Using digital tools to promote your Sunday paper

22 Apr

The Sunday paper is still a money-maker. With all those circulars and real estate ads, it’s clear why newspapers are putting most of their promotional efforts into increasing circulation of the Sunday product.

More and more, papers are now using their web sites to promote the Sunday print product. Some (see the Indianapolis Star image above) are going so far as to withhold stories from the online edition of the paper in an effort to get people to go buy a copy of the Sunday paper.

I’m not a fan of withholding information from digital readers for a few reasons: (1) Not all of our readers live in an area where they can go buy a copy of the paper. (2) You lose the ability for your content to go viral. (3) You give someone else the opportunity to own discussion around that topic online. (4) You lose out on online ad revenue by having less content online.

But I do think there is merit in better digital promotion of the Sunday paper. So I’ve created a worksheet/checklist to help you better promote your Sunday products to your digital readers. The worksheet is intended to help you promote your best Sunday work during the week (Friday) and again on Sunday. I hope you find it to have value.

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