On strategy: preparing to promote

Article Abstract:

Promotion can shape, rather than merely reflect, newspapers' competitive positions and brand identity. The core of promotion, which has become a critical element in the marketing strategy of newspapers, is the creative message. It takes time to develop the proper creative message. However, newspaper marketers ought to consider four issues prior to conducting brainstorming sessions relating to a creative message. These include building market awareness and the articulation/sustainment of a positive image with readers.

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On strategy: paying for performance

Article Abstract:

Procter and Gamble has announced that beginnning Jul 2000, it will base its compensation to ad agencies not on what they spend but on what their work achieves. If Procter and Gamble's experiment works, it will likely be adopted by other large national accounts, followed by regional, then local, advertisers. Newspapers should view the development as an opportunity to prepare for some form of system that will ultimately reward them for selling goods and services efficiently. They could, for example, develop the means to collect accurate quantitative evidence for their advertisers.

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Preparing to promote

Article Abstract:

Newspaper advertising should focus on the message, the most critical factor of promotional success. The most effective advertisements for newspapers will dwell on the benefits that will be derived by the reading public in exchange for their subscription. Pre-testing a number of promotional campaigns through focus groups and other venues will allow newspaper marketers the chance to hear how a particular message will be delivered to consumers.

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