The Market Segmentation of the Uk Newspaper Industry1
Contents
Executive Summary………………………………………………………………………………………………………...4
Introduction………………………………………….……………………………………………...4
Segmentation of newspaper market in the UK………………………………...…….…5 1. Profile Segmentation Criteria………………………………………………………………………….….5 2. Behavioral Criteria………………………………………………………………………………………….….5 3. Psychographic Segmentation Criteria…………………………………………………………….…..6
The Times……………………………………………………………………………………….…….6
Recommendation…………………………………………………………………….…………...7
Appendix……………………………………………………………………………………………... 8
References…………………………………………………………………………………………………………………….….….9
Executive Summary
With the development of digital technology, people are able to choose varies ways to obtain information they need and can easily get used to one particular way of news and information acquisition, which is a sever test to traditional newspaper industry. The main purpose of this report is to discuss the current circumstance of UK newspaper industry and use the market segmentation theory to find out some feasible ways by which the newspaper brands (take Times as an example) could survive in the competitive market.
Introduction
Turning into the 21st century, the society has experienced an information overload era. For the newspaper industry, the amount of newspaper categories have sharply increased, followed by the change of diversity and complication of the readers’ demand which contributes to a new newspaper market type that has been characterized by differentiation and diffusion. In this circumstance, the newspaper managers are supposed to implement the target marketing strategy for the differential readers’ needs.
In the UK, there are totally 1350 kinds of newspaper and 7000 kinds of magazines and weeklies. In addition, the per capita sales of newspapers in the UK are more than any other developed countries (ABC net sales 2000-2009). However, according to a report from the Organization for Economic Co-operation and Development (OECD), the UK’s
Executive Summary………………………………………………………………………………………………………...4
Introduction………………………………………….……………………………………………...4
Segmentation of newspaper market in the UK………………………………...…….…5 1. Profile Segmentation Criteria………………………………………………………………………….….5 2. Behavioral Criteria………………………………………………………………………………………….….5 3. Psychographic Segmentation Criteria…………………………………………………………….…..6
The Times……………………………………………………………………………………….…….6
Recommendation…………………………………………………………………….…………...7
Appendix……………………………………………………………………………………………... 8
References…………………………………………………………………………………………………………………….….….9
Executive Summary
With the development of digital technology, people are able to choose varies ways to obtain information they need and can easily get used to one particular way of news and information acquisition, which is a sever test to traditional newspaper industry. The main purpose of this report is to discuss the current circumstance of UK newspaper industry and use the market segmentation theory to find out some feasible ways by which the newspaper brands (take Times as an example) could survive in the competitive market.
Introduction
Turning into the 21st century, the society has experienced an information overload era. For the newspaper industry, the amount of newspaper categories have sharply increased, followed by the change of diversity and complication of the readers’ demand which contributes to a new newspaper market type that has been characterized by differentiation and diffusion. In this circumstance, the newspaper managers are supposed to implement the target marketing strategy for the differential readers’ needs.
In the UK, there are totally 1350 kinds of newspaper and 7000 kinds of magazines and weeklies. In addition, the per capita sales of newspapers in the UK are more than any other developed countries (ABC net sales 2000-2009). However, according to a report from the Organization for Economic Co-operation and Development (OECD), the UK’s
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