Newspaper Advertisements – Profitable Or simply just Going through?
Newspaper advertising has undoubtedly changed within recent years. Hybrid cars and mobile phones have changed too. Change is inevitable and not necessarily as bad as it might seem.
The stories of the closures of major newspapers, just like the Rocky Mountain News and the Seattle Post-Intelligencer, have already been widely publicized. With your stories attended the predictions that the net and shrinking audiences has forced newspapers out of business and will continue to complete so. As TIME magazine reports, the fall of the Rocky Mountain News tells a different story. The primary blame may be added to upper-management – “the Scripps’ newspaper executives whose ineptitude over the past 25 years fumbled away an excellent market to a competitor they will have killed off 2 full decades ago.”
Another story that’s widely told about the crisis facing newspapers is that the thing is audience based. Catchy, however not true. Newspapers still take advantage of significant readership. Actually, more Americans read the printed newspaper than watch the Super Bowl each year. Donna Barrett, President and CEO of Community Newspaper Holdings, Inc. is dispelling naija news these rumors by explaining the situation with newspapers is really a revenue issue and not deficiencies in audience. Advertising has long supported the large expense of owning a newspaper; however, the recession has generated an important decrease in ad spending. The next problem, explains Barrett, is free classified sites winning considerable classified business. Both problems do not have immediate solutions, however, resolutions are feasible.
With smaller expenses, staffs and overhead, community newspapers haven’t felt the impact of the recession around their larger counterparts. In August, The National Newspaper Association (NNA) reported the 2008 fourth-quarter newspaper advertising revenue of community papers at $428.7 million, merely a 6.6 percent decline from the same quarter in 2007. For the entire newspaper industry, this study showed a decline in fourth-quarter advertising expenditures of over 20 percent.
80% of US newspapers reach a circulation of 15,000 or fewer. 8,000 of these newspapers are classified as community newspapers. Local advertisers have long recognized the benefits of advertising in these small but plentiful newspapers. These small, community papers find yourself developing a monopoly over the local news that directly affects their readers’ daily lives, making them a complete staple in several communities. In a recently available survey, NNA reports that 81% of these surveyed read an area paper each week. Without these papers folks are left at nighttime on political, social and even personal issues going on within their immediate communities, things larger media outlets rarely have the full time or resources to report