While newspapers have taken their lumps in recent years, let me also say the long-awaited death of newspapers has been wildly exaggerated. Before we discuss the strategy that can lead to a solid return for local small and medium-sized businesses, let’s focus on the reality of the print media.
First, let’s put the print audience in perspective: More people across the country read an average Sunday or weekend newspaper than will watch any given Super Bowl. While newspaper audiences have declined in recent years, along with every other advertising and marketing option, they still, hands down, have the largest single audience in nearly every local community across the country. What other single media outlet captures or speaks to between 15-30 percent of its community’s audience? This number swells even larger when you count their digital and niche product reach.