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)
 
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
Adams-Cheshire Hires Interim Superintendent
McCann Senior Named U.S. Presidential Scholar
Berkshire Chamber, Visitors Bureau Merge Into 1Berkshire
Clarksburg Passes Fiscal 2017 Budgets, New Zoning Bylaws
Mount Greylock School Committee Member Charges Open Meeting Violation
Berkshire Innovation Center Hitting Number of Funding Hurdles
St. Stan's Students Walk to Raise Money for Water Project
Lanesborough Looks to Join Berkshire Mosquito Control Project
Talk to Your Adult Children About Smart Financial Moves
Pittsfield Approves Extending Tax Breaks For Beacon Cinema


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