Thesis (MBA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: The economic viability and continuity of any publication is determined by two critical factors, being: • The circulation of the publication, thus the readership, as well as • the advertising volumes of the publication. This particular study started by the realisation by management of the publication, Paarl Post, that these two critical factors had in real terms actually been declining since 1996, albeit marginally. The theme of continuous improvement was identified as critical in the process of eliminating "highs and lows", thus certain key areas had to be addressed. Furthermore these areas had to be continously evaluated and monitored. The process of change started with a process of gathering of information by means of questionnaires and personal interviews with certain key personnel by external consultants. A two-day session was scheduled where this information was processed with the help of the consultants and key personnel and the conclusion was made that the growth in circulation and advertising volumes and ultimately the growth in the publication was a function of certain key areas to be managed in the following way: • Cost efficient • Initiatives that lead to product growth • Optimizing of service • Continuous improvement of processes • Optimal use of manpower. The key areas of Marketing, Product, Communication, Processes and Information Technology were identified as key projects, which led to certain recommendations by these project teams based on abovementioned criteria. The "final" phase in the formal process, essentially a phase which never ends, is the implementation of the recommendations, and the continuous monitoring and following-up of the initiatives which ultimately develop to a continuous process of improvement, with the result: • Continuous circulation growth and • continous growth in advertising volumes, and ultimately continuous real growth in the community publication, Paarl Post. / AFRIKAANSE OPSOMMING: Enige publikasie se ekonomiese lewensvatbaarheid en kontinuïteit word deur twee kritieke faktore bepaal, naamlik: • Sirkulasie, m.a.w. die lesergetalle van die publikasie en • advertensievolumes Hierdie studie is gebore in die bestuur van die publikasie se waarneming dat hierdie twee aspekte van die gemeenskapskoerant, Paarl Post, sedert 1996 afneem in reële terme en dus die ekonomiese kontinuïteit van die publikasie bedreig. Die tema van voordurende verbetering is geïdentifiseer as krities in die totale proses ten einde "highs and lows" uit te skakel. Dus moes sekere sleutel-areas aangespreek word, maar hierdie areas moes verder ook deurlopend geëvalueer en gemonitor word. Die proses van verandering is begin deur 'n proses waarby eksterne konsultante betrek is om die eerste fase van die proses te fasiliteer in terme van die inwin van inligting deur middel van vraelyste en persoonlike onderhoude met sleutelpersoneel soos deur bestuur geïdentifiseer. 'n Tweedag sessie is geskeduleer waarby hierdie inligting met die hulp van die konsultante en die sleutelpersoneel deurgewerk is en die slotsom bereik is, dat groei in sirkulasie en advertensievolumes en dus uiteindelik die groei van die publikasie 'n funksie is van die mate waartoe sleutelareas van die Paarl Post as volg bestuur word: • Koste--effektief • Inisiatiewe wat tot produk-groei lei • Dienslewering optimaliseer • Voortdurende verbetering van prosesse • Optimale benutting van mannekrag. Die sleutelareas van Bemarking, Produk, Kommunikasie, Prosesse en Inligtingstegnologie is as projekte geïdentifiseer, waarvan die uiteinde is dat elke projekspan sekere aanbevelings moes doen aan die hand van bogenoemde kriteria. Die "laaste" stap in die formele proses, wat uiteindelik 'n stap is wat nooit eindig nie, is die implementering van die aanbevelings, asook die voordurende monitering en opvolging van die inisiatiewe wat uiteindelik ontwikkel in 'n deurlopende proses van verbetering, met die resultaat: • Volgehoue sirkulasiegroei, asook • volgehoue groei in advertensievolumes en uiteindelik voordurende reële groei van die gemeenskapspublikasie, Paarl Post.