Except for the national press sector, the newspaper industry has generally been less than effective in publicising its products to its potential audience. The only point at which it can be seen to doing anything at all are handwritten notices on contents boards outside newsagents’ premises on the day of publication headlining the main story for that day or week. There has been little sustained attempt to justify why the newspaper should be bought on a continuing basis, or indeed why it should be bought at all. Some newspaper managements appear to have adopted the philosophy that it is sufficient for potential readers to know that the newspaper exists and that it is not necessary to keep telling them.
KeywordsNewspaper Management Perceptual Mapping Potential Reader Newspaper Business News Service
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