A Newspaper Thrives Against All Odds

Rich Tehrani : Communications and Technology Blog - Tehrani.com
Rich Tehrani
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A Newspaper Thrives Against All Odds

 

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A little known fact that reading print publications can make you look more attractive (well at least to traditional media companies)

I came across a great article on how a small newspaper in New Jersey is thriving in an environment where most paper-based media products are losing ground to web-based competition. The way it was done is by having a low circulation and 3.5 employees allowing rates to be low that virtually anyone can afford a full page ad.

In addition, none of the newspaper's content lives online which is pretty amazing. In my opinion, TriCityNews of Monmouth County, N.J. has an opportunity to charge $10/year for subscribers to have an online viewing option - if for no other reason than it allows people to forward interesting articles to others electronically.

I am glad I came across this piece because it reminds me of the most ironic part of the media business.

As you may know, over the years, TMC has built itself into a diverse media company with the world's most popular site focusing on communications and technology. We also have four print magazines and two main trade shows a year. All of our products are global and reach millions of decision makers in every country.

The trend in our business is obviously heading towards the web and we have 150-200 advertisers online in any given month. This is much higher than every competitive site (probably all of them combined actually) and competes handily with many major sites on the web.

And you can imagine, as our web traffic grows, companies want to be featured online. Advertisers are also very candid with me in saying they don't think print advertising is as valuable as online.

The irony comes in when often these very same companies ask me how they can get their CEOs on the cover of our magazines. But isn't the obvious question, why do you tell me print publications have less value than online and in the same conversation, ask me how to get on the cover of a TMC publication?

Other times the marketing team tells me print has less than zero value as a media vehicle and the PR team begs to get a CEO on the cover of a PRINT magazine.

It can be very confusing. But again, as the head of a diverse media company, it doesn't matter to us where customers spend their money. We just want them to get the best results they can and be happy.

I just wonder why advertisers today don't see this irony. After all, most subscribers to TMC publications read the magazine online now anyway so in reality these are web readers.

I of course know better than to think the world is a logical place but to you marketing and PR execs - if you see me talking under by breath or smirking in a meeting - the above could be the reason.

Reading the Paper is also apparently good for your vision
and causes you to smile in a fashion which in no way looks posed

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