The Marketing Corner: Changing Landscape of Newspapers

May 11, 2014 Updated: May 24, 2014

There is an old saying: “You can’t teach an old dog new tricks.”

Welcome to the new and improved newspaper industry, which is defying that logic. It wasn’t long ago when many experts were predicting the demise of this industry unless some major changes were made. 

Today, one can see the changes that the newspaper industry has undergone with some changes still in progress. The industry adjusted its business model by reducing cost and implementing new technology, using consumer insights and addressing advertisers’ concerns/preferences to diversify the newspapers industry’s audience and expand its revenue base. 

This is great news for small-business owners. It is an opportunity to continue spending in a medium that is tried and proven. And they have confidence that the right audience for localized messages can still be realized. By using the digital newspaper platform, one can expand into other areas that, in the past, may have been cost prohibitive. 

Since newspapers offerings have expanded, be sure to inquire about some of their tailored offerings. One may be surprised about some of the unique solutions newspapers can now provide. Consider testing some of the new offerings to see what results are achieved.

Of course, always evaluate where your target audience is engaging media before executing any buy. It is also best to have a 360-degree marketing approach by using a few different platforms. By spending within a few vehicles, it ensures the broadest reach against the target audience and maximizes your potential to make a sale.

Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners”; available at Amazon.com. Adele was listed on Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: adelelassere@gmail.com

*Image of “magazine” via Shutterstock