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Date Posted: 03:40:51 08/19/16 Fri
Author: Practical Man
Subject: Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most)
In reply to: AdMan 's message, "Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most)" on 11:08:57 08/18/16 Thu

Disagree totally. His audience is fans who follow Pittsburgh sports. The Olympics are not a big deal to them. If they have an interest, they can find the information elsewhere, starting with NBC.

This is a huge expense that can't be justified. Olympic coverage isn't going to get him more subscribers or more renewals. It's just an ego trip for the founder, whose junket comes at the expense of the local coverage his subscribers thought they were buying.

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[> [> [> [> [> Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most) -- Media Man, 07:20:55 08/19/16 Fri [1]

"he will get bigger name advertisers???" HOW??? His readers are local Pittsburgh Sports fans who care mainly about.....(You guessed it) PITTSBURGH SPORTS. You think him covering the Olympics is going to get Budweiser to come calling and pay top dollar to market to his....what is it now...25,000 subscribers?? I thought you said you were in the ad business???

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[> [> [> [> [> Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most) -- AdMan, 07:57:02 08/19/16 Fri [1]

I have spent by entire career in advertising, I do know what I'm talking about in the area of advertising.

From the advertising perspective, he will get better sponsors and more $ by covering the Olympics in the long run.

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[> [> [> [> [> [> Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most) -- Media Man, 08:31:42 08/20/16 Sat [1]

You've spent your entire career in advertising? Wow. So where is your part-time gig at?
He covers LOCAL teams for a small group of local readers. You know who they are valuable to? LOCAL ADVERTISERS. This Olympics coverage was nothing more than an ego trip for DK. Business wise it makes no sense but it does enable him to come out and brag "we were the only local media to be onsite in Rio. None of the newspapers were there." Good for you DK, but these vain decisions are what will drive him out of business.

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[> [> [> [> [> [> [> Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most) -- AdMan, 15:54:44 08/21/16 Sun [1]

You simply do not know what you are talking about.

Advertisers are willing to pay more money for outlets that provide in-person coverage outside the local area. It really is as simple as that. You can argue over whether advertisers should think this way, but it's an advertising fact of the business.

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[> [> [> [> [> [> [> [> Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most) -- Willy Loman, 04:05:12 08/22/16 Mon [1]

You're insane, and you never worked in the ad business. (Taking classifieds over the phone for the Green Sheet doesn't qualify). You're some naive fanboy who thinks that advertisers will overlook reams of data about circulation, demographics and other viable research and make a buy based on whether a website had a dateline from an event that didn't matter to its readers.

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[> [> [> [> [> [> [> [> Re: Readers do benefit (Re: To his credit, DK brought up Lochte controversy earlier than most) -- Media Man, 07:24:46 08/22/16 Mon [1]

This isn't really hard to understand. DK has what, 25K subscribers? Safe to say the majority (not all) are in the 412 or 724. Just checked his site...don't see any ads at all, save for an Allegheny Health Network ad (I clicked two or three pages too). So you're telling me that now AHN will now pay more because DK was in Rio? That's CRAZY. It's all about WEB TRAFFIC and it doesn't matter how he gets it!!! and these "bigger customers" are in the practice of negotiating lower CPMs. Local customers are what his advertisers want. AGH doesn't really care about a transplanted lunatic who know lives in San Diego.

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