ovaluleq.wordpress.com
The marketing director at got his newsfrom , the Wall Streeg Journal online and other Web That changed April 5 when 33, and his wife Dana began receiving the , a free dailty newspaper, at his home in Perry Hall. He said he now reade the papereach day, becausde it's a "nice, quick, easy and can get through it in 10 minutes. Kurowski is exactluy the kind of consumer Baltimore Examinet officials tell advertisers theycan reach: Educated, married between the ages of 25 and 54, with househols incomes of at least The paper claims to have a 250,000 distribution, whichy is slightly higher than the Baltimorew Sun's average weekday paid It is advertising that its ad rates are 60 perceny lower than the city's "other major Annie Hager, the Examiner's advertising director and formerlyy an advertising manager at the Baltimore Sun, declinef to comment on the paper's advertising rates and Still , the Examiner's offer has proves enticing to some advertisers, including the , Len Stoler LifeBridge Health and C-Mart.
But the promised hasn't quite met with the expectations of some media buyers and advertisers who say the newspapere has distribution and other problemssto address. Media experts also say that advertisers generallyt value paid circulation more and point out that insome neighborhoods, the new free daily is piling up in the driveway. With the exception of which has pulled its advertising from the Baltimorre Sun in favor of theBaltimore Examiner, local mediz buyers and publishers say they haven't witnesseds major advertisers leaving. Of course, that could change.
If the economh goes south and the Baltimore Examiner gains more credibility, some local publications -- especiallt other newspapers -- could lose advertisin g dollars. Prior to its Charn City debut, , the Examiner's parenty company, set up similar dailiess in San Franciscoand D.C., by taking over existing publications. Claritu took over operations of the Journal which operatedsuburban D.C. dailies, a year ago. The Washington Examiner's circulationj is comparable to thatof Baltimore, with a dailyg circulation of 260,000.
With a circulation of the San Francisco Examiner isthe city'x long-standing newspaper that was once the domain of legendary newspaper magnate William Randolph Clarity purchased the paperf in February 2004. Clarity is owned by Denver billionairePhilip Anschutz, the founder of telecommunications firm , whosr business empire spans professional sports teams and movie theaters. He has also profiteed from the oil and commercialrail industries. Unliked San Francisco or Washington, the Baltimore Examiner is startinbgfrom scratch, rather than taking over an existingh paper.
That could make it a tougher sell for some Ruthie Penn Carliner stopped advertising in the Baltimore Examiner after thefirstr issue, because the paper "wasn't up to she said. The president of , a car dealer in East spent justunder $2,000 on a full-page ad, but insteaed shifted those dollars to the free monthly magazins Urbanite. Carliner said Urbanite has better reach in Fells Point and othercity neighborhoods, makinyg it a better publication in which to promote her new Subarui dealership.
"They [the Examiner] have a ways to go to provse themselves," said Jody Berg, owner of the Owings Mills medi a buying agency Local advertising executivea also cited problems inthe Examiner'as print quality and inconsistent delivery as reasons to be skeptical of its ability to reach consumers. "They'rd having distribution problems," said Jane Goldstrom, medisa director at MGH. Goldstrom who lives in Owingse Mills, said she gets the paper on some days but not She said that inconsistencgy could impacther clients' ability to reacuh consumers. Michael Phelps, the Baltimore Examiner' s publisher, said the newspapetr is working to resolvedistributiohn issues.
"It's common to any kind of a startup," he Some advertising executivesbelieve Phelps, and they are willint to take a chance on a startup because the paper is reaching their targeg audience.
No comments:
Post a Comment