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Media Marketing Lt2


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Media Marketing Lt2

  1. 1. Newspaper Media Media – Lecture 2
  2. 2. Newspaper in our life <ul><li>Newspapers fulfilled two important roles in our life: </li></ul><ul><li>They served as a watchdog ( 監視者 ) on the government and </li></ul><ul><li>Provided perspective and information about the daily and weekly activities of our communities ( 社區 ) . </li></ul>
  3. 3. Newspaper in our life <ul><li>What you look for in the news and where you go to find it depends on who you are and what things are important in your life. </li></ul><ul><li>News content can be found both in print and online, and has competition from other sources, such as television and radio. </li></ul><ul><li>It is important for newspaper managers to make newspaper more interesting to read. </li></ul>
  4. 4. Rise of Penny Press <ul><li>In the early 1830s, a new class of newspapers targeted to lower and middle-class audiences earned the name penny press because they were sold for a penny a copy. </li></ul><ul><li>In addition to traditional news about commerce and politics, they included lively stories about social life in the city. </li></ul>
  5. 5. <ul><li>The Market Structure </li></ul>Today’s Market Structure
  6. 6. The Market Structure <ul><li>The major type of newspaper exists in Hong Kong is the daily newspaper. </li></ul><ul><li>The daily newspaper is usually found in large markets, has a large staff, and covers local, national, and international news from a variety of sources. </li></ul>
  7. 7. Market Structure <ul><li>Newspapers are considered vehicles of mass communication that target generalized audiences within a local geographic area . </li></ul>
  8. 8. Market Structure <ul><li>The market relationship between newspapers and their buyers is based on costs, competition, and availability of substitute products ( 代替品 ) , such as other newspapers, television news programs and websites. </li></ul>
  9. 9. Market Structure <ul><li>a) Availability of newspapers choices within the market. </li></ul><ul><li>b) Probability that buyers will substitute products in the market. </li></ul><ul><li>c) Number of barriers new firms face when trying to enter the market. </li></ul>
  10. 10. <ul><li>Audience Demand in Newspaper Market </li></ul>Today’s Market Structure
  11. 11. Audience Demand in Newspaper Market <ul><li>Today, newspaper editors must serve a more diverse ( 多變的 ) audience, and they face great difficulty in selecting the specific content to satisfy the demand of their market. </li></ul>
  12. 12. Audience Demand in Newspaper Market <ul><li>Newspapers have the advantage of thorough ( 透徹的 ) coverage ( 覆蓋範圍 ) and analysis, but television and radio have rich visual and auditory stimuli and allow for viewers to multi-task, such as cooking in a kitchen while listening to Commercial Radio Two. </li></ul>
  13. 13. Audience Demand in Newspaper Market <ul><li>Newspaper publishers have to decide whether to continue as mass media or to turn toward segmented audiences. </li></ul><ul><li>Newspaper managers should identify that newspaper is not just for news, because the demand for content will be wide ranging. </li></ul>
  14. 14. Audience Demand in Newspaper Market <ul><li>Diversifying lifestyles, economic backgrounds, gender, education, and ethnic origins of reporter and editors can help newspaper managers respond to audience demand effectively. </li></ul>
  15. 15. <ul><li>Supplying the Audience’s Demand </li></ul>Today’s Market Structure
  16. 16. Competition <ul><li>Newspapers compete with other papers and media outlets for audiences, advertising revenues, and breaking stories. </li></ul><ul><li>Competition ensures that communities hear more than one editorial point of view, pushes reporters to be more creative and aggressive, and forces newspapers to spend money on improvements to attract readers. </li></ul>
  17. 17. Declining Credibility <ul><li>Newspaper content has credibility with readers when readers believe what they read. </li></ul><ul><li>If a newspaper reporter or company has no credibility with readers, the readers will not trust the facts and opinions about which the reporter writes or that the newspaper publishes. </li></ul><ul><li>The decline in newspaper credibility has become a primary issue facing newspaper business. </li></ul>
  18. 19. Business of Newspaper
  19. 20. Business of Newspaper <ul><li>Newspapers depend primarily on advertising for support. </li></ul><ul><li>Subscriptions and newsstand sales account for only a small percentage of newspaper income. </li></ul><ul><li>Newspaper companies are looking for new ways to make money, rediscover and expand on some new ideas including: </li></ul>
  20. 21. Business of Newspaper <ul><li>A) Technology – News Online </li></ul><ul><li>B) Culture: Young Readers and diversity </li></ul><ul><li>C) Innovation: FOC Newspapers </li></ul>
  21. 22. Technology – News Online <ul><li>Most newspaper publishing companies have launched electronic delivery of news and newspapers to capture new audiences for the information they gather. </li></ul><ul><li>Newspapers arriving on-screen at computers is just part of the reader-friendly future, according to many industry analysts. </li></ul>
  22. 23. EXAMPLE <ul><li>In the U.S., online editions publish shorter highlights of the day’s news, as well as special features that don’t appear in the daily newspaper. </li></ul><ul><li>Bulletin boards offer subscribers the chance to discuss the newspaper’s movie reviews, and to get more information on subjects that appear in the online edition. </li></ul>
  23. 24. Culture: Young Readers and diversity <ul><li>Newspaper must begin to attract young readers to ensure their future. </li></ul>
  24. 25. Culture: Young Readers and diversity <ul><li>Before television gained popularity, young people learned the newspaper reading habit from their parents. </li></ul><ul><li>With television’s arrival, families began to move away from newspaper as their source entertainment. </li></ul>
  25. 26. Culture: Young Readers and diversity <ul><li>Various strategies have been tried to lure young readers back to newspapers, including specially targeted websites, niche tabloids, front page redesign, and reading programs in schools </li></ul>
  26. 27. Culture: Young Readers and diversity <ul><li>However, large newspaper organizations have become much more interested in attracting diverse audiences to maintain a steady audience base.   </li></ul>
  27. 28. Culture: Young Readers and diversity <ul><ul><li>If you were a newspaper publisher, how would you attract young readers? </li></ul></ul><ul><ul><li>What would cause you to read a newspaper? </li></ul></ul><ul><ul><li>Do you think newspaper publishers could use the internet more effectively to build audience loyalty? </li></ul></ul><ul><ul><li>If so, how would you do that? </li></ul></ul><ul><ul><li>Are newspapers worth preserving, or are they a dying medium? </li></ul></ul><ul><ul><li>If you were analyzing these trends as a newspaper editor, how would you address the issue? </li></ul></ul>
  28. 29. Innovation: FOC Newspapers <ul><li>A free-of-charge daily newspaper has been introduced in Hong Kong for a few years. </li></ul><ul><li>This has increased the competition of the newspaper business in the industry. </li></ul><ul><li>FOC newspapers also change the habit of audiences and the strategies of advertisers. </li></ul>
  29. 30. <ul><li>Metro Daily (都市日報) </li></ul>FOC Newspapers
  30. 31. Metro Daily (都市日報) <ul><li>Metro Daily was launched on April 15, 2002. It is distributed free-of-charge from Monday through Friday in MTR stations* and other key central locations. </li></ul><ul><li>These locations are popular commercial or residential areas flooded with young urban white collars of well-mixed profile of income and education </li></ul>
  31. 32. Metro Daily (都市日報) <ul><li>Based on the circulation figures of Hong Kong Audit Bureau of Circulations, Metro has a daily circulation of more than 340,000 copies. 64% of Metro Daily readers are aged 15-44. The gender division is 48% male and 52% female. 30% of Metro Daily readers are University graduated and 72% are employed. </li></ul>
  32. 33. FOC Newspapers The Standard
  33. 34. The Standard <ul><li>Published by Sing Tao Holdings (Ltd), The The Standard is tailored for a new segment of readers – the “Centralists” – business people and young professionals with high quality lifestyles and high spending power. </li></ul>
  34. 35. The Standard <ul><li>Its handy tabloid size, snappy layout and vibrant graphics deliver the news in an easy-to-use, colorful and compelling format. </li></ul>
  35. 36. The Standard <ul><li>The Standard is widely distributed in main business districts, including Central, Admiralty, Causeway Bay, Quarry Bay and Tsim Sha Tsui, as well as commercial buildings, residential areas, business and sports associations, schools, universities, airlines and top hotels. </li></ul>
  36. 37. Newspaper Content
  37. 38. Newspaper Content <ul><li>Newspapers contain a variety of information, most of which is not news. The information falls into five broad categories: advertising, opinion materials, news, graphics and photojournalism. </li></ul>
  38. 39. Advertising <ul><li>Advertising in print newspapers includes three major types: </li></ul><ul><li>Classified ads ( 分類廣告 ) , </li></ul><ul><li>Display ads, and </li></ul><ul><li>Inserts ( 插頁廣告 ) </li></ul>
  39. 40. Classified Advertisements <ul><li>Classified advertisements are the lists of ads set in small type that advertise jobs, and items for sale </li></ul>
  40. 41. Display Advertisements <ul><li>Display advertisements found throughout ( 遍佈 ) the paper, incorporate ( 混合 ) photographs, drawings and large type </li></ul>
  41. 42. Inserts <ul><li>Inserts which are similar to small catalogs, most often advertise merchandise for sale at department stores and supermarkets. </li></ul>
  42. 43. Opinion <ul><li>Opinion appears on the editorial pages. On these pages, editorial writers, political pundits ( 權威者 ) , and local citizens express their opinions about current political and social issues. </li></ul>
  43. 44. Opinion <ul><li>These pages make up the heart of the marketplace of ideas ( 自由言論市場 ) . Ideas exchanged through editorial material allow the community to explore better ways for people to live together. </li></ul>
  44. 45. News <ul><li>The bulk of non-advertising information is news. </li></ul><ul><li>News includes features, current events, investigative series, local and international news. </li></ul>
  45. 46. Graphics <ul><li>The term graphics covers a range of newspaper content, from the information graphics that present data in tables and graphs to comics and political cartoons. </li></ul><ul><li>Currently, newspapers use graphics extensively to create visual interest and to communicate complex ideas and data. </li></ul>
  46. 47. Photojournalism 相片新聞學 <ul><li>Photojournalism, which integrates words and photographs, attempts to explain people’s behavior and the nature of the world. </li></ul><ul><li>Effective photojournalism involves skilled editing and assumes that informing the public is essential ( 不可缺少 ) . </li></ul>
  47. 48. <ul><li>Photojournalism is capable ( 有能力 ) of powerfully affecting an audience’s interpretation ( 解釋 ) of an event and often defines public memory. </li></ul>
  48. 49. EXAMPLE <ul><li>Many people’s memories of September 11, 2001, are defined by the photograph of firefighters raising the flag at the site of the World Trade Center. </li></ul>
  49. 50. Photojournalism <ul><li>Photojournalism may be more critical to society than other forms of photography because its goal is to alter our vision of the world and it is mass distributed. </li></ul>
  50. 51. Technology and the Future <ul><li>Newspapers have shown their ability to appeal to changing audiences, adapt to growing competition, and continue to attract advertisers. </li></ul>
  51. 52. Technology and the Future <ul><li>Reporters in the field will send most of their stories from portable computers through cellular telephones ( 手提電話 ) in the cars, without needing a telephone line for their computer hookup ( 接線 ) . </li></ul><ul><li>Photographers will use video and digital cameras, sending their pictures to the newsroom electronically. </li></ul>
  52. 53. Technology and the Future <ul><li>Newspapers will expand profits by selling more of the information they gather. </li></ul><ul><li>Once a story is in a computer, the information can be sold to people who want that information. </li></ul>
  53. 54. Technology and the Future <ul><li>Advertisers will be able to choose their audiences more selectively. </li></ul><ul><li>Cheaper production methods could mean that the cost of starting a newspaper will decrease, which could increase the number of free-of-charge newspapers. </li></ul>
  54. 55. Technology and the Future <ul><li>Lower costs for information systems will mean that more newspapers will be able to afford more computer technology. </li></ul>
  55. 56. <ul><li>Newspaper </li></ul>Media Marketing – Tutorial 2
  56. 57. FOC Newspapers <ul><li>Choose one of the following FOC Newspapers and   </li></ul><ul><li>a) Discuss its marketing impact in terms of target groups, newspaper contents and competition within the industry.  </li></ul><ul><li>b) Suggest different innovative ( 創新 ) ways to execute the media marketing for the newspaper.  </li></ul><ul><li>A) Hong Kong Headline ( 頭條日報 )  </li></ul><ul><li>B) Metro Daily ( 都市日報 )  </li></ul><ul><li>C) AM 730  </li></ul><ul><li>D) The Standard </li></ul>