Trimmed down Plain Dealer could hurt advertisers

6:53 PM, Nov 15, 2012   |    comments
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The push is on to save Cleveland's Plain Dealer. Rumors that the paper will cut printing to less than 7 days a week are circulating. This has more than just news junkies concerned.

"I think it would be a very sad day for the City of Cleveland, particularly for this moment in time," says Bill Stern, President and CEO of Stern Advertising.

With all of Cleveland's growth, it's hard to believe the rumors, our daily newspaper might be shrinking.

Stern says if Cleveland is perceived as a small town, big time corporations might not want to buy ads here. And for local businesses, the newspaper has always been the place they invest.

"That mentality and mind set carries over today. I think that there's a lot advertisers that want to see their ad and know that it ran and have expectations for a good sales as a result of that ad running."

Without 7 days a week to choose from, it not only limits the frequency, but also the page space.

"We're going to have fewer opportunities to advertise if it's only 3 days a week totally and they're probably going to say, the rates are going to go up and that could really be an issue."

Even though the deal isn't inked in black and white, advertisers like Stern see the writing on the wall.

"Fingers crossed, holding my breath, but it's hard to believe its not going to happen given how thin the paper's been for not just months, but years."

WKYC-TV

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