From Print to Digital: Transform Your Business
A decade ago, all our business was in print. Since then, we have built years of expertise and experience in online advertising and marketing, working with many newspapers and other clients in the US. We have placed our feet firmly on the road to the future.
"stop listening to print people and put the digital people in charge–of everything" #printnogoodatdigital #naamxc11 #jrc
"Put the people who understand digital in charge of your business." "Digital isn't part of your business any more, it is the business and the only part that is growing. It isn't just your future, it is your present."
This is true for all businesses, not just newspapers, and especially for the marketing function. If online is where your customers are and online is where growth is, online should be integrated within your business strategy and not handled by a small tactical team.
At Affinity Express, senior leaders including our CEO, Ken Swanson, are all committed to our digital services. Chief Digital Officer David Kang and Marisol Oberzauchner are two industry leaders that joined to expand our interactive services business even further. Having people who live and breathe digital set direction for growth is fueling our lead in providing interactive advertising and marketing production.
"newspapers must invest in content, sales & disruption–sell or outsource everything else" #linktotherest #naamxc11 #jrc
"Two-thirds of newspaper costs are infrastructure costs, the old legacy costs and not in our core competencies of creating content, sales and marketing. Get out of prepress, press, postpress, mailrooms, delivery, finance, IT, you name it. The outsourcers do it better and cheaper than you do because those are their core competencies."
I'd mention how well we can help here, if John hadn't said it for us:
"At JRC, we are on track to reduce our two-thirds legacy cost bucket by 50% by 2012 by working with innovative service companies like Affinity Express. On any given day, Affinity is building a third of the thousands of local ads we build every day in our company flawlessly and much more cheaply and better than we ever could and in all new formats—not just print—digital, video, and soon this quarter, mobile. By the end of this year, they'll be doing all of our ads, and much more."