Marketing for a Newspaper Company Case Study Example | Topics and Well Written Essays - 2500 words

Marketing for a Newspaper Company - Case Study Example From being only a UK based newspaper on its inception, the TIMES has evolved from a period when marketing was unheard to a period when marketing reigns supreme. During all this time, the TIMES has maintained its reputation and has always been a step ahead of its competition. When we see the overall marketing strategy of the TIMES, we see a dynamic force at nature. Over the years, the TIMES has evolved its marketing into many dimensions. When observed closely, the marketing strategy of the TIMES has been focused on the following basic dimensions: The TIMES has in the recent time implemented a strategy that calls for a brand development. Firstly, the paper made it clear through activities like adding its paper on the internet, and launching it in many countries, that it doesn't want to restrain itself to only one particular country. The used the same quality values of their English version, i.e. accurate and reliable news, but they were careful to decentralize their marketing activities specific for each region. They used different names, specifically like New York Times, Times of India etc that showed them devoted to one region. Also the news was selected according to the demographics of the readers. The TIMES a The TIMES also generated a strategy for a global brand name. With the advent of the internet, this task became easy as now it displayed newspapers for many regions but under the specific brand name of the TIMES. In this way each paper maintained individuality as well as common global values. The TIMES has also embarked upon a marketing strategy to make its customers feel more attached with the newspaper. Today TIMES does not stand for only news, but for much more. It has interesting aspects for all the household, like cooking recipes and clothes designs for the women, gadgets and sports paper for the young, comics for the children, business news for the job-related people, and not only local news but world wide as well. The marketing of TIMES has used it as a catch for the paper to be declared as one for the entire household. One of the major challenges for the marketing strategy developers for the TIMES has been to change the perception of the youth about the newspaper. The TIMES has always been seen by the youth as the newspaper for the more serious and elderly people. Even though it contains many interesting aspects for the youth, but the general perception remains the same. For this the TIMES has to create a new image for itself. The newspaper has been employing towards this goal through many aspects. Firstly, by driving more items and captions for the youth, like sports page, jobs page, gadgets page etc. Second, by using the internet to give a whole new look to the paper, making it more animated and interactive for the youth. Lastly, the marketing strategy most into play these days is to make the paper more accessible and glamorous to the readers. Many interactive sections have been added. Like