Belden Associates, which has provided newspapers with proprietary marketing, editorial and circulation research for 68 years, is going out of business. CEO Sammy Papert announced the move in
a newsletter to clients Wednesday.
He claimed that in recent years newspapers had a "declining appetite" for proprietary audience research that would help them "understand existing
audiences and identify new ones." Papert says it did not make sense to invest time and money in creating a downsized Belden.
At the same time, the interactive division of Belden Associates
is branching off and starting life as a separate company in San Francisco, headed by Greg Harmon. Belden Interactive will continue to offer its research, its sales and site survey program, full
market and online community surveys.
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