Discussing Herald-Mail Media’s pivot from selling individual products to selling its audience, President and Publisher Andy Bruns issued this declaration of independence:
“We are not going to be beholden anymore to big box retailers. We don’t know how long they’re going to be around—and you know what, we don’t care.”
Bruns noted that over the past few years, its flagship newspaper, The Herald-Mail of Hagerstown, Maryland, had lost advertising from some big national retailers, including Macy’s, Bon Ton and Sears.
“We don’t worry about that,” Bruns said. “We want to concentrate on things we can control…that we know we can sell locally.”