jaksr44

Newspaper Industry: Evolution or Catastrophe?

This is not true...but the ability to charge ever-increasing rates for smaller audiences is absolutely killing the top line. Even in the hardest hit markets, the newspaper still delivers a significant, high quality audience, but papers have priced themselves out of the market with the annual 3-5% (or more) rate increases as they try to offset the lose of ad linage.

For decades the rate game at newspapers assumed consistent demand from large advertisers, and that day is gone. What papers can do better than any other medium, is support small businesses and help in their marketing success, but they must move fast and they must not focus on ROP as the way to deliver the audience. Businesses need help to navigate the myriad of options available and newspaper companies can deliver that help...if they refocus their (sales) missions.



On Jan 07 08:53 AM mcrem51 wrote:

> I'm sorry, Bill. I hate to disagree (because I've loved the newspaper
> industry), but it's plain and simple: companies no longer reach consumers
> that spend money by advertising in the newspaper.