There’s no doubt about it, the newspaper industry is changing. According to an article from the Business Insider, 105 newspapers shuttered in 2009, while 10,000 newspaper jobs were lost in the same year. These numbers expose a scary reality, as individuals continue to evaluate how they prefer to receive news and information. Maybe it’s a generational preference. I know my parents still look forward to receiving the latest issue of their local newspaper at their doorstep every morning, while I prefer to read all the breaking news and feature articles online, giving me the ability to receive information quickly, specifically select what I’m interested in reading about and share those stories with others instantaneously.
No matter what your generational preference, newspapers and magazines are continuing to shift toward using a digital platform, as seen with The New York Times’ recent announcement that they will charge readers for access to certain sections of its website. The outlets in which we receive information are changing, and so should your public relations and marketing strategies.
Consider the changing rate of the press release. Many newspapers and magazines now enable you to simply post the news yourself on its websites, enabling your message to be picked up instantly on search engines. Still, create a press release headline that stands out and includes keywords that are of direct interest to customers. Our PR team has begun including links within the body of the press release that lead customers back to relevant website pages. All these seeds planted throughout this online network help boost search engine optimization (SEO), leading customers to take action.
Also consider incorporating social media into your public relations strategy. Think about targeting media contacts who utilize social networking sites including Twitter, LinkedIn, Facebook and blogs that are appropriate to your target audience. This will help increase visibility for your client throughout a new outlet and further enhance their SEO.
The same digital shift holds true for advertising and marketing. According to senior analyst at eMarketer, Deborah Aho Williamson, advertising will not be the primary revenue driver in the years to come. She indicated that everything is going to become more social. This shift has already started to unfold with companies investing significant time in increasing their SEO and utilizing online advertising including banner ads and pay-per-click programs.
No matter what medium you choose, CMA’s marketing and communications staff can help you create a communication strategy appropriate to your targeted market and audience, helping to enhance your brand and position you ahead of your competition.
Give us a call to start the conversation.
Kaitlin Friedmann
PR Manager
kfriedmann@cmasolutions.com
Tuesday, February 23, 2010
Monday, February 15, 2010
Marketing Throwdown: Print vs. Digital Newsletters
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Many business owners might agree with me that an external newsletter is an effective marketing tool for driving deeper brand recognition and awareness of a company’s expertise, verve for customer care and knowledge of industry trends.
However, if your company produces a printed newsletter, there may currently be an internal debate about switching to an electronic alternative. Digital communication is hands-down the timelier format for news, updates and announcements. It’s about access, speed and convenience. But it’s also about brevity—concise, cut-to-the-chase content—and the savings on printing and postage are obvious.
On the other hand, a printed newsletter provides opportunities for insight and depth—trend analysis, idea pieces and thought leader articles, which are great tools for building brand admiration and credibility. Your company’s e-newsletter hits your recipient’s in-box accompanied by a jumble of spam, other commercial email and inter-office exchanges—a volatile communications environment ruled by a trigger-happy Delete key. What’s more, due to the inherent immediacy of the medium, digital communications do not age well. A high-quality printed piece may sit on a person’s desk to be read or referred to over time, serving as a constant ambassador for your business.
An e-newsletter has true functional advantages over print. The digital ability to instantly link to your company’s website, as well as related information sites or articles of interest can enrich the reader’s experience and regard for your company and its communications.
What’s important to ask yourself is, why not both? A monthly or bi-monthly e-newsletter covering news, promotional programs or new products and services can dovetail effectively with a quarterly printed publication focused on trend analysis and think pieces which position your company as an industry expert by mining and sharing your company’s knowledge and know-how.
Whether it be print or electronic, give CMA a call and we can develop communications that elevate your company’s brand, products and services and position your business as an authority figure throughout your targeted market, ultimately helping to create new opportunities.
Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com
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