‘We’re Working Hard to Get Out of Paper Ads’

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By: Alan D. Mutter | Reflections of a Newsosaur

It’s hard to overstate the velocity and magnitude of the shift from mass to target marketing in an era when, as ComScore reports, 50% of mobile users have smartphones and 37% of digital page views occur on mobile screens instead of desktops.

But don’t take my word for it. Instead of attempting to characterize the disruptive impact of these changes on newspapers and other mass media, I am sharing today the actual comments of a major newspaper advertiser who candidly states:

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