A study to identify business opportunities for Indian newspapers

Abstract

A significant share of the Indian population read newspapers and magazines. It serves as a major platform for the advertisers to market their products and reach millions of people. However, with the advent of globalization and improved technology, competition has increased in all sectors and domains. Newspapers today not only face threats from other newspapers, national or regional, but also from digital media. Advertisers are also looking for innovative ways to stand out with respect to others, get noticed and improve their conversion rate. Therefore, there is a necessity for newspaper firms to look for different avenues of increasing their revenue and actively indulge in digital media. They need to adapt themselves to the changing technological needs and reading habits of the readers. Newspapers need to work on all four – market penetration, product development, market development and product innovation to continue to occupy or increase their share in the market. Objectives to identify, study and assess new business opportunities for Indian newspapers in the light of digitization.