INDUSTRY PROFILE News paper market Survey results find that traditional journalistic values remain important at market-oriented

newspapers, though senior editors tend to report more interaction with departments outside the newsroom - including the advertising department. In a market-oriented business, the customer is unquestionably king. The successful market-oriented firm identifies a potential market opportunity, selects a group of customers that it wants to serve and develops a strategy for efficiently meeting the wants and needs of those customers. The central business assumption is that long-run success depends on a strong, organization-wide focus on customer wants and needs.1 During the last decade, as the business environment has become more challenging for daily newspapers,2 many of them have adopted a stronger market orientation. They have concentrated both on learning what their two customer groups - advertisers and readers - say they want and need from a newspaper, and on finding ways to meet those wants and needs. In newsrooms, this has brought changes to the news-making process. Rather than relying strictly on journalists' expert judgment to decide what to publish in the newspaper, newsroom managers have encouraged reporters and editors to pay more attention to perceived reader interests. They also have asked reporters and editors to shape content to more closely conform to those reader interests.3 This practice has drawn praise and criticism. Supporters have argued that it will help save daily newspapers from irrelevance and, perhaps, extinction.4 Critics have disparaged it. 5 They have charged that market-oriented news organizations: De-emphasize serious content in favor of frivolous, entertaining information. Undermine the ethical fire wall between an organization's news and business operations. Fail to live up to social obligations to disseminate the kind of public-affairs information essential to a democracy. This article examines those assertions as it explores what it means for a news organization to be market oriented by asking these questions:

The answers to these questions are based on a 1996 national survey of 406 senior editors at 182 general-circulation U.S. daily newspapers. This survey differs from earlier quantitative research on market-oriented journalism in that the sample is larger and the questionnaire more comprehensive than most other studies of this subject. In addition, the national sample allows the findings to be generalized to all U.S. general-circulation dailies, whereas much of the earlier research has had a statewide or regional focus. The findings reported here should convey a fuller sense than previously published work of what it means to be a market-oriented daily newspaper in the mid-1990s

Advertisers' Media Selection in Small Newspaper Markets.

As the market becomes continually more competitive for advertising dollars, newspapers need to develop more sophisticated sales strategies. (1) Yet, due to personnel limitations and other economic considerations, smaller newspapers may find compiling data and developing sales strategies to be daunting tasks. Some relief is granted by the typical advertisers in small communities -- local merchants. They may not demand data that is as sophisticated as that required in larger markets because the vast majority of advertisers in smaller markets are not very knowledgeable about market conditions. (2) This does not absolve newspaper sales personnel from knowing their advertisers. In writing about the relationship between national advertisers and a sample comprised mostly of larger dailies, Daniel Stout concluded that when a salesperson comes to understand the factors that influence the advertiser, "the skills of that person are enhanced." (3) The same could be said about the relation ship between advertising representatives at smaller newspapers and their clients. Even in those markets, as salespeople develop better skills, they may increase the ad revenues that will help fund an improved news product. Newspapers in Chennai There are a number of newspapers that are published from Chennai city. Some of the widely read newspapers in Chennai are:

The Hindu: The Hindu is one of the premier English dailies not only in Chennai but also in India. The newspaper was founded in the year 1878 and was published on a weekly basis. However, the newspaper was made a daily in the year 1889. The English daily employs the advanced technology for page designing and printing. The paper is rated among the 10 best papers of the world.

The New Indian Express: This is another English daily published from Chennai. The newspaper was established in the year 1932. The newspaper is published from Karnataka, Kerala, Coimbatore, Kochi, Hyderabad, Bangalore and Andhra Pradesh.

The Deccan Chronicle: The Deccan Chronicle is the fourth largest English language daily in India. The daily is published from Tamil Nadu and Andhra Pradesh. The cartoon strips featuring on the cover page and inside pages of the newspaper are its main characteristic. It is the largest circulated daily in Hyderabad.

Some of the regional newspapers published in Chennai are Dinamalar, Thanthi, Dinakaran, Ananda Vikatan, Dinamani, Viduthalai.

Role of Indian Newspaper

Newspapers

and

newspaper

advertising

has

been

the

most

important tool in shaping the growth and development of any society in the modern world. More than anything, they have been very instrumental in bridging the communication gap between people that contributes to the air of awareness in a society. Since the very first day that the oldest newspaper in the world had made

its appearance, there has been seen progressive changes that have catapulted the Status of every society to new levels of evolution from time to time. The newspaper industry in every country stands out as an influential body contributing to the development of the modern society by acting as one of the most potential platform

for exchange of thoughts and opinions. Moreover, by covering a wide arrange of topics that are relevant to the daily lives of the people in a society, it promulgates the identity of the society, and acts as the dispenser of public opinions. One of the most crucial tasks of the newspaper industry

is its contribution towards the economic and industrial development of a country through its assimilation of the peoples voice.

The Indian newspaper industry has passed various stages of evolution to reach the status that it enjoys today that of a leading press arena in the world. There are hundreds of newspapers that reach out to the people of this vast country in enormous numbers every morning. A typical Indian daily newspaper is the staple diet for a typical Indian, bringing him/her news from all over the globe. Since daily newspapers succeed in attracting more readerships, an Indian daily newspaper is the order of the morning for eager news hungry readers across the country. By garnering an increasing number of subscribers in the form of readers, newspapers clearly reflect the individuality of a reader and the country as well. The growth in the circulation of newspapers in the country results in the overall economic prosperity of the country, elevating it to higher levels. An Indian daily newspaper strikingly plays a significant role in the structural shaping of the countrys economical development. In fact, the newspaper industry of any country for that matter spreads knowledge and awareness amongst the people by propagating itself as a medium for a wide area of topics such as politics, sports, social issues, medicine, entertainment, advertising and marketing and so on. These factions gel between each other on paper to rope in prosperity for a country by cashing in economicprosperity.

Newspaper Industry in India

Newspapers shape the nation and it holds true for India as well. Even before India got independence, newspapers played a major role in spreading the issue of independence. Today, India has over 300 big newspapers, besides hundreds of medium and small-sized ones. And the number is increasing almost everyday as existing newspapers bring out new editions apart from new players joining the bandwagon. More recently, Metro International, Sweden is in talks with ABP group to launch their daily Metro in India. The negotiations are on and very soon the deal would be done. Similarly, UK based Associated Newspapers and India Today Group have entered into a joint venture to launch the Daily Mail in India. With such international newspapers foraying into the Indian market, the future of the newspaper industry at

large, looks promising. Little doubt then that Ifra is set to hold its popular event IfraExpo for the first time in India.

There was a time when select group of newspapers were ruling a particular region and they all were self-contained and did not wish to foray into other regions. For example, Hindustan Times was confined to Delhi region, The Hindu in Chennai region, while Tribune was dedicated to Ambala (later Chandigarh), Anandabazar Patrika was confined in West Bengal and Bhaskar in Gujarat and so on.

The Indian Express group launched its Marathi daily Loksatta in Bangalore and Hyderabad. Deccan Chronicle Holdings Ltd launched the Chennai edition of Deccan Chronicle and they are now planning to bring out a Bangalore edition as well. HT Media Ltd launched a new edition in Kolkata and lately in Mumbai. They also relaunched HT Next, targeted at students of age group 12 to 16 years with its new campaign I am next.

Business newspapers have also branched into new editions in newer territories. Financial Express, the business daily, launched its Pune edition while Business Standard launched its Bhubaneshwar edition. Another business newspaper (20 pages colour and 4 pages black-andwhite) launched was Mint from the Hindustan Times group in Delhi and Mumbai. After these two cities, HT Media plans to launch Mint in Kolkata and Chandigarh, giving competition to Economic Times from Times of India group. DNA Money launched its Ahmedabad edition for the Gujarati businessmen and also a stand-alone Mumbai edition, even though it continues to be available as a supplement along with the main paper DNA in Mumbai. DNA Money is planning to bring out its Jaipur edition as well. The Times Group has launched a Gujarati language edition of The EconomicTimes.

Its really surprising that how fierce competitors join hands to form new strategies - first it was in collective marketing campaigns and now a joint newspaper as well. As a new marketing alliance, Business Standard has tied up with Desh Pardes Ni AajKaal,

a Gujarati evening newspaper, for advertising combination. This step has been taken to grow the circulation of Business Standard in Saurashtra and Kutch regions.