With print advertising revenues down and fewer US consumers getting their news primarily from newspapers, merchandise marketing has two benefits for papers: it boosts revenues and it appeals to loyal media brand fans who want to be identified with that paper. NY baseball fans might wear a Yankees or Mets cap, while NY news fans might wear a NY Times cap.
Reader profiles differ from paper to paper, so the merchandise being marketed differs, as well. Here are a few other examples of newspapers marketing merchandise, a trend not limited to US markets:
- The Denver Post sells photos from its newspaper.
- The Los Angeles Times markets T-shirts, photos, back issues, and LA-related merchandise like mugs.
- The Chicago Tribune shop features back issues, photos, T-shirts, and made-in-Chicago merchandise.
- The UK Guardian newspaper has an online store featuring T-shirts, wallets, and more--including satirical figurines based on political figures.
- The Sydney Morning Herald offers Australian products like books, art prints, wristwatches, and more.