Tailored newspapers

Author

Andrew Li

Description

The media marketplace is increasingly crowded. There is different type of multimedia available; readers have control of their media consumption. The media market has become a battlefield for advertising market share. Some newspaper market like in the Netherlands, UK is experiencing hyper-competition. Some industry analysts predict that the oversaturated market might lose newspaper titles, because there is not enough advertising spend to sustain all of them. With tailored newspapers one can target groups to complement the general circulation papers. This way, publishers can use the market segmentation strategy to target specific audience. For the same audience, same distribution strategy can be used, and also more competitive for specific advertising market. And the launch of new titles for targeting new audiences can increase the circulation and advertising market share. To create more titles and aimed at smaller, targeted groups, better printing technology is needed, automatic plate loading technology. Also more complicated customer relation management, different way of distribution, more complication on statistic. It is a challenge to achieve this, is it even possible, yet?

Web Resource

http://www.wan-press.org/IMG/pdf/executiveSFN_6.1.pdf
http://www.wan-press.org/IMG/pdf/SFN_8.1-_Executive_summary-4.pdf
http://www.columbia.edu/cu/record/23/20/26.html