ABSTRACT
Dale Greendale is the advertising director for the Lawrenceville Daily News. It continues to be a thriving newspaper despite the challenges to the industry from the Internet. In fact, the Lawrenceville Daily News has added circulation in each of the past few years, while the industry has been steadily losing ground. About few years ago, advertising contributed 82 percent of the newspaper's total revenue. Newspaper advertising revenue has been increasing but not as fast as other income sources. The Internet version of the paper has been successful as well and is drawing support, particularly for those advertisers who are targeting the university student population. The single-copy price was raised as was the online subscription price. Dale began to see that they were reaching a ceiling on pricing of both the newspaper and online products. However, once the rate increase had taken effect, he saw that circulation was growing at only 2 percent a year.
