Abstracts » Business

Promoting within the newspaper

Article Abstract:

Newspapers should use a part of their advertising space to focus consumer attention on their wares. This strategy would induce readers to spend more time reading newspapers, patronize newspapers more frequently or lure readers to other sections of the newspapers. Space should also be devoted to image advertising, not only to emphasize the success of newspapers but also to inform readers of the quality of newspapers. For instance, the Times-Picayune in New Orleans ran a full-page ad after it received the highest levels of advertiser satisfaction in any market.

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Exploiting Internet opportunities

Article Abstract:

Newpapers should not delve on the threat that the Internet poses on their existence but should instead focus on the commercial opportunities present on the online medium. For instance, the News & Observer in Raleigh, NC, hosts and manages the Web sites for more than 60 advertisers. By providing this service, the newspaper is forging closer ties with advertisers while enhancing its Web site at the same time. As a result, its Web site is accessed by more adults than any other newspaper in the US' major markets.

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The importance of advertising

Article Abstract:

Newspaper advertising, one of the primary reasons why consumers subscribe to a particular newspaper, should also be marketed to advertisers. This is because, despite the higher profitability of newspaper advertising revenues in recent years, the percentage of advertising expenditures going to the newspaper industry has actually declined by over 10%. Newspapers must make the effort to educate advertisers on the strengths of newspaper advertising over other media.

Marketing procedures

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