The customer – a limited resource

Differentiation is one of the challenges facing the newspaper industry today. Where traditionally, a regional paper, for example, might have been pretty much the only source of news for many people in its area, today it is facing competition from free newspapers, websites, mobile news services, and a raft of other news and content providers. In other words – the paper is no longer unique as far as the service it provides. But it can differentiate itself by how it deals with its individual customers.