Services Marketing

Chapter 27 : Media Services Marketing - (Broadcasting, Entertainment & Print Media Industries)

Print Media

Characteristics of Print Industry Marketing Segmentation Marketing Strategy

Marketing Mix

Product
Price
Place Promotion People Process Physical Evidence

Recent Trends

Technology Globalization

Print Industry in India

Section Summary - Print Media

The print media industry has low entry and exit barriers. However, there is intense competition for market share in the industry. Many players are well established in their respective regions and it is difficult for new players to penetrate the market. The market for print media can be segmented based on geography, demographics and psychographics.

Because of increasing awareness and interest among customers to know about events across the world, the print media offers high growth potential. However, the print media is constantly under threat from the electronic media that is gradually increasing its piece of pie in media market share and revenues.
 
Players in print media need to encourage creativity and innovation and strive to offer superior quality content that is customized to meet customer requirements to attract and retain customers. They also need to design and implement an effective marketing mix. The changes in technology have improved the efficiency of print media houses.

Many players like Reuters, Agence France Press (AFP) and Associated Press (AP) used technology and marketing strategies to emerge as global giants. In India, the print media industry is in the growth phase. There are a few well-established players in the industry, with each player constantly trying to increase its market dominance. The decision of the Indian government to allow 26% FDI in Indian print media has received mixed response from media houses. Some players strongly opposed the move while others welcomed it.

Next Chapter »