Worlds Collide in Advertising

Times are changing and publications need to catch up.  It is no big secret that newspapers and magazines are seeing their readership change.  Readers are moving to more mobile news sources such as Twitter where news can be almost “live.” Readers are also often trading the paper version for the online website of a publication.

Given this evolution in how readers choose to digest their news, it comes as no surprise that businesses are looking for new advertising opportunities. They want to reach their clients where they are spending their time. This makes perfect sense to me so you can imagine my surprise in learning that most print publications still have 2 different advertising departments: one for their printed material and one for their online material.

As a company placing ads for our clients, I find it counterproductive to have to contact both departments and for them to have little to no idea of pricing, value, or content of the other department.

If my client has been a valued customer in print advertising, doesn’t it seem a natural extension that they would want online advertising as well? I’ve created my wish list for all of the publications out there looking to learn new ways to attract advertisers. 

Wish List for Advertising with a Publication

+  Offer an easy option to run my ad online and in print

+ Allow me to deal with one advertising department, not two

+  Provide value by creating links in my ad that increase my Search Engine Optimization

+ A knowledgeable staff member who can provide information on all of the ad options rather than just pushing one thing regardless of effectiveness

I’m not just suggesting these changes to make my job easier either. I think it is the only way publications are going to survive. They must adapt to the new strategies of marketing and meet their clients in a happy place or the clients will simply do what they have already begun to do; look elsewhere.