Word of mouth advertising in a viral world
On its face, the letters-to-the-editor feature makes no sense. Every day, newspapers invite people to complain about the company's effort, so that the news organization can print and distribute those grievances to customers. It's kind of like McDonald's running notes on Happy Meals bags from customers who are angry that french fries and Chicken McNuggets make kids fat.
The idea behind letters is this: People will trust the newspaper more if they see that it is willing to share criticisms of its work with the public.
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