If newspapers cannot come up with a creative offer to advertisers - in print -at $25/month, then newspapers ought to hang up their ink barrels. Why do I say this? Look at any daily newspaper anywhere any day and tell me how many of the local businesses and organizations appear as advertisers in that issue. I think you will find the answer to be less than 5%, perhaps even less than 1%. Where are the other 95% going? Google and a lot of others come to mind.
It's a time for creativitiy, for packages of print and online and for putting newspapers in the role they should - bur rarely have gotten there - have occupied all along: as the primary connector of people, businesses, organizations and anything else that resides or works or connects in some way with the geography that the newspaper purports to serve.
Saturday, February 13, 2010
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