sponsored by Pitney Bowes Business Insight
Posted:  09 Mar 2009
Published:  09 Mar 2009
Format:  PDF
Length:  2  Page(s)
Type:  Case Study
Language:  English
ABSTRACT:
To address the challenges of declining newspaper readership, the Inland Newspaper Division of MediaNews Group, one of the largest newspaper companies in the United States, decided to expand its portfolio, forming the Inland Custom Publishing Group. Widening the company's offerings through niche publications provides the Inland Newspaper Division with the opportunity to tap into a new readership audience, as well as new business targets for advertising. The Inland Custom Publishing Group decided to first target high-income audiences with Inland Living, its first new lifestyle, glossy magazine, since this audience tends to be easy to identify and deliver to, as well as desirable to advertisers.

Since all high-income households are not the same, the Inland Custom Publishing Group enlisted the help of Pitney Bowes MapInfo location intelligence solutions to determine which pockets of high-income households the company wanted to target with Inland Living. For a regional magazine, local content is vital to capturing the reader's attention and establishing a long-term relationship. With the help of Pitney Bowes MapInfo's mapping capabilities, the editorial team can determine the neighborhood boundaries where target readers live and use this insight to develop a balance of stories for the magazine, covering topics such as dining, the arts and local non-profits.






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