White Paper Thursdays: The Pros of Marketing Through Newspapers

The Newspaper Association of America has published a Power Point to help its members combat ad dollar erosion. The deck outlines a variety of data points the outline the quality of the newspaper audience.

The newspapers industry is really suffering of late as it struggles to refine its relevance in the digital era. Newspapers are taking it on the chin in part because young people have not adopted daily newspaper readership (at least news PAPER readership) like past generations did. While the newspaper web sites are seeing growth, the papers have had difficulty translating that success into revenue. What I mean is, it takes A LOT of banner views to replace the cost of a full page ad in section A.

I for one hope that newspapers weather the storm in some form. Perhaps the paper part will wither away, but newspapers have always provided depth and analysis that cannot be matched by big haired lads and siliconed boobed lasses that constitute what we call news people these days. The Philadelphia Inquirer, for example, did not feature Jon Benet on 80% of its pages for -- what was it, 2 years? -- like cable news.

Anyway, hit the link and give the deck a read -- it's an interesting marketing story.

Thanks for reading, and don't forget to write.