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& feel about marketing
John Rose's Blog

The Demise of Print

In a study by the Pew Research Center's Project for Excellence in Journalism that looked in depth at newspaper companies, executives predicted that in five years many newspapers would print only a few days a week, if at all, as they transition to digital formats. The study further found that the search for a new revenue model to revive the newspaper industry is making slow progress In general. Apparently, the shift to replace losses in print ad revenue with new digital revenue is taking longer and proving more difficult than anticipated (for every $7 lost in print revenue only $1 is gained in digital). And though some newspapers are faring better than others, it is likely that many will fail.

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Is Advertising Dead?

Of course not.
Advertising is the process of acquiring an opportunity in a public medium to persuade someone to watch/listen/read what you have to say about your company, brand or product.
The choice of medium may evolve and change; the form and substance of the messages may change. But the process for marketers remains the same.
We still begin by arriving at an intimate understanding of the product and the customer, followed by the hunt for a creative solution that will compel affinity or purchase.

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