Regional sections and brand strategy

The new, technology driven wave in publishing is making the newspaper brand even more complex.<BR><BR>Research suggests that regional dailies' loyal six-day readers buy the 'core brand' of local news and sport.

Regional Sections and Brand Strategy

Alan Renwick and Mike Jeanes assess the growth of sections in the regional press, and discuss the implications for brand strategy and research

Daily newspapers have always been unusual brands. Almost fmcgs (mass market, low price, impulse purchase), yet different from a bag of crisps, in that they have to be completely redesigned and reconstructed from scratch every day. It gets worse. Fmcg-style marketing is fine for selling newspapers to consumers, but send your ad sales team out with that mindset and you are in trouble; instead, you are offering a high-cost...

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