A Study On The Selected Newspapers In Rajasthan In The View Of Marketing Strategies

Abstract

In todays world reading newspaper is a ritual performed by every educated person. Every day around the world more than half of the adult population read a daily newspaper, 3 billion in print and more than 950 million digitally. The newspaper industry generates over US$ 180 billion of revenue globally from content sales, advertising revenues and increasingly other form of diversified revenue streams (World Press Trends Report ,2019). This research is conducted for analyzing the marketing strategies of selected newspapers in Rajasthan region. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal.  Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. The objective of the study is to analyze the level of agreement of respondents who read Hindi or English Newspaper regarding selected factors which affect their decision while reading/buying/subscribing the newspaper and also to analyze the level of agreement of respondents with different Newspaper subscription at home regarding selected factors which affect their decision while reading/buying/subscribing the newspaper. The study is based on different marketing strategies opted by selected Newspapers in Rajasthan region.