Brand Extensions, ! Plus Products, Collaterals, ! Line Extensions ! or The ‘Third Leg’ ? - Max Weimer

The document discusses brand extensions and promotions for newspapers. It provides perspectives from marketing managers on conducting promotions that sell more newspapers by adding value rather than focusing solely on profit. Non-strategic newspaper assets are identified as the brand, media, distribution, marketing and databases. Effective promotions are chosen to match the brand and add value for readers. The quality of products and service to readers is key to ensure the brand's credibility is not lowered. Different newspaper brands may be suited for different types of promotions depending on their values.