By Domenica A.Leone
Donna Dickey, Local Retail and Classified Advertising Director at the Miami Herald Media Company, spoke to the members of the Media Management Association (MMA) at the University of Miami on March 25 about the company’s transformation of advertising and marketing practices.
“We are no longer just The Miami Herald,” Dickey claimed. “The Miami Herald Media Company now offers a wide array of products and services to help businesses precisely target consumers and achieve their marketing goals.” These activities go beyond the traditional role of a newspaper publisher and run the gamut from event creation to market research. In a nutshell, Dickey stated, the Miami Herald Media Company has become a full-blown marketing company. Yet, the physical and digital newspaper assets remain critically important to the company as the websites and circulation of The Miami Herald and El Nuevo Herald continue to reach a weekly audience of 1.5 million adults.
Regarding advertising strategy, Dickey stressed the importance of being more creative, avoiding excessive wordiness, and promoting calls for action. “The mix of advertisers has changed” in our competitive market, she concluded.