Page 209 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 12: Media Planning and Strategy

12.1 Print Media Notes

12.1.1 Newspapers

Newspapers are the major form of print media, and the largest of all advertising media.
Newspapers are quite important to national advertisers, and an especially important advertising
medium to local advertisers.

Did u know? As of 31 December, 1997, the total number of newspapers and periodicals
st
was a whopping 41,705 published in India as compared to 39,149 in 1996. The number of
dailies in different languages was 4,719, weeklies 14,734, and monthlies 11,505. Newspapers
are published from all states and union territories. The total circulation figure of the
Indian press was 10,57,08,191 copies in 1997.
According to NRS 2005, print medium reaches over 200 million (dailies and magazines).
Of these 200 million, 98 million are from rural India and 101 million are from urban India. This
shows there are nearly as many rural readers as urban readers.
The primary role of newspapers is to promptly deliver detailed coverage of news and other
information, and incorporate interesting features for readers. Newspapers can be classified in
different ways. The following classification of newspapers is convenient.

1. National Newspapers: Newspapers with national circulation in India are either in English
or Hindi.

Example: The Times of India, The Hindu, The Hindustan Times and others are national
English dailies. Dainik Jagran, Dainik Bhaskar, Amar Ujala, Hindustan, Nav Bharat Times and
Rashtriya Sahara are Hindi national dailies.
These newspapers have editorial content with a nationwide appeal. These newspapers
mainly attract national and regional advertisers.
2. Daily Newspapers (regional/local): These newspapers are published daily and in some
cases the circulation figures of these regional newspapers are much higher than national
newspapers. They provide only brief coverage of important national news and events.
There is detailed coverage of news, events, and issues concerning regional/local geographic
area. Besides this, they cover business, sports, and other relevant information and
entertainment. These newspapers are more popular than national dailies among both
urban and rural readers because of their nearer-to-home focus.
3. Special Audience Newspapers: Some papers cater to the needs of specific audience groups
with specialized editorial content.

Example: Economic Times and Financial Express cater to groups in the fields of
economics, industry, and finance etc.
The editorial content is focused on information and issues related to these aspects. Pharma
Plus, a weekly, interests people involved in pharmaceutical trade and selling.

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