The family-owned World declined 5.6 percent daily to 149,292 and lost 3.6 percent Sunday to 209,392. Sometimes newspapers do a lousy job of marketing the value in our products, Worley says. Promotional advertising is not specific enough and is heavy on feel-good or image advertising, not specifics, he says. Worley serves on a committee at his newspaper that includes the advertising and circulation directors, a forum where, he says, you can air complaints. What I think I can do is think about product improvement.
Information is so readily available.
A newspaper is not required reading. The Press circulation has been up for better than a year, Lloyd says, due in part to a growing economy and an energetic circulation director. But research that showed that readers were more interested in issues of universal appeal on section fronts led to some unique design changes. The Press changed its lineup on its sports front to emphasize national sports, the Detroit Lions, for example, over high school sports. But instead of relegating prep coverage to inside pages, they created a second front on the back page for local sports.