WSJ: How old media can survive in a new world

In a round-up story in yesterday's Wall Street Journal (it's the "free" feature), reporters ask "the experts," "How Old Media Can Survive In a New World?" While magazines are not one of the "old media" examined (not even consumer magazines), it is still worth noting some of the responses from those interviewsd.

Quote regarding advertising:

Advertise where least expected. If consumers are growing inured to traditional advertising, marketers must find a different route. "The old-media world told us we should jam our commercials in between their programming," suggests James Vincent, a global managing director on Apple Computer Inc. business at Omnicom Group Inc.'s TBWA\Chiat\Day. "What if a brand could communicate in a longer format? You can do that on the Internet or in places that become destinations."

(posted by Rex Hammock)

Comments

[jeb blair]

I think the b-to-b print media has gotten lost in the online world as well as facing techinical hurdles. Things will improve as broadband gets broader and more portable, electronic reading devices get easier on the eyes (organic LEDs?), and the media fully adapts to the online environment. Currently trade magazines are straddling trade magazine websites and their newsletters somewhat awkwardly, too.

[Paul B. Beatty]

Jeb:
Print drives more buyers to sellers web sites than any other marketing tool. The print to web connection generates more qualified leads at the lowest cost with proven results. Print is not lost.
Paul Beatty