Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3, No.10, October 2014

ISSN No: 2319-5614

Readership Behaviour of Printed Business Magazines G.Vishnupriya, M.Phil Research Scholar, Department of Business Administration, Annamalai University, India Dr. C. Kathiravan, Research Guide, Assistant Professor, Department of Business Administration, Annamalai University, India G. Sriram, Doctoral Research Scholar (Full Time), Department of Business Administration, Annamalai University

Abstract The aim of the study is to figure out readership behaviour of printed business magazines. The data was collected from 200 readers in Chennai, India by using convenient sampling method. The study measures various factors and its influence on print readership behaviour and various experiences of readers got while reading business magazines. The research outcome revealed that time spent, frequency and completeness are the factors which influence print readership behaviour. Keywords: Readership, Time spent, Frequency and Completeness

Introduction Despite major shifts in the publishing world including dramatic declines in print ad revenues and numerous closures of print publications consumers still want to read print magazines: 92% say they plan to stick to print; and when given the choice of print, e-reader, or online delivery, 90% still prefer print, according to a survey from the CMO council. Common misconception that the millennial generation whose approximate ages range from 18-34 doesn’t read print media because they’re too busy browsing blogs, tweeting, and checking their Facebook News feed. However, recent studies have shed light on the fact that these so-called ‘Digital natives’ still rely on print, both newspapers and magazines, as sources of information and entertainment. And in some categories, this age group is reading more print than ever before.

1.1 Relevance of Business Magazines Business magazines in India are one of the best ways of getting all the information regarding the current events taking place in the business world of India. Business magazines in India provide all the information that is required to quench the thirst and curiosity of the general mass. The market for the Business India magazine is vast. True to its commitment, the magazine spots, analyses and reports the present trends, conducts industry surveys. The magazine looks ahead to create a database of profiles of the hotshots and rising stars of the Indian industry. This magazine was of great help and added to the overall development and promotion of the Business magazines scenario. Most Business magazines in India follow the same time-tested model of presenting news. These magazine has developed innovative ideas of bringing cutting edge information in a never before way.

2. Review of Literature Todd McCauley, 2005 “Readership behaviour is a baseline measurement for the frequency, completeness and amount of time consumes spend with the local daily newspaper”.

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Fishbein & Ajzen, 1972; Mizokawa & Hansen- Krening, 2000, the physical act of reading is only one aspect of the complete reading experience. Guthrie and Greaney (1991: 87) state that people’s attitudes to reading are resultant from “perceptions” acquired from past reading experiences regarding how pleasurable and valuable reading. Gary Morgan, 1982, “Respondents were also asked the number of times they read specific issues of each of the magazines”. Burgoon & Burgoon, (1980) Frequency measures such as the number of times per week that people read the newspaper are commonly used in academic studies. Media measurement has focused mainly on usage, usually measured with a single critical question. Brown (1999) discussed the “read yesterday” question used to measure newspaper readership. Deepak R. K. A., et. al (2014), results suggest that an Ambush cause appeal can perform as well as a CRM appeal, and that the cause need not be closely associated to the marketer (Company-Cause Fit) to favourably influence perceptions of the audience. Brown (1999) discussed the “read yesterday” question used to measure newspaper readership. Loges & Ball- Rokeach, (1993) Time spent reading a newspaper has also been used. Readership Institute, North Western University, defines time spent “The amount of time consumers spent reading or looking at their newspaper both on weekdays and Sundays. One of three elements comprising the Reader Behaviour Score, along with frequency and completeness. Deepak R. K. A., et. al., (2013), CRM became the vehicle by which companies indirectly propagandized their brands and it has provided companies with a new tool to

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Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3, No.10, October 2014

compete in the market. Readership Institute, North Western University, defines completeness “How much of the newspaper consumers read in an average weekday and Sunday. One of three elements comprising the Reader Behavior Score, along with time and frequency. Kanthiah Alias Deepak et. al (2014), study reveals that the marketer too understand that there must be consistency on CRM message and repeated ads vastly reduces the Skeptism. The marketer should be cautious while designing the advertisement, it should be well organized and presenting the facts which can build the credibility of the audient. (Ferguson and Weigold, 1986; Allen and Izcaray, 1988; Culbertson, Evarts, Richard, Sandell, and Stempel III, 1994) Printed newspapers or magazines also make their readers aware of those other topics outside the range of their individual interests, sharing, resourceful and advertisement purpose about a wider array of events and issues in one’s community. 3. Problem Of The Study Reading habits of people has been changed nowadays. It is because of life style and technology advancement. People study print media to satisfy their reading urge. It provides various features. People may also have various experiences like sharing, interest, makes themselves resourceful, and ads to entertain while studying business magazines. Hence, the present study aims to understand the readership behaviour of business magazines readers in print media. 4. Objectives a) To analyse the frequency, time spent and completeness of reading business magazines. b) To explore the experiences of readers on reading business magazine. 5. Research Methodology This section discusses the sample size, sample selection procedure, variables selection, the model used for the research and the statistical techniques employed to find out the readership behaviour of business magazine readers and their various experiences. 5.1 Sample Size In the account of sample size we have sent questionnaire through mail to 323 respondents. We have received back the filled questionnaire from 265 respondents. From that we have selected valid 200 responses. 5.2 Participants All 200 participants are business magazine readers who are residing in Chennai, Tamilnadu, India. The sample sizes including 68 respondents are Students, 84 are Salaried, 33 are entrepreneur and 15 are retired.

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ISSN No: 2319-5614

5.3 Sample Selection Procedure Samples were selected by using convenience sampling method. This method of sampling involves using convenient method without going through the rigor of sampling method. As we have received subscribers list from few business magazine publishers from which that the samples were selected by convenience sampling method. 5.4 Hypothesis The hypothesis is framed as mentioned below. a)

Readership behaviors of print vary with age of readers. b) Readership behaviors of print do not vary with education of readers. c) Print experience varies with age of readers. d) Print experience varies with education. 5.5 Results The sample data comprised of 200 respondents residing in Chennai. The newspaper readers in the chosen data set are represented in table 1. The total sample size of 200 respondents comprises of 68 students, 84 salaried people, 33 are entrepreneur and 15 retired peoples. Table 2 Frequency having Chi-square value of 9.514 with 8 degree of freedom has been found to be nonsignificant at 5 percent level. It also inferred that time spent having Chi-square value of 7.549 with 8 degree of freedom has been found to be non-significant at 5 percent level. The completeness having Chi-square value of 7.242 with 8 degree of freedom has been found to be non-significant at 5 percent level. The test of hypothesis indicates that null hypothesis is accepted and alternate hypothesis is rejected. Table 3 Frequency having Chi-square value of 0.337 with 4 degree of freedom has been found to be nonsignificant at 5 percent level. It also inferred that time spent having Chi-square value of 1.286 with 4 degree of freedom has been found to be non-significant at 5 percent level. The completeness having Chi-square value of 2.838 with 4 degree of freedom has been found to be non-significant at 5 percent level. The test of hypothesis indicates that null hypothesis is accepted and alternate hypothesis is rejected. Table 4 One way ANOVA model shown in the table-1, it can be inferred that the F values of 0.478,1.076,1.193 and 1.639 corresponding to print experience on each different Age groups of respondents such as below 20, 21-30, 31-40, 41-50 and above 51 found to be not significant at 5 percent level. This result clearly shows that there is no significant variation in the readership behaviour among the different Age groups of respondents such as below 20, 21-30, 31-40, 41-50 and above 51. The test

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Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3, No.10, October 2014

of hypothesis indicates that null hypothesis is accepted and alternate hypothesis is rejected. Table 5 One way ANOVA model shown in the table-1, it can be inferred that the F values of 1.932, 1.836,4.290 and 0.267 corresponding to four dimensions of print experience on each different educational qualification of respondents such as up to schooling, graduate and masters found to be not significant at 5 percent level. The test of hypothesis indicates that null hypothesis is accepted and alternate hypothesis is rejected. 6. Limitations The present investigation, through carried out on scientific lines, suffers from the following limitations. The study is made for a specific period only and not continuously for a long period. However, the above limitations in no way affect the validity of the findings of the study. The finding of study is restricted to only one city of India (Chennai). Few specific and important dimensions have been used for the study purpose. The attitude of the participants may change from time to time. 7. Suggestions For Future Research The study of readership behaviour is a very prominent area for print media. Magazine publishing industry is very keen in knowing the behaviour of readers. The study of readership behaviour in magazines particularly business magazines is a new dimension of research in magazine industry. At present it has been carried out only in a single city (Chennai). In future it can be carried out in various cities in India. Through expanding to other cities, we can do the comparative study between the cities in India. Since, this study has been carried out with the focus on Business magazine. The same can be applied for other peculiar kind of magazines. This is a unique study to measure the readership and similarly, many more components that are new can be included in the future study. 8. Conclusion The research output provides valuable inputs to the publishers, as they don’t need consider the age, education, occupation, experience of the readers while overlook the behaviour of printed magazine readers. The study provides new impetus to service providers of business magazines to know the behaviour of readers. Thus, it adds value in the form of resource to an existing literature and guideline for marketers in the magazine industry. Reference [1] Ajzen, I., & Fishbein, M. (1972). Attitudes and normative beliefs as factors influencing behav-

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ioral intentions. Journal of Personality and Social Psychology. 21 (1), 1-9. [2] Allen, R. L. and Izcaray, F. (1988). Nominal agenda diversity in a media-rich, less- developed society. Communication Research. 15,29,50. [3] miel Sharon (1973). Racial differences in newspaper readership. Public Opinion Quarterly. 37(4):611-617. [4] Andrew Green , Sep 2011 "Understanding magazine audiences" Warc Best Practice. [5] Arant, M.D., & Anderson, J.Q. (2001). Newspaper online editors support traditional standards. Newspaper Research Journal. 22(4): 57-69. [6] Banning, Stephen A., and Sweester, Kaye D (2007). “ How Much do They Think It Effects Them and Whom Do They Believe? Comparing the Third-Person Effect and Credibility of Blogs and Traditional Media,” Communication Quarterly, Vol. 55, No. 4 November 2007, pages 452-466. [7] Boczkowski, P. J. (2002). The development and use of online newspapers: What research tells us and what we might want to know. In L. Lievrouw and S. Livingstone (Eds.), The handbook of new media (pp. 270286). London: Sage. [8] Brian Shields (2003), “SELLING PRINT SHORT: THE NEED TO RE-ASSESS READING AND READERSHIP” Worldwide Readership Research Symposium, Cambridge, Massachusetts, USA. October 26-29, 2003. [9] Bruce Straits (1991). Bringing strong ties back in: Interpersonal gateways to political information and influence. Public Opinion Quarterly. 55:432-448. [10] Butzelaar, S. (2001). Good news about online news? Two online newspapers compared with their print versions: An explorative analysis. Unpublished master’s thesis, University of Amsterdam. [11] Burgoon, J., & Burgoon, M. (1980). Predictors of newspaper readership. Journalism Quarterly, 57. 489–596. [12] Cameron, G. T. and Curtin, P. A. (1995). Electronic newspapers: Toward a research agenda. Paper presented at The Communication Technology and Policy Devision AEMJC National Convention, Washington DC, August, 1995. [13] Clark, C. & Foster, A. (2005) “Children’s and young people’s reading habits and preferences: The who, what, why, where and when” London: National Literacy Trust.

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Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3, No.10, October 2014

[14] Culbertson, H. M., Evarts, D., Richard, P. B., Sandell, K., and Stempel III, G. H. (1994). Media use attention to mass media and agenda richness. Newspaper Research Journal. 15 (1): 14-19. [15] David H. Weaver and John B. Mauro (1978). Newspaper readership patterns. Journalism Quarterly, 55(1):84-91 [16] Deepak, R. K. A., & Kathiravan, D. (2014). Relative Efficacy Ambush Marketing and Cause Related Marketing. Asia Pacific Journal of Marketing & Management Review ISSN, 2319, 2836. [17] http://indianresearchjournals.com/pdf/APJMM R/2014/July/11.pdf [18] Deepak, R. K. A., & Kathiravan, C. (2013). The Marketing Strategy of Cause Affiliated And Consumer Purchase Persistence Between The Industries. Review of Research, 2(11). [19] http://ror.isrj.net/ArticleDetails.aspx?id=395 [20] Deuze, M. (1998). The Web Communicators: issues in research into online journalism and journalists. First Monday,3(12) Retrieved 9 February, 2004 from http://www.firstmonday.dk/issues/issue3_12/de uze/. [21] d’Haenens, L., Heuvelman, A., and Jankowski, N. (2001). News in Online and Print Newspapers: Differences in Reader Consumption and Recall. Paper presented at the Etmaal van de Communicatiewetenschap, Vrije Universiteit Amsterdam, 2223 February 2001. [22] Engel, B. & Ridder, C. M. (2010). Massenkommunikation 2010 . ARD Pressekonferenz (available online at [23] http://öbibonline.de/fileadmin/redaktion/meldun gen/2010_2/11_ARD_ZDF_ Massenkommunikation.pdf). [24] Eric Shankleman (1955). "Measuring the Readership of Newspapers and Magazines" Journal of the Royal Statistical Society. Series C (Applied Statistics) Vol. 4, No. 3 (Nov., 1955), pp. 183-194. [25] Eveland, W. P. Jr., Marton, K., and Seo, M. (2004). Moving beyond “Just the Facts”: The influence of online news on the content and structure of public affairs knowledge. Communication Research, 31(1), 82108. [26] Ferguson, M. A. and Weigold, M. (1986). Medium source diversity and medium reliance: In search of issue diversity. Paper presented at the annual conference, International Communication Division, Chicago, IL, May 1986. [27] Fritch, J.W., & Cromwell, R.L. (2001). Evaluating Internet resources: identity, affiliation, and cognitive authority in a network

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world. Journal of the American Society for Information Science and Technology, 52(6), 499507. [28] Gary Morgan, Michele Levine and Sergey Dorofeev, (2004). "A Fresh Look At Estimating Readership Frequency Distributions Modelling readership and exposure distributions using a ‘frequency’ question " ESOMAR/ARF Worldwide Audience Measurement Conference, Geneva, Switzerland, June 13-18, 2004 [29] Georgette Wang (1977). Information utility as a predictor of newspaper readership. Journalism Quarterly. 54(4):791-794. [30] Giussani, B. (1997). A new media tells different stories. First Monday, 2(4) Retrieved 30 August, 2003 from http://www.firstmondayt.dk/issue/issue24/giussani/ [31] Kanthiah Alias Deepak et. al (2014). Enactment of Skeptism in Cause affiliated Marketing, Asian Journal of Research in Business Economics & Management, Vol. 4, Issue. 8, Aug – 2014, 160 – 169. http://aijsh.org/setup/business/paper874.pdf

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Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3, No.10, October 2014

ISSN No: 2319-5614

APPENDIX Table 1: Frequency of respondents S.No

Occupation

Frequency

1

Students

68

2

Salaried

84

3

Entrepreneur

33

4

Retired

15

Table 2 : Associations between Age range and Readership variables (Print) Age range S.No.

Component

Below 20

21-30

31-40

41-50

above 51

Total

LS

MS

HS

LS

MS

HS

LS

MS

HS

LS

MS

HS

LS

MS

HS

LS

MS

HS

Pearson Chi-square (df)

Sig

A

Frequency

2

11

4

11

65

22

8

21

13

1

23

3

2

11

3

24

131

45

9.514

0.301NS

B

Time spent

3

9

5

7

54

37

1

23

18

0

15

12

1

8

7

12

109

79

7.549

0.479 NS

C

Completeness

1

9

7

7

58

33

0

30

12

1

14

12

0

11

5

9

122

69

7.242

0.511 NS

Table 3 :Association between Education and Readership variables (Print) Education S.No Component Upto Schooling Graduate

Masters

Total

LS

MS

HS

LS

MS

HS

LS

MS

HS

LS

MS

HS

Pearson Chi-square (df)

Sig

A

Frequency

1

4

1

16

87

29

7

40

15

24

131

45

0.337

0.987 NS

B

Time spent

0

3

3

7

74

51

5

32

25

12

109

79

1.286

0.864 NS

C

Completeness

0

3

3

8

79

45

1

40

21

9

122

69

2.838

0.585 NS

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Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 3, No.10, October 2014

ISSN No: 2319-5614

TABLE 4: AGE vs PRINT EXPERIENCE

S.No

Variable

1

Sharing

2

Interest

3

Resourceful

4

Ads

Sources of

Sum of squares

df

Mean square

Between Groups

33.292

4

8.323

Within Groups

3392.58

195

17.398

Total

3425.88

199

Between Groups

61.809

4

15.452

Within Groups

2799.71

195

14.357

Total

2861.52

199

Between Groups

55.655

4

13.914

Within Groups

2273.85

195

11.661

Total

2329.5

199

Between Groups

119.144

4

29.786

Within Groups

3544.81

195

18.179

Total

3663.96

195

variables

F

Sig.

0.478

0.752 NS

1.076

0.369 NS

1.193

0.315 NS

1.639

0.166 NS

F

Sig.

1.932

0.148 NS

1.836

0.162 NS

4.290

0.015 *

0.267

0.766 NS

TABLE 5 : EDUCATION vs PRINT EXPERIENCE S.No

Variable

1

Sharing

2

3

4

Interest

Resourceful

Ads

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Sources of variables Between Groups

Sum of squares 65.918

df 2

Mean square 32.959

Within Groups

3359.957

197

17.056

Total

3425.875

199

Between Groups

52.352

2

26.176

Within Groups

2809.168

197

14.260

Total

2861.52

199

Between Groups

97.221

2

48.610

Within Groups

2232.279

197

11.331

Total

2329.5

199

Between Groups

9.916

2

4.958

Within Groups

3654.039

197

18.548

Total

3663.955

199

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