Editorial

Advertising in Bad Times

Thursday, October 22, 2015

It is during this month that newspapers throughout the United States are promoting their newspapers and services as a part of National Newspaper Week.

As you know, we are a small staff, Laura Collins and myself. Laura had no idea as to what goes into putting together a newspaper when she began. She did not realize why it is important for us to do what we do, to make you, the reader more informed about the various issues in Portageville and the surrounding area. Since she has started, she has blossomed into a very good employee, and I value her work very much. Laura, I Thank You very much.

Since there is just the two of us, there are times that it is impossible for us to make it to all of the meetings and events that may occur. As many of you have families, you make the time to be with your family. We have to make time to be with our family, or we would never see them, but for a very brief good morning and good night. This is why we ask you for your news and events. If you have a note worthy event coming up, we would like to know about it in advance so we may plan to be there. If by chance we cannot, we will call and ask for your assistance.

There are times, that in order for you to have a community paper, the news has to come from you the community. Kind of like, to the Community, for the Community, by the Community.

And to make these efforts possible, to be your Power of the Press newspaper, we must solicit for advertising, even more so in tough economic times. I have heard from many folks, these are very tough economic times, and I do not have any money for advertising. Even if I did have the money, I do not think it would do any good to advertise now.

Believe me, I certainly understand your concern, but allow me to share some facts about what happens to companies when they cut their advertising and marketing during tough economic times.

According to a McGraw-Hill Research, it analyzed 600 companies from the 1980 through 1985 period. The results showed firms that maintained or increased their advertising investments during the 1981-1982 recession averages significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased their advertising.

By 1985, sales of companies that were aggressive recessions advertisers had risen 256% over those that did not keep up their advertising.

Another study of the 1990-91 recession by Penton Research Services, Coopers & Lybrand, and Business Science International, found that better performing businesses focused on a strong marketing program which enabled them to solidify their customer base and take business away.

I know that the initial reaction in bad time is to cut off advertising and personnel, but as you know, your customers are looking for the best value for their hard-earned dollar. If you advertise that you have the best value for the dollar, they will come to your business.

Also, in a MRI Survey of American Consumers, Influential use newspapers more than any other medium. Nearly 60 percent of college graduates read a daily newspaper, 68 percent of 18-34 year olds read a newspaper weekly.

According to Pulse Research May 2007 Missouri Statewide Market Survey, nearly 40 percent of those under 35 looked in the local newspaper for a job.

When times are good, you should advertise. When times are bad, you must advertise.

Allow Laura or myself design some ads that demonstrate this value and then run them on a consistent basis.

As you can see, it really takes the community to enable the Portageville Missourian-News to be have the Power of the Press