Are we being shortsighted?

Article Abstract:

The continuing profitability of the newspaper business, from 16.6% in 1995 to 19.3% in 1996 to 23.6% in 1997, has contributed to a mind-set that is bent on maintaining the status quo instead of investing for the future. Profitability, which comes despite a continuing decline in circulation, has led to efforts aimed at cost-cutting instead of looking for new talents that will add value to the newspaper. The trend, if left uncorrected, will make it difficult for newspaper to compete with other media in the future.

Market information - general

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Partnering with small businesses

Article Abstract:

Small businesses need to be nurtured to thrive. Newspapers can help small businesses grow and have a direct impact on their success. Newspapers should be an informational resource for advertisers since they have access to large information bases and contacts. Small businesses must know their customers and particular needs. It is suggested that newspaper businesses share with small business ventures to become more active in communities.

Strategy & planning, Company Planning/Goals, Article

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Future not a mystery

Article Abstract:

Newspapers are in a unique position to use their closeness to the community to build a secure future for themselves. This can be achieved by using marketing techniques such as grassroots promotional campaigns to cultivate the local franchise. The commitment will also include becoming more involved and connected to the community and, in the process, becoming more relevant to the lives of the inhabitants.

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