Sure, the newspaper industry is far from where it use to be. Subscriptions are down. Advertising is down. Everything has moved online, right?!
Not entirely.
We are currently managing a very successful online campaign for a client who sells a product primarily through a website. As part of our marketing plan, we are also pursuing traditional avenues for product exposure. In February we landed a feature article in a mid-market newspaper. The results were…better than expected. In fact, the results, as you can see in this graph, were extraordinary. This was not a paid form of advertising. This was the result of a carefully written press release and a dedication to following up with the appropriate editor.
This has been the 2nd news article we have landed for this particular client, and both articles resulted in a spike in sales compared to the other online marketing that we are working on.
It has become obvious to us that although the newspaper industry continues to change, there is still real value in the power of print. Everyone is quick to jump solely online, but there are all kinds of traditional methods that are still effective, so blending the two is the key. This cannot / should not be ignored when it comes to crafting a marketing plan.
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Lawton Gallagher Group is a full-service online and traditional communications, marketing and public relations firm with offices in downtown Traverse City, Michigan.
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