Podcasting is a growing business for many media companies, and I listen to several podcasts each morning. One of my favourite podcasts — a weekly political talk show recorded before a live audience — has a segment called The Rant Wheel.
There are a number of different topics on The Rant Wheel. The wheel is spun and guests on the show — usually actors, comedians, and journalists — can rant about whatever topic the wheel lands on.
After reading the third-quarter earnings reports for the largest U.S. newspaper publishers, well, I just feel like ranting. The topic the wheel has landed on for me is “Print Newspaper Advertising Declines.”
As expected, a common theme in the third-quarter earnings reports was the continued decline of print advertising revenues:
While there is some positive news on the digital advertising front, the declines in traditional print advertising continue relentlessly.
So, here is the question at the heart of my rant: Why do advertisers continue to leave print when there is so much evidence to prove that print advertising works?