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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

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brookline post a newspaper for a small town in nh

Brookline Posta newspaper for a small town in NH

Marketing Proposal

Feb. 2006

LYNNE ABT BUS 580A

executive summary
Executive Summary
  • Brookline, NH has been growing fast and has no dedicated town newspaper
history of newspapers in brookline
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.
hollis times
Hollis Times
  • Gov Lynch
  • Sue Hildreth
executive summary1
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
strengths

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
weakness

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
opportunities

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
threats

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!
competitor analysis
Competitor Analysis

How is news delivered to Brookline now?

  • Newspapers
  • Television and Local Cable Access
  • Internet sites
  • Radio
  • Word of mouth
newspapers
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

internet sites
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
slide13

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

target population
Target Population
  • Primarily adult residents in Brookline
  • Some appeal to high school students
  • Small section for kids
  • Possible distribution to towns surrounding Brookline
promotion mix
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?
promotion mix1
PromotionMix

For advertisers:

  • Special business issues
  • Web and print exposure
  • Biweekly with occasional themes
    • Hiking & recreation issue, political, town services issue, historical
plan for implementation
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
plan for implementation1
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
control
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
financial forecast
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
service life cycle
Service Life Cycle
  • Newspaper printed every 2 weeks
  • Internet site updates at least this often
  • Breaking news may be available online prior to printing
brookline post
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
territory
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
additional territory
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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