Recent news of federal agencies being urged to cancel their Washington Post and New York Times subscriptions could have a huge impact on the associations that advertise in the special edition publications. What should associations do to brace for the impact? And what strategies should they adopt in order to reach the decision makers inside the agencies and the White House?
The White House is urging all federal agencies to cancel their subscriptions to The New York Times and the Washington Post. If this happens, what is the relevance for trade associations?
As Axios reports, “the Post and the Times each make around $20 million annually by selling political and issue ads (mostly issue ads) that are geared toward reaching policy makers and opinion leaders at key D.C. institutions, including the White House and federal agencies. Hundreds of copies of the two newspapers are distributed to the White House and agencies.”
In fact, the Times prints a special D.C. edition to make it cheaper to target federal agencies with ads that could be locally inserted.
More than a big financial hit to ad revenue of these major newspapers, this decision would eliminate an important communications tool used by associations and advocacy groups to reach key decision makers, forcing a change in communications strategy. This move will likely shift additional advertising dollars from print to digital, which can be more cost effective and much more targeted in reaching exactly the individuals they are trying to reach. Unlike print, digital is not a one-size-fits-all approach. Instead, different messages can be delivered to different audiences based on everything from location and other demographics, employer and other interests.
Is digital marketing part of your targeted approach to reach policy makers?
Reach out to us today to see how we can help you with your digital marketing efforts to reach policy makers.
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