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Don’t Print Me

Where do you get your news from?

Chances are there’s a variety of news sources on your radar, but soon newspapers might not be one of them.

It’s probably about as good a time to start a newspaper as it is to get into pay phones or vhs shops, but that didn’t stop the Independent launching the “I” this year and being the only mashed up tree to see its circulation increase when the last lot of figures came out (thanks to being a:good, b:cheap and c:tv advertised).

Figures for newspaper readership look fairly robust, until you think about where they used to be and where they are going.

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News That’s Dead Good

There can’t be many things that have stayed stuck in there from my actual university days (they were ahem, a few years or so ago afterall) but one thing that certainly stayed with me is the inevitability of communication.

The idea that whatever you do and however you say it, you ARE sending a message to customers, suppliers, prospects and other key audiences.

Perhaps it was the absurd analogy of a dead person communicating that they weren’t alive by ‘not breathing’ that made it so memorable.

Whatever, I’m glad it stayed in there.

When you consider this idea, it maybe shifts the focus on ‘whether’ you communicate, onto ‘what’. Many clients now accept the idea that bad news fills a communication vacuum.

It might just be gossip or it might be malicious, but either way, it’s easy to see examples of companies getting a hard time or fending off wild rumours when there’s no official viewpoint to fall back on.