It is the crystal clear opinion of this 65-year veteran of the business that the newspaper industry must let the independent delivery force of dealers and carriers grow through automation. Automating this end of the business in smaller preparation and delivery sub-stations - around 12,000 papers or fewer - will open up local and regional market areas for advertising. Local retail stores and service companies require a smaller advertising base area.

In the June 2004 issue of Editor & Publisher, the editorial on page 21 points out that "the behemoth warehouse clubs and superstores...virtually never advertise in newspapers." Obviously there's no growth there, but there is lucrative ground in the smaller base areas. So, for heaven's sake - get up and start mining this potential or this industry is going to wonder what happened to its gross income!

In addition to greater numbers of smaller markets, automation opens up new advertising possibilities. The sensory aspects — taste, feel and smell — of product advertising can be offered to both small and larger advertisers who want to test market a product by sending samples to a controlled area.

The newspaper industry must change its traditional preparation and delivery methods via new technology in order to keep pace with new techniques in the front end and middle stage of the cycle. What's happening now is like purchasing a new high-powered truck...and using a pair of draft horses to pull it.

To get the whole story, read issue #2 of the BIG STUFF® NEWS and other articles at www.bigstuff-stepper.com.

(Read Freedom is Jeopardized, Power of the Press, New Business Model and Add Scents to Ad Dollars.)