Marketing Strategies of Newspapers Essay

The newspaper market. like other markets have become competitory to the extent that endurance requires a batch of creativeness and invention in the manner the concern is conducted. This is the state of affairs in which the three major newspapers on the Zambian market. i. e the Post. the Times of Zambia. and the Zambia Daily Mail newspapers find themselves.

Presently. the Post newspaper is the market leader with a market portion of 80 per centum ( 80 % ) . the Times of Zambia newspaper and the Zambia Daily Mail. together with the remainder of the other newspapers portion the staying 20 per centum ( 20 % ) . For this survey. the focal point is on three newspapers. The Post which is a in private owned newspaper and the Times of Zambia and the Zambia Daily Mail which are stated owned newspapers. The difference in public presentation amongst these three newspapers has besides been reflected in the differences in the readership of the three ( 3 ) newspapers which is indicated below.

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Beginning: Synovate Research Center 2005 For any of these documents to derive competitory advantage and long term profitableness. there is need to come up with a proper concern attack. One such attack is a proper apprehension and direction of the common concern parametric quantities like the quality of the merchandise. the pricing of the merchandise. the distribution of the merchandise. and the publicity of the merchandise. A newspaper house can so explicate appropriate distinction schemes based on the above parametric quantities which are normally known as the four ‘Ps’ of the selling mix ( Kotler. 2003:15 ) .

The disagreements in the market portion prompted the research worker to look at the concern direction facet of the three newspapers. i. e. how they were using and utilizing the four ‘Ps’ of the selling mix. The purpose was to find how the three newspapers were using the elements of the selling mix in order to derive competitory advantage on the Zambian market. Basically. this is a comparative survey which looks into how the three newspapers were using the selling mix to increase their market portions.

The survey was expected to uncover the differences in the use of the selling mix and demo whether this had a important impact on the market portions of the three documents. This is non defying the fact that the public presentation of an entity is dependent on the assorted functional countries of concern direction. However. in this peculiar instance. what was being put to prove was the functional country of selling. and in this instance the application of the elements of the selling mix.

The liberalisation of the Zambian economic system in 1991 saw the outgrowth of assorted entities on the Zambian market. This included the print media. The Post newspaper is one such paper that emerged as a private owned newspaper.

Prior to 1991. there were chiefly two dominant documents. i. e. the Times of Zambia. and the Zambia Daily Mail newspapers. For this survey. the focal point was on one private newspaper. i. e the Post newspaper. and the province owned newspapers. i. e. The Times of Zambia and the Zambia Daily Mail newspapers. Presently. on the Zambian market. the Post newspaper is the market leader with a market portion of 80 ( 80 % ) per centum by far exceling the Times of Zambia and the Zambia Daily Mail which fall into the staying 20 ( 20 % ) per centum. This poses the inquiry of why should a freshly born newspaper. i. e the Post Newspaper. out match the old newspapers like the Times of Zambia and the Zambia Daily Mail newspapers. Obviously. the market portion has to make with the acceptableness of the paper. And from a concern direction point of position. this acceptableness is dependent on the paper’s selling schemes which are based on the selling mix. Hence the ground for the research in this country.

The history of each of the above stated newspapers is as follows:

•The Times of Zambia newspaper

The Times of Zambia is a national day-to-day newspaper published in Zambia. During the colonial period this newspaper was known as The Northern News. It was founded in 1944 as a twice-weekly newspaper aimed at a European readership. owned foremost by Roy Welensky and so by the South African newspaper concatenation Argus. Argus so sold the paper to Lonhro. under which it was renamed the Times of Zambia on 1 July 1965. Lonhro had merely bought out Heinrich Brewery which had briefly operated a day-to-day. The Zambia Times and hebdomadal Zambia News.

Criticism of the authorities under the editorship of Dunston Kamana in the early 1970s and the alteration of the authorities to a one party province led to the purchase of Times of Zambia by the United National Independence Party ( UNIP ) authorities who so appointed its ain editor. Vernon Mwaanga. in 1972. When the Movement for Multiparty Democracy ( MMD ) came to power in November 1991. it went to tribunal claiming UNIP had illicitly taken over the newspapers. The tribunals found in favor of the MMD. and ruled that the papers’ ownership be transferred to the Zambian Government. The Times of Zambia is now owned by the Zambian Government.

After the independency of Zambia in 1964. the print media was run by the private sector with Times of Zambia so been published by Lonrho and the name Daily so Central African Mail was run by Scott and Astor. In 1969 it was purchased by the opinion United National Party ( UNIP ) ( Banda. 2004 ) . In 1983. the newspaper industries along with most other industries were nationalized as portion of government’s humanitarianism. The two newspapers were so turned into authorities companies and to a great extent subsidized by the authorities.

In 1990. there was the debut of multiparty authorities and an unfastened. market –driven economic system. Privately owned newspapers were reintroduced and harmonizing to the National Archives ( 2003 ) 137 publications. both newspapers and magazines. were registered between 1991 and 2002. Most of the registered newspapers were either aborted or died shortly after the first few issues. The cover monetary value of the newspapers has remained the same in Zambia at K3000. 00 with new newspapers coming in and offering a lower monetary value and so neglecting to last all together. The other beginnings of income for newspapers are through the advertisement which has grown with newspapers acquiring more and more expensive.

This instance research is intended at analyzing the assorted selling schemes used by newspaper companies in Zambia and how they can increase competiveness. My purpose is to happen out the current selling schemes of the major newspapers in Zambia. viz. The Post. Daily Mail. Times of Zambia. The Guardian and The Mirror. The intent of the survey is to understand the current selling schemes and come up with recommendations to increase fight in this sector.

1. 2 Background to the survey After the debut of the multi-party system and the subsequent liberalisation of the economic system. in Zambia. in 1991. the state saw the outgrowth of assorted types of in private owned newspapers in add-on to the two regular newspapers. i. e The Times of Zambia and the Zambia Daily Mail. In all. the mid 1990s. there were several in private owned newspapers in add-on to the two regular province owned newspapers stated above.

What transpired is that some private newspapers came and went. whilst the two province owned newspapers have failed to be competitory and increase their market portions. but they have survived through Government subsidies. However. one in private owned newspaper. the Post Newspaper. has continued to turn its market portion and today it is the market leader in its relevant market. The inquiry of involvement to the research worker is to find the type and effectivity of the selling schemes that the Newspapers are utilizing to increase their market portion in the relevant markets.

1. 3 Research Problem Since the Liberalization of Zambia’s economic system in 1991. several private newspapers have emerged to fall in the already bing province owned 1s. However. most of the in private owned newspapers have collapsed. and the two province owned 1s are neglecting to increase their market. but are lasting on Government subsidies. But one private newspaper. the Post. has continued to boom to go the market leader. There is still really small competition in this industry with merely a few as newspapers lasting and one major newspaper The Post is acquiring 80 % of the market portion ( Banda 2004 ) . Given this background. the research worker wants to find the type of marketing schemes newspapers use. and the extent to which these selling schemes are effectual. Consequently. this will assist the directions of the newspapers to better their selling schemes so as to supply quality services to their clients. and thereby increase their market portion and fight.