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Old 12-17-10, 05:27 PM
karenb1310 karenb1310 is offline
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Join Date: Feb 2009
Posts: 118
Default Ellen Kreth: Newspaper ciculation is not dead

Submitted by Ellen Kreth ( Publisher, Madison County Record and White River Valley News). Kreth was a recipient of an ANF Reimbursement Grant to attend the ArkLaMiss Circulation this year.

Newspaper circulation is not dead, it just takes more work to gain it.
That seemed to be the consensus of attendees at the ArkLaMiss Circulation
Conference, which was held Nov. 4-5 at Vicksburg, Miss.

I attended the conference to gain ideas for growing circulation at two
newspapers -- The Madison County Record, an established newspaper in the
county seat of Huntsville, and the White River Valley News, a much smaller
newspaper on the outskirts of Fayetteville, in Elkins, Ark.

They are two very different newspapers, but the conference spoke to
growing circulation at both papers. Ideas were exchanged on growing single-copy sales as well as growing subscriptions. The conference had attendees from very large metropolitan newspapers to small weekly papers. Most of the ideas exchanged would not only impact circulation but also advertising sales.

The majority of the newspapers agreed that sales and circulation were
beginning to turn around in the industry. Most newspapers were optomistic
when looking to the future.

One topic discussed frequently was promoting coupons. Readers are buying more and more papers to get coupons. Papers are employing weekly columnists, calling them the Coupon Queen, who discuss the advantages of coupons. Single-copy sales have increased with the use of coupons in this down economic time. Some readers are buying multiple copies to get the coupons after reading the Coupon Queen columns. One newspaper was holding seminars, charging admittance fees, with the coupon queen.

One paper is also using civic clubs and church groups to help deliver its
newspaper. The paper is making a donation to their civic group or church
group in exchange for the members of the group work in delivering the newspapers.
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