Comments on: The Great Seattle Advertising Experiment: What Will Happen to the Seattle Post-Intelligencer’s Print Advertising Dollars?

By: atul chatterjee

atul chatterjee — Wed, 13 May 2009 08:30:01 +0000

I feel sad. There is something unique about experiencing a newspaper. Not just in terms of feel, the fonts, layout and a whole lot of other things. For those who were used to the paper it is as if a part of them was detached. As for it being online, well, yes, the information is available, but that is no substitute for walking out in the morning and collecting the paper.

By: With a newspaper gone, who’s the watchdog and where do advertisers go? | The Evolving Newsroom

Mon, 23 Mar 2009 00:38:44 +0000

[...] you can measure the value to accountable democracy that the newspaper used to deliver. Scott Karp said we should measure where the ad dollars go in Seattle now the PI has gone online-only. I think we [...]

By: LINKS | Inspiration Only | byJoeyBaker

LINKS | Inspiration Only | byJoeyBaker — Sat, 21 Mar 2009 19:22:28 +0000

[...] “Anyone who runs a newspaper should be watching this experiment under a microscope. Someone should even go so far as to obtain copies of the last month of Seattle PI in print and call up every display advertiser and ask them what they plan to do.”- The Great Seattle Advertising Experiment: What Will Happen to the Seattle Post-Intelligencer’s Pr… [...]

By: Notes from a Teacher - Wednesday squibs

Notes from a Teacher - Wednesday squibs — Wed, 18 Mar 2009 19:54:30 +0000

[...] The Great Seattle Advertising Experiment: What Will Happen to the Seattle Post-Intelligencer’s Pri… Scott Karp asks a pressing question in the wake of the Seattle PI going-on-line announcement. He missed a few possibilities, though, including the print advertising from the P-I going to neighbourhood-based print organizations. The advertising is at least as important to watch as the online efforts of the PI survivors. Related: Ken Doctor’s With Switch Flipped, PI Tests the Regional Aggregation Model. [...]

By: Ron Nurwisah, Boy Reporter » Blog Archive » What’s next for the Seattle P-I?

Wed, 18 Mar 2009 16:30:14 +0000

[...] The media industry will be looking closely to see if the P-I can actually stay afloat with this new model. Scott Karp asks one of the big questions, “Just what’s going to happen to all those ad dollars?” [...]

By: jardenberg kommenterar - 2009-03-18 — jardenberg unedited

jardenberg kommenterar - 2009-03-18 — jardenberg unedited — Wed, 18 Mar 2009 05:01:08 +0000

[...] The Great Seattle Advertising Experiment: What Will Happen to the Seattle Post-Intelligencer’s Pri… [...]

By: Denver and Seattle: Let the Experiments Begin « J-School: Educating Independent Journalists

Wed, 18 Mar 2009 02:00:22 +0000

[...] to the Seattle PI advertising dollars when their print product goes away? As Scott Karp wisely wonders, “What will happen to the print advertising when the newspaper stops publishing in [...]

By: links for 2009-03-17 « Sarah Hartley

links for 2009-03-17 « Sarah Hartley — Tue, 17 Mar 2009 19:02:42 +0000

[...] What will happen to the Seattle Post Intelligencers print advertising dollars? Seattle newspaper web only experiment which promises “to break a lot of rules that newspaper Web sites stick to.” As the post says "And to be sure, the entire news industry will be watching to see what an editorial staff of 20 can accomplish compared to a staff of 165." (tags: journalism blogs newspapers media trends advertising onlinejournalism ads) [...]

By: Sean

Sean — Tue, 17 Mar 2009 17:57:14 +0000

The Stranger has online components, but it is also printed as an alt-weekly, fyi.

By: Seattle Post-Intelligencer: online-only | Dode Bomen

Seattle Post-Intelligencer: online-only | Dode Bomen — Tue, 17 Mar 2009 16:19:00 +0000

[...] Scott Carp van het weblog Publishing 2.0 kunnen er vijf dingen gebeuren met het geld dat adverteerders voorheen over hadden voor de [...]

By: Alec

Alec — Tue, 17 Mar 2009 15:15:04 +0000

Maybe many of those dollars will move to the Alt-Weeklies that have a solid readership and a slowly growing circulation and are nationally dominating the coveted 18-45 demo in most of the communities in which they operate.

By: Fear and closings (and opportunity) in lost papers : YANKEE 2.0

Fear and closings (and opportunity) in lost papers : YANKEE 2.0 — Tue, 17 Mar 2009 14:06:25 +0000

[...] But if the build it, will people come? Will fans of the old Rocky sign up for a monthly fee to get access to the new Times? If it was your town, and your former newspaper, would you? And more importantly, would your less-media savvy friends and neighbors? And will the seattlepi.com be able to retain the paper’s advertisers? (Scott Karp of Publishing 2.0 says it’s hardly a guarantee). [...]

By: Arthur Hanks

Arthur Hanks — Tue, 17 Mar 2009 13:13:02 +0000

An anecdote: eleven years ago, I was editor of a small trade journal that was forced to cease publishing. After a year’s hiatus, I created a parallel online journal, which published for 3 years. We were free to read, and critically acclaimed by our audience, but could not build a big readership, and could not attract enough eyeballs to sell many ads. In the end, most ads turned out to be “placement for prestige” ads.

Not a great parallel, because of the scope of the project and the wild west status of the web at the time.

It wasn’t easy. Some of the advertising vapourised and most went to other print advertising. Most advertisers are conservative and opted for the tried and true.

Hope that helps

By: Kathy

Kathy — Tue, 17 Mar 2009 09:12:10 +0000

Hi, Scott:

First, your readers need to understand that the PI’s print advertising has been coming from the Seattle Times as part of the Joint Operating Agreement.

The reports I’ve read say 20 editorial and 20 ad staff. Where will those ad staff focus? One hopes places that the Seattle Times hasn’t explored. Thus the PI could become a major competitor for hyper-local ad buys. No word on status discussions of an employee-journalist cooperative, which still might be needed if Hearst pulls the plug.

In Denver, TheRocky2 group is asking $5 a month; for $10 a month, you get the printed paper from the Denver Post, at least that’s the introductory subscription rate. It may be more like $12 or $13 a month after the intro period. To reach their goal of 50K subscribers, they need about 25% of their print subscribers. That’s a lot, especially when you look at the industry demographics for newspaper subscribers (they trend “old”).

Yes, bold experiments. The question is this: is there yet a big enough online audience to help these experiments come to fruition.

By: PI Online Only: Smaller Staff, Interesting Experiment | Nicholas D. Allen

PI Online Only: Smaller Staff, Interesting Experiment | Nicholas D. Allen — Tue, 17 Mar 2009 01:36:41 +0000

[...] Meanwhile, Publishing 2.0 wants to know what the paper’s print advertisers will do. [...]