Institutions of product placement

The definition of an institution can be seen below:
"Enduring regulatory and organising structures of any society, which constrain and control individuals and individuality - the underlying principles and values according to which many social and cultural practices are organised and co-ordinated - the major social sources of codes, rules and relation".

Newspapers can be widely accessible through out the world and they are also very popular too, this could be because all of the many different ways in which newspapers can be brought. Also there are many places in which my product could be advertised to customers across the area in which we are operating. There has been a decline in newspapers sales lately but their is still a large market to target. Before you release a new product on to the market you need to analyse the market and work out which is the best way to advertise and sell your product so it achieves as much sales as possible.

Local newspaper such as mine are generally funded by people in the local area. They are funded by local business putting advertisements into the newspaper so that they can gain some custom. I gained some research from the internet showing me how much it will cost these business to post an advertisement in my newspaper. The quotes which I found were that a full page advertisement would cost £2584+vat, a half page advertismenet would cost £1292+vat and a 1/4 page £646+vat. So these are the amounts which I will be able to charge people in the local area. This is how I am going to fund my newspapers. So the more advertisments I can include in my newspaper the more successful are newspaper will be.

Generally, newspapers not just local newspapers are for sale in places such as Supermarkets, Local shops, Petrol garages, Internet and many other places. But generally the local newspapers are posted through people’s door so they can receive them this easy way. In the area in which I live and creating a local newspaper for people get their newspapers posted through their door free of charge. But some people don't and generally go to the shops to buy their newspapers. National newspapers are sold in most national supermarkets, local shops, garages and the internet throughout England. But the local newpaers are generally only sold in places such as local shops and supermarkets.

I created a questionnaire which I handed out randomly to people so that I can gain information which will help me in the designing of my newspaper. I handed out questionnaire’s to people of all ages so that I could gain information from old and young people and can see what different ages like in their newspapers. I gained a lot of useful information from these questionnaires which will help me a lot in the construction of my final product.

From the questionnaire which I created and handed out people generally thought that it would be a good idea to create a newspaper for my project. Many people thought it was a good idea because this could mean that there needed to be more competition in the area so hopefully the quality of the newspapers would increase. Nearly everyone who answered the general questionnaire said that they received a local newspaper. This shows that their is a huge market to target with my paper because so many have the opportunity to read them meaning that if I make my newspaper of top professional quality then they will hopefully read my newspaper. I believe that this idea will be both most convenient for myself as well as the potential customers because they will be receiving the newspaper at home and they do not have to go out of their way to go get one to read. This way they will receive the newspaper straight to their door meaning their more likely to read it as they don’t have to go to shops to find the newspaper. Like most newspapers around the area I am going to be selling mine they also sell their product in local shops, garages and supermarkets. This is because some people don’t receive local newspapers or if they do it could have gone missing or the person delivering might not have delivered it. By offering this service they will be able to make up for this and purchase a newspaper from a local supplier for just 30p. Also some people from the outside villages and towns might not be within the radius in which you can get the local paper from Crowthorne and the might want to read it. If they were shopping in a shop in Crowthorne and wanted to catch up what’s been happening, a service or houses for sale in the area they could just buy this newspaper and then they could see all of this. As the might not live in the area they will not be able to get the newspaper when they want it. So by offering people the chance to purchase the newspaper from local shops, garages and supermarkets they will be able to buy and read the newspaper.

Supermarkets and Local shops are also a good place to sell newspapers because people generally buy newspapers at supermarkets so this will be a good place to sell them to gain as much sales as possible. There are a whole variety of newspapers which are sold at supermarkets but I believe my newspaper will catch people's eye because of the uses of colour and popularity within the area. So I could target a larger market by selling my newspaper in these different places.
Local shops will also be a good place to sell my newspaper as they also have many people shopping in them each day. When people go to local shops they generally go to do a small shop and buy something to eat or drink. But normally when people do this they always buy something to read if its a magazine or a newspaper. As my newspaper will be colour-full and eye catching this will be something I will use to my advantage by hopefully catching the potential customers eye. Local shops might not gain as much custom as Supermarkets because there not as large and well known but I think that my newspaper will be able to keep up and compete with the other newspapers currently on the market. I will try and make my newspaper fitting to the local community but at the same time I want to make it colour-full, interesting and very unique to the area.

The Internet is the new technology of how to gain information quickly, cheaply and also very easily. There are many people who have the internet and are frequent users of it. The hardback newspaper sales are declining all the time this is mainly down to the internet. Many people now opt to read about the news online over buying the newspaper from the shops mainly because they already have the sources to be able to do this through the computer but also it is easier, cheaper, less hassle than going to the shops and also they don’t have big newspapers which are sometimes difficult to read and find certain information. The internet will be a very good way of selling a magazine as there are so many people that use the internet these days for gaining information such as the information in newspapers.

Also my target audience (focus group) for my newspaper is people in their teenage years right up to people in their sixty’s. As I am providing my information for these people I think that it is worth while putting the information on to the internet as well as printing newspapers and posting them through doors and selling them in shops. Generally, the people who are not in my focus group people below their teens getting towards children and people above sixty and older do not really tend to use the internet on regular occasions. If these people were in my focus group they would be the ones who did not really use this service which I will be providing and would be less likely to offer it as it wouldn’t be getting used by my target audience. As they are not in my target audience and people between their teens and sixty’s are more likely to go on the internet and look for information while their at home, work, college, school etc. So by using the internet and setting up a website displaying all the local news on is a very good idea and an idea which will hopefully be used by my customers.