Microsoft CRM 3.0: Lemonade Stand

Newspapers need to reinvent themselves

It’s no secret that the rise of the Internet has hit the newspaper industry hard. A recent survey by Pew Research Center illuminates this fact, revealing that more than 50% of 259 papers surveyed reported significant layoffs of newsroom staff.

To combat this attrition, newspapers are fighting back by creating blogs and microsites that allow readers to focus their attention on specific topics, and journalists are being trained to create and upload video content for the Web. Niche online ad networks are also gaining popularity, whereby newspapers band together to sell ads online. Industry observers are suggesting that newspaper publishers should publish digital editions for PDAs and cell phones and also publish more Web-only content.

Source: Mediaweek

TV and Internet ads go hand-in-hand

According to the president of CBS’ research unit, the Internet enhances TV advertising. David Poltrack points out that while the Internet is an efficient medium for turning consumers into purchasers, it’s useful only if the consumers are already aware of the products. Simply put, consumers turn to the Internet to learn about products that they are already aware of.

That is where television advertising plays a key role. It is Poltrack’s opinion that, as a medium, TV is still unrivalled when it comes to developing awareness of a product, service or product feature. To leverage this connection between television-based awareness and internet-based information gathering, marketers need to coordinate the TV and Internet components of their ad campaigns.

Source: Advertising Age