While newspaper advertising is still an important part of local advertising, it’s not what it used to be nor is it showing any signs of recovering. Here is a chart that shows how other media are doing compared to newspaper advertising in 2010.
What this means to a marketer is that you can’t forget the old media and you can’t ignore the new media. You have to continue to help your dealers advertise in the traditional way but also help them reach consumers where they are now, mostly online.
Don’t count newspapers out as they generally have a powerful local franchise and are moving to online advertising themselves. Plus, the popularity of e-readers is giving them a second opportunity to charge for online content and therefore improve their bottom line.
But even newspapers in the future will need online ad dollars to make a profit and that too means your dealers will need banner ads, landing pages, microsites and more to sell more of your products.
The technology is here now that allows your retailers to build the necessary digital output pages with your branded content and their input. No need to wait any longer.