About Me

  • I've spent more than 25 years at the intersection of traditional and digital journalism. I've helped to invent ways to read and interact with the news and advertising on computer screens and iPads, and before that, I wrote news stories on typewriters and six-ply paper. I co-founded WashingtonPost.com and hyperlocal pioneers Backfence.com and GrowthSpur; served as editor of Philly.com; taught media entrepreneurship at the University of Maryland; and have done product-development and strategy consulting for all sorts of media and Internet companies and startups. You can read more about me here.

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August 07, 2007


Mary Specht

2011? Is it seriously going to take *that* long for advertisers to realize the immense value web ads are giving them?


The internet is good at doing certain things, social networking, multimedia, publishing to nobody and everybody at the same time. Print publishing and advertising has obvious restrictions placed on it, however one should not overlook its value.

Where should my local car dealership advertise online? Who would see the ad? Where should the NJ performing arts center advertise online? Who would see the ad? The internet is not a "catch all" for advertising destinations.

There is still great value in print media and smart publishers will see that and adjust their business model accordingly. 2011? maybe, maybe not.


@Metaprinter - A lot of that advertising will simply disappear or go to niche venues.

The short answer is they should advertise where car buyers and concertgoers are.

The newspaper companies are fortunate in that car dealers and real estate agents are reluctant to change their habits. Those data intensive activities are best suited for the Internet. Car/home shopping through newspapers is a horrid consumer experience.

For the NJ PAC, their ticketing provider/Web site becomes where they advertise. I get emails direct from Wolf Trap. I'm a highly qualified prospect (been there before) and the cost to reach me is next to nothing by email. I also get emails from Ticketmaster based on what I've purchased before.

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