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Thursday, July 29, 2004

The ten traits of circulation winners

The Shaping the Future of the Newspaper project at the World Association of Newspapers (our parent organization here at the Editors Weblog) has done a study of 18 "circulation winners" across the globe and come up with this list of 10 strategies common to successful newspapers, no matter what their market or culture: 1) Take the long view in terms of business success. 2) Have a clear definition of your audience - its needs, interests and aspirations. 3) Take the best stories to market before competitors. 4) Gain circulation today, worry about profit tomorrow. 5) Work with other circulation winners to integrate strategies. 6) Treat readers as customers and give them what they want. 7) Hire young journalists to imbue your paper with fresh blood. 8) Target all age groups, particularly older readers. 9) Target women readers. 10) Watch out for "moments of truth" when you have the opportunity to do something different, radical or risky ... and take the chance!

Source: Shaping the Future of the Newspaper project at the World Association of Newspapers

Posted by Dana Goldstein on July 29, 2004 at 04:12 PM in b. Alliances and partnerships, h. Young readers / New readers, i. Future of print, m. Improving editorial quality, n. Online strategies, q. Regional and ethnic newspapers, r. Revenues and business models | Permalink

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