The newspaper industry enters the millennium, neither dying nor assured of a stable future. The declining profile of newspapers has been widely debated as the industry is faced with soaring cost of newsprint, slumping ad sales, dwindling revenue from classified advertising and precipitous drops in circulation. The debate has become quite engaging lately, with the deepening recession shrinking the profit margin, and as once-explosive growth in newspaper revenues levelling off, forestalling what industry watchers had hoped would become an important source of income. There is scarcity of textbooks on newspaper marketing but the ones on general marketing abound. Although, "marketing is marketing," the guiding principles and practices when discussing newspapers marketing, are entirely different. Today's media managers are just interested in reaping revenue through strategic partnership, Sponsorship, awards, etc but pay little attention on how to build the reader-loyalty. This book examines the future that will partly be shaped by the need for vision, leadership, and community support of local news and journalism. The future will be shaped by what readers choose. One issue is whether the newspaper industry is being hit by mismanagement from which it may recover or whether new technology has rendered newspapers obsolete in their traditional format. To survive, newspapers are considering combining other options, although the outcome of such partnerships has been criticized. Despite these problems, newspaper companies with significant brand value and equity which have published their work online, have a significant rise in viewership readership. Both Television and the Internet bring news to the consumer faster and in a more visual style than newspapers, that are even, constrained by their physical form and the need to be physically manufactured and distributed. This book provides comprehensive and balanced coverage of traditional materials, new, emerging issues and topics. It also deals with introductory tips on management sales concepts that have mostly influenced media companies over the past years. In as much as a company needs to hear what its readers are saying about its newspapers, listening to readers must be an ongoing process and the results must be communicated promptly and put into use because without a system that measures your service effectiveness regularly, you won't know if you are improving or not. While today's newspapers may appear visually different from the earlier ones of a century ago, in many aspects, they have changed little and have failed to keep pace with changes in society. There is, thus, cause for concern but not for panic. The book will be useful to publishers, shareholders, media employees, agents, vendors, advertising agencies and general readers.