It depends on many factors. Newspapers use all the same tools that other companies use to market their publication. Where and how they market is based on a number of different variables.
Smaller local newspapers tend to stick to promotions in their local towns, cities and surrounding suburbs. These publications will generally do small promotions like setting someone up in your local grocery store to sign people up. They may offer special promotions, coupons, etc to get people to sign up. They may also send promotional material in the mail.
Larger publications like the Washington post, wall street journal and USA today will use those tactics too, but will also use other tactics such as television commercials, online advertising and collaborate with other companies where they can earn points if they sign up for a subscription. Publications are also relying on native advertising services like Outbrains and Taboola.
Smaller online publications that don’t have a marketing budget typically don’t have to worry about getting people to subscribe. These publications count on SEO and social media sharing to get exposure. Some will pay for promoted posts on social media for more exposure. These publications also tend to rely heavily on click bait tactics to get readers to click on articles. This can include titles like “When asked about the controversy the political had this bizarre thing to say”.
In terms of what they are selling, it depends on the publication. Some are in the business of informing you, while others are in the business of selling your information to advertisers. Many of the online only publications are usually in the business of selling your information to advertisers. They’ll post as much content as possible with the goal of getting as many visitors on their site as possible in order to earn ad dollars. The quality of the articles are usually lacking. This has been an issue in the newspaper industry for awhile, but was most recently brought into the spotlight because its the business model that is driving the fake news sites.
