If they need it they’ll read it? – understanding readers’ needs

The Newspaper Advertising Bureau (NAB) represents the Daily Newspaper industry in New Zealand. The NAB’s Research Department seeks to use research at both a tactical and strategic level to provide Daily Newspapers with a competitive advantage, and through this drive circulation, readership and advertising revenue. In 2001 the NAB asked the newspaper industry if it really understood the needs and motivations of its readers. The intention was to encourage the industry to manage their newspapers in the same way a marketer would manage a branded product. Although the industry had come along way towards gaining a better understanding of its readers, there still remained a significant knowledge gap in terms of what was fundamentally driving people to buy and read newspapers. With the intention of filling this knowledge gap, the NAB commissioned a major qualitative research study on behalf of all New Zealand’s daily newspapers.

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