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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


    Brookline post a newspaper for a small town in nh

    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


    Original township of dunstable
    Original township of Dunstable

    1674

    200 sq.

    miles


    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