Borrell Associates says local e-mail advertising is going to boom in the years ahead and newspapers stand to capitalize on it.
The massive marketing channels newspapers possess are powerful tools, says Borrell, and the activity for email advertising will grow more than 150 per cent to more than $2 billion in the U.S. by 2013.
Borrell VP Peter Conti is quoted on Clickz as saying only a small percentage of local media is focusing on this source of revenu. He argues that newspapers should be hiring a database manager to seize the opportunity.
Wow, that is a shockingly naive pronouncement from Borrell. Has he not seen the declining open and clickthrough rates for email marketing campaigns? Or has he talked to a teen lately about how they feel about this clunky old technology called 'email'?
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