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Nichebuster Strategy

ByRobert Jan de Heer

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Paid newspapers in the Netherlands are having a hard time these days. Year after year paid circulations are dropping, advertisers are spending less money on newspaper ads, increasingly shifting their money to other media, and free news-sources are spreading everywhere, making competition fierce. And it’s not just the Netherlands that is suffering from newspaper- fatigue. Worldwide, circulations are dropping. In most Western countries, total circulations dropped around ten percent from 1993-2003. Some countries – like Denmark, New Zealand and also the Netherlands – almost dropped by twenty percent. Some newspapers are trying to compensate the decline in income from sold copies and advertising, by selling brand-extensions, like books or DVD’s. Others are changing the actual format of the product (from broadsheet to tabloid) to turn-around the declining income. But does it really help? Isn’t this just treatment of (the) symptoms, and not the cause itself?

Details

Publication Date
May 16, 2006
Language
Dutch
Category
Business & Economics
Copyright
All Rights Reserved - Standard Copyright License
Contributors
By (author): Robert Jan de Heer

Specifications

Pages
37
Binding
Saddle Stitch
Interior Color
Black & White
Dimensions
US Trade (6 x 9 in / 152 x 229 mm)

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