Friday, August 22, 2014 11:35pm
North Adams, MA now: 64 °   
Send news, tips, press releases and questions to info@iBerkshires.com
The Berkshires online guide to events, news and Berkshire County community information.
SIGN IN | REGISTER NOW   

Home About Archives RSS Feed
NY Times No More?
By: Allen Jezouit, @BerkshireCountyBusiness On: 08:38AM / Thursday September 09, 2010
Important
0
Interesting
0
Funny
0
Awesome
0
Infuriating
0
Ridiculous
0
After my recent rant about newspapers, the topic was fresh in my mind and I coincidentally  stumbled across this article:
 
"At a conference in London, Arthur Sulzberger Jr conceded that someday the New York Times Company will be forced to stop publishing a printed paper." (Sulzberger Concedes: "We Will Stop Printing The New York Times Sometime In The Future", www.businessinsder.com, Henry Blodget, 9/8/2010)
 
WOW!
 
The Old Gray Lady is in big trouble. Declining readership has lead to declining print ad revenues. Online revenues are strong but not nearly enough to support a newsroom whose annual cost is estimated at $200 million!

As the owner of a marketing agency (Berkshire Direct in Williamstown), I am constantly looking out for trends in advertising. The decline of newspapers has been underway for years. What's next?

Well, let's be honest. If the true impact of the remote control and the DVR were ever measured and publicly shared, I believe TV ad revenue would be devastated. Who watches commercials any more when you can either flip to another of the 500+ channels available at the push of a button OR simply fast-forward through the recorded show you are watching? How many people listen to their iPods or CD's in their cars instead of radio? What is that ultimately going to mean to radio ad dollars?

The bottom line is this: if you are an advertiser, you need to be measuring the results of your ad campaigns every day. You should not spend a penny on a campaign whose results you can't measure. Add ad-specific extensions to phone numbers so you know which ad people are calling about. Use URL's in ads that are just for that specific ad, so you can tell that the ad generated the website visit and not something else.

Finally, start investing in advertising on sites like iBerkshires. Their page views and visits are skyrocketing each month. When the newspapers are gone, these local micro news organizations might be the only thing left that people depend on daily for their local news. If you are a local business who depends upon traffic from local consumers, it may be your best bet. Plus, clickthroughs from ads on iBerkshires are totally measurable.



Tags: new york times, measure, advertising      
News Headlines
'The Giver': Once More Into the Apocalypse
Motorama Roars Into North Adams For Fourth Year
Pittsfield Firefighters Champs in Annual Pizza Contest
Pittsfield Sets Community Conversation on Violence
iBerkshire Tag Sales: Aug. 23-24
Williamstown ZBA OKs Phased Completion of Weston Field
Pittsfield Parks Commission Questions Lack of Capital Funds
BRPC Developing Community Plan For Reuse of Lee Mills
State, FAA Put Off Finishing Details for North Adams Airport
Stamford School Bus Routes 2014-15


Categories:
Economy (11)
Finance (4)
Marketing (17)
Sales (4)
Archives:
Tags:
Sales Entrepreneur Economy Williamstown Civil Liberties Ecommerce Custom Business Solutions Education Chamber Of Commerce Marketing Small Business Marketing Financials Election Nobel Prize Public Safety Berkshire Direct Bigcommerce Deficit Measure Advertising Search Engine Optimization Unemployment Seo Social Media Web Security Seminar Security Massachusetts Berkshire County Cash Flow Analysis Survey Budget Books Cnbc Facebook
Popular Entries:
JC Penney and "black hat" SEO
Why does "Tea Party" have to equal "Right Wing" or "extremist"?
Easier and easier
Holy cow!
Nobel Prize in Economics Awarded for Theory on Why Unemployment Remains So High
What will the Berkshires look like in 20 or 25 years?
Chamber Seminar: Email Marketing
Leadership
Is anyone else feeling this way?
WE HAVE TO BE BETTER, WE LIVE HERE.
Recent Entries:
Chamber Seminar: Email Marketing
That didn't take long
Holy cow!
JC Penney and "black hat" SEO
Easier and easier
Chamber Seminar on eCommerce
Gotta love 2011 so far!
Mass., NY could lose more seats in Congress
The 12 Days of Holiday Revenue Maximization for Your Online Store
5 New Online Services Perfect for Small Businesses


View All
Chamber Nite @MountainOne
A who's who was at the MountainOne-hosted Berkshire Chamber...
Third Thursday Aug. 21, 2014
The August Third Thursday event in Pittsfield included a...
High School Football
High School football practice got under way on Monday.
Giorgi League Semis: B&B vs...
Burr and Burton held a steady lead over Bennington, Vt.'s,...
Giorgi League Semis: Drury vs...
Alex Heck scored 19 points to lead the Drury boys...
Mill Children Opening
The 5 Hoosac Street Gallery held its grand opening Friday...
Downtown Celebration 2014
North Adams held its annual street fair on Main Street on...
Worcester Bravehearts vs...
Key at bat helps the Worcester Bravehearts defeat the...
9th Annual Rock, Rattle &...
This year's theme is "Living in Harmony, Fulfilling Our...
Softball Series: Berkshire...
Lanesborough Block Party 2014
The 6th annual Lanesborough Firemen's Association Block...
Softball Series: Berkshire...
The Berkshire Force played in its 14th and final game...
Softball Series: Berkshire...
The Berkshire Force wins one of two games Monday morning to...
United Africans of the...
Softball Series: Berkshire...
The Force was eliminated from the tournament's...
Softball Series: Berkshire...
The Berkshire Force continued play on Sunday afternoon for...
Chamber Nite @MountainOne
A who's who was at the MountainOne-hosted Berkshire Chamber...
Third Thursday Aug. 21, 2014
The August Third Thursday event in Pittsfield included a...
High School Football
High School football practice got under way on Monday.
Giorgi League Semis: B&B vs...
Burr and Burton held a steady lead over Bennington, Vt.'s,...
Giorgi League Semis: Drury vs...
Alex Heck scored 19 points to lead the Drury boys...
| Home | A & E | Business | Community News | Dining | Real Estate | Schools | Sports & Outdoors | Berkshires Weather | Weddings
Advertise | Recommend This Page | Help Contact Us | Privacy Policy| User Agreement
iBerkshires.com is owned and operated by: Boxcar Media 102 Main Street, North Adams, MA 01247 -- T. 413-663-3384 F.413-664-4251
© 2000 Boxcar Media LLC - All rights reserved