But let's put this reality in terms we all understand. Our vision is to build the community. Our mission is to achieve the liquidity and capital necessary to achieve that goal. This means that customers are primary and the products and services are developed and adapted to fit with the changing needs and behaviour of the customers. The customer dictates what the product is and the business changes products and develops new ones as necessary.
Any individual product has a product life cycle, but the business can adapt itself.
In the past two decades, newspapers have spent a disproportionate amount of time creating bigger products with brighter colours using better and larger equipment. It is time to get serious about marketing. The other part of the battle is about lifting expenditures related to marketing at our newspapers. Later this year, INMA will report to the membership the findings of this task force. While the newspaper industry generally spends more today than it did yesterday on marketing, it is the viewpoint of INMA that we remain an under-marketed industry.