The Earl Blog, from Earl Wilkinson, has been imploring the newspaper industry (no matter than INMA now is named after Newsmedia and not Newspapers, it's still ostensibly aimed at the print operations with Web companions) to capitalize on difficult times instead of tucking its tail between its legs.
His latest concerns what he perceives as the fainthearted effort to market newspapers during the recession. He doesn't see a widespread industry effort to push the value of the newspaper and market it aggressively. Which, he notes, is ironic considering papers encourage advertisers to spend about five per cent of their revenues on marketing.
"In short, newspapers don't practice what they preach when it comes to marketing," he writes. "This is a shame because marketing works. And there's plenty of evidence to support it – especially during recessions."