In marketing we trust

Article Abstract:

Effective newspaper marketing requires trust. This implies that newspaper management as well as each functional area of the newspaper must assume risk and make themselves vulnerable. Competition and changing lifestyles require newspaper marketing professionals to adopt bold marketing initiatives. Yet, such efforts require significant increases in marketing budgets that will test management's abiliy to trust and assume risk. To launch these initiatives, six suggested tips may help newspaper marketing professionals begin focusing on the actions and behavior that will help them earn the trust of newspaper management.

United States, Marketing procedures, Newspapers

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What L.A. means to us

Article Abstract:

The revenue-sharing deal concluded by the Los Angeles Times with the Staples Center has been criticized by the newspaper's editors and writers over possible conflict-of-interest issues when the newspaper covered the arena's opening. The controversy also refocused attention on the newspaper's attempts to generate new sources of revenues. The changes were initiated by Times Mirror Chmn Mark Willes who insisted that the division between the editorial and business aspects of the newspaper was artificial.

Advertising, California, Daily & Sunday Newspapers, Daily newspapers, Los Angeles Times Syndicate

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