By Kelly Olson, Chief Operations Officer & Chief Financial Officer

A number of well established newspapers have steadily been losing subscribers in recent years.  The problem stems from users getting their content, not from newspapers, but from the internet, forcing newspapers to give their content away for free online.  So how can newspapers charge for their content online?  Should they look into getting more subscribers to their online content or should they invest more into better online advertisements?  Can e-readers breathe life back into this dying industry?

Find the answers to these questions and more at Red Bricks Media’s latest MediaBizBlogger post:

The Brickwire: Charging for Content—The Wrong Answer for Saving the Newspaper Industry

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Under the new Guides, advertisers may no longer use the phrase “results not typical” in their campaigns. Instead, advertisements must disclose the results that consumers may typically experience.

Paid or gifted endorsements must also be disclosed in advertisements, and this extends to bloggers and ‘word-of-mouth’ marketers as well.   This means that bloggers may no longer accept payment or free products in return for promotion without disclosing that fact. If your company is providing material or monetary compensation in exchange for promotion by bloggers or celebrities, this exchange must be communicated to the consumer.

Furthermore, if compensation is provided to a research organization which is cited in an advertisement, this fact must be made public within the advertisement as well.

Interestingly, the FTC Guide now holds endorsers more accountable for their statements. As of December 1^st, endorsers and advertisers may both be held liable for false, unsubstantiated or misleading product statements.

While the FTC Guides are not officially binding laws, they are part of the Federal Trade Commission Act, which is included in federal legislation. For more information, visit:

http://www.ftc.gov/multimedia/video/business/endorsement-guides.shtm.

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Do you want new ways of reaching your consumers? Are you itching to expand your campaign beyond the internet? With Red Bricks Media’s new print, TV and radio capabilities, you can now reach consumers through online and offline channels.

We like to call our approach to these campaigns “media planning 3.0.” Offline media buying can now be done more efficiently than ever before, thanks to companies like Google, SpotRunner and Spotzer, who sell their offline media inventory online. Our media planners can now avoid the long process of dealing with multiple reps and resources, and instead place bids and receive updates in real time, on one seamless interface. The many advantages of media buying 3.0 include connectivity, real-time reporting, ease of campaign management, and improved efficiency.

So what are you waiting for? Start exploring media planning 3.0 today! Contact sales [at] redbricksmedia.com for more details.

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