It is no secret that many print newspapers are struggling as online news becomes more and more popular. The convenience of the Internet has driven print media to be more competitive not only with each other, but other types of media as well. Newspaper publishers must stay up with technology and reader demand if they wish to continue to be a driving force in their communities. They are doing this in a variety of ways. Some are actively involved in social media both as a user and offering the services to clients. Another avenue is the use of online subscriptions, which target local readers as well as people around the country – and the world – who have an interest in the comings and goings of the hometown newspaper. One of the newest strategies is the use of directed local advertising.
For example, one newspaper in Virginia is now offering precision ads to its print advertisers to step up their local advertising campaign. The Virginian-Pilot newspaper serves a handful of cities in Southeastern Virginia. The advertisers may select which city or neighborhood receives their ads by designating the zip codes they want to target. A dry-cleaning business in one city can place ads that will only go to their potential customers, rather than appearing in a print edition for someone that lives an hour away. This reduces the amount of money the advertisers are spending compared to those targeting the entire readership area.
At a glance, this might seem counterproductive to the newspaper, but with a second look, it does make sense. It is more affordable for the small business owner that would otherwise not advertise at all. This works for the local company, because only a certain target area of zip code residents will be interested in the advertisement for the service in the first place. It works for the newspaper, because receiving a piece of the advertising budget is better than receiving none of the advertising budget. This becomes a win-win for the both newspaper and the advertiser.
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