The Search for the Return on Investment in Marketing Technology

Scott Stines

This paper discussed how newspapers can best achieve ROI on their growing investments in Information and Communications Technology (ICT).

The Search for the Return on Investment in Marketing Technology

 

Scott Stines

It is human nature to be optimistic. From an early age, our heads are filled examples of faith being rewarded, fairy tales with happy endings and miracles that do happen. This conditioning from birth combined with daily reports of significant advances in technology serve to reinforce our belief that there is a technological solution for everything. A single button that can be pushed to do the work of a hundred people, a pill that can be taken to...

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