A quote from Mike Simonton: In 2009 and 2010, all the two-newspaper markets will become one-newspaper markets, and you will start to see one-newspaper markets become no-newspaper markets.
If our several-newspaper Montreal market would become a lesser-newspaper market…who would be left standing? The popular Journal de Montreal? The up-scale La Presse? Or the intellectually challenging Le Devoir? And what about Journal Métro?
But wait a minute, what if part of the problem was that Montreal has too many newspapers…??
Is it realistic to think that one city can uphold four papers and survive the challenges that the paper industry is crossing?
If not, who will lose the battle? Who will give-in and focus efforts elsewhere?
What’s your opinion? Would you care if one-or-more newspapers disappeared in Montreal?
(You can reply in French, obviously)
Paper is the only thing wrong with newspapers. It will go and content will stay.
I agree.
A very interesting article published by Advertising Age on December 29th mentions the “9 digital Marketing Mistakes I won’t Make Next Year”……two points were very interesting to me:
1) I will not abandon commen sense in digital marketing and be blinded by digital agencies promises that their ”new” campaigns will go viral and get millions of people engaged. I will continue to listen to my gut and if it sound too good to be true, that’s a red flag warning I will heed.
2) I will NOT abandon newspapers, magazines, radio and other forms of traditional media if it is the right vehicule. No matter how sexy digital media may seem because of the perceived lower costs. I will continue to create integrated programs that weaved together the best of both traditional and digital worlds
To your points :
1) I didn’t mention digital media in this post. But if you feel online is being used carelessly, then you are probably right in some cases. The reality is, at the rate media is evolving, those who lack judgement (or ‘common sense’) will be left behind.
2) Advertisers will continue to invest in newspapers…so long as they exist. However, there seems to be a bigger problem with current newspaper business models. I believe it goes beyond advertising and integrated media plans.
For those interested in the article quoted, here is a link for the full version : http://adage.com/digitalnext/post?article_id=141229