Monday, May 5, 2008
Are Newspaper Ads Going, Going, Gone or Just Going?
Monday, May 05, 2008
Interesting discussion on Jeff Jarvis' blog at www.buzzmachine.com. Are newspaper ads vaporizing altogether or are just moving elsewhere to reach customers? According to Jarvis, "...Papers in top markets are down tens upon tens of millions of dollars each in classified revenue that has disappeared."
This conversation comes a week after the nation’s newspapers reported a collective 3.5% drop in daily circulation. Some of the more savvy newspapers have overhauled their sales strategies in hopes of finding profitable digital niche. However, Jarvis has doubts on how successful these efforts will turn out.
"If papers are smart, they can use online and its laser targeting to serve a new population of hyperlocal advertisers that never could afford high-priced papers before. But as I can tell you from first-hand experience, papers are not built for high-volume, low-cost advertising like this. So those advertisers will go to Google and local blogs."
This conversation comes a week after the nation’s newspapers reported a collective 3.5% drop in daily circulation. Some of the more savvy newspapers have overhauled their sales strategies in hopes of finding profitable digital niche. However, Jarvis has doubts on how successful these efforts will turn out.
"If papers are smart, they can use online and its laser targeting to serve a new population of hyperlocal advertisers that never could afford high-priced papers before. But as I can tell you from first-hand experience, papers are not built for high-volume, low-cost advertising like this. So those advertisers will go to Google and local blogs."
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