The daily newspaper industry in Bangladesh: A study on branding and promotion strategy

Abstract

Newspapers are just another item we use on a daily basis. A newspaper can become a well-known brand by using the right branding techniques. This study's main goal is to identify effective promoting and branding strategies for the newspaper industry in Bangladesh. Particularly, this study aimed at analyzing newspaper’s quality, the social activities and promoting strategies, the daily reader’s perceptions of newspaper promotion and brand strategies, the sector’s corporate image and the existing branding initiatives implemented by the newspaper industry. In this study, a mixed technique of research was used. Focus groups and in-depth interviews were done for the qualitative portion. A sample survey was done for the quantitative portion. It was found that readers prefer monthly subscription discounts for print editions over those for online contents, digital platforms. Additionally, CSR events and activities are effective strategies for newspapers to draw in new readers. Based on the newspaper's target audience, every program should be launched. There are numerous occasions for earning from advertisements at events and activations. The common branding components in the newspaper industry may include photography and headlines. Newspaper publishers ought to offer a variety of content based on reader preferences and editorial principles. channels can help you keep more subscribers. It is recommended that the newspaper industry should adopt the current brand and promotion techniques to market their products to market worldwide.