Being a full time student, I find myself often working on multiple projects, papers, and assignments at once. Today is one of those days. While traversing the internet for research, I come across some information that I feel is worth talking about.
I'm having to do research for a marketing plan, and I needed to find evidence of realistic prices for advertisement space in a newspaper. Would you like to know the prices? One column inch of space on a weekday costs $434. On a Sunday, it costs $613. How about a full page ad? $10,327 on a weekday. $12,748 on a Sunday.
You know what's interesting though? In just one page prior to these price listings in this report, The Washington Post gives some other helpful information: Daily Total Circulation: 562,108 people.
Total number of monthly readers who visit Washingtonpost.com: 17.5 million.
What this is saying to me, is that for art organizations who want to advertise in the local paper, they should think again. Why waste money on a dying form of information distribution, when you can market yourself so many times more effectively and efficiently via viral marketing?
One thing this class has taught me over the semester, is that there is no lack of software out there that can help arts organizations organize their patrons, and monetize properly from a good marketing strategy. Without a digital world for commerce to take place in, programs like Vendini, Tessitura, Ovation Tickets, and even Raiser's Edge, have no place in the future.
So perhaps if people stopped reading the newspaper, we'd be killing two birds with one stone: we'd stop killing trees, and we'd stop supporting an ineffective, outdated source of information distribution.
Just a thought.
http://www.washingtonpostads.com/sites/default/files/RC_SpecialIndustry2012.pdf
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