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Brookline Post a newspaper for a small town in NH

Brookline Post a newspaper for a small town in NH. Marketing Proposal Feb. 2006 LYNNE ABT BUS 580A. Executive Summary. Brookline, NH has been growing fast and has no dedicated town newspaper. History of newspapers in Brookline. Hollis Times/Brookline Reporter 1888-1916

macey-ramsey
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Brookline Post a newspaper for a small town in NH

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  1. Brookline Posta newspaper for a small town in NH Marketing Proposal Feb. 2006 LYNNE ABT BUS 580A

  2. Executive Summary • Brookline, NH has been growing fast and has no dedicated town newspaper

  3. History of newspapers in Brookline • Hollis Times/Brookline Reporter 1888-1916 • Was amazing in it’s coverage of state, national and international news. • Was printed weekly with many photos • Contains some of the first reporting of local history . Publisher- Hildreth • Brookline News 1953-1962 printed at 11 Milford st publisher: H.Burgess • Brookline News-Brookliner 1962-1998 Publisher Marsha Farwell • Brookliner - Townsend Messenger 1998-2001 Publisher. Debbie T.

  4. Hollis Times • Gov Lynch • Sue Hildreth

  5. Executive Summary • Biweekly newspaper for print and web • Website - the town has a lot of computer people • Not many merchants but there are many small service businesses • Would be a small operation - can still think big with future and compete with a weekly, and even daily paper

  6. SWOT ANALYSIS Strengths • Support of townspeople • One even willing to finance • Much local photographic help • Some writers • Familiar with community network • One person could do it • Done from home, saves overhead • If PDF available on web can save print costs if doing lower distribution

  7. SWOT ANALYSIS Weakness • Relying on one person • Time vs. $$ for printing costs • Small number of advertisers • Inexperience • Distribution size if not mailed (500) • Interruptions while working at home • Won’t have money to pay for help

  8. SWOT ANALYSIS Opportunities • No dedicated competition • Local businesses, town public officials, non-profit orgs need voice • Historical need for local paper • Gain a lot of skills • Could use bartering • Design opportunities web & print • Could be non profit consortium • Partner with High School paper

  9. SWOT ANALYSIS Threats • Competitors that have merged have much larger distribution • Conflict of interest - webcommittee • Mailing costs & printing costs • If computer or printer fail - backup systems are costly • I need a someone to back me up if I get sick or can actually go on vacation!

  10. Competitor Analysis How is news delivered to Brookline now? • Newspapers • Television and Local Cable Access • Internet sites • Radio • Word of mouth

  11. Newspapers • Daily distributions of >30,000 Nashua Telegraph,Manchester Union Leader, Concord Monitor • Weekly multiple town shared advertising (some with above distributions) The Cabinet, Neighborhood news • Mailed distribution covers many towns Broadcaster - weekly produced by Lowel Sun - probably for advertising too Jomarc - monthly • Free at local sites only entertainment and advertising Coffee News, Mirror, HIPPO, 157

  12. Internet sites • Many people use a variety of news sites for international, local and regional news • Direct from daily papers • Weekly papers • Events - NewHampshire.com, NH.com, NHEVENTS.com, Mirror.com, Parenting NH, hippopress.com

  13. Local news sources • Nashuatelegraph.com • NH.com, NHEVENTS.com, NHBusinessReview.com, ParentingNH.com, NHMagazine • unionleader.com • Yourneighborhoodnews.com, newhampshire.com • Bedford, Bow, Goffstown, Hookset, Manchester, Salem, Mirror • Concordmonitor.com • Cabinet.com • Bedford,merrimack,hollis/brookline - journals • OTHER • Hippopress.com (nashua & manchester) • NHBroadcaster.com

  14. Television & Cable access • Brookline Channel 13 • WMUR channel 9 and wmur.com • Other NH cable channels (wzid 51?) • Boston stations

  15. Radio , ipod, phones • Local radio stations - forget AM • Get list of all local regional stations • Could download news to ipods? • Could work with phone companies to send local news

  16. Target Population • Primarily adult residents in Brookline • Some appeal to high school students • Small section for kids • Possible distribution to towns surrounding Brookline

  17. PromotionMix • Use local business associations • Mass mailing to all local addresses • Sponsorship of local teams, activities • Internet searches - how would this help a newspaper? • Use radio advertising • Use WMUR and wmur.com • Use web advertising -where? • Determine where else to advertise in print, web, tv? Cable? Radio?

  18. PromotionMix For advertisers: • Special business issues • Web and print exposure • Biweekly with occasional themes • Hiking & recreation issue, political, town services issue, historical

  19. Plan for Implementation • Purchase computer, software • Get business name and register in NH • Work with investor - how much willing to spend and for how long • get training • Working on town web site gives insite into web posting issues • Goodbrain.com - web and graphic design

  20. Plan for Implementation • Determine distribution (mailed to 1900 vs. 300-500 sold in stores) • Determine what web portal will be • Determine exact costs for; • print, web and mail • setup advertising fees- publicize and get advertisers • Get printer, paper, ink

  21. Control • Periodically analyze print and internet costs • Keep on top of customer relations with advertisers • What do readers want to read about? • and advertisers -business need to sell? • Determine if there are any grants for ; • New business • Women • Newspapers • History - archiving- webpublishing

  22. Financial Forecast • Print costs leasing or buying still could be $400 month *12 months = $4800. • Printer, ink, maintenance • Paper • Mail expense would be approximately $350 per mailing * 26 mailings = $9100 • Postage, Permit fee, annual fee • Legal fees • Taxes & accounting • Web - could be a source of income too • Backup expenses • Software & computer

  23. Service Life Cycle • Newspaper printed every 2 weeks • Internet site updates at least this often • Breaking news may be available online prior to printing

  24. Brookline Post • Very difficult to make any money!! I work for free enough already! • Most likely will not happen unless it is a non profit consortium • Could expand town website to include local news

  25. Original township of Dunstable 1674 200 sq. miles

  26. Territory • A interesting way to define a current territory is to cover all towns that existed originally as a part of Old Dunstable. Includes: • NH: Nashua, Brookline, Hollis, Mason, Milford, Londondary, Amherst, Merrimack, Litchfield, Wilton, Mont Vernon, Hudson, Lyndeborough • Mass: Lowell, Dracut, Tyngsboro, Townsend, Groton, Dunstable • Possible: Derry, Windham, Pelham, there could be others

  27. Additional Territory • Concord for state news, Wash.,DC - NH is so full of politics • Boston - aren’t we a suburb? • Other New England coverage, possibly their capitals

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