Scott Karp’s Challenge to Print Media: Be Relevant to Me
Over at Publishing2.com, Scott Karp takes the Washington Post to task for using the same old coupon-style discounting offers they’ve used for decades–when in order to get him to pick up a physical newspaper, they’d have to speak to why it’s a better option than just logging on to read online.
He cites one motivation that might have worked for him: enjoying an unplugged no-computer day kicking back with in-depth analysis he wouldn’t normally have time to read.
Fr me–and I still read the print form of my local daily paper–a key argument might be reduced eyestrain. I’m always looking for ways I can get offline to do some of my work.
I discuss in my award-winning sixth book, Principled Profit: Marketing That Puts People First, and elsewhere, why discounting is often a poor strategy for lots of marketers. It’s always better, as Scott points out, to show the real value you add.