Local branding, smart marketing propel growth at the Daily Press
The latest in NAA's series of case studies on audience growth looks at the Daily Press of Newport News, Va., which has maintained its print readership and made gains despite price increases last year. Online readership is steady, with access to digital products promoted as added value to subscribers. "We've discovered most who read the print product get their national news elsewhere, so local is our franchise," says Marisa Porto, vice president/director of content for the Daily Press Media Group.
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