Hearne: Star Poised to Take Huge Hits from Grocery Advertisers

Very simply, it’s a numbers game…

Inevitably the success or failure – let’s call it the future – of the Kansas City Star will be determined by the number of eyeballs it attracts. For advertisers.

Plain and simple.

The days of daily newspapers having essentially monopolies over news and information are long over. Long over. Make no mistake, they far and away still lead the media pack in terms of reaching the greatest number of people, but their reach has and continues to wane and it’s a trend not likely to change.

Classified advertising, for example, used to be a huge profit center for newspapers like the Star.

No mas.

Department stores like Dillards, Jones Store and Macy’s were incredibly big advertisers. Prior to their pronouncements years ago that they recognized the need to cutback on newspaper advertising and branch into other media.

Which brings us to grocery stores…

Three of the largest – Price Chopper, HyVee and Hen House – have hatched exit strategies from the Star and

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4 Responses to Hearne: Star Poised to Take Huge Hits from Grocery Advertisers

  1. Anonymous says:

    Michael
    The star just got too greedy with the cost of classified ads. Now they should go the other way and make the classified ads so cheap that everyone would place an ad and people will buy the paper for the classifieds.

  2. Anonymous says:

    hearne
    Kind of hard to turn back the clock, Michael. Plus they have a lot higher costs and expenses owning that $200 million press (that’s for sale btw) and paying for the newsprint the ads are printed upon.

  3. Anonymous says:

    Pat Schultz
    Actually Hearne – TV has the greatest reach of media and check the new radio PPM numbers: the top radio stations are getting 400,000 – 500,000 listeners a WEEK! Almost TWICE that of the Star circulation. Newspaper is definitely OLD MEDIA.

  4. Anonymous says:

    Brian
    Wait, I already get all three Grocery Store ads in my mail today. How is this any different? I only started getting them mind you, when I dumped the Star. Now if we can get coupons from Sunday’s paper in the mail I can wash my hands from giving the Star any money.

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