Dear Newspapers:
We know you need us and ironically we would like to work with you. No, I’m not a big box store like Macy’s or even Toyota or BofA. I’m not representing restaurants, hotels, convention centers or classified advertisers. I’m one voice in millions of small businesses in Every City, USA that needs you to wake up and stimulate; your reinvention is taking way too long.
Newspapers we need you to act different in this new economy just like we have to act differently. You can’t fake a relationship with me anymore, a monthly invoice is a transaction not a relationship, and I need you to give me more than last decade’s advertising model.
A New View On Advertising Top 5 Ways Newspapers Can Win Over Small Business Owners Or Continue To Lose Our Business.
Imagine newspapers winning the millions of small businesses serving local communities driving cash flow, repeat business and large advertisers like Macy’s back to the fold. Imagine hiring journalists back because newspapers are delivering:
1) what readers want and
2) what their customers want.
The illiteracy rates vary from region to region depending on the factors like wealth and urbanization. One common thing to be pointed out in the countries with high illiteracy rates is the social custom which curbs the education of females. The main reason behind the progress of developed countries can be attributed to their high literacy rates. This is because high literacy rates means more knowledgeable and skilled people in the country (what we call human capital). Literate people can understand and learn the things more easily, so they enjoy a higher socio-economic status as well as catalyze the development of the country as a whole. Even if we look into the history, we will find that literacy is the pre requisite for development of the country. The countries like Afghanistan, Niger, Guinea, Benin, Somalia, which have low literacy rates also have lower developing rates in comparison to countries with high literacy rates.
#2 Be a part of my success.
Small business owners live everyday knowing people buy local products and services from referrals.
Newspapers’ customers grow through referrals. According to Nielsen, “70% of the people surveyed globally said that they trust ‘Consumer opinions posted online’. More over, 90% said they trust ‘Recommendations of people they know’. The impact of reviews and recommendations by people are having a considerable impact on the decision making of the customers.”
To win their customer’s repeat business, newspapers need to enter the referral market with a value proposition that is at the top of the food chain; an exceptional model that coexists nicely with the growing world of online recommendations. The model needs to address referrals as well as the quality gap left by advertising.
Match the reader who needs x with the vendors who deliver fabulous x, and you are generating qualified leads for your customers and that is a valuable service.
#1 Earn my trust and I will give you my loyalty.
What if newspapers:
Delivered readers immediate news relevant to them and information about qualified local businesses to provide them products and services?
Promoted validated businesses but also brought the community together to help them run better businesses by providing infrastructure for businesses to create positive relationships?
Desiree smiled as Cretan told her that he knows he is a handful and suggested that with him around there is never a dull moment. Then he popped the question – Cretan proposed to Desiree live on national television. She immediately said yes.
It’s been quite a week for Horia Cretan. He helped save a young boy from a fire and got engaged to the girl of his dreams, and all within two days. To him we can all say congratulations, and thank-you for having the spirit to place yourself at risk to help others. It just goes to show we really are all in this together
Resource Author Francisco Rodriguez Higueras
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