Commercial Opportunities for Newspapers -- Know Your Strengths

Because the company uses a 10-hour shift six days a week, what marketing the World does is highly targeted. But too much trumpeting could push the paper into another shift, when it is content to stick with the 60-hour week.

"We want our commercial work to augment the newspaper, but not necessarily overshadow it," Shroeder adds. "It's a balance between keeping our commercial customers happy, turning around a product in a timely fashion for them, but at the same time not forgetting that the newspaper is why we have the press."