Proactive research : our bottom line?

Article Abstract:

Publishers worldwide ought to renew their commitment to proactive research as the 21st century dawns on the industry. This may prove to be a little difficult as the publishing industry channels only roughly 1%-2% of its total budget on research activities. However, research is a critical element in all marketing efforts for newspapers, especially in a client- oriented environment. Knowledge of the market, readers as individuals and as a group, advertisers, target audiences, branding and circulation is derived from research. An adequate research budget and the wholehearted adoption of creative research techniques will help publications survive and regularly revitalize themselves in a highly competitive media environment.

World

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New market, new journal

Article Abstract:

New York, NY-based international trade and transportation newspaper 'The Journal of Commerce' was founded in 1827 and is the oldest business daily publication in the US. Confronted with declining circulation and advertising revenues in 1999, its publishers decided to implement significant changes in design/format, content and circulation strategy. The most visible and striking change is its conversion from a broadsheet to a tabloid format. The market response to these changes has positioned the newspaper more strongly for future growth.

New York

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