Social Enterprise

The Como's Dilemma: Can You Reach The Masses Without Mass Media?

Date Added: Jul 2009
Format: PDF

When a daily newspaper stops publishing o moves to an online format - as happened this year in Denver and Seattle and could happen as well in Boston, Chicago, and Los Angeles - a critical marketing and communications vehicle disappears. Of course, advertisers are shifting their dollars to new types of media and to other marketing categories. But for the first time in history, their actions are undermining the economic model that supports traditional media businesses - and creating broader problems for marketers who still need those outlets to broadcast their messages.