Rishad Tobaccowala, the chief strategy officer for the VivaKi subsdiary of the Publicis Group, waxes about the value of the newspaper and suggests it's by no means discarded.
More people spend time with newspaper content than they realize, he suggests. Mind you, it's not always in print. But his central point in his post for AdWeek is that, with some rejuventation, the newspaper business isn't running its course.
"The people who created the cash cow of the paper package need help to create challenger products that will supplement and even cannibalize the newspaper," he writes. His belief: The next generation, with survival of the platform at stake, will be the ones to figure out the new product line.
He has other principal points: The role of technology needs to be thought out at the board level, the partnership opportunities need to be seized so organizations don't do more than they need to, and news companies need to figure what they can share and borrow.
More people spend time with newspaper content than they realize, he suggests. Mind you, it's not always in print. But his central point in his post for AdWeek is that, with some rejuventation, the newspaper business isn't running its course.
"The people who created the cash cow of the paper package need help to create challenger products that will supplement and even cannibalize the newspaper," he writes. His belief: The next generation, with survival of the platform at stake, will be the ones to figure out the new product line.
He has other principal points: The role of technology needs to be thought out at the board level, the partnership opportunities need to be seized so organizations don't do more than they need to, and news companies need to figure what they can share and borrow.
