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Weekly Papers Battle for Ad Dollars
Not so long ago, weekly community newspapers and all advertising shoppers were the starving strays of the print media world, surviving on the scraps of local retail and classified advertising that were not fit for the palate of the large daily newspapers.
But today, while some older metropolitan dailies such as the newly deceased Herald Examiner wither for lack of advertising, many suburban oriented local weeklies and shoppers are thriving. That segment of the industry alone accounts for more than $3 billion annually in ad revenues, according to the Newspaper Advertising Bureau.
Moreover, the community newspapers, which contain highly local news coverage and local retail and classified advertising, and shoppers such as the Pennysaver which carry only ads are no longer the province of undercapitalized entrepreneurs. Many, in fact, have been gobbled up by large media companies, who have shuffled and merged stand alone local titles into powerful chains.
"Twenty years ago, a weekly was like a flea attacking an elephant, but not anymore," said James Dunaway, director of information at the Newspaper Advertising Bureau in New York.
He noted that the ability of community weeklies and shoppers to target circulation in a very specific market area had enabled them to provide advertising services at a price that daily newspapers are hard pressed to match.
Nowhere is this trend more evident than in Orange County, where towns, sprouting full blown from one time citrus groves, provide a tempting market for community publications. Publishing sources said about 15 serious buyers are interested in Golden West Publications, the chain of 31 weekly newspapers 22 of them in Orange County that Richmond, Va. based Media General put up for sale last month.
The Golden West papers have a combined circulation of 487,000 and reflect the rapid growth of the weekly newspaper market, especially in South County.
Howard Publishing Group, which owns the daily San Clemente Sun Post and several small dailies outside the county, is moving to stave off inroads by South County weeklies with a new weekly title to be launched later this month. To be called the Orange County Preview, the new tabloid will focus its editorial coverage on entertainment and life style subjects in order to distinguish itself from the Golden West papers such as the Saddleback Valley News and the San Clemente News.
Howard and other publishers, including The Times and the Orange County Register, also have to defend their advertising base against the ubiquitous shoppers, which are mailed free to every household in a market area and are "zoned" to provide advertisers with exactly the geographic coverage they want. Van Ausdeln and is now a major institution employing several thousand people in Orange County.
In imitiaton hermes bag South County, the Pennysaver has been run by Capital Cities/ABC Inc. since the New York media firm bought out Sutton in 1984. In North County, the proprietor is Harte Hanks Communications Inc., a San Antonio based media conglomerate that purchased Demarco's Pennysaver in 1973.
Van Ausdeln still runs the Pennysaver in the Newport Beach Costa Mesa area. He declined to discuss the operation.
After many years of rapid growth, however, even the shoppers are facing renewed pressures from the myriad competitors they face. Not only must they fight one another and the two big local dailies, but they are also under attack from national direct mail houses, such as Advo System Inc., which have grown increasingly sophisticated in their ability to reach narrowly targeted markets.
"We have 435 print competitors in Southern California," said Harry Buckel, president of the Brea based Harte Hanks Pennysaver Group. "On one end, we compete with The Times, the Register, and Advo; and on the other end with local shoppers that have one or two cities." Orange County, Buckel added, is "marginally more competitive" than other areas.
Traditionally, Pennysavers and other shoppers, such as the fashion cheap hermes handbags South Coast Shopper (also owned by Harte Hanks) have relied heavily on so called "private party" advertising individuals attempting to sell items to other individuals in addition to display advertising from local retailers.
But in recent years, replica birkin handbags they have moved increasingly into the distribution of pre printed advertising material. That's where the big money is but it's also where the daily newspapers are (especially on Sundays) and where the direct mail houses focus their energies. One former Pennysaver executive said the emphasis on the pre print business has been replica hermes handbags outlet a strategic error that has cost many shoppers a big part of the private party franchise.
But Wesley Turner, president of Capital Cities/Sutton Industries Pennysavers, disputes this view: "We have seen greater growth in the pre print area over the past four or five years, but all categories have continued to grow."
Not so long ago, weekly community newspapers and all advertising shoppers were the starving strays of the print media world, surviving on the scraps of local retail and classified advertising that were not fit for the palate of the large daily newspapers.
But today, while some older metropolitan dailies such as the newly deceased Herald Examiner wither for lack of advertising, many suburban oriented local weeklies and shoppers are thriving. That segment of the industry alone accounts for more than $3 billion annually in ad revenues, according to the Newspaper Advertising Bureau.
Moreover, the community newspapers, which contain highly local news coverage and local retail and classified advertising, and shoppers such as the Pennysaver which carry only ads are no longer the province of undercapitalized entrepreneurs. Many, in fact, have been gobbled up by large media companies, who have shuffled and merged stand alone local titles into powerful chains.
"Twenty years ago, a weekly was like a flea attacking an elephant, but not anymore," said James Dunaway, director of information at the Newspaper Advertising Bureau in New York.
He noted that the ability of community weeklies and shoppers to target circulation in a very specific market area had enabled them to provide advertising services at a price that daily newspapers are hard pressed to match.
Nowhere is this trend more evident than in Orange County, where towns, sprouting full blown from one time citrus groves, provide a tempting market for community publications. Publishing sources said about 15 serious buyers are interested in Golden West Publications, the chain of 31 weekly newspapers 22 of them in Orange County that Richmond, Va. based Media General put up for sale last month.
The Golden West papers have a combined circulation of 487,000 and reflect the rapid growth of the weekly newspaper market, especially in South County.
Howard Publishing Group, which owns the daily San Clemente Sun Post and several small dailies outside the county, is moving to stave off inroads by South County weeklies with a new weekly title to be launched later this month. To be called the Orange County Preview, the new tabloid will focus its editorial coverage on entertainment and life style subjects in order to distinguish itself from the Golden West papers such as the Saddleback Valley News and the San Clemente News.
Howard and other publishers, including The Times and the Orange County Register, also have to defend their advertising base against the ubiquitous shoppers, which are mailed free to every household in a market area and are "zoned" to provide advertisers with exactly the geographic coverage they want. Van Ausdeln and is now a major institution employing several thousand people in Orange County.
In imitiaton hermes bag South County, the Pennysaver has been run by Capital Cities/ABC Inc. since the New York media firm bought out Sutton in 1984. In North County, the proprietor is Harte Hanks Communications Inc., a San Antonio based media conglomerate that purchased Demarco's Pennysaver in 1973.
Van Ausdeln still runs the Pennysaver in the Newport Beach Costa Mesa area. He declined to discuss the operation.
After many years of rapid growth, however, even the shoppers are facing renewed pressures from the myriad competitors they face. Not only must they fight one another and the two big local dailies, but they are also under attack from national direct mail houses, such as Advo System Inc., which have grown increasingly sophisticated in their ability to reach narrowly targeted markets.
"We have 435 print competitors in Southern California," said Harry Buckel, president of the Brea based Harte Hanks Pennysaver Group. "On one end, we compete with The Times, the Register, and Advo; and on the other end with local shoppers that have one or two cities." Orange County, Buckel added, is "marginally more competitive" than other areas.
Traditionally, Pennysavers and other shoppers, such as the fashion cheap hermes handbags South Coast Shopper (also owned by Harte Hanks) have relied heavily on so called "private party" advertising individuals attempting to sell items to other individuals in addition to display advertising from local retailers.
But in recent years, replica birkin handbags they have moved increasingly into the distribution of pre printed advertising material. That's where the big money is but it's also where the daily newspapers are (especially on Sundays) and where the direct mail houses focus their energies. One former Pennysaver executive said the emphasis on the pre print business has been replica hermes handbags outlet a strategic error that has cost many shoppers a big part of the private party franchise.
But Wesley Turner, president of Capital Cities/Sutton Industries Pennysavers, disputes this view: "We have seen greater growth in the pre print area over the past four or five years, but all categories have continued to grow."
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