The next 18 months will be the testing time for what we have considered the traditional newspapers and the managing and marketing facets that have in the past been recognized practices in making profits from the newspaper industry.

The global analysts forecast huge downturns in retail spending via depressed consumer demand, as retailers will find it difficult borrowing money to purchase product to restock. Marry this to the depressed share market, the housing slump, potentially high unemployment and you have a volatile situation on hand that will change newspaper management practices that have been the norm in the past.

It will be make or break time for many proprietors and senior newspaper executives over the next 18 months. Newspaper marketing strategies, previously considered bulletproof, will need to be addressed, regularly, as normal revenue streams, previously taken for granted, will slowly dry up.

Todays marketers have a multitude of choices as to where they spend their advertising budgets.

There is an opportunity for newspapers to step out of their comfort zone and consider a multi-platform in the shape of add on values (which can cost money) through the use of new forms of media. Instead of considering and relying on the multi national huge corporate advertiser, normally under the armpit of their overseas head office, where is the consideration for our own backyard. This is where the $$$ will be.

We forget that the consumer (reader) holds the future of the newspaper industry in their hands right from the cover price, the purchase of advertised products and services and eventually the “classified” advertiser…..the everyday person wanting to sell their unwanted household things into the local marketplace or better.

This is where good profits can be made via a form of add on value offered by regional newspapers, profitable at low cost.

Metro, regional and independently owned newspapers hold the strength and future in their hands by being closer and part of their local communities and mirror their communities more closely and can add on values in a big way.

Consider the online news potential!!! pageXtra Media can do that through it’s Australian NewsIn websites focusing on the capital cities in Australia, Brisbane, Sydney, Canberra, Melbourne, Adelaide, Perth with a potential reach of 62% of Australia’s total population.

The potential is endless as communities continue to grow…. it’s a simple mind shift.