Date: Thursday June 19, 2008 11:16:34 am
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AnonymousInactive
http://www.editorsweblog.org/newspaper/2008/06/us_print_ad_sales_drop_newspapers_advert.phpUS: Print ad sales drop; newspapers, advertisers eye ROP adsU.S.
newspapers’ print advertising sales dropped a record 14 percent in the
first quarter of 2008, a result of dwindling real estate and job
markets, and the migration of traditional print advertisers to the
Internet. The decline is the industry’s biggest fall since
1971.According to Kip Cassino, research director at Borrell Associates,
a media consulting firm in Williamsburg, Virginia, traditional print
stalwarts real estate, recruitment, and automotive are abandoning
newspapers for their own websites.”This stuff isn’t going to online
intermediaries…It’s going to companies that say, ‘I can do my own
advertising,'” Cassino said. “Newspapers’ biggest competitors are their
former advertisers.”
But there may be a way for newspapers to
reverse the tide of shrinking advertising, according to Alan Mutter of
Newsosaur.blogspot.com.Mutter says that run-of-paper (ROP) advertising
– a system in which editors determine the placement of advertisements –
is experiencing a revival among large national retailers. Such
retailers have traditionally favored free-standing color inserts, but
are considering switching to ROP ads, which present a cheaper, easier
alternative.”At a time of soaring fuel costs, it is vastly cheaper to
email a digital image of an ad to a newspaper than to have paper reels
shipped from a mill to a commercial printer and then have the finished
product loaded on a second truck to be hauled to their final
destination,” Mutter writes.Mutter says that ROP advertising is
favorable to newspapers as well, “fetching a higher rate” while
eliminating the “logistical nightmare” of distributing inserts.As
Mutter demonstrates, ROP advertising could be a winning scenario for
both newspapers and advertisers.
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