Custom: Newspaper in a Competitive Market
“It’s all about understanding what content your customers are looking for and how they consume their newspaper.”
Even with the fragmentation of information distribution, newspapers continue to be a successful and highly competitive industry. Individuals still spend an average of one hour reading their Sunday paper. But with so many publications, attracting and retaining subscribers with engaging content is key.
Because revenue from the weekend newspaper often accounts for over 50% of a newspaper’s profit, maintaining subscribers is critical. One major publication wanted to study the importance of each major newspaper section, as well as establish important benchmarks of their competitor’s sectional readership.
Because two sections were under-performing among their most important readers, the newspaper added resources to those sections and updated their look and navigability. Early reports showed that readers noticed the difference and these improvements should help retain existing subscribers and pull readers away from competing weekend newspapers.