Friday, August 22, 2014

"The nation’s newspapers have become little more than a blue-bag delivery service"

Medium article:

"Print ads are essential revenue for most papers. Retail ads are essential for print. Sunday is essential for retail. Inserts are essential for Sundays. The base of that entire inverted pyramid is being supported by the marketing departments of no more than a couple dozen national advertisers.

Those advertisers already have one foot out the door, having abandoned the idea that ads have to be printed inside the paper to reach their audience. CVS and Best Buy have so little connection to the papers they ride along with that they don’t even bother printing the addresses of their local outlets. (You can always find that information online.) From the advertiser’s point of view, the nation’s newspapers have become little more than a blue-bag delivery service, with a horoscope and enough local sports inside to get people to open the bag."

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