The Newspaper Association of America (NAA) recently published an ad in the New York Times addressing 7 myths about the newspaper industry. These are the myths: No one reads newspapers anymore, young people no longer read newspapers, newspaper readership is tanking, many newspapers are going out of business, newspaper advertising doesn’t work, there are no creative options in newspapers and if newspapers close, you will still be able to get news from other sources.
The ad, that has the form of a letter from the President of the NAA, was run for free in the NYT. The closing sentence of the ad says: This is not a portrait of a dying industry. It’s illustrative of transformation. Newspapers are reinventing themselves to focus on serving distinct audiences with a variety of products, and delivering those audiences effectively to advertisers across media channels.
The initiative demonstrates the role the media have to play in correcting current misperceptions, among marketers and agencies, about the future of print media.
