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.

---

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.

---

Similar abstracts:

• Abstracts: Getting what you want. Resorting to human. Spend, spend, spend
• Abstracts: Incepta Group buys Sard Verbinnen. Omnicom acquires speakers bureau
• Abstracts: The US interest rate dilemma. Rate of recovery. At a rate of nots
• Abstracts: Y2K: are you ready? Story of boy, his lost dog promote classified found ads
• Abstracts: Class is in session. Power of the press awareness heightened in full-page ad

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.