Marketing and distribution

Newspapers are marketed to encourage reader loyalty, attract new readers and increase .

They use different techniques to achieve this:

Marketing	Description
Price	A newspaper price will attract a target audience and define the paper's identity. For example, The Sun, a 'red top' image led newspaper sells for around 40p, whereas a 'quality', text led newspaper like The Times sells for roughly £1.20.
Promotional offers	Newspapers - from tabloid to broadsheet - often offer free giveaways such as CDs, DVDs, posters and booklets, as well as discount deals on various products, from holidays to shopping vouchers.
Cross-platform	Newspapers advertise on television, radio, magazines and social media channels.
Subscription	Newspapers offer subscriptions which means that, for a monthly or annual fee, the subscriber can have the newspaper delivered every day it is published. With subscriptions there is often the incentive to join a 'Readers' Club', which offers exclusive content and promotional offers to those who are members.
Sponsorship	Newspapers sponsor events to encourage reader engagement and raise brand awareness. This could be an evening concert or a reading by a famous writer. Newspapers also sponsor events that are organised by other companies - an example of this is The Guardian sponsoring the Glastonbury Festival.
Partnership marketing	Increasingly newspapers are partnering with other organisations to market themselves, including when The Times partnered with Pizza Express.

Marketing	Price
Description	A newspaper price will attract a target audience and define the paper's identity. For example, The Sun, a 'red top' image led newspaper sells for around 40p, whereas a 'quality', text led newspaper like The Times sells for roughly £1.20.

Marketing	Promotional offers
Description	Newspapers - from tabloid to broadsheet - often offer free giveaways such as CDs, DVDs, posters and booklets, as well as discount deals on various products, from holidays to shopping vouchers.

Marketing	Cross-platform
Description	Newspapers advertise on television, radio, magazines and social media channels.

Marketing	Subscription
Description	Newspapers offer subscriptions which means that, for a monthly or annual fee, the subscriber can have the newspaper delivered every day it is published. With subscriptions there is often the incentive to join a 'Readers' Club', which offers exclusive content and promotional offers to those who are members.

Marketing	Sponsorship
Description	Newspapers sponsor events to encourage reader engagement and raise brand awareness. This could be an evening concert or a reading by a famous writer. Newspapers also sponsor events that are organised by other companies - an example of this is The Guardian sponsoring the Glastonbury Festival.

Marketing	Partnership marketing
Description	Increasingly newspapers are partnering with other organisations to market themselves, including when The Times partnered with Pizza Express.

Circulation and readership

A newspaper's is the number of copies that are distributed to newsagents and news stands on an average day. These numbers are recorded by the Audit Bureau of Circulations (ABC)

The ABC's membership comes from various media organisations, traders, advertisers, and agencies that provide statistics to calculate research data.

The National Readership Survey (NRS) provides audience research to newspapers and potential advertisers on estimated numbers, which can often be quite different from circulation numbers.

A newspaper's readership is the newspaper's total circulation multiplied by the average number of people who read each copy. For example, various family members may read the same copy of a newspaper. This 'pass-along' rate is generally thought to be about 2.5 readers per publication.

This relationship between readership and circulation is known as readers-per-copy.

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NewspapersMarketing and distribution