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Issues discussed concern the organizational structure and office culture of Australian newspaper newsrooms. The author argues that a lack of inter- and intra- departmental communication and leadership has hindered the effective integration of recommendations based on readership research.

Competition in the news and information industry has meant that newspaper editors must increasingly attend to issues of marketing and revenue-raising. Topics addressed include the relationship between journalist and reader, how the Internet has changed the consumption of news, and journalistic ethics.

In an effort to more fully integrate publicity into the marketing and promotion mix, the present study examines the influence of product-related newspaper, television, and radio publicity on Lotto sales in the state of Colorado. The results of the present study indicate that in addition to Jackpot size, television publicity has a statistically significant positive impact on Lotto sales, whereas newspaper and radio publicity do not. Consequently, in their efforts to generate favorable publicity, lottery managers should emphasize the dissemination of jackpot size information via the television medium. Moreover, considering the observed 90% duration interval of .8651 weeks for the influence of marketing variables on sales, a continuous media placement schedule is suggested. The neat and tidy divisions separating marketing and public relations are breaking down. It may be that the best way to solve a marketing problem would be through public relations activities (Kotler & Mindak 1978)., INTRODUCTION Academics and practitioners have recently begun to expand the domain of marketing communications, effectively bringing the role of public relations to the fore in a marketing context. Known as [...]

Most newspapers are running features or sections targeted at older readers, but few editors are satisfied with present efforts.

Better prepared sales people, capable of market planning and interpretation of research, would be welcomed by local advertisers; and improvements in ordering procedures would also make the sales representative more effective.

The Sun-Sentinel of Fort Lauderdale, FL, has organized readership awareness forums to find out what the readers enjoy about the newspaper and what they would like changed. A bimonthly Readers' Choice Award has also been created, so that readers can give awards to those responsible for their favorite stories, photos, headlines and graphics. The Reader Awareness Project has helped the Sun-Sentinel raise its circulation to 8,326 for weekdays and 14,513 for Sundays.

Newspapers can no longer continue to market their product in the traditional manner. The American Newspaper Publishers Association studied readership statistics and found that new subscriptions are not on a par with population growth. Four different ways to retain advertisers by targeting readers are analyzed. The mass appeal strategy is an attempt to offer news and services to all types of people. Class appeal targets the affluent, well-educated reader. The individual appeal plan includes several specific extra niche newspapers, and direct appeal involves more marketing. Pros and cons of each approach are analyzed.

People can get news coverage free, and many do not feel that newspapers offer sufficient value for the subscription cost. Newspapers need to provide readers with a sense of community and forge a connection between the reader and the marketplace. News coverage should stimulate and inform the reader in a manner that allows the individual to interact with others. One illustration of this point is an analysis of low voter turnout, which is not a result of apathy, but a feeling by potential voters that they are shut out of the political process.