There is a very high aversion to risk as a result throughout the primary customer base.
D. Market Segmentation and Targeting
The following pie chart illustrates the market segmentation and need for targeting by service area in this market. Figure 1, Market Segmentation by Outlet and Service illustrates the percentage of revenue by product and service within the financial news market.
Figure 1: Market Segmentation by Outlet and Service
Product/Services
Share
Audio
1.0%
News reporting text
50.0%
Photographs and graphics
30.0%
Video
19.0%
Outlet
Share
Newspapers
50.0%
Television (free-to-air)
20.0%
Cable and satellite TV
10.0%
Magazines
10.0%
Radio
5.0%
Internet
5.0%
Sources: (Buxton, 2005) (Browne, 2006) (Davis, 2009)
E. Competition and Competitive Edges
Competitors in this market are highly fragmented and many have financial services in addition to financial news analysis. Bloomberg has seven lines of business and each addresses the need for a varying approach to delivering financial data....
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