Print simply too powerful to be ignored

Published 12:03am Wednesday, September 26, 2012

A nice, out-of-town salesman who puts bread on his table pitching the benefits of online marketing to small businesses reminded me last week of just how powerful non-online marketing is.

He didn’t mean to, but once I pointed it out he did admit I was right.

He sounded young and hip; he probably has a Twitter feed, a Facebook page, a Google+ account, a few dozen pins on Pinterest, a professional account on LinkedIn and at least five other online profiles that are too hip for me to even know about yet.

He was coming to town to pitch his services as a marketing representative for Constant Contact — an online e-mail marketing company — and he had roped the local chambers of commerce into supporting his seminar and sharing details with their members, via e-mail chains and online posts, of course.

But the salesman needed one more thing, and he knew where to get it.

He needed listeners; he needed an audience of business owners. In other words, he needed to market his marketing seminar.

So whom did he call?

He called the same place local businesses, churches, schools, clubs, government, non-profits, residents, teams, groups and more call every day when they have information to deliver — the local newspaper, of course.

Apparently posting it on Facebook, Twitter and your blog site are not enough, according to this expert on marketing.

Maybe I’m mean, but I enjoy greatly making a good, unexpected point. Those who know me best would simply say I like to be right.

So when Mr. Marketing explained that he was leading a seminar to help local businesses learn how to market themselves through social media and he hoped the newspaper would run an article promoting that fact, I couldn’t help myself.

I explained that I understood where he was coming from, and that I hoped his seminar would surely include the message that he obviously already believed himself — the local newspaper is the best way to get out your message.

He didn’t deny my point, and, being a good salesman, agreed with me and assured me he would in fact spread the word about marketing yourself through the newspaper.

I didn’t attend the session, since I think Facebook and Twitter are pretty self explanatory to anyone under 75, and I don’t believe enough locals use any other kind of social media for it to matter, so I don’t know if my new friend kept his word or not.

It’s OK if he didn’t though, since all of our great readers remind me daily that our efforts here truly are worthwhile. I hear you constantly saying, “I saw that in The Democrat,” or “The newspaper said…”

And of course I hear it when you say, “The newspaper misspelled that,” or “My newspaper wasn’t on time today.”

We appreciate the comments — good and bad — and we know you guys rely on us to get the information right and quickly.

We love our nearly 7,000 Facebook fans, too, but we realize that far more of you read our print edition and online edition daily than have ever seen one of our Facebook posts.

For that reason, we’ll continue to put newsgathering, information providing, marketing message delivery and — simply put — you, the reader, first whether you follow us on social media or not.

Thanks for reading.


Julie Cooper is the managing editor of The Natchez Democrat. She can be reached at 601-445-3551 or

  • sally hart

    Julie !!! I’m under 75 and I still don’t understand all the jibberish going on with all these new fangled objects that cost a small fortune and that all the kids would die if they didn’t have one. . I still do not text….I’d rather hear their voice than read a message. I feel the same way about e-mail. I do have an emergency cell phone that I’ve never used, so I don’t feel completely out of the norm. AND I’ll just keep on reading the DEMOCRAT…..

  • Anonymous

    Print, huh? Good for starting fires in the winter but not much else. No sleight against the Democrat but as a medium it is definitely on the way out. The small town papers are still very much alive but for national news print is already out. Newsweek sold for a dollar. Not an issue, the whole company. Only a very rich man could afford that dollar because the deal came with huge financial liabilities. The NYT posted a $90 million loss this year. The only people who read USA Today find it outside their hotel rooms. I could go on.

    There is bit of conflation here with local PRINT media and local media. I often say, “I read in the Democrat…” when, in actuality, I read it on the Democrat web page. At the risk of tooting my own horn, I’m one of the most knowledgable people on current events that I know and I have not perused a dead tree in years. A dedication to print media and network news is why Americans are generally so ill informed. Some of the best reporting on American events is coming from the Brits these days. On localized events of national interst one must go to the local sources to get the real story. National outlets either spin it or ignore it. The saving grace of localized media. As far as national events and politics, one is either his own investigative journalist or he is likely misinformed. That is the state of modern national news. I wouldn’t even give a dollar for most outlets.