The Dying Newspaper
Assignment 1: Newspaper Assessment
Lois Reed
Professor Will Moses
MKT100 – Principles of Marketing
November 6, 2012

The Dying Newspaper
Abstract
The newspaper (print) has been a part of American households for decades. The subject matter to be discussed: the exchange of news information in the networked future, the impact of the transition to digital journalism and the decline of the local newspaper. The information will show the drop in print viewership due to news being more readily available through social media and other Internet options.
The Dying Newspaper
Introduction
The purpose of this product assessment is to investigate obsolesces of the print newspaper which has been on a steady decline in the market today. First, we will describe the newspaper within the context of demographic, consumer popularity, economic and technology, ethnic market and social awareness. The research will gather recommendation of appeal for consumer’s response to the declining of the print newspaper industry, while addressing the alternative market place to revitalize the newspaper standards in other countries. Finally, the study will bring about awareness to segmentation and positioning ideals for the new signature of newspaper in the new countries. The newspaper was a global source for current news events on print intended for household viewers. According to a Census Bureau report, within 10 years the primary declination of readership will be amongst the younger viewership. Consumers between the ages of 18-35 once had a readership that was 4,086,123 but then in 2010 the readership declined to 3,646,340 an estimated drop rate of 21.2 percentage. A similar report based on the Census Bureau, reported the population representing the age group 65 and over once had a readership of 3,418,679 but later dropped to 2,807,597 an estimated a decline of 17.8 percentages. Based on the information provided by the Census Bureau the younger age groups are the highest of people gathering news by means of social networking. This author believes the reason why the newspaper is declining in popularity is a lack of interest amongst the younger generation who has come into an era of mechanization. Secondly, the online Internet versions are touching the newspapers by means of communication and thirdly, the globalization of social media; Internet and digital computers have a tremendous influence worldwide. To categorize different stages of development groups, Teens have the most spending power for the reason of access to information and well knowledge and attractive buyer. The analyses of Teens are focus on the home décor, which is a huge market for commerce. A number of Teens are known for electronic means comprised by the use of cell phones, Internet, video games, etc. In addition, Teen’s primary focus is on social networking for expediency. One more group is the Generation Y, and they are called the optimistic…they are known for a career lifestyle. Generation Y have characteristics that include: inquisitive, opinionated, and diverse and many more. Generation X is known as the latchkey children because of both parents working. Furthermore Generation X is more protective and passionate about their children. What’s more Generation X is the major suppliers in the wholesale market commodity. Last of all the Baby Boomers are known for rebirth on life. The Baby Boomers spend a lot of personal wealth and spend additional on grandchildren. The Baby Boomers has a lengthier life expectation for that reason resulting in advertisement targeting that generation.

The newspaper is losing popularity among consumers because of the certain advancement of growth in technologies. In general, the Internet has launched a global power-driven social media. There are influences of the youth ingenuity; good business had a direct social awareness throughout the world. Finally, the economic and technological, political, legal and competitive factors have contributed to the diminishing of the newspaper industry. A number of the economic and technological factors are based on these characteristics that included the demographics that is based on valuable target groups such as children, race, and education of a certain age group. Additionally, the circulation levels which raise the revenue by means of the newspaper financial increase based on tracking numbers per reader. The competition it affected the revenue by means of the Internet has a profound affect in technology moving a declining in print media. Also, the supplier’s distributions of newsprint may possibly have an adverse effect if a disturbances or slowdown would change. On the other hand the Internet, social websites, online publications have brought to the importance of social media. As with the perspective focused on the economic factor if there is a decline such as with the automobile industry, the customer look at this has a negative action and for that reason the revenue returns will drop. Several of the political and legal factors are the attitude-behavior right of choice and diversity which influenced parts of the community, social, education, and poverty and government structure. An additional characteristic consist of the media expose readership just too traditionally the wealthy, cultured and older population, by excluding those without economic status, reading ability, and education. Moreover the news distribution was inadequate especially amongst low-income or ethnic minority groups.

A number of the competitive factors take account for the increase of the Internet globally; an example is the shifting from paid subscription to free online new sources. The move from newspaper to websites resulted in a local advertisers that are utilizing the Internet. Building business model strategies that brought about investigative reporting, health policy news for non-profit that focused on advertisement via wireless devices. Here are three recommendations for conceivable action marketers for the (newspaper) could take to address the declining appeal to consumers are: First, Appeal to Minorities and the Poor- a way to speak directly to them and communicated on their special ethical benefits. Secondly, the Newspapers for Younger Readers- read a significant occurrence about the world that would at the end of the day inspire kids to read the newspaper to discover further. Thirdly, the Newspapers in Early Education Schools- circulate and hand out a newspaper that is directly concentrated on the youth. To implement these recommendations, marketers would have to: First, employ additional minority reporters and have them report issues that are meaningful to special interest groups and the underprivileged. Secondly, make things easier using smallest amount of challenging words and ideas in the paper not to push away younger readers. Thirdly, distribute the newspaper in more occupied areas of the school would invite students to be interested in the newspaper. The best foreign country to market (Newspaper service) is India since it has a diverse population and economic growth. The following according to CIA World Fact book are three reasons that newsprint will benefit this particular country are there’re fourteen different languages spoken. The English language however, is the most important. Having the ability to read, write and speak provides a power for national, political and commercial communication. In comparison, with a population of 1,205,073,612 is 2nd only to China that gives India an advantage for economic growth. By way of the literacy rate of 61% as it stands will increase. The ” open-market economy” remains trade and industry free with the major corporation listed as AT&T, Track phone, T-Mobile are worldwide using India has a national call center that are accounting for 56.4 over half of its workforce. The product segmentation for the Newspaper would be … based on consumers’ buying and consuming behavior the product would be demographic segmentation. The sources of segmenting the market using age, occupation, and education would have expected growth in implementing marketing strategies. According to CIA World Fact book the occupation of the labor force is mainly agricultural at 52%. The actual demographic would go to the 34% labor force service. The service industry will be the primary readership for the reason of education background. Positioning the Newspaper in India would work best by means of lining up with the latest technology with concentration on social media such as the Internet, Blog, Tweeter and integrating marketing in a competitive brand thus the power of social media revolution would take the place of the printed paper. There are five reasons for accomplishment that would derive from a foreign country would be product differentiation, perceptual mapping, geographic, demographic segmentation and accessibility. The base for this article was to bring attention to the newspaper of yesterday into the modern day print. It covered a wide range of variables such as social media, government, marketable commodity, transformation of the newspaper that resulted in diminishing the popularity of the newspaper. The platform for current newspaper print as shifted to the technology of the Internet of social media phenomena. The globalizing the market has taken a universal stance with the state –of-the –art development of high tech speed for news. From corner to corner people connect with a touch of the finger to receive information without delay. The newspaper dilemma will be forming a basis in a new country by means of education. It will help with identifying information and improve viewer ship for things to come. ,

References

Lamb, C. W., Hair, J. F., Jr., & McDaniel, C. (2013). MKTG 6 (6th ed.). Mason, OH: South-
U.S. Census Bureau http://2010.census.gov
CIA World Fact Book (1982–2012)