Marketing and newspaper

Marketing and newspaper

Newspaper and Marketing The underlying question that seems the most relevant to me, is why and how is marketing becoming more and more essential in the paper press? It seems interesting to think of some eventual reasons for that and study the trend, to have an idea of what is going on. I. Why 1) The media convergence Radio and television have always been great competitors for Newspapers in the business of selling information and entertainment. The Internet is a another strong competitor that contains the three of them: Radio, television and online newspaper granting online and ontime information!

Moreover, the internet is now available on a smartphone. Not mentioning the free newspapers that make the situation a bit more complicated. As a result, the paper press of the starting XXI century has to face four competitors with different strengths that are all merging and converging. For this reason the marketing strategy involved is very important, in order to remain competitive in the long run. The strategy has been rethought to adapt and it will go on evolving. It is essential for the paper’s urvival to know the market and its target which is being harder and harder to spot -considering that

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people reading the news on the internet can’t be identified so easily- for instance. Yet, the papers remain of great importance for people who travel a lot and use their precious time in the plane to keep informed. That is an example of a special need for which the paper base is essential, not mentioning starting fires, (good luck with your smartphone). 2) The Green Influence? The trend is to protect the environment, had we woken up earlier on, the situation wouldn’t be so disastrous.

This also has a bad impact, -which is light so far, but who knows? – on the paper press. Is it very “ecofriendly” to buy newspapers to read information that we could find on the internet without using printed paper and cutting trees?! Then again, putting it into perspective it appears that spending too much time in front of a computer is also very damaging for the brain and for the well being of human beings both short term and long term. How can a hierarchy be defined, between men’s health and planet earth? They are both priorities. So what then?

Listen to the radio in the car, while going to work where we’ll spend all day on a computer, to save the trees and not exaggerate our time in front of the screen? That isn’t a solution for the real eco concerned person who is already getting to work on a bike anyway, he still needs and wants to be informed though! II. How 1) Issue and classical answer Within the past twenty years the sales of newspapers has gone down. A great example to measure the impact on the sales of newspaper is the 2,21% drop in the sales between 2005 and 2006 (17th Press observatory at the yearly meeting on observation and broadcast, in Paris).

But it is only an example among others. To react to this situation different strategies have been used, some newspapers have decreased their price to stay competitive and have proved to sell more afterwards, just as Rupert Murdoch did with“the Sun” in 1993. Others use more advertisement campaign and this is probably how we get pages of publicity in a row and sometimes even a little booklet of 8 pages of ad and some car companies know well how to help some newspapers to survive, in the sales decrease. ) Stepping into action The confrontation is now real and official between the paper press and it’s virtual competitor. In fact, the World Association of Newspapers addressed the U. S Department of Justice Scrutiny this September claiming the Yahoo and Google’s advertising agreement “will have a significant and adverse effect on all newspaper publishers worldwide”. They would dominate the search advertising market and through that still all advertising budgets in the long run..

The European Commission for itself is checking whether this agreement brings a violation of the European laws on restrictive business practices (against anticompetitive conducts). It is clear and undeniable that them getting together could represents a strong threat for the publishers around the world. But to that was answered that there wasn’t any significant effect in Europe and on its publishers. In a nutshell, the future of the newspaper doesn’t seem too bright, and if the online advertising wins the battle, it could seem even more in jeopardy. Marketers, don’t give up! To be continued.