Why Don’t Marketers Start Newspapers?

(And no, I am not talking about content marketing.)

Billions of dollars go to U.S. marketing entities annually. All while big media consolidated and now resides in some sort of decline or at minimum, an uncertain metamorphosis.

Yet! Marketers often find themselves beholden to established media as a means to reach their audiences. Exceptions exist but in general, that’s simply how it works. And, unfortunately the vast majority of us marketers do not have high-profile political connections enjoyed by the connected elite that allows them to guide a big media narrative, most times.

So let’s revisit the question posed in the title of this post. ^^^

Let’s start newspapers. And yes, I mean paper with ink on it, and delivery (direct mail; you get it), and journalism!

We marketers are journalists. Yes, I said it.

Albeit this title of ‘journalist’ has less to do with our grandeur and more to do with the evisceration of journalism as a legitimate profession (with some exceptions, of course – but not a lot.) : )

Will embracing such a tactic it make sense for every marketer or every client? No. Of course not.

Regardless, I see this as a grand opportunity for our profession.