Analysis of requirements

The main issue for the client is that there is just one main demographic for the Bath News and Media (BNM), the context in the newspaper and how it is presented is only aimed at a group of people. Although now there is a larger scale of media products for news, the paper is still widely used however it is becoming less and less approachable to the younger generation.

I feel that the BNM need to resolve this because the younger generation need to have a better understanding of what content is in the newspaper. Lyne, the editor chief of the Bath Chronicle spoke about how the newspaper is doing well however they need to carry on the success of the paper. BNM need to reach out to the younger generation so they gain an understanding of what the newspaper is about and what is produces so they can appreciate it when they become the right demographic. The problems newspapers are currently facing are that the traditional revenue model of UK newspaper publishers has been torn up by falling demand for print media and declines in advertising revenue.

• They need to attract a younger demographic therefore they can future proof their brand, if the younger generation are aware of the BNM product then they can gain a better understanding of the content therefore when they are old enough to be part of the ABC1 demographic it is aimed at they know about newspaper and they can use it, which will be good for BNM.
• They need to remain recognisable and established to not only the local area but a broader audience to keep the business going.
• BNM will need to earn enough money to keep the business running and continue to pay their employees.

The demographic targeted is 16-25 year olds who enjoy socialising with friends, social media and participating in individual hobbies. A large majority of demographic live at home therefore they are aware of the newspaper but do not buy it themselves however some will have their own jobs and cars. They need to have enough money to pay for their everyday life, a majority of them will need to have enough money to pay for travel to get to where they are being educated.