This is a multi-method case study of a small, local newspaper, which in the last several years has developed innovative product design changes and experienced an increase in its circulation. Quantitative and qualitative data were gathered through several phases of research including interviews and a survey. Several major findings emerged from the study.
First, the results extend application of theory in mass communication and integrated marketing communication (IMC), particularly the work done by Philip Meyer, Don Schultz and the Readership Institute at Northwestern University. Second, this...