My wife and I cancelled our local newspaper subscription a couple of years ago. The quality was steadily decreasing, and we found most of the stories were already “old.” We had already heard or read most of the reports. With news now traveling at the “speed of the internet,” the newspaper, and even 6 o’clock evening news, is behind the curve. “Yep… already knew that.”
Despite cancelling our subscription, every once in a while my wife picks up the Sunday edition when she goes to the grocery store. As much I am an “online being,” I admit to still enjoying physically flipping through the paper or a magazine while eating breakfast or lunch.
One of my “hobbies” is to peruse other dentists’ ads. I’m not sure why I look at them. They haven’t changed in the 2-1/2 decades I’ve been looking at them. A small part of me hopes that I’ll be inspired or get some great marketing ideas. Nope. They are mind-numbingly consistent. Most of them are the same dentists running the same ads for years on end. Occasionally I’d see a “new” one that would impress me, but not in a good way.
I will admit to running ads in the paper many years ago when I started my practice. I ran other ads sporadically in the years following my start-up. By and large, I got very little return on my investment. The last time I checked, a 5-inch-square ad in the paper was about $500 for a single day. Today, for $500 I could do a lot of VERY targeted ads in online media like Facebook. Just sayin’.
But, even big corporations with highly-paid marketing experts don’t always get it right…
Paper, paper everywhere… and not an ad to be found.
Today was one of the days my wife picked up the Sunday edition of the local paper. I sat down for my usual scanning of the thinner and now more narrow-format newspaper. It does fit on the kitchen table better. Something I saw… or didn’t see… struck me. There was not a single ad by a dentist in the entire paper. Not one! Wow. Maybe even dentists are starting to realize that print media is dying or already dead.
I quit the Yellow Pages in 2007, and I haven’t missed it. I haven’t run a newspaper or magazine ad in at least that long. What about you? Yes? No? Do you track your results? Comment below!