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More than just a newspaper

Posted: Wednesday, Jan 9th, 2013




I don’t know of any publishers who watch the clock. The newspaper business doesn’t allow for it. Many days I look up, realize it’s almost noon and head for the door thinking I’ll get lunch, but then the phone rings or someone catches me on the way out the door. Before I know it we’ve scheduled more ads, talked about news coverage, added a page to this week’s edition, received an obituary, figured out a billing issue —and still no lunch.

People say you get ink in your blood. Must be true. Few would spend decades on any career path if the rewards didn’t outweigh the challenges. The constant drumbeat of workflow and deadlines makes the weeks parade past, each with a unique set of circumstances, as we literally chronicle the history of a small town.

Weekly newspaper is a great business, in my humble opinion. As times have changed around us, we’ve learned to adapt to the technology and stay competitive with our news coverage as well as our advertising reach. The most exciting development along those lines over the past year is the addition of website design as a marketing product we can offer to our advertisers.

Don’t get the wrong idea, we still very much believe in print advertising and know that it remains one of the strongest advertising options available. That’s why these packages work. Let me explain. The Chronicle’s parent company, News Media Corp., has developed a technology branch, News Media Digital, which builds websites. Now I can offer any business in our area a marketing package consisting of a state-of-the-art website backed by print ads in the Chronicle and/or our Gateway visitors magazine to drive traffic to the business’ website. I can also feature ads on www.lakepowellchronicle.com that link to the advertiser’s website. I can also offer print or online ads at our associated papers in multiple states across the country.

The various tentacles of these packages reach travelers, locals, newspaper readers and web searchers from around the country and across the globe. This is exciting because the tried and true newspaper product remains intact, yet the advertisers’ reach is enhanced to a worldwide market.

We are already working on websites for local businesses, and anticipate we will get several more as current contracts with other providers expire. If you’d like to check out what we can do with web design please contact me. I’ve got links to numerous sites we’ve built. Restaurants, public libraries, churches, magazines, tractor supply, the list goes on. Shoot me an email at jwright@lakepowellchronicle.com or give me a call.

Here’s some more good news: As technology takes us to new frontiers at almost light speed, people still like to read the actual newspaper. We’ve seen online readership steadily increase, however, it is not equally offset by drops in numbers of subscribers or newsstand sales. People still want to open the paper and do the crossword puzzle or cut out photos of business openings, kids in sports or birth announcements. These things just aren’t the same on a computer screen. “I still want to hold a newspaper in my hand,” people tell me.

That’s music to my ears. Thanks for reading the paper today! Online or in print, we appreciate you and look forward to more exciting times ahead.

Look for more From the Publisher’s Desk in coming weeks.

For the complete article see the 01-09-2013 issue.

Click here to purchase an electronic version of the 01-09-2013 paper.


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