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To protect and serve the common interests of its newsmedia members, to help members inform and thereby strengthen their communities, and to foster the highest ideals, ethics and traditions of journalism, a free press and the news profession.

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Remember the TV audience? Is it yours?

Remember the TV audience? Is it yours?

Newspapers Guide To TV MagazinesDoes the audience that consumes TV still overlap with your readership? What should you do about it?

NTVB Media, a CNPA Allied Member, offers guidance with its “Newspapers’ Guide to TV Magazines.” In it, the company asserts that a combination of new technologies, a radically changing television market and an unprecedented shift in demographics have created newfound interest in TV magazines within the newspaper industry, which is increasingly focused on pleasing its remaining print subscribers.

The report describes various business models that newspapers use to fulfill the need for a TV book and describes how those models affect circulation, revenue, operations and profits.

“There’s so much great programming today and so many different ways to access it that it’s overwhelming a segment of the market,” said Michael Keever, NTVB’s senior vice president and chief marketing officer. “This niche is looking for simple, trusted guidance with all of the new options available, and for a lot of people, a TV magazine meets their need.”

According to Keever, almost all of the largest newspapers have chosen to outsource their TV magazine.

“We’ve rolled out TV Weekly in more than 180 markets over the past eight years and found that our audience consistently represents 8 to 12 percent of a paper’s overall circulation,” Keever said. “It’s a passionate and very vocal segment of a paper’s overall circulation, but still very much a niche audience. It’s why the majority of papers outsource to us — because we produce a superior product and support it with marketing, advertising and content programs, along with a 24/7 customer support center. They also appreciate that our model includes invoicing, which keeps costs for a TV book off of the newspaper bill.”

The more educated newspaper executives can become about the needs of their readers, the better they can ultimately serve them. Have a look at the report.

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