Early death knell for newspapers

Chris White-Smith’s media comment (MW April 6) about the national press sales teams’ approach to dot-coms concerned me a little.

While most media planners are only starting to get a grip on the issues that will determine whether newspapers have a role in the media landscape of the future, Chris is waving the white flag already. We’re asking ourselves whether the Web really will replace newspapers as a source of news, information and entertainment for mass (or niche) audiences. We should at least debate whether there is a role for some form of newspaper in the future.

Chris’ analogy, however, for his place in the new media market is that of a turkey being given the chance to vote for Christmas. If display ad directors lose faith in their own product, where should we turn?

I’d like to think, if you get cracking quickly Chris, you could change shape enough to be mistaken for a chicken by the time Christmas comes round and be left alone.

If not, I suppose by your own recommendation, I’d better be looking into other channels for my client’s advertising.

Fraser Riddell

Director

MediaCom TMB

London NW1

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