Integrated Marketing Communication Case Study of a Small Daily Newspaper

This is a multi-method case study of a small, localnewspaper, which in the last several years has developed innovativeproduct design changes and experienced an increase in itscirculation. Quantitative and qualitative data were gatheredthrough several phases of research including interviews and asurvey. Several major findings emerged from the study. First, theresults extend application of theory in mass communication andintegrated marketing communication (IMC), particularly the workdone by Philip Meyer, Don Schultz and the Readership Institute atNorthwestern University. Second, this study provides a completepicture of the marketing mix for this newspaper, which extendscurrent literature that addresses only individual aspects. Third,in evaluating these contact points, this study contributes customerinsights specific to not only this newspaper but also to broaderindustrial applications. Fourth, this study provides benchmarkingtools for additional research including a reader behavioral score(RBS) and ranking of RBS-motivating experiences. Fifth, the resultsof this study build the knowledgeof readership with possibleinsight for other small newspapers.