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Executive Summary

Industries

JournalismHigher Education MediaLocal News

Major Markets

United States flagUnited States
Canada flagCanada
United Kingdom flagUnited Kingdom

The Badger Herald Top Products

The Badger Herald

Brand Positioning

The Badger Herald positions itself as the independent, authoritative voice for the UW-Madison community, offering localized news, sports, and culture, while nurturing aspiring journalists.

Customer Sentiments

Customer sentiment appears positive, as the newspaper effectively serves a highly localized, engaged, and generally youthful audience with content relevant to their daily lives and academic interests. Its long-standing presence since 1969 also suggests strong community trust and loyalty.

The Badger Herald Key Value Propositions

The Badger Herald offers an independent, hyper-local news source deeply embedded within the UW-Madison community, providing crucial campus and city information. For advertisers, it provides unparalleled access to a targeted, engaged student and local resident demographic within Madison, Wisconsin.

UW-Madison Community Focus
Independent Student Voice
Local News Coverage
Advertising Reach

The Badger Herald SWOT Analysis

Strengths

Deep roots within UW-Madison community and student body.

Established brand as an independent student newspaper since 1969.

Dual focus: news delivery and journalist training platform.

Weaknesses

Potential reliance on student staff impacting content consistency.

Limited geographic scope primarily to Madison, WI.

Print editions are monthly, online daily, potentially fragmenting audience.

Opportunities

Expand digital content offerings and multimedia formats.

Increase advertising partnerships with local Madison businesses.

Leverage alumni network for funding and mentorship.

Threats

Competition from other local news outlets and student media.

Changes in student media consumption habits.

Fluctuations in advertising revenue due to economic shifts.

Market Growth Stage

Low
Medium
High

Pace of Market Growth

Accelerating
Deaccelerating

The Badger Herald Target Audience

View Details

Geographic Insights

The Badger Herald's audience is overwhelmingly concentrated in the United States, particularly within Madison, Wisconsin, reflecting its hyper-local university and city focus. International reach is minimal.

Top Countries

United States flag

United States

99.5% market share

Canada flag

Canada

0.1% market share

United Kingdom flag

United Kingdom

0.1% market share

Germany flag

Germany

0.1% market share

Australia flag

Australia

0.1% market share

The Badger Herald Audience Segments

UW-Madison Undergraduate Students

18-24 years

Male • Female

Madison, Wisconsin • UW-Madison Campus

UW-Madison Graduate Students & Young Faculty/Staff

22-35 years

Male • Female

Madison, Wisconsin • UW-Madison Campus

Local Business Advertisers

25-65 years

Male • Female

Madison, Wisconsin

Legal Notice Senders

30-75 years

Male • Female

Madison, Wisconsin • State of Wisconsin

Engaged Local Residents & Alumni

25-65 years

Male • Female

Madison, Wisconsin • State of Wisconsin

Social Media Usage Across Segments

Data shown in percentage (%) of usage across platforms

Recommended Marketing Strategiesfor The Badger Herald

Localized Ad Copy Personalization

Crafting ad copy that resonates with the University of Wisconsin-Madison community, addressing specific campus news, events, or issues, would improve engagement. This strategy involves tailoring ad messaging to address the interests and concerns of students, faculty, and local residents, leading to higher click-through rates and increased advertising effectiveness.

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Content-Specific Call-to-Action Optimization

This involves tailoring the call-to-action (CTA) based on the content being consumed by the reader. For example, an article about a new restaurant could feature a CTA to "View Menu & Hours," improving the relevance and effectiveness of advertising on the site.

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Email Capture via Promo Code Incentive

The Badger Herald can offer exclusive promo codes for local businesses to students in exchange for email signups. This would help The Badger Herald grow their email list, and offer an incentive for students to engage with the publication.

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