Mike Bennett
From the Publisher

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April 8, 2014
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The brave new world of newspapers

Local businesses and services rely on the Post Independent to get their messages to you, and in turn, we hope you support them as they provide the fuel that allows us to bring you a quality, free newspaper every day.

Please welcome our newest employee, advertising account manager Eric Anderson, to the Post Independent family. Eric began training this week to help us launch a new kind of selling. A native of upstate New York, he came to Glenwood Springs 10 years ago.

In the old days, you would be hired, and after filling out the necessary paper work you would be shown your desk and wished good luck. Today’s world is different. We have a three-week training program before we send our sales people into the field.

In 1974, the newspaper world was totally different. You could get an advertising message on the print pages of our newspaper. A few grocery and large department stores would print their own section and pay us to put it in our newspaper.

Now, not only do we have those methods to get you shopping information but also magazines and a whole host of digital methods. Some of you may have seen the segment on 60 Minutes a few weeks ago regarding “data mining.” You may think you are harmlessly playing Angry Birds on your mobile phone when in reality those birds are happy to track your activities. It happens all of the time on any digital device. In some ways it feels a bit creepy.

In theory, when online, you care to see only the information in which you are specifically interested. Data mining allows companies like us to match you with advertisements for businesses and stores that you have shown interest in based on your actions.

The Post Independent can now go to someone like the Hot Springs Pool and get their messages in front of potential guests that match their audience. If the Hot Springs tells us that they want to target people in Houston who are likely to have a strong desire to take a dip in the very warm water and pleasant surroundings, we can now do that.

For a seasoned newspaper publisher it is wonderful to be in Garfield County where people of all ages read print newspapers just like they did 10 years ago. But if you want to read your newspaper on a computer, tablet or smart phone, you can do that, too. Maybe Facebook is your thing; we’ll give you the information that way as well. Then there are magazines, contests, Twitter, email blasts and on an on.

No wonder Eric needs three weeks of training before he can actually work at his job.


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The Post Independent Updated Apr 8, 2014 09:21PM Published Apr 8, 2014 09:20PM Copyright 2014 The Post Independent. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.