India has managed its position no.1 since last 177 years. It is an organization which has always managed to deliver standard and trustworthy information to its readers. • Through the study it is observed that The Times of India can be called an organization where the Ps of the marketing mix are taken seriously to achieve maximum profit and brand loyalty. It participates in various social activates and maintain good customer relationships. • Through the survey the regional newspaper proffered by the readers was also Times of India. • The Times of India faces competition from other media such as Radio, Digital media and TV • It is also said that print media is on the verge of extinction in future due to world getting digitalized. • Due to internet and digitalization, print media is losing its importance and has to strive hard and take various measures to emerge successful • The Times of India also takes initiatives for various social issues and carries out its Corporate Social Responsibility. 61
TIMES OF INDIA – A PIONEER IN NEWS MEDIA TYBMS 2020-21 6.5 Annexure: 1. Full Name: __________ 2. Occupation: o Student o Business o Service o Homemaker 3. What is your age group? o 16-18 years o 19-22 years o 23-27 years o 28 and above 4. How will you rate the effectiveness of the newspaper- TOI, in terms of news coverage? o Excellent o Good o Fair o Poor 5. Do you read any other newspaper? If yes, which are they? o The Hindustan Times o Mid-Day o DNA o Other… ___________ 6. On a Sunday, do you read longer than any other day? o Yes o No o Sometimes 62
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? o Yes o No o Maybe 8. Why would one prefer print media over digital media? o They prefer holding a physical book o They trust printed source information o Print feels more permanent and richer o Print media is better for eyes o Other… ___________ 9. 9. What changes do you think should be made in Times of India? (Short answer text) 10. How likely would you recommend your colleagues to read Times of India? o Highly o Neutral o Wouldn’t recommend 63
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