Problem: Bull & Bear, a leading financial newspaper worldwide with a core purpose of

enhancing society by creating, collecting & distribution of high quality news and information
has observed growth and profitability tending downward. Quickly the team recognised the
need of developing robust IT system & analytics engines to gain unprecedented insights into
customer data so that to provide personalised content which will ultimately drive growth
and retention.

Data: US newspaper publishing revenues were forecasted to total of $21.3 billion by 2022
representing 2.6% annual decrease from $24.2 billion in 2017. E-publishing shows 6.6%
growth by 2022 and revenue growth of 4.9% annual. Mobile and social media are leading
channels for digital natives. Of all the users 23.45% are female. Advertisement revenue is
the largest revenue source at $9.7 billion.

Analysis: People in age group of 40-65 prefer print over digital and are most loyal. The
digital education publishing market in the US is expected to post a CAGR of nearly 12%
during the forecast period 2019-2023.

Implementation:
Data collection: Voice of customer: Design a survey for each age group of users to capture
their wants and desires from a newspaper.
Partnership with payment gateways: which could offer some discount while a user pay for
subscription.
Co-Branding with OTT like amazon prime and Netflix to provide live news in a section so
that users doesn’t have to switch between platforms
Untapped potential customers:
 Airline passengers: Provide printed newspaper paper service to passengers as during
flight there is limited access to internet.
 Female customers: personalised content on Self-defence techniques, cooking tips,
design wear clothing, latest fashions, beauty tips, job recruitments, parental
suggestions all at one place. Also exclusive discounts for women users.
 Students: collaborate with different institutes and promise them to provide
newspaper at discount prices, like how THE HINDU & ET have collaboration with
MBA colleges. Preparing news on a Dedicated subject- like monthly magazine.
 Podcast: audio podcast for specially abled users who couldn’t read.
 Pay per use: price sensitive customer can be offered to pay for number of
newspaper articles they read.
 One for all: for age group of 20-45 who switch between different newspaper
frequently due to plethora of options available which cater their need. Bull & Bear
redesign the content covering all the aspects like business, editorial, national,
international and others.
 Career portal: can tie up with various human resource companies to put job
notifications on newspaper, it would bring more tractions.
 Matrimonial: This particular section to be used by parents who happen to prefer
print over digital and are loyal to the newspaper.
 Increase Digital footprint: In pandemic situation like COVID-19 where print media
couldn’t reach the users due to lockdown, company can focus bringing a mobile
application to ensure right quality news reaches customer on time without
restriction.