Marketing Management

A report of Metro Newspaper

 

A Report

By

P.T. Attygalle

 

 

 

Marketing Management

This research is based on the data and information of 1st year 2nd semester

 

 

 

My advice to all readers

This research is done by me in 2020. So, some of the details should be changed when it comes to the year in which you are reading this. Consider this report as a guide for your project. 
Don’t copy and paste anything otherwise, your entire project/report will Decline by the paragraph check and results will your marks are canceled or reduced.
I assume this will be a perfect guide for you. Try to do this better than me.
(P.T. Attygalle)
11th of November 2021

    Table of Contents
  1. Introduction
  2. FOUR ways that Metro differentiates its brand from traditional daily newspapers.
  3. Metro is a free newspaper
  4. They produce for targeting a most valuable customer base
  5. Metro is a future newspaper
  6. Metro is a one-newspaper that won the future marketplace
  7. Why do these differences increase Metro’s appeal to younger consumers
  8. External influences currently affecting the newspaper market
  9. Government influence on the newspaper industry
  10. Advertisers influence the newspaper market
  11. Effects of interest groups on the newspaper market
  12. Effects of other media on the newspaper market
  13. Effects of community concerns on the newspaper industry.
  14. Evaluate the impact of these influences on the metro in the short and medium-term.
  15. Government influence on the Metro
  16. Influence of advertisers on the Metro
  17. Effects of interest groups on the Metro
  18. Effects of other media on Metro
  19. Effects of community concerns to Metro


 

Introduction

    Metro is a British newspaper which highest-circulation newspaper in the United Kingdom. It is published in tabloid format by DMG Media. Metro was a free newspaper and it was launched in 1995. Metro is the 4th biggest newspaper in the United Kingdom. Here we are going to analyze the market situation of the Metro and its effects from the industry to the Metro.    

   

FOUR ways that Metro differentiates its brand from traditional daily newspapers.

  Metro is a free newspaper –  Targeting the reach of the people and earning their trust, Metro launch their newspaper as a free information source. Also, most of the present and future generations didn’t waste their time and money for a bought daily newspaper. So we can assume that Metro identified the present and future market behavior and also they gave the best answer for this market situation.
They produce for targeting the most valuable customer base – When we considered Metro’s customer base we can see, Metro has the biggest and favored customer base from age of 16 to 44. Most of them are employers (86% from them- according to market research). So this is the most important reason for receiving advertisements from other companies. Also, they are the 4th biggest newspaper in the British. Metro earns its place on the market without needing customers to buy their newspaper. This is a very good and important reason to different Metro from other traditional newspaper
Metro is a future newspaper – Information is the most valuable source of the world. But most of the people haven’t an idea about it with their day to day works. At least they weren’t wasting their time to buy a newspaper. But when it came to training passengers of the United Kingdom, they were all lucky to have Metro newspaper. Metro looked at the future business world and forecasted the trends of the world. As a result of this, they were able to win the marketplace.
Metro is a one-newspaper which won the future market place – In the United Kingdom’s newspaper industry have a large number of newspaper producers including Metro. But most of them still trying to increase their newspaper market. So, there is higher competition. But Metro was able to win the completion and be a famous newspaper with their smallest and smart newspaper. Metro is a small newspaper that can be read within around 20 minutes. So, everyone could able to know everything without wasting their time with newspapers.
 


 

Why do these differences increase Metro’s appeal to younger consumers?

  Who is the new generation of newspaper readers? Where do they come from? What are their jobs and how much do they earn? What do they do in their spare time? What do they think about the world, innovations, world wars? Metro is a newspaper that identified the feelings of new generations. Metro, the morning newspaper distributed free in eight British cities, has set up a panel of 3,020 of its readers which allows it to monitor their views on a whole range of issues. The average age of the Metro readers is 29. Most of them are men (around 60%). The new executive director of Metro said, “These are the people who work at the heart of the UK service economy, a blueprint of modern Britain”. With this, we can get a clear idea about Metro’s target market. They produce for targeting younger customers of the United Kingdom.
So they already know, new generations are not wasting their time with newspapers. So they already launched a website for them to read Metro from online (Metro website). Also, they have a mobile app named UK News App this application comes with small puzzles, a photo gallery, the latest news in brief, and many more futures like their newspaper.
When it came to Metro newspaper it’s a short and smallest one which consists of everything as a summary. This is a very different thing when we take the world newspaper industry. Also, it causes to increase their younger readers. Metro includes entertainment, small puzzle games, sport news, and many more things to their newspaper, also to the website for increasing their younger readers. We can see here Metro is totally escaped from the old and traditional newspaper industry and they reached and achieved a goal that no one can easily reach. Finally, they become a famous newspaper within the smallest time period with help of their readers.


External influences currently affecting the newspaper market

  The news industry and also a newspaper industry will directly affect the government, culture, society, education, economy, and many more field of a country. According to this, the newspaper industry will be directly influenced by many groups of a country, including the government, advertisers, interest groups, other media, community concerns, environmental society groups, and many more social groups.

Government influence on the newspaper industry

Newspaper is a most important information source of a country. So, they can directly affect the decisions and stability of a government. Therefore, the government will conduct the newspaper industry from the law and tax. Also, another reason for the government to conduct the newspaper industry is the reduce the abuse of the important news and information of a country. Every country has its own laws and regulations to manage this newspaper market.

Advertisers influence the newspaper market

Advertising is one of the main income sources of newspaper companies. So, almost the newspaper companies and the advertising companies have a major relationship. Therefore, newspaper companies should include advertisements in their newspapers according to the contract which has among them. Ad rates are computed according to how many audience members use the medium — what is often called COST PER THOUSAND. Having more subscribers means more advertising income for a newspaper. The size of the audience alone is not enough. Advertisers want to target those most likely to buy their products — and that becomes the TARGET AUDIENCE. Target audiences are defined in terms of

  1. DEMOGRAPHICS (age, gender, income, education)
  2. PSYCHOGRAPHICS (attitudes, lifestyles, interests).

Advertisers buy space from newspapers that have the best target audience for their products. Some advertisers try to threaten newspapers for their own benefits. Also, most of them try to promote the articles which promote their industry. As an example of this, we can take that most of the newspaper companies aren’t posting articles that relate to the health effects of smoking.


 

 

Effects of interest groups on the newspaper market

Some interest groups try to influence media content by providing guidelines for covering topics of interest to that group. Also, some social groups try to effects the government of a country using newspaper articles. They affect the newspaper industry from work as pressure groups – They lobby legislators, try to influence public opinion (through studies they sponsor, reports or publications they issue), conferences they sponsor, etc. Also, most newspaper writers get information from the specialist persons which relates to an industry which they are going to write about. But most of these persons have their own targets. So this will also cause to newspaper market.

Effects of other media on the newspaper market

When it came to the present and the future situation of a county also the world newspaper is the oldest way of reporting. Now people can easily find any information or news through their mobile phone. Also, television, radio, websites like YouTube have directly affected the newspaper industry. Newspaper is a reading method, but when it came to other media it’s not a kind of user-friendly method.
When we compared newspapers with other media, it’s the slowest way of sharing information. Therefore, the newspaper has the lowest customer base than other media. Also if we take a YouTube channel they can reach a higher customer base with the lowest cost. So, the future of the newspaper industry is heavily affected by these other media. Therefore, the future newspaper industry should upgrade and should move to an online-based live system to beat the competition.

Effects of community concerns on the newspaper industry.

The kind of community from which a medium operates influences content. The community is the environment in which the medium must operate, and therefore the community’s economy and culture as well as its physical and social layout will affect both the kind of media that set up business there and how successful they are. In larger cities, competition is more intense, sometimes putting an emphasis on more local news. The size of the community can influence the news, too.

 

 


 

Evaluate the impact of these influences on the metro in the short and medium-term.

Government influence on the Metro

Government can affect the Metro based on the environmental effects. Because around 1.3 million copies of Metro newspaper will have distributed every day. So, most of the readers leave this newspaper on the trains. This will cause to the environment. Also with this Covid-19 pandemic situation, shares of the newspaper among most of the people isn’t a good situation. Rather than that, Metro is a higher profitable company, so the government can increase the taxes.

Influence of advertisers on the Metro

Metro’s main income source is advertising. Also, they produce their newspapers to the market without a price. Therefore, advertisers can directly influence the Metro. Metro has a larger customer base, most of them are younger generations who are employed. Therefore, this is a most valuable opportunity for advertisers to reach their target market. So both of them will protect themselves for a bright future.

Effects of interest groups on the Metro

The United Kingdom also the world, have lots of interest groups in the newspaper industry. They have their own targets and ideas to promote through the newspapers. So, they affect the industry in many ways like posting articles, giving ads, and rewards, those are some of the ways which they can affect the market. Metro is a most important newspaper which gives a big idea about every situation and every field of the country as a small summary. Therefore, every interest group of the country is very interesting to add some articles to Metro.

Effects of other media on Metro

Metro is a newspaper, but there are lots of other newspapers, radio channels, television channels, webpages, and many more ways to receive news to the people within a few seconds after the as soon as it happens.  Therefore, Metro has heavy challenging competition from the industry. But, we can say the metro found the best way to face such kinds of situations from launching the mobile app also the website which we mentioned above.

Effects of community concerns to Metro

Community is the people of a country. So Metro must do the right thing for the people. They should work and identify the feelings of the people of the country. Because these people are the customers who reading their newspapers. Also, they should concern about the other effects which could be able to come from society like environmental issues.    My advice to all readers
This research is done by me in 2020. So, some of the details should be changed when it comes to the year in which you are reading this. Consider this report as a guide for your project. 
Don’t copy and paste anything otherwise, your entire project/report will Decline by the paragraph check and results will your marks are canceled or reduced.
I assume this will be a perfect guide for you. Try to do this better than me.
(P.T. Attygalle)
11th of November 2021


     

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