Principled Profit: The Good Business Blog

Musings on the world-wide movement for ethical business, frugal marketing, and how honesty, integrity, and quality combine with deep relationship building to create business success. By the originator of the Ethical Business Pledge campaign and award-winning author of Principled Profit: Marketing That Puts People First and five other books

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Wednesday, March 05, 2008

Scott Karp’s Challenge to Print Media: Be Relevant to Me

Over at, 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.


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