All across the country, we hear about layoffs, and the media world is no different. Recently, our local paper has had several rounds, across all departments.
Many local media planners and buyers incorporate newspaper into their initiatives, and at Kazoo we are no different. We purchase newsprint across the region, and there are many things I have seen emerging over the last few years.
Newspapers often seem to be on the defense with marketers. Instead of working together to tailor an aggressive rate package, they continue to raise their rates every year, and spend most of their time defending their cost increase, instead of making themselves flexible.
Subscription numbers are down, the demographic is continually getting older, and now, with major layoffs across the board, the content is going to start to suffer.
More and more, it begs the question- if major changes are not made at the print level, what IS the future of newsprint?
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