Newspaper Knowledge
Despite circulation declines in major metros, newspapers still represent a great opportunity to reach consumers…right where they live. Like all mass media, newspapers have suffered due to market fragmentation (not unlike the impact of cable on the major TV networks). That said, newspapers collectively reach tens of millions of readers every day.
Here are several compelling reasons to include newspapers in your PR media mix:
Market Dominance
For years, newspapers have held a virtual monopoly in their communities. In fact, for many years, they were the single source of news for their metropolitan area. While profits may have slipped a bit, most newspapers still enjoy enviable profit margins and are the dominant media brand in their market.
Community Connection
Newspapers, particularly suburban and community weeklies, are unique in their ability to deliver local news, sports, entertainment and government information to their subscribers. This is the media that people rely on for “personally relevant” Little League and high school football games, town hall meetings and school board issues. Be sure to take advantage of this “community connection” by incorporating localized content into your product messaging.
Target Marketing
Newspapers are especially effective in reaching women in their 30s-50s who have considerable buying influence. Note the proliferation of newspaper food, lifestyle, bridal, home and garden sections that have flourished in the past several years. These sections typically garner some of the highest readership within the paper. Lately, we’re seeing many newspaper groups taking advantage of their wealth of demographic data and delivery systems by publishing specialized magazines targeting higher end consumers and ethnic groups.
While newspapers may be lacking a bit in the “cool factor” these days, they remain an extremely reliable and effective way of reaching your customers.
Looking for more information about newspapers? Try these sites…
Newspaper Association of America (focusing on metro dailies)
National Newspaper Association (community papers)
SNA - Suburban Newspapers of America (suburban and local markets)
AFCP (free community papers)
IFPA (independent free papers)
Editor & Publisher (trade publication)
Brian Agnes
Vice President-Sales & Marketing
Do you have any questions or comments about Family Features? Call me at 800-800-5579 or e-mail at bagnes@familyfeatures.com.
