If newspaper execs at the Newspaper Association of America conference last month were hoping to hear some good news, they had to be disappointed by some of the speakers. Rick Wagoner of General Motors told them that because its vehicles are “no longer on sale all the time,” the automaker didn’t need as much newspaper advertising as before to sell “the deal of the month.”
And Macy’s Chief Marketing Officer told them, “In order for your newspapers to be winning our advertising dollars, you need to be winning in the marketplace, and that’s not currently the case.” Anne MacDonald also said paid circulation is what matters, not pass-along copies or websites.
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