Evaluation of the Effective Marketing Strategy in Revitalizing Religious Newspapers in Nigeria: Study of Enugu Catholic Diocesan Flame Newspaper

Abstract

To survive in this era of competitive marketing, practitioners need to reassess, or if need be, reconstruct the whole concept of its marketing strategies and allow effective communication as it progressively move from a sellers’ market to a buyers’ market. In the words of the economists, It is either he works creatively hard to keep his clients or have them kick him out. Being able to identify the consumer and his needs is the starting points towards success in any business. The Flame Newspaper has been facing a lot of problems and challenges in the church print media category. The paper has not achieved much success in the church print media niche market due to some existing unsatisfied needs of consumers. However, this study therefore seeks to find out effective marketing strategies in revitalizing religious papers, (a study of Flame newspaper) so as to attract brand awareness, quality, affordability and profitability by gaining more customers in the ecclesiastical regions of Onitsha and Owerri. A qualitative method was used in order to evaluate and find out more about The Flame and ways to revitalize it. The process of information collection was carried out through phone in-depth interviews conducted with some selected parishioners as well as the newspaper's management. Data generated were presented in prose-like manner for analysis.Findings indicate that Flame newspaper has to engage in an integrated marketing communication program targeting its segment market; this has been its major setbacks from its inception in 1992. Therefore, lack of a proper internal organization and positive external presentation of the paper and its product was found to have reduced the paper's popularity, value, and sustainable ranking among other church papers in the region. The results of the data generated also showed the need to provide good customer services and better welfare packages for the staff.In order to treat these problems accordingly and achieve sales growth, awareness, consistency and quality, the following recommendations were made: The paper should engage in consistent promotional efforts that will focus on the consumers and their needs through innovative product and services that can satisfy their unique goal or motives. In other to target effectively their male and female urban and rural segments: There has to be a budgeting policy. It must engage both traditional and internet marketing tools to achieve their mission statements, business philosophy and vision.

Keywords: Evaluation. Effective. Marketing Strategies.  Revitalizing. Religious Newspapers.