Strategi Komunikasi Pemasaran Surat Kabar Harian Radar Pat Petulai Dalam Meningkatkan Oplah

Abstract

The purpose of this research is to find out how the marketing communication strategy at PT Wahana Semesta Curup which produces Radar Pat Petulai Daily Newspaper. Radar Pat Petulai Newspaper is one of the newspapers under the Jawa Post flag with circulation in the Rejang Lebong Regency area which has a circulation of 2,500 copies per day. This type of research is through a qualitative approach with descriptive methods, while this type of research is field research, namely conducting research directly to the management of the Radar Pat Petulai Daily Newspaper, through in-depth interviews and observations as primary data with the support of literature studies as secondary data. The results showed that the marketing communication strategy implemented by Radar Pat Petulai Daily Newspaper is promotion by expanding the marketing area and increasing the number of loper. In addition, the price strategy, however, the pricing policy is a complex decision, but the policy is balanced with the presentation of interesting news. Furthermore, the distribution strategy, Radar Pat Petulai in the distribution strategy uses indirect distribution channels, namely using distribution channels of agents and retailers who are directly related to customers. Another strategy is to continue to provide guidance to agents as partners and provide bonuses to agents and retailers. Product strategy, namely by increasing the loading of quality local news, and also balanced with the quality of national news.