News-Press to Build on Last 3 Years' Gains

In conjunction with its explosive growth in the last three years, Falls Church News-Press owner/editor Nicholas F. Benton announced an aggressive new marketing campaign for the News-Press aimed at further expanding readership and advertiser interest in the newspaper.

Targeted regional advertising, expanded distribution and web site development will be aimed at deepening the impact of the paper, Benton said. The campaign will be carried out over the next three months utilizing the theme, “Local News, Global Perspective.” Since Labor Day, 2001, the circulation of the Falls Church News-Press has grown from 12,500 to its present level of 28,500, with further increases planned in the new year. Over the same period, the page size of the paper has increased from an average of 20 to 24 pages in 2001 to 40 to 44 pages in 2004.

Benton attributes the growth to an outstanding staff that has honed the effectiveness and reliability of the newspaper as a medium of news and advertising, resulting in steady increases in advertising revenue through self-promotion and “word of mouth.” Recent interest in Falls Church by the regional development community, leading to a spate of new large-scale, mixed use projects with much more planned, has also led to a wider recognition of the paper and its popularity in Falls Church, Benton said. Its awards, such as twice being named the “Business of the Year” by the Falls Church City Council since its inception in 1991, have also helped.

To help widen its reader interest, the paper has added a battery of renowned nationally-syndicated columnists, critics and cartoonists to its weekly content, along with an expanded calendar of events, wider coverage of the schools in the greater Falls Church area and more use of color.

Matt Smith, president of SmithGifford, said he’s “delighted to be working with the News-Press on its latest expansion effort.” In conjunction with the paper’s growth, Benton recently announced a modest increase in advertising rates, which has been well received by the paper’s customers, Benton said. “Since our last rate increase, our circulation has grown by 58% and now we’ve asked for only a 12% rate hike. Our advertisers are getting even more ‘bang for the buck’ than before, and will benefit from more circulation growth in the new year,” he said.

An adjustment in the paper’s Business Directory will be initiated as of January 1, and all advertisers will soon receive regular, uniform e-mail updates with notice of special offers and special events. Finally, to accommodate the new pressures the expanded size and circulation have placed on the printing of the paper, new earlier deadlines have been instituted by for the receipt of advertising orders and copy. The deadlines have been pushed up to 5 p.m. Monday for orders and 5 p.m. Tuesday for copy, with $25 late charges for missing the deadlines.

To celebrate in the context of the holiday season the newspaper’s progress and the success it has helped bring its advertising customers, Benton announced that all News-Press active advertisers will be invited to the paper’s 15th annual holiday party on Dec. 20. That will be held at the Washington House, 222 N. Washington St., from 5:30 to 8:30 p.m.