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Foinse was founded in October 1996 and is the first national weekend paper to be produced outside of Dublin. The main motivation for its foundation was to create a newsworthy vehicle through the Irish language. Foinse is seeking to establish its presence as a credible national newspaper that addresses a wide readership base by targeting the 25,000 people who are interested in things Irish. Furthermore, the paper is entering a highly competitive market where previous Irish language papers have failed. The primary teaching objectives of this case are: (1) to illustrate how market segmentation and product positioning are inextricably linked to product development; (2) to determine from target market information and product development the right marketing mix strategy to pursue, in particular, distribution and promotion; and (3) to evaluate both qualitatively and quantitatively the issues impacting Foinse''s development. There is an Irish translation available (IE597-035-1).