An analysis of the newspaper publishing industry – Can it survive the onslaught of the digital media

Newspapers were once the lifeline of the nation and was hailed as the fourth estate for its sheer power in forming public opinion and creating revolution on many issues.But as time had passed with the advent of digital technology, questions are ripe that whether print media can survive this onslaught. The researcher aims to find out through the case of Times of India, by application of diffusion of innovation theory and disruptive technology theory – regarding the nature of hurdles they face and the nature of survival strategies they are taking for survival. The researcher has found that to survive in the market the newspapers had already come up with newer technologies that have helped them to connect with their audience in a more fast manner and also innovative content and promotional strategies help in combating the digital media. In this regard the researcher strives to highlight the achievement and success story of the Times of India.