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Segmentation of a local newspaper market from an editorial point of view

Date of publication: June 15, 1974

Catalogue: Seminar 1974: Editorial Research In The Publishing Industry

Author: Anton Oosterhuis

Abstract:

In a study for a local daily newspaper we have developed a method to classify readers according to their interests for several types of news, such as local news, sport news, sensational items, international, political, cultural, social news, etc. The study was commissioned after a merger between two local newspapers had taken place and only one main competitor was left. The method led to a typology, which made clear why people preferred one local newspaper to another and how, from a marketing point of view, the content of the newspaper could be adjusted to achieve a better penetration in some promising segments of the market. The study was based on a sample of 600 in Arnhem, a town with approximately 130.000 inhabitants, and took place in November 1973.

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