Newspapers, you want my ad dollars? I want some changes!

I never thought I’d actually watch the death of modern newspapers. But the bell is tolling.

Actually it’s a freight train whistle that’s been sounding for many years; it’s just getting louder with the economic Doppler Effect. And advertising is playing the role of Snidely Whiplash, tying newspapers to the tracks.

  So here’s a modest plan to save daily journalism. Yes, I know Walter Issacson recently offered his plan on the cover of Time magazine. But telling people they need to pay for content is a sad and tired plea emanating from the land of desperation.It sounds an awful lot like the silliness I heard years ago about Internet users having “social contract” to engage with banner ads if we want web sites to be free. I must have missed the negotiations part where I agreed to that.

But we’re talking about newspapers, not web sites, kind of, so here’s my four point plan.

1. Follow the lead of Gillette and Verizon
2. Tell me why, not what
3. Get hyper local
4. Personalize, personalize, personalize

Lets start with a splash of reality. Advertisers would rather spend their money just about anywhere but the local newspaper. I have been at the table as millions and millions of advertising dollars are divided up. And not once, never have planners said “This is a powerful plan that really keys off local newspapers.”

So lets take a look at my harebrained idea.