The 1997 Media Usage study conducted for ASNE and NAA shows news consumers value local news and believe newspapers are the best medium providing it. Bartolomeo said newspapers should be publicizing their strengths by repeatedly reminding readers of the value of the daily paper. This is important, promotable stuff.
Newspapers are highly utilitarian vehicles for people.
Papers also need to improve promotion of their editorial content for its usefulness, its investigative work and its credibility, he said. We re terrible at advertising, even in our own papers. And even our strengths aren t as strong as readers would like. So we re not trying to reinvent what news is. Think about what you re trying to do to me.