Magazine article Editor & Publisher

Newspapers Trade Tales of Success

Magazine article Editor & Publisher

Newspapers Trade Tales of Success

Article excerpt

THE PRICE OF admission was an idea, and those from newspapers with circulations under 75,000 came with plenty.

Those who attended an early session titled "Big Ideas for Small Newspapers" at the annual Newspaper Association of America conference shared with their colleagues strategies that had generated revenue or cut costs at their papers.

Co-moderator J- David Tipton, marketing director for Nixon Newspapers in Peru, Ind., started the meeting by advising his colleagues to "throw out the book" and warning that "the newspaper industry is its own worst enemy in many cases?'

For example, many newspapers are targeting yellow pages advertising dollars, Tipton noted. Those dollars can be turned around and sold in newspaper-produced and -distributed local business directories.

The company's Peru Daily Tribune, he said, publishes such a guide four times a year and generates $14,000 worth of revenue every three months.

Advertisers can buy from one to four insertions, with discounts for frequency. They may change their ads during the year.

Reid MacCluggage, president and publisher of The Day of New London,' Conn. …

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