Not all people read newspapers in the same way. Some readers want to look only at the ads others only the headlines. In classifying individuals by their motivation for reading newspapers we discovered live distinctly different types of people that read newspapers. These types differed from each other in their newspaper reading habits satisfaction with their own regional newspapers consumption of other media etc. Furthermore they also differ clearly from each other in their values and attitudes that can serve as very effective tools in strategic analysis. This paper describes how such analysis can be used in strategic planning using a Finnish newspaper Savon Sanomat as a case study.