Hi,
News. The best advertising is news. News captures attention because it's new. Consumers live for "the new", the latest thing. The original news media was a tomtom drum. Then came the town crier. But shortly after him came the newspaper. And it's till with us today.
Why would such old technology survive in today's hyped-up, hooked-up world? One word: convenience. You can take it anywhere. You can change the screen size in a second merely by folding it. It's always easy to tell where you are and go from section to section without getting lost. There's no download time. (It's still faster to find a phone number in the phone book than online.) It allows the reader to view short summaries and drill down to longer items. It delivers a balanced diet of entertainment, news and important information. It is edited for you by the best in the business. It is written by skilled writers (unlike the crap that appears online sometimes).
It can't beat radio for immediacy or television for movement or the Internet for diversity. But newspapers have a special place in our society that defies explanation. Perhaps it's the only medium you can wrap things up in and throw them away.
Whatever it is, don't underestimate the power of the press.
Cheers!
Michael Kiely
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