October 24, 2020  
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Marketing a Back Number Newspaper Dealership

At Gaebler, we've seen what great marketing can do for a small business. But if you own a back number newspaper dealership, exceptional marketing may well be the determining factor in your long-term survival and success.

For a back number newspaper dealership, a great business model doesn't guarantee solid revenues.

Staying on track requires attention to detail and a commitment to foundational marketing principles.

Public Relations Strategies

Marketing and public relations are two distinct promotional disciplines. While marketing flows blatant advertising messages to audiences, PR takes a more educational and informative approach. When back number newspaper dealerships leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

Expand Your Advertising Options

Take a look around the industry. Chances are, you'll see companies using a vast array of advertising vehicles to communicate brand messages. When it comes to back number newspaper dealerships, the challenge is identifying the advertising solutions that are appropriate for your customers and consistent with your marketing goals. Increasingly, back number newspaper dealerships are achieving impressive success rates with online advertising strategies. Online advertising has the advantage of delivering cost-effective messaging to a highly segmented customer base. In general, if your competitors know more about promoting their business online than you, you may lose market share.


You've seen the contest concept in action, even if it wasn't used in a back number newspaper dealership. Although a contest won't automatically translate into higher revenue, it can be a strategic component of a comprehensive marketing plan. Even good contests carry risks, namely the possibility that your business will be dogged by allegations of unfair prize awards. As a result back number newspaper dealerships invest time and resources to create contests they can count on to achieve desired outcomes.

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Want to learn more? Start with these recommended resources.

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What challenges have you experienced in marketing your back number newspaper dealership? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.

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For those who want to open a back number newspaper dealership, these resources provide helpful advice:

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