Re:How a Newspaper Dies
by mngthrowaway on Tuesday May 15, 2018 @03:30PM
(#17077016)
Disclaimer: I work for media news group. I can look out the windows in that pic from my desk.
While the article is true, it doesn't show the whole picture. Alden capital recognized an opportunity: Hundreds of newspapers with brand recognition and skilled employees. While the newspaper will die, these two things can be used to make money / slow the death a bit.
The solution is "adtaxi". All the MNG newspapers act as local sales people, account managers, etc and use their local newspapers brand recognition to generate sales. Adtaxi is the digital fulfillment agency - so newspapers can sell social, search, and programmatic advertising.
This is a growing chunk of each newspapers revenue, but something I haven't seen mentioned. If Alden capital really wanted to make money, they'd recognize the viability of this model to scale, and that would in turn save newspapers. The problem is newspapers are stuck with tons of old employees, old money, and old ways of doing things. They don'y want digital to save them, they'd rather die doing what they know.
While the article is true, it doesn't show the whole picture. Alden capital recognized an opportunity: Hundreds of newspapers with brand recognition and skilled employees. While the newspaper will die, these two things can be used to make money / slow the death a bit.
The solution is "adtaxi". All the MNG newspapers act as local sales people, account managers, etc and use their local newspapers brand recognition to generate sales. Adtaxi is the digital fulfillment agency - so newspapers can sell social, search, and programmatic advertising.
This is a growing chunk of each newspapers revenue, but something I haven't seen mentioned. If Alden capital really wanted to make money, they'd recognize the viability of this model to scale, and that would in turn save newspapers. The problem is newspapers are stuck with tons of old employees, old money, and old ways of doing things. They don'y want digital to save them, they'd rather die doing what they know.