Academic journal article IUP Journal of Management Research

An Analytical Study of Readers' Perception and Satisfaction towards the Leading Newspapers of Nagpur Region

Academic journal article IUP Journal of Management Research

An Analytical Study of Readers' Perception and Satisfaction towards the Leading Newspapers of Nagpur Region

Article excerpt

This study of the Indian newspaper industry attempts to identify the current satisfaction and perception of the customers with special reference to Nagpur region. The study aims to measure the satisfaction of customers towards the leading newspapers of Nagpur, namely, The Hitavada, Lokmat, Navbharat and Dainik Bhaskar. The sampling technique used is simple random sampling. A comprehensive and structured questionnaire was used to collect the data. The survey brought to light several interesting facts. Among the four newspapers, The Hitavada and Lokmat enjoy high readership as per the survey. This is so because the customers showed high satisfaction level towards these newspapers' state coverage, supplements and sports coverage.

(ProQuest: ... denotes formulae omitted.)

Introduction

In India, newspapers started with the basic objective of creating an awareness among people regarding the social, political and economic problems. In the beginning, they mainly focused on the social problems. With the passage of time, however, the fourth estate has become more and more commercial. In the earlier years, the front pages were mostly filled with advertisements. Given the costs and circulation, the business of running newspapers was fully dependent on the advertisement revenue.

A newspaper is a regularly published print or online product containing relevant information important to the market it serves. Traditional newspaper companies have moved from single-product management (newspapers) to multi-product management under the umbrella of company's brand name. What is true of the newspaper companies is that the value of what they produce is not the cost of the ink and paper, but the content, depth, segmentation choices, credibility, and emotional attributes that are delivered in any distribution channel they select.

India is the second biggest newspaper market in the world despite its poor literacy rates. There are about 62,483 newspapers and periodicals in 101 languages, and the print media continues to attract the biggest chunk of advertising spends.

Porter's Five Force Model in Print Media Sector

The Porter's five forces model, developed by Michael E Porter (1979), is diagrammatically represented in Figure 1.

Supply: Of more than 62,000 newspapers printed in India, around 92% are published in Hindi and other vernacular languages. As for the electronic media, the total number of channels presently available to viewers in India is close to 500.

Demand: The demand for regional print media is growing at a rapid pace than that for English print media. In the electronic media, the highly uneven viewership has led to an increasing preference for niche channels.

Barriers to Entry: In the electronic media, the entry barriers are high for broadcasting since it is very capital-intensive. It involves the cost of leasing the transponder, setting up linking facilities and pre- and post-production facilities. The barriers to entry are far lower for content providers. Besides, broadcasters themselves commission programs and finance their production. Hence, margins are lower. The broadcasters are finding it increasingly difficult to retain their key personnel. In spite of the high barriers to entry, a large number of channels across languages and genres have been launched in the recent past.

Bargaining Power of Suppliers: In the print media, the bargaining power is high for newsprint suppliers, and medium to low for content providers in the electronic media. Terrestrial broadcasters such as Doordarshan and regional broadcasters such as Sun TV actually commission time slots to content providers.

Bargaining Power of Customers: The bargaining power of customers is relatively high in both print and electronic media. The consumer finds a surfeit of players to choose from. The introduction of Conditional Access System (CAS) and Direct to Home (DTH) services has enabled the consumers to choose only those channels that they wish to view, thus increasing their bargaining power. …

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