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 the past. Or we are influenced by competitors' strategies. Sometimes the medium either sells or does not sell itself to us.

We tend to compartmentalize, too. We generally have a national box full of network broadcast and cable TV and magazines, and a local or regional box that holds spot TV, radio, newspapers, and out-of-home. This tendency was as pervasive 25 years ago as it is today. The problem is that the world has changed. Today we are faced with more and smarter competition, and many more mature brands.