The Declining Supremacy of Newspapers as an Ad Vehicle
Posted by Universal Ad at Wednesday, July 04, 2007 1:50 AM and is filed under Advertising,NEWSPAPERS 
RetailWire, one of our favorite news sources, recently published another fascinating discussion on a timely topic - how important are newspapers as ad vehicles for retailers and consumers?
The article kicks-off with Macy's CMO Anne MacDonald analysing why they're moving their ad dollars away from newspapers. Her basic complaint is that newspapers have been unable to retain current readers and attract younger ones due to the availability of a wide variety of other news and entertainment sources.
She offers several suggestions she hopes would be implemented by newspapers beyond increasing circulation in the most relevant demographic sectors. For example, pushing local news to the front, collaborating more effectively across regions in selling advertising, and working with advertisers to research and better understand the rapidly evolving habits of their customers.
The article kicks-off with Macy's CMO Anne MacDonald analysing why they're moving their ad dollars away from newspapers. Her basic complaint is that newspapers have been unable to retain current readers and attract younger ones due to the availability of a wide variety of other news and entertainment sources.
She offers several suggestions she hopes would be implemented by newspapers beyond increasing circulation in the most relevant demographic sectors. For example, pushing local news to the front, collaborating more effectively across regions in selling advertising, and working with advertisers to research and better understand the rapidly evolving habits of their customers.
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