Advertising revenues: is there stormy weather ahead?
Article Abstract:
Newspapers are under pressure to release daily issues, yet must take the time to asssess their business strategically and project their prospects three to five years ahead. Overall newspaper advertising spending by retailing, financial services, telecommunications, automotive, employment and real estate firms has grown by 4.1% annually in the US. However, newspapers are losing market share to other media. Thus, the newspaper industry needs to address four imperatives. These include investment in a portfolio of local/regional products and services, upgrading the manner by which these products/services go to market, reengineering operations to achieve lower costs and establishing a long-term vision, which includes monitoring progress and market changes.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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The third 'P' - product
Article Abstract:
Newspaper marketers need to stop worrying about controlling their product but focus instead on product positioning and selling. Research in this area suggests that newspapers should pay careful attention on the mixture of content as well as on what is being promoted. The same goes for the definition of local news content, a concept that will vary depending on the size of the readership. Particular attention should also be devoted to meeting the needs of a newspaper's other market, the advertisers.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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Start at the beginning: place
Article Abstract:
Newspapers are too 'inside-out' and not sufficiently 'outside-in' when it comes to the 'place' element of marketing strategies. For instance, an East Coast newspaper was surprised to find out that 42% of buyers of its single-copy editions have encountered empty stock boxes. Moreover, this happened in four out of the 10 times that they went out to buy a newspaper. Problems like these may be solved by employing measures such as delivery at work on selected days and on other days at home or allowing customers to pick prepaid newspapers at retail outlets near their places- of-work.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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