Branding: Should we do it?

Article Abstract:

Branding is the most misunderstood marketing concept in the current newspaper industry today. Newspaper companies are starting to apply branding techniques to marketing such as value propositions, image advertising and measuring brand equity. Branding is a long-term, strategic marketing process of perceived value of an asset. Newpapers can take its most important product and/or service value and focus all its energies on enhancing that value and leveraging that value into similarly branded products. It may also require a bit of convincing for people to switch thoughts and belief systems to one of branding. The article includes concerns with branding and a chart of newspaper: a product or brand.

Marketing procedures, Printing & Publishing

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Going back to school

Article Abstract:

The Record, a newspaper that circulates in the New York, NY-metro area, intends to continue securing an increasing market share, sales and advertising volume by providing its sales force the Break Thru U (BTU) program. The program provides sales managers and sales representatives a continuous education and training of core and elective programs. BTU, which was developed by Fort Lauderdale, FL-based Sales Training Consultants, Inc., upholds the paper's aim of becoming a customer-focused entity while giving each participant his choice of elective, a required supplement to the main BTU program.

Management development

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Changing the way we do business

Article Abstract:

Newsrooms are usually broken down into teams. Every department usually is considered a separate team. The author suggest the entire newsroom thinking of itself as one team with one common goal. Traditionally, newspapers separate organizational groups by circulation, advertising, production, business office and news units. Restructuring the individual units into one is needed to succeed in the 1990's.

Strategy & planning

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