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February 12, 2012
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Response To: Why Newspapers Shouldn't Fear the Internet (Dena Amoruso - 09/10/1999)

Puzzling, isn't it?
Posted By: Sharon Marsh - TX Realtor - 09/10/1999 09:15 AM

What you say is very true, and I'm glad that there are newspapers nationwide that have recognized the disadvantage of resisting an alliance of the Internet.

But I've found that it isn't necessarily the smaller publications that don't understand.

For example, in my neck of the woods (the Dallas/Ft. Worth Metroplex), the smaller newspapers are indeed embracing reporting on newsworthy Internet, website and technology topics. And are making a concerted effort to become THE paper to pick for your weekend of house-hunting or homeselling.

Case in point: on Sunday, September 19, an article about me will run full-color and front-page of the real estate section of the venerable Dallas Morning News (DMN). But the language and slant had to be toned down quite a bit. Although we're still lobbying for it, to date we're told, the wording MUST NOT include "website" or "Internet", nor can there be any mention of a website or email address; and mostly importantly, the article must not give the impression that the consumer can use Internet resources in their real estate needs. This, even though the main focal point of the article is that about 80% of my business comes from the Internet and specifically my own website. It's an interesting walk-on-eggshells dance.

While even staff members of the DMN acknowledge that the paper has taken a lot of heat for that attitude, since the Internet's widespread public acceptance some 3 to 5 years ago, the piece has been watered down to refer only to the very vague "technology".

Conversely, a similar article will run in the smaller publications such in Plano, McKinney, Lewsiville and Frisco. The editorial staffs have placed no such limitations on the wording or content. Moreover, these publications have slowly, but steadily siphoning circulation away from the larger papers here. Coincidence? I think not.

The reason I most often hear for local consumers turning to local pubs for their real estate needs is, when you're in the market to buy or sell a home, it's just easier to carry with you precise information. That information is often culled from the Internet and from print publication classifieds, editorials, display ads and such that don't ignore the consumer's access to the Internet, nor their intelligence for maximizing it's use.

It's time for the big papers to take lessons from their smaller colleagues, as well as lessons from the past just as radio and television have done. Remember, those who don't learn from history are doomed to repeat it.


Responses to this Post

Stop the Presses!!
Posted by: Broderick Perkins - 09/10/1999 11:29 PM


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