The changing media landscape coupled with the economic downturn has forced the recent closure of longtime newspapers such as The Rocky Mountain News and Seattle Post-Intelligencer. Even TIME offered its predictions on the top 10 major newspapers that will fold or go digital this year including the Miami Herald and the Boston Globe.

With so many of our nation’s newspapers fighting to stay alive, many are evaluating strategies to update their medium and make it relevant for today’s consumer.

According to an article in Advertising Age, “The nation’s print media may be on life support, but some are quietly building digital portfolios again – albeit on a smaller scale – and some are starting to bear fruit. We’re not talking about the digital editions of papers themselves, but startups that take old media in new directions.” For instance, Gannett Co. Inc., a leading international news and information company which publishes 85 daily newspapers, including USA TODAY, has been busy building strategic relationships with startup companies to shift its business model and become a leader in the digital media market.

One of Gannett’s portfolio companies includes Pointroll, which powers innovative rich-media display ads on the web. Pointroll’s CEO Jason Tafler said, “The ultimate goal is to transform Gannett into a real digital leader by leveraging the strength of content and the audience that it has and extending that into the digital world.”

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Anybody looking for a way to plug their services or products have several options available to them. The options can be narrowed down, however, depending on how large their budget is. Large companies tend to choose expensive and more obvious methods of advertising such as putting up billboards or having advertisements within television commercials. Other companies that do not have the luxury of a large budget may choose more subtle ways such as placing ads on the radio, putting up small posters around their area, or choose to advertise through the internet. And those with a modest budget for advertising choose to place free advertising options on the Internet or go for newspaper advertising.

With newspaper advertising it’s not only those who are restricted to a smaller budget for advertising that choose this method of plugging their services or products. Many small companies and even large companies choose to advertise through the newspaper. Newspaper advertising is very effective since every single day millions of people start their day by picking up a newspaper. It is easily accessed by anybody and this makes it a very good choice for most people to advertise. One effective way of taking advantage of the sheer number of people reading the newspaper is to have your advertisement printed out for the weekend newspaper. This is because a significant number of people do not have work on the weekends so there are many more people picking up a paper on the weekends.

Newspaper advertising is known to generate a much better response than many other forms of advertising. One problem you may be thinking now may be which newspaper do you choose to advertise with. This all depends on where in the world you are from. Each of these papers all caters to different kinds of readers. A professional newspaper advertising company will be able to advise you as to what sort of paper to put your ad in and when to put it on as well in order to maximize the number of people who will see and take interest on your ad.