Conrad Fink, a professor of newspaper strategy and management, says of the Tribune/McClatchy/Gannett national advertising network:”I would prefer to see an industry-wide collaborative effort.”
The newspaper industry “has always struggled with an effort to develop compatible systems, compatible ad specifications and so forth.
We have suffered as a result.”
By contrast, he says, “Television is one buy, one deal, one commercial.”
Well, the late Leo Bogart, our beloved INNOVATION Director, was saying the same for many years.
As the executive vice president of the Newspaper Advertising Bureau, Leo Bogart said that what US newspapers needed was a “one ad, one bill” system.
Unfortunately, still today, to place the same ad in different US newspapers is a nightmare.
It was a Leo Bogart’s mantra.
If he were alive today, he will be very much upset with an industry that he loved so much, but didn’t listen.