A recent posting on Reflections of a Newsosaur mentioned a study on advertising. This study concluded that the amount of time a typical consumer spends reading a newspaper each day does not justify the percentage of advertiser money spent on newspaper advertising.
The average consumer spends much more time on the internet relative to the amount spent on online advertising, the study said, so more advertising money should be shifted from newspaper advertising to online advertising.
This is not a logical comparison or conclusion.
Don't forget fragmentation of the TV, radio and online audiences compared to the concentration of the newspaper audience.
Chances are, the person reading the newspaper is reading a local newspaper -- THE local newspaper. Those people watching TV and surfing could be on any of hundreds of channels and thousands of websites. Where would you advertise? In THAT newspaper, or on one or a hundred of those TV stations or websites?
This is the strength of the printed newspaper -- audience concentration -- especially if it is complemented with a compelling website.
Constant, continual fragmentation is the weakness of television, radio, internet and mobile media. (That's why the digital behemoths are trying to monopolize access to those mediums or at least become gatekeepers or subscription brokers.)
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