Boosting Local Engagement: Analyzing The Circulation of The Local Paper in Aspect-Based Sentiment Analysis for Government Policies

Abstract

This study analyzed the circulation figures of five leading English newspapers in India - The Times of India, The Hindu, Hindustan Times, The Indian Express, and The Financial Express - across five subscription types: ASD (Aspect-Sentiment Joint Detection), TAT (Target-Aspect Joint Detection), TSD (Target-Sentiment Joint Detection), AD (Aspect Detection), and TD (Target Detection). The Financial Express had the highest average circulation volume (M=7845), the Hindustan Times had the highest traffic volume for display advertising (M=8474), and The Times of India had the highest total advertising volume (M=9764). The circulation of The Times of India as measured by the TD (M=4927) was the highest while The Indian Express was the lowest with the AD circulation (M=4690). There was no significant difference in means justified by the ANOVA test across publications between subscription types. Hindustan Times took the lead in terms of z-score (1.92) in TAT detection. Though newer digital platforms are becoming increasingly popular among readers, print media industry leaders like the Times of India and The Hindu go even further to tap into the tier 2/3 markets and keep growing the business.