Abstract:

In the first place we shall discuss the place of price in the marketing mix for products in general and a newspaper in particular. We shall examine the complexities of the "joint supply" of editorial and advertising space. Next we examine the role of price in the British newspaper business, and the effects that price changes have had in practice. This leads to a discussion of the value of setting a marketing strategy by economic research into price elasticity, and diagnostic market research into readers' awareness, behaviour and attitudes to price and related aspects of newspapers . Finally, we will show some examples of the findings of surveys we have carried out in recent years.