BLOG.THEINDYGROUP.COM: Recent Comments

Comment on Why logos are so important and the real story behind Apple Computer's logo

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Comment on Yellow Pages: Doorstops or Indispensible Resource?

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Comment on Newspapers or newssites?

New York Courier Services — Wed, 17 Jun 2009 13:53:11 GMT

With the technology now and the fast pace life of people, i think newspaper is really losing it market.

Comment on Yellow Pages: Doorstops or Indispensible Resource?

John Maler — Fri, 17 Apr 2009 20:32:13 GMT

Good comments, Paul. I'd be curious about the age numbers. My father, 82 yrs. young, is on his computer nearly all day long. Admittedly he's likely in the minority of PC users at his age, but still there are folks like him.

I wonder how local yellow book ad sales would correlate to local newspaper ad sales. My guess is both have been slipping in synchrony.

My biggest beef with the yellow pages is they are still very costly, despite reduced "page views" - clients are paying many thousands of dollars for placements. Are you finding good ROI on these investments?

Comment on Yellow Pages: Doorstops or Indispensible Resource?

Paul van Winkle — Fri, 17 Apr 2009 20:25:10 GMT

Yes, still useful -- especially during power outtages and recessions -- and profitable -- and: there's far more to the systems that publish them than meets the eye.

The adage 'All marketing's local' is and has always been real and true when it comes to the many ways people locate what they want and buy.

There's a +/- 74% internet and broadband penetration in the US, and of those online, the densities are clustered in urban areas. While the listing business has and is quickly porting online, and younger populations use online and mobile directories almost exclusively, that still leaves 25% of the population (including the large and growing blocks of older populations) inclined or disposed to printed Yellow Pages as sources of ad and listing information.

The Yellow Page book publishers also have two incredibly valuable assets: deep, local information across the country, and a local distribution network -- the trucks that deliver the books to every household.

Comment on Newspapers or newssites?

John Maler — Wed, 15 Apr 2009 01:45:24 GMT

Dave, thanks for the note. it will be a sad day for me when I can't sit down with the fresh morning newspaper and unfold it as I slurp my morning coffee.

I've seen other comments (in other forums) regarding local publications like you mention. I suspect they may survive and position themselves as the best way to keep in touch with all that is happening in a community. But will the online version surpass and overtake the printed version?

There's something about the portability and convenience of a printed paper that still appeals to me. But, alas, I remain a dinosaur.

Comment on Newspapers or newssites?

Dave Arland — Wed, 15 Apr 2009 01:08:08 GMT

I'm sure to have the same pining for newsprint the day that the Indianapolis STAR, USAToday, and The Wall Street Journal stop arriving at my home each day. Remember that scene in the movie BROADCAST NEWS, when Holly Hunter's character bought six or seven papers in order to get caught up on the daily news? But nostalgia only goes so far. The newspaper has never really been about news -- it's been about effective delivery of ADS. And because advertising is shrinking, so are newspapers. An interesting model might be CURRENT newspapers, which are THRIVING in Carmel, Westfield, and on the southside. This community paper, while light on actual news, arrives for free in every mailbox in those cities every Tuesday. It's completely advertiser supported. Maybe the TIMES and STAR of the future is more of a brand than a physical product. (However, I intensely dislike most newspaper's web sites. They are TOO CLUTTERED!) Good to see comments from Butler alumn and Assistant Professor Deidre Pettinga. Things in media have changed a lot since Butler in the 1980's!

Comment on Newspapers or newssites?

John Maler — Tue, 14 Apr 2009 19:52:43 GMT

Thanks for the post. I wonder how the demographics of newspaper readership compare with the demographics of online use.

My guess is there is is a pretty significant divide based on age. Younger ages are probably off the charts with online media consumption and would probably rank low on paper reading. Middle aged and older are likely the biggest readers of old-fashioned printed newspapers.

I wonder how numbers compare based on income and on educational level? Thoughts?

Comment on Newspapers or newssites?

Deidre Pettinga — Tue, 14 Apr 2009 16:53:57 GMT

John--- I'm guessing that your classroom conversation devoted more time to other forms of media than it did newspaper. That wouldn't surprise me.

In their book Kellogg on Advertising & Media, from the Kellogg School of Management, editor Bobby Calder devotes a mere three pages discussing newspaper-- out of a nearly 300-page book. His message mainly points out what you have already addressed---- decreasing readership and increasing costs. This is true for print media in general.

"New media" such as internet and mobile are drawing more and more of advertiser's attention and budget. But more than that, integrated communication will continue to prosper--- with mass media being used to drive traffic to interactive media.

As for newspapers, they will be placed in the position of addressing their strengths and weaknesses. Their strengths have always been tied to providing content-- credible content. Unfortunately, their weaknesses mount---decreasing readership and increasing costs.

The product life cycle holds some valuable lessens for newspapers. When a product reaches decline, the only options are to cut costs or re-position the product. We have already seen the results of newspapers' cost-cutting measures. As you write, John, it is not a satisfactory solution. I believe we will see several more evolutions of the newspaper while they work on re-positioning themselves in the content-delivery business--- for example, reduced delivery days and subscription-based on-line services. In the end, readers will probably have to be re-trained on where to go to get their content. Laptops, "Kindle" subscriptions, and cell-phones will replace the crisp feel of the newspaper you currently enjoy John. My only advice is to hold onto your paper while you can. Change is definitely coming!!!!

Deidre M. Pettinga
Assistant Professor - Marketing
University of Indianapolis
School of Business

Comment on Newspapers or newssites?

Lauren — Tue, 14 Apr 2009 16:20:31 GMT

In the media relations industry we're finding that most people are getting their news online - hence the bankruptcy of various papers across the country and the movement towards online news with a subscription fee. The printed newspaper is gradually becoming a dinosaur. Oddly enough, many clients would rather be in print than online - even though the printed version reaches 400,000 subscribers whereas the online version has up to 2 million visitors a day. I still don't understand this! Is it because it's tangible? Is it easier to determine ROI?