The Importance Of Newspapers

4173 Words 17 Pages
Register to read the introduction… The readers enable a newspaper to revive and to survive, and allow their continuity and ultimately are the most vital point of a newspaper. For that reason, newspapers have to keep hold of their own readers and meet their expectations, and at the same time, gain new readers and, increase their circulation figures. Although it is possible to increase circulation rates with periodic promotions, what really matters is to what extent the readers gained within the promotion period will enter to be among the loyal readers after the promotion period. It is one of the leading most difficult and sensitive task for the newspapers to maintain the balance between the advertisers who provide advertisement revenues required for newspapers to economically survive and the reader, who enables the circulation by buying the newspaper. Newspapers which are able to walk a thin line between both parties are successful, while the ones that disturb this balance in favor of one of the both parties usually face problems.
This article aims to explicate the relation between advertisers and readers that place newspapers in difficult
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The advertising revenues are of vital importance for all the channels involved in the media sector. The costs of paper and printing incurred by the newspapers are higher than the sales price of a daily newspaper with an average number of pages. In other words, generally the newspapers are sold to the readers with a price below the costs of paper and printing. This shows that the increasing sales chart means the rise of economic deficit for the newspapers, when other income resources (advertisement and publication revenues) are not taken into consideration. Other than the costs of paper and printing, there are other administrative costs, the expenses such as human resources, power supply, water supply and telephone services, etc., and the costs incurred by the newspapers for their own advertising and marketing operations as well as unexpected costs, which we can classify as the other cost items of the newspapers. The total of these costs generally achieve a figure around one and a half times of the costs of paper and

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