Media view: newspaper myth-busting

Bob Watson

The newspaper industry is working to transform itself into an even more powerful, versatile, cost-effective and advertiser-friendly medium for the 21st century.

Media View: Newspaper Myth-busting

A marketing exec says his medium isn't local anymore

Bob Watson

As much as we media professionals try to be open-minded about media selection, we have built-in biases and myths wired into our psyches. While we are influenced differently, some of the more common or prominent beliefs I have encountered come from a variety of causes – from the way we were trained, for instance, or from our own media habits; from the ease or difficulty of selling the strategy to account management, creative, or client. Or this is the way it has been done in...

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