Creativity and Innovation in Media Business: A Paradigm Shift in Newspaper Marketing

Inamdar, Neeta (2008) Creativity and Innovation in Media Business: A Paradigm Shift in Newspaper Marketing. Annamalai Journal of Management, 2 (1). pp. 62-66. ISSN 0974-0406

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Media ecology, as we call it now, has become more turbulent than ever before. New players enter industry on a regular basis; be it newspapers or television channels. All try to grab some part of the attention pie of the audiences and of course, that coveted ad pie on which they survive. The older ones like the Times of India are trying to hold on to their audiences by being overtly creative and innovative. All of them adapt themselves to the ever-changing demands, expectations and tastes of their readers and the market. This attempt of market oriented presentation has come to redefine journalism. The economics of publishing a newspaper are different from other businesses, as it is a commodity sold at a price lesser than its cost of production. This calls for dual marketing; marketing the newspaper in terms of circulation and simultaneously selling the ad space on which depend both the survival and growth of newspaper. Both are crucial and interdependent. This uniqueness calls for innovative methods in reaching out to both, the readers and the advertisers. Marketing today rules every aspect of newspaper business, be it content, presentation or distribution. The present paper looks into the shift in marketing strategies of newspapers and their implications expressed through changes in content, presentation and distribution - a paradigm shift in newspaper business.

Item Type: Article
Uncontrolled Keywords: Priat Media, Newspaper business, distribution Network
Subjects: European Studies > MCES Manipal
Depositing User: Unnamed user with email
Date Deposited: 21 Sep 2011 11:20
Last Modified: 21 Sep 2011 11:20

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