Following are the results of an online study conducted by the Department of Communication & Journalism, University of Pune, of 1,132 readers of the websites of 13 major English newspapers during 2 weeks of July and Aug 2006. Review the results in Table 15.6 and answer the questions below.

a. What do you think are the reasons for the increase in online newspaper reading by residents of India?

b. What does the survey indicate about the profile of online readers? What sort of content would they be most interested in?

c. What does the high access of archival material suggest? How can this be used as a marketing and revenue earning tool?

d. Why do you think the matrimonial ad section does not seem to attract readers even though the readership is dominated by youngsters?