The clustering phenomenon
Article Abstract:
Clustering efforts of newspapers being owned by one owner is growing. Clustering often boosts advertising and circulation. The pace of clustering has accelerated in recent years. It is estimated that 55% of all suburban weekly newspapers are clustered with multiple titles or zones with combined marketing functions. It is also estimated that around half of the daily newspapers own a publication other than their own. Most of the research for the article is derived from dailies clustering with other dailies. By 1990, the percentage of daily newspapers that were part of a cluster increased from 19 to 25%. The two states with the most clusters are California and Ohio.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1998
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Learn to say "thank you"
Article Abstract:
A study by an internal task force group at the Sacramento Bee newspaper showed that improving personal contact with customers can expand a loyal subscriber base more effectively than discounts. In the study, 75% of the 14,000 clients in the spring-1998 subscription campaign received an extended subscription-discount offer, along with retailer coupons and letters from newspaper officials, while other customers received only the letters. After six months, it was determined that there is negligible difference in the percentage of active customers between the two groups.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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