FC NOW: The Fast Company Weblog
October 31, 2005
An e-Circular Argument
Good news. Online newspaper readers will no longer miss out on local grocery store circulars. They can thank Gannett - along with a renewed appetite from traditional media for Internet firms.
In June, Gannett bought media marketer PointRoll for about $100 million, itself a coupon-cutter special (the New York Times paid $440 million for About.com; Scripps paid $525 million for Shopzilla. In all, offline media has quietly shelled out over $1 billion this year for online advertisers and marketers). By late August, Gannett, Knight Ridder and the Tribune Company had created ShopLocal, a searchable national database of neighborhood store specials, sales and discounts. The goal was to keep big chain businesses running ads for local outlets in the online editions of local papers. Today, Gannet announced it would soon roll out banner ads on its newspaper websites that work just like old-world circulars: by entering a ZIP code, readers can view discount prices at the nearest store.
Now instead of falling in your lap, it's your laptop.
Posted by Angus Loten at October 31, 2005 4:45 PM | Category: |
33 Comments
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here is something I thought I would never say: think of the environmental impact. Normally, I wouldn't give a flying fig. But, the amount of paper stuffed into my mailbox often chokes a horse. Now, what I CHOOSE to print off the box MAY now be paltry. Hooray for progress.Lighter junk mail, save the forests, I get to use my zapper software more often (set to stun, Scotty) and everybody's happy. I love marketing, don't you??
http;//spaces.msn.com/members/rogerroost/
I can pick up the flyer with the specials of the store when I walk into the store for my groceries. I prefer to do it that way and have something in front of me with the specials printed on it. I don't usually use my computer to make my shopping list. I don't find think the computer generated ad very helpful.
I visited the website. Looks ok but I was expecting more coupons on Brands rather than stores. I will agree with Roger in that, once it's done right, it will ease environmental impacts and junk mail.
I imagine the local retailers must have to add staff to keep postings current.
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