[ ON THE JOB TRANING ]

A Summer Training Project Report

Submitted in partial fulfillment of the requirements for award of
degree of Masters of Business Administration
2018-2020

Submitted by

SHWETA VERMA
 Guided by

MR. ANURAG MITTAL

PREFACE
It is designed in such a way that student can grasp maximum knowledge and can get practical
exposure to the corporate world in minimum possible time.
Business schools of today realize the importance of practical knowledge over the theoretical
base. The research report is necessary as it provides an opportunity to researcher in
understanding the industry with special emphasis on the development to skills in analyzing and
interpreting practical problems through the application of management theory and techniques.
It is a new platform of learning through practical experience.

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 ACKNOWLEDGEMENT

This project has been a great learning experience for me & I would like to express my sincere
gratitude to all the people who guided me through the project and without the valuable guidance
and suggestions of these people this project would have not been completed successfully.

I am equally grateful to my mentor MR.ANURAG MITTL; he gave me moral support and

guided me in different matters regarding the topic. He had been very kind and patient while
suggesting me the outlines of this project and clearing my doubts.

I am also very indebt to my guide in HT MEDIA, ARUN KUMAR who helped me a lot in
gathering different information and guiding me from time to time in making this project . Despite
of his busy schedules, he gave me different ideas in making this project unique.

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 (Name of the student)

Executive Summary

In the most matured economies the print media faces stiff competition and a shrinking share of
advertising pie. In India it contributed to dominate media budgets. Yet during the year in review,
there was tremendous pressure on advertising budgeted and this impacted company’s revenues.

MINT is India’s second largest business newspaper published by HT MEDIA Ltd., the Delhi
based media group that also publishes the HINDUSTAN TIMES. It mostly targets readers who
are business executives and policy makers. It is India’s first newspaper to be published in
BERLINER format. Mint exclusively carries ,”Wall Street Journal” branded editorial content
in its pages by virtue of the content sharing partnership between HT Media and Wall Street
Journal.

My project title was to identify the customer perception of MINT a business newspaper from HT
Media with reference to different B-SCHOOLS.
Objective of the project was to identify the brand awareness and perception for Mint and also the
availability of Mint newspaper.
This entire process is known as INSTITUTIONAL SALES.
There were various other newspapers like Business Line, Economic Times, and Business
Standard etc.
During the training I visited different B-Schools like IMT, JAIPURIA UNIVERSITY, IBS, MDI
etc and interacted with different people of the organization and promoted our brand.

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CHAPTER -1

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HT MEDIA
(HISTORY)
HINDUTAN TIMES was inaugurated by Mahatma Gandhi in 1924. Since then, the newspaper
has established its presence as a newspaper with editorial excellence and integrity. One of India’s
leading and most respected English dailies. HT has always prided itself in spotting emerging
trends and reflecting the same through its unmatched editorial progress. Today Hindustan Times-
Delhi edition has the unique distinction of being the largest selling single edition English
newspaper in India.

QUICK OVERVIEW OF HISTORY

The Hindustan Times was the brainchild of the Akalis who felt that a newspaper in English
would enable them to reach an audience other than the Punjabi-reading one. This was in the year
1922. From the outset the newspaper was set up to oppose the British. The Hindustan Times
finally came into being on September 1924 and was inaugurated by Mahatma Gandhi. The
newspaper was to become a premier nationalist newspaper of the capital in the turbulent years
preceding independence. From the humble beginning in a three-storey building , the company
has expanded its operations from print to other media channels like radio, internet, events and
marketing , and strategic partnerships as part of its endeavor to establish itself as a giant media
conglomerate in the present times.

SEPTEMBER26, 1924
This date marked the August beginnings of Hindustan Times with Mahatma Gandhi, the Father
of the nation inaugurating the newspaper.

1927
Hindustan Times was reborn as Hindustan Times Ltd. a limited liability company.

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1936
The Hindi daily Hindustan was launched, which remains the dominant newspaper in the Core
Hindi belt of Northern India.

1937
Devdas Gandhi was appointed the Managing Editor of the newspaper and remained the
managing editor till his death in 1957.

1942
The Hindustan Times was one the few newspapers that stopped publishing the newspaper for
four and a half month as it refused to accept the British imposition of censorship on all the
newspapers.

1947
The year India gained its freedom was also the year Hindustan Times attained the status of being
the dominant newspaper in Delhi.

1957
The newspaper circulation grew from 58.693 copies to 144,287 in 1970 after KK Birla took over
the mantle from GD Birla.

1960
The Hindi literally magazine KADAMBINI was launched.
1964
The group started actively targeting the youth of India and launched the NANDAN magazine.

1991
At the start of liberalization of India, Hindustan Times moved to becoming an autonomous
power centre in a mature democracy.

1999
The Hindustan Times celebrated its PLATINUM anniversary.

2001
With a focus on localization, five new editions for Calcutta, Bhopal, Ranchi, Chandigarh and
Jaipur were launched.

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2003
The media business was de-merged and incorporated under HT Media Ltd.

2004
HT Media Ltd. was listed as a public company and attracted external findings.

2005
Hindustan Times successfully entered Mumbai market with the refreshing new product and
content mix.

2006
Fever 104FM is launched, in technical collaboration with the Virgin Group. Hindustan was
relaunched re-estabishing the company’s prominent presence in the regional news space.

2007
MINT, the business newspaper in partnership with THE WALL STREET JOURNAL was
launched in Delhi and Mumbai. In the Internet Space, Hindustantimes.com was relaunched and
Livemint.com was introduced.

2008
Firefly, e-ventures, an HT Media company launched its first portal for job seekers, Shine.com.

DETAILS OF THE COMPANY

HT Media Ltd. founded its beginning in 1924 when its flagship newspaper, Hindustan Times
was inaugurated by Mahatma Gandhi. HT Media (BSE, NSE) has today grown to become one of
India’s largest media companies. Produced by an editorial) team known for its quality,
innovation and integrity, Hindustan Times(English) and Hindustan Times(Hindi) have a
combined daily circulation of 2.25 million copies and a readership base of 12.4 million readers to
their credit. Both dailies enjoy strong brand recognition among readers as well as advertisers.

Large readership base, HT Media Ltd. operates 19 printing facilities across India with an
installed capacity of 1.5 million copies per hour.
In addition to Hindustan Times and Hindustan, HT Media Ltd. also publishes a national business
newspaper Mint. Mint is one of its kind newspapers in the sense that the company has an
exclusive agreement with WALL STREET JOURNAL to publish Journal branded newspaper
in India.
Mint is today the second largest newspaper in India with presence in the key market of Delhi,
Mumbai and Bangalore.

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HT Media Ltd. with its subsidiary HT Music and Entertainment Company Ltd. has made its
foray into electronic media. Diversifying its ambit of operation, the company in a consulting
partnership with VIRGIN RADIO has launched FM Radio channel – FEVER104.
Internet business of HT Media Ltd. incorporated under Firefly e-ventures operates leading web
portals Hindustantimes.com and livemint.com in the general and business news categories
respectively. The company has recently launched Shine.com a jab portal which has received high
appreciation from consumers and industry for its innovative design and usability.

THE BOARD OF DIRECTORS AND MANAGEMENT OF HT MEDIA

LTD. COMPRISES EMINENT PERSONS FROM DIVERSE
PROFESSIONAL FIELDS, WHO BRING WITH THEM VAST
PROFESSIONAL EXPERIENCE TO THE COMPANY.

BOARD OF DIRECTORS:
Chairperson: SHOBHNA BHARTIYA

Chief Executive Officer: RAJIV VERMA

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Directors: KN Memani, NK SINGH, AJAY RELAN, MUKESH AGHI
Whole Time Directors: PRIYAVRAT SINGH, SHAMIT BHARTIYA

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CHAPTER: 2
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VISION AND
MISSION

VISION:
1) To stand at a respectful position in this competitive marathon and also to keep up the
pace of the changing needs of their value readers.
2) To win more and more readers to their cause.

MISSION:
1) The mission is to create space for the market share of MINT by tapping uncovered
market and by taking bites from competitor’s bit from market share.
2) Getting the benefits of the paper to be known to market.

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3) They endeavor to improve the quality of people’s lives by empowering them through
information entertainment and education.

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CHAPTER: 3
PRODUCT
PROFILE

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PRINT
 ENGLISH
HINDUTAN TIMES
MINT
BRUNCH

 HINDI
HINDUSTAN
NANDAN
KADAMBINI

 RADIO
FEVER 104FM

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INTERNET
With brands like Hindustantimes.com, Livemint, Desimartini and Shine.com, Firefly spearheads
Hindustan Media Ventures Limited foray into the Internet Media Space.
Firefly e-ventures Ltd. a 100% Hindustan Media Ventures subsidiary focuses on creating and
building brands and businesses in the Internet Media Space. Firefly aims to combine Hindustan
Media’s 84 year old legacy as one of India’s largest and most respected names in the media
industry, with innovation and energy that characterize the Internet Space.

SOME INTERNET CONTACTS:

LIVEHINDUSTANTIME.COM
Livehindustan.com is the Hindi News website of HT Media Ltd., which promises far more than
what Language sites are typically credited for. Its comprehensiveness and exclusive online
content by the online editorial team adds to the huge print repository of stories carried in the
parent brand Hindustan, and is updated round the clock with the latest in breaking news action.
The legacy values of the Hindi print flagship brand – Hindustan – can be seen upheld in the
online avatar bringing to the table its credibility; authenticity and unbiased content, to provide its
dedicated reader base a Best in Class Hindi News & Content site.

LIVEMINT.COM
Livemint.com is the online version of business daily Mint. It offers online global news, breaking
news, current news, along with financial, technological and economic news.

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SHINE.COM
Shine.com is a job portal operating in India founded in 2008. The portal is a subsidiary of HT
Media Ltd. During the span of 11 years, Shine.com connected job seekers and recruiters by
matching candidate profiles to the relevant job openings.

DESIMARTINI.COM
DesiMartini is a website and blog that focuses on providing news and opinion pieces about the
latest in entertainment.

HINDUSTAN TIMES
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With multiple new initiatives to build business and editorial excellence, the company’s flagship
newspaper Hindustan Times (HT) achieved new milestones of success during the year. It
remained the leading English Daily in Delhi for the 13th Indian Readership Survey (IRS) round in
a row and was the second largest newspaper by readership in Mumbai.

HT CITY AND BRUNCH

Hindustan Times supplement HT City and Brunch continued to gain popularity among readers
during the year. Research shows that about 75% of all Hindustan Times reader read HT City
which offers them the best in Entertainment, City and Campus, Art and Lifestyle. As part of its
special focus on City and Campus, a special series on Women Safety called “SAFE IN THE
CITY” was launched in the wake of the tragic DECEMBER 16 incident.

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MINT
Mint is an Indian financial daily newspaper published by HT Media, a Delhi-based media group
which is controlled by the KK Birla family and also publishes Hindustan Times It mostly targets
readers who are business executives and policy makers. It has been in circulation since 2007.
It is India's first newspaper to be published in the Berliner format. The former editor of the Wall
Street Journal India, Raju Narisetti was the founding editor of Mint till he stepped down in
2008.Narisetti was succeeded by Sukumar Ranganathan who served as editor till 2017.
In 2014, Mint and the Journal ended their seven-year editorial partnership 
In 2017, former editor of Khaleej Times Vinay Kamal was appointed as Editor replacing
Sukumar Ranganathan.
Mint began in collaboration with The Wall Street Journal on 1 February 2007, with the Journal's
former deputy managing editor, Raju Narisetti as its founding editor
Mint changed from the Berliner format it popularized in India and became a broadsheet in 2016.
According to a press release, Mint and Mint's digital platform Livemint.com would complement
each other.

SUPPLEMENTS OF MINT
MINT LOUNGE
Lounge is the weekend edition of Mint. Every Saturday, Lounge presents a visually engaging
look at the “BUSINESS OF LIFE”. With articles on travel, gadgets, fashion, books, culture,
parenting and food, the editors of lunge bring the perfect work life balance to the week.

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MINT MONEY
It is a daily section on market and Personal Finance that comes inside MINT. Through its
researched and analyzed content, Mint money help its readers develop an understanding of how
various financial products and market works.

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HINDUSTAN
Hindustan Dainik or ''Hindustan'' is an Indian Hindi-language daily newspaper and the fourth-
largest circulated newspaper in India. It is published by Hindustan Media Ventures Limited.
Earlier it was part of HT Media Ltd group, which spun off its Hindi business into a separate
company named Hindustan Media Ventures Limited in December 2009.It ranks as the second
largest-read daily in the country. Hindustan has 21 editions across the Hindi belt. They are
spread across Delhi, Haryana (Faridabad), Bihar
(Patna, Muzaffarpur, Gaya, Bhagalpur and Purnea), Jharkhand (Ranchi, Jamshedpur and Dhabi),
Uttar Pradesh
(Lucknow, Varanasi, Meerut, Agra, Allahabad, Gorakhpur, Bareilly, Moradabad, Aligarh,
and Kanpur and Uttarakhand (Dehradun,  Haridwar, Haldwani Apart from these, the paper is
also available in key towns like Mathura, Saharanpur, and Faizabad.
In Delhi plus NCR, Hindustan is an undisputed No. 2 and has a rapidly growing reader's even as
the market is declining. Hindustan readership has grown to 120 L readers in Q4 11. As per
Total Readership, Hindustan is No 2 with 385 L readers.
Currently, the major editions of Hindustan are available online in e-paper format.

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CHAPTER: 4
PARTNERS

PARTNERS OF HINDUSTAN TIMES

LIMITTED
 BURDA
 REDMATCH
 THE WALL STREET JOURNAL
 VELTI
 VIRGIN

BURDA
It has interests in publishing radio, event management, and the internet. Apart from staging the
largest premium annual digital conference in Europe, Burda also publishes and prints several
hundred magazines including local editions of Elle, Playboy and Focus and catalogs.

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REDMATCH
It is world leader in online recruitment solutions. Using unique Real-Time Job Matching
technology, Redmatch enable recruiters to find and hire the best people, faster and more cost
effectively. Thousands of satisfied users are already using the Redmatch products.

THE WALL STREET JOURNAL

The wall street journal, the flagship publication of Dow Jones and Company is the world’s
leading business publication. Founded in 1889, it has a print and online circulation of nearly 2.1
million, reaching the nation’s top business and political leaders as well as investors across the
country.

VELTI
Velti’s market leading mobile marketing technology platform, coupled with its experience in the
mobile advertising industry, enables clients around the world to deliver an extensive range of
highly targeted marketing campaigns. With operations in 25 countries and a mobile marketing
joint venture with the inter-public group, a total global holding group of advertising agencies,
Velti has the ability to reach through its platform an estimated 1.4 million customers.

VIRGIN
One of the most respected brands in Britain-is involved in a variety of businesses including
airlines, train, finance, soft drinks, mobile phones, holidays, cars . What tie all these together are
the values of the brand and the vision and ambition of its founder Sir Richard Branson.

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CHAPTER: 5

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SALES AND
DISTRIBUTION

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PRE-PRESS ACTIVITY
POST-PRESS ACTIVITY

PRE-PRESS ACTIVITY
It involves all the editorial departments work where they have to collect the news and it has to be
given into the production department in a prescribed limit. This time limit is said as the cut off
time or releasing time.

POST-PRESS ACTIVITY
It is the distribution. Mint has divided Gujarat in 2 main sections, Ahmadabad and upcountry
market. The upcountry market has about 7 centres.

MINT gets involved in various types of sale activity. They are:

SUBSCRIPTION SALE
A one year subscription by paying fixed amount is sale by subscription.

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CASH SALES
Customers when paying the amount to purchase the newspaper directly to the book stall in cash
then the sale is said to be cash sales.

LINE SALES
It is the sale in which there is post paid billing. When the customer gets the MINT copy through
the vendor and pays in the end of month, it is line sales.

INSTITUTIONAL SALES
Few corporate, hotels and colleges take copy in bulk, which is said to be as institutional sales.
MINT has the responsibility till the delivery at their doorstep and further distribution is on the
Company or the Institution concerned.

DISTRIBUTIONAL CHANNEL
Distribution is exactly for maintaining the brand equity in the market. The promises which were
made to the customers can be fulfilled by the proper channel and the right time delivery of the
newspaper.

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CHAPTER: 6
PRICING OF
MINT WITH
OTHER
FINANCIAL
NEWSPAPER
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CHAPTER: 7
SWOT
ANALYSIS
OF MINT

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STRENGTHS
 Wide coverage especially in Northern India.
 Part of a huge media conglomerate means excellent reach
 Has A good pool of supplements covering education, entertainment, Sunday lifestyle
magazine.
 Separate money and market section with 4 pages.
 Exclusive partnership with the Wall Street Journal.
 Overview of the whole week is given in weekend.
 Provide general awareness in terms of investment.

WEAKNESS
 Lack of brand awareness.
 Cover only large and mid cap entities.
 Limited pan-India presence and penetration as compared to market leaders.
 Tough competition means market share is not growing

OPPORTUNITIES
 Can have tie-ups with renowned brands for ads.
 Potential market availability.
 Can introduce a new segment on Sunday.
 Can give up an extra page on DELHI related news.

THREATS
 Online news medium means reduced circulation.
 Increased competition from other business dailies.
 Toughest competition from ECONOMIC TIMES.

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CHAPTER 8:
RECENT
ISSUES IN
NEWSPAPER
INDUSTRY

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  Indian newspaper Society has advised its member-publications to reduce their newsprint
consumption by 20%.
 To tide over the crisis, INS members are pressing for a 30% increase in government
advertising rates.
 Newspapers may see a 10% drop in ad volume
 The print media industry is saying it is not as bullish as it was last year.
 Print media industry increased their advertisement rates.

Hindustan Times and Times of India jointly launched a newspaper ‘METRO NOW’, a
morning tabloid targeted at the age of 18-30 years. Metro now is published by Metropolitan
Media, a 50:50 joint venture between HT Media and Times of India group. Even though the
tabloids have not been very successful in the past, especially in Delhi, but this market is now set
to experience world-class changes as three major tabloids are lined up for Delhi region alone-
first it was metro now and recently MID DAY group has re-launched its afternoon tabloid ‘MID
DAY DELHI’ on the same content lines as ‘MID DAY MUMBAI’. Both the newspapers are
targeted at the young readers who are regularly on the move. Besides, the Times of India group
is set to launch Bangalore Mirror, another tabloid for the IT city Bangalore. In terms of adopting
new technologies, the newspapers have realized that customers having so many choices, readers
would go for newspapers that are more reader-specific, content-rich and give value for money.

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CHAPTER 9:
A CONCEPTUAL
AND THEORITICAL
ASPECT OF
ADVERTISEMENT

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ADVERTISEMENT
“Doing business without advertising is like winking at a girl in the dark, you know what you are
doing, but nobody else does”

The word “ADVERTISING” has its origin from a Latin word “Advertise” which means to turn
to. It may be interpreted as to turn the attention of the people concerned to a specific thing which
has been announced by the advertiser publicity in order to information and influence them with
the ideas which the advertisement carries. In business world, the term is mainly used with
references to selling the product of the concern.

When the firm has developed a product to satisfy the market demand after thoroughly analyzing
the market, there is a need for establishing contact with the target market to eventually sell the
product. Moreover, this has to be a mass contact. Which means that the marketer is interested in
reacting a large number of people so that product may receive optimum exposure?
Naturally the best way to reach this target market is through advertising is one of the means to
publicity, sales promotion and public relation.

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OBJECTIVE OF ADVERTISING
The main objective of advertising is communication. It long term objective is the profit
maximization of the firm. Through the basic purpose of advertising is to bring the advertised
product as well as the feature and use of the notice of the consumer. Its serve a number of other.
Allied purpose also includes:

 Helps to salesman
 Certainty of new demand
 Removal of doubt about product and services
 Maintenance of scale demand
 Creation of image and goodwill of the advertising firm.

NEWSPAPER ADVERTISING
The bulk of newspapers revenue comes from advertising- the contribution from sales is small by
comparison. On average, a newspaper generates 80% of its revenue from advertising and 20%
from sales. The portion of the newspaper that is not advertising is called EDITORIAL
CONTENT, EDITORIAL MATTER or simply EDITORIAL. Although the last term is also

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used to refer specifically to those articles in which the newspaper and its guest writers express
their opinions.

Newspapers have been hurt by the decline of many traditional advertisers. Department stores and
supermarkets could be relied upon in the past to buy pages of newspaper advertisements, but due
to industry consolidation are much less likely to do so now.

ADVANTAGES OF NEWSPAPER
ADVERTISING
 Most paid-circulation papers, both daily and weekly, reach the majority of homes in
theory primary city or town.
 Almost every home in the India receives a newspaper, either at the newsstand or by home
delivery.
 Newspapers permit an advertiser to reach a large number of people within a specified
geographical area.
 The newspaper offer a predictable frequency of publication: once, twice or up to seven
times a week.

DISADVANTAGES OF NEWSPAPER
ADVERTISING
 Any given advertising message must complete for the reader’s attention. The paper may
contain hundreds of ads, as well as dozens of articles and features for the reader to wade

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 through. If the total time spent scanning a newspaper is only 20 minutes, your ad may be
noticed by a significant number of people.

 You have no assurance that every person who receives the newspaper will read your ad
They may not read the section you advertised in, or they may simply have skipped the
page because it contained little or nothing else of interest.

 It has relatively short life span.

CHAPTER: 10
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CONCLUSION

Advertiser’s perception towards hyper local is very

important for Newspaper Company. Because
advertisement is the main cause of revenue generation
in print media industry. Therefore newspaper
agencies try to capture maximum no. of advertisers
and maximize their profits.

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