If you are reading this you have an interest in the future of the newspaper industry. This was written to document my experience and thoughts about a drastically changing industry and to hopefully stimulate serious discussion in finding solutions for our most trusted source of news. My entire career has been in the print media industry: from my first agency job working in yellow pages to my latest role as Associate Media Director managing the budget for a major newspaper advertiser. I have never worked for a newspaper, nor have I worked for a newspaper advertiser, however for over eight years I purchased over one billion dollars in newspaper media, from the largest major dailies to small market weeklies. I was caught between the excuses of declining circulation from publishers and frustration from the advertisers over a once stable media currently portrayed to be in chaos.

I witnessed newspapers caught off guard with the viral growth of online news consumption and their inability to take advantage of the phenomenon. I have been in some brutal multi-million dollar contract negotiations that rarely ended well for the newspaper.

While it was my job to secure the lowest possible rates while advertisers were slashing their print budgets, I knew the cuts and harsh negotiations were killing the industry that provided me with work. I was instructed to negotiate agreements that I felt truly benefited neither advertiser nor publisher. I have heard every publisher new idea from changing print design layouts to renting e-reader devices to sell content and I have yet to hear a game-changer.

While I am probably considered young to the newspaper industry, I do have traditional reading habits. I am a huge fan of fiction and read as much as time allows. The Kindle and other e-readers are brilliant devices offering brilliant distribution models, but I still do not own one. I love the feel of a book in my hands and truly enjoy shelving another completed edition to the collection. Will I eventually buy a Kindle? Probably. But I will hold out as long as I can. And magazines offer an experience that cannot be duplicated on a website. I only read a handful of magazines that fulfill my top interests; sports, science and current affairs.

Article Source: http://EzineArticles.com/4097401

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