Learning from media heavyweights

Article Abstract:

The ability of newspaper operations to incorporate themselves with other forms of media will be one of the hottest issue to be faced by the industy until 2002. At a time of media convergence, as exemplified by the $330- billion merger of Time Warner and AOL, bundling print media with other competing media will be a somewhat risky but challenging proposition. Such a move could present its own problems but it could be well-received by advertisers and their agents.

Public affairs

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The marriage business

Article Abstract:

Partnership marketing in the newspaper advertising business is a recognition of the fact that a number of inependent businesses have a need to have their message delivered to a particular audience. The process, which is expected to prosper in the newspaper business, offers a turnkey program by which partners derive individual benefit by sharing the costs. The partnership side of the process will also add value to a newspaper's business.

Marketing procedures

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