»
In what is perhaps his first publicized step in what is sure to be a long-term effort to deal with plunging circulation and shrinking ad revenue, new Los Angeles Times publisher David Hiller has rallied employees for significant change across the paper.
He stresses the need to build web and local readership, and calls for the paper to consider more local news and the diversity of the paper’s readership base, writes LA Observed, sourcing a memo Hiller sent to employees.
“Because of media fragmentation and the amazing diversity of our market, there are large segments of audience that we need to do a better job reaching (youth, young families, Hispanic audience),” Hiller writes.
As for the advertising business, he points out that it is “under pressure like never before.” While the situation has “a lot” to do with the internet, there are also changes in advertisers’ businesses (department stores, auto, movies, etc.) that should be considered.
Hiller suggests six steps to take to remedy the situation, including focusing relentlessly on growing the local audience, accelerating growth on the internet, serving the Hispanic audience and developing new products for underserved markets.
The entire memo can be read here.
Comcast is hoping to enlighten media buyers on the ways of young men ages 18-34 with its new “field guide,” titled Hunting with Lightsabers, that has been in the works for a year and is now available.
The guide provides…
The Atlantic magazine is launching a campaign with ads in unexpected places - on muffin displays in corner stores, on restaurant menu boards and on the shampoo shelves at drugstores - in an effort to reach media buyers in New…
Kraft and General Mills have launched word-of-mouth networks in the hopes of harnessing the positive force of chatter during a time when food prices are soaring and consumers are tightening their hold on purse strings.
General Mills has launched an…
The New York Attorney General said on Friday that he would file suit against Arbitron to halt the commercialization of its new measurement system; Arbitron was given five days to respond.
Arbitron’s response came almost immediately: the company moved its…
Companies are struggling with how to adapt to serve a new wave of consumers from the Millennial Generation (or Gen Y) - born between 1982 and 2001 - according to a global survey by the Economist Intelligence Unit and Alcatel-Lucent company Genesys, reports Retailer…
More than one in three holiday shoppers - or 62.3 million adult consumers - report they begin holiday shopping before Thanksgiving, according to (pdf) new data from Mediamark Research & Intelligence (MRI), reports Retailer Daily.
Just under 36 percent of holiday shoppers say…
