Comments on: Newspapers stay on message in tough times http://blogs.reuters.com/mediafile/2009/08/05/newspapers-stay-on-message-in-tough-times/ Where media and technology meet Wed, 16 Nov 2016 08:48:25 +0000 hourly 1 http://wordpress.org/?v=4.2.5 By: Paul Camp http://blogs.reuters.com/mediafile/2009/08/05/newspapers-stay-on-message-in-tough-times/#comment-362397 Wed, 05 Aug 2009 21:12:16 +0000 http://blogs.reuters.com/mediafile/?p=18621#comment-362397 It is true that newspaper companies cut their way to improved results. It is equally true that in their slimmed down state it would not take much of an increase in revenue to increase profits even more. The economy will improve, perhaps not tomorrow, but it will happen.

Moreover, many newspapers have figured out that their reliance on a small group of relatively big and once lucrative advertisers made them vulnerable in this downturn. Increasingly these papers have started to appeal to the small businesses they once ignored with a combination of special low rates and niche content that creates a positive selling environment for local businesses. This generates new revenue for the papers and cost effective ads that drive traffic for local retailers and service businesses.

Writing off newspapers in general and smaller market newspapers in particular could be a very costly mistake for the shorts you site above.

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