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Open a local online newspaper. Part Two.

Open a local online newspaper.

March 23, 2010 | Doing business

Welcome back to the second part dedicated to reporting on how to open an online journal of a local nature.

Now we speak about the priority necessity of each activity trade: doing business

Open a local online newspaper: the collection of advertising .

All sites, particularly those large or with a generally public, tend initially to support its revenue with ads from AdSense.

We’ve found in many local online editions of newspapers circulated throughout the national territory and also on web papers of many other countries that this type of monetization is widespread and also simple to implement.

It is also true that in the next step, it always try to direct to local advertisers to get more revenue substantial and ongoing.

Open a local online newspaper, pick up the publicity : who are the local advertisers?.

In research and in interviews carried out, is result that advertisers can be grouped into 5 categories (it is a subjective choice of course).

* Small and medium business companies operating on the territory;

* Spots and advertisment by public entities, associations, etc..

* Commercials election during the election period.

* Commercials by national companies that choose local spaces to raise more local visibility and especially where in the territory are located some of their places of business or their specific activities trade.

* Space for some Web initiatives by the same publisher who also uses the space on the portal to promote its further initiatives.

It ‘obvious that apart from the last point, the areas where take up the publicity are the same as that are used by the printed newspaper and by local TV and radio.

So, also in the search of the advertisers, the newspapers Web Local play without limit, even with some major advantages, compared to the others competitors.

It is also clearly, from the research carried, the use for advertising more and more in video.

Open a local newspaper Web: the collection of advertising.

Commercials on line: Collect the election advertising.

Some local newspapers Web, are able to collect a lot of publicity election whenever there are elections (local, national, European, etc..) Virtually every year.

And this, is representing, for some newspapers that also offer a politic edition, an interesting opportunity.

Many small local companies that twenty or thirty years ago, were aiming mainly at local television and radio, are finding in some Web journals, an interesting channel to promote their businesses.

Open a local journal Web: synergies with others media.

The strategy to make synergies with other media, is for years using by different realities.

Some newspapers printed, see the case of the nineteenth century in Genoa with Radio 19 in Genoa, to cite one example, have adopted this formula that surely bring direct benefits immediately, improving advertising using the same sales network and offering to their advertisers, a portfolio of solutions more wide.

Furthermore, is can do a collaboration, using the staff of journalists who can work for both the two media

This collaborations, on the one hand, it offers to its employees more opportunities of work; the other two media, using a staff already operational, they can avoid having to resort to new collaborations with obvious additional costs.

Moreover, synergy between different media, not directly in competition, they can promote each other, using and taking advantage better:

* Their advertisers;

* the Public, readers;

* their sales force;

* Editors;

* Contacts and their structures;

* To manage other professionals;

* To Promote mutually;

* Offering to their clients a strategy that leads to more visibility and penetration.

How to open a local newspaper Web: rules to be respected.

A newspaper Web must respect the same laws and obligations of a paper copy.

So, the registration in the court and the appointment of a managing director and the admission to membership of the Roc for the publisher.

Only when the web journal has not a regular frequency but it is only a simple blog (not a newspaper in this case), you can avoid these obstacles.

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