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News Paper Ads for Real Estate Investors document sample
News Paper Ads for Real Estate Investors document sample
“People don’t actually read newspapers. They step into them every morning like a hot bath.” —Marshall McLuhan Newspapers • Newspapers are a major source of news for many Americans. • The United States is largely a nation of local and regional newspapers, with only three national dailies. • The most highly regarded U.S. newspaper is The New York Times. • Most U.S. newspapers are owned by conglomerates. • Most of the leading newspapers in the U.S. are metropolitan dailies, which decreased in circulation with population and lifestyle changes. • Television and retailing changes have cut into newspaper display advertising, and newspapers may lose their dominance as an advertising medium. Importance of newspapers Newspaper industry dimensions • About 1,400 daily papers in the United States • 52 million copies daily/reach 116 million people each day • (about 2.2 people read each copy) • 8,000 weekly newspapers publish 50 million copies/200 million people each week • (about 4 people read each copy) U.S. newspapers • The newspaper industry is dominated by about ten chains, which account for more than half of the 52 million circulation. • About 15 of the top 20 newspapers are owned by the top ten chains. About 60 of the top 100 newspapers are owned by the top ten chains. • Given rising revenues in the news business, more of the smaller chains and family-owned newspapers will be acquired. • In general, circulations are falling as younger people lose the newspaper reading habit, but most newspapers are now local monopolies, so they can squeeze advertisers to reach their remaining readership. Newspaper chains • Gannett • (7.2 million daily circulation--85 daily newspapers, 39 weekly newspapers, 37 radio and television stations, 130 websites, polling organization, billboard company) • * USA TODAY • * USA WEEKEND • * USA TODAY Sports Weekly • * USA TODAY Information Network • * Des Moines Register, Detroit News • Army Times Publishing Company • * Army Times • * Navy Times • * Navy Times Marine Corps • * Air Force Times • * Federal Times • * Defense News • * Military Market • News Corporation • 3.1 million circulation • 9 daily newspapers • The Wall Street Journal • The New York Post • The McClatchy Company (Knight-Ridder) • (2.9 million circulation—31 dailies) • The News Tribune • The Puyallup Herald • The Peninsula Gateway • Detroit Free Press • The Miami Herald • The Philadelphia Inquirer • New York Times Co. • (1.7 million circulation—26 daily newspapers) • New York Times • Tribune Company • (2.8 million daily circulation—11 daily newspapers) • * Los Angeles Times • * Chicago Tribune • * Baltimore Sun National Dailies Wall Street Journal • Focus on business/financial news/earning a living • Founded in 1882/1889 • by Charles Dow and Edward Jones • 2.1 million circulation • News Corp., the largest publisher of English-language newspapers, bought the Wall Street Journal, previously owned by Dow Jones & Company. USA Today • Allen Neuharth created 1982 • Part of Gannett (largest newspaper chain) • ―The Nation’s Newspaper‖ • 2.2 million circulation Christian Science Monitor • Mary Baker Eddy founded – In 1908 in Boston • Christian Science Publishing • Solution-oriented stories • 80,000 circulation • In April 2009, the Monitor will become the first nationally circulated newspaper to replace its daily print edition with its website; the 100-year-old news organization will also offer subscribers weekly print and daily e-mail editions. Hometown Newspapers Metropolitan dailies • New York Times— most respected U.S. hometown daily. The newspaper of record was founded in 1851 by Henry Raymond. The Times has a national edition but is considered a regional newspaper. About 1.1 million circulation Newspaper ownership The newspaper industry is dominated by about ten chains, which account for more than half of the 52 million circulation. Newspaper chain ownership • Newspapers are very profitable. Smaller chains and family-owned newspapers are being bought, or newspaper chains are buying other chains. • Most newspapers are now local monopolies and virtually the only source for local advertising. • Trend toward chains (160 companies own 4 of every 5 daily newspapers) yet some private investors are purchasing some of the well-known daily newspapers Percent of Daily Circulation Belonging to Largest Newspaper Groups Journalism.org. Assessing Chain Ownership • Journalistic emphasis—New York Times Co. • Balanced emphasis—many focus on quality & profit (Gannett) • Profit emphasis—some target ways to make money (Advanced Publishing) • Absentee ownership—newspaper owners/editors in past lived in area where they worked • Transient management—editors/reporters move to new newspapers frequently Challenges for Daily Newspapers • Finances—Less income from advertising and circulation. Newspapers are cutting expenses to offset the loss of revenue. • Circulation—younger people are not replacing older readers (peak circulation in late 1980s). The Sunday editions, which are a substantial source of advertising revenue, are declining. Newspaper owners are cutting costs to offset circulation slippage. Number of U.S. Daily Newspapers Weekday and Sunday editions, yearly increments, 1990-2006 (journalism.org) Newspaper Readership By age group, 1996-2004 • Advertising—competition from television, magazines and direct mail. • Newspapers also face increased competition from websites such as Craigslist for classified ads, especially for jobs, real estate, and cars. • This advertising has long been a key source of newspaper revenue. Retail consolidation also has resulted in the loss of advertising. • Innovations—Sunday and zoned editions, online webcasts, blogs, citizen journalists • Many news organizations have found ways to link advertising messages to their page content, so that revenue from Internet advertisers has been able to make up the shortfall in subscription and newsrack sales. • Newspapers also are charging for premium content. Online competition • Not yet turning a significant profit • Newspapers assemble marketing databases by asking online users to register to get premium content. • Newspapers offering information for free on their websites isn’t really harming their business. Newspapers can ―print‖ the information without the expense of expensive newsprint. • They can succeed online, if they can sell advertising for the website. Cost Cutting • Narrower pages to offset high cost of newsprint. • Fewer pages, fewer staffers, fewer bureaus, fewer editions • Clustering—a company owns several papers in one area. The newspapers share stories and photographs. Multiple newspapers can use the same equipment, such as the printing press. What is not a threat to newspapers? It’s providing comprehensive local and regional news. Newspaper circulation versus penetration • A common measure of a newspaper's health and success is market penetration. • Market penetration is expressed as a percentage of households that receive a copy of the newspaper against the total number of households in the paper's market area. • In the 1920s, daily U.S. newspapers market penetration was 130 percent (meaning the average U.S. household received 1.3 newspapers). • As other media, such as radio and television, began to compete with newspapers, and as printing became easier and less expensive, there was a greater diversity of publications. Market penetration of daily newspapers began to decline. • It wasn't until the early 1970s, however, that market penetration dipped below 100 percent. • By 2000, it was 53 percent. By 2008, it was about 25-30 percent. Newspaper Joint Operating Agreements • The Newspaper Preservation Act of 1970 was created to preserve a diversity of editorial opinion and independent voice in communities where the market no longer supports two competing daily newspapers. • Editorial operations under a JOA remain separate; all other operations (advertising, printing and distribution costs) are combined. • The act was designed to exempt newspapers from antitrust laws to allow for the survival of two or more daily newspapers in one market. Weekly newspapers Community weeklies • These newspapers remain strong in local communities, especially fast-growing suburbs. • Local businesses are continuing to advertise in weeklies. • Rural weeklies are losing circulation. Agriculture news is less important now and fewer people are living in rural areas and main street businesses are closing. Local content • Most newspapers have localized news because of a decentralized, multilayer government. • Decentralized: government offices in many areas. • Multilayer: city, county, state, and federal levels of government. Alternative newspapers • These newspapers don’t focus on news of an area, but on one general subject. Counterculture newspapers • Village Voice was established in 1955. It is antiestablishment, focused on music and arts, and featured interpretive reporting. • Seattle Weekly (owned by Village Voice Media) • 100,000 circulation (free)—began in 1976 • The Stranger (owned by Index Publishing LLC) • Began in 1991 (free) • Counterculture newspapers feature: • extensive personal ads for dating and liaisons. • extensive entertainment coverage and listing of events. • antiestablishment political coverage with a strong antimilitary slant. • interpretive coverage that focuses on issues of special concern to younger readers. Future of newspapers • Newspapers are focusing on using websites to give readers up-to-date information and a variety of information, often with more details. • Reporters are writing blogs about their stories and newspapers are inviting citizen journalists to contribute information or commentary. • These websites also feature short video or audio clips, or podcasts of stories. International newspapers • Newspapers in many countries have huge circulations. The daily circulations of each of Japan’s three daily papers are more than 4 million. • Germany, United Kingdom and India all have high- circulation newspapers. • According to the 2006 National Readership Study, the Dainik Jagran is the most-read, local-language (Hindi) newspaper, with 21.2 million readers in India. International editions of U.S. newspapers • The Wall Street Journal is published in New York, but it also publishes Asian and European editions. • USA TODAY • The newspaper was among the first newspapers to use satellite transmissions to send the final edition of the newspaper to multiple locations across the country and world for printing and final distribution in those regional markets. • The international edition is printed in Frankfurt, London, and Hong Kong. It is available in more than 60 countries worldwide. • The international editions of USA TODAY look similar to the U.S. edition.
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