To promote a newspaper, three elements of marketing are needed: advertising, PR and promotions designed to increase reader loyalty. In view of the fact that any media outlet itself is a media platform, it makes sense to order advertising on third-party resources through barter. The other two ingredients for successful promotion should be entrusted to the marketing department, which should be in every newspaper.
It is necessary
- - marketing plan;
- - marketing department;
- - budget.
Instructions
Step 1
Determine the "anchor" audience of the publication - who it is intended for in the first place. Analyze the consumer preferences of the target audience. This way you can outline several media platforms where advertising will be most effective.
Step 2
Make a media plan. In it should find a display of data such as the name of the media; date and duration of advertising placement; which module or banner makes sense to order; its cost; discounts for repeated publications; the audience that will see the ad; expected efficiency. The media plan must be approved by the director of your publishing house. Otherwise, there is a possibility of a sudden decision to end campaign funding. In this case, the expected effect even from already placed modules will be minimized, since promotions should be carried out in a comprehensive manner.
Step 3
Try to interest the selected sites with barter advertising in your publication. They may want to post information about themselves or reward their regular advertisers. Don't insist that barter ads are placed in a 1: 1 ratio. Keep in mind that it is possible that this newspaper or magazine has already been promoted, as well as their number of pages, frequency of publication, circulation, cost of advertising and selling price of media in retail trade.
Step 4
Do the same with the owners of outdoor advertising platforms by offering them barter. Typically, these companies are willing to do business with the media. In this case, the proportion of placement can be directly proportional to the cost.
Step 5
Develop a PR campaign, which consists in generating news stories and their further free posting in external media or on Internet sites. The task of a specialist dealing with this issue is to create news that are interesting to the target audience not only of your publication, but also of where you are going to post this news.
Step 6
Hold a press conference where industry concerns can be raised. Create your website (preferably with a forum). Find companies that target the same target group as your publication, develop joint cross-marketing promotions. If your newspaper has an entertainment theme, arrange contests with prizes and other "entertainment" events on the pages. All this will have a beneficial effect on the promotion of the media.
