How to promote a newspaper

To promote a newspaper, you need three elements of marketing: advertising, public relations and promotions, designed to increase reader loyalty. In view of the fact that any media itself is a media platform, it makes sense to order advertising on third-party resources by barter. Two other components of successful promotion should be entrusted to the marketing department, which should be in every newspaper.

You will need

• - marketing plan;

• - marketing department;

• - budget.

Instruction manual

1

Define the "anchor" audience of the publication - who it is intended for in the first place. Analyze consumer preferences in Central Asia. So you can outline several media sites where advertising will be as effective as possible.

2

Make a media plan. Such data as the name of the media should be found in it; date and duration of advertising; which module or banner makes sense to order; its cost; rebate discounts; The audience who sees the ad expected performance. The media plan must be approved by the director of your publisher. Otherwise, there is a chance of a sudden decision to stop funding the campaign. In this case, the expected effect even from already placed modules will be minimized, as promotions designed to be promoted should be comprehensive.

3

Try to interest the selected sites with barter advertising in your publication. They may want to post information about themselves or to encourage their regular advertisers. Do not insist that barter advertising be placed in a 1: 1 ratio. Keep in mind that perhaps this newspaper or magazine has already been promoted, as well as their frequency, frequency of publication, circulation, cost of advertising and the selling price of media in retail.

4

Do the same with the owners of outdoor advertising sites by offering them barter. As a rule, such companies are willing to do business with the media. In this case, the proportion of accommodation can be directly proportional to the cost.

5

Develop a PR campaign, which consists in generating informational events and their further free placement in external media or on Internet sites. The task of the specialist dealing with this issue is to create news, interesting to Central Asia, not only of your publication, but also of where you are going to post this news.

6

Hold a press conference where you can voice industry issues. Create your site (preferably with a forum). Find companies targeted at the same target group as your publication, develop joint cross-marketing campaigns. If your newspaper has an entertaining theme - organize contests with prizes and other "entertainment" events on the pages. All this will favorably affect the promotion of the media.