This document contains a proofread copy of an article about strategies for local newspapers to target different demographic groups in their circulation areas. It discusses approaches like using more specialized columns catering to different interests, creating small "wrap around" sections focused on specific topics, and restructuring the presentation of news content into bite-sized or in-depth pieces to appeal to different reader preferences. The proofreader received an A grade for their careful work proofreading and using Adobe's commenting tools appropriately.

1. Nicola Merrett
Proofreading­Editing
Module 06: Proofreading on Screen
Assignment 2 (Adobe Reader)
Copy for Correction
I bumped into the Editor of an evning newspaper in the Doctor's surgery one night.
"Hello," I said. "Are you here about your circulation?"
His reply was not printable in a a respectable publication like Press gazette, although
I'm not sure which was causing him the most problems ­his
circulation paper's or
his own.
Certainly his blood pressure didn't look too good. For maintaining and increasing
circulation is a constant challenge to the regional press, especially when there are
are more competitors in the market place these days eeger to take readers away
from us.
The local paper is unique.In some ways it is like the local church: it’s mission is to
include everyone in the area. Unlike other products that are aimed at a particular
market niche, however, the paper tries to target everybody in the locallity. In theory,
no­one
is left out.
This immediately creates a problem. Most circulation areas contain a wide variety of
segments ­wealthy
suburbs, satellite villages commuter, lower middle class suburbs
and deprived working, class districts.
and the people who live there are an eclektic mixture of young, transient student
groups, established working classes, pensioners, business people, Ethnic groups,
lone parents and young families with children. How can one publication be attractive
to all of them?

2. Most local papers either focus on some groups and ignore the others, or use the
"blunderbuss" approach ­they
fire so many different things ­at
their readers that the
chances are they will occasionally some of hit their targets.
But maybe the blunderbuss needs to be replaced with the sniper's rifle? Perhaps
editors need to think of specifically targeting certain groups in different parts of the
paper? For instance: a broader range of specialist columns ­course
fishing, opera,
age­related
columns (for teenagers, thirty­somethings
and old codgers), two
crosswords of varying difficulty, race­related
columns, columns for the deaf, gays and
other minority groups, dog lovers/haters, DIY, gardens, snooker, wine making,
wrestling ­the
list is endless.
Intellectual editionising: the concept of "special interest editions" is not new – the the
wrap­around
has been with us for some time and can be quite affective. But maybe
there is scope for increasing the number of small scale wrap arounds on specific
subjects as a way of picking up extra readers and advertisers.
A fresh approach to presenting news: The local paper's prime function is to report
news, but maybe it can be cut up and aimed at different types of readers, instead of
being pitched at different geographical areas the in traditional way. Pages with
easy, bite­size
bits of hard news will appeal to some readers, while heavier features
can be published for those keen to concentrate on deeper issues.
Clear signaling: the success of targeting different social groups of readers relies
heavily on clear signalling. The different features/subjects/pages/columns need to be
clearly sineposted throughout the paper, with some items operating on a fortnightly
or or monthly cycle, depending on available space.
Nicola - this is excellent! You have paid attention to not only using Adobe's annotations and
comments appropriately, but your proofreading is spot-on.
Well done!
Grade: A
Jennie Harborth
3 October 2014