Howard Owens is a digital media pioneer. He started publishing local news online in 1995 when very few local news outlets had web sites. The header image on the site depicts the film camera he used early in his career and the press pass from his year on the staff of the Carlsbad Journal. For more on Howard's professional background, read his LinkedIn profile.
HowardOwens.com is the personal web site of Howard Owens and covers his range of interests -- political localism and libertarianism, music and personal interests, as well as his professional interests.
Howard is currently publisher of The Batavian and lives in Batavia, N.Y.
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Daily Archives: August 31, 2006
For inserts and coupons, newspapers are still doing well. This NYT article speculates that print coupons are doomed, even though they still remain popular with consumers today.
“The paper coupon is the single most inefficient marketing tool you could imagine,” said Peter Sealey, a former chief marketing officer at Coca-Cola who is a marketing consultant in Sausalito, Calif. “The traditional paper coupon is going to die. It can’t survive in the Internet world.”
But I’m not sure anybody has come up with a better digital alternaive yet, especially for manufacturer’s coupons. Printing out coupons isn’t necessarily more efficient than clipping them, and when you print them, they still generally need to be clipped. Mobile devices offer some potential, but the solution will need to seem simple and intuitive to consumers.
There are some potential options for online newspapers to leverage their local relationships, and even reach new advertisers who can’t afford print, but this might be an area where a national disruptive play might find it hard to get traction — at least until small business owners become more Net savvy.