Print is a dying medium
How much money is wasted on print advertising in Hoboken?
Some messages for Hoboken businesses who
waste spend hard-earned money putting ads in any print publication:
- Did you know that the bulk of what you’re buying is for “print overhead?” You’re basically covering the cost of publication.
- Do you you what you are NOT paying for? Readers and customers. Which is why advertising in print is essentially a very bad business decision.
- A majority of these print publications are tossed out immediately. The rest, are maybe flipped through for a few minutes, then thrown away. “One and done” at the very best.
Have a nice day!
Yet more trees are wasted all the time!
Being an exclusive online venue serving Hoboken, NJ and the tri-state area – I might be a bit biased about how I feel about the print industry. But I personally think it’s days are numbered (or have long past already).
Leaving television out of this conversation (still the number one most viewed), the ranking of print media (newspapers, magazines) has been steadily free-falling for the past decade.
You can’t miss the myriad of colorful print dispensing containers all over the city – like this dizzying lineup of 15 bins at 14th and Washington Streets. Most of them sit empty – and are a visual eyesore to the community.
- News organizations are in trouble all over the country – with many stubborn rags waiting too long to jump on the internet “fad,” and quickly losing relevance as a result. Even the NY Times says they’re stopping the print edition!
- Print mediums have a significant cost overhead – and require expensive advertisements. Most sensible businesses have picked up on the fact that the cost / benefit ratio for having a physical print ad is no longer effective considering the dwindling readership. Many papers (like the JJ) even doubled the cost of each copy, even further reducing readership, as customers buy less each week.
- Even the free “glorified ad books” are not sustainable (they think they’re “magazines,” but 99% of the readers see through the advertorials). By printing glossy books with 100% faux good news – and not an ounce of reality – on top of exorbitant advertising prices – only makes the doomed timer tick faster. You know how many of those free ad books have come and gone over the years? Yet a small number of unknowing businesses in Hoboken still find a way to get convinced by a fancy promotional slick to open their pocketbooks to get included in an issue or two of the latest fly-by-night operation. When will they learn?
Today’s smart business owners looking to promote their products or services know that the way to get the most “bang for your buck” is to reach the widest possible audience of potential customers – at the lowest cost. Which is why Google is a multi-billion dollar company now, and popular niche sites (like Hoboken411, wink wink) succeed. Because we actually help businesses achieve a positive ROI. Can’t argue with that!
Ironically, I inspected this “Free Jobs” employment book bin near Starbucks at 12th and Hudson the other day. I opened it to see what one was like – but it was empty – and only contained an empty bottle of booze.
A sign of the times for the economy – and the print industry!