Comments on: Hitting the coffin nail on the head for newspapers http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/ by Jeff Jarvis Sun, 06 Jul 2008 11:29:31 +0000 http://wordpress.org/?v=2.5.1 By: ≈ Relations › Newspapers and Yahoo!: There’s more to it than i knew / thought http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-369869 ≈ Relations › Newspapers and Yahoo!: There’s more to it than i knew / thought Wed, 27 Feb 2008 07:33:39 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-369869 [...] Hitting the coffin nail on the head for newspapers [...] [...] Hitting the coffin nail on the head for newspapers [...]

]]> By: MediaBlog » Het grote plaatje en de kleine oplossingen http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-369255 MediaBlog » Het grote plaatje en de kleine oplossingen Sun, 17 Feb 2008 08:51:48 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-369255 [...] schaalt niet meer, schreef Jeff Jarvis al jaren geleden. En in een recente post herhaalde hij dat maxime: small is the new big. Maar Jarvis doelde nu niet op nieuws en lezers, maar [...] [...] schaalt niet meer, schreef Jeff Jarvis al jaren geleden. En in een recente post herhaalde hij dat maxime: small is the new big. Maar Jarvis doelde nu niet op nieuws en lezers, maar [...]

]]> By: Antoine Clarke http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-366953 Antoine Clarke Tue, 15 Jan 2008 17:05:43 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-366953 Mark Van Patten says: "We have a great online directory. We hired a proven telemarketing company to test the water. 500 calls - zero response." I say: "You have an obsolete product. You hired an overpriced consultant to annoy people. 500 calls - 500 anti-customers." One could argue the telemarketing company had done an excellent job of accurately describing the product. So maybe NOT overpriced. Mark Van Patten says:

“We have a great online directory. We hired a proven telemarketing company to test the water. 500 calls - zero response.”

I say:

“You have an obsolete product. You hired an overpriced consultant to annoy people. 500 calls - 500 anti-customers.”

One could argue the telemarketing company had done an excellent job of accurately describing the product. So maybe NOT overpriced.

]]> By: RedPost : Blog http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-366473 RedPost : Blog Mon, 07 Jan 2008 23:51:09 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-366473 [...] Jeff Jarvis over at BuzzMachine blogged about a recent Wall Street Journal article that stated: But time may be running out. Now, for the first time, pure-play Web companies have the biggest share of the local online-ad market. In 2007, Internet companies had a 43.7% share of the $8.5 billion local online-ad market, while newspaper companies had a 33.4% share, according to the media research firm Borrell Associates. Just three years ago, newspapers had 44.1% of the local online-ad market. (Directories such as the Yellow Pages have 10.1%, and local television outlets 9.3%.) [...] [...] Jeff Jarvis over at BuzzMachine blogged about a recent Wall Street Journal article that stated: But time may be running out. Now, for the first time, pure-play Web companies have the biggest share of the local online-ad market. In 2007, Internet companies had a 43.7% share of the $8.5 billion local online-ad market, while newspaper companies had a 33.4% share, according to the media research firm Borrell Associates. Just three years ago, newspapers had 44.1% of the local online-ad market. (Directories such as the Yellow Pages have 10.1%, and local television outlets 9.3%.) [...]

]]> By: Unscripted | Charleston City Paper » Journal: Why I joined City Paper http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365969 Unscripted | Charleston City Paper » Journal: Why I joined City Paper Sat, 29 Dec 2007 05:02:41 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365969 [...] blog what’s been obvious to people like City Paper’s advertising Svengalis, that small is the new big: Newspapers are losing their own core market because they didn’t understand the scale of the [...] [...] blog what’s been obvious to people like City Paper’s advertising Svengalis, that small is the new big: Newspapers are losing their own core market because they didn’t understand the scale of the [...]

]]> By: Kataweb.it - Blog - Giornalismo d’altri » Blog Archive » Giornalismo professionale: dove trovare i soldi quanto ‘tutti’ fanno i soldi in rete http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365859 Kataweb.it - Blog - Giornalismo d’altri » Blog Archive » Giornalismo professionale: dove trovare i soldi quanto ‘tutti’ fanno i soldi in rete Thu, 27 Dec 2007 16:48:29 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365859 [...] Ancora Jarvis, in un altro suo post: [...] [...] Ancora Jarvis, in un altro suo post: [...]

]]> By: Robb Montgomery http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365752 Robb Montgomery Mon, 24 Dec 2007 16:12:00 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365752 Google serves small businesses by letting them design and price their own targeted ads? Wow, that's crazy talk! Google serves small businesses by letting them design and price their own targeted ads? Wow, that’s crazy talk!

]]> By: Blogging: Thinking big by thinking small | Peoria Pundit http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365739 Blogging: Thinking big by thinking small | Peoria Pundit Mon, 24 Dec 2007 03:28:31 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365739 [...] this is Jeff Jarvis’ reaction: Newspapers are losing their own core market because they didn’t understand the scale of the [...] [...] this is Jeff Jarvis’ reaction: Newspapers are losing their own core market because they didn’t understand the scale of the [...]

]]> By: Jeff Jarvis http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365688 Jeff Jarvis Sun, 23 Dec 2007 02:17:57 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365688 Roger, Just blogged it, above: http://www.buzzmachine.com/2007/12/22/fighting-the-future/ Roger,
Just blogged it, above:
http://www.buzzmachine.com/2007/12/22/fighting-the-future/

]]> By: roger rainey http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365666 roger rainey Sat, 22 Dec 2007 16:24:44 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365666 Can’t wait to see what Jeff has to say about this. The lack of foresight and high-handed defensiveness would be extremely depressing to me if I were a student contemplating a career in journalism. http://www.nytimes.com/2007/12/22/opinion/22lemann.html?ex=1356066000&en=91281da561ae3cbf&ei=5124&partner=permalink&exprod=permalink Can’t wait to see what Jeff has to say about this. The lack of foresight and high-handed defensiveness would be extremely depressing to me if I were a student contemplating a career in journalism.

http://www.nytimes.com/2007/12/22/opinion/22lemann.html?ex=1356066000&en=91281da561ae3cbf&ei=5124&partner=permalink&exprod=permalink

]]> By: Wendell http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365646 Wendell Fri, 21 Dec 2007 23:48:40 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365646 There seem to be two streams of thought here. One says newspapers need to get smaller and more local(ized?). The other says that they need to harness the internet. This second view seems predicated on the notion that websites, etc. are successful small local(ized?) tools for communications and advertising. That may be, but they aren't newspapers. I believe newspapers (can) do things the web can't. Maybe they shouldn't bother - that's another argument. But I'd like to live in a city with a couple of small dailies offering local news, views and ads in newspaper form. Could they get small enough to match their expenses to their circulation? I don't know. (A couple tried over the past 15 years, but they were always bought out, and usually shut down, by our local media baron - the sole publisher of all our province's English-language dailies.) There seem to be two streams of thought here. One says newspapers need to get smaller and more local(ized?). The other says that they need to harness the internet. This second view seems predicated on the notion that websites, etc. are successful small local(ized?) tools for communications and advertising. That may be, but they aren’t newspapers.

I believe newspapers (can) do things the web can’t. Maybe they shouldn’t bother - that’s another argument. But I’d like to live in a city with a couple of small dailies offering local news, views and ads in newspaper form.

Could they get small enough to match their expenses to their circulation? I don’t know. (A couple tried over the past 15 years, but they were always bought out, and usually shut down, by our local media baron - the sole publisher of all our province’s English-language dailies.)

]]> By: Answers Blog » Blog Archive » BlogTagging *8*8 - My Response to Luis http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365637 Answers Blog » Blog Archive » BlogTagging *8*8 - My Response to Luis Fri, 21 Dec 2007 20:26:54 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365637 [...] Jarvis: Buzzmachine I utilised to feature Buzzmachine rattling infrequently, I’m not rattling an A-List datum [...] [...] Jarvis: Buzzmachine I utilised to feature Buzzmachine rattling infrequently, I’m not rattling an A-List datum [...]

]]> By: Marcos Corro http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365633 Marcos Corro Fri, 21 Dec 2007 18:57:49 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365633 Interesting Article! It's obvious that as I need to understand this new trned more, also advertisers in this area will need more information from our media (newspaper)to make more clear what advantages we offer to them. Advertisers care for profits and thats the message I have to send to them. Online advertisers has more traffic and ways to reach more customers than print media; but also is much more profitable. Interesting Article!
It’s obvious that as I need to understand this new trned more, also advertisers in this area will need more information from our media (newspaper)to make more clear what advantages we offer to them.
Advertisers care for profits and thats the message I have to send to them. Online advertisers has more traffic and ways to reach more customers than print media; but also is much more profitable.

]]> By: Erik http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365626 Erik Fri, 21 Dec 2007 15:28:08 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365626 You make a good point about small advertisers, but I think small publishers are just as much a threat. Small is the new big--very true. I think the only way these giant publishers and newspaper companies can survive in the online market is to embrace a smaller, tighter organizational model, and to also embrace a wider variety of advertisers as you suggest. Just like in the music industry, as a whole new middle-class of musicians is emerging, a whole new middle-class of news organizations must emerge, with more targeted, specific news as well as advertising. You make a good point about small advertisers, but I think small publishers are just as much a threat. Small is the new big–very true. I think the only way these giant publishers and newspaper companies can survive in the online market is to embrace a smaller, tighter organizational model, and to also embrace a wider variety of advertisers as you suggest.

Just like in the music industry, as a whole new middle-class of musicians is emerging, a whole new middle-class of news organizations must emerge, with more targeted, specific news as well as advertising.

]]> By: Dan "Patio" Dalton http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365602 Dan "Patio" Dalton Fri, 21 Dec 2007 03:35:39 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365602 Jeff, you are spot on, I can tell you from personal experience that there are a ton of mom-and-pop businesses out there who have always wanted to advertise in the local paper but found ROP too expensive. The smart newspapers are using the 'Net as a way to show these folks results. How so? They build niche-specific categories and put local ads adjacent to the copy. (Why should a small florist in Piqua, Ohio put his ad on the knott.com?) Once they can show a local advertiser results they can upsell him to the print product. Small is the new big. Jeff, you are spot on, I can tell you from personal experience that there are a ton of mom-and-pop businesses out there who have always wanted to advertise in the local paper but found ROP too expensive. The smart newspapers are using the ‘Net as a way to show these folks results. How so? They build niche-specific categories and put local ads adjacent to the copy. (Why should a small florist in Piqua, Ohio put his ad on the knott.com?) Once they can show a local advertiser results they can upsell him to the print product. Small is the new big.

]]> By: Online PR technology trends | Sally Falkow | The Leading Edge » Blog Archive » Hitting the Newspaper Coffin Nail on the Head http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365595 Online PR technology trends | Sally Falkow | The Leading Edge » Blog Archive » Hitting the Newspaper Coffin Nail on the Head Thu, 20 Dec 2007 22:54:43 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365595 [...] Jeff Jarvis of BuzzMachine has some hard-hitting comments on the Wall St Journal’s article about selling online ads.  [...] [...] Jeff Jarvis of BuzzMachine has some hard-hitting comments on the Wall St Journal’s article about selling online ads.  [...]

]]> By: Roger http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365593 Roger Thu, 20 Dec 2007 22:35:49 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365593 You are mixing metaphors with the skill of a bartender at Harry's. Keep it up. You are mixing metaphors with the skill of a bartender at Harry’s. Keep it up.

]]> By: O-Shift http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365581 O-Shift Thu, 20 Dec 2007 14:06:36 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365581 >Rather than creating new networks that serve new advertisers in new ways, though, the newspapers are trying to outsource this by joining big networks with the likes of Yahoo and Monster - which are just big, old media companies without the presses. As the Journal says, that’s no silver bullet ... >Rather than creating new networks that serve new advertisers in new ways, though, the newspapers are trying to outsource this by joining big networks with the likes of Yahoo and Monster - which are just big, old media companies without the presses. As the Journal says, that’s no silver bullet …

]]> By: Make Them Accountable / Media http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365580 Make Them Accountable / Media Thu, 20 Dec 2007 14:03:58 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365580 [...] Hitting the coffin nail on the head for newspapers (by Jeff Jarvis) A newspaper (or, for that matter, TV or radio) company needs to set up a new, hyperlocal company that is designed to go after those 1,000 $100 ads… That means they need to set up automated systems to accept and place highly targeted local ads and directories. That means they need to come up with new means of selling without on-the-street sales staffs… That means they need to have lots of targeted local content without large editorial staffs. That means they need to set up networks with local bloggers and others and they need to encourage more people to join and the way they will do that is by sharing revenue and so these need to be both content and ad networks… The internet is an entirely new economy. It’s not built on big. It’s built on a mass of smalls. [...] [...] Hitting the coffin nail on the head for newspapers (by Jeff Jarvis) A newspaper (or, for that matter, TV or radio) company needs to set up a new, hyperlocal company that is designed to go after those 1,000 $100 ads… That means they need to set up automated systems to accept and place highly targeted local ads and directories. That means they need to come up with new means of selling without on-the-street sales staffs… That means they need to have lots of targeted local content without large editorial staffs. That means they need to set up networks with local bloggers and others and they need to encourage more people to join and the way they will do that is by sharing revenue and so these need to be both content and ad networks… The internet is an entirely new economy. It’s not built on big. It’s built on a mass of smalls. [...]

]]> By: Notes from a Teacher: Mark on Media » Wednesday squibs http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365569 Notes from a Teacher: Mark on Media » Wednesday squibs Thu, 20 Dec 2007 06:26:24 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365569 [...] Hitting the coffin nail on the head for newspapers. Jeff Jarvis has a long, thoughtful post that incudes this: “Newspapers are losing their own core market because they didn’t understand the scale of the internet. They still thought mass when they should have realized that small is the new big.” [...] [...] Hitting the coffin nail on the head for newspapers. Jeff Jarvis has a long, thoughtful post that incudes this: “Newspapers are losing their own core market because they didn’t understand the scale of the internet. They still thought mass when they should have realized that small is the new big.” [...]

]]> By: BlogTagging *8*8 - My Response to Luis | stuart henshall http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365567 BlogTagging *8*8 - My Response to Luis | stuart henshall Thu, 20 Dec 2007 04:51:25 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365567 [...] Jarvis: Buzzmachine I used to read Buzzmachine very infrequently, I’m not really an A-List reading blog kind of [...] [...] Jarvis: Buzzmachine I used to read Buzzmachine very infrequently, I’m not really an A-List reading blog kind of [...]

]]> By: mike p http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365565 mike p Thu, 20 Dec 2007 03:55:20 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365565 want to know what newspapers will look like in 10 years? http://www.voiceofsandiego.org http://www.minnpost.com These are both hyperlocal news sites founded by downsized actual journalists... The one thing that Google/Yahoo does NOT have is a reporter at city hall. want to know what newspapers will look like in 10 years?
http://www.voiceofsandiego.org
http://www.minnpost.com
These are both hyperlocal news sites founded by downsized actual journalists… The one thing that Google/Yahoo does NOT have is a reporter at city hall.

]]> By: Harry Forbes http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365564 Harry Forbes Thu, 20 Dec 2007 03:39:04 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365564 Nobody seems to have mentioned it above (not even Jeff, except to say "small is the new big") but this story in essence is the story of what happens when <a href="http://en.wikipedia.org/wiki/The_Long_Tail" rel="nofollow">"The Long Tail"</a> hits newspaper advertising. Nobody seems to have mentioned it above (not even Jeff, except to say “small is the new big”) but this story in essence is the story of what happens when “The Long Tail” hits newspaper advertising.

]]> By: Jeff http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365559 Jeff Thu, 20 Dec 2007 00:24:42 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365559 Say more, or point me to more, about this: "set up networks with local bloggers and others." Better yet, show me. What does it look/feel like? What is the user experience? What does the visitor see, on the screen? Say more, or point me to more, about this: “set up networks with local bloggers and others.” Better yet, show me. What does it look/feel like? What is the user experience? What does the visitor see, on the screen?

]]> By: Pat Thornton http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365556 Pat Thornton Wed, 19 Dec 2007 23:03:23 +0000 http://www.buzzmachine.com/2007/12/19/hitting-the-coffin-nail-on-the-head-for-newspapers/#comment-365556 $100 ads? You're still thinking too big. Facebook sells ads for as little as $5, and college students even sign up for that. Newspapers don't understand the power of selling in the aggregate. We should be trying to sell ads for as low as $5 so people can advertise local meetings, garage sales or other small events. We should then be selling $100 ads so people can talk up their business, and we should still be attracting the big advertisers too. But we need to think small first, because there is way more money in the masses of little people than the few big people. The problem is that the majority of a newspaper's business staff should probably be let go. They don't know how to sell ads online, nor do they know how to properly attract local advertisers. Plus, many of those positions should be replaced anyway. A well designed Web site can automatically handle ads, like Facebook. Newspapers need to be offering ads starting at $5 a day, that's where the real sweet spot is. Plus, there is tons of money to be made off of classified ads, if done right. $100 ads? You’re still thinking too big. Facebook sells ads for as little as $5, and college students even sign up for that. Newspapers don’t understand the power of selling in the aggregate.

We should be trying to sell ads for as low as $5 so people can advertise local meetings, garage sales or other small events. We should then be selling $100 ads so people can talk up their business, and we should still be attracting the big advertisers too.

But we need to think small first, because there is way more money in the masses of little people than the few big people.

The problem is that the majority of a newspaper’s business staff should probably be let go. They don’t know how to sell ads online, nor do they know how to properly attract local advertisers. Plus, many of those positions should be replaced anyway. A well designed Web site can automatically handle ads, like Facebook.

Newspapers need to be offering ads starting at $5 a day, that’s where the real sweet spot is. Plus, there is tons of money to be made off of classified ads, if done right.

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