Readership Dev Elopement

READERSHIP DEVELOPMENT AND MARKET RESEARCH
PROJECT REPORT
ON
“READERSHIP DEVELOPMENT & MARKET RESEARCH”
IN PARTIAL FULFILLMENT OF
MASTERS IN MANAGEMENT STUDIES
SUBMITTED BY
MR. RAHUL R. PATIL
ROLL NO: 112
SPECIALIZATION: MARKETING
GUIDED BY
PROF. NEELIMA SINHA
PILLAI’S INSTITUTE OF MANAGEMENT STUDIES AND

RESEARCH, PANVEL
UNIVERSITY OF MUMBAI
2009-2011
Pillai’s Institution of Management Studies &

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ACKNOWLEDGEMENT
It is indeed a great moment of pleasure to express my senses of per found

gratitude & ineptness to all the people who have been instrumental in making my
training a rich experience. I got the opportunity to do a challenging project in MiD-
DAY Infomedia Ltd. This project is an important part of our study and gives us a
real practical exposure to the corporate world and it is almost impossible to do
the same without the guidance of peoples in and around us.
It gives me immense pleasure to acknowledge MID-DAY Infomedia Ltd. which

has been nice enough to give me a chance to do my summer training and
providing me wonderful support through out my training period and afterward.
I am thankful to Mr. Arun Deshmukh (Leadership Development Zonal Manager

) and Mr. Shivpal Yadav (General Manager, and Head of the Readership
Development Dept.) for allowing me to do the project in MiD DAY
I would like to thank to director of my college, Prof. Chandran for giving me

chance to get an industrial experience. I also owe special thanks to my mentor
Prof. Neelima Sinha who guided me from the initial stage of my project till the
end. The entire experience has been very encouraging and will certainly help me
in Future.
Rahul Ramdas Patil MMS

(Marketing)

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DECLARATION
I, “Rahul Ramdas Patil” studying in the Final Year of Masters In Management

Studies course in the academic year 2010-2011 at Pillai’s Institute of
Management Studies and Research, New Panvel, hereby declare that I have
completed the project titled “Redership Development And Market Research in
MiD-DAY Infomedia Ltd.” as a part of the requirements of Masters in
Management Studies in the University of Mumbai.
I further declare that this submitted work is done solely done by me and the
information presented in this project is true and original to the best of my
knowledge, no such work is submitted by any other person for the award of post
graduation Degree or Diploma.
I also declare that all the information from various secondary sources has been
duly acknowledge in this project report.
Rahul Ramdas Patil

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CERTIFICATE OF APPROVAL
This is to certify that the summer internship project entitled “READERSHIP

DEVELOPMENT AND MARKET RESEARCH” of Mid-day Infomedia Ltd.
submitted by Rahul R. Patil, a student of Pillai’s Institute of Management
Studies and Research, as a part of the curriculum of Masters of Management
Studies has been approved.
Project Guide
(Prof. Neelima Sinha)

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CERTIFICATE

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Table of Content
CHAP. NO TOPIC PAGE NO
1. INTRODUCTION 8
1.1 Executive summary 10
1.2 Objective of the study 11
1.3 Need of the project 12
1.4 Scope of the project 13
1.5 Research Methodology 14
1.6 Limitations of the project 17
2. COMPANY PROFILE
2.1 MiD DAY 19
2.2 Organization Chart 23
2.3 Benefits offered by MiD DAY 24
2.4 Competitors 24
3 3.1 Theoretical background 26
3.2 Data analysis & Interpretation 27
4. 4.1 Findings 43
4.2 Recommendations 46
5. 5.1 Conclusion 48
Bibliography 49
Annexure 50

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CHAPTER 1

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INTRODUCTION
James Augustus Hickey is considered as the "father of Indian press" as he

started the first Indian newspaper from Calcutta, the Calcutta General Advertise
or the Bengal Gazette in January, 1780. In 1789, the first newspaper from
Bombay, the Bombay Herald appeared, followed by the Bombay Courier next
year (this newspaper was later amalgamated with the Times of India in 1861).
The first newspaper in an Indian language was the Samachar Darpan in Bengali.
The first issue of this daily was published from the Serampore Mission Press on
May 23, 1818. In the same year, Ganga Kishore Bhattacharya started publishing
another newspaper in Bengali, the Bengal Gazetti. On July 1, 1822 the first
Gujarati newspaper the Bombay Samachar was published from Bombay, which
is still extant. The first Hindi newspaper, the Oodunt Marthand began in 1826.
Since then, the prominent Indian languages in which papers have grown over the
years are Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali.
The Indian language papers have taken over the English press as per the latest
NRS survey of newspapers. The main reasons being the marketing strategy
followed by the regional papers, beginning with Eenadu, a Telugu daily started by
Ramoji Rao. The second reason being the growing literacy rate. Increase in the
literacy rate has direct positive effect on the rise of circulation of the regional
papers.
The people are first educated in their mother tongue as per their state in which
they live for 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 papers and gain knowledge and hence higher the
literacy rate in a state the sales of the dominating regional paper in that state
rises.

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The next reason being localization of news. Indian regional papers have several
editions for a particular State for complete localization of news for the reader to
connect with the paper. Malayala Manorama has about 10 editions in Kerala
itself and six others outside Kerala, while MiD DAY has it’s Gujarati edition in
Mumbai along with its Flagship English MiD DAY edition. Thus regional papers
aim at providing localized news for their readers. Even Advertisers saw the huge
potential of the regional paper market, partly due to their own research and more
due to the efforts of the regional papers to make the advertisers aware of the
huge market.
In this project report we are going to experience, how the news paper industry in
India is capitalizing on the consumer needs and wants by effectively targeting
and then providing them with what they desire while giving tremendous
opportunity to the other industries to directly target their audience by advertising
in the news papers.

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1.1EXECUTIVE SUMMARY
Introduction of the Project: - This project consists of planning and introducing

marketing strategies and promotions thereby fulfilling objectives of MiD-DAY.
Market Research is the most important aspect in the field of marketing, which is
quite essential for the success of any new business idea of the company. Without
the proper knowledge of what the end users of the product wants any company
will find itself in a tight position in this cut throat competitive market.
This project on “Readership Development & Market Research” will clearly

describe how MiD DAY carries out its marketing activities for a particular project
to be undertaken. This project is done on the Readership development process
of MiD DAY a leading English news paper. The procedure and the steps followed
are as per the guidelines of the superiors and mentor.
Objective of the Project: - This project gathers many new start-ups strategies,
and hence in such scenarios there is much to learn & implement which helps in
future aspects too.
Reason for selection of the Company: - Being an well established brand in the
newspaper industry, there are decent of opportunities to learn and to be familiar
with the market environment. Hence I opted for MiD-DAY Infomedia Ltd.
Selection of Project: - This project is about knowing the importance of business

development and market research in marketing.
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1.2 OBJECTIVES OF THE STUDY
Based on the kind of study, and its ramifications, the following objectives were
created. It is hoped that the study would help achieve these objectives.
 To gain the knowledge of the entire process of Readership development in

MiD DAY and how the Consumer Buying Behavior plays vital role in the
decision making process..
 To show the entire process and activities of MiD DAY’s Readership

Development Team, through which any weaknesses can be identified.
 To gain insights in relation with how the readership development process

is carried out in order to improve the effectiveness and efficiency of the
team.
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1.3 NEED OF THE PROJECT
The study was carried out in order to check the feasibility of the new marketing
strategies to be executed in order to increase the number of Corporate readers of
the MiD DAY English news paper. Following needs have been identified,
 To study and analyze the existing marketing strategies for the English MiD
DAY.
 To get the maximum responses on the advertisement that come in the

MiD-DAY newspaper.
 To increase readers by offering scheme at public places or corporate

offices where multiple readers are found.
 To carry out the feasibility study on the proposed marketing strategies for
the English MiD DAY.
 To come out with unique ideas in order to convince the non readers of
English MiD DAY to be the readers of the paper..
 To increase the readership in the Mumbai city.
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1.4 SCOPE OF THE PROJECT
 This study is helpful to the MiD DAY in studying the target areas
and audiences for the new marketing strategies.
 This study is helpful to the MiD DAY in order to execute the

marketing strategies more effectively.
 This study is helpful to the MiD DAY in knowing the reader base of
the competing news papers.
 The analysis of Buying Behavior of Consumer helps the MiD DAY

to know the reasons for buying and non-buying of the readers and
non readers of the MiD DAY.
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1.5 RESEARCH METHODOLOGY
Since the project was mostly concerned with the perceptions and views of the
Corporate Readers and Non Readers of the English MiD DAY, the majority of the
questions, about 90% of them, were constructed on a nominal scale. The rest of
the questions were open ended, which could not be included in the analysis, but
were useful in the formation of the recommendations and the suggestions.
With the nominally scaled questions, bar graphs and pie charts were formed,
assisting in the analysis, which were used to establish the validity of the
objectives and the hypotheses.
Research Design
In order acquire the knowledge of the existing market condition first we went
ahead with the exploratory research, followed by Quantitative research to get the
required data from the target audience.
Research Approach
We tried to cover majority of shop owners who were non readers of MiD DAY for
the research.
Sample Size
Sample size was 200, who were divided into,
i) 50 respondents from Gulmohar Road,
ii) 50 respondents from N. Datta Road,
iii) 50 respondents from Manish Nagar,
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iv) 50 respondents from JVPD.
Sampling Area
The research was done on the shop owners in the areas mentioned above which
were located in Bandra [West] which is a prime commercial area.
Sampling Design
Area Sampling of Cluster Sampling was used to carry out this research.
Collection of Data
The data collected was primary data through personal interview, where the
researcher and the respondent operate face – to – face.
Research Instrument
A structured questionnaire as a research instrument tool was used. The

questionnaire consists of 90% close ended questions in order to get data. All the
questions in the questionnaire are organized in such a way that elicits all the
relevant information that is needed for the study.
Statistical Tools
The statistical tools used for analyzing the data collected are percentage method,
bar diagrams and pie diagrams.
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Analysis of Data
The data collected from the survey was tabulated and analyzed for
interpretations. Various steps, which are required to fulfill the purpose are editing,
coding, and tabulating. Editing refers to separate, correct and modify the
collected data. Coding refers to assigning number or other symbols to each
answer for placing them in categories to prepare data for tabulation refers to
bring together the similar data in rows and columns and totaling them in an
accurate and meaningful manner. The collected data was analyzed and
interpreted using statistical tools and techniques.
Research period
The research period of the study was from 1st June to 20th June 2010.
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1.6 LIMITATIONS OF THE PROJECT
 Lack of interest on the part of the respondents was the major limitation
faced by us, while conducting the research.
 Non availability of the permission to conduct our research in the Shopping

Malls, where majority of the potential corporate readers were available.
 Limitation of time was one important setback for the research, as the shop
owners would not allow us to complete the survey due to their busy
schedule.
 Research may have been subject to the bias and lack of interest; hence it
cannot be considered 100% accurate.
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CHAPTER 2
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COMPANY PROFILE
2.1 MiD DAY
From a family-owned, one-paper company, MiD DAY has grown into a full-
fledged, multiple-media conglomerate listed on the Bombay Stock Exchange and
the National Stock Exchange that includes Radio One, Inquilab (Urdu), Quam,
as well as Gujarati Mid Day along with its flagship publication MiD DAY. It is
one of the few Indian media groups to go public.
MiD DAY has enjoyed a special place in the hearts of Mumbai residents, since
its inception 28 years ago, and has recently launched editions in Delhi &
Bangalore as well.
This light-hearted, easy-read, entertaining and mischievous paper now has a

new objective - to make work fun. The focus is on the Young Urban Mobile
Professionals across India (YUMPI) and the company is leaving no stone
unturned to connect with them. A host of addictive, fun sections like What's On,
Hit List, Crosswords, Horoscope and Fun@work (Tues & Thurs) ensure the
newspaper remains a welcome diversion for young professionals on the move or
even a quick pick - me - up to perk up their day.
Zing! a weekly section on Style@Work is the latest addition to MiD DAY's very
successful efforts to connect with the YUMPI.
MiD DAY is available in Mumbai, Delhi, Pune & Bangalore.
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MiD DAY Multimedia Ltd’s News media Group owns coveted mindshare in
Mumbai. Consider: 27% of the English readership in the city reads MiD DAY and
Sunday MiD DAY. 7% of Gujarati readers read Gujarati MiD DAY. And 64-year-
old Urdu daily Inquilab `owns’ 63% of all Urdu readers!
Metro, MiD DAY’s latest media product, is a community free-sheet.It has begun
to add significantly to the Group’s reach and revenue.
The News media Group operates in an extremely challenging environment. Print

advertising accounts for 48% of the total marketplace, but ad spends is growing
at 4-5%, implying that the print media’s share of the overall pie is coming under
pressure.
How do MiD DAY as a company plan to maintain trajectory in the face of this
reality? They are attacking the market on several fronts:
 Increasing readership
 going after a higher-profile readership
 using convergence to sweat assets and knowledge base
Convergence will drive the Mid-Day’s agenda over the coming years. A huge
knowledge repository will feed the growing media branches - the 4 newspapers,
the city portal, radio, wireless platforms, and land-line phones.
Growth in the News media Group is expected to be fuelled by their forays into the
community free-sheets. They will add significantly to the number of ‘newsers’
serviced by Mid-Day.
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Like most on-the-ball media companies, MiD DAY too invested significantly in the
Web space. It created a distinct property in Chalomumbai.com, making it one of
the best city portals in the country.
Post the unrealistic market euphoria, however, they have reined in their dotcom
investments, and they are now watching this space very carefully. MiD DAY
continue to believe that this medium has tremendous potential in the longer run
and is committed to it.
In the interests of a group identity, Chalomumbai.com has reverted to MiD

DAY.com. This is a representation of the newspaper on the Web, embellished
with all the requisite interactive tools to enhance user experience. With
unparalleled coverage of city news, entertainment and sport, MiD DAY attempt to
bring Mumbai to the Mumbaikars all over the world. And they do so in real-time.
94.3 Radio one is a joint venture between MiD DAY Multimedia and BBC
worldwide. They operate in 7 Indian metro cities namely Mumbai, Delhi, Kolkata,
Chennai, Bangalore, Pune and Ahmadabad.
Radio One’s promise of maximum music, maximum choice is changing the way
people listen to music on Indian radio. Breaking new ground by playing 13 songs
every single hour, they play at least 1200 more songs more every month
compared to the average of the rest of competition. Furthermore, 94.3 is the only
station, that does not repeat songs in the entire day. They have increased music
choice manifold, with the belief that listeners prefer brand new songs and
classics within the same hour. Their Jocks are called Music jocks and not Radio
jocks because they are passionate music specialists who love music entwined
with the sound of their voices. They keep things brief and interesting, thereby
allowing listeners to enjoy the maximum music experience.
On the business front, 94.3 Radio one was voted the number one radio brand in
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the Pitch magazine brand-o-meter survey done amongst 135 of the top media
decision makers in the country. It was ranked 7th in the overall media list
containing radio, print, television and internet brands. Considering the brand is
just 3 years old this is a wonderful boost to their belief in ‘metro innovation’. They
have always given the brands who advertise with us ‘maximum impact’ through
our ‘maximum ideas’.
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2.2 ORGANIZATION CHART
i) Khalid Ansari
Chairman
ii) Tarique Ansari

Managing Director
iii) Narayan Varma

Director
iv) Nana Chudasama

Director
v) Adille J Sumariwalla
Director
vi) Dilip Cherian

Additional Director
vii) Manajit Ghoshal

Group CFO & CEO-Publishing
viii) Cyriac Mathew

Chief Operating Officer
ix) Vidya Shembekar

Company Secretary
x) Gauresh Pathare
Head-National Sales
xi) Abhijit Majumdar

Executive Editor
2.3 BENEFITS OFFERED BY MID DAY

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From the starting itself MiD DAY has enjoyed a special place in the hearts of
Mumbai residents.
This light-hearted, easy-read, entertaining and mischievous paper now has a

new objective - to make work fun. The focus is on the Young Urban Mobile
Professionals across India (YUMPI) and the company is leaving no stone
unturned to connect with them. A host of addictive, fun sections like What's On,
Hit List, Crosswords, Horoscope and Fun@work (Tues & Thurs) ensure the
newspaper remains a welcome diversion for young professionals on the move or
even a quick pick - me - up to perk up their day.
Zing! a weekly section on Style@Work is the latest addition to MiD DAY's very
successful efforts to connect with the YUMPI.
Basically MiD DAY is aimed at providing a refreshing break during the lunch
hours to the YUMPI’s who work under constant pressure.
2.4 COMPETITORS
i] Times of India
ii] DNA
iii] Hindustan times
iv] Mumbai Mirror
v] Asian age
These are the major competitors MiD DAY has in the market.
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CHAPTER 3
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3.1 THEORETICAL BACKGROUND
Readership Development is referred to one simple thing, increasing the numbers

of readers.
Image of the organisation and the perception of the consumer are directly related
with each other therefore it is very much essential for any organisation to give
utmost importance to the brand building.
In this summer internship project carried out with MiD DAY, we were working
under Readership Development Team headed by Mr. Arun Deshmukh and the
project was to sale annual subscription of MiD DAY English edition to the
corporate for RS 300/-. While working on the project we noticed that there are
several reasons that are responsible for the rejection of the offer that we were
giving to our prospective customers.
One being the Cost factor, although MiD Day was offering annual subscription for
RS 300/-, competitors like DNA and Hindustan Times were giving the same offer
for RS 199/-, which was quite obvious on the part of the corporate readers to go
for what competitors were offering.
Second, as a prime commercial hub all the shops and offices were majorly
owned by the Gujarati, Sindhi, Marwari and Muslims, who prefer Gujarati MID
DAY over English edition.
Third being, those who were looking for the news on share market, commodity
markets, International news were not ready to pay RS 300/- for the paper which
does not cover those topics as they were readily getting DNA and Hindustan
Times which has all that they wanted for only RS 199/-.
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These three major observations are the base of my research for which I carried
out a survey in the area allocated to me by my mentor.
3.2 DATA ANALYSIS AND INTERPRETATION
Age wise distribution of the sample:
We can clearly see that majority of the sample population 85% belonged to the
targeted Young Urban Mobile Professionals across India (YUMPI).
Gender wise distribution of the sample:
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Almost 95% sample population belonged to Male category; only 5% belonged to

Female category.
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Distribution of the sample population by their occupation:
It can be easily seen, that majority of the sample population nearly 66% were
businessman, main reason being the area of the survey which was Andheri (w),
Where majority of the sample population comprised of shop owners, jewellers
etc.
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Distribution of sample population by income:
In the pie chart it is visible that most of the target audience nearly 80% belonged
to the range between 300000 to 600000 of annual income.
Readers of MiD DAY English edition:

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For this research we conducted interviews of 200 people, out of which 27 were
found out to be non readers of MiD DAY English edition which comprised of 14%,
32% interviewee’s said they read MiD DAY sometimes & 54% were regular
readers of the MiD DAY
Buyers of MiD DAY English edition:
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The survey conducted revealed though 173 people are readers of MiD DAY, only
62% people regularly buy MiD DAY or have subscribed to it, 30% people
sometimes buy MiD DAY, while remaining 8% though they are the readers of
MiD DAY they do not buy it, they just get it from the friends or acquaintances for
the reading purpose.
Buying Pattern:
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From the study we found out that from the 159 buyers of MiD DAY from the
sample population of 200 people, 79 readers buy it Daily, 52 buy it frequently,
while 13, 7 & 8 buy it Once a week, once a fortnight & once a month respectively.
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Most appealing section in MiD DAY:
Through the research conducted, we came to know that the Bollywood celebrity
gossip and Fun section which consist Sudoku, mind puzzles, crosswords etc. are
the most preferred sections of the MiD DAY readers, while News section being
last on the list.
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Share Market & Business news on the block:
Question asked to 173 readers of MiD DAY, whether they would like to see
Share Market, International Business news or both as an addition in the MiD
DAY, 75 respondents were in a favour of the Share Market addition, 25 were in
favour of International Business News, while 73 respondents were in favour of
addition of both in ths MiD Day.
Cost factor:
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As per the survey of 173 readers of MiD DAY, majority i.e. 43% readers were
ready to subscribe to the MiD DAY for Rs. 300/- annually, with share market 7
international business news as an addition in it, while 37% were ready to
subscribe it with only share market as an addition.
17% readers wanted to have international business news in the MiD DAY, while
only 4% readers were happy to read their MiD DAY as it is.
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Surveys of 27 non readers of MiD DAY revealed that majority of them were the
readers of DNA & Hindustan Times which were running the scheme of Rs 199/-
annual subscription in the areas which we surveyed. Readers of prestigious
Times of India and Economic Times were negligible as they were not having any
scheme in those areas. This trend shows that the non readers of MiD DAY were
specially looking for the Value deals in which they will get news papers for less
cost.
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What appeals to the Non readers of MiD DAY in the news paper they read:
As seen in the above bar diagram, 14 respondents found Share Market section
appealing to them, while 7 respondents said that they follow International
Business News in order to keep them up to date with the world. Surprisingly out
of 6 respondents who mentioned Other 3 were following sports, 1 was following
science and 2 were following health sections.
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Rs 300/- annually without any addition
Not a single respondent out of 27 who were non readers of MiD DAY was ready
to subscribe for MiD DAY at Rs 300/-, only 2 out of 27 respondents said they
May think of it. This survey clearly indicates that along with the reading
preferences, readers look out for value deals.
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Rs 199/- annually without any addition
52% of the 27 respondents who were non reader of MiD DAY were not ready to
switch to MiD DAY, while 30% said that they may think of switching to MiD DAY
given the reduction in cost.
Surprisingly 18% were ready to switch to MiD DAY given the reduced cost and
trying out something new for a change.
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Rs 199/- annually with addition
This question is the real turning point in our survey, out of 27 respondents who
were non readers of MiD DAY 48% which is nearly half were ready to switch to
MiD DAY given the addition of Share market and International Business News
while reducing the cost to Rs 199/- annually. While 33% showed interest for
switching to MiD DAY. This shows that there is a strong chance to convert the
non readers to readers of MiD DAY by offering what they want at a competitive
price.
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CHAPTER 4
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4.1 FINDINGS:
In this summer internship project carried out with MiD DAY, we worked under
Readership Development Team headed by Mr. Bhadresh Randeria and the
project was to sale annual subscription of MiD DAY English edition to the
corporate for Rs 300/-. While working on the project we noticed that there are
several reasons that are responsible for the rejection of the offer that we were
giving to our prospective customers.
If we see the Indian English reader’s market
• The hindu is the most loved news paper brand in india.
• The times of india is second most loved newspaper brand which has
largest market share in india. (Largest circulation)
• Hindustan times is also a brand which has strong base in north India.
• MiD-DAY before 2005 was the second loved newspaper in Mumbai

market followed by Times of India. There was newspaper war in Mumbai
in the year 2005. It was the time when at a time 3 big newspaper company
giants launched three diffirent brands in Mumbai. First was the Hindustan
Times second was DNA and the third was Mumbai Mirror owned by Times
group, which is now the main competitor of MiD-DAY.
• MiD-DAY and Mumbai Mirror both the newspaper brands are targeting
entertainment segment of Mumbai’s market.
• If we see the the finance and economics newspapers market Economics

Times is the most preferred newspaper owned by Times group.
 Most of the working class were looking for a newspaper that offered them
news related to their business.
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 Subscriptions were bought according to the area assigned to us. Interns

working in central Mumbai – Mulund, Ghatkopar, Bhandup – got a good
response. After targeting 30-35 customers, an average of 4-5 customers
subscribed daily for each intern.
 Interns working in western Mumbai – Andheri, Bandra, Juhu – got a

lukewarm response compared to central Mumbai. Since western Mumbai
is a business hub, this area was targeted in the recent past. This led to an
overlap of work and due to this it was difficult to get more subscriptions
from these areas. After targeting 30-35 customers, an average of 1-2
customers subscribed daily for each intern.
 In Gujarati dominated areas customers preferred the paper in their own

regional language as it was simpler for them to read and understand. But
the company offered the subscription of MiD DAY English edition.
 Most of the customers wanted the papers to be delivered at their

residence as they found it convenient and affordable, but according to
company policy it was prohibited to sale this corporate plan to the
residential premises.
 Already existing customers of MiD DAY wanted to abruptly stop the

delivery of the newspaper and subscribe to this discount offered by the
company.
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 The Times of India and Hindustan times are well established and well
known newspaper brands, so people preferred these brands over MiD
DAY.
 MiD DAY offers more of entertainment news about celebrities and the
social life of Mumbai instead of business news, which is why people who
really want to read “NEWS” don’t prefer MiD DAY.
 We found out the news paper vendors were not punctual in delivering the
news paper as this was the only paper which is published in the morning
and delivered in the noon. Due to this the existing customers faced
difficulties.
 The subscription of other leading newspapers were as low as Rs.150-

199/-. This was another threat to MiD DAY.
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4.2 SUGGESTIONS & RECOMMENDATIONS:
 MiD DAY should hire more employees for this Readership Development
as the areas are vast and the manpower in each team is considerably less
to serve the purpose effectively and efficiently.
 MiD DAY should consider offering its Gujarati MiD DAY under the same
scheme.
 MiD DAY should motivate the vendors to deliver the news paper
punctually so that they don’t lose their existing customers.
 MiD DAY should bring down the subscriptions rates as the subscription of
other leading newspapers were as low as Rs.150-199/-.
 Employees should be allotted work areas in or around their residence as

they will have a better knowledge and would gain an upper hand while
selling the subscriptions.
 Addition of the Share Market & International news section will definitely
give MiD DAY an advantage in this highly competitive market.
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CHAPTER 5
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CONCLUSION
This project provided us with an insight of the company’s readership department
and how things are carried out. ‘Sales’ is an important part of any company and
we learnt this through a practical experience. We were a part of the company’s
We were working at a very base level of the company and the experienced we
gained will help us in managing the workforce of any company in the future.
Midday is an entertainment newspaper and is very appealing to young

professionals. The main readers of midday fell under the age group of 25-31,
with most of them having an annual income between 400000 and 500000. Males
were more into reading the paper as compared to females.
It was a great experience working with mid day , Print media has been pioneer
for spreading news nationwide and mid day has been one of those group which
has been involved since the freedom of India .It was my pleasure to work with
such a group . Their tagline also always appealed me which says “work with fun”
and motivates me to work harder.
The work experience at mid day was a good experience, we learnt the
management skills of this entire business, got exposure to the aggressive
marketing strategies of the mid day ,the work culture at mid day is also quite
motivating for me to enter in the print media as future prospect.
48

Research
BIBLIOGRAPHY
Books:
Research Methodology - methods & techniques, New age publications,

C.R.Kothari, 2009
Websites:
http://www.mid-day.com
http://www.middaymultimedia.com
http://en.wikipedia.org/wiki/Category:English-
language_newspapers_published_in_India
www.scribd.com
49

Research
ANNEXURE
QUESTIONNAIRE: Survey on Consumer buying Behaviour
Name:
Age:
1] 18 -24
2] 25 - 31
3] 32 - 38
4] 39 - 45
5] 46 & above
Gender:
1] Male
2] Female
Occupation:
1] Student
2] Business
3] Service
4] Retired
Annual Income:
50

Research
1] Less than 300000

2] 300000 to 399999
3] 400000 to 499999
4] 500000 to 599999
5] 600000 & above
1] Do you read MiD DAY English edition?
i] Yes
ii] No
iii] Sometimes
[If “No” go to the question No. 7 or go to the next question]
2] Do you buy MiD DAY English edition?
i] Yes
ii] No
iii] Sometimes
3] If YES, how often do you buy MiD DAY English edition?
i] Daily
ii] Frequently
iii] Once a week
iv] Once a fortnight
v] Once a month
4] What appeals to you most in the MiD DAY English edition?
51

Research
i] Bollywood happenings (Hit List, What’s on)

ii] Fun section (Crosswords, Horoscope)
iii] Sports
iv] Classifieds
v] News
5] Would you like to see any of the following in your MiD DAY English edition?
i] Share Market
ii] International Business News
iii] Both 1 & 2
6] I would like to buy annual subscription of MiD DAY English edition for
Rs 300 /- ……………………………
i] With Share market addition

ii] With International Business News addition
iii] With both as an addition
iv] Without any addition, I like my MiD DAY as it is..!
[For non readers of MiD DAY only]
52

Research
7] Which news paper do you read?
i] Times of India
ii] DNA
iii] Hindustan Times
iv] Economic Times
v] If other, please specify………………………………………….
8] What appeals to you most in the news paper that you read?
i] Share market
ii] International Business News
Iii] If other, please specify…………………………………………
9] Will you buy MiD DAY if, it has Share Market and International Business News
At Rs 300/- for an annual subscription?
I] Yes
Ii] No
Iii] May be
53

Research
10] If MiD DAY will be priced at RS 199/- for annual subscription, will you buy it
without Share Market and International Business News?
I] Yes
Ii] No
Iii] May be
11] If MiD DAY will be priced at RS 199/- for annual subscription, will you buy it
with Share Market and International Business News?
I] Yes
Ii] No
Iii] May be
Thank you for your patience and cooperation,
You can write your suggestions here ………………................................................

………………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……
54

Research

Readership Dev Elopement

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READERSHIP DEVELOPMENT AND MARKET RESEARCH

“READERSHIP DEVELOPMENT & MARKET RESEARCH”

MASTERS IN MANAGEMENT STUDIES

MR. RAHUL R. PATIL

ROLL NO: 112

PROF. NEELIMA SINHA

PILLAI’S INSTITUTE OF MANAGEMENT STUDIES AND

Pillai’s Institution of Management Studies &

It is indeed a great moment of pleasure to express my senses of per found

It gives me immense pleasure to acknowledge MID-DAY Infomedia Ltd. which

I am thankful to Mr. Arun Deshmukh (Leadership Development Zonal Manager

I would like to thank to director of my college, Prof. Chandran for giving me

Rahul Ramdas Patil MMS

Pillai’s Institution of Management Studies &

I, “Rahul Ramdas Patil” studying in the Final Year of Masters In Management

Rahul Ramdas Patil

Pillai’s Institution of Management Studies &

This is to certify that the summer internship project entitled “READERSHIP

(Prof. Neelima Sinha)

Pillai’s Institution of Management Studies &

Pillai’s Institution of Management Studies &

1.1 Executive summary 10

1.2 Objective of the study 11

1.3 Need of the project 12

1.4 Scope of the project 13

1.5 Research Methodology 14

1.6 Limitations of the project 17

2.1 MiD DAY 19

2.2 Organization Chart 23

2.3 Benefits offered by MiD DAY 24

3 3.1 Theoretical background 26

3.2 Data analysis & Interpretation 27

Pillai’s Institution of Management Studies &

Pillai’s Institution of Management Studies &

James Augustus Hickey is considered as the "father of Indian press" as he

Pillai’s Institution of Management Studies &

Pillai’s Institution of Management Studies &

Introduction of the Project: - This project consists of planning and introducing

This project on “Readership Development & Market Research” will clearly

Selection of Project: - This project is about knowing the importance of business

Pillai’s Institution of Management Studies &

1.2 OBJECTIVES OF THE STUDY

 To gain the knowledge of the entire process of Readership development in

 To show the entire process and activities of MiD DAY’s Readership

 To gain insights in relation with how the readership development process

Pillai’s Institution of Management Studies &

1.3 NEED OF THE PROJECT

 To get the maximum responses on the advertisement that come in the

 To increase readers by offering scheme at public places or corporate

 To increase the readership in the Mumbai city.

Pillai’s Institution of Management Studies &

1.4 SCOPE OF THE PROJECT

 This study is helpful to the MiD DAY in order to execute the

 The analysis of Buying Behavior of Consumer helps the MiD DAY

Pillai’s Institution of Management Studies &

1.5 RESEARCH METHODOLOGY

Sample size was 200, who were divided into,

i) 50 respondents from Gulmohar Road,

ii) 50 respondents from N. Datta Road,

iii) 50 respondents from Manish Nagar,

Pillai’s Institution of Management Studies &

iv) 50 respondents from JVPD.

A structured questionnaire as a research instrument tool was used. The

Pillai’s Institution of Management Studies &