Marketing and Communication Strategies for CustomerRetention by leading Hindi Newspapers“A study of DainikJagran and DainikBhaskar

Abstract

India is a mixed market in terms of media consumers. Where on one hand, Indian consumer is adapting to the
fast changes in technology like the audience of the West, the slow percolation of digital technologies owing to
lack of infrastructure can be attributed as the prime reason why print is still going strong in India. There is a
larger section of the audience still unreached by the digital media. According to the current Price Waterhouse
Coopers Media & Entertainment Report, the print industry in India has a circulation of 90 million second only
to China (130 million) and the newspaper industry is expected to have a compounded annual growth rate of
10.1% by 2015 while the projected growth of Indian print media is INR 282 billion in 2015.