Newspapers spend too little on advertising their product

David Higgerson

Newspapers spend less than 1 percent of their revenue on advertising, compared to Coca-Cola's 14 percent, says David Higgerson, head of multimedia for Trinity Mirror Regionals in the U.K., who learned that fact at a recent Society of Editors conference. Coca-Cola's spending, writes Higgerson, "ensures we remember who they are and what they do. Newspapers … have been forgotten by many people." He suggests that better promotion of newspapers might be in order:

  • Make promotions local.
  • "Don’t over-sensationalise for the sake of it."
  • Consider promoting anything -- even job listings or cartoons, if they merit it.

Earlier: Newspaper Association of America tries to sell U.S. readers on the notion that "Smart is the new sexy" | Does Coke's ad on New York Times website violate its policy against ads that look like Times content? (CJR)

  • Charles Apple

    A longtime news artist and designer, Apple is the former graphics director of the Virginian-Pilot and the Des Moines Register. He teaches design and graphics workshops, does some consulting work and blogs for the American Copy Editors Society.


Related News

Email IconGroup 3Facebook IconLinkedIn IconsearchGroupTwitter IconGroup 2YouTube Icon