On marketing: the second marketing "P"

Article Abstract:

Promotion is critical to the marketing of newspaper services, yet newspapers are generally not skilled in developing good advertising or communications strategies as well as image or brand campaigns. Good communications strategies identify clearly the bases upon which newspapers expect customers to buy their products and typically include three fundamental elements. Once a good communications strategy has been developed, a statement should be created that will translate a brand's strategic intent into a deliverable promise of its benefit to the buyer.

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Budgeting right from the start

Article Abstract:

Effective marketing has become more critical than ever to newspaper profitability. However, few newspapers, even the largest, too frequently neglect the marketing element and their marketing budget processes. Although newspapers will set a variety of goals and targets, they ought to emulate sophisticated market-oriented companies in establishing a bottom- up, integrated budget and plan based on prioritized objectives, activities to achieve these targets and investments to execute these activities.

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Language reflects marketing paradigm

Article Abstract:

The changing newspaper industry warrants a review of the terms that are being used by the industry to characterize their customers. A simple change of term from 'advertisers,' the label used to describe the business-to-business side of newspapers, will benefit from a change to 'marketers.' A shift in paradigm, which could bring new business opportunities, would be similarly derived by changing the term 'readers' to 'consumers.'

Newspapers, Newspaper publishing

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