Introduction
The success of any newspaper company is determined by implementing effective marketing techniques and information technology. Hoosier media is currently undergoing a decline in subscriptions, a decline in newspaper circulation, and a 30% decrease in revenues for the past years. Due to increased internet usage, implementation of new marketing tactics such as the use of social media and mobile app technology in advertising increases marketing coverage. This will, therefore, increase newspaper subscriptions and circulation. Implementation of effective technology will lead to increased work efficiency, efficient information flow, cost efficiency, and increased newspaper production. Implementing such marketing and information technology tactics will, therefore, lead to an overall increase in sales and total revenues.
Marketing and Information Technology Implementation Tactics
Newspaper marketing plan is crucial in ensuring a newspaper advertising campaign is successful without challenges. The plan is essential in setting up objectives of the newspaper advertising campaign and laying down steps used to achieve these objectives ( Mejtoft et al., 2015 ) . The key steps involved in media marketing planning include assessing the strengths and weaknesses of the media company, identifying the audience, setting a timeframe, and c onducting a follow-up . Some of the weaknesses of Hoosier media in marketing include the use of traditional means such as print advertising to solicit new and renewal newspaper subscriptions, use of regional television, and radio advertising spots. These are traditional means of marketing no longer reach most customers. Identifying the audience that the Hoosier media target is also essential in a marketing campaign. The audience can either be new customers or regular cus tomers, commuters, sportsmen, and economists. It is also essential for Hoosier Media to identify the right channel of communicating with the audience.
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It is necessary for Hoosier Media to implement marketing tactics that are congruent with marketing campaign plans. It is estimated that over 2 billion people in the world are using social media. Therefore, marketing through social media will ensure Hoosier Media reaches enough audience ( Mejtoft et al., 2015 ). This can be achieved by creating accounts on social media platforms such as Facebook, Twitter, and Instagram. Hoosier can also adopt marketability strategy by introducing a newspaper app which can be downloaded on mobile phones. Creating newspaper websites and updating the website regularly can also increase readership.
Hoosier can also redesign papers from the traditional broadsheet designs to compact versions of the paper. These compact versions of newspapers are convenient for customers with long working hours, regular commuters, and also present quality news in a convenient size ( Guo, 2014 ) . It is difficult to read broadsheet version of newspapers on a train during rush hours, therefore, compact version would be suitable for busy professionals on the move. This can increase newspaper circulation for Hoosier Media. Hoosier should also introduce innovative ideas of increasing its newspapers readership, for example, launching of economics handbook, sports handbook, and fashion handbook. This strategy will attract customers with different interest ( Mejtoft et al., 2015 ) . For instance, football fans would be interested in reading sports handbook the same way fashionistas would also be interested in reading fashion handbooks.
Moreover, Hoosier can increase their marketing through sponsoring of various activities such as social events. Hoosier can be lead sponsors of events such as film festivals, sports events, and club shirt sponsorship among others ( Guo, 2014 ) . This will increase the marketing of Hoosier brand as well as increase its reputations. Proper pricing strategy is also essential in newspaper marketing during this era where newspapers companies are emerging all over. Hoosier should use pricing as a tool to gain a competitive advantage over other competitors. For example, reducing the price of papers to a lower price compared to other competitors’ price would increase demand elasticity of the Hoosier newspaper products. This strategy would increase newspaper circulation and profitability.
Adoption of the right technology will also lead to increased customer experience, efficient information flow, production efficiency, and increased quality of newspaper products. Hoosier Media should update their workstation by replacing slower desktop computers with portable, high processing laptops and iPads that would increase worker’s experience ( Guo, 2014 ) . It would enable Hoosier Media employees to work more efficiently, increasing typing and editing rates. These portable computers together with accessible company networks can also enable employees to work from anywhere. This increases newspaper productivity. These employees can also interact with customers from anywhere and understand their opinions about Hoosier products.
Conclusion
The technology revolution has enabled newspaper readers to receive up to date news from web portals and social media instead of waiting for daily newspapers. With the increasing internet access all over the world, the newspaper industry has faced a fall in revenue and reducing newspaper circulation. It is, therefore, necessary for newspaper companies to replace the use of paper with the pixel . Implementing information technology in the newspaper industry is the key to solving these problems facing the newspaper industry. Implementation of appropriate technology such as the creation of news websites, streaming of news online, posting news on social media will increase newspaper readership and circulation. Effective marketing strategies are also vital in making sure there is the increased demand for newspaper products.
References
Guo, M. (2014). Relationship marketing in an online social media context: Newspaper versus television brand websites comparison. Journal of Media Business Studies , 11 (4), 1-26.
Mejtoft, T., Mejtoft, S., Palmér, A., Östin, V., Viklund, A., Papworth, A., ... & Johansson, R. (2015). Open innovation processes in the newspaper industry. In 2015 ANZMAC conference-Innovation and growth strategies in marketing, 2015, 30 nov-2 dec, Sydney (pp. 84-91). ANZMAC.
