Wednesday, April 28, 2010

Let's not presume that newspapers have suddenly ceased to be effective

I am about to write something that will make hundreds of newspaper editors cringe.
Craigslist works. Yup. You read it right. Craigslist works.
While we’re at it, radio advertising works. Television advertising works. Billboards work. Direct mail works. Social media works. Newspaper advertising works.
I’m particularly partial to that last one.
I am troubled by newspaper editors who viciously defend their medium by disparaging the effects of other media. It only serves to hurt their credibility, and the credibility of our industry, in general. We’re not a bunch of curmudgeonly fogies with ink on our fingers who don’t know how to check our cell phone voicemail.
But I also detest the notion that just because new forms of media work, that must mean that newspapers no longer work. This, too, is simply hyperbole and is wrongheaded in the opposite direction.
Just ask Garnet Green how her ad in the Kuna Melba News worked last week.

Read the rest of this editorial in this week's Kuna Melba News.

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