I just read your column “Time to stop the newspaper thugs” (Damn the Torpedoes, April 16, 2015) and am very supportive of the Lagniappe’s and our city’s position. Also, while I am a college graduate, I have to admit at times I think I learned just as much watching Andy Griffith as I did in class, and as Andy would say, maybe we are looking at this thing the wrong way.
While I am fully supportive of the head-on approach your paper and the city are taking with the Press-Register, what about also hitting them from the opposing side?
• While free to the public (whether we want it or not), the raw materials to support their “news” is obviously expensive for the Press-Register.
• The majority of businesses advertising in the publication are local companies struggling to make their businesses successful and have to use their marketing funds in the most effective manner possible. I have overseen large marketing budgets in our organization and marketing funds are one of the most difficult budget items to secure, and when you do have funds you closely analyze the impact of any spend made.
Which leads to the question of, how many of these newspapers casually thrown on our lawns are actually picked up and read?
I am not proposing any type of retribution on the advertisers, but it would be interesting to raise the question in their minds regarding how much impact their hard earned marketing dollars are actually making to their bottom-line when using this advertising vehicle. It will at least complicate the lives of the people trying to sell ad space.
Any chance of dedicating a page in your paper and listing advertiser’s names and simply asking, “are you getting your money’s worth?” Especially if you can tie in a low percentage read figure to support the question. At the end of the day if you can find a legal way to undermine the Press-Register’s economics in addition to battling them in court it can only improve your odds of winning.
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