Young readers speak up

Article Abstract:

Young adults have not given up reading newspapers but some of them opine that newspapers are not delivering the kind of information and news that they need. A survey of midwestern US college students indicated that they look to newspapers to inform them about issues and help them make decisions about health, money, politicas and other matters. Half of the respondents said they used computers to obtain news. When reading newspapers, young adults first look for the big stories or hard news, followed by entertainment stories, then advertising, and finally sports.

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Getting too free?

Article Abstract:

Fundamental transformations in how circulation is counted and measured are testing the credibility of newspapers and their relationships with advertisers. Radical departures from the traditional and basic concept of 'paid circulation' may be bringing about a new paradigm in the manner by which newspapers do business. The success or failure of these new, creative vehicles for building circulation and readership, in generating results for advertisers, will ultimately determine newspapers' survival.

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The merits of selling modular ads

Article Abstract:

Newspapers may be considered the worst offenders when it comes to giving their customers, which in this business are the advertisers, too much choice. It is argued that newspaper managements stand to gain tremendous advantages by shifting to modular advertising. In a modular system, advertisers would benefit by selecting from a menu of specific ad sizes offering lower relative costs. If they bought non-standardized size ads, they would pay for this space at the equivalent open line rate.

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