Marketing Strategies Used By Newspapers In Circulation In Arequipa To Attract Readers
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Abstract
The journalistic companies print the newspapers that we see every day hanging in the stalls and on each front page we find a range of proposals that may or may not attract the reader. Eye-catching headlines, suggestive photographs, an unusual layout or perhaps the offer of small gifts for the purchase of the copy. These theoretical characteristics have generated us the doubt, if the reader only buys a copy for one or all the strategies used by these companies. The investigation was developed in the 29 districts that make up the province of Arequipa through an anonymous questionnaire, to all buyers who came to the sales stand. The result of this study was that readers do decide to buy a newspaper taking into account one or all known strategies, such as product, price, place, promotion and service, used by the written communication medium.
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