It's amazing how long the newspaper industry has survived and how much longer it’s sure to be around. Just like the department store (i.e. Kmart!), it won't go down without a long, drawn-out fight. It's very clear to all newspaper publishers that print is shrinking and it's only a matter of time before the ink-smear-addicted population becomes extinct. What many of the newspapers have started to do is make the inevitable shift towards online publication and ads.

The more innovative players are also seeking online partnerships to tap into an established, targeted audience. For example, LinkedIn members read headlines related to their professional profiles when visiting the New York Times Web site. Also, with the recent alliance between The Newspaper Consortium and Zillow, both partners can sell ads across each other's inventory. So who would be an even more appropriate partner? Dare I suggest the newspaper nemesis Craigslist? There’s nothing like sleeping with your enemy.

Regardless, it's just a reminder to not write off the newspaper, be it print or online, when you’re planning marketing campaigns. It's a channel that reaches out to millions and will continue to do so for a very long time. You can advertise with them directly, using Google, or through various agencies.

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