By: Staff Reports Tool Helps Newspapers Develop Marketing Plans
Many publishers will readily admit that they don't do enough
marketing. The Newspaper Association of America (NAA) is offering
help with a Web-based tool that helps build and implement
customized marketing plans.
Introduced this week at the NAA Marketing Conference in
Washington, the Newspaper Marketing Tool is a result of the
Readership Initiative, a five-year industry-wide study of the
factors that influence readership.
The tool takes users through 11 steps that analyze market
conditions and define the newspaper's target audience and goals.
The software then identifies opportunities for growth and
produces strategies and tactics.
The tool was tested at the Atlanta Journal-Constitution,
Lubbock (Texas)Avalanche-Journal, and The
Winchester (Ky.) Sun. Atlanta J-C Publisher
Roger Kintzel said the tool "is really like a consultant in a
software package. ... It ultimately has the potential to deliver
a plan with depth, understanding, measurable results, and return
on marketing investment."
In a statement, NAA Marketing Committee Chairman James C. Currow
said the tool "forces planners and managers to address the right
questions in the right sequences and helps them determine what
they don't know about their markets. It is action-oriented and
dynamic and will enable full management participation in the
planning process." Currow is the vice president/metro newspapers
for Morris Communications Corp. of Augusta, Ga.
The tool was developed with the Zyman Marketing Group of Atlanta.
A preview of the tool can be seen at http://www.naa.org/marketingtool.
Copyright 2001, Editor & Publisher.
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