Just read this article about newspapers delivering for advertisers. In my local newspaper. (I still thoroughly enjoy and read several printed papers most days.)
From the article:
“We see it works. We’re able to track the results,” said Penny Stevens, president of Toronto-based media buyer Media Experts. “We’re very lucky with a bunch of our clients that allow us to see sales on a day- in-day-out basis so we get a very strong sense of what is working and what is not working.”
That’s the key point isn’t it – being able to demonstrate tangible proof that it’s working. Newspapers need to publish actual metrics. And do more to help advertisers gather them.
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