Abstract:
On the 22nd February 1992 The Journal, the morning paper of the North East of England relaunched after a period of steady sales decline. In fact in the previous twenty years, sales had fallen by 45%. This sadly has been the picture for many regional daily newspapers. Following the relaunch the title became the success story of the year. Phil Holland, Newspaper sales manager at Newcastle, was to pick up the Newspaper Society Award for circulation growth achievement. The Journal clearly demonstrates the role that effective research and market analysis plays in turning a problem child into a rising star. As well as being a case study in research and planning, the story has clear lessons for the UK Regional Press in general. Today, Una and I are going to concentrate on the research which determined our relaunch strategy together with some examples of how we, in the newspaper industry - regional and national - need to think more carefully about the information we generate and how we use this to develop our business more effectively.
Research Papers
Language, the press and political attitudes
Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Arthur Siegel
 
August 1, 1975
Research Papers
Measuring editorial needs
Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: John Clemens
Company: Marplan Forschungsgesellschaft mbH
November 1, 1979
Research Papers
How research can help to get the price right
Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Authors: Alan Wolfe, Peter Bartram
Company: Harris Interactive (Europe)
June 15, 1972
