Last week while meeting with a potential new client in Ohio, the VP of Marketing (35 years in the business) said something that has resonated with me the past several days:
"One of our organization's Core Values is stewardship. But the reality is I break that core value every day when I purchase newspaper advertising. I hate it. When I think about people pulling extra shifts, and all of the hard working people who make our organization great... The fact is I'm taking that capital and our money and wasting it on newspaper advertising. It makes me sick."
As a long-time media guy, I hear it every day. Traditional media just does not perform like it used to. It's not coming back folks.