It's all in what you know
Article Abstract:
Effective marketing strategy in the newspaper business entails the development of a distinct product that will appeal to the customer, regardless of whether that customer is one reader or a large advertising account. To differentiate themselves from rivals, publishers must have considerable knowledge about their own brands, rivals, customers, the competitive environment and partners. They must know clearly what they want and how to get there. They must be thoroughly familiar with their game plan and monitor their performance.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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Reps double as buyers
Article Abstract:
Media specialists Jane Comfort and Chuck Herndon helped The Post and Courier, an INMA newspaper based in Charleston, SC, attract more automotive advertisers. During the closure of the Charleston Naval Base in the early 1990s, the affected auto dealers were the target of a custom research group and multimedia presentation developed by the newspaper with the help of Comfort and Herndon.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1997
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