Evaluation of the readership of the times of India newspaper and magazine in the hospitality segment in Madurai district

Abstract

The study examines the factors that influence the readership of daily newspapers and magazines in guests staying at hotels. The study attempts to gain a granular understanding of the Times of India newspaper’s performance within the changing consumer behaviour trends observed in the hospitality market in Madurai District. The major factors which directly shift the satisfaction of the readers are determined, these factors are then assessed on their interactional nature with other decision variables to implement the best strategies to create increased readership. The tests are conceptualized to offer objective functions to improve the current circulation system of the Times of India daily newspaper. The linear relationship of the major factors was determined using the PLUM ordinal regression analysis. The results give clarity into the sales & marketing efforts needed to succeed in the hotel segment for the print media industry. The major criteria for enriching the target market characteristics of the hospitality segment by print media sales & marketing initiatives are studied in the results.