Advertisements in Nepal Samacharpatra National Daily (A Content Analysis)

1. Statement of Problem:

Nepal Samacharpatra National Daily newspaper is supposed to be one of the most reputed and old media organization of Nepal, being published by ‘The Kamana Prakashan Samuha’, established more than 25 years ago. During its publication journey, how far the organization has been sustainable financially is the question to behind this research. As advertising is to provide the most persuasive possible selling message to the right prospects at the lowest possible cost, it is an attempt to discover the advertising market of The Nepal Samachrpatra daily. Advertising is the breathing of Medias as they can’t sustain without enough advertisements economically. Hence, it’s also an endeavor to analyze the marketing status of the daily newspaper.

2. Objectives of Research:

• To analyze Nepal Samacharpatra National daily’s advertisement market and it’s coverage in the sector of advertising.
• To find out the type of advertisers that favour the newspaper to advertise through.
• To suggest the publication house to overcome it's marketing's shortcomings.
• To show the new arena and sectors of advertising and help the publication house grow it's business.

3. Research Methodology:

‘Is really the newspaper satisfied with it’s advertisement market or ants further leap’, being based on this question, the researcher studied the publication’s week long series of newspaper starting on Monday, 20th April 2009 (Baisakh 7, 2066 B.S.) to Sunday, 26th April 2009 (Baisakh 13, 2066 B.S.). The advertisements published in the newspaper in the front page and back page along with the ear panels were only studied as the primary data, as the most economic and important advertisements are supposed to be published in these two pages. All the advertisements in those pages are found to be published in four colour format. Hence, the research doesn’t concern on the matter. The front and back page’s advertisements are studied primarily and then while analyzing the information the data are merged to get final conclusion. Each and every advertisement was measured (in Inch) for their size and final conclusion were drawn.

4. Data Collection:

Advertisements of each seven days during research period are collected and presented separately here in seven separate charts. The model advertisements are attached in the index at last.

Advertisements Published on Monday, April 20, 2009 (Baisakh 7, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	Kathmandu TMT Steel	2x2	Dabour Glucose D	13x2
2.	Himalaya Finance Limited	2.5x3	Nepatop Water Tank	3x2
3.	NIT/IGNOU Institute	2x2	Pepsi Cold Drink	3x2
4.	Int. Leasing and Finance	2.5x3	Publisher's own ad.	3X4
5.	Riddhi Siddhi Jewelers	2.5x1.5	Publisher's own ad.	13x2
6.	Hilltake LPG Genset	2.5x1.5	-	--
7.	Real Mango Juice	13x6	-	-

Advertisements Published on Tuesday, April 21, 2009 (Baisakh 8, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	Kathmandu TMT Steel	2x2	Dabour Glucose D	13x2
2.	Himalaya Finance Limited	2.5x3	Surya Nepal Masters	13x7
3.	Rajhansh Oil and Ghee	2x2	Nepal Telecom	13x10
4.	Int. Leasing and Finance	2.5x3	-	-
5.	Riddhi Siddhi Jewelers	2.5x1.5	-	-
6.	Hilltake LPG Genset	2.5x1.5	-	-
7.	Nepal Airlines	13x2	-	-
8.	Sunrise Bank Limited	6x10	-	-

Advertisements Published on Wednesday April 22, 2009 (Baisakh 9, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	Kathmandu TMT Steel	2x2	Dabour Glucose D	13x2
2.	Rajhamsha Oil and Ghee	2x2	Nepatop Water Tank	3x2
3.	Himalayan Bank Limited	13x2	V.S. Niketan School	5x7
4.	Himalaya Finance Limited	2.5x3	-	-
5.	Riddhi Siddhi Jewelers	2.5x1.5	-	-
6.	SPACE FOR AD.	2.5X1	-	-
7.	Nepal Telecom	5x3	-	-
8.	Int. Leasing and Finance	2.5x3	-	-

Advertisements Published on Thursday, April 23, 2009 (Baisakh 10, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	Kathmandu TMT Steel	2x2	LG Mobile (Full Page)	13x20
2.	Rajhamsha Oil and Ghee	2x2	-	-
3.	Himalayan Bank Limited	13x2	-	-
4.	Himalaya Finance Limited	2.5x3	-	-
5.	Riddhi Siddhi Jewelers	2.5x1.5	-	-
6.	SPACE FOR AD.	2.5X1	-	-
7.	Nepal Telecom	5x3	-	-
8.	Int. Leasing and Finance	2.5x3	-	-
9.	Real Fruit Juice	9.5x6.5	-	-

Advertisements Published on Friday, April 24, 2009 (Baisakh 11, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	Parle G Biscuit	2x2	Dabour Glucose D	13x2
2.	Yeti Carpet	2x2	Nepatop Water Tank	3x2
3.	Gorkha and B.K.Cement	13x2	Man Missing Notice	3x3.5
4.	Int. Leasing and Finance	2.5x3	Pepsi Cold Drink	3x2
5.	Riddhi Siddhi Jewelers	2.5x1.5	Publisher's own ad.	13x2
6.	Hilltake Genset	1x1	-	-
7.	Sunrise Bank Limited	5x7	-	-
8.	Riddhi Siddhi Jewelers	5x7	-	-

Advertisements Published on Saturday, April 25, 2009 (Baisakh 12, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	Parle G (Hide and Seek)	2x2	Dabour Glucose D	13x2
2.	Rajhansh Oil and Ghee	2x2	Satya Sai School	3x4
3.	SPACE FOR AD.	2.5x4	Man Missing Notice	3x3.5
4.	Int. Leasing and Finance	2.5x3	Publisher's own ad.	13x2
5.	Riddhi Siddhi Jewelers	2.5x1.5	-	-
6.	Hilltake Genset	2.5x2	-	-
7.	Sunrise Bank Limited	5x8	-	-

Advertisements Published on Sunday, April 26, 2009 (Baisakh 13, 2066)

S.N.	Ads. published in front page		Ads. published in last page
	Advertiser	Size	Advertiser	Size
1.	FAHIM Sanitary Ware	2x2	Dabour Glucose D	13x2
2.	Bridge Cement	2x2	Tej Cement	3x2
3.	Himalayan Bank Limited	13x2	Pepsi Cold Drink	3x2
4.	Int. Leasing and Finance	2.5x3	SHIKHAR Cigarette	6.5x1
5.	Riddhi Siddhi Jewelers	2.5x1.5	-	-
6.	Sagarmatha Merchant Bank	3x4	-	-
7.	Sunrise Bank Limited	6.5x10	-	-
8.	King's College	4.5x6	-	-
9.	SPACE FOR AD.	1.5x3	-	-
10	Hilltake LPG Genset	1.5x1.5

5. Data Presentation:

a) On the basis of Repetition:

(Note: The related graph is not published in this page.)

1. Industrial Products: 3

2. Finance and Banks: 20

3. Supermarkets and Traders: 9

4. Service Selling Organizations: 7

5. Publisher’s Own Advertisements: 7

6. Miscellaneous Advertisements: 2

b) On the basis of Size Occupied:

(Note: The related graph is not published in this page.)

1. Industrial Products: 760.25 Square Inches

2. Finance and Banks: 432.50 Square Inches

3. Supermarkets and Traders: 155.20 Square Inches

4. Service Selling Organizations: 249.00 Square Inches

5. Publisher’s Own Advertisements: 107.00 Square Inches

6. Miscellaneous Advertisements: 21.00 Square Inches

6. Data Analysis and Conclusion:

Nepal Samacharpatra National Daily newspaper publishes the industries based advertisements at the largest extent. Next to the industrial products, the up growing banking and financial agencies prefer to get the access of Nepal Samacharpatra to reach the readers (i.e. their customers). But the various service providing and trading supermarket agencies are found to be lesser interested at advertising via the paper. On the next hand, the publication organization is found to have used it’s paper largely to grow the subscribers and send it’s information along with ‘place for advertisements’.

The content analysis of the paper from the point of view of space occupation also proves the above mentioned fact. Industrial products are found to have covered the maximum space among the advertisement columns, delivering a huge sum of amount to the publisher. Banking and financial agencies are closely following to the industrial products by publishing larger sized but fewer in number of advertisements. Various service selling organizations and supermarkets are also investing a lot for their business promotion or information’s delivering (as an external public relation tool). And most remarkably the publisher (i.e. Kamana Prakashan Samuha) itself is found to be using the paper for it’s own business management and uplifting.

The content analysis also brought a very interesting and hidden fact into light. That is, most of the advertisers of Nepal Samacharpatra are somehow directly or indirectly related to its publication organization and are mostly from the Newar Community. It seems the paper is being used as a propaganda or public relation item by the advertisers for their business promotion intentionally.

7. Suggestion:

Nepal Samacharpatra National Daily newspaper is a jewel in the Nepali media world. It should develop and reach the greatest height of success, which will after all be the success of entire Nepali media society. As the financial factor plays a vital role in development of media organization, Nepal Samacharpatra National Daily newspaper is in need of giving high priority & extra emphasis at collecting and publishing more and more advertisements with some additional pages with better paper, print and articles quality, so that the paper can compete other mainstream broadsheet dailies of the country. It should tie it’s advertising and marketing front even strongly and creatively.