Innovations in Marketing Strategies of News Paper Industry in India — A Case Study of Times of India Group

M. K. Sridhar and A. R. Sainath

Management and Labour Studies, 2003, vol. 28, issue 3, 241-256

Abstract: Newspapers have become products like any other consumer, industrial or service products. They have unique features which other products do not have. The newspaper industry in India is witnessing intense competition from within and from outside like electronic and internet media. This has tremendous bearing on circulation and advertisement revenues. The industry has responded proactively to these challenges. There is more and more focus on marketing and innovations in marketing strategies. Reviews of some of these strategies are focused in the paper. The authors have presented a case study of TIMES OF INDIA GROUP for innovations in marketing strategies, which are product, price, promotion and distribution related. A survey has been conducted by the authors on a recent innovation in marketing strategy of TRIMMING and SLIMMING the size of the newspaper. The data collected from 357 readers of Bangalore are analysed. The readers in general are not only positive to these changes but also have observed them keenly. Such understanding of sensitivity of readers is crucial for the success of marketing strategies.

Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:sae:manlab:v:28:y:2003:i:3:p:241-256

DOI: 10.1177/0258042X0302800304

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