Delivering The Newspaper Experience: A New Paradigm

Bernd H. Schmitt and David Rogers

Both the newspaper and marketing industries have been transformed by technological change and the diversification of modern media, yet most publications have hardly changed their activities in response to these developments.

Delivering the newspaper experience: a new paradigm

Bernd H. SchmittThe EX Group

David RogersColumbia Business School

Newspaper publishers today are in an information business that is being rapidly transformed by new technology and media. Yet many newspapers are still trying to compete by offering a remarkably similar experience to what they produced an eon ago in the pre-internet age. If they are to succeed in this new age, publishers need to recognise that the old marketing principles will not do.

Marketing today has changed completely from the old focus on functional features and benefits, rational consumer models, and...

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