For a long time in the market I live, the Print and Radio reps had a fairly good relationship and promoted Print (Price & Item - 38% of consumers shop this way) and Radio (Top of Mind - 62% of consumers shop this way) work well together. I had to agree that the campaigns seemed to work, what I didn't know was for the 38% of consumers who shop price and item, they were taking a lot more than 38% of the advertising dollars and claiming that they were a Top of Mind medium as well. The industry is now struggling with change and their revenues have fallen.
"Newspaper Execs Launch Group To "Fight Back" is the headline from Editor and Publisher describing the key points the industry is claiming....
"-- Newspapers are very much alive and growing when you consider the print and online audience together. And they talk to far more people than their radio, television and Internet competitors.
-- Newspapers have earned the public?s trust because they employ professional journalists to verify news for truth, accuracy and context, and they are usually the first source of local news.
- Advertisers continue to invest in newspapers because they deliver results. They still move goods and services more reliably than other forms of promotion.
-- Newspapers remain essential to our democratic system of government, serving as a watchdog against crime and corruption, and a guide dog for information that allows the public to make informed decisions on the issues of the day."
The article goes on to say that Newspapers don't have an audience problem, they have a revenue problem. Interesting perspective. This makes for a great read and a great sales meeting to talk about why your property deserves its' share of the 62% of the ad budget that should be set aside for every clients Top of Mind advertising campaigns.