Newspapers Reading Frequency and Readership Pattern towards Swachh Bharat Mission

Print media is the oldest communicating tool still being used in all the life stages. The importance of print media especially newspaper can be accounted from the fact that millions of people across the country depend on the information that appears in the newspapers. Newspapers are a source of information from last many years. However, with the dissemination of television news channels, readers’ choice of getting news and information has now changed. This creation of new media has expended the horizons for news and information gatherers; therefore, the focus of this study is on newspapers reading frequency and readership pattern of respondents towards Swachh Bharat Mission among Hisar city of Haryana state. The study also identifies language preferences and time spent on reading newspapers. A sample of 100 urban respondents was interviewed randomly from two wards (50 from each ward) of the Hisar city. The results of readership behaviour signifies that majority of the respondents were having the print as well as electronic media possession, listen/watched programmes related to Swachh Bharat Mission, got new information from friends, aware about national newspapers in both Hindi and English languages, read newspapers regularly and spent 15–30 min per day in reading newspapers. Most of the respondents read newspapers for improving their knowledge and preferred Dainik Bhaskar newspaper. About one-fourth of the respondents preferred political section in the newspapers. Majority of the respondents read news related to Swachh Bharat Mission followed by campaigns.