Newspaper chiefs get warning better targeted to magazines

Rothenberg, Randall
April 1999
Advertising Age;4/26/1999, Vol. 70 Issue 18, p30
Trade Publication
This article comments on the forecast of Intel Corp. chairman Andrew Grove that the U.S. newspaper industry will soon become obsolete due to the increasing popularity of the Internet. He was correct in claiming national media are threatened by the Web. But with an infrastructure geared to local service like high school sports, police blotter etc., the nation's newspapers will not be collapsing any time soon. The same cannot be said of national magazines, many of which fail to adapt to innovative communications technologies. Mainly because most publishing companies are run by salespeople. Others are led by circulation boosters, whose expertise is moving copies not creating customers.


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