One of the smartest people I know is Mark Dennett. He is America’s Marketing Coach, and one of the most creative marketing minds around. He’s once again shared some timely insights in a recent blog post about whether businesses should continue to use print advertising in their marketing mix.
Mark makes the point that there are now two kinds of journalism in this country. One is the traditional, high-quality brand that offers in depth analysis and perspective. This type offers a loyal audience who appreciates the quality of the news reporting. The newer type strives to be “good enough” and builds a business model through quantity of news instead of quality – and these companies tend to be shedding their print products in favor of a completely online (read: less expensive) model.
Mark’s recommendation to companies like yours is to align your company’s advertising message with those companies who continue to offer a strong printed product with a loyal audience, but who have also embraced the digital world with a robust website or tablet app. I couldn’t agree more. Mark further recommends that your advertising campaign be leveraged across both the printed product and the online site – so long as the media company rewards you with a discount for doing so. Absolutely. That clearly makes sense for you and your company – and is a better business model for the media company too.
As the largest media company in southern Oregon, SOMG is best able to help you follow Mark’s advice. Ready to learn more on how to find more customers by leveraging the best of the old and the new? Give either Mark or your SOMG marketing consultant a call.
Greg Thompson Digital Manager firstname.lastname@example.org