Suburban Newspapers
...not just surviving, but thriving.
Despite predictions of decline, many suburban and community newspapers are seeing increases in circulation and revenue. They’re doing so by understanding that change is inevitable, identifying opportunities, and moving quickly to develop teams, products and services to facilitate that change. With decades of history behind them, and dominant share of mind in their communities, suburban newspapers are well-prepared to play a significant role in reaching consumers. They also represent a cost-efficient and effective way to promote your products and services.
Winning Strategies for Newspapers
Accepting reality and embracing change. Newspaper publishers can no longer rely solely on print and classified advertising revenue. The development of online revenue generation is now getting the full attention of publishers.
Local coverage. This is the battle ground where suburban and community papers can win the fight for audience--particularly with respect to local news, school board proceedings, government, high school sports, local entertainment and event coverage.
Pushing new subscriptions and strategically targeting free distribution. Successful papers are selling the value of their product with more aggressive subscription efforts. And, they’re providing it free of charge to commuters and younger audiences at the places they frequent. Coffee houses, music stores and specialty supermarkets are especially attractive outlets.
Increased development of targeted supplements and spin offs. Distribution of special sections, FSI’s and magazines to targeted consumers and high income neighborhoods is driving new revenue.
Sales and relationships. Many suburban publishers are leveraging their relationships to create opportunities to tie-in with local merchants and events. Publishers are also seeing the value of investing in cross selling sales teams that can develop print and online solutions.
Online technology and partnerships. Local papers can’t compete with national online content aggregators, but by working with specialized technology partners, successful templates have been developed to provide additional online content, platforms for rich media, coupon distribution and other methods to build audience and generate revenue.
Use of free syndicated content. More and more publishers are using free, high quality content to augment their print and online editorial products. Good syndicated content helps drive readership, saves time, money and allows publishers to deploy resources to other important initiatives.
Strategic alliances. Partnerships and strategic acquisitions of competitors and/or complimentary publications allow community papers to own a larger share of their local, and in some cases, their regional market.
Maximing Your Promotional Opportunities in Community and Suburban Markets
Make room in your promotional budget. Suburban and community papers reach consumers with disposable income. Families. Professionals. Frequent Shoppers. Women—
all with significant disposable income. What kinds of content are suburban readers looking for? Food and beverage, entertainment, travel, pet care, health and beauty, home improvement and related lifestyle products and services.
Provide local content. Make your content relevant to local readership. It can be as easy as providing information on local resources, contests, media tours or your cause-related activities in the particular market.
Develop rich media resources. Do you have a good educational or how-to video? Many publications seek non-promotional videos to round out their online content and provide an enhanced user experience. Remember to tone down the hype for best results.
Make your releases and feature stories informative, problem-solving and action-oriented. Direct readers to your web site or 800# for more information.
