Chapter 10
Using Newspapers
Chapter Objectives
After reading this chapter you will understand:
1.
2.
3.
4.
5.
6.
The changing character and role of newspapers in the marketing mix
Challenges to newspaper advertising from other media
The marketing of newspapers to readers and advertisers.
The many categories of newspaper advertising
The newspaper advertising planning and buying process
The role of weeklies and ethnic-oriented newspapers
Chapter Overview
Newspapers are the leaders in terms of local advertising revenue and trail only television in
terms of total advertising revenues. Each day approximately 53.5 million newspapers are
distributed, providing a large segment of the population with news, entertainment, and
advertising. Newspapers also enjoy a reputation for credibility that creates a positive advertising
environment.
Lecture Outline
1. Introduction
A. The pros of using newspapers include:
1) Newspapers appeal primarily to an upscale audience, especially those adults 35 years
of age and older.
2) Newspaper advertising is extremely flexible with opportunities for color, large and
small space ads, timely insertion schedules, coupons, and some selectivity through
special sections and targeted editions.
3) With coupons and sophisticated tracking methodology, it is much easier to measure
newspaper response rates than response rates of many other media.
4) Newspapers have high credibility with their readers, which creates a positive
environment for advertisers.
B. The cons of using newspapers include:
1) Many newspapers have about 60 percent advertising content. This high ratio of
advertising, combined with an average reading time of less than 30 minutes, means
few ads are read.
2) Overall newspaper circulation has fallen far behind population and household growth.
a. In addition, readership among a number of key demographics such as teens and
young adults has not kept pace with population growth.
3) Advertising costs have risen much more sharply than circulation in recent years.
C. Newspapers are read by over 50 percent of the population.
1) Newspaper readers have a higher than average income and education level.
2) Advertising revenues are about $50 billion annually.
3) 84 percent of the revenue comes from local advertising.
4) National advertisers are increasingly looking to local and regional advertising
strategies to communicate with target consumers in the most effective way.
D. Advantages to small businesses and large corporations (important features) of newspaper
advertising include:
1) Flexibility of advertising formats and audience coverage.
2) Newspapers are especially useful in reaching upscale households and opinion leaders.
3) Newspapers offer advertisers a number of creative options including preprinted
inserts, advertising in their Internet edition, and the ability to deliver product samples.
4) Newspapers provide an environment of credibility and immediacy unmatched by
most media.
a. Viewed as a reliable source of both information and advertising.
E. Trends that cause concern for newspapers include:
1) Circulation.
a. Newspaper circulation was 77 million in 1976 and dropped to 53.5 million by
2005.
b. Throughout the ’90s, circulation dropped about 1 percent per year.
c. Reasons for the decline include changing demographics, lack of youth readership,
and the encroachment by other media such as television and the Internet.
d. Some newspapers have had aggressive subscription drives, set up programs to
give young readers experience with the medium, and attempted to appeal to an
upscale readership.
*****NOTES: Use Exhibit 10.1 Here*****
2) Advertising revenues.
a. Revenue percentage of the total media pie was 28 percent in the 1980s; however,
currently this figure is at 18 percent.
b. Problems can be summarized as:
1. Retail chains have turned to other media forms such as direct mail and inserts
through newspaper distribution.
2. Lack of support from national advertisers.
3. Even local advertising support is being challenged by other targeted media
forms: local television and cable TV cut-ins, free niche advertising books, city
and regional magazine editions, and radio.
3) Changing technology.
a. Newspapers face challenges from new media technology.
b. Significant improvements in instantaneous delivery, clarity, and reliability of
content and portability of technology over the next 20 years are expected and will
change dramatically the methods of reaching customers.
c. Many newspapers have their own Web sites for their readers and their advertisers.
d. The immediacy of newspapers is being replaced by electronic formats.
e. Traditional newspaper strongholds such as newspaper-classified advertising are
being challenged by dozens of online websites.
F. The newspaper industry faces both problems and opportunities as they enter the next
century; however this industry will face growing competition from other media and
information sources as it attempts to maintain its media leadership position.
G. Despite declines in readership, however, newspapers remain one of the most effective
means of reaching a broad, heterogeneous audience.
2. The National Newspaper
A. Historically, the United States, unlike other countries, has not had a national newspaper;
however, now there are a number with national circulation, or national stature, or both.
1) To be a national newspaper, the newspaper would need:
a. To be published at least five days per week.
b. To print copies that are sold, distributed and available nationwide.
2) Using the above criteria, national newspapers in the United States would be:
a.
The Wall Street Journal.
1. With 1.7 million in circulation, it is the second highest circulation newspaper
in the country.
2. Emphasis is on financial news.
3. It is among the most respected newspapers in the world, appealing to the most
elite demographics.
b. USA Today (Gannett Company publication).
1. A general-readership national newspaper.
2. Popular because of its bright colors and graphics, short articles and extensive
business and sport coverage.
3. The paper has a circulation of over 2.2 million.
4. The problem facing all nationally circulated newspapers is finding a profitable
market niche.
5. USA Today, along with other national papers depend upon much of their
revenue coming from automobile, computer, communication, and financial
services companies, that want to appeal to a national audience.
c. The New York Times.
1. Like the Washington Post and the Chicago Tribune, until recently, the Times
was considered a regional newspaper.
3) The success of national newspapers is how readers and advertisers define them.
Widespread distribution and upscale audiences are needed to be considered anything
but a local vehicle with occasional national advertising opportunities.
4) The Internet now offers newspaper publishers an opportunity to reach a national and
even an international audience.
*****NOTES: Use Exhibits 10.2 Here*****
3. Marketing the Newspaper
A. Newspapers are a product in need of extensive marketing to both readers and advertisers.
1) Newspapers are being challenged by many new and traditional competitors while at
the same time finding it more difficult to maintain the broad base of readership that
has made them such a powerful medium for over 200 years.
2) The quality (versus the quantity) of newspaper readership is very good.
3) Newspapers are very strong among college graduates and households with incomes in
excess of $100,000.
a. Unfortunately, this tends to skew toward the older population.
4) Extensive marketing research studies have been undertaken by newspapers to find out
about current facts and interests of readers. The general conclusions are:
a. Readers obtain their information from a number of sources (including television,
the Internet, etc.).
b. Advertisers, especially at the local level, are adopting strategies that replace
newspaper advertising with direct mail and other forms of promotion.
c. Newspapers have a high degree of integrity and prestige as sources of both
advertising and editorial information, according to studies.
d. Newspapers need to adopt a marketing mentality. Seeking to protect their
franchise by attracting readers and advertisers.
B. Marketing to readers.
1) Falling readership trends must be reversed; the quality of the audience must be
improved if advertisers are to be attracted.
2) Most newspapers depend on a broadly based audience and high household
penetration for financial success.
3) Steps that newspapers should take to reverse the decline of this trend include:
a. Maintaining good circulation numbers should be a high priority.
1. Get newspapers into the hands of young readers.
b. Editors and reporters should be free of control by marketing departments.
1. Understand, however, that the newspaper is a business enterprise that requires
market research.
c. Go after the opportunities in national advertising.
1. Move aggressively to get these dollars.
d. Newspapers should consider their Web sites as a distinctive product rather than a
mere spin-off from the printed paper.
e. Give readers a choice and market to new audience segments.
1. Some papers have added youth sections.
f. Invest in research and explore ways to make their Internet site complement the
information provided in the newspaper.
4) Most newspaper readers see value in a newspaper with local news and information
with relevance to their lives.
a. Appealing to diverse interests, however, is extremely difficult.
b. To maintain their position, newspapers will have to find ways to address the
heterogeneous population.
C. Marketing to advertisers.
1) Advertising constitutes more than 70 percent of all newspaper revenues and more
than 50 percent of total newspaper space is devoted to advertising.
a. In a fragmented market, newspapers are finding it difficult to get their share of the
advertising.
*****NOTES: Use Exhibit 10.3 Here*****
2) One of the problems facing newspapers is the dramatic increase in advertising rates
and CPM caused by rising fixed costs that are generally higher than that faced by
other media.
3) Newspapers must continue to convince advertisers that newspapers are an efficient
means of meeting a variety of marketing and advertising objectives.
4) The marketing task for newspapers is a twofold undertaking:
a. To deliver the audience.
b. To compete for advertisers.
5) Newspaper advertising is considered high on believability and trustworthiness relative
to other major media types.
*****NOTES: Use Exhibit 10.4 Here*****
6) It is essential that newspapers retain local retailers that traditionally comprise the bulk
of newspaper revenues and must gain more support from national advertisers.
7) To better position themselves favorably with advertisers’ desires, newspapers have
taken a number of positive steps:
a. Provide readership as well as paid circulation data, because total readership
includes pass-along readers that can nearly double the newspaper audience.
b. Develop a client-oriented perspective.
1. Train the salespeople in relationship marketing.
2. Develop a team approach between newspapers and advertisers to solve
problems.
c. Approach agency media buyers on a personal basis to demonstrate the utility of
newspaper advertising.
1. Develop information centers to make it easier for national or regional
advertisers to know about services and products.
2. The Newspaper Association of America (NAA), in cooperation with Editor
& Publisher magazine, provides advertisers with a database of which
newspapers provide special editions, targeted inserts, and other advertising
options to make it easier to plan multi-newspaper media buys.
4. Newspaper Inserts, Zoning, and Total Market
Coverage
A. Newspaper advertising executives must provide service to a number of advertisers, many
with distinctly different marketing and advertising problems.
1) Four approaches include:
a. Full coverage of a newspaper’s circulation.
1. Some waste circulation was accepted by smaller advertisers.
2. Large department stores, grocery stores, and some national businesses
benefited from the paper’s entire circulation.
b. Zoned preprints.
1. Newspapers countered the threat from targeted direct mail with advertising
circulars and preprinted inserts delivered with the paper.
2. These preprints have become a major mechanism for delivering coupons.
3. Zoned distribution preprints followed.
a) Preprints could be delivered to specific ZIP Codes.
b) Today, any ZIP Code within a newspaper’s primary circulation area is
possible; even to sub-ZIP Code circulation clusters called microzones.
c) Preprints are now the primary source of revenue for many papers,
replacing traditional advertising as a revenue leader.
*****NOTES: Use Exhibit 10.5 Here*****
d) Preprints have surpassed run-of-paper (ROP) as a source of revenue.
*****NOTES: Use Exhibit 10.6 Here*****
e) Problems that occur with zoned preprints include:
i. Inserts are less profitable than ROP advertising.
ii. The newspaper insert has just become a form of direct mail
considering that one of its primary functions is to deliver preprints.
iii. As ROP decreases, so does the space for traditional news and editorial
matter (called news hole).
f) Zoning has offered newspapers a compelling weapon against direct mail
and other forms of targeted media and holds the potential for bringing an
increased number of national advertisers to newspapers.
i. The zoned newspaper. This service answers the demand for
information about particular suburbs of a city. Zoned editions have
rewarded newspapers with higher readership and advertising
increases. The zoned newspaper overcomes the problem of clutter
because inserts can be targeted to more specific groups.
ii. Total market coverage. Some advertisers are seeking total market
penetration of specific markets. Total market coverage (TMC) may
be accomplished in the following ways:(a)
Weekly delivery of a
non-subscriber supplement carrying mostly advertisements, (b)
Using newspaper-supported direct mail to non-subscribers, (c)
Delivering the newspapers free to all households once a week.
5. Categories of Newspaper Advertising
A. Newspaper advertising is divided into two categories:
1) Display—all the non-classified advertising in a newspaper.
a. Local (retail), (44.9 percent of total).
b. National (16 percent of total).
2) Classified advertising—carried in a special section; comprises of a variety of
advertisements from small yard sale notices to those for the largest automobile
dealers and real estate firms (35 percent of total).
B. Classified advertising.
1) Commonly called the “want ads,” also known as classified display ads when
accompanied by illustrations.
2) Has its own rate card and operates as a separate department within the newspaper.
3) Revenues approach $16 billion annually; the most profitable of the newspaper
departments.
4) Competition for classified ads one of the most serious financial threats to the
newspaper industry.
5) Classified ads are concentrated in three major areas (80 percent of all such ads):
a. Employment.
b. Real estate.
c. Automotive.
6) Online services have begun to compete in these areas.
7) Online services introduced two new concepts of aggregation (compiled classifieds
from across the country) and vertical (single category) sites.
8) Newspapers have met these challenges with their own Web sites and aggregate Web
sites of their own.
9) In order for newspapers to preserve their dominance in classified advertising, they
must embrace online technology and become an innovative leader in this area.
a. In the future, newspapers could become a directory of Web sites.
10) Most newspapers have positioned themselves to take advantages of future
changes.
C. Display advertising (divided into two categories, local and national).
1) Local advertising.
a. Newspapers have an overwhelming local focus.
b. The financial structure is built on local retailer support and is the most popular
medium for both advertisers and consumers.
*****NOTES: Use Exhibit 10.7 Here*****
c. Major trends affecting local advertising are:
1. General consolidation of merchandising and discount retailers, the number of
retailers and amount spent on advertising is expected to drop.
2. Services will also be concentrated, including such businesses as auto repairs,
banking, and services that are part of large mega-stores.
3. As store names, brands, and images become the core retail strategy (rather
than price), we may see a diversion of advertising dollars to television or
upscale magazines.
4. Retailers will add their shopping options to cater to changing consumer
preferences which may shirt advertising dollars to other media.
5. Retail private and store brand emphasis might cause a decline in advertising.
d. The concept of relationship marketing is critical between newspapers and their
retail advertising customers.
2) National advertising.
a. National advertising is increasing in newspapers.
1. In 2005, national newspaper advertising represented nearly 16 percent of all
newspaper advertising revenue.
2. National advertising is still a very small percentage of overall newspaper
advertising.
b. National advertising has increased because:
1. Newer categories of national advertisers need newspapers to successfully
target high potential markets.
2. The success of the Newspaper National Network (NNN).
a) The NAA made it possible (starting in 1994) for national advertisers to
have easy access to a national network of newspapers for buys.
b) The NAA provides advertisers with Standard Advertising Units (SAUs)
from one newspaper to another, allowing national advertisers to buy space
in virtually every major U.S. newspaper and prepare one advertisement
that will be accepted by all of them.
*****NOTES: Use Exhibit 10.8 Here*****
c) A serious point of disagreement, however, still exists over the continuing
local/national rate differential debate; ranging from 40-60 percent.
c. Newspapers must continue to find ways to make it easier for national advertisers
to buy the medium and some accommodation must be made in the rate
differential.
D. Cooperative advertising.
1) Cooperative advertising (co-op) is a joint promotion of a national advertiser
(manufacturer) and local retailer on behalf of the manufacturer’s product on sale in
the store.
a. It is an outgrowth of the newspaper local/national rate differential.
2) Co-op advertising is placed by a local advertiser but paid for, all or in part, by a
national advertiser.
3) The national manufacturer usually provides the ad, allowing space for the retailer’s
logo.
4) The original reason for developing this form was that it allowed the national
advertiser to place the ad at the local rate.
5) There are huge funds spent in this area and for national advertisers co-op advertising
can additionally be a source of building goodwill with distributors and retailers and
exercising some creative control over local advertising.
6) National advertisers pay anywhere from 50 to 100 percent of the cost of the co-op ad
placed locally.
7) It stretches the local retailer’s ad budget and saves money for national firms.
8) Newspapers receive over half of all co-op dollars placed.
E. The rate structure.
1) The rate structure for newspaper advertisements represent a dichotomy.
a. Local advertisers find the rate structure and discounts to be straight forward and
easy to use when buying space.
b. National advertisers have a more difficult time buying space because of the
complexity of buying options, price, and discount structures.
2) Discounts - Newspapers are divided into two categories of discounts:
a. Flat rate is a uniform charge for space in a medium offering no discounts.
1. When flat rates do not prevail, time discounts or quantity discounts are
offered.
b. Open rate is the highest advertising rate at which all discounts are placed.
c. The most common discounts are based on frequency or bulk purchases of space.
1. Bulk discount means there is a sliding scale so the advertiser is charged
proportionally less as more advertising is purchased.
2. Frequency discount requires some unit or pattern of purchase in addition to
total amount of space.
3) ROP and preferred-position rates are the most basic rates in the newspaper.
a. ROP (run-of-paper) positions the ad anywhere in the paper that the publisher
chooses to place it; although the paper will be mindful of giving the advertiser the
best position possible.
b. Preferred position means you get to pick where the ad will appear.
4) Combination rate usually means that the advertising dollar is split between different
editions of the paper (such as morning and evening).
a. This type of combination may involve as few as a single city market or as many
papers as bought on a national basis.
b. The advertisers deals with only one group and pays a single bill.
F. The Rate Card.
1) The rate card is simply a starting place for negotiation.
2) Today, newspapers are among the few media, which maintain rate integrity by
offering all advertisers the same rates and discounts.
a. Newspapers can adjust quickly to whatever advertising space is needed.
3) Rate card flexibility can occur in the following ways:
a. Multiple rate cards—cards for different categories of advertisers.
b. Newspaper merchandising programs—these are also known as value-added
programs, which offer other types of merchandising concessions in lieu of
negotiating rates.
c. Offer pickup rates—re-run ads at lower rates.
G. Comparing Newspaper Advertising Costs.
1) National advertisers compare newspaper advertising costs when faced with
considering hundreds of newspapers in a single media plan.
2) Advertisers use CPM for purposes of making comparisons between advertising cost
and audience delivery.
3) The CPM for newspaper rate comparisons has two advantages:
a. It reflects the move to page and fractional-page space buys.
b. Comparisons among media are more easily calculated using this standard
benchmark.
*****NOTES: For calculations of CPM, see page 329 of text*****
H. The Space Contract, the Short Rate.
1) Space contracts in open-rate papers must have flexibility to allow advertisers to use
more or less space than originally contracted.
a. Such a space contract is not a guarantee of the amount of space an advertiser will
run, but rather an agreement on the rate the advertiser will finally pay for any
space run during the year in question.
2) The space contract involves two steps:
a. Advertisers estimate the amount of space they think they will run and confer with
the newspaper on how to handle any rate adjustments needed at the end of the
year. They are then billed during the year at the selected rate.
b. At the end of the year, the total lineage is added, and if advertisers ran the amount
of space they had estimated, no adjustment is necessary; but if they failed to run
enough space to earn that rate, they have to pay at the higher rate charged for the
number of lines they actually ran. That amount is called the short rate.
Example: A national advertiser plans to run advertising in a newspaper with the following rates:
Open rate, $5.00/column inch
1,000 column inches, $4.50/column inch
5,000 column inches, $4.00/column inch
10,000 column inches, $3.50/column inch
Situation: The advertiser expects to run at least 5,000 column inches and signs the contract at
the $4.00 rate (subject to end-of-year adjustment). At the end of 12 months, however, only 4,100
column inches have been run, therefore, the bill at the end of the contract period is as follows:
Earned rate: 4,100 column inches @ $4.50/column inch = $18,450
Paid rate: 4,100 column inches @ $4.00/column inch = $16,400
Short rate due
=$ 2,050
OR
Column inches run x difference in earned and billed rates
54,000 column inches x .50 = $2,050
3) A rebate is the amount owed to an advertiser by a medium when the advertiser
qualifies for a higher space discount. Newspapers usually credit a rebate against
future advertising.
Example: In our previous example, if the space was purchased for the 10,000 inch rate ($3.50),
the advertiser would have received a rebate of $5,000. The calculation would be:
Paid rate: 10,000 column inches @ $4.00/column inch = $40,000
Earned rate: 10,000 column inches @ $3.50/column inch = $35,000
Rebate due = $ 5,000
*****NOTES: for calculations
& 330 in the text*****
explaining the CPM, short rate, and rebate, see page 329
6. Circulation Analysis
A. The Audit Bureau of Circulations (ABC) is the organization sponsored by publishers,
agencies, and advertisers for securing accurate circulation statements. The organization
serves advertisers, agencies, and publishers.
1) The organization aids in preventing gross overstatement of circulation.
2) It is self-regulating and self-supporting.
3) The Audit Bureau’s report contains:
a. Total paid circulation.
b. Amount of circulation in the city zone, retail trading zone, and all other areas.
c. The number of papers sold at newsstands.
*****NOTES: Use Exhibit 10.9 Here*****
4) The reports have nothing to do with a newspaper’s rates; they deal only with
circulation statistics.
5) Verification still causes concern. Two areas of controversy standout:
a. Discounted circulation and bulk sales; guarding against too liberal an
interpretation of circulation by publishers.
b. Readership versus paid circulation. Measuring reading audiences is a problem
and most major papers commission market research to determine readership to
supplement circulation figures.
B. Technology and the future of newspapers.
1) The Internet has the potential to significantly change the way in which readers’ search
and respond to classified advertising.
2) New technology must be a factor in any media company marketing plan.
3) Newspapers may need to switch to being information providers instead of editors and
publishers.
4) People need to think beyond the newspaper as a print-on-paper product and consider
alternative delivery systems as well as the type of information that is provided.
5) Hundreds of daily newspapers have websites.
*****NOTES: Use Exhibit 10.10 Here*****
6) In spite of the potential threat, the daily printed paper has advantages to the Internet
including convenience and portability.
a. Cell phones and other mobile devices that provide access to the Web will likely
become a decided threat to traditional newspapers.
b. Aggressive moves by newspapers are being made to combat the new media threat.
7. Newspaper-Distributed Magazine Supplements
A. Few of the Sunday magazine supplements survive today, except in major newspaper
markets like New York, Los Angeles, and Chicago.
1) National supplements appeal to advertisers that gain network buying efficiency,
broad-based circulation, and quality magazine format at a lower CPM than either
magazines or newspapers.
2) The two leading syndicated national publications are USA Today (23.4 million
circulation in 612 newspapers) and Parade (32.7 million circulation in 340 papers).
3) Other supplements, such as Vista (Hispanic publication), reach ethnic markets.
B. Comics.
1) The comics supplement began in 1889 in the New York World.
2) The comics were used as a way to draw readers, as far back as Joseph Pulitzer and
William Randolph Hearst’s time.
3) In 1897, The Katzenjammer Kids was introduced as the first modern comic strip with
separate panels and speech balloons.
4) From the 1920s on with the introduction of Blondie, The Phantom, Beetle Bailey, and
Peanuts comics became a major source of readership.
5) Although not a major advertising vehicle, comics are used by a number of advertisers
to reach millions of readers
6) For those advertisers that want to use the comic sections, there are networks that sell
the comic sections in a variety of combinations so that advertisers can place an
advertisement simultaneously in a number of papers.
8. The Ethnic and Foreign Language Press
A. The U.S. population is changing and becoming dramatically more diverse.
1) Newspapers are reaching these audiences with information, entertainment, and
advertising, and the role newspapers play varies among the major ethnic markets.
2) The fastest growing group of ethnic newspapers is the Spanish-language press.
B. The Hispanic press facts:
1) Hundreds of Hispanic newspapers are available in the United States.
2) Many major newspaper companies have Hispanic sections or sister publications in
Spanish.
3) Problems faced by the Hispanic press:
a. Many fragmented cultural backgrounds because of Hispanic diversity.
b. Disparity in language preference.
*****NOTES: Use Exhibit 10.11 Here*****
C. The African American press facts:
1) This press has not shown the economic vitality of the Hispanic press.
2) The peak occurred between the 1930s and 1960s, with almost 300 papers with a 4
million circulation.
3) Ironically, as opportunities for African Americans have risen, it became less and less
important to have separate newspapers to cover news of African American readers.
4) Mergers and consolidations have also influenced the African American press.
5) There is a continuing problem with the preference among the African American
population for television and a few selected magazines.
a. Some national companies have shifted significant advertising dollars from
newspapers to the broadcast media and magazines.
D. The Asian press facts:
1) This press faces many of the same problems of both the Hispanic and African
American press (perhaps even more so).
2) The Asian culture is also very diverse, coming from many countries in Southeast
Asia.
3) This group, though growing, is not as large as the Hispanic population, to support a
national Asian press system.
4) Still, a number of newspapers serve the Asian population.
E. The increasing multicultural nature of the United States is reflected in a growing number
of newspapers available in more than 40 languages.
F. Ultimately, the success of the ethnic press is determined by the same formula used by
mainstream media—advertising support.
9. Weekly Newspapers
A. Weekly newspapers fall into the categories of:
1) Suburban papers covering events within some portion of a larger metropolitan area.
2) Traditional rural weeklies providing local coverage.
3) Specialty weeklies covering politics or the arts.
4) Free shoppers with little editorial material.
B. According to the NAA, there are almost 6,700 weekly newspapers in the United States
with a total circulation of over 50 million.
C. Weeklies now tend to be located in growing suburbs and focus upon coverage of zoning
disputes, overcrowded schools, crime and how to control future growth while increasing
the county’s tax base, rather than covering weddings and family reunions.
D. More and more weeklies are part of networks, which also include major local daily
papers.
1) Retailers, in particular, depend on this media to reach targeted markets in their trade
areas.
2) From an advertising standpoint, the strength of suburban weekly newspaper networks
is that they can serve equally well small, local advertisers and national advertisers or
major retailers.
E. Growth will be primarily in suburban and urban areas, where niches can be identified.