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Public Relations: Looking Back On 2009: Traditional Media Survives

By Axia Public Relations

It’s been a year to forget, a year to remember and a year to learn. Everything old is new again – and that’s the mantra for 2010.

1. Another Year And They’re Still Alive: The Real State Of Traditional Media

After yet another year of being declared dead, television, radio and even newspapers are still alive. Yes, they’ve been hurt like every other business and yes, just like every other business, they’re refining their business model. But before you leave them out of your sales-building plan, consider this:

  • Television: 99 percent of video viewing was done on a television in the past year; less than 5 percent of TV viewing was DVR or TiVo playback. (Source: Ball State University’s Center for Media Design)
  • Radio: Broadcast radio (free AM/FM radio) has the largest listening audience of all audio platforms (satellite, iPod, CDs) with 122 minutes of daily use, while CDs are at 72 minutes and portable audio players (iPods/mp3 players) are at 69 minutes. (Source: Ball State University’s Center for Media Design)
  • Newspapers: 74 percent of adults read newspapers both online and offline. In addition, 82 percent of households with incomes of more than $100,000 read the paper online and/or offline, and newspapers are starting to successfully attract 18- to 34-year-olds to their Web sites. (Source: Integrated Newspaper Audience Report from Scarborough.com)

2. If Your Store Or Product Was A Magazine, Would You Read It?

Take a fresh look at your store, your product or your service and visualize it as a magazine. If you were browsing a bookstore, would you select your “magazine” from the rack?

When a consumer selects your store or product over the competitor, the selection criteria and rationale are similar to selecting one magazine over another.

Does your store or product fit this selection criteria?

  • Front Cover: Attractive, colorful, bright and clean. Does it stand out from the rest? Does the overall look of the cover make you want to open the publication?
  • Table Of Contents: Can you find what you’re looking for? Do you get an idea of what's inside?
  • Letter From The Publisher: The owner introduces him or herself to you and welcomes you to the magazine with a little background and behind-the-scenes tidbits about the issue.
  • Letters To The Editor: The magazine is interested in what you have to say, and you are encouraged to send in feedback.
  • Articles: Are the stories clear, concise and easy to read? Are they easy to find? Do they entertain you? Do they create a buzz? Are the stories within your interests?
  • Overall Value: Is the magazine worth reading? Does it have staying power and positive word of mouth? Will you subscribe?

The 60 Second Close: A Year To Forget Or A Year To Remember?

It’s been both a year to forget and a year to remember. It’s also been a year to learn. Importantly, this year ends with the realization that everything old is new again. And that’s the mantra for 2010.

January is a new chapter, and the first paragraph is about new dreams. If you’d like help achieving those dreams, then call us. We can get you there … faster than ever.

Topics: media relations, public relations

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