Newspaper Marketing in Bangladesh:

A Case Study on the Prothom Alo

Abstract

Newspaper has become a part of any modern society. This is one of the most important consumer products of our daily life. Like all other consumer goods newspaper industry requires some special marketing efforts. The main focus of this article is to describe the various tools of marketing mix i. e. 4Ps of newspaper marketing. To do so the researchers have selected Prothom Alo, as it is the number one daily (in terms of circulation) of our country. The article has also attempted to point out the marketing problems of Prothom Alo. It is found that the management of Prothom Alo does not have proper concept of marketing; they don’t have any marketing manager; they don’t conduct regular marketing research; the distribution channel is very long and costly; the price is comparatively higher and so on. At the same time researchers have suggested that to solve those problems Prothom Alo should adopt modern marketing concepts in their decision making process, hire people with proper background, follow differentiated pricing, target different consumer segments to increase the market share, minimize the distribution cost, develop Prothom Alo as a brand and the like.