Brookline Post

a newspaper for a small town in NH

Brookline Post

a newspaper for a small town in NH

Marketing ProposalFeb. 2006

LYNNE ABT BUS 580A

Marketing ProposalFeb. 2006

LYNNE ABT BUS 580A

Executive SummaryExecutive SummaryBrookline, NH has been growing fast

and has no dedicated town newspaper

Brookline, NH has been growing fast and has no dedicated town newspaper

Brookline Population Every 10 years

293 338454

538 592 627 652 718 756 741 698548 505 501 546 511 561

671795

1167

1766

2410

4181

4533

0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

1767 1790 1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2003

Years

History of newspapers in BrooklineHistory of newspapers in BrooklineHollis Times/Brookline Reporter 1888-1916

Was amazing in it’s coverage of state, national and international news.

Was printed weekly with many photosContains 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/Brookline Reporter 1888-1916Was amazing in it’s coverage of state, national and

international news.Was printed weekly with many photosContains 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 TimesHollis TimesGov LynchSue Hildreth

Gov LynchSue Hildreth

Executive SummaryExecutive SummaryBiweekly newspaper for print and webWebsite - the town has a lot of computer

peopleNot many merchants but there are many

small service businessesWould be a small operation - can still

think big with future and compete with a weekly, and even daily paper

Biweekly newspaper for print and webWebsite - the town has a lot of computer

peopleNot many merchants but there are many

small service businessesWould be a small operation - can still

think big with future and compete with a weekly, and even daily paper

StrengthsSupport of townspeople

One even willing to finance Much local photographic helpSome writers

Familiar with community network One person could do itDone from home, saves overhead If PDF available on web can save print costs if doing lower

distribution

SWOT ANALYSIS

WeaknessRelying on one personTime vs. $$ for printing costsSmall number of advertisers InexperienceDistribution size if not mailed (500) Interruptions while working at homeWon’t have money to pay for help

SWOT ANALYSIS

OpportunitiesNo dedicated competition Local businesses, town public officials, non-profit orgs need voiceHistorical need for local paperGain a lot of skillsCould use barteringDesign opportunities web & printCould be non profit consortiumPartner with High School paper

SWOT ANALYSIS

ThreatsCompetitors that have merged have much larger distributionConflict of interest - webcommitteeMailing 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!

SWOT ANALYSIS

Competitor AnalysisCompetitor Analysis

How is news delivered to Brookline now?

NewspapersTelevision and Local Cable AccessInternet sitesRadioWord of mouth

How is news delivered to Brookline now?

NewspapersTelevision and Local Cable AccessInternet sitesRadioWord of mouth

NewspapersNewspapers 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

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 sitesInternet 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

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

Nashuatelegraph.comNH.com, NHEVENTS.com, NHBusinessReview.com, ParentingNH.com, NHMagazine

unionleader.comYourneighborhoodnews.com, newhampshire.com

Bedford, Bow, Goffstown, Hookset, Manchester, Salem, Mirror

Concordmonitor.com

Cabinet.comBedford,merrimack,hollis/brookline - journals

OTHERHippopress.com (nashua & manchester)NHBroadcaster.com

Nashuatelegraph.comNH.com, NHEVENTS.com, NHBusinessReview.com, ParentingNH.com, NHMagazine

unionleader.comYourneighborhoodnews.com, newhampshire.com

Bedford, Bow, Goffstown, Hookset, Manchester, Salem, Mirror

Concordmonitor.com

Cabinet.comBedford,merrimack,hollis/brookline - journals

OTHERHippopress.com (nashua & manchester)NHBroadcaster.com

Local news sources

Television & Cable access

Television & Cable access

Brookline Channel 13WMUR channel 9 and wmur.comOther NH cable channels (wzid 51?)

Boston stations

Brookline Channel 13WMUR channel 9 and wmur.comOther NH cable channels (wzid 51?)

Boston stations

Radio , ipod, phonesRadio , ipod, phones

Local radio stations - forget AMGet list of all local regional stations

Could download news to ipods?Could work with phone companies

to send local news

Local radio stations - forget AMGet list of all local regional stations

Could download news to ipods?Could work with phone companies

to send local news

Target Population

Primarily adult residents in BrooklineSome appeal to high school studentsSmall section for kidsPossible distribution to towns surrounding Brookline

PromotionPromotion MixMixPromotionPromotion MixMix 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?

PromotionPromotion MixMixPromotionPromotion MixMixFor advertisers:Special business issuesWeb and print exposureBiweekly with occasional themes

Hiking & recreation issue, political, town services issue, historical

Plan for Implementation

Plan for Implementation

Purchase computer, softwareGet business name and register in NH

Work with investor - how much willing to spend and for how long

get trainingWorking on town web site gives insite into web posting issues

Goodbrain.com - web and graphic design

Purchase computer, softwareGet business name and register in NH

Work with investor - how much willing to spend and for how long

get trainingWorking on town web site gives insite into web posting issues

Goodbrain.com - web and graphic design

Plan for Implementation

Plan for Implementation

Determine distribution (mailed to 1900 vs. 300-500 sold in stores)

Determine what web portal will beDetermine exact costs for;

print, web and mailsetup advertising fees- publicize and get advertisers

Get printer, paper, ink

Determine distribution (mailed to 1900 vs. 300-500 sold in stores)

Determine what web portal will beDetermine exact costs for;

print, web and mailsetup advertising fees- publicize and get advertisers

Get printer, paper, ink

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 ForecastFinancial 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

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

• Newspaper printed every 2 weeks

• Internet site updates at least this often

• Breaking news may be available online prior to printing

Brookline PostBrookline 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

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

1674

200 sq.miles

TerritoryTerritory 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

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 TerritoryAdditional 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

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