Contents
Professional Summary………………………………………………………………………………………………………... 5 Introduction…………………………………………. ……………………………………………... 4 Segmentation of newspaper market in the UK………………………………... ……. …5 1 ) Profile Segmentation Criteria…………………………………………………………………………. …. 5 2 . Behavioral Criteria…………………………………………………………………………………………. …. your five 3. Psychographic Segmentation Criteria……………………………………………………………. ….. six The Times………………………………………………………………………………………. ……. six Recommendation……………………………………………………………………. …………... 7 Appendix……………………………………………………………………………………………... 8 References……………………………………………………………………………………………………………………. …. …. 9
Professional Summary
Together with the development of technology, people are capable to choose may differ ways to get information they require and can very easily get used to one specific way of info acquisition, which is a sever test out to classic newspaper market. The main purpose of this report is to go over the current circumstance of UK newspaper market and make use of the market segmentation theory to determine some possible ways by which the paper brands (take Times while an example) could survive in the competitive market.
Intro
Turning into the 21st century, the society offers experienced an information overload age. For the newspaper sector, the amount of newspaper categories have got sharply improved, followed by the change of diversity and complication from the readers' demand which plays a role in a new newspaper market type that has been seen as a differentiation and diffusion. In this circumstance, the newspaper managers are supposed to put into practice the target online marketing strategy for the differential readers' needs. In the UK, there are entirely 1350 sorts of newspaper and 7000 sorts of magazines and weeklies. Additionally , the per capita revenue of newspapers in the UK are more than some other developed countries (ABC net sales 2000-2009). However , according to a record from the Organization for Monetary Co-operation and Development (OECD), the Britian's part is now one of the worst newspaper companies in the world. The UK newspaper creating market declined by 21% from 3 years ago to 2009(Adam Hooker, 2010). In fact , great britain newspaper can survive even flourish given that the magazine companies moderately segment and target the marketplace as well as find the proper positioning. The figure below shows that the average circulations intended for January of such 10 years. All the figures originate in the Audit Bureau of Circulations (ABC).
As one of the most time-honored newspapers in the UK, The days has a recognized reputation around the world. However , the figure demonstrates that even though it is the best-selling serious-minded newspaper over the last a decade, The Times remains to be 6 times less than the champion—The Sunshine. The top 6 of the blood flow are all the tabloids, to a certain extend, which usually reflects which the target viewers are mainly consisting by people who give the concern to the comparatively unserious news and information. Actually, irrespective of who is the best of the circulation ranking list, it is not a problem. Everyone who wants to survive inside the complex paper market in the united kingdom must have a definite perspective about the market rules and have the capacity to divide the industry into particular parts which can be related to their owns creation.
Segmentation of Newspaper Market in the UK
We can define it as: in respect to some selected classifications, newspapers market segmentation is a procedure in which the newspaper industry splits the whole industry into several separate sub-markets of visitors with the distinct demands or desire of information acquisition. Quite simply, the process of segmenting the paper market is corresponding to segmenting the readers. In newspaper industry, readers are similar as consumers and purchasers of various other trade markets. To sum up, there are three primary criteria. They can be profile standards, behavioral standards and psychographic criteria. (David Jobber, 2004) 1 . Profile Segmentation Requirements...
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