Newspaper as fast moving consumer goods brands.

Philip Wisson

The marketing term 'FMCG' stands for 'fast moving consumer goods' which are usually exemplified by grocery products such as baked beans or detergents.

Newspapers as Fast Moving Consumer Goods Brands

Philip WissonRegister-MEAL, United Kingdom

In this paper, using primarily Nielsen sources, both for FMCG sales and advertising expenditure measurement (AEM) data and adding information on newspaper circulation from other published sources, we examine the marketing activities of major newspaper titles in selected Western European countries, but more particularly, in the UK, in the last 3 years and by comparing their marketing activities with a traditional FMCG market suggest that the market place reality is different from newspapers' self image.

Until 10 years ago, with newspapers, the FMCG approach would have been irrelevant,...

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