Newspaper advertising has undoubtedly changed within recent years. Hybrid cars and cell phones have changed too. Change is inevitable and not always as bad as it can seem.
The stories of the closures of major newspapers, such as the Rocky Mountain News and the Seattle Post-Intelligencer, have now been widely publicized. With these stories came 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 principal blame can be placed on upper-management – “the Scripps’ newspaper executives whose ineptitude in the last 25 years fumbled away an excellent market to a competitor they need to have killed off 2 decades ago.”
Another story that is widely told concerning the crisis facing newspapers is that the problem is audience based. Catchy, however not true. naija news Newspapers still benefit from significant readership. In fact, 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 these rumors by explaining the problem with newspapers is a revenue issue and not deficiencies in audience. Advertising has long supported the large expense of owning a newspaper; however, the recession has resulted in an important decline 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 as much as 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, just a 6.6 percent decline from the exact same quarter in 2007. For the general 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 wind up creating a monopoly over the local news that directly affects their readers’ daily lives, making them a complete staple in many communities. In a recent survey, NNA reports that 81% of these surveyed read a local paper each week. Without these papers people are left at nighttime on political, social and even personal issues going on inside their immediate communities, things larger media outlets rarely have the full time or resources to report