Ideas for Newspaper Executives
Here are articles and presentations by the KubasPrimedia
team. These focus on increasing ad revenues, growing volume, and improving
margins and profits. Just click on the title and send the resulting email to
Converting a broadsheet to a tabloid, Berliner or other compact format can
save significant production costs. But the big issues behind newspaper format
conversion are about ad revenue and the opportunity to rejuvenate the entire
enterprise. Here are the top 10 things publishers should know.
reviews and projections of retail sales and trends include charts, graphs and
synopsis. Q3 2012 updates, with year end
projections and a first look at 2013, are now available (dated 29 August
Our quarterly reviews and projections of retail sales and trends include
charts, graphs and synopsis. Q4 2012 updates, with year
end projections and a first look at 2013, are now available (dated 18
What are newspapers' ad revenue expectations for the coming year, and what
strategic initiatives are on the drawing boards as a result? Our 6th annual
Preview study is based on a survey of 436 newspaper industry executives and
managers. Digital is expected to be big in 2012, but not much else.
Here's what you really need to know about modular advertising for
newspapers, including strategy, misconceptions, a real example, benefits and
advantages, incentive pricing, and what's beyond. This updates our 2006
article, "The Case for Modular". Hint: it really is about
The Chicago Tribune has shut down its tabloid edition. What went wrong?
But more importantly, what can newspaper publishers learn from it?
This is about what newspapers can learn from one of the world's top
marketers and how they applied 3 key strategies: benefitize,
concentrate, and differentiate. And there are clear parallels for newspapers
that you can act on now. Yes, it's time to do the laundry.
Originally presented at New England Newspaper & Press Association's
2011 Convention, Selling Digital is on how newspapers can sell digital
advertising, and covers sales organization, dealing with ad networks,
improving local ad effectiveness, plus sales prospecting and promotion. The
key message: organize first to monetize second.
Newspaper advertising revenues have suffered greatly in recent years. What
should newspapers be doing about it? Here are our top ten recommendations
to sell better, faster, and smarter. This was originally presented at the
Michigan Press Association's 2010 Annual Conference
Discover how newspaper ad sales practices must change in the light of
industry realities, and what you can learn, borrow, and steal from Google's
successful sales methods.
Some of the largest advertisers have serious reservations about newspapers
and the process of buying them. This report is based on a joint survey with
Newspaper Services of America (NSA), the largest block of newspaper
advertising purchasing power in North America.
The trendlines don't look good, but smarter and
better operating and marketing practices can pave the way to a brighter
future. This essay provides many recommendations for creating tomorrows
winning newspaper company.
Dynamic Discount offers a potentially powerful antidote to the downside of
conventional newspaper advertising contracts. It borrows from existing ad
sales practices, puts them into a simple, systematic and disciplined program,
and presents a whole new way to sell. Also see item below.
The annual advertising contract is a cornerstone of newspaper ad revenue,
but there are significant perils and pitfalls to watch for. This article
discusses the downside and offers over a dozen recommendations to improve
advertising contract practices. Also see item above.
Lines, inches, impressions, pieces? There is only one thing that brings
them all together: dollars. This article discusses the many benefits of
spending based pricing for advertising rates and contracts, and how to get
the most advantage out of this approach for newspapers already doing so.
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