When you embark upon a professional path or pursue a particular degree in school, you never know where it might lead. When I decided to specialize in marketing while working on my MBA, I never thought in a million years that I would eventually need to learn the features and functionalities of newspaper circulation systems.

Recently, I produced a new Circulation brochure for my company, which involved peeling back the layers on technology that before was very foreign to me. It turned out to be much more than I expected.

I know, you’re thinking, isn’t the printed newspaper going away? The answer is – not any time soon. Even if they did, these technology platforms are designed to handle partnerships and distribution patterns for a variety of different printed products. They also provide things like automated customer service communications, business analytics, postal data, PCI compliance and so much more.

Regardless, these systems are being further developed to handle increasingly more sophisticated data sets, segmentation and integration with other systems. Many newspapers are already powering their tablet subscriptions with their printed circulation systems. Start cross-pollinating these interactions and you have a much more holistic view of your audience.

It’s more than Circulation, it’s Audience Engagement.

There is some discrepancy as to when the first newspaper was ever published in America, but suffice to say by the early 1700s ink met paper and they formed a lucrative and informative bond.

Over the course of the past 300+ years many of our largest newspapers have evolved in to multifaceted media organizations publishing content in multiple channels. They require sophisticated technology for handling workflow across editorial and advertising departments with a bridge between print and digital publishing.

Media companies must also possess the mechanisms for understanding their audience. A host of demographic and psychographic criteria along with features and functionality for capturing, integrating and reporting on data help define and automate these relationships within the community.

This customer data is extremely valuable for publishers and advertisers alike, but it is increasingly being eroded by competitors. In fact, many newspapers allow companies like Groupon to occupy advertising space on their websites where they effectively net data with one simple click. Groupon is smart. Newspapers? Not so much. They need to protect their valuable asset, which is their customer data.

Newspapers are working hard to create new products and partnerships, and they are certainly embracing new channels like tablets and mobile devices. Really, the term “newspaper” is in many cases not an accurate description of the various facets of these media houses.

Media companies, whether print or online, have in many cases built their brands over the course of hundreds of years. They are important conduits for community information, and by and large are trusted sources. But sometimes they make decisions that erode the brand. The above image is proof in point.

News in this case does not even appear to be the selling point. Ouch.