Abstract
M.B.A.
Newspapers traditionally have had little trouble in producing profits. This is no longer
the case and aspects such as the number of newspapers competing with each other for
marketplace, have definitely brought in a sense of business to the world of communication. Coupled with ever increasing and very strong competition from both
broadcast and new internet media for the same advertising slice, newspapers are slowly
realizing that the media-marketplace is very different in the 21s t century.
In a changing world, newspapers have to adapt or die. The challenge newspapers of 2002
and beyond face, is to appeal to even more readers and advertisers, to segment those
readers better than ever before, to control costs while still investing in new technologies
and to compete better with television yet retain the essential characteristics of
newspapers.
Change in the newspaper business is inevitable and in order to survive, newspapers will
have to look more and more towards sound Media Management Principles, including
Strategic Media Management, in order to turn newspapers into businesses and ensure
survival