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Customer segments

Businesses don’t make money by marketing to customer segments at the margins. People clinging to inky newsprint tend to be older and more attached to tradition. Their demographic, however, is not the source of the money. Advertisers want to reach that gold-encrusted and acquisition-hungry 25-48 demographic. Print ads aren’t going to dip into those wallets and purses. Paraphrasing It is not possible for businesses to reap profits if they are going to only target specific stratas in the consumer population at just the edge of the costs.

It is generally the older generation and the seniors who are more inclined to prefer the inked newspaper over the e-paper. However, this segment of the market is not the main source of revenue for newspaper firms. Advertisers are eager to cash out the fast-moving and dynamic demographic of 25-48 year-olds in order to reap profits. In this demographic, print advertisements will no longer charge the consumer for their purchases then. Learn to evaluate Web sites The website researched for the answering of the research question is as follows:

Will the Amazon Kindle propel a digital ignition? By Shawn Augustson http://columbusstate. wordpress. com/2009/06/11/will-the-amazon-kindle-propel-a-digital-ignition/ The website will be evaluated against the following criteria: Credibility: There is

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an author listed; this erases the doubt of a fabricated piece and provides reliability. However, I can leave comments and not contact the author directly through mail. Authority: Student blogs are not one of the greatest authorities in the world of journals and articles.

However, I can have a medium assurance that the article in consideration is of some authority since it is a Columbus State blog. Accuracy: The accuracy of the facts, figures and statistics cannot be questioned: they are all very much in line with published data and acknowledged figures. The article is accurate in all respects. Bias: The article presents two sides of the coin, however, is predominantly favoring the e-era due to the obvious belongingness to the demographic that stood witness to a massive number of e-revolutions.

Currency: The article has been published only very recently and has not yet been revised or updated. Thus, the currency of the article seems quite satisfactory. Audience: The audience is well defined by the tone of the article: the author chose to address a larger and more diversified audience than most writers tend to accommodate using their flashy language. Relevance: Though the article is well drafted, there remains a vacuum which makes it not quite relevant to my research objective that focuses primarily on the difference between e-paper and the inked paper for comparison and contrast purposes.

I will not be using this website as a source to answer my research question because the primary focus of the website is towards the upcoming Amazon Kindle rather than the advantages of the e-paper over the inked newspaper. The accuracy of the content is unquestionable however; the relevance of the article to my research objectives is not strong. In other words, the content is vague for drafting my ideas and arguments.

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