reDesign

April 8, 2007

Advertisers disintermediating newspapers, too

Filed under: advertising, local search, media, newspapers, publishing — Rakesh Agrawal @ 11:26 am

I wrote yesterday about content providers disintermediating newspapers. Advertisers are doing the same.

We’ve all heard about the effects that craigslist has had on the three pillars of the classified business: real estate, automotive and recruitment. Direct-to-consumer email poses a similar threat to Run-of-Print and insert advertising.

For a long time, newspapers have been the cheapest way to reach mass audiences for airlines, banks and retailers. They’re cheaper than direct mail. Email and the Web change all that.

Target took Easter Sunday off from its newspaper circular. But that doesn’t mean there isn’t a sale this week. You just have to go online to get it.

Target circular

The electronic circular has a number of advantages over the paper version:

The big advantage that the print product has is that it’s faster to flip through paper than clicking on page after page. But there’s opportunity there, too: one thing Target doesn’t do is customize the ad based on your purchase history.

Harris Teeter, a regional grocery store, does. Based on their VIC loyalty card program, they send a weekly email that highlights the products that you purchase.

There is one bright side for the newspaper industry in this: the company that powers most of the electronic circulars, ShopLocal, is owned by Gannett, McClatchy and Tribune.

About these ads

3 Comments »

  1. [...] May 10th, 2007 Mike Markson of Topix has a Top 10 list of the troubles facing their online counterparts. I’ve written about a few of these in the past: disintermediation by syndicators and advertisers. [...]

    Pingback by The troubles with online newspapers « reDesign — May 10, 2007 @ 8:16 pm

  2. [...] was also an early experimenter with online versions of its Sunday circulars. Its iPad app has full versions of the Sunday circular and the ability to make lists. All the [...]

    Pingback by Tech savvy retailer comes to tech savvy San Francisco | VentureBeat — October 16, 2012 @ 12:32 pm

  3. [...] was also an early experimenter with online versions of its Sunday circulars. Its iPad app has full versions of the Sunday circular and the ability to make lists. All the [...]

    Pingback by Tech-savvy retailer Target comes to tech-savvy San Francisco | Simply Boundless Entertainment — October 16, 2012 @ 2:33 pm


RSS feed for comments on this post. TrackBack URI

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

The Silver is the New Black Theme. Create a free website or blog at WordPress.com.

Follow

Get every new post delivered to your Inbox.

Join 227 other followers

%d bloggers like this: