As the daughter of a newspaperman, I view the current state of the newspaper industry with some real sadness. With so many papers facing bankruptcy or shuttering altogether, I can’t imagine a Sunday without The New York Times or what might happen to my beloved paper (and Sunday ritual) if it were sold to Rupert Murdoch and turned into an online-only format.
But as an advertiser and marketer, I’ve got a different perspective. Print may not be the go-to solution it once was that’s for sure, but sales reps from papers, journals and magazines are often telling me that I can (almost) name my own price when working on a media strategy/plan.
About 80% of newspaper revenue comes from advertising, and the Newspaper Association of America expects those sales to drop 9.7% in 2009 to $34.2 billion, after falling 16.5% in 2008.
As newspapers reinvent their business model – as many of you out there have reinvented your recruiting strategy – the market has given me plenty of negotiating power. Wide reaching packages that combine both print (and not necessarily an ad in the classifieds) and online options can be had at a fraction of the old, trusty rate card cost.
So, if the price is right should you go for that great deal? Keep in mind that even with the Internet’s ubiquitous presence in our daily lives, nearly half of all adults read a newspaper every day and spent $10.5 billion last year to do so. But also keep in mind that something on sale doesn’t always equate to a good deal, or the right solution for your needs.
Your AE will help guide you on the right decision. Coming soon to our blog, one of our AEs will profile a client that’s successfully using print as an integral part of the mix for their recruitment plan.
