You are the new marketing manager for the Midland Daily Courier, a weekly newspaper that publishes local news, high school sports results, and feature stories about local businesses and political issues. The paper also publishes several regular columns written by local experts on gardening, home repair, and crafts. Like many small weeklies, the Courier has seen its subscriber base shrink gradually over the past 10 years. The newspaper has a Web site on which it posts all of the display ads that run in the print edition, its free classified ads, and all of the news content from the print edition. Your job is to work with the publisher and the editorial staff to revive interest in the paper and devise marketing plans that will either increase subscriptions directly or generate increased interest and awareness of the newspaper’s value to potential subscribers, provide a viral marketing plan that uses blogs and social media tools to generate interest in the Courier. Be specific about how you would promote each element of the newspaper’s offerings, including which tool you would use for which element.