Now when we take out the human interaction from that communication (and most of it is non-verbal, right?), then the margin of error for miscommunication gets quite high. It can result in a lost deal or worse — a broken relationship. I’m talking here about text-based communication, specifically email communication.  Our worlds, especially in business, are too small and keeping customers is too important for haphazard discourse. We have to be careful.

Something I read recently confirmed this: “[A Standford Business School study] focused on business negotiations made face t0 face, over the telephone, and via email.  They found that negotiations performed exclusively over email broke down far more often than face-to-face or even telephone negotiations.  The implications of these findings go far beyond business dealings” (Flickering Pixels, pg 117).

You’re probably reading this and nodding. We’ve all experienced the limitations of this medium that ‘revolutionized’ how efficiently we could do business not too long ago. Fewer car trips, quicker response time, equals more time to make new ‘contacts’ each day and more business for me! But turns out it’s not that efficient at all. “Intonation, body language, context, the rules of civil discourse are all stripped away, despite our best efforts to create a never-ending stream of emoticons.  Given the limitations of email, the chances of miscommunication are near certain (pg 118).” Yes, it’s much easier for the reader to ‘read-in’ to what is being said, for things to quickly escalate. And when things get really bad, an electronic relationship is must easier to end.

So what do we do? Our world relies on this medium now. Well, I’ve got a few helpful tools and tips. One may be using a new program I recently heard about: ToneCheck. That’s right, it’s like spell check but for your tone. This application is still in beta mode and looks like it’s free.

When you’ve typed a fuming email, you can have a friend, spouse, or someone outside of the business read and/or edit it before you send it. Or just pick up the phone or better, see them face-to-face. You’ll always communicate your message better that way, and it will strengthen your relationship.

Another helpful tip: When in doubt — don’t send it. The old count to 10 adage rings true, too. It’s just not worth being right at the risk of losing the business or causing office drama.

Remember what McLuhan taught us, that the medium is the message. It’s not just what you say, but how it is said, and this medium definitely has its limits. So a little more face time with your clients or coworkers will go a long way; and no, I don’t mean through your iPhone 4

“Among the items appearing in Issue 47 of Relation, the first regularly printed newspaper in history, was this understated news flash: “Signore Gallileo [sic]… found a rule and visual measure, by which one can …. Look at places 30 miles away, as if they were close by.” That year’s papers would also include reports of a ne’er-do-well lieutenant general and two men prohibited from playing ninepins, demonstrating the mix of groundbreaking and trivial that still defines a newspaper. The weekly four-page Relation, first published in Strassburg, Germany, in 1609, wasn’t much to look at – no headlines, no ads, no catchy graphics. It attracted a readership consisting mostly of the wealthy, powerful and well educated. The first print daily was published in Leipzig in the mid-17th century, but it wasn’t until the debut of the “penny press” in the U.S in 1833 that news was transported to the general public. Then, as not, the free press filled an important role: campaigning for reform, focusing public attention on political and social problems, and stirring up trouble when trouble was needed.”

I like to think we’re still doing that today Thanks for reading.

What do you think?

74% to 81% of our readers have used their local newspaper to help make a purchase in the last 30 days? That’s compared to 61%-71% that use Google, and less than 10% that still use Yellow Pages.

And here’s question 12 from our Johns Creek Herald audit.

12. Which of the following do you rely on MOST FREQUENTLY to make LOCAL purchases?

66% Ads in my local newspaper

07% Radio Ads

04% TV Ads

<01% Internet Ads

21% Direct Mail Flyers

02% Yellow Pages

Apparently all that talk about everyone making their purchases based on ads online is a little off, at least with our readers. And it gets better. Close to 80% of all of our newspapers are regularly read and looked through by the folks that receive them — that’s a good bit higher than the industry average.  The news is good for all of our car dealer advertisers too.75% of our Milton Herald readers will probably look at auto ads in the paper when deciding to buy a new car or truck.  That’s compared to 10% that will go to the dealerships, and 58% that will go online to research.

From our audit, it appears local print media is still strong and only getting stronger.  Contact us for more information about our most recent audit.

Appen Newspapers — We connect you –Scott

Reality: Average weekday newspaper readership declined a mere 1.8 percent between 2007 and 2008, and about 7 percent since its peak in 2002. Compare that to the 10 percent decline seen in the prime time TV audience in 2007 alone.  Meanwhile, newspapers’ Web audience has grown nearly 75 percent since 2004, to 73 million unique visitors a month.

Myth #4: Many newspapers are going out of business.

Reality: Newspapers, as individual businesses, by and large remain profitable enterprises with operating margins that Wall Street analysts estimate will generally average in the low to mid teens during 2009. While that may be down from historical highs, such margins would be the envy of many other industries today.  As consultant John Morton saind in a recent American Journalism Review article, “Overall, the beleaguered newspaper industry’s financial health has been weakened but remains healthy by most measures. In this environment, that is an achievement.”

This continues the series I started back in January that helps dispell some of the myths out there about our industry.  We certainly agree, that things have been tough recently…but that’s been the case with nearly every industry.  We’ve definitely have felt the effects…we had to discontinue publication of a product recently; but we are starting to see signs of changes as well — we’re even hiring, let your friends know!  At any rate, we remain optimistic and hopeful!   This North Atlanta area will pull ahead and be strong again very soon!

So what’s my point? Frequency in advertising in key because new buyers move into your market every week. You need to have your ad out there to capture them when they are looking for your business or your service. Those advertisers that came to my new mailbox won my business simply because they advertised, thus I knew about them. They invested in running some ads, were consistent with it, and got a new customer out of it so it paid off! And those new customers and new relationships are the kinds you want, right? because there’s a longterm return with them.

So advertise frequently — set it and forget it for at least a year, maybe changing your message and offer ever so often, but stick with it. It will pay off!! There’s no such thing as a one hit wonder in advertising.

Flyer — Help for Haiti

Spread the word — we all need to help as we are able right now. They need it!

Here is the reality about newspapers today:

1. Myth: No one reads the newspapers anymore.

Reality: More than 104 million adults read a print newspaper every day, more than 115 million on Sundays. That’s more than watch the Super Bowl (94 million), American Idol (23 million) or that typically watch the late local news (65 million).

2. Myth:  Young people no longer read newspapers.

Reality: 61 percent of 18-24 year olds and 25-34 year olds read a newspaper in an average week and 65 percent of them read a newspaper or visited a newspaper website in the past week.

More myths to be debunked soon…from John Strum, President of Newspaper Association of America

Update: Read more here on this topic.

It’s going to be an INCREDIBLE show displaying Chinese song, dance, amazing costumes and more. To celebrate the New Year, and the 8th (a special number for the Chinese) we’re having a drawing for 5 sets of 2 free tickets.  All you have to do is retweet our contest tweet. Comment here on the blog to be put your name in the drawing again!  Winners announced on Tuesday!

Our next piece of advice is this: Cancel or greatly reduce your Yellow Page advertising. For many years, yellow pages where the main source for consumers to find you and for you to get your name out there. If you’re in the service industry it’s almost expected that a chunk of your budget go to the yellow pgs. Well, with the internet, search engines have now replaced much of the primary reason that people used to use the yellow pages. Plus, in our market there are about 6-7 different books so it’s very easy to get lost in the shuffle, or feel overwhelmed with the number of ads you have to buy to even be seen. (Not to mention since consumers aren’t using them and certainly don’t need 7 of them, your ad will probably end up in the trash). Considering this, you should pull out or reduce your ad size in the yellow pages — no greater than the size of a dollar is what we recommend — even if you’re in a service industry. Put that money where it will work harder for you.

That’s all for now!