International Journal of Informative & Futuristic...

2918

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Published On: 21st April, 2016

International Journal of Informative & Futuristic Research ISSN: 2347-1697

Volume 3 Issue 8 April 2016 Research Paper

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.

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 Subject Area Management

Keywords Reading Habits, Consumer Behaviour, Whole Newspaper Segments, Daily

Thanthi, The Hindu (Tamil), Switch Over

1st Dr. R. Rajkumar

Associate Professor

Department of Management Studies

Annai College of Arts and Science,

Kumbakonam -Tamilnadu

2nd Dr. N. R. Saravanan

Assistant Professor

Department of Management Studies

Annai College of Arts and Science,

Kumbakonam -Tamilnadu

http://www.ijifr.com/

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International Journal of Informative & Futuristic Research (IJIFR)

Volume - 3, Issue -8, April 2016

Continuous 32nd Edition, Page No.:2918-2929

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)

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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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.

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Table 1: Day wise distribution of The Hindhu (Tamil) & Daily Thanthi

Day The Hindhu (Tamil) Daily Thanthi

Monday Vaniga Veethi Jothidam, Maanavar Special

Tuesday Vetrikodi Aruldharum Aanmeegam

Wednesday Maya Bazar Manapandhal; HSC, SSLC, Model Questions

(Aug to Feb)

Thursday Anatha Jothi Vellanmai Seithigal

Friday Ilamai Pudhumai, Hindu

Taakies Siruvar Thanga Malar, Velli Malar

Saturday Nalam Vazha Muthucharam, Ilaignar Malar

Sunday Pen Indru 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.

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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 to the 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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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 Age No. of Respondents Percentage

1 Up to 20 Years 6 4

2 21 - 30 Years 75 50

3 41 - 50 Years 57 38

4 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 Residence No. of Respondents Percentage

1 Rural 57 38

2 Urban 75 50

3 Panchayat 18 12

Total 150 100

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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 No. of Respondents Percentage

1 All news given by the Hindu is more

qualitative and quantitative 18 12

2 The Hindu gives necessary information more

than Daily Thanthi 36 24

3 Gives different approach for each and every

news 6 4

4 More advertisement in Daily Thanthi 54 36

5 More of entertainment oriented 6 4

6 There is no any in-depth approach 3 2

7 Needed some change over 21 14

8 High price 3 2

9 More creativity 3 2

10 No partiality 0 0

Total 150 100

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. Particulars No. of

Respondents Percentage

1 Giving news from a well-recognized quality

English paper translated in Tamil 48 32

2 Showing differences with other Tamil

newspapers 18 12

3 Less commercial advertisements 6 4

4 Necessary information given to all 9 6

5 Giving newer immediately 12 8

6 Quality based cost of paper 3 2

7 More modern things 12 8

8 Differ approach 15 10

9 Quality edition 15 10

10 No partiality 12 8

Total 150 100

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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 No. of Respondents Percentage

1.Need Changes :

a) World News 24 16

b) Social News 24 16

c) General News 24 16

d) Trade 24 6

e) General knowledge 21 14

f) Political 9 6

g) Others 9 6

h) Economics News 6 4

i) Sports 0 0

2. No need to have Changes 9 6

150 100


Interpretation

The above table shows that a respondent tells about changes have to make in Daily

Thanthi.

Table 8.7 - Rate the Satisfaction Level

The Hindu

(Tamil) Vs

Daily Thanthi

Paired Differences t Do Sig. 2

(tailed)

Mean Std.

Deviation

Std.

Error

Mean

95% of

Confidence

Interval of

Difference

Mean Std.

Deviation

Std.

Error

Mean

95% of

Confidence

Interval of

Difference

Lower Upper Lower Upper Lower Upper Lower Upper

Front Page

News -1.52000 2.34077 0.33103 -2.18524 -0.85476 -4.592 49 0

General News 0.0200 1.42127 0.20100 -0.38392 0.42392 0.100 49 0.921

District News -0.26000 1.50929 0.21345 -0.68894 0.16894 -1.218 49 0.229

Political News -0.16000 1.44787 0.20476 -0.57148 0.25148 -0.781 49 0.438

Foreign News -0.26000 1.58835 0.22463 -0.71140 0.19140 -1.157 49 0.253

Employment

News -0.22000 1.51577 0.21436 -0.65078 0.21078 -1.026 49 0.31

Technology

News -0.20000 1.41421 0.20000 -0.60192 0.20192 -0.100 49 0.322

Advertisement 0.28000 1.88485 0.26656 -0.25567 0.81567 1.050 49 0.299

Tax

Advertisement -0.08000 1.25909 0.17806 -0.43783 0.27783 -0.449 49 0.655

Thinking News -0.24000 1.67283 0.23657 -0.71541 0.23541 -1.014 49 0.315

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Weather News -0.08000 1.54972 0.21916 -0.52043 0.36043 -0.365 49 0.717

Spiritual News -0.12000 1.39445 0.19720 -0.51630 0.27630 -0.609 49 0.546

Small Stories -0.50000 1.32865 0.18790 -0.87760 -0.12240 -2.661 49 0.011

Education News -0.18000 1.42414 0.20140 -0.58473 0.22473 -0.894 49 0.376

Cinema News -0.28000 1.48516 0.21003 -0.70208 0.14208 -1.333 49 0.189

Business Line 0.02000 1.40683 0.19896 -0.37982 0.41982 0.101 49 0.92

Sports News 0.02000 1.18649 0.16779 -0.31720 0.3572 0.119 49 0.906

Agricultural

News -0.20000 1.48461 0.20996 -0.62192 0.22192 -0.953 49 0.345

Daily News -0.06000 1.34635 0.19040 -0.44263 0.32263 -0.315 49 0.754

Crime News

(Murder, Theft) -0.66000 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.

The Hindu (Tamil)

Test Value = 3

T Do Sig. 2

(tailed)

Mean

Difference

95% of Confidence

Interval of

Difference

Lower Upper Lower Upper Lower Upper

Nallathe Nadakkum -1.399 49 0.168 -0.28000 -0.6821 0.1221

Karuthu Chittiram -3.871 49 0.000 -0.66000 -1.0026 -0.3174

Intha Nal Niyapagam -3.305 49 0.002 -0.56000 -0.9005 -0.2195

Saathithavargalin Petti -2.722 49 0.009 -0.54000 -0.9387 -0.1413

Nambikkai Thodar -3.203 49 0.002 -0.62000 -1.009 -0.231

Aangilam Arivom -3.492 49 0.001 -0.68000 -1.0713 -0.2887

Galatta Katcheri -

5.60000 49 0.000 -0.80000 -1.0871 -0.5129

Vandu Desam -2.8780 49 0.006 -0.42000 -0.7133 -0.1267

Yendral Yenne -4.522 49 0.000 -0.74000 -1.0689 -0.4111

Manothathuvam:

Jayamundhu Payamillai,

Manathukku Illai Vayathu

-6.286 49 0.000 -1.00000 -1.3197 -0.6803


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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

Daily Thanthi

Test Value = 3

t df Sig. 2

(tailed)

Mean

Difference

95% of Confidence

Interval of

Difference

Lower Upper Lower Upper Lower Upper

Inraya Nal Yeppadi -1.806 49 0.077 -0.32000 -0.6760 0.0360

Kannitheevu -2.740 49 0.009 -0.56000 -0.9707 -0.1493

Chanakkiyan Chol -2.050 49 0.046 -0.36000 -0.7128 -0.0072

Thalaiyangam -6.397 49 0.000 -0.90000 -1.1827 -0.6173

Tv Cinema -0.474 49 0.637 -0.08000 -0.4189 0.2589

Aandiyar -1.544 49 0.129 -0.30000 -0.6905 0.0905

Therindu Kollungal

(Maruthuvam) -2.661 49 0.11 -0.50000 -0.8776 -0.1224


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.

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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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[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.

Date post:	06-May-2018
Category:	Documents
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International Journal of Informative & Futuristic...

Documents