Tamil_newspaper_readers_attitudes_and_pr.pdf

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

Keywords

Reading Habits, Consumer Behaviour, Whole Newspaper Segments, Daily Thanthi, The Hindu (Tamil), Switch Over

1st

Dr. R. Rajkumar

2nd

Dr. N. R. Saravanan

Subject Area

Management

Associate Professor Department of Management Studies Annai College of Arts and Science, Kumbakonam -Tamilnadu Assistant Professor Department of Management Studies 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 Published On: 21st April, 2016

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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

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 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.

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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 Table 1: Day wise distribution of The Hindhu (Tamil) & Daily Thanthi

Day Monday Tuesday

The Hindhu (Tamil) Vaniga Veethi Vetrikodi

Wednesday Maya Bazar Thursday Friday Saturday Sunday

Anatha Jothi Ilamai Pudhumai, Hindu Taakies Nalam Vazha Pen Indru

Daily Thanthi Jothidam, Maanavar Special Aruldharum Aanmeegam Manapandhal; HSC, SSLC, Model Questions (Aug to Feb) Vellanmai Seithigal Siruvar Thanga Malar, Velli Malar Muthucharam, Ilaignar Malar 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. 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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 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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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 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 1 2 3 4

Age No. of Respondents Percentage Up to 20 Years 6 4 21 - 30 Years 75 50 41 - 50 Years 57 38 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 1 2 3

Residence No. of Respondents Percentage Rural 57 38 Urban 75 50 Panchayat 18 12 Total 150 100

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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 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 All news given by the Hindu is more qualitative and quantitative The Hindu gives necessary information more than Daily Thanthi Gives different approach for each and every news More advertisement in Daily Thanthi More of entertainment oriented There is no any in-depth approach Needed some change over High price More creativity No partiality Total

1 2 3 4 5 6 7 8 9 10

No. of Respondents Percentage 18

12

36

24

6

4

54 6 3 21 3 3 0 150

36 4 2 14 2 2 0 100

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

S. No. 1 2 3 4 5 6 7 8 9 10

Particulars Giving news from a well-recognized quality English paper translated in Tamil Showing differences with other Tamil newspapers Less commercial advertisements Necessary information given to all Giving newer immediately Quality based cost of paper More modern things Differ approach Quality edition No partiality Total

No. of Respondents

Percentage

48

32

18

12

6 9 12 3 12 15

4 6 8 2 8 10

15 12 150

10 8 100

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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 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 1.Need Changes : a) World News b) Social News c) General News d) Trade e) General knowledge f) Political g) Others h) Economics News i) Sports 2. No need to have Changes

No. of Respondents

Percentage

24 24 24 24 21 9 9 6 0 9 150

16 16 16 6 14 6 6 4 0 6 100

Source: Primary Data

Interpretation The above table shows that a respondent tells about changes have to make in Daily Thanthi. Table 8.7 - Rate the Satisfaction Level

Mean

Std. Deviation

Std. Error Mean

Lower

95% of Confidence Interval of Difference Upper

Lower

Upper

Lower

Sig. 2 (tailed) 95% of Confidence Interval of Difference Upper

2.34077

0.33103

-2.18524

-0.85476

-4.592

49

0

0.0200 -0.26000 -0.16000 -0.26000

1.42127 1.50929 1.44787 1.58835

0.20100 0.21345 0.20476 0.22463

-0.38392 -0.68894 -0.57148 -0.71140

0.42392 0.16894 0.25148 0.19140

0.100 -1.218 -0.781 -1.157

49 49 49 49

0.921 0.229 0.438 0.253

-0.22000

1.51577

0.21436

-0.65078

0.21078

-1.026

49

0.31

-0.20000

1.41421

0.20000

-0.60192

0.20192

-0.100

49

0.322

0.28000

1.88485

0.26656

-0.25567

0.81567

1.050

49

0.299

-0.08000

1.25909

0.17806

-0.43783

0.27783

-0.449

49

0.655

-0.24000

1.67283

0.23657

-0.71541

0.23541

-1.014

49

0.315

Paired Differences The Hindu (Tamil) Vs Daily Thanthi

Front Page News General News District News Political News Foreign News Employment News Technology News Advertisement Tax Advertisement Thinking News

Mean

Std. Deviation

Std. Error Mean

Lower

Upper

-1.52000

t

Do

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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 -0.08000 Weather News -0.12000 Spiritual News -0.50000 Small Stories -0.18000 Education News -0.28000 Cinema News 0.02000 Business Line 0.02000 Sports News Agricultural -0.20000 News -0.06000 Daily News Crime News -0.66000 (Murder, Theft) Source: Primary Data

1.54972 1.39445 1.32865 1.42414 1.48516 1.40683 1.18649

0.21916 0.19720 0.18790 0.20140 0.21003 0.19896 0.16779

-0.52043 -0.51630 -0.87760 -0.58473 -0.70208 -0.37982 -0.31720

0.36043 0.27630 -0.12240 0.22473 0.14208 0.41982 0.3572

-0.365 -0.609 -2.661 -0.894 -1.333 0.101 0.119

49 49 49 49 49 49 49

0.717 0.546 0.011 0.376 0.189 0.92 0.906

1.48461

0.20996

-0.62192

0.22192

-0.953

49

0.345

1.34635

0.19040

-0.44263

0.32263

-0.315

49

0.754

1.58578

0.22426

-1.11067

-0.20933

-2.943

49

0.005

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 The Hindu (Tamil)

Nallathe Nadakkum Karuthu Chittiram Intha Nal Niyapagam Saathithavargalin Petti Nambikkai Thodar Aangilam Arivom Galatta Katcheri Vandu Desam Yendral Yenne Manothathuvam: Jayamundhu Payamillai, Manathukku Illai Vayathu

Mean Difference

95% of Confidence Interval of Difference

T

Do

Sig. 2 (tailed)

Lower -1.399 -3.871 -3.305 -2.722 -3.203 -3.492 5.60000 -2.8780 -4.522

Upper 49 49 49 49 49 49

Lower 0.168 0.000 0.002 0.009 0.002 0.001

Upper -0.28000 -0.66000 -0.56000 -0.54000 -0.62000 -0.68000

Lower -0.6821 -1.0026 -0.9005 -0.9387 -1.009 -1.0713

Upper 0.1221 -0.3174 -0.2195 -0.1413 -0.231 -0.2887

49

0.000

-0.80000

-1.0871

-0.5129

49 49

0.006 0.000

-0.42000 -0.74000

-0.7133 -1.0689

-0.1267 -0.4111

-6.286

49

0.000

-1.00000

-1.3197

-0.6803

Source: Primary Data

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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 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 Daily Thanthi

Inraya Nal Yeppadi Kannitheevu Chanakkiyan Chol Thalaiyangam Tv Cinema Aandiyar Therindu Kollungal (Maruthuvam)

t

df

Sig. 2 (tailed)

Mean Difference

Lower -1.806 -2.740 -2.050 -6.397 -0.474 -1.544

Upper 49 49 49 49 49 49

Lower 0.077 0.009 0.046 0.000 0.637 0.129

Upper -0.32000 -0.56000 -0.36000 -0.90000 -0.08000 -0.30000

-2.661

49

0.11

-0.50000

95% of Confidence Interval of Difference Lower Upper -0.6760 0.0360 -0.9707 -0.1493 -0.7128 -0.0072 -1.1827 -0.6173 -0.4189 0.2589 -0.6905 0.0905 -0.8776

-0.1224

Source: Primary Data

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. 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 Version)

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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929  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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International Journal of Informative & Futuristic Research (IJIFR) Volume - 3, Issue -8, April 2016 Continuous 32nd Edition, Page No.:2918-2929 [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.

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 Version)

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