Why a Newspaper should Promote Itself

Tuesday, December 6, 2011

The newspaper is a business, and this must not be forgotten. Their priority, first and foremost,  is to sell papers and turn a profit. If a news organization cannot do this much, then it is just a matter of time before that company done.

With this in mind it is a bit of a surprise to me that the newspaper spends so little on advertising, it is a product after all. Just like any product, people will not buy it unless they feel a need to, so why are newspaper companies holding back.

An article on Mashable  points out that on average, newspapers spend less than 1 percent on advertising, which is interesting in comparison to the 14 percent Coca-cola spends. Coco-cola is on peoples minds, and in their hand because they take the time and money to promote.

Keeping this in mind, it is no wonder the print newspaper is dying. People are simply forgetting about it. If a newspaper is not willing to spend some money to promote itself then how can they expect people to be drawn to reading it.

Newspapers need to spend a little more money on their advertising in order to remind people why they are still important.

Photo Courtesy of Photo Bucket


Ben Rodgers December 7, 2011 at 8:15 AM  

I think it is a little more difficult for newspapers to advertise then companies like Coke though. Coke can advertise in so many different ways like billboards, magazines, and the internet. I feel the best advertising newspapers have is the content that is in the newspaper. I honestly won't purchase a newspaper unless it has something I want to read. Why should newspapers waste time and money advertising when what really is going to sell their papers is content?

Keith McCarthy December 7, 2011 at 11:09 AM  

I'm not so sure I agree with the first line of your post. Yes, newspapers are a business but their first priority is to accurately tell the news. This being said, newspapers should focus on marketing themselves. They should make every section of their papers attractive. So many people pic up the news paper and read the sports section or the pullouts. Both these sections are graphic heavy and interesting, plus they always have a turn to graphic on the front page of the paper. The need here is to make the whole newspaper priority reading and not just padding for the more popular sections.

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