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If you work for a weekly newspaper, you've got a lot of advantages, too.

One benefit of your newspaper is the type of news you carry. It can be argued that most people can't live without the news a weekly provides. Unlike dailies, whose editorial will include news about things like meteors hitting Saturn, trouble in Europe, state and national politics, and even comics, the weekly newspaper usually contains news about what matters most to readers–what's happening in their backyard that will more directly affect themselves and their family.

For example, it's common to find information in there such as what's going on in their children's school system, changing in zoning regulations that might affect their property values, information on the quality of their drinking water, etc.

Many people believe that because this information is more important to the local residents, then even subscribers to both the daily and the weekly will read the weekly first and perhaps a number of times during the week.

Another benefit of the weeklies is that they usually attract a much more desirable demographic, at least in the eyes of the retailer. Why do people who read weekly newspapers have a higher income, have more advanced degrees, and spend more money than average? One explanation is that people who read weekly newspapers simply like to read, and better readers usually end up getting better jobs, although, again, this argument could also apply to dailies.

Perhaps the weekly readers are more entrenched in the community, have a family and a home, so have to make more money.

And since these readers care so much about the area in which they live, that they're more likely to stay in the area longer. This means if an advertiser gets a weekly newspaper reader to respond to their ad, that new customer will stay in the area long enough to return to the business again and again, driving up the return on investment and making the ad seem more affordable.

Others will argue that weeklies tend not to have enough circulation relative to the daily newspaper. This will be seen as a disadvantage to some businesses who need more coverage, but an advantage to others who can't afford to pay for a lot of circulation.

Weekly newspaper salespeople will say they provide the best of both worlds--reaching the upper income/long-term customers without having to buy all that so-called wasted circulation that the daily paper might have.

Sure, weeklies tend to have a higher cost per thousand, but weeklies will claim that you get what you pay for. Another advantage of many weeklies is that they're mailed to the homes through the postal service. This means this delivery method is one of the most reliable--and expensive--in the U.S. and can be put directly in the mailbox (in the U.S. it's illegal to put anything other than U.S. Mail in a home's mailbox). Some feel alternative delivery systems, such as adult carriers, are less reliable.

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