I've got news for the newspaper industry.
  Your future is in the hands of the print newspaper and not in the killing fields of digital media. If you think you are smarter than the folks at Rocket Fuel, which just saw its valuation plummet from $2 billion to $145 million, or at AOL and Yahoo, the erstwhile giants who are now being morphed into a smaller enterprise called Oath, or at any number of digital publishers desperately hanging on as the Duopoly chokes off the blood supply, then you are truly drunk on your own press releases.

  Procter & Gamble, consumer products giant that is the world's biggest advertiser, has aggressively pushed to clean up the murky digital advertising landscape - including by slashing its own spending on online ads.

  Multi-channeling is a marketing strategy that allows businesses to capture the attention of their customers in ways those customers are most comfortable with, whether print, email marketing, text messaging social media or point-of-sale resources.
  "Print is a proven and effective mode of advertising in our market," said John Draper, publisher/owner of Pipestone Publishing. "Keep It Local bundles the proven traditional print with some new technologies that are proven to be effective as well.   Studies would tell you that advertisers that use print to push technology and vice versa actually have better success rates than with technology alone."

  Despite sharp decreases in total advertising revenue over the past 10 years, its importance for community newspapers at the local level today can't be overlooked, or simply disregarded as a meaningless endeavor. 

  While the national ad numbers may pale in comparison to what they once were in the pre-internet world, small businesses remain a valuable and critical piece of a local paper's overall financial health. 

  Note: This article is from Radio Ink but it certainly fits print or any other legacy medium. Give it a read!
  Two questions for marketers: Where have the ad dollars been flowing and what's the definition of insanity?
  We have long championed the importance of a well-rounded media campaign. "Everything in moderation" applies to both life and media mixes but "balanced" is not a word that applies to most ad campaigns today.

  Amazon is sharpening its assault on the ad business, and big-name advertisers are starting to take notice.

  With product and search ads on Amazon.com, and its data on shoppers being used to run display ads all over the web, the Seattle-based e-commerce giant is increasingly becoming top of mind for advertisers. In fact, its ad business is already worth over $2 billion.

  A "pivot" is often defined as a complete change to one's business strategy. 
  Today in publishing we're seeing another example of how approaching a pivot incorrectly can impact an industry. Concern has recently centered around the "pivot to video". 

  Seeing it through the traditional lens of a pivot, some publishers have done rounds of layoffs, put up video-related job postings, converted parts of newsrooms into video studios - changed everything practically. 

  If Twitter officially extends the tweet's maximum character count, it would mark the biggest change in the social network's history and the biggest bet on its future. 

  Twitter's defining feature - the tweet's 140-character limit - may soon go the way of Instagram's square posts and Vine's, well, everything.
  Twitter has started a test to double the length of tweets to 280 characters, the company announced on Tuesday.

  It seems as though you can't read about programmatic advertising these days without the mention of fraud. 

  A recent study commissioned by two WPP media buying agencies estimated 

that fraudulent traffic could cost digital advertisers upwards of $16.4 

billion in 2017 alone.