Tamil Newspaper Readers Attitudes and PR

Research Paper Volume 3 Issue 8 April 2016
International Journal of Informative & Futuristic Research ISSN: 2347-1697

Tamil Newspaper Readers Attitudes and
Preferences With Special Reference To
Thanjavur Town: A Comparison Between
Daily Thanthi Vs The Hindu (Tamil Version)
Paper ID IJIFR/V3/ E8/ 039 Page No. 2918-2929 Subject Area Management
Reading Habits, Consumer Behaviour, Whole Newspaper Segments, Daily
Keywords
Thanthi, The Hindu (Tamil), Switch Over
Associate Professor
Department of Management Studies
1st Dr. R. Rajkumar
Annai College of Arts and Science,
Kumbakonam -Tamilnadu
Assistant Professor
Department of Management Studies
2nd Dr. N. R. Saravanan
Annai College of Arts and Science,
Kumbakonam -Tamilnadu
Abstract
Newspapers are the most powerful tool to express ideas and information. It is a
part and parcel of modern life. It plays vital role by providing information and
creating awareness among the people. A newspaper acts an important medium
to control corruption and scams. The chief topics of general interest in
newspaper include politics, sports, economy, movies and share market. A wide
coverage of information is obtained at low cost though newspaper. Newspaper
provides us with information collected from around the globe. It also helps to
develops new ideas, and at times guides the common man and it also influences
the habit of thinking in men. Newspaper creates reading habits and easily
differentiates people who read and who do not. Reading is the art of learning
something. Newspaper is the store house of knowledge and provides knowledge
of different tests and kinds of different segments of the society. A newspaper is a
publication that is issued daily or weekly and includes local and international
news stories, advertisements, announcements, opinions, cartoons, sports news
and television listings etc. It is an important method to make the people aware of
the latest happenings in their local area and around the world.
Available online through - http://ijifr.com/searchjournal.aspx

www.ijifr.com 2918
Published On: 21st April, 2016
ISSN: 2347-1697
International Journal of Informative & Futuristic Research (IJIFR)
Volume - 3, Issue -8, April 2016
Continuous 32nd Edition, Page No.:2918-2929
1. INRODUCTION
A newspaper is a periodical publication containing news. The newspaper becomes more
important than even the cup of tea. Newspapers are also like a potion to which we seem to be
so deeply addicted. The main conveyor of news is newspaper. Though there are many other
sources of news like magazines and books in print media, radio and television channels and
Internet connections in electronic media, words of mouth and telephone and wireless
communications etc. no other source ever could come near the newspaper in importance. It is
true of the past and the present and it is true of the future also. Neither the advent of the
television nor that of the Internet could affect the importance of the newspaper. The reason for
this is the width, breadth and the depth of the news provided by the newspaper, its low cost
and the ease of providing the news at our leisure and comfort as many times as we desire.
Reading newspapers every day is must for students and adults for growth and enlightenment
irrespective of the class or field of their life. Reading newspaper every day is highly
educational for everyone.
A newspaper helps the government and public to inform news and here by educated and
entertains the people. Among the various newspapers there are certain newspapers and
journals, found popular among the public. Newspapers help to improve reading habits,
knowledge, and awareness. They can be part of good study habits for students in any
area of specialization. India is a developing country with many ethnic communities who
wish to live together. Efforts to solve cultural adaption problems should be
multidimensional and long term. Reading and library use habits have an important role
in building the multicultural structure in a country. The first newspaper of the world was
the "Morning post" which was started in London in the year 1772 followed by this
newspaper "The London Times" started in publications. In this study, an attempt has been
made for identifying behaviours, attitudes and habits finally culture of newspaper readers
are also identified with the attachment of ethnocentric yardstick.
2. WHAT IS NEWS?
The simple definition of news as given by the ‘Oxford Advanced Learner’s Dictionary
of Current English’ is “new or fresh information; report(s) of what has most recently
happened”. From this definition, we can say that news is any fresh thing reported in the
various fields of human Endeavour. It ranges from social, political, socio-economic
realities and, sometimes religious reporting. Moreover, news is drawn from the life
experiences of people who make up a society and between people and the world they
experience; there exist systems of signs, which are the products of society.
2.1 Newspaper in India
India is the world’s largest consumer of newspapers. According to the World
Association of Newspapers, more than 107 million daily newspapers were circulated in
India in 2009. In the calendar year 2011, the INR 209 billion print industry grew by 8.4
percent from INR 193 billion in 2010. This means one in every five daily newspapers in
the world is being published in India. With Indian print media accounting for 45 percent
Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

Attitudes and Preferences With Special Reference To Thanjavur
Town: A Comparison Between Daily Thanthi Vs The Hindu (Tamil 2919
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ISSN: 2347-1697
of total ad spend, it’s clear that print media is widely read and impactful in Tamil Nadu
the newspaper industry has also developed quite consistently over the last decade. The
first major newspaper in India the Bengal Gazette was started in 1780 under the British
Raj by James Augustus Hickey. Other newspapers such as the India Gazette, the
Calcutta Gazette, the Madras courier (1785), the Bombay Herald (1789) etc. soon
followed these newspapers carried news of the areas under British rule. The Bombay
Samachar, founded in 1822 and printed in Gujarati is the oldest newspaper in Asia still
in print.
2.2 Newspaper in Tamilnadu
Swadesamitran (1881–1985) was the first Tamil language newspaper owned and
operated by Indians. It was published from Chennai (then called Madras). It was
founded by G Subramania Aiyer who also served as the papers first editor. It was
founded as a sister paper of The Hindu which Aiyer had also founded two years earlier
in 1879. The name translated from Tamil to English literally means "friend of self-rule".
It was originally started as a weekly and became a daily by 1889. It was a chronicle of
the Indian National Independence movement from its inception and it was used by
Subramania Aiyer to rouse the nationalistic feelings of the Tamil people. A host of very
eminent men like Subramania Pillai, Mahakavi Subramania Bharathi (aka
"Bharathiyar"), VVS Iyer and other worked as editor or sub-editors of the paper during
the struggle for Independence. These men used familiar anecdotes form the great epics
of the Ramayana and Mahabharata to rouse public opinion in the cause of nationalism
within Tamil Nadu (then known as The Madras Presidency).
3. REGIONAL NEWSPAPERS
3.1 Daily Thanthi

Daily Thanthi was started in Madurai In 1942, with simultaneous editions in Madras,
Salem and Tiruchirappalli. It was founded by S.P.Adithanar, a lawyer trained in Britain.
He modeled Daily Thanthi on the style of an English tabloid - The Daily Mirror. He
aimed to bring out a newspaper that ordinary people would read, and which would
encourage reading habit even among the newly literate. In the past, the daily newspaper
which was printed in Madras, reached the southern Tamil region after at least one day.
Daily Thanthi used the public bus system to distribute the paper throughout the south
Tamil region and capitalized on the hunger for war news that arose after Singapore fell
to the Japanese. Daily Thanthi became one of the largest Tamil language dailies by
circulation within a few years; it has been a leading Tamil daily since the 1960s.
3.2 The Hindu (Tamil Version)
The Hindu launches Tamil Newspaper on 16 September 2013. The Hindu Tamil
Newspaper starts with over 5,00,000 copies and top newspapers see flat growth. Kasturi
and Sons Ltd, the publisher of the Hindu English daily, have launch a-Tamil Newspaper
on 16 September 2013 that is most likely to carry the same name.

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Table 1: Day wise distribution of The Hindhu (Tamil) & Daily Thanthi
Day The Hindhu (Tamil) Daily Thanthi
Monday Vaniga Veethi Jothidam, Maanavar Special
Tuesday Vetrikodi Aruldharum Aanmeegam
Manapandhal; HSC, SSLC, Model Questions
Wednesday Maya Bazar
(Aug to Feb)
Thursday Anatha Jothi Vellanmai Seithigal
Ilamai Pudhumai, Hindu
Friday Siruvar Thanga Malar, Velli Malar
Taakies
Saturday Nalam Vazha Muthucharam, Ilaignar Malar
Sunday Pen Indru Gnayiru Malar, Kudumba Malar
4. REVIEW OF LITERATURE
N.Geetha (2012) this paper seeks conclude the develop our indulgent of readers
attitude towards Dinakaran daily newspaper. In a competitive market place where
businesses compete for customers, it is very essential to identify the reader’s attitude and
to frame the business strategies to increase their level of satisfaction of the customers. The
main objective of this study is to enhance the understanding about reader’s attitude
towards Dinakaran daily newspaper and also the study intends to examine the impact of
factors affecting attitude towards Dinakaran daily newspaper. For this, the samples of 150
have been taken from the total population based on convenience sampling method. The
data collection is based on the primary data source and secondary data source. The
concluded that most of the respondents are motivate by impartiality of news provided
and price level for this daily and they are willing to recommend to others.
Mahmood, Malik Tariq (2009) in their study investigated the different patterns of
academicians' of print media. Information obtained by using a wide variety of both
informal and formal sources; i.e. human sources, internet and Mass Media. Keeping in
view its nature and requirement to explore and examine news-seeking patterns of
academicians of AIOU by newspapers.
Robinson (1990) states that the decline in newspaper reading stands in marked contrast
to an overall increase in free time and to the increase in the public’s overall use of mass
media. College students are part of the elusive 18- to 34-year-old demographic segment
that is the least likely to read a daily newspaper and that newspaper publishers have
sought for years to attract. Often electronic media are blamed for the decrease in print
use. Newspapers have been experiencing declining circulation figures and advertising
revenues for several years.
Levy, D. and Nielsen, R. (2010) this study indeed the only global survey of its kind is
The Changing Business of Journalism and its Implications for Democracy. This
groundbreaking book from the Reuters Institute for the Study of Journalism is the first
major overview of how the news industry is dealing with several unprecedented
challenges, in particular the rise of the internet and the draining of advertising revenue
from traditional media platforms.

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5. STATEMENT OF THE PROBLEM

The Newspaper has now a day’s created a greater impact on the day-to-day happening. The
study is to find out whether the readers give any priority to the Daily Thanthi or The
Hindu (Tamil) newspaper. There are newspapers catering tothe needs and expectations of
a segment of readers and consumers. But majority of newspaper try to bring in its fold all
segment of customers and readers. In this study the researcher lets focusing the
ethnocentric behaviours if both Hindu newspaper readers and daily Thanthi newspaper
in Thanjavur town, because of the reason is recently compared to other newspaper in
Thanjavur town the Tamil Hindu newspaper got highest customer, In the upcoming
years they reach the standardized name in Tamil version newspaper industry so the
researcher want to found that statement of why the people suddenly change their
behaviour in new one? What are the key factors are involving deeply focusing in two
different leading newspapers in Thanjavur town namely the Hindu Tamil Vs Daily
Thanthi.
6. OBJECTIVES OF THE STUDY
 To study the comparison between The Daily Thanthi and the Hindu Tamil version
newspapers based on the respondents who have switch over from Thanthi to Hindu.
 To identify the areas within each newspaper where the respondents are more interested.
 To analyze the predominant factor which are influencing the readers of Newspaprs.
 To reveal some suggestions based on the comparison towards the less potential
newspaper.
7. RESEARCH METHODOLOGY
The present study is mainly based on primary data. Mobile consumers belonging to
Thanjavur town, Tamilnadu are examined. Tamil questionnaires are used as study
instruments. Data collected from users of existing newspapers whose read Daily Thanthi
that means whose are really changed in daily Thanthi in to Tamil Hindu in Thanjavur
town are taken as behaviours and attitudes and changes in current trends. Readers were
asked to collect the information. A Questionnaire was framed in the format of Likert
scale for data collection it consist of various sub division.
7.1 Sample Design
A convenient sampling (Stratified non random sampling) of 150 consumers was shared up
for the current study in which respondent of the study was request to complete the
questionnaire on voluntary basis.
7.2 Data Collection
The Primary data collected from the respondents through the structured questionnaire
method and interview schedule. Secondary data include various Journals, Books,
Newspapers, Magazines and Websites, which provide valuable Information related to the
topic.
7.3 Tools for data Analysis
t- test , 2 tailed at 0.01 significant level.

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7.4 Hypothesis
 There is no significant difference between the Hindu and the Daily Thanthi w.r.t
the following areas like Front page news, general news, foreign news,
technology news, spiritual news, short stories, education news, etc.
 There is no significant difference between the mean scores of the respondents
interested areas like Nallathe Nadakkum, Karuthu Chitram, Saathithavargalin
Petti, etc., w.r.t The Tamil Hindu.
 There is no significant difference between the mean scores of the respondent’s
interested areas like Kanni Theevu, Chanakiyan Chol, Thalayangam, etc., w.r.t.
The Daily Thanthi.
8. ANALYSIS AND INTERPRETATION
Table 8.1 -Age wise Classification of Newspaper Readers

S. No Age No. of Respondents Percentage
1 Up to 20 Years 6 4
2 21 - 30 Years 75 50
3 41 - 50 Years 57 38
4 Above 50 Years 12 8
Total 150 100
Source: (Primary Data)
Interpretation
The above table shows the respondents‟ Age of the newspaper readers. 4% of the
respondents belong to the Age up to 20 years, 50% of the respondents belong to years
21 to 30years , 38% of the respondents belong to 41 to 50 years, and 8% of the
respondents are above 50years. It clearly denotes the majority of the respondents are 50%
of the age group 21 to 30 years.
Table 8.2 -Gender wise Classification of the Respondents
S.No Gender No. of Respondents Percentage
1 Male 96 64
2 Female 54 36
Total 150 100
Source: (Primary Data)
The above table shows that the gender wise classification of the respondents. 64% of
the respondents are male, and 36% of the respondents are female. It clearly denotes the
majority of the respondents are male when compared to the female category.
Table 8.3 - Place of Residence wise Classification of the Respondents
S.No Residence No. of Respondents Percentage
1 Rural 57 38
2 Urban 75 50
3 Panchayat 18 12
Total 150 100

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The above table shows the residence of the respondents. 38% of the respondents are lived
in rural area, 50% of the respondent’s residence in urban area, and 12% of the
respondent’s residence in Panchayat.
Table 8.4- Shifted from Daily Thanthi to the Hindu paper
S.No Particulars No. of Respondents Percentage
All news given by the Hindu is more
1 18 12
qualitative and quantitative
The Hindu gives necessary information more
2 36 24
than Daily Thanthi
Gives different approach for each and every
3 6 4
news
4 More advertisement in Daily Thanthi 54 36
5 More of entertainment oriented 6 4
6 There is no any in-depth approach 3 2
7 Needed some change over 21 14
8 High price 3 2
9 More creativity 3 2
10 No partiality 0 0
Total 150 100
Source: Primary Data
Interpretation
The above table shows the reasons for the respondents those who have shifted from
Daily Thanthi to the Hindu paper. 36% of the respondents states the reason that more
advertisement are there in Daily Thanthi, 24% of the respondents states that The Hindu
gives necessary information more than Daily Thanthi.
Table 8.5 - Hindu Special
No. of
S. No. Particulars Percentage
Respondents
Giving news from a well-recognized quality
1 48 32
English paper translated in Tamil
Showing differences with other Tamil
2 18 12
newspapers
3 Less commercial advertisements 6 4
4 Necessary information given to all 9 6
5 Giving newer immediately 12 8
6 Quality based cost of paper 3 2
7 More modern things 12 8
8 Differ approach 15 10
9 Quality edition 15 10
10 No partiality 12 8
Total 150 100

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Interpretation
The above table shows the specialty available in the Hindu Tamil Newspaper. 32% of the
respondents’ opinion that the paper is from the quality brand of its English version.12% of
the respondents states that it is different from other Tamil newspapers.
Table 8.6- Changes has to made in Daily Thanthi
Particulars No. of Respondents Percentage
1.Need Changes :
a) World News 24 16
b) Social News 24 16
c) General News 24 16
d) Trade 24 6
e) General knowledge 21 14
f) Political 9 6
g) Others 9 6
h) Economics News 6 4
i) Sports 0 0
2. No need to have Changes 9 6
150 100
Interpretation
The above table shows that a respondent tells about changes have to make in Daily
Thanthi.
Table 8.7 - Rate the Satisfaction Level
Sig. 2
Paired Differences t Do
(tailed)
The Hindu 95% of 95% of
Std. Std.
(Tamil) Vs Std. Confidence Std. Confidence
Mean Error Mean Error
Daily Thanthi Deviation Interval of Deviation Interval of
Mean Mean
Difference Difference
Lower Upper Lower Upper Lower Upper Lower Upper
Front Page
-1.52000 2.34077 0.33103 -2.18524 -0.85476 -4.592 49 0
News
General News 0.0200 1.42127 0.20100 -0.38392 0.42392 0.100 49 0.921
District News -0.26000 1.50929 0.21345 -0.68894 0.16894 -1.218 49 0.229
Political News -0.16000 1.44787 0.20476 -0.57148 0.25148 -0.781 49 0.438
Foreign News -0.26000 1.58835 0.22463 -0.71140 0.19140 -1.157 49 0.253
Employment
-0.22000 1.51577 0.21436 -0.65078 0.21078 -1.026 49 0.31
News
Technology
-0.20000 1.41421 0.20000 -0.60192 0.20192 -0.100 49 0.322
News
Advertisement 0.28000 1.88485 0.26656 -0.25567 0.81567 1.050 49 0.299
Tax
-0.08000 1.25909 0.17806 -0.43783 0.27783 -0.449 49 0.655
Advertisement
Thinking News -0.24000 1.67283 0.23657 -0.71541 0.23541 -1.014 49 0.315

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Weather News -0.08000 1.54972 0.21916 -0.52043 0.36043 -0.365 49 0.717

Spiritual News -0.12000 1.39445 0.19720 -0.51630 0.27630 -0.609 49 0.546
Small Stories -0.50000 1.32865 0.18790 -0.87760 -0.12240 -2.661 49 0.011
Education News -0.18000 1.42414 0.20140 -0.58473 0.22473 -0.894 49 0.376
Cinema News -0.28000 1.48516 0.21003 -0.70208 0.14208 -1.333 49 0.189
Business Line 0.02000 1.40683 0.19896 -0.37982 0.41982 0.101 49 0.92
Sports News 0.02000 1.18649 0.16779 -0.31720 0.3572 0.119 49 0.906
Agricultural
-0.20000 1.48461 0.20996 -0.62192 0.22192 -0.953 49 0.345
News
Daily News -0.06000 1.34635 0.19040 -0.44263 0.32263 -0.315 49 0.754
Crime News
-0.66000 1.58578 0.22426 -1.11067 -0.20933 -2.943 49 0.005
(Murder, Theft)
Interpretation
This table shows the rate the satisfaction level. Front page news from the above table it
is found that t=-4.592, P=.000. Crime news (t=-2.943, P=.005) and (t=-2.661, P=.011)
are statistically significant at 5% level. Therefore concluded that there is a significant
differ it feel the Hindu and Daily Thanthi with respective front page news, crime news
and short stories the satisfaction level of the Hindu on these aspects are more satisfied
than Daily Thanthi readers. There is no significance difference between the Hindu and
Daily Thanthi with respective to other news aspects like weather news, spiritual news,
agri. news, etc.
Table 8.8 -Rank segments based on Respondents Interest Areas in Hindu.

Test Value = 3
95% of Confidence
Sig. 2 Mean
The Hindu (Tamil) T Do Interval of
(tailed) Difference
Difference
Lower Upper Lower Upper Lower Upper
Nallathe Nadakkum -1.399 49 0.168 -0.28000 -0.6821 0.1221
Karuthu Chittiram -3.871 49 0.000 -0.66000 -1.0026 -0.3174
Intha Nal Niyapagam -3.305 49 0.002 -0.56000 -0.9005 -0.2195
Saathithavargalin Petti -2.722 49 0.009 -0.54000 -0.9387 -0.1413
Nambikkai Thodar -3.203 49 0.002 -0.62000 -1.009 -0.231
Aangilam Arivom -3.492 49 0.001 -0.68000 -1.0713 -0.2887
-
Galatta Katcheri 49 0.000 -0.80000 -1.0871 -0.5129
5.60000
Vandu Desam -2.8780 49 0.006 -0.42000 -0.7133 -0.1267
Yendral Yenne -4.522 49 0.000 -0.74000 -1.0689 -0.4111
Manothathuvam:
Jayamundhu Payamillai, -6.286 49 0.000 -1.00000 -1.3197 -0.6803
Manathukku Illai Vayathu

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Interpretation
The above table shows that rank segments based on the respondents interest areas on
The Hindu regarding Mean, standard deviation and t‟ value. The computed t‟ value is less
than 0.01%. Hence, Null hypothesis is rejected at 1% level of significance. Hence, it is
inferred that there is significant difference between the mean scores of the ability of The
Hindu news headings scores.
Table 8.9- Rank segments based on Respondents Interest Areas in Daily Thanthi
Test Value = 3
95% of Confidence
Sig. 2 Mean
Daily Thanthi t df Interval of
(tailed) Difference
Difference
Lower Upper Lower Upper Lower Upper
Inraya Nal Yeppadi -1.806 49 0.077 -0.32000 -0.6760 0.0360
Kannitheevu -2.740 49 0.009 -0.56000 -0.9707 -0.1493
Chanakkiyan Chol -2.050 49 0.046 -0.36000 -0.7128 -0.0072
Thalaiyangam -6.397 49 0.000 -0.90000 -1.1827 -0.6173
Tv Cinema -0.474 49 0.637 -0.08000 -0.4189 0.2589
Aandiyar -1.544 49 0.129 -0.30000 -0.6905 0.0905
Therindu Kollungal
(Maruthuvam) -2.661 49 0.11 -0.50000 -0.8776 -0.1224
Interpretation
The above table shows that rank segments based on the respondents interest areas on
Daily Thanthi regarding Mean, standard deviation and ‘t’ value. The computed ‘t’value is
less than 0.01%. Hence, Null hypothesis is rejected at 1% level of significance. Hence, it
is inferred that there is significant difference between the mean scores of the ability of
Daily Thanthi news headings scores.
9. FINDINGS, SUGGESTIONS AND CONCLUSION
9.1 Findings
 The switches over reasons are majorly 36% of the respondents states that Thanthi is
having more advertisements, and another 24% states that Hindu is providing more
necessary information.
 32% of the respondents in the switch over are stating that the Hindu is having more
brand image for its quality.
 48% of the respondents in total states that the Thanthi needs change in approach in
presenting World news, social news, and general news.
 There is a significant difference between the Hindu and the Daily Thanthi w.r.t the
following areas like Front page news, general news, foreign news, technology news,
spiritual news, short stories, education news, etc.

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 There is a significant difference between the mean scores of the respondents

interested areas like Nallathe Nadakkum, Karuthu Chitram, Saathithavargalin Petti,
etc.,w.r.t. The Tamil Hindu.
 There is a significant difference between the mean scores of the respondents
interested areas like Kanni Theevu, Chanakiyan Chol, Thalayangam, etc., w.r.t. The
Daily Thanthi.
9.2 Suggestions
 Daily Thanthi needs to concentrate on minimizing advertisements presented along in
all pages and also need to change their approach in presenting world news, social
news and general news.
 Hindu also needs to differentiate with its competing brand, in the areas of general
news, cinema news, agri. news, education news, etc., and need to concentrate on
Galatta Gatcheri, Aangilam Arivom, & Manothathuvam areas.
 Daily Thanthi needs to concentrate on improving Thalaiyangam and Maruthuvam
segments also.
9.3 Conclusion
From the study it is inferred that The Hindu tamil newspaper is recently more competing
than the Daily Thanthi newspaper and pocketing more about of sales and market share,
and it is the responsibility and the major task is to maintain its consistency and also doing
enhancements continuously according to the needs and desires of various customer
segments, since the customer requirements are changing continuously and their latent
needs are also unable to predict and it is having more amount of uncertainty to read and
forecast it , though it’s a challenging task, from the study The Hindu found to be well
experienced in this, and the other areas and segments which needs improvement also
mentioned in the suggestions for both the newspaper based on the study inferences. One
thing is sure that though in this IT era, printed newspaper is having its everlasting interest
and traditional custom like habit to use to it. So the publishers can utilize the opportunity
but with hectic competition to win the customers.
10. REFERENCE
[1] Chadrakumar, K.S. and A.Joyclin Shermila, (2003). "Reading Ability of the Rural, Urban and
Semi Urban Peoples - A Comparative Study”, Meston Journal of Research in Education, Vol.
No.2.
[2] Eamin Ali Akanda and ArmanulHaque (2013), “Newspaper Reading Habits Of University
Graduate Students In Bangladesh: A Case Study ”IMPACT: International Journal of Research in
Applied, Natural and Social Sciences (IMPACT: IJRANSS) Vol. 1, Issue 3, p 1-8.
[3] N.Geetha (2012), “ A study on readers attitude towards dinakaran daily newspaper with special
reference to tiruchengodu”, “ International Journal of Management Research”, Vol. 2(2)
[4] E. F. Larkin and G. L. Grotta, Consumer Attitudes toward and Use of Advertising Content in a
Small Daily Newspaper, Journal of Advertising, 5(1), 1976, 28-31.
[5] Rajan, R, (2001). "Reading Interest of Neo – Literates”, The Education Review, Vol.44.
[6] Praveen Patel, Devendra Patel &Haresh Patel (2014) “Reading habits of newspaper in pharmacy
college: An analytical study”. Journal of Advances in Library and Information Science. Vol. 3. (2).

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[7] www.the hindu.co.in
[8] www.daily thanthi.co.in
Author’s Biographies
Dr. R.Rajkumar B.Sc, M.B.A, M.Phil, Ph.D, Associate Professor at present
serving in Annai College of Arts and Science, Kumbakonam in Department of
Management Studies, having more than 15 years of teaching experience. He
received his Doctorate from Annamalai University, Chidambaram. His areas
of interest are Human Resource Management, Organizational Behavior and
Organizational Effectiveness. He has attended various National &
International Conferences and workshops on various disciplines of
Management. In addition to this he has successfully coordinated many
academic activities like Coordinator of Discipline Committee, Summer
Training program, Industry Visit, Trucking Visit, Course Curriculum design,
Management Fest and Cultural Activities for the students. His expertise lies in preparing students for their
job interviews and self-grooming. Highly passionate towards empowering students towards
Employability and Skill development. Over the years, he has developed an innovative approach to
teaching and conducting research with the simulation games. According to his, the very word of
MANAGEMENT defines, Managing Men Tactfully and in order to do so one has to have an
OWNERSHIP quality at the workplace. His Key strengths are Innovation, benchmarking and honesty.
Dr. N.R.Saravanan, B.Com., M.B.A., M.Phil., Ph.D., Assistant Professor at

present doing academic service at Annai college of Arts and Science,
Kumbakonam in Department of Management Studies and having more than
10 years of academic and teaching experience, and specialized in the areas of
marketing, banking, finance and systems by obtaining double M.B.A degrees
and he also imparts with M.A (Yoga) and postgraduate diploma in computer
science and human resources. He is always having more thrust for knowledge
and studies thus he obtained various certificate courses in the areas of yoga,
consumerism, journalism, photography and share investment management. In
his higher secondary he achieved as school first and won gold medal. He has
attended a number of National and International Conferences where he has presented research papers in
his area of specialization. He has attended professional development programs like research methodology
workshops, case writing workshops, seminars, and faculty development programs. He has also supervised
a number of research projects. Fun loving he has a blend towards moral education and social networking
as an asset to seek knowledge and be a learner always.

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Tamil Newspaper Readers Attitudes and PR

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Research Paper Volume 3 Issue 8 April 2016

International Journal of Informative & Futuristic Research ISSN: 2347-1697

Available online through - http://ijifr.com/searchjournal.aspx

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

3.1 Daily Thanthi

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

5. STATEMENT OF THE PROBLEM

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

8. ANALYSIS AND INTERPRETATION

Table 8.1 -Age wise Classification of Newspaper Readers

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

Weather News -0.08000 1.54972 0.21916 -0.52043 0.36043 -0.365 49 0.717

Table 8.8 -Rank segments based on Respondents Interest Areas in Hindu.

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

9. FINDINGS, SUGGESTIONS AND CONCLUSION

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

 There is a significant difference between the mean scores of the respondents

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

Dr. N.R.Saravanan, B.Com., M.B.A., M.Phil., Ph.D., Assistant Professor at

Dr. R. Rajkumar, Dr. N. R. Saravanan:: Tamil Newspaper Readers

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