A newspaper publisher is the owner of a single publication or chain of newspapers for a town, city or regional area. One of the oldest members of the publishing industry, the printed media has circulation through home delivery, box sales, mail subscription and newsstands. More recently, newspapers have branched out into Internet publishing, social media, telemarketing and printing other publications as needed. Some newspapers even handle direct mail and advertising agencies. Some professionals involved in the newspaper publisher’s daily work schedule are writers, reporters, editors, photographers, artists, layout artists, advertising staff, other publishers in the industry, marketers, distributors and sales agents and press room employees or businesses.
A newspaper publisher does not need a degree to start a newspaper publishing company, but it is important to learn about journalism, research and marketing. Years ago, when a newspaper publisher started out, they would do all the footwork alone. These newspaper producers would act as a reporter, photographer, writer, editor, marketer, distributor and press room operator. Nowadays, a newspaper company employs all of these people to run the newspaper. The newspaper publisher still has a hand in marketing, though, or at least assist in how it goes.
A newspaper publisher’s top priorities are the same as any other business. One of those priorities is the budget, and another priority is marketing the newspaper. When the newspaper publisher uses marketing, they are actually investing money back into the business. This means that the marketing techniques used need to be efficient and the budget will allow a certain amount of money to be reinvested into the business by self-advertising. Marketing has to be nearly as important as the accounting records the newspaper publisher keeps for the business.
A newspaper publisher has the cutting edge on marketing already, with a newspaper that people read, so the business already has an idea of how marketing works and how effective it has or has not been for them. Since many newspaper companies have gone to the Internet and set up virtual newspapers there, readers can now go online to read most sections of their favorite newspaper. When the newspaper publisher offers this to consumers, there is usually a limit on what services are free and which require a subscription. The media publisher can use publisher marketing strategies to attract consumers to the paid versions that they want to access on the Internet.
The Internet opens up many ways to use marketing. Once a newspaper is on the Internet, there are many things a business owner can place on those pages, and consumers can have the full version of the newspaper for a certain price. Consumers will pay for this service, as this saves them the expense of traveling to the store to pick up a paper every day and on the weekends, they can simply go to the computer and read the weekend paper. If a newspaper publisher is looking for employees, he or she can advertise these things on their newspaper website, too. People from all over the world can read the newspaper over the Internet, but if a person continues to use local marketing methods, they will only reach people that live near them.
Many newspaper publishers offer online advertising through their own publications, but this may be a matter of “preaching to the choir.” Those reading the self-published ads are already getting the newspaper, whether in print or online. Newspaper publishing companies using Internet marketing will bump up their website traffic and search engine rankings to help keep them afloat in a struggling economy. Additionally, using a social media and pay-per-click advertising campaign is very effective for newspapers and their media publishing companies.