Arkansas Democrat Gazette publisher Walter Hussman declared that Web advertising isn’t as effective as print advertising. In this article that appeared in the Northwest Arkansas Times and on NWANews.com, Mr. Hussman is quoted as saying,
“Why is the [online advertising] rate so low?” Hussman said. It’s because online advertising is not as effective. Ask yourself: When was the last time you responded to a banner ad or a pop-up ad online and bought something?
“By and large, that old, outdated, dinosaur print edition is still a much more effective way to advertise,” Hussman said. “That’s why it pays to keep as many print subscribers as you can.”
David Kinkade of The Arkansas Project has more, including a quote from Todd Gill of the Fayetteville Flyer.
I think Hussman just wants to screw with you and LT.
Mr. Hussman is right and wrong and misleading. As we seem to be welcoming an age of sound bites and Tweets (140 characters), his article stops short of addressing specifics and being way to general. Not all print advertising is the same. Not all online advertising is the same. Summarizing entire classifications of advertising and suggesting that one is better than another can be applied to the Northwest Arkansas Times but not to the greater breadth of advertising options available.
There are good examples and bad in every industry, geography, and area of interest. Within each are exceptions as well. This is why subject matter experts (often found at great advertising/marketing agencies) are important to leverage as a service to assure the right advertising is applied to the right places to create the right results. There is no one classification that is better than all others. Most agencies well earn their fees to assure the right results are created using the right resources. Hopefully this can be done without bias as Mr. Hussman and I surely have, but on opposite sides of this discussion
We need to keep context in perspective or our sound bite receptive audience can be misled and that will not benefit anyone involved in the advertising world. Clarity is important as it enables more confidence in our advertisers’ willingness to invest in the appropriate promotion of their businesses.
I bet the folks in the online ad sales department of the ADG are just loving this!!!!!!
I think Hussman is full of shit. I unplugged the mouse from my computer, took it over to the kitchen table, and clicked on every ad in the newspaper, and not a damn thing happened.
D.