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Newspapers Not Islands
October 18, 2007
It's cool the Newspaper Assn. of America is
marketing the medium (and its Websites) on behalf of its members. But it might do better to link up with other print industry marketing initiatives--
Mail Moves America and
The Print Council.
Newspapers want to emphasize their Web-moxy, so maybe they have intentionally chosen to skip the natural connection with other print advocates. But no aspect of print-based marketing is an island--and newspapers are very much print-grounded. Insert printers like Vertis, who do fantastic market research to
show the strength of that lucrative newspaper ride-along, can help the NAA advance it's members' interests.
The commercial and print-to-mail sectors, in turn, have keys that enrich and extend the ink-on-paper medium, tools the newspaper industry can adapt to give it unique features over plain vanilla Websites.
Posted by Bill Esler on October 18, 2007 | Comments (0)
