Business Concept for an Internet Newspaper
There is a lack of local information in a specific region in Switzerland. Could a new online newspaper be established to solve this problem? The thesis will give an answer to this question.
Fiona Hagmann, 2011
Bachelor Thesis, Weissenstein GmbH
Betreuende Dozierende: Norbert Winistörfer
The online newspaper offers a solution to provide specific local information. The target groups of the website are people from specific districts which want to get local information and news. The unique selling propositions are a clear focus on a defined geographical are, a high number of visitors (after the initial phase) and realistic pricing of advertising possibilities.
This Thesis looks at the different elements of the market potential. The first element is Internet usage, which has increased strongly over the past few years for all age groups and levels of education. This can be put into comparison with the decrease of the number of print media titles, indicating a clear shift from print to online media usage. In 2010 almost 80% of all Swiss nationals over 14 use the Internet on a regular basis. When concentrating on 14 – 29 year olds the percentage is even higher with 95%. These results were compared to the Internet usage in Switzerland sorted by level of education, showing that 95% of people with a university degree use the Internet on a regular basis.
A second element is the consumers' willingness to pay for online content. The studies have shown that the willingness to pay for online newspapers is rather low. As a result the online newspaper will have to finance itself nearly exclusively from advertising.
When looking at the advertiser market, the market coverage and reach is important to acquire advertisers. The market coverage of online newspapers is significantly smaller than the one of print newspapers. The potential revenue of the online newspaper is taken into account based on income from advertisements, once again comparing print and online. An analysis of the local newspaper "Suhr Plus" shows that especially small and local companies advertise in local newspapers. This gives an idea of potential advertisers.
The Business plan at the end of the Bachelor Thesis summarizes the important points of the business idea and also includes a rough financial structure and some ideas for the marketing concept.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: