Business Strategy- The Daily Star

The Daily Star

“What made you switch jobs even after such a successful career?”- I rumbled on as I kept on poking the Head of Marketing of The Daily Star, Mr Tajdin Hassan, about his wonderful and illustrious career. “It was the challenge and the freedom to do something different without having obstacles in between”, said Mr Tajdin. Joining The Daily Star as a Business Development Manager back in January 2015, Mr Tajdin Hassan has worked his way up the ranks to become the award winning Head of Marketing of this renowned daily. As we talked for roughly more than an hour, we came to understand that there was much to explore in the field of newspaper industry, for all. Even after being the number one English daily in the country, there still were challenges and problems that were staring the organization right at the face.

The number one English daily; The Daily Star

The Daily Star established its place in the media scene of Bangladesh on January 14, 1991. It started its journey with a sense of challenge and a feeling of humility to serve this nation as a truly independent newspaper.

The newspaper made its debut at a historic time when, with the fall of an autocratic regime, the country was well set to begin a new era towards establishing a democratic system of government which eluded Bangladesh for too long.

The Daily Star carries on with the long-term responsibility is to strengthen public opinion on how the democratic system should work and how to sustain and nurture democratic norms effectively. It was a privilege for The Daily Star to be part of a changing scene after the fall of military autocrat in early 1990s. With that privilege came an enormous responsibility of upholding the duties of a free press. The newspaper is proud to pursue that policy without relenting for the past 26 years.

The uniqueness of The Daily Star lies in its non-partisan position, in the freedom it enjoys from any influence of political parties or vested groups. Its strength is in taking position of neutrality in conflicts between good and evil, justice and injustice, right and wrong, regardless of positions held by any group or alliance. The paper believes to report events objectively, as it is, and without any fear and favor. It is committed to serve the people. That’s why people — whether in power or in opposition — respect The Daily Star.

The Daily Star advocates rule of law, human rights, gender issues, national interests, press freedom, transparency and accountability of people in the administration and in the world of trade and industry on which the newspaper has never compromised whatever the costs. No political powers can take it for granted and no-one is given cause to doubt its fairness.

Being well aware of its social responsibilities and duties, the newspaper works to ensure human rights to all, remove gender discrimination, advocate rule of law, press freedom, transparency and accountability in the administration and in the world of trade and industry and above all to uphold national interests. While working for these ends, The Daily Star always maintains utmost sincerity and accountability to serve the nation the way it is bound by its norms and values. Besides running news reports on these issues, The Daily Star carries special reports, human-interest stories, features, articles and essays written by its staffs and other professionals and talents from across the country and abroad.

During different national crises, the newspaper played an important role to solve those to stop people’s sufferings. As it remain alert of its social duties, The Daily Star frequently organises roundtables, seminars and discussions on the issues. It also works closely with the civil society for this end. To promote young talents, The Daily Star organises debates and different competitions at school and college-levels and awards those who show excellence in different fields.

The heavy hitter

With more than 70% of the market share, The Daily Star is the most popular English daily of the country. Going to around 55thousands of houses daily, there seems to be no reduction of the market share or the dominance. The 26 years old brand has been in the print media industry for a while and has been dominating ever since the early days. Promoting honesty and neutral journalism, there seems to be no stopping. But there seems to be another issue.

Time for changes

What is the most effective way of advertisement or for spreading news at a very fast pace? It certainly isn’t newsprint media anymore. That poses a threat.

Nowadays, there seems to be less and less advertisements requests from the big companies for the newsprint media. The aggression of the social media and the digital platform is responsible for this mainly. Facebook marketing is a very effective and low cost marketing tool. Come to think of it, most companies are shifting their budget for marketing more to the social media platform these days. This poses a big threat.

The Global Market Challenge

A lot of the reputed newspapers have opened their digital version. The famous New York Times or The Daily Telegraph are such examples. There are many online news portals in the country as well like Bdnews24.com and so on. This is now a global market challenge. The newsprint media are struggling to survive in the long run where everything is shifting to the digital platform.

As the Head of Marketing, Mr Tajdin Hassan is trying to keep the readers and advertisers in the platform but it is becoming a very difficult task. The global shift is making it very problematic and progress of the digital age will not let them stay put.

Where we are so far

Mr Tajdin has understood that it is not possible to keep the reader and the advertisers in the newsprint media forever and the company must go digital as well. But the question is, how to approach that strategy?

There are a few things that should be considered too when it comes to making this a reality. Ensuring presence is a key issue. Also there needs to be work done with big data. Content marketing is also a key aspect here.

Your task

Mr Tajdin has been in some of the biggest and most successful companies before he joined The Daily Star. The companies like Chevron, Robi, DHL and so on are big boys in their own fields. He joined The Daily Star because he knew there were challenges to be faced here. Now he is facing this huge challenge. He is asking what to do? Should he go digital or should he stay put? If going digital is the way, how to do so? What will be the steps? How to ensure proper content marketing? And more importantly, design a business model where there can be a revenue system with premium services for people who want more. Keep that in mind that the core values and practices of The Daily Star must be infused in these activities.

Note: All the data here are hypothetical.