Product Repositioning in a Newspaper Report (Assessment)
The demographics of the target market have changed.
Traditionally, the target market for newspapers has been people aged 15 and over. However, this is the general market. The positioning of a newspaper involves the dissemination of information to the public. However, as mentioned above, this appeal is waning due to the popularity of the Internet, which facilitates the instant transfer of information. This greatly reduces the impact of printed newspapers (Frahmand, 2007).
Proper retargeting is necessary to stay relevant. A print newspaper should have a specific theme, diverge from its traditional role of disseminating information, and at the same time keep this role alive. The product must appeal to other people because when newspapers report certain facts, many people learn about it through the Internet (Farhomand, 2007).
According to U.S. Census data, approximately 65 percent of Americans use the Internet for at least one purpose every day: checking mail, communicating, and searching for information, among other things. Many of them use the Internet to learn about events around them (US Department of Commerce 2012).
Print magazines require investigative reports discussing social issues such as health, wellness, crime, and government. Newspaper reform also had to make many changes so that today’s generation can keep up. Additionally, newspapers can move away from using traditional reporters and instead involve everyone. This engagement helps make goods more consumer-friendly (US Department of Commerce, 2012).
The type of study required to replace this product
To successfully replace traditional newspapers, relevant stakeholders need to conduct extensive research to understand the market. First, it is important to understand the younger generation who are more inclined to use the Internet.
People aged 0 to 45 have the most practical understanding of Internet technology. In fact, they were born in the age of the Internet, or existed when the Internet revolution happened. The defining characteristics of this age group will be crucial to any major reorientation.
Prior qualitative research should be accompanied by related quantitative research for a holistic approach. For example, understanding the rate at which a newspaper’s readership is declining is critical to decision-making.A study could be conducted to find out how many people still buy newspapers and why. If they are buying a newspaper to find business contacts, obituaries, or because it has more reliable information, then the paper is also looking for public exposure.
Ways to Increase Adoption
There are several methods that can be used to increase the adoption of traditional newspapers. First, it’s important to make sure you understand your target market. This will ensure that the needs of this market are adequately met. Second, it is necessary to change the newspapers that are currently published.
Statistics show that more and more people are rapidly adopting the Internet. The Internet is already connected to a mature consumer base. To understand this demographic, stakeholders need to conduct extensive research (US Department of Commerce 2012).
Third, it makes the newspaper interesting, in addition to its traditional role of providing a clear message. Other extras can be added to make reading newspapers more fun. This may include accompanying music CDs designed for specific populations whose characteristics have been studied. For example, a CD with photos of affordable travel destinations may appeal to students (Pew Research Center 2012).
Fourth, as many experts have pointed out, information should flow freely. Therefore, I will stop selling newspapers and gift them to strategic niches. Therefore, I will focus on selling advertising space and my selling point will be the credibility and quality associated with the newspaper. I will also bargain for a large number of readers looking for advertisers.
In the end, I’ll focus on making the weekend edition interesting enough with a mix of social stories.
