Selzer & Company, Inc.

Case Studies

SELZER & COMPANY, INC.
308 Fifth Street
West Des Moines, Iowa 50265-4632
Phone: 515.271.5700
Selzer & Company, Inc.Selzer & Company, Inc. Case Studies - Newspapers

HOW DOES A SMALL PAPER SURVIVE AND THRIVE IN A BIG MARKET?

THE WISDOM:

Even in a large market, there is a significant and profitable role that a smaller newspaper can assume. But they have to know where to look.

HOW WE GOT THERE:

Our client was a small newspaper whose competition was the dominant daily in their shared large market. A key finding from a full market survey revealed a major opportunity to expand readership. It didn't involve a re-design or a new focus. It simply required a fresh approach to telling their story to an unaware public.

We found strong interest among non-readers in specific local stories already carried exclusively by the newspaper; yet, even through they were highly interested, they knew little or nothing about the news events we tested. They wanted the news our client carries, but because they didn't read the paper, they didn't know they could get the news they were looking for in our client's product.

Because of the size of the market, traditional media-like radio, cable, and broadcast television-would have been too expensive and too inefficient to tell the market about the news they most wanted to read. In addition to offering a host of insights and ideas about the product, our strategic report also gave creative answers to difficult marketing questions.

ACTION STEPS:

Implement the marketing strategy revealed by the survey for a much lower cost than a traditional mass media campaign.

Selzer & Company, Inc.
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