You can read an explanation of how the study was conducted at the end of the article. My firm conducted the study for the American Press Institute. You can read more about my firm at the end of the article. INMA asked me write about what the findings of this survey mean for marketing departments, and I must say, this survey contains much good news. This is what makes the crossroads peculiar.
Conditions seem ripe for increased reliance on marketing know-how and savvy.
For some, these findings may portend great expansion into new ventures, with the marketing department leading the charge. However, we sense that for most of you, the future is murky at best, and quite possibly troublesome. In that vein, let me summarize the findings from this survey, and lay out the luscious opportunities for marketing executives. In perhaps the sunniest finding in this study, top newspaper executives see a promising future for the industry. Top executives express an urgent need for marketing savvy at their newspapers.