capital magazine case
...eaders once a month + More media advertising per copy - Volatile sales depend on circulation and coverage objectives. - This distribution channel can be not consistent with the product concept. 3) Do not launch the magazine + Resources are relocated to another idea. + Prisma Press is characterized mainly by women’s magazines. + News and business magazines can hurt sensibilities and the magazine can be accused of taking a German view. + The name Capital had negative connotations in France. - The actual magazines look old-fashioned, attracting subscribers by direct mail and not by quality product. -Product organizational structure. Managers have to be focus in the success of each magazine Recommendation and implementation I recommend the launching of the business magazine implementing mainly a newsstand strategy. Capital is an innovative, attractive and differentiate product that according to the research can satisfied the business segment. Comparing to their competitors they will be broader in scope, more entertaining, useful, informative, international and visual. With the newsstand strategy they can achieve a potential market of 1.5 million of readers. They can access 600,000 readers once a month, taking advantages of more media advertising by page, because the advertising space price depended mainly on the absolute number of readers, the share of executives, and the total numbers of buyers. The sales can be more volatile but the distribution margin is 50% and they already have good newsstand...