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HOW TO START YOUR OWN HIGHLY PROFITABLE SHOPPING CENTER PAPERS
One of the easiest of all businesses to establish, publishing shopping center papers - can make you very rich - almost as fast as finding gold, or inheriting an oil well.
Revenue and profits come from two main sources: The businesses in the shopping center your paper serves, and the people reading your paper. It doesn't matter that there's already a "Shopper's Paper" in your area, or that you know nothing about the publishing business and don't own a printing press.
The first thing is to understand the specific needs of your market. The stores, shops and businesses in the downtown area advertise to reach all the people, and thus, they're hurting from the competition of similar stores, shops and businesses in the neighborhood shopping centers closer to where the people actually live. Yet, these shop ping center stores, shops and businesses ONLY SERVE CUSTOMERS LIVING WITHIN A 5-MILE RADIUS OF THEIR BUSINESS LOCATION!
So, the thing to do is organize a plan, and then work that plan. Contact the store owners or managers of the stores in each shopping center in your area. You can include stores or shops and businesses not in the shopping center itself, but clustered within the same immediate area. However, it's important that your emphasis be placed on the individuality of each shopping center.
Explain to each of these business people that you're starting a "shoppers paper" that will carry advertising only for businesses in that particular shopping center. With this kind of "local advertising media," the stores, shops and other businesses need not worry about competition, nor have to bear the advertising costs of city-wide circulation.
The second selling point is your distribution or circulation system. Take a section of your city street map; draw a 5-mile circle around each shopping center; then take it to your local quick print shop, and have him give you several printed copies blown up to twice the original size.
Then as you+re selling each business owner, show him the shopping center location on your map with the 5-mile circle around it. Explain that your door-to-door distributors leave a copy at each home or apartment within that circle only. This means you'll have to estimate how many homes or apartments there are within each shopping center's customer circle.
Getting your papers out to all of these homes and apartments needn't be that big a problem. Simply talk with the 7th and 8th grade counselors at the schools with-in the service circle. Arrange to pay the counselors $15 per thousand papers delivered
for you. The idea is to get the counselors to line up the students to do the delivering for you, and pay them a percentage of the total you give him. The same plan can be worked
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