BRANDING STRATEGIES OF DAILY NEWSPAPER INDUSTRY IN BANGLADESH

Abstract

Newspapers are like other products we use in our daily life. A newspaper can be a popular brand by following proper branding strategies. The major objective of this study is to define some winning brand strategies for Daily newspapers. Specific objectives are — to assess the quality of contents of newspapers, to evaluate promotional and social activities of the industry, to examine readers’ perception about the branding of newspaper, to assess corporate and social image of the industry and to assess current branding strategies of newspaper industry. As research methodology mixed method was applied in this study. In qualitative part, focus group discussion and in-depth interview were conducted. In quantitative part, a sample survey was conducted. Purpose of the FGDs of readers was to explore the perception of readers about branding of newspaper. Another FGD explored branding of newspaper industry from sales, marketing and brand professionals. In-depth interview revealed corporate and social image of newspaper industry in terms of branding from sales, marketing and brand professionals. Sample survey among newspaper readers explored the perception of readers about branding of newspaper. The Daily Prothom Alo is the most popular newspaper among respondents of the sample survey. The Daily Bangladesh Pratidin is popular among low price newspaper readers. Loyal readers among FGD participants mentioned about their habitual fact of reading newspaper. They are habited to their favorite newspaper for news presentation style, special columns, features and other factors. Sport is the most favorite news genre among readers. Rosh Alo is the most popular supplement among readers, which is currently unavailable. Kishor Alo, a monthly magazine for the youngsters is most popular among readers. Newspaper publishers provide few promotional campaigns and have very poor recall among readers. Internet is the most favorite source of news among readers. Readers prefer discount on print edition monthly subscription than discount on online contents. Advertisers prefer digital platforms for advertisement. Flexible and multiple attractive promotional message delivery options, low advertisement cost, high return on investment (ROI), easy tools to measure audience performance are attractive factors to choose digital platforms for advertisement. Target group and purpose of promotion are very important to choose an advertisement medium. For new launch, newspaper is preferred. For youth, digital platforms and FM is better. For homemaker, TV is preferred. Expenditure on event and activation is increasing. For newspaper, CSR activities and events are good ways to attract new audiences. All programs should be launched based on target group of the newspaper. Many events and activations provide opportunities to earn from advertisers. Popular elements of branding in newspaper industry are name, logo, masthead, color scheme, copy/look of newspaper, content, headline, photography style, authenticity and price. Newspaper circulation sales policy, advertisement sales policy, promotional tools and corporate social responsibility are also important for branding in newspaper industry. Newspaper publishers should provide diversified content based on customer choice and editorial policy. Newspaper design and look should be attractive and convenient enough for easy reading. Newspaper publishers can provide loyalty card to monthly subscribers to provide them different benefits like discount on monthly subscription or purchase of magazines. Attractive incentive can be offered to newspaper selling agents or ad agencies for target achievement. More promotional campaign on newspapers, online platforms and other medium can attract more audience. Engagement with readers through social media or other convenient medium can be helpful to retain more subscribers. Newspaper publishers should align their business objectives with sustainable development goals (SDGs). Readers will accept a brand which is more socially responsible. Therefore, news publishers should take initiative to increase value to readers and involve in CSR activities.