What is the Chakravarty Committee

Editorial marketing, strategic starting points for practice

Editorial Marketing pp 181-242 | Cite as

Part of the DUV Social Science book series (DUVSW)


The planning of marketing programs depends on the results of the data collection and analysis. Not only from the market research, but also from where the editorial team stands in the competitive environment, which micro (publisher) and which macro environmental influences (society) have to be taken into account, how the opportunity and risk analysis runs, which in this case also significantly includes the Adaptation journalism must incorporate the results of the strengths and weaknesses analysis (on these relationships in the marketing process, cf. e.g. Kotler / Bliemel 1995, p. 150 ff.). The formulation of strategies is determined by how the objectives are described and which objectives have priority over others.

Shouldn't we produce newspapers that people like rather than chase after people who like newspapers?

Jack Butcher (1990, p. 10)

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© Deutscher Universitäts-Verlag GmbH, Wiesbaden 2000

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