AN INDEPTH STUDY OF NEWSPAPER AND MAGAZINE ADVERTISING IN INDIAN ADVERTISING INDUSTRY PRESENTED TO HEMCHANDRA CHARYA NORTH GUJARAT UNIVERSITY PRESENTED BY DHIMANT VYAS(26) MRUNAL VAZA(58) PALAK PATEL(05) TEJAS GADHVI(11) VIJAY PANDYA(14)

 Role of print advertisement.  Contribution in GDP.  Players  Growth Rate

 P.E.S.T Analysis  FIVE FORCE Analysis.  Opportunities And Threat.  B.C.G Matrix  9 Cell Matrix  Key Success Factors  Driving Force  Revenue Driver  Life Cycle

 Service tax  political lobbing  FDI  Import duty  Regulations

 Effect on inflation (CII presentation 2008)  Cost of operation  AD spends  Price of newsprint  Global crises (Source: equity master November 30, 2007)

 ASCI norms  Ban on ads  Bad effect on society.  Social Barriers  RTI Act  Literacy level

 Way Mack  45 GSM  City line

competition Tie up with foreign players Area of competency

Fragmented Industry Cost of Production Government Common Technology Increasing CAGR Barrier to entry

Television Internet SMS advertising Radio

Few major players Switching cost Short supply. Differentiated ( in terms of quality )

Advertising Agencies Small and Medium companies

Threat from new entrants/entry barriers Rivalry against competitors Threat from substitute Bargaining power of buyers Bargaining power of suppliers Low √ Low to moderate √ Moderate √ Moderate to high √√ High

21%

GE 9 Cell matrix J. P BC CL HT DCDCM Competitive Strength Point

 Government policies  Growth of Small Scale industries  Increase in level of literacy  Increase younger population

(Source: Adex India (A division of TAM Media Research) Top Sectors% Share Education17% Services12% Banking/Finance/Investment10% Auto7% Retail5% Corporate/Brand Image4% Durables3% Personal Accessories3% Telecom/Internet Service Providers2% Personal Healthcare2% (Source: Adex India (A division of TAM Media Research) (Source: Adex India (A division of TAM Media Research)

Opportunities  Increasing readership  Improving literacy level  Geographical expansion  Demographical expansion  Service tax  Increase in service sector advertising Threats  Internet  SMS services  Radio  Decrease in automobile sector.

 Reachness  Preferred Segmentation

Thank you