I read an interesting article in eMarketer awhile back entitled The Shrinking World of Newspapers. The article talks about what many Advertising professionals already know; newspapers are in steady decline. According to the article, newspaper advertising revenues dropped 16.4% in the U.S. in 2008 to $37.9 billion. Sixteen per cent is a staggering drop in revenue. And that number is expected to drop further to $28.4 billion by 2012.
What does this mean to us as Marcomm professionals? It means that we need to find different avenues to connect with our customers… and that doesn’t necessarily mean transitioning to online advertising. I was fortunate enough to have attended Marketing Week in Toronto last October and one of the key learnings that I took from the three day event was that digital media is a powerful medium for communicating with you audience. The key word being “communicating”. Consumers are interested in engaging in a dialogue; the quicker advertisers/marketers/communicators realize this and adapt… the better.
Below is a great MSN ad that I saw on YouTube that really talks to the need to communicate with consumers. It is hilarious but also very accurate.
Do you agree?
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