Carol Elliott | July 13, 2020
The newspaper business has been rocky for more than a decade, as steady drops in advertising and readership have led to bankruptcies, closures and rounds of layoffs.
But research by University of Notre Dame marketing professor Vamsi Kanuri suggests all is not lost when it comes to the newspaper business model. Working with a major West Coast newspaper, he created an algorithm for optimally designing a subscription plan so that the newspaper could maximize revenues from both readership and advertising.
Kanuri’s research with the West Coast newspaper recently earned him the prestigious 2020 Robert J. Lavidge Global Marketing Research Award, given by the American Marketing Association (AMA) to recognize a marketing practitioner or educator who has devised and successfully implemented a research or insight procedure that has practical implications for use by others.
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