Newspaper Marketing and advertising : Blooming Or only Remaining?

Newspaper advertising has undoubtedly changed within recent years. Hybrid cars and mobile phones have changed too. Change is inevitable and not necessarily as bad as it might seem.

The stories of the closures of major newspapers, just like the Rocky Mountain News and the Seattle Post-Intelligencer, have now been widely publicized. With your stories came the predictions that the internet and shrinking audiences has forced newspapers out of business and will continue to accomplish so. As TIME magazine reports, the fall of the Rocky Mountain News tells a different story. The primary blame can be placed on upper-management – “the Scripps’ newspaper executives whose ineptitude over the past 25 years fumbled away a prime market to a competitor they will have killed off 2 decades ago.”

Another story that’s widely told concerning the crisis facing newspapers is that the problem is audience based. Catchy, but not true. Newspapers still benefit from significant readership. Actually, more Americans read the printed newspaper than watch the Super Bowl each year. Donna Barrett, President and CEO of Community Newspaper Holdings, Inc. is dispelling naija news these rumors by explaining the problem with newspapers is a revenue issue and not too little audience. Advertising has long supported the large expense of running a newspaper; however, the recession has resulted in an important reduction in ad spending. The second problem, explains Barrett, is free classified sites winning considerable classified business. Both problems do not have immediate solutions, however, resolutions are feasible.

With smaller expenses, staffs and overhead, community newspapers haven’t felt the impact of the recession as much as their larger counterparts. In August, The National Newspaper Association (NNA) reported the 2008 fourth-quarter newspaper advertising revenue of community papers at $428.7 million, just a 6.6 percent decline from the exact same quarter in 2007. For the entire newspaper industry, this study showed a decline in fourth-quarter advertising expenditures of over 20 percent.

80% of US newspapers reach a circulation of 15,000 or fewer. 8,000 of those newspapers are classified as community newspapers. Local advertisers have long recognized the benefits of advertising in these small but plentiful newspapers. These small, community papers wind up making a monopoly over the neighborhood news that directly affects their readers’ daily lives, making them a complete staple in several communities. In a recent survey, NNA reports that 81% of those surveyed read an area paper each week. Without these papers individuals are left in the dark on political, social and even personal issues going on inside their immediate communities, things larger media outlets rarely have enough time or resources to report

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