Sunday, April 08, 2007

Customers Googled while newspapers burned

Where are news advertisers going? Follow the money. My latest Michigan Business Review column can be found here. Or you can read the original "writer's cut." Here's an excerpt from the full version.

So, while advertisers are flocking to Google, Yahoo and other local search providers like, most newspapers still relegate "online" to some curious little tech trend that they really should learn more about, eventually. It amazes me, at times, how an industry that is supposed to be writing the "first rough draft of history" is today still clinging possessively to their buggy whips while their customers zoom past them on horseless carriages. And when it's time to shed employees, a nebulous concept like "the economy" is blamed. No. That's not it at all. Follow the money. The ad dollars are being shifted to where advertisers can reach their customers at a cheaper price. More here
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