Home About Archives RSS Feed

NY Times No More?

Allen Jezouit, @BerkshireCountyBusiness
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)
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
Pittsfield Mayor-Elect Tyer Crafting Transitions Plans
Moulton Clan Grows Thanksgiving Football Tradition
Reid Middle School Class Throws Thanksgiving Feast
North Adams Officially Begins The Holidays
North Adams Firefighters Deliver Turkeys to
Tree Lightings & Holiday Events 2015
Mount Greylock PTO, NBCC Hosting Forum on Youth Substance Abuse
2015 Bazaars & Craft Fairs
Williamstown Planning Board Narrows Focus for Waubeeka Zoning Change
North Adams Sees 4% Tax Rate Hike; Average Bill Up $65

Economy (11)
Finance (4)
Marketing (17)
Sales (4)
Security Unemployment Economy Civil Liberties Marketing Sales Cnbc Public Safety Advertising Ecommerce Nobel Prize Search Engine Optimization Seo Seminar Books Berkshire Direct Custom Business Solutions Chamber Of Commerce Financials Cash Flow Analysis Survey Measure Williamstown Entrepreneur Election Berkshire County Education Social Media Bigcommerce Deficit Budget Massachusetts Small Business Marketing Web Security Facebook
Popular Entries:
JC Penney and "black hat" SEO
Easier and easier
Why does "Tea Party" have to equal "Right Wing" or "extremist"?
Chamber Seminar: Email Marketing
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?
Is anyone else feeling this way?
Invade my privacy all you want
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