Appendix A

Selling Against Newspapers

The year was 1690. The first newspaper was printed in the United States. In the 300-plus years since, the newspaper has been a cornerstone of the culture, so important that “freedom of the press” is written into our essential law.

Newspapers are sources of massive amounts of information. In his book, Information Anxiety, Richard Saul Wurman points out, “A weekday edition of The New York Times contains more information than the average person was likely to come across in a lifetime in seventeenth-century England.”

Fueling the American economy, newspapers have been the key advertising medium in years of both boom and bust. Local advertisers trust their newspaper campaigns almost to a fault. The traditional ...

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