E&P report: ad strategies online must ramp up

While I’m usually more content to stay on the editorial side of the new media world, I would encourage everyone to read this special report from Editor & Publisher:

Charging Online is Fine, But What About the Ads? New Ideas Are Critical

The case continues to be made that newspapers need to focus more on selling their online ad inventory apart from the print upsells and package buys, and it needs to become more local. I know there are some college papers that are having success selling online, and perhaps this will help light the fire for other papers.

I don’t think the solution for college news sites, which have a different audience mix than their for-profit peers, will be exactly the same. But I’ll be glad when the right mix of online ad sales begins to generate revenues throughout the college media community.

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