How to create a newspaper: the best ideas. Newspaper Advertising Business Plan: What You Need to Start a Newspaper

The payback period is 12 months.

The initial investment will be 2 840 000 rub.

The break-even point is reached at 4 month of work.

Monthly net profit - 300 000 rub.

2. Description of the business, product or service

3. Description of the market

4. Sales and Marketing

5. Production plan

A critically important stage in the implementation of the project envisaged by this business plan is right choice way legal registration publishing a newspaper as a business.

Such registration has two components of its process.

The first point is related to the registration of the newspaper publishing house as commercial business, stipulated Civil Code RF. AT this case it is supposed to make a choice in favor of registering a publishing house in the LLC format. There are several reasons for this:

Firstly, the status of LLC is the most suitable for a newspaper whose main target audience is the class of people belonging to the most active part of the population - these are entrepreneurs, creative and scientific intelligentsia, young professionals, as well as citizens with a certain material wealth.
Secondly, having legal form LLC, the publishing house of the newspaper has the opportunity to interact more effectively with various state and municipal structures interested in placing any materials on the pages of the newspaper, participate in various municipal or government programs support for regional media.
Thirdly, with the help authorized capital“LLC”, its shares, can be attracted to finance the newspaper project by various investors, which is very difficult to implement, having only the status of an individual entrepreneur.

As for the registration procedure for "LLC", it has a standard form. Registration can be done independently - by submitting an application and relevant documents (charter, minutes of the constituent assembly, etc.) to the Federal Tax Service. This can also be done using the services of law firms specializing in business registration. The optimal registration period is approximately 30 days. The total amount of expenses required to complete the entire registration process is about 30–50 thousand rubles.

When submitting an application, you must also indicate the relevant OKVED codes which include:

58.1 "Publishing of books, periodicals and other publishing activities."
58.13.1 "Publishing newspapers in printed form".

In addition to the general registration scheme, a contract or an agreement with the printing house is required, which will be used to print the circulation of the newspaper.

The second part of the legal registration of the newspaper is to obtain the appropriate permission from government agencies, namely, from the Roskomnadzor service (its full name is the Federal Service for Supervision of Compliance with Legislation in the Sphere of Mass Communications and the Protection of Cultural Heritage).

Registration of such a permit (in fact, a license for publishing) is mandatory for all print media whose monthly circulation exceeds the established limit of 1,000 copies. This norm is established by Federal Law No. 2124-1 "On the Mass Media" of December 27, 1991 (current version of July 2, 2013).

It should be specially noted here that violation of this legislative norm is punishable by a fine of 1,000 to 30,000 rubles. according to the norms of Article 13.21 of the Code of Administrative Offenses of the Russian Federation.

To pass such registration in the regional divisions of Roskomnadzor, the following documents are required:

receipt of payment of state duty, minimum size which is 500 rubles;
copies of passports of the founders of the newspaper certified by a notary;
certified copy constituent documents"LLC" - Charter, certificate of state registration, extract from the Unified State Register of Legal Entities, tax certificate.
for the same procedure of registration of the Internet site of the newspaper, you will need a certificate of registration of a domain name.

Based on Russian practice, the process of obtaining a license to create print media through Roskomnadzor may take at least 1-2 months.

In addition to the obligatory forms of registration of a newspaper edition, it will be necessary to conclude lease agreements for the office premises of the editorial office, contacts with distributors (for example, Federal State Unitary Enterprise Russian Post or local retail network newsstands).

6. Organizational structure

The full calculation of the payroll for 24 months, taking into account the bonus part and insurance premiums, is presented in the financial model.

The question of how to open a newspaper is asked by many people - these are professional journalists and advertisers, entrepreneurs and public figures. Whatever category you belong to, keep in mind: although the organization of the publishing process itself is quite simple, further “pitfalls” begin that can pull down even the most brilliant idea. Moreover, you definitely won’t be able to “hook” one hundred percent of the target audience, as it could be ten or twenty years ago, because today some people do not read paper newspapers at all, preferring online publications.

Publishing your own newspaper: a short plan of action

According to Russian law, you can print any newspaper product with a circulation of up to 999 copies inclusive and distribute it without registration. But we will consider serious volumes, that is, from a thousand copies and more. You will need to do the following:

Explore target audience, agree with specialists on work on materials and start working out.
Contact the regional office of Rospechat and apply for registration of a new printed publication.
Prepare the first issue (or rather several at once), managing the process of creating and selecting materials in accordance with the structure of the newspaper. You can develop your own unique content, as well as use materials that are allowed for reprint (do not forget to indicate the author and source).
Finish editing and layout of materials to get a layout ready for printing. The layout of the first release can later be used as a template for subsequent releases.
Give materials to print and get a circulation on hand. At this point, you should already have a scheme for the implementation of the newspaper.
Distribute the circulation according to the planned outlets in accordance, while concluding relevant agreements.

It should be noted that the specifics of each item of the work strongly depends on the subject. For example, if you are thinking about how to open an advertising newspaper, then in order to collect material you will have to cooperate not with journalists, but with advertisers.

Possible difficulties

Most publications, with the exception of purely informational ones, create certain difficulties that will be faced already on initial stage. Consider the possible "pitfalls" in more detail.

Payback, demand and advertising

Practice shows that publishing your own newspaper without advertising is a non-profit and most often unprofitable business. Firstly, the circulation is almost never sold out entirely. Secondly, if we include the cost of each issue in its wholesale price before retail, then the final price will be too high, and no one will buy the newspaper. Advertising is the only way out, which is not difficult to guess by flipping through any newspaper: almost no one can do without advertising.

This means that you will need to negotiate with advertisers and maintain cooperation with them, while competing with other publications and tracking three processes at once:

so that advertisers perceive your newspaper as a good dissemination tool and are willing to pay you;
so that there are not too many advertisements in the newspaper and that it does not lose its attractiveness for readers;
so that the subject of advertising materials corresponds to the general theme and "hit" the target audience.

Should be worked out separately feedback and gathering statistics so you can prove to the advertiser that they are not wasting their money. If you are thinking about how to open a free newspaper (for whatever purpose), then you need advertising like air, because the alleged monetization of this or that information campaign is too random a process to be taken seriously. Without financial support in the form of payments from advertisers, the publication of a newspaper becomes unprofitable.

Information competition: way out of the vicious circle

The most difficult thing is a newspaper that has just appeared in the information field: advertisers do not consider it seriously, readers know little about it, and as a result, revenues are reduced to a minimum. The only way to overcome this is to launch your own advertising campaign to promote the newspaper and make a statement about it.

For a newspaper to appeal to readers, it must be useful. If you want to carve out a solid niche in information space, ensure that the material that is as unique and in demand as possible is generated. For example, think about how to open your own classifieds newspaper. This is far from what professional journalists usually represent under the publication of a newspaper, but it is really relevant for people.

But first you have to be puzzled by two other problems: the study of information trends (what is most interesting to people and what is the least "explored" by other publications) and the collection of information (for example, the organization of an electronic or telephone service for receiving announcements). This will allow you to create your own regularly updated database for printing a newspaper with ads.

Media in politics, economics and social activities

If you still want your publication to have a specific topic related to events that are relevant to people, be prepared for great difficulties:

You should enter this area only after drawing up a business plan, since the first few weeks or even months the project will require investments, almost certainly not making a profit. Make sure you can afford it.
Get ready to participate in "information wars" even if you don't want to. Remember that any slightly resonant material can cause someone's dissatisfaction, and it is difficult to predict in what form it will be expressed.
Make sure you always have fresh materials. To do this, you will need not only to register the media, but also to establish a legal entity with a permanent staff.

It is important to combine professional efforts with marketing calculations, since a thematic publication is a complex information and market product that must be in demand and sold at the same time. Remember that reader reactions are always only partially predictable, and the calculation error here is much higher than when selling "real" goods.

Use for personal interests

If your financial and personal capabilities allow you to invest in the mass distribution of any materials, then evaluate the feasibility of opening your own newspaper - primarily from the point of view of real efficiency, and not prestige. There are two more rational ways:

Pay for the placement of the materials you need in an existing publication.
If you really need it and if finances allow, buy an already existing edition.

Remember that prestige in the information space is short-lived, and finances must be managed wisely, even if your opportunities are really great.

Establishment of a legal entity and recruitment

Organization legal entity publishing a newspaper is not a very difficult task, especially if you have the support of a qualified lawyer who will tell you how to avoid bureaucratic delays. Use simplified diagram taxation on the difference between income and expenses - this way you protect yourself from having to pay taxes on unprofitable print runs.

If you're not thinking about how to open a newspaper free ads, but about a full-fledged information publication, then you will need:

Chief Accountant;
editor;
layout designer;
journalists - from two or more;
photographers;
newspaper couriers.

If successful, you can expand the publication and add new headings - then new editors and journalists will be needed, especially if you are going to do reports and interviews. If your newspaper will contain promotional materials and announcements, then you will not need journalists, editors and photographers. In addition, the best step is to involve a professional manager on a full-time basis or on an outsourcing basis for marketing optimization of the project and development of materials.

Perspective and estimated payback

The cost of a copy when printing in a professional printing house can be an average of 5–10 rubles with a relatively small volume. The cost increases as the number of pages increases and decreases as the circulation increases. The average cost of a thousand copies of a newspaper will thus be from 5,000 to 10,000 rubles.

Travel costs vary considerably and the included payroll costs staff members divided by the number of newspaper publications per month. Statistically, a weekly newspaper includes from 15,000 rubles of additional expenses. Thus, the publication of one thousandth circulation per week will cost from 20,000 rubles.

The wholesale sale of a circulation at a price of 15–20 rubles will bring you, respectively, 15,000–20,000 rubles. To get a profit, you will either need to raise the selling price or contact advertisers. Publishing an average of one ad unit for every two pages will allow you to double your income and get from 15,000 rubles net profit from each circulation, that is, from 60,000 rubles per month. Of course, these are only approximate calculations based on statistical data.

Thus, the publication of a newspaper can be recommended as a business only to those who are ready to work on the project, optimizing it from a marketing point of view and maintaining contact with advertisers. Otherwise, it will be possible to count on the maximum coverage of expenses by income with a zero, if not a minus. To create a successful media, a full-fledged study of the project is required - just the desire to publish a newspaper is clearly not enough.

We only offer step by step instructions how to open your own newspaper and start making money from the newspaper. While the general structure is informative, each person or organization can add their own special touch to making money from newspapers.

Benefits of starting a print press

Newspapers can be incredibly well received by the public. Especially niche or thematic ones.

Here short description what are the advantages of making money on newspapers:

Generate your own income.
May be .
Newspaper advertising is inherently accepted by everyone over any type of print media.
This is the accepted format.
This allows you to establish relationships with businesses and helps them invest in your business.
People are more likely to read a newspaper because of the variety of content centered around a common theme.
A newspaper can do much more than a simple newsletter.
First of all, with more space than a newsletter, a newspaper can become invaluable information.

Niche selection

Choosing the right niche is essential to the success of any business. Niche is a part common market to which you will apply. There are many various problems, programs, products and services that you could write about in a newspaper. What does it look like.

It is important to remember that a newspaper, in order to become a staple in a community, must be somewhat predictable to those who are interested in it. First of all, about what you are well aware of.

For example, if you select "family niche", all the articles mainly deal with family issues. Therefore, people will wait for the next publication with articles about the family.

There are several areas to consider before making money from a printing press.

Demography

How big is your city. What degree of coverage can be easily achieved based on work force and time frames. If your city is large, should you choose a zone or distribute across the country?

Strengths

If you specialize in certain area, you can focus on this area as your niche. If you're delivering a specific product or service, keep your newspaper updated on who you are and what your business is about.

Purpose and audience

If you are trying to advertise a service or product, you need to keep in mind who your audience will be. Moreover, in order to start making money on newspapers, you need a goal. For example, for, articles may deal with housing, mortgages, property, etc.

Social problems

If you can link your articles to the prevailing social problems days, you will probably be read. If you have an electronics store, write to

In contact with

Classmates

Many talented journalists and bloggers may be seriously interested in own business- newspaper.

To achieve maximum success in this matter, you must follow two basic rules - to make your publication as interesting as possible, as well as to organize the entire workflow very competently and responsibly.

Opening of the editorial office of the printed edition. Where should you start?

The success of your business is largely influenced by the correct choice of the subject of the future printed edition.

Keep in mind that today advertising and information newspapers and advertisement newspapers are in great demand, but social and political publications are of much less interest.

To open a newspaper editorial office, you must:

determine the topic and audience;
choose the appropriate format;
choose a characteristic title that can maximally interest and intrigue future readers;
decide in what language your newspaper will be published (or it will be bilingual);
register your private publication with government agencies.

Registration of a private editorial

Novice businessmen who want to open their own editorial office of a printed publication can register individual entrepreneurship.

However, in the event that the newspaper will be published by several founders, such forms as CJSC or LLC will become more preferable options.

It should be borne in mind that if you are interested in a business plan for a small-circulation free newspaper, the circulation of which will be no more than 999 copies, there is no need for state registration.

True, in this case there are certain drawbacks - due to the fact that a small number of advertisers will agree to cooperate with a small-circulation publication, the profit that such a business will bring will be minimal.

Also keep in mind that each major Russian newspaper must be registered with Federal Service supervising in the field of communications.

Stages of creating a successful edition

For your newspaper publishing business to be as successful as possible, you need to go through several important stages.

Thinking through the concept of your future publication should be taken with great responsibility. The brighter and more interesting the idea of your newspaper, the large quantity it can attract potential customers. Therefore, even before the first release, think carefully about what your target audience should be.
After carefully studying the interests and needs of the audience, choose the most appropriate direction and nature of the future edition.
It is very important to correctly determine the format of the future edition - most often there are such formats as A4 and A3, but you can choose others.
Circulation volume also plays here important role. If you are interested in making a good profit, it is recommended to start from about five thousand printed copies.
Next, determine how you plan the future edition - color or black and white.
The next step is to determine what will be the distribution method of the newspaper - it can be distribution by subscription, traditional sale in newsstands and stalls, as well as free distribution.

Recruitment

At first, the staff of your editorial office may consist of a minimum number of employees:

journalist
photographer
proofreader;
typesetter.

Moreover, at the very beginning, all these functions can be performed by one person - the one who is the owner of the business.

But in the future, it is desirable to hire different specialists - this will optimize the workflow in the best possible way.

Printing the first issue and choosing a printing house

The next step is to think about how the preparation and release of your newspaper will take place.
Novice entrepreneurs can prepare a newspaper for publication even at home, using one or two personal computers for this purpose. At least, such equipment is quite enough to prepare materials for the first issue.

In the future, you will have to acquire your own office - this is necessary for constant meetings with advertisers, readers, and business partners.

The choice of printing house for cooperation should be taken very responsibly.

To find the best option, you should pay attention to the current price list, as well as technical capabilities.

Take care of effective methods distribution of the printed edition - the faster the fresh issue diverges, the more advertisers you can attract. This, in turn, guarantees high real profits.

Approximate costs and expenses

In order to create your own newspaper business, you will need start-up capital, the amount of which depends on a number of parameters - staff, frequency of release, format, color, circulation of the publication and others.

But some types of costs are mandatory and the same in any case, so consider an example with calculations:

the size of the state duty for the issue of a printed publication may be approximately 20,000-25,000 Russian rubles;
about 1,000 rubles must be paid for registration with the tax authorities;
purchase computer technology will cost about 25,000-35,000 rubles;
for the purchase of equipment for the editorial office - laptops, cameras, voice recorders, etc. - you will have to spend about another 100,000 rubles;
printing the first five thousand copies can cost approximately 20,000-25,000 rubles.

When planning your own newspaper business, analyze all real opportunities and prospects. Treat this activity responsibly - and then significant success will be provided to you.

In contact with

For many years the newspaper was the only source of information about the outside world. And even today, when the Internet has become more and more accessible, and television has covered the entire population of the planet, newspapers remain an important part of human life.
On the pages of such media, you can advertise products and the effectiveness of such advertising is still beyond doubt.

The most concrete and complete information is transmitted through the newspaper. A person can learn about new products in the trading field, the cost of services and goods offered, as well as many other useful things. The newspaper is able to reach a wide range of audiences, and advertising in it can easily penetrate all areas of the public. In addition, advertising in newspapers is very familiar and unobtrusive, durable and effective.

The above advantages of the newspaper make business in this area especially attractive. Today there are young businessmen and manufacturers who want to advertise their services and products. So why not give them that opportunity by creating a quality ad newspaper.

But it is not necessary to stop only at the business sphere. Today, for most people, the issue of real estate, job search and purchase of cars is very relevant.

Against the backdrop of rising unemployment, you can publish a newspaper in which only the most relevant ads will be printed, allowing the employer to find good worker, a ordinary person- a decent job with a salary that will satisfy his needs. Of course, in big cities there are usually several newspapers of this kind, but small regions cannot boast of having such information carriers.

Today, the problem of buying and selling cars is quite relevant for people, so you can create a newspaper in which ads will be printed with offers to sell, buy or rent a car. In principle, the list of operations that can be performed with transport is much longer.

At first, an apartment can act as an office, and ads can be easily received by phone. Newspaper layout is also not a problem, and if you have a computer and the Internet, then this can be learned quite quickly.

In any business, you need to be purposeful and clearly see the goal. If you set yourself the task of making a high-quality and popular newspaper, then everything will definitely come out.