By Jennifer Strom
This report presents a set of “best practices” for digital media organizations seeking to launch print products. Seventeen U.S. based, English language news organizations were surveyed. Among the key findings: Print products can bring in new advertisers and audiences — but need to be distinct from core online offerings. And they often mean hard work without guaranteed results.
Table of Contents
Who We Surveyed and Why
- Seek new business from advertisers whose online presence is limited
- Set print advertising rates strategically
- Make it easy and attractive for advertisers to buy packages on both platforms
- Exploit the advantages of print for creative advertising
- Be really clear who your audience for a proposed print product is.
- Identify gaps in your local market and look for ways to fill them with print.
- Leverage the advantages of the print platform to add value to existing online offerings.
- Educate yourself about the print industry, it is very different from digital operations
- Don’t underestimate the soft costs, especially workload
- Keep hard costs down wherever possible, even on your first issue
- Make every extra task you take on count
- Draw on existing resources
- Re-evaluate regularly