Institutional Research

For my product, I have to design and create my own institution and also a logo to accompany it. I intend to research existing institutions to help influence my own.Johnston Press

The institution was founded in Falkirk 1767 and owns over 200 local newspapers and websites. Those within their possession and production hold the number one position in their different and diverse markets across the UK and the Republic of Ireland The Johnston Press is the only institution concentrating completely on the local regional newspapers.

With the recessions in the UK and Republic of Ireland, advertising revenues have been hit hard throughout all sectors of media and regional press have had to adapt to this sudden subvert accordingly. Johnston press has taken on an on going series of programs and is working together with new technology to continue their delivery of quality newspapers and websites.   

How Johnston Press have developed the past years?

2009-2012- the institutions introduce a series of online advertising offers for key areas relating to products including: recruitment, business directory, daily deals and property.

They also launched a mobile networking site and its first ipad app.

Audience interaction and inclusion-

To engage the community to their product, they make sure every feature within and be recognised by an individual or group. It also aims to commemorate and congratulate group achievements.

How has it developed with the ages?

They recognize and adapt to the fact that audiences are becoming increasingly sophisticate in the way they consume content and they aim to work hard to provide the info they want in ways they wish to receive it.  Their online sites have resulted in attracting a younger audience with figures showing 67% of users are under the age of 35. 

Having done background research on existing Local Newspaper Institutions, I have now gained the knowledge to create my own, which I will call Life Productions. ‘Life’ creates a direct link with my product (Sunderland Life) and audiences will be able to associate them. My institution will aim to represent the local community and produce to them the most current news to keep them up to date with local news. My institution will aim to provide the locals with entertainment.

My product would be produced by ‘Life Productions’. As I have decided to make a new production company, it will tailor specifically to the needs of my product and produce it with limited competition. As it is new as well, it displays the potential it has to produce similar products. An abundance of local newspapers are produced by ‘North East Press’, so producing my product through my own production company means something new and fresh for the audience to read. 

Where will my product be distributed?

My product will be distributed in similar places to where existing products are, as it will be a recognisable place for the audience. My product would be distributed in local newsagents, where the audience are aware that they will be able to purchase it due to existing products being distributed there. . Oftenly newsagnents will be called 'Sunderland Echo'Also,immediately telling the locals that the product is sold their. It also makes the product seem more important and in high demand as it has its own specific shop. Furthermore, it suggests the popularity of the product which can influence new readers to purchase the product. In the future, my product will be distributed in 'Sunderland Life' Newsagents. Again this will alert locals that they can purchase the newspaper their and attract business. 
It is common that in the town centres there is newspaper stalls for the Sunderland Echo and this could be a distribution method for my own product. This is easy and accessible for the target audience as it doesn't require that they divert their trip to newsagents. By placing the stand in the town centre, they may feel obliged to purchase the product for convenience. Also by picking the town centre we know that the target audience will be exposed to the product, which will increase sales prices.

By distributing my product in local supermarkets will be beneficial also, as it is a key location where my target audience will be. People within Sunderland will presumably do their food shopping in a Sunderland store, for example ASDA or Morrison's. There is usually a separate stand division from magazines specifically for local newspapers to draw the audience’s attention to them.

Apple technology provides a more accessible and virtual service for audiences as they can use the 'News stand' application to download their favourite magazines and Newspapers on. This initially means that audiences don't have to leave their house to purchase them anymore. My product will be distributed on Apple software and available to download from the news stand.

 The target audience of apple technology and my local newspaper have some overlaps, for example teenagers and the middle aged.

This, however may not be a successful distribution method as being sold in local newsagents and supermarkets, as the main readers of local newspapers are those over 60+ and aren't the audience of apple technology.
For one of my ancillary tasks, I will be creating an online website, another distribution method. Many existing products have an online website, and its away of reaching out and getting in touch with a younger audience as they are more likely to se the internet. A website if more accessible and virtual, away of communicating and connecting with the target audience and getting them involved in the product!

Home delivery?

As a section of my target audience is essentially pensioners, home delivery would be an effective way for the audience to get heir news. This is more convenient for the target audience as it means they don't have to go out their way and leave their house everyday. This is an effective marketing method.