It is a fact that newspapers are struggling nowadays. Circulation is down. Ad sales are down. And this is all because readership is down. Consumers are going elsewhere, dominantly the Internet, to consume their media.
I believe those media companies that ‘get it’ and quickly transition their business model onto the Internet will not only survive, but will thrive. But it all starts with the basics…..understanding how to transition a traditional reader from print to online.
Below is a help-wanted ad that I found in the back of Advertising Age, a weekly publication for advertising professionals. Just look at the response mechanism that the Wall Street Journal uses to get a qualified applicant to apply. Memorable? No. Intuitive? Absolutely not. Any likelihood that someone will be able to enter that URL properly into a web browser on the first try? I doubt it.
And we wonder why newspapers are struggling!!
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