Newspapers need to grok online advertising, too

Newspapers’ Online Strategies Failed in 2009 — in yesterday’s MediaDailyNews, Eric Sass pointed out that newspapers’ online revenues have been falling along with their print revenues. The reasons, he says, are that online revenues were concentrated in online classifieds, and those never became independent from print classifieds. As print continued to plummet, they took online revenues along. Also, newspapers haven’t grokked search and display. Here’s a chart he picked up from NAA and IAB.

I’d add that newspapers also don’t understand that it’s rapidly becoming a niche news world, and have completely missed the boat on focusing their efforts on developing niche news sites. The mile-wide, inch-deep approach, i.e., news for a general audience doesn’t work anymore. But if newspapers shake off their ties to print, call themselves news organizations, and do develop niche news sites (which means developing community and walking away from the we-talk-you-listen old-style journalism), they’ll need to modernize their ad departments, too, and learn how to sell online as successful niche news sites have been doing for years.

They could learn from Federated Media, Netshelter.net, ESPN, Gawker Media, etc. (for a long list of niche news sites, check out the Jurnos wiki) and repeat their mantra:

Sell community, not content.

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