Six Words: Apology, Equation, Circulation, Content, Fixture, Manner
The newspaper business has always had its challenges, but the most fundamental challenge is simply remaining in business. That means subscribers. There are various revenue models and subscribers are an essential part of the equation in every revenue model. Occasionally subscription revenue is a significant source of revenue, but usually not the main source. Sometimes newsstand revenue helps, but it’s usually not a significant source either. It’s advertising that almost always has to provide the lion’s share of the income.
Advertisers care about the size of their audience, especially the qualified buyers or the key demographic for their products. They want to know the circulation numbers for the newspaper. Newspapers run fixtures like comics and crosswords in addition to news to attract and retain subscribers.
Advertisers may or may not care about the content of the newspaper, but usually they are content to let the publisher decide the manner in which he or she wants to run the newspaper. Advertisers do, though, want to be sure that they never have to apologize for the places they’re running their ads. Whether it’s Bud Light, M&Ms, Nike, Disney World or others, brands may not intend to be controversial or they may intend to take a principled stand – but they don’t want the place they’re advertising to be the reason for the controversy.
Who ever thought that “woke” would be a four letter word.