Newsletter n° 79

THE BUSINESS OF NEWSPAPERS

PERSONNEL MANAGEMENT

U.S. media training center publishes newspaper management manuals

"The Business of News: Running Successful Newspapers in Emerging Free Markets," consisting of three separate manuals, is a comprehensive tutorial on running profitable and professional newspapers in emerging democracies.

The first manual, entitled "Successful Newspaper Advertising: Building Financial Independence Through Ad Revenue," is written by Chris Braithwaite, a Knight International Press Fellow and publisher of a U.S. community weekly. The manual describes the pivotal role commercial advertising plays in underwriting a free press. It details the important function of a newspaper in providing reliable commercial information to readers that is separate and independent from its news coverage. And it offers tips on how publishers can convince community retailers that their newspaper is the best way to reach local customers.

The second manual, "Personnel and Profits: A Guide to Successful Newspaper Management," is a primer for newspaper entrepreneurs in developing countries. It covers running the business side of a newspaper: accounting, distribution and circulation, and managing the newsroom and editorial staff. It is designed to help newspaper executives strike a balance between developing a compelling editorial product and mastering the details of producing and distributing a newspaper.

"Know Your Audience: Increasing Readership and Advertising Through Market Research" offers a guide for staying on top of the market by keeping in touch with the needs and desires of newspaper readers and advertisers. Former newspaper publisher and Knight International Press Fellow Carrol Dadisman details the steps a media manager should take to gather data. The manual includes sample questionnaires, tips for conducting focus groups and cost-saving alternatives to hiring market research consultants.

The three-volume set, in English, are available for 20 U.S. dollars. Each volume costs separately 8 U.S. dollars. Put ordering into the ICFJ Web site

http://www.icfj.org/publish.html - or contact he International Center for Journalists at:
1616 H Street, NW, Third Floor
Washington D.C. 20006
USA
Telephone: + 1 (202) 737-3700
E-mail: kim@icfj.org

Source: International Journalists’ Network

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