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...