Daily Archives: 12/11/2011

Uh, pardon me, sir. Our ads are fine…your business is the problem.

HAVE YOU EVER HAD an advertiser tell you your ads just aren’t working for him?

“Something’s wrong. I don’t get any new customers from your ad.”

“I’m tired of paying for advertising. Your ads just don’t work for me.”

“When are you gonna give me an ad that works?”

Uh…the problem may not be the ad. It may be the advertiser…or his business.

Friend and fellow consultant John Peterson has written this piece that will help you to deflect and direct.

It will deflect the negatives tossed your way by a disgruntled advertiser. And it will help you direct him toward a more productive and longer-term advertising relationship with your newspaper.

Sounds like a win-win, doesn’t it?

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Typography: a quick look

HERE’S A SHORT FILM on some of the basic elements of typography—and why good typography is important.

On a scale of one-to-ten, most newspapers are at a typographic six. And some are…four.

Too many fonts, text that’s too small, headlines that are kerned (or scaled!) too tightly—those are just three reasons why typography suffers at newspapers. Add funky fonts to the litany and we fall into typographic meltdown.

But then, you already knew all of that.

That’s OK…watch the film anyway.

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Who reads community newspapers? Only 74% in NNA survey, that’s all

THERE’S GOOD NEWS for community newspapers, according to a recent survey by the National Newspaper Association.

Here are some of the survey findings:

• 74% of those surveyed read a local newspaper each week
• Those readers, on average, share their papers with 2.33 persons
• They spend about 38.95 minutes reading their local newspapers
• 73% read most or all of their community newspapers
• 43.8% keep their community newspapers six or more days (shelf life)
• 61% of readers read local news very often in their community newspapers, while 48 percent say they never read local news online (only 11 percent say they read local news very often online).

NNA President Reed Anfinson, publisher of the Swift County Monitor-News in Benson, MN, said the study demonstrates that citizens believe in newspapers.

“The survey indicates a majority of respondents believe that the newspaper does a better job, provides more background and depth and is more useful to them personally than other news sources,” Anfinson said. “It reinforces not only the strong bond between local communities and their newspapers, but it demonstrates that people do value good journalism.”

You can read the full story here.

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