Newspapers Beat Google

11 Apr Newspapers Beat Google

Newspapers once were a “search” medium. That was before craigslist, Monster, eBay and then Google destroyed their classified advertising franchises.

The recent Newspaper Association of America report that newspaper advertising declined an additional 6 percent in 2012 got wide attention. Many pundits pointed out Google is bigger than newspapers now.

Hidden in the report, however, is the fact that in display advertising, newspapers continue to lead Google.

I don’t know Kathy Gill, but she alone got that story right.¬†Newspapers are a display advertising medium. So are their websites.

What newspapers desperately need to do now is protect and enlarge their display advertising franchise. Special interest content that delivers highly motivated, qualified buyers to advertisers is part of the solution.