"Why Some Big Newspapers Applaud Some Declines in Circulation" is a headline I thought I would NEVER see. After all, newspapers have, until now, only been in print. However, the Internet is indeed a catalyst for change.
This article showed the deep connection between advertising and newspaper sustainability. Insert advertisers look to target groups of people in a certain zip code, not people from many different areas. Consequently, newspapers such as The Dallas Morning News, have begun to limit their distribution radius.
Newspapers have stopped using traditional forms of winning customers- cold calling, advertising and offering promotional discounts. Most of these readers terminate their subscription after the discount ends, making them hard to maintain. Advertisers are not willing to invest in these people either.
The rest of the article can be found here:
http://query.nytimes.com/gst/fullpage.html?res=9407E7DC1430F932A35753C1A9619C8B63&sec=&spon=&pagewanted=2
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2 comments:
I would think that that if a certain demographic will no longer be reading the papers, than the content of the papers and what journalists are asked to write about will also change since the information that is useful only to the excluded demographic is no longer needed to be published.
This is interesting. However, can't internet target a certain demographic as easily, if not more so, than newspapers. Of course, I want newspapers to stay in print, but advertising as a main reason to do so seems a little sketchy.
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