An integrated marketing communication case study of a small daily newspaper.

摘要

This is a multimethod case study of a small, local newspaper in a rural community in the northwestern United States, which in the last several years has developed innovative product design changes and experienced an increase in its circulation. Quantitative and qualitative data were gathered through several phases of research including interviews and a survey. Case study research began with analysis of the reaction of the newspaper employees gathered through employee interviews and secondary data. Reader research began with 30 randomly-selected interviews conducted with readers and a survey sent to the entire circulation.; Several major findings emerged from the study. First, the results extend application of theory in mass communication and integrated marketing communication (IMC), particularly the work done by Philip Meyer, Don Schultz and the Readership Institute at Northwestern University. This study addresses how the Social Responsibility Theory can be central to developing a sustainable competitive advantage for newspapers through social influence branding. Throughout the research, particular attention was paid to the reaction of readers to socially responsible practices, which they seem almost unanimously to prefer.; Second, this study provides a complete picture of the marketing mix for this newspaper, which extends current literature that addresses only individual aspects. This study shows the process and the business organization and takes into account the product, pricing, promotion, and place (distribution). This comprehensive approach offers an opportunity not found in previous studies: the ability to access all contact points that affect the brand image of this newspaper. By doing this, weaknesses are ranked and prioritized. Third, in evaluating these contact points, this study contributes customer insights specific to not only this newspaper but also to broader industrial applications.; Fourth, this study provides benchmarking tools for additional research including a reader behavioral score (RBS) and ranking of RBS-motivating experiences. Scores were above average compared to national data. Fifth, the results of this study build the knowledge this newspaper has of its readership with possible insight for other small newspapers.