Type: Process Essays
Sample donated: Pamela Dennis
Last updated: July 25, 2019
Challengesin Distribution Network of Newspapers: A Study of Newspapers in Tirupati L.
Hemalatha* Prof.C.Vani** Introduction:In the era of information a newspaper is considered to be oneof the most important reading materials in the life of a literate people toknow about surroundings of the globalised world. In present 60% of the peoplecannot imagine their day without a newspaper. Newspaper is aperishable and distinct product in its nature, and in almost every newspaperorganization must concentrates on marketing activities of the product becausethe life span of the newspaper is only 12 to 24 hours. Readers they don’t payany amount for yesterday’s paper. So in every newspaper organisation there aretwo departments namely Advertisement department and Circulation department arethe departments which will handle all the functions and activities regardingmarketing and distributing of the newspaper.
The primary function of the Advertisementdepartment is to attract the commercial advertisers and as well the Circulationdepartment is wholly responsible for generating new subscriptions anddistribution of copies to the existing ones. Strategies of both the departmentsshould complement each other for the overall success of the organization. TheUnique characteristics of Newspaper make it a bit complex for marketers tochalk out promotional and distribution strategies.
In any Newspaperorganisation the marketing and circulation departments involved in establishingand implementing the marketing plans for both the advertisement and circulationdepartments. The circulation department is also responsible for attain andretain the customers by the value delivery network. For this the newspaperorganisations must concentrates on distribution network and monitor thedistribution agents on regular basis to overcome the distributionchallenges. Newspapers Distribution Process:Thenewspaper distribution network can be classified in two stages: They are· From newspaper organisation or printinglocation to the drop point· From drop point to the readerInnewspaper distribution network human factor plays a crucial role. In Indianearly 70% of the newspaper sales happen through door to door delivery throughnetwork agents/hawkers. In Tirupati, there is no hawker system only newspaperagent distribution system is practiced. In this connection this paperconcentrates on the following objectives.
Objectives:1. Tostudy the newspaper distribution network system in Tirupati.2. Toanalyse the challenges in distribution network with respect to Tirupati region.Methodology:Area of Study: Thearea Tirupati region was chosen for the study.Geographical segmentation forStudy:TheOnly Urban Area of Tirupati were considered i.e.
only the distribution agentsin urban area of Tirupati were chosen for studyData Collection:Thedata can be collected by using primary and secondary ways.Primary Data:Forprimary data the structured questionnaire was used to collect the data aboutdistribution system of newspapers. The questionnaire was distributed tonewspaper distribution agents in Tirupati Urban region.Secondary Data:Thesecondary data for study was collected through periodicals, Surveys, Journals,Organisation profiles, websites, and official portals of newspaper agencies,governing bodies of newspapers and other related sources.Sample for Study:Forstudy, 50 newspaper distribution agents were selected as sample, becausedistribution agents are the key players in entire newspaper distributionprocess.
They play a key vital role in distribute the newspapers to the readersin time. In that process they may face various challenges and problems relatedto distribution. In this connection the distribution agents were selected forsample of study to get a clear idea on newspaper distribution network.Data Analysis and Interpretation:1. Genderclassification of Respondents: Gender No of Respondents % of Respondents Male 46 92 Female 4 8 Total 50 100 Theabove table reveals that the gender wise representation of distribution agents.The male respondents were 46 out of 50 i.
e 92% of the respondents were male and only 8% of the respondents werefemale. From the above data it clears that only the male were interested in thenewspaper distribution business, in majority cases these females are only theownership is with them and the actual business was carried by their spouse(men) only.2.Level of Education of Distribution Agents Education No of Respondents % of Respondents Below Secondary 8 16 Secondary 6 12 Inter 20 40 U.G 16 32 P.G 0 0 Total 50 100 Fromthe above data it describes that out of 50 respondents 20(40%) respondents belongsto Intermediate, 16(32%) respondents belongs to Under Graduate, 8(16%)respondents belongs to below secondary and only 6(12%) of the respondentsbelongs to Secondary.
There is no distribution agents belong to PostGraduation. The above data describes that the educational qualifications alsodecides the newspaper distribution business. It is a phenomena i.
e, aseducational qualification increasing the no of distribution agents are decreasingand vice- versa. 3.Duration of Newspaper business carrying Years No of Respondents % of Respondents < 1 year 0 0 1-5 years 16 32 6-10 years 16 32 11-15 4 8 > 15 years 14 28 Total 50 100 Theabove table depicts the duration of carrying the newspaper business. Out of 50respondents 16(32%) respondents are involving in the business during the lastfive years and the same respondents were doing the business from ten years,14(28%) were doing the business more than 15 years and less no 4(8%) of therespondents doing the business above ten years.
It also clears that there is noone doing the business from less than one year.4.Type of Business Business No of Respondents % of Respondents Part time 24 48 Fulltime 26 52 Total 50 100 Thetype of business may vary from one agent to another agent. There are two typesof newspaper distribution business. One is Full time and another type is parttime.
It may depend on the socio economic factor, convenience and time of theagent. From the above table there is a slight variation i.e only 2(4%) of thefull time and part time business. Majority if the agents are interested indoing the business on full time basis.5.Factors that are affecting distribution Factors No of Respondents % of Respondents Paperboys 30 60 Transportation 4 8 Time 8 16 Any Other 8 16 Total 50 100 Thereare many factors that are affecting on the distribution of newspapers.
In thatdemand of paper boys are the major factor because of the irregular attendanceand of boys and they left job without any intimation. Out of 50 respondents30(60%) of the respondents said that they faced lot of challenges with paperboys, 4(8%) respondents said that Transportation also one of the problem and8(16%) respondents said that time is also one constraint in distributionprocess and remaining respondents said that other problems like collectingsubscription fee, lack of identity etc.6.Satisfaction towards Incentives given by the newspaper organisation Satisfaction No of Respondents % of Respondents Yes 28 56 No 22 44 Total 50 100 Satisfaction is the most importantfactor in any business or job; it may either in Job or in receiving suitableincentives for the work. From the above data most of the respondents aresatisfied towards their incentives. Out of 50 respondents 28(56%) ofrespondents are satisfied for the incentives given by the newspaperorganisation and 22(44%) of respondents are not satisfied with the incentives.
7.Selection criteria for Distribution Agents by the Newspaper Organisation Criteria No of Respondents % of Respondents Experience 10 2 Investment 40 98 Popularity 0 0 Any Other 0 0 Total 50 100 Theabove data illustrates that the selection of distribution agents by thenewspapers organisation is on investment basis that are deposit by the agents.Out the 50 respondents 40(98%) of respondents are selected depending oninvestment made to organisation and only 10(2%) of respondents are selectedthrough experience basis.
There is no use of popularity and remaining things. 8.Influence the customers Influence No of Respondents % of Respondents Yes 32 64 No 18 36 Total 50 100 Theabove data describes that 32(64%) of the respondents are influence thecustomers for increasing their incentives and subscriptions and 18(36%) of therespondents are not interest to influence the customers.9.Expectations from organisations Expectations No of Respondents % of Respondents Increase percentages on unsold 20 40 Timely Payments 14 28 Quick Response 4 8 In Time Delivery 6 12 Any Others 6 12 Total 50 100 Asan agent they expected some facilities from newspaper organisation. Out of 50respondents 20(40%) of respondents expected increase in percentages on unsoldcopies of newspapers, 14(28%) of respondents expected timely payments onunsold, 4(8%) of respondents expected quick response from management andremaining 6(12%) of the respondents are expected in time delivery of newspapersin point and the same percent of respondents expected increase of incentives,identity etc. 10.
Collection of Feedback from the readers No of Respondents % of Respondents Yes 34 68 No 16 32 Total 50 100 Fromthe above data it clears that 34(68%) of the respondents are collected feedbackfrom the readers about their delivery of newspaper, content and coverage ofnews in newspapers which helps to increase the business, 16(33%) of therespondents are not collected any feedback from the readers about theirservice.11.Customers are happy with delivery of newspaper No of Respondents % of Respondents Strongly Agree 24 48 Agree 14 28 Neutral 6 12 Disagree 6 12 Strongly Disagree 0 0 Total 50 100 Theabove data illustrates that 24(48%) of the respondents strongly agreed withthat their customers are satisfied with the time of newspaper delivery, 14(28%)of the respondents are agreed, 6(12%) of the respondents said that neutral andonly 6(12%) of the respondents are disagreed i.e.
their customers are not happywith the time of newspaper delivery. 12.High Demand intake of Newspapers No of Respondents % of Respondents Strongly Agree 16 32 Agree 14 28 Neutral 10 20 Disagree 0 0 Strongly Disagree 10 20 Total 50 100 Theabove data illustrates the demand of newspapers in market. Out of the 50respondents 16(32%) of respondents are strongly agreed i.e. there is a highdemand for newspapers, 14(28%) of the respondents agreed and 10(20%) of therespondents are neutral with the statement. Only 10(20%) of the respondents arestrongly disagree with the statement.13.
Changes in customer preferences impact on newspaper No of Respondents % of Respondents Strongly Agree 20 40 Agree 14 28 Neutral 8 16 Disagree 4 8 Strongly Disagree 4 8 Total 50 100 Forevery newspaper organisation reader/customer is one of the valuable assets. Theabove data describes the customer change one product to another depending ontheir preferences which may effect on the business. The 20(40%) of therespondents are strongly agreed i.
e. changes in customer preference affected onnewspapers, 14(28%) of the respondents agreed and 8(16%) of the respondents areneutral with the statement. Only 4(8%) of the respondents are strongly disagreedas well as disagreed with the statement.14. Impact of Online distribution on PrintNewspaper No of Respondents % of Respondents Strongly Agree 16 32 Agree 12 24 Neutral 8 16 Disagree 8 16 Strongly Disagree 6 12 Total 50 100 Theabove data illustrates the competition with online and other social mediaimpact on print newspaper. Out of the 50 respondents 16(32%) of respondents arestrongly agreed i.e.
there is a high competition for print newspapers withonline newspapers as well as other media, 12(24%) of the respondents agreed and8(16%) of the respondents are neutral with the statement. Only 8(16%) of therespondents are disagreed and 6(12%) of the respondents are strongly disagreedwith the statement i.e. still print newspapers have their own credibility inreader’s mind. 15.Late Delivery and price effect on Newspaper distribution No of Respondents % of Respondents Strongly Agree 14 28 Agree 12 24 Neutral 6 12 Disagree 8 16 Strongly Disagree 10 20 Total 50 100 Theabove data describes the factors that are affecting on distribution ofnewspapers. 14(28%) of respondents are strongly agreed i.
e. hike insubrciptions fee and late delivery must effected on distribution network,12(24%) of the respondents agreed and 6(12%) of the respondents are neutralwith the statement. Only 10(20%) of the respondents are strongly disagreed aswell as 8(16%) of the respondents are disagreed with the statement.Conclusion:Thedistribution network plays a pertinent role in strengthening the everynewspaper organisation. In time delivery of newspapers to the destine readersis not an easy task.
It requires proper functioning of distribution boys by thedistribution agents. There are many factors that are affecting the newspaperdistribution process. The factors are like weather conditions, paper boy’sdemand, vehicles etc.
Needless to say any and every newspaper organisation cangrow and survive only if it has proper and effective distribution system,because Newspaper is perishable goods which have a life period of 24 hours. Sothe bundles of the newspaper should reach in time to dropping facility, whichis the accessing place of the agents. This enables the distribution agents tosort out and arrange the papers in area wise for timely delivery of newspapersto the customers.References:www.google.comwww.
abc.orgwww.RNI.orgwww.exchange4media.com***************************************************************************· * L.Hemalatha, Research Scholar in theDept of Communication and Journalism, Sri Padmavati Mahila Visvavidyalayam,Tirupati.
· **Prof.C.Vani, Dept of Communication andJournalism, Sri Padmavati Mahila Visvavidyalayam, Tirupati.