I was reading yet another story about how newspapers can be saved by tweaking their business models.
The newspaper industry can tweak their business models all they want, yet as long as Google offers advertisers a more direct method of reaching their audience without having to wrap their sales message in the day’s news, the news – whether online or offline – will continue to illustrate just how ineffective it has been all along at delivering branded sales messages let alone direct sales message performance.
The reality is News as content is no longer the most effective sales message carrier.
No business model can change what has been traditionally considered “news”.
I have been thinking about this for some time and needed to clarify a previous position where I first said “The audience for journalism isn’t transactional”.
After further thought, I then simplified my point to: “Journalism isn’t transactional”.
A reader pointed out the ambiguity in my position by asking: “Write good stories and I’ll buy them?”
I think I have now found a more defensible position: “Journalism isn’t transactional for advertisers”.
“News isn’t transactional for advertisers” may be even more clear and to the point.
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