The advertising landscape at the local level is changing faster and faster as newspapers lose readership and even go out of business. To further add to the changing environment I just read an article about print magazines and how they are failing at a faster rate than ever before.
Digging deeper into this phenomenon I learned that leading the way in closings are the regional magazines as you can see from this chart.
No matter where you look it’s always the same message. For local advertising the traditional media is losing viability as consumers rely more and more on the Internet for local information at the expense of everything else.
As a brand manager you’ve got to respond to this before your competition gets there or worse your retailers find their own solution leaving you on the sidelines. For years you’ve provided ad slicks, radio and tv spots, outdoor designs and more. Keep doing that but add the Internet to your offering before it’s too late.