Regional newspapers discover service differentiation

A discussion of ways in which regional newspapers can increase revenue by offering existing advertisers a range of ‘add-on’ services.

Regional newspapers discover service differentiation

Publishers can increase revenue by offering new services to existing advertisers

John Hill
WITH THE pressures created by escalating costs in the regional newspaper industry, there has been increasing recognition of the need for a far-reaching review of the options available to managements. As it is unlikely that increased circulation sales revenue will be available in sufficient quantity to make a substantial difference, the burden has to fall upon the advertisement selling function. The options are both limited and stark: sell more of the same to the same people; sell existing products to new people;...

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