A Project Report

On

The Role of Print Media in the Digital Era: Assessing

Customer Preferences at Sandesh Press

(In partial fulfillment of the requirement of comprehensive project in the

Master of Business Administration program at GLS University.)

Submitted to:

Faculty of Management

Under the Guidance of:

Dr. Komal Pandya

Submitted By:
202300510010004 JATIN AGARWAL
202300510010044 KUNJ BHAVSAR
202300510010066 RITIKA CHHATBAR
202300510010111 AKSHAT GORECHA
202300510010136 SOUMYA JAIN
202300510010182 TWINKLE LALWANI
202300510010230 SANSKAR PANCHAL
202300510010264 NEVYA PATEL
202300510010308 PRIYAM RAIYANI
202300510010331 DHRUV RAVAL
202300510010354 AKSHAT SHAH
202300510010386 NAIYA SHAH
202300510010418 MUDRA SHETH
202300510010454 RIDDHI TANDEL
202300510010486 JIYA VORA

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Table of Content:

Abstract……………………………………………………………………….4

Introduction…………………………………………………………………..5

Literature Review…………………………………………………………….6

PESTEL Analysis…………………………………………………………….8

Porter’s Five Force Analysis…………………………………………………14

SWOC Analysis……………………………………………………………….28

Objectives of Study…………………………………………………………...32

Scope of Study………………………………………………………………...42

Need of Study…………………………………………………………………42

Research Design………………………………………………………………42

Sampling Plan………………………………………………………………...42

Data Collection………………………………………………………………..42

Limitation of Study…………………………………………………………...43

Demographics…………………………………………………………………44

Analysis of Survey Questionnaire…………………………………………...46

Findings………………………………………………………………………..56

Conclusion…………………………………………………………………….57

References……………………………………………………………………..58

Appendix………………………………………………………………………60

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List of Tables:

Table 1:
Demographics…………………………………………………………………………….....44

Table 2: Frequency of Newspaper Reading by Age………………………………………46

Table 3: Preferred Format for News Consumption by Educational Qualification……..47

Table 4: Occupation vs. Annual Income and Newspaper Reading Frequency…………48

Table 5: Credibility of Print Media vs. Digital Media…………………………………....49

Table 6: Role of Newspapers in Shaping Public Opinion……………………………...…50

Table 7: Preferred Way to Access Advertisements…………………………………….…50

Table 8: Interest in Digital Subscription to Sandesh Newspaper……………………..…51

Table 9: Improvements Suggested for Sandesh Newspaper…………………………..…52

Table 10: Relevance of Print Media in the Next 10 Year……………………………...…53

Table 11: How Print Media Can Compete with Digital Platforms………………………54

Table 12: Role of Newspapers in the Digital Era…………………………………………55

List of Figures:
Figure 1: CTP Machine (Computer to Plate)…………………………………………….7

Figure 2: Printing Machines (Towers)……………………………………………………7

Figure 3: Folden Machine…………………………………………………………………7

Figure 4: Stake Machine…………………………………………………………………..7

Figure 5: Group photo…………………………………………………………………….66

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Abstract:

This research explores the shifting landscape of print media in the digital era, with a focus on
customer preferences at Sandesh Press. As digital platforms continue to dominate news
consumption, traditional print newspapers face significant challenges, including declining
readership, increasing production costs, and difficulties in monetizing digital content
effectively. The study reveals that younger audiences, particularly those aged 18-25, are more
inclined toward consuming news via social media and digital platforms, valuing instant
access, personalization, and interactivity. However, print media continues to hold a strong
position among older generations, who trust newspapers for their credibility, depth, and
reliability. The study also highlights the economic struggles of print media, as advertising
revenues shift toward digital platforms, making it imperative for newspapers like Sandesh
Press to explore alternative revenue models such as digital subscriptions, sponsored content,
and targeted online advertising. Despite these challenges, the research identifies key
opportunities for Sandesh Press, including the expansion of digital platforms, investment in
hyper-localized and community-driven content, and the integration of innovative storytelling
formats like multimedia and interactive journalism. A balanced print-digital strategy,
supported by technological advancements and audience engagement initiatives, can help
newspapers retain their existing loyal readership while also attracting a younger, digital-
savvy audience. To remain competitive in the rapidly evolving media landscape, Sandesh
Press must embrace digital transformation while maintaining its regional identity, journalistic
integrity, and the trust of its readership.

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Introduction:

Sandesh is one of the leading and widely circulated newspapers in Gujarat, India. Established
in 1923, it has a rich history of delivering timely and reliable news in Gujarati, making it a
significant part of the media landscape in the region. Sandesh offers a broad range of content,
including national and international news, politics, entertainment, business, sports, and cultural
stories. Known for its commitment to journalistic integrity, the newspaper has earned a
reputation for being a trustworthy source of information and plays a vital role in shaping public
opinion. Over the years, Sandesh has adapted to changing media trends, incorporating digital
platforms alongside its traditional print publication, which has expanded its reach and influence
among diverse audiences.

In today’s digital-driven world, where online media dominates marketing strategies, print
media, especially newspapers, continues to hold a significant place in influencing consumer
preferences. This study explores the impact of newspaper advertising on consumer behavior
while also shedding light on the fascinating process behind newspaper production.
The journey of a newspaper begins with “digital design software”, where layouts and
advertisements are carefully planned. The “advertising department” decides the number of
pages, which then moves to the “editorial team” for finalization. Once approved, the
“computer-to-Print (CTP) department” creates “aluminum plates”, which serve as the blueprint
for printing. The process uses “four colors—cyan, magenta, yellow, and black (CMYK)”—to
produce vibrant, high-quality prints.

At the heart of production are “six massive printing towers”, each capable of printing “four
pages at a time”, churning out “45,000 copies per hour”. Huge paper rolls, each producing
“20,000 copies”, are loaded onto “drill stands”, after which the newspapers go through
“folding, cutting, and counting machines” to ensure precision. Finally, they are bundled using
“stackers” and prepared for distribution. The scale of production is staggering, with “700 rolls
of paper used in a 2,000 sq. ft. facility, 220-liter color drums” ensuring crisp prints, and an
incredible “1,000,000 newspapers produced daily”.

Despite the rapid shift toward digital platforms, newspapers still play a vital role in advertising,
engaging readers, and influencing consumer decisions. This study aims to examine the
effectiveness of print media in today’s competitive marketing landscape, assessing its strengths
and the evolving need for integration with digital strategies.

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Production Process:

Step 1: Planning and Content Creation

• The Advertisement Department decides how many pages will be printed in each
edition. They plan the layout and allocate space for ads and editorial content.
• Once the ad department finalizes the page count, the details are sent to the Editorial
Department. Here, the editorial team works on the content, ensuring it’s ready for
printing.

Step 2: Pre-Press Preparation (CTP Department)

• The finalized content is sent to the Computer to Plate (CTP) Department. This is
where the digital files are processed and prepared for printing.
• The CTP department creates aluminium plates for each page. These plates are used in
the printing machines to transfer the content onto paper.

Step 3: Printing Process

• The printing process uses four primary colours: Cyan, Magenta, Yellow, and Black
(CMYK). These colours are combined to create the final printed images and text.
• There are 6 printing machines (also called towers). Each tower can print 4 pages at a
time.
• The machines operate at high speed, producing 45,000 copies per hour.

Step 4: Paper Handling and Loading

• Large rolls of paper are loaded onto the machines using a Drill Stand. Each roll can
produce 20,000 copies.
• Approximately 700 rolls of paper are used daily, covering an area of 2000 square
meters.

Step 5: Folding, Cutting, and Counting

• After printing, the newspapers move to the Folden machine. This machine folds the
pages, cuts them to the correct size, and counts the copies.
• Each printing machine has 5 units, and each unit produces 4 copies at a time.

Step 6: Bundling and Packaging

• Once the newspapers are folded and cut, they are bundled together using a Stoker.
This machine stacks the newspapers into neat bundles for easy distribution.

Step 7: Colour Management

• The printing process uses 220-liter drums of colour. These drums are imported and
used directly in production.
• The colours are carefully managed to ensure consistent quality across all copies.

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Step 8: Daily Production Capacity
• The production facility is highly efficient, producing 1,000,000 copies per day. This
massive output ensures that the newspaper reaches a wide audience.

Step 9: Storage and Distribution

• The printed newspapers are not stored for long. Instead, they are transferred directly
to the distribution team on a weekly basis.
• Hawkers (local distributors) are given bundles of newspapers to distribute to local
transporters, ensuring timely delivery to readers.

Step 10: Quality Control and Employee Training

• Interestingly, there is no formal quality control process mentioned. However, the
company provides regular training to its employees to maintain high standards.

Step 11: Market Strategy and Sales

• The actual cost to produce one newspaper is 22 rupees, but it is sold to readers for
just 5 rupees. This pricing strategy helps maintain affordability and accessibility.
• Sandesh holds a significant market share and is considered a market leader in its
region.

Step 12: Human Resources and Expansion Plans

• The company employs over 1500 people, making it a major employer in the area.
• Sandesh is not just limited to newspapers. They have launched several other
companies and are exploring new sectors, including the ceramic industry. Some of
their ventures include Satya’s Branche, Apple Wood Township, and Sandpoint.

Figure 1: CTP Machine (Computer to Plate) Figure 2: Printing Machines (Towers)

Figure 3: Folden Machine Figure 4: Stake Machine

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Literature Review:
(Sushim Kanchan A. M., 2024) Print media has historically played a crucial role in public
health communication, serving as a key channel for raising awareness and promoting healthy
behaviors. Despite challenges like digital competition and financial constraints, it remains vital
for addressing health issues and disseminating information during emergencies. This narrative
review highlights the enduring relevance of print media in today’s digital age, emphasizing the
need for strategic planning, targeted distribution, and audience engagement to maximize its
impact. Through a comprehensive literature search and iterative analysis, the review
underscores print media’s unique ability to provide tangible, accessible information. However,
its effectiveness depends on adapting to technological advancements and evolving media
landscapes, requiring innovative approaches to sustain its role in advancing public health goals.

(Manudeep Bhuller, 2024) Research on the impact of broadband internet on print media
highlights significant shifts in readership and revenue models. Studies using data from the
Norwegian media market provide causal evidence that broadband adoption led to declines in
print circulation and increased online news consumption. However, despite this transition,
newspaper revenues suffered due to challenges in monetizing digital platforms. In response,
newspapers implemented cost-cutting measures, including workforce reductions and smaller
print formats, while altering content strategies. These findings underscore the disruptive effect
of digitalization on traditional media, emphasizing the need for innovative revenue models to
sustain newspaper businesses in the digital era.

(Rosy Febriani Daud, 2024) The evolution of information technology has driven the
transformation of print media into digital platforms, reshaping how audiences access
information. This shift presents both challenges and opportunities for media organizations to
adapt to the digital era. While traditional print media is declining, it has begun to embrace
digital transformation, altering business models and audience engagement strategies. This
qualitative study, based on a literature review of books, articles, and journals, highlights the
profound impact of this transition on information consumption. The findings emphasize that
the move to digital media has significantly influenced how people seek and interact with
information, marking a pivotal change in the media landscape.

(Sushim Kanchan, 2024) A Narrative Review. Print media plays a crucial role in public health
communication by spreading awareness and promoting healthy behaviors. This review
examines its historical significance and continued relevance amid digital competition. Despite
challenges like financial constraints and technological advancements, print media remains vital
for addressing health issues and supporting public health emergencies. Effective use requires
strategic planning, targeted distribution, and thorough evaluation to ensure widespread impact.
Literature was reviewed through electronic databases and manual searches, with key insights
derived from rigorous analysis. While its effectiveness faces challenges, innovative approaches
and collaboration can maximize print media’s potential in advancing public health goals.

(James G. Webster, 2024) Audience fragmentation is often linked to social polarization, but
existing tools provide limited insights into how attention is distributed across digital media. A
theoretical framework advocating for audience-centric studies has been proposed to address
this gap. Using network analysis on Nielsen data, researchers examined 236 media outlets and

8
found high levels of audience duplication, indicating overlapping attention patterns rather than
isolated loyalist groups. This challenges the notion that fragmentation inherently leads to
polarization, suggesting audiences engage with multiple media sources in interconnected ways.
These findings underscore the need for audience-centric approaches to better understand media
consumption and its implications for social cohesion.

(Iyengar, 2024) This study explores the increasing preference for digital media platforms like
Netflix, Amazon Prime, and Hotstar among Chennai users. The research highlights the shift
from traditional television to OTT platforms, driven by smartphone penetration, diverse content
availability, and post-lockdown behavioural changes. It also examines the decline in cable and
satellite TV subscriptions and the influence of age on platform preferences. The findings
provide insights into user trends, including the popularity of religious content among elderly
viewers.

(Pinem, 2023) The COVID-19 pandemic accelerated the shift from print to digital media, as
online platforms became the primary source of information due to their accessibility.
However, this transition has raised concerns about credibility, as the ease of publishing online
has led to rampant fake news, often lacking the rigorous editorial standards of print media.
This systematic literature review examines the impact of this shift on media literacy,
particularly among younger generations, who struggle to distinguish between accurate and
fake news. The findings highlight the urgent need for critical media literacy to ensure the
future of journalism does not regress amid the challenges posed by digital media’s rapid but
often unverified information dissemination.

(Kudzanai Sharara, 2023) The migration to digital platforms has significantly impacted the
financial performance of traditional newspaper divisions. Studies highlight factors influencing
this shift, including reader and advertiser preference for online news, cost efficiency, and
digitalization’s effect on revenue. Theoretical frameworks such as the Technology Acceptance
Model (TAM) and Resource-Based View (RBV) suggest that digital transformation is essential
for sustainability. Research emphasizes the need for strategic adaptation, including employee
upskilling, investment in modern technologies, and a comprehensive transformation
framework. Findings align with broader discussions on digital media’s disruption of print,
stressing the necessity for newspapers to evolve to remain financially viable.

(Saleem, 2023) The shift from print to digital news consumption is often analysed through the
uses and gratifications theory and the media displacement hypothesis. Research indicates that
affordability, accessibility, and ease of use drive the preference for online news, particularly
among younger demographics. A study of media students in Lahore found that most preferred
daily online news updates, especially in emergencies, despite concerns over credibility.
Findings suggest that while print newspapers retain some value, their purchase rates are
declining. This aligns with broader studies on media consumption, reinforcing that online news
is gradually replacing print due to convenience and cost-effectiveness.

(Eko Pamuji, 2023) The decline of print media in the digital era has been widely discussed in
media studies. Scholars argue that digital media poses a significant challenge to traditional
newspapers, forcing many to shut down or transition to digital editions. The Marxist Media
perspective highlights the commodification of media products, where content is repurposed
across multiple platforms to maintain profitability. Studies on newspapers like Jawa Pos and
Surya reveal how media businesses adapt through cross-platform content distribution. This
`aligns with research on media convergence, emphasizing the strategic use of digital

9
transformation to sustain commercial viability in an increasingly competitive media landscape.

(Francis Mdlongwa, 2023) Studies on reader perceptions and preferences in the digital era
highlight key challenges and opportunities for print newspapers. Research on South African
legacy newspapers indicates that print media success in the Fourth Industrial Revolution (4IR)
depends on adapting to digital transformation. Customer satisfaction significantly influences
readership choices, emphasizing the need for audience-driven strategies. Quantitative analysis
of major newspapers reveals that shifting reader preferences impact circulation and
engagement. Findings suggest that industry stakeholders should leverage these insights to
develop policies that enhance digital adoption while preserving print media’s relevance,
ensuring sustainable news delivery in an evolving media landscape.

(Rai, 2022) Media has become an essential part of our daily lives, connecting people globally
and helping us navigate the vast amount of information we encounter. It exists in three main
forms—Print Media, Electronic Media, and Digital Media—each with its own unique value.
However, the rise of digital media, driven by technology, has transformed how we consume
news, offering real-time updates, interactivity, and global reach. This shift has disrupted
traditional print media, creating a space where both coexist. While digital media dominates for
its convenience, print media remains valued for its credibility, depth, and tactile experience.
This review explores the impact of digital media on print media, examining the challenges and
opportunities it brings, and how print media can adapt by blending its traditional strengths with
digital innovations to stay relevant in an ever-evolving media landscape.

(Firmansyah Firmansyah, 2022) In the digital era, print media faces existential challenges,
yet some, like West Java’s Pikiran Rakyat newspaper, continue to thrive. This study explores
how print media survives in a digital society, using a sequential explanatory design combining
quantitative and qualitative methods. A survey of 1,540 respondents revealed sustained reader
interest, with newspapers valued for their credibility and absence of clickbait. Qualitative
findings from observations, interviews, and focus group discussions highlighted that print
media’s survival is less about revenue and more about maintaining its iconic status. The study
underscores the resilience of print media, emphasizing its unique value in an increasingly
digital world.

(Schneider, 2022) While TV dominates India’s media landscape and digital platforms grow
rapidly, print media, particularly newspapers, continues to thrive, defying the "newspaper
crisis" seen in Europe and the US. India’s newspaper market, one of the largest for English-
language publications, is driven by daily newspapers in major Indian languages, reflecting a
shift from a linguistically "split public" to an integrated multilingual "consumer sphere."
Economic liberalization has blurred boundaries between English, Indian-language, and
regional newspapers, with regional geographies playing a key role in expansion. This
highlights the need to de-westernize debates on print media by examining diverse trajectories
in the global South, where media dynamics differ significantly from Western contexts.

(Vishal, 2021) Despite significant research on working capital management in various

industries, the printing industry remains underexplored, particularly in India. No studies have
analyzed the relationship between working capital management practices and profitability in
this sector. This research aims to fill this gap by examining the impact of working capital
management on the performance of selected printing industry firms in India. By exploring
relevant theories and practices, this study seeks to assess how the management of current assets
influences profitability, bridging the gap between theoretical concepts and industry practices

10
in the context of the Indian printing industry.

(Shalini Narayanan, 2021) Television, especially regional channels like Door darshan, is the
most effective medium for rural and semi-urban audiences in India, as seen in studies like the
Bharat Nirman campaign. Its local language content ensures high engagement for public
service advertising. Newspapers and radio lag due to literacy barriers, distribution challenges,
and limited appeal. Mobile phones, despite widespread use, are underutilized for public service
communication, serving mostly personal and entertainment needs. Regional television’s
success highlights the importance of localized content in rural media consumption. Public
service campaigns should prioritize television while exploring mobile platforms and
revitalizing traditional media to enhance rural outreach and engagement.

(Isyaku Hassan, 2021) The rise of new media technology has significantly impacted traditional
newspapers, affecting subscriptions, readership, circulation, and advertising revenue. Studies
highlight key challenges such as declining reading culture, reduced interactivity, and audience
preference for free digital news. Despite these obstacles, research suggests that newspapers can
sustain their relevance by integrating digital strategies while maintaining print editions. Digital
platforms enhance accessibility and readership, but they struggle to replicate the credibility and
depth of traditional newspapers. Scholars emphasize that leveraging technology can help
newspapers expand their audience and attract advertisers, ensuring sustainability in the
evolving media landscape driven by digital communication.

(Maharishi, 2021) The newspaper industry is undergoing a major transformation due to the
rise of digital media. Studies indicate that smartphones and free online news have significantly
influenced reader preferences, making digital platforms more accessible and popular. Research
on the Indian newspaper industry highlights the shift in news consumption habits, with digital
media gaining prominence. Existing literature examines how newspapers are adapting to these
changes and the challenges they face in maintaining readership. Surveys analysing consumer
behaviour further reinforce the growing dependence on digital platforms. This aligns with
broader discussions on media evolution, emphasizing digital media’s increasing dominance
over.

(Mathai, 2021) Effectiveness of Print Media Marketing in Digital Age: A Study on Indian
Telecommunication Industry: This study evaluates the effectiveness of print media marketing
in the Indian telecommunication industry within the digital era. While print media has
traditionally influenced businesses positively, the research examines its ability to retain
customers amid the growing dominance of digital platforms. A survey of 200 telecom
customers reveals that while print media remains relevant, it is insufficient on its own for
customer retention. The study recommends integrating print media with digital and social
media marketing to enhance awareness and engagement. Findings highlight the inevitable shift
to online marketing, while also addressing implications, limitations, and future research
directions.

(Shahid, 2020) This study examines the transformative impact of digital technologies on
consumer dynamics and marketing paradigms. It highlights how digital media marketing has
shifted power towards consumers by enabling interaction, communication, and user-generated
content. Using a semi-systematic comparative literature review, the paper analyzes consumer
empowerment in Pakistan, China, South Korea, and Mexico. Findings indicate that Pakistani
and Mexican brands lag in digital transformation compared to China and South Korea. The
research underscores the significance of consumer empowerment in digital media adoption and

11
evolving marketing strategies globally.

(M. Yoserizal Saragih, The Challenges of Print Media Journalism in the Digital Era, 2020)
This study examines the challenges faced by print media journalism in the digital era, where
the rapid growth of online media has become a significant threat. The widespread use of the
internet and mobile devices has made online media more accessible, leading to a decline in
print media readership as loyal audiences shift to digital platforms. The findings highlight that
the primary challenge for journalists is the intense competition between traditional print media
and new online media. Journalism, as a profession, has been significantly impacted, as online
platforms offer new channels for disseminating information, forcing print media to adapt to
remain relevant in an increasingly digital landscape.

(M. Yoserizal Saragih, 2020) The rise of digital media has posed significant challenges to print
journalism, with online platforms rapidly gaining readership. Studies indicate that the
accessibility of online news via mobile devices has led to a shift in consumer behaviour,
threatening the sustainability of print newspapers. Existing research highlights the competition
between traditional and digital media, emphasizing the need for print journalism to adapt.
Scholars argue that while digital platforms offer faster news dissemination, they also create
challenges related to credibility and journalistic integrity. This aligns with broader discussions
on media transformation, reinforcing the growing dominance of digital media over print
journalism.

(Rusha Mudgal, 2020) The evolution of print newspapers in India reflects their adaptability
amidst changing media landscapes. Historically, newspapers played a crucial role in the
freedom struggle and post-independence nation-building. Despite challenges from satellite
television in the 1990s and the rise of digital media, print has continuously reinvented itself to
remain relevant. Studies highlight the shift in news consumption habits, with e-newspapers
gaining traction due to digital accessibility. However, print newspapers persist due to
credibility and localization. Research based on expert discussions suggests that while print
remains significant, the future of news consumption in India is increasingly digital, driven by
technological advancements.

(Rand, 2020) Despite the rapid expansion of digital media, printed materials retain significant
value across industries and personal use. Studies highlight those tangible formats, such as
paperback and hardback books, offer unique advantages, including durability, sensory
engagement, and reduced eye strain. Research also emphasizes the psychological and cognitive
benefits of print, such as better comprehension and retention compared to digital reading. While
digital platforms provide convenience and accessibility, print materials continue to be preferred
in academic, professional, and leisure contexts. This aligns with broader discussions on media
coexistence, demonstrating that print remains relevant despite the dominance of digital
communication.

(Karambelkar, 2020) The rise of digital media has significantly impacted print newspaper
sales, with younger generations shifting towards online platforms for news consumption.
Studies indicate that traditional newspapers, once a primary source of information, have lost
relevance due to the accessibility and interactivity of digital platforms like Facebook, Twitter,
and Instagram. Research based on in-depth questionnaires highlights a decline in print
circulation, particularly among Indian youth, who prefer quick and engaging news formats.
However, older generations continue to support print media. These findings align with broader
studies on media consumption, emphasizing the growing dominance of digital news in the

12
modern era.

(Cherian, 2020) The shift from print to digital media has been a significant topic in media
studies, with online news platforms increasingly meeting reader expectations and reducing
print newspaper circulation. Research highlights that demographic factors do not significantly
influence media preferences, as most individuals, except senior citizens, Favor online media.
Studies using quantitative methods, including surveys and statistical tests, confirm that online
media impacts print media in areas like demand, subscriptions, advertising revenue, and
profitability. The findings align with broader discussions on media convergence, demonstrating
how digital platforms dominate due to accessibility, convenience, and changing consumer
habits in the modern era.

(Chyi, 2020) Research on U.S. newspapers’ digital transformation highlights challenges in

monetizing digital content. Despite two decades of experimentation and the adoption of
paywalls since 2011, digital subscriptions contribute minimally to overall revenue. Studies
analysing circulation and pricing data from 50 major newspapers reveal that digital subscribers
pay significantly less than print readers, with digital revenue comprising only 3% of total reader
income. These findings align with the “online news as an inferior good” thesis, questioning the
sustainability of digital subscriptions. The results suggest the need for reassessing disruptive
strategies and exploring alternative revenue models for long-term newspaper industry viability.

(Talafuse, 2020) Research on consumer media preferences is crucial for optimizing marketing
strategies. Studies indicate that digital advertising is growing, yet traditional media remains
influential for certain demographics. Research on American mothers, a key consumer group,
reveals a stronger preference for traditional media over digital channels. A survey conducted
in Billings, Montana, using t-tests and ANOVA analysis, confirmed a statistically significant
preference for traditional media. These findings highlight the importance of understanding
consumer behaviour to allocate marketing budgets effectively. Marketers can use this insight
to tailor campaigns, ensuring better engagement and maximizing the impact of advertising
expenditures on targeted demographics.

(Jahangir Karimi, 2020) The disruptive innovation theory explains how digitization is
reshaping newspaper companies by challenging traditional business models. Research
highlights the role of dynamic capabilities in enabling firms to adapt to digital disruption. First-
order dynamic capabilities, which involve modifying resources, processes, and values, are
crucial for building digital platform capabilities. Empirical studies show that these capabilities
significantly influence how firms respond to disruption. Information systems (IS) research
underscores their importance in managing technological shifts, while IS practice benefits by
identifying key factors that drive digital transformation. Strategic adaptation through dynamic
capabilities is essential for newspaper firms to navigate the digital era successfully.

(Caroline Kalombe, 2020) The literature on print media challenges in developing countries
highlights the growing impact of online media on newspaper revenues. Studies based on Miles
and Snow’s framework suggest that digital transformation has disrupted traditional business
models, necessitating cost-saving innovations. Research indicates that E-Papers, with lower
subscription costs and increasing internet accessibility, attract readers away from print editions.
Declining print circulation also reduces advertising revenue, as businesses shift to online
platforms. Empirical studies, such as those in Zambia, demonstrate a significant correlation
between online media growth and declining print sales, emphasizing the need for strategic
adaptation in the newspaper industry.

13
PESTEL analysis:

1. Political Factors

The political environment is a critical external factor that significantly influences the
operations, content, and sustainability of print media organizations like Sandesh Press. Political
factors encompass government policies, regulations, censorship, and the broader political
climate, all of which shape the media landscape in which newspapers operate. Below is a
detailed analysis of the political factors affecting Sandesh Press in the context of the digital
era:

Government Policies and Regulations

The Indian government has a significant influence on the media industry through its policies
and regulations. The Press Council of India (PCI), a statutory body, oversees the conduct of
print media and ensures that newspapers adhere to ethical standards and journalistic integrity.
For Sandesh Press, compliance with PCI guidelines is essential to maintain its reputation as a
trustworthy news source. Additionally, the government provides subsidies on newsprint, which
is a major cost component for print media companies. These subsidies help reduce operational
costs, making it easier for newspapers like Sandesh to sustain their print operations.

However, the government also imposes certain restrictions on media content, particularly when
it comes to sensitive issues such as national security, public order, and communal harmony.
For instance, the “Official Secrets” Act and the “Defamation Law” can limit the freedom of
the press, requiring newspapers to exercise caution when reporting on controversial topics.
Sandesh Press, being a prominent Gujarati newspaper, must navigate these regulations
carefully to avoid legal repercussions while maintaining its commitment to delivering unbiased
and accurate news.

Political Interference and Censorship

Political interference in media operations is a recurring challenge in India. Political parties and
government bodies often exert pressure on media organizations to influence their coverage,
especially during elections or when reporting on politically sensitive issues. For Sandesh Press,
this could mean facing pressure to align its editorial stance with the interests of certain political
groups or to avoid critical reporting on government policies.

14
Censorship, both direct and indirect, is another political factor that impacts print media. While
direct censorship is rare in democratic India, indirect forms of censorship, such as withholding
government advertisements or threatening legal action, can be used to control media narratives.
The Sandesh Press, as a regional newspaper, may face such pressures, particularly if its
reporting is perceived as unfavorable to the ruling party or influential political figures.

Impact of Digital Media Regulations

The rise of digital media has led to the introduction of new regulations that also affect
traditional print media companies like Sandesh Press. The “Information Technology (IT) Act”,
for example, governs digital content, including online news platforms. Since Sandesh Press has
expanded its presence to digital platforms, it must comply with IT Act provisions, such as those
related to “cyber defamation”, “data privacy”, and “content moderation”.

Additionally, the government has introduced “intermediary guidelines” that require digital
platforms to monitor and remove content deemed inappropriate or harmful. While these
regulations primarily target social media and online news portals, they also impact print media
companies that operate digital editions. Sandesh Press must ensure that its digital content
complies with these guidelines to avoid penalties or legal challenges.

Political Stability and Media Freedom

The overall political stability of a region plays a significant role in shaping the media
environment. In Gujarat, where Sandesh Press is based, the political climate has generally been
stable, which allows media organizations to operate without significant disruptions. However,
periods of political unrest or instability, such as during elections or social movements, can
create challenges for newspapers. For example, during election campaigns, media
organizations may face pressure to provide favorable coverage to certain political parties or
candidates.

Media freedom is another critical aspect influenced by the political environment. While India
ranks relatively high in global press freedom indices, there have been instances where
journalists and media organizations have faced harassment, intimidation, or legal action for
their reporting. Sandesh Press, as a prominent regional newspaper, must balance its
commitment to journalistic integrity with the need to navigate the political landscape carefully .

Role of Media in Democracy

Print media plays a vital role in a democratic society by providing citizens with information,
fostering public debate, and holding those in power accountable. Sandesh Press, with its long
history and widespread circulation in Gujarat, has a responsibility to uphold these democratic
values. However, this role also makes it a target for political actors who may seek to influence
its content or suppress critical reporting.

The newspaper’s ability to maintain its independence and credibility in the face of political
pressures is crucial for its long-term success. By adhering to ethical journalism practices and
ensuring transparency in its reporting, Sandesh Press can continue to serve as a reliable source
of information for its readers.

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Impact of Globalization on Media Policies

Globalization has also influenced the political factors affecting print media. International media
organizations and digital platforms have entered the Indian market, bringing with them global
standards and practices. This has led to increased competition for traditional print media
companies like Sandesh Press. Additionally, global trends in media regulation, such as the
emphasis on “data privacy” and “fake news control”, have influenced Indian policies, requiring
newspapers to adapt to new regulatory frameworks.

For the Sandesh Press, this means staying abreast of both domestic and international media
policies to ensure compliance and maintain its competitive edge. The newspaper must also be
prepared to address challenges related to cross-border content distribution, particularly as it
expands its digital presence.

2. Economic Factors

Economic factors are one of the most critical external influences on the print media industry,
and they play a significant role in shaping the operations and sustainability of organizations
like Sandesh Press. These factors include the costs of production, revenue streams,
advertising trends, and broader economic conditions. Below is a detailed and humanized
analysis of the economic factors affecting Sandesh Press in the digital era:

Cost of Production

Producing a newspaper is an expensive endeavor. One of the most significant costs for Sandesh
Press is “newsprint”, the paper on which newspapers are printed. The price of newsprints is
highly volatile and depends on global demand, supply chain disruptions, and currency
exchange rates. For a newspaper like Sandesh, which prints thousands of copies daily, even a
slight increase in newsprint prices can have a substantial impact on the bottom line.

In addition to newsprints, the cost of “ink” and “printing technology” also adds to the financial
burden. Sandesh Press uses advanced printing technologies, such as computer-to-plate (CTP)
systems and automated printing towers, which require significant upfront investment. While
these technologies improve efficiency and print quality, they also come with ongoing
maintenance and upgrade costs. Furthermore, the “labor costs” associated with skilled
personnel, including journalists, editors, and printing staff, are another major expense. In an
industry where margins are already thin, managing these costs is crucial for survival.

Advertising Revenue

Advertising has traditionally been the lifeblood of print media, and Sandesh Press is no
exception. However, the advertising landscape has undergone a dramatic shift in recent years.
Businesses are increasingly diverting their advertising budgets from print to digital platforms
like social media, search engines, and online news websites. The reasons are clear: digital
platforms offer wider reach, targeted advertising capabilities, and often lower costs compared
to traditional print media.

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For Sandesh Press, this shift has resulted in a steady decline in print advertising revenue,
which has historically been a major source of income. While the newspaper has tried to
compensate by expanding its digital advertising offerings, monetizing digital content remains
a challenge. Many readers are unwilling to pay for online news, and digital advertising rates
are often lower than those for print. As a result, Sandesh Press must constantly innovate to
attract advertisers and find new ways to generate revenue from its digital platforms.

Economic Slowdowns and Recessions

Economic downturns, such as the one triggered by the “COVID-19 pandemic”, have a
profound impact on the print media industry. During times of economic uncertainty, businesses
cut back on advertising spending, which directly affects newspapers' revenue. For Sandesh
Press, the pandemic led to a sharp decline in advertising revenue, forcing the organization to
implement cost-cutting measures and explore alternative revenue streams.

Moreover, economic recessions often lead to reduced consumer spending, which can further
exacerbate the challenges faced by print media. Readers may cancel subscriptions or switch to
free online news sources to save money. This dual impact of reduced advertising revenue and
declining circulation creates a vicious cycle that is difficult to break. Sandesh Press must
navigate these challenges carefully, balancing cost-saving measures with the need to maintain
the quality and reach of its content.

Competition from Digital Media

The rise of digital media has fundamentally altered the competitive landscape for traditional
print media companies like Sandesh Press. Online news platforms, social media, and digital
aggregators offer free or low-cost news content, attracting readers away from print newspapers.
This shift in consumer preferences has led to a decline in print circulation, further reducing
revenue from subscriptions and single-copy sales.

To remain competitive, Sandesh Press has invested in digital platforms, offering e-papers,
mobile apps, and online subscriptions. However, digital space is highly competitive, with
numerous players vying for readers' attention. Monetizing digital content is particularly
challenging, as readers are accustomed to free news online, and digital advertising rates are
often lower than those for print. The Sandesh Press must continuously innovate and adapt its
digital strategies to attract and retain readers while generating sufficient revenue.

Government Subsidies and Support

The Indian government provides certain subsidies and support to the print media industry,
which can help offset some of the economic challenges. For example, “subsidies on newsprint”
reduce the cost of production for newspapers like Sandesh Press. Additionally, the government
offers tax incentives and exemptions for media organizations, which can improve their
financial viability.

However, these subsidies are often insufficient to fully address the economic pressures faced
by print media companies. Moreover, government support may be subject to political
considerations, creating uncertainty for media organizations. The Sandesh Press must carefully
navigate these dynamics while leveraging available support to sustain its operations.

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Global Economic Trends

Global economic trends also have a significant impact on the print media industry. For instance,
fluctuations in the price of crude oil, which is used in the production of ink and transportation,
can affect production costs. Similarly, changes in global demand for newsprints and other raw
materials can disrupt supply chains and lead to price volatility. Sandesh Press, as part of a
globalized media industry, must monitor these trends and adapt its strategies accordingly.

Additionally, the rise of digital media has led to the globalization of news consumption.
Readers can access news from around the world, increasing competition for local and regional
newspapers like Sandesh Press. To remain relevant, Sandesh Press must differentiate itself by
offering high-quality, localized content that resonates with its target audience.

Impact of Inflation and Currency Fluctuations

Inflation and currency fluctuations are additional economic factors that can affect the financial
health of print media companies. Rising inflation increases the cost of production, including
newsprint, ink, and labor, while currency fluctuations can impact the cost of imported materials
and equipment. For Sandesh Press, which relies on imported printing technology and materials,
these factors can create financial uncertainty and require careful financial planning.

3. Social Factors

Social factors are at the heart of how media organizations like “Sandesh Press” operate and
evolve. These factors reflect the cultural, demographic, and behavioral trends that shape how
people consume news and interact with media. In today’s digital era, where online platforms
dominate, understanding these social dynamics is critical for *Sandesh Press* to stay relevant
and competitive. Let’s dive deeper into the social factors influencing *Sandesh Press* and its
audience.

Changing Consumer Preferences

One of the most noticeable shifts in recent years is the “changing preferences of consumers”,
especially among younger generations. Millennials and Gen Z, who have grown up in a world
dominated by smartphones and the internet, prefer getting their news from digital platforms.
For them, news is about “instant access”, “interactivity”, and “personalization”. They want
updates in real-time, the ability to share stories on social media, and content tailored to their
interests. This trend is particularly evident in urban areas of Gujarat, where younger readers
often turn to platforms like WhatsApp, Instagram, and Twitter for quick news updates.

On the other hand, older generations, particularly those aged 45 and above, remain loyal to
print newspapers. For this group, reading the morning newspaper is more than just a habit—
it’s a “daily ritual”. The physical experience of holding a newspaper, the credibility associated
with print, and the absence of screen fatigue make print media a preferred choice. This
generational divide presents a unique challenge for “Sandesh Press”: it must cater to the

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preferences of older readers while also adapting to the digital demands of younger audiences.

Literacy Rates and Digital Accessibility

India’s literacy rate has been steadily improving, reaching “77.7” as per the 2021 census. In
Gujarat, where *Sandesh Press* operates, the literacy rate is even higher at “82.4”. This
provides a strong foundation for print media, as more people can read and engage with
newspapers. However, literacy alone doesn’t guarantee readership. The rise of “digital literacy”
has introduced new competition. Affordable smartphones and cheap data plans (thanks to
initiatives like Jio) have made online news accessible even in rural areas, reducing dependency
on print media.

That said, the digital divide is still significant. In remote villages and smaller towns, limited
internet infrastructure and lower smartphone penetration mean that print media remains the
primary source of news. “Sandesh Press” has capitalized on this by maintaining strong
distribution networks in rural Gujarat, ensuring that newspapers reach households without
reliable digital access. This strategy has helped “Sandesh” retain its readership in areas where
digital media has yet to fully penetrate.

Cultural Relevance and Regional Identity

As a Gujarati-language newspaper, “Sandesh” holds a special place in the hearts of its readers.
Its content—covering local festivals like “Navratri” and “Uttarayan”, regional politics, and
Gujarati literature—resonates deeply with the state’s identity. This localization is a key strength
that digital platforms often struggle to replicate. For instance, Sandesh’s coverage of
community events, such as “dandiya raas” competitions or local agricultural issues, fosters a
sense of connection and belonging among its readers.

Moreover, Sandesh plays a vital role in preserving and promoting the Gujarati language and
culture. In a world where English and Hindi dominate digital media, Sandesh’s commitment to
Gujarati content helps it maintain a loyal reader base. This cultural relevance is particularly
important in a state like Gujarat, where regional pride and identity are deeply valued.

Trust and Credibility

Trust is a cornerstone of media consumption, and print newspapers like Sandesh have long
been regarded as “credible sources of information”. In an era of “fake news” and
“misinformation” on digital platforms, many readers turn to print media for reliable and
verified news. Sandesh Press has built a reputation for journalistic integrity over its nearly
century-long history, making it a trusted name in Gujarat.

However, this trust is not absolute. Younger audiences, who are more skeptical of traditional
media, often turn to alternative sources for news. To address this, Sandesh Press must continue
to uphold its standards of accuracy and fairness while also engaging with younger readers
through digital platforms. Building trust in the digital space is essential for Sandesh to remain
relevant in the long term.

Urbanization and Lifestyle Changes

Urbanization has brought significant changes in lifestyle and media consumption habits. In

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cities like Ahmedabad, Surat, and Vadodara, fast-paced lifestyles leave little time for traditional
newspaper reading. Urban consumers prefer quick, on-the-go access to news, which digital
platforms provide. This shift has led to a decline in print newspaper circulation in urban areas,
forcing Sandesh Press to adapt its strategies.

At the same time, urbanization has also created opportunities for Sandesh Press. The growing
middle class in Gujarat’s cities has increased disposable income, allowing for higher spending
on media and entertainment. Sandesh can leverage this by offering premium content, special
editions, and targeted advertising to urban readers. Additionally, the newspaper can explore
partnerships with local businesses and events to strengthen its presence in urban markets.

Social Media Influence

The rise of social media has transformed how people consume and share news. Platforms like
Facebook, Twitter, and Instagram have become primary sources of information for many,
particularly younger audiences. Social media’s “viral nature” and “user-generated content”
have created a new dynamic in news dissemination, often bypassing traditional media outlets.

For Sandesh Press, social media presents both a challenge and an opportunity. On the one hand,
it competes with social media for audience attention. On the other hand, social media can be a
powerful tool for engaging with readers, promoting content, and driving traffic to Sandesh’s
digital platforms. By leveraging social media effectively, Sandesh Press can reach a wider
audience and stay relevant in the digital age.

Community Engagement and Localization

One of Sandesh Press’s greatest strengths is its deep connection with local communities. The
newspaper’s coverage of local news, events, and issues fosters a sense of community among
its readers. This localization is particularly important in a diverse state like Gujarat, where
regional variations in culture, language, and interests are significant.

By focusing on hyper-local content, Sandesh Press can differentiate itself from national and
international digital platforms. For example, coverage of local elections, school events, or
agricultural developments resonates strongly with readers, reinforcing Sandesh’s role as a
community newspaper. This localized approach is key to maintaining reader loyalty and
engagement.

4. Technological Factors

Technological advancements have revolutionized the media industry, and Sandesh Press is no
exception. In the digital era, technology plays a dual role: it presents both challenges and
opportunities for traditional print media organizations. From the way news is produced and
distributed to how audiences consume content, technology has reshaped every aspect of the
media landscape. Let’s explore the technological factors influencing Sandesh Press in detail.

Digital Transformation and Online Platforms

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The most significant technological shift in recent years has been the rise of “digital platforms”.
With the proliferation of smartphones, tablets, and high-speed internet, consumers now expect
instant access to news anytime, anywhere. For Sandesh Press, this has meant expanding its
presence beyond print to include digital editions, mobile apps, and online subscriptions.

However, transitioning to digital is not without its challenges. While digital platforms offer
wider reach and lower distribution costs compared to print, they also require significant
investment in technology and infrastructure. For instance, Sandesh Press has had to develop
user-friendly apps, optimize its website for mobile devices, and ensure seamless integration
with social media platforms. Additionally, the newspaper must continuously update its digital
offerings to keep up with rapidly evolving consumer expectations and technological trends.

Automation in Printing and Production

On the production side, technology has transformed how newspapers are printed and
distributed. Sandesh Press uses advanced “computer-to-plate (CTP)” technology, which allows
for faster and more efficient printing processes. This technology eliminates the need for
traditional film-based methods, reducing production time and costs. The newspaper’s printing
facility is equipped with “massive printing towers” capable of producing 45,000 copies per
hour, ensuring timely delivery to readers.

Automation doesn’t stop at printing. Folding, cutting, and bundling machines have streamlined
the production process, reducing the need for manual labor and minimizing errors. While these
advancements have improved efficiency, they also require skilled technicians to operate and
maintain the equipment. For Sandesh Press, investing in employee training and upskilling is
essential to fully leverage these technologies.

Data Analytics and Personalization

One of the most exciting opportunities offered by technology is the ability to use “data
analytics” to understand reader preferences and behavior. By analyzing data from its digital
platforms, Sandesh Press can gain insights into which stories resonate with its audience, how
readers engage with content, and what topics drive the most traffic. This information can be
used to tailor content, improve user experience, and increase reader engagement.

For example, Sandesh Press can use data analytics to create “personalized newsletters” or
recommend articles based on a reader’s interests. This level of personalization not only
enhances the reader’s experience but also helps the newspaper build stronger relationships with
its audience. However, leveraging data analytics requires investment in software, tools, and
expertise, which can be a challenge for traditional media organizations.

Social Media Integration

Social media has become a powerful tool for news dissemination, and Sandesh Press has
embraced platforms like Facebook, Twitter, and Instagram to reach a wider audience. Social
media allows the newspaper to share breaking news, promote articles, and engage with readers
in real-time. It also provides an opportunity for “user-generated content", where readers can
share their own stories, photos, and opinions, creating a more interactive and dynamic news
experience.

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However, social media also presents challenges. The fast-paced nature of these platforms
means that news can quickly become outdated, and the competition for attention is fierce.
Additionally, the rise of “fake news” and “misinformation” on social media has made it more
difficult for traditional media organizations like Sandesh Press to maintain their credibility. To
address this, the newspaper must ensure that its social media content is accurate, timely, and
engaging.

Artificial Intelligence and Machine Learning

Artificial intelligence (AI) and machine learning are increasingly being used in the media
industry to automate tasks, analyze data, and enhance content creation. For Sandesh Press, AI
can be used to “automate routine tasks” such as transcribing interviews, generating summaries,
or even writing simple news stories. This frees up journalists to focus on more in-depth
reporting and investigative journalism.

AI can also be used to “predict trends” and “identify emerging stories” by analyzing large
datasets. For example, Sandesh Press could use AI to monitor social media trends and identify
topics that are gaining traction among its audience. This allows the newspaper to stay ahead of
the curve and deliver timely, relevant content. However, implementing AI requires significant
investment in technology and expertise, which can be a barrier for traditional media
organizations.

Cybersecurity and Data Privacy

As Sandesh Press expands its digital presence, it must also address the growing concerns
around “cybersecurity” and “data privacy”. With readers sharing personal information on
digital platforms, the newspaper has a responsibility to protect this data from breaches and
misuse. This requires investing in robust cybersecurity measures, such as encryption, firewalls,
and regular security audits.

Additionally, Sandesh Press must comply with data privacy regulations, such as India’s
“Personal Data Protection Bill”, which governs how personal data is collected, stored, and
used. Failure to comply with these regulations can result in legal penalties and damage to the
newspaper’s reputation. Ensuring data privacy and security is not just a technological challenge
but also a matter of trust and credibility.

The Role of E-Papers and Digital Subscriptions

E-papers and digital subscriptions have become an important revenue stream for print media
organizations. Sandesh Press offers digital editions of its newspaper, allowing readers to access
the same content as the print version but in a digital format. This is particularly appealing to
younger, tech-savvy readers who prefer reading on their devices.

However, monetizing digital content remains a challenge. Many readers are accustomed to free
online news and convincing them to pay for digital subscriptions requires offering unique
value. Sandesh Press can differentiate its digital offerings by providing exclusive content,
interactive features, or ad-free experiences. Additionally, the newspaper can explore “bundled
subscriptions”, where readers get access to both print and digital content at a discounted rate.

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The Impact of 5G and Emerging Technologies

The rollout of “5G technology” in India is set to further transform the media landscape. With
faster internet speeds and lower latency, 5G will enable more seamless streaming of video
content, real-time news updates, and enhanced interactivity. For Sandesh Press, this presents
an opportunity to experiment with new formats, such as “live video reporting” or “augmented
reality (AR)” features in its digital content.

Emerging technologies like “blockchain” also hold potential for the media industry.
Blockchain can be used to verify the authenticity of news stories, combat fake news, and ensure
transparency in content creation. While these technologies are still in their early stages, they
represent exciting possibilities for Sandesh Press to innovate and stay ahead of the competition.

5. Environmental Factors

Environmental factors are becoming increasingly important in today’s world, and the media
industry is no exception. For Sandesh Press, environmental considerations are not just about
corporate responsibility, they also have a direct impact on operations, costs, and public
perception. As a print media organization, Sandesh Press must navigate the environmental
challenges associated with paper production, printing, and distribution, while also exploring
ways to reduce its ecological footprint. Let’s delve into the environmental factors affecting
Sandesh Press and how the organization can address them.

Paper Consumption and Deforestation

One of the most significant environmental concerns for print media is “paper consumption”.
Newspapers like Sandesh Press rely heavily on paper, which is derived from trees. The
production of newsprint contributes to deforestation, which has far-reaching consequences for
biodiversity, climate change, and ecosystems. While Sandesh Press uses large quantities of
paper to produce its daily editions, it must also consider the environmental impact of this
practice.

To address this, Sandesh Press can explore sustainable sourcing options, such as using
“recycled paper” or paper certified by organizations like the “Forest Stewardship Council
(FSC)”. These certifications ensure that the paper comes from responsibly managed forests,
minimizing the environmental impact. Additionally, the newspaper can reduce paper waste by
optimizing its printing processes and encouraging readers to recycle their newspapers after use.

Energy Consumption in Printing and Distribution

The production and distribution of newspapers require significant amounts of energy. From the
operation of printing presses to the transportation of newspapers to various locations, Sandesh
Press’s operations contribute to its “carbon footprint”. The printing process is energy-intensive,
involving the use of large machinery, heating, and cooling systems.

To mitigate this, Sandesh Press can invest in “energy-efficient technologies” for its printing
facilities. For example, upgrading to energy-efficient printing presses or using renewable
energy sources like solar power can significantly reduce energy consumption. Additionally,
optimizing distribution routes to minimize fuel usage and adopting eco-friendly transportation
methods, such as electric vehicles, can further reduce the environmental impact.

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Ink and Chemical Usage

The printing process involves the use of inks and chemicals, which can have environmental
consequences. Traditional printing inks often contain “volatile organic compounds (VOCs)”,
which can contribute to air pollution and pose health risks to workers. Additionally, the
disposal of unused ink and chemicals can lead to soil and water contamination if not managed
properly.

To address this, Sandesh Press can switch to “eco-friendly inks” that are made from natural,
non-toxic materials and have lower VOC emissions. These inks are not only better for the
environment but also safer for workers. Furthermore, the newspaper can implement proper
waste management practices to ensure that unused ink and chemicals are disposed of
responsibly, minimizing their environmental impact.

Waste Management and Recycling

Newspaper production generates a significant amount of waste, including paper scraps,

defective prints, and packaging materials. If not managed properly, this waste can end up in
landfills, contributing to environmental degradation. For the Sandesh Press, implementing
effective “waste management and recycling programs” is essential to reduce its environmental
footprint.

The newspaper can start by reducing waste at the source, such as optimizing printing processes
to minimize paper and ink waste. Additionally, Sandesh Press can partner with recycling
companies to ensure that waste materials are recycled and reused. Encouraging readers to
recycle their newspapers after use can also play a significant role in reducing waste. For
example, the newspaper can run awareness campaigns to educate readers about the importance
of recycling and provide information on local recycling facilities.

Digital Transition and Environmental Benefits

While print media has a significant environmental impact, the shift to digital platforms offers
an opportunity to reduce this impact. By expanding its digital presence, Sandesh Press can
decrease its reliance on paper, ink, and energy-intensive printing processes. Digital platforms,
such as e-papers and mobile apps, allow readers to access news without the need for physical
copies, reducing the environmental footprint associated with print production and distribution.

However, it’s important to note that digital media is not entirely environmentally neutral. The
operation of data centers, servers, and electronic devices also consumes energy and contributes
to carbon emissions. To address this, Sandesh Press can adopt “green hosting solutions” for its
digital platforms, which use renewable energy to power servers. Additionally, the newspaper
can encourage readers to use energy-efficient devices and adopt sustainable practices, such as
turning off devices when not in use.

Climate Change and Extreme Weather Events

Climate change is a growing concern that affects all industries, including the media. Extreme
weather events, such as floods, storms, and heatwaves, can disrupt the production and

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distribution of newspapers. For Sandesh Press, this means ensuring that its operations are
resilient to climate-related risks.

To build resilience, Sandesh Press can invest in infrastructure that is designed to withstand
extreme weather conditions. For example, the newspaper’s printing facilities and distribution
centers can be equipped with flood barriers, backup power systems, and climate control
measures. Additionally, the newspaper can develop contingency plans to ensure that operations
can continue in the event of climate-related disruption.

Public Perception and Corporate Responsibility

In today’s environmentally conscious world, consumers are increasingly concerned about the
environmental practices of the companies they support. For the Sandesh Press, demonstrating
a commitment to sustainability can enhance its reputation and build trust with readers. By
adopting environmentally friendly practices, the newspaper can position itself as a responsible
and forward-thinking organization.

To communicate its environmental efforts, Sandesh Press can publish “sustainability reports”
that outline its initiatives, goals, and progress. Additionally, the newspaper can run campaigns
to raise awareness about environmental issues and encourage readers to adopt sustainable
practices. For example, Sandesh Press can promote initiatives like tree planting, recycling
drives, or energy conservation programs, engaging readers in its sustainability efforts.

Regulatory Compliance and Environmental Standards

As environmental regulations become more stringent, Sandesh Press must ensure that its
operations comply with local and national environmental standards. This includes regulations
related to waste management, emissions, and resource usage. Non-compliance can result in
fines, legal penalties, and damage to the newspaper’s reputation.

To stay compliant, Sandesh Press can conduct regular environmental audits to assess its
practices and identify areas for improvement. Additionally, the newspaper can stay informed
about changes in environmental regulations and proactively adapt its operations to meet new
requirements. By taking a proactive approach to regulatory compliance, Sandesh Press can
avoid legal risks and demonstrate its commitment to environmental responsibility.

6. Legal Factors

Legal factors are a critical aspect of the media industry, shaping how organizations like
Sandesh Press operate, produce content, and interact with their audiences. In an era of rapid
technological change and increasing regulatory scrutiny, understanding and navigating the
legal landscape is essential for Sandesh Press to avoid legal risks, maintain compliance, and
uphold its reputation. Let’s explore the key legal factors affecting Sandesh Press and how the
organization can address them.

Defamation and Libel Laws

One of the most significant legal risks for any media organization is the potential for
“defamation” or “libel”. Defamation occurs when false statements are published that harm an

25
individual’s or organization’s reputation. For Sandesh Press, which produces a wide range of
content, including news, editorials, and opinion pieces, the risk of defamation claims is ever-
present.

To mitigate this risk, Sandesh Press must ensure that all content is thoroughly fact-checked and
verified before publication. Journalists and editors should be trained to recognize potentially
defamatory statements and avoid making unsubstantiated claims. Additionally, the newspaper
should have a robust “legal review process” in place, where sensitive content is reviewed by
legal experts to ensure compliance with defamation laws. In the event of a defamation claim,
Sandesh Press should be prepared to defend its content with evidence and, if necessary, issue
corrections or apologies to resolve the matter.

Intellectual Property Rights

Intellectual property (IP) rights are another important legal consideration for Sandesh Press.
The newspaper produces a significant amount of original content, including articles,
photographs, and graphics, which are protected by “copyright laws”. At the same time, Sandesh
Press must ensure that it does not infringe on the IP rights of others when using third-party
content.

To protect its own content, Sandesh Press should clearly mark its materials with copyright
notices and take legal action against unauthorized use or reproduction. When using third-party
content, such as images or quotes, the newspaper must obtain proper permissions and give
appropriate credit to the original creators. Additionally, Sandesh Press should educate its staff
about IP laws and implement policies to prevent accidental infringement.

Privacy and Data Protection

With the rise of digital platforms, “privacy and data protection” have become major legal
concerns for media organizations. The Sandesh Press collects and processes personal data from
its readers, such as names, email addresses, and payment information, particularly for digital
subscriptions and online services. This data must be handled in compliance with privacy laws,
such as India’s “Personal Data Protection Bill (PDPB)”, which governs how personal data is
collected, stored, and used.

To ensure compliance, Sandesh Press should implement strong “data protection measures”,
such as encryption, secure storage systems, and access controls. The newspaper should also
provide clear privacy policies to inform readers about how their data is used and obtain their
consent before collecting or sharing personal information. In the event of a data breach,
Sandesh Press must have a response plan in place to notify affected individuals and regulatory
authorities promptly.

Content Regulation and Censorship

Media organizations in India operate within a legal framework that includes “content
regulation” and “censorship”. Laws such as the “Information Technology Act” and the “Press
Council of India Act” govern what can be published and distributed, particularly when it comes
to sensitive topics like national security, public order, and communal harmony. For the Sandesh
Press, this means ensuring that its content complies with these regulations to avoid legal

26
penalties or censorship.

To navigate this complex landscape, Sandesh Press should stay informed about changes in
content regulations and train its journalists and editors to recognize potentially problematic
content. The newspaper should also have a “legal advisory team” to review sensitive stories
and ensure compliance with the law. By taking a proactive approach to content regulation, the
Sandesh Press can avoid legal risks and maintain its editorial independence.

Advertising and Consumer Protection Laws

Advertising is a major revenue source for Sandesh Press, but it also comes with legal
responsibilities. The newspaper must ensure that all advertisements comply with “consumer
protection laws” and “advertising standards”. This includes avoiding false or misleading
claims, ensuring that advertisements are clearly labeled as such, and respecting the rights of
consumers.

For example, Sandesh Press should have a “review process’ for advertisements to ensure that
they meet legal and ethical standards. The newspaper should also provide a mechanism for
readers to report misleading or inappropriate ads and take prompt action to address any issues.
By maintaining high standards in advertising, Sandesh Press can build trust with its readers and
avoid legal disputes.

Labor and Employment Laws

As an employer, Sandesh Press must comply with “labor and employment laws”, which govern
issues such as wages, working conditions, and employee rights. This is particularly important
in the media industry, where journalists and other staff often work under tight deadlines and
challenging conditions.

To ensure compliance, Sandesh Press should provide fair wages, safe working conditions, and
opportunities for professional development. The newspaper should also have clear policies in
place to address issues such as workplace harassment, discrimination, and employee
grievances. By treating its employees fairly and ethically, Sandesh Press can foster a positive
work environment and avoid legal disputes.

Digital Media Regulations

As Sandesh Press expands its digital presence, it must also comply with “digital media
regulations”. These include laws related to online content, social media, and digital advertising.
For example, the “Information Technology (Intermediary Guidelines and Digital Media Ethics
Code) Rules, 2021” require digital media platforms to monitor and remove content that is
deemed inappropriate or harmful.

To comply with these regulations, Sandesh Press should implement “content moderation
policies” for its digital platforms, ensuring that user-generated content is reviewed and removed
if it violates the law. The newspaper should also provide clear guidelines for readers on what
constitutes acceptable behavior on its digital platforms. By taking a proactive approach to
digital media regulation, Sandesh Press can avoid legal risks and maintain a positive online
presence.

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Legal Disputes and Litigation

Despite the best efforts to comply with the law, legal disputes and litigation can still arise. For
Sandesh Press, this could include defamation claims, copyright disputes, or challenges related
to advertising or employment practices. To manage these risks, the newspaper should have a
“legal team” or external legal advisors to handle disputes and represent the organization in
court if necessary.

Additionally, Sandesh Press should consider “alternative dispute resolution” methods, such as
mediation or arbitration, to resolve legal issues more efficiently and cost-effectively. By being
prepared for legal disputes, the newspaper can minimize the impact on its operations and
reputation.

Porter’s Five Force Analysis:

The newspaper industry has long been a cornerstone of reliable information, a trusted
companion in the daily lives of millions. For generations, newspapers like Sandesh
Press have been the go-to source for news, delivering credible and comprehensive coverage
to their readers. However, the rise of digital media has ushered in a seismic shift in how
people consume news. Gone are the days when readers had to wait for the morning paper to

28
catch up on the latest events. Today, social media, online platforms, and news apps provide
instant updates at any time of the day, fundamentally altering the way news is consumed. For
traditional newspapers like Sandesh Press, this transformation presents both challenges and
opportunities. The question is no longer just about delivering news—it’s about staying
relevant in a rapidly evolving digital landscape.

Sandesh Press, a leading newspaper in Gujarat, has built its reputation on trust, credibility,
and a deep connection with its readers. For decades, it has been a reliable source of
information, covering everything from local events to global news. However, the digital
revolution has disrupted the traditional newspaper business model. Declining print
circulation, changing reader habits, and the growing dominance of digital platforms have
forced newspapers to rethink their strategies. To better understand the challenges and
opportunities facing Sandesh Press, we can apply Michael Porter’s Five Forces Model, a
strategic framework that examines the competitive pressures affecting an industry.
This model evaluates five critical factors:

1. The threat of new entrants – How easy is it for new competitors to enter the industry?
2. The bargaining power of suppliers – How much control do suppliers have over costs
and materials?
3. The bargaining power of buyers – How much influence do readers and advertisers
have?
4. The threat of substitutes – How easily can digital alternatives replace traditional
newspapers?
5. Industry rivalry – How intense is the competition among existing players?

By analysing these five forces, we can gain valuable insights into the challenges Sandesh
Press faces and identify strategies to remain competitive and successful in the digital era.

1. Threat of New Entrants – Moderate:

Is it easy for new competitors to enter the newspaper industry?

For many years, starting a new newspaper was a daunting task. It required significant capital
investment, an established readership, and a robust distribution network. Traditional
newspapers like Sandesh Press have built strong brand loyalty and a deep-rooted presence in
the market, making it difficult for newcomers to gain traction. However, the rise of digital
media has completely changed the game. Unlike print newspapers, which require expensive
printing presses, paper supplies, and a team of editors and journalists, starting an online news
platform is relatively easy. Today, anyone with a website or a social media page can become
a news source, offering real-time updates without the need for costly infrastructure.
Challenges from New Entrants in Digital Media:

• Independent digital news platforms: Many small online news portals are emerging,
focusing on niche audiences and specific topics. These platforms often cater to
younger readers who prefer quick, bite-sized news updates.
• Social media influencers and bloggers: Platforms like Twitter, Instagram, and
YouTube have become major sources of news for many people. Influencers and
bloggers often share news updates, reducing dependence on traditional newspapers.
• News aggregator apps: Apps like Google News, Inshorts, and DailyHunt provide a
curated selection of articles from various sources, making it easier for people to
access news without subscribing to a single newspaper.

29
How Sandesh Press Can Stay Ahead of New Entrants:

• Strengthen its digital presence: Sandesh Press must invest in a user-friendly website,
mobile apps, and exclusive digital content to compete with new entrants. A seamless
digital experience can help retain readers who prefer online news.
• Leverage brand credibility: Unlike new digital competitors, Sandesh Press has an
established reputation for accuracy and trustworthiness. This credibility can be a
significant advantage in attracting readers who value reliable news sources.
• Differentiate through quality journalism: While new entrants often focus on speed and
convenience, Sandesh Press can differentiate itself by focusing on investigative
reporting and in-depth analysis. High-quality journalism is an area where new digital
platforms often struggle.

While the threat of new print newspapers emerging is low, the digital space is highly
competitive. Sandesh Press must ensure it remains a key player in both print and digital
formats by adapting to the changing media landscape.

2. Bargaining Power of Suppliers – High:

How much control do suppliers have over costs and resources?

For a newspaper like Sandesh Press, suppliers play a crucial role in determining costs. The
biggest dependency is on newsprint (paper), ink, printing technology, and distribution
networks. If suppliers increase their prices, newspapers have little choice but to pay more, as
these materials are essential for production.

Why Suppliers Have a Strong Influence:

• Newsprint is expensive: The cost of paper fluctuates due to global market conditions.
Since India imports a large percentage of its newsprint, local newspapers are affected
by international price changes.
• Limited alternatives: Printing machines and ink are produced by only a handful of
suppliers, meaning newspapers can’t easily switch providers if prices rise.
• Rising transportation and logistics costs: Distributing physical newspapers is
becoming more expensive due to increasing fuel prices and wages for delivery staff.

How Sandesh Press Can Reduce Supplier Dependency:

• Shift towards digital platforms: By expanding its digital presence, Sandesh Press can
reduce its reliance on physical printing materials, thereby lowering production costs.
• Negotiate long-term contracts: Sandesh Press can negotiate long-term contracts with
suppliers to secure better pricing stability and avoid sudden cost increases.
• Invest in sustainable printing solutions: Adopting eco-friendly printing practices, such
as using recycled paper and energy-efficient technologies, can help reduce costs and
appeal to environmentally conscious readers.

Since print newspapers will always require suppliers, Sandesh Press must strategically
manage costs while gradually expanding its digital offerings to reduce supplier power.

30
3. Bargaining Power of Buyers – High:

How much influence do readers and advertisers have over newspapers?

Today, news consumers have more power than ever before. They are no longer dependent on
newspapers to stay informed—they can get free news from websites, apps, and social media.
This shift has led to:
• Declining newspaper sales: Many people, especially younger generations, no longer
buy physical newspapers. They prefer the convenience of accessing news on their
smartphones or laptops.
• Lower advertiser spending on print: Brands now prefer digital advertising platforms
like Google Ads, Facebook Ads, and influencer marketing, which offer better
audience targeting and engagement.

How Sandesh Press Can Adapt to Changing Consumer Behaviour:

• Create an engaging digital news experience: To retain readers who prefer online
content, Sandesh Press must offer a seamless and interactive digital experience. This
could include multimedia content, personalized news feeds, and real-time updates.
• Offer multi-platform advertising packages: To attract brands looking for both print
and digital ad placements, Sandesh Press can offer bundled advertising packages that
combine the strengths of both mediums.
• Build loyalty programs and premium digital subscriptions: By offering exclusive
content, ad-free experiences, and loyalty programs, Sandesh Press can generate
revenue beyond physical newspaper sales.

Since readers and advertisers now have multiple choices, newspapers must offer unique value
to remain relevant. Sandesh Press must focus on delivering high-quality content and
innovative advertising solutions to retain its audience.

4. Threat of Substitutes – Very High:

How easily can digital platforms replace newspapers?

With the rise of smartphones and the internet, people now have instant access to news,
making traditional newspapers less essential. Major substitutes include:

• News websites: Platforms like NDTV, BBC, and Times of India offer real-time news
updates and in-depth analysis.
• Social media platforms: Twitter, Facebook, and YouTube have become major sources
of news for many people, especially younger generations.
• News aggregators: Apps like Google News, Flipboard, and Inshorts provide a curated
selection of articles from various sources, making it easier for people to access news
without subscribing to a single newspaper.
• TV news channels and podcasts: Many people now turn to TV news channels and
podcasts for their daily dose of news and analysis.

What Sandesh Press Must Do to Stay Relevant:

• Expand its multimedia presence: Sandesh Press can offer video news, podcasts, and
interactive digital content to compete with digital platforms.

31
 • Provide hyper-local journalism: By focusing on regional news that global media does
not cover, Sandesh Press can differentiate itself from larger competitors.
• Launch a strong digital subscription model: Encouraging readers to pay for premium
content can help generate revenue and build a loyal digital audience.

Without a strong digital transformation strategy, newspapers will continue to lose relevance
to faster, more interactive news sources. Sandesh Press must embrace digital innovation to
stay competitive.

5. Industry Rivalry – Very High:

How intense is competition among newspapers?

The Indian newspaper market is extremely competitive, with Sandesh Press facing challenges
from:
• Regional newspapers: Competitors like Gujarat Samachar and Divya Bhaskar have a
strong presence in Gujarat, making it difficult for Sandesh Press to maintain its
market share.
• National newspapers: Established players like The Times of India and The Hindu
offer comprehensive coverage of national and international news.
• Digital-first media houses: Platforms like [Link] and The Quint have gained
popularity among younger readers, offering fast and interactive news experiences.

How Sandesh Press Can Differentiate Itself:

• Maintain strong investigative journalism: By focusing on in-depth reporting and

exclusive local stories, Sandesh Press can differentiate itself from competitors.
• Use data analytics: Understanding reader preferences through data analytics can help
Sandesh Press tailor its content and improve reader engagement.
• Engage audiences through social media: By actively engaging with readers on
platforms like Facebook, Twitter, and Instagram, Sandesh Press can build a loyal
online community.

In a highly competitive market, Sandesh Press must focus on delivering unique value to its
readers through high-quality journalism, innovative digital strategies, and a strong connection
with its audience.

32
SWOC analysis:

1. Strengths

When it comes to navigating the challenges of the digital era, Sandesh Press has several
inherent strengths that set it apart from competitors and position it for continued success. These
strengths are deeply rooted in its history, regional influence, and ability to adapt to changing
times. Let’s take a closer look at what makes "Sandesh Press" a strong and resilient player in
the media industry.

Established Brand and Trust

One of Sandesh Press’s greatest strengths is its "long-standing reputation" as a trusted source
of news. Established in 1923, the newspaper has been a part of Gujarat’s media landscape for
nearly a century. Over the years, it has built a strong brand identity based on "credibility",
"reliability", and "journalistic integrity". Readers trust Sandesh to deliver accurate, unbiased,
and timely news, which is especially important in an era of fake news and misinformation.

This trust is not easily replicated by newer digital platforms, many of which struggle with
credibility issues. For Sandesh Press, this trust is an asset that helps it retain loyal readers and
attract new ones, even as the media landscape becomes increasingly crowded.

Deep Regional Connection

As a Gujarati-language newspaper, Sandesh Pres has a "deep connection" with the people of
Gujarat. Its content reflects the culture, traditions, and values of the region, making it a vital
part of the community. Whether it covers local festivals like "Navratri" and "Uttarayan",
reporting on regional politics, or highlighting stories of local heroes, Sandesh resonates with
its readers on a personal level.

This regional focus is a significant strength, as it allows Sandesh Press to cater to a niche
audience that national or international media often overlook. By staying true to its roots and
delivering content that matters to Gujaratis, Sandesh has built a loyal reader base that values
its local perspective.

Diverse and Comprehensive Content

Another strength of Sandesh Press is its "diverse and comprehensive content". The newspaper
covers a wide range of topics, including national and international news, politics, business,
sports, entertainment, and cultural stories. This variety ensures that there’s something for
everyone, whether readers are interested in hard-hitting journalism, light-hearted
entertainment, or in-depth analysis.

In addition to its news coverage, Sandesh Press also offers special features, editorials, and
opinion pieces that provide readers with different perspectives on current issues. This diversity
of content not only keeps readers engaged but also positions Sandesh as a one-stop source for
all their information needs.

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Strong Distribution Network

The Sandesh Press boasts a "robust distribution network" that ensures its newspapers reach
readers across Gujarat, even in remote and rural areas. This extensive reach is a significant
advantage, as it allows the newspaper to maintain a strong presence in both urban and rural
markets. While digital media is growing, many rural areas still rely on print newspapers due to
limited internet access, and "Sandesh Press" is well-positioned to serve these readers.

The newspaper’s distribution network is also a testament to its operational efficiency. With the
ability to print and distribute millions of copies daily, Sandesh Press has mastered the logistics
of delivering timely news to its readers, a feat that requires precision and coordination.

Adaptation to Digital Platforms

While Sandesh Press is rooted in print, it has shown a remarkable ability to adapt to the digital
era. The newspaper has embraced digital platforms, offering "e-papers", "mobile apps", and
"online subscriptions" to cater to tech-savvy readers. This digital transformation has allowed
Sandesh to expand its reach beyond Gujarat and connect with the Gujarati diaspora around the
world.

By integrating digital platforms with its traditional print operations, Sandesh Press has created
a "multi-channel approach" that appeals to a broader audience. This adaptability is a key
strength, as it ensures that the newspaper remains relevant in a rapidly changing media
landscape.

Strong Advertising Base

Advertising is a major revenue source for Sandesh Press, and the newspaper has a "strong
advertising base" that includes local businesses, national brands, and government agencies.
Advertisers value Sandesh’s wide reach and loyal readership, making it an attractive platform
for promoting their products and services.

In addition to traditional print ads, Sandesh Press has also expanded its advertising offerings to
include digital ads, sponsored content, and native advertising. This diversification allows the
newspaper to cater to the needs of modern advertisers while maintaining its print advertising
revenue.

Skilled Workforce

Behind every successful newspaper is a team of dedicated professionals, and Sandesh Press is
no exception. The newspaper has a "skilled workforce" that includes experienced journalists,
editors, designers, and technicians. These professionals bring a wealth of knowledge and
expertise to the table, ensuring that Sandesh delivers high-quality content and maintains its
reputation for excellence.

In addition to its editorial team, Sandesh Press also has a strong management team that
understands the challenges of the media industry and is committed to driving the organization

34
forward. This combination of talent and leadership is a significant strength that enables
Sandesh to navigate the complexities of the digital era.

Community Engagement

Sandesh Press has always been more than just a newspaper, it’s a "community institution". The
newspaper actively engages with its readers through initiatives like community events, reader
feedback programs, and social responsibility campaigns. This engagement fosters a sense of
loyalty and connection among readers, who see Sandesh as a trusted partner rather than just a
news provider.

For example, Sandesh Press often runs campaigns to support local causes, such as education,
healthcare, and environmental conservation. These initiatives not only benefit the community
but also enhance the newspaper’s reputation as a socially responsible organization.

Financial Stability

Despite the challenges facing the print media industry, Sandesh Press has maintained a "strong
financial position". This stability allows the newspaper to invest in new technologies, expand
its digital offerings, and explore innovative revenue streams. Financial stability also provides
Sandesh with the flexibility to weather economic downturns and adapt to changing market
conditions.

2. Weaknesses

While Sandesh Press has many strengths that position it as a leading player in the media
industry, it also faces several weaknesses that could hinder its growth and sustainability in the
digital era. These weaknesses stem from both internal challenges and external pressures and
addressing them is crucial for the newspaper to remain competitive. Let’s delve into the key
weaknesses of Sandesh Press and explore how they impact the organization.

Dependence on Print Revenue

One of the most significant weaknesses of Sandesh Press is its heavy reliance on "print
revenue". Despite the growing shift towards digital media, a substantial portion of the
newspaper’s income still comes from print advertising and subscriptions. This dependence
makes Sandesh Press vulnerable to the ongoing decline in print media consumption,
particularly among younger audiences who prefer digital platforms.

As advertisers increasingly allocate their budgets to online channels, Sandesh Press faces the
risk of declining print advertising revenue. This financial pressure could limit the newspaper’s
ability to invest in new technologies or expand its digital offerings. To mitigate this weakness,
Sandesh Press needs to diversify its revenue streams and accelerate its transition to digital
platforms.

Aging Readership

Another weakness of Sandesh Press is its "aging readership". The newspaper’s core audience

35
consists primarily of older readers who have grown up with print media and remain loyal to
traditional newspapers. While this demographic provides a stable base, it also poses a challenge
in attracting younger readers who are more inclined towards digital news consumption.

Younger generations, such as millennials and Gen Z, prefer accessing news through
smartphones, social media, and online platforms. If Sandesh Press fails to engage this
demographic, it risks losing relevance in the long term. The newspaper must find ways to
appeal to younger audiences by enhancing its digital presence and offering content that
resonates with their preferences and lifestyles.

High Operational Costs

The production and distribution of print newspapers involve "high operational costs", which
are a significant weakness for Sandesh Press. Expenses such as newsprint, ink, printing
machinery, and distribution logistics account for a large portion of the newspaper’s budget.
Additionally, fluctuations in the prices of raw materials, such as paper and ink, can further
strain the organization’s finances.

These high costs make it difficult for Sandesh Press to remain profitable, especially as print
circulation declines. To address this weakness, the newspaper needs to explore cost-saving
measures, such as optimizing its production processes, reducing waste, and transitioning to
more sustainable practices. Investing in energy-efficient technologies and exploring alternative
revenue streams could also help alleviate financial pressures.

Limited Digital Monetization

While Sandesh Press has made strides in expanding its digital presence, "monetizing digital
content" remains a challenge. Many readers are accustomed to accessing free news online,
making it difficult for the newspaper to generate significant revenue from digital subscriptions
or paywalls. Additionally, digital advertising rates are often lower than those for print, further
limiting the potential for income generation.

This weakness highlights the need for Sandesh Press to develop innovative strategies for digital
monetization. For example, the newspaper could offer premium content, exclusive features, or
ad-free experiences to encourage readers to pay for digital subscriptions. Exploring alternative
revenue models, such as sponsored content or partnerships with digital platforms, could also
help bridge the gap.

Competition from Digital Platforms

The rise of digital media has intensified competition for Sandesh Press. Online news platforms,
social media, and digital aggregators offer free or low-cost news content, attracting readers
away from traditional print newspapers. This competition is particularly fierce in urban areas,
where digital literacy and internet access are high.

To remain competitive, Sandesh Press must differentiate itself by offering unique value
propositions, such as high-quality journalism, localized content, and a seamless digital
experience. However, competing with well-funded digital platforms and tech giants is no easy
task, and this remains a significant weakness for the newspaper.

36
Resistance to Change

As a traditional print media organization, Sandesh Press may face internal resistance to change.
Employees, particularly those who have been with the organization for a long time, may be
hesitant to adopt new technologies or embrace digital transformation. This resistance can slow
down the newspaper’s ability to adapt to the evolving media landscape.

To overcome this weakness, Sandesh Press needs to foster a culture of innovation and
continuous learning. Providing training and support to employees, encouraging
experimentation, and involving staff in the digital transformation process can help ease the
transition and build a more adaptable workforce.

Regional Limitations

While "Sandesh Press" has a strong presence in Gujarat, its regional focus can also be a
weakness. The newspaper’s content is primarily tailored to Gujarati-speaking audiences, which
limits its appeal to readers outside the state. In an increasingly globalized world, this regional
focus may hinder Sandesh Press from expanding its reach and attracting a broader audience.

To address this weakness, the newspaper could explore opportunities to expand its coverage
beyond Gujarat, either by creating content in other languages or by targeting the Gujarati
diaspora worldwide. However, such expansion would require significant investment and
strategic planning.

Environmental Concerns

The print media industry is often criticized for its environmental impact, and Sandesh Press is
no exception. The production of newspapers involves the use of paper, ink, and energy, all of
which contribute to environmental degradation. As environmental awareness grows, this could
become a reputational weakness for the newspaper, particularly among environmentally
conscious readers.

To mitigate this weakness, Sandesh Press should adopt more sustainable practices, such as
using recycled paper, eco-friendly inks, and energy-efficient technologies. Promoting its
environmental initiatives and engaging in community-driven sustainability projects could also
help improve its public image.

Limited Innovation in Content Delivery

While Sandesh Press has made efforts to adapt to the digital era, its content delivery methods
may still lack innovation. For example, the newspaper’s digital platforms may not offer the
same level of interactivity, personalization, or multimedia content as some of its competitors.
This could make it less appealing to younger, tech-savvy audiences who expect a more
engaging and dynamic news experience.

To address this weakness, Sandesh Press should invest in innovative content delivery methods,
such as interactive graphics, video storytelling, and personalized news feeds. Embracing
emerging technologies like artificial intelligence and augmented reality could also help the
newspaper stand out in a crowded digital landscape.

37
3. Opportunities

In the ever-evolving media landscape, Sandesh Press has several opportunities to leverage its
strengths, address its weaknesses, and position itself for growth and success. These
opportunities arise from technological advancements, changing consumer behaviors, and
emerging trends in the media industry. By capitalizing on these opportunities, "Sandesh Press"
can not only survive but thrive in the digital era. Let’s explore these opportunities in detail.

Expansion of Digital Platforms

One of the most significant opportunities for Sandesh Press lies in the "expansion of its digital
platforms". With the increasing penetration of smartphones and internet access, especially in
rural areas, there is a growing demand for digital news content. By enhancing its digital
presence, Sandesh Press can reach a wider audience, including younger readers who prefer
consuming news online.

The newspaper can invest in developing user-friendly mobile apps, optimizing its website for
mobile devices, and offering interactive features such as videos, podcasts, and live streaming.
Additionally, Sandesh Press can explore subscription models for its digital content, offering
exclusive features or ad-free experiences to attract paying customers. This digital expansion
not only broadens the newspaper’s reach but also opens new revenue streams.

Regional Content and Hyper-Localization

As a Gujarati-language newspaper, Sandesh Press has a unique opportunity to deepen its focus
on "regional content and hyper-localization". While national and international news is widely
available, there is a growing demand for news that is relevant to local communities. By
providing in-depth coverage of local events, politics, and cultural stories, Sandesh Press can
strengthen its connection with readers and differentiate itself from larger, more generalized
media outlets.

Hyper-localization also extends to advertising. Local businesses are often looking for cost-
effective ways to reach their target audience, and Sandesh Press can offer tailored advertising
solutions that cater to specific regions or communities. This approach not only benefits
advertisers but also enhances the newspaper’s relevance to its readers.

Diversification of Revenue Streams

Another opportunity for Sandesh Press is the "diversification of its revenue streams". While
print advertising and subscriptions have traditionally been the primary sources of income, the
newspaper can explore alternative revenue models to reduce its dependence on print. For
example, Sandesh Press can offer sponsored content, native advertising, or branded
partnerships that align with its editorial values.

Additionally, the newspaper can explore opportunities in events and community engagement.
Hosting or sponsoring local events, such as cultural festivals, business summits, or educational
workshops, can generate revenue while also strengthening the newspaper’s ties with the
community. These initiatives not only provide financial benefits but also enhance Sandesh
Press’s brand image as a socially responsible organization.

38
Leveraging Data Analytics

The rise of digital platforms has made it easier for media organizations to collect and analyze
data on reader behavior. Sandesh Press can leverage "data analytics" to gain insights into what
types of content resonate most with its audience, how readers engage with its platforms, and
what topics drive the most traffic. This information can be used to tailor content, improve user
experience, and increase reader engagement.

For example, Sandesh Press can use data analytics to create personalized newsletters,
recommend articles based on a reader’s interests, or identify emerging trends in news
consumption. By harnessing the power of data, the newspaper can deliver more relevant and
engaging content, ultimately driving higher reader satisfaction and loyalty.

Collaboration with Digital Platforms

Collaborating with established digital platforms, such as social media networks, news
aggregators, or content-sharing platforms, presents a significant opportunity for Sandesh Press.
By partnering with these platforms, the newspaper can expand its reach and attract new
audiences who may not traditionally engage with print media.

For instance, Sandesh Press can collaborate with platforms like Facebook, Twitter, or YouTube
to share its content, host live discussions or run targeted advertising campaigns. These
partnerships can help the newspaper tap into the vast user bases of these platforms, increasing
its visibility and engagement.

Focus on Niche Markets

While Sandesh Press has a strong regional presence, there is an opportunity to explore "niche
markets" within its existing audience. For example, the newspaper can create specialized
content for specific demographics, such as young professionals, students, or senior citizens. By
catering to the unique interests and needs of these groups, Sandesh Press can deepen its
engagement with readers and attract new audiences.

Additionally, the newspaper can explore niche content areas, such as business, technology, or
health, to attract readers with specific interests. By becoming a go-to source for specialized
content, Sandesh Press can differentiate itself from competitors and build a loyal following.

Embracing Emerging Technologies

The rapid advancement of technology presents numerous opportunities for Sandesh Press to
innovate and enhance its offerings. For example, the newspaper can explore the use of
"artificial intelligence (AI)" to automate routine tasks, such as transcribing interviews or
generating news summaries. AI can also be used to analyze reader data and predict trends,
helping the newspaper stay ahead of the curve.

Another emerging technology with potential is "augmented reality (AR)". Sandesh Press can
use AR to create immersive storytelling experiences, such as interactive graphics or 3D
visualizations of news events. These innovative approaches can make the newspaper’s content
more engaging and appealing to tech-savvy audiences.

39
Strengthening Community Engagement

Sandesh Press has always been more than just a newspaper, it’s a "community institution". By
strengthening its community engagement efforts, the newspaper can build deeper connections
with its readers and enhance its brand loyalty. For example, Sandesh Press can organize
community events, such as town hall meetings, cultural festivals, or charity drives, to foster a
sense of belonging among its audience.

Additionally, the newspaper can create platforms for reader participation, such as opinion
columns, letters to the editor, or community forums. By giving readers a voice, Sandesh Press
can create a more interactive and inclusive media experience.

Expanding into New Markets

While Sandesh Press has a strong presence in Gujarat, there is an opportunity to "expand into
new markets", both within India and internationally. For example, the newspaper can target the
Gujarati diaspora in other parts of India or abroad, offering content that resonates with their
cultural and linguistic heritage.

Expanding into new markets would require strategic planning and investment, but it could
significantly increase the newspaper’s reach and revenue potential. By leveraging its regional
expertise and cultural relevance, Sandesh Press can carve out a niche in new markets and attract
a global audience.

4. Challenges

While Sandesh Press has numerous strengths and opportunities, it also faces several challenges
that could hinder its growth and sustainability in the digital era. These challenges stem from
both internal and external factors and addressing them is crucial for the newspaper to remain
competitive and relevant. Let’s explore the key challenges that Sandesh Press must navigate in
the evolving media landscape.

Declining Print Circulation

One of the most pressing challenges for Sandesh Press is the "decline in print circulation". As
more readers, especially younger generations, shift to digital platforms for news consumption,
the demand for print newspapers has been steadily decreasing. This trend is particularly evident
in urban areas, where digital literacy and internet access are high.

The decline in print circulation not only affects the newspaper’s revenue from subscriptions
but also impacts its advertising income, as advertisers increasingly prefer digital platforms for
their wider reach and targeted capabilities. To address this challenge, Sandesh Press must find
ways to retain its existing print readers while also attracting new ones through innovative
strategies, such as offering premium print editions or bundling print and digital subscriptions.

40
Competition from Digital Media

The rise of digital media has intensified competition for Sandesh Press. Online news platforms,
social media, and digital aggregators offer free or low-cost news content, attracting readers
away from traditional print newspapers. This competition is particularly fierce in urban areas,
where digital literacy and internet access are high.

To remain competitive, Sandesh Press must differentiate itself by offering unique value
propositions, such as high-quality journalism, localized content, and a seamless digital
experience. However, competing with well-funded digital platforms and tech giants is no easy
task, and this remains a significant challenge for the newspaper.

Monetizing Digital Content

While Sandesh Press has made strides in expanding its digital presence, "monetizing digital
content" remains a challenge. Many readers are accustomed to accessing free news online,
making it difficult for the newspaper to generate significant revenue from digital subscriptions
or paywalls. Additionally, digital advertising rates are often lower than those for print, further
limiting the potential for income generation.

This challenge highlights the need for Sandesh Press to develop innovative strategies for digital
monetization. For example, the newspaper could offer premium content, exclusive features, or
ad-free experiences to encourage readers to pay for digital subscriptions. Exploring alternative
revenue models, such as sponsored content or partnerships with digital platforms, could also
help bridge the gap.

Adapting to Changing Consumer Preferences

The media consumption habits of readers are constantly evolving, and Sandesh Press must
adapt to these changes to remain relevant. Younger generations prefer accessing news through
smartphones, social media, and online platforms, which offer instant access, interactivity, and
personalized content.

To address this challenge, Sandesh Press must enhance its digital offerings and create content
that resonates with younger audiences. This could include investing in multimedia content,
such as videos and podcasts, and leveraging social media platforms to engage with readers.
However, adapting to changing consumer preferences requires continuous innovation and
investment, which can be a significant challenge for a traditional print media organization.

High Operational Costs

The production and distribution of print newspapers involve "high operational costs", which
are a significant challenge for Sandesh Press. Expenses such as newsprint, ink, printing
machinery, and distribution logistics account for a large portion of the newspaper’s budget.
Additionally, fluctuations in the prices of raw materials, such as paper and ink, can further
strain the organization’s finances.

These high costs make it difficult for Sandesh Pres to remain profitable, especially as print
circulation declines. To address this challenge, the newspaper needs to explore cost-saving
measures, such as optimizing its production processes, reducing waste, and transitioning to

41
more sustainable practices. Investing in energy-efficient technologies and exploring alternative
revenue streams could also help alleviate financial pressures.

Resistance to Change

As a traditional print media organization, Sandesh Press may face internal resistance to change.
Employees, particularly those who have been with the organization for a long time, may be
hesitant to adopt new technologies or embrace digital transformation. This resistance can slow
down the newspaper’s ability to adapt to the evolving media landscape.

To overcome this challenge, Sandesh Press needs to foster a culture of innovation and
continuous learning. Providing training and support to employees, encouraging
experimentation, and involving staff in the digital transformation process can help ease the
transition and build a more adaptable workforce.

Environmental Concerns

The print media industry is often criticized for its environmental impact, and Sandesh Press is
no exception. The production of newspapers involves the use of paper, ink, and energy, all of
which contribute to environmental degradation. As environmental awareness grows, this could
become a reputational challenge for the newspaper, particularly among environmentally
conscious readers.

To mitigate this challenge, Sandesh Press should adopt more sustainable practices, such as
using recycled paper, eco-friendly inks, and energy-efficient technologies. Promoting its
environmental initiatives and engaging in community-driven sustainability projects could also
help improve its public image.

Maintaining Credibility in the Digital Age

In an era of "fake news" and "misinformation", maintaining credibility is a significant challenge

for Sandesh Press. While the newspaper has a long-standing reputation for journalistic
integrity, the rise of digital platforms has made it easier for false information to spread rapidly.
This can erode public trust in media organizations, including Sandesh Press.

To address this challenge, Sandesh Press must continue to uphold its standards of accuracy and
fairness while also being transparent about its editorial processes. Fact-checking, verifying
sources, and providing clear corrections when errors occur are essential practices for
maintaining credibility in the digital age.

Regulatory and Legal Challenges

The media industry is subject to a complex web of regulations and legal requirements, which
can pose challenges for Sandesh Press. Laws related to defamation, privacy, intellectual
property, and content regulation require the newspaper to navigate a delicate balance between
freedom of expression and legal compliance.

For example, Sandesh Press must ensure that its content does not violate defamation laws or
infringe on intellectual property rights. Additionally, the newspaper must comply with data
privacy regulations, such as India’s "Personal Data Protection Bill", which governs how

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personal data is collected, stored, and used. Staying compliant with these regulations requires
ongoing vigilance and legal expertise, which can be a challenge for the organization.

Objectives of study:

1. To assess the current customer preferences for print media versus digital media in the
context of Sandesh Press.

2. To evaluate the factors influencing customer loyalty and engagement with print media in
the digital era.

3. To identify the challenges faced by Sandesh Press in retaining its audience amidst the rise
of digital platforms.

Scope of study:

1. The study will focus on Sandesh Press and its customer base, analysing their preferences,
behaviours, and attitudes toward print and digital media.

2. The study will examine both qualitative and quantitative aspects, including customer
surveys, interviews, and market trends.

3. It will cover a specific geographical area where Sandesh Press operates, ensuring a
localized and relevant analysis.

Need of study:

1. To understand how print media can coexist and compete with digital platforms in an
increasingly digitalized world.

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2. To provide Sandesh Press with insights into customer preferences, enabling them to tailor
their offerings and strategies effectively.

3. To address the gap in research regarding customer preferences for print media in the
context of a specific regional press.

Research design:

1. Descriptive research design

Sampling plan:

1. Population: User of Sandesh Newspaper.

2. Sample Unit: Individual Residents who read Sandesh Newspaper.

3. Sample Size: 250 respondents.

4. Sampling Technique: Non-probability convenience technique

5. Sampling Instrument: Google from Questionnaire as primary data sampling instrument

6. Sampling Tools: Microsoft & Excel

Data collection:

1. Primary Source: Direct observation & Questionnaire.

2. Secondary Sources: Research papers, articles, newspapers, journals

Limitation of study:

1. The study will be limited to Sandesh Press and its customer base, which may not be fully
representative of the broader print media industry.

2. The findings may be influenced by regional biases, as the study focuses on a specific
geographical area.

3. The research may face challenges in obtaining accurate data due to the subjective nature
of customer preferences and behaviours.

4. The rapidly evolving nature of digital media may make some findings less relevant over
time, as trends and technologies continue to change.

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Demographics:

Measures Item Count Percentage

Gender Male 98 63.23%
Female 56 36.13%
Prefer not to say 1 0.65%
Age 18-25 85 54.84%
26-35 27 17.42%
36-45 24 15.48%
46-55 15 9.68%
56 and above 4 2.58%
Educational
Qualification Bachelor's degree 87 56.13%
Master's degree 33 21.29%
High school 27 17.42%
Doctorate degree 3 1.94%
No degree 1 0.65%
Occupation Student 78 50.32%
Business 35 22.58%
Professionals 25 16.13%
Home maker 9 5.81%
(Other individual
jobs) 0.65%-1.29%
Table 1: Demographics

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Gender

The survey had a majority of male respondents, making up about 63% of the total. Female
participants accounted for around 36%, while a very small percentage (less than 1%) preferred
not to disclose their gender.

Age Group

Most of the respondents were young adults aged 18-25, making up more than half (around
55%) of the total. The next largest group was 26-35-year-olds, followed by those in the 36-45
age range. Fewer respondents were aged 46-55, and only a small fraction (around 3%) were 56
or older.

Educational Background

The majority of participants had a Bachelor’s degree (56%), followed by Master’s degree
holders (21%). Some had completed high school (17%), while a handful had Doctorate degrees
or other specialized qualifications. A very small number reported having no formal degree.
Interestingly, a few respondents mentioned unique fields like Astrology and Media &
Entertainment.

Occupation

Half of the respondents were students, making them the largest group in the survey. The next
most common category was business professionals (23%), followed by those working in
various professional fields (16%). A smaller portion identified as homemakers, while a few
mentioned jobs in teaching, service industries, and other fields. Some responses were
inconsistent, with entries like “Nothing” or different spellings of “Job”, which could indicate
unemployment or unclear categorization.

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Analysis of Survey Questionnaire:

1. Frequency of Newspaper Reading by Age

Few times a Once a

Age Daily Rarely Never
week week
18-25 15% 31% 10% 25% 19%
26-35 22% 28% 14% 28% 8%
36-45 20% 32% 12% 20% 16%
46-55 29% 29% 12% 18% 12%
56 and above 33% 17% 17% 33% 0%
Table 2: Frequency of Newspaper Reading by Age

The way people read newspapers varies quite a bit depending on their age, and the data
shows some interesting trends. For younger folks, especially those between 18 and 25, about
31% read newspapers a few times a week, which is a decent number. However, a notable
19% of this group never reads newspapers at all. This isn’t too surprising, as younger people
tend to lean toward digital platforms for their news. Social media, news apps, and online
articles are more in line with their lifestyles—they’re quick, interactive, and easy to access.
Features like live updates, videos, and comment sections make digital news more engaging
for them. Still, the fact that nearly a third of young adults read newspapers a few times a

47
week shows that print media hasn’t completely lost its appeal, even among this tech-savvy
generation.

On the other hand, older age groups show a much stronger connection to print media. For
example, 22% of people aged 26-35 read newspapers daily, and only 8% never read them.
This trend becomes even more noticeable as people get older. Among those aged 56 and
above, a significant 33% read newspapers every single day, and not a single person in this
group said they never read them. This really highlights a generational divide. For many older
adults, reading the newspaper is a cherished part of their daily routine. It’s something they’ve
done for years, often with their morning coffee, and it provides a sense of comfort and
reliability. They also tend to trust print media more, seeing it as more credible and thorough
compared to the fast-paced, sometimes overwhelming world of online news.

Middle-aged groups, like those between 36-45 and 46-55, fall somewhere in the middle.
About 20% of 36-45-year-olds and 29% of 46-55-year-olds read newspapers daily. While
these numbers are higher than those of younger readers, they still show that daily newspaper
reading isn’t as universal as it is among the oldest group. Younger audiences, particularly
those under 25, have the lowest daily readership, with only 15% reading newspapers every
day. This makes it clear that print media is facing a challenge when it comes to attracting
younger readers.

To address this, newspapers might need to find ways to adapt without losing their older, loyal
audience. For instance, they could offer more interactive digital content, like videos or
podcasts, or create hybrid subscriptions that include both print and online access. This way,
they can appeal to younger readers who prefer digital formats while still catering to older
readers who value the traditional newspaper experience. The data really drives home the
point that print media needs to evolve if it wants to stay relevant in a world where digital
news is becoming the norm. Balancing innovation with tradition will be key to keeping both
younger and older generations engaged in the years to come.

2. Preferred Format for News Consumption by Educational Qualification

Educational Social Online News

Qualification Print Newspapers media Websites TV News Other
Bachelor's
degree 25% 38% 19% 13% 6%
Master's degree 36% 24% 24% 12% 5%
High school 26% 39% 13% 13% 8%
No degree 33% 17% 17% 17% 17%
Table 3: Preferred Format for News Consumption by Educational Qualification

When it comes to how people consume news, the choices vary significantly based on their educational
background, and the data paints a clear picture of these preferences. Social media has become the go-
to source for many, especially among younger and less educated groups. For example, 38% of people
with a bachelor’s degree and 39% of high school graduates rely on social media for their news.
Platforms like Instagram, Facebook, and Twitter are popular because they’re convenient, easy to
access, and provide real-time updates. Plus, social media isn’t just about reading news—it’s also a
space for interaction. People can comment, share, and like posts, making the experience more
engaging and community driven. For younger audiences, social media isn’t just a news source; it’s a
place to connect and discuss what’s happening in the world.

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On the other hand, print newspapers still hold a special place for more educated individuals. Among
those with a master’s degree, 36% prefer print newspapers, which is the highest percentage across all
groups. These readers often value the depth, credibility, and tactile experience of holding a physical
newspaper. For them, print media offers a sense of trust and thoroughness that digital platforms
sometimes lack. Reading a newspaper isn’t just about staying informed—it’s about engaging with
content in a meaningful and thoughtful way. This preference highlights the enduring relevance of
print media, especially for those who prioritize in-depth reporting and well-researched editorials.

Interestingly, the data also shows that people without a degree have a more balanced approach, with
33% preferring print newspapers and 17% each opting for social media, online news websites, TV
news, and other sources. This suggests that while social media dominates among certain groups,
traditional media like print and TV still play a significant role for others.

The divide in preferences underscores the challenge news organizations face in catering to diverse
audiences. To stay relevant, they need to offer a mix of digital and print options, ensuring they meet
the needs of both tech-savvy younger readers and those who value the traditional newspaper
experience. Balancing these preferences will be key to engaging a wide range of readers in the future.

3. Occupation vs. Annual Income and Newspaper Reading Frequency:

Few times a
Occupation Annual Income Daily week Once a week Rarely Never
Student <1 lakh 17% 33% 8% 25% 17%
1-3 lakh 20% 40% 12% 20% 8%
Business 1-3 lakh 22% 35% 13% 22% 9%
5-7 lakh 21% 36% 14% 21% 7%
Professionals 5-7 lakh 22% 35% 13% 22% 9%
Home maker 1-3 lakh 21% 36% 14% 21% 7%
Fresher <1 lakh 0% 33% 0% 33% 33%
Table 4: Occupation vs. Annual Income and Newspaper Reading Frequency

The way people engage with newspapers often depends on their occupation and income, and the data
reveals some interesting patterns. For students, especially those earning less than 1 lakh annually,
newspapers are a key source of information. About 33% of these students read newspapers a few
times a week, making them some of the most frequent readers. For many, newspapers are an
affordable and accessible way to stay informed, especially in situations where access to digital devices
or the internet might be limited. Whether it’s keeping up with current events, preparing for exams, or

49
simply staying connected to the world, newspapers play a significant role in their daily lives. The
habit of reading newspapers often becomes a part of their routine, offering a structured and reliable
source of information that doesn’t require expensive technology or constant connectivity. For these
young readers, print media remains a practical and trusted resource.

On the other hand, business professionals and homemakers with higher incomes (5-7 lakh) also show
a strong preference for newspapers. Among business professionals, 22% read newspapers daily, and
35% read them a few times a week. For them, newspapers provide a sense of credibility and depth
that’s essential for staying updated on market trends, economic developments, and industry news.
Reading the newspaper often becomes a daily ritual, helping them start their day with a clear
understanding of the world and make informed decisions in their professional lives. Similarly,
homemakers in this income bracket value newspapers for their reliability and comprehensive
coverage, from local news to lifestyle features. For many, reading the newspaper is not just about
staying informed but also about enjoying a moment of quiet reflection in their busy lives.

Interestingly, freshers earning less than 1 lakh show a different trend, with 33% never reading
newspapers and another 33% reading them rarely. This could be due to their reliance on digital
platforms or a lack of access to print media. Overall, the data highlights how newspapers remain a
meaningful and trusted source of information for many, even as digital platforms grow in popularity.
Balancing the needs of different groups will be key for newspapers to stay relevant in the future.

4. Credibility of Print Media vs. Digital Media:

Credibility Rating (1-5) Print Media Digital Media

1 5% 15%
2 10% 20%
3 20% 25%
4 30% 15%
5 35% 10%
Table 5: Credibility of Print Media vs. Digital Media

Trust is a cornerstone of how people choose their news sources, and the data shows that print
media holds a significant advantage in this area. A combined 65% of respondents rated print
media as highly credible, giving it scores of 4 or 5 on a 5-point scale. This high level of trust
likely stems from the rigorous editorial standards and fact-checking processes that traditional
newspapers are known for. In a world where misinformation and fake news are widespread,
print media offers a sense of reliability that many readers deeply value. The physical nature

50
of newspapers also plays a role—holding a newspaper in hand feels tangible and trustworthy,
unlike digital content, which can be easily altered, shared out of context, or lost in the flood
of online information. For many, print media represents a dependable anchor in an
increasingly chaotic media landscape.

On the flip side, digital media faces significant challenges when it comes to credibility. Only
25% of respondents rated digital media as highly credible, while a substantial 35% gave it
low scores of 1-3. This lack of trust likely stems from concerns about the spread of fake
news, the influence of algorithms that prioritize sensational content, and the difficulty of
verifying sources online. While digital platforms offer undeniable convenience and real-time
updates, these benefits often come at the cost of credibility. Many readers feel that the speed
and accessibility of digital media sometimes compromise its accuracy, making it harder to
trust compared to traditional print sources.

This credibility gap highlights an opportunity for print media to reinforce its strengths. By
continuing to prioritize high-quality journalism, thorough fact-checking, and editorial
integrity, newspapers can further differentiate themselves from digital platforms. At the same
time, digital media has room to improve by addressing these trust issues—perhaps through
clearer sourcing, better moderation, and transparency in how news is curated. For now,
though, print media remains a trusted and valued source of information for many, offering a
level of reliability that digital platforms are still striving to achieve. Balancing the
convenience of digital with the credibility of print will be key to meeting the needs of diverse
audiences in the future.

5. Role of Newspapers in Shaping Public Opinion:

Response Percentage
Yes 70%
No 30%
Table 6: Role of Newspapers in Shaping Public Opinion

A strong 70% of respondents believe that newspapers still play a significant role in shaping
public opinion, which is a powerful testament to the enduring influence of print media, even
in today’s digital age. Newspapers have long been regarded as authoritative and trustworthy
sources of information, and their ability to guide public discourse remains strong. Whether
it’s through political analysis, investigative journalism, or in-depth reporting, newspapers
provide readers with a deeper understanding of complex issues. This level of insight and
context is often missing in the fast-paced, bite-sized news cycles of digital platforms. For

51
many, newspapers are not just a source of information but a way to engage with the world
thoughtfully and critically. Their editorial perspectives and comprehensive coverage continue
to shape how people think about important topics, from local events to global affairs.

However, not everyone shares this view. A notable 30% of respondents feel that newspapers
are no longer as influential as they once were. This skepticism is likely fueled by the rise of
social media and digital news platforms, which have transformed how people consume and
share information. Digital media offers immediacy, interactivity, and a constant stream of
updates, which can make traditional newspapers seem slower or less engaging by
comparison. For some, especially younger audiences, social media has become the go-to
source for news, often shaping opinions through viral content and trending topics. This shift
has created a divide in how people perceive the role of newspapers in today’s media
landscape.

Despite this, the data suggests that newspapers still hold a unique and valuable position. To
stay relevant, they must adapt to changing habits while leveraging their strengths—
credibility, depth, and thoughtful analysis. By embracing digital tools and formats without
compromising their editorial standards, newspapers can continue to shape public opinion and
remain a trusted source of information. Balancing tradition with innovation will be key to
maintaining their influence in an increasingly digital world. For now, though, the majority’s
belief in the power of newspapers underscores their lasting impact on how we understand and
engage with the world around us.

6. Preferred Way to Access Advertisements:

Preferred Method Percentage

Print newspapers 30%
Social media 40%
Websites 20%
TV 10%
Radio 5%
Table 7: Preferred Way to Access Advertisements

When it comes to how people prefer to engage with advertisements, the data reveals a clear
divide between traditional and modern formats. Social media takes the lead, with 40% of
respondents favouring it as their preferred method for accessing ads. Platforms like
Instagram, Facebook, and YouTube have become powerful tools for advertising, offering
highly targeted ads that reach specific audiences based on their interests, behaviours, and
demographics. The interactive nature of social media also plays a big role—users can like,
comment on, and share ads, making them more engaging and effective. For younger
audiences, in particular, social media ads feel more relevant and personalized, often blending
seamlessly into their daily scrolling habits. This makes social media a go-to choice for
advertisers looking to connect with tech-savvy and younger consumers.

However, print newspapers still hold significant appeal, with 30% of respondents preferring
to access ads through this traditional medium. This preference is especially strong among
older readers, who often find print ads more trustworthy and less intrusive compared to the
constant stream of digital ads. There’s something tangible and enduring about a print ad—it’s

52
something you can hold, revisit, and even clip out if it catches your eye. For many, print ads
feel more credible and less overwhelming than their digital counterparts, which can
sometimes feel invasive or irrelevant. This enduring preference for print ads highlights their
continued value, particularly for demographics that prioritize reliability and a sense of
authenticity.

Meanwhile, other formats like websites (20%), TV (10%), and radio (5%) also have their
place in the advertising landscape, catering to different audience preferences and habits. The
data suggests that no single method dominates entirely, emphasizing the importance of a
multi-channel approach. By combining the strengths of social media’s reach and interactivity
with the trust and tangibility of print ads, advertisers can effectively connect with diverse
audiences. Balancing modern digital strategies with traditional methods will be key to
creating impactful and inclusive advertising campaigns in today’s fragmented media
landscape.

7. Interest in Digital Subscription to Sandesh Newspaper:

Response Percentage
Yes 50%
No 40%
Maybe 10%
Table 8: Interest in Digital Subscription to Sandesh Newspaper

The data reveals a clear but divided interest in digital transformation among readers, with
50% of respondents expressing interest in a digital subscription to Sandesh Newspaper. This
is an encouraging sign for newspapers aiming to expand their digital presence and connect
with a broader audience. Digital subscriptions offer undeniable convenience and accessibility,
allowing readers to access news anytime, anywhere, and on the go. For younger audiences, in
particular, this aligns perfectly with their lifestyle, as they prefer consuming content on
smartphones, tablets, and other digital devices. A digital subscription also opens up
possibilities for interactive features, such as videos, live updates, and personalized content,
which can make the news experience more engaging and dynamic.

However, not everyone is on board with the shift to digital. A significant 40% of respondents
said they are not interested in digital subscriptions. For many of these readers, the tactile
experience of holding a physical newspaper is irreplaceable. The act of flipping through
pages, the smell of print, and the ritual of reading with a morning cup of tea are deeply
ingrained habits that bring a sense of comfort and familiarity. Additionally, some readers may
feel overwhelmed by the constant screen time and digital fatigue that comes with consuming
content online. For them, print newspapers offer a welcome break from the digital noise.

The remaining 10% of respondents are on the fence, indicating a "maybe" response. This
group might be open to digital subscriptions but could have concerns about cost, usability, or
the quality of digital content compared to print.

This split in preferences highlights the importance of offering both print and digital options to
cater to diverse audiences. By adopting a hybrid model, newspapers like Sandesh can appeal
to traditional readers who cherish the physical newspaper while also attracting tech-savvy

53
audiences who prefer digital convenience. Balancing these two worlds will be key to staying
relevant and meeting the needs of all readers in an evolving media landscape.

8. Improvements Suggested for Sandesh Newspaper:

Improvement Suggestion Percentage

More detailed and factual
news 25%
Better print quality 19%
Increased local news
coverage 13%
More visual appeal 13%
Eco-friendly materials 6%
No improvements needed 13%
Table 9: Improvements Suggested for Sandesh Newspaper

Readers have clear and thoughtful suggestions for how Sandesh Newspaper can improve, and
their feedback highlights what they value most. A significant 25% of respondents want more
detailed and factual news, which aligns perfectly with the high credibility they associate with
print media. For many, the depth and accuracy of reporting are what set newspapers apart
from digital platforms. By focusing on in-depth, well-researched stories, Sandesh can
strengthen its reputation as a trusted source of information and continue to build a loyal
readership. Readers are looking for news that goes beyond headlines, offering them a deeper
understanding of the issues that matter most.

Another 19% of respondents are calling for better print quality. This could mean
improvements in the paper’s texture, design, or layout. A visually appealing newspaper not
only enhances the reading experience but also makes the content more engaging and
enjoyable. For many readers, the physical feel of a newspaper is part of its charm, and
upgrading the print quality could make that experience even more satisfying.

Additionally, 13% of readers want increased coverage of local news. This reflects a strong
desire for stories that are relevant to their communities and daily lives. Local news helps
readers feel connected to their neighborhoods, providing a sense of familiarity and relevance
that broader national or international news often can’t match. By prioritizing local stories,
Sandesh can strengthen its bond with readers and become an even more integral part of their
lives.

Interestingly, another 13% feel that no improvements are needed at all, which is a testament
to the newspaper’s current quality and the satisfaction of its readers. This group likely
appreciates Sandesh just the way it is, valuing its existing strengths and reliability.

These suggestions—ranging from more detailed reporting to better print quality and local
coverage—show that readers care deeply about their newspaper. By addressing these areas,
Sandesh can not only retain its loyal readers but also attract new ones, ensuring it remains a
vital part of their daily lives in an ever-changing media landscape.

9. Relevance of Print Media in the Next 10 Year:

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 Response Percentage
Yes 60%
No 30%
Maybe 10%
Table 10: Relevance of Print Media in the Next 10 Year

The future of print media is a hot topic, and opinions are divided, but the data shows that a
strong 60% of respondents believe it will remain relevant in the next decade. This is a
significant vote of confidence in the enduring value of newspapers. For many, print media is
more than just a source of news—it’s a trusted companion that offers depth, credibility, and a
tangible connection to the world. The experience of holding a physical newspaper, flipping
through its pages, and engaging with well-researched stories is something that digital
platforms often struggle to replicate. This loyalty to print media reflects its ability to provide
a sense of reliability and thoughtfulness in an age of fast-paced, often overwhelming digital
news.

However, not everyone is as optimistic. A notable 30% of respondents are skeptical about the
future of print media, likely due to the rapid rise of digital platforms and changing consumer
habits. For this group, the convenience, immediacy, and interactivity of digital news make it a
more appealing choice. They may also feel that print media struggles to keep up with the
speed and accessibility that digital platforms offer. This skepticism highlights the challenges
print media faces in staying competitive and relevant in a world increasingly dominated by
screens and algorithms.

The remaining 10% are on the fence, responding with a "maybe." This group might see
potential for print media to adapt and evolve but remains unsure about its long-term survival.

To stay relevant, print media will need to innovate while staying true to its core strengths.
This could mean embracing digital transformation, improving content quality, or finding new
ways to engage readers both online and offline. By balancing tradition with innovation,
newspapers can continue to thrive in the digital age, appealing to both loyal print readers and
tech-savvy audiences. The data suggests that while the road ahead may have challenges, print
media still has a meaningful role to play in the future of news consumption.

10. How Print Media Can Compete with Digital Platforms:

Suggestion Percentage
Focus on in-depth analysis and credibility 31%
Target specific demographics (e.g., rural
areas) 19%
Adopt eco-friendly practices 13%
Integrate digital elements (e.g., QR codes) 13%
No idea 13%

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Table 11: How Print Media Can Compete with Digital Platforms

Respondents have shared thoughtful and practical suggestions for how print media can stay
competitive in the digital age, and their ideas reflect a deep understanding of both the
strengths and challenges of traditional newspapers. A significant 31% of respondents
recommend focusing on in-depth analysis and credibility, which are areas where print media
already shines. Readers value the thorough reporting, fact-checking, and thoughtful analysis
that newspapers provide—qualities that often set them apart from the fast-paced, sometimes
superficial nature of digital news. By doubling down on these strengths, print media can
reinforce its role as a trusted and reliable source of information, offering readers the depth
and accuracy they crave.

Another 19% suggest targeting specific demographics, such as rural areas, where print media
remains highly valued. In these regions, access to digital devices and reliable internet can be
limited, making newspapers a primary and essential source of news. By tailoring content to
meet the needs of these communities—whether through local news, agricultural updates, or
regional stories—print media can strengthen its connection with readers who rely on it the
most.

Additionally, 13% of respondents propose adopting eco-friendly practices, such as using

recycled paper or reducing waste. This reflects a growing awareness of environmental issues
and a desire for newspapers to align with sustainable values. Another 13% recommend
integrating digital elements, like QR codes, into print editions. This hybrid approach could
bridge the gap between traditional and digital media, offering readers the best of both worlds.
For example, a QR code could link to a video interview, an interactive graphic, or additional
resources, enhancing the print experience without losing its core appeal.

Interestingly, 13% of respondents admitted they had "no idea" how print media could stay
competitive, which may reflect the complexity of the challenge. However, the majority of
suggestions highlight a clear path forward: by leveraging its strengths in credibility and
depth, targeting underserved audiences, embracing sustainability, and integrating digital
innovations, print media can adapt to the changing landscape while staying true to its roots.
These strategies could help newspapers remain relevant and valued in an increasingly digital
world.

11. Role of Newspapers in the Digital Era:

Suggested Role Percentage

Provide verified and trustworthy news 38%
Focus on local and community news 25%
Act as a bridge between traditional and
digital 19%
No specific role 13%

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 Table 12: Role of Newspapers in the Digital Era

In the digital era, respondents have clear ideas about the role newspapers should play, and
their suggestions reflect the unique value they see in print media. A significant 38% believe
that newspapers should focus on providing verified and trustworthy news. In a world where
misinformation and fake news are rampant, this role is more critical than ever. Readers rely
on newspapers to deliver accurate, well-researched information they can trust. By
maintaining high editorial standards and rigorous fact-checking processes, newspapers can
continue to stand out as a beacon of reliability in an often chaotic media landscape. For many,
this trust is what keeps them coming back to print media, even as digital platforms grow in
popularity.

Another 25% of respondents think newspapers should prioritize local and community news.
This is an area where print media has a distinct advantage over digital platforms, which often
focus on broader, national, or international stories. Local news helps readers stay connected
to their communities, offering stories that are directly relevant to their daily lives—whether
it’s updates on local government, school events, or neighborhood happenings. By focusing on
these hyper-local stories, newspapers can foster a sense of belonging and engagement that
digital platforms often struggle to achieve.

Additionally, 19% of respondents see newspapers as a bridge between traditional and digital
media. This suggests an opportunity for print media to integrate digital elements, such as QR
codes or augmented reality, to enhance the reading experience. By blending the best of both
worlds, newspapers can appeal to tech-savvy readers while retaining their traditional
audience.

Interestingly, 13% of respondents had no specific role in mind for newspapers, which may
reflect the complexity of the media landscape today. However, the majority of suggestions
highlight a clear path forward: by staying true to their core mission of providing accurate, in-
depth, and relevant news—while also embracing innovation—newspapers can remain a vital
and trusted source of information in the digital age. Balancing tradition with adaptation will
be key to their continued relevance and success.

Findings:

The data reveals a fascinating story about how people interact with print and digital media,
highlighting both the enduring strengths of traditional newspapers and the challenges they face
in a digital-first world. Print media remains highly trusted, especially among older and more
educated individuals, with 65% of respondents rating it as highly credible. In contrast, only

57
25% feel the same about digital media, which often struggles with issues like fake news and
misinformation. This trust in print media is rooted in its rigorous editorial standards and the
tangible experience of holding a physical newspaper, which many readers find more reliable
than the fast-paced, algorithm-driven world of digital news.

However, younger audiences, particularly those aged 18-25, are increasingly turning to digital
platforms. While 31% of this age group still read newspapers a few times a week, a significant
19% never read them at all. Social media dominates their news consumption, with 38% of
bachelor’s degree holders and 39% of high school graduates preferring platforms like
Instagram and Facebook for their convenience and interactivity. Yet, print newspapers still
hold a special place for more educated individuals, with 36% of master’s degree holders
valuing their depth and credibility. Older readers, especially those aged 56 and above, remain
loyal to print media, with 33% reading daily, often as part of a cherished morning routine.

A strong 70% of respondents believe newspapers still play a significant role in shaping public
opinion, underscoring their continued influence. However, 30% feel their impact has waned
due to the rise of digital platforms. When it comes to advertising, social media is the top choice
for 40% of respondents, thanks to its targeted and interactive nature. Yet, 30% still prefer print
ads, particularly older readers who find them more trustworthy.

There’s clear interest in digital transformation, with 50% of respondents open to a digital
subscription for Sandesh Newspaper. However, 40% still prefer print, valuing its tactile
experience. Readers also have suggestions for improvement: 25% want more detailed and
factual news, 19% seek better print quality, and 13% desire more local coverage. Looking
ahead, 60% believe print media will remain relevant in the next decade, but 30% are skeptical,
pointing to the need for innovation.

To stay competitive, respondents suggest print media focus on credibility (31%), target specific
demographics like rural areas (19%), and integrate digital elements. In the digital era,
newspapers should prioritize being a trusted source of news (38%) and focus on local coverage
(25%). By embracing these changes, print media can continue to play a vital role in informing
and engaging the public, even as the media landscape evolves.

Conclusion:

The story of print media in the digital era is one of resilience and adaptation, and Sandesh Press
is no exception. While newspapers like Sandesh continue to hold a special place in the hearts

58
of many readers—especially older and more educated individuals—they face a growing
challenge in winning over younger audiences who are drawn to the convenience and
interactivity of digital platforms. The trust in print media is undeniable, with 65% of
respondents rating it as highly credible, a testament to its rigorous standards and the tangible
experience of holding a physical newspaper. Yet, the shift toward digital news, particularly
among the 18-25 age group, is a clear sign that change is necessary.

For Sandesh Press to thrive in this evolving landscape, it must strike a delicate balance. On one
hand, it needs to embrace digital transformation—offering digital subscriptions, integrating
multimedia content, and making news accessible on smartphones and other devices. On the
other hand, it should continue to lean into its strengths: the credibility, depth, and local focus
that have made it a trusted source of information for so many. Readers have spoken, asking for
improvements like better print quality, more local news, and detailed, factual reporting. These
are not just suggestions but opportunities for Sandesh to deepen its connection with its
audience.

The future of print media isn’t about choosing between tradition and innovation—it’s about
blending the two. By staying true to its roots while embracing the possibilities of the digital
age, Sandesh Press can continue to inform, engage, and inspire its readers. In a world where
information moves faster than ever, the role of newspapers like Sandesh is more important than
ever: to provide not just news, but clarity, context, and a sense of community. With the right
mix of tradition and innovation, Sandesh Press can remain a vital part of people’s lives, no
matter how the media landscape evolves.

59
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Figure 5: Group photo

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