Sample Abstract Two of New York Times article about Newsweek

Marketing ManagementSample Abstract TwoSpring 2009The purpose of this document is to:Provide an example of how to prepare an abstract based on a current article from themainstream media on a topic relevant to marketing management, (see pages 2-4),Provide an example of an annotated copy of the article containing the abstract author’snotes which were prepared prior to writing the abstract, (see class web page, page 5 inthis document), andProvide an example of the list of readings page to accompany the abstract (see page 6).Do not use a title page. The heading and the reference that appears at the top of theabstract should be as follows: (see page 2)Darrell GoudgeMarketing ManagementAbstract TwoFebruary 16, 2009Perez-Pena, R. (2009, February 9) Newsweek plans makeover to fit a smaller audience. TheNew York Times, p. B6.[Note: In the title capitalize only the first word of the title and subtitle, and propernames. Italicize only the source.][Note: This article also appeared online, but since it was a copy of the article thatappeared in print use the print style format. If this article appeared only online then usethe following format (APA Style Guide to Electronic References, 2007, p. 22)] .Perez-Pena, R. (2009, February 9) Newsweek plans makeover to fit a smaller audience. TheNew York Times. Retrieved from http://www.nytimes.com.[Note: There is some confusion regarding how much of the URL (Universal SourceLocator) to include for electronic sources. In the interest of brevity and consistency forthis course and since your abstracts and your project are print documents, include onlythe home page in the retrieval information and remove the hyperlink formatting fromprint submissions.For example from the above reference, Retrieved from http://www.nytimes.com.]1

2Darrell GoudgeMarketing ManagementAbstract TwoFebruary 16, 2009Perez-Pena, R. (2009, February 9) Newsweek plans makeover to fit a smaller audience. TheNew York Times, p. B6.The main topic of this article is the challenges facing Newsweek magazine in the currentmarketplace and how its marketing management team plans to react to these challenges. Theweekly “news magazine” market has undergone substantial changes since its inception manydecades ago, with increased competition that new media forms like the Internet provide, how thereading habits of its traditional readers are changing, and the shrinking market for Newsweek’scurrent product. Newsweek has been losing money and the downturn of the economy is placingmore pressure on Newsweek to make changes. Newsweek plans to become profitable again bychanging its marketing strategy, target market, and marketing tactics (marketing mix).News magazines, at the beginning of their product life cycle over a century ago, havetraditionally positioned themselves as providing up-to-date news services for their subscribers.Although these magazines provided less frequent coverage than their newspaper counterparts,they differentiated their services by providing a more detailed analysis of that news. In addition,Newsweek positioned itself, as the brand name implies, as providing weekly news. Circulationand advertising revenues have dropped substantially in this market. Newsweek’s competitorshave varying levels of success. Time magazine, which has the largest share of the market, is stillprofitable, but another competitor, U. S. News and World Report has reduced its publicationfrequency from weekly to monthly issues.Newsweek’s research showed that a large portion of its customer base was the leastprofitable segment because those that were paying the least for the magazine had the highest persubscriber marketing costs. Newsweek, which traditionally served a mass market, now plans to

with fewer magazines to print, will return them to profitability by increasing their total revenuesand lowering their total costs of production, distribution, and marketing. Media experts agreethat these changes might work, but in the current economic climate that this is a high riskstrategy.This article is related to the material we covered on situational analysis in Chapter onepp. 4-5, the target market, pp. 5-6, and marketing strategy pp. 6-7, and marketing tactics, p. 7.This article is also related to the material we covered in Chapter two the product life cycle, pp.10-11, market segmentation and target marketing pp. 16-20, and Chapter three establishingobjectives pp. 26-28 and differential advantage pp. 29-31.4

[Attach copy of article abstracted here]5

List of Articles Read[Include all five articles you read for this assignment on the last page. Here is an example of thelist of articles read page.]Baker, M. (2004, November 22) The online ad surge. Business Week, pp. 76-82.Lowry, T. (2009 n.d.) Google TV: Still a tough sell: As Google pulls out of the newspaper andradio ad business, it seems loyal to its TV efforts, but several shortcomings are holding itback [Online Exclusive]. Businessweek Online. Retrieved February 13, 2009, fromwww.businessweek.comManning, J. and Keller, K. L. (2004, January/February) Got advertising that works? MarketingManagement, pp. 16-20.Perez-Pena, R. (2009, February 9) Newsweek plans makeover to fit a smaller audience. TheNew York Times, p. B6.Peterson, J. (2006, June 4) A new age for the ad biz. Los Angeles Times, pp. C1, C11.[Note: The Lowry, T. online reference format above is based on the example from the APA StyleGuide to Electronic References, 2007, p. 22. (see below)]45. Online magazine content not found in print versionGutierrez, D. (n.d.). On state political torture [Online exclusive]. Tikkun. RetrievedJanuary 28, 2007, from http://www.tikkun.org/magazine/specials/statetorture6