Newspapers are unbeatable
Here's an optimistic twist on recent rhetoric about the future of newspapers. Dennis M. Lyons of the Daily Record, a New Jersey newspaper owned by Gannett Co. Inc. quotes Walter Isaacson, president of the Aspen Institute, an international nonprofit that promotes "enlightened leadership and open-minded dialogue," who says, "Print. If for the past 400 years we'd been getting all of our info electronically, and somebody invented a way to put it on paper and deliver it to our doorsteps so we could read it in the backyard or bath or bus, people would say this new print technology is so wonderful it will replace the Internet." Lyons goes on to laud the convenience, reach, and influence of newspapers, emphasizing that nothing else sells for so little and provides so much valuable information. He citesRandy Siegel of Parade Magazine who says, "At the end of the day, the power of well-written newspapers is unparalleled in providing meaning, connection and context. In our harried daily lives, the human brain can absorb print more intimately and more effectively that the cacophonous, often confrontational messages blaring at us from the electronic media hundreds, if not thousands of times per day."
Source: The Daily Record
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There is a way to do exactly what Anne MacDonald is requesting and it forms the basis of my interactive personalized newspaper publishing venture. Ironically, the target audience is high-income women ages 25-54, which almost matches the Macy demographic as far as age and gender. Because my invention is in a provisional patent application process I can't discuss all the specifics. Suffice to say what MacDonald and many other marketers and media buyers are asking for is this: Personalize the editorial and advertising so it's relevant to the reader and subscriber and allows the marketer to target messages on a one-to-one basis. My project does this and more. Only thing is it's not a daily but a quarterly newspaper.