Harnessing Market Intelligence: Community Market

"Successful new products begin with market research to define customer interests," says Grady Singletary, publisher of the Mail Tribune in Medford, Oregon. This community paper has launched three niche publications in the past four years based on information it has gleaned from its market data. Singletary described the products and the process at the American Press Institute's seminar, "Unleashing the Power of Market Intelligence." He stressed the importance of setting clear goals, allocating necessary resources, and connecting with the reader through local content.

The Goals
The Mail Tribune wanted to develop a database that would help the organization:

• Expand its brand through new product development


• Foster a creative environment internally


• Strengthen the value proposition to advertisers


• Create innovative niche products


• Reach out to valuable audience segments and establish new customer bases

The Data Collection Process
The Mail Tribune used both internal and external databases to gather household-level data on its community. Sources included:

• Internally conducted readership and marketing studies


• Reader feedback


• Registered Web site users


• Seven-county consumer database purchased from Donnelley


• Two-county business database purchased from InfoUSA

The Plan
The newspaper made changes to its internal structure in order to be able to look at data more extensively and understand better the community's needs. The steps of the plan included:

• Establishing a Product Development Division
  The Mail Tribune reallocated current employees to the new product division. From 2001 to 2006, the division expanded by three graphic designers and an Internet manager. The division worked closely with the marketing department. The paper did not hire any new full-time employees. When you do hire new people, Singletary suggests, look for employees who are similar to your intended audience.


• Assessing the advertising marketplace
  The paper executed a thorough examination of its market share in the community.


• Analyzing the consumer data
  After collecting the data, the marketing team used it to extract information on dominant lifestyle interests and market trends.


• Maintaining data
  The Mail Tribune implemented continuous content improvement strategies including holding reader focus groups, sending out surveys, and collecting information at consumer touch points such as contests.


• Identifying product opportunities that fit consumer interests
  The newspaper recognized a need for special-interest magazines targeted towards higher-income consumers. Because the paper wanted to connect to local readers, each niche publication only features non-syndicated content by local writers.

In the end, the Mail Tribune created three niche publications, each with its own target market, content and distribution plan: