Advertising The lifeblood of newspapers This chapter introduced that newspapers’ purpose then were based on a nobler objective. A few only thought of it as a vehicle for advertisements. However it was also included in this introduction that these noble objectives did not guarantee newspapers’ survival. The author also summarized its point by describing that newspapers need to be financially healthy for them to remain in business. The author then describes the two revenues that exist for daily newspapers: circulation and advertisement. He then enumerated the differences of this two in connection with how it will affect the newspaper. The cost was also discussed in effect to the newspapers. The author then enumerated the two types of newspapers: popular newspapers and quality newspapers. After giving brief descriptions about these, the author enumerated examples of these that exist in different countries. An elaboration followed as to the revenues connected to the two types of newspapers.
This chapter introduced that newspapers purpose then were based
on a nobler objective. A few only thought of it as a vehicle for
advertisements. However it was also included in this introduction
that these noble objectives did not guarantee newspapers survival.
The author also summarized its point by describing that newspapers
need to be financially healthy for them to remain in business.The
author then describes the two revenues that exist for daily
newspapers: circulation and advertisement. He then enumerated the
differences of this two in connection with how it will affect the
newspaper. The cost was also discussed in effect to the newspapers.
The author then enumerated the two types of newspapers: popular
newspapers and quality newspapers. After giving brief descriptions
about these, the author enumerated examples of these that exist in
different countries. An elaboration followed as to the revenues
connected to the two types of newspapers.The author then discussed
how the quality press attracts revenue by delivering to the middle
and upper strata of the social pyramid. This is recognized by
up-market advertising shunning the popular press as being bad for
their product image, besides being wasteful in reaching a mass
audience that is barely above the poverty line.The classifieds was
then discussed by the author and how media owners utilize them for
their newspapers. Classifieds attract a constant flow of small ads
from individuals, and statutory and financial notices from
corporations. The author then described how this is used by media
owners as an advantage to their newspapers and how it would be
improved for future uses. To summarize the author gave an example
of newspaper that practices such advantage. The author concluded
the chapter by summarizing everything that has been discussed. The
two types of newspapers with its brief descriptions were included.
The revenues present in the newspaper business were also discussed.
Lastly, the author summarized this chapter by giving tips on how to
use advertisements, classifieds and everything that he have
discussed for a newspaper to be financially healthy and for it to
survive.
