The Organic Marketer

Newspapers: Thoughts on Old Media During the Age of the Blogger

Posted in Commentary,Online Media by Jim Tome on November 4, 2008
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It’s been a while since I’ve written to this blog, being wrapped up in my firm’s new web-based marketing, promotions and public relations program for our clients. In fact, it was my daily scouring of Google Alerts (as blog and commenting opportunities) that lead me to recently be reading a number of online newspaper articles that got me thinking about this article’s topic.

Working at an advertising company, our clients — real estate, homebuilding and healthcare (all previously users of heavy print media) — tended to be voracious consumers of traditional media like print, billboards, radio and television. It’s only really been recently that they’ve moved quickly away from the stalwarts of advertising to the NKOTB, online media. Even then, how many newspapers try to use their offline, impression- (the new word for “reader”) based model in lieu of the much smarter, results-oriented pay-per-click method of advertising?