Missouri Press Association
Serving Missouri Newspapers Since 1867
A few weeks ago, MPA’s own Kristie Fortier asked if I would be willing to lead a discussion at an upcoming meeting about branding for newspaper companies. It got me thinking. Do Missouri newspapers need to brand? If so, what should that look like? At our company, we think branding is important and continually ask, “Are we doing a good job?” and “What can we improve?”
I remember my days as a young reporter working at the Southeast Missourian newspaper in Cape Girardeau with my mentor and good friend, the late Joni Adams Bliss. She taught me many lessons, but two fit this topic. A little bit of shameless self-promotion, as she described it with a smile, is a good thing. Also, she encouraged us and herself to always deliver just a little bit more than expected.
We newspaper folks are notoriously bad at claiming and branding our own work. We’re too busy telling everyone else’s stories to take time to tell our own.
You own probably the most powerful marketing engine in your community. Don’t be afraid to use it to help build your own business. Readers want to know the news. They also are curious about those who bring the news.
As a brand-new reporter in Cape Girardeau, I introduced myself to my new next-door neighbor. When I told her I was a reporter at the newspaper, she was shocked. She had never thought of reporters as real people who lived right here in town. But we are. We live here, shop here, play here. What matters to readers matters to us as well.
In this day of increasing Artificial Intelligence, we should remind readers that our newspaper staff members are real and not AI. Plan a series of house ads to promote them. Consider using videos. Behind-the-scenes videos and photos are popular with readers and relatively easy to produce.
Don’t be shy. This one is tough for me. There is no chance to edit and craft the message. But no one expects perfection in a video. We aren’t making a Hollywood movie or even a television-style news package. We are just sharing a part of our day with our friends and readers. Give it a try. People will appreciate the effort, and you will get better.
Branding is a never-ending process and doesn’t need to happen overnight. Over time, you can build up a marketing plan to help you tell the story. You already make a great marketing product – your newspaper. Bring it with you wherever you go.
Encourage your staff to learn some basic information about the company so they can answer questions with confidence. How can I get my story/event/letter/ad into the newspaper? How do I get a copy of the newspaper? How much is an ad in the paper? What’s the telephone number, appropriate email address and mailing address for readers to get more information?
At the Leader we budget a little each year to build our stockpile of branded signs, tablecloths, pens, T-shirts, etc. A few years ago, I was asked to attend a morning greeting event at one of our elementary schools. Community leaders stood outside the building to welcome children and their parents for a great day of learning. It was awesome. But I left feeling like I needed to better brand myself as a Leader representative.
We now have Leader ball caps, shirts and a Leader flag that is easily popped up to indicate the Leader is in the house. Our sports editor sometimes puts up a Leader banner at games to let fans know Russell is in the house and that game action will be forthcoming on social media and in the paper.
When possible, set up a booth at community events and your own events. It can serve as a home base for reporters and photographers covering the event. Readers like the chance to meet the staff in person.
My favorite promotional item (so far) is a giant front page of the newspaper with a square cut out where the photo should be. Eventgoers pose and have their faces on the front page.
See my branding checklist in the sidebar for more ideas about promoting your newspaper.
