Perception is everything. We are defined by what we do, and how we are seen affects our opportunities. Do you think newspapers should change their public perception?
The Birmingham News has launched an aggressive marketing campaign to fight against what they say are inaccurate public perceptions of the newspaper industry.
“For too long, we have allowed other voices to shape public perception about us and those public perceptions are inaccurate — the false perception that we’re dying; the false perception people don’t read us; the false perception that we are no longer relevant,” News Publisher Pam Siddall told employees Thursday.
I do believe newspapers need to take control of their brand. And like The Birmingham News, I believe they all have a story to tell. Newspapers have a rich history and a prominent future in their communities if they fight to keep that position.
However newspapers have to reshape the way they conduct business, it’s not just about perception. Changes and challenges in the industry have made this clearer than ever. The newspaper has to adapt and evolve into its own, I believe that will be done by combining print and digital services.
It’s about making a choice, you cannot be afraid of change. Seek professional help, we are not all marketing experts. Below are a list of items that can help newspapers get started on the right path.
- Have a plan of action, what is your overall aim?
- Feature special edition stories in your print edition.
- Promote all the sections of your newspapers, think about what your audience wants.
- Promote your electronic editions in print.
- Have a book? Promote it in print and web. Do the same for all your products.
- Build a mobile site or mobile app for all your products.
- Sales reps, always seek training to strengthen your skills.
- Increase employee moral by having weekly meetings with them.
- Reward your employees, they will work harder for you.
- Use Facebook and Twitter to get your news out there.
- Do coupon deals online and in print.
- Do contests online and in print.
- Remind people of the value you bring to the community as a community newspaper.
- Reclaim your position as the largest news-gathering organization in your community.
- Enhance the design of your product, build icons for digital purposes.
- Come up with a tagline that gives your paper a position of strength.
- Try to think of yourself of more than just a newspaper.
- Make banners, put them up on street corners.
There are new opportunities for the industry, and The Birmingham News is a great example of a newspaper who won’t give up on those opportunities without a fight. It’s time for newspapers to position themselves as the only hub for news, advertising, and everything hyper-local in their communities.
