Decline in Publishing Industry of Sri Lanka

This dissertation focuses on the decline of the publishing industry in Sri Lanka due to the proliferation of mobile devices and the rise of digital media consumption. It explores the challenges faced by NVR Publishers and the need for digitalization. The research aims to understand the impact of digital media on the culture of NVR Publishers and how they can adapt to the changing market. The study also discusses the significance of digital media in maintaining friendships and reducing printing expenses. The scope of the dissertation covers the shift towards digital media and its implications. The structure of the research includes an introduction, literature review, research methodology, data analysis, discussion, conclusion, and recommendations.

Table of Contents
Chapter: 01................................................................................................................6
1.1 Background:.....................................................................................................6
1.2 Research problem:............................................................................................7
1.3 Problem statement:...........................................................................................7
1.3.1 Research aim:.............................................................................................7
1.3.2 Research question:.....................................................................................7
!.3.3 Research objectives:...................................................................................8
1.4 Justification:.....................................................................................................8
1.5 Significance:.....................................................................................................8
1.6 Scope of dissertation:.......................................................................................9
1.7 Structure of research:........................................................................................9
1.8 Conclusion:.......................................................................................................9
Chapter 02- Literature review.................................................................................11
2.1 Introduction:...................................................................................................11
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2.2 Theories and Models......................................................................................12
2.2.1 PESTLE Analysis:...................................................................................12
Political:............................................................................................................13
Economic:.........................................................................................................14
Social:................................................................................................................15
Technology:.......................................................................................................15
Environment:.....................................................................................................16
Legal:.................................................................................................................17
2.2.2 Porter’s Generic Model...............................................................................17
Role of NPV publisher Leadership:.....................................................................19
2.3 Empirical research:.........................................................................................20
2.4 critical analysis on the literature study:..........................................................20
2.4 Chapter Conclusion:.......................................................................................22
Chapter 03- Research Methodology:.......................................................................23
3.1 Introduction:...................................................................................................23
3.2 Conceptual framework:..................................................................................23
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3.2.1 Independent variables:.............................................................................23
3.2.2 Dependent variables:................................................................................23
3.3 Rationalization of conceptual framework......................................................24
3.3.1 Independent variables...............................................................................24
Convenience:.....................................................................................................24
Usability:...........................................................................................................24
Digital content:..................................................................................................24
Accessibility:.....................................................................................................25
3.3.2 Dependent variable:.................................................................................25
Adaption of new technology:............................................................................25
3.4 Research hypotheses:.....................................................................................25
3.5 Operationalization..........................................................................................26
Operationalizing Convenience:.........................................................................26
operationalizing usability:.................................................................................26
Operational Accessibility:.................................................................................26
Operationalizing Digital Content:.....................................................................26
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Operationalization of new technology:.............................................................27
3.6 Research design:.............................................................................................27
3.7 Sampling techniques......................................................................................27
3.7.1 Description of population:...........................................................................27
3.7.2 Description of Sampling techniques:.......................................................27
3.8 Data collection instrument:............................................................................27
3.9 Method for test data:......................................................................................28
3.10 Chapter conclusion:......................................................................................28
Chapter 4:................................................................................................................28
4.1. Introduction:..................................................................................................28
4.2. Profile of Respondents:.................................................................................29
4.3 Analysis of Interview Findings:.....................................................................29
4.4. Testing Proposition:......................................................................................30
4.5. Conclusion:....................................................................................................31
Chapter 5.................................................................................................................32
5.1. Introduction:..................................................................................................32
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5.2. Achievements of Objectives:........................................................................32
5.3. Summary of Findings:...................................................................................33
5.4. Recommendations:........................................................................................33
5.5. Limitations:...................................................................................................34
5.6. Future Research:............................................................................................34
References:..............................................................................................................36
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Dissertation
Chapter: 01
1.1 Background:
There has been a significant drop in the publishing sector in Sri Lanka in recent
years, which may be attributed mostly to the proliferation of mobile devices
accessible on the market, which has aided in the rise in the consumption of digital
media. Historically, the primary source of revenue for NVR publications, which
has continually published a comprehensive portfolio of conventional print-based
magazines and gathered a big proportion of readers, has been the company's
advertiser base. While these Advertisers are creating cash for the magazine, they
are also gaining an edge in the market by advertising their goods and services to
the large number of people who read the magazine. Despite experiencing growth in
the magazine market sector in Sri Lanka, NVR Publishers has not been able to
offset its significant losses in the print component of the company, owing to rising
printing costs as a result of inflation and a number of other issues. Since the year
2015, NVR Publishers' print advertising income has decreased dramatically, and
the company has been forced to rely on its internet advertising arm to try to make
up for the losses. However, this has not proven to be effective.
Magazine sales have also decreased as a result of the fact that many readers
consider carrying a magazine around to be an inconvenience. Because the
magazine alone weighs approximately 2kg, readers find it inconvenient to make a
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trip to the store to purchase the magazine and then carry it around wherever they
go to read the magazine. A significant portion of the company's loss is also
incurred as a result of the costs associated with delivering the magazines to each
and every outlet in Sri Lanka, as well as some international outlets in countries
such as the United Kingdom, Australia, Dubai, Paris, and certain outlets in India,
for which the company is responsible for all courier charges.
1.2 Research problem:
“Decline in publishing industry of Sri lanka due to proliferation of mobile devices”
1.3 Problem statement:
Decline in print publishing.
1.3.1 Research aim:
In a world in which customers are always on their mobile devices sharing stories,
blogs, images and tweets, NVR publishers finds itself as being at a severe
disadvantage when attempting to compete in this ever-changing and demanding
market sector. The customer expects ease and amusement in every facet of their
life and at every time, and NVR magazines, if they wish to continue existing in the
future, should be able to deliver what the consumer wants and needs and be ready
to do so.
1.3.2 Research question:
When organization is considered towards the digitalization?
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How the change will affect the culture of NPV publisher and how they restructure
the culture?
!.3.3 Research objectives:
NVR Publications has to take action to better understand and track the ways in
which customers connect with the company's various brands and content. And
design efficient tools such as social media platforms and similar processes to entice
the consumer to engage in these platforms (apps) to share material, and the
organization has to be able to offer incentives to customers who participate in these
types of activities.
1.4 Justification:
Sri Lanka's publishing business is on the verge of collapse owing to the
proliferation of mobile devices in the market, which has led to a rise in digital
media consumption. It has long been the primary source of revenue for NVR
publications, which has been consistently publishing a comprehensive portfolio of
conventional print-based periodicals and has built a big readership. Advertisers get
an edge in the market by advertising their products and services to the magazine's
large audience while also generating cash for the publication. While magazine
sales in Sri Lanka are on the rise, NVR Publishers is still suffering from substantial
losses in the print sector of its business due to rising printing expenses due to
inflation and other causes. In recent years, NVR publishers' print advertising
income has decreased significantly, forcing them to rely more on their internet
advertising arm to offset these losses. So, moving toward digital media is
beneficial step for reviving in the market
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1.5 Significance:
Significance of this study is that digital media enable consumers to maintain
friendships beyond time and location. It allows folks who are socially or
geographically isolated to interact with others who share their interests. You can
read new when ever in your free time on your mobile phone and the cost for the
printing and paper will cut off due to this digitalization.
1.6 Scope of dissertation:
Basically, we are focusing on the digitalization of print media of Siri lanka to
reduces the expenses of paper and printing which have big burden on the
government, now a days the world shifted toward new era of technology.
1.7 Structure of research:
This study is consisting of introduction, literature review. Research methodology,
data analysis, discussion, conclusion and then recommendation at the end of study.
1.8 Conclusion:
In this chapter we concluded that he publishing industry in Sri Lanka is in a state
of steep decline mainly due the proliferation of mobile devices that are available in
the market that has helped the rising of consumption of digital media. For NVR
publications which has been steadily publishing a robust portfolio of traditional
print-based magazines and has amassed a large segment of readers in the past, the
main source of income has been its advertiser base. These Advertiser’s while
generating revenue for the magazine, gains an advantage in the market by
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advertising their goods and services to the extensive readership of the magazine.
Despite enjoying growth in the magazine market segment in Sri Lanka, NVR
publishers is yet to offset its heavy losses in the print portion of business, since
printing costs have been increasing due to inflation and various other factors. Since
the year 2015 NVR publishers print advertising revenue has declined drastically
and have had to use its website advertising arm to try and offset these losses, but
this has not proved to be effective. Magazine sales also has seen a decline because
as many readers look at carrying the magazine around as an inconvenience and the
magazine alone weighs about 2kg, readers find it inconvenient making a trip to the
store to buy the magazine and carrying it around where ever you go. A large
portion of the loss to the company is also in the form of delivering the magazines
to each and every outlet in Sri Lanka and some outlets overseas as well to countries
such as the United Kingdom, Australia, Dubai, Paris and certain outlets in India ,all
the courier charges have to be borne by the company. In a world where consumers
are always on their mobile devices sharing stories, blogs, photos, tweets NVR
publishers sees itself at a distinct disadvantage in trying to compete in this ever
changing and demanding market segment. The consumer is looking for
convenience and entertainment in every aspect of their lives and at every moment
and NVR publications should be able and ready to provide what the consumer
wants and needs if they were survive in the future. From an organisational
perspective NVR publication will have to redesign its company culture to suit the
changes that will have to be made as well, taking in to account the digitisation of
the company and its publications there will be new roles created and old positions
made redundant in certain aspects. NVR Publications also needs to take steps in
understanding and tracking how the consumer interacts with its brands and its
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content. And develop effective tools such as social media platforms and such
mechanisms to convince the consumer to share content and the company has to be
able to provide incentives to consumers who engage in these activities.
Chapter 02- Literature review
2.1 Introduction:
The printing sector in the U.S. and elsewhere is declining, therefore publishers are
turning to digital. Due to internal and external circumstances and the nature of
business in Sri Lanka, most publishing enterprises are closing down. The
organization's total profits are suffering due to the worldwide crisis and the
country's poor economy. NVR Publishers observed that print media is less
accessible to target groups during the epidemic, whereas digital reading is popular.
This has caused a decline in hardcopy sales, hurting income. Print media is
disappearing slowly due to digital reading. More and more users are opting to read
online, using apps like Kindle, or merely listen to books via Audible. Bookstores
worldwide had to close because to the epidemic.
The organization's decision makers infused technology and innovation into its
value proposition, making the magazine more accessible to the appropriate target
market. However, it needs new ideas to increase its company operations. NVR
Publishers' strategic choices must increase income, boost brand image, and use its
strategic assets to spur technology-driven innovation and entrepreneurship. This
report assesses the company's strategy and value proposition. It will analyze the
industrial and macro environment and utilize appropriate models. It identifies the
organization's place in the industry life cycle, strategic competencies, competitive
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dynamics, and strategic gap. It will also examine the organization's leadership and
effectiveness, and form a rational and critical conclusion based on the analysis,
fitness of the current strategy to meet future problems, and the role of leadership.
The publishing business is now undergoing a transformation from a primarily
print-based to a primarily digital-based norm. Rethinking NVR Publications’
product lines and key strengths as a result of this digitalization. This article will use
a qualitative case study to figure out why NVR Publications should go digital and
why now is the right moment to go digital. Print media is under attack from online
publications at a time when print media is losing value to digital publishing firms.
There is a strong correlation between the number of people who read periodical
publications and their ability to provide timely and accurate information to the
public in their respective industries. We may thank younger generations for the
growth in mobile readership for the fact that magazines have long been a
cornerstone of society. Consequently, how can a magazine publication be relevant
and inventive in the publishing industry in the future? In order to reach new
customers, NVR publishers will have to change their digital platforms.
2.2 Theories and Models
2.2.1 PESTLE Analysis:
In the present macro-environment, a PESTEL study will highlight operational
issues, assess current and future market trends, and expose the influence of
external forces on the business (and the results of that can be utilized for
the SWOT analysis). There are macro-environmental elements that can influence
Porter's Five-Forces micro-environment aspects, which in turn influence the
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strategy and competitive landscape. PESTEL study measures the organization's
overall influence on the macroenvironment, taking into account political,
economic, social, technical, environmental, and legal variables (Nurmi and
Niemela, 2018).
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Political
Economic
Social
Technol
ogy
Legal
Environm
ent

Political:
 Government stability; The sector may be very profitable and growing
rapidly, but an unstable government will undermine marketers' confidence.
 Corruption, particularly in the area of laws and registrations, is at an all-time
high.
 Press freedom and freedom of speech are severely restricted due to
government meddling.
 The control of pricing, manufacturing and printing expenses (paper import
charges, for example) as well as large-scale corporate operations are all
impacted by tax laws such as VAT, NBT, and other similar measures.
 Other elements regulated by the government.
 Since the outbreak of the epidemic, the ban on weddings and other public
gatherings in Sri-Lanka has had a significant impact on the wedding
industry.
 Tariffs and trade restrictions on consumer goods and services.
 There are several forms of intellectual property, such as copyright and
trademarks.
 Wage and employment legislation
Economic:
 Stability of the economic system.
 As a result of the current epidemic, economic growth, interest and inflation
rates, have had a significant impact on the organizational structure.
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 Changing exchange rates has a direct impact on the price of printing
material, the price of manufacturing (computers, software, etc.), and the
price of magazines sold abroad.
 People's willingness to spend money on print media as a result of price
volatility.
 Because of the current epidemic, individuals have less buying power and
disposable cash, making them unwilling to spend on extravagant weddings
or publications that they don't need.
 Media workers' skill and education levels.
 The economy's productivity and labor costs.
Social:
They should focus on these things;
 Helps you discover market segments and targeted clients based on
demographics and literacy rates.
 Consumer requirements and product development trends can be identified
based on the population's age distribution.
 The business's success is favorably influenced by society's class structure,
money, hierarchy, and power structure.
 Take care to avoid offending anyone's sensibilities or beliefs by using
neutral language and imagery.
 Brides of Sri Lanka and Mangalyaan have a good influence on the
organization because of the number of weddings that occur each year.
 Annual mortality fatalities and hospitalization rate (for Healthwise).
 Recreational pursuits - a way to segment the market.
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Technology:
NPV publisher have to;
 Keeping up with the latest technical advancements, such as software
upgrades, computers and hardware, etc.
 What effect will technology have on product offerings in the form of print
equipment features that provide access to publications on forthcoming
digital platforms?
 Information systems are expected to have a strategic influence and
technology's impact on service level and cost structure, all these factors will
impact on value chain.
Publishing must evolve to survive. It has benefited from strategic innovation
throughout time. NVR Publishers is well-versed in the use of technology as a
strategic weapon against and to keep on top of competition, having been the first
publishing business in Sri Lanka to introduce an app to read magazines, putting all
publications online for readers to read from anywhere in the globe, and now
intending to leverage the present website to give a payment gateway for all
wedding providers and launch audio magazines. The epidemic prompted the
corporation to automate most of its commercial activities.
Environment:
The company's profitability is directly impacted by environmental considerations;
hence the company has made a sustained effort to address these issues. A
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company's reputation for ethical behavior is enhanced even when nothing can be
done about problems that are beyond of its control. These factors include:
 Delivery of periodicals to supermarkets, bookshops, and customers might be
affected by adverse weather.
 Climate change - As a result of the organization's ethical beliefs, its carbon
footprint was reduced and solar energy was implemented.
 When it comes to recycling and trash management, the company's culture
strongly supports this and has implemented an electronic media policy that
eliminates all paper-related documents
 To cut down on paper waste and printing expenses, the quantity of copies
printed for each issue is adjusted based on the magazine's digital readership.
Legal:
Organization's intellectual property rights will not be adequately protected by Sri
Lankan law and government agencies. Competitive advantage is being threatened
by a growing number of rivals that are copying and mimicking content and layout
designs. In order to avoid copyright infringement or theft, as well as lawsuit, the
operation must safeguard a significant quantity of images and articles published in
the form of interviews. The following are legal considerations for NVR
Publishers';
 Antitrust legislation Because these restrictions are weak, media groups
controlled or backed by the government have an edge in the marketplace.
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 Intellectual property law, copyright, and patents There is a considerable
likelihood that the Organization may be sued if photographs or other content
are used without permission.
 Occupational safety and health regulations.
 There must have an effective data protection plan in place because of the
data that the company handles.
 E-commerce as a means of ensuring customer safety.
 Laws pertaining to employment.
 Law against discrimination.
2.2.2 Porter’s Generic Model
We can determine the competitive advantages of the firms by watching their
business operations by Porter's Generic Model. It is clear that businesses seek out
superior options that will improve income creation and market accessibility
through a tailored product lineup. The suggested strategy in terms of the extent of
the market and the competitive advantage via cost leadership, differentiation, cost
focus, and differentiation emphasis ((Islami, Mustafa and Latkovikj, 2020).
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Cost leadership is not a tactic employed by NVR Publishers to obtain a competitive
edge in the publishing industry. In order to remain competitive, the company relies
on distinctiveness rather than taking advantage of cost advantages. However, they
make a lot of money because they're so focused on gaining market share by
lowering prices. Its substantial technological expenditures have lowered
manufacturing and labor costs while also enhancing logistical effectiveness.
The organization's differentiation strategy is strongly suggested in a wide market
where differentiation is the company's competitive advantage. For NVR
Publishers, research, development, and innovation have allowed it to stand out
from the crowd and maintain its own identity. The corporation prioritizes the
quality of its product differentiation approach to increase market share, and the
quality of delivery is the most important part of this plan (Omsa, Abdullah and
Jamali, 2017). Because of this, even if NVR Publishers delivers differentiation
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across its deliveries, it is imperative that the organization improves its sales and
marketing so that its target market is aware of its advantages.
Role of NPV publisher Leadership:
A company's leadership plays a critical role in driving organizational
transformation and fostering a more creative work environment across the whole
enterprise (Roux and Hartel, 2018). When it comes to coping with change, NVR
Publishers has an effective hierarchy and team culture that establishes clear goals
and inspires and empowers its employees. They also align everyone and achieve
workable unity. Organizations can reach their aims and objectives in a desirable
manner thanks to this power to influence. An authoritative, mentoring,
transformative, and laissez-faire leadership style is used to support and empower
all workers to make sound operational choices under close supervision from the
top. A participatory decision-making approach based on the publications,
stakeholders, supply-chain and administrative and industry-specific aspects leads
to the company's competitive advantage. In order to remain relevant to the needs of
the target market, the organization sets yearly and biannual goals.
Managing risk is done at the highest levels of management, where hazards are
discovered and assessed for severity before being managed, and controls are put in
place. Observed by NVR Publishers, meticulous preparation and measured risks
are used to predict and control risk. NVR Publishers were able to minimize the
effects of the current epidemic because of the efficient management of the supply
chain from manufacturing to client delivery. However, NVR Publishers was able to
keep on top of the competitive business market by optimizing their online
operations.
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2.3 Empirical research:
The digitization of management literature is now receiving the majority of research
attention as opposed to the digitization of periodical articles. It has been
demonstrated that the implementation of novel technological advancements has the
potential to transform existing business models and supplant the established order
(Christensen 1997). When it comes to the implementation of large-scale
technological innovations, businesses sometimes need to go through numerous
stages of change before they can settle on their own dominating design (Abernathy
and utterback 1978). As a consequence of this, NVR Publications will likewise be
required to go through a period of change; however, this transition will need to
take place in stages in order to limit the disruption that will be caused to the
company's clientele. Long before now, digitalization was recognized as a challenge
for businesses in the creative industries, such as the music industry (Leyshon et al.
2005), the film industry (Curran 2006), and the advertising industry (2008). The
publishing industry is also plagued by these kinds of problems. The digitization of
many parts of a company's operations is a substantial challenge because of the
widespread nature of the disruption caused by this trend.
2.4 critical analysis on the literature study:
In order to maintain their position in the rapidly evolving digital publishing
business, NVR Publishers will need to adjust their customer service model. NVR
publications will focus mostly on publishing wedding magazines. The company
intends to digitize its wedding magazines in order to appeal to younger consumers
who are proficient in technology and are gravitating away from the traditional use
of printed materials. The firm will be able to have all of its network files, folders,
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and all of the shared material in one location if it adopts digitalization in the form
of digital publication and interactive applications on android and the App Store.
The file format will be standardized, and all software versions will be able to be
brought up to date. Additionally, the capacity to transfer papers throughout
departments will be streamlined and expedited. The capacity to make
modifications to the content may be done at no additional expense, and the ease of
coordination will be increased from the designing to the printing stages.
For instance, fresh content for Brides of Sri Lanka magazine may be posted onto
the network, and even the content that has already been uploaded can be edited and
updated. In the past, if an error was made, there was no way to rectify the situation.
The new magazine material that is put on the apps may be shared with friends and
family, and customers will be able to like and debate pieces through the interactive
app. The prospective client will have the ability to get in touch with the vendors,
order the items of their choice, and schedule appointments, among other things.
The app will need to be user-friendly for readers in order for consumers to be able
to sign in and browse the material while they are on the move. Customers will be
able to listen to interviews with their favorite designers whenever and wherever
they choose thanks to the incorporation of audio content.
It has been discovered that conventional readers are shifting their attention to
mobile information, and NVR Publications must adjust in order to cater to these
consumers. There has been the introduction of a new category of products over the
course of the past decade or so. Some examples of these new products include
online teaching platforms, electronic reading devices (like the Kindle), and
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electronic book streaming services. Additionally, Amazon currently sells more
books in electronic format than they do in paper book format (Economist 2011).
In spite of the fact that it appears that some research was conducted on the
relationship between policies and innovation in the publishing business, the
digitization component of the equation has not been addressed. As a result, there is
a gap in understanding regarding the linkages that publishing, digitization, and
innovation have with one another. And despite the fact that research has been
conducted on the digitization of a variety of publications, such as historic literature
and so on, no research or studies have been conducted in Sri Lanka on the
digitization of a magazine publication or an innovative and interactive app that was
developed so that customers can interact with both vendors and with one another.
And because of this, there is a substantial information gap about how something
like this might be used in a country like Sri Lanka, taking into account the
country's multifaceted cultural and religious history.
2.4 Chapter Conclusion:
In this chapter we analyze the reasons why NVR Publications should implement a
digital transformation and why it should be done now. Digitalization is a primary
goal for NVR publishing, which publishes a variety of wedding publications. The
App must be user-friendly so that consumers can log in and access the information
while on the go. Vendors will be able to get in touch with potential customers and
allow them to place orders, set up appointments, and more. NVR Publications must
change to meet the needs of conventional readers who are increasingly turning to
mobile information. Publishing, digitization, and innovation all have a knowledge
gap. No studies or study have been carried out in Sri Lanka, despite the fact that
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there have been studies on different digitalization of publications and historic
literature and so on.
Chapter 03- Research Methodology:
3.1 Introduction:
In this chapter we will discuss about the conceptual frame work of the study by
discussing the dependent and independent variables. We will know about the
rationalization of the conceptual frame work and its operationalization frame work
by discussing its components which relate our study.
3.2 Conceptual framework:
On the basis of chapter 1 and chapter we have created two variable list,
independent and dependent variables.
3.2.1 Independent variables:
independent variables of our study are;
 Convenience
 Usability
 Digital content
 Accessibility
3.2.2 Dependent variables:
Dependent variables of our study are
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 Adaption of new technology
3.3 Rationalization of conceptual framework
3.3.1 Independent variables
Convenience:
Printing, distribution, and sales commissions are no longer an issue, as the digital
magazine may be distributed online without paying suppliers or merchants. The
fact that the publications will now have a worldwide audience rather than a local
one and that they will be available for purchase by anybody in the world is an
additional benefit. Not only does this apply to the magazine, but it also applies to
the app, which means that anybody, no matter where they are in the world, can
download the app and use it to gain access to any local designer, hotel, makeup
artist, or photographer. It is possible for anybody, wherever in the globe, to buy
their services, which confers a significant advantage on the advertisers as well.
Usability:
Once the magazine is purchased on the App Store or the Google Play store, it will
be downloaded into the reader's mobile device and may be accessed whenever it is
convenient for the reader. In other words, the reader no longer has to go to a store
to purchase the magazine. As a result, it is not difficult to acquire and is convenient
to transport.
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Digital content:
Now more than ever, people may readily exchange digital information with their
loved ones and friends. And because digital information is always up to date, it is
always more entertaining to read and watch, which helps to keep the reader
interested.
Accessibility:
There are no restrictions placed on readers' ability to view the magazine's articles
based on their location because the publication is available online. The customer
does not need to wait for the magazine for a significant amount of time since as
soon as it is released online; it is immediately accessible to everybody in the globe.
3.3.2 Dependent variable:
Adaption of new technology:
Instead of the original hard copy magazine, the customer will have to become used
to the new digital edition. The reader will be able to find relevant information with
a swipe or a search engine. They will also be able to talk to other readers and
vendors who have advertised in the magazine and set up appointments or
consultations with the convenience of a hand-held device.
3.4 Research hypotheses:
Because of today's hectic lifestyles, magazine readers will quickly become familiar
to the magazine's digital format and make the switch. Customers expect
publications and applications that are easy to use and that provide quick access to
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information. They also want the ability to share that information with others and to
schedule appointments with the suppliers of their choice.
3.5 Operationalization
Operationalizing Convenience:
The magazine will be portable, allowing readers to carry it around with them and
read it regardless of where they are; as a result, it will no longer be necessary for
them to create room for a magazine in their cabin.
operationalizing usability:
It can be purchased and downloaded at the user's leisure, and then kept on any
device for reading at the user's leisure. The ability to download on any consumer
device will be made evident and standardized thanks to the intuitive design of the
user interface and the straightforward simplicity of the underlying design.
Operational Accessibility:
The consumer's ability to quickly and easily access the publications through the
internet or the app, as well as how simple it is to utilize the product. And after the
customer has accessed the magazine, the simplicity with which they will be able to
utilize it to carry out the duties that they need to in order to use the magazine is
something else to consider.
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Operationalizing Digital Content:
The process of transforming the magazine's printed version into a digital format
was just completed. The digital edition will include links that take customers
directly to the websites of the various sponsors. In addition to that, it will have
animations and interactive platforms, on which readers will be able to participate in
conversations not only with one another but also with the sellers.
Operationalization of new technology:
Young people who read the digital magazine will have the opportunity to take part
in online discussion groups. In addition, samples will be made available on social
media sites such as Twitter, Snapchat, TikTok, Instagram, and Facebook in order
to generate further interest and involvement.
3.6 Research design:
Interpretivism will be the research method used in this study because the people
who read it come from a wider range of ages, genders, and races.
3.7 Sampling techniques
We are conducting interviews systematic randomly sampling and record the
respondent’s views.
3.7.1 Description of population:
The population will be the existing readership of NVR publishers.
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3.7.2 Description of Sampling techniques:
A questionnaire will be used to conduct an online survey because it saves time and
helps get the best sample. Quantitative research will be done to find out what
percentage of readers will choose to use the digital platform.
3.8 Data collection instrument:
An online pop-up will be used on the publisher’s website invitiUsang readers
participation
3.9 Method for test data:
For analysing the data, a qualitative cross-table will be used.
3.10 Chapter conclusion:
The methodology of the study is broken down and examined in this chapter. Both
the dependent and independent variables that are influential for the desired goal of
the research are taken into consideration. One example of this is the convenience
for the readers to access the content whenever they want at their own desired time
after it has been launched online because they do not have to wait or go all the way
to a publisher's outlet to buy and read it; instead, they can simply read it online.
Another example is the fact that both the dependent and independent variables that
are influential for the desired goal of the research are taken into consideration. And
the incorporation of digital tools into everyday life in order to keep up with the
most recent trends in the community. For this reason, a qualitative research
strategy will be used to perform this whole study, and more specifically, the
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interpretivism qualitative method will be utilised. This method involves using a
questionnaire to collect the natural replies of the respondents.
Chapter 4:
4.1. Introduction:
Following the completion of the questionnaire, the researchers were able to gather
the data that is presented and discussed in Chapter 4. In order to provide a
comprehensive overview, the data and information that was retrieved have been
subjected to careful analysis. The investigator began by concentrating on the
demographic details of the people who took part in the survey. Next, they carried
out an analysis of the data in order to reach some exploratory conclusions. These
results assist researchers in looking for consumer preferences, such as the amount
of time consumers spend reading on a daily basis, the kind of reading medium they
prefer—hard copy or soft copy—and the preference consumers have between
online media and hard copy. The researchers made use of descriptive statistics,
which made it possible for them to finish the assessment and support the
previously formed hypothesis.
4.2. Profile of Respondents:
The population was separated into three age groups, it is from the age of 20- 24
years old, 25 to 30 years old, and 31 to 35 years old. Based on the data, out of the
16 readers who contributed as the respondents to the questionnaire, it could be
noticed that a lot of the respondents belonging to the age bracket of 20- 24 years
old are extremely reactive to the study subject picked by the firm.
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In the survey all types of respondents participated such as employed and
unemployed, which also enhanced the credibility of the research as it will cater to
both kinds of customers. If they put the subscription on the magazine launch or on
an app then they will be aware of the majority of the readers whether they can pay
or not.
4.3 Analysis of Interview Findings:
In this questionnaire 16 respondents took part and each of them were asked around
25 questions and following analysis is on their answers;
 The convenience of the readers was addressed by the majority of
respondents who said that they read various magazines on a daily basis and
spend approximately an hour reading. The vast majority of them do not read
at a predetermined period each day; rather, they read whenever they have
free time during the day. Also they do not have to go to the outlet to buy a
magazine but rather they will simply download it through the app when the
magazine is launched by the firm.
 Alongside this, some of the respondents also said that they are more inclined
towards reading from hard copies as it is more convenient for them. The
majority of the respondents stated that they own a smart device and that it
helps them save a lot of time and money while reading online, which is why
they are more drawn to reading and are an encouraging sign for the research
and the firm to go online (Gellweiler & Krishnamurthi, 2020).
 As a result of the fact that some of the respondents devote a couple of hours
per day to reading and that the amount of time they spend reading via papers
as opposed to reading online varies, the publisher has to take into
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consideration the figures before making a choice. In addition, the vast
majority of respondents endorse the idea of getting online.
 The involvement of the reader is different for both mediums; some enjoy
reading online while, some enjoy reading through papers and this finding
seems influential in the decision making for the firm. As how the majority of
the readers that do not like or sometimes like to read online will be engaged.
So publishers must focus on the tools that will enhance the reader's
engagement such as the color scheme of the display and the theme of the
magazine etc (O’Brien & Cairns 2015).
4.4. Testing Proposition:
The first question that has to be answered by this investigation is whether or not
readers will switch to the online reading mode. Therefore, since the world is
progressing along with technology, and because technology is producing an
incredible amount of comfort and convenience for its users, readers will be drawn
to this way of communication. As a result of the economic crisis in Sri Lanka, the
paper shortage and energy shortage to the factories and production units have
caused an enormous increase in the prices of raw materials used in the
manufacturing of magazines, and then transporting it to the outlets within the
country and abroad, which also constitutes a considerable cost for the NVR
publishers. As a result of this, the concept of NVR publishing has experienced a
boom, and it is expected to continue growing in popularity.
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4.5. Conclusion:
The researchers have analyzed the data in this chapter in terms of Sample Profile
of the respondents, analysis of the responses given by the them in the questionnaire
such as the amount of time they spent reading each day, the mode that they prefer
the most, the amount of money that they earn, and their employment status all of
these factors will contribute for the effective decision making for the firm. In
addition, the analysis of the separated samples has been carried out. The data set
was examined to ensure that it was distributed without any sophisticated models or
exceptions, which led to the conclusion that the data set was accurate and truthful.
The hypothesis was put to the test by making use of the necessary evaluations, and
the results were afterwards compared to the goals that had been set up in advance.
As a result, the research was able to be finished. The firm was able to examine the
notion by employing a variety of different aspects while they were analyzing the
set goals.
Chapter 5
5.1. Introduction:
Since this is the final chapter of the research project, it follows that the findings of
the whole project will be presented here. Therefore, immediately after this
chapter's introduction, we will go on to a discussion of the accomplishments of the
study, focusing on whether or not the goals that were established at the outset have
been met. After that, a summary of the results will be provided, which will explain
how the data collected against the questionnaire by the respondents has
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contributed, as well as what the publisher may learn from those findings in order to
improve its decision-making processes. After the results have been obtained,
suggestions will be made based on those findings in conjunction with the plans or
concerns of the rivals and the requirements of the consumers. After that, towards
the conclusion of this chapter, we will discuss the restrictions imposed by this
study as well as the potential outcomes that may be anticipated as a result of this
research in the future.
5.2. Achievements of Objectives:
The basic concern of the research was to direct NVR Publications in decisions
made by them about the necessary steps to better understand and keep track of the
many methods in which consumers interact with the various brands and content
produced by the firm. And build effective tools such as social media platforms and
similar procedures to encourage the consumer to engage in these platforms (apps)
to share content, and the company has to be able to give incentives to consumers
who participate in these sorts of activities. So the research has contributed in such a
way that the NVR publisher now has the data of its users, the firm knows how its
consumers perceive them, what they want, what they get and how they are dealing
with the present day technology and their hobby of reading.
5.3. Summary of Findings:
The majority of respondents in the survey were between the ages of 20 and 24
years old. Although the majority of respondents were working, no one disclosed
their individual levels of income. Therefore, the company NVR publisher does not
34

have any reliable data on the profits of its customers, which may be utilized to
determine the specifics of the subscription. The vast majority of its readers get the
material via either an online or a print format, and the typical amount of time spent
on this activity is one hour per day. But the vast majority of respondents prefer
reading from paper, which is definitely a cause for concern for the company given
that they have added a great deal of value to the digital content they provide in
order to ensure that customers remain engaged and do not switch their attention to
other options. The incorporation of the technology will bring about an increase in
convenience, such as the liberation of time for readers, who will be able to get the
information with the tap of a finger rather than traveling all the way to the retail
location. As a result of the reduction in expenses, the content will be made
available at a lower cost as compared to the paper form.
5.4. Recommendations:
For NVR publishers the most important thing is the consumer's engagement with
the firm's content and for this purpose the firm is proposed with the following
recommendations based on the data gathered and analyzed.
 The quality of the content should not be compromised at all.
 Going online means entering the infinite world with that many competitors,
so the timing will be the important competitive edge for the publisher to
engage and attract customers.
 The theme and color scheme of the file and magazine must be attractive with
decent and engaging colors. So if the reader puts his hours into study must
not get bored or offended with the display. Pictorial engagement with quality
prints is important (Weiten, 2021).
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 The price will be another key factor as the costs for the magazines will be
reduced so the price must be competitive which will result in the increase of
users.
5.5. Limitations:
This research is directed only for the readers or customers of NVR publishers, and
the data collected comes exclusively from those two groups of people. If outsiders
are not involved, then the publisher may not be able to attract a larger audience
since they will only be concentrating on individuals who are already associated
with them. It will be easier for them to make decisions if they collect data from a
variety of different groups. Because the concerns raised by the big players will be
resolved, the number of prospective customers will likely rise.
5.6. Future Research:
This study will pave the way for better customer interaction, leading to an increase
in consumers and a better understanding of how to be efficient in the rapidly
evolving sphere of the digital world. Due to the fact that the current industry is
moving at a much quicker pace than the previous one, the publisher will
concentrate on increasing their overall output. Because of the shift in mode, the
company would have to adjust the amount of the material and offers it provides to
its clients.
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