Marketing of Newspapers : An Overview

Contents: Preface. Abbreviations. 1. Introduction. 2. Development of newspaper industry: an overview. 3. Profile of newspaper organisations. 4. Marketing system of newspapers: an analysis. 5. Distribution of newspapers: assessment of intermediaries role and performance. 6. Analysis of customers\' views, perception and satisfaction. 7. Summary and suggestions. Annexures: i. Questionnaires. ii. Brief description of newspaper organisations. Bibliography. Index.

"The size of the Indian newspaper market is estimated to reach US $2.4 Billion (Rs. 11,000 Crore) in 2008. The size of media industry in India as a portion of the GDP is estimated at 0.7 per cent, which is lower than most of the developed and developing nations and thus offers a scope of high growth in this industry going forward. Advertising expenditure to Gross Domestic Product (GDP) reveals that advertisement expenditure to GDP ratio in India is 0.4 per cent, which is also lower to most other countries. With rising income and education level in India, readership is expected to rise and with favorable demographics, advertising revenues will increase as advertisers start spending more to attract higher quality audience with more purchasing power. In this context the present book tries to capture the details about the distribution systems of news papers and also the media preferences." (jacket)