Comments on: How to regain our market leadership? http://forum4editors.com/2008/10/how-to-regain-our-market-leadership/ The forum for editors on innovative journalism and marketing at newspapers Mon, 06 Sep 2010 11:23:39 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Jaco van As http://forum4editors.com/2008/10/how-to-regain-our-market-leadership/comment-page-1/#comment-1287 Jaco van As Fri, 31 Oct 2008 15:17:41 +0000 http://forum4editors.com/?p=1292#comment-1287 The advertising industry is alive and kicking! Print, online, mobile, they all have there challenges but they are all challenges that can be overcome. Competition in the advertising industry: its always been there and it will always be there. It’s not about the competition but how we deal with it. You simply need to better than the competition! Print doesn’t need to drop unless you except it will in which case it will! Find new interesting ways to attract the reader and focus on the things the market out there wants! They are the people who are reading/buying your product! If you’re print is dropping, look at what you don’t offer not at what you offer. You cannot grow your market share if you don’t change and adapt to the needs of the people. You also don’t need to change your business/product concept to add new fresh ideas to attract NEW readers. Your readers of 10 years ago is getting older by the day and getting less. You need new readers and therefore you need to know what they want and then offer that to them. Once cannot grow your market share by simply expanding on products and services but you can do it by doing surveys to find out what you need to do to attract the new ones. People are still reading and they always will! In South Africa in particular print have more life in it than most people think but the problem is that not enough is done to research the new generation Y so that we can know how to keep them interested in print. I can think of many reasons why some print mediums in South Africa is failing or close to failing which I would rather not discuss here. If you’re online medium is not doing well or as well as it did then something must be wrong with your approach! How can one charge for an online service if all your competitors are doing the same but for free? How can you then expect to stay on top? See, once again, you need to be better than your competitor or at least on the same level in order to stay on top or to continue to grow your market share. You cannot blame the competition or the growth in new products joining this industry for your failure to stay on top. New products and concepts come out every day but that is not new, is it? It’s always been like this! In good times you see a lot of new products and in bad time some again disappear. Accept the fact that it will always be like this and rather concentrate on gaining market share by understanding what your reader want and by giving it to them! Don’t do what you want or what you think the reader wants. Find out the needs of your readers or potential readers and give it to them! Print is alive and if your copy sales are dropping then you are not on top of your game! The advertising industry is alive and kicking! Print, online, mobile, they all have there challenges but they are all challenges that can be overcome. Competition in the advertising industry: its always been there and it will always be there. It’s not about the competition but how we deal with it. You simply need to better than the competition! Print doesn’t need to drop unless you except it will in which case it will! Find new interesting ways to attract the reader and focus on the things the market out there wants! They are the people who are reading/buying your product! If you’re print is dropping, look at what you don’t offer not at what you offer.

You cannot grow your market share if you don’t change and adapt to the needs of the people. You also don’t need to change your business/product concept to add new fresh ideas to attract NEW readers. Your readers of 10 years ago is getting older by the day and getting less. You need new readers and therefore you need to know what they want and then offer that to them. Once cannot grow your market share by simply expanding on products and services but you can do it by doing surveys to find out what you need to do to attract the new ones.

People are still reading and they always will! In South Africa in particular print have more life in it than most people think but the problem is that not enough is done to research the new generation Y so that we can know how to keep them interested in print. I can think of many reasons why some print mediums in South Africa is failing or close to failing which I would rather not discuss here.
If you’re online medium is not doing well or as well as it did then something must be wrong with your approach! How can one charge for an online service if all your competitors are doing the same but for free? How can you then expect to stay on top? See, once again, you need to be better than your competitor or at least on the same level in order to stay on top or to continue to grow your market share.

You cannot blame the competition or the growth in new products joining this industry for your failure to stay on top. New products and concepts come out every day but that is not new, is it? It’s always been like this! In good times you see a lot of new products and in bad time some again disappear. Accept the fact that it will always be like this and rather concentrate on gaining market share by understanding what your reader want and by giving it to them! Don’t do what you want or what you think the reader wants. Find out the needs of your readers or potential readers and give it to them!

Print is alive and if your copy sales are dropping then you are not on top of your game!

]]> By: Jaco van As http://forum4editors.com/2008/10/how-to-regain-our-market-leadership/comment-page-1/#comment-1238 Jaco van As Thu, 30 Oct 2008 10:25:50 +0000 http://forum4editors.com/?p=1292#comment-1238 The advertising industry is alive and kicking! Print, online, mobile, they all have there challenges but they are all challenges that can be overcome. Competition in the advertising industry: its always been there and it will always be there. It’s not about the competition but how we deal with it. You simply need to better than the competition! Print doesn’t need to drop unless you except it will in which case it will! Find new interesting ways to attract the reader and focus on the things the market out there wants! They are the people who are reading/buying your product! If you’re print is dropping, look at what you don’t offer not at what you offer. You cannot grow your market share if you don’t change and adapt to the needs of the people. You also don’t need to change your business/product concept to add new fresh ideas to attract NEW readers. Your readers of 10 years ago is getting older by the day and getting less. You need new readers and therefore you need to know what they want and then offer that to them. Once cannot grow your market share by simply expanding on products and services but you can do it by doing surveys to find out what you need to do to attract the new ones. People are still reading and they always will! In South Africa in particular print have more life in it than most people think but the problem is that not enough is done to research the new generation Y so that we can know how to keep them interested in print. I can think of many reasons why some print mediums in South Africa is failing or close to failing which I would rather not discuss here. If you’re online medium is not doing well or as well as it did then something must be wrong with your approach! How can one charge for an online service if all your competitors are doing the same but for free? How can you then expect to stay on top? See, once again, you need to be better than your competitor or at least on the same level in order to stay on top or to continue to grow your market share. You cannot blame the competition or the growth in new products joining this industry for your failure to stay on top. New products and concepts come out every day but that is not new, is it? It’s always been like this! In good times you see a lot of new products and in bad time some again disappear. Accept the fact that it will always be like this and rather concentrate on gaining market share by understanding what your reader want and by giving it to them! Don’t do what you want or what you think the reader wants. Find out the needs of your readers or potential readers and give it to them! Print is alive and if your copy sales are dropping then you are not on top of your game! The advertising industry is alive and kicking! Print, online, mobile, they all have there challenges but they are all challenges that can be overcome. Competition in the advertising industry: its always been there and it will always be there. It’s not about the competition but how we deal with it. You simply need to better than the competition! Print doesn’t need to drop unless you except it will in which case it will! Find new interesting ways to attract the reader and focus on the things the market out there wants! They are the people who are reading/buying your product! If you’re print is dropping, look at what you don’t offer not at what you offer.

You cannot grow your market share if you don’t change and adapt to the needs of the people. You also don’t need to change your business/product concept to add new fresh ideas to attract NEW readers. Your readers of 10 years ago is getting older by the day and getting less. You need new readers and therefore you need to know what they want and then offer that to them. Once cannot grow your market share by simply expanding on products and services but you can do it by doing surveys to find out what you need to do to attract the new ones.

People are still reading and they always will! In South Africa in particular print have more life in it than most people think but the problem is that not enough is done to research the new generation Y so that we can know how to keep them interested in print. I can think of many reasons why some print mediums in South Africa is failing or close to failing which I would rather not discuss here.
If you’re online medium is not doing well or as well as it did then something must be wrong with your approach! How can one charge for an online service if all your competitors are doing the same but for free? How can you then expect to stay on top? See, once again, you need to be better than your competitor or at least on the same level in order to stay on top or to continue to grow your market share.

You cannot blame the competition or the growth in new products joining this industry for your failure to stay on top. New products and concepts come out every day but that is not new, is it? It’s always been like this! In good times you see a lot of new products and in bad time some again disappear. Accept the fact that it will always be like this and rather concentrate on gaining market share by understanding what your reader want and by giving it to them! Don’t do what you want or what you think the reader wants. Find out the needs of your readers or potential readers and give it to them!

Print is alive and if your copy sales are dropping then you are not on top of your game!

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