Online Weeklies Urged To Identify Website Audience: A Survey So Free Feature Service Can Help Them Survive and Thrive

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Newspaper sites on the web are gaining in popularity because they are learning what attracts viewers and readership. depends on the endorsement of websites to achieve mentions in free mat features for their clients. They therefore are trying to help online newspapers target who their audience is via a survey of what type of content, on what subject matter and in what form they prefer to receive preformatted features.

four of the top five news and current events web sites with the most growth in unique users this year were newspapers.

The Internet is a customer-driven culture. Users click on sites to find what they are looking for, not to read ads - and newspapers are beginning to see the light. Sally Falkow, a public relations trainer who teaches companies how to use Internet technology to their advantage for monitoring and marketing, recently blogged that newspaper sites are gaining visitors. She noted that SEO experts at this August's San Jose Search Engine Marketing Conference discussing online news sites indicated "four of the top five news and current events web sites with the most growth in unique users this year were newspapers."

That newspaper sites can be amongst the most visited news sites is big news - both for their own health, their print editions and the other businesses that depend on them for endorsement. More visitors mean more ads, more ads mean more income and more viewers mean more PR firms will be willing to supply features, graphs and slide scripts with which to educate readers on a whole host of topics in exchange for a credit or mention.

Not long ago, in 2006, an extensive research study on over 500 newspaper weeklies entitled "Innovation Management & U.S. Weekly Newspaper Web Sites: An Examination of Newspaper Managers" concluded that online editions had been established to stay up with the times and increase revenue and readership, but they had mostly not succeeded because of the haphazard fashion in which they were created. The biggest failure was in not doing enough audience research to tailor the site to audience needs and wants. Simply put, these sites failed because they did not inform their readers first and foremost.

"As a company that specializes in creating brief features for incremental PR placements for small and large businesses, Points of Persuasion Syndicate or P-O-P-S wants the weekly online newspaper to help counter the drop in circulation, consolidation and even demise the print newspaper has experienced on an annual basis since the inception of the Internet," states company president, Myrna Greenhut. "We see the online weekly newspaper as longtime allies - and want to keep them viable as opinion leaders who help to convince our consumer public of the worth of our clients."

"Therefore, we are surveying webmasters to try and call their attention to their audience and to indicate that we are out there to support them with facts, features, illustrative material and surveys - whatever it takes to help them compete in the Internet world. A feature doesn't have to be just words any more."

We urge online webmasters/editors to fill out our survey form at when you click on the primary link Newspaper Survey. If that link is not apparent on your browser, visit the Online Newspaper Survey link under "More Information". We are here to respond to online newspaper needs to make us all succeed.


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Myrna Greenhut
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