THE IMPACT OF ONLINE NEWSPAPER ADVERTISING ON PRINT NEWSPAPER ADVERTISING.

newspaper advertising is a crucial factor in newspaper industry. In fact, with the digital media picking up very fast, it is becoming difficult to restrict to print advertising. In fact, a considerable amount of revenue is getting diverted from print newspaper advertising to online newspaper advertising. The aim of the study is to find whether there is any impact of online newspaper advertising on print newspaper advertising. The study concentrated on achieving three objectives, to ascertain the impact of online newspaper advertising on print newspaper advertising, to determine the relationship between the usage pattern of print newspaper and online newspaper and to ascertain factors of online newspaper advertising affecting offline advertising. The primary data was collected from students and professional employees in Bangalore through questionnaire. Considering the result of each objectives, it is clear that there is an impact of online newspaper advertising on print newspaper advertising

Is print newspaper advertising getting affected by online newspaper advertising is a crucial factor in newspaper industry. In fact, with the digital media picking up very fast, it is becoming difficult to restrict to print advertising. In fact, a considerable amount of revenue is getting diverted from print newspaper advertising to online newspaper advertising. The aim of the study is to find whether there is any impact of online newspaper advertising on print newspaper advertising. The study concentrated on achieving three objectives, to ascertain the impact of online newspaper advertising on print newspaper advertising, to determine the relationship between the usage pattern of print newspaper and online newspaper and to ascertain factors of online newspaper advertising affecting offline advertising. The primary data was collected from students and professional employees in Bangalore through questionnaire. Considering the result of each objectives, it is clear that there is an impact of online newspaper advertising on print newspaper advertising.

…………………………………………………………………………………………………….... Introduction:-
The World Wide Web has become the fastest growing advertising medium in this decade along with the swift increase in the number of Internet users around the world. With the passage of time the online newspaper started cannibalizing the print newspaper advertising, the promotions done by the online newspaper advertising are more reachable to the people because now a days people prefer more of digital media as compared to print media. Day by day users of the internet are increasing so people are moving from print to the digital world. The team of media specialists works with their clients to determine the right digital media mix for their campaign. During the past decade, the newspaper industry experienced erosion of revenues, mainly in print advertising. The considerable increase in the less rewarding online advertising has been unable to make up for this loss. As a result, for every $1 increase in online advertising between 2005 and 2011, newspapers lost $22 in print advertising. It is imaginable that the overall change in the advertising scene (such as the growth of targeted search advertising), contributed to the decline in print advertising. It is not clear whether the growth in online newspaper advertising intensified or improved this global trend. This is investigated by studying how advertisers reallocate their media budgets over time between the online and print media within a newspaper. An online newspaper is the online version of a newspaper, either as a stand-alone publication or as the online version of a printed periodical.
Going online created more opportunities for newspapers, such as competing with broadcast journalism. The trustworthiness and strong brand appreciation of well-established newspapers, and the close relationships they have ISSN: 2320-5407 Int. J. Adv. Res. 5(8), 1610-1618 1611 with advertisers, are also seen by many in the newspaper industry as strengthening their chances of survival. The movement away from the printing process can also help lessening costs.

1.
A study by Kanwal Gurleen Singh and Rajneesh Arya (2009) Newspapers have been a source of information to one and all from various years. However, with the proliferation of TV News Channels, Readers' choice of getting news and information has changed. The evolution of new media has expanded the horizons for news and information gatherers, the focus of this study is on identification of habits and preferences of newspaper readers. This study has been conducted to identify the Newspaper readership patterns among urban population of Punjab. The study also identifies the Language preferences and time spent on reading newspaper by urban population of Punjab. Further, the study attempts to gain insight of the various reasons that motivates urban population to read the newspaper. This study has been conducted in 3 cities of Punjab (a prime state in India), a sample of 250 urban respondents were selected from the Jalandhar, Amritsar and Patiala cities. Some of the analysis techniques used includes Chi square and Factor analysis. . They sell their product to two distinct customer groups, interconnected by indirect network externalities: audience (e.g. readers) and advertisers. Due to the indirect network externalities, participation from both demand sides is necessary for a successful and sustainable business model. However, the question of substitution tendencies between newspapers and the internet has predominantly been addressed by analyses of the audience side so far. 1 A notable exception is Lindstädt & Budzinski (2011), who present a theoretical discussion of substitution effects between newspaper and online advertising based upon the economic theory of advertising. They derive the hypothesis that retail markets should present a sustainable niche for newspaper advertising, considerably protected against substitution forces.

3.
A study by Dvorak John C. (MARCH 2012) john_dvorak@pcmag.com Newspaper lose more print Ads, but gain online Ads. The article reports on the performance of newspaper advertisement in the U.S. in 2012. The author mentions that revenue from newspaper advertisement continues to struggle, as major newspapers experience a $10 loss in print. He states that the decline is prompting newspaper companies to shift into online publishing. Today, the Pew Research Center released its annual report on the State of the News Media 2012, and for newspapers, the news is not good. Revenues are falling everywhere and according to the report, the major newspapers lost $10 in print for every one dollar they gained online-and they are all trying to move online fast.
4. An Article by Gilbert and Jennifer (June 1999) on Wired cities win with offline ads. This article focuses on the influx of advertisements of online companies in the U.S. daily newspapers as of June 14, 1999. According to Cyber Dialogue, online companies are using mainstream advertising in Austin, Texas as the U.S. city which has the highest percentage of adult Internet users. This trend in Austin is evident nationwide: Online companies are aiming their offline advertisements at smaller cities with high per capita Internet penetration. In a survey conducted by Intermarket Group, 86% of e-commerce companies spent money on offline ads in 1998. More so, limited budgets force online companies to choose the cities in which they use offline advertising.

Statement of the problem:-
Newspaper industry since quite some time experienced loss of revenues, mainly in print advertising. The increase in online advertising has been unable to make up for the loss. It can be concluded that cannibalization should be a credible consideration in the marketing decisions of the newspaper. Cannibalization within the newspaper is not only responsible for the downward trend of print advertising but an increase in online advertising. This research is to find out the effect of online newspaper advertising on the print newspaper advertising, increased buying behavior of consumers to read newspapers online mode today and also to understand the key determinants driving the consumers to read online newspaper.

Scope of the study:-
In the highly competitive media market, the outcome of the study will help the organization to understand the reader preference and to serve them in a better way. The study shall comparatively examine the readership level of print newspapers and online newspapers. This research is focused on both online newspaper readers and print newspaper readers. This research will be used by the newspaper industry by knowing the switch of the print newspaper readers towards the online newspapers. The organization can focus on the readers who are switching to online and can provide them better services.

Objectives of the study:-
•To ascertain the impact of online newspaper advertising on print newspaper advertising. •To determine the relationship between the usage pattern of print newspaper and online newspaper.
•To ascertain factors of online newspaper advertising affecting offline advertising.

Hypothesis:-
 H0: There is no impact of online newspaper advertising on print newspaper advertising.  H1: There is an Impact of online newspaper advertising on print newspaper advertising.

Research Methodology:-
The primary data has been collected from different age group of respondents through structured questionnaire. The data will be analysed using One Way Anova method.

Sampling Plan:-
A sample size of 100 employees has been used to assess the buying decision behaviour in newspaper industries. It has to be indicated that the respondents in this population were precisely those dealing with print newspaper and online newspaper.

Tools for Collection of Data:-
A structured questionnaire with close-ended questions has been used to record the responses of various professional employees and students of different age groups.

Plan of Analysis:-
One-way Anova testing has used to test the independence to fulfil the objectives of the study.  Interpretation:-58%resondents read Newspapers daily, 23% read 2-3 times in a day, 9% read more than once in a day, 5% read weekly and 55% monthly. 1614 Interpretation:-54.5% respondents mention they find online newspaper easy to read and 45.5% read print newspaper. Interpretation:-In the above given newspapers, 41.12% respondents prefer to read TOI, 26.5% prefer to read Economic Times, 20.6% prefer to read The Hindu, 5.85% mention they read chronicle and 5.85% choose other option.   Interpretation:-Of the majority of respondents, 48% strongly agree that online advertising affects print advertising, followed by 30% which agree,10%are neutral ,7% disagree and 5% strongly disagree that online advertising affects print advertising. Therefore it shows that respondents are of the view that yes online advertising affects print advertising.

Data Analysis:-
Interpretation:-Majority of respondents are of the view that online availability of newspapers does affect print advertising and small portion of respondents disagree with the fact that online newspaper does affect print advertising.

1617
Interpretation:-Majority of respondents are of the view that easy availability of online advertising does affect print advertising and small portion of respondents disagree that it does not affect print advertising.

Hypothesis Testing
Interpretation:-The obtained sign level is 0.529 and 0.462 which is greater than0.05 level of sign, so we have to reject null hypothesis (H0) and accept alternate hypothesis (H1). The alternative hypothesis (H1) is there is an impact of online newspaper advertising on print newspaper advertising.

Findings:-
 Majority of the respondents feel online newspapers are cost effective  Majority of the respondents are of the opinion that online newspapers are easy available.  Majority of the respondents are of the opinion that online newspapers are affordable  Majority of the respondents are of the opinion that online newspapers are easy accessible  Average age group of the people who use online newspapers are in the age group of 20 years to 40 years.