We talk to lots and lots of local business owners who still insist that they must hang on to their print advertising budget. They place print ads mostly in the local newspaper and phone book – and every now and then, they place print ads in a magazine or similar printed product. When they don’t see the results they’re looking for, they try boosting a few posts on Facebook since everybody tells them they need to advertise on Facebook. When that doesn’t work either, we hear the same thing again and again . . . “it’s the economy” . . . and “Facebook advertising doesn’t work.”
It’s NOT the Economy
We’ve watched local businesses close over and over again while hanging on to their belief that the cause is the economy. We don’t like to see this happen – not when their competitors are growing because their competitors embraced the knowledge that it’s the consumer’s choice.
The consumer mostly cares about digital – that’s where they spend the majority of their time. They get their news online. They use their phone to find phone numbers – not the phone book. The newspapers know this and have been transitioning to online business models. The phone books know this and have also been transitioning to online business models. We know it, the newspapers know it, the phone books know it . . . hanging on to nearly-dead print media will be the end of your business.