Memo to Staples: Become the Media

摘要

You've seen the latest numbers and they aren't pretty. U.S. newspaper circulation is down a record 7% in the last month. Magazine newsstand sales fell 12% last year. The cost of reaching a customer on television has more than tripled since 1986 in constant dollars. Direct-mail response has been declining for years, and the Postal Service is about to add insult to injury with yet another rate increase.rnFaced with the historic collapse of traditional media, you can continue to pour money into increasingly ineffective channels or you can approach the problem differently. Instead of using media to deliver a message to your key small-business constituency, why not become the media instead?rnI don't mean adding a few throwaway tips and a couple of blogs to your site. I mean committing yourself to being a major resource on starting and running a small business.