Why is it that even in mature markets, and even in markets showing decline, some newspapers manage continuous growth? What are the secrets of circulation success? How can you make your newspaper into a circulation winner?
Over the next 10 weeks, the RAP 21 newsletter and website will feature the top ten factors that drive circulation success, presented by newspaper expert Jim Chisholm. These circulation tips are the result of a study launched by WANs Shaping the Future of the Newspaper project, based on analysis of the strategies and practices of the most success newspapers in a total of 18 different markets all over the world.
Circulation provides the foundations of the newspaper business. It is the means by which our reputation is secured. It is the barometer of our value and relevance. It forms the basis on which advertising revenues that ultimately drive profitability are built.
Jim Chisholm is Strategy Advisor to the World Association of Newspapers and director of its project, Shaping the Future of the Newspaper. As a consultant, he advises many of the worlds leading media organisations on strategic planning and business development.
Tip One: Take the long view Circulation winners think, and act long-term. Without doubt, the key feature of the newspapers in this study is that they take a long-term view of the business. They regard circulation growth as the factor that drives every other aspect of success. They do not seek short-term results. This philosophy manifested itself several ways:
Consistent strategy Many of the newspapers had maintained a consistent strategy for more than 20 years. This was more deeply defined than simply appealing to a certain target market, or standing for a particular line.
Management experience The managers of these newspapers had worked together for long periods of time; again 20 years was common. They were used to making decisions together and could read and respect others positions. Several of the executives in the study pointed to lack of experience as a weakness in their competitors.
Financial return Experience had shown that by being prepared to invest in building the business rather than expecting a short-term profit, they realised a better financial return in the long term.
To read three case studies from the report, click here: