Many tabloids in the country have been operating for a long time on a formula of scandalous attention-grabbing headlines and photos of sexy girls on the front page. One tabloid, Inquirer Libre, decided to take a different route.

Using market-driving strategies, Inquirer Libre presented its product differently while targeting a new market. As explained by marketing guru Josiah Go of Mansmith and Fielders, Inc., market-driving strategies, the latest buzzword in market orientation, call for a breaking of the rules and changing the value proposition or business system or both to grow profit and demand from new and marginal customers. (See previous post here.)

Inquirer Libre is a morning tabloid featuring short news and feature articles that can be read in 15 minutes. However, Go points out that unlike the other tabloids, it is given for free at MRT stations. There are no photos of naked women; the total package is wholesome. The target market consists of office people in their 20s and 30s on their way to work.
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